TWM_Toymaster Supplement May 2026

Indies on parade

In a couple of weeks’ time, team Toy World will be packing their bags and travelling up to the picturesque town of Harrogate for the annual Toymaster May Show, where independent retailers gather for three full days of toy viewing, networking and fun evening entertainment. Gabriela Jiménez García caught up with Toymaster’s Member Support and Retail Recruitment Manager, Sam Gascoigne, to discuss the importance of this event in the toy calendar, how the show has evolved over the years and much more.

What makes the Toymaster May Show particularly important for independent toy retailers?

The Toymaster May Show is the only trade show in the UK and Ireland entirely dedicated to independent bricksand-mortar toy retailers, putting the spotlight fully on the Indies for three days.

With over 100 industry-leading suppliers under one roof, the show turns browsing into buying power. Independents can network, have face-to-face conversations, secure support, and get hands-on experience with new lines to see what will actually sell in their shops, rather than just what looks good on a spreadsheet or in a catalogue.

Also, the May Show’s timing gives retailers the opportunity to sense-check ranges, place orders with confidence and set themselves up to trade strongly through the summer and beyond, going into Q4 and the Christmas period well prepared and properly stocked

What differentiates the Toymaster May Show from other UK and Ireland trade events?

The May Show is one of a kind, as it is the only trade show in the UK and Ireland that is fully dedicated to independent toy retailers. This means the exhibitor mix, content and conversations are tailored specifically to the needs of the Indies.

The show gives independent retailers the chance to have meaningful, face-to-face discussions with senior leadership teams from suppliers, helping create better decisions, stronger partnerships and clearer plans for the year ahead.

The three-day format allows for genuine quality time with suppliers who are 100% focused on independent retailers during the show. Most importantly, the show brings independents and suppliers together in one place to work hard during the days as they prepare for the crucial Q4 selling period and then round out the experience with relaxed evenings featuring dinner and entertainment.

How has the show evolved in recent years to maintain relevancy in the fast-changing retail landscape in the UK and Ireland?

With over 100 suppliers in one place, members get a true one-stop view of what’s available across the market. From core, proven categories through to the newest growth areas like Kidult and fast-moving novelty and impulse winners such as ‘Squish & Dough’, there is a wide array of product to see. This range means retailers can secure their best-sellers while also spotting new opportunities.

Toymaster has evolved the show by actively shaping the exhibitor mix and content around what retailers need most. Throughout the year, we gather feedback from our Member

Committee on what is performing well in their stores so that we can put extra focus on the trends that are driving sales and footfall. This allows us to ensure that the latest hot products and in-demand lines from suppliers are front and centre, so members can buy with confidence in an everchanging retail landscape.

What new features can both retailers and suppliers expect at this year’s show?

We have introduced more clearly defined, curated areas to make category buying quicker and easier, allowing for simpler product comparisons and a more efficient route to the right suppliers within each category.

The show will feature a first for 2026: Netflix will be showcasing the highly anticipated KPop Demon Hunters range launching this autumn, with a dedicated 30-minute presentation for anyone who wants a closer look. It’s an early start (8:30am on Wednesday), but it will be worth setting an alarm for. More details will be shared closer to the show.

How do you ensure the show delivers real commercial value for independent retailers, not just inspiration?

The Toymaster May Show is the ultimate showcase for Toymaster and it is a valuable event for our members. Each year, suppliers are tasked with offering show deals, and we also negotiate Toymaster exclusive lines to further support our membership. Members taking advantage of the multiple deals on offer certainly see the commercial value when it comes to the money they can save. The show deals and exclusive lines offered at the show are for Toymaster members only, which helps to create a strong commercial opportunity.

The show also allows Toymaster to connect with

other independent non-members and demonstrate the numerous benefits of membership. Any non-member looking to save considerable time and money should come along and have a chat with me to learn how Toymaster can help them and their business.

How does Toymaster work with suppliers to ensure indies have access to competitive pricing and exclusive lines?

Toymaster works all year round, actively engaging in discussions and negotiations with suppliers to secure opportunities for our members, carefully considering timing and any relevant factors. Our Member Committee also play a key role in identifying suppliers that provide the best support and opportunity for success for members. The team in Northampton and our Member Committee work closely together, which enables us to collaborate with suppliers from various points of view to provide optimised opportunities for our membership ahead of the most critical sales period of the year.

What challenges are indies currently facing, and how is Toymaster helping members navigate them?

The retail landscape is ever-changing and consistently presents independents with new challenges and obstacles. Last year, these included wage and National Insurance increases as well as higher rate demands. This year began with difficulties related to tariffs and the uncertainty they cause. Also, the current, ongoing conflict in the Middle East presents perhaps the greatest challenge yet. With this in mind, Toymaster has engaged in lots of conversations with suppliers who are actively looking to support our members and the group as a whole. We also recognise the challenges that suppliers are facing, and we appreciate their commitment to Toymaster and to the independent toy retail sector. Suppliers often show a genuine desire for the indies to succeed, and their help has been invaluable.

Overall, we all agree that the toy world is stronger with independent toy retailers acting as the grassroots of the industry.

What advice would you give to retailers who are still planning their show attendance and buying strategy for the year ahead?

Plan and come prepared. This is the best advice for retailers ahead of the show and in terms of buying strategy. Toy Fair will have been the starting point for creating a road map of 2026, and the May Show is the perfect opportunity to place orders and execute your plans for Q4. Solid planning and preparation in advance will maximise your May Show experience and help implement your buying strategy for the year ahead.

What’s the most rewarding part of working with the indies?

For us, the most rewarding part is seeing independent toy shops flourish and succeed with the right help and support behind them. We want every toy shop to be bestin-class and a true destination within their community for everything toys, and we love playing a part (no matter how

Yogi Parmar

Managing Director, Toymaster

big or small) in helping the indies thrive. The numerous benefits of Toymaster membership, such as central invoicing, trusted supplier relationships, marketing materials and access to a peer network of like-minded retailers, including our vastly experienced Member Committee, are designed to help deliver this best-in-class opportunity for independents. If you are interested in learning about the help Toymaster can provide, then have a chat with me at the show.

What are you personally most excited to see at this year’s show?

This will be my first May Show as part of the Toymaster team, and I am excited to see our members in person, catch up on how 2026 is panning out for them and learn about their plans for the remainder of the year. I am also looking forward to meeting with independent non-members visiting the show, possibly for the first time. Engaging with our members and non-member independents and seeing them in action is the best reminder of why Toymaster does what it does

The Toymaster May Show remains one of the most important dates in the independent toy retail calendar, and once again, we are delighted to return to our second home, the Majestic Hotel in Harrogate.

The Show provides a focused, friendly and highly commercial environment where independent retailers can engage directly with our key suppliers, view new product ranges and plan for the year ahead. At a time when the retail landscape faces many challenges and continues to evolve, the value of face-to-face discussion, informed buying, networking and shared experience has never been greater.

What sets the Toymaster May Show apart is the strength of the relationships with our suppliers and within the group. It is an opportunity not only to do business, but also to exchange ideas, discuss challenges and explore practical solutions alongside like-minded independents. Our suppliers continue to show outstanding support, with our Member Committee continuing to work even closer with our key suppliers, tailoring opportunities and promotions specifically for Toymaster members. The event reflects the resilience, professionalism and optimism that define our sector. We look forward to welcoming members, independents and our participating suppliers to Harrogate for what promises to be another productive and positive May Show.

Talking Shop Shop floor to show

With the Toymaster May Show fast approaching, indie retailers share what they are looking forward to in Harrogate and what drew them to becoming a Toymaster member, as well as what stock is currently doing well in their stores and

There are various factors that drew us into becoming a Toymaster member. We found out about the buying group when we were still very new to the industry, and we decided to go along to one of the May Shows and see what it was all about. As we learned more about Toymaster, a number of things really stood out to us – particularly the ease of invoice management, access to exclusive offers and the strong sense of community among members. For a new business, having that kind of support and structure was incredibly appealing and gave us a lot more confidence moving forward. The whole process of joining was also very straightforward, and there was support available every step of the way.

Being a Toymaster member brings a huge number of benefits, especially as an independent retailer. One of the biggest perks is the collective buying power – it allows us to access competitive pricing, exclusive deals and a wide range of trusted brands that might otherwise be harder to secure. Members also share ideas, trends and insights, which is incredibly valuable in such a fast-moving industry. It means we’re always up to date with what customers are looking for and can adapt quickly. There is also sales data shared from till systems, which give insights into what is selling well for other members, and regional shows are always helpful, enabling us to network with suppliers and fellow members. On top of that, the support around marketing, merchandising and industry knowledge helps us continuously improve the store experience. Ultimately, being part of Toymaster allows us to stay independent while benefiting from the strength, expertise and connections of a much larger network.

We’re looking forward to attending this year’s May Show, as it will provide us with the opportunity to build on our relationships with suppliers and connect with fellow Toymaster members. It’s always a great environment for sharing ideas, catching up and learning from others

in the industry. We’re also really excited to explore what’s new and try to spot the next viral trends – those standout products that customers will be asking for before they even hit the shelves. It’s that mix of networking, inspiration and discovery that makes the show such an important and enjoyable event for us.

Looking at our offering and what’s currently selling well for us – anything squishy is absolutely flying off the shelves right now, along with everything linked to Pokémon. Those are the products customers are coming in and asking for straight away. A big reason for that is the power of trends, particularly on social media. Squishy toys have gone massively viral online, with ‘satisfying’ videos and collectible drops driving huge demand and even selling out within hours in some stores.

We find it interesting that parents and kids often come into the store looking for very different things. Parents are usually drawn to toys that feel educational, purposeful and good value – products like STEM sets, Lego, puzzles, or anything that supports learning, creativity and development. Children, on the other hand, are much more driven by excitement and instant appeal. They gravitate towards what’s fun, colourful and trending. It’s often the simpler, sensory, or viral items that win them over straight away – so you end up with a nice balance.

We’re also currently working on opening a new store that’s set to feature a thoughtfully curated selection of toys that inspire creativity, learning and hands-on discovery – from educational games and building sets to arts and crafts and timeless classics. We’ve placed a strong emphasis on quality, inclusivity and sustainability, ensuring that our range reflects a wide variety of interests, age groups and responsibly sourced materials. What will truly set this store apart is the experience it will offer to customers. We’ll be hosting regular in-store events such as storytelling sessions, creative workshops and play-based activities, making it a destination for families rather

than just a place to shop. We’re bringing something for everyone in the new store – from newborns all the way up to kidults. It’s all about variety and a bit of that “I need to have this” feeling.

One of the biggest challenges facing independent toy shops today is the rising cost of doing business: staffing, rent, business rates and utilities have all increased significantly, which puts a lot of pressure on margins and makes it harder for smaller stores to compete with larger chains and online retailers. On top of that, there’s the challenge of stock availability – especially when it comes to viral products. With trends moving so quickly, it can be difficult to get enough supply of in-demand items before they peak and move on, which makes planning and forecasting quite unpredictable. It’s really a balancing act: managing rising overheads while also trying to stay ahead of fast-changing trends and customer demand. Despite that, the industry is still incredibly exciting, but you must be adaptable and quick to respond.

Talking Shop

Brendan Will - Will’s Toy Shop, Aberdeen

have accounts with leading companies such as Lego, and Toymaster served as a bridge to connect us with these brands, enabling us to stock some of the most popular products that our clientele wanted.

TThere are many perks of being a Toymaster member, including the networking opportunities. Through our Toymaster membership, we’re part of a community that enables us to gain different ideas from other independent retailers. We tend to share data from our EPOS systems with each other to gauge what’s selling every week, and which trends are worth keeping in mind and tapping into – this is something we probably wouldn’t be able to get as a solo store. What originally attracted us to becoming a Toymaster member was the opportunity to stock some major brands. Before signing up, we didn’t

Toymaster’s Paul Reader really helped us with redirecting our store. Ever since becoming a member, we’ve been able to connect with a broader group of suppliers, which has enabled us to become a more specialised and streamlined toy shop. We now tap into a more focused selection of categories, including TCG and Kidult and have found that this has enabled us to grow, as we cater to a particular group of loyal customers who regularly come into our store in search of brands like Loungefly, Pokémon, One Piece and Magic: The Gathering. We’re really looking forward to heading to Harrogate later this month and attending the upcoming Toymaster May Show. It will give us the chance to catch up with other retailers and meet with our suppliers in person. The event also offers us the opportunity to discover new suppliers whose products could fit within our existing portfolio, and the evening entertainment is always a great chance to socialise, network and discuss the latest trends and products that are performing well for other stores. Some of the companies which I’m looking forward to seeing include Tomy, as we believe its Hey Clay range is a strong performer in the Arts & Crafts category. We’ll also be visiting A.B. Gee’s stand to view Hasbro’s Play-Doh range, another strong performer in the Arts & Crafts sector. Some of our most steady product ranges right now include Pokémon (as expected), and One Piece TCG is also catching up, as we have noticed that it’s becoming increasingly difficult to get hold of stock. Additionally, our offering of Big Potato games has also been seeing

Lindsey Birney - Mr Wolf Toy Shop, Hexham

AAs we’ve just had the Easter holidays, brands like Plus-Plus, as well as plush and squishy fidget toys, are flying off the shelves. A lot of this is trend driven, but with Plus-Plus, it’s because of our demo unit. When kids come into the store, it’s a brilliant pick-up price and everyone loves to play with Plus-Plus; it’s always a popular range.

We’ve just taken on KidyWolf, which is distributed in the UK by Little Concepts. The brand is really parent driven, especially the watches. They’re like a smartwatch, but they don’t have any games or distractions. It’s very good quality and I think they’re brilliant.

Smart Toys and Games is another company which is very underrated. Its range is brilliant, with something for everybody. I actually just had a customer come in who was buying a gift for a young girl in hospital. Smart Games is great because the products can be sterilised and are easy to keep clean.

We’ve also been selling a lot of the Huckleberry camping lines from the Kikkerland range, which is distributed by Inside Out Toys.

I think your readers would be surprised by how many nostalgia-driven toys are still really popular with young kids. As much as people think kids sit on screens and aren’t interested in “old-fashioned” toys, they are still coming in with their pocket money and are just as likely to buy a kaleidoscope, slinky or colouring book as we were back in our day. We don’t find that kids only want to engage with screens. We are always delighted when kids go for spinning tops and kites, which are huge at the minute. There’s a lot of nostalgia towards collectible animals too. Adult customers come in and talk about the farm or zoo animals that they once had as children. Glove puppets are also very popular.

We have some brilliant companies offering us support

strong sales, especially travel games, which tend to be popular at this time of year. Some of the most popular titles include Whirly Derby, P for Pizza, Mini Colourbrain and Dino Dump, which kids tend to pick up. We believe that the game demos and evening gaming events which we hold regularly in-store really help, as customers get to experience what it’s like to play these games, as opposed to just seeing them in the packaging and not knowing whether they’d actually enjoy playing the games. A game like Hachette’s Acropolis can’t just be shown within the packaging; players need to open the box, hold the pieces in their hand, feel the quality and have a go at the game to get the whole experience before deciding to buy. We’ll also be offering a pre-release for the new Lorcana Wilds Unknown range, which features glimmers of Disney and Pixar characters, to attract attention to the brand-new launch.

One underrated product in our shop that we believe isn’t getting enough love right now is the Leaders game by Studio H, which is part of Hachette Boardgames. The game is a mixture of chess and checkers in which players create a team and combine the abilities of unique champions to defeat the opposing Leader. The packaging and quality of this game are incredible, and we think more board game enthusiasts should give it a go. One of the biggest challenges we are facing as an indie retailer right now is acquiring stock for ranges that are in high demand. Products like Pokémon TCG have faced shortages for a long time, making it difficult to obtain enough to meet the demand. We have noticed a specific group of customers who come in to purchase certain items with the intention of reselling them on eBay, and they try to buy up our entire stock, which disrupts our sales process.

as well. Plus-Plus always offers us display materials and product for giveaways. Another favourite is Eugy from Brainstorm. We ran a demo weekend once and the company sent out a stand as well as a staff member – that weekend, the brand really flew. I feel like we are well supported overall. If we call any of our main brands and say that we want to do something interesting in-store, they’re generally keen to help and work with us.

Although we aren’t a Toymaster member, we are considering going to the show this year. UK shows are very social for us, and we know many lovely people in the toy industry. My husband might be going down to meet with

our reps. The reps and agents are really good at getting us to the shows; they all make a point of inviting us to have a catch up.

My husband will be looking for new games. Games suppliers are a big thing for us, and we love going to shows so we can try the games out. We like to try everything that we’re bringing into our store, as we’re very keen on advising our customers about the games. In turn, we like to go to shows and sit on the games stands trying every game – even games that we have in stock but we haven’t managed to have a go at yet. We’re also on the lookout for new and interesting baby gifts.

Talking Shop

Karen WestmorlandTreasures Toys, Wetherby

I’d say one of the biggest perks of being a Toymaster member is being part of a big support network, like a family. The invoicing side of things is another tangible benefit, as I’m not great at admin and the extended payment terms really helps cash flow. The TIMS system has all the information in one place and makes life so much easier.

Having the extended payment terms was a big draw of membership, to help me get off the ground quicker, as well as the support of the Toymaster head office team to call upon for advice. There’s a vast array of suppliers to pick from, plus the ability to ask questions to other members to gain advice and support.

I’m looking forward to seeing what offers there will be at the May Show this year to help boost profit in the final quarter of the year. Also, some new suppliers have joined Toymaster recently and it will be interesting to see their product ranges. The show is also great for meeting up with other members and chatting about all things toy shop related, the good and the bad.

Squishies are flying at the moment. Certain products have gone viral on Tik Tok which has created supply issues, so to keep up with the demand, I’ve put together a range of squishies from numerous different suppliers, particularly Keycraft, One For Fun and KTL. Social media has been a massive influence in creating these demands. The advantage of being an independent is that we can react quickly.

When shopping, parents often try to encourage the sensible option like a game, activity book or arts & crafts, whereas the kids want something more tactile like a 3D printed dragon or snake eggs, a fidget spinner (yes, they are back) or, of course, a squishy.

Sluban building bricks are currently an underrated product in our store. It’s a fantastic alternative to Lego with great entry price points. It’s really fun and offers different models to build. Lego is never going to be replaced, but Sluban is a fun range which complements Lego nicely.

I wish more people would buy slime. There are so many fantastic products out there, but Wetherby shoppers aren’t great fans of slime except for Moose’s Gui Gui range.

Running a toy store is like being part of a big family. With the relationships you make with your regular customers, I almost feel a part of their lives. Watching the kids grow and learning about how school is going, them telling me what craze I should be looking out for next or what I should stock. The toy shop feels like a little community hub some days.

Increasing costs is the biggest challenge we all face, but we have to be savvier in what we buy and sell, as well as taking every opportunity to save in all aspects of the shop.

indie viewpoint

Mark Buschhaus and Stephen Barnes

Toy Barnhaus

Pocket money popularity

AAs we write this, we are just getting over what has been an absolutely manic Easter period for us. It is fair to say that sales have been significantly better than we expected – in fact, we have had our best Easter trading ever! We would never usually say this, but it is actually quite nice for it to be a bit quieter now the kids have gone back to school, just so we can catch up a bit.

Before writing this column each month, we review the best-sellers by value for the last month, to see what has worked for us. It is safe to say we have never had a report with so many low- priced items in it. The report is almost entirely Pokémon TCG, squishy dumplings and other squishy toys. It has been a real challenge to get hold of stock on many of the pocket money lines – where Kandy, HTI and One For Fun usually have good stocks, they have been wiped out by the surge in demand. We have been going to a wholesaler located nearby –Cut Price Wholesaler – as it has been very proactive in getting stock, which has really helped. During the Easter holidays, we took more on pocket money ranges than we did during the Christmas peak, which is amazing. That also represents an awful lot of boxes, so we have been going all out to keep the stores stocked. We have even been extending our pocket money space to help customers get to the stock. At times the aisles were getting so packed, we decided to dual site key selling lines. It is a great problem to have, so we are certainly not complaining.

Although the lines mentioned above have dominated our sales reports, there are numerous other ranges that are also performing solidly for us. Collectibles are still growing in popularity, and My Mini Baby from Zuru continues to be our strongest seller, with the new Disney line proving especially popular. The Mini Brands Fill the Fridge capsules range also does well for us, and there are a lot of new lines from Zuru for autumn/winter that look very strong. The new Happy Haul range from Just Play has started positively, with strong sell-through so far. L.O.L. Surprise! continues to perform well: keeping it fresh with new lines is the best approach. MGA Miniverse is also seeing strong sales, especially with the Babies. Another collectible line we find successful is the Disney Cars Mini Blind boxes from Mattel. We have built up a reputation as a stockist now and regularly get lots of collectors coming in for them.

One of the highlights of our year is the Toymaster May Show. It is without a doubt the best show for independent toy stores to visit and is one of our most important buying shows. The Toymaster team does a superb job of organising the event each year, and the Majestic Hotel is a great place to be. There are always good deals being offered by suppliers to tempt us. It is good to be able to start to plan for Christmas and to see some products that may not have been on display at Toy Fair. And the socialising (or networking) is just as important as the buying.

You will not be surprised to learn we have already got our evening meals organised, even before the supplier appointments. It is really great to see other Toymaster members in Harrogate that we would not normally see, and to share ideas and experiences. And now the bacon and egg rolls come out at midnight, that really helps us to get through the evenings. We hope to see many of you at the bar!

BALL RUN

GALAXY PACK

Featuring Light Up Balls

ROCKET PACK LIGHT

LAUNCHER PACK BALL RUN

touchingbase

Harrogate is calling

Suppliers share how they have helped independent retailers over the past 12 months, what they value most about working with the indie retail sector and what they're looking forward to most about this year's Toymaster May Show.

Alf Blohm

Head of Sales UK, Craze Toys

My focus has been on putting the right building blocks in place for independent retailers to succeed with Craze in the UK. For me, that starts with making sure the independent channel gets the first look, not brought in at the end once the big volume conversations are done. I have always believed that if you want to launch properly in this market, independents should be part of the plan from day one.

A big part of that has been putting the right distributor in place with DKB. They understand the channel, have strong relationships across it, and are active where it matters. That gives Craze a route to market with credibility, experience and the right support for independents. I have also shaped the offer with independents very much in mind: strong licences, accessible price points, simple product stories and ranges that sit alongside what stores already do well. We are giving retailers product that is easy to understand, easy to merchandise and easy to trial.

What I value most is that the independent sector is real. The relationships are real, the conversations are honest and the passion for toys is still there for all to see. That has always mattered to me, and it is one of the main reasons I have spent my whole career backing this channel.

Independent retailers bring far more to the toy industry than just direct turnover. They are often the first to spot what will work, the first to tell you when something is not quite right and the first to give you feedback you can actually use. That insight is hugely valuable.

I have always believed independents play a vital role in launching brands, recruiting new consumers and keeping the industry connected to what is really happening at store level. Larger accounts absolutely have their place, but a healthy toy market needs balance, and the mistake some businesses make is reducing independents to a spreadsheet line and missing everything else they bring.

I am looking forward to getting back in front of the trade properly and showing people what Craze can bring to the UK market. Up to now, a lot of the conversation has been around plans, concepts and imagery. The Toymaster May Show is where it becomes real. Retailers can see the ranges, handle the product and give immediate, honest feedback and that is exactly what you want when you are building something new. It is always one of the best events in the toy calendar because the quality of the conversations is so high. You get straight opinions, strong commercial insight and proper engagement from people who know their businesses inside out.

I am also looking forward to working closely with DKB at the show. It is the right partner for this stage of the journey, and together we can present a proposition that is high quality, accessible and commercially relevant.

A successful show for me is simple: product ordered, product heading into stores and retailers coming away feeling that Craze is a dependable new supplier worth backing. Put simply, I want the trade to feel that if they trust us, we will deliver.

Claire Coekin

Commercial Director UK & Ireland, Plus-Plus

One of the ways we provide support specific to independent retailers is to ensure they have a merchandising solution that is a fit for their specific store and format. Whatever the space and location, Plus-Plus offers shelf and bay planogramming, and a range of free-standing units such as our ever-popular Spinner Stand with play tray table, and the more frequently requested fully flexible and modular metal free-standing unit. These enhanced offerings are a response to our customers increasingly ranging a wider selection of Plus-Plus products expanding across Tubes, Activity Pads, Box Sets and Travel Cases. Sales performance is significantly higher when the products hang more coherently next to each other.

Independents are at the heart of the toy and gift industry. We have a growing number of indie partners who are open to collaborating on experiential activity that benefits the store through creating engaging family-friendly play experiences that drive footfall, dwell time in-store and repeat visits. Introducing families to emerging brands like Plus-Plus in meaningful, hands-on ways make local independent stores a perfect fit for a creative, open-ended brand like ours. We see indie partners not just as stockists, but as collaborators who help us continually improve how Plus-Plus is presented and experienced in the UK and Irish markets. We always look forward to the Toymaster May Show because it’s such a great chance to catch up with the independent retail community in a relaxed and welcoming setting. Showing products in-person and having retailers try them out for themselves is a joy to see as Plus-Plus really comes to life when people can create, play and see the quality up close. We are excited to share our latest licensed ranges and some new merchandising ideas designed to help stores showcase the brand to its full potential. The bubbly and vibrant conversations are full of passion and practical insights and those chats always help shape how we support them throughout the year. Overall, we’re looking forward to reconnecting with familiar faces, meeting new members and building on the strong partnerships that make this show so special.

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Lisa Bagshaw

Field Sales & Territory Manager, Epoch Making Toys

Over the past year, we have continued to support our strong relationship with independent retailers by introducing new ranges and promotional offers, tailored in-store POS solutions and repeating the successful Sylvanian Families loyalty scheme designed to strengthen customer engagement and encourage repeat business to their stores. We’ve also helped retailers online by increasing our visibility on TikTok, vlogs and resharing retailer content across socials. The independent retailers represent the heart of the toy industry. They are where trends are born, innovation is embraced and where genuine passion for product and customer experience shines.

The Toymaster May Show is a key event in the calendar for Epoch Making Toys, and we look forward to reconnecting with our regular customers, meeting new retailers, showcasing our exciting autumn winter ranges and strengthening our plans together for the second half of the year.

Gavin Mansour

Head of Sales UK and International, Learning Resources

Tony Mace

New Business Consultant, U&I Entertainment

This year marks our debut as suppliers at the Toymaster May Show. U&I Entertainment will present licensed San EI plush and Teknofun lighting products, giving members a chance to expand their portfolios with high-quality items offering strong margins. We also aim to support members with POS solutions to enhance in-store displays. We will continually update our product portfolio to maintain fresh, relevant ranges that align with current market trends.

Independent retailers excel at adapting and responding swiftly to market trends which aligns with what we offer at U&I Entertainment.

I've attended over 20 Toymaster May Shows and it remains my favourite trade event. I'm eager to connect with members and suppliers, learn about retail trends and present our products and member deals. Toymaster's support to both U&I and myself personally as we onboarded this year has been excellent and I expect, as always, a productive, fun environment for us to grow both U&I’s and the members’ businesses together.

Over the past year, we’ve focused on giving independent retailers the tools, products and support they need to succeed. We’ve grown our range of innovative educational toys, from the globally loved licensed Numberblocks collection to exciting new developments in social emotional learning such as our Bubbleplush Yoga Balls, helping stores attract families seeking meaningful, education-led play. With more than 40 years of expertise in learning through play, we remain dedicated to helping independent retailers stand out with products that parents trust, teachers recommend and children truly love.

Independent retailers are at the heart of the toy industry, and we truly value the passion and personal service they bring to families and communities. Their deep product knowledge and genuine enthusiasm for toys that make a difference align perfectly with our mission of making learning playful. Because indies know their customers so well, they help us understand what children and families are looking for, from early years essentials to social emotional learning and fine motor skills. We see our relationship with independent stores as a true partnership: they champion our products on the shop floor, and we support them with resources, innovation and trusted brands like Numberblocks that parents actively seek out.

We’re excited to connect face-to-face with the incredible community of independent retailers who make the Toymaster show such a standout event each year. The May Show is a fantastic opportunity for us to showcase some of our newest and most innovative toys and games, as well as highlights from our award-winning Numberblocks range. We’re looking forward to sharing hands-on demonstrations, hearing feedback directly from retailers, and discussing how our products can help stores continue to engage and inspire their customers. Most of all, we’re excited to celebrate play, learning and the strong partnerships that power the independent retail sector.

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Mark Jones

Sales Director, University Games and Lagoon

Over the past year, we have continued to invest in supporting independent retailers through our dedicated in-house sales team, who provide tailored support whenever it is needed. This includes everything from range planning and merchandising advice to building strong seasonal programmes that drive footfall and sales throughout the year. We have also focused on making in-store execution as easy and effective as possible. Our range of FSDUs and CDUs across key lines including the Project Genius wooden brain teasers, The Purple Cow’s science-led tins and the award-winning Learning Journey Match It! puzzles. These are designed to maximise visibility while making efficient use of valuable shelf space.

Independent retailers are a hugely important part of our business, and what we value most is the collaborative relationship we are able to build with them. Their deep understanding of their local customer base makes them incredibly insightful partners for us. We also greatly value the direct feedback we receive from the shop floor. Whether it’s insights on product performance, emerging trends or customer preferences, this real-time information is invaluable. It enables our sales and product development teams to react quickly and bring new ideas to market with confidence. Ultimately, working with independents helps keep us closely connected to what consumers are really looking for.

The Toymaster May Show is always a highlight in the calendar for us. It’s a fantastic opportunity to catch up with familiar faces and meet new ones. It gives us a chance to gain insight into what’s working right now, share ideas and continue to build momentum with our retailers for the rest of the year. It is also a great event to showcase both our proven best-sellers and a strong pipeline of new launches, including our new Squeeze Popper range and Pocket Dice games, as well as exciting developments for two much-loved pre-school brands, Peppa Pig and That’s Not My…, plus much more.

Andrew Hobbs

Director, LA Brands

Over the past 12 months, we’ve made a conscious effort to strengthen how we support independent retailers, both operationally and commercially.

Internally, we’ve expanded our team to improve sales processing and retailer support, and I’m delighted to welcome Luisa Timberlake to our team.

Luisa brings with her a wealth of knowledge and experience in supporting retail partners and has already made a significant impact in strengthening our sales processes and day-today communication with stockists.

From a product perspective, we’ve continued to broaden our range, giving retailers more choice and helping them cater to different customer types, from core puzzle enthusiasts to more casual, gift-led shoppers. This has allowed our stockists to build a more complete and engaging in-store offering around the brand.

We’ve also invested more heavily in merchandising support. This includes developing bespoke point-of-sale solutions specifically for independent retailers, helping them create eye-catching displays that drive impulse purchases and improve in-store visibility. Our goal has been to not just supply products, but to actively help retailers sell more effectively.

What I value most about independent retailers is the personal connection they have with their customers. They’re on the shop floor every day, sharing real experiences and genuinely guiding people to the right products. There’s also a family feel to indie retail that’s often missing in today’s world of online shopping, and this builds trust and a real sense of community. Those close customer connections give us honest, real-world feedback straight from the consumer, helping us continually improve our products.

This will be our first-year exhibiting, which makes it particularly exciting for us. I’m looking forward to getting out from behind the screen and meeting retailers in person, and I’m really looking forward to connecting not just with customers, but with the wider Toymaster network of members and suppliers. It’s a community that genuinely cares about the success of independent retail.

Lenni Horn

National Account Manager, Curious Universe

Over the past 12 months, we’ve focused on building genuine relationships with independent retailers and understanding what they need from us as a supplier. Being fairly new to working directly with the independents, we spent time talking to and meeting with specific retailers to hear their challenges and find ways we could make things simpler and more useful for them.

From these conversations, it became clear that retailers wanted a clear, straightforward view of our product ranges, so we created a domestic catalogue and guide covering all of Curious Universe’s main brands. We were able to turn this around quickly, giving retailers a simple, easy-to-navigate overview of our portfolio and making it much easier for them to make confident buying decisions.

Alongside the catalogue, we have introduced deals and offers designed to help independents stock products that perform well for their stores while protecting their margins. We’ve also provided ongoing support and guidance, answering questions, sharing advice and helping them get the most from our ranges.

What we love most about working with independent retailers is the close, personal relationships we get to build with each store. Being able to talk directly to the people running the business, hear their ideas and really understand their customers makes the whole process feel collaborative rather than transactional. It’s rewarding to be part of their journey and to see how our brands fit into their stores.

What we’re really looking forward to at this year’s Toymaster show is getting out there and meeting new people. It's great to be able to talk directly with retailers, hear about their stores and understand what makes each of them different. It's nice to see familiar faces and catch up, but meeting new customers and building those fresh connections is exciting.

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Gary Hughes

Head of UK Sales, Rainbow Designs

Our focus has always been on listening to our retailers and responding to what they need to succeed. This has led to a number of practical initiatives, including reduced pack sizes to help them improve flexibility and cash flow, as well as exclusive, well-supported promotions designed to drive sell-through in stores. Our dedicated in-house sales team also plays a key role. They take the time to really understand each retailer’s business, offering tailored advice and solutions, and have the autonomy to problem-solve quickly on site, making the whole process as smooth and efficient as possible. Alongside this, we continue to offer a strong, proven product portfolio featuring beloved characters such as Paddington, Bing, Peter Rabbit and Disney Winnie the Pooh, all at accessible price points that work well for independent retailers.

Independent retailers are incredibly important to our business, and we genuinely value the relationships we have built with them. What stands out most is their understanding of their marketplace and the care they put into curating their ranges. They have the freedom to make decisions quickly and confidently, which creates a more collaborative and responsive partnership. That close connection to their customers is something we respect and are proud to support.

We have so much to look forward to at the Toymaster Show and it is always a highlight for us. It is a fantastic opportunity to reconnect with our existing retailers as well as meet new ones, all in a relaxed and collaborative environment. As always, we are excited to be showcasing our Toymaster best-sellers and that includes Paddington, Bing and Peter Rabbit, as well as the popular interactive Happy Yappers range and the new Pembe the Pink Cat collectibles range. We will also have some show-exclusive opportunities for Toymaster members, including a special competition, shelf-ready minimum order packs and replenishment incentives. It’s all part of our commitment to support retailers who support us, so if you would like to find out more, please come by our stand.

James Shepherd CEO, Commotion

Daniel Petcu

Sales Director EMEA, YuMe Toys

Over the past year, we’ve focused on helping independent retailers maximise sell-through with ranges that are commercially sharp, easy to merchandise and built for repeat purchase. Our multi-line strategy across key IPs – spanning blind-box, plush, keychains and display figures – allows indies to create cohesive in-store stories at multiple price points.

We’ve supported this with practical retail tools, including targeted pricing initiatives to protect margins and POS materials such as acrylic displays to enhance shelf presence and create theatre in-store. Formats like Cosbi and Hero Box are designed to drive engagement through collectability, encouraging return visits and impulse purchase.

What we value most is the partnership. Independent retailers bring a level of passion, creativity and instinct that is hard to replicate. They are closest to their customers and often the first to spot emerging trends or shifts in demand. That insight allows us to refine our ranges and respond quickly. There is also a shared mindset – indies care deeply about product, storytelling and creating an engaging retail experience. That alignment makes collaboration more meaningful and ultimately more effective for both sides.

Toymaster is always a key moment to connect directly with the independent retail community. This year, we’re particularly looking forward to developing our partnerships further and working more closely with retailers on how our ranges come to life in store.

A big focus for us will be supporting the creation of dedicated Kidult areas, bringing together some of the most loved properties across anime, gaming and evergreen brands in one space. It’s an opportunity to drive visibility, build excitement and unlock incremental sales within a fast-growing category.

Over the past 12 months, we have made significant efforts to support independent retailers in the educational toy sector. One of our primary initiatives was providing tailored marketing support, enabling retailers to effectively showcase our products through customised promotional materials and campaigns. This approach helped them attract more customers and increase sales. We also organised training sessions that educated their staff about the educational value of our toys. This training enhanced their ability to communicate product benefits to customers, thereby improving sales.

We also recognised the financial challenges faced by many independent retailers, especially during peak seasons. We implemented more flexible payment and ordering terms, allowing them to manage cash flow effectively. Overall, our commitment to supporting independent retailers has been pivotal in building strong partnerships and fostering a thriving retail environment for educational toys.

As we prepare for this year's Toymaster May Show, we are filled with excitement and anticipation. One of the highlights will be the opportunity to network with a diverse array of retailers, industry professionals and fellow exhibitors. These interactions are invaluable for fostering relationships and exploring potential collaborations that can enhance our presence in the market. We are especially eager to showcase our latest range of educational toys, which have been designed to reflect current trends and consumer preferences. This year, we have focused on innovation and educational value, and we look forward to receiving direct feedback from retailers about our new offerings.

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Simon Prest

Sales Director, Orchard Toys

Our stand out POS materials have helped create eye-catching in-store displays that draw shoppers in. Alongside that, we’ve supported indies with a range of promotions over the past year –from seasonal deals to more tailored offers – all designed to help boost footfall and sales.

We value the close, collaborative relationships we have with our indie partners, who in turn, stock our broadest range of games and jigsaws. Their passion, product knowledge and strong customer connections bring Orchard Toys’ games and puzzles to life in-store. That direct link with shoppers also gives us brilliant feedback and insight we can learn from.

At the Toymaster May Show, we’re really looking forward to catching up with members face-to-face, showcasing our latest launches, and sharing some great exclusive offers for the indie sector.

Hashim Yilmaz

Senior National Account Manager UK, Magicbox

Over the past 12 months, supporting independent retailers has remained a key priority for Magicbox UK. We recognise that independent toy shops play a vital role in the industry, offering curated selections, expert advice and a personal shopping experience that larger chains often cannot replicate. Because of this, we have focused on creating initiatives that help independent stores drive footfall, increase sell-through and remain competitive in a challenging retail environment.

One of the main ways we have supported independents is through tailored retail programmes designed specifically for smaller stores. These include flexible ordering options, attractive retail display solutions and point-of-sale materials that help products stand out in-store. Each season, we also provide specially designed FSDUs featuring our top brands and hero products, with unique designs and product selections created specifically for independent retailers. In addition, collectible checklists for Piratix and Superthings are available in the counter displays at the till point, encouraging collectability and repeat visits to stores. Our aim is to make it easy for retailers to showcase our ranges in a way that attracts attention and encourages impulse purchases.

What we value most about working with the independent retail sector is the passion, expertise and community connection that indie retailers bring to the industry. Independent toy shops are often run by people who genuinely love toys and understand the importance of play in children’s development. That enthusiasm translates into a shopping experience that is personal, knowledgeable and engaging for families.

Unlike larger retail environments, independent stores often take the time to carefully curate their product ranges. This means they are always looking for unique, innovative toys that offer something different and exciting for their customers. As a company that prides itself on creative and collectible toy concepts, we find this approach aligns perfectly with our own philosophy.

The Toymaster May Show is always one of the highlights of the year for Magicbox UK, and we are thrilled to be part of it once again. The show offers an exciting opportunity to showcase our latest products, connect with retailers from across the UK and celebrate the creativity and energy of the toy retail sector as a whole.

This year, we are especially proud of the launch of Superthings in the UK, alongside the third series of Piratix collectibles and play sets. Seeing retailers experience these ranges first-hand, understanding their play value and collectability, is always incredibly rewarding. Above all, we can’t wait to hear the feedback from retailers. Events like the May Show provide the perfect environment for conversations, ideas and insights, helping us understand what excites retailers and shoppers most.

Charles Spencer

Key Account Manager, Smart Toys and Games

Over the past year, Smart has significantly expanded its UK sales team to provide even greater support to our growing independent retail base. Our team prioritises regular store visits, offering tailored advice on range selection to ensure each retailer stocks the products best suited to their customers.

We also focus on driving sell-through in-store, supported by our free demonstration games and retail display solutions. This year, we’ve introduced a new iPad-based product presentation system, enabling retailers to access high-quality product information and gameplay videos, alongside our much-valued printed catalogues.

The independent sector has always been at the heart of our business, and we truly value the close partnerships we’ve built over the years. Working collaboratively with indie retailers allows us to support them in creating engaging, high-impact displays that showcase the very best of our range. We take pride in tailoring our support to meet each retailer’s individual needs, helping them deliver a distinctive and successful in-store experience.

Following a record-breaking Toymaster May Show last year, we’re excited to return with an even stronger presence. Thanks to our expanding product portfolio, we’ve doubled the size of our stand to 10m² for this year’s show. This larger space will enable both new and existing customers to fully explore our range and discover the products and retail solutions best suited to their stores.

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Helena Stacey

Marketing Manager – Toys, Tomy

Over the past year, Tomy has continued to put independent retailers front and centre. We’ve supported the channel with carefully selected product ranges, eye-catching merchandising and window displays, and close collaboration with the Toymaster team on catalogue and promotional activity. By keeping retailers updated on new launches, stock availability and marketing campaigns, we’ve helped them plan with confidence and make the most of key seasonal opportunities. From die cast vehicles and collectibles to preschool, arts & crafts and games, our aim is to give indies a balanced, high-quality portfolio that keeps customers coming back.

What we love most about working with independent retailers is the passion and personal touch they bring to the toy world. Whether it’s a creative in-store display, a hands-on demo, or a tailored recommendation, indies make products come to life. These collaborative relationships let us act on feedback quickly and build partnerships that last.

Looking ahead to the Toymaster May Show, we’re especially excited to showcase some standout 2026 launches, including our new edition of Traitors Board Game, the launch of the stunning Momiji collectible doll range and the highly anticipated UK debut of worldrenowned Tomica Range from Japan. These launches give retailers the chance to offer fresh products that will excite customers and drive sales. The show is the perfect opportunity to connect directly with us, share ideas and strengthen the relationships that make our partnership with indies so successful.

Philip Kaye

Managing Director, Kayes of Cardiff

Kayes has built its business up over the last 40 years on the independent retail sector and always tries to help where possible. The more selections we add to our vast range at the most competitive prices the better our offering is. We have the most affordable carriage paid order value of £350, allowing a retailer to mix and match their orders across some of the most popular brands of toys in the UK.

We continue to monitor the needs of the independent retailer and are always making any necessary changes that are required to meet their needs. Last year we reduced our carriage paid amount in the lead up to Christmas to help our customers maximise their sales at the busiest time of the year.

The flexibility of their needs allows us to be flexible alongside them. We also value the personal approach where there is a person to meet at the store or speak to on the phone as opposed to the multiple retailers or online platforms who are faceless and are only able to communicate via email.

There is so much personality in the independent sector. Our team of sales representatives and agents that cover the whole of the UK are able to visit the indies which is so much appreciated and makes the difference between Kayes and other distributors that only have online or telephone sales.

The Toymaster May Show is the highlight of the toy calendar for Kayes of Cardiff. Apart from sharing our presence at London Toy Fair, we no longer attend any other trade exhibitions, as Toymaster put on such a professional exhibition that attracts most of the customers we service.

They provide us as suppliers with the platform to show off our product ranges, and the social side of the event gives us the opportunity of getting to know our customers on a different level. We can meet and talk about opportunities and meet new contacts that may have missed our stand.

Initial indications are that the attendance will be very strong and will build on the great start which the indies have made to 2026 trading.

Steven Russell

Marketing Manager, Posh Paws

We have worked incredibly hard to strengthen our position with our existing independent customers, enabling us to reach and open new accounts and continue growing our presence in this sector. To do so, we create and share regular flyers and brochures to promote new products we are launching, seasonal product opportunities and best-sellers to show our customers which brands and licences are performing for us at a national level and guide them on what to stock and what’s selling.

Increased POS is an area we have also invested in to support indies, and we have in-store displays available, so that we can help them make our products stand out and drive repeat purchases for their customers.

We understand that it is not easy for independent retailers to hit high minimum order values, which is why we have set ours at affordable rates. We also offer small case sizes, enabling retailers to have our products in their stores and helping us increase our distribution – a win-win for everyone. It helps with replenishment orders and ensures that their stock levels can be easily managed, also allowing them to introduce new lines regularly and try new products that we have recommended or that they have heard about. What I value most about working with the indie retail sector is the ability to have open and relaxed conversations with the retailers and the flexibility on what they can order and when they can order it. We know how quickly things change in this market and what’s hot one minute, isn’t the next, so it’s great to be able to have instant conversations with buyers and be reactive to new trends and crazes, rather than waiting for the next buying period.

The appreciation that indies show when you do take the time to speak to them and run them through new ranges or what you recommend they stock is always such a nice feeling too, and we see that when we receive photographs of our stock in their stores, posted on their socials and the feedback and gratitude they share with us. What I’m looking forward to the most about this year’s Toymaster May Show is the vibe and feeling you get when you are on your stand and walking around the hotel – it’s so nice and relaxed, and it’s what makes this show so much fun and special. The evening entertainment is also always great and something everyone looks forward to.

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Katy Fletcher

Head of Marketing and Product Development, Ravensburger

From a practical point of view, we're continuing to develop tools to ensure our ordering process is as straightforward as possible for all retail partners. Our trade marketing team has also been working through the year to develop custom in-store merchandising and display solutions to support our retailers in bringing product to life in ways that work best for them.  These include eye-catching displays from dioramas to FSDU’s and branded Tego installations.

Reflecting the ongoing momentum behind the worldwide competitive puzzling movement, we have also supported retailers in delivering their own mini speed puzzle events in-store, with ready-to-go kits including tips, prizing and giveaways.  And we continue to make our Brio Play Date kits available for retail partners who are looking to showcase the wow factor and breadth of this range instore. Our relationships with independent retail partners are of utmost importance to us. They are at the heart of the community and know their business and audience inside out. Our independent retail partners have the flexibility to try new products and initiatives and that’s truly exciting for us as a supplier as it enables us to work closely with them across the breadth of our portfolio, as well as offering the possibility to react quickly to trends.

Above all, we’re looking forward to the opportunity to meet our retail partners in-person at the Toymaster show to gain a deep understanding of their priorities and challenges for the year ahead. With this knowledge, we’re able to craft programmes and plans together that deliver the best support. The show always provides a fantastic setting for highly productive meetings, and it sets us in good stead for the second half.

Alongside those tried and trusted best-sellers, we have a stellar line-up of new products to present and it's always a joy to share these with our customers at the show. Our hot-offthe-press KPop Demon Hunters collection is going to be one to watch and with our Brio World Dinosaurs range being such a hit since launch, it will be fantastic to see reactions to our new Space-themed offering from the brand.

With Pokémon celebrating 30 years this year, we’re excited to showcase our Pikachu with Ears 3D puzzle. It’s joining a range that includes our No.1 best-seller, the Disney Stitch with Ears 3D puzzle. And we’ll really enjoy presenting our new 3D Puzzle Vase collection too. These are a real highlight; with on-trend, contemporary designs, they offer a fantastic gifting opportunity and can deliver some real impact in-store.

Glenn Harrison

Director of Sales and Growth, Connetix

Over the past 12 months, our number one focus has been to listen to and learn from our retail partners. With constant changes to the retail landscape, more AI and more online platforms, our retail partners in towns and cities everywhere are fighting against reduced footfall and increasing customer expectations. These learnings direct our support down two avenues: customer awareness and customer experience.

To support awareness of our retail partners, we actively update our stockist locator to direct customers to their nearest store, driving footfall and in-store purchasing. Our expansive online community is also a great way to share the in-store experience as they visit stores and post stories about their visit. With over 820k followers on Instagram alone, it’s amazing to see the feedback and uplift this generates across our reseller network.

In-store, we strive to improve customer experience and brand awareness, such as creating and delivering new in-store POS elements. Our visual merchandising team continuously develops and builds using a single pack, making it easy for retailers to showcase products in-store and invite families to pick up a pack, play and experience the product for themselves.

Our team continue to visit our retail partners, working with them for demo days and sales training. This is a simple but incredibly effective way to put the brand in more customers’ hands and hear how Connetix has become a staple toy for parents.

What I value most about working with independent retailers, particularly in the UK, is the level of care and thought that goes into every store. There’s a real sense of pride in what’s on shelf and how it’s presented, and that creates a very unique retail experience for customers.

UK indies in particular are incredibly strong at storytelling. They take the time to demonstrate products, explain the features and connect it back to how a child will actually play with it at home. For a brand like Connetix, that makes a huge difference, because the value really comes through when the product is understood and experienced.

I also really value how close independent retailers are to their customers. They have a deep understanding of their local communities and what families are looking for, which means the feedback we get is honest, immediate and incredibly useful. It's also great to see how many retailers set up initiatives to work with local charities, as it enables us to truly understand what's important to both our retail partner and their community. The mutually beneficial partnerships we have established in the independent retail sector are crucial for launching new products, driving key sales periods and the development of the business globally.

Toymaster is a highlight in the calendar, and we’re looking forward to connecting with retailers face-to-face. It’s a chance to step away from the day-to-day and really listen –whether that’s catching up with long-standing partners or meeting new retailers and understanding their businesses.

This year is especially exciting as we’ll be unveiling our brand-new 2026 Connetix releases for the very first time on UK soil. These highly anticipated launches at Toymaster give retailers an exclusive opportunity to both see and preorder them ahead of their launch in July. Partners will experience the new features first-hand and start building that early excitement in store.

We are also showcasing My Creative Box at Toymaster for the first time. As part of the Brave Toys portfolio alongside Connetix, it offers a complementary creative play range that supports gifting and adds a new category for retailers to expand their offering.

It’s a great opportunity for retailers to see and handle the products in person, which is especially important with premium products, to better understand the play possibilities and unique features of both Connetix and My Creative Box. These interactions often lead to more informed ranging decisions and stronger in-store execution.

More broadly, it’s about the conversations. Understanding what retailers are seeing on the shop floor, where the opportunities are and how we can continue to grow together.

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Aaron King

Sales Manager, A.B.Gee

Over the past year, our focus has been making sure independent retailers of any size can access the biggest brands in the toy industry, even if they’re not large enough to buy direct from suppliers. Through our distribution partnerships, we’re able to offer a very wide range of licensed toys, collectibles and key brands in one place, making it much easier for retailers to build strong assortments without having to deal with multiple suppliers.

A big part of that is flexibility. We offer low carriage paid order values across thousands of SKUs, which allows stores to top up regularly, try new ranges and react to trends without tying up too much stock or warehouse space. For many independent retailers, that ability to buy little and often is really important, particularly when new products or licences start gaining momentum.

We’ve also continued to bring in exclusive lines and ranges that don’t necessarily appear in the major chain stores, giving independents genuine points of difference on the shelf. That helps them stand out locally and offer something customers can’t always find in mass retail.

We carry strong stock levels and aim to get orders out quickly so retailers can keep shelves full. Alongside that, our sales team works closely with stores to highlight new opportunities, share insight on what’s performing well and help retailers make confident buying decisions.

What we value most about working with independent toy retailers is the level of engagement they have with the category. Independent stores tend to be very close to their customers and their communities, and that gives them a real understanding of what people are looking for in toys at any given time.

That insight is genuinely valuable to us. We regularly hear feedback from independent retailers about what’s selling, what customers are asking for and which products are getting the best reactions in store. That helps us respond quickly. In many cases, some of the strongest opportunities we’ve supported have started with conversations with independent retailers who spotted something early.

There’s also a strong sense of loyalty and long-term relationships within the sector. Many of the retailers we work with have been customers for years, and we’ve grown alongside them. We understand how important it is for them to have reliable supply, fair pricing and support when opportunities arise.

The Toymaster May Show is always one of the most important opportunities for us to spend proper time with independent retailers and strengthen those relationships. Day-to-day, we’re speaking to customers constantly, but the show gives us a chance to step back, talk about the bigger picture and understand what retailers are planning for the months ahead.

This year, we’re particularly looking forward to showcasing some of the newer distribution partnerships we’ve taken on, alongside the established brands that retailers already work with us on. We’ve built a portfolio that covers many of the biggest names in toys as well as some exciting opportunities that aren’t as widely available in mass retail.

The show is also a great platform for us to present the offers and promotions we’ve put together specifically for Toymaster members. We always aim to make sure these deals are genuinely worthwhile and help retailers secure strong margins while stocking up on lines we know perform well.

Alistair Brebner

Commercial Director, The Hobby Company

Over the past 12 months, a big focus for us has been helping independent retailers confidently introduce new ranges with the flexibility to expand as demand grows. We have continued to build on our heritage in toy and hobby by expanding into fast-growth areas such as construction, Kidult, RC and premium gifting, giving our retail partners more opportunities to broaden spend through one trusted account.

A key part of this has been flexibility. All our ranges can be purchased in single units, allowing retailers to test products, build confidence and react quickly to what is working in store, without having to commit to unrealistic carton quantities. Combined with strong stock holding, next day delivery and low carriage-paid thresholds, it means our customers can buy little and often.

The past year has also seen us strengthen our premium branded offer, starting with CaDA, then Pantasy and Puremind, and most notably through our recent partnership with Bandai Namco Entertainment to distribute Gunpla into the UK independent channel. Bringing a world-class brand like this to indies is exactly the type of support and category growth we want to deliver at The Hobby Company.

What I value most is how close independent retailers are to their customers. The owners and buyers are in-store every day, seeing what genuinely excites shoppers, what gets picked up and what converts. That level of immediate feedback is hugely valuable when launching newer ranges.

I also really value the willingness independents have to back new categories early. They are often

the first to give emerging brands a chance, helping build momentum before those ranges become more established in the wider market. That partnership mindset is something we never take for granted and is a huge reason why the independent sector remains at the heart of our business.

For me, the biggest highlight is always the conversations. The Toymaster show gives us a rare opportunity to spend quality time with a wide range of members in one place, listen to honest feedback and talk about where the growth opportunities are for the second half of the year. This year feels particularly exciting as our stand will showcase a much broader offer than ever before, from CaDA and Pantasy through to Puremind, Double Eagle RC and our new Gunpla distribution partnership. It really demonstrates how one relationship with The Hobby Company can now help independents tap into multiple growth categories.

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Jack Fox

Sales & Marketing Director, Rubber Road

We see independent retailers as a great opportunity for engaging more pop culture fans with the Tubbz brand. Tubbz is currently one of the fastest growing pop culture collectible brands in the market and so we want specialist retailers to seize this hot opportunity. These stores are the perfect nest for these quirky collectible cosplaying ducks. To ensure things get off to a cracking start, we want to support retailers in the best way we can and so we have developed an efficient, self- service portal to make ordering as quick and simple as possible. Plus, we have created a new Tubbz Tool Kit that offers bespoke FSDUs and CDUs, POS and other promotional materials for use in-store, plus digital assets are also available for those also trading online. We want to help with creating impressive, eye-catching displays that stand out and introduce their customers to the fun world of Tubbz; you only get one chance to make a first impression. We absolutely see this sector as a crucial part of our ambitious growth plans, and we are here to offer all the support they need.

We truly value their unrivalled enthusiasm and knowledge of the toy and pop culture industry; these are the vital ingredients that cultivate a loyal customer base and makes these businesses thrive in local communities. For pop culture fans and collectors, no one understands their passions more than their local specialist retailer who is like-minded in their love of pop culture, that is why they shop there. It’s a destination where they can have conversations to find out what’s hot, what’s not and what is coming that may interest them. These stores are at the heart of the local community and have that exclusive personal touch with their customers. Toymaster gives us the rare opportunity to meet many retailers, old and new, face to face. It’s the best way to build long-lasting relationships. The format of this event also means we can have quality time with retailers to discuss what works for them, what doesn’t and how we can work together to engage their customers and drive sales. Understanding all this is crucial to developing meaningful business in this sector. Tubbz sold 5m units last year, has some of the best licences in the world of entertainment and we see the independent sector being a huge part of our ongoing Tubbz journey. We are in this for the long haul and are really looking forward to developing some long-standing partnerships within this sector. To support this, we will be offering exclusive pricing for Toymaster members at the show.

Freddie Martin and James Carnell

Managing Director and Commercial Director, KTL

Servicing independent retailers is one of our core strengths, and we have continued to build on this by ensuring indies have access to a wide variety of on-trend products at competitive price points. Through our expanding own-brand portfolio, we have focused on delivering eye-catching packaging and strong shelf presence. In addition, our strong stockholding and efficient logistics operation have allowed us to maintain high availability on key lines.

Beyond product, we’ve continued to prioritise a customer-first approach, with dedicated account management and responsive service. Whether it’s helping identify best-sellers, planning seasonal ranges, or reacting to emerging trends, our goal has been to act as a true partner to independent retailers.

What we value most about working with the indie retail sector is the strength and closeness of the relationships we build with our customers. Because these businesses are often more personal and communitydriven, communication tends to be more open and direct. This means we can gather immediate, honest feedback on products, services and emerging trends.

Our stand at this year's Toymaster May Show is bigger and better than ever to allow us the opportunity to showcase a significant wave of newness across our growing KTL range, and we’re particularly excited to be introducing the latest offerings from Zuru, Wow! Stuff and PMI – all of which bring strong brand recognition, innovation and proven retail performance. Alongside this, we’ll also be unveiling new series within the Baby Three range, which continues to grow in popularity and collectability.

Phil Cassidy

Managing Director, Casdon

Supporting independents is really important to us – they’re such a key part of the toy industry. We try to keep things practical and focused on what actually helps them sell more in-store. Over the past year, this has included initiatives such as seasonal discounts around key trading periods, helping retailers stay competitive, manage their stock more easily and protect their margins.

We’ve also continued to support with samples for in-store displays. Being able to get products into shoppers’ hands makes a big difference – it brings the play to life and really helps with conversion.

What I value most about working with the indie retail sector is, without a doubt, the relationships we’ve built. We’ve worked with many independents for years – some for decades – and there’s a real sense of trust and loyalty there.

Indie retailers also have such a strong understanding of their customers. Because they’re so close to them day-to-day, they’ve got a great feel for what’s working locally and what shoppers are looking for. That kind of insight is hugely valuable to us as a manufacturer.

We’ve got a lot to be excited about this year at the upcoming Toymaster May Show. The big one is our brand-new licensed range with Heartbrand – better known as Wall’s ice cream in the UK.

After the success of Build-a-Bear Workshop last year, we knew expectations were high for 2026, so we’ve really pushed ourselves again. We had six of the top 10 bestselling toys in the UK Infant and Pre School category in 2025, and we’ve now grown that to seven, which we’re really proud of.

The new ice cream range is something a bit different for the category. It features recognisable favourites like Calippo, Magnum, Cornetto, Twister and Solero, alongside classic scoop play inspired by Wall’s. There are six SKUs in total, and they’re all designed with that hands-on, interactive ‘fidget factor’ that kids love. We’re also building on the success of our Build-a-Bear range with two new characters – a bunny and a puppy – plus new outfits and accessories to keep that collectability going.

We’ve also just announced a new partnership as the UK distribution partner for My Vibe. It’s an on-trend concept – premium make-your-own mini bags with a clever fold-and-clip design, so there’s no mess. It’s all about creativity and self-expression, which fits really nicely with what we do. It’s a big year for us, and we’re looking forward to showing everything off at Toymaster.

The original craf t and lifestyle brand for tween girls. Innovative, fashion‑forward products spanning arts & craf ts, stationer y, beauty, and more. We encourage tweens to explore and express their creativity while building confidence.

touchingbase

Leanne Perry UK & ROI Account Manager, Brainstorm

Brainstorm has a great working relationship with our independent customers, and we’ve continued to focus on being as supportive and as easy to work with as possible over the past 12 months. We understand that indies can be faced with various issues, and we look at each individually and work collaboratively to try and make the ordering process, stock availability, ranges and fulfilment as stress-free as possible. We do this ahead of time so that all our processes benefit each customer’s own timeline. A big part of that has been ensuring our product lines are easy to range and backed up with good stock availability so retailers can plan with confidence, especially during key trading periods. We also invest a lot in providing marketing support, including POS materials, imagery and in-store theatre demo kits to help retailers drive in-store engagement and visibility.  We also support all our ranges with PR and social campaigns to drive brand awareness, making products like Eugy, for example, a craze collectible.

We value the relationship side of working with the indie retail sector most of all. Independent retailers are incredibly passionate, knowledgeable and really care about their customers and the products they choose to put on their shelves. Working with them feels both meaningful and rewarding, and we really value our independent customers both on a professional and personal level. There’s a real sense of partnership in this sector. Feedback is honest, direct and constructive, which allows us to continuously improve what we do, and then we can work together to get the best possible outcome for all. This shared goal helps the products perform well in-store and deliver value to the end consumer, which, of course, is the ultimate goal.

We’re really looking forward to catching up with familiar faces and spending proper time with retailers and fellow suppliers at this year’s Toymaster May Show. It’s always one of the highlights of the calendar for us because it brings the industry together in a relaxed atmosphere, and it has a real community feel, which is, of course, what the toy industry is famous for. The Toymaster May Show is the ideal environment for open conversations and always gives us a valuable opportunity to really listen and understand what retailers need and how we can continue to support them going forward. What is also brilliant is that Toymaster is always a strong order-writing show for us, and it allows us to plan timely and effectively for Q3 and Q4, ensuring that all orders land at the optimum time for each customer.

Sarah Clark Managing Director, KidAntics

Over the past 12 months, our focus has been on growing and supporting independent retailers. As a smaller, hands-on distributor, we really understand some of the pressures indies are under, and we have tried to remove as many barriers as possible.

A big part of this has been curating ranges that work hard in smaller spaces. We’ve focused on products with strong shelf presence, clear USPs and accessible price points, from impulse-friendly creative lines like Avenir Corchet Kits and Everyday Craft Kits, through to slightly higher gifting items like One Love plush, which has been performing really well thanks to its super soft feel and strong visual appeal. Across the board, we’ve made sure packaging and POS is retailer ready, with CDU and FSDU options to help create impact without needing huge amounts of space.

We’ve also worked hard to bring in newness that is different and exciting and will perform. Ranges like Mier Edu magnetic tins and Build ‘n Sound puzzles have given retailers something a bit different, while still offering strong play value and repeat purchase potential.

Stock availability and communication have been another big focus. We’ve made a real effort to improve stock flow and keep retailers updated, so they can buy with confidence, especially during key trading periods. Alongside that, we’ve remained flexible with order quantities, allowing indies to test new lines without overcommitting.

What I value most about working with independent retailers is the passion and personality they bring to retail. Every store is different, from the way it’s merchandised to the way customers are engaged, and that creates such an exciting environment for our brands. Indies are incredibly close to their customers, and that insight is invaluable. There is a real openness and honesty, which I love, and it makes a difference to our business. Retailers are happy to tell you exactly what they think, and that helps us continually improve what we offer. I also really admire how agile independents are. They’re able to react quickly to trends, try new products, and take a chance on something a bit different. Some of our most exciting success stories have come from indies getting behind newer ranges early.

The Toymaster May Show is always one of the highlights of the year for us, and this year feels particularly exciting. It’s such a great opportunity to spend quality time with independent retailers, not just showing products, but having proper conversations about what they need for the months ahead. We’re especially looking forward to showcasing the breadth of what we now offer. Over the past year, our portfolio has grown significantly, so it’s a great chance to bring everything together. Beyond the products, it’s the atmosphere that makes the show so special. It’s busy, energetic and full of familiar faces, as well as new ones. We always come away with fresh ideas, valuable feedback and a much clearer picture of what’s happening at retail level.

Phil Crawford

Trade Marketing Manager, Asmodee

The past 12 months have been an incredibly exciting and transformative time for us at Asmodee. We’ve had a renewed focus on trade marketing and a goal of delivering strong category management to hobby and independent trade, working closely with the sales team. We’re educating ourselves on the best ways to win at retail through the most effective use of shopper communications through POS and display units, the strength in a core range of titles and the importance of efficient merchandising to help consumers shop the category easily.

The most rewarding part of working within this sector is the quality of the conversations we’ve had with people within the industry.

The passion for games and TCG is inspiring to see daily, and being able to have direct feedback with retailers aids in making sure that this passion is being translated directly into activity that serves the market and consumers in the best possible way.

This will be my first Toymaster May Show in a trade marketing role. I’ve heard so many positive things about it, so I can’t wait to meet people face-to-face and discuss what we can do to help get more people playing more games more often.

Epoch Making Toys

020 8049 1377 | www.aquabeads.co.uk | www.sylvanianfamilies.com | sales@epochmakingtoys.com

Billiard Room

Epoch Making Toys will be showcasing two of its new centrepiece sets for autumn at Toymaster. The magical Woodland Wonder Fairy Castle serves as the entrance to the new Woodland Fairy Forest and it’s a set packed full of fun features. A secret key begins the journey, and a Grandfather Tree helps to open the waterfall gate, plus there’s shimmering stars and gemstones that require no batteries. It comes with a special mini fairy exclusive to this set, a Fennec Fox baby, along with Acorn and Snail friends.

Joining the brand’s residential collection will be the Red Roof Riverside Manor. With its impressive façade, the grand home offers a host of ways to play. Users can turn the elegant spiral staircase in to a slide; move the partition wall to rearrange the ground floor layout; open up the stone bridge over the stream to let the mini boat sail through; go fishing through the secret trapdoor; and even switch the lights on and off without the need for batteries.

Also on stand will be other new sets within the Woodland Fairy Forest theme, plus the Classic Family Car, Seal Sailor’s Leisure Boat, Hamster Family, Global 40th Anniversary Chocolate Rabbit Family Celebration Set and Colourful Bunny Costume Series – collectible blind bags featuring five baby rabbits in colourful bunny outfits.

For Aquabeads, Epoch will use the occasion to highlight its new innovative 3D offerings. The Ice Cream Party Craft Studio will include 800 beads to create colourful 3D ice creams and other sweet-themed creations. It will also come with an ice cream bead dispenser pen, ice cream shaped storage container, cones, keyring attachments and a host of toppings to add a finishing touch. Also new will be the Mickey and Minnie 3D Ice Cream Craft Kit, featuring 3D ice creams inspired by the iconic mouse and his friends.

Epoch Games is excited to be welcoming a host of new and popular licences throughout 2026, including a range of Minecraft Games along with further expansions to its popular Super Mario range with Super Mario Zero-Gravity Balancing Game (name subject to change).

Epoch Games will also introduce a collection of puzzles to the portfolio for the first time. The range includes popular licences, including Mystery Mini Puzzles for Sylvanian Families, One Piece and Stranger Things. The small pieces offer a greater challenge for slightly older audiences, and each puzzle includes a sealant so they can become a display piece once completed.

Simba Smoby UK

01274 765 030 | www.smobytoys.co.uk | sales@simbasmoby.com

Upper Marquee

The Simba Smoby UK team is looking forward to welcoming both new and prospective Toymaster buyers and retailers to its stand, with all key categories accounted for.

Disney YuYus are a collectible line of plush vinyl face charms that combine style, nostalgia and self-expression. Measuring around 10cm, each Disney YuYu comes with a practical carabiner clip attached, making it easy to clip the charm to bags, backpacks or keys. The launch collection features Disney Lilo & Stitch and Disney Winnie the Pooh. Each range includes nine charms to collect, including a mystery figure. There’s more to come this summer, with a second series of Disney YuYus already confirmed. Fans can expect new Disney Winnie the Pooh and Lilo & Stitch options.

2026 is a big year for Star Wars. Not only is there The Mandalorian & Grogu new movie, but the hit franchise grows in the Simba portfolio. Joining the Jada Toys lineup are two Star Wars RadioControl (RC) items. The RC AT-RT (All Terrain Reconnaissance Transport) is a remote-controlled Star Wars toy based on the one-man bipedal walker with an open-cockpit that was used for reconnaissance and patrolling. Faithful to the on-screen vehicle, Jada’s RC item is piloted by a non-removable 6-inch scout walker. It has a two-legged dynamic walking motion, with different running and walking speeds that fans will love. Adding to the fun are the sound effects, including the laser cannon sounds, as well as the LED search light and more.

Another innovative, high-quality item is the RC AT-AT. Taking inspiration from the fourlegged, heavily armoured combat walkers from the big screen, which were used for troop deployment and psychological warfare, this RC line will make an ideal accompaniment to any fan’s Star Wars collection. With four-legged articulation that enables a dynamic walking action, RC AT-AT will move forward, left and right. It also moves its head, features LED laser canons and has sound effects.

Also being added to the range are new plush lines. The Mandalorian 25cm Plush is a premium execution soft toy that wears shiny, metallic-finish armour. Grogu with Snacks is a sweet new addition to the range at just over 25cm, featuring an oversized head and cuter styling. Plus, there’s the 14cm Grogu Shoulder Squad that sits atop any shoulder thanks to magnets for Star Wars fandom on the go.

There’s great anticipation for the new Disney and Pixar film Toy Story 5, and fans can expect great things from Simba. Jada’s best-selling NanoFigs Blind Bag range is a high-value line that will soon include new Toy Story inspired figures. For die cast fun on a larger scale, there will be new four new Toy Story 5 Single-Pack 2.5-inch figures to discover. The Jada RC range will also see two new vehicles added to the line, inspired by the fan-favourite franchise – the 1:32 Turbo Buggy and the 1:24 Turbo Buggy with Buzz Lightyear figure. Meanwhile, Simba’s Disney plush range will see a new Toy Story 5 assortment added, which will bring five 25cm plushies to collect.

Bandai

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

Carriage Suite

Bandai heads to this year’s Toymaster Show with its portfolio spanning collectibles, anime and hobby. Showcasing a dynamic line-up, the company brings together established brands, fast-growing collectibles and key licences, with a focus on collectability, fandom and ongoing engagement.

Among the highlights is Tamagotchi, which continues to appeal to both nostalgic adults and a new generation of fans. With its unique blend of digital play and collectability, the brand remains a staple, delivering strong gifting appeal and consistent demand.

Celebrating its 30th anniversary, the range features new wave launches including refreshed Original Tamagotchi shell designs, the latest Paradise lines, licensed Nanos and a new series of Tamagotchi-themed mini blind-bag collectibles. The collection showcases a comprehensive line-up of device-led and lifestyle products underlining the brand’s ongoing evolution and enduring popularity.

Bandai will also spotlight its growing collectibles offering, including Littlest Pet Shop and Monchhichi. Littlest Pet Shop continues to build momentum with new series launches, including Series 5 Trendy & Stylish, tapping into the ongoing demand for cute, character-led collectibles with strong repeat purchase potential. Meanwhile, Monchhichi taps into the growing demand for heritage plush, alongside the fashionled craze for handbag accessories and character keyrings, with collectible plush and clip-on formats adding to its broad appeal. With an instantly recognisable design combined with a timeless and crossgenerational appeal, Monchhichi offers a versatile range that works equally well as a collectible, giftable item or on-trend accessory.

Anime remains a major growth driver, with Bandai presenting an accessible and extensive range across fan-favourite licences including One Piece and Dragon Ball. Spanning multiple formats such as Shokugan, MegaCat, Banpresto and Anime Heroes, the portfolio caters to a broad audience, from younger fans entering the category to older collectors seeking premium display pieces. This in turn is supported by clearly defined price points and formats that encourage both entry-level purchase and progression through the range, alongside ongoing newness across collectible figures and value-driven packs.

Entry-level lines such as Evolve and Ultimate Legends provide an accessible introduction to the Dragon Ball and One Piece universes, while ranges like Dragon Stars and Anime Heroes cater to more engaged fans and early-stage collectors looking for higher detail and articulation.

Also featured is Gunpla (Gundam model kits), which continues to expand its footprint in the UK and its combination of creativity, collectability and display makes it a standout category. With a surge in interest in hobby and build-based play, Gunpla offers an opportunity to tap into a highly engaged fanbase community, supported by a wide range of kits suited to different skill levels.

Learning Resources

Upper Marquee

Learning Resources is excited to showcase an inspiring mix of new launches and beloved favourites at this year’s Toymaster May Show. With over 40 years of expertise in bringing learning to life, it continues to develop toys and games that spark curiosity, build confidence and support children on every step of their learning journey.

A key highlight on its stand will be its growing range of Numberblocks toys and games. Inspired by the award-winning BBC CBeebies show, this licensed pre-school collection continues to expand with new products that bring early maths learning to life. This year, retailers can get a first look at the eagerly anticipated Numberblocks MathLink Cube Advent Calendar, a product that is predicted to be a festive favourite. Each door reveals a winter themed surprise, and the calendar opens out into a winter game for children aged 3+.

Joining the line-up is the brand-new Numberblocks MathLink Cubes 31–40 Activity Set, which extends early number exploration and introduces never-before-seen characters to the Numberblocks world. Learning Resources will also be unveiling several additions, including the pocket money plush collectibles Numberblocks Blocklets and the Numberblocks MathLink Cube Mystery Boxes.

Beyond Numberblocks, visitors can discover the popular Playfoam range – the original satisfying sensory compound. Playfoam is nontoxic, gluten free and mess free, allowing children to sculpt, squish and shape without it ever drying out. Alongside the classic Playfoam, Learning Resources will be showcasing Playfoam Pluffle, a super satisfying, soft flowing sensory material that’s especially loved across social media for sensory trays and calming play videos.

Learning Resources is also set to present its innovative wellbeing products, including the Bubbleplush Yoga Ball Puppy and Penguin. These soft, huggable yoga companions help little yogis explore mindfulness and movement through play. Each comes with 12 easy-to-follow activity cards that guide children through simple yoga poses, breathing exercises and grounding activities. By practising alongside their yoga friend, children build flexibility, balance and strength while developing key self-management and resilience skills.

Retailers can also explore Kanoodle, the viral TikTok sensation capturing minds with its addictive brain twisting puzzles. With millions of views and a fast-growing fanbase, Kanoodle offers gifting and impulse purchase appeal. Its compact format, clever challenges and social media driven popularity make it a standout product for indies looking to attract both kids and adults seeking fun, screen-free brain boosts.

From STEM learning to sensory exploration to mindful movement, Learning Resources offers engaging, educational products that parents trust, teachers recommend and children truly love. Learning Resources looks forward to welcoming retailers to its stand in the Upper Marquee and sharing its latest innovations designed to inspire learning through play.

The Hobby Company

07787

Carriage Suite

The Hobby Company is bringing fresh momentum to Toymaster with exclusive brands, strong margins and retail-ready support. Building on its success in 2025, The Hobby Company has taken a larger space at this year’s Toymaster show to accommodate the growing ranges now available to the independent toy trade.

Established for over 25 years and a recognised leader in the hobby sector, The Hobby Company has a broad knowledge of the fast-growing Kidult market, having worked with leading model brand Tamiya for many years. Over the past two years, it has successfully expanded beyond its traditional hobby store base with new ranges that strongly appeal to the wider toy trade, helping drive 66% YoY growth with Toymaster members.

CaDA is the fast-growing construction brick range that combines popular licences, strong build quality and unrivalled price points across the category. The range spans everything from accessible entry builds to highly detailed Master Series models with over 4,000 pieces, making it suitable for children, collectors and the growing kidult customer base alike. Standout licences include Mercedes-AMG, Initial D, Audi and Formula 1, while selected lines also feature RC and powered functionality, creating a genuine point of difference on shelf and excellent demo opportunities in-store. Following strong support from Toymaster members last year, The Hobby Company will continue to broaden the range in 2026 with new dinosaur sets, Asian architecture and further licensed vehicle launches.

Double Eagle RC adds a highly accessible remote-control offer with strong play value and instantly recognisable licences. Featuring names such as JCB, Volvo, Claas, Land Rover and Jeep, the range combines attractive opening price points with proven appeal across both gifting and everyday toy sales.

The Hobby Company is also set to introduce two new brands this year: Puremind and Pantasy. Puremind brings something different through premium licensed wooden 3D models and puzzles, combining strong visual shelf appeal with a rewarding build experience. With all tools and materials included, the range is easy for retailers to recommend and ideal for gifting. Official licences including Peanuts and Harry Potter add immediate recognition, while the premium presentation supports higher-ticket purchases.

Pantasy offers a more design-led brick building proposition aimed squarely at collectors, gifting and the Kidult market. The range stands out through unique licences, highly displayable finished models and rich internal detailing not typically seen in mainstream brick lines. From Astro Boy and Mazinger through to the retro range of working gumball machines, retro cassette players and steampunk-inspired builds, Pantasy gives independents a distinctive range that feels fresh and not widely available elsewhere.

For Toymaster members, working with The Hobby Company means access to exclusive brands, strong margins, no minimum order quantities, nextday delivery and flexible ordering through its B2B portal, by phone, email or through its field sales team.

Lower Marquee

YuMe Toys returns to the Toymaster May Show with a broad, commercially focused 2026 line-up, built around proven licensed IPs, strong collectability and formats designed to drive repeat purchase across independent retail.

At the core of the range is YuMe’s growing anime portfolio, spanning key titles including Jujutsu Kaisen, Solo Leveling and Kaiju No.8. Each property is supported by a multi-SKU strategy across Hero Box blind-box figures, Bobble Hero collectibles, Pocket Hero keychains and DZNR plush, enabling retailers to build layered displays at accessible price points. This ecosystem approach encourages cross-category purchasing while delivering strong shelf standout and consistent newness.

Hello Kitty and Friends continues to be a major driver, with a wide assortment that blends collectability and lifestyle appeal. The Mini Botanics Memo Stand Series leads the offer, supported by multiple SKUs across Mini-Dolls, Unicorn Figures, Night Lights and a variety of keychain formats. This breadth allows independents to target both gifting and kidult audiences, with products designed for everyday use as well as display.

In 2026, YuMe also expands into gaming with an officially licensed PlayStation collection launching across three core formats: Hero Box figures, Bobble Hero and Pocket Hero Keychains. Featuring globally recognised characters including Kratos, Aloy and Astro Bot, the range is designed to tap into a broad, established fanbase while offering strong visual merchandising through window-boxed and display-ready SKUs.

Star Wars remains a cornerstone category through the Cosbi range, which continues to evolve with multiple sub-lines including Bobble-Head collections, Rider formats and Dark Side variants. With blind-box packaging, collector cards and connectable display bases, Cosbi is engineered to drive repeat purchase and in-store engagement, making it particularly well suited to independent retail environments.

Across all ranges, YuMe’s USPs centre on design-led execution, strong licence partnerships and a clear understanding of fan-driven purchasing behaviour. Products are developed as part of wider collectible ecosystems rather than standalone SKUs, supporting sustained sales beyond initial launch.

Launches roll through spring and into Q4 2026, ensuring a steady pipeline of newness for retailers. This is supported by ongoing marketing activity across digital, social and influencer channels, alongside strong in-store visibility driven by packaging, display formats and impulse-friendly price points.

For independent retailers, the focus is clear: high-recognition IP, compact formats and repeatable purchase mechanics that maximise both space and sell-through, delivering ranges that are as operationally efficient as they are engaging for today’s collector-led consumer.

3.2+ BILLION VIEWS

Reading Room

Cryptic Killers unsolved murder mystery case files from LA Brands have continued to go from strength to strength this year, selling rapidly in both independents and major retailers and leading to frequent repeat orders.

Following on from a very successful launch event at the Black Country Living Museum in February, LA Brands has introduced its first licensed Cryptic Killers case file, the Peaky Blinders case file, allowing the brand to bring the awardwinning murder mystery gameplay to a global fanbase.

In the new case file, the year is 1920 and the infamous Tommy Shelby has been arrested for the murder of rival jockey Clifford Brown. Brown’s body has been found behind the Shelby's pub (The Garrison Tavern), just days before both he and Tommy were due to compete at Warwick races. Tommy’s future is in the players hands as they read through police reports, newspapers and study online evidence to prove his innocence.

All Cryptic Killers case files are ready to play the minute the evidence bag is opened. There is no need to read a rulebook or build any components as the opening briefing puts players straight into the driving seat of a high stakes investigation. The option of accessing clues and evidence online makes players feel even more like real detectives as they check their police email inbox, find other resources and eliminate any red herrings to help catch the killer.

Each case is designed to provide an immersive experience that captures the excitement of watching a murder mystery, while turning the players themselves into the super sleuths leading the investigation. Gameplay encourages conversation within teams, bringing friends and families together for a shared experience that relies on teamwork and discussion.

Other new Cryptic Killers case files introduced in 2026 include Murder of an MVP, Murder of a Magician, and for history lovers, Murder in Medieval Britain. These join the ever-popular Murder of a Millionaire, Murder at the Movie Theater and Murder at the Magic Mirror Casino.

There are 14 Cryptic Killers case files to solve so far, and LA Brands has several new and exciting case files in development for release later in the year. All case files will be on display in Harrogate and can be ordered alongside striking CDU and FSDU displays with black and yellow evidence banners helping to highlight the product in-store.

Brainstorm

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

Billiard Room

Visitors to this year’s Toymaster May Show will be welcomed at the entrance by a large StikBot model. Those who attended the London Toy Fair earlier this year will recognise it from the Brainstorm stand, where it was proudly displayed to celebrate the brand’s 10th anniversary in the UK. As one of Brainstorm’s best-selling products, the new StikBot Shinies 3-pack collection will be added to the portfolio for 2026, joining the popular Crazy Faces and Legendz ranges.

The range of four Brainstorm Toys bumper activity kits, which launched in 2025, is now also joined by Build a Body, an engaging, 32+ piece science kit that includes everything a child needs to build a 28cm 3D human model. Kids can explore anatomy with removable parts representing bones and colourful organs and display the finished model on a clear stand. It also comes with a secret code to unlock fun online human body facts.

Wild Wigglers is a brand-new fidget toy range featuring soft-touch stretchy creatures. Endlessly squishy, little hands will love to pull and twist. Wild Wigglers can also be used in the bath, and kids can watch them change colour when immersed in water.

The Brainstorm Toys Outdoor Adventure range is always hugely popular during the summer months, and this year, Brainstorm has added Walkie Talkies. Aimed at kids aged 3+, the static-free, chunky green walkie-talkies have a range of 1km (3,280 feet) and come with a built-in torch and handy carry clip. There’s also a new OA Mega Explorer Kit, which will make nature walks and family trips a chance to explore. The nine-piece kit features binoculars and a microscope, brush, scoop, net and more. All the pieces can be stored and carried in a useful storage bag, so they can be packed easily for any adventure.

Zing Toys are renowned for offering cool outdoor toys that get the whole family involved. Zano Bow comes with two Zartz (soft foam suction cup arrows) that can be fired up to nine metres. Consumers don’t need to rely on the British weather either, as Zano Bow can be used indoors. Zooperball is a long-distance bounce and throw ball that flies up to 60 metres. Kids can whip it by the tail for maximum speed and distance and hear it scream through the air. The soft foam tip allows it to bounce and ricochet off walls, enabling kids to play catch alone.

The Sky Ripperz Combo Back has two foam-tipped rockets and a launcher that can fly up to 24 metres. Kids can track the Sky Ripperz through the air by looking for their reflective foil exterior or listen for their distinctive Zonic screaming whistle. There’s also a Heli Howler included that spins with a cool helicopter action up to 14 metres.

Brainstorm’s continued collaboration with the Natural History Museum sees the introduction of the NHM Excavation Kit. The 16-piece kit is great for budding palaeontologists as they use tools to dig up and assemble a 20cm 3D T-Rex Skeleton. This added-value play set also comes with a large colourful educational poster and a replica ammonite fossil to display.

The juggernaut collectible eco-craze Eugy has long been successful for Toymaster members, and this year the range has been expanded with new 3D animal models, including Sea Horse, Sperm Whale, Axolotl, Ocean sunfish and Dodo, and there are also two cute Wobbly Eugy additions; both the Robin and Pufferfish Wobbly Eugy come with a self-righting base to balance after every wobble.

Character Options

0161 633 9800 | sales@charactergroup.plc.uk

Reading Room

The Character Options stand is a one-stop-shop for Toymaster buyers and retailers looking to stock their shelves across all key categories.

Goo Jitzu is back in the toy aisle and stronger than ever, boasting a bold new look and fresh formats. Indie retailers should make sure to stop by the stand and ask to see everything on the horizon for the globally popular brand, including all-new Mystery Surprise Eggs. Launching in August and backed by a nationwide viral influencer campaign, the arrival of these eggs will spark a hunt to uncover the elusive golden chase figures.

Designed to boost collectability and refocus attention on the brand’s iconic fillings, figures and hidden ASMR qualities, this new line features six Heroes, each with a unique filling to uncover. Users can discover Squidor with super-squelchy water beads, Smashadon packed with super-scrunchy red boulders suspended in purple gel, Horriglow with a glow-in-the-dark skeleton and fish filling and more. And for the ultimate treasure hunters, each Hero also has its own Golden chase figure waiting to be unearthed.

MagMiMi are mystery collectible plush toys that are tiny and magnetic. Each palm-sized pal features a soft, cuddly body, a stylised roto-cast head, built-in magnets in every limb and premium metal keychain attachment. They can be placed on a finger, stuck to the fridge, clipped to backpacks or linked together for a plush parade. Each MagMiMi comes in its own custom metal display tin, ideal for posing, storing or showing off growing MagMiMi collections. There are nine exotic animals to collect in the first series, including special characters. Among them are axolotls, sugar gliders and sloths. Each character features highly detailed kawaii styling, tapping into current style and fashion trends.

From the team that brought kids Sticki Rolls, comes another fun and innovative toy line fuelled by entertaining content: Jelly Cakes. This unique creative, compound collection features three layers of slime and cloud clay, which are then mixed together to create a completely one-of-a-kind non-sticky compound. Hidden inside each Jelly Cake is a mystery collectible ring, with common, rare, super rare and ultra gold rare to be discovered. JellyBesties is Skycastles’ newest YouTube channel, which will feature an impressive line-up of famous compound superstars fronting the content, including Chillin’ with Rachel, who already has 3.82m subscribers.

Meanwhile, Sticki Rolls, the wearable sharable sticker brand, will see an all-new Series 3 that brings with it over 1,000 new sticker designs to find, collect and swap, as well as fresh new ways for fans to display and distribute their Stickies. Also new, Sticki Mates are collectible sticker dispensers that hold any Sticki Rolls. Blind-boxed for added fun, there are 14 Sticki Mates characters to discover, including super-rare Titanium ones and the ultra-rare Golden Chillin’ Charlie Penguin Pal. They have kawaii styling and feature some of the most popular animal friends from the world of Sticki Rolls in the mix – be it Axie the Axolotl, Slow Moe the Sloth or Happy Cappy the Capybara. With 50 Sticki included in each one, they carry spare Sticki Rolls in their little backpacks and can be clipped onto bags for on-the-go fun.

859 539 | www.orchardtoys.com | UK sales: sales@orchardtoys.com Independent sales: orders@kayes.co.uk

info@banaghans.ie

Orchard Toys will unveil a standout line-up at Toymaster 2026, packed with strong sales potential for independent retailers. Highlights include new additions to its Baby & Toddler collection, fresh Bluey games developed as part of its character licence partnership with Moose Games and to capitalise on World Cup fever, there’s the brand’s best-selling mini game Penalty Shoot Out.

Expanding its Baby & Toddler collection, Orchard Toys will be showcasing the new Out and About Buggy Flashcards. These 10 double-sided big chunky flashcards on a detachable ring are a great activity for on the go. Each wipe clean card features different things to spot, including children, animals and vehicles. The easy clip ring ensures the cards are kept safe and secure. Its ideal for babies from 9 months and up.

Teddy Bear’s Picnic is a six-piece wooden stacking puzzle featuring big chunky pieces that are easy for tiny little hands to grasp. This beautiful wooden puzzle, with its playful teddy bears’ picnic design, introduces young minds to the concept of size ordering, stacking, counting and colour matching, growing with children as they play, develop and learn. It’s designed for children ages 1 year and up.

Orchard Toys will introduce independent retailers to two new Bluey titles – Bluey Dance Mode and Bluey Let’s Go Shopping. Both are a big sales opportunity for tapping into the Bluey fandom. Bluey Dance Mode is the lively, funfilled card-collecting game is inspired by the hit “Dance Mode” episode. Designed to be easy to learn and quick to play, children flip cards, act out silly actions and bust the moves, as they wiggle, spin, march and dance with Bluey, Bingo, Mum and Dad. With Bluey Let’s Go Shopping, children can play shops with Bluey and her family. It’s an early introduction to money handling with a Bluey twist. It’s ideal for ages 3+.

Orchard Toys’ best-selling mini games offer retailers and shoppers a great price point. A customer favourite is Penalty Shoot-Out. In this football themed mini game, players aim to be the No.1 striker.

Renowned for thoughtfully designed, easy-to-learn, fun gameplay, Orchard Toys’ products are made for little hands and busy parents, combining lasting quality with genuine learning value. Orchard Toys will be running a show offer on its jigsaw puzzles, highlighting recently announced price reductions across the range.

Different Toys

07826 844 824 | www.differenttoys.co.uk

sabrina@differenttoys.co.uk

Upper Marquee

Different Toys is exhibiting at the Toymaster May Show for the first time this year and will be presenting ranges from its distribution partners Small Foot wooden toys, Petron Sports and Bubble World licensed bubbles.

One of the key lines from the Small Foot wooden toy collection that Different wants to draw members’ attention to at the show is the wooden alphabet letters with train locomotives that connect together to spell customisable names and words. An add-on purchase for customers looking for a more personal touch to their gifts for a new baby or a child’s birthday, these letters come in a variety of colour schemes with a display box for stand-out merchandising that can be easily replenished as letters sell through.

Visitors looking for quality pocket money gift ideas will also see a selection of wooden activity toys in CDUs, including dancing flowers, pull back animals, animal stacking towers and hand-held musical instruments. Small Foot offers pre-school toys with high play value and has expanded its popular Safari line for 2026 to include new shape-sorting and balancing games, animal puzzles, a music box and an activity chalkboard. In addition, there is a dinosaur-themed collection and a new Montessori range featuring a selection of softly coloured learning toys to help toddlers develop their fine motor skills as well as their colour and shape matching ability. Different will also be showcasing selected products from the Small Foot Educate line, as well as popular role play backpacks with accessories, fun wooden vehicles, building blocks in bags and gardening and horse care sets.

Different has also started working with Petron Sports to promote its archery inspired brands Stealth and Sureshot to independent customers. Different will be offering a number of shooting and target products for outdoor and indoor play, including Petron’s award-winning Sureshot Crossbow Target Combo Pack, as well as its Handbow, Pistol, Rifle and Archery sets from both ranges. Visitors to the stand will see Sureshot target demonstrations using the super safe sucker darts.

For independents searching for a new supplier of licensed bubble tubs, there is Different’s collection of Bubble World licensed bubbles from Italian manufacturer Dulcop. Available in CDUs of 36 x 60ml bottles and featuring some of the most popular children’s characters, Different’s initial launch includes pre-school favourites Bluey, Peppa Pig and Paw Patrol as well as Disney Princess, Spider-Man, Stitch, Sonic, Gabby’s Dollhouse and Toy Story 5. Different will also be presenting some fun bubble machines at the show which come with light and music effects for added play value. Customers can choose from cactus, sea-horse, octopus and crab designs.

02393 876 600 | sales@tyuk.co.uk

Regency Suite

Disney’s Winnie the Pooh inspires joyful children’s play through Ty’s new plush bouncers, blending imagination and movement with family favourites. As celebrations commence for Winnie the Pooh’s 100th anniversary, the milestone feels less like a birthday and more like a gentle reminder: some stories don’t age, they deepen.

First introduced to readers by A.A. Milne in 1926, Winnie the Pooh emerged not as a hero in the traditional sense, but as a companion. Over the last century, Pooh and his friends in the Hundred Acre Wood have remained steadfastly themselves, even as the world around them has changed dramatically. That consistency is the source of their enduring charm. Each character reflects a piece of the human experience and together, they form a community built on acceptance.

Pooh and his friends continue to resonate with new generations. Parents who grew up with dog-eared copies of the stories now share them with their children, discovering that the lessons land just as powerfully, if not more so, in today’s often overwhelming climate. Pooh’s world is small, but its emotional wisdom is vast.

That loveable appeal is being celebrated in thoughtful, tangible ways this centenary year. Fittingly, Ty – marking its own 40th anniversary – has collaborated with Disney to introduce new collectibles inspired by the Hundred Acre Wood, with the release of Ty Beanie Bouncers featuring Pooh, Eeyore, Tigger and Piglet.

These new creations are more than keepsakes. They invite touch, play and connection, combining the tactile feel of plush with dynamism and kinetic energy, taking play to a new level while echoing the sensory comfort that Pooh has always provided. Whether perched on a shelf, tucked under an arm at bedtime or gifted across generations, they act as small ambassadors of warmth.

As Disney’s Winnie the Pooh celebrates this milestone, his relevance feels undiminished. He simply paid attention to what matters: kindness, friendship and taking a moment to enjoy a little something sweet, and those values remain evergreen.

Plus-Plus

03330 500 144 www.plus-plus.co.uk info.uk@plus-plus.com

Drawing Room

Plus-Plus is delighted to attend the Toymaster Show again this year, having made strong growth and continued expansion across retail. With a number of new launches, and most notably the exciting venture into licensed product, there is a lot to discover on its stand located in the Drawing Room.

Proving very popular this spring and inspired by the colours of delicious Italian ice cream, the 240pc Gelato tube is bursting with playful pastel shades that spark creativity, hands-on learning and endless fun, whilst the Learn to Build Ice Cream Shop and the Puzzle by Number Ice Cream sets create happy thoughts of summer.

Puzzle by Number Activity Pads contain 125 pieces, kept safely in a secure box, with six pages of activities containing twelve 2D and 3D builds. The pads are ideal for on-the-go and have proved to be a big hit with families wanting to entertain their children whilst out and about. The themes of Space, Ocean, Fairytale and Transport have been bolstered by the addition of popular themes Dinosaurs and Enchanted Forest this spring, and the Christmas pad will join the range in the festive season.

The Pet Packets launched in spring, offering great play-value, feature a range of six quirky characters with googly eyes to give them their personality. Each one, with its own paper mat, is ideal to collect, display and play and are a great as a small gift, pocket money purchase or treat at an affordable price.

Plus-Plus Big is enjoying further success with the newly launched playset Flowers, where little ones can build flowers and a garden by utilising the included baseplate. This lets them develop their imaginative role play skills while simple stacking, sorting and matching games can also be played. The Rainbow 15pc tube and 100pc box, launched due to popular demand, are proving a big hit with consumers.

2026 is proving to be an exciting year for Plus-Plus so far, and as it launches three licensed ranges into the UK for the first time, it looks likely to be a monumental few months ahead. First to launch at the end of May, a Nordic brand created by Tove Jansson with world-wide renown, will be a range of Moomin product, available in regular Plus-Plus and Big – both featuring favourite characters, the Moomin House and Valley Playsets which feature in the books and TV series. Popular with kidults who are introducing their own children to Moomins, the trolls have an affinity with nature, and the sets reflect the characters and the environment bringing to life this eccentric family and their friends. Closely followed by a capsule range of Peanuts builds and later in the year Angry Birds, there is plenty of nostalgic product to keep everyone entertained.

Plus-Plus is a socially and environmentally responsible company. The factory and headquarters in Denmark run on 100% green energy from wind power, is produced in zero waste facilities and all products and packaging are 100% recyclable.

Vivid Goliath

01483 449 944 | www.vividtoysandgames.co.uk

Lower Marquee

As the independent retail sector continues to play a pivotal role within the industry, Vivid Goliath remains committed to investing in and supporting the channel and is set to make a significant impact at this year’s Toymaster Show. The company will present a dynamic portfolio that combines proven bestsellers, breakout successes and innovative new launches across collectibles, games and creative play.

Leading the charge is Butt Face, a truly disruptive addition to the novelty category. Billed as the most interactive butt in the history of butts, Chester Cheeks delivers unapologetic, gross-out humour with a highly engaging twist. Packed with hilarious sound effects, movement and personality, it taps directly into kids’ love of cheeky, chaotic play and is already generating strong reactions for its standout shelf presence and demo appeal.

Following a strong year, Jelly Blox continues its growth trajectory. After a complete sell-out season and a 250% sales uplift driven by national TV exposure on This Morning, the awardwinning construction range is expanding at pace. New additions such as Farm Friends and Vehicle sets are already proving strong sellers, with autumn/winter 2026 set to introduce broader price points, including a Train set and an imaginative Jungle World.

The collectible craze continues with Clickeez, one of the UK’s fastest-growing pocket-money lines. With over 6m units sold globally and 30m social views, the brand has firmly established itself as a playground phenomenon. Its unique keyboard key mechanism delivers a satisfyingly authentic click, tapping into the ongoing demand for sensory and fidget play. Series 3 introduces Bubble Pops, bringing a fresh sound, feel and look alongside 70 new characters to collect. The range will also benefit from major licensed partnerships with Hello Kitty and Friends and Care Bears, further broadening its appeal and retail reach.

In the arts & crafts space, Spirograph continues to evolve its heritage with meaningful innovation. For 2026, the brand goes bigger than ever with Giant Spirograph, enabling creators to design impressive 18-inch patterns indoors or outdoors using chalk. Meanwhile, Spirograph Masterpiece targets an older audience with a premium, colour-by-numbers–inspired format that recreates iconic artworks such as Sunflowers and the Mona Lisa. With over 60 years of brand equity, Spirograph continues to successfully bridge nostalgia with modern creativity.

In pre-school games, Vivid Goliath is reviving a classic with the return of Elefun. Reimagined for a new generation, the beloved game sees Elefun blast a metre-high stream of colourful butterflies into the air, encouraging active, giggle-filled play as children race to catch them. Joining the range is Cock-a-Doodle, a brand-new game full of suspense and laughter, where players interact with a cheeky rooster waiting for the unpredictable moment he bursts into action.

Expanding into licensed tabletop gaming, Vivid Goliath will also unveil the official Fourth Wing board game: Rise of the Wingleader. Based on Rebecca Yarros’ best-selling novel, the game invites fans into the high-stakes world of Basgiath War College.

With a portfolio that balances innovation, licensing strength and proven retail performance, Vivid Goliath is well positioned for continued growth, making its Toymaster showcase appealing for retailers looking to capitalise on the season’s biggest opportunities.

Come and visit us in the Carriage Suite

Curious Universe

01225 614 310 | www.curiousuniverse.co.uk sales@curiousuniverse.co.uk

Lower Marquee

Magic is at the core of the Curious Universe offering, with its popular, trend-driven ranges, and the existing Magic IPs – Decoden Magic, Nano Tape Magic and Water Bead Magic – are set to benefit from significant range extensions this year that can all be viewed on at Toymaster.

Curious Universe is ensuring its Decoden Magic collection remains a go-to for crafty kids, with new affordable kits to discover, each launched under market-trending sub-categories. The new sub-brands are themed to tap into specific interests, helping to broaden the overall reach of the main brands. All sets come packed with accessories, puffy glues, charms, beads and gems, inviting crafters to customise accessories, bag charms, phone cases and more with a cute, over-the-top aesthetic. Designed to appeal to kids who follow fashion-led content, the Fashionista line is inspired by style trends, including bag charms and all things kawaii. The Wandercore subcategory meets demand for aspirational, travelinspired items, guaranteeing creative adventures as kids decorate their own carry cases. Pencil cases and journals will get a customised glow-up with the Squiggles assortment. Meanwhile, the Snackables kits are sure to hit the sweet spot for kids that have an appetite for anything cute and food themed.

Following a strong start for Nano Tape Magic, with more than 1m units sold, there has been great investment in the range. Alongside the core line-up of kits, three sub-brands have launched – Googly Eyes, Collectibles and Wearables – each designed to meet current trends and attract a wider fanbase. With Googly Eyes, young crafters can customise nano tape bubbles and slime creations with fun, movable eyes. Tapping into the latest craze for all things collectible and customisable, Collectibles kits encourage creativity and self-expression with cute, attention-grabbing crafts to make and display. Finally, the Wearables range allows crafters to customise bracelets, badges, necklaces and more.

Stationery pen enthusiasts will be delighted to discover Pen Maker Magic. This new range is bursting with everything children need to mix ‘n’ match pen pals, beads, charms and trinkets to create their own unique designs to swap and share with their friends. They can simply ink outside the box and make creative designs. Each kit follows a different theme, such as Sweet Treats, Pets or Kawaii, with something to appeal to every child. Plus, licensed lines are set to arrive this August.

U&I Entertainment

tmace@uient.com | mbhachoo@uient.com

Lower Marquee

U&I Entertainment is set to make its first appearance at the Toymaster May Show, bringing along two complementary licensed ranges aimed at helping independent retailers drive sales, boost instore appeal and offer something a little different on the shop floor.

Visitors will find U&I Entertainment exhibiting in the Lower Marquee, where the company will be showcasing San EI Nintendo plush alongside its visually striking Teknofun light-up toy range. Together, the ranges offer a strong blend of trusted licences, product quality and shelf standout.

A major focus of the stand will be San EI plush, produced by Nintendo’s longest-standing plush partner and well known for its attention to detail and premium feel. The collection features a wide selection of much-loved characters from iconic franchises, including Super Mario, Kirby, Animal Crossing, Pikmin, Splatoon and The Legend of Zelda.

Designed with flexibility in mind, San EI plush is available in multiple sizes and at accessible price points, making it suitable for everything from gift-led and impulse areas to core plush fixtures. Soft-touch fabrics, detailed finishes and strong construction help ensure each item looks great on shelf and is built for everyday play – key ingredients for repeat purchases.

To help retailers get even more from the range, U&I Entertainment will also be introducing a new San EI in-store display standee, available with qualifying orders. The standee is designed to act as a ready-made focal point, allowing retailers to quickly build bold, licensed plush displays that capture attention with minimal effort.

Alongside plush, the stand will also highlight U&I Entertainment’s Teknofun range, a collection of licensed, light-up collectible toys featuring popular brands such as Pokémon, Monchhichi, One Piece, Dragon Ball and Hello Kitty. With eye-catching illumination and engaging features, Teknofun products are designed to bring a sense of fun and theatre to shelves, helping them stand out in busy retail environments.

The range works particularly well for gift-led purchases, seasonal promotions and point-of-sale areas, where visual impact really counts. Accessible pricing and strong shelf appeal make Teknofun an easy add-on for retailers looking to refresh their offering with something distinctive.

Retail support is at the heart of U&I Entertainment’s Toymaster presence. POS materials will be available on the stand to help members picture merchandising options, and Toymaster members will also benefit from an exclusive show offer – a 5% discount on all orders over £1,000 across both ranges.

As a first-time exhibitor, U&I Entertainment is looking forward to meeting Toymaster members, talking through the ranges and exploring how San EI Nintendo Plush and Teknofun can be tailored to suit individual stores. With well-known licences, strong retail support and products designed to engage shoppers, the company is ready to make a positive first impression at the 2026 Toymaster May Show.

sales@magicbox-toys.co.uk

Reading Room

Magicbox will be showcasing a wide range of its top-performing and most promising products at the Toymaster May Show, for all action-loving retailers. Superthings invites kids into a world where everyday objects transform into bold, action-ready heroes and mischievous villains, from white-eyed defenders to yelloweyed troublemakers. A true evergreen for Magicbox, the brand keeps the energy high with regular collectible drops and action-packed play sets, and the Toymaster May Show is the place to see the full line-up in all its action-fuelled glory.

The Mr King Truck from the Kazoom Power animated series brings action-driven play, offering a commanding vehicle designed for large-scale villain battles. Featuring an interactive attack mode activated via front press, the truck enables projectile launching and catapult deployment of Robotics to challenge the heroes. The vehicle supports team-based storytelling and battle scenarios. Also joining the range is the Enigma Tower, the heroes’ main base of operations, complete with lights and sounds, alarm mode and multiple traps and attacks triggered when villains strike.

The stand will also showcase a range of the evergreen best-selling Superthings products, including a new collection of Superthings figurines, Superthings Warrior Series. Along with Ultra Strikers, advanced robots designed for high-impact battles, and Combat Vehicles, engineered for Kazoom Kids, delivering fast, motion-powered attacks like Power Drill, Saw and Punch.

Visitors at the show will also set sail into the growing Piratix range, featuring treasure-worthy collectible items and larger flagship loot-style sets. For those seeking adventures on the water, the Dragon Ship introduces a dynamic 3-in-1 vehicle designed for land, sea and air play, expanding the imaginative world of Jungle Island. Kids can deploy its dragon legs to roam across land or unfold its wings to take flight through the skies, while the fire projectile feature helps fend off enemy attacks. Designed to integrate with the wider Piratix range, the set also accommodates multiple figures on board and includes the exclusive Captain Big Red.

Additionally, not to be missed will be the Gorilla Temple, an immersive, adventure-driven play set designed to captivate young treasure hunters. Set within a mysterious jungle ruin, the temple challenges players to navigate a series of interactive traps, including spikes and a catapult, before uncovering hidden pathways using a special coin mechanism. The set includes two exclusive figures, alongside a Golden Totem, an exclusive treasure and three bonus golden pieces, offering strong collectability and repeat play value for fans of the Piratix range.

Finally, the newly introduced Gorilla Bros (Smash Jack and Boom Ben) bring raw jungle power and unstoppable force, alongside King Croc, the mighty crocodile king whose treasureguarding jaws pose a challenge to all who dare approach.

Bliss Distribution

01254 662 662 | www.blissdistribution.co.uk sales@blissdistribution.co.uk

Lower Marquee

After experiencing another year of incredible growth, Bliss is attending the Toymaster May Show to showcase its extensive range of products. Returning with a host of new suppliers, new products and exciting things coming, Bliss is a one-stop shop for all things trading card and hobby.

It has been a positive year for Bliss, bringing both Neuroscape and Cyberpunk TCG on board, to add to its impressive portfolio of TCG offerings. Bliss represents some of the largest companies in the trading card industry, namely Riftbound, Magic: The Gathering, Disney Lorcana, Yu-Gi-Oh!, Cardfight!! Vanguard and Flesh and Blood – offering new release product, Organised Play support and POS solutions to help stores nurture and grow their dedicated communities.

Following on from the success of Free RPG Day last year, Bliss is offering the kits again in 2026, perfect for any Toymaster stores looking to step into the world of Role Playing Games. To complement this, the company also stocks a wide variety of RPG books and accessories, from kid-friendly offerings from Rowan, Rook and Decard, to classic Dungeons & Dragons modules from Wizards of the Coast.

The company also distributes toys and collectibles brands, with some great pop culture merchandise, including plush toys, anime figures and licensed wallets and bags.

Bliss prides itself on its fantastic customer service, both online and over the phone, and offers a small minimum order value of £150 within the UK or £200 outside of the UK. This, alongside its wide variety of products from leading manufacturers and publishers, makes it the ultimate one-stop B2B shop for independent retailers looking for all things TCG and Hobby.

With its new website, customers can order and place pre-orders online or speak to the knowledgeable, dedicated sales team, who will answer any query.

Cheatwell

023 9252 4098 | www.cheatwell.com | sales@cheatwell.com

Upper Marquee

Cheatwell celebrates its fortieth anniversary with a thoughtfully curated range that highlights its longstanding commitment to creating games that are easy to learn and enjoyable to play. This year’s collection blends refreshed favourites with inventive new titles, offering something for families, casual gamers and party players alike. Importantly, Cheatwell continues to champion the independent toy trade, with a particular appreciation for the support and reach of the Toymaster group, whose role as a dedicated toy buying group remains vital to bringing these products to a wide audience.

Leading the line-up is Cat Earth, arguably the most original release of the year. Set in a bizarre, feline-ruled flat world, the game combines light strategy with humorous storytelling. Players must navigate this strange landscape while avoiding monstrous moggies and the ever-present risk of falling into oblivion. Its quirky theme and accessible gameplay make it a standout choice for those seeking something a little different.

Buzz Word delivers fast-paced, family-friendly fun. Players work through ten intriguing clues, each containing a hidden ‘buzz word’. The more answers guessed, the higher the score. With hundreds of words and thousands of clues, it’s a lively, shout-it-out game that guarantees energy and engagement around the table.

For those who enjoy debate and laughter, Who Would You Choose to Save the World? offers outrageous scenarios and unexpected dilemmas. Players must decide which famous figures – ranging from pop icons to fictional heroes – are best equipped to survive wild challenges. As choices are debated and contenders eliminated, the game creates moments of humour and friendly rivalry.

Guesstimation continues to prove that guessing can be just as entertaining as knowing. Players take on a series of unusual and often absurd questions, sparking conversation and amusement as answers range from surprisingly accurate to wildly off the mark. It remains a reliable crowd-pleaser for social gatherings.

The FOMO Games range brings compact, high-energy entertainment to the table. These pint-sized party games are quick to learn and fast to play, making them perfect for spontaneous fun. Whether played individually or as part of a mixed selection, they encourage quick thinking, lively interaction and plenty of laughter.

Cheatwell’s popular Opoly line also grows stronger, building on the success of Golf-Opoly with the introduction of a new darts-themed edition set to appeal to both sports fans and casual players. Meanwhile, the launch of Cheatwell’s own version of Farkle introduces this classic dice game to new audiences, supported by vibrant presentation and straightforward rules. Traditional favourites such as chess, backgammon and cribbage are also refreshed, offering timeless appeal for players of all experience levels.

Beyond games, Cheatwell expands its puzzle offering with a new range from Cobble Hill, featuring beautifully illustrated designs in both 500 and 1,000 pieces. Additions to the World’s Smallest Jigsaws collection further enhance the range, delivering a unique challenge in a compact A3 format. Together, this year’s line-up reinforces Cheatwell’s reputation for delivering engaging entertainment while continuing to support an independent toy trade that plays such a crucial role in its success.

Craze Toys

Lower Marquee

Craze Toys is attending the Toymaster May Show for the first time and showcasing several high-quality, innovative and retail-ready surprise collectibles, creative and seasonal brands, including sensory bathtime brand Inkee, new compound line Glime and beauty and wellness brand Top Fashion. Located in the lower marquee alongside new distribution partner DKB Toys and Distribution, a visit to both stands will open the door to a broad choice of strong licensed and impulse-led ranges at accessible price points.

Craze’s bathtime inspired brand Inkee brings a sensory-rich experience to a bathtime routine and combines fizzing bath bombs with collectible figures from some of the world’s hottest properties, including Paw Patrol, Peppa Pig, Hello Kitty and SpongeBob SquarePants. Launching in blind bag format with additional golden chaser figures to drive collectability, the Inkee bath bombs sit by bubble bath sachets, bath crumbles, fizzer packs and face masks on Inkee-branded FSDUs and CDUs to assist merchandising and in-store visibility. Gift boxes containing an array of surprise bath delights will also be presented, including a selection of character-licensed gift sets and a space-themed one where the planet-shaped bath bombs dissolve to reveal astronaut accessories. Famous across Europe for its pioneering sensory and compound brands, Craze will be showing its Magic Dough, Magic Slime and Magic Sand brands with a special focus on the new ‘Glime’ packs that extend slime play into the beauty and fashionista sector. Cosmetics is also going to be a significant category for Craze in 2026, and the Toymaster May Show will be the first opportunity for members to see the trend-led self-care and cosmetics range, Top Fashion. Designed for 8-year-olds with strong visual appeal, age-appropriate formulations and a broad product mix across face masks, nail polishes, bath bombs and hair masks, Top Fashion takes the Inkee story to the next level.

For the more mature teen audience, Craze will be unveiling its beauty and wellness-inspired Bodyness brand with colourful and expressive cosmetic and bath products to help young adults relax and treat their skin to something special. Both Top Fashion and Bodyness will be available on FSDU, making them easy to merchandise without over-committing space instore.

With a proven track record in developing high-quality collectibles in blind-bag packaging, including its own IP in Galupy, Craze will also introduce some of its most successful collectible brands at the show in partnership with DKB. Designed to drive impulse and repeat purchase at pocket money prices, Galupy is a high-quality, extremely detailed series of rainbow unicorn figures in foil bags with accessories, and Nunos Lil’ Monsters taps into the latest trend for cute plush characters and key rings.

Continuing the collectible theme, members considering their Christmas selections are encouraged to view Craze’s extensive offering of advent calendars containing bath accessories and surprise figures across several licences, including SpongeBob SquarePants, Paw Patrol and Kuromi, as well as dedicated calendars for Inkee, Glime and Top Fashion.

Rainbow Designs

Upper Marquee

Rainbow Designs will have all its best-selling licensed toy ranges on display at the Toymaster May Show this year. The ever-popular The Adventures of Paddington, Bing, Peter Rabbit, Harry Potter The Wizarding World and Mr. Men Little Miss ranges will be accompanied by the entertaining and interactive Happy Yappers range, the new plush collectible collection starring Pembe the Pink Cat, and much more.

The Adventures of Paddington toy range continues to be a firm favourite amongst both pre-schoolers and retailers. The hugely popular toy range that ignites imaginations and inspires imaginative play includes the award-winning Paddington Tea Set, the Paddington Talking Soft Toy, 4-in-1 Dress Me Paddington, as well as the Bessie the Campervan and Letters to Aunt Lucy Play Sets. An addition to the range is the new Paddington Soft Toy with Interactive Marmalade Sandwich, bringing plenty of fun and interaction to playtime with his delightful phrases and munching sounds.

The reimagined Bing collection, inspired by Ted Dewan’s award-winning books, has been designed for hands-on learning, inspiring early cognitive skills and imaginative play. The range, which includes favourites such as the Interactive Bing, Flop and Hoppity soft toys and Bing Wooden Busy Board, will be joined by several new lines this year. New introductions include the Learn to Dress Soft Toy, encouraging independence through buttons, zips, laces and Velcro; the Rainbow Colour Wheel, complete with an interactive spinner and double-sided game cards for interactive play; and the Bing Bus Shape Sorter, ideal for aiding hand-eye coordination and developing fine motor skills.

Joining Rainbow this summer is the international viral sensation Pembe the Pink Cat, in a playful and collectible range that embodies joy, kindness and self-expression. The collection includes six 15cm plush toys, each paired with a positive affirmation, six collectible keychains and two super-soft 23cm cuddly characters. Designed to appeal to tweens and young adults, Pembe offers a thoughtful and giftable range that adds a little happiness to everyday life.

Toymaster retailers can also brighten their shelves with the Happy Yappers Slap Bracelets range. Featuring six colourful birds, which include a Toucan, Flamingo, Cockatoo, Oriole and Parrots, the birds perch on the wrist, chirp with vibration and sing at a tap. The eye-catching birdcage-style packaging makes these interactive toys a visual highlight for any retail display. Also at the Toymaster Show will be the beloved Peter Rabbit TV range, including Talking Peter Rabbit and Lily Bobtail Soft Toys, and the highly collectible Mr. Men Little Miss plush cushions, soft toys and keychains featuring favourites like Mr. Tickle, Mr. Bump, Little Miss Sunshine and Little Miss Chatterbox. Both ranges make timeless choices for gifts and everyday play.

Sluban UK & Ireland

www.slubanstore.co.uk | sales@playbrickshop.ie

Upper Marquee

Sluban UK & Ireland is set to bolster its licensed portfolio with the official launch of The Garfield Collection at this year’s Toymaster May Show. Visitors to the Upper Marquee will be the first to view the 15-piece range, which combines the enduring appeal of the world’s most famous ginger cat with Sluban’s high-quality construction sets.

The collection features a diverse mix of price points designed to drive both impulse buys and ‘big gift’ sales. The 15 sets include a dedicated counter display unit featuring Garfield in iconic poses – such as enjoying popcorn, lounging in the bath and raiding the fridge. Larger, more complex sets include a Garfield pen holder, a kitchen scene and a living room build.

Each set comes with a detailed Garfield figure capturing his signature expression. Beyond play value, the sets come in high-quality, striking retail packaging designed for maximum shelf presence. Garfield construction sets are designed to appeal to a wide audience – younger builders will enjoy the colourful pieces and easy-to-handle designs, while older fans will appreciate the detailed builds and nostalgic connection to the classic comic.

The launch arrives at a peak moment for the franchise, with the latest Garfield movie currently streaming on Netflix and a new cinematic release in development, consumer nostalgia and brand awareness are at an all-time high across all age demographics. To support independent retailers, Sluban UK & Ireland offers a competitive commercial package, including flexible ordering with no MOQ, and all sets are available as single units. The company also offers competitive retail pricing and margins, fast dispatch and free carriage on orders, and a suite of POS materials including made-up models in acrylic display units, shelf strips, posters, window stickers and strong support from its experienced local sales agents.

In addition to the Garfield debut, Sluban will showcase highlights from its 400-set catalogue, including the popular Farm, Construction Vehicles, Army, Titanic, Super Car and Botanical ranges. Retailers can also get a sneak peek at new arrivals scheduled for Q3. These new arrivals include a new tractor with trailer, a CDU with supercars, a range of WWII Planes, a CDU with army mini-figures and several CDUs with pocket money range items, including panda bears and unicorns.

The full Sluban range is available to view and order on the company’s website. Readers are encouraged to visit the company at this year’s Toymaster May Show to take advantage of exclusive show offers.

Billiard Room

Tomy is set to bring innovation, collectability and high-energy play to the Toymaster May Show, giving retailers an early look at its 2026 pipeline. With a strong mix of new launches, major brand moments and proven play patterns, the showcase offers plenty of reasons to visit.

A key focus for 2026 is the continued expansion of Tomy’s games portfolio, led by The Traitors under the Drumond Park brand. Inspired by the hit TV phenomenon, this second edition introduces six new adventures, raising the stakes for players. Supported by a targeted marketing campaign aligned with broadcast activity, the game is positioned to be a standout success.

Two new additions to the kids and family games range include Splatterbrain and Donut Dunk. Splatterbrain delivers three slime-filled games in one, combining messy fun with high replay value. Donut Dunk offers fast-paced, addictive gameplay designed to keep families engaged. Both products are built for visual impact, making them ideal for in-store demonstrations and social media buzz.

Collectibles remain a major growth driver for Tomy. This month, the company will launch its partnership with Momiji, known for collectible message dolls that combine blind-box excitement with hidden messages celebrating kindness and connection. Each doll contains a concealed note, adding emotional appeal for collectors. With artist-led designs, strong gifting potential and a highly collectible SKU strategy, Momiji is well-positioned to encourage repeat purchases and in-store engagement, supported by Tomy’s distribution and retail display expertise.

In Pre-school, Tomy continues its licensed success with Toomies through a new partnership with Nintendo, introducing My Mario bath toys. Designed for interactive water play, the range combines recognisable characters with developmental benefits and strong shelf appeal, supported by digital and influencer campaigns.

The Toomies Bluey range will also expand with the Bluey Bath Island and Build-a-Buddy Bluey. These additions extend the brand's portfolio by introducing battery-operated bath and construction play, offering engaging experiences for younger fans while incorporating STEAM-based learning elements.

Another major highlight is the UK launch of Tomica. Following a successful trial in select Toymaster stores, the die cast vehicle range will roll out more widely from September. Known for its high-quality models, Tomica includes a wide selection of sought-after Japanese domestic market vehicles, supported by retail displays and ongoing product updates.

In the heritage die cast category, Britains expands its 1:32 scale range with new models including the Kubota N7 Tractor and Ford Transit Van. Its prestige collection will also feature the John Deere 8R 540 tractor. Combining authenticity, durability and fine detail, these models appeal to both collectors and farm play enthusiasts, backed by the brand’s long-standing reputation.

Overall, Tomy’s showcase presents a compelling mix of innovation, licensed products and collectible lines, offering retailers a strong preview of opportunities for 2026.

University Games

0207 254 0100 | www.university-games.co.uk

Upper Marquee

Leading the way in games and puzzles, University Games and Lagoon will showcase a strong mix of best-selling favourites alongside new additions at this year’s Toymaster May Show.

Among the highlights are the entertaining Squeeze Popper ranges, available in both Animal designs and the new licensed football club characters and mascot styles. These tactile, pop-and-squeeze toys can launch a soft foam ball up to six metres, delivering hours of fun both indoors and out. The Animal range includes favourites such as the T. rex, Koala, Llama, Axolotl and Frenchie the Bulldog, while the football collection features popular mascots including Gunnersaurus, Moonchester, Chirpy and the Official England Lion, offering plenty of collectible options for fans. Squeeze Poppers are proven best-sellers, and the same size and format as consumers know and love, just presented in new eco-friendly packaging with a reduced shelf footprint, making them a popular choice for retailers.

For those who enjoy sporty challenges, the Pocket Dice range delivers compact, pick-up and play, on-the-go gameplay. The Sports collection, featuring Football, Cricket and Tennis games, tests sports skills anytime, anywhere, while the licensed football club editions, including Liverpool, Chelsea, Arsenal, Manchester City and England, add extra appeal for young supporters keen to play in their team colours. Designed to fit neatly into pockets or backpacks, these games are ideal for travel, playground fun or rainy-day entertainment.

University Games’ Core 4: What’s Up, Charades for Kids, Don’t Say It and Yes! No!, head up the children’s games and puzzles range, alongside engaging titles such as Speedy Words and the cheeky mouse game, Easy Cheesy. New to the line-up is the Kitty Litter from Project Genius, a lively cat-themed matching game that brings instant energy to family game nights. With all players taking part simultaneously, there’s no waiting for turns, making it perfect for fast-paced rounds and quick bursts of fun. Featuring adorable kawaii-style kitten illustrations, Kitty Litter combines speed, pattern recognition and a playful touch of friendly sabotage. Also on display are University Games’ ever-popular licensed pre-school and children’s character collections, including the ever-popular Dog Man range. The range features the bestselling Attack of the Fleas and Twenty Thousand Fleas Under the Sea, alongside the Dog Man Big Jim Begins Dice Game and The Hot Dog Card Game. A new licence joining the pre-school portfolio, under The Learning Journey brand, is the much-loved Peppa Pig. Combining instantly recognisable characters with proven educational play formats, the range includes Match It! Tins alongside Lift and Learn, Sort and Learn Puzzles. Other licensed ranges available include Paddington, Roald Dahl, The Tiger Who Came to Tea and The Very Hungry Caterpillar. A popular range with Toymaster retailers is the innovative National Geographic How Things Work 3D Puzzle range, designed to inspire inquisitive young minds. This nine-strong, construct-and-play collection blends hands-on fun with STEAM-based learning. Standout models include the Blast Off Rocket, Racing Car, Periscope and Parachute Launcher. Each set includes an instructional booklet explaining the science behind the build, encouraging children to explore key engineering and scientific concepts in an engaging, hands-on way.

Connetix

www.connetixtiles.com | wholesale@connetixtiles.com

Upper Marquee

Recognised globally as an innovator in the magnetic tile category, Connetix has become a must-have range for independent retailers. At this year’s Toymaster May Show, the company invites UK retailers to be among the first in the world to experience its brand-new 2026 releases. Launching at retail this July are four new packs that push light, motion and construction play further than ever before and are perfectly positioned to drive summer sales and carry strong momentum into Q4.

More than just mini tiles, the Connetix Travel Pack is set to be one of the most in-demand releases, answering a long-standing call from customers for on-the-go play. This compact, travel-ready set features all-new mini tiles with powerful magnets and Connetix Smart Spin technology, which allows magnets to rotate freely within the tile to unlock more building possibilities. The result is more flexibility, fewer frustrations and entirely new construction possibilities, from layered designs to intricate detailing.

The tin case features a carry handle and doubles as a build surface that can be used in multiple configurations, including shared play. With brand-new shapes including mini triangles and post pieces, plus reusable stickers for personalisation, the Travel Pack makes a standout gifting option and a strong driver of add-on sales.

Builders can dial up the energy with Connetix’s all-new Ball Run Launcher Pack – a first-ofits-kind innovation to the company’s award-winning ball run range, engineered to propel balls through builds with a single hit. This high-action pack introduces a powerful new way for children to explore force, angles and motion, encouraging experimentation through hands-on STEAM play. Updated tube designs with sleek, clear connectors create a smoother, more seamless look as balls travel. The Ball Run Launcher Pack is dynamic, engaging and perfectly suited to children who love high-energy play and pushing their builds further.

A first for Connetix, the Galaxy Ball Run Pack brings together light and movement in a truly immersive play experience. Featuring the brand’s first light-up balls, as well as glitter tiles and a sleek new space-inspired colour palette, ball runs transform into swirling galaxies and comet-like pathways. As the moving light interacts with the glitter, the Galaxy Ball Run creates a visually striking, sensory-rich STEAM experience that is sure to deliver strong shelf appeal.

Following the success of the 2025 Light Star, Connetix’s first light-up magnetic tile – the Light Rocket Pack continues to explore light as a feature in the ever-growing construction play category. At its centre is a rechargeable light-up tile with three dimmable settings, designed to integrate seamlessly into builds. The Light Rocket Pack encourages experimentation with light, shadow and colour, and is perfect for illuminating builds or even turning creations into personalised nightlights.

This year, My Creative Box will also be showcased at Toymaster for the first time. Sitting alongside Connetix under the Brave Toys portfolio, it offers activity and craft boxes with defined learning outcomes and high-quality art materials. Together, Connetix and My Creative Box provide a versatile, complementary range that supports gifting, drives repeat purchases and delivers strong play value for families.

Just Play UK

www.justplayproducts.com | uksales@justplayproducts.com

Drawing Room

The Just Play UK team is gearing up for a showcase of its latest lines at the Toymaster May Show this month, ready to disrupt the industry across a variety of key categories. Stand visitors will be offered a sneak peek at the ground-breaking innovation from FurReal. The brand saw huge success with autumn/winter 2025 launches, and the momentum will significantly ramp up with the incredible pets launching this autumn/winter, including a new character set to be revealed at the show.

Another innovative addition to the FurReal flock is Snuggles the Smiling Sloth. If kids smile at this adorable, interactive sloth, she’ll smile right back at them. Children can wrap her arms around them and carry Snuggles wherever they go. They can kiss her to see her react, feed her the juice pouch when she’s hungry and play with her by hanging her upside down. Snuggles has over 50 sounds and reactions.

There’s plenty in Just Play’s portfolio for pre-schoolers, too. Disney Jr. Mickey Mouse Clubhouse+ has relaunched as the top Mickey Mouse series of all time, and little fans can bring the onscreen fun into the playroom with the Mickey Mouse Clubhouse Deluxe Playset. This 18-piece set comes with five articulated figures that can sit, stand and strike playful poses, and other accessories for awesome Clubhouse adventures. Kids can send Mickey down the slide, go for a cruise in his car, grill hot dogs and more. This range is packed with show-to-shelf entertainment and light and sound effects.

There are also fresh additions to the Disney Jr. Minnie Mouse range. The Fabulous Fashion Doll is perfect for young fans. This new line offers a best-selling item at a more affordable price point, thanks to blister card packaging. The 6-inch doll comes with 11 easy-on fashion pieces and accessories for fun straight out of the pack. There are pet-themed Minnie Mouse items, too, including the new Groom & Go Salon. This wheeled, pull-along carrier opens to reveal a pet grooming space. It comes with an articulated pet figure and cool features like the light-up bubble bath with mist. The Stow ‘N Go Mini Mansion Playset is also not to be missed. Kids can open it up to reveal a mansion space, and it even comes with a Minnie figure and accessories.

From summer, puzzle fans can spend a few mindful moments piecing together beautiful new Lego Puzzles. A fantastic entry point into the range is the 100-piece Minifigures Blind Bag Puzzles – each builds a 7 x12-inch Lego minifigure character. There’s a wide selection of other puzzles for Lego fans and avid puzzlers to add to their collections, with 300-piece Oversized Piece Puzzles, 500-piece Minifigures Collage Puzzles, 1,000-piece Lego Icons Puzzles, among others in the mix. Each puzzle pieces together with the satisfying Lego ‘click’ and comes with a poster to display. There’s even a twosided Floor Puzzle, a ‘Find the Fig’ Puzzle, as well as four 1,000-piece Botanicals Shaped Puzzles that create fantastic, floral displays of impressive Lego builds.

Smart Toys and Games

0190 388 5669 | uk@smart.be

Lower Marquee

Smart Toys and Games is set to make a strong return to the Toymaster May Show, as the company looks ahead to reconnecting with both new and existing retail partners. With a diverse portfolio spanning pre-school, construction, puzzles and outdoor play, the team is eager to showcase a dynamic line-up of proven best-sellers and new launches, suitable for players of all ages.

Leading the pre-school offering is SmartMax, with My First Animals Around the World bringing magnetic discovery to a younger audience. Designed to encourage early learning through safe, tactile exploration, the range continues to resonate strongly with retailers seeking engaging, educational toys for toddlers.

In the Pre-school and Role Play category, Wow Toys will debut four new additions launching this summer: Gigi’s Royal Carriage, Royal Family Set, Taxi Theo and Finn Farm Friends. Reflecting the brand’s signature focus on durable, battery-free play, combining imaginative storytelling with trusted quality, the eagerly anticipated new titles are a welcome addition to a collection that has been a staple for so many independent retailers.

Also launching this summer is Peek-A-Zoo by Smart Games, a playful new concept set to capture little ones' attention with its interactive features. Alongside this, the company will highlight Hansel & Gretel, which has already gained significant industry recognition following its success at Toy Fair, where it secured a prestigious Hero Toy Award, further reinforcing the strength of the company’s story-telling collection.

Outdoor play remains a major focus for 2026, with Hape’s Nature Fun collection taking centre stage. As demand for outdoor and exploratory toys continues to grow, the range offers retailers a strong opportunity to capitalise on this trend. Key lines include the best-selling Pocket Swing, Nature Detective Set and Hide & Seek Periscope, all designed to inspire curiosity and active play while supporting children’s connection with the natural world.

Logic puzzle enthusiasts are also well catered for, with SmartGames introducing IQ Quub and IQ  Flow into the 2026 mix. These compact, travel-friendly brainteasers deliver high replay value and broad appeal across age groups, making them ideal for both gifting and IQ fans who want to collect every title.

The Recent Toys range provides a collection of innovative puzzles that challenge and engage. Known for providing distinctive designs and mechanical ingenuity, these products continue to perform well in specialist and independent channels.

Looking ahead to a summer of sport, Smart Toys and Games will also present a curated selection of football-themed products in anticipation of the 2026 tournament. Highlights include Foooty, SmartGames Plug & Play Ball, Gooal and the upcoming Smartivity Mini Football, launching this summer. This timely category focus offers retailers a valuable opportunity to tap into increased consumer interest around the global event.

With a balanced mix of innovation, proven performers and on-trend categories, Smart Toys and Games is well-positioned for a successful show. Visitors to the stand can expect a comprehensive overview of a portfolio designed to drive sales across multiple categories, supported by a team ready to build strong partnerships for the year ahead.

Golden Bear

608 308 | www.goldenbeartoys.com

Carriage Suite

This year at the Toymaster May Show, Golden Bear is pulling out all the stops with an incredible line-up of this year’s new launches.

Following the viral success in the market with the award-winning Soccer Bot, Strikesphere is taking sports innovation to the next level with the Speed Ball. This next-generation training tool empowers players to unleash their shooting speed while building accuracy and confidence on the pitch. With an integrated sensor and LCD display that delivers instant kick-speed feedback, every shot becomes a personal challenge for consumers to beat their highest speed. Speed Ball transforms training into play, keeping young players active, motivated and coming back for more.

After perfecting the winning playbook with its football offering, Strikesphere is now looking to bring that same formula of success to the global sporting powerhouse that is basketball. Leading the charge is B-Ball Bounce, the interactive indoor basketball trainer. It’s innovative, technology-driven design features light-guided drills for next-level skills anytime, anywhere to elevate players' ball handling skills. This space-efficient training solution features slimline light-up targets with easy storage, quick set up and customisable layout options for simple set-up and play.

Another range set to get kids moving is Glow Games. These glow-in-the-dark games are the perfect activity to light up the dark and get kids moving, all while keeping them entertained and off screens. With four new lines added to the range for 2026 – Basketball, Soccer Boppers, Speed Strike and Table Tennis – these games are the perfect way to burn some energy, whether playing indoors or out. Perfect for gifts, parties and family game nights, this range offers a quick and simple set-up straight out of the box.

Kids can also sing, dance and perform their way to the top with KPop Demon Hunters Truth or Dare. This fast-paced, interactive party game inspired by the hit Netflix film will delight little fans everywhere. Kids can answer truth questions or complete dares with the electronic Honesty Device, bringing laugh-out-loud fun to any sleepover. With an instantly recognisable and ever-popular licence behind it, this game brings new energy to the party games aisle. Plus, it’s primed with ready-made fandom engagement and a huge opportunity for amazing content and influencer partnerships that stand out in a crowded feed.

Parents can bring bedtime magic to life with the In the Night Garden Talking Soft Toys from Golden Bear. Featuring a fresh new look and feel for 2026, these super-soft plush play iconic songs and sounds from the beloved show. Supporting sensory development, listening skills and emotional comfort, these cuddly characters are the perfect size for little ones to take on adventures or relax at bedtime. With adorable embroidered and print details and soft-textured fabrics, these talking plush inspire imaginative play alongside cosy snuggles. An evergreen brand loved by children and parents alike, In the Night Garden will be featured alongside Golden Bears toys from other beloved licences, including Hey Duggee and Sooty. All new products will launch with fully integrated PR support and carefully tailored marketing plans designed to maximise visibility, drive consumer excitement and ensure a successful entry into the market. From media outreach and influencer partnerships to strategic digital campaigns and top-class content, Golden Bear’s media strategy will set the stage for brand growth and long-term success in the market.

Kayes of Cardiff

029 2036 3678 | www.kayes.co.uk | orders@kayes.co.uk

Drawing Room

Kayes of Cardiff looks forward to attending the Toymaster May Show 2026 alongside Orchard Toys and James Galt on the ground floor in the Drawing Room, LA Brands in the Reading Room and with Mattel on the first floor in the Harrogate Suite. This year, the distributor is particularly excited to share its new partnerships with its customers that have been added to its already proven successful portfolio of product ranges.

Nixy Toys, which features a range of dough and craft products, will be of great interest to those looking for good margin items. Spin Master is another addition to Kayes’ big brand range that will enable the small retailer to access a major brand at very economical rates and affordable carriage values. Kayes’ stand will also showcase its new partnership with Bontempi musical instruments from Italy. The full offering will be available with an introductory offer too. One of the latest additions to the Kayes range is the popular range of murder mystery games from LA brands, which fits in well with the growing popularity of kidult items. There will be many show offers from the various brands that Kayes partners with and details can be found on the company’s stand.

In conjunction with Orchard Toys, there will be new introductions for 2026 in addition to the very attractive show deal. Supporting the very highly regarded Toymaster May Show is a key element of the Kayes trading calendar. The event provides an incredible buying opportunity and amazing social entertainment interaction between suppliers and customers.

Kayes is servicing a vast number of independent retailers throughout the United Kingdom with branded and pocket money toys through its sales network of company representatives and agents, along with its sales team based at its Cardiff HQ. The company boasts large showrooms and a very hospitable atmosphere that welcomes customers from all over the country. The recently launched Pocket Money catalogue covers the vast selection of unbranded merchandise that complements the variety available at Kayes.

In addition to previously mentioned brands, Kayes offers lines from its existing parters including Bruder, Britains, Ravensburger, Brio, Halilit, Tomy, Schleich, Basic Fun, Casdon and characters such as Thomas the Tank Engine, Peppa Pig, Sooty, Disney Princess, Gruffalo, Harry Potter and Paw Patrol, which all form part of the comprehensive range offered by Kayes.

The company specialises in servicing the independent sector including toy shops, garden centres, visitor attractions, chemist and book shops, giving retailers of all categories the opportunity of accessing a plethora of major brands in small quantities at competitive prices. In addition, it has vast experience in supplying Christmas grottos of all sizes and catering for a variety of parameters required making it the best choice for new and returning customers.

Posh Paws

01268 567 317 | www.poshpawsinternational.co.uk | sales@poshpawsinternational.co.uk

Upper Marquee

The demand for kawaii and Korean-inspired products continues to drive the plush and collectibles market and Posh Paws’ Kawaii Kuties is a brand offering retailers a fantastic selection of products from cute, squishy plushies and plush bag clip charms, surprise capsules, blind box 3D figurines, keychains and squishy dumplings, that are all inspired by popular Japanese pop-culture designs and trending animals, including a Shibu Inu dog, lucky cat, tanuki dog, turtle, axolotl and unicorn to name a few.

Other brands which Posh Paws has specifically developed to stay ahead of viral and social trends include Cuddly Capybara, Quack Pack, Kanashiko and Onikuma –each featuring an extensive offering of high-quality plush toys, bag charms and blind box gifting lines that offer retailers high-quality products at great value prices and encourage collectability with their customers.

Minions & Monsters is set to be one of the summer’s biggest animated movie releases, and Posh Paws looks forward to showcasing its brand-new plush at the Toymaster May Show. The new range includes an assortment of five squashy 10-inch kawaii-style Minions and collectible blind box plush bag clip charms.

Season 2 of the hit Netflix show, One Piece, sailed to the top of the charts in March, and Posh Paws' new Netflix series plush collection includes the adorable hat-wearing reindeer Tony Tony Chopper, Buggy the Star Clown and the lead character, Monkey D. Luffy.

Additional characters from the classic anime series are available and will be available to order at the show.

Other anime and pop-culture licensees that Posh Paws has seen succeed across independent and specialist retailers include its Chainsaw Man, Demon Slayer and Dragon Ball Z plush – all proving popular amongst fans and collectors alike.

Swizzels Love Hearts are the perfect palm-sized plushies for everyday, seasonal and special gifting occasions, delivering smiles all year round to teens and adults. The cute, fun-filled collection brings to life adorable, trend-led characters with fun, inspiring, sentimental and heartfelt messages that are embroidered on a love heart sweet. The range consistently performs across toy and department stores, garden centres, greeting and stationery stores, due to the creativity and lovable designs that bring an iconic British confectionery brand to life and make them the perfect plushies.

Posh Paws will be running exclusive Toymaster May Show deals and product-specific offers for members and will have offers available for non-members in attendance. To find out more about the company’s show deals, get in touch today via the details above and book an appointment.

Rubber Road

www.rubberroad.com www.numskulltrade.com sales@rubberroad.com

Lower Marquee

Rubber Road is taking its hottest property, Tubbz, to Toymaster to show the latest licences for 2026 alongside the bestselling characters that continue to still be in high demand. Tubbz cosplaying rubber ducks are one of the fastest growing pop culture collectible brands, and Rubber Road sees the independent sector as a huge opportunity for retailers join the journey and reap the rewards that Tubbz has to offer.

Tubbz takes iconic characters from the world of movies, comic books, TV and music and reimagines them as quirky rubber ducks. The designs capture facial expressions and character traits, which are what resonate with the hardcore fans who appreciate all the finite details. With Tubbz, there is something for everyone, with Collector’s Editions, Boxed Editions, Mini Tubbz, XL Tubbz and Plush versions to also join the line-up.

Tubbz sold 5m units last year and is already on track to hit 10m units in 2026. Now is an ideal time for independent retailers to get on board and Rubber Road is fully committed to building long lasting partnerships and supporting retailers every step of the way. An efficient, self-service portal is in place to help retailers order Tubbz as quickly and as simply as possible. Plus, a new Tubbz Tool Kit is available that offers bespoke FSDUs, CDUs, POS and other promotional materials to help create an eye-catching display in-store.

The key licences to look out for at Toymaster include Hazbin Hotel, Silent Hill, Shrek, The Witcher, The Cat in the Hat, Rick & Morty and The Flintstones.

Tubbz will be located in the Lower Marquee where Toymaster members can take advantage of the exclusive pricing on offer that will help get their Tubbz offering up and running.

Basic Fun! UK

Carriage Suite

Basic Fun! UK continues to deliver a portfolio that evolves while building on the strength of muchloved brands, offering Toymaster retailers a compelling mix of heritage, innovation and on-trend excitement for the year ahead.

Pop cultural collectibles continue to be a major focus, with newness across the Care Bears range. The introduction of Caring Cuties and Sugar Cuties has already got off to a very strong start, all about impulse-driven blind box format, designed to encourage repeat purchase. These collectibles tap directly into current trends and are flying at retail, with upcoming launches such as Caring Companions, Sweet Blooms and wave two of Caring Cuties and Sugar Cuties, Basic Fun! is set to build on this success in the second half of 2026.

Continuing with Care Bears, licensing remains a key driver through high-profile collaborations. Following the success of Wicked and Stranger Things, spring saw the launch of a Harry Potter collection to mark its 25th anniversary. July will see the hotly anticipated launch of the Hello Kitty Care Bears collab, there is a lot of excitement for this partnership to hit the shelves following a sellout success in the US.

Across the wider portfolio, licensed play and innovation continue to create standout opportunities for Toymaster retailers. Tonka evolves with new play patterns and bold partnerships, including a Transformers collaboration, while Stretch Armstrong meets Toy Story 5 in a crossover that blends nostalgia with modern appeal. Collectibles also expand with Dungeons & Dragons Questors, while the Kidult category grows through Micro Teenies, with the addition of Gremlins and the launching of Frycons the Mr Potato collectible mash up with iconic licences such as Mandalorian, Harry Potter and Stitch. Lite Brite continues to evolve into a broader lifestyle-led brand with room styled message board and glowboards.

Strong distribution partnerships further enhance the offering at Basic Fun!. IMC K-Pop Idols are just hitting the shelves, followed in the second half of the year by bang on trend mini dolls, with mini working camera and Bluetooth headphones. New brand Foodies launching in July introduces a creative ‘make your own’ collectible plush concept, encouraging kids to create and display their own tasty treats. Play with purpose remains an important focus, with Cry Babies supporting nurturing, bedtime-led routines, complemented by Baby Paws’ Eat & Go Puppy, combining interactive care play with fun, engaging features. Whilst creative and fashion-led play is also well represented through the Fashion Angels portfolio, from the iconic Fashion Plates to contemporary DIY, beauty and accessories ranges, offering strong gifting appeal and encouraging self-expression. Across the portfolio, the strategy is clear: combining trusted brands with consistent innovation to create products that resonate with today’s consumers. Basic Fun! UK offers a cohesive range designed to perform at retail.

For more information about the Basic Fun! UK’s 2026 portfolio, which benefits from the support of a huge programme of marketing activity, please contact UK sales via the details above.

Reydon Group

01159 386 444 | www.reydon.com sales@reydonsports.com

Upper Marquee

Reydon Group, after its recent name refresh, is very much looking forward to exhibiting at the Toymaster Show in Harrogate this May. It will be positioned in the Upper Marquee for this year, with its Sales & Marketing team present to help grow business opportunities with all members.

Alongside industry-leading brands such as Nerf and Franklin Sports, for World Cup Year, Reydon is also offering a huge collection of Team Merchandise from a mixture of Premier League and International Teams. With Footballs, Luggage, Accessories, Gifts and more, the range is extensive and great for those all-year-round sales retailers need.

One sub-brand of the Team Merchandise collection from Reydon is Brxlz, a collection of official merchandised models. A building block design, the Brxlz collection offers Stadiums, Coaches and Footballs in a number of leading teams. This was previously selected for the Toymaster catalogue, making it a popular set of products for all members once more.

As summer 2026 approaches, Reydon’s Own Brand Evo-X brand is in-house sourced and the Water Gun range is new for this year, perfectly positioned to capitalise on demand, delivering high-impact, electric water play products that combine innovation, accessibility and strong commercial appeal. Designed to resonate with the family demographic and backed by comprehensive product testing, the Evo-X Water is set to become a standout category performer for Reydon this summer.

With a long term business strategy to develop its sports offering with a toy-like spin, along with exercising the need for youngsters to get away from their screens, Reydon is proud to be supplying the toy retail sector with Sports, Leisure, Toys and Games brands. It is very excited to be exhibiting next month and looks forward to seeing everyone there.

For more information on Reydon Group, get in touch via the details above.

Upper Marquee

Ravensburger is set to launch a wealth of puzzles, toys and games that will bring friends and family together this year. Much-talked-about licences take their place among the company’s tried and tested favourites for an autumn/winter line-up that celebrates the best in quality, classic play and innovation.

With KPop Demon Hunters’ success at the Oscars, fans continue to flock for this record-breaking animation. Ravensburger offers two children’s 2D puzzles and a 500-piece adult puzzle with 3D puzzles joining the range later this year. There will also be the launch of the Diddly Squat Farm jigsaw series. Including both children’s and adult offerings, the range will keep puzzlers entertained. Lovers of the global best-selling book series Fourth Wing will soon be able to piece together jigsaws inspired by their literary favourite. Each one of these 500-piece puzzles is presented in deluxe packaging with gifting in mind.

It’s a big year for Pokémon, as the phenomenally successful property celebrates 30 years. Ravensburger adds the Pokémon with Ears 3D puzzle to its 3D line-up, which already includes the hit Disney Stitch with Ears 3D puzzle. And for those with a love of Pikachu and friends, watch out for a mega 40,000-piece puzzle coming later this year.

The ever-popular puzzle series, My Haven, welcomes a festive scene for the first time with the 14th addition to the range, while the new collectible comedy series, Ray’s Comic Series, introduces the Time Travel range. As the trend of competitive puzzling continues to grow worldwide, Ravensburger sponsored the UK Nationals 2026. At the Toymaster Show, the company will highlight the five championship puzzles designed by UK artists that will have the puzzle community excited this summer.

The new collection of five 3D puzzle vases offers a mindful activity that is practical too. Each contemporary-style vase includes a waterproof liner, making them suitable for fresh-flowers. Guaranteeing a games night filled with laughter, the officially licensed Last One Laughing Game will have players pitting their poker faces against each other in a bid to be the last one laughing. Series 2 of this hit show has already surpassed the incredible audience attracted by the first season. Ravensburger is also set to celebrate 40 years of its best-selling game family, Labyrinth, with new editions set to bring more players into this ever-popular game of moving mazes.

The Brio World system is a trusted toybox favourite for many families, and this year, the play heads into outer space. The new Space range is packed with out-of-this-world detail for preschoolers to explore, from the interactive Space Shuttle to friendly, glow-in-the-dark aliens and much more.

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Casdon

Upper Marquee

Casdon is set to showcase several new products at this year’s Toymaster event. After entering a new category last year with the launch of the Build-aBear Workshop licensed range, 2026 is another year of innovation for the brand. Announced earlier this year, the first-ever licensed ice-cream toy range is due to be the star on the Casdon stand –after winning another Hero Toy prize for the brand at the London Toy Fair in January.

Part of The Magnum Ice Cream Company, Heartbrand (better known as Wall’s in the UK) marks a major milestone for Casdon as it celebrates its 80th anniversary. The range will hit shelves in summer 2026, featuring iconic frozen favourites: Calippo, Magnum, Cornetto, Twister and Solero, alongside classic ice-cream play inspired by The Magnum Ice Cream Company’s famous scoop tubs, across six imaginative SKUs.

True to Casdon’s ‘live playfully’ tagline, the range is packed with functions, features and that all-important ‘fidget factor’, designed to captivate little hands and spark big imaginations. Designed for children aged 2+, playful and refreshingly different, it promises to be a real standout at the Toymaster May Show.

Looking back at the brand's recent launches and following the success of the Build-A-Bear Workshop Stuffing Station, Casdon is growing its licensed plush range with new SKUs such as a new clothing pack and accessories, enhancing role play opportunities for pre-school children. Two new characters – an adorable bunny and playful dog – are also set to join the bears and are suitable to play with the hero Build-A-Bear Workshop Stuffing Station.

Casdon was recently also named as the UK distribution partner to My Vibe – a series of make-your-own premium fashion mini bags, completely unique in both play pattern and design. My Vibe will be on show at Casdon’s stand, so visitors can get their hands on the interactive products ahead of it hitting shelves later this year.

A brand-new product to the UK market, My Vibe is a stylish, premium mini fashion bag with customisable accessories and charms. With a core target audience of 6–12-year-olds, the products aim to encourage creativity and self-expression, featuring vibrant colours and unique designs that inspire endless fun and personalised fashion experiences for young trendsetters.

3D Studio Gifts

07494 011 205 | www.3dstudiogifts.co.uk | kayleigh@3dstudiogifts

Lower Marquee (DKB Toys and Distribution)

Jigglets is a range of articulated fidget toys that combine tactile movement with colourful characterdriven design. 3D Studio Gifts launched Jigglets just over a year ago with the aim of creating something a little different within the impulse toy space. The company’s wish was to design a product that children could interact with, move around and play with in their hands. The result is a flexible, articulated toy made up of connected segments that allow each Jigglet to bend, twist and jiggle, giving it a satisfying sensory feel.

That tactile element has been a key factor in the product’s success so far. Sensory and fidget-style toys continue to be incredibly popular, not only with children but with adults too. Jigglets tap directly into that trend by offering a playful desk companion or pocket toy that people instinctively want to pick up and interact with. It’s a simple concept, but one that really resonates once consumers feel the movement of the toy in their hands.

Pricing has also played an important role in making Jigglets accessible to a wide audience. The range sits firmly within the traditional pocket-money bracket, retailing at £2 each or three for £5. This makes them an easy impulse purchase for parents and children, while also encouraging collectors to build up their sets over time. For retailers, this price point works particularly well at the counter, where customers are often looking for small add-on purchases.

Collectability is another big part of the Jigglets story. Each design has its own personality, colour palette and playful aesthetic, which encourages customers to look out for the next design to add to their collection. Because the range is design-led, 3D Studio Gifts can continually introduce new characters and styles, keeping the range fresh and giving retailers reasons to update displays and bring customers back for the latest additions.

The use of 3D printing technology in the development process of Jigglets is a major advantage for the company, as it allows it to prototype and create new designs quickly, meaning it can respond to trends and ideas far faster than traditional manufacturing methods. It also gives the company the flexibility to experiment with shapes, movement and textures, which is particularly important for products like Jigglets where the tactile experience is central to the appeal.

From a retail perspective, Jigglets also perform well visually in-store, with their bright colours and unusual articulated shapes naturally attracting attention, especially when displayed together. When customers pick one up and start moving it in their hands, the product really sells itself.

One For Fun

01416 132 525 | www.oneforfun.com |

Carriage Suite

One For Fun remains at the forefront of some of the latest winning trends. In late February, Netflix launched Season 8 of Drive to Survive, its hugely popular Formula 1 docuseries, which continues to deliver strong viewing figures. One For Fun is the exclusive distributor for Maisto and Bburago, renowned for their highly detailed F1 models. Motorsport fans of all ages will be excited by the latest F1 releases, including exclusive 1:24 scale model kits that allow users to build their own car, complete with its driver.

Among the highlights is a 1:43 scale die cast model of the McLaren MCL38 in Senna livery, driven by Lando Norris. This beautifully crafted replica captures McLaren’s tribute to Ayrton Senna, combining intricate detailing with the cutting-edge design of the 2024 car.

Also at Toymaster are the new 1:64 scale models featuring some of the sport’s most popular teams and drivers, including Ferrari with Leclerc, Ferrari with Hamilton, Mercedes with Russell and McLaren with Norris. These collectible models are both fun and highly desirable. A 12-piece POS display unit will showcase a mixed assortment from the range. Bburago remains one of the only brands offering models officially approved by individual F1 teams, ensuring authenticity and accuracy for collectors and enthusiasts alike.

Tobar is supporting Taba this year, the super sensory, squishy trend that has taken social media by storm. Soft pliable, slow rising Squishies with a Tobar twist – there will be Grey Koala Taba Squishies, a Sticky Squishy Highland Cow, Sticky Tic Tac Toast and a Scrunchems Sticky Squishy Puzzle Cube. One For Fun has a proven track record in promoting impulse crazes and its Mini Super Squishy Stickers are no exemption. They double up as stickers to adorn hands, windows, mirrors and more. The new Mystery Taba Squishies offer that surprise blind bag excitement, with the added chance to find an ultra-rare glitter character.

Many of the new Squishies have an emphasis on ASMR, designed to trigger the Autonomous Sensory Meridian Response. This year, the range will be extended to include the Scrunchems Bingsu Bead Ball, full of textured beads and a soothing ASMR sound. The Sugar Sensory Ball combines a gradient design with tactile fun. Ducks are trending too and the Duck Squish Ball will be on trend with the mini resin duck floating in a pond. Also included is the ASMR Square, full of tactile, squeezable beads in two different colourways, ideal for sensory stress relief. The ASMR Rainbow Unicorn follows the same beaded scrunchable form, as does the Scrunchems ASMR Squishball.

Sugar Scrunchems are new too. Consumers can choose from a Glittery Capybara, a Smooth Axolotl, Mini Fruits (banana, strawberry and orange) or the Mini Sugar Dumplings, with the chance to find a rare, rainbow glitter, glow-in-the-dark dumpling. Scrunchems will also see a brand-new Vending Machine packed full of mini favourites – 10 capsules each containing a squishy. The Scrunchems Surprise Box has six compartments, each hiding a fun treasure behind a tear away window.

K-pop continues to captivate young audiences, and HGL’s new surprise bags are packed with 10 fan favourites, including stickers and a wristband, all retailing for under £10 and selling fast. K-pop-themed concert bracelets are already proving hugely popular, supported by a bold free-standing display unit designed to grab attention in-store.

For the growing Kidult market, HGL introduces Fidgix, a premium collection of metal fidgets ideal for desks or pockets. The range includes a Spinning Cube, Spinning Sphere, Gear Spinner and the original Wheel Spinner. Social media trends continue to shape buying habits, with 3D-printed dragons and keychains now joining the line-up.

There is also an exciting expansion in slime and putty, including new additions to the Make-Your-Own Food range. Stretchy, squishy, emoji-inspired, shiny, sparkly and food-themed fun define Tobar’s Scrunchems collection for 2026, alongside a host of offers across all ranges.

All One For Fun collectibles are supported by a targeted social media campaign gaining a strong following throughout the spring/summer season. There are also new developments across all impulse, plush, games, pre-school and outdoor categories.

As a Toymaster special, One For Fun will be offering an additional 7.5% discount on Maisto and Bburago lines only, on top of the agreed members account discount. Please note that all orders must be despatched by 15th June.

Trends UK

01295 768 078 | info@trendsuk.co.uk

Carriage Suite

The Trends UK team is looking forward to presenting a host of its most successful and promising lines at the Toymaster Show this month.

Among the ranges on display will be the Paint Pop range. The collection is loved by children and ideal for parents who want to provide the fun of arts and crafts with little to no mess. These colourful, chunky paint sticks offer the ideal introduction to painting and children simply twist the stick to paint without needing water or brushes. New this year is the Paint-Away Washables pack that comes with a variety of washable colours, brushes and shaped sponges for kids to create masterpieces to hang around the home. The new Sparkly Wonder Window Art Set is also not to be missed. Kids can create eye-catching window displays by tracing colourful, repositionable designs onto acetate to stick to surfaces.

Stand visitors will also get a look at the latest line-up from Science Mad!. The newest set to join the offering is the Squishy Dissectables 2 Pack (Frog and Bat). This safe, hands-on anatomy set welcomes children aged 6+ to explore the world of animal biology. The set features realistic frog and bat models as well as a detailed plastic skeleton within a soft, non-toxic gel body. Children can use the plastic scalpel to uncover organs and learn how body systems work. The reusable gel allows for repeated experiments and lasting play value. This new kit joins the new and improved relaunched Chemistry Lab Set, as well as other items in the range.

Visitors should also visit the Trends stand for a look at the company’s licensed tableware and drinkware offering from Stor. Stor has one of the largest catalogues of licensed household goods currently available, with licensed designs for fans of KPop Demon Hunters, Minecraft, Bluey and more. There will be 26 Stor products to select from initially, across five licences, with more to come later in the year.

KTL

01395 234 600 | enquiries@kandytoys.co.uk

Upper Marquee

KTL will be located in the Upper Marquee at this year’s Toymaster Harrogate Toy Fair, showcasing an extensive and highly curated selection of its latest hot pocket-money products. The stand will feature a mix of newness across multiple key categories, reinforcing KTL’s position as one of the UK’s leading suppliers in the toy and leisure market.

Visitors will be able to explore the latest additions to the Baby Three range, alongside an expanded offering for autumn/winter 2026. In addition, KTL will be presenting strong new product development from major global partners, including Zuru and PMI, both of which continue to drive innovation and consumer demand across multiple retail channels.

Zuru in particular remains a key strategic partner within KTL’s portfolio, recognised globally for its ability to consistently deliver high-impact, trend-led toy innovation at accessible price points. Key ranges such as My Mini Baby, Fugglers and X-Shot continue to dominate shelf space and drive strong retail sell-through, particularly within the Pocket Money, Collectibles and Action Toys categories.

A major highlight of the showcase will be PMI’s rapidly growing portfolio of hot pocket-money blind box ranges, featuring some of the most in-demand global entertainment and gaming franchises, including Fuggler, Minecraft, Sonic, Fast & Furious and more.

Also featured will be Wow! Stuff’s innovative Puppetronic range, launching in alignment with major movie releases scheduled for 2026, offering retailers a timely opportunity to capitalise on licensed entertainment-led demand. Alongside this is an exclusive Fuggler Puppetronic, which is perfect for back-end Christmas sales.

KTL firmly believes it is presenting the broadest and most commercially relevant selection of licensed and trend-led products at what the company regards as its favourite trade event of the year, the Toymaster May Show To support show attendance, KTL will be offering layered discounts on all orders placed during the event, providing additional value for both new and existing customers.

Canal Toys continues to innovate in its Arts & Crafts and Youth Electronics ranges for 2026. Launching this month, Creamy Deco is one of many highlights launching this year, a range where Arts & Crafts meets collectibles. For trend-aware children from 6 years through to kidult collectors, Creamy Deco is a customisable collectible that turns cute baby characters into display-ready personal statements, blending kawaii character culture with hands-on decoration, making every piece part collectible, part self-expression and part social currency. Consumers can take the cream glue tube to create the collectible baby hairstyle, add the included decorations, then clip their creation to their bag – taking their creation on the go. Series 1 includes 12 Creamy Deco figures to collect, including one rare Glitzy Baby figure.

The Squish Squish DIY Squishy Factory is for creative kids who love to make, design and play with their own creations. This product offers a fun, hands-on way to craft soft, colourful squishies that are so unique. Kids can pour the liquid into the moulds, add colour, let it dry, then decorate to make unique creations. The squishy moulds included in this set are a paw and a rabbit design.

Kids can let their creativity bloom with the So Slime Flower Mini Garden. They can create colourful and scented slimes with 2 unique textures and store them in six adorable flowerpots; all housed in a lovely greenhouse. Adding charms and decorations allows kids to craft their own floral world.

One of the new additions to the Style 4 Ever range is the Mini Camera Bag Charm Kit, a trendy mini digital camera which you kids can customise with beads and charms. They can clip it onto their bag and take pictures and videos anywhere.

New Electronics items include the Beauty Cam Camera – a cool compact camera where kids can take photos, create fun videos and take selfies with the dual lens. Consumers can also adjust the lighting and add fun beauty filters to create their perfect photo. It is a fun item that can be easily carried everywhere. The Instant Colour Camera is a full-colour instant-print camera with LCD screen printing on real photo paper, a first-time item in the kids' space.

Attendees to the Toymaster May Show are invited to view the Canal Toys stand at the Upper Marquee and meet with the team to see the company’s full range and discuss show deals, as well as any specific requirements they may need. For more product information from Canal Toys, get in touch with the team via the contact details above.

hello@leftfieldtoys.com

Lower Marquee

From tactile fidgets to satisfying squishes and collectible characters, Left-Field Toys is continuing to build momentum in the pocket money sector, with several of its collectible and sensory-led ranges delivering strong retail performance.

One of the standout performers has been Fidgi Starfish, a tactile 3D fidget toy designed to deliver satisfying sensory play in a compact, collectible format. With its bright ocean-inspired colours and engaging movement, the range taps into the ongoing popularity of fidget toys while offering something visually distinctive for retail displays. Retailers have reported strong repeat purchases as children return to collect different colour variations.

Continuing the 3D printed fidget craze, Fidgimals are a range of 3D printed collectible characters that are packaged two per blind bag for only £2.99 SRP. The collect-and-swap format encourages repeat purchases as children hunt for new characters and trade with friends.

Also in the range are Fidgi Noodles, colourful stretchy strands that kids love to pull, twist and knot. The product’s simple but endlessly engaging design provides the satisfying tactile experience children enjoy and makes them ideal impulse purchases.

The My Kawaii BaoFun range has been a staple in the pocket money offer for Left-Field Toys for years. Known for its satisfyingly soft, slow-rise texture and cute kawaii styling, BaoFun has consistently delivered strong sales thanks to its sensory appeal and collectible characters. The current squishy craze, coupled with new glitter and surprise variations, is now helping drive fresh momentum for the range.

Baba Orchard was also incredibly well-received at the London Toy Fair. The playful fruit-themed blind box plush range combines amazing scents with cute, expressive designs, while the surprise element adds a strong collectability factor.

Meanwhile, Left-Field Toys has seen a significant surge in demand for the Reesee Transformers Blind Bag Plush, retailing at just £3.99. The combination of mystery-pack excitement and soft plush characters in a unique anime style guide has made the line a standout performer in the Pocket Money category. Further releases are planned under the Transformers brand, as well as new launches from My Little Pony.

Launching this month, the Pick N Squish range brings the fun of pick-and-mix sweets into the world of sensory toys. Inspired by classic confectionery favourites, the collection features playful squishy designs including Jelly Babies, Jelly Bears and Cola Bottles, each recreated as colourful, squeezable toys with a satisfyingly soft texture.

Food-themed toys continue to perform strongly in the pocket money category, and Pick N Squish taps directly into this trend with instantly recognisable shapes and bright, eye-catching colours. The familiar sweet-shop inspiration makes the range highly appealing to children, while the satisfying squish provides the tactile sensory play that keeps them coming back for more.

KidAntics

Upper Marquee

KidAntics will be showcasing a broad and carefully curated portfolio at this year’s Toymaster May Show, spanning creative play, STEM, construction and gifting, all designed with strong retail appeal and clear in-store impact.

A key highlight for the company will be the first official showing of its National Geographic STEM range. This is a globally recognised and trusted brand, and KidAntics will launch into the UK & Ireland with an initial selection of approximately 30 SKUs. The range covers a strong price ladder, from lower-priced impulse lines through to higher value gifting kits, including dig kits, crystal growing and entry-level science sets. With excellent brand recognition and proven sell-through internationally, this is a compelling opportunity for independent retailers looking to build a credible and high-performing science offer. The range is available to order now, with stock landing and flowing through Q2.

A major focus at the show will also be One Love plush, which has already generated a fantastic response from retailers. The range stands out thanks to its ultra-soft, high-quality fabrics and unique ‘hug-like’ design that creates an instant emotional connection.

In Construction, designed with chunky components and a simple screw fit assembly, is Builderz. This constructable vehicle collection supports fine motor skills and problem-solving while remaining highly accessible for younger age groups. Single packs, 2-in-1 vehicle sets and Light, Sound & Motion SKUs are included, with stock landing in May.

Alongside this, DIY Dinos continues to be a strong performer and a key focus within the marketing portfolio. Combining hands-on build and play with a dinosaur theme that consistently resonates at retail, the range offers an engaging and accessible entry point into construction play. It has already seen strong demand, even during periods of limited availability, which is expected to continue as stock flows back in.

Also on display, in the Arts & Crafts category, will be Avenir and Haku Yoka, which continue to perform strongly in independent retail. These ranges offer a mix of everyday craft, fashionled items and compact, giftable kits, with strong margins and repeat purchase potential. Price points typically sit within the £4.99–£14.99 bracket, making them ideal for both impulse and core range. The Crochet Kits are a standout at the moment.

The educational and travel-friendly offering is further supported by Mier Edu, including magnetic puzzle tins and the Build ‘n’ Sound 3D puzzle range. These products combine play value with developmental benefits and have been particularly well received as portable, screen-free options. Across all ranges, KidAntics offers full retail support including CDU and FSDU solutions, strong packaging and a growing suite of digital assets including imagery, video and social content. The company prides itself on being a flexible and supportive partner to independent retailers, with considered ranges, strong stock availability and a hands-on approach to helping products succeed in-store.

A.B.Gee

01773 570 444 | www.abgee.co.uk | sales@abgee.co.uk

Carriage Suite

A highlight of A.B.Gee’s presence at this year’s Toymaster Show will be the introduction of the exciting new KitchenAid Junior range from Red Toolbox, bringing junior versions of the real thing to the world of imaginative play. Designed to mirror both the look and functionality of authentic kitchen appliances, these junior models don’t just look the part, they actually work like their full-sized counterparts, allowing children to mix, prepare and create just like grown-ups. Importantly, the range features additional child-friendly safety elements, ensuring realistic play remains safe, durable and suitable for younger users. The new KitchenAid Junior collection will sit alongside the ever-popular Stanley Junior range, further reinforcing the brand’s reputation for high-quality, hands-on role play.

Beyond this key launch, A.B.Gee’s stand will feature a heavyweight line-up from global leaders Mattel, Hasbro and Spin Master. Together, these industry giants deliver a mix of household favourites, trend-led innovations and new launches that are sure to draw retailer attention and highlight the year’s hottest toys across multiple categories.

Licensing remains a strong focus, with Lisciani representing a new distribution for 2026, bringing a wealth of high-profile character licences across puzzles, games and educational lines. This addition marks a significant expansion to A.B.Gee’s licensed portfolio, further complemented by licensed product from Ancory, ensuring retailers have access to a broad mix of recognisable and in-demand brands.

Exclusive ranges will also take centre stage, with Tooky Toy featured as a dedicated highlight. Known for its beautifully crafted wooden toys, the range offers timeless play value while embracing modern lifestyle trends. New additions such as the wooden camping stove and wooden air fryer reflect contemporary family life, allowing children to recreate everyday experiences through imaginative play. These fresh, trend-led introductions strengthen the range’s appeal, making it an attractive option for retailers looking to enhance their offering with exclusive lines that feel both classic and current.

Adding further excitement to the exclusive portfolio is the ever-popular World's Smallest range, which continues to capture consumer attention with its nostalgic appeal and highly collectible miniature formats. With strong gift and impulse-buy potential, the range remains a standout addition to A.B.Gee’s exclusive offering.

Traditional and evergreen categories will also feature prominently, including plush favourites from Aurora World. In addition, visitors can explore a wide selection of licensed lifestyle accessories from Blueprint Collections, including stationery, backpacks, lunch bags, storage boxes and notebooks featuring popular character brands, offering retailers strong opportunities in complementary and giftable categories.

With summer fast approaching, seasonal and outdoor play will be a key focus. A.B.Gee will showcase warm-weather favourites from Fubbles, alongside outdoor and activity ranges from HTI and Wilton Bradley, helping retailers gear up for the busy summer period.

Altogether, A.B.Gee’s Toymaster presence promises to be a vibrant showcase of innovation, licensing strength and seasonal opportunity. With new launches, exclusive ranges and strong licensed lines, the stand is set to be an essential destination for retailers looking to refresh their assortments and discover standout products for the year ahead.

Commotion

01732 225 821 | www.commotion.co.uk info@commotion.co.uk

Upper Marquee

Commotion is anticipating a strong return to the Toymaster Show this May, bringing with it an exciting showcase of new and top-performing lines from its awardwinning Tickit brand. An established manufacturer, developer and international distributor of educational toys with over 40 years of trading experience, Commotion offers retailers a dependable, high-quality toy range with timeless appeal.

Developed in-house, Tickit toys are built to go the distance: robust, timeless and designed for years of open-ended play rather than short-lived trends.

Crucially for retailers, they’re also not a one-off purchase. Each range is intentionally compatible, making it easy for consumers to build and expand their collection over time. Players may start with a single wooden playset, such as themed Discovery Dividers, but there’s a natural pathway to add character sets, seasonal trees, gem cubes or translucent colour counters, creating a rich, evolving play world that grows with the child and encourages repeat sales.

Building on the momentum of last year’s award-winning Woodland Trail Treehouse, Tickit introduces two new wooden playsets: Lighthouse Island and Ocean Island. Rich in detail and designed by hand, these ocean-themed sets bring small world play to life. Intricate lasered textures, removable translucent pools and wooden characters create an immersive experience that encourages storytelling, while subtly introducing early STEM concepts and environmental awareness.

The ever-popular Sensory Steel range also expands with Mosaic Mystery Balls and Tumble Ball. Manufactured from bacteria-resistant, lightweight stainless steel, these toys combine durability with excitement. Their unpredictable movement and mirrored, faceted surfaces offer a multi-sensory experience that captures attention and keeps children engaged.

In the lacing category, last year’s Wooden Lacing Jewels are joined by Jewel Lacing Shapes and Butterfly Lacing Jewels. These sets support fine motor development, coordination and early maths skills through threading and pattern-making activities, while also encouraging imaginative play and storytelling. Retailers can further enhance this category with the new Wooden Jewel Dominoes, featuring chunky, easy-to-handle pieces with eye-catching jewelled detailing.

Imaginative play is another strong pillar of the range. The new Wooden Farm Set, complete with 15 accessories, works seamlessly with the interactive Farm Discovery Dividers. Along with the new Ocean Discovery Dividers which are due by Q3, these provide visually engaging backdrops that enhance storytelling opportunities for a range of ages.

Sustainability continues to be a key driver behind the brand’s success. Commotion is FSC certified, with close to 90% of wooden toys in the Tickit portfolio now carrying FSC certification. For retailers, this offers a compelling point of difference: clear, traceable sourcing from responsibly managed forests that support communities, wildlife and the environment, aligning with growing consumer demand for ethical products.

Asmodee

01420 593 593 | www.asmodee.co.uk

Drawing Room

With a huge portfolio of games to showcase, Asmodee is set to return to the Toymaster May Show with an impressive selection of new titles, with the sales and trade marketing teams ready to help grow business opportunities through tailored core range listings, strong category management and effective merchandising.

The partnership between Asmodee, Lego and Dotted Games continues to introduce new games to the market in 2025 with the release of Lego Ninjago: Destiny’s Bounty Adventures in July. Players will go full Ninja, taking control of Ninjago mini-figures to fight off waves of enemies and protect the titular ship, Destiny’s Bounty, with power-ups that add Lego elements to their player character.

Dnup is a new fast-paced card game with a unique twist where players race to get rid of the cards from their hand by playing the highest value versus their opponents, but if players can’t play anything, their entire hand gets flipped upsidedown. The game features cards with different numbers depending on which way up players hold them, leading to some exciting, and maybe even frustrating, moments. Dnup is for 3-5 players aged 8+ and will be available this month.

In the TCG category, Star Wars: Unlimited has gone from strength to strength since its introduction to the market in 2024 and has continued to see a rise in popularity in the latest set, A Lawless Time. Featuring iconic characters from the Star Wars universe and new dual-aspect cards that bring a new dynamic to deckbuilding, A Lawless Time is available now with pre-built Spotlight decks to jump straight in, as well as standard boosters and Carbonite boosters for building your own deck.

Toy World TOYS advert May 26.pdf 1 15/04/2026 14:57

With a hugely diverse range of products, Asmodee is gearing up for a very exciting Toymaster this year and looks forward to showcasing what’s next for the hobby and independent market.