Wilton Bradley marks its 10th anniversary by celebrating how far Xootz has come in transforming the world of kids’ wheeled toys
35 Review: DreamToys
TnP visits DreamToys and discovers the top products for the festive season
36 Meet the PRs discover the companies that can help you get your product in front of the right people
Features
18 Sensory & Wellbeing
we look at the growing sector of toys that appeal to the five senses
Retail Interviews
38 Retail Interview
Clare Turner chats to Lisa Dyson, co-owner of Games Crusade, an independent Yorkshire toy retailer, which is celebrating 18 years of trading
Columnists
9 U.S. Toy Association
At the heart of retail
Jennifer Lynch looks ahead to New York Toy Fair 2025
26 Diary of a Toyshop
Charlotte Croser of Jollys Toys enjoys a return to profitable pre-Covid times, and sings the praises of suppliers that support the smaller independents
42 Retail Opinion
John Ryan asks if the high street is on the way up again, and what retailers can do to boost their presence
Come and experience the Spirit of Play at the world‘s largest trade fair for toys and fascination!
… and the adventure starts again
LEADER
December already. Festive season getting into full swing, kind of. Our town had its full Christmas lights ceremony earlier this week –stalls, music, church doors open etc – hundreds usually turn up to enjoy the evening. This year not so much or many – 50 or so in good spirits. Smiling, cheering but drenched thanks to Storm Bert.
Talking of smiling and cheering (but not drenched) we’ve had a great year at TnP. I’m relatively new here but loving the vibe, and getting to know the industry is huge fun.
For me, the absolute highlight of this December issue is the uplifting Independent Opinion column by Charlotte Croser of Jollys Toys. Not only has she had some encouragingly good sales weeks – far better than last year – but she’s praising certain suppliers to the skies for their fair treatment of the smaller toy shops. Here’s just one passage that summarises her view:
“It is one of the reasons that I have delight in stocking this brand. I feel motivated to sell it because I know that I can match online prices without damaging my profits. I actively explain this to my customers and they love it. They love that they can get the best price from their local indie toy shop.”
Charlotte names the brand in the article along with other suppliers who are equally fair too. Head over there for a positive rundown of Q4 for Jollys Toys.
Anthony Clarke
Our Sensory and Wellbeing feature gets more important year on year. Quoting from the article itself: “Parents and educators are more aware than ever of the importance of supporting children’s emotional needs, and sensory toys provide an effective and fun tool for this.” It is so good that, in these stressful times, so many sectors of business activity and life in general are acting on the importance of mental health.
This brings me to a relevant and recent news story from Down Under. Australia’s government has introduced “worldleading” legislation to ban children under 16 from social media. Given the ever-increasing reliance of the toy industry and other sectors on social media presence and influencers, the progress of this may well be looked on with interest.
Australia’s Prime Minister, Anthony Albanese, said: “This one is for the mums and dads. They, like me, are worried sick about the safety of our kids online.”
Shoppers need to enjoy shopping and retailers have to boost the pleasure beyond competitive pricing “ ”
Our regular expert, John Ryan, in his retail column looks at what we need to do to revitalise the high street at a time when it looks like it’s in the early stages of being on the way back up. In short, shoppers need to enjoy shopping and retailers have to boost the pleasure beyond competitive pricing to draw them in. As he says: “Shoppers begin to rediscover the joy of shopping and head back to the high street.”
Our TnP Toy Testers enjoy the simple pleasures of The Puppet Company’s new Striders range this month. What never fails to come out again and again when we get kids to try out toys, is their enthusiasm, their imagination, plus just what makes a toy work and why it sells. The Puppet Company range has always been good quality – and great value. Its new Striders collection is no different at under £30.
One of the Dads is a professional ventriloquist and magician and it was no surprise that father, son and Gizmo Bird put on a comedy act for the rest of the family.
We all know show time is just around the corner and we’re already putting our preview coverage of January’s shows together. Material is flowing in and we’ve got some Toy Fair sneak peeks to tickle your toys-y taste buds in this issue.
Will the legislation get through successfully and intact? It will be interesting to find out. Judging by the lack of progress in the Northern Hemisphere (US, UK and Europe) however, it will not be plain sailing and has little chance of success, due to the deep pockets of the technology sector and wider influence. Look at how Twitter has become X-rated under Elon Musk and yet is still wandering free.
Anyway, that’s in the future. Back to happy things.
The DreamToys event was good this year and, as a backup to our original online coverage and NewsFlashes, we have summarised the occasion and listed the top 20 products in this issue.
I was tempted to write an article on the sheer quantity of top 10s and 20s (Argos, Bargain Max, Hamleys, Selfridges, The Entertainer, Toys R Us/WH Smith and many more) comparing them and seeing how much they had in common. I was going to call it Festive Besties. In the end I abandoned the project due to the shower of tempting clichés that were flooding through my mind.
I did discover the most important festive bestie though. It came from my neighbour’s children (Tobster and Florissimo – names may have been changed) who danced around me with their teddies singing along with Roy Wood and Wizzard’s I Wish It Could be Christmas Everyday!
And I agree, toys aside, I wish it could be. I’m sure you do too.
From myself, and all the team at TnP, we wish you a truly terrific kind of Christmas (the kind that only kids know), and a prosperous toy year ahead.
Looking forward to seeing you at all the shows.
WH AT’S
Asmodee Piles in with a great game
ASMODEE
01420 593593 | info@asmodee.co.uk
Asmodee has introduced Piles, the set collecting game designed for children and families. Those who enjoy classic games such as Speed and Spoons will love this easy-to-learn family fun. It’s a fast-paced free-for-all with no turns and no time to waste. Don't fold under pressure. Only the best with the mess will win this race.
This game was a viral sensation on social media and in less than a year, 50,000 units have already been snapped up – and that’s set to continue. Whether aged eight or 80, Piles! is simple to pick up and offers endless replayability and challenges. Learn in minutes and dive into the action.
Interstellar imaginations will be over the moon with the Magna-Tiles Space set. Blast off into cosmic creativity and discover new ways to play with the one-of-a-kind Space Shuttle that conveniently stores all pieces after play. Enjoy the thrills of learning through play at light speed, with this STEM-centric space adventure. Future astronauts everywhere all agree – Magna-Tiles Space is truly an out-of-this-world building experience.
making the game swift and frenetic fun. The rapid pace guarantees that players will keep on coming back for more.
Piles! is compact and travel-friendly. It is designed for convenience and comes in a sturdy box with a magnetic lid, making it easy to pack up and play anywhere.
Using the narrative power of games, Asmodee seeks to create experiences that follow game players throughout their life, across all forms of media. It is committed to offering to every person the opportunity to live great stories and intense moments.
The Endurance of Lego Icons
LEGO
The Space 32-piece set is a top toy this festive season. It is winning awards and praise from parents, toy experts, and child development specialists around the world.
Dr Amanda Gummer, child development and play expert, said of Space: "MagnaTiles’ Space set is a dynamic toy that turns play into a STEM learning adventure!''
0800 066 8536 community@lego.com www.lego.com
Over a century ago, in 1915, Sir Ernest Shackleton’s HMS Endurance became trapped in relentless ice for over 10 months, eventually sinking to the bottom of Antarctica’s Weddell Sea.
In 2022, 100 years after Shackleton died age 47, the wreck of The Endurance was rediscovered on the seafloor off the coast of Antarctica. Although the ship remains where it was found, the story of the doomed voyage and how the crew survived has elevated Shackelton’s journey to one of the most amazing stories of human resilience ever.
After the crew abandoned ship, they took the lifeboats and headed for Elephant Island, surviving six harrowing days on the open sea. From there, Shackleton and five others set off for South Georgia, 800 miles away, leading to the rescue and return to England of the entire crew.
NEW
Walk, stomp and jump with Striders
THE PUPPET COMPANY
01462 446040
info@thepuppetcompany.com thepuppetcompany.com
The Puppet Company has released Striders, the new, wonderfully wacky ‘Walky-Stompy’ Puppets!
These stand-out puppets have been specially designed so that children can bring some magic to life as the colourful characters can walk, stomp, jump and more; making them not only super fun and perfect for play, but versatile and highly functional too.
Puppets come alive with their excellent mouth and body movement. With individual names, characters and fun-filled personalities, they bring hours of fun and imaginative play wherever they go.
Taking puppets to a new level, the Striders come in a great range of vibrant colours, making them not only highly entertaining but eye-catching too. Suitable from 12 months it is super easy for children and adults alike to use them, bringing joy to playtime, anytime.
With five fabulously fun Striders to choose from there is one for every personality. From Doodad, the friendliest Wolf you ever did see, and Stompy, the colourful rabbit ready for any adventure, to Balderdash the Dragon, Codswallop the gloriously pink and purple cow, and Gizmo the bonkers bird, each one is bursting with charm and character, with the fluffiest bodies and long (stripey) legs.
As always with The Puppet Company, every puppet is bursting with a magical quality, allowing users to embrace creativity, entertainment, and most of all fun wherever they may be.
Rachel Lowe MBE, a serial entrepreneur and board game creator from Portsmouth, best known for creating the Destination series of games, has come up with the perfect gift for fans of the hit BBC TV show The Repair Shop. Destination The Repair Shop is a fun board game that echoes the warm, wholesome feel of the show.
As ‘Guardians of Heirlooms’, players travel in their own Repair Shop van between different Destinations on the board collecting precious heirlooms, such as an antique clock or an old train set to deliver back to The Repair Shop barn, gathering Repair Shop stars as they go.
As one would expect of an engaging board game, there are obstacles to navigate as players travel around the board, creating a need for strategy and forward-thinking to outsmart opponents. Traffic lights can offer an advantage or a penalty, fuel levels need to be maintained, and there are costly implications for landing on another player’s Destination, but heirlooms ‘revealed’ at The Barn will earn extra bonus stars!
The game is now available and is a perfect gift for board game enthusiasts, fans of the show or as a fun family game to be enjoyed on Christmas day.
Rachel said: “I am so excited about the launch of Destination: The Repair Shop, it’s been so much fun developing it.”
Jakks launches new Nintendo range
JAKKS PACIFIC
01344 638900 | consumers@jakks.com www.jakks.com
Jakks Pacific has announced the release of its highly anticipated Nintendo range this Autumn, just in time for the festive shopping season. With a wide range of offerings from worldwide best-sellers to new figures and more, it is ensuring that fans of all ages will find something special this year.
The recently launched Super Mario Course complete playset is a must-have for any Super Mario fan. Experience the fun of conquering a course just like in the iconic video games, helping Mario climb the famous stairs using the spinning lever. The set comes with a 2.5-inch Mario figure, interactive stairs, flagpole, castle, and base platform, offering multiple ways to display and play.
Ad spend to hit record levels in Golden Quarter
According to new data released by the Advertising Association (AA), Christmas ad spend will hit record levels in the crucial Golden Quarter.
It is expected to reach a record £10.5 billion this year as advertisers battle it out to capture the nation’s attention.
This would mark a 7.8% increase on last year’s £9.7 billion, illustrating the crucial role that advertising plays in helping businesses maximise their profits.
AA director of comms, Matt Bourn, said: “This Christmas advertising spend
is an investment in growth which supports jobs up and down the country. As ever, we will see the very best of advertising with all the creative flair that the UK advertising industry can bring to help businesses secure fame and success.”
The AA figures come as insights firm Kantar reveals that positive consumer sentiment towards Christmas ads has never been higher, with 59% of the public saying they ‘love’ festive TV ads. This is mirrored by considerably solid growth in online radio (8.8%), broadcaster video-on-demand (7.8%); while traditional out-of-home is also up by 8.1%, and cinema up 5.1% ahead of several big-budget releases.
The news comes as a plethora of household names have already released their blockbuster Christmas specials, including the likes of Waitrose, Sainsbury’s, Marks & Spencer, Aldi and Asda.
Funko boosted by Q3 2024 financial results
Funko has reported its consolidated financial results for the third quarter ended September 30, 2024.
Q3 net sales, gross margin and adjusted EBITDA* (earnings before interest, taxes, depreciation, and amortisation) were high end or above expectations.
Q3 financial results summary: 2024 vs 2023
• Net sales were $292.8 million compared with $312.9 million
• Gross profit was $119.8 million, equal to gross margin of 40.9%. This compares with $104.0 million, equal to gross margin of 33.2%, which included $6.4 million of non-recurring charges
• SG&A expenses were $92.7 million, which included $0.4 million of non-recurring charges. This compares with $94.0 million, which included $9.9 million of non-recurring charges.
Ravensburger launches influencer campaign for Disney Lorcana TCG
Designed to spread the word about the new Disney Lorcana TCG Gateway and Set 6: Azurite Sea, Ravensburger has initiated a series of targeted influencer outreach activities to inspire and engage consumers this Christmas.
Working in partnership with the Come Round word-ofmouth agency, 200 families across the UK got the chance to receive and review the Disney Lorcana TCG Gateway board game ahead of the peak Christmas sales period. A targeted sampling campaign provided selected families with products to review alongside themed challenges to deepen player interaction and prompt conversation.
In addition the company hosted a Set 6: Azurite Sea launch event at the Disney Store, London, with a dedicated influencer and media hour prior to doors opening to the public. With artist signings throughout the day and goody bags for each influencer attendee, the stand-out hero product was the hotlyanticipated Stitch Collector’s Gift Set, which is predicted to be a big seller this season.
A dedicated Set 6: Azurite Sea unboxing and filming session prior to launch was held at Wargames Workshop, Milton Keynes, for two of the brand’s biggest influencer partners. Invited along to join the filming and generate content was 10-year-old Bradley, a Disney Lorcana TCG player from Dudley.
“It’s vital to us to onboard new influencers, players and Disney fans to grow and expand Disney Lorcana in the UK,” said Lea Dillenseger, product marketing manager, Ravensburger UK. We have a growing database of trusted influencers with whom we work on a regular basis around new Set launches but we are branching out to develop an extended network of family, parent and lifestyle brand ambassadors.’’
US festive season spending to boost sales
After a sub-optimal nine months (Q1-Q3) of US toy trading this year, Circana has announced that the 2024 festive period is likely to have a happy uplift for the sector.
Overall, consumers are planning to spend about 2% more on their holiday shopping this year than last, according to Circana’s annual Holiday Purchase Intentions Report. Age strongly influences intended spending,
with millennials planning to spend the most among the generations. Consumers with children plan to be the biggest spenders across all cohorts.
Juli Lennett, VP industry advisor on toys at Circana, said: “The toy industry may get a boost this holiday season, with 43% of households with children reporting that they will spend more during the holiday season this year compared to last year – more
than double that of households without children. Still, a host of other categories are competing for a share of those same wallets. Necessities like clothing and footwear, technology like video games and smartphones, and trending categories like beauty will all challenge the toy industry.”
US toy retail sales performance results for January through September 2024, revealed insights into the retail trends, performance drivers, and consumers’ festive shopping intentions.
Transformers inducted into Toy Hall of Fame
Transformers has been inducted into the US National Toy Hall of Fame for 2024. Organiser, The Strong National Museum of Play in Rochester, New York, now has it on display as part of its National Toy Hall of Fame exhibit.
Hasbro first offered Transformers, a toy line of action figures that change their shapes, in the mid1980s. Marketed with an elaborate backstory supported by a Marvel comic book series, a cartoon television series, animated movies, electronic games, consumer goods, and even its own cereal, it
has remained popular ever since. Chris Bensch, vice president for collections and chief curator, said: “Transformers enjoy such popularity, in part because Hasbro has used tried-and-true marketing methods – the multimedia venues for toy-related shows, books, and movies; related consumer products; and new variations and characters regularly added to the line – to keep the toy in front of American kids. But the toys are also popular because they are so suited to the ways kids play. The toy line feeds kids’ imaginations and fantasy play.”
DSICOVER
AT NEW YORK TOY FAIR 2025
products; and new variations and
line – to keep the toy in front of
kids toy line feeds kids’ imaginations
established in 1998, recognises
The National Toy Hall of Fame, established in 1998, recognises toys that have inspired creative play and enjoyed popularity over a sustained period. Each year, the prestigious hall inducts new honorees and showcases both new and historic versions of classic toys beloved by generations. www.museumofplay.org
Australia plans social media ban for under 16s
According to the BBC, Australia’s government intends to introduce “world-leading” legislation to ban children under 16 from social media. Given the ever-increasing reliance of the toy industry on social media presence and influencers, the progress of this may well be looked on with interest.
Prime Minister, Anthony Albanese, said the proposed laws were aimed at mitigating the “harm” social media was inflicting on Australian children.
Albanese said: “This one is for the mums and dads. They, like me, are worried sick about the safety of our kids online. I want Australian families to know that the government has your back.”
While many of the details are yet to be debated, the government said the ban would apply to young people already on social media. There will be no exemptions on the age limit for children who have consent from their parents. The onus would be on social media platforms to show they were taking reasonable steps to prevent access and it would be up to Australia’s online regulator – the eSafety Commissioner – to enforce the laws.
Previous attempts at restricting access, including by the European Union, have largely failed or faced backlash from tech firms. And questions remain over how implementation would work given there are tools that can circumvent age-verification requirements.
The legislation would come into force 12 months after it passes and be subject to a review after it’s in place.
*As TnP went to press the Australian government passed the ban.
If you can picture eight football fields filled with toys of every kind and then picture those football fields housed inside the Javits Center in the heart of the media and financial capital of the world, New York City, only then will you get a sense of the enormous scale of Toy Fair 2025, taking place from March 1 -4. Bringing the global toy community together under one roof, the show is a can’t-miss opportunity to network, do business, learn from industry experts, and discover the latest and greatest toys.
Kimberly Carcone, executive vice president of global market events at The Toy Association, producer of NY Toy Fair, said: “With a show floor packed with new and exciting toys and games, more than 700 exhibitors and counting (including Mattel and Hasbro on site), and 64 countries and territories already pre-registered, Toy Fair 2025 is set to be a global destination for buying, selling, and innovation in play.”
Throughout the four-day show, attendees can explore and source product tailored to their business needs. From the show floor’s endless aisles of playful products across every category, from established brands and emerging startups, to dedicated product zones like Hot for Holiday, featuring the year’s most talked-about toys; Baby PLAYce, showcasing the latest in infant and toddler products; and The Launch Pad, a stage for first-time exhibitors bursting with fresh ideas, there’s truly something for everyone. This variety highlights the diversity of the toy world and offers a look ahead into what’s trending and what’s to come.
Toy Fair also continues to evolve to meet the business goals of all who attend, and part of its appeal comes from the robust slate of Toy Fair University educational programming. Seminars, dialogues, and panel discussions led by top industry experts and thought leaders offer attendees actionable insights into everything from emerging technology and market dynamics to marketing strategies and toy safety. Educational tracks are also tailored to match your business objectives, whether you are an independent shop owner, licensing executive, marketing professional, inventor, designer, or student. Kimberly Carcone added: “No matter what your role is in the play community, Toy Fair University is flush with opportunities to gain fresh perspectives on the industry at large and tap into essential tools to propel your business forward. In today’s ever-evolving retail landscape, it’s not enough to stock great products or hop on a trend. Toy professionals need to master a strategy behind their actions, whether they’re in the product development, marketing, or sales stage, and how to best engage toy consumers. We aim to help you get the competitive edge you need to continue making smarter and more informed business decisions.”
In addition, showgoers will want to attend the annual Toy Trends Briefing, presented by The Toy Association’s trends team. This event represents the culmination of the trends team’s hundreds of long-lead meetings with toy & kids’ entertainment companies ahead of Toy Fair, while also addressing the impact of parallel industries on the toy space, including tech, gaming, social media, and more. The presentation will include new data from a recent survey of US parents and detail the trends expected to shape the toy industry in 2025. The briefing will also feature product examples from the show floor, offering attendees a sneak peek at products to watch.
NY Toy Fair runs from March 1-4 2025, in New York City.
To learn more about the latest show details, including events, registration, exhibitors, educational programming, hotel bookings, and more, visit www.ToyFairNY.com to secure your spot. Registration is now open to attend.
Change of managing director for Bandai UK
Sticki Rolls through the streets of London
With immediate effect, John McKenzie will replace Nic Aldridge as the new managing director of Bandai UK. John combines this appointment with his current role as managing director of Bandai Namco Amusement Europe, which is involved in the supply and licensing of IP-rich content within retail and amusement throughout EMEA.
A Bandai spokesperson said: ‘‘John’s arrival at Bandai UK is timed to prepare for the coming new year and lay the foundations for the next stage in the growth of our toy and hobby business in the UK. We appreciate the contribution Nic has made to our business as a dedicated and valued leader over the past seven years, including steering the business through unprecedented waters during the Covid years. We wish him all the best in his future endeavours.’’
BTHA announces two major awards
The British Toy and Hobby Association (BTHA) has recently presented two separate major awards to deserving recipients. There was a Special Recognition Award to Oxford Diecast founder Lyndon Davies, and a Golden Teddy award to Sarah Allen of Mattel. Both were very well deserved and in different categories of activity. In no prestige order, the Awards details are as follows…
Golden Teddy award to Sarah Allen –“Selfless, kind and generous always […] never seeking the limelight.”
In a short award address, Roland said:
Sticki Rolls, the must-have collectible sticker brand, takes us by the hand and leads us through the streets of London in a black cab as part of its exciting new content creation campaign. The eye-catching vehicle, wrapped in vibrant Sticki Rolls branding, made its debut journey after delivering VIP Presenter Helen Skelton to the Dream Toys preview event in November.
The branded taxi then embarked on a tour of London’s most iconic landmarks, including Big Ben, the Tower Bridge, and The London Eye. The journey captured the essence of the capital while creating dynamic, sharable content for Sticki Rolls’ social media platforms.
Laura Gunton, senior brand manager at Character Options, said: “We’re thrilled to take Sticki Rolls on the road in such a unique and exciting way. This campaign celebrates the creativity and fun that Sticki Rolls bring to kids everywhere.”
Lev Nelson, CEO & co-founder of Sky Castle Toys added “Taking the Sticki Rolls Cab around London was a first-hand experience of the brand affinity that has been built already for Sticki Rolls in the UK. Walking around central London and hearing a group of school kids get excited over the Sticki Cab meant the world.”
“Not only has Sarah delivered incredible positives to the toy sector, she has always done so with the utmost care for her team and others. This is a rare gift and one which this Association is proud to honour. Sarah is a tremendous source of clear thinking, and someone who works sensitively on all the issues she has given her precious time to help with. Sarah is a rare person – kind, thoughtful and generous with her time with not only industry experts but also with those new to the sector. I know many of the latter that she has helped, and this award comes from us all across the wonderful world that is toys.”
Special Recognition Award to Lyndon Davies – “an incredible award for an incredible guy”
BTHA director general, Roland Earl, presented a Golden Teddy award to Sarah Allen of Mattel at Mattel UK HQ. The award was made in the company of many of the Mattel UK team and BTHA Council member Michael Hick, VP for Mattel UK and Ireland, Benelux and Nordics.
BTHA Golden Teddy Awards are presented to people who have served the industry for over 15 years and recognise people with extraordinary talents, who have gone over and above. Sarah has worked – and continues to work – with incredible creativity, energy and enthusiasm over many years with Mattel and on behalf of the wider industry. It includes her membership of various advisory bodies such as the BTHA’s own PR and Public Affairs Committee.
Spring Fair 2025 launches Licensing Lab
The BTHA presented a Special Recognition Award to Oxford Diecast founder, Lyndon Davies. The award recognises loyalty, long service, commitment, and dedication by individuals within the toy industry.
recognises loyalty, commitment, and
the toy industry. passion business
Lyndon’s loyalty, trustworthiness, dedication and passion for the toy business were celebrated. He received a specially commissioned trophy from the BTHA, also presented by Roland Earl, alongside BTHA council member, Tim Mulhall.
Lyndon is the founder of Oxford Diecast, and a previous long-standing board member of Hornby PLC.
Spring Fair has announced the launch of the Licensing Lab in partnership with Licensing International at the next show taking place from February 2-5 at NEC Birmingham. The Licensing Lab offers an exclusive, purpose-built space dedicated to fostering the growth, collaboration, and celebration of the UK’s vibrant licensing industry, presenting a dynamic platform for licensors, licensees, and retailers alike.
With 61% of Spring Fair’s 38,000 visitors expressing interest in licensed products, the Licensing Lab will serve as an industry hub, promoting knowledge sharing, business expansion, and networking. It also recognises the UK’s independent retail sector, a major commercial force valued at £66.3 billion and representing 30% of the overall market, as an essential audience for licensing professionals.
AIS announces new era
The Association of Independent Stores (AIS) has announced the appointment of Darryl Simpson as its new Chair of the Board. With a wealth of experience and a deep understanding of the independent retail sector, Darryl is well-positioned to support AIS. He is currently MD of Aldiss, a Norfolk-based retailer of furniture, homewares, bedding and flooring.
Darryl Simpson said: “I am honoured to take on the role of Chair of AIS. I am committed to building on the strong foundation laid by my predecessors and to ensure that AIS continues to provide exceptional value and support to its members. We will focus on future-proofing the organisation, leveraging technology, and strengthening relationships between members and suppliers.”
As AIS moves forward, the organisation remains dedicated to empowering independent retailers and supporting their growth and success.
BTHA releases ticket information for Toy Industry Awards 2024
The British Toy & Hobby Association (BTHA) and the Toy Retailers Association (TRA) are thrilled to announce that the 2024 Toy Industry Awards will be presented on Tuesday January 21 –the opening night of Toy Fair 2025. Set in the Hilton Olympia’s Westminster Suite, conveniently located near Olympia Events London, this event promises to kick off the fair with a night of celebration and recognition.
The evening will begin at 6:15 pm following the close of Toy Fair’s first day. Guests will be welcomed with a drinks reception featuring canapés, followed by a seated awards ceremony at 7pm, where the prestigious Toy Industry Awards will be presented. A key date in the toy industry diary, the night offers a fantastic networking opportunity for industry peers and provides the chance to be among the first to learn who has won Toy Retailer and Supplier of the Year. Formal proceedings will conclude by 8pm
Tickets to the event are limited due to venue capacity and will initially be reserved for award finalists. Additional tickets may be available on a first-come, first-served basis, priced at £30 + VAT.
The Hamleys Christmas windows magic
The Hamleys 2024 festive windows opening was a great event for families and Christmas lovers alike. Crowds gathered to see its Christmas Window themes, which celebrate the magic of three film franchises: Wicked, Harry Potter and Paddington Bear.
As the curtains opened, families were entranced by the breathtaking winter wonderland window, created in collaboration with Warner Bros. The window showcases enchanting scenes from Christmas in the Wizarding World, featuring iconic elements
The Entertainer launches Christmas campaign & new marketing director
The Entertainer has appointed Caroline Smith as its new marketing director. The appointment comes as the brand embarks on its biggest-ever TV advertising campaign for Christmas, with the debut work by newly retained creative agency adam&eveDDB.
Smith joins with a strong track record in consumer marketing roles, including three years as marketing director at eve Sleep, and three years as head of brand at the AA, where she was responsible for all brand advertising. Her brief at The Entertainer is to further increase its penetration in-store and online –ultimately helping to achieve its wider aim of becoming the UK’s best-loved toy store.
Andrew Murphy OBE, group CEO, said: “We’re delighted to have Caroline on board as we move into this exciting new chapter for The Entertainer. Her experience with high-profile brands and success in driving engagement makes her the perfect fit for this role.”
Smith joins as The Entertainer launches its biggest-ever integrated Christmas campaign, created by Matt Gay and Feargal Ballance at adam&eveDDB, and directed through MJZ Productions. The TV spot first aired on Saturday November 16 at 8.30pm on ITV1. The 60-second film is inspired by the deep love kids develop for their toys. The ad features Ray, a once muchloved stuffed toy who is feeling a bit lost as his owner has since turned her attention towards a remote-control monster truck.
from Hogwarts, magical creatures, and snowy landscapes.
Hamleys also displayed a Paddingtonthemed Christmas window, inspired by Paddington in Peru. This nostalgic setup gives families an opportunity to immerse themselves in Paddington’s world, filled with scenes and props from his journey to Peru.
The official launch event, which included live performances from Wicked’s Glinda the good witch and carol singalongs, also saw the debut of a collaboration with Haribo, as 2,000 sweet treats were handed out.
What DO gamers want?
The latest Golley Slater (GS) whitepaper, What Gamers Want, dives deep into the gaming world, uncovering key trends, gamer behaviours, and preferences. It helps consumer brands understand the mindset of this dynamic community and what truly resonates with them.
The GS whitepaper examines the key areas that are important motivators to gamers. These include: Gamer fandom and franchise
Gamer self-expression
The gamer economy and micro-transactions Gamers’ attitudes to brand partnerships, and much more.
This month our retailers talk about the festive shopping season, and what's looking hot for Christmas
What tricks and strategies do you use to add value to a basket?
One of our best strengths in our toy department is pocket money lines. Year on year it has increased, which is why we have it featured near the counter. They are a great inexpensive pick-up line, especially for impulse buys, stocking fillers and most recently for us party bags. With some items we try to provide a try-me sample, which engages the customers more with the products, which then hopefully leads to more sales.
Are you all set for Christmas in terms of orders, or are you still bringing in new items? If so, what are they – and if you’re all set, what do you think will be most successful?
The majority of our big orders are done, we still have some new things to us coming in, such as TY Beanie Bouncer Balls which arrived in November, which we are excited about (we are just big kids really) but mostly it will be top-up orders here and there.
If suppliers could change one thing to make your life easier, what would it be?
Most seem to have sensible carriage paid amounts, and or pack quantities that are manageable. Also most do still have a rep or agent for us to deal with, but if any don't then we can still do good business providing there is a good sales support system internally in their office.
Have sales started to ramp up for Christmas yet?
So far we have been quite consistent throughout the year, which is definitely a plus from last year, so no noticeable change at the moment.
Kate Hateley
Group buyer
British Garden Centres
What are your thoughts on Christmas trading?
Always positive, you have to be, even in this challenging environment. Retail isn’t easy, but Christmas will always happen and no matter what, people will always buy for children… after all, why should they go without? Christmas is about families, celebrating with loved ones and treating people, and that will never change.
We have been more cautious this year with our ranging as last year we were hit with the big multiples and all of their pricing activity. We offer a different shopping environment however, and are hopefully a bit protected with from all of the price slashing.
What do you predict will be your Christmas best sellers?
Lego Botanical range (more for the grown-ups than the kids!). New Smooshzees and Sticki Rolls from Character, and it will be interesting to see how Unicorn Academy performs.
Talking retail
Peter Allinson Director,Whirligig Toys
Six shops in Kent and Sussex
Is any toy already looking like a forerunner in the runup to Christmas?
We are loving Gnome Sweet Gnome from Smart Games at the moment and it is selling well too. It's a really imaginative game.
Are you noticing a difference in Christmas buying habits so far, compared with last year?
Things are certainly cautious this year, but people are ready to go and now that Halloween is out of the way, the lists are being written and ideas are being looked for. We think that many people are looking for something to do with the children this year, particularly for those older children who always seem to be on their phones. We’ve seen a great deal of interest in games for the whole family to play together.
What are your top 5 bestsellers?
Legami Christmas Erasable Pen Set
Big Potato Tilt and Shout
Robotime Booknooks
Smart Games IQ Love
Paper Engine Wallace & Gromit Construction Kits
Ann-Marie Edwards
Senior category manager,Very
What do you predict will be popular at Christmas?
"This year, we're seeing a fascinating mix of trends influencing what kids are playing with. Nostalgia and classic play patterns remain important, but there's also a huge surge in toys inspired by online trends, digital content, and a desire for both creative expression and mindful activities."
Michelle Baker, Kevin Willis, Maria Malachynska
Xootz bridges the gap between wheeled toys and action sports with its mission to inspire and encourage kids to get outdoors and have fun without boundaries and to do it in style. It has developed a multi-award-winning range of scooters, go-karts, skateboards, electric drift trikes, skates, and ride-ons including premium officially licensed vehicles from BMW to McLaren. This offers hours of thrills for kids with no boundaries – encouraging them to get active, have fun, and explore the world around them.
The 10th anniversary celebrations are backed by a TV campaign that began at the end of October. The TV advertisements – running on ITV2, Nickelodeon, and Cartoon Network plus the likes of AmazonTV and YouTube – feature five of Xootz’s newest hero products, that have all
Our 10th anniversary is a perfect time to celebrate how far Xootz has come in transforming the world of kids’ wheeled toys “ “
been designed to deliver unmatched performance, style, and fun.
The spotlighted products include the Enigma Electric Scooter, Cyclone Electric Drift Trike, Comet Electric Go Kart, Venom Go Kart, and Viper Go Kart. Each product is engineered to provide an exhilarating experience, without compromising on safety or durability.
Tom Ellyatt, director of marketing & E-Commerce at Xootz, said: “Our 10th anniversary is a perfect time to celebrate how far Xootz has come in transforming the world of kids’ wheeled toys. This TV campaign is our largest marketing investment yet, reflecting our commitment to inspire the next generation of adventurers. We can’t wait to see the impact as more kids discover the fun and freedom that Xootz products offer.”
Featured products
Enigma Electric Scooter – This 24V electric scooter is designed for speed and control and features a high-torque motor that allows kids to reach thrilling speeds of up to 12km/h. Its robust frame and easy-fold design make it perfect for commuting or outdoor play, while the durable PU wheels ensure a smooth and comfortable ride. The Enigma E-Scooter offers a perfect blend of performance and practicality. Empower your young adventurer with a scooter that’s as dynamic as they are. The Xootz Enigma Scooter is the ultimate ride for young adventurers seeking excitement and thrills.
Cyclone Electric Drift Trike – Embark on a thrilling journey with the Xootz Cyclone Drift Trike. It is designed for the ultimate drifting experience and
Founded in 2014 and now celebrating its 10th anniversary – backed by a TV advertising campaign –Wilton Bradley’s Xootz has been dedicated to encouraging children aged two to 13 to get outdoors and embrace adventure, moving away from screen time towards more active, thrilling outdoor play
features a 24V battery and powerful rear-wheel drive, enabling kids to perform impressive drifts and spins. Its unique three-wheel design and hand-operated brake provide stability and safety, making it a must-have for thrill-seekers. Featuring a striking blue and black design, this updated version promises an electrifying experience like no other. Get ready for high speeds and indulge in 360-degree spins and adrenaline-pumping drifts.
Comet Electric Go Kart – With its powerful 12V battery and 200W motor, the Comet Electric Go Kart offers an authentic racing experience right in the backyard. This sleek black go-kart is equipped with an adjustable seat, making it suitable for kids of various ages, and its responsive handling guarantees hours of high-speed
fun. Experience the thrill of highspeed racing with the Xootz Comet Electric Go Kart, perfect for drifting, spinning, and racing in style. With dual driver modes, it can hit speeds of up to 16 km/h, powered by dual 200W motors for an adrenalinefilled ride.
Venom Go Kart – A pedal-powered go-kart that delivers both speed and style, the Venom is built for high performance. Its sturdy steel frame, adjustable bucket seat, and durable rubber wheels make it an ideal choice for racing on various terrains. The striking black and red design ensures kids will look cool while conquering the track. The Xootz Venom offers a pedal kart experience like never before. Ideal for outdoor fun and a great form of low-impact
Each product is engineered to provide an exhilarating experience, without compromising on safety or durability “ “
exercise, the Venom allows children to feel like real racers as they put pedal to the metal and ride.
Viper Go Kart – A go-kart that combines rugged durability with sleek aesthetics. It features a sturdy frame, responsive handling, and large tires that can handle rough and smooth surfaces alike. Its blackand-green colour scheme adds a touch of boldness, perfect for young drivers ready to take on any challenge. The Xootz Viper Go Kart delivers an exhilarating and safe driving experience for budding young racers, perfect for outdoor fun and lowimpact exercise. Built with a strong tubular steel frame and tough chassis, the Viper is designed to withstand the rigours of energetic play while ensuring long-lasting durability.
A new era in trade shows
Organised by the team at XpoFairs, The Gift Fair is an exciting platform that hosts trade shows that work around you - not the other way around. It’s not a website, directory or meeting scheduler. Every aspect is designed to make trade shows faster, cheaper, easier and better. You can speak to real people in real time via instant messaging or video chat, exchange business cards, and much more.
Get ready for an innovative leap in the trade show industry with The Gift Fair, running from January 8 to February 28, 2025. This online event redefines what trade shows can be by offering a more efficient, affordable, and flexible experience that prioritises convenience. Say goodbye to the traditional constraints of time-consuming and logistically challenging trade show setups; with the Gift Fair, exhibitors and visitors alike can join from anywhere in the world, at any time.
Whether a first-time exhibitor or a seasoned trade show veteran, the platform’s easy-to-use interface and immersive environment make
“
Gibsons Games As a family-run business established over 100 years ago, we’re excited to exhibit at The Gift Fair for the first time, bringing our muchloved puzzles and games to a new audience
Sustainability
Trade shows have long been a valuable platform for businesses to showcase products, connect with clients, and foster partnerships, but XpoFairs believes their environmental footprint is concerning. It says the considerable waste, resource consumption, and carbon emissions associated with trade shows highlight the need for sustainable solutions in this industry.
participation simple and engaging.
There’s no joy quite like the one that comes from choosing the perfect gift for children and watching their faces light up with excitement. Toys hold a special place in fostering learning, discovery, and connection, making gifts that go beyond simple fun.
distributors and exhibitors to see what they value and what they want to achieve from shows. Since then, we’ve been building this amazing technology that is incredibly powerful but incredibly simple. This seems to be a big factor when showing it to people: just how simple it really is.”
“
Kate Gibson, Managing Director
This year, The Gift Fair invites visitors to embrace their inner child and explore the latest in imaginative playthings. Featuring some of the industry’s most innovative and joyful brands, this year’s exhibitors include Inside Out Toys, Gibsons Games, Gorjus, Orange Tree Toys, and Rex London. And then there’s Professor Puzzle, Trixie, Ginger Fox, Gogo Olive, Bango Berry, Pawprint Family, Cucamelon and Blue Sky Design.
XpoFairs founder Fabian Santoro said of the Gift Fair: “We wanted a platform by exhibitors for exhibitors to ensure that it would be effective. In 2021 we took our idea and started speaking to visitors, buyers,
The collections on display span a delightful variety – from puzzles and dolls to classic toys, stocking stuffers, and backpacks, all the way to unique home accessories. Each brand offers a fresh take on timeless toys that promise to spark creativity and joy in children and adults alike. With the trade show being online, space is limitless, so there is still time to exhibit! Or just grab a ticket with the promo code #wearethechange!
0208 781 1106
www.thegiftfair.com
Making sense
Sensory toys are designed to interact with one or more of the five senses –touch, sight, hearing, taste, and smell. They can benefeit all children, but for kids with sensory processing problems and developmental delays they can help to enhance awareness, lower anxiety, and can also help with motor skills and cognitive development.
According to Business Research Insights, which offers expert analysis and data-based market intelligence,the global Sensory Toys Market size was valued at approximately USD 1.8 billion in 2023 and is expected to reach USD 4.5 billion by 2032, growing at a compound annual growth rate (CAGR) of about 11% from 2023 to 2032.
The
demand for sensory toys is growing all the time, fuelled by a greater awareness of neurodiversity and the benefits of sensory input on children’s development. TnP finds out more…
“Parents and educators are more aware than ever of the importance of supporting children’s emotional needs, and sensory toys provide an effective and fun tool for this
”Emilia Orviss, play champion, The Good Play Guide
Retail opinion
TnP asked sensory toy suppliers what features are important in a sensory & wellbeing toy?
David Mordecai, CEO of One For Fun Ltd, tells us: ‘‘Unputdownability… that constant need to play with the toy because of the way it feels, or makes the child (or adult) feel. Also important is its soothing nature and predictability of response.’’
Juratoys UK understands the importance of sensory play, adds commercial director Neil Montgomery: ‘‘It can help children learn through exploration, problem solving, and creativity. It can also help children with cognitive brain development, which is why we have a dedicated team designing fun toys children will love to play with while learning too.’’
What kind of toys form an important part of your offering ?
We stock both visual sensory toys and tactile sensory toys, for many ages, finding different ways to engage with children who require a range of stimuli. We are always looking for new items in this area and there are some great products. We particularly like Bigjigs Toys’ Magic Twist Tubes at the moment, and they are selling well for Christmas.
Has demand for this kind of toy increased – if so why do you think that is?
Yes, we are seeing many more requests as people become more aware of the diversity of needs around us and the ways in which we can engage.
Peter Allinson Director, Whirligig Toys
We also wondered if these toys are aimed at a specific age group, but that appears not to be the case. As David Mordecai at One For Fun notes: ‘’It’s demand according to need, so age is not important. As long as the toy itself is safe for the age of the child owning it.’’
Juratoys offers toys for newborns upwards, points out Neil Montgomery: ‘’We design toys from birth upwards, while ensuring every milestone of a child’s development is met. From birth, babies start to learn sight, touch, smell and sound. We have a collection called Stimuli within Kaloo, which is targeted at babies’ first sensory needs.’’
As Emilia Orviss at The Good Play Guide points out in our expert comment on the opposite page, for neurodivergent children, particularly those with sensory processing challenges or autism, sensory toys offer a safe space for self expression and stimulation that can alleviate anxiety and help to reduce stress. So is the need for calming toys to help decompress greater now than it was a few years ago?
David Mordecai at One For Fun thinks so: ‘‘More and more children are now being identified as neurodivergent, and these calming products help all children. Some need the stress-relieving aspects more than others.’’
Neil Montgomery at Juratoys agrees: ‘‘There is definitely much more awareness of different learning needs, which is wonderful, and as a company we understand that every child is different, with different learning styles.’’
While neither company works with
Juratoys
any specific organisations, One For Fun’s David Mordecai points out that the company uses ‘‘a wide range of sources, both physical and those that concentrate on the brain’s development to help with our ongoing research and product development. We choose not to work with any specific organisation and prefer to gather information from a wide range of sources.’’
Parents are also keen to encourage play that takes kids away from screens. And David at One For fun points out that ‘‘activities which encourage connection with others is key, anything which encourages a healthy balance of screen and social connection is what is recommended by experts.’’
Neil at Juratoys adds: ‘‘Parents are definitely more aware of the negative impact that digital tech can have on children long term. Within Janod our best-selling item is the Mageneti’book and Magenti’stories collection. These toys are designed to educate children in a fun way while on the go. The magneti’ books are ideal for long journeys, meals out and generally keeping littles ones entertained as an alternative to screen time.’’
So does this category have a sweet spot when it comes to price?
‘‘Price is always important to allow as many people access to sensory toys as possible,’’ says One For Fun’s David Mordecai. ‘‘We like to have a wide variety of price points allowing people to purchase as party gift packs and perhaps larger Christmas gift items, as well as the less-than-a-pound pocket money items.’’
Over at Juratoys, Neil Montgomery adds that:
‘‘We are finding that £15£20 is the sweet spot.’’
Finally, what is the most popular category within sensory & wellbeing?
‘‘Our Scrunchems range is constantly
Expert opinion
TnP talks to Emilia Orviss, a Play Champion at The Good Play Guide (www.goodplayguide.com)...
What are the benefits of sensory toys – for both NT and ND kids?
winning consumer awards with the focus being on the tactile and colourful nature of the ranges,’’ says One For Fun’s David Mordecai.
Juratoys’ Neil Montgomery adds: ‘’We have a wonderful collection of cat and dog doudous within Kaloo, which are soft and designed to reassure babies in the first stages of life. As children get older, pull-along toys and stackers are great for motor skills and Lilliputiens has various options within these categories. Preschoolers, meanwhile, love to play games and complete puzzles!’’
“There
is definitely much more awareness of different learning needs, which is wonderful, and as a company we understand that every child is different, with different learning styles
Neil Montgomery, commercial director, Juratoys UK
”For neurotypical (NT) children, sensory toys promote curiosity. As they explore different textures, sounds, visual stimuli, tastes and smells, neural pathways are made and strengthened, supporting areas such as cognitive development, coordination and awareness. They also help children develop emotional regulation by providing calming and repetitive actions that are essential for focus and self soothing.
For neurodivergent (ND) children, particularly those with sensory processing challenges or autism, sensory toys offer a safe space for self expression and stimulation that can alleviate anxiety and help to reduce stress. For example, tactile toys can support a child’s need for specific sensory inputs, helping them to stay grounded and feel more comfortable in their surroundings.
Our retailers report great interest in sensory toys recently – why do you think this is?
This recent surge reflects a general broader understanding of the developmental benefits sensory toys provide. But their popularity is also connected to the pandemic and lockdowns when we saw a rise in concerns around children’s mental health and wellbeing. Parents and educators are more aware than ever of the importance of supporting children’s emotional needs, and sensory toys provide an effective and fun tool for this. These toys also generally encourage calming, screen-free playtime, which is appealing to families looking to embrace mindfulness and a healthy balance between stimulating and relaxing activities.
What should people look for in a good sensory toy?
A good sensory toy should be versatile and engaging, encouraging creativity and open-ended play. It should provide opportunities for exploration, allowing children to interact with it in different ways over time. Ideally it will offer varied sensory experiences, such as visual and tactile, which will stimulate brain development and emotional regulation.
For neurodivergent children, especially those with sensory processing challenges, it’s important to choose toys that give calming or grounding sensory input. Items such as fidget toys, weighted blankets or textured balls can help reduce anxiety and provide a sense of comfort. The toy should also encourage self regulation, providing repetitive motions or patterns that help the child stay focused and calm.
Anything else you want to add?
Sensory toys are great for inclusive playing, giving both neurotypical and neurodivergent children opportunities to connect, learn from each other and share experiences. Overall, sensory toys support holistic development and will meet diverse needs through sensory rich, accessible and engaging play.
All-inclusive
EDUK8 WORLDWIDE
01661 831080 | sabrina@eduk8worldwide.co.uk
www.eduk8worldwide.com
In recent years, there has been an increasing focus on the role of sensory play in promoting children’s wellbeing. From managing stress to building motor skills, sensory toys are powerful tools that benefit children of all ages and abilities.
Eduk8 Worldwide is dedicated to creating inclusive, award-winning sensory products that not only entertain but also nurture mental and physical wellbeing.
At Eduk8, the team believes that every child deserves toys that support their development in diverse ways. With a vast selection of sensory products, including the well-known Tangle range, Eduk8 caters to different sensory needs and preferences, making sure that playtime is both enjoyable and beneficial. Tangles, for instance, are sensory
tools that engage children’s tactile senses, allowing them to fidget, twist, and turn – motions that are soothing and enhance focus. By offering products such as Tangles, Eduk8 gives children the means to manage stress, stay engaged, and boost their emotional regulation in a fun, hands-on way.
Additionally, with Christmas approaching, Eduk8’s sensory toys make ideal gifts that encourage both personal growth and joyful exploration. The products are not only crafted for play but are also mindful of educational principles that promote overall child wellness.
The company’s commitment to inclusive resources extends beyond typical play. Eduk8 recognises the varying needs of children, especially those with special needs. Its sensory toys range is thoughtfully designed to be accessible, ensuring that children with varying abilities can enjoy their benefits. Sensory play fosters fine motor skills, develops concentration, and enhances self-awareness. These are essential for children with special needs, who can experience a positive impact on both their mood and self-confidence through activities tailored to their strengths.
Fluff up the fun with Bangoberry’s collection of furry stationery items, featuring the delightful Bango Bunch characters – Pally Panda and Piggy Pig. This season’s cosiest sensation takes inspiration from these beloved characters, transforming everyday stationery into snug, huggable companions. Imagine school supplies getting a soft, fluffy upgrade –Pally Panda’s velvety charm and Piggy Pig’s playful spirit come to life in the irresistibly cute Furry Notebook’s and Furry Pencil Cases.
These aren’t just standard school essentials either; they’re tactile treasures that add a comforting, sensory experience to every study or writing session. Kids and adults alike can’t resist the soothing texture. They’re perfect for squeezing, petting, and relieving stress throughout the day. The plush covers are a calming delight for fidgety fingers, making focus and relaxation a breeze.
Each piece is packed with personality and colour, from the scribble-ready furry notebooks that invite creativity to the matching pencil cases that serve as fluffy nests for pens and pencils. It’s no wonder they’re being toted around everywhere! Combining practicality with a dash of whimsy, the Bangoberry Furry Notebooks and Pencil Cases make a joyful addition to any desk or backpack.
Eduk8’s ethos is to provide all-inclusive, educational toys, that support children’s wellbeing while embracing curiosity and creativity.
Accessibility is key
Eduk8’s sensory toys range is thoughtfully designed to be accessible, ensuring that children with varying abilities can enjoy their benefits
The Connetix team is kicking off the 2025 show season attending both Toy Fair London and Spielwarenmesse for the third consecutive year. Founded in 2019 by a Masters-qualified early childhood educator and an entrepreneur with a background in engineering, Connetix has redefined the educational focus of play. What makes Connetix unique is its signature strong magnets, enhanced durability and exclusive bevel design.
The upcoming show stands are set to be “brighter and bolder” than ever before. You can expect to see the new Roads Range in action, test drive the recently launched Pastel Transport Pack, try your hand at the whirling-twirling ball runs and experience the best-selling range of magnetic tiles in vibrant rainbow, earthy pastel and dazzling clear.
Having recently received MESH (Mental, Emotional and Social Health) accreditation, the Connetix team is excited to explore new developments in 2025 that align with its values.
Zimpli Gelli Play has earned the of ficial seal of approval from the National Society for its remarkable sensory bene
Over 80% of testers enjoyed the smell and feel of Gelli Play and 65% of autistic people testing the produc t stated that it helped them when they were feeling anxious
arned the official of Autistic a able benefits! y yed the smell and feel l testing pl t m anxious! s
Zimpli Kids of fers hands-on and hands-of f options, allowing for sensor y experiences that are suited to ever y comfor t level!
The Magic Brush Baff Bombz holder allows children to use their colour changing bath bombs in the bath or a bowl!
These cute cats have different characteristics to offer opportunitiesmulti-sensory for little ones
Soft toy brand Kaloo introduces a wonderful range of sensory toys to its growing collection, welcoming the Stimuli range. Inspired by the cuddliest of kittens, the Stimuli collection not only offers an abundance of toys that are engaging, and ideal for sensory playtime, but are also guaranteed to look stunning in any nursery.
With a Scandi-inspired colour palette and feline characters with the sweetest smiles, the unisex collection, suitable for newborns, is sure to be a hit with little ones and parents alike!
Making their debut, the three-piece Cuddly Kitties are sure to be loved by new arrivals. Each cat has its own unique characteristics; one of them is heavy, and one is light. One is fluffy, and one has crinkly, textured fur that rustles when touched. Babies will love discovering all of the adorable cats’ unique features that are part of the varied multisensory set. Ideal from birth onwards, the sensory trio also include ribbon loops so they can be hung or attached anywhere in a nursery or on the move.
To further add the fun into playtime, the Stimuli range also includes two ball options – the super sweet Hand Grip Ball, with its unique petal shape for little hands to easily hold, and the Sensory Soft Balls with multiple textured surfaces for tactile play. Also available, the Maraca cuddly rattle will encourage little ones to shake to hear the noise, strengthening their hand-eye coordination as they learn to hold the rattle themselves.
Sensory fidgety focus for 2025
ONE FOR FUN
sales@oneforfun.com | www.oneforfun.com
Stretchy, squishy, emoji, shiny, sparkly, cute and definitely foody are the themes for 2025’s sensory range from the One for Fun brands.
The company that introduced Pushpoppers, fidget spinners and slime to the UK has a proven track record with bestselling sensory items.
Scrunchems from Tobar have new line extensions including cats, bears, dolphins, unicorns, and sausage dogs in multi sparkly colours ideal to collect and swap. There’s also lots of new sensory Scrunchems at impulse-buy
Zimpli Kids is still in its leading position in the children’s bathtime category with its distinctive ‘Just Add Water’ range of products. After years of constantly receiving positive feedback for Gelli Baff and Gelli Play’s remarkable sensory benefits, it has official approval for Gelli Play, by the National Autistic Society. This approval further solidifies Zimpli Kids commitment to quality and inclusivity and is one that it is very proud of.
One of Zimpli Kids’ key new products is Glowy, the glow-in-thedark slime jellyfish! Glowy sparks kids’ imagination and provides endless hours of fun, making it a must-have glowing companion for every child.
Glowy stands out with its mesmerising glow-in-the-dark slime and adorable jellyfish container with a big, friendly smile. This cute, functional container transforms into a magical night light, offering a comforting glow that helps kids feel safe as they sleep. Each Glowy set includes two sachets of glow-in-the-dark slime, providing double the fun!
The slime is easy to mix and play with, stimulating creativity and imagination, and the unique glow effect makes playtime even more exciting, especially in the dark.
Zimpli’s products have earned plaudits from autism experts, As well as its Gelli Play getting the seal of approval from the National Autistic Society, its Mega Play Pack, which includes Gelli Play, was rated the best tactile substance toy in expertreviews.co.uk’s best sensory toys for kids with autism listing.
prices. From Vegetable squishy buddies and Fruit (all packed with no plastic) to a Mystic Squeeze Mushroom and a cuteness overload with the Scrunchems Sushi set.
Watch out for Pick n Pop bracelets. Sensory shaped silicone pads with beads, charms and crystals – pick them out of the pad and create your own style of jewellery. And the new Sensory Squish Set is a great way to get 20 mini squishy playthings in one go, a perfect gift set of collectables, great to buy for party favours too.
TNP TOY TESTERS TNP TOY TESTERS
Puppets in the hands of those they are made for!
It’s The Puppet Company Toy Tester Gang this time around (and we’re not talking the kids). It is part of The Puppet Company’s brand-new Striders Puppet collection of wonderfully colourful, wacky characters, with large ‘Striding’ feet creating a range of movement
''He took him everywhere and even snuggled up with him in front of the TV''
The Striders are part of The Puppet Company’s new and much anticipated collection of wonderfully wacky ‘Walky-Stompy’ Puppets. These stand-out puppets have been specially designed to be easy for children to use, make them walk, stomp, jump and more.
Versatile and highly functional, these larger-than-life full-bodied friends have excellent mouth movement and loads of personality. Not just easy for children to use but adults too.
The TnP Toy Testers got lively and made new pals of these furries (interestingly, all creating their own unique names). So be prepared to meet the Striders (and we’re not talking the kids). They will tell you more about Doodad the Wolf, Stompy the Rabbit and Gizmo the Bird.
Tommo (5), Loxley (5) and
Mum
(to Loxley) Genevieve
Mum Genevieve said: “We all really loved the colours. Colin the Camel, as he’s been renamed (original name Doodad – Wolf), is very entertaining I have to say. We have had puppets before from The Puppet Company and they’re not only good
quality but these ones are full of personality, even just sitting there. When Loxley’s pal Tommo came round (he was staying the night), he also took a big shine to him.
Genevieve added: “Tommo was fascinating to watch. He took him everywhere and even snuggled up with him in front of the TV. Doodad is definitely his new pal. And Loxley too. It was great to see them invent lots of stories together and having a lot of fun. Their imaginations ran wild, even when they were squabbling over who got to play with him next.
“Loxley even asked if he could take Doodad away for our trip at the weekend – he went everywhere with us. He thinks he’s very special.
“As for us, the grown-ups (!), we had even more fun than the kids.”
Lily (5) and Mum Rachael Mum Rachael told us that Lily is always full of beans and raring to go. When she set eyes on Stompy Rabbit (Lily’s new name – Puff), it was a hive of action. Lily was eager to get going with zoomies and give Puff a workout.
“It’s great to see Lily so engaged. She loves dancing with him”
“It’s great to see Lily so engaged. She loves dancing with Stompy and we got to create a story together about all his secret adventures. For me, this really was special. She was enthralled and she spent hours playing with the puppet. It really kept her interest, which is normally pretty hard to do.”
Taron (who is still just 4 he tells us), Mum Laura and Dad Ric
Taron took no time at all and Gizmo – Bird, personally renamed by Taron as Dino the Dinosaur had a lot of fun.
Mum Laura said: “I love the look and the colours of this puppet, you pop your hand in and it bounces into life. Wow, what a great puppet, one of the best I’ve seen and for the price such good value.”
Dad Ric is a professional
''We all really loved the colours. Colin the Camel, as he’s been renamed (original name Doodad –Wolf)''
It’s looking like a happy Jollys Christmas
Charlotte Croser of Jollys Toys takes us through what looks like a return to profitable pre-Covid times on the toy shop and wider retail front. And in another positive spin she sings the praises of suppliers that support and look after the smaller independents
It feels as though Christmas has come earlier this year at Jollys and that the patterns we were accustomed to a few years ago are playing out. Pay day hit at the end of September and that sweet end-ofthe-month uplift in footfall and spending just kept going throughout October, which ended up very strong for us. In fact it was the strongest October we’ve ever had.
As I write this in week three of November, it’s not quite the same story. It has been very up and down so far, with some crazy busy days as though Christmas Day is next week, and others more like Christmas was last week and no one is about.
Let’s stay bright and cheery though. On the good days, the tills are alive with the sound of dinging, ringing and me singing from the rooftops. I love my job, I love the customers and I wonder what I was worried about last week when things were quiet. If there was ever a job with extreme highs and extreme lows…
When Tonies runs a discount deal on its own website, us retailers are given the opportunity to match it
trend from this year. By golly I‘m pleased to have these brands in my armoury! Also popular is the Zimpli Kids range of Gelli Play, Baff Bombs, and particularly Crackle Baff. In my last column I was pondering my first order of this range, and I’m pleased that I went for it. In a retail climate where us indies increasingly have to compete with charity shops and the likes of Vinted, it’s a bonus when you can sell consumable ‘experience’ gifts like this that don’t make to to the-second hand market.
I’m pleased to hear customers are talking about Christmas in a positive way, enjoying shopping for gifts and acting on choices by handing the money over there and then, rather than dragging their heels and not committing to a purchase, as I felt so many did last year.
What are they buying? Jellycat and Tonies are top of the pops, which continues the
“Back to Tonies – all hail this supplier that supports indies so well. When Tonies runs a discount deal on its own website, us retailers are given the opportunity to match it, and Tonies covers the reduction in margin by crediting our account. It’s also a brand that maintains consistent pricing across the retailers, which means us indies can more easily compete. It is one of the reasons that I have delight in stocking this brand. I feel motivated to sell it because I know that I can match online prices without damaging my profits. I actively explain this to my customers and they love it. They love that they can get the best price from their local indie toy shop and I am not ashamed to ask them kindly to buy from me rather than the big names.
I am still actively ordering stock at this point in the year, and I’ll continue to do so
until well into December as long as the customers keep coming! Jollys is a very small store (136 square feet) so a ‘just-intime’ approach is how I go about buying at all times of year, especially Q4. I have a good idea through Q3 as to what I’d like to buy based on what has gone well through the year. I action those orders as and when the space is available on the shelves, and the money is flowing into the till.
Even now I’m still spending hours upon hours researching what else to order and fill the shelves with. I listen to what customers are talking about, I see trends in purchases being made and critique our range constantly. If I’m asked by a customer to show them what I have for a certain age group in a certain theme and I feel we are lacking in choice, I log it in my mind and scribble notes as soon as I’ve completed their sale and said goodbye. One of the things I love about my job is this kind of problem solving and my determination to plug those gaps with more wonderful stock.
Good places to plug these gaps are suppliers that accept small, top-up orders for around £100-150. A rare breed are the publishers that will send you a single book and not charge carriage if you are canny about which supplier you choose. Abrams & Chronicle, GBS and Quarto all fall into this camp. I also use Bigjigs Toys and NDA Toys a lot throughout the year and every week or two through Q4. Thank you to them both for being fabulous; low, carriage paid orders, a wide choice of brands and categories as well as superbly quick turnaround has me sold.
It does mean that I am working pretty much round the clock at this time of year.
I’m either in the shop or thinking about the shop, and my laptop is almost permanently on my lap of an evening. I was out for a dinner with a friend the other night and found myself recalling out loud to her all the jobs I had done that day and what I had to do the next day – like some kind of robot chanting a to-do list and patting itself on the back while simultaneously chivvying itself along for the next round of to-dos. She is the most lovely, patient friend – but come on Charlotte eat your burger and find something more exciting to talk about before she loses the will!
Alongside selling and ordering, I’ve been doing lots of Christmassy promos on social media, launching our Food Bank Secret Santa scheme and seeking out as many PR opportunities as possible. For a few years now I have worked with our district council (North Northamptonshire), which runs a great initiative called ‘Hi Street’. It was borne out of a post-Covid project to get residents back out spending again, and thankfully it has continued. This is the second year that Jollys has featured in a Christmas advert for the region and we had a great time last week filming – see below right the photo of me and the star of the ad Jasmina, along with the Jollys teddy that also features. This Q4 feels like it matters more than any other in the 12 years that Jollys has been trading. It needs to pay its way – and pay for three very sluggish predecessors. To be frank, it needs to restore my motivation and energy to embark on a new year too. How do I feel about 2025 right now? Not great, but I want to feel good about it. I’m expecting further price rises early in the new year. I don’t want them to, but I am bracing myself for more suppliers announcing that they are increasing their minimum order values. I expect continued competition from online stores as well as our own suppliers as they seem determined to sell direct to our customers. And we all know we’re going to face increased staff costs and business rate increases.
I think I’ll be going to Toy Fair, but honestly I’m not 100% sure at the moment. The cost to get there and stay over to make it worthwhile going is not insignificant for a small business like mine. Every little decision has to be well thought through at the moment, and that will continue into next year I am sure. ‘Watch the pennies and the pounds will look after themselves’ is a good mantra to live by.
There’s nothing we indies can do to control external
“ Here’s hoping that this coming year sees strong sales on the high street “
factors, but what we can do is vote with our feet and support the suppliers that support us. We can continue to offer the kind of service that delights our customers, that sets us apart from the chains and that is impossible to offer as an online giant. Free gift-wrapping, expert knowledge and advice, as well as that magical experience of walking into a shop filled with colour and wonder – and a friendly, smiling assistant waiting to help. Knowing their children’s names, asking after that family member who has been unwell and offering to deliver to their house later on when you can see they are weighed down with shopping and toddlers. Make shopping joyful, exceed expectations in the most personal of ways and make a difference.
I hope that the rest of this season will go well for Jollys and for all the indies out there, and that we all do well enough to feather our nests for the year ahead.
peek
London Toy Fair sneaks & peeks
Toy Fair is heading rapidly this way and we have the usual comprehensive preview coverage coming up in TnP January. Just to give you a tiny taste of what’s to come in the magazine and, much more importantly, Toy Fair itself, here’s a small selection of early sneak peeks
Visitors to the Bigjigs Toys stand will be able to explore all of its new collections and brands. Some of the new product ranges include wooden food sets, role-play and dress-up, musical instruments, outdoor toys, pocket money gifts, and educational puzzles. It will also be showcasing new launches within the award-winning Simply Scandi collection, such as plush animals and silicone baby toys, and will introduce the bespoke Montessori range, featuring simple wooden toys that empower toddlers to take the lead in their learning. For Bigjigs Rail, it is particularly thrilled to launch the brand-new Monster
The Craft Buddy vision is to create the most fun and rewarding arts and crafts products the whole family can enjoy. It is heading to London Toy Fair with yet more innovation for the year ahead.
Following on from the success of the Disney 100 Crystal Art Sticker Album, a sparkling new album will launch that celebrates one of the most popular movie franchises of the past two decades.
As a successful innovator in Crystal Art crafting kits, 2025 sees the launch of the rst ever range for younger crafters. For the four-plus age group, Craft Buddy has developed this with a speci c focus on ensuring it supports the hand-eye coordination of young children and little ngers. Leveraging the surging popularity of collectibles and blind bags, it is launching a 2-in-1 Crystal Art product that taps into this latest must-have trend that will add sparkling air to jackets, bags and accessories. This new innovative pin badge product is a must-have for Disney fans with 15 licensed iconic characters.
Epic Epoch is coming to town
Epoch Making Toys 0208 049 1377 | sales@epochmakingtoys.com www.epochmakingtoys.com
Stand N7
Sylvanian Families will be showcasing a host of new sets for 2025, kicking o with the release of Volume 16 of its blind bag series, Blooming Baby Friends. There are also several new Aquabeads sets. For those new to the brand, the Beginners Craft Studio comes with 900 beads in 25 colours, all housed in a handy, portable carry case.
Trade talk
If you would like to take part in Trade Talk, we’d
Sabrina Tweddle Business development manager EDUK8
As we head towards 2025 and London Toy Fair, how do you feel about the state of the toy industry?
While digital and techbased toys continue to grow in popularity, there’s also a renewed interest in classic, handson toys that encourage creativity, problemsolving, and family interaction. Therefore, expectations for a growth in sales in these areas for Q4 will no doubt be anticipated.
“
What has been the most positive aspect or trend that you have noticed over the past 12 months?
The rise of STEM-based learning toys has been incredibly positive. Parents and educators alike are seeking toys that not only entertain but also educate. The popularity of products that promote particularly science and mathematics shows a growing understanding that toys can be powerful tools in a child’s development.
” The popularity of products that promote science and mathematics shows a growing understanding that toys can be powerful tools
This trend aligns perfectly with our mission of creating toys that are fun, inclusive and educational.
to support. While the challenges of the global market still linger, we’re optimistic, as our sales are on track to outperform previous years, reflecting a consumer shift towards well-made, educational toys.
What have been the most impressive, entertaining and/or fun moments, products, and trends of the year?
Trends include outdoor learning with the growth of forest schools stimulating demand for products such as magnifiers and nature investigative resources.
Finally, is there anything else relating to the toy industry that you would like to address/raise awareness of?
What do you think will be the main challenge for the toy industry as we head towards 2025?
Maintaining prices due to the increase in shipping costs and rising cost of materials.
Jason McKenzie
How has the golden quarter been performing for you so far? How does it compare with previous years?
We’ve seen more customers investing in products that offer developmental benefits, which is a trend we’re thrilled
Commercial director, Build Your Own Kits
As we head towards 2025 and London Toy Fair, how do you feel about the toy industry?
Much like the UK marketplace in general, the toy industry has been a challenging landscape for brands and retailers in 2024. As we head towards 2025 and London Toy Fair, we are feeling positive for growth through exciting new product launches and key licensee partnerships.
What do you think will be the main challenge for the toy industry as we head towards the end of the year and into 2025?
With growing economic pressures, consumers are understandably making considered choices about how they spend their money. With less disposable income available, brands are challenged to bring fresh, innovative products to the marketplace that provide customers with value for money.
And what has been the most positive aspect or trend that you have noticed over the past 12 months?
There’s a growing awareness of the need to provide more sensory-related products within the toy sector. We would hope to see more focus on the development of educational toys to enable inclusivity for children with learning disabilities. While strides have been made, there’s still room for growth in creating toys that reflect the diverse world we live in.
wins under our belt and an exciting Christmas marketing campaign in place to support our new launches.
“
It has been great to see exciting collaborations between brands providing innovative growth in the marketplace. We have seen this ourselves with our licensed product ranges – Wallace & Gromit, and The Snowman – and look forward to seeing more of this in 2025.
” Inefficient and unsustainable packaging is an area that many toy brands need to look at
How has the golden quarter been performing for you so far? How does it compare with previous years?
So far, this period has been incredibly positive for Build Your Own – both for online sales in general and with the expansion of our retail distribution. As we enter the golden quarter, we are thrilled to have several product award
With the new Wallace & Gromit film coming this winter, and our new The Snowman Christmas Eve Box, we have plenty to look forward to.
Finally, is there anything else relating to the toy industry that you would like to address/raise awareness of?
Inefficient and unsustainable packaging is an area that many toy brands need to look at. There is still a heavy reliance on plastic and sadly, a glut of wasted packaging too that ends up as landfill.
With both consumers and retailers growing more conscious of making sustainable choices, the importance of developing eco-friendly products and packaging should be high on the agenda in the toy industry.
Kate Gibson Managing director
Gibsons Games
As we head towards 2025 and London Toy Fair, how do you feel about the state of the toy industry?
Certain categories aside, it’s been a challenging year for the toy industry. Consumers have continued with their cautious approach to spending and are going after lower price points. However, there appears to be so much more optimism around for 2025, which is fantastic. Gibsons is looking forward to an exciting year ahead and to kicking it off at Toy Fair with some great new product launches, including our new licence partnership with the RHS!
What do you think will be the main challenge for the toy industry as we head towards the end of the year and into 2025?
The uncertainty in the economy after a tough year is always a challenge. The decisions made on stock earlier in the year and whether they match sales, planning budgets for next year of course, and hoping for a bumper November and December!
And what has been the most positive aspect or trend that you have noticed over the past 12 months?
Since we became a B Corp at the end of last year we have noticed a number of other companies achieve their accreditation, which is fantastic and a sign of how far we are moving in this area as an industry. We’ve also loved seeing the number of brilliant family games coming through and the momentum in this category.
“
We’ve also loved seeing the number of brilliant family games coming through and the momentum in this category
”How has the golden quarter been performing for you so far? How does it compare with previous years?
Christmas has been slow to get going as Q4 follows the same pattern as the majority of 2024, but we are starting to see movement, and hero lines such as our Advent calendar and Christmas Limited Edition Jigsaw Puzzle are now gaining traction. Our Art File jigsaw puzzles continue to outperform expectations. We were delighted to launch Dingbats, bringing back this classic game, and celebrating 40 years of Dingbats! It was part of our range back in the 90s when it was a Waddingtons game, and it has remained one of my family favourites. We worked with the Sellers family to create a version for today’s gamers who love to think beyond the obvious. There are more than 300 Dingbats in the box with varying levels of difficulty as players are challenged to find a familiar phrase, name or saying on the card.
And what have been the most impressive, entertaining and/or fun moments, products and trends of the year?
One of our favourite moments of the year was winning the Family Business United, Small Family Business of the Year Award. These types of awards mean a huge amount to small businesses and Gibsons is no exception! And, we had to get on board the #genzscriptwriting trend. Who wouldn’t want to see Michael Gibson explain all about our products?! It was slayyy!
Chris Bean
Director, The Bean People
As we head towards 2025 and London Toy Fair, how do you feel about the state of the toy industry?
The toy industry has become a very crowded place, with many suppliers competing for shelf space.
In our own particular niche, there have sprung up numerous new entrants producing very similar products. However, we are grateful to have survived the challenges of the past few years, with most of the challenges triggered by the onset of the Covid pandemic causing poor consumer confidence and the consequent disruptions to the supply and shipping chains.
What do you think will be the main challenge for the toy industry as we head towards the end of the year and into 2025?
The runup to Christmas demand has been much better than the past few golden quarters but still not as buoyant as preCovid times
“ ”The main challenge at present is the two major world conflicts happening in Ukraine and Israel, which I believe are causing consumers to watch their spending carefully as the future is uncertain. Certainly if either of these conflicts erupt into international war the effects on the toy industry could be catastrophic.
How has the golden quarter been performing for you so far? How does it compare with previous years?
The past 12 months has seen a return of robust discretionary spending on non essential items and we are more optimistic concerning demand for toys in the future. The run-up to Christmas demand has been much better than the past few golden quarters but still not as buoyant as preCovid times.
And what have been the most impressive, entertaining and/or fun moments, products and trends of the year ?
For me the most entertaining moment was our Mega Bath Bomb challenge on social media where we set up a huge inflatable pool in our factory parking area and filled it with 2,200 Jumbo Sprudels – one for every extra Instagram like we obtained since we launched the challenge. Our deputy director jumped into this pool overflowing with bath foam and our sponge characters – much to the delight of our staff and other onlookers, and all the social media viewers of the event. It was a real laugh!
Trade talk
Allyson Gordon Business development manager
Maison Battat
As we head towards 2025 and London Toy Fair, how do you feel about the state of the toy industry?
Battat has had a very interesting year through expanding our brand portfolio across the UK to include: Our Generation, LullaBaby, Glitter Girls, B. toys, Battat, Driven and Terra. This has brought a range of great toys across the UK and Ireland as well as to France and Germany. Through this expansion, we have learned a great deal.
We are all aware of the current economic climate, which has filtered through into the everyday lives of British people and has impacted their discretionary spend. At Maison Battat, our philosophy in approaching any of our global markets is to understand the reality and deal with it.
We believe that the success in expanding our brand portfolio is thanks to this core understanding and longlasting impact on the local economy. This is a factor we predict will continue throughout 2025 therefore, accessibility and range offering are particularly important to us looking at the future. Understanding our target consumer and partnership with retailers will be a vital component to our strategy in 2025.
What do you think will be the main challenge for the toy industry as we head towards the end of the year and into 2025?
Our greatest strength, beyond the breadth and design of our product portfolio, is our ability to support UK retailers in being able to purchase our product directly from overseas. This enables retailers to lower their costs and remain competitive within the market. This approach is available across all the Maison Battat brands, which enables breadth. Working with retailers to reduce costs will be crucial for all businesses
into 2025 and at Battat our set-up enables us to offer good products, at a reasonable price.
And what has been the most positive aspect or trend that you have noticed over the past 12 months?
While we’ve seen a great response across all our brands, much of our success this year is thanks to our B. toys preschool range, and particularly our Active play product range.
If we had to narrow this to a single product group, it would be the B. toys Balancing Beam. Much of this success is thanks to videos going viral on TikTok and reaching consumers across the globe. With our Balancing Beam sets and our Foam Fort (in Canada, we call this our basement play!), kids and parents alike respond to this creative play value, that is getting kids up and active, a core trend identified by Spielwarenmesse for 2025. Our B. toys preschool range has grown significantly this year, and we are excited to be launching B. toys with Hamleys and others in time for Christmas.
How has the golden quarter been performing for you so far? How does it compare with previous years?
And what have been the most impressive, entertaining and/or fun moments, products and trends of the year?
Our main highlight for 2024 has been celebrating Our Generation’s 30th anniversary! Our OG fans have enjoyed a full year of giveaways, contests, in store events and much more, and the best is till yet to come.
“Our main highlight for 2024 has been celebrating Our Generation’s 30th anniversary!
Our OG fans have enjoyed a full year of giveaways, contests, in store events and much more, and the best is still yet to come
In previous years, it had become apparent that consumers were waiting later and later to kick start their Christmas shopping, with many waiting for Black Friday deals. However, this year we are tracking more traditionally. We see that customers are sharper and savvier than ever, making sure that their money is spent wisely.
Sensitised to the economic climate, we are launching a new Battat preschool product offering in the UK and Europe for Spring 2025; some stores in the UK, will have product before Christmas. The first wave will launch with Smyths across all countries. This is an offering of creative preschool play across all play patterns. Most of the line will have retail prices of under £20.
”
We launched a pop-up boutique in Harrods before taking on a new space in store. Shortly after, we had our first UK event for many years with Hairstyling at Fenwick.
This was hugely successful, and we look forward to bringing similar events across the UK in 2025.
Alongside the doll floor launch, Our Generation has a featured new space in Hamleys. We celebrated in August by bringing the OG Drawing Lab in-store. We look forward to launching our new product line with them at the start of Q4.
As a brand, we have developed medium price point accessories, as well as offering more outfits and accessories than ever before. New to the UK, we also launched our OG Surprise Backpacks at Smyths, which has brought us remarkable success. Thanks to this, our surprise packs series will continue into 2025 and beyond with new collections coming throughout the year.
We are also planning special product offers with each of our retail partners throughout 2025 when we focus on beauty inside and out across the brand.
REVIEW DREAMTOYS
2024’s DreamToys for girls and boys
With prices ranging from under a tenner to less than £100, mid-November saw the Toy Retailers Association revealing the “only top Christmas toys list that matters”
DreamToys’ top 20 for 2024 was unveiled by TV presenter Helen Skelton at London’s swish Bloomsbury, Goodenough College, in a grand hall with suitable fanfare from the Toy Retailers Association (TRA). The toys selected included a hat-trick of products again from Moose Toys and Spin Master with five. Bandai also made the list this year with its everpopular Littlest Pet Shop range.
There were new versions of family favourites and something for all the family, from preschool up to adults and crossing over also into the kidult sector, with a diversity that reflects the many tastes and trends that define the UK’s toy industry today.
The DreamToys Christmas list is the most authoritative prediction of what are expected to be the hottest new toys on the high street this festive season. It’s the only list selected by an independent panel of toy retailers and toy experts from small independents to large national chains.
DreamToys ambassador Helen Skelton said: “Every year, parents and families want to get the best gifts they can for their children. With so much choice it can be a challenge to make sure you’re spending your hard-earned money in the right place for the kids in our lives, which is why I’m thrilled to be helping launch this year’s DreamToys list. The list lets us all know what kids are hoping for this Christmas so we can get gifts they will play with time and time again.”
Parents are also expected to turn to the high street for their Christmas shopping as they did in 2023, with shopping in town and city centres up 9% and 10% respectively in Q4 2023
compared with Q1-Q3 that same year. Research conducted by The Insights Family, global leader in kids, young adults, and parents’ market intelligence, has also found that spending on gifts for children has increased steadily since 2021 by as much as 35%.
Chair of the DreamToys selection committee, Paul Reader, said: “More so than ever before, this year’s DreamToys list shows the incredible variety of experiences and play the UK’s vibrant toy industry has to offer consumers. This research shows a healthy market and the importance of toys to both children and the parents gifting them each Christmas. It’s also heartening to see that trust in the high street, and seeing toys for yourself, is still of great importance to parents across the country.”
The list is presented alphabetically as a top 20 and is not ranked in any way. All prices are RRPs – market price may vary from retailer to retailer.
Pets Alive: Mama Duck & Baby Surprise, Zuru, £29.99
RealFX Disney Stitch Puppetronic, Wow Stuff, £69.99
Speed Champions Mclaren F1 Race Car, Lego, £20.99
Sticki Rolls Sticki Book Pack, Character Options, £9.99
Unicorn Academy Interactive Rainbow Light-up Wildstar, Spin Master, £35.99
UNO Show ‘Em No Mercy, Mattel UK £12.99
Insights at DreamToys
Research by The Insights Family has found that from 2021 to 2024, monthly spending on gifts for children rose among parents of one- to 16-year-olds by 35%, from £61 per month in 2021 to £82 per month in 2024.
The Insights Family’s research also found that parents returned to the high street for their Christmas shopping in 2023, with shopping in town centres up 9% and city centres up 10% in Q4 2023 compared with Q1-Q3 2023.
Tom Williams, CEO of The Insights Family, said: “Despite financial pressures, our Parents Insights data is clearly showing that toys are still an essential part of the Christmas magic in households across the UK.”
The Insights Family provides a voice to 60% of the world’s population and covers 85% of the global economy. Its client portfolio includes leading brands such as Amazon, BBC Studios, Disney, Finsbury Foods, Merlin, LEGO, Outright Games, Paramount, and Warner Bros. Discovery.
Azaria – Media.
Influencers. Social. Digital.
Azaria is a family specialist PR and digital marketing agency. With a proven track record, Azaria helps build brands and drives sales through targeted multi-platform campaigns. Well known among the media, influencers and celebrities, it is the go-to agency for all-things family.
Its client portfolio spans big and small including VTech, Leap Frog, Vital Baby and Baby Central, to name but a few. From strategy to content to execution, Azaria handles it all. With years of experience its expertise includes:
● Media relations
● Product launches
● Celebrities & influencers
● Social creative content & advertising
● Digital media content & advertising
● Awards
● Sampling
All your marketing needs under one roof.
Clients can take advantage of Azaria’s comprehensive influencer database, which combines data-driven insights and innovative tactics to produce meaningful relationships between brands and creators. Its digital marketing service includes Facebook Retargeting, Google Shopping, Search and SEO, to deliver fullyrounded campaigns that drive web traffic and product sales.
The agency’s annual Family Report reveals current UK trends and market insight, confirming Azaria has the knowledge behind its expertise to deliver truly excellent results.
● Brand & expert partnerships
● Product placements
● …and much more.
Find out more at hello@azariapr.co.uk
www.azariapr.co.uk
Meet the PRs
Getting your news out into the world can sometimes prove quite a tricky business with an endless list of pressing things to do. From contacting the necessary press to marketing online, here’s a selection of great PR companies who know exactly how to get your news, deals, offers and promotions read by the right people
Elmer Marketing
With a 23-year career in toy marketing and PR, and a lifetime associated with the toy industry, having been born into it, Vicki Marler-Hausen launched her own marketing agency, Elmer Marketing, in 2018.
Ensuring the Elmer name is still going strong after her Dad Keith retired from toys a few years ago, Vicki now brings her wealth of brand, product, media and event experience to companies seeking additional support but who don’t necessarily want the expense of a full-time member of staff.
Clients include Tactic Games toys2market and Dreamtex Limited, who she assists with trade and consumer marketing, event management and social media. Vicki is a safe pair of hands when you need help with a project and she can marry you up with the right expertise by drawing on her extensive contact list. Vicki says: “I pride myself on my commitment to building rewarding relationships with clients, customers, suppliers, agencies, press and colleagues to ensure the smooth running of all aspects of project management, delivered on time, within budget and with a large dose of passion, enthusiasm and fun.”
Evolution PR is a toy industry specialist communications agency that can do it all!
Whether digital media campaigns, social management, or influencer outreach to showstopping launch events, Evolution ticks all the boxes with the support we can offer. With a team that has decades of industry knowledge you can rest assured that your brands are in capable hands. Always ahead of the curve, our client experience is vast and our hardworking and dedicated team prides itself on not just getting the job done but on over-delivering measured results. At Evolution PR we act as an extension of our clients’ marketing teams, offering a workforce that knows the kids‘ and parenting sectors inside out. We are more than your run-of-the-mill PR agency. We deliver a full service and can arrange all of your digital advertising too. No job is too big or too small!
01327227010
ellie@evolution-pr.co.uk | www.evolution-pr.co.uk
Are you ready to elevate your PR strategy in toys or licensing? At Grapevine PR, we bring over 20 years of experience in these industries, specialising in tailored PR solutions that achieve measurable results. From trade PR and marketing to consumer campaigns and events, we pride ourselves on being an extension of your business, not just another agency who clock-watch.
Kilogrammedia: specialist PR for the licensing and broadcasting sectors
We are Sam, Sian, Robert and Vaughan, known collectively as Kilogrammedia, an experienced and trusted specialist agency that has focused on public relations for the licensing and broadcasting sectors for over 20 years.
What sets us apart? It’s our deep sector knowledge, extensive network of media and industry contacts, and unwavering commitment to delivery results. Whether securing national coverage, co-ordinating trade show buzz, or crafting impactful longer term b2b strategies, we work to ensure your business stands out. With a lean, smart team –including Emilia Fuller, an expert in consumer communications – we focus on delivering PR solutions that connect, resonate, and convert. But for us it’s more than simply delivering you great PR and marketing solutions: it’s relationships that count. At Grapevine PR, we believe in regular face-to-face meetings, diving into your business goals, and fostering connections with media and industry leaders. Think of us as your go-to partners for creative storytelling that sparks interest and drives action.
If you’re looking for a passionate PR partner who can turn your vision into impactful campaigns, get in touch. Together, we’ll ensure your brand shines in the competitive toy or licensing space. Get in touch if you’d like to discuss how we can elevate your PR approach in 2025 and beyond.
07375 110558 | kirsty@grapevine-pr.co.uk
If you’re looking to elevate your toy brand then look no further. Vista is a brand PR agency, expert in bringing meaning to a brand, which will drive sales.
In an industry swamped with choice, where businesses compete on noise, those that invest in brand meaning will win at the tills.
Combining creative content with SEO strategies, Vista works tirelessly to improve the commercial fortunes of each of its clients.
Steered by Jane, with 28 years of experience in consumer brand communications, Vista helps toy brands find a purpose, prioritise platforms, join up content and speak with a resonant, authentic voice to impact media and consumers.
In that time Kilogrammedia has established itself as the go-to agency for start-up and SME licensors, licensees, licensing agents and production companies wanting to make themselves known to decision-makers in licensing, retail and broadcasting.
Press releases, features, speeches, presentations, media events, ad copy, award submissions, social media – we do all that and much more – boosting awareness of our clients, their initiatives and, of course, their deals.
Toys and games in particular have been significant areas for many of the brands we work with, brands that range from animated and live action shows to design, heritage and publishing.
We run a small but efficient operation that focuses on close relationships and excellent service for a select and loyal client list. We’re also friendly, hard-working, enthusiastic and knowledgeable – as you’ll find out when you get in touch!
Sam Murray / Sian Dorrington sam@kgmpr.com/ sian@kgmpr.com
0 1279 887 101 www.kgmpr.com
“If you need a new PR agency, Jane and her team are incredible.”
Jane Pavia-Davis jpd@vistapublibrelations.com | www.thevistavillage.com
RETAIL INTERVIEW
“We like to stand out from the crowd”
Clare Turner chats to Lisa Dyson, co-owner of Games Crusade, an independent Yorkshire toy retailer in Ilkley and Harrogate, which is celebrating 18 years of trading
What’s your background?
I used to work in financial services but once I had children, I developed a keen interest in finding toys, puzzles and games that had longevity and were fun; both for parents as well as children. I realised that there was a gap in the market – and also that these toys, puzzles and games needed showcasing to customers. Initially, I sourced the products and sold them in people’s homes during the evening, after giving a talk and a demonstration. I also went into schools and workplaces. But this soon became difficult to manage with a job and a family. So I decided to go full-time into the business.
Tell us a bit about Games Crusade. Games Crusade officially launched in 2006; the first shop was in a small local village called Cross Hills in North Yorkshire. I then opened a shop in Skipton in 2010, followed by a shop in Harrogate in 2017.
At the start of lockdown in 2020 my lease in Skipton was up for renewal, and I decided under the Covid climate not to renew. So I closed that branch in April 2020.
Being onthehigh street, we often can’t competeon price,sowe have to offer something differentand that’s what we aim to do”
Having said that, I opened in Ilkley shortly after in September 2020, as I realised that there was no toy or board game shop there and the demographic was similar to Harrogate, where we had been very successful.
In 2021 my husband Richard left his full-time job in IT to work for the business full-time. This was a proud moment, as I realised that my side hustle all those years ago had now become a full-time family business.
We are not a member of any trade association as I don’t feel any are the right fit for us. This is primarily because while we are a toy shop, we also specialise in board games and puzzles, so we have an adult customer base as well as a family customer base.
What’s your merchandise mix? It’s quite eclectic as I’m experienced in knowing what will work for our stores, and I do rely on instinct as well as research. I have many suppliers that I’ve developed good relationships with over
the years, and I also deal with a lot of independent suppliers – especially in the smaller board game categories – that I deal directly with. I’m very grateful for the support that I’ve received from my suppliers over the years.
We don’t stock the traditional bestsellers that you see advertised on TV, as we find that these can be one-hit wonders. Instead, we concentrate on what we do well, and aim to do it better.
I think that many people have spent so much time using technology – for both work and pleasure – that they are now enjoying screen-free time with their friends and family. Board games, in particular, offer them a chance to be social and interact with each other.
Over the past 12 months we’ve also focused on finding dementia-friendly puzzles and games. This is a cause close to our hearts; I visit a dementia care home weekly to visit my Dad, and I take activities to try with him and other residents.
We now have a dementia-friendly section in-store, and have been amazed
by how much this has been needed by our customers. Our staff are well trained in being able to offer advice to customers on puzzles and games that may work for their loved ones. In fact, only yesterday we found a puzzle for a customer that would be appropriate for a relative with Parkinson’s disease.
Where do you source products?
From trade press, listening to industry podcasts, and attending trade fairs and retail exhibitions. The major ones I go to each year are Toy Fair in London, Spielwarenmesse in Nuremberg, and the Toymaster May Show.
At Toy Fair, I enjoy meeting people I’ve dealt with over the years, and it’s good to feel part of something ‘bigger’ because being in the shop on your own can sometimes be quite lonely.
I love the international element of Nuremberg: the fact that you get to speak to buyers and producers from different countries, and can often end up eating dinner with Chinese visitors to your left and Mexicans to your right!
And as the Toymaster show is held in Harrogate, it’s in the same town as one of our shops, so it’s literally on our doorstep. This event is a great chance to generally catch up with people and see interesting new products.
How do you spread the word?
We try to highlight what we’ve been playing with, or what’s new in-store, on
all our social media channels. We often find that customers will then come in based on our feedback.
We’re very fortunate to receive demo and preview copies of games from our suppliers, as they know that we use this experience to further our product knowledge and promote their games.
We also participate in activities from our suppliers. A recent example is a Carcassonne activity in-store linked to a competition run by Coiledspring Games.
We try to support local initiatives where possible too. The most successful one for us this year has been The Harrogate Lego Trail organised by the Harrogate BID [Business Improvement District] in August. This brought lots of extra footfall in-store, and Plus-Plus supported the event by donating prizes.
[The Trail comprised 13 unique Lego models installed in town centre businesses, including a Rapunzel’s Tower in Games Crusade. Players completed the trail by scanning the QR code at each location, collecting the letter displayed on the web page to find the secret word, and then collecting a prize from Games Crusade.]
And for the past four Christmases, we have helped to support a charity initiative by providing presents to children at a local women’s refuge.
How is Christmas trading?
It’s an exciting time for us, as we can showcase all our lovely products and,
“Itry toget products thatyou can’tget anywhere else, and we have a demo table in each store
particularly on Saturdays, we do demo after demo in-store. We find that our website sales really increase at this time of year too.
Our latest exciting project is a limited edition 1,000 piece jigsaw puzzle that we created with the help of Ravensburger and Harrogate BID. The Harrogate BID team kindly helped us source an image of Harrogate town centre and Ravensburger has done a limited print run.
[Harrogate BID manager Matthew Chapman said: “This is a fantastic way to help not only put our town on the map on a larger scale, but to promote it as the ‘jewel in Yorkshire’s crown’ that we all know and love it as.”]
The jigsaw is a great Christmas gift and we are so excited that we have it in stock. It was a one-time opportunity, so our numbers really are restricted. As it’s a bespoke puzzle, Games Crusade is the only place to purchase it from. It’s been really well-received – we’re selling it in-store and online to both locals and former Harrogate residents, who live as far afield as Germany and California!
What’s your favourite part of the job? Sourcing the products and then having the conversations and demonstrations with customers.
We won the best independent retailer award at the Skipton Business Awards. This was a lovely way to end our 10-year stay in the town.
We were then recognised for our
RETAIL INTERVIEW GAMES CRUSADE
services to customers during lockdown.
[Lisa won a Superhero Award at the 2020 Retailer of the Year Awards organised by the British Toy & Hobby Association (BTHA) for going above and beyond to help her community, by ‘showing great creativity, selflessness and spirit while adjusting to keep not only the toy industry going but also helping those in need at this difficult time’.]
During this period I bought a van, had it signwritten and did local deliveries around Harrogate, Ilkley and Skipton to bring toys, puzzles and games to peoples’ doors.
More recently, it was lovely to be nominated in a national UK’s Favourite Local Business competition sponsored by Miconex. As business owners, while receiving positive feedback from customers is always nice, knowing that someone has taken the time to vote for us is fantastic.
We accept the Ilkley Town Centre Gift Card and Harrogate Gift Card, which are part of Miconex’s Town & City Gift Card concept, as we believe the cards are a great way to keep customers shopping locally. Children are often given them for Christmas, so we tend to see the cards being spent in the stores during January.
[As TnP went to press, it was announced that more than 4,000 votes were cast for more than 1,000 different businesses in the competition, which amassed entries from towns and cities from Aberdeen to the Isle of Wight, covering all sectors including
retail and hospitality. Independent retail businesses made up the top five nominated favourite local businesses in the UK – with Games Crusade taking fifth place. All the businesses are part of Miconex’s Town & City Gift Card programmes. The cards encourage ‘shop local’ and can be spent with both big brands and indie businesses.
Miconex managing director Colin Munro commented: “The value that local businesses bring to our towns and cities shouldn’t be underestimated; a physical business that you can visit, receive tailored advice, and access unique products and services that you can’t find anywhere else. As we approach the key Christmas trading period, UK’s Favourite Local Business is a reminder of how important local businesses are, and why we need to keep on supporting them.”]
We like to stand out from the crowd by having superb product knowledge and a willingness to spend time with customers and demonstrate our products.
The products we sell, the service, and the experience are at the heart of Games Crusade. I try to get products that you can’t get anywhere else and we have a demo table in each store. Our staff know how our toys work, and can tell customers about them. So many people will come in and say they’re looking for a gift for a six-year-old, for
Top categories
■ Ravensburger Harrogate 1,000 piece puzzle
example, and they like to have personal advice from a real person on what a sixyear-old might like.
■ Board games & puzzles ■ Party games ■ Escape room games ■ Stocking fillers
We have a dementiafriendly section instore, and have been amazed byhow much this has been needed byour customers ” “
Being on the high street, we often can’t compete on price, so we have to offer something different and that’s what we aim to do. The other side is keeping our finger on the pulse of trends in the toy industry, and finding unique products.
Every year, we invest in going to Nuremberg, so we can ensure Games Crusade has the best products. Communicating with customers is another thing we invest in, and I’m fortunate to have a great team.
What’s your favourite toy or game?
It changes on a weekly basis, as there’s always something new arriving. But my current favourite board game is Gnome Hollow from Coiledspring Games. [This is a strategy game where players cultivate a vibrant garden of mushrooms and flowers using strategic tile and worker placement mechanics.]
I love this because while its main mechanic does not play to my strengths, I’ve found an alternative way to remain competitive. I also like a game that has great shelf presence and artwork, and this ticks both those boxes.
I don’t attend Spiel Essen [an annual board game trade fair held in Germany in late October] because the timing is too close to Christmas. But I’m sure I will have a new favourite game very soon, as there's a lot of new releases on the horizon.
Why shopping matters and why we should do it
In case you missed it, there will shortly be another hole in the high street. Homebase, the DIY outfit, has folded and lots of people will be out of jobs. Cue online lamentations about how it’s another lost piece of the mosaic that is UK retailing, which is gradually being destroyed.
This is quite apart from the fact that those saying how incredibly sad it all is will have rarely visited a Homebase branch, or at least not recently. This trend started when Woolworths went under in 2009 – many were those who said they’d miss the pick’n’mix a lot – they haven’t. There is also the small matter of there not being enough shoppers.
That’s the theory, and the blame is normally placed at the virtual door of the online merchants. Yet consider this. The UK is, apparently, one of the most mature ecommerce markets in Europe (only China and the US have a bigger share of online shoppers) and, depending on who you believe and the age group concerned, this accounts for one in four purchases by value.
Sounds a lot, yet this still means that 75%, or thereabouts, of things that we buy are bought in physical shops. This is a lot more, and the message might be that online, which is growing very much more slowly post-Covid than before it, has effected a shakeout of the weak and, well, the not very good. Be honest, the last time you wandered into Homebase were you dazzled? Very possibly not, and to an extent a chain that has in recent years had multiple owners and strategies, with none of them terribly customer-focused, may be in large measure to blame. Homebase branches are, by definition, much like toy shops, destination stores – places that you didn’t just happen to drop in to by accident.
Shoppers begin to rediscover the joy of shopping and head back to the high street “ ”
can currently be thought of, is what needs to be done to ensure that you don’t suffer hypothermia from the chill economic winds.
The first priority must surely be to ensure that you get looked over, rather than overlooked, as the maxim has it. Do people know what you sell? Can they see into the interior of your store? When they do is there anything to draw them in and, once inside, what have you done to encourage them to dig deep?
The other point is, is your offer at least – at the very least –as good as your competitors? It’s worth saying that toys really aren’t a category where the lowest price wins and there is no bottom to the downwards spiral when it comes to how much is charged for something. This is where the Homebase/B&Q point comes into play. There are shoppers aplenty, providing your store looks the part, and none if it doesn’t.
On the little matter of online competition, it’s always worth bearing in mind that there’s a number of areas of retail in which touching, feeling and enjoying are all part of the experience of acquisition, something that remains beyond the ken of the algorithm merchants, and it’s a central part of toy shopping.
Finally, there’s an appeal to be made to shoppers en masse and if you’re a retailer, you’re also one of this number – get out there and do some shopping. Time was when shopping, as an activity, was rated as the top leisure pursuit of most Brits. Maybe this changed a little during the pandemic as we learned about other ways of keeping ourselves busy/ amused, but all the signs are in place that a natural balancing out is taking place.
And when you got there, they looked in need of a little TLC and some fresh investment. Where this proved not to be the case, shoppers headed off to B&Q, which is slightly better. As fans of The Apprentice will know, the high street is a “dog eat dog situation” (yawn) and Homebase has been chewed up.
In truth, four things are at work when we watch another chain go to the wall. Perhaps foremost, a retailer may just not be very good (think Woolies), there are too many shops (we are one of Europe’s most over-shopped countries per capita), online shopping doesn’t help and too many shops usually means not enough shoppers.
The underlying question, whether you run a single shop selling toys, a chain or an edge-of-town warehouse with everything within a category that
A large number of online merchants have been feeling the pinch, with some knocking on the door of the administrator, so it’s not all one-way physical traffic. As we head towards 2025, a large number of retailers have gone for good and in a lot of cases not much has taken their place. The outcome might perhaps be summed up as ‘fewer, but better’.
The winners will be those that remain, as shoppers will go to them because they have generally been found to be above average and in consequence, the meaning of ‘average’ will have been nudged upwards.
What we have to look forward to is a period in which shoppers begin to rediscover the joy of shopping and head back to the high street. There will be every reason for doing so, as shops will be better places all round and providing you hang on in there, so will yours. If not, you will not, it is to be feared, have done the one thing that you should have done – kept your store ahead of the pack. Easy to say, but possibly easier to do than might be imagined.
John Ryan is Stores Editor at Retail Week. He has worked for the magazine for more than a decade covering store design, visual merchandising and what makes things sell in-store. In a previous life he was a buyer.
Toy Fair’s coming to town and we’re busy putting together our previews for London Toy Fair, Spielwarenmesse and Spring Fair
So, make your brand and presence count at one of the most important times of the year. Not just in Toys ’n’ Playthings – we’ve got our sister mags, Nursery Today, Greetings Today and Gifts Today to boost you too.
