Toys n Playthings January 2023

Regulars

5 Leader with Tim Murray

The month in numbers a snapshot of the industry in figures

News the latest toy industry headlines

Retail News the latest from the retail landscape including our Retail Barometer

Don’t Miss must-stock items for retail

What’s New new products that you need to get your hands on

Features

20 Spring Fair Preview what’s in store for visitors to the NEC Birmingham

Movie roundup the big screen releases that will influence licensed toy buying in 2023

Toy Fair Focus

34 Toy Fair Preview What’s new and what’s a must-see at this year’s premier toy industry event

Why we’re going to Toy Fair exhibitors share their hopes for the show

Retail Talk our retailers talk Toy Fair and Christmas sales results

Trade Talk

Product preview plan your visit to Toy Fair with this in-depth exhibitor guide

Special Report

Retail Interview Dr Wendy Turner at Grasshopper Toys and Curious Minds is passionate about science and educational toys

Retail Interview TnP goes wild at the Fife Zoo shop with MD Michael Knight

Company Profile Premier Decorations’ Halloween offering

Retail Interview Billed as the largest toy chain in the Netherlands and Belgium, ToyChamp CEO Koen Nolmans is celebrating 21 years of trading

Retail Interview Usman Ali Ahmed, co-owner of Toys4you in Sutton Coldfield, talks to TnP about his fast rise to success

The Big Interview TnP learns more about Toikido

The Big Interview TnP talks to Disney Senior VP Liz Shortreed about plans for the new-look Disney Baby brand

At the heart of retail

LEADER

“Are you ready for Toy Fair?’’ With only weeks to go until the doors open, now is the time to plan who you’ll see, and this issue of TnP will help you with that. Yes, you can view products remotely, but nothing beats holding that new product in your hands and getting a real feel for it. This issue will help prepare you for the big events that land in the coming weeks, both Toy Fair and, across the channel and into Germany, Nuremberg’s Spielwarenmesse. As ever, you need to flip the magazine over to get our coverage ahead of the German trip.

Toy Fair – and Spielwarenmesse – have been on the tip of everyone’s tongue pretty much since I arrived at TnP - not quite a fresh-faced youth - last summer.

Trade shows dominate the conversation, even for the people who don’t go, the ones who often complain about trade shows and ask “what’s the point anyway?”

A veteran of trade shows for more than 30 years as a journalist, I’ve visited them in the States, in Europe and plenty here in the UK, and, after the likes of the Video Software Dealers’ Association shows in Vegas and Hollywood, I can testify to what fun they can be (having once had a performance by Riverdance dedicated to me on the Sony Pictures lot in front of a huge audience, the same trip where Disney had turned a park into Agrobah and I also got to meet heroes such as John Woo and John Waters, I know this only too well), but there’s a usefulness to them too, as any retailer should and would attest too.

I’d often been to Toy Fair before joining TnP – it was at Toy Fair I first picked up a copy of the magazine more than a decade ago, while scouting around - partly out

of self-interest and also as a freelance journalist writing about film and home entertainment (as I’ve noted before, there’s a lot of crossover between toys and other entertainment industries I’ve worked in for years) – so I’m familiar with the show and its size and scale.

The mere fact that the show sold out exhibitor space well ahead of schedule and will be packed to the rafters shows how important it is. During lockdown I thought that when some semblance of normality returned, society might become more caring, less angry and - you know - calmer. A quick look at the internet and social media, notably Twitter, where it’s still very, very angry, populated by people who are permanently up in arms or frothing at the mouth, shows that this was arguably one of my most misguided thoughts ever. What people appear to have done, however, is reassess their working lives and decided what bits were pointless and which were important. Working in an office every day and the daily grind of commuting are, it appears, outré (unless you’re in retail). But, and this may come as a surprise to many, going to trade shows is important. Anyone who has trudged up to a giant exhibition hall after another late night of excessive drinking and bad diet may find it hard to believe that they’d ever miss going to a trade show, but people did and so, here we are again.

There’s loads in this issue to enjoy, including a look at Disney’s 100th birthday through the eyes of its Baby arm, an exclusive interview with game creator Matt Edmondson, who offers up a lovely and genuinely enthusiastic view of the business, and a look ahead to all the big exhibitors at the show.

Now, don’t forget to pack your comfy shoes and we’ll see you at the bar or on a stand or elsewhere at Olympia. Please feel free to give me a shout at tim@lemapublishing.co.uk so we can arrange a meeting at Toy Fair and beyond. Oh, and don’t forget to turn the magazine upside down so you can catch our Nuremberg coverage too.

Tim Murray

Also by Lema Publishing

The number of pallets featuring new and unused toys sent out by MGA Entertainment and Zapf Creation to support local and national charities, hospices, hospitals and schools in a preChristmas charity drive. They also delivered hampers to the good causes. Michelle Lilley, UK & Ireland marketing director of MGA Entertainment UK, said:

“This year has been tough for many families due to the cost-of-living crisis. We want every child to have a special Christmas this year, and that’s why we have partnered with so many brilliant charities whose sole aim is to make this happen. We hope our donations help the inspiring people who commit their whole year to looking after children and families.”

The month in numbers

Some of the past month’s news highlights as offered up by the Toys n Playthings newsflash and more. To sign up for daily bulletins, go to www.toysnplaythings.media

26the percentage increase in turnover at the Character Group plc, which saw a rise to £176.4m (2021: £140.0m) and delivered a profit before tax of £11.4m. Strong performing brands included Goo Jit Zu.

Jerry Healy, group marketing director said: “Trading conditions have been undeniable tough in the latter part of 2022 but we have ended the year strong. We now move into 2023 with exciting new in-house brands and distributor product lines, which we look forward to previewing to the trade during the London Toy Fair in January including:

■ New products under our multiterritory Stretch Armstrong umbrella, including Star Wars and Transformers;

■ The new Teenage Mutant Ninja Turtles collection from Playmates International, to coincide with a Turtles movie to be released in 2023.

■ The distribution of exciting toy ranges from Bonkers Toys based on the Aphmau and Lanky Box brands.

“With the strength of our current offering and the recent recovery in margins, we look forward to working with our customers and distributors as we move into 2023.”

the number of pieces in the LEGO Wildflower Bouquet offering, the latest addition, alongside a Dried Flower Centrepiece, to its Botanical Collection for adult fans. It’s due to launch on 1 February, in time for Valentine’s Day…

Senior design manager at the LEGO Group, Jamie Berard , said:

“We want the two new sets we’re launching today to help people ‘grow closer’. Whether that’s buying the set for a loved one for an occasion such as Mother’s Day or Valentine’s Day, or at any other point in the year just as a little thank you. Why not give a longer-lasting LEGO plant and get to spend some valuable time building it together? We know the joy that plants can bring to people and our growing LEGO Botanical Collection has been created with that in mind. Plants are a great way to bring people together, and show our appreciation for one another.”

the number of good causes and charities helped by the Toy Trust in 2022. The organisation handed out more than £200,000 to children’s charities last year. It’s now gearing up for its 2023 activity, including its May Mayhem initiative.

In its review of the past year’s activity, the Toy Trust said: “Throughout 2022, The Toy Trust has continued on its mission to provide support to children’s charities throughout the UK, bringing relief to children and their families most in need.

“We are proud to have supported a wide range of inspiring initiatives and projects covering all areas of the UK, all with the aim of bettering the lives of disadvantaged and disabled children.”

SEVEN

the number of prestigious awards that Spin Master picked up for its products in 2022, alongside six toys in the DreamToys list.

Spin Master cited its strong Dream Toys performance, with a trio (Sink N’ Sand, Gabby’s Dollhouse and Paw Patrol Big Truck Pups Deluxe Vehicles) in the top 13 and a further three (Stitch ‘N Style Fashion Studio, Purse Pets and Fur Fluffs) in the overall listing.

The company performed equally well in awards, with four at the Right Start Awards (Paw Patrol Sparks The Dragon, Paw Patrol Rescue Knights Castle, Hatchimals and Kinetic Sand Treasure Hunt). Paw Patrol Trucks picked up a brace at the Made For Mum Awards, with one for Gabby’s Purrfect Dollhouse.

Stefania Scardaccione, UK marketing director at Spin Master, said, “We’re over the moon to be rounding off the year with a host of top awards for some of our most popular brands. It’s an honour to see our products being recognised by industry leaders and we’re thrilled to be continuing to bring innovation and imagination to the market.”

Hot stuff in 4K

The Hot Wheels brand used stateof-the-art technology to highlight its product at key London sites in the run-up to Christmas. The brand teamed up with Disturbed Media Group, using 4K Ultra-HD 3D technology to bring holograms to life.

Sited at London’s Kings Cross Station and Westfield at White City, it brought product to life floating in the air without apps, headsets or anything else. Consumers could also interact with it.

Kelly Philp, marketing director, Mattel UK, said “This technology has allowed us to bring Hot Wheels products to life in a unique way and is a first for the brand. In these busy consumer footfall areas, we have been able to cut through and capture consumers’ attention. Hot Wheels is the perfect brand to use this holographic technology,

allowing us to bring the highoctane fun to life and create an experience that is both immersive and captivating to consumers.

Jake H Cass, co-founder of Disturbed Media Group, said: “In the hyper-competitive landscape of screens and messaging, brands are constantly competing for the attention of their audiences. We introduced HyperGram in the UK, in the run-up to Christmas, to allow brands to break through the clutter and excite consumers in an innovative and interactive manner that encourages relevance and brand retention.

“We believe that as technology evolves, we too need to step into the next generation of digital advertising that disrupts traditional out of home (OOH) advertising and communication.’’

The Fence Club truly is Santa’s little helper!

This Christmas the Fence Club delivered more than 400 cartons of individually wrapped gifts to 73 different children’s charities, and from the letters of appreciation the club receives it’s clear the Fence Club truly does make a difference.

Joe Kissane said: “The Character team are extremely proud of their contribution, however more importantly it’s a great example of how the toy and gift industry pulls together donating cartons and cartons of toys to less fortunate children. The Fence Club only has 45 members, however the Christmas toy appeal always feels like an industry-wide initiative. it’s extremely humbling to read letters of appreciation on how the Fence Club truly does make a difference. The toy appeal has

been running for longer than we can remember and has now become a key event in the Club’s charitable calendar, and if anything, it’s getting bigger and bigger every year.”

The Fence Club wanted to thank every toy company who has donated over the years, and to request all companies that your support and generosity will make a huge difference next Christmas, so please, please ‘Think of the Children’ and do everything you can by donating toys for Christmas 2023!

A REVIEW OF 2022 AND A LOOK AHEAD FOR THE U.S. TOY ASSOCIATION

When a national railroad strike with a projected economic impact of $2 billion per day threatened to derail a successful holiday toy-selling season, we joined more than 400 other US trade organisations and corporations imploring the US government to intervene. On December 2, Congressional legislation was signed into law, thereby avoiding the strike. With one less supply chain threat looming over our member companies, they can focus on 2023/2024 planning, product development, and bringing joy to children through their playful products. We continue to monitor the prolonged West Coast port labour negotiations and ongoing concerns in both rail and trucking sectors to protect member interests.

The Toy Association’s year-round commitment to product safety and serving as a global leader in safety standards remains steadfast. Our advocacy on Capitol Hill helped secure passage of Reese’s Law, a bill that applies the longstanding safety requirement for child-resistant closures on battery-operated toys to other consumer products that use button or coin cells. The Toy Association has also continued to speak out against the threats of unsafe counterfeit toys sold in ecommerce marketplaces, which threaten the wellbeing of children and the livelihood of responsible toy businesses that adhere to the more-than-100 safety and regulatory standards.

US sales growth through the first three-quarters of 2022 softened in the closing months of the year. While final holiday results are not yet in as I write this, hit brands and properties such as Squishmallows, LEGO, Magic Mixies, and Pokémon, among others, underscore that both content and innovation are driving factors for today’s consumers to open their wallets. Keep an eye out for our trends team’s annual Q1 trend report and briefing, which will offer even more exciting new insights into the influences on the toy space for 2023.

As we enter a new year, our commitment remains to protect and promote all those across the broad toy and play community. While, in years past we’d now be preparing for the next edition of Toy Fair in New York, 2023 will bring a new era for this global toy event as it moves to a new autumn timeframe (September 30-October 3, 2023, in New York City) that better aligns with today’s retail buying cycles and accelerated delivery times. Toy manufacturers have already committed to 93% of booth space at Toy Fair 2023, reinforcing the event’s impact on the play community.

As you’ll see on full display at Toy Fair and in the months ahead, The Toy Association is deeply committed to unifying our great industry but also to driving it toward the future. Through our advocacy work on a global scale; partnerships with like-minded organisations that drive change and innovation; and our support for member companies through events, resources, research, and more, The Toy Association is dedicated to the success of all.

From inflation weighing on consumers and supply chain obstacles at ports and on rails, to exploring new areas for innovation, Jennifer Lynch says that 2022 highlighted The U.S. Toy Association’s steadfast commitment to serving as a unifying force for the global play community.

The Wonder Year

“Ten decades of creativity, innovation, and determination created The Walt Disney Company you know today— the most enduring and beloved name in entertainment. It’s an awesome responsibility to lead Disney as we begin our second century of telling stories and creating magic that will endure for another 100 years.”

So said Disney supremo Bob Chapek at the D23 event in the autumn of 2022, unveiling a raft of early announcements about plans for the Mouse House’s centenary celebrations taking place this year, 2023.

Never mind that a switch at the top has seen former chief executive Bob Iger returning to the role and Chapek exiting the entertainment giant. The fact that Iger is returning to the company where he played a key part for many years means there is continuity there, and Disney’s plans for its 100th anniversary, entitled Disney 100 Years Of Wonder, mean that the celebrations are going ahead.

The start of the year has seen a raft of announcements from Disney and associated companies and partners, including some toy giants, outlining further its plans for activity throughout the year.

Chief among these was Disney’s own announcement, outlining plans across its consumer product, publishing and games arms.

On the former, its statement said: “The LEGO Group and Disney will celebrate the anniversary across the year by inviting families to share the wonder of storytelling, imagination, and creative play that LEGO Disney has inspired over the 24 years since it launched. Using the ultimate creative medium of the LEGO brick, the two long standing partners will honour

fan-favourite Disney moments, capture the magic of exciting new Disney stories and bring friends and families together to dream, build and create with magical new LEGO Disney products and experiences.

“Additionally, fans will be able to celebrate Disney 100 Years of Wonder with an incredible slate of new commemorative collaborations launching throughout 2023. Collections include fashion and accessories brands such as Coach, footwear brands such as Adidas, memorable jewellers like Pandora and toy manufacturers such as Mattel, Hasbro and Funko. To coincide with Disney100 and the Year of the Rabbit, Oswald the Lucky Rabbit has emerged from the vault and has sprung into the pop-culture zeitgeist through a playful and contemporary collection from Givenchy, now available globally in stores and on givenchy.com. Additional worldrenowned licensee collaborations in the home, toy, fashion industries and more will be announced throughout the Disney100 celebration.”

Mattel followed Disney’s announcement with its own, outlining plans for its Disney Princess and Disney Frozen dolls and figures. It follows the inking of a deal between the two companies in 2022 and, as its statement noted: “The line delivers on consumer kids insights on what they want, including more animal friends and sidekicks, reveal innovation, castles, houses and vehicles, hair play and colour change, and expanded

“ “

To play a pivotal role in our industry, celebrating Disney’s once-in-alifetime 100th anniversary milestone, is a real accolade for our awardwinning surprise capsule ranges

Ken Goodisson, commercial director, EMEA at YuMe Toys

storytelling opportunities. Offerings include beloved Disney Princess and Disney Frozen characters accompanied by accessories, such as Rapunzel and Maximus ready to adventure beyond Rapunzel’s Tower.

“The Disney dolls line from Mattel will also include unique collector offerings for adult fans that will celebrate the Disney Princess and Disney Frozen characters in a brand-new way with premium offerings to expand every fan’s collection. Together, Mattel and Disney will also bring the Disney Villains out of the shadows with a curated collection of premium dolls, capturing these mischievous characters in a new light.”

Meanwhile, also unveiling in January was YuMe Toys, which launched a new surprise capsule collection featuring some of the most instantly recognisable and best loved characters from throughout Disney’s 100-year history.

There are 24 standard collectable characters in the first phase, with a further four rare ones included too. Series 1 launches this month, with the second wave due in July.

Characters on offer include Simba, Alice in Wonderland, Pinocchio, Dory, Snow White, Dumbo, Ariel, Donald Duck, and Elsa. Rare figures in the first wave include Mickey Mouse and Tinkerbell, with Minnie and Buzz Lightyear to follow in the summer. As ever, it features YuMe’s capsules, which transform into a pedestal to house the 2.5in collectable character.

Ken Goodisson, commercial director, EMEA at YuMe Toys, said “To play a pivotal role in our industry, celebrating Disney’s oncein-a-lifetime 100th anniversary milestone, is a real accolade for our award-winning surprise capsule ranges. I think our product development team have done a fantastic job at encapsulating Disney’s 100 years of Wonder through this limited collection that’s simply stunning to play with and display.”

years. Under Jerry’s management, the toy safety team’s work has gone from strength to strength. I speak for all the team at the BTHA who work with Jerry in congratulating him on this very well-deserved honour, and I know I also speak for the Association’s members and our partners in product safety elsewhere’’

Roland Earl, director general of the BTHA

Burnie earns OBE

Toy safety expert Jerry Burnie has been awarded an OBE for services to businesss and consumers in the New Year Honours list.

The gong, announced by the BTHA, where Burnie is head of compliance and a long-standing consultant, relates to his work on toy safety.

As well as owning and manging his own toy safety consultancy, Independent Quality Solutions, he has worked as lead toy safety consultant for the Association for many years, heading up its toy safety advisory service for 150 members. He is also chair of the BTHA’s technical and sustainability committees.

In its announcement, the BTHA outlined his invaluable work, noting: “Jerry’s career in product safety has spanned several decades and during this time he has been influential in guiding the toy industry, government departments, standards committees, and enforcement authorities on product safety to protect both businesses and consumers. Jerry has been instrumental in developing many tools and initiatives to help businesses

Rubies marches across Europe

Rubies has added two new senior members to its team as the company continues to ramp up its operations across Europe.

The appointments follow on from its recent acquisition of a new central European warehouse and continued expansion across Europe and the Nordics.

Lisbeth Hagen Skadhauge has joined as senior account manager for the Nordics, with Arjan Driessen welcomed on board as head of sales for Benelux.

They will be responsible for the company’s sales and distribution across central and northern Europe, building on and extending relationships with customers and licensors.

Skadhauge will be based in Rubies’ Copenhagen office, reporting to head of sales for the Nordics region, Ian MacCrimmon. She boasts experience at both Disney and Funko.

Driessen will be based in Rubies’ Venio office in the Netherlands, reporting to commercial director Graham Gardiner. Driessen has worked with a number of retailers across the continent while at Playgro.

Graham Gardiner, commercial director - UK, Central, Eastern and Northern Europe, said: “As our European market demand continues to grow at an extraordinary rate, we are happy to welcome on board two specialists within the region who will be able to match that business requirement with exuberance and a passion for customer relationship management and development. Both Lisbeth and Arjan bring with them years of experience in market analysis and sales growth and are a perfect fit for team Rubies.”

to understand and practically comply with technical regulations including: an extensive list of guidance documents; the creation of Toyograph, a chemical risk assessment tool unique to the toy industry; and setting up the BTHA’s Primary Authority Partnership. Jerry has also trained hundreds of trading standards officers across the UK to help them identify non-compliant and unsafe toys that put children at risk of harm.”

Commenting on the honour, Burnie said: “Receiving news of this award has been a totally unexpected and amazing experience. It has only been possible due to the high level of importance placed on toy safety by the BTHA, as well as their support for and confidence in my work, for which I will always be extremely grateful.”

Simba’s new appointments

Simba Smoby has bolstered its marketing team for the New Year with two major appointments.

The two new hires come as Mayur Pattni exits the company after six years as marketing manager.

Ben Hogg has joined as head of marketing, overseeing the wider marketing team at Simba Smoby as well as looking after key brands such as Jada and Majorette. He boasts some 12 years’ experience in the toy industry, first at Asmodee and most recently at Vivid.

And in the second appointment, Sophie Bryan has joined as brand manager. She will oversee the plush category as well as Smoby and Aquaplay brands. She was previously at Bic as a product manager for the stationery giant.

Martin Whitaker, MD at Simba Smoby Toys UK, said: “We’re delighted to welcome Sophie and Ben to the team, who join at an exciting time for the business. Our brand portfolio is stronger than ever, and with Sophie and Ben now on board, the team is in the best possible position heading into 2023.

“Sadly we also say goodbye to Mayur Pattni next month, whose work as marketing manager over the past six years has certainly laid the foundations and will stand the new team in good stead. We wish him all the best for his next role.”

Brands line up for retailers

The Brands & Retail UK Winter Conference event has added to its line-up for its winter 2023 conference event.

Among the brands added to the slate presenting to retailers are NBC Universal, IMG and Retail Monster.

The list of those presenting at the event, due to take place at the Wellcome Collection Museum on January 18 and 19 are TeamGB, NBC Universal, Boat Rocker, Futurum Kids, Penguin Ventures, Retail Monster, Start Licensing (Aardman), The Point. 1888, DeA Planeta, SEGA, Mattel, Acamar Films, Jazwares, IMG, Battersea Dogs & Cats Home, Moonbug, Activision Blizzard, ZAG (Bulldog Licensing), and LMI and DSM – Digital Sports Mgmt.

“It has been a pleasure and privilege to serve with Jerry over so many

Arjan

Driessen

Lisbeth Hagen

Skadhauge

Ben Hogg

Sophie Bryan

The Retail Barometer

A regular column in which retailers and more tell us about the positive – and negative – things happening in stores around the country. All comments are provided anonymously, but verified and checked by us at TnP…

To have your contributions potentially included, email tim@lemapublishing.co.uk with what’s doing well and what’s doing not so well in stores, what’s making you happy, confident and optimistic for the future – and what’s giving you cause for concern…

Christmas

It happened. Eventually. As retailers noted, the big seasonal rush may have been later than normal, but, as one said, “we got there in the end”.

Christmas Eve on a Saturday

Roy Wood’s Wizzard once boldly stated “I wish it could be Christmas every day”. But retailers would be more likely to say they wish it could be Christmas Eve on a Saturday every year, as the final rush for stocking fillers and even bigger presents carried right through until December 24…

Year-end figures

Some retailers have told us of record weeks, and, as the year-end numbers were totted up, it was a “challenging” year, but growth could be achieved…

Gifts with a purpose

One of the key winners for the final month, toys that actually had some kind of value, with the ongoing craft items, still not coming down off a pandemic high, and educational toys all performing well. “Things with ‘value’ or purpose [have done well], not just toys for toys’ sake. I think customers are justifying spending on items that are not frivolous or throwaway.”

Supporting the indies…

Those that support the independent sector get the thumbs up, others who are more concerned with the multiples get the thumbs down. As one told us: “Suppliers need to understand the importance of supporting their local high street/independent stores, as a major supplier Character Options is very good at this. The reps visit stores, engage with the teams and gain feedback, they tailor offers and give marketing support. Others seem to be too focused on the multiples. They are spread too thinly in terms of staff, sometimes taking days to respond to a simple request. Implementing high carriage paid levels and dictating order processes which are not user friendly.”

Spiralling costs

From postage to in-store overheads including everincreasing electricity, through to goods themselves – and everything else along the way – inflation is starting to become a way of life.

Supply chain woes

Still an issue, most notably for independent stores. As one explained: “Often only parts of orders arrive, meaning we have incomplete or poor product stories in the shelves, making it hard to merchandise or build customers’ interest in a product before it arrives in store. I don’t want to advertise something as coming soon, as it may not arrive. Our LEGO advent calendars usually arrive in September for maximum pre advent sales, but this year didn’t arrive until November, leaving us only weeks to shift expensive seasonal stock.”

Toy Retailer of the Year finalists announced

The BTHA has unveiled the shortlist for its Toy Retailer of the Year Awards for 2022 ahead of the gongs being given out just before Toy Fair.

The winners from the shortlisted categories, as well as the coveted Overall Toy Retailer of the Year for 2022 and a raft of other BTHA awards, will be announced on Monday January 23, the eve of Toy Fair at London’s Olympia.

BTHA Chairman Graham Canning said: “Congratulations to all this year’s Toy Retailer of the Year finalists, all of whom have demonstrated outstanding commitment, creativity and excellent collaboration with suppliers over the past 12 months. They are all very deserving of our shortlist for 2022. We look forward to announcing this year’s winners during Toy Fair 2023 alongside the TRA (Toy Retailers Association) ,which will also announce the Toy and Supplier of the Year winners for 2022.”

The full shortlist is

Independent Toy Retailer of the Year (single store)

Wigwam Toys, Brighton Toys N Tuck, Southend on Sea JJ Toys, Gerrards Cross

Independent Toy Retailer of the Year (multi store)

MIDCO Toys Morleys Department Stores Toy Barnhaus

Multiple Toy Retailer of the Year

The Entertainer SMF Toytown Smyths

University Games launches Forbidden Games strategy titles with Waterstones

Omnichannel Toy Retailer of the Year

The Entertainer Smyths Argos

Online Excellence Award VERY Amazon Argos

University Games has announced the launch of the Kickstarter phenomenon, Forbidden Games, in the UK, with a range of four strategic games that are available exclusively from Waterstones.

Born from a Kickstarter campaign in 2018 and launched in the US, the Forbidden Games titles have gone from strength to strength in the strategic games market. The latest addition, Mosaic, which launched this autumn, exceeded its original Kickstarter goal by eight times.

Now available in store and online from bookshop giant Waterstones are; Racoon Tycoon, a gateway game for strategic game players aged eight and over, as well as Mosaic, Lizard Wizard and Dungeon Party; challenging but accessible strategy games, that take approximately two hours to play and are suitable for ages 10 and over.

Richard Wells, managing director for University Games and the Lagoon Group, is thrilled to be introducing the Forbidden Games titles to the UK market. “The past three years have seen a huge growth in strategy games sales as consumers spend more time indoors and seek fun, athome entertainment. These strategy games are easy to learn, but offer a challenging games play, as well as encouraging creative thinking and extending play time, to keep the whole family entertained.’’

TOODLES

IT TAKES TWO TO DOODLE

Reasons to be cheerful

It’s showtime. Or more exactly it’s that time of the year when the toyland faithful head off to Bavaria to drink some beer, perhaps sample some bratwurst and enjoy staying in one of the most complete German medieval cities there is.

Yes, the Nuremberg toy fair kicks off at the beginning of next month, that point in the toy retail calendar when fortunes for the rest of the year are frequently set and, equally, when errors of judgement may be made. But what should be done in the way of prep and will you miss out if you don’t go?

The answer to the latter question is definitely, maybe. This is a very big trade fair, albeit with a distinctly Teutonic slant, and much of what’s on show will appear across the globe later in 2023. There is also the matter of FOMO. If you don’t go, you don’t know and when others make reference to something that struck them when visiting, it will be hard not to wonder if you should have been there, while outwardly pretending that you don’t need to attend to get the gist of what’s happening.

Trade shows are strange beasts. It’s very easy to turn up one year and find that it really wasn’t worth the air fare and the ambitiously priced hotel that goes with staying over rather than just making it a daytrip. Conversely, in other years it might seem that there’s almost nothing that you shouldn’t have in your store and the difficult bit will be deciding what to take a punt on.

But how should you treat shows of this kind and is it a matter of putting your money where mouth is, or should it be treated as a judicious exercise in information gathering? Anybody who has ever faced somebody trying to sell you something will be aware that everybody is incredibly nice to you and that the hardest word you will ever have to utter is ‘no’, even when accompanied by a polite thank you. A trade show - and the Nuremberg Toy Fair is no exception - is an assault course filled with smiling obstacles, many of which may threaten your financial wellbeing.

Imagine, however, a world without events of this kind. Where would you get your market intelligence from? Doubtless you pride yourself on your canny awareness of what will appeal to your shoppers and you act accordingly. But if you have to visit multiple suppliers/manufacturers or spend hour upon hour sifting through the web to find the ‘right’ thing, will your customers recognise your efforts?

The big advantage of Nuremberg is that everything is under one roof, and comparing and contrasting becomes straightforward as does observing that other thing, a trend. Wandering the huge aisles,

frequently filled with groups of animatronic figures, what quickly becomes apparent is that there will be similarities between one stand and another in a good number of instances. There will also be areas where groups of like-minded toy purveyors are to be found and, even if you place no orders, gaining a sense of what matters is relatively straightforward.

All of this is hard work, of course. Spending a day or two at a trade fair will be among the most intense periods that you are likely to experience in any given commercial year. Sore feet, heads (the beer has nothing to do this…!) and the need to focus are all part of the deal, but it’s worth it.

The other point is that this is an opportunity to see many of your existing suppliers in one place. This may sound like a statement of the obvious, but it’s quite easy to overlook the value of getting a series of visits to those who make your store what it is under your belt. Relationships are cemented once more and you get to know where each manufacturer is headed in the forthcoming year.

And don’t overlook novelty. In any given year, there will always be those who have not appeared at the Toy Fair previously, and in terms of expanding your network this is another reason for boarding a plane. Smart operators will look at new suppliers as much as existing ones, and trials are what being a good retailer is about.

This may all sound as if your humble correspondent is on a retainer from the Nuremberg Toy Fair’s marketing department. This is not, in fact, the case, it’s just that as somebody who has gone through a considerable amount of shoe leather walking around these affairs, reaching conclusions about their value is not too difficult.

On a related note, this is the beginning of the year, a fresh start, new beginnings and suchlike (although quite why things are that different from November or December is always a little difficult to fathom). Everything always seems potentially better, even while shoppers are still busy counting the cost of Christmas.

Dark days lie ahead. With the February blues still to come, you may be able rationalise a familiar trade pattern and avoid wondering if shoppers will ever be in the mood to part with cash again. They will come back, and in spite of what the financial forecasters are saying, the year will still see people buying toys for specific holidays and high days. Get over to Nuremberg therefore. What’s the worst that can happen - you get to understand that this year may be a repeat in some ways of 2022. But at least you’ll know.

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.

An emotional rollercoaster!

Hello New Year! I very much look forward to seeing what you bring. Reminiscing about the old year, it was full of surprises. Most of them very good - meeting so many new customers, taking part in agriculture shows, which went very well for me, and trying a few new products that were a hit, and putting everything back to life after lockdowns.

Unfortunately, I was shocked to see October coming. I’m sure I’m not the only one to have experienced the quietest and most worrying autumn ever. What was that?! It seemed like with the beginning of October customers were wiped off the planet and it was quiet like never before! Of course we were aware of rising costs, energy bills skyrocketing and a general tougher life but c’mon, not to that extent!

At first my staff and I didn’t panic; there was still a big hope for half term, which is always a busy time for us. How wrong we were then too! Half term turned out to be very strange. Yes, we did see higher footfall but despite our hopes for seeing more cash coming in, customers decided to spend only pennies. Literally pennies. We had one day (unforgettable) where nobody spent more than...£2!

In previous years, October is mostly the month of making Christmas orders, and getting in more special items we would normally not sell at any other time. To our disappointment, because of the quietest October we had ever had, we had to make a decision not to order anything new but refocus on selling what we already had in stock and hope that November would bring

higher footfall which....didn’t happen either. It was that time which led to me having to make the hardest decision of reducing my staff’s hours.

Having no new stock and just praying for the best, mid December brought in so many people that we were unable to have a break! People were queuing and buying anything they could get their hands on, which resulted in the best December we have ever had. Games and gadgets were the biggest hit, as well as giant hand warmers and hot water bottles. As a summary of this period: one big emotional rollercoaster! Let’s hope the new year is more stable!.

As I write this, we have many empty shelves after the best couple of weeks before Christmas, and we need a lot of newness. Unfortunately, I never attend Toy Fair because of the overall hassle I’d have to commit myself to (arranging childcare etc.). But I always go to Spring Fair at NEC Birmingham, although I am worried that this year there might not be as many toy and games brands as there used to be, but I always have a look at gifts and accessories, which sell well for me too.

Maggie Tibbenham at Imagine Toy Shop in Holmfirth , Yorkshire, draws breath after the downs and ups of the Christmas season to take stock of 2022 and brace herself for 2023!

I’m sure I’m not the only one to have experienced the quietest and most worrying autumn ever

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Predicting the year ahead

The Insights Family, the global leader in kids, teens, parents, and family market intelligence, launches its annual Future Forecast 2023 report (get. theinsightsfamily.com/futureforecast ), which predicts some of the key trends in the kids, teens, parents, and family universe to watch out for next year.

This is the fifth year of our coveted Future Forecast 2023 report and is proving to be a highly anticipated and critical tool for the industries we work with to strategically plan for the year ahead. The report has previously predicted the rise of Direct to Consumer (2017), Generation Speak (2018), CoCreation (2020) and last year predicted the furthering of flexible working.

It feels like only five minutes ago since we were writing our last Future Forecast! There is no doubt that kids, teens, parents and families are enduring a challenging time with conflict, inflation, poverty all on the rise, while food, disposable income and individuals’ mental health are all in decline. That said, our Future Forecast is intended to be a positive report, making predictions on what we think could be coming next based on our research, data, insights, and instinct.

We continue to see that the speed of change (which does not necessarily mean evolution!) quickens, and with

society becoming more fragmented, flash trends are rife and that means organisations need to increasingly take a data driven global, regional, and local approach to how they go about their business. And of course, that is what we exist to do - to provide you with the most reliable market intelligence on kids, teens, parents and families to help you make decisions with clarity and confidence.

This report uses our class-of-one insight methodology and ties into our purpose that aims to put kids, teens, parents and families at the heart of everything we do. The report, which uses the company’s extensive knowledge and insight of surveying more than circa 700,000 family members across 22 countries every year, has continued to track and monitor the impact of several key factors such as environment, economy, education, technology and changing audience habit. This results in a realtime understanding of these factors into how they are transforming the attitudes, behaviour, and consumption of kids, teens, parents and families around the world.

This year’s predictions include:

■ The perfect storm of postCovid impact and economic downturn will inevitably impact the sea of subscriptions on offer to consumers. Subscriptions will need to merge to stay relevant against this global economic background.

■ Gaming will come to the high street by merging virtual experiences with real-time shopping and event-based high street fun.

■ Gamified communities will become a greater factor in your brand ecosystem in order to reach your target audience. How you execute it will be critical.

■ Demonstrating your values and sustainability mission in an authentic way will be important in a world where audiences continue to increase their power and collective voice on brands that do or DON’T adhere to their high standards – and most critically their spending power en masse could make or break your brand.

■ Linear is making a return in the wake of economic concerns and the growing urge to cut costs.

■ A kid-first world will continue to grow with non-kid focused sectors looking to develop their brand and marketing strategies to include family and kids. The power is with kids, and that trend is only getting stronger.

■ The eco system available to brands to reach an increasingly fragmented audience is growing. An ecosystem approach to your brand is critical to face 2023 with the chance of reaching kids, teens, parents and families.

The complimentary Future Forecast report is available to download at: www.get.theinsightsfamily.com/ futureforecast

Get in touch here to find out more.

The Insights Family is the global leader in kids, parents, and family market intelligence, providing real-time data on their attitudes, behaviours and consumption patterns.

Kids Insights surveys 7,780 children every week aged 3-18. Parents Insights surveys more than 3,800 parents of children between the ages of 1 and 16 every week. Both services operate in 22 countries across six continents and in total survey more than 469,040 kids and 228,800 parents a year. This means that the company interviews a new family member somewhere in the world every 45 seconds.

Download your free copy here: get.theinsightsfamily.com/familyreport2022

Nick Richardson, founder and CEO at The Insights Family looks ahead to 2023 and the trends that will shape your marketing and sales strategies

Gamingwill cometothehigh streetbymerging virtual experienceswith real-time shoppingand event-basedhigh street fun “

“

Photo by Uriel Soberanes on Unsplash

Photo by Jessica Lewis on Unsplash

Spring into 2023!

Spring Fair is a showcase for discovery and innovation in the toy sector, putting the most sought-after products, magical new finds, and industry-leading creative thinkers under one easy-to-navigate roof, while giving retailers unparalleled cross-buying opportunities to find their next bestsellers.

The show creates a compelling and unmissable platform for buyers to touch, feel, and experience the latest products, trends and innovations, so make a beeline for Kids, Toys and Play in Hall 5 to discover the latest launches and innovations.

Home to the finest, most magical children’s toys and gadgets, Kids, Toys and Play offers a celebration of the most beautiful, handcrafted toys, brain-teasing puzzles, must-have high-tech gadgets, and craft gifts for all ages. Tap into the

hottest toy trends and those elusive Christmas hits from leading brands including Keel Toys, Orange Tree Toys, Noble Collection, BigJigs Toys, Inside Out Toys, Mai Clothing, Willsow, Djeco, House of Puzzles, Click Europe, Kiddicraft, and TY UK.

The Toy Debut area, featuring up-and-coming designers showing for the first time, includes Happy Little Doers, Lewis and Scott, Reydon Sports, and Ada Baby.

Happy Little Doers is a multiaward-winning children’s toy brand that designs and makes educational activity flashcards, games and prints for kids. Products are designed to inspire children to reach their full potential by helping them discover their favourite way of learning through play. Each product encourages both mental and physical development, learning of essential skills and is designed to

Must-see at Spring Fair

bring out confidence and happiness in every child.

Reydon Sports, based in Nottingham, is Europe’s premier trade wholesaler and distributor of toys, sports, leisure and outdoor brands. It will be showcasing a new wholesale range for kids.

Long-standing Spring Fair exhibitor Wilton Bradley is showing its new Sew Amazing range, created for kids taking an interest in sewing, and licensed kids cooking range Bake Me a Story, in partnership with Great British Bake Off winner Nadiya Hussain, and specifically designed to make cooking and baking accessible to children.

Hippychick has tripled its Vilac offering, and new additions to source at Spring Fair include beautifully crafted wooden tea sets, educational toys, games that get the whole family involved, and even traditional kites.

The Puppet Company and its sister soft toy brand Wilberry will be

Wilton Bradley is showing its new Sew Amazing range, created for kids taking an interest in sewing, and licensed kids cooking range, Bake Me a Story, in partnership with Great British Bake Off winner Nadiya Hussain, and specifically designed to make cooking and baking accessible to children.

The show creates a compelling and unmissable platform for buyers to touch, feel, and experience the latest products, trends and innovations

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Thames and Kosmos Gibson

showcasing exciting new collections of ‘Walking’ Puppets and ECO Cuddlies made from 100% recycled materials. Re-using plastic bottles, every single thing in each puppet and soft toy - from the thread used to embroider the eyes to the stuffing making it extra cuddly - has been recycled and re-used, even the swing tickets and display stands.

Offering a wide collection of crafting kits for children, James Galt is showcasing arts and crafts products including creative cases, stationery, water magic and young art.

New to Spring Fair and based in the Netherlands, SES Creative offers a wide range of crafting kits for kids from fingerpaint, poster paint, colouring pencils, markers, chalk, play dough and more. Visit Bachmann Europe for a new range of art and craft products for the three to six age group. This premium, eco-friendly range includes sticker puzzles, drawing books, reusable doodle mats and activity charts and much more. There are three ranges of dinosaur toys, all museum quality, plus fun and colourful 3D puzzles. Reviving an old favourite, Bachmann Europe also launches Thunderbird 2, International Rescue’s heavy transport aircraft model kit containing Pod 4 and its cargo Thunderbird 4 and piloted by Virgil Tracy.

Bigjigs Toys will showcase an extensive collection of toys including NeeDoh, the TikTok fidget toy sensation. The groovy glob is available in a range of exciting colours and has a silky smooth texture. Green Toys are green by both name and nature. These eco-friendly toys are made in the US from 100% recycled plastic from milk jugs - a food-safe, non-toxic material. Bigjigs Toys’ popular Wooden Railway is a great way to get little train drivers ‘on track’ with their creativity and fine motor skills. A classic toy that lasts for years to come, its toy train sets for kids are crafted from premium-quality, responsibly sourced materials.

Keel Toys celebrated its 75th Anniversary in 2022 and its ongoing commitment to creating a sustainable future has never been more important.

Keeleco is an eco-friendly collection of soft toys, manufactured and filled with 100% recycled polyester made from plastic waste. In the two and half years since launching this range the company has recycled in excess of 100 million water bottles in the manufacture of these beautiful toys.

Lanka Kade is an established, family-run business based in the heart of the UK and specialising in the design, craft and supply of fairtrade wooden toys and gifts for children. Its distinctive range of educational toys offers both bright, bold colours and natural wood finishes.

Paper Engine creates an awardwinning range of eco-friendly children’s toys that you can build yourself. Made from sustainable cardboard, the STEM-inspired kits are great fun to build and provide hours of entertainment; reducing screen-time and bringing families together to create special memories. Assembled using simple slottogether techniques – there’s no glue, no mess, no fuss. Everything you need is provided in the kit and each of the kits has an on-pack star rating to show the complexity of the build. Proudly designed in the UK by a team of brilliant paper engineers, each Build Your Own kit is made from high-quality, sustainable materials, with minimal plastics. And the eco-friendly packaging is 100% recyclable.

Smart Toys and Games is home to eight award-winning educational brands including SmartGames, the worldwide leader in multi-level logic games; SmartMax, the pioneering preschool magnetic construction system for young children; and GeoSmart, the future of geomagnetic play. Other award-winning brands in the portfolio are Happy Cube,

Home to the finest, most magical children’s toys and gadgets, Kids, Toys and Play offers a celebration of the most beautiful, handcrafted toys, brainteasing puzzles, must-have high-tech gadgets, and craft gifts for all ages

“ “

a fun range of EVA foam puzzles; Smartivity, a collection of sustainable wooden construction and activity sets; Go Genius, an eco-friendly collection of educational board games; True Balance, a fantastic fidget toy for adults and children, and The Happy Puzzle Company. Smart Toys and Games cater for children as young as one all the way up to adults. All Smart Toys and Games feature engaging and educational mechanics that encourage learning through play and mindfulness.

Kids crafting expert Thames & Kosmos returns to Spring Fair with a range of scientific kits to enable kids to explore their imagination and learn through play.

Gibsons, the family-owned jigsaw puzzle and board game company is launching 40 new puzzles in the new year, including artwork from Gibsons’ most popular artists, Val Goldfinch, Steve Crisp and Robert Opie. The new Robert Opie launch, Treats that Built Britain, takes the puzzlers on a nostalgic trip back to the mid-20th century and is filled with delicious chocolates from the 40s, 50s and 60s.

As well as classic puzzles, Gibsons has also teamed up with new artists. A Collective of Creatures is a 1,000-piece puzzle that’s been created by design studio Snowtap and features whimsical and playful illustrations of all kinds of creatures. Another new addition is Jungle Dream by artist Catalina Estrada, which takes the puzzler on a mystical journey of patterns and shapes that are full of colour.

Finally, Gibsons will be debuting its new game release, Kingmaker. First launched in the 70s, this incredible game has a huge cult following, so Gibsons decided to bring it back to life in autumn 2022 via a Kickstarter campaign. Kingmaker will be available to order late spring, so Spring Fair is one of the first chances that people will get to see the new game in the flesh.

Bigjigs

House of Marbles

Ginger Fox

A world of possibilities

The new Xootz Wild Thing LED Scooter will be the biggest hit in the park! With a fun leopard print grip tape, the Wild Thing scooter features LED wheels, deck and handlebar grips for a super fun light show when you ride. Perfect for ages five-plus, the Wild Thing features a lightweight aluminium frame and an easy folding mechanism, making it perfect for transporting.

The Power Play 4 in 1 Stand Up Games table is the perfect addition to any party. This fun table includes all the party favourites; hockey, pool, table tennis and table football. Simply lift the games deck and replace with your chosen game. The table also includes handy storage for keeping the included balls, bats and cues safe while not in use.

The new Eclipse Electric scooter offers a scooter experience like never before. Reaching speeds of up to 10km/h, kids age six-plus are able to dart in and out of obstacles with ease. PU wheels make for a super smooth ride along pavements and parks, and the collapsible bars make the Eclipse easy to transport.

Encourage kids to learn about the world around them with the 2-in-1 Globe. Built-in LED lights allow you to explore both Earth and the constellations at the flick of a switch. This 25cm globe includes all capitals and major cities across the planet.

Discover a great way to introduce kids to sewing with the Sew Amazing Sewing Workshop. This sewing machine is a fullyfunctional machine that will

encourage children’s creativity, while developing their skills.

Creative kids will be able to make and customise their own clothes and accessories, producing finished pieces that they can be proud of. The Sew Amazing Workshop is completely safe for kids aged six years and over.

The machine is mains or battery operated and features two speed settings and a foot pedal control.

Mi-Mic Live is an easy-to-use, digital wireless microphone and light system that is designed to capture better quality sound to a range of devices such as your mobile phone, tablet, or laptop. The clip-on microphone sends live audio to the compact receiver that plugs into your device, allowing the system to deliver live wireless content with up to 15m range from your source device. The clip-on ring light features 15 active light settings, that will illuminate your content when you’re vlogging or even just taking a selfie.

Mi Mic Live helps create the perfect live streaming experience, perfect for tutorials, interviews, live jamming sessions, budding YouTubers, Tiktok-ers, and Vloggers.

Take the party wherever you go with the new Mi Mic Karaoke Speaker. Complete with two

wireless microphones, the new Mi Mic is perfect for parties and gatherings. Simply connect your device or insert your SD card and sing along to your favourite hits.

The Bubble Go Trike is a new way for kids to have fun. Watch their little face light up as they cycle along on their tricycle leaving a cloud of bubble magic behind them. Add the included bubble solution to the Bubble Go machine for hundreds of bubbles.

Get ready for some awesome 360 bumper fun with the Xootz Big Bumper car. Suitable for ages 24 months and up, the Xootz Big Bumper car is easy to manoeuvre, giving kids complete control as they perform full 360 spins and reach speeds of up to 2.5mph. The Big Bumper car has adjustable seatbelts, anti-flat tires and a rubberized bumper that offers protection to your home and children. Bring all the fun of the fairground dodgem home with LED lights and fairground themed music.

Inspiring

What’s your background?

I started my career as a research scientist, specialising in molecular plant pathology. I became more interested in business and began my company, focusing on science toys and kits, in 2010.

Tell us about your business.

We opened our online store CuriousMinds.co.uk in 2010 and then opened a bricks-and-mortar shop, Grasshopper Toys, in 2012. We’re based in Helensburgh on the west coast of Scotland, and sell across the whole of the UK. We are entirely independent and family owned.

What is your company ethos? Do it well.

What do you offer that other toy retailers don’t?

Science expertise. We have three scientists involved with our company and we love a good science toy!

How would you describe your range?

Broad and exciting. We cater for newborns up to adult hobbyists. Key brands for us are Brio, Playmobil, Steiff, LEGO, Schleich, Ravensburger, Games Workshop, Tamiya, Bachmann, Hape, Nebulous Stars and Toynamics.

How do you find products?

Primarily through emails; reps and companies email us with details.

What's your selection criteria? We’re looking for a range of criteria: is there an education element to the play?

If it’s billed as a science toy, does it really have scientific merit, or are the manufacturers jumping on the bandwagon by slapping an unjustified STEM/STEAM label on a standard toy?

Also, is the toy robust and playproof? Is the RRP fair? And is the margin fair?

What’s proving popular at the moment?

Keeleco (a 100% recycled range from Keel Toys) is doing well for us. Hape is very popular, and LEGO always is.

What are your latest new arrivals? Eldrador Creatures from Schleich.

Have you been affected by price rises and stock shortages?

Yes, very much so. Stock deliveries are significantly slower to arrive and price hikes are astonishing - far above the government’s claim of 9-10% inflation. In most cases we’ve simply had to raise prices, but in the case of a couple of suppliers where prices have risen too far too quickly for the nature of the toys, we’ve made the decision to discontinue those lines.

Have purchasing patterns changed in light of the cost-of-living crunch?

It’s hard to be certain yet, but we’re certainly seeing an increase in sales of pocket money toys.

Do customers ask for eco-friendly products?

Customers don’t ask for eco-friendly products very often. A large proportion of what we sell is wooden and sustainably

sourced, but of course they tend to be more expensive.

How is trading for you? Very strong.

What’s the strangest or most surprising customer request you’ve received?

Oh my! There’s something wild and surprising every day when you’re dealing with the public. Probably the best example would be the time when a customer asked us if we could start ‘Story Time’ in the shopand gave us a brand new and rather stunning and expensive Persian rug for the children to sit on! We were quite speechless.

What additional services do you offer at Curious Minds?

We offer gift vouchers, gift wrapping, and the guarantee of a cheery smile and great service.

Are you looking at expanding into new categories?

We’re currently working on improving our arts & crafts ranges.

What’s the most rewarding aspect of your job?

Working with my team. I love seeing them develop and become increasingly competent and confident.

What’s the most challenging aspect of your job?

The supply chain and the incompetence of our government

What’s your favourite toy or game? Brio trains. I love Brio!

We have three scientists involved with our company and we love a goodscience toy!

RETAIL INTERVIEW FIFE ZOO

Animal attraction

Fife Zoo, located 30 minutes from Edinburgh, has had its fair share of misfortune. The small 10-acre site had to combat the effects of closing to the public during lockdown, before two separate fires caused significant damage to the property. The second fire completely destroyed the zoo’s soft play centre, which we relied on for bringing in revenue during the harsh winter months.

Following the fire, we decided to create an online shop and start trading the merchandise normally found in our bricksand-mortar store on Amazon. Our bricks-and-mortar store, alongside our African-themed cafe, opened ahead of our first animals arriving in 2019.

At the time, the zoo stocked the usual range of pocket money toys that can be found in a tourist attraction gift shop. Plush zebras, stretchy frogs, pencils and magnets were an uninspiring selection of affordable takeaway gifts for the casual zoo visitor.

In 2021, we realised that the shop had significant potential to boost secondary spend. And, further to the fire in the soft play centre, the gift shop was suddenly critical to the zoo’s overall revenue.

We have tried to create a unique toy store; the walls are lined with reclaimed timber, artificial ferns and palms to create an immersive experience for young guests and

their older companions. There are also several reptile and insect exhibits built carefully into the shop entrance. The addition of these exhibits gives visitors further reason to enter the shop, which is near the zoo’s exit.

Since the relaunch in 2021, our giant Playmobil zookeeper greets customers at the door. The gift shop now stocks an increased number of recognisable brands, including the Zoo range from Playmobil and Schleich’s range of Wild Life figures. The collectable nature of Schleich and Playmobil has boosted secondary spend and has also led to greater online sales compared with the previous selection of pocket money toys.

This summer, we intend to hold our inaugural Schleich Fan Day, with giant Schleich figures taking over the park. A Playmobil-themed collectors’ day is also in the pipeline.

Fife Zoo’s online sales continue to go from strength to strength, with more direct hits as a result of launching a dedicated landing page on the website for our ‘Really Wild’ toy store.

Initially, the shop at Fife Zoo was referred to locally as the ‘zoo shop’. But over the past few months, we have noticed visitors coming specifically to visit our retail store and cafe without necessarily venturing into the main zoo.

The vast majority of products in the store are animal-themed to fit the shop’s concept of being a toy store with a ‘Really Wild’ difference.

In addition to the collectable Schleich and Playmobil ranges, the zoo continues to stock a range of plush, pretend-play toys and jigsaw puzzles. We are currently trying to increase the number of brands that use recycled materials as part of the manufacturing process.

We believe our key brand for 2023 will be Schleich. Every day, without fail, the zoo sells more Schleich than any other brand. Aside from Schleich, a number of our bestsellers come from Ravensden’s Eco Range. This collection contains plush manufactured from recycled plastic bottles and other reclaimed materials, which is in keeping with Fife Zoo’s mission to reduce waste in order to protect the natural world. Unsurprisingly, the zoo shop sells a significant number of plush toys representing the main animals at the zoo such as zebras, lemurs and meerkats.

2023 is set to be an exciting year for us. There are plans to completely refurbish the zoo’s African-themed caf é , while the entire zoo’s branding will be given a facelift. The gift shop is currently being refreshed under the guidance of marketing consultancy Talking Tortoise, and is set to become even more immersive ahead of the busy summer holiday period.

The zoo also has plans to welcome four new species of animals this year, which will present a whole range of opportunities for expanding the current merchandise offering.

Managing director Michael Knight , who took over the helm at Fife Zoo alongside his parents in 2019, talks about the latest developments and plans for his animal-themed product offer

2023 is set tobeanexciting yearforus. Thereareplans tocompletely refurbish the zoo’s Africanthemed cafe, while the entire zoo’sbranding willbegivena facelift ”

“

The right Format

In an unlikely career move, radio DJ and TV presenter Matt Edmondson has been developing games since well before lockdown. He outlines why he loves playing and why he’s looking forward to meeting TnP readers at Toy Fair…

publishing games under the Format Games banner and has inked a deal with Asmodee that sees the company distributing the ideas that he has come up with, developed and published.

It is now more than a sideline and a fully-fledged operation, backed by Asmodee’s games nouse and with a roster of games, both in the marketplace and on the way. So how did it all come about?

“I’ve always loved board games,” he explains. “Part of the rest of my job is coming up with lots of formats for things; I host a radio show so I had to come up with games and features for that and I run a TV production company and have to come up with formats.

‘‘Coming up with games isn’t that dissimilar to coming up with an idea for radio or TV, be it a quiz or something else.’’

potential ideas and, as an experiment, they developed Ansagrams. They had a go at making it, using YouTube for help and guidance. “My God, did I learn through trial and error on Ansagrams, I made loads of mistakes but eventually got it to a point where we were happy.”

Printed before Christmas, received in December 2020, initial sales via Amazon started taking off, then expanding on to Etsy, they became one of the site’s bestsellers and sold the entire stock of a few thousand.

This led to John Lewis stocking it. “They said a very dangerous thing to me, which is if you have any other ideas, let us know by February. This was in January. So we pitched them two other games.”

One was Egg Slam, developed with his young daughter, and So Wrong It’s Right. Mocked up and pitched, John Lewis took them.

it comes to this is Matt Edmondson. He’s taken an entirely new path and, alongside his business partner (and brother-in-law) Laurence Emmett, is developing and

When lockdown hit, Edmondson had even more time on his hands, with production on his TV series Dress To Impress shut down. He and Emmett were discussing

As Edmondson notes: “We’d gone from being this experiment to having three games in John Lewis. We realised we might need someone to help us with distribution.”

developed Ansagrams ”

Matt Edmondson

Laurence Emmett

This brought the Asmodee hook-up (“and since then it’s grown”). Games now include Karen, with one-star online reviews turned into a game, and Wheels Vs Doors, as well as the award-winning Noggin. Design and manufacturing is now a lot easier. “We’re playing with the big boys now,” says Edmondson, as retailers took stock and games sold out.

Walmart in the US will be taking

and big supermarkets.

“Their sales team pitches the games, but we pitch directly too. We spoke to lots of people at Toy Fair. If people want us to play games with them, we will.” Asmodee’s US arm fixed up Zoom meetings with Walmart, with Edmondson’s enthusiasm helping pitch the product.

The two work closely on marketing and PR elements, and this is where Edmondson and his contacts book help. He sends games to DJ pals and celebrities, who help create “a level of awareness you just couldn’t pay for”.

Format has expanded and has staff to work with European partners, as the games roll out across the continent, and beyond, as well as a social media staffer. “We will continue to grow, we have a team of designers to work on the nitty gritty of things.”

like it did in my head. When you test them, generally speaking, they’re 90% there. We haven’t pitched anything that people have said they don’t want it. We’ve been lucky. We have a strike rate of 100%.”

How does it come so naturally? How does he work it all through? “I have more ideas than I could ever hope to make, so you have to focus on the ones you want to do, and the ones that will complement the range or are so different they’ll open us up to a new audience or slightly different market.

“I don’t really know how the creative process works, other than if I have an idea I tend to be able to get it out fairly quickly, especially the initial design.”

When it comes to the nontraditional path he’s taken for a radio DJ, he smiles knowingly. “It’s not surprising to [other DJs]. On the radio, I love a game, I love a feature. There’s a myth that to be on Radio 1 you have to be cool. I’m not cool. There are people on Radio 1 who are cool, who stay up all night and come in hungover from the Brits. I’m a nerd. I hate going out, I love playing board games.

“For me it’s an obvious industry to go into, because I unashamedly love it.”

Even at the Radio 1 Christmas party, he had his own corner for attendees to go and play Noggin with him

Now, Edmondson is ready for Toy Fair, his enthusiasm for the business is unrestrained. He still enjoys it, still loves playing other games from rival companies as well as prototyping.

“We’re going to be there for the whole time, with Asmodee, demoing the current range and some new stuff as well, It’s my favourite thing to be at those industry events, meeting people and playing games.

a trio of titles from them, including Karen and Wheels as well as new game Toodles.

There’s more too, including what Edmondson says is the best – and most addictive – game he’s created, although he won’t reveal further details, but it’s on the way.

The relationship is ideal for Format, he says. “Asmodee has incredible relationships with independent stores, hobby stores and they have big accounts with the major retailers

Edmondson is still closely involved, right down to box design and more, and his genuine sense of enthusiasm shines through. “I love getting involved,” he says, “I get to be the fun ideas man. I can have the ideas and execute them in a short space of time, we turn things round quickly.”

So far, Edmondson notes, it’s all been working out for them and they’ve yet to have a rejection. “With the board games, I know if it’s going to work within a minute of having the idea, I can see it being played out in my head. It’s very rare that it doesn’t play out

Edmondson is ready for Toy Fair, his enthusiasm for the business is unrestrained ”

WH AT’S

Curl up and dye

Great Gizmos

01293 543221 sales@greatgizmos.co.uk www.greatgizmos.co.uk

The Kidzmaker Tie Dye Kit includes five different colours of dye, string and four towels to get kids started on their tie-dying journey. There are detailed instructions on how to make eight different tie dye patterns, and once kids have practised on the towels, they can move onto more adventurous items such as t-shirts and socks!

Wheels on fire Magformers

01270 446252 www.magformers.co.uk

For the first time, award-winning Magformers has unveiled a magnetic construction set with giant wheels, enabling children to make a range of monster trucks and other vehicles with mega-tyres like tractors. This super-creative 23-piece set contains 16 Magformers magnetic tiles in six different shapes, plus there are seven great roleplay accessories including a detachable driver character and seat cab and two sets of superwheels.

New Wave

LEGO

01753 495000 www.lego.com

Legendary Japanese painting by artist Hokusai, The Great Wave, has been given the LEGO treatment. The LEGO Art project, featuring 1,810 pieces, is based on the iconic 1830 artwork and adds depth to the wave rising with Mount Fuji in the background.

Magformers is launching two new ‘classic’ lines for 2023 with the Challenger14 and Challenger30 sets. Both offer pure Magformers play at its best, featuring the company’s renowned magnetic geometric squares and triangles, but with a twist for 2023 – new mini-hexagon and mini-octagon pieces.

NEW Barbie scoots in

MV Sports & Leisure Ltd 01217488000 | info@mvsports.com| www.mvsports.com

With the live-action Barbie movie set to be one of the cultural highlights of 2023 – and a mega-box office earner – MV Sports is taking the ever-popular brand outdoors for a new dazzling pink and blue range. colour pops. Turn up the Fun! with the Barbie Deluxe Tri-Scooter, perfect for any little adventurer, boasting an impressive array of features. The fully printed anti-slip foot plate not only ensures safety but features cute graphics and has smooth sides to prevent knocks to ankles. The wheels are constructed from wide, puncture-proof tyres with deep tread ensuring both optimal grip and stability for riders getting the hang of scooting. There’s also a Barbie Safety Helmet for the complete look, while new for 2023 is the Barbie Dreamhouse Playhouse.

Adapting is the key…

Ileading, Premier Decorations has had to learn, adapt and change a lot. Buyers have had to adapt to not being able to physically perform buying trips and attend trade fairs in China. Sales reps have had to adapt to virtual support and showroom visits for customers in recent years. Showroom routines have had to change and online has simply become huge. Being proactive is key for succeeding in providing the most innovative products, at the best prices and with the best services, but most importantly delivered to customers premises all in good time.

Premier Decorations has managed to be proactive and anticipate

which have only started to go Premier Decorations range

putting up together, but also outdoor lighting will insure a place on the neighbourhood ‘must-see house’ map on the hallowed by Premier. Somehow this

company has even managed to make Halloween chic and not just gory with exquisite mantlepiece ornaments, a wide range of stylish gonks, fabric pumpkins, scented candles and light sets all wonderfully displayed in its showrooms.

For more information visit: www.premierdec.com | 020 08624 5555

The past three years have been nothing if not challenging in every possible way for everyone in our industry and beyond. Seasonal trade, while occasionally shielded from major moves in market conditions has been no exception, this time. On the contrary, it has probably been one of the most challenged sectors

ToyChamp comesofage

Billed as the largest toy chain in the Netherlands and Belgium, ToyChamp is celebrating 21 years of trading. TnP talks to CEO Koen Nolmans

What’s your background?

I’ve been in toys for over 35 years. After obtaining a master's degree in applied economics and computer science, I started in our family business, Nolmans Familiewinkels, in the mid-1980s as toys buyer.

Nolmans grew to six large toy stores in Belgium (measuring 1,500- 3,000sq m each) which were sold to the retail investment company Mitiska in 2000, and were the basis for the Belgian toy retail chain FUN.

In 2001, we started ToyChamp as a new retail format in the Netherlands.

Tell us about your business. ToyChamp is a retail formula offering a very wide range of child-related products such as toys, multimedia, school supplies, gadgets, outdoor and seasonal items.

It launched in 2001 with five stores of 1,500sqm each in the Netherlands - which was mainly dominated by Blokker group stores like Intertoys and Bart Smit with a much smaller store surface of 250-500sq m.

Destination stores with a far larger assortment and selection like ToyChamp were almost non-existent in the Netherlands, apart from a few Toys R Us branches.

To continue the growth, ToyChamp Belgium NV was founded in 2004 and two shops were opened in Lanaken and Sint-Truiden.

In the coming years more shops followed, and in mid-June 2019 seven Intertoys XL shops were taken over. Thus, the group currently has 33 stores, nine of which are in Belgium and 24 in the Netherlands.

Almost all the shops are located in the periphery of cities, often in retail parks or football stadiums, including FC Zwolle [a Dutch football club based in Zwolle] and Roda JC [a Dutch football club based in

Champy on Tour

ToyChamp’s mascot Champy and his circus entourage are currently visiting various ToyChamp store locations across Belgium and the Netherlands.

The travelling Champy circus offers a variety of fun experiences for children, from meet & greets with favourite heroes and photo opportunities with Champy, to games and interactive demos held in play corners for kids to test the newest toys for themselves.

They can also play ‘Spin The Wheel’ for the chance to win prizes. Entrance to the circus is completely free. Find out more at www.toychamp.nl/champy-on-tour.

We offer a shopping experiencefar more than shelves and boxes ”

“

Kerkrade] or sports complexes such as De Voorwaarts Apeldoorn [a popular sports arena in the Dutch city of Apeldoorn]. A typical ToyChamp store measures 1,500- 2,500sq m.

In the Belgium city of Genk, Nolmans Retail Support NV provides logistical and administrative support for the ToyChamp stores and webshop. A new DC [distribution centre] and office complex opened there at the end of 2018, tripling our logistics capacity.

What’s your mission?

To let children, who grow up in a digitised world, dream in our magical shops. Playing is an essential part of the learning process. ToyChamp wants to facilitate this with advice and experience.

What do you offer that other toy shops don't?

We have a wide range of kidrelated products and we offer a shopping experience far more than shelves and boxes. ToyChamp excels in shop-inshop concepts in-store, as well as events and experiences with Champy on Tour [see box].

How would you describe your range?

We carry all A-brands but also many smaller brands, as well as direct import from the Far East.

How do you find products?

In all possible ways. We attend trade fairs at Nuremberg, Hong Kong, and Los Angeles and visit all the major suppliers such as LEGO, Mattel, Hasbro, MGA, Playmobil, Spin Master, and VTech.

Are you a member of any trade associations?

We have ad hoc co-operation with two other Belgian retail chains.

Everybody

How has trading been for you?

Since Covid is less troublesome now than in the past two years, many people are happy to be able to travel again. But with inflation surging and uncertainty around the war in Ukraine on top of that, sales have been suffering compared with 2021.

Luckily, thanks to our experience proposition (shopping at ToyChamp is almost like an event), the effect is minor - and ToyChamp is outperforming the market. Compared with the pre-Covid year (2019), our like-for-like increase in sales is far over double-digit.

Have you been affected by price rises and stock shortages?

Shortages were mainly in the second half of 2021 due to huge supply chain issues. Since then, we have been anticipating these issues by ordering and shipping earlier, as well as buying strategically and anticipating announced price increases.

The UK is suffering from a costof-living crisis - is this the case for you? If so, have you noticed a change in purchasing patterns as a result?

Everybody in every sector will have to deal with the consequences of the cost-of-living crunch. In the toy sector in particular, we have the advantage of relatively low retail prices, as well as fixed event dates like Christmas. For sure Santa Claus will do his best not to forget any child on his grand tour.

What’s next for ToyChamp - do you have any exciting news you can share?

ToyChamp is planning for steady growth in both the Netherlands and Belgium, with in-store renovations as well as new store openings.

throughout Q4, where kids can come and meet their heroes in-store, and take part in workshops and activities.

What’s the most rewarding aspect of your job?

First of all, toys keep you young. But most of all, there is no better job than making children happy every day!

What's the most challenging part of your job?

In 35 years, I have experienced many crises (the financial crisis, the surge of ecommerce, and the Covid crisis, to name a few) and ever-changing market conditions. The world's largest toy retail chains have all run into difficulties and often disappeared. So adapting to them all the time is a challenge - but it keeps you on your toes!

What’s your favourite toy?

Since childhood, I’ve always been a huge fan of LEGO because it inspires and motivates me to be creativewhich is, for sure, a quality that helps to run a business.

ineverysector

“

total

Fairplay

BTHA, talks to TnP about what’s new this year, what’s back, and what not to miss!

What: Toy Fair | Where: London Olympia | When: 24-26 January | Web: www.toyfair.co.uk

What are the must-see areas?

The Greenhouse located towards the back of the Grand Hall is always a must-attend area, where you can find smaller, up-andcoming manufacturers who will be showcasing new creations.

The Greenhouse area is the perfect place on the show floor to discover the next big thing! Nursery buyers and retailers can head there to meet new exhibiting companies like movies inc, which is a new, innovative brand for preschool toys!

Toy Fair in numbers

1954 – the year Toy Fair started in 1954 69 – 2023 sees the 69th Toy Fair 260+ - exhibiting companies

22,000m2 – the footprint of Toy Fair at Olympia 18 – exhibitors in the Greenhouse Area as it returns for its 18th year 10,000 @toyfairuk has 10,000 followers on Twitter.

What are the must-see events?

As always, Toy Fair is buzzing with activity. An independent panel of retail experts has selected Toy Fair’s 25 Hero Toys for 2023 from more than 250 submissions. The winners will be announced at the show opening, 9:50am on Tuesday January 24 outside the press office. This will be followed by the muchloved Character Parade at 11:15am.

Toy Fair TV and the Demo Zone are also returning to the show this year, for the first time since 2020!

There will also be a Trolley Dash in partnership with KidsOut, the charity partner for Toy Fair 2023. The work they do for children fleeing from domestic abuse is commendable and being able to support them and everything they do is hugely important.

The show’s exhibitor events timetable will be released closer to the show, listing all the exciting activities exhibitors will have going on at their stands.

Any advice for new visitors?

Toy Fair 2023 is back with an incredibly packed show! We’re so excited to welcome hundreds of global and independent toy brands all under one roof, including Character Options, The Elf on the Shelf, Coiledspring Games, Winning Moves, Craft Buddy, plus many more.

Exhibitors will be showcasing thousands of toys and games from many different categories, including art and crafts, plush, board games, STEM toys, tech toys plus lots more.

Visitors at the show will get a first look at new toys, trends, themes and crazes for 2023, as well as exclusive retail offers that are only available to onsite attendees.

For first-time visitors attending Toy Fair, the advice would be to make a plan for everyone you want to see. There are so many wonderful exhibitors to visit, you should make sure to map out your route to avoid disappointment! It’s

Rebecca Deeming, communications & events manager for Toy Fair organiser the

We’re so excited to welcome hundreds of global and independent toy brands all under one roof

“ “

only the second year using our new layout so make sure to check out the great stands we have at the National Gallery.

Any advice for new exhibitors to the show?

A top tip for first-time exhibitors is to reach out to buyers, retailers and licensors you want to see at the show beforehand. It’s a very busy three days so the more preparation and organising you can do to secure meetings before you get on site the better; don’t purely rely on footfall! There is a top tips guidance document for exhibitors in the show manual on the Toy Fair website.

We have also recently launched the official Toy Fair Instagram page, so make sure to follow @toyfairuk where we will be posting lots of engaging content, including blogs featuring exhibitors and behind the scenes posts.

Make sure to join the community on LinkedIn, and Twitter @ToyFairUK as well.

Exhibitors should make sure to get involved with as many of the free PR opportunities available as possible. We have a new PR agency this year, Retail PR, so make sure you inform them of any exciting press activations you may be hosting on your stand. If exhibitors would like to speak directly to the team at Retail PR and discuss PR opportunities further, email toyfair@retailpr.co

We have created, alongside Retail PR, the show’s PR Manual which is packed full of all the information you need as well as key deadlines, so you can let us know everything you’re getting up to at the show!

The dedicated Press Day takes place on the first day of the show, Tuesday January 24. We will be welcoming top-tier, national press, and exhibitors should use this as an opportunity to forge those connections, face-to-face at the show, to help stand them in good stead for the year ahead.

What the retailers say...

Nikki Agravat, founder of Chelsea toy shop Pingo Pongo, tells TnP why she loves Toy Fair…

What do you like about the show?

I love the atmosphere and buzz of the show. I always feel a great positive energy when I attend. It brings me great joy to see existing contacts, meet new contacts. There is always something new to see!

How do you navigate the show?

Planning is key to ensure you get the most out of the show. I always spend time ahead of the show looking at the exhibitor list and narrowing down a shortlist of stands I must see and then others that I’m curious about. For brands that we have developed a good relationship with, I tend to book meetings with them ahead of the show to make sure I have time to see the full collection. I also look at the talk schedules to see if there’s anything I’m interested in listening to, and factor this into my day plan. This makes my visit to the show efficient and productive. What is a must-see for you this year?

Smart Games; it’s one of our best-selling brands in our store and I’m excited to see what new creations they have and see some items we don’t yet stock in action. I’m also particularly keen in expanding our games offering, so I’m excited to speak to many of the game suppliers.

Is there anything in particular you are looking for?

Family games. We have a good selection of games, but I’m always on the lookout for the next addictive family game for our regular clients.

How can exhibitors encourage footfall to their stand at this year's Toy Fair?

The Greenhouse area is the perfect place on the show floor to discover the next big thing!

Rebecca Deeming, communication & events manager, BTHA

“ “

Great Gizmos Stand G20

‘’This is our 25th year of exhibiting at Toy Fair. It is a really important show for us as it kickstarts the year after the busy Christmas period. It’s a great opportunity to showcase our new products and ranges and we always find it's a show well-attended by new and existing customers’’

Sarah Dayus, sales director

Whywe’re at Toy Fair…

Exhibitors at the 2023 London Toy Fair share why they feel it is such an important part of the toy industry’s calendar

MV Sports Stand E75

‘‘Toy Fair is the best opportunity to showcase our very newest products and licences to customers who can experience them in the flesh. It’s a great opportunity to catch up with licensors and spend quality time with the team, while showing our entire range including our latest new products. It’s a culmination and a celebration of all our efforts over the past few months’’

Melissa

Hockley, product development manager

One For Fun

Connetix Tiles in June 2019, just before the Covid pandemic, this will be the first time we are exhibiting at London Toy Fair, and we are doing so to showcase our high-quality, unique bevel design magnetic tiles to the toy industry in the UK and abroad. We are looking forward to meeting people face-to-face and we are hoping to see an increase in orders post Toy Fair”

Brea Brand, owner and chief executive officer

Orchard Toys Stand E10

''Toy Fair is the UK platform to showcase our exciting new games and entire educational range to as many toy buyers as possible. It’s face to face and all about meeting up with our existing customers and forming partnerships with new customers’’

Simon Prest, sales director

Juratoys Stand N2

‘’Toy Fair is a chance to meet retailers old and new and further nurture relations; it’s also such a great platform to showcase all our brands in one space – we look forward to sharing newness and education on the classics from Janod, Kaloo and Lilliputiens. We feel so happy to be back at the trade shows and having some time away has really emphasised how important it is to spend time with our customers. We love to engage and excite our buyers with the new products and collections we have on offer for the coming year. Every year we launch more than 200 brand new products and Toy Fair is a great way to showcase our exciting new collections.''

Neil Montgomery, director

Talking retail

Maggie Tibbenham Owner

Amanda Alexander Owner GiddyGoatToys Didsbury,Manchester

Imagine

Toy Shop Holmfirth,Yorkshire

Toy Fair 23

If you are going or usually go, what do you like about the show?

Unfortunately I don't attend Toy Fair. Probably so silly of me! I'm quite far from London and it would involve such planning (childcare etc) and hassle that I truly can't commit myself to it. I always go to Spring Fair at the NEC, mostly for the gift section.

Is there anything in particular you are looking for?

I need gadgets of all sorts as those are selling better and better for me.

Christmas 2022

How were sales this year?

Autumn 2022 was the strangest time we've ever seen. Usually October and definitely November are good solid trade months but last year those months were extremely quiet, which gave us plenty to worry about! Then, two weeks before Christmas we were bombarded by customers! It was simply beautiful, full of festive spirit, warm wishes and most importantly, incredible sales. It definitely was late Christmas shopping.

"On 1 October it felt like somebody just turned people off with a switch. Customers suddenly stopped existing and those who somehow visited us were spending literally pennies"

Did you notice a change in buying habits?

On 1 October it felt like somebody just turned people off with a switch. Customers suddenly stopped existing and those who somehow visited us were spending literally pennies. We had one day when not one person spent more than £1.99! That was the highest sale we had on that day. Just before Christmas customers opened their wallets but definitely not as wide as in the previous years.

Any standout successes in terms of products?

Games and gadgets. From old classics like Risk, Scrabble - or one of my favourite games Perudo - to Speedy Words, games were the biggest winner. Also magnetic spheres, magnet sets and plasma balls. We sold long hot water bottles instantly too!

Toy Fair 2023

What do you like about the show?

This will be my third visit, having previously just done Spring and Autumn Fair or relied on reps visits to save the cost of train and hotels - but I enjoy seeing products in the flesh and catching up with the suppliers ,some of whom I’ve been dealing with for 12 years now. I like the fact that it’s got all the main toy suppliers and it’s manageable to get round.

How do you navigate the show – any advice for newbies?

I will go across two days and make about four appointments per day leaving about an hour and a half between each to allow time for free ranging around and looking at new suppliers stands.

Advice for first-time visitors is to wear sensible shoes, buy a meal deal from Sainsbury’s on the way in, download the Tube Planner app and plan your journey back to your station and ignore the TfL staff - who tried to send me to Euston via Edgware last year!

What else do you like to do while you’re in London?

I will be staying with one of my closest friends from Uni the night before and have already arranged to meet two other old school friends who live in London on the same night, so it’s great to fit in some catching up with friends too.

What is a must-see for you this year?

The LEGO and Character Options stands are always good to see and I’m hoping for a glass of fizz with Gina from Galt by timing my visit to their stand for the end of day on Wednesday!

Is there anything in particular you are looking for?

Not really but it’s often a great reminder of what products are available; you can get stuck in a rut of buying the same products and it’s good to remind yourself of the ranges out there. I always forget exactly how much stuff you can get from ABGee, for example.

Christmas 2022

How were sales this year?

Despite being concerned at all the talk of a cost-of-living crisis we had a cracking Christmas in the shop and overall we have had our best year’s trading ever.

Did you notice a change in buying habits ?

A few people did want lower-priced items and were setting their budgets at £20 instead of £30 - and we had a crazy last two days of trading, which I guess may have been due to the Royal Mail strikes and people not receiving the items bought online.

Any standout successes in terms of products?

LEGO sets in the £15-£25 price point range, Squishmallows, Orchard Toys, Sylvanian Families and Galt craft sets.

If you would like to take part in Toy Talk, we’d love to hear from you. Please email tim@lemapublishing.co.uk

We asked retailers why they love visiting Toy Fair, and also caught up on their Christmas sales tales

"I will go across two days and make about four appointments per day leaving about an hour and a half between each to allow time for free ranging around and looking at new suppliers' stands"

Julia Wingate Owner The Trading Post Kingsbridge, Devon

Toy Fair 23

What do you like about the show?

I always attend Toy Fair, I have only missed one over the past 20-plus years. I love the show, it is a great place to start the year and see what new products are emerging, catch up with suppliers and fellow retailers. I would feel very out of touch if I did not attend.

How do you navigate the show – any advice for newbies?

I schedule a few appointments with key suppliers and then spend the remaining time systematically walking up and down each aisle. I especially like to visit the Greenhouse area and see the smaller, new suppliers. Being an independent retailer, I love to support other independent companies.

What else do you like to do while you’re in London?

I spend two days at the show then head back to my shop and family. I meet up with other independent retailers for dinner and discuss the show, the past year of retailing and the year ahead.

Is there anything in particular you are looking for?

New pocket money and novelty lines, especially on a FSDU; we have found that despite a shortage of space, an FSDU can really help sales along.

What is a must-see for you this year?

I plan to take a closer look at model making and boys' crafts as we

Su Gill Group buyer toys Morleys Stores

Eight department stores in and around London

Tell us a little about your shops. Morleys Stores has been trading for 125 years. We have a permanent Toy Department in seven of our stores ranging from 1000sq ft to 4000sq ft.

Toy Fair 23

What do you like about the show?

It’s a fantastic opportunity to see many of the main suppliers under one roof across the three jam-packed days.

How do you navigate the show –any advice for newbies?

Try not to make too many appointments as you want to walk the show looking for new trends and new opportunities.

What else do you like to do while you’re in London?

I live not too far away so get to go home to my own bed!

What is a must-see for you?

Character Options and Moose for their innovation and for spotting the next big thing!

Is there anything in particular you are looking for?

I’m looking at Anime product as this is becoming more mainstream

Christmas 2022

have seen an increase in sales in this area - and I will be visiting the Greenhouse area as usual.

Christmas 2022

How were sales this year?

Much better than I was expecting, but much later in the month. You need nerves of steel, to be patient and wait for the sales to come. With a whole week leading up to Christmas Day on a Sunday, that meant there was plenty of time for shopping and less of a crush at the tills.

Did you notice a change in buying habits?

We have noticed customers spending a little less per present and taking more care to find the right gift. There is always a bit of a lull before payday, too.

Any standout successes in terms of products?

We have had a lot of fun selling Fart Ninjas and Misfittens plus family games such as Kluster, Herd Mentality and Sounds Fishy from Big Potato Games have also been popular.

Martine

Founder

How were sales this year?

We had our biggest trading week ever on toys helped by the perfect retail week prior to Christmas Day.

Did you notice a change in buying habits?

Customers were staying even more local through a combination of work from home, rail strikes, post strikes, snow – you name it, it happened!

Any standout successes?

Toy Fair at Olympia every January is a bit of a pilgrimage for me. I go every year (Covid allowing) and always find some new gems, and manage to catch up with old friends. Top Drawer too. I am always looking for new items to add. I am very much in the zone still, thanks to the age of my children. When I am out and about generally, I am always flipping great finds over to find out where they are from.

Talking retail

Clair Letton Owner/director Wigwam

Toys

Brighton, East Sussex

Toy Fair 23

What do you like about the show?

I usually attend both Toy Fair and Top Drawer. It’s a good opportunity to look at upcoming releases, and it helps to physically see products before I buy, both in terms of putting together collections of things that cover all price points and have shelf appeal, and to gauge quality and value.

How do you navigate the show – any advice for newbies?

I tend to gravitate towards the Greenhouse area first. I like working with small and emerging brands and think that that is often where I find new and interesting products.

It’s a big fair, and if you are new to it, it’s worth staying overnight and taking your time. I think then you get a feel for the layout and what you might want to go back and look at again. Some companies have closed stands, or ask that you make appointments, so it’s worth approaching any you are interested in and seeing if you can be accommodated at some point during your visit.

What else do you like to do while you’re in London?

TheToy Shop,Okehampton, Devon

Toy Fair 23

What do you like about the show?

The friendly atmosphere, looking for new suppliers particularly those that are environmentally conscious, catching up with current suppliers and seeing what exciting products are coming out this year.

Any advice for newbies?

Use the Toy Fair guide and study it before you go - circle any suppliers you think you would like to see. Leave an entire day free without booking any appointments, so you can walk around the entire venue and get a feel for what's going on and note anyone that looks of interest

What else do you do while you’re in London?

I combine my trip to London with catching up with friends - I used to live in London and love the city!

What is a must-see for you this year?

Looking for new trade stands and possible suppliers, to introduce to our shop.

Christmas 2022

How were sales this year?

Very good!

Did you notice a change in buying habits?

A lot of our customers bought very early this yearin August and September - but then also bought in November and December.

Any standout successes in terms of products?

Fart Ninjas, Rocket League RC Cars, Djeco arts and crafts, Lanka Kade, products from AB Gee (including Mama Surprise - thanks Steve of ABGee) and Wind Designs, WOW Toys, Fiesta Button Bag and Matchstick Monkey bath toys.

I am based in Brighton and am lucky to be so close by. I usually make it a day trip as I need to get back to open the shop. I’ve come enough times now to know who I want to see and how much time it takes me to get around. So while it’s certainly a busy day, it’s manageable.

What is a must-see for you this year?

I’m always interested to see what’s new from our regular suppliers, and to visit the Greenhouse area. I’m not particularly on the lookout for anything, I go with an open mind when it comes to purchasing. I know my customers pretty well, and I often get a hunch about a particular product, I’ve learned to trust my intuition. Sometimes there is a product I really love, but know it isn’t going to work for my customers. I’ve certainly learned from the times I’ve not paid attention to my instincts and bought something I love, only to put it all in the sale.

Christmas 2022 How were sales this year?

Christmas was busy, although I’m yet to crunch the numbers. We saw online sales increase and store purchasing decrease slightly.

Did you notice a change in buying habits?

Online and in store we saw customers starting to shop for Christmas in September; usually this starts to escalate from mid-October, so this was a good five weeks ahead of what we usually see. It’s hard to make predictions, as since Covid the landscape is ever-changing. The postal strikes had a negative effect on business for us. We use Royal Mail as our delivery service as we have found alternatives unreliable. We certainly hoped that the action would be curtailed and an agreement reached before Christmas.

There was a huge increase in the amount of administration we had to do to manage customers’ expectations and at an already busy time of year. I think unfortunately it drove many customers in to the arms of supermarkets and Amazon as they have their own delivery networks and are able to subsidise shipping costs.

Any standout successes in terms of products?

One of our best sellers at Christmas is always Sylvanian families. It’s wholesome and nostalgic - and I think has a broad appeal.

Jade Oliver-Deacon

Jasmine Borastero

Manager,

Kids Stuff

(Lee and Sarah [mum and dad] are the owners and founders) Wells, Somerset

Toy Fair 23

What do you like about the show?

We like being able to catch up with suppliers and other retailers to compare how trade has been. It’s also a great environment to network in. And above all, it’s the best way to interact and explore new stock options.

How do you navigate the show – any advice for newbies?

It’s best to make appointments to guarantee a meeting but a lot of the time, there’s always someone ready to help you. Wear comfy shoes! Lastly, don’t be afraid to talk to people, whether it’s suppliers or other traders; it can be a daunting experience but everyone started where you were.

What else do you do while you’re in London?

If possible, we always combine the trip with some lovely away time. London has so much to offer in terms of fun and relaxation and it doesn’t always have to be a work trip. A must-stop is Leicester Square, the LEGO shop, restaurants and M&M World. And a short trip on the tube gets you to the Natural History Museum and the British Library.

What is a must-see for you this year?

LEGO and Asmodee - both have supplied us with our bestsellers of the past few years. LEGO and Pokémon have never faltered in popularity. Is there anything in particular you are looking for?

LEGO, Pokémon and wooden/sensory toys. All surging in popularity over the past few years because of movies, revival in nostalgia or for the environmentally friendly alternative.

Christmas 2023

What stocking filler items did well?

Pocket money toys; we stock a huge range from House of Marbles. They are sturdy, robust

toys that are pocket friendly, classically known by all ages and high quality. Things such as finger traps, whoopie cushions, fortune-telling fish - they all seem to be in the baskets of customers at this time of year. Toys such as Mashems, Fart Ninjas and LEGO Minifigures are in there too, as an alternative to the typical chocolate advent calendar. Pokémon booster packs have been slipping in too. Most of those are going to the big kids, and some ended up in my stocking too!

Liz Amphlett Owner, Toytastik Chepstow,Wales

Toy Fair

How do you navigate the show –any advice for newbies?

We tend to be organised in our approach and make several appointments beforehand for the first day with our existing suppliers. We then leave the second day to explore more with an aim to look for new suppliers.

Advice for newbies....plan plan plan!... research the exhibitors and know what you most want to see.

Is there anything in particular you are looking for?

This year we are particularly interested at looking at items that encourage outdoor play; it's an area that we are keen to expand in our shop and on our website.

Xmas 2022

How were sales?

We were surprised that, given the coverage of how difficult times are for everyone, we surpassed last year's sales.

Dr Wendy Hamilton Owner Grasshopper toys , Helensburgh, Scotland

Toy Fair 23

W do you like about the show?

We haven’t been for a while, but what we have loved in the past, was the opportunity to meet people in person.

How do you navigate the show – any advice for newbies?

Don’t collect the catalogues! At our first show we collected piles of catalogues and then dragged them all home; we were exhausted. Instead, grab a business card or take a photo of the stand with the company name showing prominently. You can contact them after the show.

What else do you like to do while you’re in London? I come for the show, but use it as an opportunity to catch up with colleagues in the industry.

Did you notice a change in buying habits?

We assume that people were spending more carefully and wanted better value for money, which is where the independent can step in. We pride ourselves on providing good-quality products at a fair price. We also offer the personal service to help find the most suitable gift within a given budget.

Any standout successes in terms of products?

Eugy, Floss and Rock, Smartgames, Maressa, Big Potato, Zimpli Kids and Janod seemed to be our biggest sellers in December.

What is a must-see for you this year?

There isn’t any one thing. We’re looking for new ranges, so I’ll be checking out any of the brands that we have not worked with to date.

Is there anything in particular you are looking for?

More outstanding science kits would be great

Christmas 2022

How were sales this year?

Sales have been fantastic, we’re delighted with progress, especially given the current economic conditions

Any standout successes in terms of products?

Hape has performed superbly for us; we love the brand and so do our customers.

"Sales have been fantastic, we’re delighted with progress, especially given the economic conditions"

On board for fun

Asmodee UK includes major titles; Dobble, CATAN, Bananagrams, BrainBox and The Pokémon Trading Card Game as well as innovative formats such as Karen, Wheels vs Doors and Fun Facts.

Joining Asmodee’s unrivalled portfolio in 2023 will be the family favourite, fast-paced word game, Pass The Bomb, which will be blasting onto the scene with an incredible makeover to be revealed for the first time at Toy Fair London.

Committed champions of fun, Asmodee will also be introducing a raft of new games at Toy Fair including: Dobble Connect – from Zygomatic. Launching in Summer 2023 is a new way to play Dobble. Just like Classic Dobble players must match the symbols with that of another card, but with Dobble Connect, they will need to play in teams and join up

hexagonal cards where the symbols match. The first to form a line of their team colour wins!

SetUp – from Bezzerwizzer. SetUp is the new title in the rummy genre with sets in all directions. Players build sets with card-like tiles to score points, but must be careful not to gift their opponents’ points! Launch date will be April 1 2023.

Toodles – from Format Games. It takes two to doodle! Yes, drawing is fun on your own, but have you tried drawing with someone else, using the same pen, at the same time? It’s twice the fun. Players play as a team to beat the game and score points. With three difficulty levels to choose from what will you Toodle? This hilarious game is a must-have for any party or family games night.

Backwards Game – from Format Games. The Backwards Game is

“The game I’m particularly excited about is Pass the Bomb. Already a firm family favourite, we’ll be revealing an incredible update for this fast-paced word game, which we’re sure will make a blast on the scene for both retailers and consumers in 2023”

James Arnold, head of marketing, Asmodee UK

a super-silly party game played in teams. All of the questions and challenges are incredibly easy... if you do them forwards. However, in this game, EVERYTHING reverse in happens!

James Arnold, head of marketing, Asmodee UK, said: “At Asmodee we are committed to offering every person the opportunity to live great stories through the power of games. As the UK’s leading distributor of board games across national retail and independent specialist stores, we’re dedicated to ensuring we have an unrivalled raft of high-quality, innovative games from mass market family fun, to formats to excite the most exacting hobbyists.

“At Toy Fair, we’re thrilled to be unboxing a series of brilliant new board games for 2023 with something for all ages, wages and interests, from great

party games Backwards and Toodles, to revamps of classics including Dobble and SetUp. The game I’m particularly excited about is Pass the Bomb. Already a firm family favourite (certainly in my house!) we’ll be revealing an incredible update for this fast-paced word game, which we’re sure will make a blast on the scene for both retailers and consumers in 2023.''

Dedicated to discovery and untethering the mind from the everyday, expect some exciting surprises on the Asmodee stand alongside new product demonstrations. Also on the stand will be TV and radio presenter turned games inventor Matt Edmondson of Format Games to answer any questions and offering an opportunity to beat the creator and designer of app sensation Bunny Hops!, Nicolas Saleil.

Trade talk

We asked key suppliers to give their views on the current state of the business, and their thoughts and heading into the New Year, ahead of Toy Fair and Spielwarenmesse. Here are words of wisdom from Great Gizmos, EDUK8 and

SARAH DAYUS, sales director, Great Gizmos

How has 2022 been for you?

2022 has overall been really strong for us, especially considering being in post-pandemic unchartered waters and the economic uncertainty. We’ve had some great product launches and really strong sales.

What are the successes out there for you at the minute?

We’ve got some brilliant accounts and a very strong presence in the market which is always really positive.

Are you looking forward to Toy Fair and Spielwarenmesse?

Very much so, it is always a fantastic start to the year! We love showcasing our new products and ranges, and catching up will all of our customers!

Will you be going to the show(s)? Which ones and why?

We are exhibiting at Toy Fair (stand G20) and will be walking the Spielwarenmesse fair.

2022 was overall really strong for us, we’ve had some great product launches and really strong sales.

What are your hopes and fears for your company in 2023?

I think the economic climate and cost of living crisis is going to be a big factor in 2023, however I feel really positive that with our positioning and price points, we will have another strong year.

What are your hopes and fears for the wider industry in 2023?

Calling all suppliers and distributors! We’d love to hear your views. Get in touch with tim@lemapublishing.co.uk to have your say!

The Exit advent calendars have been very successful, they are without a doubt our most in demand product. In 2022 the Ice Cave was reprinted along with a new version, The Golden Book. Both items completely sold out

I really hope the exchange rate improves! It’s great to see shipping come down to a much more reasonable level but a huge shame the dollar rate is so poor. Fingers crossed for some improvement!

Looking ahead to 2023, what will be the key issues for the business?

We are moving towards a much greener product range in 2023, and beyond. All our cardboard packaging will be recyclable and we are replacing the single use plastic bags in each kit with a recyclable paper bag. This is a really important move for us and something we feel incredibly passionate about. Our planet is very

and we look forward to adding The Silent Storm to this range in 2023, in addition to our new Stem Advent Calendar. Get in touch now to be added to the reserve lists and secure your copies.

Are you looking forward to Toy Fair and Spielwarenmesse?

We will have a presence at both Toy Fair and Spielwarenmasse and are looking forward to having our new products on display, The new Essential STEM range of both Gyroscope and Plasma Ball are sure to be bestsellers!

LIBBY EVERETT, board game sales and science kit marketing, Thames and Kosmos

What are the successes out there for you at the minute?

The Exit advent calendars have been very successful, they are without a doubt our most in demand product

CHRISTINE LAWSON, managing director, EDUK8

How has 2022 been for you?

Well, 2022 has certainly been a roller coaster of a year. I don’t think I’ll be alone in saying that we’re still trying to recover from the problems caused by Covid, then add in Brexit and all the turmoil that has caused, massive increases in shipping charges, huge rises in cost of materials and energy price hikes due to the Ukraine war. How could any one of us have imagined so many incidents would take place in one year?

Factors that none of us had any control over have created so many challenges and given we are a small family business, I’m proud to say we have survived and grown despite all these issues.

What are the successes out there for you at the minute?

Play mats! We have such a wide range of designs, ideal for both home and learning environments, they’re an all year round best seller. We’re therefore anticipating the same success with our NEW Dinosaur and Zoo Colour ‘n’ Wipe mats, which include 6 easy grip triangular colouring markers - in stock now!

Are you looking forward to Toy Fair/Spielwarenmesse?

Yes, it will be wonderful to be able to meet peers and networks that we have not been able to see face-to-face for such a long time. Seeing our customers and having the chance to meet new connections in person makes all the difference to long-term relationship building. It’s also an opportunity to physically showcase our new products to target audiences, which is a very important part of the sales journey.

What are your hopes and fears for your company in

My hopes will be that shipping costs will continue their current downward trajectory and that sterling will stabilise and we will see an end to the Ukraine war. My fear is that the Ukraine war continues and Covid cases increase again.

Will you be going to the show(s)?

Which ones and why?

We feel it is important to attend trade fairs such as Toy Fair, Spring Fair and Spielwarnemasse. They are an excellent opportunity for us to meet with our customer base and develop relationships with them. It is also key to have new products available on the stand, so that visitors can have a good look at what is available and choose the most suitable items for their respective outlets.

What are your hopes and fears for your company in 2023?

The excitement is growing at Thames and Kosmos for all the new products that are planned to

release in 2023. We are particularly looking forward to launching a new Spy Labs range and also adding to our incredibly popular advent calendars, not only with another EXIT advent, The Silent Storm, but we will also be adding a STEM advent to our range.

There is a concern that rises in costs of both production and the unpredictable costs of transportation may compromise the viability of certain lines, so we will be keeping a close eye on those areas to ensure products will remain within an acceptable RRP……. and I expect the entire country is concerned about the economy.

Play mats! We have such a wide range of designs, ideal for both home and learning environments

Out and about with MV Sports

Ahead of Toy Fair – where it can truly show off its wares rather than via a screen – MV Sports’ MD Phil Ratcliffe looks back on 2022 and ahead to the coming year, outlining why the toy business –and particularly the outdoor category – has plenty to be optimistic about…

It’s been a tough year for the wider industry, but, as MV Sport’s joint managing director Phil Ratcliffe notes, there’s always room for confidence and renewed enthusiasm. This is, after all, he adds, the toy industry.

MV Sports is taking that sense of confidence going forward into Toy Fair and, as Ratcliffe says, not only are there the traditional crumbs of comfort that the business can take into recessionary times, but, within the toy industry itself, often deemed to be recession proof, there’s a feeling that the outdoor category can

out-perform the overall market.

“Business has improved in Q4,” he tells TnP as the year ends. “It’s been a challenging year, coming off the back of two or three record years over the pandemic and more.”

2022’s performance for MV Sports was aided by a number of factors across the different areas the company specialises in.

“The new licences we’ve brought in have really helped generate turnover”, Ratcliffe explains, “ones such as Bluey, CoComelon and Encanto, these are really in-demand licences that have contributed over the year. They’re strong brands and they have a newness to them. It’s very positive.”

Elsewhere, Kickmaster football products were boosted by the big tournaments that reinvigorated everyone’s love of football across the board, taking in the recent men’s World Cup and the summer’s women’s Euro 2022 event too.

The scooter side was, he adds, “pushing ahead”, with more awareness of e-scooters in particular; although certainty over legislation was needed. “Everyone’s waiting for a change in the law.”

One key element for 2023, is offering value for money, not just for consumers (more on that later), as well as retailers and the industry.

Inflationary pressure and the cost of living crisis means that customers are looking for brands and value propositions.

Thus is where he thinks a a company such as MV can work with its customers on supply chain to get product moving.

“Value for money is not just about price,” he explains. “It’s about flexibility, working with and offering our customers value throughout the supply chain.”

He further believes that a mild start to 2023 in terms of the temperature could help get things moving. “It can help you get set

Value for money is about flexibility, working with fixed order quantity, and offering value throughout the supply chain

“ “

Fact MV’s Kickmaster football products were boosted both by the women’s Euro 2022 and the World Cup tournaments

for the rest of the year, and it can help drive product into homes and gardens. The retailers will then reorder. Everyone’s at home, the weather is fantastic. Fair weather is one of the best things we can hope for. It can really help clear the decks out of warehouses.”

Back to consumers and Ratcliffe believes that giving them value for money will help. The outdoor sector is also, he notes, deemed to be valuable in parents’ eyes, which means with constraints on their purses and spends, they’re more likely to plump for something that’s not only active but, as its name suggests, outdoor too.

“Outdoor products are worthy,” Ratcliffe says. “It’s about getting kids outdoors and active. Outdoor toys are durable, they’re built to last. Outdoor toys are always a considered purchase, rather than some toys which are more of an an impulse buy.

“Unlike some categories, which are driven by the child, in the outdoor category the parent does have some kind of say in terms of purchase decision. They’re an investment as well as something that will keep the kids entertained.”

As in 2022, the next 12 months will be aided by the strength of the licences and MV Sports will be showing these off at Toy Fair.

“We have new products and new licences,” says Ratcliffe. “In tough times, parents trust solid brands and licences.

“Properties such as Gabby’s

Dollhouse, which is new for us, are hitting the spot as far as kids are concerned and retailers are going crazy for it. There’s a high demand for that. It’s one of licences that offers so much promise and actually delivers.”

There’s more too: “There are a lot of brands with movies behind them this year; brands that are known, loved and trusted. There’s the Barbie movie coming out, new Transformers, Paw Patrol Trolls, Spider-Man, all these will give a bit of a boost to licences, bringing them right back into the public eye.”

These will be on show at Toy Fair along with others. “Last year was the post-pandemic Toy Fair, it was one of the first shows to take place anywhere, and it worked very well for us. I’m looking forward to it because it the is one place where we can showcase everything we do in its full form, we can show new customers what we’re capable of and existing customers what’s new. There are certain things you can’t show effectively through a screen.”

All of which ties in with that mood of optimism. As Ratcliffe concludes: ““We’re in the toy business, there’s always cause for optimism We’re predicated on newness, change and trends. We do look ahead. There are issues in the wider economy, but there’s plenty of room for optimism.”

“

There’s the Barbie movie coming out, new Transformers, Paw Patrol, Trolls, Spider-man - all of these will give a bit of a boost to licences, bringing them right back into the public eye “

Eco-friendly hugs!

KEEL TOYS LIMITED

Keel Toys celebrated its 75th anniversary in 2022 and its ongoing commitment to creating a sustainable future has never been more important.

In 2020 Keel Toys designed and launched Keeleco, a 100% recycled range of soft toys. These beautiful ecofriendly toys are manufactured and filled with 100% recycled polyester made from plastic waste. This process gives plastic a second life and uses less energy to produce than virgin polyester; as an example, 10 water bottles (500ml) will produce enough fibre to make an 18cm toy. The iconic Keel logo and hangtag are now formed from FSC card and attached to the toy with cotton, even the shipping cartons are made of 100% recycled board. All toys are manufactured in an ICTI ethically audited factory to the highest social and environmental standards.

Keel Toys is delighted to announce that in just the three years after launching Keeleco it has recycled the incredible figure of more than 100 million water bottles in the manufacture of the range (figures correct to the end of 2022 stock production). 70% of the entire Keel

Toys collection is made from 100% recycled materials, this allows it to now offer its business partners the most complete sustainable soft toy collection in the marketplace today. The range includes Wild, Farm, Sealife, Dinosaurs, Teddy

now features 24 adorable animals in a range of sizes that are waiting to be adopted by a loving new owner. The Mini Adoptable World collection launches in 2023 - a range of 24 cute and collectable characters complete with an eye-catching tiered floor standing display unit.

The original Keeleco Wild, Farm, Sealife and Dinosaur ranges have been extended to more than 200 products, making it the most comprehensive collection available. New additions include the wonderfully colourful family of snakes and uniquely patterned super soft lobster and puffer fish to name a few. Each and every Keeleco toy is exquisitely designed, and the bestselling Dinosaurs are no exception, featuring beautifully textured exclusive fabrics and embroideries. New arrivals are the magnificent mini dinosaurs; Spinosaurus and Ankylosaurus.

Keeleco Baby launched in 2021 and has been an instant success, with new Marcel Monkey and Ezra Elephant recently added to the super cute natural range of Koala, Giraffe, Zebra, and Lamb. To convey the eco qualities all the ranges are clearly labelled with the sustainable message and offered with a variety of retail solutions and POS.

The Keeleco range now features well over 350 products and Keel Toys’ commitment to expanding this collection will continue throughout 2023 and beyond. Its UK-based design team is already working on many new Keeleco products and collections to reinforce its position as the number one sustainable soft toy supplier in the market today.

Keeleco - 100% Recycled 100% Huggable

Keel Toys will also be show casing its latest ranges at: Harrogate Christmas & Gift Hall A, Stand A11; Nuremberg Toy Fair Hall 1, Stand C-09; and Spring Fair Hall 5, Stand 5H20-J21.

The number of toys now in the Keeleco range

Ravensburger

01869 363800 www.ravensburger.co.uk

Ravensburger expands across entire range

Ravensburger will kick-start the first half of 2023 with the launch of more than 125 new products across its portfolio of puzzles and games, arts and craft brand CreArt, construction play GraviTrax, and Brio.

The early highlight of the year is without doubt, a celebration of 100 years with longstanding partner, Disney. The much-loved Labyrinth game has a bespoke Disney 100 anniversary edition; there’s also a new fourin-one D100 game which will launch for Autumn/Winter. For Spring launch there’s a wonderful collection of six Disney 100 300-piece puzzles celebrating Disney’s mostloved characters. A Disney Castle Collection of seven 1,000-piece adult puzzles will also launch, each featuring a different princess and including Snow White, Elsa, Cinderella, Rapunzel, Aurora, Jasmine and Ariel.

In puzzles, Ravensburger prides itself on accounting for more than 80% of the children’s licensed puzzle market (NPD value JanOct 22). New additions for Spring/Summer include current favourites Paw Patrol, Bluey, Barbie

and Marvel’s Spider-Man. There's also some stunning generic lines launching featuring unicorns, pirates and dinosaurs, which creative young minds continue to enjoy.

In adult puzzles, there's more than 70 new designs across the entire Ravensburger portfolio range from animals, wildlife, nostalgia, cottages and landscapes. One point the UK business prides itself on is that more than 50% of the adult range is developed in the UK, and the company is an ongoing supporter of local artists and illustrators across the country – and that’s aside from the many adult puzzle licences and new lines that will launch across this year.

The major 3D puzzle launch for 2023 is the Apollo Saturn V Rocket, which stands at over 90cm in height. Pre-approved by NASA it includes a base stand and has a STEM approach with educational information included in the packaging. A perfectly timed Christmas present launching for AW23.

Ravensburger’s games business has grown exponentially over recent years, particularly in the immersive games category where the Villainous brand has become an international bestseller. The Adventure Book Games range continues

to be popular, and an exciting new franchise will be announced in February at Spielwarenmesse. From early memory games that feature Gabby’s Dollhouse and Disney’s Encanto, there is also a very exciting new Peppa Pig camera game – that’s definitely going to get the little ones excited. Anniversary editions are always popular and in 2023 Bugs In the Kitchen celebrates 10 years, while Scotland Yard has a 40th birthday. ThinkFun’s product range continues to grow with the new Super Mario Magnetic Travel Puzzle and Mariocart Logic Game.

The much-loved Brio brand celebrates 65 years in 2023 and is supported with marketing and PR plans that will champion the original wooden track as well as today’s new products and Smart Tech Sound technology. Brio continues to be a family favourite with both parents and toddlers, inspiring them to begin with building the simplest of tracks and learning through repeat play patterns, and developing onto more complex tracks using the wide variety of play sets and accessories. New products will launch throughout the year, including the Turbo train, Brio's fastest battery-operated train to date, as well as an anniversary track set.

Marvel-lous dress-up

RUBIES MASQUERADE

01491 826500 www.rubiesuk.com

You can find industry-leading dressup and expert guidance in the latest trends at Rubies Masquerade’s stand at this year’s London Toy Fair.

The latest in a long line of collaborations with DC and Warner Bros. Consumer Products, the new Black Adam dress-up from the industry powerhouse is available in a deluxe edition in children’s and adults sizing so all fans of the box office smash hit superhero can get dressed up. The deluxe editions include a muscle-chest jumpsuit and cape with a highly detailed realistic all-over print, closely mirroring the iconic outfit worn by Dwayne Johnson in the film. Rubies will also be showcasing new costumes and accessories for DC Comics’ Shazam and The Flash upcoming films, expanding the range of officially licensed Warner Brothers products.

For those looking for unseen and new Marvel costumes and accessories, Rubies will also be presenting the latest cinematic tie-ins for both Guardians of the Galaxy Volume 3 and Antman and the Wasp: Quantomania. Featuring the lead characters’ outfits in a variety of both standard and deluxe editions for kids and adults, these ranges are not to be missed and are hotly tipped to be some of the most popular costumes of 2023.

On top of this, Mattel’s partnership with Rubies is growing to new heights with its recent

acquisition of the Monster High licence. Building on the Barbie, Fireman Sam and He-Man ranges, the Monster High brand itself has been rejuvenated in recent years with an entirely new loyal fanbase. On the back of the new feature film last October and a slated third instalment in the movie franchise for October 2023, this range of costumes and accessories will be the leading girls' dress-up range of next year.

If you have any questions with regards to the industry and current market, expert team members from Rubies will be on hand throughout the entire exhibition to discuss their ranges with you, as well as offering specialist knowledge in sales and forecasting.

All of these new product launches and more are supported by marketing initiatives from Rubies in-house content team, which include partnerships with the biggest licences in the industry and social media campaigns to increase demand to unprecedented levels.

DOLU breaks the on-brand mould

DOLU

Dolu..com.tr | sales@sjr-associates.co.uk

Dolu Toys from Turkey is moving from strength to strength in the UK, and now also supplies in more than 85 countries worldwide.

The company will again be at Olympia with an even bigger stand; and, for the first time, will also be able to present the 21 Mattel products it manufactures.

These include a bespoke Fisher-Price playhouse and sand and water table that fully represent the Fisher-Price brand and the characters –such as the purpose-moulded giraffe head from Fisher-Price popping out of the playhouse. It also features on the sand and water table with the added water function from the giraffe. Included on the sand and water table are the Fisher-Price monkeys, which add play value.

Within the Mattel designs Dolu has incorporated an in-mould-label (IML) depicting the characters or branding (such as Barbie and her friends on the Barbie playhouse and picnic bench) - IML is not a simple decal that could peel or scratch off from the item, it is a design that is applied in the plastic during the production. This ensures the integrity of the product design and strength against the weather elements or from a child trying to peel the design off – it's simply not possible!

Fantastic foot to floor first Moto

Dolu also has 10 new items from Dolu including the new First Car.

The company has been working on this very exciting car concept, which it believes is like nothing else on the market. This has been three years in the making, with prototypes shown at both Cologne and Harrogate Nursery Fair and the pre-show Noel Deauville in France last month – with fantastic response.

The main features of this smart car include a strong, robust design with a working parent brake; removable parent handle featuring a bag hook; a coffee or bottle holder; a movable sunshade; a reclining seat for the baby; soft wheels and activities for the baby. The car will also grow with the child, with a removable foot plate creating a foot-to-floor car.

Much thought has been given to colour and after feedback from previous shows, it wll be available in three new pastel colours.

Dolu is hoping this will be as well received as when the first trike with similar features was offered in the UK many years ago and which is still very popular today.

The company is continuing to see incredibly strong demand for its products, not just in the UK but in all 85 countries that Dolu supplies. The general theme the team has heard from customers and potential customers in the past 18 months is that sourcing product outside of the Far East is now more important than ever before. This is down to all the issues there have been with freight, factory reliability and supply chain issues and the crash of the USD currency.

Dolu aims to meets all needs

Dolu is based in Turkey, with the factory just outside of Istanbul. It offers an easy option for supply, with a reliable, flexible service of delivered product priced in GBP from the factory to your warehouse, with no MOQs per item, and short lead times.

Dolu has been in its new 65,000 sq m factory for more than a year now, and has double the stock on hand, with an increase of 180% more manufacturing stock. From the feedback it has received, and the fact that the company has always been keen on pricing, the team is now confident that over 90% of its range can be delivered into UK warehouses for less than it can be bought elsewhere.

Dolu now offers not just Spring and Summer lines but manufactures more than 300 products for all seasons. Visit the stands at Olympia or Nuremberg – the team is confident that they can offer exciting product with keen costs, and would like you to be part of their journey to make Dolu one of the leading suppliers in the UK.

Should you want a firm appointment at Olympia or Nuremberg HALL 5 STAND B76 contact Ria Richardson Mob 0787 7443733 or Steve Richardson Mob 0785 0779797 or email sales@sjr-associates.co.uk

Zimpli the best

ZiMPLI 0845 459 1818 www.zimplikids.com

Zimpli Kids is so excited about this year’s London Toy Fair, where it will be unveiling a range of all-new multisensory play and bath time products.

Arctic Sno Play and Sno Adventures are the latest additions to Zimpli Kids’ snow-themed range. Arctic SnoPlay allows you to create realistic fluffy snow, all year round, and comes complete with two Snoball sachets as well as two arctic figures: a penguin and a polar bear. This multi-sensory and imaginative playtime product gives you the chance to learn about arctic animals. Sno Adventures allows you to create your own miniature polar adventure and comes complete with five Snoball sachets, an inflatable tray, and an eight-piece arctic figure set; providing hours of multi-sensory imaginative play. Sno Adventures comes in a five-use pack.

With the continued success of Zimpli Kids’ Special Effect Baff Bombz range, Zimpli Kids has launched the Unicorn Special Effect Baff Bombz, to join the rainbow, star, moon, and rocket versions.

The vegan and cruelty-free Unicorn Special Effect Baff Bombz make bath time fun, by creating a mythical fizzing bath adventure, that leaves colourful trails in your bath.

Learn through play with Zimpli Kids’ Baff Water Colours. Develop your fine-motor skills and learn all about colour combinations by adding tablets together to create amazing bursts of colour.

Available in a three-pack foil bag, nine-pack and an 18-pack; there is a pack for every budget.

Staying true to the tag line, ‘Just Add Water’, Zimpli Kids’ latest bath time innovation is the Baff Bombz Magic Brush. Simply open the head of the Magic Brush, insert your bath bomb, and unlock your creative side. The glitter handle and four colour changing bath bombs provide a great opportunity to show creativity and let your imagination run wild, Picasso style. Baff Bombz Magic Brush can be refilled with any of Zimpli Kids’

This

35g round Baff Bombz, from the single Baff Bombz Pack, to the 20 Baff Bomb Pack.

The company’s playtime range continues to grow and welcomes an exciting new addition to its portfolio in 2023, Alien Slime Play. Create your very own glow-in-the-dark slime and prepare for an asteroid-packed adventure. With a super-stretchy alien figure in every box, get ready to embark on your next extra-terrestrial exploration. Officially accredited by the British Skin Foundation, Alien Slime Play will be available to view and pre-order at the Fair.

All these and more innovative, multi-sensory bath and playtime products, as well as Zimpli Kids’ full educational range, will be available to view on the Zimpli Kids stand D2, at the London Toy Fair in January.

If you have not already done so, you can book an appointment or just drop by and say hi! Zimpli can’t wait to see you.

year’sToy Fair exclusive offers ...

feature a massive 55% margin across selected lines, including Zimpli Kids’ flagship products Gelli Baff and Slime Baff, the first toys to be accredited as skin safe, by the British Skin Foundation. Supporting its environmentally driven mission, Zimpli Kids will also be running

a Toy Fair exclusive offer on its fully loaded Eco FSDUs. Stacked with a plethora of awesome products such as Eco Gelli, Eco Slime, and Baff Bombz, the eco-friendly FSDU offers you an incredible 55% margin, certified biodegradable products, as well as 99.5% recyclable packaging.

Licensed lovelies

Following another successful trading year, the timing of Toy Fair is perfect to showcase a new selection of best-in- class wheeled and outdoor products. Take a look at stand E75.

As market leader in character wheeled toys, MV’s portfolio of sector-leading licences is further strengthened with the addition of several exciting new properties such as the latest preschool phenomenon, Gabby’s Dollhouse. This a-meowzing collection has been well received by retailers and is purr-rific for the growing demand from consumers for successful new preschool wheeled toys. The new line-up of ride-ons, tri-scooters, bikes, playhouses and play tents accentuates the cute and cat-tastic nature of this popular property.

Preschool favourites CoComelon and Bluey have gone from strength to strength after launching last year. Retailers have lapped up these playful, character-filled designs across rideons, trike, scooters, bikes, helmets and pop-up tents, that are certainly not to be missed.

We don’t talk about Bruno, but everyone’s talking about MV’s stunning Encanto range. Bringing to life this magical movie through an exciting array of scooters, playhouse tents and bikes. With vibrant colourways and beautifully floral graphics, the distinctive Encanto artwork will shout loudly off-shelf or off-page.

Even more new licences for 2023 include Trolls 3, Minions, Transformers, and Sonic the Hedgehog.

It really is Nerf or nothin’ as the super popular Nerf range expands yet again. MV’s new Nerf 16in Bike also comes with the new Blaster Shield concept incorporating a blaster and 10 darts for the ultimate Nerf experience.

Older boy favourites Spiderman and Batman continue to go from strength to strength, featuring eye-catching graphics and bold colourways. New to both ranges for 2023 are the Mini Skateboards, featuring double kicktail 7-ply maple deck, and Electric Tri-Scooters that zoom up to 7km/h. Meanwhile, the preschool phenomenon Spidey & His Amazing Friends swings into the 2023 line-

up. MV’s preschool range of ride-ons, balance bikes, 2in1 training bikes, scooters, cruiser board and safety helmet encapsulates the action of the hit TV show with visually enticing character graphics and bold colours.

Classic licences such as Disney Princess, Paw Patrol and Peppa remain strong with key new additions; Barbie is gearing for a bumper year with a Dreamhouse-style playhouse complete with realistically cute graphics, roll-up door and handy carry bag for sleepovers.

MV Sports has certainly got things Wired into Li-Fe with two fantastic e-scooter brands. the latest adult and kids e-scooter ranges include best-in-class product combined with increased dedicated resource and knowledge.

Come out to play with Hedstrom swings, slides and multi-plays. Exciting new products to the extensive range include the Triton multi-play; a swing, goal and basketball hoop compact combo.

Further expanding MV Sports’ own-brand ranges, Stunted has seen a slick, new refresh, while E-moto incorporates real-world style, battery-operated vehicles into the range, such as the Moto X bike, a motorbike with sidecar, and a bright red bumper car. Not to be missed at Toy Fair. Finally, the pioneering Kickmaster range of goals, balls and accessories has established a benchmark for kids’ football products in the UK and continues to set the pace with exciting new additions.

It’s fun to fidget!

CHARACTER OPTIONS

0161 633 9800 sales@charactergroup.plc.uk

The Character Options stand will be a hive of excitement, with shelves of exciting brands to discover, including fidget toys, fun games to encourage great active play, collections inspired by immensely popular online properties, the latest line-up of stretchy, gooey action figures and so much more. Not to mention that it’s an exciting year for Turtles, with a new summer blockbuster for 2023 and Character Options now confirmed as Master Toy Partner.

An exciting new concept takes the antsy finger trend to a whole new level. It’s time to put your fingers to work with this year’s must-have, palm-sized fidget toy: TapTap Smart Fidget. This miniature game promises to enhance a basic fidget function with hightouch, high-tech games. Whether players are just tap-tap-tapping or playing to win, TapTap is sure to keep fingers on the pulse. Syncing play and learning, TapTap Smart Fidget comes with five games installed, which specifically target memory, focus, hand/eye coordination, critical thinking and fine motor skills. With Match-It. players flip the white pixels by tapping them, in a bid to find matching colour pairs. With Sequence the objective is to repeat the sequence displayed on the outer corners. The other games are Stop & Go, Raindrops and Eat Greens, and Copy That.

Next is an exciting new collection inspired by LankyBox, the most highly-viewed YouTube gaming duo in the world, featuring

stars Justin and Adam, along with their cast of animated characters including Boxy, Foxy, and Rocky. They create high-energy, laugh-out-loud videos featuring challenges, gaming and shorts.

The Giant Mystery Box is filled with awesome collectables, making it the ultimate surprise unboxing experience. It contains figures, a sixinch glow-in-the-dark plush, a squishy, a pop-it fidget toy, Canny with a pop-out Sticky, and stickers. The case also doubles as a roleplay helmet, so kids can be just like the famous character Boxy. All of the contents capture the high energy and creative charisma of the LankyBox videos.

LankyBox followers know that the YouTube channel stars Justin and Adam are crazy about plush, and now for the first time they will be available at major retailers. The new six-inch plush are super-soft versions of the adorable, well-known characters on the LankyBox channel including Shark, Foxy, and Boxy. They are the perfect addition to the LankyBox collection, as fans can choose their favourite character.

And there’s Mystery Squishies to collect too, which are so soft and satisfying that kids will want to collect them all. Look out for some of the most popular characters from the LankyBox channel, with six to collect. A second surprise reveal toy line comes in the form of the Mini Mystery Figures. Fans can unwrap and collect their very own collection of characters based on the channel’s funny and bizarre cast of characters.

The ever-increasing demand for familyfriendly activities and toys continues into 2023 and Character Options is meeting that demand

with fresh new developments within its Stay Active collection. Stay Active is the family-inclusive range of toys that can be played with inside and outside, while having great active fun. And with the range now having developed into a whole division within the portfolio, having benefited from the firm’s significant investment into the marketing and influencer programme in 2022, buyers and retailers can expect this raft of activity to continue into the year ahead. The final quarter saw Olympian Gold Medallist and Celebrity MasterChef champion Greg Rutherford among other celebs and highprofile influencers, including Sophie EllisBextor and ‘H’ from Steps, take on the ultimate fast, fun musical jump challenge fitness game, Jump It Wipe Out, catapulting it onto Christmas wish lists and guaranteeing its success at launch. And now the company is promising an even bigger programme of activity for the growing Stay Active range.

New for SS23 is Splash Atom, the game where you have to make the ball slide along the rope to avoid getting a drenching. The atom ball comes and goes without stopping, but if it reaches you, you get soaked. And there’s a second new addition: Bubble Skip. A twist on the original Jump It Lap Counter, kids will love producing bubbles as they skip.

Splash Atom and Bubble Skip join existing favourites in the range, including Jump-It Wipeout, Moon Shoes, KickerBall, and Splash Out, among other great toys.

When visiting Toy Fair 2023, don’t

Did you know?

Character Options is now Master Toy Partner for the Teenage Mutant Ninja Turtles brand, with a new summer movie due in 2023

forget to get your Brix fix with Simbrix. From July, creative kids will be encouraged to release their inner artist and create incredible designs with Simbrix. Simbrix connects together to make strong designs without an iron, water or pegboard. This beautiful arts and crafts range encourages creative thinking, needs few instructions, and allows for fantastic play experiences. Connect, Expand, Play. Simbrix slots together and makes it super-easy for kids to build both 2D and 3D designs, which can be played with and displayed.

There are so many different design possibilities with Simbrix. Kids can build straight from their imagination or create set designs. There are Starter Packs to make playful pets, jewellery and more; Theme Packs to make a magical garden or glowing galaxy scene, and extra special Feature Packs with more than 3000-pieces. There is also an Alphabrix set that lets children spell out words using a range of bold and colourful combinations. And the Simbrix Maker Studio is the ultimate set for little artists. The carry case design holds 4800 Brix in

Goo Jit Zu 2023

16 different colours and comes with multiple template cards.

It should be no surprise that the latest line-up of gooey hero action figures will be a key priority for Character in 2023. Each year, the Heroes of Goo Jit Zu brand goes from strength to strength, and the firm has its sights set on further growth in 2023. The toy collection is now available globally in more than 50 territories and brought in a whopping $100M in global sales in 2022, with UK sales up an impressive 21% YTD in 2022. Kids can even watch their favourite heroes on Netflix now. So, where’s the goovolution taking us in 2023?

Fans can expect an ever-growing licensed offering of Goo Jit Zu heroes, as well as an awesome new theme for fans to dive into. Available from July, the Heroes of Goo Jit Zu Deep Goo Sea series will deliver fans one of the most exciting line-ups of heroes in the Goo Jit Zu history. This brilliant theme brings with it new creatures and fresh features, filled with gooey sea life. Not only are there six Deep

There’s an all-goo way to play with Goo Jit Zu in 2023. The first ever gooey, squishy vehicles are ready to be smashed and raced. Unique, goofy, and supported with content, the Heroes of Goo Jit Zu Mobiles are the only smashable, squishable, stretchhhhhhhable vehicles that drive Goo Jit Zu to an all-new gooey scale, measuring 2.4-inches tall and 4.5-inches long – 9.4-inches when stretched. Collect favourite characters Thrash, Rock Jaw, Blazagon and Pantaro as Goo Mobiles – kids will love smashing, stretching and squishing them together to watch their silly expressions mould and morph back into shape. There’s even Smash Up Versus Packs with two Goo Mobile offering double the fun.

Goo Sea Heroes to collect in the range, each with a unique goo filling and head feature to discover, but there’s also the most powerful hero of all time to squish and stretch. King Hydra, the ultimate ruler of the Deep Goo Sea, comes with triple the Goo, triple the features. This epic new hero has not one, not two but THREE heads - each with its own feature. Motion activated with lights and sounds, super-sized at 9.5-inch scale, and presented in platform packaging box, this is an unmissable line that’s sure to excite.

Plus, the Weebles range will be wobblier than ever in 2023, with loads of new characters for preschoolers to collect, from the hottest preschool properties. Weebles are the classic figures that wibble and wobble, but never fall down. And this year, the brilliant Weebles collection has been extended to bring to life the onscreen magic of not just Peppa Pig, Bluey, CoComelon, and My Little Pony, but also Marvel’s Spidey and his Amazing Friends, DC Super Friends and Hey Duggee - all in a fun and unpredictably wibbily way.

There’s even more exciting new additions to follow for AW23. Ideal for little ones aged 18-months-plus, these chunky moulded figures are perfectly sized for small hands, and great for encouraging early play patterns to develop. Cute and compact size, children can play at home or take them out and about, for fun onthe-go.

Game on!

Orchard Toys adds 10 new games to its awardwinning line-up at Toy Fair 2023. Featuring dinosaurs - a character favourite with children - squirrels, bugs, unicorns and more, ‘Learning Made Fun’ sits at the heart of each new game –and all are teacher tested.

Launch highlights are Dinosaur Dig, the hero game, and Nutty Numbers headlining the brand’s new educational games.

Orchard Toys Dinosaur Dig: Be the first to dig and discover all the bones to build your 3D T-Rex dinosaur in this exciting, fossil finding game. Players take turns to hook matching coloured dinosaur bones to build their own 3D dinosaur. If the bone piece doesn’t match it’s returned to the mud. But beware, hook a T-Rex card and you lose a piece of your dinosaur back to the swamp. The winner is the first to dig up all the bones to complete their dinosaur. This fun game is perfect for helping children aged four-plus to develop colour matching, memory and dexterity skills.

Orchard Toys Nutty Numbers: A fun and educational counting game for children from age four, where players build a woodland path, and collect the most acorns for their squirrel to be the winner. Players take it in turns to roll the dice, pick up cards with matching numbers and add them to their path.

The game features a 3D tree, chunky quality cards and brightly coloured illustrations to engage children.

Orchard Toys Farmyard Families: A first matching and posting game for ages two and up, and a great introduction to turn-taking. It features 30 chunky cards, perfect for little hands, and helps preschoolers develop their matching and memory skills, as they match the friendly farm animals to their babies and post them into the 3D barn posting box. Players are also encouraged to make the noise of the animals.

Orchard Toys Bug Hunters: Find the most bugs hiding under the leaves in this creepy crawly counting game. A first number game for ages three-plus where players race to build one of four large bugs. The game also comes with a reference board of fun bug facts and a checklist of different bugs on the reverse that can be used as a secondary game of hide and seek.

Orchard Toys Unicorn Fun: Three games in one box, for even more fun, featuring a fantastic selection of unicorn themed games for ages four to eight, makes this great value. Help the unicorns get ready to celebrate then cross the 3D rainbow in Unicorn Party; follow the magical path in a twist on snakes and ladders in Happy Cloud Sad Cloud; and create your own unicorn with the roll of a dice in Build a Unicorn.

Guess what…

Bubbles on the go

WILTON BRADLEY 01626 835400 www.wiltonbradley.com

Wilton Bradley has a host of new products, for kids who want to be on the go, on the stage or fancy getting crafty…

The Bubble Go Trike is a new way for kids to have fun. Watch their little faces light up as they cycle along on their tricycle leaving a cloud of bubble magic behind them. Add the bubble solution to the front-mounted Bubble Go machine and watch as hundreds of bubbles blow away in the wind.

With an easy clip assembly, the Bubble Go Trike can be put together in a matter of minutes and the sturdy, lightweight frame offers durability. Complete with 100ml of bubble solution, the Bubble Go Trike is the perfect gift for active kids.

Get ready for some 360-bumper fun with the Xootz Twin Bumper Car Set - the ultimate ride-ons for young children to have fun. Suitable for ages 24 months and up, the Xootz Bumper Cars have a simple-to-use joystick operation, meaning kids will be in complete control as they perform full 360 spins and reach safe speeds of up to 1 mph, while also developing their hand-eye coordination as they ride. There’s no need to worry about safety as the bumper car has an adjustable seatbelt, anti-flat tires and a rubberised base that offers protection, perfect for absorbing any bumps and protecting little

ones. With flashing LED side lights and a light-up back panel. The fully rechargeable ride-on is powered by twin motors, giving an exciting introduction to electric ride-on cars for young children.

Discover a great way to introduce kids to sewing with the Sew Amazing Sewing Workshop. This sewing machine is a fully functional machine that will encourage children's creativity, while developing their skills.

Creative kids will be able to make and customise their own clothes and accessories, producing finished pieces that they can be proud of. The Sew Amazing Workshop is completely safe for kids aged six years and over.

The machine is mains or battery operated and features two speed settings and a foot pedal control. Also included are additional threads, fabrics and even a fun clutch bag pattern to get started with.

There is also a removable table offering support for larger projects. The Sew Amazing Workshop is the perfect machine for creative kids who want to get started with their sewing journey.

Get ready for some awesome 360 bumper fun this autumn with the Xootz Big Bumper car. Suitable for ages 24 months and up, the Xootz Big Bumper car is easy to manoeuvre, giving kids complete control as they perform full 360 spins and reach speeds of up to 2.5mph.

Creative kids will be able to make and customise their own clothes and accessories, producing finished pieces that they can be proud of with the Sew Amazing Workshop

The Big Bumper car has adjustable seatbelts, anti-flat tires and a rubberised bumper that offers protection to your home and children. Bring all the fun of the fairground dodgem home with flashing LED lights and fairground themed music. The fully rechargeable ride-on is powered by twin motors and come with a sticker pack so that kids can customise their ride and personalise their own number plate.

The Play House Activity Desk is a fun, creative, play table and stool set for kids of all ages, which will grow with the child thanks to its adjustable height. Highly versatile, it comes with paper, which can be rolled across the table, and a clear Perspex board so that two children can draw from either side, encouraging collaborative creations. The reversible tabletops feature a smooth play surface on one side, and a chalk black board for one tabletop, and a building brick play surface on the other. When playtime is done, the tabletops lift to reveal a convenient storage area underneath. The notch cut-outs are perfect for little hands to grasp and lift so kids can easily access their building bricks, chalks or colouring pencils. Made from sustainably sourced wood, with a durable white painted finish, this Activity Desk will look great in any playroom, bedroom or living room.

The desk is from the same Play House brand as Wilton Bradley’s popular Waterwall, which teaches kids about gravity, angles and water flow. With a range of modular accessories included, kids can have fun creating their own water flows and seeing their problem-solving skills come to life as they pour water from the top.

Finally, Mi-Mic Live is an easy-to-use, digital wireless microphone and light system that is designed to capture better quality sound to a range of devices such as your mobile phone, tablet, or laptop.

The clip-on microphone sends live audio to the compact receiver that plugs into your device, allowing the system to deliver live wireless content with up to 15m range from the source device. The clip-on ring light features 15 active light settings, which will illuminate your content when you’re vlogging or even just taking a selfie.

Mi Mic Live helps create the perfect live streaming experience, perfect for tutorials, interviews, live jamming sessions, budding YouTubers, Tiktok-ers , Vloggers…and many more.

With over £9.5 million in retail sales in the UK, and recommended all over the national press, family games specialist Wild Card Games keeps adding to its range of award-winning games. Top sellers Who Knows Where (World edition), Ski Run, Globe Runner, Mapominoes, Frenzi and Backpacker and award winners Arithmanix and Astronauts are joined by an exciting new family quiz game about the UK.

The new edition of Who Knows Where is the ultimate game about the UK and Ireland. Guess the location on the map board of cities, towns, events, facts, famous sites and photos of iconic landmarks. Simple, fun and educational for all. Different ways to play can make the game easier or harder and thus accessible, appealing and inclusive for different ages and abilities. Essential for anyone who lives in or is interested in discovering more about England, Scotland, Northern Ireland, Wales and Ireland, and very popular with the increased interest in our countries and growth in staycationing.

Popular year-round sellers Backpacker, the Mapominoes series and Who Knows Where have sold well over 570,000 games in the UK and continue to win more fans.

Wildcard Games makes shopping easier with fun best-selling games that cover a wide range of popular interests and game types so there is something for everyone age six to adult. From travel, geography and maps, to skiing, space and pirates. Whether you want quizzes, something educational or anarchic party fun or the ultimate test of speed or memory. They've got the game for you that will bring everyone together.

Boom-time!

JuraToys UK

Jura Toys is excited about the newness it will be presenting at Toy Fair 2023. Janod’s new Dino range, including 15 stunning toys, games, and puzzles, will take everyone on an exciting adventure, that will spark young imaginations. From classic push -long vehicles with a dinosaur twist, to a truly epic wooden activity table, little ones will go wild for this range.

There's a whole new range of Craft, Bath and Role Play across the Janod collection as well as its popular WWF toys, all made from FSC wood, FSC cardboard and plastic -free packaging.

Kaloo is a French story made of passion, softness, love and dreams.

Kaloo offers little ones an enchanting world that meets their needs in terms of learning. Kaloo is now present in nearly 40 countries. The range consists of plush animals, doudou puppets, traditional bears and the bestselling Tendresse Doll collection, with even more new designs and sizes to discover Immerse yourself in a world full of little wonders with the Belgian creator of quality toys, Lilliputiens. Offering lots of surprising adventures and pure pleasure, the irresistible Lilliputiens collections delight the hearts of

children and adults!

And finally Lalaboom…. Lalaboom toys are a wonderful way to help with the first stages of development from 10 months to three years and over. A bright and fun educational collection made in a durable material which covers all needs.

Toy Fair is a chance to meet retailers old and new and further nurture relations, it’s also such a great platform to showcase all Jura's brands in one space – the team are looking forward to sharing newness and education on the classics from Janod, Kaloo and Lilliputiens.

The Jura team is happy to be back at the trade shows and having some time away has really emphasized how important it is to spend time with customers. Jura loves to engage and excite buyers with the new products and collections on offer for the coming year.

Every year Jura Toys launches more than 200 new products, and Toy Fair is a great way to showcase these exciting new collections.

STEAM-ing ahead

The popular 4M range from Great Gizmos is expanding once again with new additions to both Science and Craft categories.

STEAM Powered Kids has four new additions for 2023.

Green Paper Craft is Great Gizmos’ first completely green kit. The packaging is FSC and there is absolutely no single-use plastic in the kit. Kids will have fun making paper beads, pressed flower art pieces and learning the ancient technique of paper making with this all-in-one environmentally friendly science craft kit.

Dinosaur World is a jam-packed kit that’s perfect for all dino fans. Kids can dig and find mysterious fossils, build prehistoric diorama with a quicksand pool and volcano eruption, mould and paint an impressive 3D T-rex and glowin-the-dark dinosaur magnets, and play an interesting board game. Rainbow Colour Unicorn Science is perfect for all unicorn lovers. The kit contains more than 20 hands-on projects such as creating rainbow colours, mould and paint, and much more.

There are new additions to the KidzLabs range that children will be excited to get their hands on. Fizzy Bubble Lab is a fantastic kit that contains everything needed for lots of fizzy fun science experiments, such as making a foam monster, fizzy lava, volcanic eruptions and racing rockets.

The KidzLabs Gamemaker series is growing with the addition of Dig & Play Egyptian Tomb. Children will have fun joining in the search for priceless Egyptian treasures, and then digging them out. The aim of the game is to get to the Egyptian tomb. It’s an excavation adventure and a fun board game, too.

The Green Science range expands again with the addition of Magic Water Tap. Build this stunning water tap that magically makes a non-stop stream of

water. It pumps out water like a normal tap but it seems to float in mid-air.

Mould & Paint continues to be one of the company’s most popular craft ranges. New for 2022 is 3D Mould & Paint Puppy Dogs; kids will have loads of fun moulding and painting two cute puppy statues that measure approx. 10cm tall. Also new for this year is Mould & Paint Glow Sharks; the set includes everything needed to mould and decorate seven different varieties of sharks plus a set of interesting fact sheets.

KidzMaker has some brilliant new introductions for 2023. Dinosaur Rub Art is a fantastic art kit that includes an art scroller machine and an 8m roll of paper to create lots of dinosaurthemed pictures by rubbing the crayons on the textured dinosaur themed plates.

Kids will have loads of fun with the Unicorn Fountain kit; build the pretty floating fountain and learn all about how electric pumps work at the same time - it’s a craft and science project. The Tie

Dye Art kit is set to be a big hit. It includes five different colours of dye, string and four towels to get kids started on their tiedying journey. There are detailed instructions on how to make eight different tie dye patterns and once kids have practised on the towels, they can move onto more adventurous items such as t-shirts and socks.

This is just a taster of some of the new things Great Gizmos have to offer in 2023.

Did you know?

With the Magic Water Tap kit, kids can build a water tap that magically makes a non-stop stream of water

On the Alertz

EDUK8 is excited to be returning to London Toy Fair and will be showcasing a number of award-winning toys and new product launches at the prestigious exhibition.

New additions to the popular awardwinning play mat range are Colour ‘n’ Wipe Dinosaur and Zoo play mats, available in large and extra-large versions. Supplied with six triangular, colouring marker pens, which are easily erasable for continuous play, the mats also come with an all-weather clear protective coating. Produced from 75% recycled materials and totally portable, when play has finished, just wipe clean, roll up and secure with the attached ribbon. Suitable for ages three-plus.

One of the key successes for EDUK8 in 2022 has been its outdoor play/activities range, which has seen extensive growth, which the company believes will continue throughout 2023. Building on this success, many new items have been introduced, including the new Junior Sunflower Parachute, a welcome addition to the outdoor parachute collection, which is perfect for special educational needs and smaller groups such as nurseries and kindergartens.

EDUK8 will also feature product launches for Science, highlighting an array of nature-

exploring items such as brightly coloured magnifiers, suitable for indoor and outdoor use and ideal for little hands.

Another exciting new addition to be featured is a range of multi-layered wooden puzzles, produced from sustainable wood. These puzzles will aid cognitive skills, handto-eye coordination, problem solving, fine motor development and much more.

A highlight of the fair will be EDUK8’s Alertz. An easy-to-understand ‘traffic light’ noise warning system. Alertz can be used in a variety of areas such as classrooms, libraries, hospitals and special needs settings. With seven different noise level settings, adjustable from as low as 50 decibels, the product’s flexible design allows the use of both audible and/or

visual warnings and can be used across indoor and outdoor settings in mounted or free-standing positions. The design of the LED warning lights means that they are visible at more than 180 degrees and the full system can be operated by remote control. Users of the system can even record their own warning messages.

Alertz represents real innovation in the noise management segment and offers a powerful tool to help teachers manage noise in classrooms, and managers monitor noise levels in sound sensitive settings. Due to the simple traffic-light and audible warning alerts, it is a system easily understood by a wide range of audiences, including those with additional needs or auditory/visual impairment.

in 2001 EDUK8 Worldwide designs, develops, and supplies a range of educational and play toys for nurseries, special needs, maths, English, science, sports & play, and arts & crafts. Eduk8’s 'teach, learn and play' products target ages three to 14 mainstream, as well as special educational needs, and are manufactured to the highest quality and durability standards. Due to growing awareness and demand for toys produced from recycled or sustainable materials, EDUK8 is firmly committed to reducing its carbon footprint and the use of recyclable and sustainable materials for product production.

Founded

Timeless classics, reimagined!

THAMES AND KOSMOS

01580 713000 sales@thamesandkosmos.co.uk www.thamesandkosmos.co.uk

Thames and Kosmos is launching an essential STEM range, which will complement the award-winning STEM toys and games that the company is already renowned for. This new range features timeless classics of science, which have been reimagined into new modern designs, set to delight new generations and spark imaginations.

First is the Thames and Kosmos Gyroscope, which launched a couple of months ago, just in time for the Christmas rush. This classic executive toy is expected to quickly become a bestseller, appealing to young and old alike. It teaches the user about the physics of motion and gravity and is hypnotising to watch no matter how many times it is spun. Each Gyroscope comes with a clear plastic sphere, which is multi-functional. It acts as a stand, an area to conduct more experiments and a storage case. The wholesale box is packed with 12 individual units and includes a POS display box.

The follow-up item from this essential STEM range is the Thames and Kosmos Plasma Ball. This is due to release in time for Toy Fair, so will be available to see when you drop by the Thames and Kosmos stand (F15) to have a closer look. The Plasma Ball will have us all marvelling at the wonders of the universe with its electrifying light show, which is formed from the same supercharged ionized gas found in every star! Watch the glowing tentacles - like lightning flowing from your fingertips - on the

globe, and carry out mesmerising experiments to see how the plasma reacts. There’s even a sound-activated mode, which will have us all captivated as the plasma arcs dance to the beat of our favourite songs. The Plasma Ball will be available in cases of six.

The Essential STEM range will continue to expand over the next couple of years, with new lines such as the Thames and Kosmos Planetarium projector and telescope already on the horizon. Pick up one of the 2023 catalogues from London Toy Fair or Spring Fair for further details.

All that Jaz

Jazwares celebrated the 10th anniversary of its UK office with a tremendous, bumper year in 2022, following significant year-over-year growth since opening its doors. Poised to continue the momentum in this milestone year, Jazwares will introduce new brands and product launches from some of the hottest brands on the planet across action, collectables, preschool and plush categories.

Winning Toy of the Year Award two years in a row, Dream Toys 2022, consumer awards and topping retailer Christmas toy lists across a variety of channels, Squishmallows propels into 2023 with phenomenal success, promising more than 250 new styles, line extensions and huge consumer product launches. The Squishmallows social media phenomenon sees no signs

of slowing down as the brand collaborates with best-in-class partners to launch licensed lines from Pokémon, Sonic the Hedgehog and Harry Potter. Fans will also go Squishmallows Hunting to find the limited edition D100 range featuring classic Disney characters in a unique silver style, adding some sparkle to the squad.

A Squish and a squeeze!

Squishville by Original Squishmallows sees them welcoming fans to join them in their home sweet hometown in AW23 with new blinds, multipack options, play scenes, fashion accessories and the large Day at the Museum themed playset plus a new Dream Squad with an adorable plush rainbow and star.

Squish time is playtime when JJ and friends from CoComelon join the

Squishmallows Squad, with 10in, mediumsized CoComelon HugMees plush. Further highlights to the CoComelon range include new style figures, vehicles, playsets and bath toys. The adorable Peek a Boo JJ and the amazing Dancing JJ Doll with light, sounds, four songs and three dance modes will also delight fans.

New launch Bum Bumz are super-soft, trendy, collectable sensory plush with slouchy bean bag style offering endless fidget play. Quirky designs with continuous waves of themes, leveraging anything and everything from pop culture, means there is a Bum Bumz for everyone. Available in 4.5in and 7.5in scales, AW23 will see more than

Collect them all!

36 new characters hit the shelves. This new exciting plush range will have character bios and unique holographic stickers giving them their own personalities, as diverse as the people that collect them.

Veg patch

Jazwares continues its domination in trend plush with Living on the Veg. Join the Crop Crew, a unique bunch of fun collectable 6in and 14in veggie plush characters with personalities to match their styles. Harvesting in 2023, the new line includes a crew of party-loving mushrooms, followed closely by the Cornies, a bunch of Corns that love a dad joke or two.

Pokémon brand engagement is at an all-time high following a raft of blockbuster content releases. Jazwares follows suit with an impressive master toy range for 2023. From figure multipacks to new seasonal and select looks for collectors, highlights include new 8in to 24in characters as well as Sleeping plush assortments. New lines within the electronics and roleplay categories include The Train and Play Deluxe Pikachu featuring lights, sounds and movement. Popular refresh lines encompass the Pokémon Carry Case Playset,

Jazwares will bring the excitement of Adopt Me out of the metaverse and into the physical world in 2023. Boasting 29 billion game plays, Adopt Me is the mostplayed game on the Roblox platform. Combining Jazwares unparalleled expertise in bringing metaverse IP to life coupled with Uplift Games' smash hit game, the new toy line authentically expands the Adopt Me experience beyond digital. A Mega Neon Feature plush standing 12 inches tall with three mega neon light-up modes leads the line-up of in-game inspired figures and playsets featuring an array of pets, accessories, and more

Select Evolution Multipacks, new Holiday Calendars, plus Figure Packs with fan-favourite characters.

Jazwares will also introduce new releases from preschool powerhouse Spidey & His Amazing Friends, with new vehicle and plush launches. Also expect new preschool lines from Blippi and Dino Ranch and powerhouse action brands Star Wars Micro Galaxy Squadron, Fortnite, Nerf and AEW, plus new brand launch announcements including a new disruptive on-trend fashion doll line, coming soon.

necessities Bear

RAINBOW DESIGNS

01329 227300 www.rainbowdesigns.co.uk

Rainbow Designs will be kicking off 2023 with a bang as it adds two celebratory new Disney collections, as well as exciting new additions to The Adventures of Paddington toy range, and more than 40 new lines to its best-selling classic character ranges of inspiring toys.

2023 will see Disney mark 100 Years of Wonder, and to celebrate the momentous centenary milestone, Rainbow Designs will release two dedicated collections, which will be available in the spring, to commemorate Mickey Mouse, one of the most famous global cartoon characters of all time, and his adorable girlfriend, Minnie Mouse.

Igniting nostalgic imaginations, the new Disney’s Mickey Mouse Memories range is a beautiful, luxury range of fun forever toys and gifts created for newborns and little ones. Delivered in stunning, nostalgic packaging featuring the iconic Mickey Mouse vintage artwork, the range includes a Mickey Mouse Wooden Ring Rattle, Comfort Blanket and Activity Toy, as

well as an adorable Musical Lullaby Mickey Mouse Toy.

The new vibrant Mickey Mouse and Friends range, is a fun baby toy collection featuring both Mickey Mouse and his girlfriend, Minnie Mouse. Created in the synonymous striking red-and-black colour palette associated with this much-loved duo, this collection includes Ring Rattles, Comfort Blankets and Activity Toys of both characters.

2022 was a momentous year for Paddington, as the love and affection for the nation’s favourite bear just continued to grow, and this year is set to be just as important for this kind-hearted bear.

For retailers, Rainbow Designs has a Paddington range for every age, including the best-selling Classic collection of Paddington bears, alongside the refreshed Paddington for Baby collection.

For preschoolers, there's the ever-popular The Adventures of Paddington toy range based on the award-winning TV series, and Rainbow have some

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very exciting new additions planned for this year.

Youngsters will love the new Adventures of Paddington Tea Set that has been created to encourage imaginative play and inspire little imaginations. The super soft Paddington Bear Toy and 10-piece Tea Set is packaged in Paddington’s suitcase, featuring the familiar P.B initials, and includes colourful cups, saucers and a teapoteverything needed to create afternoon tea for two!

A further inspiring addition is the new Adventures of Paddington Dress Me Up Soft Toy. This new line includes four changeable outfits, so youngsters can enjoy imaginative playtime as they dress up the super soft Paddington toy as a doctor, a baker or as a magician to entertain with some wonderful magic tricks! Of course, Paddington also comes with his famous blue duffle coat and red bush hat, for those traditional Paddington adventures! Also available will be a fun Paddington Bike and Sidecar Play Set.

2022 was a momentous year for Paddington, and Rainbow Designs has a Paddington range for every age, including the best-selling Classic collection of Paddington bears, alongside the refreshed Paddington for Baby collection. For preschoolers, The Adventures of Paddington toy range includes a Tea Set, Dress Me Up Soft Toy and Paddington Bike and Sidecar Play Set

Throwing new shapes

MAGFORMERS UK

01270 446252

sales@magformers.co.uk www.magformers.co.uk

Magformers UK Ltd heads to London Toy Fair with fantastic new classically-styled sets of ‘pure Magformers’ magnetic tiles, but with a twist for 2023… never-seen-before shapes.

The Challenger 14 and Challenger 30 sets introduce new minihexagon and mini-octagon pieces alongside classic squares and triangles. The Challenger 30 Set, for example, is ‘pure Magformers’ at its best, featuring eight mini-hexagons and eight mini-octagons with 10 classic magnetic geometric squares and four triangles. The smaller Challenger 14 offers two minioctagons and four mini-hexagons, squares and triangles.

The amazing new shapes bring extra creativity and fun to classic Magformers play and allow

Magformers will be unveiling the 23-piece Giant Wheel Set, a magnetic construction set with giant wheels, enabling children to make a range of monster trucks and other vehicles with mega-tyres, such as tractors

children to use early maths language by investigating even more shape properties. Both sets expand the company’s ever-popular ‘Basics’ product line-up - sets comprised only of its famous geometric magnetic shapeswhich will continue to include its worldwide best-selling Magformers 14 and Magformers 30 sets. The third new Magformers set containing all-magnetic pieces is the Basic 42 Set, which offers the largest variety of Magformers pieces ever in a ‘Basic’ set. It is jam-packed with seven different magnetic shapes (squares, triangles, isosceles triangles, trapezoids, circles, rectangles, arches) and delivers a wonderful creative-play experience.

Elsewhere, for the first time since launching in the UK in 2015, award-winning Magformers also unveils a magnetic construction set with giant wheels, enabling children to make a range of 'monster trucks' and other vehicles with mega-tyres.

A world of possibilities

Guess what…

Curious Universe is exhibiting at its very first Toy Fair. The company says it has seen exponential growth over the past few years, with more than half of the team joining the business during lockdown to support this ongoing expansion. It prides itself on creating inspiring products that appeal to consumers around the world who are searching out high-quality and new range concepts.

Two new toys brands will be showcased London Toy Fair.

Crystalverse presents a winning combination of toy and craft elements, introducing cosmic characters who are bursting with sparkling crystals ready for children to customise. A new toy line developed on the back of the continuing success of the I Love Crystals and 3D Diamond Studio brands, Crystalverse is a glittering universe bursting with endless creative storytelling possibilities with a whole load of added sparkle.

New Cutesville brings the magic of washable mini friends to a bustling collectables market. Designed to

New Cutesville brings the magic of washable mini friends to a bustling collectables market. Designed to promote community, positivity, imaginative play

promote community, positivity, imaginative play and nurturing via unique, washable characters, Cutesville’s Buddies each have their own mini ‘business’. Created with sustainability at the forefront, Cutesville launches in June 2023 and will see Curious Universe entering this highly competitive market for the first time with a very exciting proposition.

Several key product launches are expected throughout 2023 and with over three quarters of a million units sold last year, the new sustainable Zap! Kits are expected to be a massive hit. The Zap! Kits come with an updated look, subtle rebrand and new sustainable packaging plus exciting on-trend titles including DIY Fidget Toys and Pom Pom Friends.

The broad range of puzzle brands such as Junior Jigsaws, Puzzlebilities and Mindbogglers continue to be great sellers, with new titles and ranges constantly being updated and introduced to meet demand.

A raft of magical reveals

Sinco Creations is covering all core play patterns this year, with lots of exciting products to showcase at London Toy Fair, including some new IPs.

Visitors can ask for a demo of a new, patentpending preschool collection: Aqua Sounds. These licensed and non-licensed interactive play mats let little ones use a water doodle pen and Sound Stampers to reveal their favourite characters for mess-free creative fun. And there’s an extra special feature to discover, too. The mats come with unique interactive sounds, which magically bring the characters to life every time they’re doodled over.

Plus, there are fun, new Barbie roleplay sets, which will inspire girls to do what THEY want to do and be who they want to be. Barbie’s Mobile Vet Camper Case opens up to reveal her mobile veterinary clinic. It comes with Barbie-sized and child-sized roleplay items, creating the perfect dream team in pet care. And it's time to party with the Barbie DJ Dream House Case. Kids can help Barbie put on another record and mix things up with the decks. It features a real turning record player and moveable dials, offering the most realistic role play action.

Sinco’s portfolio for 2023 also includes the master toy lines for Among Us, Gang Beasts and Brawl Stars, as well as the Little Tikes compound play collection, Hot Wheeleez, Hasbro Mini Games and more.

Revving up the excitement

Following impressive growth over the past few years, Simba Smoby Toys UK is looking forward to continuing its upward trajectory in 2023, with a strong cross-category mix that will appeal to all ages and interests.

The company will be revving up excitement for 2023’s incredible movie slate, with new lines and licences added across the Jada Toys range. A freshened-up fleet in the Hollywood Rides collection will support a year of back-to-back blockbuster releases from powerhouse franchises including Marvel, DC, Fast & Furious, Transformers and more. Jada Toys’ Hollywood Rides range lets film fanatics bring their favourite flicks into their homes with miniature scale vehicles and figures.

The Transforming Optimus Prime RC is sure to be a fan-favourite. The classic retro styling of both the figure and the pack makes this item collector ready. Take it out of the packaging and watch as it transforms between Truck and Optimus Prime Autobot form. This vehicle offers full function RC, light and sound effects, and is 34cm tall in Autobot mode.

Collectors will also discover a new segment for the Jada Toys diecast vehicle range: Pink Slips. The new line takes inspiration from the likes of the Fast & Furious franchise and the driving game Street Racing Syndicate, where the drivers are racing for pink slips. Win the race to win an opponent’s car – or lose and forfeit yours. Pink Slips promises the most varied style of licensed, collectable die-cast vehicles, offering a vast selection of unique colours and finishes and styles, on a variety of scales, including 1:64, 1:32 and 1:24. Don’t miss the Lamborghini Aventador SV or the McLaren 72OS, with colour-changing chameleon paint.

Commemorating the Walt Disney Company’s centenary will also be high on the agenda for Simba, with the launch of the Disney 100 Years of Wonder line-up in the master toy plush collection. This iconic collection will allow fans to immerse themselves in a celebration of the past, present and future of Disney. The D100 Sparkly Mickey and Minnie 25cm lines will be must-haves. The duo comes dressed in platinum outfits, made from sparkly fabric with embroidered polka dots or buttons. Fans will also be keen to collect the five characters in the D100 Platinum

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Colour Series. Grogu, Dumbo, Pooh, Simba and Stitch are available as 25cm plush pals, with shiny velour, satin and sparkly fabrics. Retailers will also be invited to share in the festivities, with special anniversary FSDUs and CDUs available to showcase the range.

Disney’s latest characters will also be present in 2023’s Disney Plush collection. With Star Wars: Young Jedi Adventures coming to a galaxy near you this spring, little fans will be able to cuddle up to a stretchy, squashy, cute version of Nubs - their favourite friend from the preschool series. Disney has revealed that Wish is to be its big Christmas release of the year and there’s a soft toy assortment comprising three lead characters that will tie in with the movie release.

Meanwhile, the trusted Smoby brand will continue to offer little ones the most realistic roleplay experience, with some wonderful additions to the range. Big news is that Spidey and His Amazing Friends has spun its web in the Smoby portfolio, bringing together two beloved preschool brands. A hero line will be the Spidey and His Amazing Friends Bricolo Workbench that allows kids to build their own Spidey Crawler vehicle. Once complete, it’s ready to launch and chase after baddies.

From DIY stations to the heart of the kitchen, Smoby is to introduce two new pretend-play kitchens. Making for a seriously chic entry point into the range, the Nova Kitchen is a rounded roleplay space that features magic functions, including cooking sounds. It comes with 13 accessories, including a frying pan with pancake flipping mechanism. The contemporary vibe continues with the Kitchen Loft: a modular urban kitchen design that's sure to be popular with modern families.

Brand awareness is also sure to be at an ultimate high, thanks to significant investment into marketing.

Making sense

CREATIVE KIDS

07827 880 159

Grant@creativekids.com www.creativekids.com

Creative Kids UK will exhibit at London Toy Fair for the very first time ahead of an exciting year of new product launches and licensing agreements. The company has a 50-year heritage in the US and is rapidly growing its UK presence.

An exciting new collection of Play-Doh compounds will be showcased for the first time at Toy Fair, including the must-see new Play-Doh Moldimals Surprise range that brings the element of collectability to the compound aisle for A/W 2023. Alongside Moldimals, Play-Doh Eraser Clay will also launch with two key price points.

Visitors to the Creative Kids stand will be able to play with soft air clay, creating their own masterpiece. All creations will be dried and judged by the Creative Kids team and the winner will receive a hamper of toys.

As well as being renowned for its engaging arts and crafts ranges, 2023 will see the company expand its retail footprint into multiple categories. The range of science kits under the Science to the Max brand will allow children to get to grips with exciting experiments. Experience the Hands-on Lightning Rod first-hand or explore the human body with the fully poseable 14-inch model with every muscle and organ textured and ready for assembly.

The Sense & Grow developmental range features a range of sensory and creative products that enable open-ended, child-led discovery while developing key skills including co-ordination, fine motor skills and dexterity.

New tricks

MARVIN’S MAGIC

01582 849000

magic@marvinsmagic.co.uk www.marvinsmagic.com

Marvin's Magic has presented an award-winning range of Professional Magic Made Easy and says it has more tricks up its sleeve than ever before.

The Magic Made Easy range introduces magicians as young as five to the world of magic and is great for boosting confidence, self-esteem, and communication skills.

This year Marvin’s Magic introduces Marvin's Magic Dress Up & Play, launching Spring/Summer 23. The magician's costume with magic props is sure to inspire young imaginations from ages five up. Presented in a magician's carry case it includes a plush Magic Hat, Magician's Waistcoat and Cape, Glow in the Dark Magic Wand, Magic Colouring Book, Interactive Augmented Reality Bunny and more.

Marvin's Magic Illuminating Wand, another new addition launching Summer 23, will light up any performance and includes 15 easy-to-perform tricks for ages six-plus.

An expanding range this year is Marvin's Amazing Magic ArtXtrA, which delivers art and craft products… with that ‘extra’ touch of magic. Designed to inspire imagination and creativity, the collection now includes Silver Rainbow Marker Pens, Rainbow Magic Foil Stickers and the Ultimate Art Compendium, which join bestsellers such as the Magic Colour Changing Pens & Glow Art.

Sustainability continues to take centre stage in many consumers’ buying habits and alongside the popular Treasured

Magic Sets will be innovations in product and packaging that promote the environmental ambitions of the brand. Marvin’s Magic Showcase is a perfect example of how great packaging can double as a prop – watch as the box folds out to create a performance table – it even has a backstage compartment where young magicians can keep secret magic props.

Fact!

For Toy Fair orders there will be a 5% discount on the Trade Price List, 7.5% for orders of £500+ and 10% for orders of £1k+

Wooden

TRENDS UK

01295 768078

salesadmin@trendsuk.co.uk. www.trendsuk.co.uk

Trends UK’s new Minds Alive range is packed with learning activities and games. Hands-on learning is a proven, engaging and effective way for children to really learn. The electronic learning toys introduce colours, shapes, the phonic alphabet, spelling, counting, music, movement and more, while playing. This can make learning less stressful when faced with these tasks in nursery or Key Stage One at school.

The Minds Alive range launches with three new products. The Flip & Learn Phone encourages toddlers to call 10 animal friends and hear their greetings by pressing buttons. Fun sounds and music, quiz games and pretend picture clicks create an engaging

The art of learning

learning experience. The Active Learning Laptop has four early learning modes relating to colours, numbers, letters and word recognition. The classic chunky and rounded laptop shape with backlit screen and funshaped buttons is designed to help preschoolers navigate and answer questions and challenges. The Laugh & Learn Alphaphonics has handles on either side for left or right-handed play. With seven fun activities based around letters, sounds and words, kids will love to build their early letter and number recognition skills.

The development of Trends UK’s Paint Pop Paint Sticks range is ramping up for 2023. The perfect introduction to painting and doodling, creative kids can paint away the mess-free way. Bright and colourful, with no mess, Paint Pop Paint Sticks create a happy experience for all. The chunky shape is easy for little hands to hold, and the smooth, glideon paint works without needing water or brushes. Twist the stick and get ready to paint, whether at home or on your travels. Be creative on a wide range of surfaces including paper, card, canvas, wood and even glass. The collection includes a wide variety of colours and finishes plus

Did you know?

practical storage solutions, which parents will appreciate.

Trends UK is introducing the new Paint Pop Paint Pens for 2023. The 12-pack of vibrant colours has the same great fast-drying, messfree paints but with a finer tip. Perfect for adding finer details to creative masterpieces.

The new Paint Pop Spin & Create Set makes stunning swirly art pieces at the push of a button. Three colours of paint, glitter and a mixing guide help create masterful vibrant spiral designs. It also comes with paper discs and a frame to display favourite art pieces.

The Crayola Silly Scents range offers brightly coloured fun in six fruity scents. The Crayola Silly Scents Sand & Dough feature amazing moulding materials that engage all the senses. With bright bold colours, the delightfully fruit-scented sand and dough are soft, tactile, and respond to manipulation into all kinds of shapes. Crayola Silly Scents Sand and Dough are available in tubs or a selection of themed activity kits with fun moulds.

The Crayola Silly Scents Dough Egg is perfect for keeping little ones occupied. The scentsational egg includes a fantastic scented, blendable and reusable dough.

Paint Pop Paint Sticks are the perfect introduction to painting and doodling, because creative kids can paint away the mess-free way. The chunky shape is easy for little hands to hold, and there’s no need for brushes or water

It’s a kind of magic

Play value, affordability, good margins, small pack sizes, a serious commitment to marketing, plus the phasing out of plastic packaging come hand-in-hand in the Magicbox portfolio this year. And with the popularity of its brands speaking for itself, the team is welcoming the opportunity to demonstrate how far it’s come in just 12 months, as it expands into the broader toy space.

Creating a greater presence in toy stores is a key objective. For retailers new to Magicbox, the ability to create collections from smaller pack sizes will enable them to stock a wider breadth of products with minimal investment.

The hugely popular SuperThings collection now comprises a broad offering of price points. Big news for AW23 is a super-cool Mutant Battle, for the SuperThings. Expect all the familiar packs and new, ultra-rare Morph, colour-change figure. This core collectable range will include some incredible colour-changing characters.

Two new Superbots and a Tiger Transformer will join the fight for good versus evil. The Superbot Power Arms figures have unbelievably flexible arms. One will leave a sweet taste in your mouth, created from all things sugar and fun, while the other is born of trash, and comes ready to lay waste to anything that crosses its path. The Tiger Transformer offers more robotthemed fun with its big cat characteristics, including ferocious claws and jaw-dropping teeth. In the closed position it sits back on all fours. But with one simple move it springs up into

'attack' position. The Transformer comes with an exclusive SuperThing and Kazoom Kid to pilot the Tiger from inside his mouth. Pick from two modes of attack: Shoot or Tiger’s Claw.

Magicbox’s full marketing support will continue throughout the year. For SuperThings, this includes fresh webisode content to reach kids in a new way, while above-the-line marketing will include digital preroll and TV, all mixed up with an inventive marketing campaign.

The expressive mini-doll collection, KookyLoos – one doll three unique faces - lets kids change their doll’s facial expression with a simple swipe of the finger. And there are new themes and collectable dolls to introduce in AW23.

Spring’s introduction of the Party Time collection will build on the success of last year’s launch season; while Autumn/Winter will be all about the fabulous Glitter Glam Series. The Glitter Glam Series will bring to the KookyLoos portfolio a generous sprinkling of sparkle and 12 new dolls. Each expression-changing KookyLoos character comes in the new-shape box packaging, complete with clothes and accessories in their own paper blind bags.

Launching in the second half of the year, kids can dive into the underwater world of Kooky Mermaids. There are four characters to discover; each comes hidden in an iridescent shell. Open up the shell to reveal a super-cool playset, where children can play with their Kooky Mermaids. There’s even a hidden section, with more surprises in-store.Children will love giving their new friends a Kooky Mermaid makeover. Each of

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the new dolls come with two outfits: a beautiful mermaid tail and stylish dress, plus cute accessories. And because each Kooky Mermaid needs a pet, children will also find a special pet hidden inside a pearl. Once playtime has ended, the shell packaging doubles as a purse..

Meanwhile, the T-Racers collection of mix and race vehicles and drivers will speed ahead with a hat-trick of fresh themes to discover in 2023 and new larger vehicles to unveil across the year. Hot on the tail of the Glow Race Series will be the Colour Rush and Light Speed Series. Both themes will launch in the second half, with each bringing eight new cars and racers to collect, unlocking 500-plus combinations and possibilities.

The ultra-rare vehicle with special colourchange effect will be a key chase item in the Colour Rush series – it changes colour with heat. And the ultra-rare Infinity Racing T-Racer will be the centrepiece of the Light Speed Series, with its futuristic gold features and gold fleck panelling.

These exciting themes are sure to rev up some excitement, as too are Spring/Summer’s larger vehicle additions: Power Trucks and Mega Wheels. The Power Trucks Turbo Digger and Mega Striker vehicles come with an exclusive T-Racer vehicle and driver that can be snapped onto the monster wheels chassis. And there’s two-in-one fun to be had with the T-Racers Mega Wheels T-Shark and T-Rex sets. Each comes with vehicle and driver, housed in a chunky-wheeled launcher. If a need for speed strikes, kids can fire their T-Racer from the mouth of their Mega Wheels.

In Spring the Kooklyloos Party Time collection will build on the success of last year’s launch season; while Autumn/Winter will be all about the fabulous Glitter Glam Series, with a generous sprinkling of sparkle and 12 new dolls

We are family!

Toy Fair sees Sylvanian Families introduce a new area to its popular Amusement Land collection, with the launch of three new playsets: The Royal Princess Set with five cute baby figures; the Floating Cloud Rainbow Train featuring a cloud that bounces up and down as the train moves along and includes new figure, the Fennec Fox Baby; and the Baby Mermaid Castle packed with 12 fun ocean-themed features.

Four new families will join the line-up in 2023 - the Fennec Fox Family featuring sweet fluffy tails and striking ears; the updated Milk Rabbit Family; the Penguin Family complete with mini-ice cream cart and ice creams that they can hold; and the Reindeer Family wearing festive outfits. Complementing the new families, several new baby sets will also be available.

Other new sets include the Sunny Picnic Set with Fennec Girl and Baby, and Pony’s Vanity Dresser Set, an extension to the Style & Play range, featuring a dresser that folds in to a compact case.

The 10th Baby Collectibles series, Baby Fairytale, will also launch in spring. Based on classic fairytale themes, there will be seven characters with outfits to collect plus a secret figure.

Aquabeads, the number two brand in the craft kits subcategory (2022), will see plenty of new lines and innovation added to its portfolio in 2023. The original stick-with-water craft brand will introduce the new shiny beads, as well as launching the exciting new sub-line, Aquabeads Nail Studio. Allowing children to create magical manicures with just water, the Aquabeads Disney Princess Nail Studio comes with 56 reusable nails, 120 decorations, and 40 Disney Princess designs. Launching in July, the Deluxe Craft Backpack will be the latest addition to the ‘onthe-go’, portable range by Aquabeads; it can be personalised by attaching creations to the backpack and the straps. Further

Fact!

The Aquabeads Nail Studio lets children create magical manicures with just water

additions include the Dinosaur World Set, Disney Princess Dress-Up Set, two Starter Sets, and three Mini Play Packs sets.

Epoch Games enhances its Super Mario range following its successful entry to the tabletop games market. Spring 2023 will be an exciting time for fans of Super Mario with the hotly anticipated release of the movie in spring, and the launch of the action-packed Super Mario Rally Tennis game. Further additions for 2023 will be the Mario Kart Racing Expansion Set, Adventure Game, and Maze Game, plus further additions to tie in with the movie.

A dose of ‘newstalgia’

BASIC FUN! UK 0118 925 3270

Tim.Ives@basicfun.com Lynne.Swatton-Reed@basicfun.com www.basicfun.com

Basic Fun! UK’s dynamic mix of classic ‘Newstalgic’ brands and its own IPs will be the must-see at London Toy Fair.

There is huge development for the newstalgic Master Toy brand Care Bears following a highly successful relaunch in 2020, delivering two consecutive years of growth. Autumn 23 will see the magic of sharing and caring like never before with the all-new Care Bears Lil' Besties, collectable mini Care Bears. This new Lil’ play world will steal kids’ hearts and take over playgrounds with this cute collectable range with their adorable expressions and fun action poses. There are more than 50 Lil Besties to collect across the launch collection from surprise-reveal single figures to 360-degree themed Lil worlds.

In other big news Care Bears will be extending its mission of caring for the earth, with all 22cm Bean Plush and 35cm Medium Plush bears to be made from recycled materials by the second half of the year. This refreshed range promises to be every bit as precious as the original collection but brings with it new eco credentials that better reflect the brand ethos of thought and care. This sustainable line-up will include existing favourites and new characters, including Dare to Care Bear, who launches for Spring. This vibrant character goes out of her way to show and teach kindness and acceptance. And

Fact!

Care Bears will be extending its mission of caring for the earth, with all 22cm Bean Plush and 35cm Medium Plush bears to be made from recycled materials by the second half of the year

there’s more newness for AW23 in the form of Always Here Bear, who recognises that everything is better when shared with those who matter most, and Ocean Bear, who is passionate about protecting the oceans and all the living creatures within.

Cutetitos will be unrolling new opportun-itos in 2023 with an exciting evolution-ito to the brand. Launching for the first half and hot off the puppy runway is Fashion Puppyitos. This super-fresh theme introduces a new showbox style outer packaging, from which kids get the ultimate fashion blogger experience as they unbox their tissue paper to reveal Fashion Puppyitos that are dressed to impress and come with fun, designer-style, trendy totes to be wrapped up and carried in. With 10 fashionable animalitos to collect in Spring and another 10 for AW23.

And the evolution-ito of Cutetitos continues into AW23, with Sleepitos. This dreamy new theme takes the brand off to the land of nod. As fans unwrap Cutetitos Sleepitos they’ll find they’re just about ready for bedtime. Each character wears sweet jammies and the box packaging transforms into a bed with unique headboards to become part of the play. Children can collect and cuddle-up to 10 adorable characters - they’re so snuggl-ito!

Pouncing into the world in 2023 will be not one but two new waves for Misfittens – one

for SS and the other for AW. Following in the pawprints of phenomenal early success for wave one in AW22, this meow-vellous new series in Spring will help drive the collectability of this purr-fect range. These super-soft, collectable moggies are wrapped-up in the #IFitsISits internet craze. Heading into Autumn it’s not just misfitting kittens you have to discover but new misfitting tailed friends… with the third wave introducing new misfitting animal friends joining the squad.

Following another successful year of LiteBrite, the original activity that combines peg art with light, the brand has a winning formula for 2023. There will be innovation within the range, with the move from Classic to Super Brite HD. This model features double the LEDs and a high-definition grid to enable more detailed designs. Budding artists can place the templates under the new snap-on grid and let their art shine. And Lite-Brite will be causing some serious disruption in the activity aisle, with the new Lite-Brite Touch. Create art with light, without the pegs – save it – and then play addictive games. It also comes with three games included: Break, Match and Snake.

Basic Fun! is also celebrating 40 years of My Little Pony in 2023. The commemorative collection comprises collectable mini figures complete with real hair tails, putting the ponies back in pocket money hands.

Toot-Toot –let’s Go!

Spring 2023 will see some great new additions to the VTech range, with new products joining the Toot-Toot and Switch & Go Dinos ranges, plus much more.

Welcome to the CoComelon Toot-Toot Drivers JJ's House Track Set, join JJ and his family and friends for lots of fun. It comes complete with JJ in the family car and little trailer accessory. Press the car's JJ button to trigger fun character phrases, five fun songs and six melodies.

Manipulative features include Mom appearing at the window when the front door is opened, sliding mailbox, flip-up garage door and sliding Cody. It includes three SmartPoint locations that trigger reactions. Drive the car down the big ramp, around and into the house to appear in the garage. Place any SmartPoint character (sold separately) on the SmartPoint location to hear phrases and music, connects with other Toot-Toot tracks and playsets for the ultimate collectability.

It's a Switch & Go Dinos surprise. Which Switch & Go Dino will you

Guess what…

Look forward to Spring Summer 2023 when kids can cook up a storm with the Build-a-Waffle Learning Set, while learning about foods, colours and numbers

hatch? Inside each Switch & Go Dinos Egg are pieces to assemble your very own 2-in-1 Dino Vehicle. Will it be the mighty T-Rex Race Car, the fierce Velociraptor Super Car, the powerful Triceratops Street Car or the swift Pterodactyl Helicopter? Assemble up to 15 pieces to discover your Switch & Go Dino, and easily switch into a Dino and back again in just a few simple steps. Features light effects, fun phrases and cool sound effects.

LeapFrog’s Spring Summer 2023 season launches some exciting new roleplay toys to add to the range; packed with fun learning features. Cook up a storm with the Build-a-Waffle Learning Set, while learning about foods, colours and numbers. Listen to upbeat waffle songs and fun sounds when cooking. Once ready, select one of the five popular pretend toppings to put on top of your waffle and use the roleplay plate, knife and fork to pretend eat.

Learning is delicious with the Fruit Colours Learning Smoothie. Swivel the straw to choose from five fruit flavours and the cup will change colour to match - this smoothie is bananas. The soft straw acts as a soothing aid for budding teeth while the fruity friend plays and introduces little one to reggae, pop and punk music. Shake up the smoothie cup to hear the bubble beads bounce.

Create and explore

BRAINSTORM

01200 445113

sales@brainstormltd.co.uk www.brainstormltd.co.uk

Brainstorm returns to Toy Fair with more new lines added to its ever-expanding Brainstorm Toys portfolio.

The pocket-sized Thumbler is a totally addictive spinning top that transforms into a multi-coloured light show when swirled. This fidget toy comes with its own stand and features a symmetrical spinning top encased in a special enclosure that allows it to spin faster and longer. Children can also find out fun facts about the physics behind each spin on the Brainstorm website.

My Very Own Fairy Cottage Keepsake Box is an adorable craft kit that doubles as a beautiful keepsake box. Create a magical toadstool home for fairy and unicorn figures using three types of easy-to-use air-drying clay including bubble and glow clay. Children simply follow the step-by-step guide and use moulds to craft shapes creating the scene on the lid of the cute keepsake box.

My Very Own Solar System Suncatcher set comes with eight planets and both translucent paint and a glow-in-the-dark pen. The Suncatcher shimmers in sunlight and gently glows at night. The planets can create a hanging mobile using the clear thread and sucker to hang on windows or mirrors.

The Outdoor Adventure Nature Explorer comes with five double-sided, full-colour cards that can be slotted into the Nature Explorer. The cards include different photoreal images and feature themes including clouds, animal tracks, birds, flowers, bugs and trees as well as a glow-in-the-dark constellation spotter. Children can use the Nature Explorer to match the various images on the cards in the real world. The chunky handled Nature Explorer also comes with a secret compartment to store natural treasures children collect on their adventures.

Did you know?

Young children can learn all about the power of magnets with My First Magnet Kit, a colourful 20-piece set featuring different magnets. As well as learning about force and attraction and magnetic fields, the set also comes with a secret code to unlock 10 online experiments as well as a colourful leaflet with cool magnet facts.

Brainstorm will also launch the new Paw Patrol Drawing Projector to help children draw their favourite pups. The pocket-sized projector has six easy-to-change image caps featuring the popular characters that can be traced onto paper. The images can also be projected onto the walls and ceilings of darkened rooms.

The popular Head Torch range will also incorporate a Nick Jr. Paw Patrol Head Torch featuring everyone’s favourite police pup, Chase. Just press once for light and again for a fun police siren sound. Two angles - straight for outdoor adventures such as walking or camping and tilted for catching up on Paw Patrol books and comics. With an adjustable strap for children of all ages.

New to the range is the Nick Jr. Baby Shark’s Big Show! Torch & Projector featuring images from the supremely popular Nick Jr. and Milkshake series. The hand-held projector beams 24 different characterbased images onto walls and ceilings and it also doubles as a handy torch.

The environmentally-friendly Eugy craft collection is made from biodegradable card with natural ecofriendly ink and non-toxic glue, Children build their 3D Eugy models by following a simple number sequence and will love collecting them all. There are 53 Eugy models in the range including most recent models Squirrel, Spiro and Moose, with more added in phases throughout 2023, including Red Dragon.

StikBot continues to be popular thanks to new line extensions, and the new StikBot Monster range will not disappoint. There’s a new StikBot Monster Werewolf Pack, which includes a Werewolf, StikBot and a StikBot Monster as well as a StikBot Monster Cyborg Pack that features a Cyborg, a Mad Scientist and a Monster and will launch in 2023. A Klikbot Galaxy Pack featuring a Klikbot Hero, a Klikbot Villain and Klikbot Guardian will also launch. This great-value set also includes more than 25 accessories.

Also new from Zing, distributed exclusively by Brainstorm in the UK, is the n Klixx Creaturez range. Perfect for pretend play, these totally addictive fidget toys have more than 200 points of articulation.

Kids can draw their favourite pups with the new Paw Patrol Drawing Projector, a pocket-sized projector with six easy-to-change image caps featuring the popular characters

Be a rocket fan

With tech toys, cool and collectable sustainable pencil toppers, as well as a multitude of adorable doll lines, and so much more to showcase, there are plenty of reasons to pay Flair GP’s Toy Fair stand a visit.

From AW23, Flair will be the exclusive distributor of one of the leading US manufacturers; Skyrocket Toys, in the UK and Ireland, making it a one-stop-shop for a host of cool tech brands in 2023, including Sky Viper, My Fuzzy Friends and Mega Chomp.

Just when families thought it was safe to go back in the water, Mega Chomp strikes from the depths of the living room. Beware of shark-infested floors! Kids will have great fun plotting shark attacks and terrorising parents and siblings with this 18-inch RC shark. Mega Chomp can travel easily on land, moving his multi-segmented articulated tail and chomping his jaws in a hilariously realistic way that looks like he is swimming half-submerged in water.

Looking for something a little more lovable?

My Fuzzy Friends: Magic Whispers Kitty makes the purr-fect pet. Kids can place the Kitty’s light-up heart to their forehead, and she will speak exclusively to them. No one around will be able to hear what she says, meaning that the child alone will know how she feels and what she wants. She may even offer up some helpful advice. There are three Magic Whispers kittens to collect; each has a light-up pendant that glows in different colours. Just the right size for a child to hold in their arms, each of the three kitties in the range measures 6.5in tall.

Did you know?

Trotties are four dolls who love travelling around the world and living magical adventures. Each 25cm articulated doll has her own personality and an ultra-special superpower!

In 2023, the Sky Viper ‘toy’ drone brand marks its 10-year anniversary, having made a splash over the Atlantic, and from AW23 the range will be taking the UK by storm. The Force Gesture – Controlled Drone offers a new way to experience Sky Viper. It flies itself, so users don’t need to have any experience in flying drones – plus it’s crash proof and has been designed to avoid obstacles. Perfect for ages 12-plus, this nifty drone is an ideal entry point to the range. Alternatively, for a more advanced drone that comes with built-in GPS, stream and record HD video function, along with other clever functionalities, there’s the Journey Pro Video Drone. Or, for those with a real need for speed, the Vector Performance Stunt Jet will not disappoint. This super-fast performance plane flies at speeds of more than 40mph. It comes with built-in stabilisation for easy control and performs stunts at the touch of a button. Not to worry if something goes wrong midperformance; this clever drone has a virtually indestructible foam body.

Next is a new, seriously cool collectable brand that’s helping to put a lid on plastic waste: CapStars. Purpose-built, these sustainable pencil toppers are the first collectables to be made from 100% recycled materials, with each CapStar preventing eight plastic bottle caps from going into landfill. Kids will love collecting all the characters from across the DC and Marvel universes, and Disney fans will want to collect all the characters from across the Disney Kingdom.

There are 12 characters to collect in each range, all pocket money priced, and perfect for kids over the age of five. Each CapStar comes blind packaged, presented in sustainable paper packaging, offering kids a super-fun reveal experience, with a heroic, eco-conscious twist. The hunt is on to find the limited-edition characters.

New to the Flair GP portfolio for SS23 - but loved by European families since 1977 - the Nenuco baby doll universe will deliver a whole range of realistic, high-quality doll designs to UK-based children. With Nenuco, children aged three months and older can roleplay every nurturing moment. Little ones can teach Nenuco Swimmer how to swim on her back and front, with the help of her float. Her swimming technique is so realistic and like nothing else on the market. The Nenuco 5 Functions Doll is one of the most lifelike babies in the range. She laughs, says Mama and Papa if you squeeze her hands, sucks her dummy and cries when her dummy is taken away. There’s also the Nenucos of the World range, which offers families four dolls of different ethnicities to cherish.

The family grows in AW23, with a couple of other new arrivals to the dolls aisle: Trotties and Amicicci. Amicicci is the colourful world of collectable mini dolls that will bring so many cute characters to collect; including boys and girls – each different from the other. Amicicci come from a sweet world, where around every corner there is fantasy and fun.

Figuring it out

01279 870000 schleich@schleich.co.uk www.schleich-s.com/en

Schleich enters 2023 with a strong portfolio of new products, embracing its global strategy and vision of ‘Shaping Storytellers for Life’. The full year will see the launch of an incredible 80 new playsets, 80 collectables, five accessory sets and more than 60 figurines, including a very exciting new property which will be announced in late January.

As well as its usual array of new figurines, Farm World will relaunch several of its classic playsets including a new modular Large Farm House, which can be extended in many ways, plus a Tractor and Trailer and a Pet Hotel.

Wild Life will welcome 10 new and more exotic figurines to its collection including the brand’s first colour-changing character, a Chameleon. Plus, in March a Gorilla Family and two new National Geographic Kids figurines – a Moose Calf and Cow.

The popular Dinosaurs property sees five new roar-some dinos join the line-up as well as a rugged Track Vehicle in July, and a flying dinosaur, the Quetzacoatlus - featuring

foldable wings, it’s another first for Schleich. Arriving in the Horse Club range will be several new breeds and exciting new sets. A Tack Room and Horse Stall will provide further extensions to the modular Riding Centre launched in 2022, while an Obstacle Accessories set will provide plenty of equestrian-themed fun outside of the stable. These will be followed in the summer by a stunning new Horse Box featuring a roof-top pool and external shower for washing horses.

Schleich’s newest property, Sofia's Beauties, featuring horses with long silky manes that can be brushed and styled, will add three new Beauty Horses, two new Styling Accessories sets, a Grooming Station with rotating platform, and a portable, pop-up Pet Salon including a bath with real water.

Joining the magical world of bayala will be numerous mystical creatures including new unicorns, a Pink Sapphire Turtle, Lama Unicorn

One for all!

ONE FOR FUN

www.oneforfun.com

One for Fun is looking forward to 2023 with a totally trendsetting line-up. With squishy fidgety micro toys proving popular, the company that brought you Pushpoppers is pushing the boundaries yet again with a brilliant range of Micro Fidgetz –tiny toys that can actually be played with.

This new concept combines the mystery of blind bags with the collectability of a range of 16 Micro Fidgetz collections. Each round tub has a see-through panel at the top displaying one fidget toy, underneath another four toys are stacked in blind bags, waiting to be revealed. Each Micro Fidgetz tub has a full list of the whole range to collect. Every toy will be playable. A real micro version of the larger toy.

One for Fun is the company for fidgets and has provided millions of innovations to keep interest high and provide new line extensions which cover all price points. 2023 sees even more lines added to this pocket money bonanza.

Stretchy, squishy, spikey, shiny, sparkly, sweet and foody are the themes for 2023’s pocket money lines with everything from squishy mesh pets, mesh squishy balls that when squidged reveal a dinosaur, a gold bear, or a host of Ocean friends. New keychains, squish balls in all

Foal, Axolotl Discovery Set of Mexican Salamanders, Night Sky Dragon and an eye-catching Phoenix. Bayala’s successful collectable offering will be further expanded with the launch of its Crystal Collectible Unicorns Series 5 and Series 2 of Magic Collectible Eggs featuring 12 collectable Hatching Baby Plants.

Finally, Series 3 of Schleich’s collectable Eldrador Mini Creatures hits shelves in the New Year. Eldrador Creatures Shadow World sees new Granite Wolf, Shadow Raptor, Swamp Monster, and several Robots plus a Catapult, Battle Rhino and Magma Lizard.

Guess what…

2023 sees five new roar-some dinos join the line-up, plus a flying dinosaur, the Quetzacoatlus, with foldable wings - a first for Schleich

Fact!

manner of shapes and sizes, neon, jungle themed and diddy sizes. Candy cats will all be smiley, winky cute squishy cats in with sweet shop related names.

Distributors for Maisto and Bburago, One for Fun introduces a whole host of vehicles for 2023 – standouts are the Farmland Play Sets with tractors, a combine harvester and many new farm vehicles. For the speedsters there is a fleet of new Ferraris including a brand new SUV. Arguably the hero product this year is the highly detailed model of the RB18 car driven by Max Verstappen in 2022. This 1:43 scale diecast replica perfectly recreates the distinctive shape of the F1 car, capturing every aerodynamic curve and line.

For all the kids who loved Pushpoppers, there’s a new innovation - the Mega Push Popper Ball is a combination of a squeezy stress ball with Pushpoppers all over the surface

From clicks

What’s your background?

I was a director of a digital marketing agency, with a background in software development and digital marketing experience for about 20 years. My friend, who is a partner in the business, has about two decades of retail experience running a successful Asian bridal brand, which is well known locally and internationally.

Tell us about your business. Toys4you is run by me and my wife Mehak Rauf (director), along with my friend Arihant Parekh (retail adviser) and his wife Nakita Parekh (director).

The business started off from our bedroom when we decided to sell excess toys, which we had purchased for our children. As I had experience of making websites and digital marketing, I created an online store, which launched in April 2020 and sold some of the toys. My wife and I then decided to take it further and made connections with suppliers and started selling online.

In a few months, we were inundated with orders, and had to move our stock from our bedroom, conservatory and outhouse to a warehouse.

At this point, my friend (who was already running several successful businesses) joined us and we opened our bricks-and-mortar store at Gracechurch Shopping Centre in the

West Midlands town of Sutton Coldfield in April 2022.

Looking at our success in such a short period, we met with [buying group] Toymaster at its May Show in Harrogate last year. Toys4you is now a member of Toymaster, so the business is streamlined.

Finally, we have a policy that a percentage of our profits goes to a charity called Humanify UK, which supports and empowers underprivileged children.

How did you feel when you heard the news that you were the winner of the best independent giftware retailer category of The Progressive Preschool Awards 2022? Very excited! It was a bit unexpected as we were up against very strong contenders. But we are proud of the acknowledgement received for all the hard work of all the staff and team.

How would you describe your range? We stock most of the famous national and international toy brands; we stock toys for preschool kids, such as shape sorters, rattles, chairs to support kids when they are learning to sit, walkers, hoopers, trampolines, soft toys, dolls, roleplay kitchens, tool sets, pretend ice cream shops, cleaning sets, pretend food, stationery (which includes colour pencils and sticker books), jewellery-

making kits and so on.

We also take learning and development in children seriously, so we focus on learning toys such as snap cards, little puzzles, time-telling clocks, games for preschoolers, and sensory toys such as light-up balls and play foams. We also stock toys for making bathtime fun

There are lots of cars - collectables, remote control, smart watch controlled, automated bump and go – plus racing tracks and make-your-own model car kits. Our locomotive range extends to fire trucks, construction vehicles and recycling trucks, police vans, ambulances, courier companies vans and farm machinery models.

Our range then moves on to Dino world, with lots of dinosaurs, hatching from eggs, baby dinos and full range dino tracks with cars to transport dinos.

We cater for little musicians with drum kits, guitars, xylophones and headphones, while our sports section includes balls, soft balls, tennis rackets, basketball kits, table top football, and air hockey.

For game lovers, we have a wide range of toy guns including tin alley, air shooter, Nerfs and super soaker water guns. Handcuffs are also on hand for the cheeky ones!

Magical Little Kingdom is in our store too, with Ben and Holly figures and their potion classroom. This is accompanied

Award-winning fledgling retailer Usman Ali Ahmed , co-owner of Toys4you in Sutton Coldfield, talks to TnP about his fast rise to success

We think good-quality, interactive toyshavea brightfuture. We will be expanding our range keepingthis in mind ”

“

to bricks cks

by the world of Harry Potter, with wands, house-based pins, chocolate frogs, Hedwig owl, and Marauder’s Maps.

We stock Marvel lights for kids’ rooms, jellyfish lamps, and block building brands such as LEGO and Playmobil.

Science experiments kits, puzzles, Pokémon plush and cards are some of the ranges for kids and grownups.Toys4you also offers play tents, keychains, bag clips and fidget toys, which are hot sellers.

We sell ice cream in our shop. We even have an ice cream maker kit, slush maker and candy floss maker.

Lastly, adults will find paintby-numbers, engraving art kits, 1,000-piece puzzles and family games.

How many brands do you carry?

Key names include Fisher-Price, Squishmallows, Spin Master, Disney, Top Model, Simba, Rainbow Designs, 8th Wonder, LEGO, Playmobil, The Noble Collection, Warhammer, Hot Wheels, Ravensburger, Asmodee, Raster, John Adams, Peter Kin, Zuru, Kplay, HGL, HTI, Siku, Mojo, LOL and Ty.

How many suppliers do you deal with?

Some of them are: Jazwares, Hasbro, Moose Toys, Mattel, Character Options, ABGee, Padgett Brothers, Coiledspring Games, and Simba Toys.

How do you find products?

We go to trade shows such as Autumn Fair, business shows, and licensing

conferences - and we closely watch trends in the digital world and on social media. We keep track of industry trends and have access to data on what other stores are buying. We also sit down with advisers and sales representatives and make a selection on the brands and products we need to stock.

What categories are proving popular?

Hot sellers are soft cuddly toys such as Squishmallows, LEGO, Playmobil, cars from Hot Wheels, and toys based on TV shows such as Bluey and In The Night Garden, or Netflix series like Gabby’s Dollhouse. All-time favourites are Disney - and Pokémon has made a comeback.

What lines have you started stocking recently?

Puzzles, games and science are recent additions that are popular.

How is trading for you?

2021 was positive as we were an online business and our sales were healthy during lockdown. So, while it was quite challenging, it was good for us and gave us confidence to move into bricks and mortar.

2022 was a tough year due to the costof-living crisis. However, as a business, we try to find a positive from all the negativity that’s going around.

People are now conscious of what they are buying and have become savvier, so they are after quality stuff at an affordable price - and that’s what we are currently doing. They are purchasing toys and brands that last longer instead of cheap tat because they want their

money to go further. But for birthday (and Christmas) gifts, we’ve seen that people are looking for bigger-boxed toys rather than smaller items.

But overall 2022 was good for us as we joined Toymaster and the brands we stock have massively increased. Online sales have dropped, which is natural after the pandemic: people prefer to shop in-store more.

Where are you taking your toy offering next?

We think good-quality, interactive toys have a bright future. We will be expanding our range keeping this in mind.

What’s next for your business?

Building our brand and encouraging people to buy ‘local’ and support individual retailers rather than big chains which treat toys as a profit commodity, rather than providing an in-store experience to shoppers.

What is most challenging?

Currently, it's price wars with the big chains, and staffing.

What is most rewarding?

I still cherish seeing my children’s smiles whenever they cuddle and play with their toys, and I get the same feeling and enjoy the moment at the till when little ones walk out of our shop with a thank you and a smile, holding their favourite toy in their hand.

Last but not least, it's all done for a reason: to support a charity which empowers underprivileged children.

Smash hit of the summer

With a team that includes many staffers who cut their teeth with hit brand Moshi Monsters, Toikido is a multi-faceted company that is not only working with other brands, but developing its own. Founder Darran Garnham outlines his plans for the company…

“We’re still trying to work out a mission statement,” laughs Toikido founder and CEO Darran Garnham, some two or three years after the company formed. But his light-hearted self-deprecating tone can’t disguise that he’s serious about the business of creating a wideranging business that has lofty ambitions and a series of aims working in and around IP and beyond, bringing fully formed characters and worlds to life.

Garnham certainly has the CV to deliver just that. His more than 20 years in the business include a lengthy stint at Mind Candy, the Moshi Monsters creators (his home office, from where he conducts the Zoom interview, includes gold discs for selling 100,000 copies of Moshi soundtracks); the ninth employee during the early Moshi days, he watched the company grow to more than 200 staffers. “We learnt a lot there,” he says, “we brought that into Toikido.” Chief among these learnings was the need to have more than one brand, as he explains: “We were a onebrand studio; once Moshi started to slide, it was difficult. Brands have their life cycle, but we didn’t have a raft of IP coming through – we at Toikido have seven of our own in development!”

As well as working with other key brands, including the likes of Pokèmon and Toy Story, he also spent time at NBC Universal, overseeing global brands such as Minions: “It was a great learning curve,” he notes, feeding into setting up Toikido. It is, he adds, “a lovely mash-up of all that knowledge”.

Within a matter of weeks, if not months, the company had inked its first major deal, to look at Among Us and take the game brand into the toy world. That first deal has already been extended through to 2025 and, despite the earlier light-hearted mission statement remark, Garnham says it sets out the company’s store for at least part of what it wants to do.

“I wanted to try and do things faster. In our industry, timelines are 12 to 15

or 18 months. I always thought there must be quicker ways of doing things. I didn’t want to lower the quality bar, but thought there must be a quicker route

“We have this ability in-house to create, design, produce and get to market really quickly. The aim was to be nimble, to spot things early, get in and help build them.”

But that’s only half, or, to be more precise, a third of the Toikido story.

Its first strand is working with the likes of Among Us, and other brands borne of games and from other areas such as Gang Beasts, and, as Garnham says, “representing other people’s brands, taking them to market”.

“We’ve just done two big campaigns for Gang Beasts,” he adds, ‘‘with YouTubers and TV advertising it’s raised awareness of the game as well.’’

Toikido has more though. “We want to work with influencers and social media talent, helping them bring product based around them to the market. And then we have our own in-house IP.”

The business model is based on the likes of Spin Master (“I’m a big fan of that company.”), which both owns its own IP such as Paw Patrol, as well as licensing brands such as Batman.

The first of its own IP, Pinata Smashlings, is now on the march to world domination. It’s launching on Roblox and a raft of deals are in place, with toys and collectables alongside stickers, publishing and more all in the works.

“It’s really taking off,” he says of Smashlings. Designed so the collectable capsule becomes part of the toy (“We wanted a rationale to collect the capsule as well as the collectable, we didn’t want a piece of packaging thrown away.”), the brand has also been designed to incorporate other brands and bring them into this world. “We’re talking to

Smashing the rule book

Toikido has officially confirmed its partnership with P.M.I. and Character Options to bring Piñata Smashlings to market.

In its statement unveiling the partnership, it noted: “The first IP created solely inhouse by Toikido, Piñata Smashlings will take the gaming and toy sector by storm, with a unique and exciting Roblox game in production, and a series of animated shorts, music, suite of toys, collectables, trading cards, books, plush and playsets all scheduled for release [this] summer.”

Darran Garnham, founder and CEO at Toikido, says: “Piñata Smashlings is the first toy IP launching on Roblox that is simultaneously supported by a physical toy offering. Both game and product are being developed together to enrich engagement. Piñata Smashlings will be one of the first brands to attach codes redeemable within Roblox to every physical product, truly connecting the offline physical with online digital.

“We believe Piñata Smashlings is a wonderful fresh IP with an opportunity to provide something unique. I am excited by the potential for our products and thrilled to be working with two of the industry’s best partners in P.M.I and Character Options.’’

Boaz Dekel, founder, CEO and Chairman of P.M.I, adds: ‘’Working with Darran and the Toikido team is a wonderful experience. After the successful partnership on Among Us and Gang Beasts, we are extremely excited to be a part of Piñata Smashlings and cannot wait to bring this fantastic IP to market.

“We are investing in creating a colourful, fun, and fresh toy line suitable for Piñata Smashlings, while also ensuring all packaging is sustainable.’’

other brands about collaborations into 2024,” Garnham explains. “We designed these guys so we could take any IP and ‘smash’ them. We’re talking to other rights holders; they can come into the world and put their IP into our product, almost like a Funko.”

Bringing the experience from working with Moshi helps, while every morning sees the company gathering to meet to discuss priorities among the different brands. There’s more to come beyond Smashlings, with further announcements also due. The Roblox game of Smashlings is imminent, but as well as this, Toikido is already working on a bunch of other brands.

“We just keep going,” Garnham concludes. “We have momentum and I want to continue with that momentum. Externally we have four or five brands in discussion, internally we have three in development, which we will come to market with by the middle of the year.”

We want to work with influencers and social media talent, helping them bring product based around them to the market ”

“

Darran Garnham

23 for ’23

There’s returning franchises, new adventures, and something for everyone, from the very young – in the shape of the Paw Patrol gang – to older viewers, due on screens both big and small this year. So here’s a look at 23 feature films and TV shows with toy, game and licensing potential in 2023…

The Last Of Us (January)

The franchise is already hugely popular with gamers and this series has the added bonus of coming from HBO, which knows a thing or two about creating enduring TV programming. All of which bodes well for this new adaptation…

Puss In Boots The Last Wish (February)

The dormant Shrek franchise gets revived with an outing for one of its offshoots, with Antonio Banderas’ swashbuckling moggy back for more action. Lands in time for half-term for the schools and could give a new lease of life to the brand…

The Mandalorian S3 (March)

Returning Star Wars offshoot; this still looks a treat, and continued seasons will give it a further chance to succeed at retail.

Secret Invasion (Spring)

Due up on Disney+, this sees the ever-dependable Samuel L Jackson returning as Nick Fury, the eyepatch-sporting agent at SHIELD.

Dungeons & Dragons Honour Among Thieves (April)

Super Mario Bros (April)

There’s already been one attempt at a feature film version of the Nintendo franchise, but that was in the dimand-distant past when computer effects were more primitive and Hollywood had yet to work out how to successfully transfer brands from games consoles to the big screen. Now, in a post-Sonic world, those problems have been resolved and the trailer earned plaudits, too. Lands in time for Easter as well.

Ant-man & The Wasp: Quantumania (February)

One of the lighter and more fun Marvel outings, thanks in no small part to Paul Rudd’s goofy and unassuming superhero persona. The increasingly speedy turnaround from theatrical to home entertainment by way of Disney+ means it will have a long tail and high profile, and should keep the whole Marvel bandwagon ticking over.

Shazam Fury Of The Gods (March)

The first one was heaps of fun and, despite Warner’s ongoing stuttering efforts with its DC comic book films, which has seen much of its output on hold, this could be a nice little earner for the studio.

Every studio and production outfit is scrambling to find properties that can make the transition from comic books, board games – anywhere. Latest on the block from mini-major eOne is Dungeons & Dragons, which could give both a boost to the board game and lead to a fully-fledged franchise…

Guardians Of The Galaxy Vol 3 (May)

One of the more enduring offerings form the Marvel Cinematic Universe, stars of two of their own features and plentiful guest appearances elsewhere, the gang of space travellers return for a third film and will bring with them a whole raft of toy opportunities, not least some cracking Groot products.

Loki S2 (Summer)

Thor’s evil brother has been a long-standing foil in the comic books and he’s now back with a second of his own series after proving to be equally resilient for Marvel in big and small screen terms.

Spider-Man Across The Spider-Verse (June)

The first animated Spidey adventure was both a commercial and artistic hit, wowing both critics and audiences. Sony’s revitalisation of the franchise from its low-point of being mired in legal problems and disputes with Disney has been admirable. Now it can reap the benefits with associated toys and goodies…

Transformers Rise Of The Beasts (June)

A franchise that refuses to quit, with the films still winning plenty of young fans thanks to their bombast and endless array of robot-to-vehicle characters. Not only is it enduring, but always leads to renewed interest in the toys too…

The Marvels (July)

Yes, this is Marvel-related, as the title suggests. It sees Captain Marvel banding together with others, and might not be Avengers-worthy in terms of size, but could well entice more new fans to the MCU…

Teenage Mutant Ninja Turtles: Mutant Mayhem (August)

The heroes in a half-shell are back for another crack at summer audiences and, given the longstanding appeal of the toys and characters, who’d bet against them? Paramount had a hugely successful 2022; this revived franchise will be another success for the studio.

Trolls 3 (October)

Not necessarily for the film purists and cineastes, but these multicoloured DreamWorks creations have proven themselves to be remarkably resilient. Already mentioned by some suppliers and licence-holders as being a key feature film release for the autumn…

Barbie (July)

After the trailer made its debut before Christmas, even those wavering about the long-mooted live-action big screen debut of the Mattel property were won over. The trailer alone helped bump it near the top of everyone’s Must Watch List for 2023, aided by a knowing wink from Margot Robbie as the eponymous heroine, and certainly one from director and writers Greta Gerwig and Noah Baumbach. Looks like the perfect combination of appealing to younger kids and their parents, millennials, Gen Z types – in fact almost every demographic. It’s the sweet spot that every studio and blockbuster is after

X-Men 97

Due in the autumn, this sees the X-Men’s classic animated adventures given a new lease of life for Disney+. One for both young and old alike, it could well prove to be not only a winner with audiences, but with toy buyers too.

Star Wars Ashoka

Undated as of yet, but this is one that Star Wars fans are eagerly awaiting. The character has already made numerous appearances elsewhere in other Lucas-related series, so expect this to land heavily when it finally arrives towards the end of the year.

The Penguin

Another HBO production, this is one of the chief Batman-related titles set to land this year, in series form. It will keep the franchise going nicely too…

Agatha Coven Of Chaos

After proving to be such a hit in Disney+ outing Wandavision, Kathryn Hahn’s Agatha gets her own richly deserved series due on the streaming service towards the end of the year.

Ghostbusters (December)

Paw Patrol The Mighty Movie (October)

They’re back on the big screen. Parents will be dragged along to cinemas with their younger offspring for the latest round of adventures from the all-too familiar gang. Moreover, it lands at the perfect time too – in time for the autumn half-term holidays and far enough away from Christmas to mean it will end up on Paramount’s streaming service and home entertainment formats ahead of Christmas, giving it s Yuletime boost.

An as-yet untitled sequel to the Ghostbusters series. As ever, it should present opportunities both for younger fans and nostalgia-hungry adults who remember the franchise from its 1980s origins too.

Aquaman And The Lost Kingdom (December)

The Warner-owned DC closes out the year with one of its more successful properties, namely the enormous Jason Momoa as the underwater king.

Bringing up Baby

Disney Baby is, the company says, the first port of call for parents – and a newly born – to connect with the media giant; the first tentative steps in what it hopes will be a lifetime’s journey with the company.

2023 promises to be a crucial year for the company as Disney’s centenary celebrations kick in, while the Baby arm is also planning a new identity due to be unveiled as the anniversary events reach their climax later in the year.

Disney senior vice president, global Disney/Pixar and softlines category, Liz Shortreede talks about the company’s plans for Disney 100 and beyond…

Can you tell us a bit more about the Disney Baby brand and the thinking behind it?

Disney Baby is unveiling a new look and feel, with our consumer at the heart. We created it with the intention of developing something truly ownable and recognisable as a Disney brand for our specific demographic of infants and babies up to 18 months old, as well as their parents and gift-givers.

We also wanted to develop an updated, global look and feel that has the flexibility to work for all our regions, as well as different businesses, categories and product. It is also important for us create something consistent with the wider Disney

business that could be embedded into the system and enable us to approach retailers with a coherent offering. The thinking behind the Disney Baby brand is really about enhancing those moments with babies, from waking up and having breakfast with them, through to bathtime and bedtime. What makes our proposition unique is our focus on storytelling through our products and bringing that special Disney magic to moments with families.

Where does it fit into the rest of Disney consumer products? Our Disney Baby brand represents the start of the lifecycle of our consumer, from when they are born to when they are 18 months. We then transition into the preschool segment, although in certain markets, some Disney Baby products also cater to preschoolers up to two years old. Ultimately, a Disney Baby product is the first Disney touchpoint for parents, grandparents and gift gives to cultivate a love of the characters they connect with most with the newest additions to the family.

The brand is a cross-category proposition, everything from nursery furniture and furnishings

to blankets and pyjamas, as well as books, food, nappies and bath time products. Disney Baby also presents an opportunity for us to grow our gifting business across all these categories, with gift givers a key target consumer for us.

TnP: What are the current bestsellers?

LS: Our Disney Minnie Mouse and Disney Mickey Mouse soft toys remain very popular and many are given as a baby’s first gift.

When it comes to other toys, we have seen real success with our infant educational toy range with Clementoni. They reflect key milestones in a baby’s development and parents are often looking for products that can support certain skills – examples include Baby Mickey and Minnie Crawl With Me toy which encourages babies to replicate the crawling movement, and the Mickey and Friends Shape Sorter Bus, which aids babies’ dexterity and cognitive ability to push shapes through specific holes. Since these products are centred around beloved characters and storytelling, they also bring fun and little bit of Disney magic.

From a softlines perspective, our feeding and homeware sales tend to be driven by products created through collaboration with credible licensees such as Nuk, Hauck and Aden and Anais, as parents look to brands they can trust.

Disney Baby is growing up, with a new look and feel for the brand aimed at infants up to the age of 18 months.

Senior VP Liz Shortreed outlines the company’s plans for the look…

Disney products cater to everybody, from babies and preschoolers, through to tweens and teens, and finally adults and grandparents, who have an affinity with the classic characters from the Disney legacy ”

“

Where does the brand fit into current trends in character licensed product?

The key trend at the heart of Disney Baby is nostalgia and brand trust. We find many parents, grandparents and gift givers are passing on their own love for Disney to a child with a Mickey Mouse soft toy, or similar. We know that Disney provides optimism, joy and comfort to families and fans, and that reassurance from a brand is critical when looking to support a baby’s early development and learning.

Are the biggest Disney Baby brands the same as the overall biggest Disney brands?

Yes – Mickey and Friends, as well as Disney Classics such as Winnie The Pooh or Bambi are the licenses that occupy 75% of the Disney Baby brand, followed by Disney Princess and Pixar.

Is there an idea to work from cradle upwards for Disney as a whole? Definitely. Disney products cater to everyone, from babies and preschoolers, through to tweens and teens, and finally, adults and grandparents, who have an affinity with the classic characters from the Disney legacy.

How does Disney Baby work with the rest of the brand?

In 2023, we will celebrate Disney 100 Years of Wonder; the legacy of the company, the present and the future. Disney Baby is all about the future generation and our future consumers. It’s about building and maintaining that connection and affinity with Disney from the beginning and throughout the consumer lifecycle: from babies through to preschoolers and adults, who then want to replicate the lifecycle with their children.

What is there to look forward to in the coming months and in to 2023?

Anyone who watched our Holiday campaign advert this year - The Gift - the

final instalment of our ‘From Our Family

To Yours’ trilogy will have seen that ‘baby’ was at the heart of the story.

We hope that in 2023 Disney will be top of mind of our consumers as we celebrate our anniversary, Disney 100 Years of Wonder. Disney Baby will be part of this celebration with new celebratory style guides available. The Disney Baby month continues to be a key retail moment to highlight all products available.

As we close a year of celebrations with Disney 100 and look at the future of the company, we will launch the new Disney Baby branding. Social media continues to be a key touch point for parents where we invest and communicate latest products as well as collaboration with industry leaders like Baby+.

Regarding specific products, we will be leveraging Clementoni’s expertise in Infant toys to launch a new product range full of innovation. In Spring Summer 2023, Clementoni will kick this off with launching three new items, including Pull Along Toys, Build & Play items as well as a Disney Clemmy Playsets.

Pull Along Toys: made in Italy with a minimum 80% recycled plastic, this range will allow infants and parents to enjoy beloved Disney Classics Character Simba (The Lion King) and Lucky (101 Dalmatians) in new pull along toys.

Build & Play Sets: will stimulate baby’s manual skills, allowing them to improve their dexterity by connecting Mickey & Friends.

Disney Clemmy Playsets: provide endless amounts of fun and fantasy with soft and safe blocks allowing infant to explore their senses, manual skills as well as stimulating their imagination

who watched our Holiday campaign advert this year - The Gift’ - the final instalment of our ‘From Our Family To Yours’ trilogy will have seen that ‘baby’ was at the heart of the story

Beyond the Disney Baby brand, we will also be launching a range of Playmobil products, which will be targeted at toddlers and their parents or gift-givers.

What does Disney Baby see as being biggest licences going forward?

Within the Disney Baby brand, Mickey and Friends, and Disney Classic characters including Winnie The Pooh, Dumbo, Bambi and Simba from The Lion King, are likely to remain our biggest and most popular licences going forward. Products based around characters like Stitch are also gaining popularity within the infant segment.

How important is it to tie in with other arms of the Disney empire, especially Disney+ and the feature film arms?

One of the key touchpoints for Disney Baby is publishing, because of parents or grandparents reading Disney stories to children before bed, as well as possibly playing some Disney music during bathtime or bedtime.

It plays into that nostalgia trend where adults are sharing the stories they loved with their infant, plus we have a lot of great songs!

Whenit comes to Disney+, it serves more as a touchpoint for parents to reconnect with classic stories and places these stories front of mind for our target consumers, whereas for babies the Disney touchpoint is the product itself.

Has Disney+ and the availability of programming 24/7 changed the way a brand such as Disney Baby works, rather than it working to a theatrical and launch timetable?

For first time ever, Disney+ gives families an entire library of classic films at their disposal. Consumers have a back-catalogue of content they can draw upon to take that baby through a Disney journey.

We have noticed that Disney+ is giving people the opportunity to not only watch our stories for the first time, but revisit and enjoy all over again.

Anyone

“ ”

At the heart of retail

LEADER

Imet the top brass from Spielwarenmesse one autumnal morning in a bowling alley in central London. A mammoth toy fair in a snowy and briskly cold Germany the following year seemed a lifetime away, but at last the Nuremberg show is nearly upon us and I can’t wait.

I’ve noted in the editorial at the ‘other’ front of this magazine – our traditional double-cover TnP – that I thought the pandemic and subsequent lockdown(s) would lead to some change in society and the way we thought.

Wrong as I may have been, it has led to reassessment or our working lives and the nature of how we conduct business, not least in that people, no matter how jaded they were, really did miss trade shows.

What the assorted issues of hosting shows and travelling any great distance, certainly abroad, meant during lockdown for the organisers of Nuremberg’s toy fair was an opportunity to think about what Spielwarenmesse meant to the wider industry.

and the willingness to think about what they were doing and the offering, was hugely impressive.

This is the kind of reassessment and critical thinking I thought that Covid might lead to. What, as I often mused, am I doing? What is the point in it all?

The subtle changes in the formatting and elements of Spielwarenmesse seemed entirely logical and the clear result of standing back and thinking not just about the short term but the wider implications and thought processes behind what they were doing.

It’s been tough for the organisers, the 2022 uncertainty and the ‘will they won’t they?’ debating both behind the scenes and in public was fraught and shows the debilitating nature of the pandemic

It’s been tough for the organisers, the 2022 uncertainty and the ‘will they won’t they?’ debating both behind the scenes and in public was fraught and shows the debilitating nature of the pandemic.

And so to comeback, not just with a show, but one with new, improved elements, is a hugely impressive feat. Few escaped the rigours of the assorted coronavirus problems unscathed, so to come back as a better event is certainly worth celebrating.

And so on to our Spielwarenmesse section of the magazine. We’ve looked at some of the key players taking part in the show, a clutch of the biggest and best exhibitors and more, with the rest of the magazine appearing by turning it upside down and back to front and starting again…

And, at that launch event and press conference in Bloomsbury last year, it was heartening to see just how much the organisers had thought about what they were doing and what attendees, from all sides of the industry, wanted from a trade show.

Never having been before – and ahead of the returning 2023 event – it’s hard to offer a full comparison, but the attitude

On a personal note, this is my first overseas trade show for a few years, so go easy on me, offer me warm beverages and soothing words in the mornings and cold drinks and enthusiastic shouting at night, and somewhere in between for the rest of the day.

I look forward to meeting more of you out in Germany and please get in touch with me tim@lemapublishing.co.uk if you fancy meeting up. Right, now, where did I leave my passport?

Tim Murray

Also by Lema Publishing

2023: theJazage

Jazwares is showcasing exciting new brands and product launches from some of the hottest toy properties on the planet at this year’s Spielwarenmesse show.

Following significant year-overyear growth, Jazwares is poised to continue its momentum in 2023.

We caught up with Jazwares European management team Jonny Taylor (SVP Europe), Holly Oldham (managing director UK & Nordics) and Marcus Abt (managing director GMBH) to discuss their recent highlights and future plans.

How have the past 12 months been for Jazwares?

Holly: It’s been another unpredictable but strong year for Jazwares. We have achieved incredible growth in every region. We have a lot to be thankful for with strong brands, fantastic products, and a talented team to drive results.

Jonny: One of the most exciting recent developments has been the opening of our new Paris office. Over the past 12 months, our French sales team has done a phenomenal job from a standing start, and we have the demand and structure to scale our business in France over the coming years. Over the past decade, we have built successful local operations, servicing retail directly in the UK, Ireland, Germany, Switzerland, Austria, Benelux and now France. Longer-term, we are looking to open more direct offices. Where we do not have offices, we will continue to use best-in-class partners in the territory.

Tell us about the culture at Jazwares.

Jonny: We have a great culture

at Jazwares all around the world. Everyone seems to be enjoying what they are doing, and we are creating toy lines that are connecting well with our consumer base. I’m a firm believer that everyone produces their best work when they enjoy what they do. We have a lot to feel lucky and proud about, including a great team. There is real excitement from everyone about the journey ahead.

Squishmallows is the TOTY (Toy of the Year) and People’s Choice Award winner in the US for the second year running. Can you tell us more about Squishmallows in Europe and plans for the brand?

Holly: Squishmallows is a phenomenal brand; we sold 4 milllion pieces in the UK in 2022 – 300% up from 2021. We were fortunate enough to be on

Can you tell us more about some of your growth plans in Europe?

Our retailers have supported the Squishmallows brand in the most amazing ways with incredible in-store and online brand statements Holly Oldham, MD UK & Nordics

“ “ Fact

Jonny Taylor

Holly Oldham

Marcus Abt

every major top toy retailer’s list and selected as a Dream Toy.

We are seeing amazing rates of sale across Europe too. It’s so exciting to be a part of the growth of this truly unique brand. Our retailers have supported the brand in the most amazing ways with incredible instore and online brand statements. Next year we will have more product refreshes than ever to meet the demand of collectors.

We will also focus on elevating the brand at retail, with greater instore brand executions, driving the marketing even harder. 2023 will also see the introduction of exciting new product extensions outside of the toy aisle from our Consumer Products division, as well as major new content developments. We are committed to growing Squishmallows as a global lifestyle brand in a long-term and sustainable manner. The future of Squishmallows globally is incredibly exciting and on track to reach its true potential in Europe.

Jonny: We are also unveiling a new collectable plush line called Bum Bumz. The line has been very well received by the trade. The programme has all the hallmarks of a very successful collectable, with endless themes and a unique tactile nature. We are building this IP with meaningful marketing to drive brand awareness.

Licensed toys are still at the heart of what you do. Tell us about your licensed brand portfolio.

Marcus: We’ve got a very strong portfolio of brands across action, preschool, collectables and plush. We had an incredible year with Pokémon in Germany, the UK, and further territories last year, achieving meaningful growth in all regions. 2023 is set to be just as strong. We are particularly excited about where we can take the Squishmallows and Pokémon collaboration. This range is hugely exciting for the two fan bases.

Holly: CoComelon is also set to have a fantastic 2023. We have a great new line focused on the younger infant side of the preschool demographic. We are certain that consumers will fall in love with the new CoComelon Hug Mees and the interactive Peek Boo JJ Doll. In addition, we are seeing amazing results with Star Wars Micro Galaxy Squadron and Spidey and His Amazing Friends. Spidey and His Amazing Friends is a powerhouse preschool brand, and our results at retail are outstanding.

Jonny: In 2023, we’ll be launching

the master toy line for Adopt Me!.

As one of the most popular games on the Roblox platform, with more than 28 billion visits and a 42 million monthly active player base, it has got an incredibly large and committed audience base. Our expertise in bringing metaverse IP to life, coupled with the power of the Adopt Me! game, brings a new evolution for Jazwares as we continue to innovate. Fans are going to love the in-gameinspired figures, plush and playsets featuring an array of adorable pets and accessories that authentically expand the Adopt Me! experiences beyond digital. The line is beautiful and truly reflects the in-game play. Each product comes with an exclusive redeemable code, to further drive collectability. This line is one of Jazwares’ big bets for 2023.

What are you most looking forward to as we move into the toy fair season?

Marcus: We can’t wait to spend time with customers and showcase all our fantastic products. There is nothing quite like the energy and buzz of a trade show. We have a lot to be excited about for 2023 - and cannot wait to share it with everyone.

In 2023, we’ll be launching the master toy line for Adopt Me!, one of the most popular games on the Roblox platform, with more than 28 billion visits and a 42 million monthly active player base Jonny Taylor, SVP Europe

“ “

The A to Z of Spielwarenmesse

Ahead of the show, here’s a round up of what to see, what to do, with some exhibitors revealing why they’re heading off…

A is for Additions

As well as returning elements, the pandemic and enforced closure of the show in recent years has enabled Spielwarenmesse organisers to have a look at what’s on offer, refine, improve and, even more crucially, add further parts to the Nuremberg show.

B is for Brands for Fans

Part of the key trends being assessed this year at Spielwarenmesse, with the organisers having put together a

special area to study trends it has identified for the business. These include the aforementioned Brands For Fans (licences and retro games and toys); MetaToys, assessing the digital development of toys; and. Discover!, the opening up of new worlds and discovery for children.

C is for China

One key question facing organisers this year has been will Chinese representatives be there. In a still ever-changing scenario, at least, they noted, the spirit was there

and visitors from Asia were eager to come.

D is for Digital Services

Spielwarenmesse is not just for the first week in February. Its digital service offers year-round support and, as the organisers note: “With our Spielwarenmesse Digital platform we can provide support all year round, which is ideal for networking, and stimulates curiosity and interest in the next event.”

E is for Experience

One of the key elements of an actual trade show according to Spielwarenmesse organisers. As Florian Hess said at the press launch: “On a product level, it’s important to experience the product with senses, touch, feel, sometimes quite complex, sometimes quite emotional.''

What: Spielwarenmesse | Where: Nuremberg | When: 1-5 February | Web: www.spielwarenmesse.de

F is for Forum

The Toy Business Forum at the show will see daily presentations for visitors covering off key subjects, offering insights both interesting and important.

G is for Gallery

One of the newer additions to the show, the New Product Gallery pulls together key innovations, as well as the trends and other elements, all under one roof, enabling retailers to improve ranges and also highlight developments in the industry.

H is for Heavyweights

One of the most pleasing aspects for Spielwarenmesse organisers in 2023 has been the fact that big players and market leaders are all turning out in force. As Florian Hess said: “One aspect even more important is having all the market leaders virtually on side. There are some great and interesting specialists here, but the big heavyweights are too.”

I is for Inventors

Another important development has seen the show open up and integrate the Game Inventors Convention into Spielwarenmesse, giving it a more international flavour. The event enables inventors to pitch ideas, as well as discuss their projects with each other, offering advice and tips.

J is for Joy

As Spielwarenmesse’s Florian Hess told TnP going into the event: “The dominant feeling is one of joy at finally being allowed to hold trade fairs again. The positive feedback we’ve had in advance from our participants is part of that, too. The present situation makes us highly confident.

K is for Knowledge

Knowledge is a key word for the event, as experts share their knowledge and key trends are explored, giving retailers all the ammunition they need…

L is for LicenseTalks

From Wednesday at the event, morning sessions discussing, as the name suggests, licensing, and it will, Florian Hess said “offer valuable insights into the topic of licensing, with examples of best practice and tips for newcomers”.

M is for Model Railways

Workshopped with the most important exhibitors, this sees the show’s model railways and model instruction area opening up to consumers at the weekend of the show.

It’s easy, organisers said, because of the access to the model area.

N is for Networking

As organisers looked at what exhibitors and visitors really wanted from a trade show, networking was a key answer that came back time and time again. Hence, there’s plenty of opportunity for folk to meet up with their contemporaries and customers during the show, especially with innovations such as RedNight (cf).

Why we’re at Nuremberg

is for Sustainable

Spielwarenmesse was an early adopter when it came to highlighting sustainable products and one of its key areas this year is under the banner of Toys Go Green… is

for Tech

One of the key areas is Tech 2 Play, looking at the latest innovations and intersection between toys and technology. “What’s really important to discover as much as the emotional impact is the techbased developments,” said Florian Hess.

‘’Nuremberg is an important fair for us. A massive showcase that attracts customers from all over Europe and beyond. As we distribute Maisto and Bburago, it’s an opportunity to take our customers through the complete range, as well as showcasing our own new products to a wide audience.’’

David Mordecai, CEO, One for Fun

U is for UK

With, as the year drew to close, up to 90% of the exhibition space taken compared to prepandemic levels, it has been heartening to see a strong UK contingent turning up to show off their wares too… Even as year-end was approaching, there were almost as many exhibitors signed up as in prepandemic times from the UK…

O is for Organisers

It could also be for optimistic too, as the organisers are brimming with enthusiasm and positivity about the postpandemic event.

P is for Press Preview

Back with a bang and, it is said, bigger than ever, is the Press Preview day, held on January 31, which will see press, influencers, content creators, YouTubers and more looking at key toys and trends for the year. Get ready for the deluge…

Q is for Queue

Not many of these, despite the numbers…

R is for RedNight

Another new addition to the roster at Spielwarenmesse, RedNight sees exhibitors encouraged to host networking parties on their stands until later in the evening, with trade visitors being welcomed to wander and chat informally…

V is for Visitors

More than 60,000 traditionally turn up to the event.

W is for Walk

If there’s one piece of advice that anyone is offering first-timers and newbies – and even seasoned veterans of Nuremberg – it's to pack some comfortable shoes. You’ll be doing a lot of walking.

X is for Insight-X

Another strand of the New Product Gallery, this pairs one of Spielwarenmesse parent’s other shows covering stationery and highlights licensing and toy-based innovations under the banner of Insights X – Where Stationery Meets Toys.

Y is for Years

Spielwarenmesse is now in its 74th year, albeit with a few Covid distractions, among other things.

Z is for Zzzz

Given past experience, you’ll need a good sleep – plenty of zzzzs – when everything is over…

Wired for fun!

MV SPORTS

01217488000 | info@mvsports.com | www.mvsports.com

MV Sport’s portfolio of sector-leading licences is further strengthened with the addition of several exciting new properties such as the latest preschool phenomenon, Gabby’s Dollhouse. These delightful collections have been very well received by retailers, and meet the growing demand from consumers for successful new preschool wheeled toys. The new line-up of ride-ons, tri-scooters, bikes and pop-up tents accentuates the cute and quirky nature of both increasingly popular properties.

MV Sports has certainly got things Wired into Li-Fe with two fantastic e-scooter brands. The latest adult and kids e-scooter ranges include best-in-class product combined with increased dedicated resource and knowledge. The kid’s scooter, the Li-Fe 120 Pro, is designed to be affordable, lightweight, and fun, with a short recharge time for maximum usage. With the adult scooters, MV takes a very logical, functional and safety-conscious approach across the board. This includes minimum 17km range, 25kmh maximum speed, solid tyres for reduced puncture risk, minimum IP54 water resistance, integrated lights and easy-to-use folding mechanisms for transportation and storage. They all deliver their power in a smooth and controlled way for a great riding experience.

Stunted X-tract has seen a slick, new refresh in both designs and spec, inspired by precious metals to master that perfect shine-finish. Ideal for intermediate riders who have mastered entry-level skills featuring threadless headset, aluminium BMX style handlebars, triple clamp, ABEC 7 bearings and underside deck print, you are sure to look neat on the streets. Meanwhile, the Stunted main range takes you from entry-level beginner to advanced skill master, all the while keeping designs fresh and on-point.

E-Moto has further expanded to feature real-world Moto X Bike in racing red and black colour pops. Complete with easy-to-use foot-operated pedal control and engine sounds, this 6v ride-on is sturdy with chunky, deep tread tyres for stability and optimal grip. Also new to this category is the 6v bumper car that showcases cool strip lighting, dual directional control with 360-degree rotation and music!

‘Come out to play’ with Hedstrom swings, slides and multi-plays. Exciting new products added to the extensive range include the Triton multi-play; a swing, goal and basketball hoop compact combo. Also new to the range is Junior Saturn; the freight-friendly, one-box solution to combining a swing, glider and slide multi-play, perfect for four children. Another new favourite is the Pirate Boat Swing where two children can sail away to never-ending adventures!

Complete with unique anti-tip hanger, full surround swing with mesh bottom, durable, soft-touch ropes and a heavy duty, UV and rust-resistant frame, which is quick and easy to assemble.

Scoring all the goals is Kickmaster. New for 2023 is the 2in1 rebounder goal, perfect for any size garden. At a generous 7ft x 5ft with aluminium frame, mesh net and adjustable rebounder net this can be used as both a rebounder and goal. Quick pitch markers are the ideal solution for football on the go. With four retractable pitch markers included, which are held in place with ground pegs, you can mark out up to a 20m x 10m pitch size. Being compact and lightweight ensures you can take this with you on holiday, to a friends’ garden or wherever. Be inspired to be the next Kickmaster!

Guess what…

A favourite in the Hedstrom range is the Pirate Boat Swing where two children can sail away to never-ending adventures, complete with anti-tip hanger, full surround swing with mesh bottom, durable, soft-touch ropes and heavy-duty, UV and rust-resistant frame

STEAM building

Edx Education’s toys stimulate children’s imagination and creative thinking skills. The ranges teach children to collaborate, problem solve, and be creative, and builds their confidence in key areas of STEAM education, developing key early skills, while encouraging exploration and experimentation with many different learning concepts through play.

There are many new additions to the award-winning Rainbow Pebble, Geostix and construction kit ranges this year, greatly increasing Edx Education’s STEAM offering. There are new constructions sets, sustainable options and retail ranges, with the new My Gears construction range recently receiving STEAM accreditation from the Good Play Guide.

Designed to support home and classroom learning, the new My Gears construction kits are open-ended educational toys, providing hours of engaging, hands-on learning, and are perfect for developing early engineering skills, encouraging creative thinking, curiosity and problem solving, while also developing fine motor skills.

Children can create and explore by linking several gears together with the chains to create unique and amazing machines. Wheels turn and gears move, as they create moving cars, bikes, a tractor and so much more. Junior engineers learn to understand the basic principles of gears, movement and force, while building the fun models with the easyto-follow instruction booklets. Compatible with the 2cm linking cube sets for extended play potential, there are multiple construction possibilities to inspire young minds.

Edx Education is also on a journey to a

more sustainable future with the new Green-nLearn ranges.

The Green-n-Learn Whale Story Counter Set has an important message about the effect of single-use plastic waste on our oceans, and aims to help educate children on the importance of looking after our environment. Using FSC certified packaging, the Whale Counters are made from a bio plastic, and the activity booklet is made with recycled paper and printed with soy inks.

The team at Edx Education has really enjoyed developing this educational toy set. The Whale Story Counter Set was inspired from working alongside Kuro Shio Ocean Oasis, a charity that protects oceans and the environment around us. The charity is working with local communities in Asia, clearing plastic waste from the oceans, and creating a whale and dolphin conservation zone.

Sand, water and messy play, meanwhile, have always been a fundamental part of Edx Education’s early years ranges. This year it’s launching a new water tray and pump, designed to withstand the rigours of busy little hands and provide hours of fun learning.

There are so many benefits of water play in the classroom or at home. A great introduction to early science concepts, messy play creates new neural pathways and improves important sensory processing systems. It can also help

social skills such as communication and cooperation, improve hand-eye coordination and fine/gross motor skills.

Edx Education has been designing and producing innovative educational products and materials for more than 25 years. Working with educational experts, it produces ‘learning through play’ ranges that have been designed to support children and their caregivers in all aspects of play-based learning and development. From early years active play to maths, Edx Education’s ranges are built for children to be creative, learn and have fun with interactive counters, award-winning Rainbow Pebbles, construction sets, STEAM sets and outdoor play collections.

Trefl

Apolished puzzleportfolio

Trefl SA is the biggest company that manufactures puzzles and games in the CEE region and one of the biggest manufacturers in Europe as a whole. A family company, Trefl SA was founded in 1985, and consistently builds its position and constantly expands its offer and production capabilities.

Trefl’s products are targeted at adults as well as children and are based on well-known and popular characters. It holds most of the major licences for children’s puzzles - including Disney, Warner, Hasbro, Mattel and Viacom. The company also has a wide portfolio of licensed games with a strong focus for the UK.

Its Polish factory has a number of advantages, including: large

production possibilities, variety of offered products, high quality of used materials and fully controlled production process.

In 2020, Trefl SA opened a new Research & Development Centre, where it started to improve ideas for new products - mainly puzzles and games. What’s more, considerable investment has been made during 2020 to increase the amount of top-class machinery used, to increase its production capabilities, and attempt to further meet the supply demand worldwide.

2020 has shown that there is a need and desire for traditional games and puzzles in the modern world of technology, where puzzles are a very popular pastime for families and people of all ages.

In 2021, Trefl SA was working on creating new puzzle lines: Wood Craft Origin (wooden puzzles) and Trefl Prime Unlimited Fit Technology including Licensed Puzzles. The Trefl Prime series was created for true jigsaw puzzle lovers. The special technology allows you to put together any number of images into one large composition. In addition, thanks to the use of the thickest paperboard, unique shapes of puzzle pieces and special cutting method, you can easily carry the entire jigsaw puzzle around. So you can create your own collage from the Trefl Prime jigsaw puzzles!

The Trefl team aims to be very flexible and always makes sure they listen to their customers. As a result of this, they are open to knowing customers’ needs and expectations regarding puzzles and games, so that they can improve them and create even more exciting products.

Contact Trefl’s representatives Steve Richardson (07850 779797) or Ria Richardson (07877443733)

Cuddly characters

RAINBOW DESIGNS

01329 227300 | www.rainbowdesigns.co.uk

Rainbow Designs is showcasing more than 40 new lines for 2023, including three new licences, adding even more fun and joy to its much-loved character collections.

For over 50 years, Rainbow Designs has been creating high-quality, forever toys, inspired by the much-loved characters from children’s literature, and this year, Rainbow will be promoting the importance of Bedtime Cuddles and Stories, an important aspect in establishing good sleep habits and routines. The ever-popular Beatrix Potter’s Peter Rabbit, Disney’s Winnie the Pooh, Guess How Much I Love You, Elmer and We’re Going on a Bear Hunt soft toy collections, coupled with the adored character storybooks, make a wonderful combination for those bedtime cuddles and stories.

To support this, Rainbow is launching

a series of Bedtime Cuddle Nightlights for Paddington Bear, Peter Rabbit and Disney’s Winnie the Pooh. The super-cuddly soft toys respectively hold a soft, detachable marmalade pot, flower pot and honey pot that illuminate to provide a mesmerising light pattern and soft nightlight, while playing a soothing lullaby.

In addition, three wonderful heritage licences from children’s literature have joined the Rainbow family. Adorable soft toys of the much-loved Maisy, Bagpuss and Giraffes Can’t Dance will all be available in 2023.

This year will see Disney mark 100 Years of Wonder, and to celebrate the momentous centenary milestone, Rainbow Designs will release two dedicated collections, that will be available in the spring, to commemorate Mickey Mouse, one of the most famous global cartoon characters of all time, and his adorable girlfriend, Minnie Mouse.

2022 was a momentous year for Paddington, and this year is set to be just as important. Rainbow Designs has a Paddington range for every age, including the best-selling Classic collection of Paddington bears,

Small wonders

ONE FOR FUN

www.oneforfun.com

Fidgets are to the fore for One for Fun for 2023. Meet Micro Fidgetz – tiny toys that can actually be played with, not static collectables. This new concept combines the mystery of blind bags with the collectability of a range of 16 Micro Fidgetz collections. Each round tub has a see-through panel at the top displaying one fidget toy; underneath another four toys are stacked in blind bags, waiting to be revealed. Every toy will be playable! A real micro version of the larger toy.

Stretchy, squishy, spikey, shiny, sparkly, sweet and foody are the themes for 2023’s pocket money lines with everything from squishy mesh pets, new keychains, squish balls in all manner of shapes and sizes.

The Animigos World of Nature range has won acclaim and awards for its lifelike depiction in plush of the world’s animals. This year, even more exotic beasts join the family. The great outdoors also has a new range of Ozbozz skateboards in all designs and dimensions

Distributors for Maisto and Bburago, One for Fun introduces a whole host of vehicles for 2023 and will escort buyers to the major M and B stand for the full display – standouts are the Farmland Play Sets with tractors, a combine harvester and many new farm vehicles – so popular. For the speedsters there’s a fleet of new Ferraris including a new SUV. Arguably the hero product this year is the highly detailed model of the RB18 car driven by Max Verstappen in 2022.

Fact! To mark Disney’s 100 Years of Wonder, Rainbow Designs will release two dedicated collections to commemorate Mickey Mouse, one of the most famous global cartoon characters of all time, and his adorable girlfriend, Minnie Mouse

Get on with the glow!

BRAINSTORM TOYS

01200 445 113

sales@brainstormltd.co.uk

Brainstorm will exhibit its Brainstorm Toys range as well as its own brand, The Original Glowstars Company collection, in Nuremberg.

The Original Glowstars Company is a brand that Brainstorm Ltd has created to include a huge selection of glow-in-the-dark products that can be used to decorate walls and ceilings. Featuring bumper packs including Glow Window Art and Glow Superstars, there’s also The Original Glowstars Sticker Sets. Glow-inthe-dark POS is also available, and Brainstorm is reducing plastic on its packaging across the glow range.

Costume drama

RUBIES

01491 826500

Customerservices@rubiesuk.com www.rubiesuk.com

Combining its permanent 365 International stand with its party booth within Nuremberg Toy Fair, Rubies’ breadth of licences includes all the industry’s biggest and more. You can get exclusive previews to a wide range of product at Spielwarenmesse exclusively from Rubies.

Did you know?

Thumbler is an addictive, pocketsized spinning top that transforms into a multi-coloured light show when swirled. The fidget toy has its own stand and features a symmetrical spinning top encased in a special enclosure that allows it to spin faster and longer. Find detailed scientific information about the physics behind each spin on the Brainstorm website.

Thumbler is a totally addictive, pocket-sized spinning top that transforms into a multi-coloured light show when swirled

My Very Own Fairy Cottage Keepsake Box is an adorable craft kit that doubles as a beautiful keepsake box. Children can create a magical toadstool home for their fairy and unicorn figures using three types of easy-to-use airdrying clay including bubble and glow clay. The set includes moulds to help create shapes and a step-by-step guide. Children will love creating the scene on the lid of the cute box.

The stunning My Very Own Solar System Suncatcher set comes with eight planets and both translucent paint and a glow-in-the-dark pen. The Suncatcher shimmers in sunlight and gently glows at night. The planets can be turned into a hanging mobile using the clear thread and sucker to attach to windows or mirrors.

My First Magnet Kit is a great STEM kit for early learners. The colourful 20-piece set helps children explore magnetism, discovering facts about magnetic fields, force and attraction in a fun way with lots of experiments to try including making a magnet float, bounce and jump. As well as a selection of magnets, the set also comes with a secret code to unlock 10 online experiments as well as a colourful leaflet with cool magnet facts.

The popular Head Torch range will also incorporate a Nick Jr. Paw Patrol Head Torch featuring everyone’s favourite police pup, Chase. Just press once for light and again for a fun police siren sound. It has two angles - straight for outdoor adventures such as walking or camping and tilted for catching up on Paw Patrol books and comics. With an adjustable strap for children of all ages.

Journey into the Spiderverse with one of Marvel’s most popular superheroes of all time, Spider-Man, with the cinematic tie-in for the highly anticipated upcoming film, Spider-Man: Across the Spider-Verse. With costumes for children in a range of deluxe and standard editions, everyone’s favourite character Peter Parker will be brought to life once more in his updated superhero suit from the latest film, now available to view in Nuremberg.

While Rubies already produces a highly successful range of officially licensed Barbie costumes and accessories in partnership with Mattel, its collection will grow with the imminent release of the new Barbie film. Due to be one of the most popular cinematic releases of 2023, the tie-in costume and dress-up range is set to be a hit with fans of all ages.

For those looking to view or order from Rubies’ mammoth DC Comics range of costumes, the dress-up powerhouse will also be showcasing costumes for Aquaman and the Lost Kingdom. The sequel to the phenomenally popular 2018 film, Rubies’ range of fancy-dress costumes and accessories is ideal for fans of all ages.

Rubies is strengthening its relationship with ZAG, the licensor behind one of the most popular series in Europe, Miraculous Ladybug, by presenting two new accessory sets and new costumes for Ghostforce. The Miraculous Ladybug Bag Accessory features a handheld bag printed in the iconic red and black polka dot pattern, tikki toy and Miraculous mask, while the Yoyo Accessory Set includes a light-up yoyo and colour-change wristlet.

Team members will be able to answer questions regarding the industry and market, as well as providing tips and insight into sales and forecasting. On top of this, Rubies content and marketing development is reaching new heights in 2023, supporting its extensive product array.

Fact!

Rubies is strengthening its relationship with ZAG, the licensor behind one of the most popular series in Europe, Miraculous Ladybug, with two new accessory sets and new costumes for Ghostforce

Wet andwild

SPIN MASTER

01628 535000 | www.spinmaster.com/en-GB

Paw Patrol dives into 2023 with the launch of Aqua Pups, a new Paw Patrol theme from Spin Master Toys. Aqua Pups is set in Puplantis, an undersea world of adventure, and features an all-new character; Coral, a Mer-Pup and Skye’s long-lost cousin.

The new toy range, including the Whale Patroller, themed Vehicles, Hero Pups figures and 1:55 scale die-cast vehicles, will get little ones excited for fun-filled underwater rescue missions. Great for all preschoolers, the new toys provide endless hours of action-packed adventures as fans bring their favourite scenes from the show to life using imaginative play.

Take on both underwater and land rescue adventures with the Paw Patrol Aqua Pups Hero Pup Figures, and their new aquatic friends. The Hero Pup figures from Spin Master includes a range of pups alongside the new character Coral, with her super-cute mermaid tail and her trusty Seahorse friend.

Coral can be attached onto the fin on Seahorse’s back then rolled forward, to activate her Seahorse’s head-waving movement. Each Hero Pups figure features authentic, true-to show details and styling, with the Pups suited in their wetsuits and helmets, alongside their sea creature friends that they can attach on to, to help

save the day. The Pups each come with a different sea creature companion to collect for more fun.

The all-new Whale Patroller Team Vehicle is the perfect addition to any Paw Patrol fan’s collection and features real working wheels, an Aqua-themed Chase action figure and rescue vehicle. The Whale Patroller is fully equipped with everything needed for rescue missions on and in the imaginary seas. Children will love loading the rescue-themed vehicles (each sold separately) into the Patroller’s vehicle launcher before slamming down on the vehicle-launching lever to blast Chase into action.

In their wetsuits and helmets, the Pups are ready for Pawsome rescues. The themed vehicles take on an all-new Aqua look, each inspired by the different sea creatures in the show. Each themed rescue vehicle features an exciting transformation to prepare them for the imaginary seas. Slide the vehicle canopies shut to transform the vehicles into water-ready rescue mode for endless fun.

The new Paw Patrol range is the perfect gift for little ones aged three-plus; helping preschool children to explore their imaginations and develop their motor skills, through pretend play.

Fact!

The Paw Patrol Hero Pup figures include new character Coral, with her super-cute mermaid tail and her trusty Seahorse friend