Chairman Malcolm Naish
malcolm@lemapublishing.co.uk
Managing Director
Mark Naish
mark@lemapublishing.co.uk 01442289953
Sales Director
Claire Naish claire@tnpmedia.co.uk 01442 289937
Editor Anthony Clarke ant@tnpmedia.co.uk 01442 289939
Assistant Editor Naomi MacKay naomi@lemapublishing.co.uk
Retail Editor
Clare Turner clare@lemapublishing.co.uk
Production Director
Paul Naish
paul@lemapublishing.co.uk 01442 289933
5 Leader with Anthony Clarke
6 What’s New the latest products that you need to get your hands on
8 News the latest from the industry
26 Toy Testers We round up the best of the best in our review of 2024’s Toy Testers
28 London Toy Fair Everything you need to know about the UK’s biggest toy trade event, along with a taste of what’s to come from many of its exhibitors, including new and returning companies
90 Toy Fair New York 10 things you need to know before you head across the pond to this major event in the toy calendar
92 Spring Fair Catch up with what’s on offer at February’s NEC Birmingham event, which covers toys, gifts and much more!
12 Interview Brian McLaughlin, business development manager at Toymaster, takes time with TnP to answer questions on Toymaster, its May Show, and the wider economy of the toy sector
Lema Publishing Ltd
1 Churchgates, The Wilderness, Berkhamsted, Herts, HP4 2UB
14 Cover story Phil Ratcliffe, MD at MV Sports, talks to TnP about the company’s major USP, where it is today, and what we can expect from its Toy Fair appearance…
16 In focus: Rachel Lowe. The serial entrepreneur and board game creator from Portsmouth, best known for creating the Destination series of games, tells TnP about her games & puzzles portfolio
18 In focus: XpoFairs, The Gift Fair. Discover details about the first edition of the new online trade show, open for business from January to February
22 In focus: Premier. Get a sneak peek at Premier’s spooktacular Halloween Collection
24 Retail Interview Kate Hately, of British Garden Centres, talks to Clare Turner about trade shows, trends, and top sellers at the 65-strong chain
94 Retail Interview Daniel Miller, of JTS Gifts & Prizes, talks about the toy manufacturer and distributor’s decision to make a move into bricks-and-mortar retailing with JTS Toy Universe
96 Retail Interview It’s a fantastic time to be in the toy business, says Ann-Marie Edwards, senior category manager toys at online retailer Very
98 Retail Interview Clare Turner catches up with Hobbycraft’s Joseph Pulfrey to find out what’s new for kids at the superstore chain
20 Retail Opinion Bit quiet after the Christmas rush? John Ryan has some ideas to help you make the most of your downtime
91 U.S. Toy Association Jennifer Lynch previews the Toy Association’s Trends reveal at New York Toy Fair
Bye bye 2024 and all your Christmas festivities. After all the depressing economic news of recent years, you got brighter and sunnier on the high street and online, ironically, as winter closed in. Here’s hoping that this continues into 2025.
And now it’s on into the Show season. London Toy Fair followed swiftly by Nuremberg’s Spielwarenmesse and Spring Fair at the NEC in Birmingham – not to mention XPO’s online Gift Fair running from about now and all the way through to the end of February.
Let’s get the mildly concerning stuff out of the way first. Spring Fair, and by extension Autumn Fair, appears to be retreating quietly from the toy sector. It is not a disaster but when a show barely mentions a category in its publicity and so forth, the danger is that it will actually disappear through lack of interest –even if it’s not a deliberate strategy. It’s not as though there’s a shortage of actual toy shows elsewhere. We’ve mentioned this before in our review of the 2024 Autumn show. Having said all that, we have included a genuinely positive preview of the Fair in this issue.
Not to mention us here at TnP and our sister magazines. We’ve got some tight coverage, which includes enthusiastic comments from the likes of Inside Out Toys, Gibsons Games, Professor Puzzle and Ginger Fox.
Finally, in this traipse around the Fairs – don’t worry, I think I can see an increasingly bright light (my vividly strong coffee) at the end of the Show Tunnel – we take a look at the New York Toy Fair (NYTF) and Harrogate’s Toymaster, which also sold out early. The NYTF trends team also has a deep dive into what’s coming our way.
Feel free to give me a well-deserved slap with a Glowi Gellifish “ ”
Phew. Taking a moment to pay lip service to my Expresso Illuminato. Right, cracking on.
From a personal and extremely biassed viewpoint, I loved our Toy Testers (formally Ambassadors) pages last year. The feature is becoming so popular – our
Toy Fair sold out some months ago and looks to be hugely successful yet again and there’s not much for me to say here other than we’ve got tremendous coverage as ever, including a great interview with the Toy Fair TV team who provide so much fun on screen at the show itself. It’s also worth flipping through the pages of companies and products. The enthusiasm, creativity and imagination on display is infectious and you kind of wish it could spread wider and further into other fields (here’s looking at you potholes, water and the wider UK economy).
And then there’s Nuremberg but, in order to avoid the lazy temptation of repeating myself at length, you may want to somersault over to the back-to-front cover for your journey through Spielwarenmesse. Yes, that’s your editor leading from the back as ever.
On the fascinating and evolving trade show scene, there’s XPO’s online Gift Fair that includes a toys section (XPO will be launching a specific Toy show in the future) which will be observed with considerable interest from all sides – existing shows, suppliers and retail buyers.
readers love it because it’s authentic and speaks from the hearts of kids and parents. You read them with your retailer or supplier hats on. We have a teaser best of 2024 round-up spread, which you’ll enjoy, if only to spot the Mummy fart joke from one adorable young child.
Two other articles to mention are a story told by Rachel Lowe of Destination Board Games and the Repair Café of her journey from being a taxi driver to fund her university degree; and retailer interviews with the likes of Hobbycraft. There’s one with Very as well, which manages to avoid any mention of financial troubles – interesting in its own right though.
Looking ahead to 2025 beyond trade shows (can’t remember if I mentioned them – feel free to give me a welldeserved slap with a Glowi Gellifish if I didn’t) I’m intrigued and mildly concerned with the Entertainer trajectory. And when I say “concerned” I mean I’m not sure that it’s healthy for the rest of the toy trade, whether on the retail or supplier side. And I am sure that I’m not the only one thinking this. Ask Harry Potter.
Anyway, happy new year to you all and, as ever, I’d love to hear from readers, whether suppliers, retailers – all of you – if you have news or opinions to share. So please get in touch with me at ant@tnpmedia.co.uk.
See you at the shows.
BLADEZ TOYZ
023 9265 3104 | sales@bladeztoyz.co.uk | www.bladeztoyz.co.uk
As a part of its extended DC line, Bladez Toyz has launched the My First RC BAM. Children can bring to life the fun and excitement of the new preschool programme Batwheels with their very own easy-to-drive remote-controlled BAM. With its sturdy, durable design, wide buttons for little hands, and the ability to withstand even the toughest of bumps and scratches, this RC car is the perfect crime-fighting vehicle for first time vigilantes. Watch out later this year for the next My First RC vehicle to be added to the range so that BAM can confront his nemesis, Prank, face to face.
Also new to the DC line is the Batwheels Motorised Track playset. Connect and play with six chunky puzzle pieces to build the track, then watch BAM race around Gotham, fighting crime
+39 0861 2311 | jeremyrobinson@liscianigiochi.it | www.liscianigiochi.com
alongside his friends. Rearrange the track in different combinations to extend the fun, with dozens of possible combinations to choose from. This track set is great for child development, problem solving and coordination, and the perfect playset for all Batwheels fans.
Bladez Toyz will also be launching some spooktacular products in 2025 as part of its Monster High range, including the ever-popular Bumper Activity Set. Designed in the style of the iconic School Bus,this activity set contains more than 300 pieces to create amazing ghoulish projects. There’s pens,pencils, washi tape, ink stampers, stick on gems and much more, making it perfect for young, creative fans. It even includes mini card dolls that can be dressed with customisable outfits. Once completed, the card dolls can be displayed on the included school backdrop, complete with spooky lockers.
Get the litter bug!
A leader in preschool educational toys in the Italian market, Lisciani offers a rich portfolio that includes the Carotina, Giocare Educare Montessori, and Life Skills ranges.
With the new brand Slumi, science becomes not only a truly hands-on educational experience but also an opportunity to help children manage stress.
One of the standout products from the collection is Slumi Squish n Slime 2 in 1, a kit that allows children to create their own squish characters and decorate slime with vibrant accessories.
Unique to the Giocare Educare Montessori line is the Montessori Pen, an ergonomic writing tool designed to teach children the correct pen grip, preventing postural issues and reducing muscle fatigue.
Lisciani’s Life Skills range redefines traditional educational games. Each product is developed around the 10 life skills recognised by the World Health Organization,
0 7736 776690 gareth@farplace.org.uk www.farplacegames.com
The world’s number one game about cleaning out litter trays will launch at London Toy Fair.
Litter Tray is a pushyour-luck game about deciding when to risk pooing in an already dirty litter tray and when to clean your litter trays out. Designed by Gareth Edwards, the CEO of Farplace Animal Rescue, where cleaning out litter trays is a daily occurrence, every game from Farplace Games helps animal rescue. Who will be the first poo-er in the game? Who will take the most risk?
All games are produced by Farplace Animal Rescue charity so every game helps animals, and the team can work with retailers to make the most of this in marketing the games to customers.
07584858978
l.crocker@ cobitoys.co.uk www.cobi.eu
Cobi Toys has some treats in store for VW fans. For hobbyists, collectors, car enthusiasts, there's something undeniably magical about building a model kit. And when that kit is a tribute to one of the most iconic cars in automotive history – the Volkswagen Golf or the beloved T2 Bus – it’s a perfect blend. Cobi is launching 11 models in Q1 of 2025.
The iconic Volkswagen hot hatch comes in a number of versions:
VW Golf (1974) Classic. In a 1:35 scale, red version, consisting of 65 pieces.
VW Golf GTI (1976) Hot Hatch. In a 1:35 scale, white version, consisting of 65 pieces.
VW Golf GTI (1976) Hot Hatch. 1:35 scale, blue version, 65 pieces.
VW Golf GTI (1976-83) Hot Hatch. 1:12 scale; 1710 pieces. (Executive Edition)
VW Golf (1974-1983) Iconic Hatch. 1:12 scale; 1510 pieces.
VW Golf I (1979). 1:12 scale; 1460 pieces.
Then there’s the Legendary Volkswagen T2 Series, which includes the beloved Campervan, Combi Van and even an ambulance:
VW T2a Flatbed Truck. 1:35 scale, 152 pieces
VW T2b Ambulance. 1:35 scale, 12 pieces
VW T2b Bus. 1:35 scale, 154 pieces
Fire Engine 1:35 scale, 172 pieces
Campervan. 1:35 scale, 287 pieces
Campervan. 1:35 scale, 300 pieces
VW T2a Combi Van. 1:35 scale, 302 pieces.
01491 826500 | customerservices@rubiesuk.com uk.rubiesmasquerade.com
Rubies, the global provider of licensed costumes and accessories, has launched its Skibidi Toilet range, inspired by the wildly popular YouTube series created by Boom. Developed in collaboration with Invisible Narratives, this new collection brings to life beloved characters from the animated series. It's now available for kids aged seven to 12 and beyond.
The Skibidi Toilet costume is the standout feature of the range. Complete with an inflatable toilet featuring a battery-operated fan and matching snood, this costume captures the playful, offbeat nature of the series.
The collection also includes the Speakerman costume fit with a detailed jumpsuit, half mask, and gloves, allowing fans to transform into one of the humanoid allies.
Fran Hales, head of portfolio and marketing at Rubies, said: "We are thrilled to bring the Skibidi series to life with the launch of the Skibidi Toilet Range. These costumes provide children with the opportunity to immerse themselves in the vibrant, nonsensical universe of Skibidi.”
The launch follows the extraordinary success of creator Boom’s YouTube series, which has achieved meteoric growth since its debut. With more than 44.5 million subscribers and more than 18 billion views from just its main channel, the series has also cultivated an active community of more than 639,000 members on Discord.
01903 885669 | uk@smart.be www.smarttoysandgames.co.uk
SmartGames presents its latest one-player puzzle games. Introducing DropZone, Reverso, and Break-Out, three new super fun and engaging additions to the range.
Let gravity roll! Cheer up dark, dreary days with DropZone, the ultimate marble run construction game sure to bring some colour to gloomy evenings. Players aged eight-plus must use their creative skills to solve captivating challenges and construct a multitude of marble runs with different pathways, to guide these marvellous marbles from their corresponding colour base to their final drop point.
Players are encouraged to use their engineering skills to connect bridges, towers and ramps across three levels, as the marbles get more and more demanding!
Craft Buddy has concluded a remarkable year with a significant accolade, winning the Home & Living Growth Award at the inaugural UK & Ireland TikTok Shop Awards. The ceremony, held last week in London, celebrated the best in business innovation on TikTok Shop, with Craft Buddy’s success attributed to its remarkable sales growth since launching its TikTok Shop account earlier this year.
The award was received by Craft Buddy director Dino Wadhwani, along with head of marketing OraRuth Rother and e-commerce manager Matt Jennings. It was presented by Jan Wilk, head of operations at TikTok Shop UK. This milestone victory marks the 20th award for Craft Buddy in 2024, underscoring a year of groundbreaking achievements for the company.
Gary Wadhwani, director at Craft Buddy, said: “This award is a testament to the incredible effort of our team and the engagement from our TikTok Shop community. To end 2024 with this recognition is beyond our expectations and further fuels our excitement for what’s ahead in 2025.”
TikTok Shop award winners (l-r) Jan Wilk, Dino Wadhwani, OraRuth Rother and Matt Jennings
Awards at their two 2024 events.
Beyond awards, 2024 saw Craft Buddy continuing to scale up its operation with 12 new hires at its UK head office, and opening 60-plus new trading accounts, including The Entertainer, Asda, and Ryman.
The British Toy & Hobby Association (BTHA) has announced the finalists for the Toy Retailer of the Year Awards 2024.
The shortlist is:
Independent Toy Retailer of the Year (single store)
Argosy Toys
Jadlam Toys & Models
J J Toys
Independent Toy Retailer of the Year (multi store)
David Rogers Toymaster
Toy Barnhaus
Starlings Toys
Toy Department of the Year
Garsons Garden Centre, Esher
Daniel Department Store
Jarrolds of Norwich
Multiple Toy Retailer of the Year
The Entertainer
Smyths
SMF Toytown
Omnichannel Toy Retailer of the Year
Smyths
Argos / Sainsburys
The Entertainer
Online Excellence Award
The year’s award-winning streak began with a Hero Toys Award in January at London Toy Fair for Series 3 of the Crystal Art Buddies range.
Additional highlights include being a firsttime finalist at the 2024 Licensing Awards, consumer wins from Dadsnet and Made For Mums, plus an impressive 13 BlogOn
Its Crystal Art collections, particularly Series 3 & 4 Crystal Art Buddies and the Disney100 Crystal Art Sticker Album, achieved outstanding global sales, with the limited-edition Disney celebratory range surpassing sales of 20 million units worldwide.
Craft Buddy is now poised for an exciting 2025, kicking off the year by attending key trade shows including London Toy Fair, Spielwarenmesse, and Creative World Frankfurt, where it will debut four new innovative and dazzling product lines that will launch throughout Spring.
Argos
Amazon
The Very Group
The winners of the prestigious Toy Retailer of the Year Awards, including Overall Toy Retailer of the Year for 2024, will be announced, along with any other special BTHA awards, on Tuesday January 21, 2025 at an evening function on the first evening of London Toy Fair 2025.
The Character Group plc has announced its results for the year ended August 31 2024.
The accounts revealed that the Group had, despite relatively flat turnover of £123.4m (2023: £122.6m), turned in a creditable profit before tax and other items of £6.6m (2023: £5.2m –an increase of 26.9%), in line with management and City expectations.
The results were achieved in the harsh trading environment that has existed throughout much of the year due to the cost-ofliving crisis, a lack of consumer confidence, and political and macro-economic developments that caused severe disruption to the global supply chain and shipping from the Far East.
A Character spokesperson said: “We are encouraged by the resilience of our market share in our domestic markets and the prospects growth in our international markets expected in Q4 of the current financial year. Accordingly, the Board expect sales and profit before tax and
highlighted items for the full year ending August 31 2025 to remain at similar levels to those reported in the year under review.”
The Character Group continues to have a strong cash position and balance sheet, and the board and management look forward to tackling the challenges of the year ahead. In the immediate future it is also looking forward to the London Toy Fair in January where it will showcase all its new developments featured in the 2025 catalogue.
Bladez Toyz has announced a partnership with Everest Toys, one of the largest toy, game, and gift manufacturers and distributors in North America. With the help of Everest’s vast distribution network, Bladez Toyz will be able to take advantage of new opportunities in Canada and the United States; expanding the reach of its licensed ranges and particularly its Maker Kitz brand, which have enjoyed great success in the UK and across EMEA.
The deal is a major milestone for Bladez Toyz. It specialises in creating engaging, creative and fun toys, as well as those that are dedicated to promoting and supporting STEM development. It has gone from strength to strength in the UK and Europe, and this marks the next step in its ambitious growth plans.
Iain Morgan, CEO of Bladez Toyz, said: “We are super excited to be working with Everest as our long-term partner in North America. They are already working extremely hard and have successfully opened over 8,000 new doors for us in the US in a matter of weeks – no small feat.”
The launch will be followed by the addition of new licences and brands in 2025, including two exciting new brands that Bladez Toyz will be debuting at London Toy Fair and in Nuremberg.
The Insights Family, the specialist in market intelligence for kids, teens, parents, and families, has announced that founder Nick Richardson is to become CEO of TIF Labs, which will focus on new ventures and innovation.
Richardson set up Insights in 2017 and oversaw its significant international growth – five years of triple-digit growth to achieve revenues exceeding £4m. He led the business through to a £5.6m investment from Business Growth Fund (BGF), which was announced earlier this year.
TIF Labs has been established to explore new venture opportunities for the group, from potential acquisitions, exploring future partnerships and developing new technology and data innovations.
Richardson said: “It is a wonderful opportunity for me to uncover and explore other opportunities to build and protect the companies’ IP and diverse future revenues, whilst The Insights Family leadership team focus on delivering our plans. Watch this space!”
Toymaster has announced that its 2025 May Show has already sold out. All the stands have been filled.
The Show organisers thank suppliers for their continued support. Toymaster has a broad mix of them exhibiting and offering all independent retailers attending a wide range of options to select the best ranges and products for their stores. And, beyond the Show, there’s the enjoyable prospect of welcoming everyone back for another fantastic Harrogate experience in the late spring and early summer. The dates for the show are from Tuesday to Thursday, May 20-22, 2025
In the vibrant world of toys, joy and imagination take centre stage. Yet, lurking in the shadows is a growing concern that poses risks to children, families, and businesses alike: copycat and counterfeit toys. These unauthorised products are often poorly made, unsafe, and damaging to the reputation of legitimate brands. More critically, they pose a real threat to the safety of the very children they are meant to delight.
SnapDragon has long championed the fight against copycat and counterfeit goods, leveraging advanced Online Brand Protection services to help brands safeguard their identities and ensure consumers receive the genuine article. However, the toy industry, with its ever-expanding digital marketplaces and global supply chains, presents a unique challenge – one Snapdragon is ready to tackle with a new generation of tools powered by a version of AI it calls Augmented Intelligence.
The AI-driven solutions are revolutionising how toy brands can identify and combat counterfeiters. By scanning online platforms with incredible speed and precision, these systems detect unauthorised listings and potential trademark infringements before they gain traction.
Mary Kernohan, head of business development at SnapDragon, said “By combining cutting-edge technology with industry expertise, we can protect creativity, quality, and, above all, the safety of children who play with these toys.
In a market that thrives on trust and delight, the partnership between the toy industry and brand protection is more important than ever.’
Dobbies has confirmed the closure of 12 stores after its restructuring plan was approved by the Court of Session in Scotland. The original plan announced at the end of September was to close 17 stores. Its flagship in Antrim, which was previously earmarked for closure, is staying open following an agreement with the landlord.
A spokesperson for Dobbies said: “The approval of the plan means we can now be focused on the future, building a strong platform for a return to sustainable profitability in our stores across the UK. Thank you to all our colleagues, customers and suppliers who supported us during this process. It will enable unlocking access to future investment and deliver a strong and well capitalised platform for the business going forwards.”
Which? magazine has warned shoppers to be wary of toys sold on online marketplaces, after an investigation found products on popular sites that could choke, cut or strangle a child. The news follows recent investigations by the BTHA and US Toy Association that arrived at similar conclusions.
The consumer champion bought 23 toys – starting from as little as £1.07 – from AliExpress, Amazon, eBay, Fruugo, Temu, TikTok and Wish – and found serious safety problems with more than half (52%) of them. The dangerous products posed serious safety risks to children, including choking, sharp points and strangulation.
Many of the toys also had missing or incorrect markings, which are required by law. Alongside those with safety risks, this meant that 21 (91%) of the 23 unbranded toys should not be legally sold in the UK.
Rocio Concha, Which? director of policy and advocacy, said: “It was frighteningly easy for Which? to find dangerous toys for sale on some of the world’s most popular online marketplaces. The UK government must act fast and use its Product Regulation and Metrology Bill to put much greater legal responsibility on online marketplaces for keeping unsafe items off their platforms. This must include allowing tough enforcement action, such as heavy fines, if they breach the rules.”
One of the 23 items, a set of animal fridge magnets, and the only product bought from Amazon – did not pose a serious safety risk to children and could be legally sold in the UK.
BSI, the UK’s national standards body, is urging consumers to ensure they are checking their purchases. It is encouraging them to check products for quality marks, such as the BSI Kitemark and CE or UKCA markings. It is also urging the public to ensure companies have manufactured products in compliance with standards, such as standards relating to toy safety including the BS EN 71 series (covering aspects such as flammability, organic chemical compounds, and mechanical and physical properties).
On the toys front, BSI has advised that parents of young children check that children’s toys are safe. They can then be reassured on this by looking for
the CE mark or UKCA mark to ensure compliance with safety standards.
In the case of cycling, skating and horse-riding helmets, these are products that BSI tests for shock absorption, penetration resistance, and durability. Parents gifting these items should look for products with the BSI Kitemark.
The advice comes in the wake of reports from Which? Magazine that poorly manufactured products such as toys are being illegally sold in the UK, prompting safety concerns.
Brian McLaughlin, business development manager at Toymaster, takes time with TnP
to answer questions on Toymaster itself, the excellent annual Harrogate May Show, including this year’s event at the Majestic Hotel from Tuesday to Thursday May 20-22, 2025, and the wider economy of the toy sector
How have the Toymaster members found trading this past year in what has been a very tough year all round?
Footfall has been a major challenge all year – there are fewer people going out to the shops, particularly as a result of there being more empty retail units on high streets these days. Consumers are also watching what they spend more closely as they have less disposable income, so overall it had been a tough year for retailers.
What was the highlight of the 2024 May show?
The attendance was great, and the feedback we received from visiting members, retailers and suppliers was all positive. It makes all the effort worthwhile after spending months planning and preparing for the show.
And how is the 2025 show shaping up?
The good news is that we have sold out all the stands, and we have a great selection of suppliers exhibiting this year offering a wide variety of brands and products for retailers to choose from.
Are many new suppliers exhibiting this year?
There are lots of new suppliers exhibiting this year – too many to name them all individually – but we will be communicating to our members in the spring to ensure they take a look. One of the things that independents are always looking out for is something to differentiate themselves from their competitors, and this is why it is always important to have new suppliers at the show each year for them to see.
Is the Toymaster May Show important for retailers to attend, and why?
Any independent toy or model retailer would benefit from attending the
In challenging times like these the support Toymaster offers to our members can be invaluable “ ”
Toymaster May Show. It’s the only trade show where all of their key suppliers are available to them and the ranges they have on display are focused towards what is right for smaller, independent stores. The May Show is also more informal than other trade shows, with no closed stands, so all retailers are made to feel much more welcome.
Any changes to the format this year that might help retailers to plan their visit?
There are no radical changes planned for the show this year; the format works successfully as it is. We will take a look at any feedback from last year and adapt if necessary, but the overall look and feel of the show will remain as it is.
The ongoing success of Toymaster retailers at awards shows how good many of your members are, how much does the show contribute to it? The success of our members at various awards is entirely down to the individuals who are running those stores, and the teams they have working for them. At Toymaster we do as much as we can to make sure our members have all the information and support they need, but ultimately they are the ones who bring it all together on the shop floor and they deserve all the recognition that they achieve.
Are there any benefits of Toymaster membership to highlight?
In challenging times like these the support Toymaster offers to our members can be invaluable.
Our TIMS (Toymaster Information Management System) portal alone saves them time on invoicing and admin, meaning they can be more focused on what’s happening on the shop floor – serving customers and replenishing
stock. We also have a new finance director – Darren Robinson – who will play a key role and will be on hand to help our members with the different solutions they can put in place regarding the Budget challenges they will face in April 2025.
We would encourage any retailer who is unsure if membership is worthwhile to speak to another Toymaster member and hear it from them.
So where can retailers find you if they want to talk to you at London Toy Fair?
The Toymaster lounge is located upstairs on the gallery in the Grand Hall; we are there for the duration of the show and happy to speak to any independent bricks-and-mortar retailer who wants to know more about how we can help their business.
Any other thoughts?
All independent toy retailers are welcome to attend and registration will open early in spring. For any retailer not attending London Toy Fair, please see contact details below.
TOYMASTER 01604 662922
brian.mclaughlin@toymaster.co.uk www.toymastermayshow.co.uk
What are the proudest moments in your career history from the 1980s to today?
Phil Ratcliffe, MD at MV Sports, talks to TnP about the company’s major USP, where it is today, and what we can expect from its Toy Fair appearance, including hints of under wraps new licences…
What makes MV Sports unique and a stand-out in the sector?
We are the UK’s number one supplier of licensed wheeled toys, which gives us a major USP in the sector, coupled with the fact that we have built established, consumer-recognised brands such as MoVe, Hedstrom, Kickmaster and Stunted. We’re known for our innovation and our strong long-term relationships with both customers and licensors.
How would you describe the unique fun of MV Sports and its portfolio?
MV’s approach to outdoor products is more toyetic than ‘serious sport’, and our connection with the biggest and best licensed properties means that there is always something new and exciting to offer. We consider ourselves as sector leaders rather
MV’s approach to outdoor products is more toyetic than ‘serious sport’, and our connection with the biggest and best licensed properties means that there is always something new and exciting to offer “
than followers and are constantly striving for the newness and innovation which fuels the toy industry.
Can you give us any idea of the sales ratio split between licensed and non-licensed ranges? And is the licensed portfolio growing fast?
It’s a fairly even split as our licensed portfolio is balanced out with our own brands across outdoor play, sporting goods, and bicycles. This year both licensed and own brand have performed well in a very challenging market.
Have MV Sports’ short-, medium- and long-term objectives – both financial and wider impact – varied much in recent years and, if so, why? Absolutely. We are constantly adapting our strategy. Consumer shopping habits have revolutionised
There are many proud moments in toys such as; diversifying Waddingtons Games into the arts & crafts sector; launching major brands such as Uno and Hot Wheels into the UK with Mattel; building MV into the UK’s top licensed and own brand wheeled and outdoor supplier, and being elected by my peers to be Chairman/ President of the BTHA
What were your favourite toys and games when you were young?
I was a Matchbox car collector at an early age. I had a little suitcase with all my cars neatly located in trays inside. I also saved up my pocket money to buy a toy motorboat, which sadly sunk on its maiden voyage. In my teenage years I became a big Subbuteo fan. We had a school holiday league complete with a stadium, plastic fans, floodlights, TV cameras and trophies. My team won the treble!
retail in the paat five to 10 years, and with each new generation come different tastes and demands. Reaching each new generation of parents via social media and digital content requires constant strategic change and re-assessment.
Which range is currently the most successful and what was the most successful previously? And why?
As mentioned previously, both licensed and own brand are performing above expectation, with classic licences doing well, and new properties such as Bluey and Stitch driving new business. I think our best ever was Ben 10 back in the day. Oh to have another one like that!
MV’s sales manager Nicky Hall with her idol, TV presenter Stephen Mulhern, at Toy Fair 2023
We
And which range has been unsuccessful and why in retrospect?
Let’s just say these will be conspicuous by their absence at Toy Fair!
Of new and upcoming product ranges, which ones do you think are going to be the most successful?
At MV Sports, the London Toy Fair is always a highlight of the calendar, and 2025 is set to be no exception. The team is thrilled to showcase an impressive range of existing and new licensed products, as well as its own-brand innovations that continue to push the boundaries of fun and creativity.
“ “
consider ourselves as sector leaders rather than followers and are constantly striving for the newness and innovation which fuels the toy
We’ve got some exciting new licences being unveiled at Toy Fair, so I’m keeping these under wraps, but in general our new products have performed well, most recently with strong sales of Kickmaster, Stunted, Hot Wheels and Moana 2.
What are your personal favourites on the MV Sports product front?
It has to be our licensed and own-brand Squishle scooters, which offer a completely new concept in the world of wheels with added play value and a variety of cute characters.
What is the most fun you and your colleagues have in the working day?
Definitely discussing new product with our talented PD (product development) team. I started off as a product developer and my passion for toys is as strong as ever.
After celebrating her 25th work anniversary in 2024, sales manager Nicky Hall is ready to embark on her 26th year with MV Sports and excited to return to one of her favourite industry events.
When reflecting on her Toy Fair highlights, Nicky’s enthusiasm shines through. “Seeing our stand evolve from bare bones to a vibrant, colourful display packed with our fantastic products is incredibly satisfying,” she says. “There’s nothing quite like stepping back and admiring it all once the build is complete. And, of course, catching up with our lovely customers and industry friends is always a joy.”
For Nicky, Toy Fair is also packed with unforgettable moments. Her very first show was a whirlwind of nerves and excitement – a memory she holds dear to this day. A standout moment came more recently in 2023, when she met her idol, TV presenter Stephen Mulhern. “It was a dream come true! I even have the infamous selfie with him printed on my work mug, which I use every day,” she laughs.
As for what visitors can look forward to on our stand in 2025, there’s plenty to get excited about. Nicky’s personal favourites include the beloved Squishles range. The own-brand Squishles family continues to grow, and has fresh designs for 2025. The Bluey Bumper Car, a top product last Christmas, was an absolute sell-out sensation. “Be sure to add this to your list – don’t miss out!” Nicky enthuses. Another favourite is the Stitch Folding Inline Scooter with Light-Up Wheels, which received an industry award. “The Stitch range carries so much charm, just like Stitch himself!” she adds.
Be sure to visit the MV Sports stand to uncover exclusive offers and unique opportunities available only at the show. Whether you’re a long-time partner or new to MV Sports, the team can’t wait to welcome you to the stand, and share their latest innovations.
Rachel Lowe MBE, the serial entrepreneur and board game creator from Portsmouth, best known for creating the Destination series of games, tells TnP more about the background (TAXI!), the journey and the destination for her games & puzzles portfolio
Has it really been over 20 years since the Destination Board Games series was first launched? How time flies! The original Destination London Board Game, back by popular demand, will hit the shelves in the Autumn of 2025, alongside Destination Christmas and Destination The Repair Shop, a new game based on the hit BBC TV Show.
Destination London is a taxi game that takes players on a journey through the streets of London in their very own cab, collecting fares along the way. They will be challenged with Traffic Lights and must not run out of fuel or lose their Driving Licence. The player who has earned the most fares by the end of the shift wins. Its creator, Rachel Lowe, had the idea for the game when she worked as a taxi driver in her home town of Portsmouth to pay her way through university.
Destination London first appeared on our screens in the very first season of BBC’s Dragon’s Den, where Rachel was ripped apart by the Dragons and left empty-handed
Destination London first appeared on our screens in the very first season of BBC’s Dragon’s Den, when Rachel was ripped apart by the Dragons and left emptyhanded. Twenty years later the
range comprises more than 50 titles across capital city, regional games and licensed versions including Harry Potter and Star Trek Universe.
In Destination Christmas, Elves in their Snow Cabs will start the game at Mission Christmas HQ and are tasked with helping Santa deliver all the presents. Mission Christmas is part of the Cash For Kids Charity that works tirelessly to help underprivileged children. The Destination Christmas game is all about Mission Christmas and a minimum of 10% of all revenue from the game will be donated to the charity.
Destination The Repair Shop has little wooden vans as playing pieces, and as Guardians of Heirlooms, players are tasked with collecting and delivering precious heirlooms to The Barn, collecting Repair Shop Stars along the way. Heirlooms ‘revealed’ at The Barn will earn Bonus Stars. The range includes 1,000-piece jigsaw puzzles and together with the board game makes the perfect gift for any fan of the show.
Rachel Lowe MBE has been working in the licensing sector for many years, making bespoke licensed products under her Rachel Lowe Games & Puzzles brand. She is now focusing all energy on her own Destination brand
and is excited for the next 20 years.
Rachel says: “I absolutely love our industry and I love the licensing side, especially when I get to go behind the scenes and meet the cast of programmes such as The Repair Shop. We filmed the TV commercial on set, and it was just so exciting. Our Destination The Repair Shop game really captures the heart of the show and it is now one of my favourite games to play.
“I have worked with many lovely distributors over the past decade with my licensing business and I am also now very keen to connect with retailers directly to build the portfolio of Destination board games and puzzles. We can offer exclusives with manageable MOQs for regional editions.”
If any retailer or distributor would like to stock any of the Destination games or puzzles, reach out to Rachel herself. Readers are also able to view the new TV commercial and complete range of editions already created on the Destination Boardgames website.
RACHEL LOWE GAMES & PUZZLES
rachel@rachellowe.co.uk
www.rachellowe.co.uk
www.destinationboardgames.com
January sees the first edition of the new online trade show, The Gift Fair, open for business from January 8 to February 28. Interested parties can visit as many times as they like to explore the stands and engage with all the exhibitors
The Gift Fair comprises nine halls including Party and Games, and Kids and Toys. Attendees can also save their favourite stands, and at the end have their own personally curated mini show with new and fun toys to the market. Toy brands exhibiting include Orange Tree Toys, Blue Sky Studios, Inside Out Toys, Gogo Olive and Rex London, with games and puzzle companies also getting involved. These include Gibsons Games, Professor Puzzle, Ginger Fox, Pikki, Hachette Boardgames, Bangoberry and All Jigsaw Puzzles. Some of the wonderful products include traditional wooden toys, hand-knitted toys, art supplies, craft kits, beach toys and classic family-friendly board games, as well as some new ones to try out.
The Gift Fair allows visitors to interact with exhibitors via instant messenger and video call. They can exchange business cards and everything is kept in one place. No more keeping track of all those bits of paper.
Exhibitors can create personalised, beautiful stands within minutes, eliminating months of traditional planning. This immersive experience allows brands to craft and share their unique stories and connect emotionally with their customers, both potential and actual. This is particularly important for industries such as greeting cards, where emotions like joy, pride, excitement, and grief are expressed through products. The platform gives exhibitors the ability to design their narrative in a way that resonates deeply with their audience, making the Gift Fair an exciting and dynamic way to showcase creativity and products.
When online shopping first emerged, many doubted its potential. How could it succeed without buyers seeing or touching products? Today, it’s a staple of modern life, enhancing – not replacing – in-store shopping. The same enhancement/not replacement vision drives The Gift Fair. It expands opportunities for buyers and sellers without replacing in-person trade
What some exhibitors have to say:
Professor Puzzle – “We are excited to be showcasing at The Gift Fair – an innovative and accessible take on trade shows where we look forward to connecting with customers, old and new.”
Rex London – “We’re really excited to be part of the inaugural Gift Fair. An online trade show is the ideal platform to showcase our new and bestselling collections in an accessible and engaging way, and we’re really looking forward to connecting with retailers who may never have discovered us at a traditional trade show.’’
Blue Sky Designs – “We are delighted to exhibit at The Gift Fair virtual trade show. It’s a brilliant concept as it allows retailers to discover new suppliers and see what existing suppliers are planning to launch in 2025, without having to travel. In addition, the timing is perfect as it allows our customers who cannot make it to Spring Fair a chance to see what we plan to show, and inspires those visiting the show to make an effort and visit us.”
shows. With an online platform the accessibility facilitates reaching a global audience and generating more leads by connecting from anywhere. Travel and accommodation costs are saved while showcasing or discovering top products. For businesses big and small, reduced expense means more resources to invest where it matters most. Being online gives all the opportunity to be in two places at once – for example visiting a traditional trade show alongside an online event to expand opportunities and exposure.
Another advantage of an online tradeshow is the benefit to the environment. It drastically reduces the amount of waste plastic, paper,
Ginger Fox – “We value any access we can have to our customers, be it in person or virtual, and this new format of show is a perfect example of approaching them on an accessible and flexible platform. We are looking forward to taking part and seeing what it can bring.”
Gibsons Games – “As a family-run business established over 100 years ago, we’re excited to exhibit at the Gift Fair for the first time, bringing our much-loved puzzles and games to a new audience,”
Inside Out Toys – “As trade fairs become more costly and customers favour the ease of online ordering, we’re excited to embrace the shift toward online trade fairs, offering a more efficient and accessible way to showcase our latest products.”
metal and rubble produced at a trade show. It also reduces the carbon footprint. Transport and shipping are a huge contributor to the carbon footprint of trade shows.
Visitors can use the promotional code #welovegifts for a free ticket to this groundbreaking event.
To get tickets and find out more visit www.thegiftfair.com
The Doldrums are in sight. It’s January, the reductions have been cleared, and ahead lies an extended period of quiescence. Nothing too unusual in any of this, except that all retailers of whatever hue have a tendency every year to wonder if trade will ever pick up again.
Quiettime canbe alarmingfor retailers,but JohnRyan believesthat youcanuse thedowntime after Christmas usefully,by givingyour shopabitofa makeover…
As a general rule, it does. The thing is, memories are short and after the near panic of the golden quarter, there’s not much to do except sit and stare at your new stock and hope that a shopper may venture in instead of opting to wait and make the decision to buy something.
Things will, of course, restart not long before Easter, the point at which doting relatives decide to spoil their younger relatives once again (it’s as predictable as the post-Christmas lacuna). Meanwhile you, being a little smarter than the herd, know that it’s all part of the trading calendar and the best course of action is to use the time profitably.
There’s a number of options at this point. You could go and visit a few suppliers and try to get a sense of what lies ahead as far as trends in toys are concerned. Alternatively, it might be a good moment to re merchandise the store (it would, in fact, be possible to do both) or the final possibility would be to give your store a spring clean and makeover.
At its most basic, a lick of paint and perhaps a revisiting of lighting might pay dividends “ ”
All of us need/would like a facelift from time to time, it’s part of the process of getting older and the inevitable decay that accompanies this. The point, is how much ‘work’ should be done, whether it’s you or a store that has been around a while? As far as the latter is concerned it’s a matter of babies and bathwater – be careful.
Part of the reason that shoppers make their way to your store is that they like and are familiar with the manner in which you organise your offer. Practically, this means that when revamping the interior, there’s a balance to be struck between the new and what precedes it. It’s a bit like when your local supermarket decides to move the jams and preserves, for instance, to a different part of the store.
A supermarket manager once informed your correspondent that it takes around “six months for shoppers to forgive you for rearranging things”. This is certainly the case, as one of the central points of food shopping is that it should be possible to ‘get in, get it and get out’ in as little time as possible.
Fortunately, toy shoppers are probably not quite as fixed in their ways and are willing to overlook a little
reshaping in the cause of providing something better. So what is to be done?
At its most basic, a lick of paint and perhaps a revisiting of your interior lighting scheme might pay dividends. This is an inexpensive way of changing things and has the added benefit of being readily done. There’s a school of thought that says store design is all very well but start with the lighting. Get this right and everything else will more or less follow.
At this point, it’s worth noting that, broadly, there are two kinds of lighting in a shop – ‘ambient’ and ‘hero’. The former is the level of light that you have overall, while hero lighting means focusing on a very specific area within a space with the aim of highlighting specific merchandise.
Ambient light is fine, but even in a toyshop filled with sparkly things designed to catch the eye, it’s surprising how low the overall light level can be kept, and doing so does serve to make the ‘heroed’ areas even more eyebrow-raising. Think, therefore about what you do in this respect and consider whether you’re making the most of what is possible.
On colour, the great thing about a toyshop is that you can do almost anything you want and customers will probably appreciate the change. Brights, pastels or primaries? You choose, and if nothing else you’ll be making a statement and separating yourself from your competition, and the more frequently you do this, the more this will be the case.
At this point, it’s worth saying that you may not need to do much more and your store will have benefited from an overhaul without the bank sending you a few emails. Assuming this is the case, what else should you be doing while you wait for the shopping horde?
It’s likely that the answer to this one will be not a great deal, as even playing with the lights and store colour scheme does take a bit of time. You will also have wanted to ‘trade through’ the refurbishment, rather than shutting up shop, even allowing for the fact that there will be relatively few customers.
All of which is a long and somewhat roundabout way of saying that there is no such thing as dead time in a store and there will always be jobs that, done at the right time, will benefit you later on. The next time, therefore, that you see a lonely-looking type appearing bored while sitting in front of a laptop at what should be a store’s cash/service desk, feel a little bit smug as you’ll be stealing a march on them when it comes to getting shoppers through your doors.
Oh yes – and get those suppliers to come to you – you know they want to.
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.
As Halloween continues to grow into one of the most anticipated seasons of the year, businesses are finding immense value in creating immersive, festive experiences for their customers. From retail storefronts and restaurants to hospitality venues and corporate offices, the demand for distinctive Halloween decorations is at an all-time high. If you’re looking to deliver that wow factor, partnering with Premier for Halloween decorations can make all the difference.
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Premier delivers both value for money and standout design options to bring your vision to life. Each year,
It is time to deliver an experience so good, it’s scary.
Kate Hateley, group toy buyer of British Garden Centres, talks to Clare Turner about trade shows, trends, and top sellers at the 65-strong chain that caters to green-fingered shoppers
How would you describe your merchandise mix?
It’s tailored around what our customer wants. We have to appreciate that we are garden centres and not toy shops, and our main demographic is older and more traditional. So this is a focus on what they would buy for their children and grandchildren.
We do obviously stock the key brands and licences, but we are more conscious that just because a new film is being launched, or the next TikTok toy is going crazy, this may not always fit our profile.
So… the main difference is acknowledging that the ‘next big thing’ may not be OUR next big thing. And ensuring we have a good balance of ranges in each category, and the right brands that will be familiar to our customer. For example, Pokémon… It's huge. Do we stock it? No! Why? Because our customer wouldn’t get it, it’s complicated, and everyone else stocks it.
Retail pricewise, our focus tends to be on anything £25 and under for the majority of the year, increasing slightly at Christmas. The key price point is definitely £10 and under for those pester power lines and pick-up treats.
Toy Fair in Januaryis alwaysa greatstart to the year ” “
What are your key categories?
Preschool, action figures & vehicles, fashion & dolls, plush, educational, arts & crafts and pocket money toys.
Which brands do you carry?
Lego, Playmobil, Barbie, Hot Wheels, Monster Jam, Tech Decks, Hey Duggie, Peppa Pig, In the Night Garden, Bing, Care Bears, Tonka, CAT, My Little Pony, Jurassic, Polly Pocket, Orchard, Brio, and Schleich…
Which suppliers do you deal with?
Lego, Playmobil, Kayes of Cardiff, Character Options Golden Bear Toys Spin Master, Depesche, Basic Fun!, John Adams Peterkin TY VTech WOW Toys, Rainbow Designs, Gibsons Games, Ravensburger, James Galt, Keel Toys, Teleview Brainstorm Toys Floss & Rock, and Slime Party
Are you a member of any trade associations?
Yes, British Garden Centres has been a member of [buying group] Toymaster for many years now, and we find that it’s a vital contribution to our business and a great support network – not to mention the fact
that it throws a superbly organised show every May.
Toymaster commercial director Paul Reader spent some time with me last year visiting some of our centres, and gave me valuable advice on how to profile our centres better in terms of space allocation, merchandising, and what categories work best. We are now trying to roll out that best practice to the rest of the centres that have toy departments.
How do you find products?
Through a mixture of rep visits, trade press and trade shows. We have good relationships with our suppliers, which we are in regular communication with. Along with visiting their showrooms, I also attend the main trade shows including Toy Fair at Olympia in London, Spring Fair at NEC Birmingham and, of course, the Toymaster May Show in Harrogate. Toy Fair in January is always a great start to the year; reviewing what worked well and what not so well at Christmas, and seeing what’s new for Spring. The Toymaster show is paramount for starting to look at Christmas ranging.
How has trading been for you over the past 12 months?
Up and down! It’s pretty much in line with what other independent toy retailers have reported. It definitely could be better; it’s such a competitive market, especially now with the supermarkets offering significant ranges of toys.
But being garden centres, we benefit by giving customers many reasons to visit, what with our restaurants, soft play areas, gifts, clothing, fabulous Christmas departments – and that’s before all of the wonderful plants we sell!
Which categories have really performed well?
Pocket money ranges like Mash'ems, TY, Teleview, and ‘fidget’ type toys, which are great pick-up lines and mainly sub£10. Hot Wheels always do really well and the Botanical range from Lego has been really successful… it definitely suits our profile.
What are some of your recent arrivals? Unicorn Academy from Spin Master, Floss & Rock, and Smooshzees toys from Character Options
What trends have you noticed?
We’ve seen an increase in craft and ‘make and do’ activities. And Lego is always a winner: it has such a wide following, of all ages.
How do you get the word out there?
We have a great following and presence on Facebook and Instagram, and a great PR team and content creator. Plus, we run a Family Card membership programme with more than 300,000 members. It’s free to join, with many beneficial rewards. We email members regularly with special offers and news about special events that are happening in their local centres, for which they get priority access. We’re always planning ahead, and always looking for new ideas.
For S/S25, are there any ranges you are particularly excited about seeing/ stocking?
We’re not always the first to the party with new ranges, mainly because we like to see them establish themselves first. So, rather than selecting a brand that might be short-lived, we look at longerterm evergreen brands.
I’d like to give preschool a shakeup in the New Year and swap some
Why did you decide you wanted to buy toys? I fell into it really while working at Webbs Garden Centre at Wychbold in Droitwich over 20 years ago.
I started on the shopfloor in the gift department, took on various responsibilities, and worked my way up to gift buyer within a couple of years. It was a great start to my career and I learned a lot.
I was there for five years before moving to Blooms of Bressingham, then AIS (Associated independent Stores), and then Hillview Garden Centres, before British Garden Centres (BGC) took us under its wing about five years ago – and here I am!
Over those years I bought for many different categories under the gift remit, and then took on toys, games, jigsaws, books, and pastimes when I joined the BGC family.
What part of your job do you enjoy most?
Getting out and seeing new ranges, liaising with suppliers, visiting centres and seeing it all displayed on the shopfloor. I’m a people person, so any excuse to move away from the spreadsheets for a bit is always welcome!
What’s your proudest professional achievement?
Working with some great people over the past 20-plus years, which makes it all worthwhile –and a pleasure to be a part of the garden centre industry.
What’s your all-time favourite toy or game?
A nostalgic family game like Guess Who? or Monopoly. Nothing beats a good family game, although Monopoly usually ends up with an argument in my house! You can’t beat just a simple game of Rummy either, preferably in the pub! I also wish I had kept hold of my old Barbies, Care Bears and My Little Ponies… they might be worth something now!
brands out. I think Bluey and Stitch would make welcome additions to our range. I also think the craft element of toys isn’t going away, and people are more conscious of buying something to ‘make and do’ at home.
What’s next for your toys and games: are you looking at expanding into new product categories?
We’re always planning ahead, and always lookingfor new ideas” “
In a nutshell, I would say: we’re looking at less heavily branded ranges, and focusing more on pocket money/pickup lines at key price points, and more craft and pastime ranges.
What’s next for your business: are there plans for more garden centres? We currently have a portfolio of 65 garden centres, as well as an online element… it certainly keeps us all busy and on our toes. As for more… never say never!
Toy Testers (previously Ambassadors) has grown increasingly popular over the past year. Some of the 2024 gems are worth revisiting (there’s even a Mummy fart comment from one of the children). If you want to see more you can find all the 2024 Toy Testers in the online TnP magazine pages
May
Epoch Pati-School
Amelia: “This is so cool, because you can pretend to be someone who decorates cakes”
Sadie:
“The goat does a fart! We thought it was mummy!”
November
AsmodeePear Shaped
Mum Mairead: “It’s such a niftylittle game –it doesn’t need batteries, it’s portable, it’s easyand it’s just a reallygreat card game forkids.”
Jura Toys – Kaloo and Janod collections
Just Play –Daisy the Yoga
GardenSupplementCentre
River’s favourite Kaloo Tendresse Doll Cuddles
Finley:
“It was very funny when the parents ran out of answers, and we knew a lot more than them"
Amelia:
‘Wow, that looks fun.” I was excited and thinking it looks so cool. The colours looked great and then there was the fact there was a light inside”
Loxley:
Wilton
Bradley
– Xootz
Aprilia
bike
“I love the noise of the engine when it starts up and that I can play my favourite music”
The Puppet Company – Striders Puppet Collection
Mum Rachael:
“It’s great to see Lily so engaged. She loves dancing with Stompy and we got to create a story together on all his secret adventures
Toy Fair returns for the 71st time to Olympia in London this month. It will feature some of the biggest, best and much-loved toy and gift brands, as well as some of the most exciting up-and-coming manufacturers, showcasing their exciting innovations over three toy-filled days from January 21-23
The UK's largest dedicated toy, game, and hobby trade show is set to welcome more than 250 exhibiting companies, both returning and new, to Olympia London, from January 21-23.
Over three months ago, back in
September 2024, the British Toy & Hobby Association (BTHA) announced that all exhibition space for Toy Fair 2025 was sold out – a measure of the year-on-year popularity of the show. Here at TnP during that week, as we went to press, we had a conversation with the founder and dynamo of an increasingly successful brand – both in board games and the media – who was kicking everything nearby (but not the toy dog you’ll be relieved to know) for their failure to book a stand earlier.
Not only is Toy Fair one of the most important dates in the toy industry calendar, it is the largest dedicated toy, game and hobby trade show of its type in the UK. Toy Fair offers the first opportunity of the year in the UK for toy companies to promote their new product launches and trends for the year ahead, as well as offering valuable networking opportunities with buyers, licensors and
Each and every year, the event dazzles and delights visitors with toys galore
licensees, media and the wider industry, all under one roof.
Each and every year, the event embraces and delights visitors with toys galore, ranging from plush, construction and tech toys to board games, puzzles and collectibles. Toy Fair 2025 will span three exhibition halls – the Grand, National and the Upper West Hall. There will be new and emerging brands, including CwaZyLeigh CreaTions, Buddy & Barney, Igloo Books, Little Pledgers, Pantasy, Little Dutch, Small
World Toys, Puzzle Post UK, and many more. Smaller and start-up exhibitors will unveil their products within a newly-branded Gold Zone (formerly The Greenhouse).
On the established brand front, this year's show will also see the return of companies including Spin Master, Big Potato Games, The Lego Group, Gibsons, Golden Bear, Alley Cat Games, Curious Universe, Iron Studios, Character Options and Marvin’s Magic. Other key toy brands returning to Toy Fair 2025 include industry stalwarts such as Playmobil, Vtech Electronics, The Puppet Company, Character Options, Orchard Toys, Bandai UK, Rubies Masquerade and more.
be broadcast on various screens around the show and on the Toy Fair website.
Toy Fair offers the first opportunity of the year in the UK for toy companies to
promote their brandnew product launches ”
Furthermore, the Toy Fair TV team – that’s Anna Williamson and Gav Inskip – will be back to highlight the wide range of innovative products on display via stand visits and interviews. The live stream will
Will you be going to London Toy Fair? If so what will you be looking for?
Forward planning is highly recommended for Toy Fair 2025 in order to take full advantage of the wealth of opportunities to learn more about and meet with so many toy pioneers, large and small. Attendees should review the online exhibitor list and book meetings with the relevant retailers in advance.
In this year’s coverage we have another excellent interview with the BTHA director general, Roland Earl, who gave us some choice quotes on his thoughts on the 2024 80th anniversary of the toy trade body launch. One of the best of these was: “When the Association was founded in 1944, the country was still in the midst of World
Of course, it is an essential date in our diary and one we take our whole management team to. It’s a great day out and a chance to catch up after Christmas. We always head to the Greenhouse [now rebranded the Gold Zone] to see what’s new, and enjoy lurking in the corners and upstairs, the places where you find the innovation rather than the flashy stands from the bigger companies. We always look for creative products involving making, and family games.
Peter Allinson
Whirligig Toys
Six shops in Kent and Sussex
There are lots of things that I enjoy about London Toy Fair. Obviously the fair itself and presenting our ranges to the trade. Other factors are catching up with everyone – customers, friends, former colleagues – and a couple of sherbets!
the funniest/most memorable
Some of the funniest moments can’t be published! Those moments will stay locked away. Most memorable though, would be in January 1999, when I worked for Wizards of the Coast, before they were acquired by Hasbro. We had launched Pokémon TCG in Sept 1998 and at the show we were back-to-back in meetings for the five days, being invited to all the events, partying till 2pm in the morning and back at the show for 8am.
Any show offers to share with readers?
We definitely will have a show offer for the independent market. I can’t share it with you as TnP is not an independent retailer! Joking aside, we will have a show offer, but it has not been approved yet.
What's the must-see on your stand that visitors should come and see.
We have around 45 new products, and a couple of the standouts are:
Flying Scotsman – A 1:35 scale of possibly the most famous steam locomotive in the world.
VW Retro – A collection of the original Hot Hatch, the Golf GTi (1974); Golf Classic in 1:12 and 1:35 scales. Also, within this range will be seven T2 products ranging from an ambulance to a camper van.
Titanic – A new scale (1:700) of this famous ocean liner and a great retail price point.
N3200 Spitfire – 1:48 scale model based on the iconic aircraft that assisted in the evacuation of Dunkirk, in May 1940.
Lee Crocker
Country Manager UK & Eire
War Two. It was founded to act as a trade association for toy makers and to represent its members to government and opinion formers. At that time, one of the chief issues was securing essential materials from which to make toys, all of which were rationed in the wartime period.”
Cobi Toys Stand N21
as displayed so vividly by Toy Fair. Having said that, they’d be pretty much in tune with the admirable trend toward less and safer packaging. And that’s a sound and sensible echo of the 1944 “essential materials” quest.
Apologies for using a lazy cliché, but how times have changed! And the change could be summarised with another one – less is more. Except it’s not – more is more and more than that… more fun. TnP wonders how the founders of the BTHA all those years ago would view today’s toy industry
Going back to Toy Fair TV, we also have an enjoyable Q&A with Anna & Gav, who clearly love and thrive on the Toy Fair fun. Incidentally, that live stream of their coverage at the show and online is hugely popular – don’t dawdle too long though, there is so much more to see and do.
And that’s all just the start of it – the sheer number and variety of contributions included across our Toy Fair feature from your favourite suppliers is a sign of good things to come after some tough years.
TnP talks to the British Toy & Hobby Association’s (BTHA) director General, Roland Earl, about the year so far – 80th anniversary and all – Toy Fair hopes and plans for the future near and far
The British Toy & Hobby Association (BTHA) was established in 1944 as the British Toy Manufacturers’ Association. It set out to promote and protect the interests of UK toy makers. Eighty years on, the Association continues on this mission, championing the interests of its members across a wide range of issues. When the BTHA was created it was important for the toy industry to speak with one voice to government through the Association and this has strengthened the toy industry’s lobbying efforts over the decades.
The BTHA’s responsibilities include advocacy work, organising Toy Fair and other industry events, guidance and training on changing regulations, running the Make Time 2 Play campaign, recognising successes through its awards programme, and administering the toy industry’s charity – The Toy Trust.
The toy industry is an incredibly friendly industry and we are so lucky to represent so many UK manufacturers “ ”
It is the BTHA’s 80th anniversary –how have the celebrations gone and what are your proudest and most memorable moments?
Reaching 80 years as an Association is a proud achievement that we have our
fantastic members to thank for.
Our work promoting high-quality toys, responsible manufacturers and the value of play has been the foundation of our celebrations, and we commemorated the anniversary by producing a short video highlighting the work of the BTHA and our members.
We also unveiled a new logo and branding that better reflects the vibrancy and enterprising spirit of the members we represent in 2024. The updated branding mirrors the fun, creativity, and dynamic nature of our members and industry, signifying our continuous commitment to evolve with the times while maintaining the joy of play at our core.
How has the BTHA changed and evolved over its lifetime?
While our core mission to support our members, the toy industry and champion high standards in toy manufacturing remains unchanged, the way we deliver on these responsibilities has evolved. The Association is busier than ever hosting multiple events a year including our annual Toy Fair, Industry Day, Toy Trust initiatives, various training seminars
and webinars throughout the year, and the vast range of guidance available to members including toy safety, responsible marketing, sustainability and others, has greatly increased. We are always thinking of ways we can further support our members and the industry on the whole.
And what do you think are the most important BTHA responsibilities at this time?
Advocating for toy safety remains a top priority, along with lobbying for regulations that protect both consumers and businesses in a fair and balanced way. The BTHA also provides guidance to its members on navigating difficult issues, such as data protection and sustainability practices. Alongside this, the BTHA is dedicated to championing the importance of play in childhood development. Initiatives such as the Make Time 2 Play campaign highlight how play contributes to children’s learning, creativity, and emotional development. Together, these efforts reflect the BTHA’s commitment to supporting children's safety and wellbeing as well as a sustainable toy industry.
Toy safety is clearly one of these, with both the BTHA and the US Toy Association publishing alarming results of online retail research. How is the campaign progressing and has there been a constructive response from the powers that be?
Our online marketplace campaign has been running for many years now as the issue with unsafe and dangerous toys being sold through third-party sellers on online marketplaces continues. Our safety and public affairs team have done a fantastic job lobbying the government and teaming up with other associations from other industries who are also facing the same problem.
Awareness in government is growing about the risks associated with purchasing from third-party sellers online and we are advocating for stronger measures to ensure that only safe, compliant toys are sold. We are hopeful that the Product Regulation and Metrology Bill will tackle this important area.
What's the must-see on your stand that visitors should come and see at Toy Fair?
Moving on to the more positive side of the here and now, Toy Fair is just around the corner having sold all the exhibition space early on. What do you feel are the most interesting and exciting developments that will feature in the 2025 show?
It’s always impossible to know what will captivate you at the show. It’s often difficult to know after a few days because there are so many interesting things. Building on the momentum and success of our 70th-anniversary Toy Fair last year, this year marks the 20th anniversary of the Greenhouse area. The Greenhouse is a hub dedicated to smaller and start-up companies, many of which are looking to make their mark on the industry, and to mark the anniversary, this year the area is being rebranded to the ‘Gold Zone’. The change in name hopes to promote and highlight the exhibitors in this area and their new and innovative products further. Toy Fair has long supported emerging talent in the industry and we hope that this rebrand will again help those companies further. I strongly urge all visitors to pay a visit to the Gold Zone which is located near the back of the Grand Hall, as there are many hidden treasures there to find.
“We’re very excited about our new baby and toddler range; the extension of the Orchard Toys trusted and loved brand into a younger audience is a huge sales opportunity for us and retailers. Games and puzzles for babies as young as nine months old means parents can start their journey with Orchard Toys earlier, and grow with the brand as their child grows.
Across our core and Peter Rabbit collections we’re offering retailers more choice, and new SKUs in themes that are really popular and known to be huge sellers, such as the appeal of farm animals and dinosaurs, and brand licences that are adored. A new seasonal addition to our best-selling mini games line-up, Hot Cross Bunnies, is a great sales opportunity for Easter gifting, and we’re sure it will carry through the year.''
Simon Prest Sales director Orchard Toys
Kids in Mind is dedicated to providing a safe and nurturing environment for children and young people who have escaped serious domestic abuse and have re-located, usually with their mother, to a women’s refuge in the UK.
The charity’s mission is to transform lives through a range of therapeutic and wellbeing sessions, including mental health support, play therapy, music therapy, and art therapy. By fostering resilience and emotional regulation, Kids in Mind helps these children rediscover their right to a peaceful and happy childhood.
The famous Toy Fair Trolley Dash commences as the final day of the show comes to a close. It gives Toy Fair exhibitors the opportunity to donate as much product as they wish from their stand and contribute to making a vital difference at a very difficult and frightening point in a child’s life. Last year’s event resulted in more tha 5,600 toys and games donated to disadvantaged children.
All donations collected at Toy Fair 2025 will go directly to children in refuges being supported by Kids in Mind. Through this partnership, Kids in Mind will be able to help even more children, empowering them to find healing through play and connection.
Kids in Mind will be exhibiting at Toy Fair on stand UL202 on the Grand Gallery.
www.kidsinmind.uk
And what will be the most fun and enjoyable part of the show?
I love stepping into the hall and seeing all of the stands finished. Our exhibitors put in a huge amount of effort to make their stands look so bright and colourful, giving our show such a vibrant atmosphere. It will be great to see the industry all under one roof and kicking off business for the year ahead. I also love seeing the different characters roaming the aisles, adding an extra bit of fun to Toy Fair.
And will anything new be happening with Toy Fair TV? We are looking forward to welcoming Toy Fair TV (TFTV) back to the show, hosted by Anna Williamson and
Our exhibitors put in a huge amount of effort to make their stands look so bright and colourful, giving our show such a vibrant atmosphere
“ ”
Gavin Inskip once again, TFTV really helps bring the show to life. With plans to interview more than 100 individuals from the industry, do tours of exhibitors’ stands and broadcast exciting live toy demonstrations, TFTV adds an extra layer of buzz and engagement to the fair.
Talking of enjoyment and fun, what makes being at and working for the BTHA a satisfying and happy time? The best part is undoubtedly the community in the business of toys, and connecting as one group as the BTHA members. The toy industry is an incredibly friendly industry and we are so lucky to represent so many UK manufacturers in our membership.
Our members provide great support to us as an Association and make it a joy to do our jobs. We are very fortunate to work in a sector where the aim is to bring joy to children, and adults, through play.
I would also like to pay tribute to the team at BTHA headquarters and beyond who work for the Association so diligently and skilfully all year round.
Toy Fair TV is gearing up for another fun Fair in 2025. Ahead of the show, we meet up again with Anna Williamson and Gav Inskip – whose vibrant energy is at the heart of its success – and turn the spotlight on the team that asks the questions for the in-house programming at Olympia
More than 250 exhibiting companies ranging from established industry giants to innovative newcomers, are poised to present their latest products at the UK's largest dedicated toy, game, and hobby trade show. Toy Fair TV will be at the forefront, bringing exclusive insights into the freshest launches, exciting demonstrations and emerging trends.
What is your favourite toy category?
I love being at the forefront of fun – and that's what Toy Fair is all about “ ”
Gav: It’s always board games and of more recent times Escape Room games. I’m always surprised that still, every year there’s a new quiz format, or a new gameplay idea that I’ve never seen before and I think it’s pure
genius. It’s the reason why one of the biggest TV formats we’ve had for years – The Traitors – actually comes from a card game. So you never know the next big thing you might find wandering around Olympia! Anna: I’ve got two young children aged five and eight, so this year I’m feeling particular pressure from them to report back on all the latest wares. Lego, Barbie, Gabby’s Dollhouse and anything STEAM are big favourites in our house right now.
How would you describe Toy Fair TV's role for exhibitors?
Anna: We bring the spotlight to the show floor! Our aim is to speak to as many exhibitors as possible. Last
year we conducted a whopping 100 interviews – it was busy! Toy Fair TV is here to champion your toys and games, from live demos to chatting about the next big thing – whether you're a big or small brand – we’re here for you.
Gav: That's right, Anna. So make sure you book your slot with Toy Fair TV to claim your part in the spotlight so we can help bring your story to life. Toy Fair TV helps deliver your fresh ideas and innovations right into the hands of those who matter.
What are your most memorable and standout moments?
Anna: Oh, where to even start? I love being at the forefront of fun – and that's what Toy Fair is all about. Being
among the first to lay eyes on the hottest launches is magic. Last year was particularly special though, celebrating the 70th anniversary was very poignant and exhibitors celebrated with style.
Gav: Without a doubt Anna. And if I may say, seeing Michael McIntyre morph into a life-size Funko-Pop box was pretty spectacular – I never expected that —pure brilliance!
Anna: Oh, and last year was full of celeb-spotting too. From Richard Hammond, and cast members Ash Bibi and Anthony Mathurin from The Traitors, to our friend Stephen Mulhern adding his usual magic.
There are so many brilliant people to connect with.
Gav: Yes, there are so many great stands to see so if you are attending as a visitor it’s worth planning your time in advance so you don’t miss out on it. It’s also so important to leave some free time to walk the show and talk to new people.
Seeing Michael McIntyre morph into a life-size Funko-Pop box was pretty spectacular
Anna: Oh, and trust me on this – comfortable shoes are a must. It's a three-day marathon of business and fun, and your feet need to keep up. Every inch of Toy Fair is abuzz with something innovative, so keep those eyes peeled.
Are you going to London Toy Fair – if so, why does it form an important part of your purchasing calendar?
Is there anything that you are particularly looking forward to this year?
Anna: The Gold Zone is where I’m headed first It was named the Greenhouse for the past 19 years and now in its 20th year I’m excited to see the re-brand and discover some of the smaller and start-up companies exhibiting there. It will be full of lots of hidden treasures.
Gav: I love looking at the Toy Fair’s Hero Toys display. It’s our annual showcase highlighting some of the stand-out toys from the show floor and I can’t wait to see the winners this year.
Do you have any top tips for Toy Fair 2025?
Anna: First things first, schedule your meetings and networking sessions.
Gav: And you can’t miss us on Toy Fair TV – we’ll be everywhere, so come find us and say hello!
How would you describe the joys of hosting?
Anna: Without a doubt, sharing the spotlight with Gav – my sidekick in all things playful. Teaming up with one of my oldest mates to host Toy Fair TV? Pure gold.
Gav: Of course! But let’s not overlook the spectacle that is the character parade. Where else do you see Paddington Bear and Peppa Pig crossing paths, or Pikachu and Mario leading a conga line?
Anna: Toy Fair 2025 is shaping up to be an incredible event. We love sharing the latest innovations in toys and games, and we can’t wait to bring the story of Toy Fair to life for everyone. It’s an event you won’t want to miss!
I’m definitely going to London Toy Fair; it’s an important fixture in my calendar. It’s a time when I have a chance to see new products launched and to plan the year ahead. Seeing all the new products creates an excitement and buzz, which is always a good way to start the new year! I also try to organise for as many of my team to attend to help with their product knowledge. What will you be looking for specifically? I am always looking for new preschool items, items for ages eight-plus that look ‘grown up’, and some new science kits
Any product you are particularly looking forward to seeing in the flesh?
I love seeing new products but I am keen to see suppliers' whole product ranges as items can get forgotten about – so this is a time to remind yourself what is available. After all, trends change as do customers, as a result of your product offering
Please share any memories/experiences that stand out for you from previous shows.
I have been going to toy fair now for over 15 years and every year there is always a memorable point. Last year I have to say it was on the BIg Potato Games stand when we were playing a few games and my manager Barbara, who tells everyone she doesn’t play games and is not competitive, wouldn't leave till she beat me! I am a big gamer and competitive! It was great to see the passion and enthusiasm for playing games, which then can translate to your shops. After all this is what going to Toy Fair is all about.
Vicky Brown Director/owner
Just Williams Beckenham, Kent & East Dulwich, London
EPOCH MAKING TOYS
0208 049 1377
sales@epochmakingtoys.com www.epochmakingtoys.com
Epoch Making Games brings new Sylvanian Families characters, while crafters can enjoy new Aquabeads sets and patisserie-inspired Pati-school kits
Sylvanian Families will be showcasing a host of new sets for 2025, kicking off with the release of Volume 16 of its blind bag series, Blooming Baby Friends, featuring seven characters plus a secret figure. Series 17 will hit shelves in July.
Families joining the Village will be the Deer Family and the Sea Otter Family for spring, and the Snow Leopard Family for autumn.
Launching in January is the Village Cake Shop Starter Set, featuring 40 accessories for baking, decorating and selling sweet creations. Also available from January are the Bath Time Bubble Siblings, Sleepy Dream Siblings, and Flowering Princess Set.
STAND N7
Epoch will introduce several new Aquabeads sets. Designed for those new to the brand, the Beginners Craft Studio comes with 900 beads in 25 colours, all housed in a handy, portable carry case; while fans will be able to create treat-inspired keyrings and rings with the Sundaes & Sweets Craft Kit, featuring 700 beads in 31 pretty pastel colours. Also new for 2025 will be the Watercolour Bead, with beads in a mixture of colours.
Epoch Games will launch additional new games to the collection including for spring, the Super Mario Cap Stacker
“ ”
Available from July are two new nursery sets; the Dip Dip Donuts Wagon; and six sets that will make up a new flower fairy area in the Amusement Park, including the magnificent Sylvanian Families Skytop Fairy Castle. The glistening fairy utopia invites come with two baby figures including the first-ever tiny Flower Fairy with iridescent wings.
Pati-school will be adding new patisserie-inspired crafting kits to its collection, including the Macaron Craft Kit and the Disney Princess Creations Kit. Featuring everyone’s favourite princesses it includes two keyrings, a ring, a trinket box, beads and paper decorations.
Epoch Games will launch additional games to the collection including for spring, the Super Mario Cap Stacker. Featuring the caps and crowns of the most well-known characters, players place the hats on the wobbly tower being careful not to topple it over and send them flying! Hitting for autumn will be Jurassic World Heat Wave Tornado, where players rescue dinosaurs with the helicopter and save them from the erupting volcano!
Craft fans will be treated to new Aquabeads sets. The Beginners Craft Studio comes with 900 beads in 25 colours, or create treat-inspired keyrings and rings with the Sundaes & Sweets Craft Kit, featuring 700 beads in 31 pretty pastel colours
Rubies brings costumes for superheroes from Superman to Captain America, preschool favourite Bluey and Bingo, and a wicked Glinda costume for Wizard of Oz fans
01491 826500 customerservices@rubiesuk.com uk.rubiesmasquerade.com
Rubies will be showcasing its everexpanding ranges from a licensed portfolio that has significantly grown in the past year. The team will be bringing customers an array of new dress-up ranges, popular evergreen products, POS solutions and exclusive deals. Step into a realm where expertise meets passion, as the Rubies team of experts are on hand to offer advice and discuss anything from consumer trends to seasonal events.
In 2025 Rubies is introducing Bluey costumes, new and available to order for World Book Day 2025! Bluey is a consistently top
Introducing Bluey costumes, new and available to order for World Book Day 2025!
performing preschool property and features as one of the £1 World Book Day book selections. Bluey and her sister Bingo will come to life in adorable Comfywear jumpsuits with detachable headpieces, styles which have a proven sales history within the APAC regions.
You’ll also be able to find hotly anticipated new products such as the Glinda costume! Perfect for fans of the Wizard of Oz, and one of the most sought-after characters for World Book Day 2025, this wicked costume features a pink gown adorned with holographic detail, sequins and butterflies and is accompanied by a silver headpiece. But wait, there's more! Prepare to be awestruck by a sneak peek into the future of 2025/26. Brace yourself for the epic arrival of Superman from Superman (2025) – a hugely anticipated DCU film destined to set hearts racing. Superman is not alone as a hero for 2025 as Rubies also introduces both of Marvel Studio’s blockbuster movies with the Fantastic 4 and Captain America: Brave New World costume ranges. The stage
is set for true heroic greatness this year! For retail partners from national chains down to independent shops, Rubies will be presenting new POS solutions; for the first time you’ll be able to preview the plans and designs to take retailers’ in-store offerings to new heights. From FSDUs and new packaging to toyetic innovations and a design refresh, which is planned to enhance your product offering and elevate consumers' shopping experience.
You'll have the opportunity to learn more about our focus on fostering play value throughout the year with Rubies’ extensive range of 365 roleplay products, upcoming retail solutions, and new product lines. As a leading costume and accessory company, Rubies is dedicated to providing endless possibilities for imaginative roleplay. Yearning to join Rubies on this extraordinary journey? Reach out to the dedicated customer services to secure your appointment today.
Ravensburger builds on Lorcana’s success with a new set launch, plus more card games, board games and puzzles galore, and Brio World lines for the little ones
01869 363800
sales@ravensburger.com www.ravensburger.com
2024 was a year of evolution for Disney Lorcana TCG as the brand celebrated its first anniversary and launched the hotly anticipated Disney Lorcana TCG Gateway. Designed to recruit new players through simple, easyto-follow gameplay, this game opens up the magic of Disney Lorcana TCG to families across the UK and Ireland. Ravensburger also recently introduced its first dedicated Disney Lorcana TCG lifestyle ad campaign to drive awareness. Celebrating selling over
one billion cards since launch and now available in 15 countries worldwide with more destinations to come, spring will see the launch of Set 7 and the World Championships taking place – another big year ahead for Disney Lorcana TCG.
There’s more news from the company’s card game portfolio, with Ravensburger set to double its offering in this category over the coming year. The popular board game Eye Found It has been translated to a handy cardgame format, while Level 8, which has already demonstrated international success will be available in the UK and Republic of Ireland for the first time in 2025 with Disney Stitch and Super Mario Bros. editions in the brand’s line-up.
Ravensburger reveals a new addition to the ‘cosy’ game arena at Toy Fair; Gloomies offers enchanting two-phase gameplay, with players taking on the role of intergalactic beings who love to grow flowers
The fowl-play continues throughout the year with recent launch Oh My Pigeons! and the company’s social party game category also grows this year with a new game that will
continues to grow with new additions offering developmental pretend-play ideas, while the Brio brand will launch further items to the popular Brio World Dinosaurs range. The action in Brio World will also reach new heights with the Mega Spiral Set, enabling children to build multi-level tracks like never before. In Builder, the fun heads to outer space with the first NASA-licensed introduction – the Brio Builder Apollo Saturn V rocket set. With 91 pieces, budding engineers and astronauts will love exploring their construction skills..
challenge players to read the minds of highly unexpected items! Get a first glimpse of this introduction at Toy Fair.
Mycelia’s beautifully-illustrated, fungus-themed play captured the imaginations of game players and award judges alike in 2024, and Ravensburger will reveal a new addition to the ‘cosy’ game arena at Toy Fair. Developed by the same team, Gloomies offers enchanting two-phase gameplay, with players taking on the role of intergalactic beings who love to grow flowers. With its captivating illustrative style, this worldbuilding game is designed for players from age 10 to adult. Fans of the Villainous game franchise should watch out for a series of exciting new editions at the show, too.
Bridging games and puzzles, Ravensburger delivers Speedy Puzzle, reflecting the growing interest in speed puzzling across the world. Speedy Puzzle challenges children to be the first to complete a puzzle and press the buzzer. But, fun action cards such as ‘sing a song while puzzling’ might just slow things down a bit! The launch offering will also include a Disney Stitch and Pokémon edition.
The puzzle story continues for the UK’s leader in adult and children’s puzzles, with the introduction of 120 new puzzles in 2025 across jigsaw category offerings. In licensed puzzles, Ravensburger aims to continue the momentum that has seen it achieve all 10 top spots in the children’s licensed puzzles.
Among the new properties joining the company’s portfolio this year are Rubble & Crew, Hello Kitty and Unicorn Academy.
Spring-loaded learning fun comes in the form of Crash Cats from brainteaser brand ThinkFun. Players work their way through 40 challenges as they tilt and turn the playing grid, trying not to make the redhelmeted cat fly into the air.
And, a new ThinkFun
Friends collection introduces preschoolers to early logic play with the help of a cast of cute characters.
Finally, there’s innovation once again from the GraviTrax interactive ball track system with new GraviTrax SkyTrax, which is set for an autumn launch.
As expected from this multiaward-winning brand, this format is compatible with other GraviTrax products and introduces an evolution of the action tile format that will offer new ways to play.
Spring will see the launch of Set 7 and the World Championships taking place – another big year ahead for Disney Lorcana TCG “ ”
Wilton Bradley brings fun rides for indoors and outdoors with dino and unicornthemed bumper cars, and the Xootz Cobolt E-Bike
01626 835400 sales@wiltonbradley.co.uk www.wiltonbradley.com
The Xootz Dinosaur and Unicorn Bumper Cars are designed to deliver enchanting fun for little ones. They’re not just any ride, they’re 360-degree, spinning, LED-glowing, joystickcontrolled thrill rides that bring heaps of excitement straight into the home. The cars are perfect for kids aged 18 months and up, sparking imaginations and providing hours of entertainment.
Easy joystick controls let kids steer with ease, while parents can use the remote control for added safety. With over an hour of battery life per charge, the fun never stops. Whether
cruising around the garden performing 360-degree spins or embarking on a thrilling expedition indoors, they deliver just the right amount of excitement for young thrill-seekers. Featuring a protective rubber bumper, 3D spikes, and light-up eyes, the bumper cars offer thrilling 360-spins and adventures. The Xootz Dinosaur and Unicorn Bumper Cars are a gateway to endless exploration and excitement. There’s ultimate safety thanks to the adjustable seatbelt that keeps children secure, while the parental
remotes add an extra layer of protection during their spinning adventures. They’re easy to control, too – these 360-spin bumper cars have simple joystick navigation allowing kids to steer easily.
And the fun keeps going, with over an hour of indoor
The Xootz Dinosaur and Unicorn Bumper Cars have easy joystick controls, which let kids steer with ease, while parents can use the remote control for added safety
and outdoor fun at speeds of up to 1.2 km/h.
For older kids, the Xootz Cobolt E-Bike offers the perfect ride for adventurous riders looking to explore the outdoors with style and ease. Designed with young riders in mind, the Cobolt E-Bike is packed with features that make it a thrilling and enjoyable experience for kids aged six and above.
Designed with robust 12in inflatable off-road tyres, this E-Bike allows kids to confidently ride across both paved paths and uneven terrain. Powered by a reliable chain-driven motor, the Xootz Cobolt E-Bike can reach speeds of up to 8.2km/h and the easy-to-use twist throttle adds an element of fun while giving young
Designed
with young riders in mind, the Cobolt E-Bike is packed with features that make it a thrilling and enjoyable experience for kids aged six and above
“ ”
equipped with a powerful and durable 14.4V Lithium battery that delivers hours of continuous fun. This highcapacity battery ensures that riders can enjoy extended adventures without frequent recharging.
With the Xootz Cobolt E-Bike, kids can take their outdoor adventures to the next level. Offering the perfect balance of speed, safety, and comfort, it’s the ultimate electric bike for young riders who want the thrill of riding while staying in control.
Experience the thrill of racing with the Xootz Stinger 3 Wheeled Go Kart, designed for young thrillseekers aged six-plus. This sleek go-kart reaches speeds up to 14km/h, delivering an exciting ride with an 8km range for extended fun.
Finally, unleash your inner reporter with the Mi-Mic Live Media Maker Kit! Designed for aspiring young journalists, this kit includes a Mi-Mic Live microphone, pair of receivers, and a rechargeable ring light, giving kids all they need to look and sound professional. Perfect for interviews, video reports, or fun news segments.
Liz Ireland, founder & managing director of Bigjigs Toys, talks about the 2025 show season as the company celebrates its 40th anniversary
01303 212691
help@bigjigstoys.co.uk bigjigstoys.co.uk
“The 2025 show season will be an especially significant one for Bigjigs Toys as we proudly celebrate our 40th anniversary,’’ says Liz Ireland, founder & managing director of Bigjigs Toys.
‘’As a family, we’ve been launching new products and partnerships at these shows for decades and this coming year marks a momentous milestone in Bigjigs Toys’ history.
“Since launching in 1985, we have been dedicated to crafting premium-quality toys that engage, inspire, and educate children of all ages. As we reflect on four decades in the industry, we’re more excited than ever to showcase our latest collections at this year’s events. Toy Fair, Spielwarenmesse, and Spring Fair each offer the perfect platform for us to connect with long-standing
customers, build new relationships, and explore upcoming trends.
“Visitors to the Bigjigs Toys stand will be able to explore all of our new collections and brands. Some of the new product ranges include wooden food sets, roleplay and dress-up, musical instruments, outdoor toys, pocket money gifts, and educational puzzles. We’ll also be showcasing new launches within our award-winning Simply Scandi collection, such as plush animals and silicone baby toys, and will introduce our bespoke Montessori range, featuring simple wooden toys that empower toddlers to take the lead in their learning. For Bigjigs Rail, we’re particularly thrilled to launch our brand new Monster Rail range.
“Alongside innovations from Bigjigs Toys, visitors will get to take a peek at our new and bestselling brands. After acquiring The House of Puzzles in the summer, we can’t wait to showcase the brand’s stunning collections at the 2025 shows. Also on display will be Toyi’s award-winning junk modelling kits, alongside favourites such as Green Toys, Tiger Tribe, Lottie, CollectA, and Schylling (including new NeeDoh!).
After acquiring The House of Puzzles in the summer, BigJigs will be showcasing the brand’s stunning collections at Toy Fair
As we reflect on four decades in the industry, we’re more excited than ever to showcase our latest collections at this year’s events “ ”
“While we’re eager to show off
our new products, the show season is also a wonderful opportunity for us to connect. Meeting face-to-face with customers is a great way for us to gather feedback and collaborate on ideas that will help us inspire the next generation of play, and we’re looking forward to seeing what the 2025 shows have in store!”
MV
MV SPORTS
01217 488000 | info@mvsports.com sales@mvsports.com | www.mvsports.com
The MV Sports team can’t wait to showcase its spectacular line-up of new licences, including Hot Wheels. From show-stopping ride-ons to scooters and bikes, this vibrant range is designed to captivate children and drive retail success, making 2025 a year of adventure, creativity, and play!
Hot Wheels is racing ahead as one of the most exciting licences on the market, packed with products that bring the brand’s iconic energy to life. Leading the charge is the Racer Ride On, designed for little speedsters who are ready to race into action. Featuring bold Hot Wheels flame decals that streak across its vibrant blue frame, this ride-on exudes excitement. With a large steering wheel for functional play, smooth wheel motion, and realistic horn and engine sounds, it delivers a fun and immersive driving experience that children will love. Adding even more spark to the range is the Hot Wheels Inline Scooter with Light Up Wheels and Revver. This bold scooter is a visual treat, featuring a fully
printed stem wrap adorned with Hot Wheels graphics. The handlebar revver adds turbo-charged fun, while the motion-activated light-up wheels create a dazzling effect as kids zoom around. With a robust steel frame, anti-slip footplate, and puncture-proof tyres, this scooter is built for adventure and ensures a smooth and confident ride every time.
handle grips, it’s a fantastic way for kids to build their riding confidence while staying true to the thrill of Hot Wheels.
MV Sports says it is proud to deliver products that ignite children’s imaginations while providing retailers with standout opportunities. Alongside Hot Wheels, the stand will include the latest collections from Hello Kitty, Moana 2, Star Wars, and much more – each range bursting with character. Hot Wheels is racing ahead as one of the most exciting licences on the market, packed with products that bring the brand’s iconic energy to
The Hot Wheels 12in Bike is another highlight, showcasing the perfect combination of style and practicality. This first bike features the iconic Hot Wheels flames blazing across its sturdy steel frame, complemented by a striking blue and red colour palette. With a handlebar revver for added excitement, stabilisers for balance, and soft-touch
Rounding off the range is the Hot Wheels Safety Helmet, which seamlessly combines bold design and essential protection. Adorned with vibrant graphics of Hot Wheels cars, this lightweight and comfortable helmet is as stylish as it is practical. Perfectly matched to the rest of the collection, it’s the ideal accessory for any young adventurer ready to hit the streets in Hot Wheels style.
18 d e s i g sn ot choos e f r o m !
o Z o o s hand seriespuppet
Id eal fo r... Zo os, toy sh op s, Mu se ums, Vis it or At tr ac t ions, FA RM + Wi ld li fe Pa rks, more !
Cobi Toys brings iconic trains and automobiles – along with a chance to build your own Roman Empire!
COBI TOYS
07584858978 | l.crocker@ cobitoys.co.uk www.cobi.eu
Doesn’t time fly by! Already another year and Cobi Toys is back to Olympia for London Toy Fair. What has the Cobi team got for 2025? A lot is the short answer, but below are a few of the new product ranges that will be showcased on Stand N21.
The Iconic Flying Scotsman joins Cobi's Steam Railway Collection
The world of steam locomotives has a rich history, and among the many iconic names, the Flying Scotsman stands out as one of the most famous and beloved trains in the world, and this legendary locomotive is now part of Cobi's collection! As one of the most celebrated historical steam trains, the Flying Scotsman is a perfect fit for its growing railway category.
With the addition of the Flying Scotsman, Cobi now offers a collection of 12 steam railway products, each capturing a moment in history. This expansion reflects Cobi’s commitment to historical accuracy and the joy of building. This upcoming Flying Scotsman model will be released in April 2025 and will be available in a 1:35 scale. While the exact brick count and retail price are still to be confirmed, Cobi promises a model that captures the distinctive features of this magnificent machine in remarkable detail. Whether you’re a passionate railway enthusiast or a fan of historical models, this new addition will be a standout in any collection.
With the addition of the Flying Scotsman, Cobi now offers a collection of 12 steam railway products, each capturing a moment in history “ ”
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Citroën Type H: innovative and ahead of its time
In the mid-1940s, as Europe was recovering from the catastrophic consequences of World War II, Citroën started developing a practical, strong, durable and technologically advanced light commercial vehicle to cover the everincreasing needs of the growing market – the Citroën H-Type. These were a series of panel vans and light trucks, produced by French car manufacturer Citroën using the same design philosophy as on Citroën's 2CV, but featuring a frameless, unitary body-structure. They are notable for their industrial design, using many corrugated metal outer body panels to save material, weight, and costs.
During its 34-year production run of 473,289, the Type H served in many forms as a specialised vehicle for the police, the post-office, hospitals (ambulance), bakeries, groceries, mobile shops, camper vans, mini buses. Today, some examples are still in use as retrostyle food trucks or as advertising vehicles around Europe.
In April 2025, Cobi will launch two variants of the Citroën H-Type vans: COBI-24631: Citroen Type H. 1:35 scale; 200 pieces; COBI24630: Citroen Type H Police. 1:35 scale; 206 pieces.
The new Cobi Roman Empire collection is about building stories. Each set offers the opportunity to immerse yourself in the history of one of the greatest empires the world has ever known
What we do in life echoes in eternity
The new Cobi Roman Empire collection is not just about building sets – it’s about building stories. Each set offers the opportunity to immerse yourself in the history of one of the greatest empires the world has ever known. Whether you’re creating a Roman legion or fighting in the arena, the Roman Empire is yours to reconstruct, brick by brick.
From gladiator arenas to mighty warships, this collection manages to bring the grandeur of ancient Rome to life like never before. These sets offer endless possibilities for creativity, play, and education.
COBI-20071: Roman Warship. 1:48 scale; 1810 pieces; COBI-20070: Gladiator School. 1:35 scale, 583 pieces; COBI20068: Roman Onager, 173 pieces; COBI-20069: Roman Chariot. 93 pieces; COBI-20066: Gladiators, 3 figures and COBI-20067: Romans, 3 figures.
Character Options brings a host of the latest trends, from Ollyball and Stickirolls to ChillFactor and Fingerlings Pinkies to Toy Fair…
0161 633 9800
sales@charactergroup.plc.uk character-online.com
Character Options is gearing up for an incredible showcase of its 2025 ranges, at London Toy Fair 2025, where buyers and retailers will be invited to have a ball with its Toy of the Year Award-winning line Ollyball, as well as being offered a first look at all
that’s new across its existing and new ranges.
Discover Ollyball; this ultimate indoor play ball hits the back of the net with families every single time. It’s no wonder this 12in reinflatable ball won a Toy of the Year in the US. With patented KrunchCOR construction, it absorbs the impact from full-speed hits and kicks, meaning kids can now play ball in the house without causing chaos. Hit it hard, kick it full-speed indoors without breaking windows, marking up your walls, or leaving a nasty bruise. What’s more, the outside cover can be coloured in to personalise it, with any coloured pen, marker or crayon.
Sticki Rolls, 2024’s Christmas
Sticki Rolls Series 2 brings with it 1,200 new stickers to discover and collect. Fans can also discover amazing licensed lines. Coming in spring are Disney Stitch and Anna & Erin SKUs “
Dream Toy rolls into 2025, with an all-new second series, plus licensed drops. Series 2 brings with it 1,200 new stickers to discover and collect. Not only can fans of the hottest wearable, shareable sticker brand collect a fresh series 2 box with bracelet and 70 stickers, and a S2 Sticki Book, but they can also discover amazing licensed lines. Coming in spring are Disney Stitch and Anna & Erin SKUs. Anna & Erin are the stars of one of the fastest-growing channels on YouTube, with more than 700m views of new content in 2024, and already have incredible brand affinity with tweens in the UK. That’s not all, as there’s more for autumn, with the epic Sticki Rolls Sticki Studio. This ultimate way to organise and showcase your Sticki Rolls sticker collection comes with 50 Sticki Rolls – each containing 10 unique, Kawaii-themed designs, meaning kids will have 500
stickers to pull, twist and stick to their favourite accessories for the ultimate customisation. Also included are five Mega giant stickies, and a host of accessories, all contained within a cool cylindrical carry case.
The stand has something for all, including the most shockingly cool ChillFactor range yet. The latest Colour Shock Slushy Makers are designed to be noticed. They’re so loud and bang on trend. It’s the same ChillFactor product we all know and love but these Slushy Makers have been given a supercool new makeover. The new Colour Shock cups are bright, bold and colourful, with a cool lightning bolt pattern. The new stand-out packaging has a retro-inspired graphic style print and will give the brand a nice refresh as they step into the New Year.
Then, get ready to discover friendship at your pinkie-tip. Fingerlings Pinkies are the pinkiesized pets that promise to love
The latest Colour Shock Slushy Makers are designed to be noticed. They’re so loud and bang on trend “ ”
with a surprise bestie. They sit right on the little finger. Kids will love wearing their Pinkies as fluffy friendship bracelets. There are so many adorable Pinkies and mini besties to collect. Will they find the ultra-rare sparkly iridescent
Finally, quacktastic fun awaits. Fizzle and find your mini ducky surprise, with Teeny Weeny Duckeez. The excitement begins when the fizzers included in each box are dropped into the ducky bathtub. Watch as the water fizzles to reveal a mini collectible duck. Each set comes with a coloured bathtub, two fizzers, a surprise Ducky, plus a surprise accessory. There are more than 100 ducky accessories to discover, which can be used to stylise the ducks. But which ducky will be found hiding inside? There’s a mini duck surprise to be revealed in every single box.
The 2025 brand portfolio will be supported with substantial PR and marketing campaigns. Buyers and retailers are encouraged to book a visit to pop along to Character Options’ Toy Fair stand.
Did you know Ollyball won a Toy of the Year in the US? Its KrunchCOR construction absorbs the impact from full-speed hits and kicks, meaning kids can now play ball in the house without causing chaos
Step into a world of magic and sustainability with Keel Toys in 2025!
01233 506363 | sales@keeltoys.com |
Keel Toys is bringing enchantment and innovation to life with its 2025 range, and the team can’t wait to share it with you. Known for pushing the boundaries of design and sustainability, Keel Toys continues to lead the way with Keeleco, a groundbreaking collection made from 100% recycled materials.
The mission is simple: create products that are not only softer and more beautiful but also kinder to our planet. Each Keeleco soft toy is crafted from 100% recycled polyester derived from plastic waste, giving it a second life and reducing energy consumption. For instance, 10 recycled water bottles (500ml) can produce enough fibre for an 18cm toy! From FSC-certified hangtags to recycled shipping cartons sealed with paper tape, every detail reflects the company’s commitment to a greener future.
Exclusive seasonal collections
Discover reimagined seasonal ranges that highlight the cutting-edge in fabric innovation. Featuring luxuriously soft eco-friendly fabrics, festive reindeer, penguins, and huskies are simply irresistible. Add whimsical charm to your
The mission is simple: create products that are not only softer and more beautiful but also kinder to our planet “ ”
Since launching Keeleco five years ago, the company has recycled over half a billion water bottles (as of 2024 stock production). At Toy Fair, you’re invited to preview and pre-order more than 100 new items, including expanded Christmas and Halloween collections
shelves with soft toy treats including a plush yule log and Christmas cake, or bring some spooky fun with Halloween bats, spiders, skeletons, and pumpkins. The company advises that you don’t wait – pre-order now as these magical collections are always in high demand!
Flower Bobballs & Puppy Love
Building on the success of Plant Bobballs, Keel is launching adorable Flower Bobballs – a daisy, sunflower, tulips, and bluebells – perfect for yearround gifting. Meanwhile, the new Puppy Love collection showcases standing and sitting pups complete with collars and leads, all crafted from recycled fabrics.
Committed to a greener future
Sustainability is at the heart of everything Keel Toys does. From
installing more than 300 solar panels and transitioning to electric vehicles at its Ashford HQ to supporting its manufacturing partners in adopting solar power and heat recovery systems, it’s setting the standard for ecoconscious business practices.
Don’t miss the chance to see these incredible products up close. Stop by the Keel Toys stand at any of its upcoming trade shows to experience the perfect blend of sustainability, innovation, and huggability. The team will be ready to welcome you and help create the perfect start to a successful 2025.
Harrogate Christmas & Gift Fair, Stand A11 London Toy Fair, Stand F10 Nuremberg Toy Fair, Hall 1, Stand C09 Spring Fair, Hall 5, Stand H20-J21
LEMIEUX
LeMieux brings its range of high-quality, hand-finished toy ponies, hobby horses, tiny ponies and toy puppies to captivate animal-loving children…
In just three years since the company’s inception, LeMieux toys have made their way into premium retailers such as Selfridges and John Lewis.
Curious children can learn about pony care through play with LeMieux’s stable of Toy Ponies, Hobby Horses and Tiny Ponies. Hand-finished with highquality details, these classic toys are accompanied by an array of authentic miniature tack and accessories, sold separately. From tacking up to grooming and bandaging, this is an imaginative way to introduce children to the equestrian world.
Dressing up their miniature companions, braiding manes, and attaching miniature saddles engages young fingers in intricate tasks, enhancing hand-eye coordination and dexterity. Through play, children will refine their motor skills while igniting endless possibilities for storytelling and roleplay.
Every toy is individually handmade, varying slightly in size and shape, and comes in its own travel lorry carry case, which turns inside out to become a luxury stable play scene.
The demand for these enchanting toys shows no sign of slowing down, making them a must-have for any toy retailer. Whether for playtime or display, LeMieux Toy Ponies are sure to bring joy and delight to all who own them.
The ponies and puppies stand securely on all four legs and are flexible, making them safe for young children (aged three-plus) to play with.
Characters include:
LeMieux Freya, a very big, kind horse with a massive heart. She loves jumping and is very independent in the yard – she doesn’t need anyone and can be sassy in the stable, but once her rider is on board, she takes very good care of them.
LeMieux Dream is a very special pony - some would call him magical - because his personality lives inside your imagination. He can be anything
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In just three years since its inception, LeMieux toys have made their way into premium retailers such as Selfridges and John Lewis
you want him to be! He’s named Dream after the perfect ‘dream pony’ that all equestrians have imagined or played with as children.
LeMieux Sam is a stunning dapplegrey showjumper who is keen and exuberant – his hashtag would be #nobaddays. He’s kind and affectionate and always ready to lay his head in your arms and have a cuddle.
LeMieux Lemon is the cheeky Shetland pony, a lemon and white skewbald. She was rescued by the Lemieux family from the equine charity World Horse Welfare, because she was neglected with her foal, Lime, at foot. She’s very brave because she has overcome all the suffering in her past and learned to trust people again.
LeMieux Spike is a stunning black Friesian Toy Pony. He is a tall, proud gelding with a long plaitable mane and tail and black feathers. He’s still as handsome as ever at the grand old age of 21. Before his dressage career began, he was a driving horse. He’s quite flashy and loves showing off at shows and events.
LeMieux was founded by former Olympic event rider, Robert LeMieux, and his wife Lisa in 2006. Since then, LeMieux has been dedicated to providing the highest quality equestrian products at an affordable price
LeMieux Daphne is a 40-year-old donkey. She was rescued from the New Forest drift. She’s lived a long life and has seen and done it all in her prime. She’s strong and wise, and always puts the other horses on the yard in their place. They know who is really in charge!
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The puppets are perfect for toy shops, zoos, visitor attractions museums, wildlife parks, farm parks and more!
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KIDANTICS
01293 364364
enquiries@kidantics.co.uk
www.kidantics.co.uk
Kidantics takes a walk on the wild side with its new range of animal-themed puppets
The Wild Thingz brand from KidAntics offers a fantastic introduction to storytelling and roleplay. The brand is passionate about children having fun, while also learning and being creative at the same time.
Wild Thingz and KidAntics recognise that roleplay games and storytelling are important for children's development, by helping to building skills in communication, physical development and problem-solving.
There are 18 styles of puppets to choose from at key retail prices. The range includes a fantastic mix of animals and dinosaurs, including Shark, Tiger, Gorilla, T-rex, Dilophosaurus, and many more. The range encourages children to use their imagination and get creative with playtime.
The puppets are very realistic, with life-like features. They are soft and flexible, providing complete control in shaping and moving the mouths into all sorts of funny and scary facial expressions. The puppets are comfortable to
wear and fit a wide range of hand sizes. They are also tested to a high standard, which is hugely important to the brand.
The puppets are perfect for toy shops, zoos, visitor attractions museums, wildlife parks, farm parks and more!
The Wild Thingz floor stand is a brilliant display solution for the range for retailers, and has a handy internal lockable cupboard for stock storage. The stand can hold 56 puppets on the display pegs.
The colourful swing tags are made from FSC card, and secured to the dinosaurs with a recycled plastic tag.
The Wild Thingz team is excited to launch this range, as well as all the other new and exciting products it has coming to market.
The Wild Thingz floor stand can hold 56 puppets on the display pegs, and has a handy internal lockable cupboard for stock storage
Pop along to the new stand location, D25, which is being shared with sister company Great Gizmos, which also has lots of new items to show everyone.
01953 859530 sales@orchardtoys.com www.orchardtoys.com
Orchard Toys will be unveiling a new Baby and Toddler collection at Toy Fair 2025. It features all the trusted quality and value of an Orchard Toys product but for little ones from nine months and up.
Orchard Toys will also debut new lines in its core portfolio of fun educational products; and following the hugely successful launch of its The World of Peter Rabbit collection at the 2024 show, there are three new additions to see.
Orchard Toys is targeting your youngest customers, with a new baby and toddler range
characters and iconic locations from the Beatrix Potter stories. Children will enjoy piecing together this detailed scene inspired by The World of Peter Rabbit. It captures the charm of above-ground adventures and the secret world beneath, showcasing Mr. McGregor’s garden, Jeremy Fisher’s pond, and the hidden rabbit burrows. Also included in the box is a giant poster, and a Learning Guide designed to encourage discussion and observation. For ages four and up.
Orchard Toys Baby and Toddler range: in soft pastel colours, the pack and product design of the four SKUs in the range ensures they will stand out on shelf, while differentiating Baby and Toddler from Orchard Toys core ranges. Leading the collection is the beautifully illustrated Under the Sea; the wooden nesting puzzle champions the quality and educational fun that is synonymous with Orchard Toys.
New to The World of Peter Rabbit collection: following the success of the launch collection last year, Orchard Toys and Peter Rabbit bring to life the tales of Beatrix Potter with three new products.
The World of Peter Rabbit 50-piece Puzzle: introduces young children to the timeless charm of the beloved
Peter Rabbit In Mr. McGregor’s Garden 25-piece puzzle: children will be captivated by the challenge and fun of piecing together this 25-piece jigsaw puzzle, featuring a charming and detailed scene from Mr. McGregor’s garden. Fans will spot the iconic watering can and the familiar robin perched on the spade handle!
Peter Rabbit Posting Houses: a charming 3D colour matching and posting game featuring iconic characters from Peter Rabbit, where children match and post colourful cards into the corresponding coloured house. With three exciting and progressive ways to play, this game is fun, engaging and educational – it helps with colour recognition, develops
Looking ahead to Easter, a new seasonal addition to the mini games line-up is Hot Cross Bunnies, a great sales opportunity for Easter gifting and beyond
We’re very excited about our new baby and toddler range; the extension of the Orchard Toys trusted and loved brand into a younger audience is a huge sales opportunity for us and retailers
Simon Prest sales director, Orchard Toys
matching and memory skills, and hand-eye coordination. Perfect for children from age two.
New to the Orchard Toys portfolio Dinosaur Number Eggs: an engaging early number game that blends education with fun! Designed for children from the age of three, Dinosaur Number Eggs features exciting gameplay where players race to hatch the most baby dinosaurs while avoiding the T-Rex wild card. It’s great for early learners to help develop their number recognition and counting skills in a fun hands-on way, while promoting social interaction and friendly competition.
Colour Match Express: a fun and engaging first colour-matching game. Players fill their train by rolling the dice and matching the friendly coloured animals and carriages, with interchangeable jigsaw pieces a different train can be made every time. Ideal for children aged three to six years.
Spotty Cows: adding to the bestselling mini games collection, this compact, portable game is designed to entertain and engage young minds, and is perfect for fun at home or on-the-go! It’s a simple, fun and engaging game featuring friendly cow characters, for children to develop counting skills, and turn-taking in a farm-themed game! For ages three to six.
Hot Cross Bunnies: perfect for Easter, this is a seasonal addition to the Orchard Toys growing collection of best-selling mini games. The fun snap and pairs game is perfect for little ones aged three-plus. For retailers there will be an exclusive Toy Fair offer.
01279 442 528 info@thecaratshop.co.uk www.thecaratshop.co.uk
The Carat Shop is returning to Toy Fair London for a third consecutive year! With a fresh newlook stand and an expanded range of licensed products, the company is aiming to be your go-to destination for officially licensed jewellery, accessories, and gifts.
What's New for 2025? The Carat Shop is diversifying its officially licensed product ranges for 2025, and beyond, including:
Wickedly Good: The new Wicked collection, inspired by the film release in November, features stunning designs celebrating Elphaba, Glinda, the Emerald City, and more.
Premier League
It’s a kind of magic
Magic: Premium jewellery and gift lines for some of the ‘Big 6’ Premier League football clubs, catering to fans of all ages.
Pop along to the stand on the first two days of the show and enjoy magic tricks performed by the resident magician
Hello Kitty, Miffy and Molang: Expanding the cuter side of these licensed collections.
CRAFT BUDDY 0203 417 6565 | trade@craftbuddyltd.co.uk www.craftbuddyltd.co.uk
Craft Buddy is set to shine at London Toy Fair with an array of exciting new product launches that showcase its innovative approach to arts & crafts. Following a standout 2024, the company is unveiling its most expansive range yet, featuring fresh additions to its renowned Crystal Art lines. Licensing partners include Disney, Warner Bros. Discovery, Marvel, Star Wars, LOL!, DC, and Peter Rabbit, alongside original Craft Buddy designs. With four major launches in Q1 alone, Craft Buddy aims to inspire creativity and spark imaginations. Leading the Spring 2025 line-up is the enchanting Harry Potter Crystal Art Sticker Album, developed in-house to
Your one-stop shop for licensed merchandise –
The Carat Shop’s extensive brand portfolio includes beloved franchises such as Harry Potter, The Lord of the Rings, Pusheen, and Barbie. At Toy Fair, it will showcase a range of new products, available to order both online and at the show.
Starter Packs to cater for everyone – Whether you're a seasoned retailer or just starting out, Starter Packs offer a convenient solution to grow your business. There are options to suit every need, from expanding your existing range to introducing new brands and products.
To celebrate its third year at Toy Fair, The Carat Shop is bringing a touch of magic. Pop along on the first two days of the show and witness magic tricks performed by the resident magician. A great opportunity to network, learn about the latest products, and have a bit of fun.
bring Hogwarts magic to life. This collectible product, made in collaboration with Warner Bros. Discovery, includes a 102-sticker album and two blind bags (three stickers each). Additional blind bags are available for completing the series. Fans craft their stickers with sparkling crystal gems and place them in the 16-page album featuring iconic locations, from the Sorting Hat ceremony to Quidditch matches. For younger crafters (ages four-plus), Craft Buddy debuts Crystal Art Junior, designed to support hand-eye coordination and fine motor skills. With larger 10-12mm gems and an easy-to-use pen, it features
five beloved characters and comes with everything needed to complete each piece. Finished creations can be hung or displayed, making it perfect for family fun. Tapping into the collectibles trend, the Crystal Art Pin Badge Collection combines creativity with fashion. This blind bag range features 15 iconic Disney characters, including Mickey Mouse, Elsa, and Simba. Each 6cm pin can be worn or displayed as part of a collection.
01329
sales@rainbowdesigns.co.uk
www.rainbowdesigns.co.uk
Rainbow Designs brings classic characters old and new to Toy Fair – with the introduction of Bing and Mr Men Little Miss – plus favourites including Paddington and Harry Potter
Bing, Paddington, Harry Potter Wizarding World, Mr Men, Peter Rabbit and Disney’s Winnie the Pooh are just some of Rainbow Designs’ best-selling and new licensed character ranges of inspiring toys that will be on display at Toy Fair.
Joining the ever-popular Paddington, in Rainbow’s preschool toy portfolio for 2025, is an exciting new master toy licence; the multi-award winning preschool property, Bing. Adapted especially for television, from the original books by Ted Dewan, Bing celebrates the joyful, messy reality of preschool life and finds the big stories in the little moments. The Bing range from Rainbow will be available from Q3 and will focus on Bing and his friends Flop and Sula in both plush and playset formats. A new My First Bing and Giant Bing soft toy will also be available later this year.
The love for the nation’s favourite bear Paddington, continues to go from strength to strength following the release of Paddington in Peru, which will be available for streaming in Q1
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Rainbow Designs introduces two new licences – Bing, the multi-award-winning preschool property – and British classic Mr Men Little Miss
The love for the nation’s favourite bear, Paddington, continues to go from strength to strength following the release of Paddington in Peru, which will be available for streaming in Q1, and in line with this, Rainbow’s new Paddington Movie range, featuring a Paddington Soft Toy and Talking Soft Toy as well as a Giant Paddington, has been highly sought after. The Adventures of Paddington Toy range also continues to be a firm favourite among preschoolers, and includes the award-winning Tea Set, the Paddington Talking Soft Toy as well as the Campervan, Bus and Bike and Side Car play Sets. There will also be new mini playsets joining the range this year including Paddington’s Football Fun and Paddington and Lucky’s Rainy Day. In addition, Rainbow’s best-selling Classic Paddington collection offers a Paddington for every age of Paddington fan, with the youngest of enthusiasts looked after by the super-cute Paddington for Baby range, which will see a fresh new look unveiled this year.
It's also a very colourful welcome to another exciting new licence that is joining the Rainbow family this summer; the Mr Men Little Miss range. For over 50 years, this British-born brand of
characters, each with their own unique personalities, has been loved by families and across generations. Rainbow’s new range will include the iconic characters Mr Tickle, Mr Happy, Mr Bump and Mr Strong, alongside Little Miss Hug, Sunshine, Princess and Chatterbox, in an adorable range of large cuddly cushions, collectible plush toys and plush keychains.
The enchanting Wizarding World collection of adorable nursery toys and gifts featuring the world’s most famous young wizard, Harry Potter; Hedwig, Harry’s pet Snowy Owl; and the much-loved free elf, Dobby, is proving incredibly popular. The range includes My First Soft Toys, Rattles, Comforters and Activity Toys, as well as comfort blankets for the Hogwarts Houses: Gryffindor, Slytherin, Hufflepuff and Ravenclaw. There will also be new exciting additions swooping in this year including the Hogwarts Express Soft Book and a Harry Potter Activity Cube. Retailers, make sure you don’t miss all of these licensed character ranges, alongside the ever-popular Peter Rabbit, Disney’s Winnie the Pooh and Lion King, Guess How Much I Love You, and The Very Hungry Caterpillar.
Dress-up specialist Smiffys has licensed looks from The Legend of Zorro, Dr Seuss, The Grinch and much more…
STAND
UW70, Upper West Hall
The Smiffys team is delighted to be returning to Toy Fair, a highlight in its show season calendar! There’s always a buzz around Olympia as the fair is filled with exciting new launches and key players in the toy industry. This year, you’ll find Smiffys in the Upper West Hall, stand UW70.
Smiffys is heading into 2025 with new additions to its licensing portfolio, debuting new products at the show. The Legend of Zorro celebrates its 20th anniversary in 2025, and Smiffys will launch its debut range at Toy Fair. Unisex accessory kits for adults and children create the iconic Zorro look in an instant.
A must-see on the Smiffys stand this year is the new Dr Seuss collection. With iconic classics for all key seasons, the Smiffys team is excited to have this nostalgic brand
in the range. Add to your Book Day offering with the Cat in the Hat range, featuring kids and adults costumes. He’s mean, he’s green, he’s everyone's favourite festive character – the new Grinch collection features costumes for the whole family, perfect for the festive season. Classic favourites including Addams Family, Shrek, Where’s Wally and Ghostbusters will feature on the stand, with family costumes and new additions for 2025. Beyond licensed products, Smiffys will be showcasing highlights from its extensive
Smiffys’ new kids accessories offer a more affordable way to create costume looks and add to children’s dressing-up boxes
everyday costume range. Perfect for Book Day, school events and kids' parties year-round, classic costumes such as pirates, fairytale characters and career themes are staples in the children’s range. New additions include kids accessories, offering customers a more affordable way to create their own costume looks and add to children’s dress-up boxes.
Come and find the Smiffys stand in the Upper West Hall for more information on exclusive show deals and special offers.
A must-see on the Smiffys stand this year is the new Dr Seuss collection. With iconic classics for all key seasons, the Smiffys team is excited to have this nostalgic brand in the range
01235 555545
www.vtech.co.uk
www.leapfrog.co.uk
Spring 2025 is set to bring an exciting array of new products to the VTech lineup, with fresh additions to the popular Toot-Toot Drivers and Preschool ranges. Get ready to zoom into the fun with VTech’s Toot-Toot Drivers Repair Centre. This interactive playset lets little ones lift, fix, and learn while having a blast. The repair base includes a movable claw to manoeuvre the included SmartPoint car for pretend repairs. Kids can use the car lift to navigate between floors, engage with the interactive tyre roller, or enjoy roleplay activities such as washing the car.
0207 254 0100 | sales@ugames.uk.com university-games.co.uk
Unleash your inner DJ with the Mix It Up DJ by VTech. This engaging toy invites kids to explore music creation with 25 interactive buttons, cool sound effects, and fun animations on a backlit display.
LeapFrog’s Spring/Summer 2025 line-up features the My First STEAM Tablet, a tool for young learners to explore science, technology, engineering, art, and maths.
LeapFrog also introduces the 4-in-1 Discovery House, a pet-themed activity centre. With 10 play pieces, including shape sorters, textured balls, and colourful tissues, kids can practise motor skills, sensory learning, and imaginative play.
it up!
Budding DJs can explore music creation with 25 interactive buttons, cool sound effects, and fun animations with the Mix It Up DJ by VTech
The University Games and Lagoon stand is one not to be missed, with more than 60 new lines joining their extensive and best-selling games, puzzles, toys and gifts range this year, there is entertainment to be had for the whole family.
Exciting new lines include the TV classic Bullseye board game, new educational build and play STEAM 3D science toys in partnership with National Geographic, and a fun range of games starring Roald Dahl’s Matilda, as well as many more.
You can't beat a bit of Bully! The TV classic Bullseye returned to our screens in December with new host Andrew ‘Freddie’ Flintoff, and the new University Games’ Bullseye Board Game and Mini Game, arriving this spring, will ensure players at home will also have a ‘super, smashing, great time’!
New to Lagoon for 2025 is the National Geographic How Things Work range. Designed with creative play in mind, these beautifully styled 3D puzzles use card and other materials to create a perfect ‘build and play’ range of STEAM science toys. The eight-line range includes a Periscope, Monocular, Hydraulic Lift, Blast Off Rocket and Parachute Launcher, which all come with an instruction booklet.
Joining University Games’ best-selling Roald Dahl games collection will be the Matilda, The Extraordinary Challenges Board Game. Players spin to move around the board, undertaking mental and physical challenges in order to collect all the books before Miss Trunchball catches them. There’s also a new Swashboggling Story Telling Dice Game and a Roald Dahl Find It Fast game.
University Games’ ever-popular children’s range,will be joined this year by Easy Cheesy! This amusing and entertaining children's game revolves around cheese and a small biting mouse.
2025 is also set to be a storming year for Dave Pilkey’s Dog Man, with the global DreamWorks theatrical release of the animated Dog Man movie in January 2025. In celebration, University Games will release the new Dog Man Big Jim Begins dice game.
The new University Games’ Bullseye Board Game and Mini Game, arriving this spring, will ensure players at home will have a ‘super, smashing, great time’!
Bladez Toys unveils new Superman and Minecraft licences, alongside a new RC brand and a preschool range based on a CBeebies TV show
023 9265 3104 | sales@bladeztoyz.co.uk www.bladeztoyz.co.uk
Bladez Toyz is back at London Toy Fair for its 15th year, and comes to Olympia with monster-size news and an epic new stand!
2025 looks set to be a big year for Bladez Toyz as not only does it have new products within its successful licensed ranges to support two big movie launches in 2025 – Superman and A Minecraft Movie – but it will be launching two exciting new brands, which the Bladez team can’t wait to showcase to everyone.
First, London Toy Fair marks the official unveiling of the new radio control brand Bladez RPM, which brings to the market fresh new designs and Real Performance Machines as the name suggests. This electrifying brand delivers for those who crave action and adrenaline, with quality, high-performance vehicles with unique neon designs. From oversized monster trucks and super-quick street racers to eyecatching easy-to-fly helicopters, Bladez RPM delivers high-speed action and real working motorised vehicles, perfect for kids and adults alike.
The other big news for Bladez Toyz in 2025 is the launch of a new preschool range, in partnership with Bluezoo Animation for its hit new preschool show Mojo Swoptops “ ”
A real standout in the range is the small but mighty Bladez RPM 1:18 Monster Truck, with its robust injection moulded design, real working LED lights, and turbo mode for a little more grunt! Alternatively, for a little more speed, look no further than the 1:10 Ultimate Racer, complete with rechargeable battery. Reaching speeds of up to 25km/h, this street racer is designed with precision handling, easy-to-use controls and shock-resistant builds, thanks to the cool Exo-Guard Armour. And what’s more, besides Bladez’ own eye-catching designs the RPM range will also include favourites such as Batman and Superman – the latter of which will launch to coincide with the movie release in what is set to be the ‘Summer of Superman’.
Animation for its hit new preschool show Mojo Swoptops. This new range is based on the hit preschool animation, which successfully premiered on CBeebies in October 2024. The new range will include radio control vehicles alongside arts & crafts and a cool pocket money vehicle range focused on sustainability through the use of bio-plastic alternatives. With a focus on problem solving, interchangeable play patterns and imaginative play, the new toy range will capture the essence of this fun and engaging new preschool licence. Plus, with its commitment to sustainability, and vibrant designs, the Mojo Swoptops products are sure to drive open play and creativity among preschoolers.
The other big news for Bladez Toyz in 2025 is the launch of a new preschool range, in partnership with
Bladez RPM, is a new radio control brand, which features everything from oversized monster trucks and super-quick street racers to eye-catching easy-to-fly helicopters
STAND Grand Hall, stand F1
Sensory toys, along with science and outdoor ranges, are at the forefront for Eduk8
01661 831080
sabrina@eduk8worldwide.co.uk www.eduk8worldwide.com
The team at Eduk8 has no doubt that awareness and demand for sensory toys will continue into 2025, and have therefore been very much at the forefront of the company’s product development this year.
That’s why it is launching the latest offering from Tangle, with the lovely Furry range. The choice of five distinctive designs means that no child can fail to enjoy the sensory feel of these Tangles.
Also launching at Toy Fair is the new Tangle Jr Glow in the Dark Series. These ultimate pocket-sized fidget toys radiate light when played with in the dark. Tangles are the ideal toys for those who like to fidget and fiddle, great for relieving anxiety and improving focus both for children and adults alike!
In addition, the new Wooden Threading Coloured Spools will be on display. Perfect for sensory and the development and improvement of fine motor skills.
Eduk8 is also tapping further into the trends for science, nature and outdoor
The team at Eduk8 has no doubt that awareness
and demand for sensory toys will continue into 2025, and they have been very much at the forefront of product development
“ ”
Launching at Toy Fair is the new Tangle Jr Glow in the Dark Series. These ultimate pocket-sized fidget toys radiate light when played with in the dark
products, which looks to be continuing for 2025, with its popular science and outdoor ranges. Following on from the successful launch of its Forest Schools range in 2024, this has been expanded further to include new products designed to stimulate the inquisitive and creative side of children, and encourage learning, all while having fun!
For the junior wildlife explorer, the New Catch a Bug wrist viewer is a wonderful way to view the tiny details of insects up close. With dual wrist straps and built in 3x magnification, bugs can easily be examined without harm. Perfect for curious minds and nature enthusiasts.
Also added to this range are Folding magnifiers and Tweezers with magnifiers, all developed to empower children to discover the wonders of the world around them.
At Eduk8, new product development is continuous as the team strives to bring educational products to the market that meet the needs and abilities of all children. Do ensure you pop by the stand to gain an insight into these exciting new products! If you are looking for something different, then please take time to come and see what's on show, the team is sure you won’t be disappointed!
Celebrating its 50th anniversary, Dolu returns to Toy Fair not only with outdoor toys, but toy kitchens, desks and easels, licences including Barbie, FisherPrice and Hot Wheels, plus rebranded nursery items
Dolu reports that even though business has been tough and the weather for outdoor toys was again not great for sales, as summer didn’t happen until July, the company has actually had to date a very good year, and increased the business in the UK by 18%. (The team says that if only we had had better weather it would have been a fantastic year!)
Dolu supplies more than 85 different countries, and as of December sales are up more than 20% (some countries do have a guaranteed summer!).
However, Dolu is not just a supplier of summer outdoor
items; it manufactures more than 300 different items, including kitchens, desks, easels, and preschool toys, including for 2025 an extended range of more than 40 Mattel Items covering Barbie, Fisher-Price, and Hot Wheels. For those toy retailers that have a nursery division, Dolu has rebranded and increased its range, introducing completely new colours, which can also be mixed with a container of toys.
The Dolu team is very much looking forward to 2025, not just because it is the company’s 50th birthday, but because at Olympia in 2024 many of the new items on offer were too late for many buyers. These included new playhouses, entry-level slides and sand water tables – and those who were still able to select for SS24 reported that sales have been fantastic –now for 2025 Dolu has improved them further with exciting new colours.
Everything Dolu produces is made in its purpose-built factory in Turkey which has more than 400 employees.
For 2025, Dolu boasts an extended range of more than 40 Mattel Items covering Barbie, Fisher-Price, and Hot Wheels
Everything Dolu produces is made in its purposebuilt factory in Turkey which has more than 400 employees
“ ”
For those of you concerned about container quantities, the average container cost is only around £12,000 with no minimum order quantities per item. Dolu offers credit facilities subject to credit checks and claims that 90% of what it manufactures is more competitive than buying from China –without the lead times and quantities needed but with the quality and reliability of buying from Europe, with shortened lead times of 28 days (in many cases this year lead times were 14-16 days) plus shipping of approximately 18 days. Prices include all delivery charges from Turkey to your UK warehouse. This also means no worries over increases in freight or exchange rates
The Dolu team is looking forward to seeing all existing customers and potential new customers. If you would like a firm appointment, please call Ria or Steve (this includes Toymaster Members as Dolu is now dealing with them too).
0800 102 6885
uksales@justplayproducts.com www.justplayproducts.com
Just Play UK hits the ground running in 2025 with a one-stop-shop portfolio comprising new creative IPs, new doors opening for the beloved Doorables brand, and newness for the Disney Stitch range, ahead of May’s upcoming live-action movie, plus so much more.
Knot it! Twist it! Style it! Knotz Animal DIY kids’ toys let kids make their own friend. This hot new range from Just Play invites kids to unwind the yarn-ball blind capsule to find everything needed to create one of 12 soft pals with lots of personality. Kids can follow the included step-by-step instructions, or use the QR code to unlock video tutorials, to knot, twist, and style a cute animal out of bendable faux fur stems and accessories.
figure will come in a pineapple-shaped blind capsule, depicting Stitch or Angel in a fun new pose, based on Stitch’s favourite hobbies.
Adding to the fun, Just Play will be carrying forward its bestselling lines from the Disney Stitch range, ahead of the live action film that will be released this May. Fans will be able to add to their line-up of adorable Disney Stitch That’s So Stitch figures. Each surprise 2in
Just Play will build on the phenomenal growth of Disney Doorables collectibles, with more innovation and new captivating experiences to discover in 2025. Expect a fresh theme for spring – Remember When Lil’ Moments – which will come in an exciting new format. The fun begins when the camera door is opened, allowing for a strip of four connected bags to be pulled. Each strip contains two special Doorables figures in one of two sizes – both with Doorables signature style and glittery eyes.
Visitors to Just Play UK’s stand will also be offered a first look at another exciting new offering joining the line-up this year: the Tara Toy
Piles! is a viral sensation on social media and in less than a year since its initial release, more than 50,000 units have been snapped up, with that trend set to continue.
range. The extensive licensed arts, crafts and activities range from the recently acquired Tara Toy, will be available though Just Play UK later this year. The comprehensive collection includes jewellery making sets, sticker kits, vinyl painting kits and so much more.
Plus, 2025 also holds in store many exciting product refreshes across Just Play’s portfolio of brands, including Disney Munchlings, Disney Doorables ADOORBS, Disney Duckalooz and preschool ranges including SuperKitties, Sesame Street and Disney Minnie Mouse. Retailers and buyers should ask to see Sesame Street Nom Nom Cookie Monster – the interactive plush pal, who shakes and makes cookie monster munching sounds when his belly is pressed.
Whether you’re eight or 80, Piles! is simple to pick up but offers endless replayability and challenge. Learn in minutes and dive into the action.
In Piles! you can play with up to eight players or even face-off one-on-one for a fun two-player experience.
playtime is under 10 minutes, making the game highly replayable. The frantically fun frenetic pace also guarantees players will keep on coming back for more.
Piles! is also compact and travelfriendly: designed for convenience it comes in a sturdy box with a magnetic lid, making it easy to pack up and play anywhere.
Peg Perego rolls into the show with two new ride-on arrivals for budding farmers and explorers – the John Deere Tractor and Mini Polaris –plus some popular favourites...
PEG PEREGO
01484 910015 | phil.howe@pegperego.com www.pegperego.com
Peg Perego, premium ride-on toys specialist, announces its participation in Toy Fair 2025. With over 70 years of experience creating toys that combine innovation, quality and fun, Peg Perego presents an exceptional line-up, including new additions.
At the forefront of its showcase are two thrilling new releases designed to captivate both young adventurers and retailers alike:
John Deere RC Tractor: The John Deere RC Tractor introduces the excitement of remote-controlled play to the iconic John Deere tractor. Designed for aspiring young farmers, this ride-on toy features realistic details, intuitive controls, and smooth manoeuvrability, delivering hours of interactive fun.
Mini Polaris: Inspired by Polaris’
renowned off-road vehicles, the Mini Polaris delivers the thrill of adventure in a safe, compact design. With bold aesthetics and a high-performance battery-powered engine, this toy is ideal for young explorers. Safety and fun are assured thanks to Peg Perego’s trusted engineering.
In addition to its new launches, Peg Perego will also spotlight some of its most popular models that continue to resonate with families worldwide:
Pro Range: A line of powerful off-road vehicles designed for adventurous kids aged six-plus. Featuring a rechargeable 24V/12Ah/300Wh battery, these ride-ons offer superior performance with extreme traction wheels for tackling any terrain.
Powered by two quiet 420W engines (840W total), they deliver a smooth, lownoise experience.
Ducati GP: The ultimate ride-on for young speed enthusiasts, the Ducati GP combines sleek design with authentic engine sounds. A favourite model for
its sporty aesthetics and safe operation, it lets children experience the thrill of the racetrack.
With over 70 years of experience creating toys that combine innovation, quality and fun, Peg Perego presents an exceptional line-up ” “
Inspired by Polaris’ renowned off-road vehicles, the Mini Polaris delivers the thrill of adventure in a safe, compact design, making it ideal for young explorers
John Deere Gator: The John Deere Gator is synonymous with outdoor fun and versatility. Its sturdy build, spacious cargo area, and realistic features make it the perfect companion for young adventurers tackling big tasks.
A legacy of quality and innovation Peg Perego distinguishes itself through its unwavering commitment to quality, safety, and innovation. Each ride-on toy is crafted with meticulous attention to detail, using premium materials to ensure durability and long-lasting enjoyment. Its longstanding collaborations with iconic brands such as John Deere, Ducati, and Polaris further underscore its dedication to authenticity and excellence. By merging technology with timeless designs, Peg Perego continues to spark children’s imaginations while providing retailers with products that drive sales and foster customer loyalty.
The Peg Perego team invites you to explore its exciting range of ride-on toys at Toy Fair 2025. Whether you’re looking to enhance your product selection or discover the latest trends in children’s toys, its team is ready to share its passion and expertise with you.
01580 713000 | sales@thamesandkosmos.co.uk thamesandkosmos.co.uk
After a year full of new arrivals, expansions and extensions to current games and science sets, Thames and Kosmos has set the bar high for 2025 and is ready to deliver! Sales director Jo Drage comments: “We have been delighted by the positive feedback received across our ranges from the influencer community as well as recognition across major UK-based media and TV appearances and we’re excited for the coming months”
Here’s an insight into the exciting new products that you can expect to see from Thames and Kosmos at the trade fairs.
The Essential STEM range remains an important part of the Thames and Kosmos offering and a highlight of this is the new TK telescope. It has 100x magnification and a buildquality that puts it up among its more expensive peers.
Also part of the range will be the new desktop or student microscope. This model, complete with a smartphone app for obtaining deeper knowledge, and a 45-piece accessory set, helps users to fully utilise its impressive capabilities and observe collected samples.
Later in 2025 Thames and Kosmos will be further adding to the range with a Rock Tumbler and Metal Detector. The whole range looks super sleek and
Thames and Kosmos offers young scientists the chance to explore the skies with a new telescope, while Potter fans can create wands, howlers and more. Plus there’s a host of new games to try too
appeals to the kidults among us too!
Gecko Run recently won a place in Time magazine’s 100 best innovations, is shortlisted for the TOTY awards and has enjoyed strong media coverage. The much-lauded range has gained a deluxe starter kit and will have four new expansions to really keep the excitement and experimentation going. You are invited to try the Gecko Run for yourself at the upcoming shows.
Spy Labs has a new filled CDU, which will be on show at Toy Fair. It features five tinned ‘pocket money’ products from the range, which have been proving very popular, especially with the Indies.
To maintain the intrigue, Thames and Kosmos is conjuring up a Harry Potter range in 2025, which includes a make your own wands kit and a craft set to produce Hogwarts sealed parchments, Tom Riddle’s diary and even howlers! Accio over to the Thames and Kosmos stand to see more.
More exciting news – one of the most successful escape room series, EXIT, is expanding. To further satisfy the growing legion of fans, Thames and Kosmos will be releasing two new Exit puzzles at the show, namely The Alchemists Garden and The Key to Atlantis. These 500-piece puzzles each
Thames and Kosmos is conjuring up a Harry Potter range in 2025. These kits will offer the chance to make your own wands, produce Hogwarts sealed parchments, Tom Riddle’s diary and even howlers!
“We have been delighted by the positive feedback received across our ranges from the influencer community as well as recognition across major UK-based media and TV appearances
Jo Drage sales director
contain seven riddles, which need to be solved by following the clues in the storybooks. Don’t worry about getting stuck as the included help book will give handy hints if required.
Among the new line-up of board games, you will be able to try out Marbleous – one of the early 2025 launches. Also on display will be the Masters of Crime series, a recent addition to the Thames and Kosmos game library. There are four titles in this series, each exploring a different crime, and combining day to day tech in an interesting way to solve the mysteries –with more to come in 2025.
Launching in Q2 will be the stunningly illustrated and family-friendly game Australis. Easy to learn and so much fun to play.
Zimpli Kids products are designed to make every moment special, whether it’s igniting imaginative play, encouraging sensory exploration, or turning bathtime into a thrilling adventure. There’s something for children of all ages and abilities. The team aims to create fun, 'just add water' products that enhance both children’s and parents' experiences of bathtime and sensory play. The amazing textures, colours, sounds, and scents make products perfect for multi-sensory, messy play at home or in educational settings.
Zimpli introduces its latest product, Glowy, the glow-in-the-dark slime jellyfish! Glowy sparks kids' imagination and provides endless hours of fun, making it a must-have glowing companion for every child.
Glowy stands out with its mesmerising glow-in-the-dark slime and adorable jellyfish container with a big, friendly smile. This cute, functional container transforms into a magical night light, offering a comforting glow that helps kids feel safe as they sleep. Each Glowy set includes two sachets of glow-in-the-dark slime, providing double the fun! The slime is easy to mix and play with, stimulating creativity and imagination, and the unique glow effect makes playtime even more
ZIMPLI KIDS
0845 459 1818 |
Zimpli Kids is the company behind a wide range of bathtime, sensory play, and educational toys. Its tagline, ‘Just Add Water’, explores a world of amazing textures, vivid colours, wonderful scents, and captivating effects.
exciting, especially in the dark.
Glowy may be the newest Gellifish on the block, but Zimpli Kids has an array of bestselling products, such as the TikTok viral Baff Bombz
Magic Brush, which lets kids paint their bath water, revealing mesmerising colours and magical fizz. This reusable, mess-free brush is perfect for creative play without the clean-up hassle.
Doodle N Dip lets kids draw their imaginations, dip their creations in water, and watch their drawings come to life. This clever arts and crafts toy helps children focus and unveil their inner artist, providing endless opportunities for creative expression.
discovering a new and potentially rare toy keeps bathtime interesting and fun, ensuring that kids look forward to their nightly routine. Due to the phenomenal success of these two products, Zimpli can’t wait to welcome Fruity and Alien Surprise Baff Bombz to the line-up, later this year!
Glowy Gellifish, along with Zimpli Kids’ other products aligns with the company’s commitment to creating safe, highquality toys that promote imaginative play and sensory exploration. Zimpli Kids produces toys that are not only fun but also educational and enriching for children's development. Don’t miss out on the chance to add these exciting products to your inventory. With Zimpli Kids, you are guaranteed to bring joy, creativity, and a little bit of magic to children’s lives.
The bestselling Unicorn and Dino Surprise Baff Bombz add an element of surprise to bathtime. These bath bombs dissolve to reveal a hidden toy, delighting kids with each use. The excitement of
Safety and environmental responsibility are priorities. All products undergo dermatological testing by Dermatest, ensuring they are safe for skin use. Additionally, the Slime powder is certified biodegradable by Intertek according to the OECD301B standard
Edx Education returns to Toy Fair to share its learning through play ranges, including a new collaboration with Eric Carle’s The Very Hungry Caterpillar
The Edx Education team is excited about returning to London Toy Fair 2025. It’s such a wonderful opportunity to showcase its learning through play ranges, which ignite a love of learning through the magic of play.
London Toy Fair is an unmissable event for Edx, as it offers a great opportunity to cement the team’s relationships with retailers, press and influencers. There is so much value in people experiencing the quality and versatility of the ranges in-person. The knowledgeable team is a great source of information too, and they're always keen to discuss the ways the ranges can be incorporated into playtime. There are many fun launches to share with visitors this year, including a fantastic collaboration with the World of Eric Carle. The Very Hungry Caterpillar My First range combines the beloved, timeless charm of Eric Carle’s story with Edx’s expertise
in early childhood education. The range encourages sensory exploration, fine motor skill development, and early learning through play, making it ideal for young learners. It’s a perfect synergy of storytelling and educational value, resonating with parents, educators and children alike, and it highlights our commitment to playful learning experiences.
With over 25 years in the educational toy field, Edx Education is very passionate about what it does. The company works with education experts from around the world to maximise a child’s learning potential with engaging ranges that are not only great fun to play with, but also offer parents wonderful screen-free entertainment alternatives that support their child’s national curriculum learning at home or on the go.
The Very Hungry Caterpillar My First range combines the timeless charm of Eric Carle’s story with the expertise of Edx Education in early childhood education
The knowledgeable team is a great source of information, and they are always keen to discuss all the ways the ranges can be incorporated into playtime
The ranges are also very popular with schools and nurseries due to the quality of the collections. Products are designed and manufactured in Edx’s own factories, using original moulds to ensure consistent end-product quality and long-term durability for years of use, which is kinder to the environment and offers cost-effective products to educators balancing limited budgets.
The Edx team say they love exhibiting with other like-minded toy brands that share their passion and enthusiasm for play – and they highlight the wonderful collaborative camaraderie among attendees. London Toy Fair is a wonderland of creativity and innovation, with aisles bursting with vibrant product displays and exciting launches, and the Edx team finds it inspiring to see the industry’s impact on children’s education and happiness.
For retailer bookings, contact: mia@edxeducation.com
0800 011 6969
customerservices@puckator.co.uk
www.puckator.co.uk
Following on from the success of its bestselling Adoramals range, Puckator’s new Foodiemals collection is the perfect opportunity to captivate your customers with something fresh and exciting! This playful range appeals to both trend followers as well as lovers of classic comfort food, with a mix of in-vogue bubble tea designs and food staples such as burgers and fries. The collection offers a mix of vibrant ceramics, plush toys, and adorable keyrings. With eyecatching designs and collectible charm, Foodiemals designs are bound to appeal to a wide mix of customers as well as foodies! Don’t miss out on the chance to stock a collection that is as irresistible as the comfort foods that inspired it!
0203 383 2020 uk@clementoni.com www.en.clementoni. com
Clementoni is showcasing a host of new products for 2025 at the London Toy Fair, with increased focus on the infant and preschool category from Soft Clemmy and Baby Clementoni, plus launches within Arts & Crafts and Science.
Soft Clemmy is the soft play block range designed to create a sensory play environment from baby's earliest months onwards. The blocks are made from a completely soft material that won't hurt delicate teeth and gums, and can also be thrown and stamped on without any risk.
Puckator’s Paddington range is set to be a huge hit, timed perfectly with the release of the new Paddington film. With fans eager to celebrate the beloved bear's latest adventure, there is a strong drive for new, exclusive designs. Puckator has responded with a collection that includes fun digital watches, a waving Solar Pal, playing cards and the hugely popular Relaxeazzz. Created by Puckator’s in-house design team, these themed items are sure to be a must-have for collectors and Paddington fans alike.
Puckator’s Paddington range includes fun digital watches, a waving Solar Pal, playing cards and the hugely popular Relaxeazzz
Puckator’s new Swapseazzz 2-in-1 travel pillow designs are taking comfort to a whole new level. Designed to be cuddlier, cuter and more practical than ever, these transforming pillows feature lovable Adoramals characters such as Susu the Panda, Shuggs the Shiba, and introducing Pedro the Foodiemals avocado. At first glance, they appear to be soft cuddly plushes, but with a quick transformation, they become supportive travel pillows –perfect for long trips or quick naps. Finally say goodbye to sharpeners and waste with Puckator’s new Everlasting Pencil – the pencil that never runs out! This eco-friendly writing tool is designed to last and last, allowing users to create all day long! Then write, erase and repeat with Erasable Pens – the ultimate stationery solution for anyone who loves clean, mistakefree writing.
The range expands for 2025 and features the Soft Clemmy Washing Machine. With lots of blocks to stack, little ones can spin them, insert them into the drawer or flower hole, see them turn through the door and press the pop-it or wavy band. In addition, the Clemmy Sensory Roller Vacuum lets children not only play with their Soft Clemmy blocks but also ‘vacuum’ them up. The handle can be removed for babies from six months and then older children can stroll and vacuum as they go.
Baby Clementoni is a complete range designed to provide children with nurture and developmental support as they grow. New for 2025 is My Arctic Bunny, an adorable super soft bunny that projects a relaxing Northern Lights show from its tummy along with soothing sounds and white noise.
The Science and Play collection, which allows children to experiment with STEAM principles in a direct engaging way, also includes a partnership with The Science Museum, which celebrates 10 years in 2025
Ollie is a new interactive animal friend packed with different activities. Ollie’s eyes are interactive screens that express emotions and feature lots of animation. A sensor recognises cuddles, another recognises a shake to dance together. Ollie will also know when it is laying down and will switch to night mode with sounds and lullabies and children can even ‘feed’ Ollie.
Following the success of the IDEA! Pen Creator Studio, the concept is evolving for 2025 with Message Pen Creator. Children can not only make a decorative pen but can endlessly redesign.
New kits for Christmas 2025 include My Beauty Routine, which not only provides kids with a fabulous face mask kit, but lets them experiment with ingredients and fragrance to customise their product. Crystal Jewellery Creator enables children to to create crystals and turn them into fashion jewellery and trinkets.
The Science and Play collection allows children to experiment with STEAM principles in a direct engaging way; the range also includes a partnership with The Science Museum. AiRo is a robot equipped with artificial intelligence that allows it to recognise gestures and voice commands.
0207 580 4442 | wholesale.uk@noblecollection.com | wholesale.noblecollection.co.uk
The Noble Collection UK returns in 2025 for its third London Toy Fair with an even bigger stand and new lines added to many of its licences. Known for premium collectibles and prop replicas, The Noble Collection has in recent years expanded its offerings to include licensed collectible toys, known as Toyllectibles, as well as figures and roleplay toys, which in combination with existing ranges cater to the ever-growing kidult market.
Nothing ticks all the kidult boxes like Harry Potter, and The Noble Collection offers an extensive range of both prop replicas and Toyllectibles. Known for producing Wizarding World replica wands, the company recently released a never-seen-before range of replica wands based on designs used only in the first two movies, driven by significant fan demand. The ‘First Wands’ are packaged in premium boxes based on those in Ollivanders wand shop as seen in the first film, and fans have been flocking to recreate the magic of the early films with Harry, Ron and Hermione’s original wands.
The Noble Collection’s Harry Potter range is also supported by a range of collectible dioramas known as Magical Creatures, detailed three-part sculptures of fan-favourite creatures and characters, easily displayed inside (or outside) of their clear removable cases. The Noble Collection has also adopted this tried and true format for some of its other properties, with a collection of Jurassic Park dinosaurs and two
new sculptures from Middle-earth: the Lord of the Rings himself, Sauron, and Smaug, the dragon under the Lonely Mountain in The Hobbit.
The 'popular' new range of licensed roleplay, gifts and collectibles from Wicked, the hit musical film, will be a star feature on The Noble Collection stand. Launching with a majority of lines retailing under £20 RRP, individual products such as Glinda’s Bubble Crown and Wand or Elphaba’s Hat and Broom are available in shelf-ready Wicked packaging, and retailers can optimise shelf space with CDUs containing super-soft plush and collectible pins. Supporting its core premium product, The Noble Collection will be offering a sneak peek at new collectible lines for Wicked at its Toy Fair stand. Head on over for a Wicked photo op with your favourite prop!
The release of A Minecraft Movie in 2025 is sure to boost Minecraft’s existing success in the growing gaming market. The Noble Collection’s core Minecraft product is available to support activity around the release, most recently with a set of four collectible Inventory Chests. Available individually or as an 8-piece CDU, these chests allow Minecraft fans the opportunity to collect with an interactive element – the inventory display slots and Minecraft items inside are completely editable to their own design. The award-winning Minecraft Chess Set is a popular addition to the range of licensed chess sets that includes Minions, Jurassic Park, DC and Star Trek.
Smart Toys and Games will be returning to Toy Fair this January for its 11th year with a number of exciting new launches being showcased from the global toy and game company that is home to 12 award-winning educational brands. Catering for children as young as one, up to all ages and stages – each product in the extensive range features an engaging and educational mechanic to stimulate the mind. As always, the team will be exhibiting lots of newness. Spring 2025 will see the arrival of Graveyard Shift, a new oneplayer puzzle game where players must plan a route for the girl and her cat to try to escape the skeletons and reach the exit by moving and rotating the puzzle pieces to an adjacent empty spot – one by one – to create a path. This sequential puzzle comes with 80 spooky challenges. Counting Sheep is a new compact puzzle game suitable for all ages from seven up. The aim of the game is to find the right position for the flock of sheep. As players progress, the challenges will become more difficult.
Not forgetting the IQ range; selling in their tens of thousands, it’s an immensely popular category for Smart Toys and Games. New for Spring 2025 are IQ Bubbles, which will see players take on 120 sparkling challenges. Players must choose a challenge from the game booklet, place the transparent bubble puzzle pieces onto the game board to match the picture shown, and then fit the remaining bubble shapes so it is complete. Every puzzle piece is a double-sided combination of large and small bubbles, and each piece will only fit on half of the positions on the game board, creating a stunning checkerboard pattern of big and small bubbles.
This year marks the 20th anniversary of Toy Fair’s Greenhouse area, which has been the go-to place for buyers looking for something new and intriguing. Often the place to find hidden gems, to mark its anniversary, the Greenhouse has now been
rebranded as the Gold Zone, in a bid to highlight and promote the smaller and startup companies exhibiting there. This is where you’ll find many of the new or returning exhibitors we feature on these pages.
As Roland Earl, director general of the
Read all about it!
BUDDY & BARNEY
01225 300753
hello@buddyandbarney.co.uk www.buddyandbarney.co.uk
Buddy & Barney is an independent, family-run publishing company based in the beautiful city of Bath. The company has been part of the publishing industry for over 25 years, sharing its passion for creating high-quality children’s books and toys. Specialising in bath toys and novelty books, with award-winning products. its product portfolio expands much further into educational reads for intellectual stimulation, and craft products, encouraging creativity.
At Toy Fair, the team will be showcasing products from both Buddy & Barney, and sister company Wonderbox Workshop. The bestselling Snap & Snuggle books are a Wonderbox Workshop creation, which has now secured patent across the EU, as well as the UK, US and Hong Kong. This fan-favourite range is ever-expanding, and the company will be sharing an adorable all-new design very soon.
Under the Buddy & Barney brand, there are lots of new and exciting products to share across a variety of categories, including a highly anticipated new addition to the award-winning Scratch and Sniff Fart Book collection! New product ranges are also on their way including reusable sticker books.
Sustainability is of great importance to the team at Buddy & Barney, and it has recently improved the packaging of many of its products. The company is very conscious of the impact packaging choices have upon the environment, and where possible, has redesigned packaging to be entirely plastic-free. This is one of its key focuses currently, which will continue into the future as it finds new and innovative ways to improve its environmental impact.
BTHA (British Toy & Hobby Association) says in our interview in this issue: ''I strongly urge all visitors to pay a visit to the Gold Zone, which is located near the back of the Grand Hall, as there are many hidden treasures there to find.’’
MAX AND IVY 0843 122 4212
info@enjoywithmaxandivy.com www.enjoywithmaxandivy.com
The brand Max and Ivy, part of Big Eyes Entertainment, will be exhibiting at Toy Fair for the first time in 2025, showcasing its Read, Play and Learn concept. The range, aimed at children aged three-plus, features adorable siblings Max and Ivy, and combines storybooks with related toys, activities, or games – bringing stories to life through hands-on fun.
Max and Ivy creates an immersive and interactive reading experience by bringing books and stories into the real world. By engaging in experiential learning, kids are introduced to big ideas in a fun and playful way, sparking curiosity and helping young learners explore, develop, and expand their minds.
The award-winning collection includes: Max and Ivy enjoy Sports Day, which pairs a storybook with a fun-filled sports kit, allowing little ones to recreate sports day whenever they want; Max and Ivy enjoy Magic, which puts a child’s wizardry skills to the test with a set of easy-to-learn magic tricks paired with an entertaining storybook; and Max and Ivy enjoy Spending, Sharing and Saving, which teaches money management to children.
Tamaryn Kraleva-Greener CEO & co-founder CwaZyLeigh CreaTions
Why did you choose this year to exhibit at Toy Fair?
This year felt like the perfect time to showcase our growing range of award-winning products. With the success of CwaZyHog, including our silver medal at the Independent Toy Awards 2024, and with launching the full line of 11 plush characters from CwaZyBean Aliens, we’re excited to connect directly with buyers and partners who share our passion for unique, imaginative toys. What are you most excited about?
We’re most excited to see the reactions to our new products, especially the plush of Wally, the blue penguin in a squirrel onesie from CwaZyHog, and the other seven plush characters from CwaZyBean Aliens.
Why did you choose this year to exhibit at London Toy Fair?
We chose to exhibit this year at Toy Fair as 2025 marks a pivotal moment for Buddy & Barney.
After a period of growth in the UK, we are excited to showcase our latest range of toys and books to a broader audience. The Toy Fair presents a unique opportunity to connect directly with industry professionals, retailers, and potential partners. We believe the timing is ideal to share our innovative designs and demonstrate our commitment to creating high-quality, engaging products that support children's development and spark imagination.
What are you most excited about?
We’re really looking forward to exhibiting at the Toy Fair. We’re excited to expand our network, gain feedback and explore new collaborations that will help us take Buddy & Barney to the next level in 2025 and beyond.
What do you think will set you apart from other exhibitors?
We offer an exciting variety of innovative and playful products. Among our standout offerings are our bestselling fart books with a scratchand-sniff element, bringing a whole new level of interactivity and humour to story time. These books engage the senses, creating a memorable, laughter-filled experience. As we specialise in the bath toy category, we have expanded our range to include colour-changing bath books and stickers, as well as a Bath Time Grand Prix set, which we are particularly excited about.
07908 866812 | jinghye@puzzlepost.uk www.puzzlepost.com
Imagine solving a puzzle without knowing what surprise awaits you at the end – or even who you might see! That spark of mystery and personalised experience is how Puzzle Post was born. Launched in 2020 by four friends, their journey has been nothing short of exciting – from crafting first prototypes in a kitchen to convincing friends and family to be play-testers, and finally pressing the button on the very first order. They say: ‘’It’s been an adventure full of laughs, and what we truly want is for you to enjoy our games as much as we enjoy making them.’’
Puzzle Post’s mission is to bring people together through unique, brainteasing challenges – with games ranging from personalised puzzles to collaborations with Taskmaster, The Traitors, Richard Osman’s House of Games, and Horrid Henry. In just four years, the company has sold more than 500,000 puzzles and gained industry recognition. Its games have been finalists and highly commended in Gift of the Year 2022, 2023, and 2024. Puzzle Post has also scooped two Made For Mums Toy Awards and featured in The Telegraph, Real Homes, the Daily Mail, Buzzfeed and Good Morning Britain.
Whether you’re solving puzzles to send a secret message, enjoy with family and friends or looking to challenge yourself, Puzzle Post games deliver unforgettable moments of fun, creativity, and connection.
07448 698664 welcome@cwazyleigh.com www.cwazyleigh.com
The team at CwaZyLeigh CreaTions is thrilled to be joining Toy Fair 2025; it’s a significant milestone in their mission to bring imagination, humour, and heartfelt storytelling to toys and play. As a first-time exhibitor, CwaZyLeigh Creations sees Toy Fair as a platform to share its unique creations with a broader audience, while connecting with industry leaders who share its passion for fun and creativity.
At the heart of the stand is CwaZyHog character Wally, an irresistible blue penguin disguised as a squirrel in a cosy onesie outfit. Wally has quickly become a standout character in the growing line-up, captivating children and adults alike with his charming disguise and playful personality. Alongside Wally, visitors will find the CwaZyBean Aliens, a quirky and colourful collection of plush extraterrestrials, each with their own distinct backstory and vibrant personality. These characters are designed to spark kids’ imaginations and encourage being who you are and learning about all around you in a curious quirky storytelling-way, making them more than just toys – they are companions for creative adventures.
CwaZyLeigh Creations will also unveil the first illustrated book from the CwaZyHog series, The Adventures of Sir Laurence Huffington. This beautifully crafted book invites readers into the whimsical world of Sir Laurence and his friends, sharing their adventures with humour and heart. Featuring vibrant illustrations and a captivating story, it’s designed to engage all readers, while expanding the brand’s enchanting narrative.
The company will also highlight its broader product range, including puzzles and books inspired by the worlds of CwaZyHog and the CwaZyBean Aliens. These additional products bring the brand’s stories to life in fresh and engaging ways, offering fans a multi-dimensional play experience that delivers imaginative entertainment for all ages.
Winning silver in the soft toy category at the Independent Toy Awards 2024 for Wally has given the team the confidence to showcase their creations on a larger stage. They invite everyone to stop by their stand and experience the whimsical, wonderful CwaZy world they have created.
Pip Hancock Director/founder Squeek
Why did you choose this year to exhibit at Toy Fair?
To meet distributors, retailers, collaborators and generally more toy people…
What are you most excited about?
After 17 years, having some product! But I’m very proud and grateful of where I'm at now.
What do you think will set you apart from other exhibitors? Firstly, the innovation itself, which is patented, so definitely original. But it’s also the style/design of the products. They are very sweet but with a splash of humour too, I think.
What's the must-see on your stand that visitors should come and see?
Daisy - the world’s first animating highchair toy (via the patented means).
POP-UP GAMES LTD
07976 708720
david@hawcockbooks.co.uk popupchess.com / hawcockbooks.co.uk
Pop-Up Games came into being when David Hawcock pitched his ingenious pop-up chess set on the BBC’s Dragons' Den. The concept was a hit, sparking the creation of a whole series of pop-up games that have delighted game enthusiasts ever since. These games are not only innovative and fun but also a testament to David's skill in blending creativity and practicality
David, a celebrated paper engineer and designer, is known for crafting visually stunning pop-up books, and his creations have captivated audiences across the globe. His talents extend beyond the world of publishing, with notable contributions to film and television. Among his achievements is the unforgettable pop-up book featured in Paddington 2 and, most recently, his work appears in the highly anticipated film adaptation of the musical Wicked.
07958 123696 pip@squeektoys.com www.squeekunited.com
Squeek launches in Q1 2025 and will be exhibiting at London Toy Fair in the Gold Zone.
Debuting is Daisy, which the company has dubbed the world’s first animating highchair toy.
'Animation' is provided by rotating picture panels moved manually, so no batteries or screens required. The optical illusion works due to the 'flicker-effect' and the phenomenon known as 'persistence of vision'.
Since its inception, Pop-Up Games has expanded to include a diverse range of offerings. Fans of classic board games will find beautifully designed versions of favourites such as Go, Solitaire, and Draughts. For history enthusiasts, there are unique adaptations of ancient games, including Pente Gammai, played during the siege of Troy, and Latrunculi, a strategic game popular across the Roman Empire. Each game is designed to preserve its historical roots while introducing a fresh, modern twist.
What truly sets Pop-Up Games apart is the pop-up design – all games fold completely flat at any stage of play, making them easy to store and ideal for travel. Whether you're midgame or have finished playing, these games slip neatly onto a bookshelf without taking up unnecessary space. Pop-Up Games are created without the use of plastic, making them fully recyclable and environmentally friendly. Another exciting aspect of Pop-Up Games is their adaptability to licensed themes. On display at the stand will be the Harry Potter Wizard Chess set, a magical addition to the collection that brings the world of Hogwarts to life.
The innovation marks a big shift for early years’ toys; Squeeks says that never before have the old curiosities of yesteryear (Zoetropes, Mutoscopes, Thaumatropes, Phenakistiscopes, Flicker books... to name a few) been combined with modern children's toys in this way.
Daisy is shaped like a flower, and this picture spinner brings a charming little bee to life, making it bumble playfully in circles.
The bee's spinner and lower horizontal leaves click and sound as they turn. Lovable insect characters adorn the petals, a 3D caterpillar munches its way through a leaf, and another squidges himself between the upright leaves.
Daisy has loads of character and promotes hand-eye coordination, motor skills, cause-andeffect understanding, sensory development and cognition. She also brings a lot of fun to the table!
Daisy is made from 100% recycled plastic and comes in fully recyclable packaging.
There are many more toys to follow; next up will be an animating push-along toy for two-to-three-yearolds, but the scope is endless as the core mechanism can be deployed in a variety of toys, and different environments/equipment.
The age group is broad too, starting with babies and toddlers, and moving onto preschool to enhance roleplay items – even desk toys. The company points out that SEN children really enjoyed the prototypes in testing – the mechanism (soundless in the first prototype) was soothing and they found the pictures intriguing and mesmerising.
But Squeek is not limiting itself to toys containing animation –watch this space!
Old meets new
With Daisy, Squeak is combining the old curiosities of yesteryear such as Zoetropes and flicker
Squeek's manufacturing is managed by industry giant Matt Nuccio of Design Edge (USA).
David Hawcock Director
Why did you choose this year to exhibit at Toy Fair?
Pop-Up Games is a young company and it's the first time we have enough products to justify exhibiting.
What’s the must-see on your stand?
On display at our stand is the Harry Potter Wizard Chess set, a magical addition to our collection that brings the world of Hogwarts to life in a uniquely interactive way.
What makes you stand out?
The artistry and ingenuity that go into every game. Come along to our stand to learn how these creative designs can transform the gaming experience. We can't wait to share our passion for pop-up design with you!
07747 103252 jamie.tank@target-sport.co.uk www.target-darts.co.uk
At Target Darts, the team is more than a Littler bit excited to make its first-ever appearance at London Toy Fair!
There’s no hotter property right now than teenage darts sensation, Luke ‘the Nuke’ Littler, whose meteoric rise to fame has had an amazing influence on the popularity of darts and broadened the game’s appeal to a whole new generation of fans.
STAND
Upper Level, Stand 218
07538 916634
gillandsi@strongpointgame.co.uk www.strongpointgame.co.uk
Strong Point Games is a North-East-based board game designer and publisher, founded in 2021 by co-owners and designers Gillian Hauxwell and Simon Evans. This is the company’s first time exhibiting at Toy Fair, and the team will be taking this opportunity to showcase their hero game, Strong Point, and its expansions, Stronger Point Expansion One and Stronger Point Junior Expansion.
Strong Point is a trivia game that brings something a bit different to the trivia game market! It features 200 different categories, each with five questions for a player to answer. Once a card is chosen for a player and the category revealed, the remaining players use a set of counters to secretly predict how many questions that player will get correct: is the category the player’s Strong Point?
Littler first came to prominence a year ago, aged just 16, when his mesmeric journey to the final of the PDC World Darts Championship at Ally Pally, transfixed a whole nation. At the time of writing, just before the start of the 2024/25 Championship, we’re all hoping that he goes one better this time!
But, either way, it’s been an unbelievable past 12 months, winning 10 major tournaments, while amassing over £1 million in prize money. His appeal to a wider audience is also being driven by TV appearances on the likes of The Jonathan Ross Show and the recent Christmas edition of Bullseye, while his Instagram account @lukethenukelittler has grown to more than 1.3m followers.
There has been an incredible demand for the Luke Littler darts range, as he continues to inspire a whole generation.
Trivia showdowns will be held at the stand, where visitors can show off their own trivia expertise and predict how good (or bad) their colleagues might be!
Players collect a points card for the number of correct answers they give, and all players who correctly predict collect an extra ‘Strong Point’ card. One of the game's USPs is the predicting element of the game. This mechanism allows every player to be involved on every player’s turn and can also result in points being collected without having to answer a single question! So, even if trivia isn’t their Strong Point a player can still win the game!
Another USP is how the game length can be varied to suit your game group, as the game ends when you choose. When everyone has had an equal number of turns, each player simply adds together the points cards from the correct answers they’ve given and the number of Strong Points they’ve collected and the player with the highest total is the winner. The game is suitable for two to six players or teams and game length is variable, typically 45-75 minutes.
Also showcasing will be Stronger Point Expansion One, and Stronger Point Junior Expansion, which will launch in Q2 2025. Stronger Point features 100 additional category cards and two extra sets of counters to expand the game to eight players or teams. Strong Point Junior will feature 100 category cards on subjects suitable for a younger audience, chosen from suggestions collected from 120 children, with questions targeted at eight-to-18-year-olds.
Over the course of Toy Fair the folk at Strong Point Games plan to hold trivia showdowns, where guests can show off their own trivia expertise and predict how good (or bad) their colleagues might be! To take part companies can either arrange with them beforehand, or stop by their stand for a test of trivia strength!
The US Toy Association’s Jennifer Lynch offers her top tips for anyone preparing to head to the show, whether as an exhibitor or as a visitor
As Toy Fair 2025 approaches, it offers a unique opportunity to immerse yourself in the vibrant world of toys and games while strengthening your business relationships. With an impressive line-up of exhibitors, exciting product zones, and the invaluable educational offerings of Toy Fair University, attendees are wellpositioned to discover new products and strategies that will resonate with consumers in the coming year. Here’s what you need to know before you head off across the Pond…
With tens of thousands of global attendees flocking to Toy Fair New York (March 1-4, 2025), the most influential industry event in the Western Hemisphere, there is unlimited potential for toy professionals to gain exposure, tap into new opportunities, attend insight-rich educational seminars, scout the latest
trends, network with industry peers, and get up close and personal with new toys and games for 2025.
Whether you are a first-time exhibitor, up-and-coming international company looking to break into the US market, buyer, licensor, or member of the media or inventor community, Toy Fair has something for everyone. From a product perspective, Toy Fair feels like a playground that caters to every need and interest. Exhibitors are on site to showcase their latest and greatest – toys that put a modern twist on time-tested play patterns alongside forward-looking innovations spanning eight football fields worth of floor space.
For showgoers, product zones make it easier than ever to navigate and source product tailored to their business needs, from the show’s endless aisles of categorised
Whether you are a first-time exhibitor, upand-coming international company looking to break into the US market, buyer, licensor, or member of the media or inventor community, Toy Fair has something for everyone
playthings to zones dedicated to the holiday’s most talked-about toys (Hot for Holiday) and a fresh crop of playthings from first-time exhibitors (The Launch Pad).
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A new year brings a new slate of innovative products coming to market, and to help buyers and media focus on the top toys and play insights for 2025, The Toy Association’s trend experts will present their annual Toy Trends Briefing on day one of the show (see panel, opposite). The presentation will include new consumer shopping insights, and pulls product examples straight from the show floor to illustrate the trends to watch.
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Bolster your business savvy
Class is back in session at Toy Fair University! Toy Fair’s premier educational series returns with a line-up of nearly 50 sessions,
featuring both 20-minute solo speaker presentations and 40-minute panel discussions that cover a diverse range of subjects. From the future of toy sourcing to licensing, brand protection, sustainability, and more, expert speakers and panelists will guide participants through crucial industry insights. View the full line-up and start building your Toy Fair University schedule at https://tfny2025. mapyourshow.com/8_0/sessions/#.
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Nurturing the next generation of toy talent
Toy Fair is where big ideas come to life. Through Creative Factor, taking place March 4, selected inventors, designers, and artists will have the opportunity to pitch their ideas to top toy and youth entertainment professionals and manufacturing partners. Past participating companies include Basic Fun!, Crayola, Fat Brain Toys, Goliath Games, Hasbro, Jazwares, Melissa & Doug, and Spin Master. As part of its commitment to support emerging toy talent, Toy Fair will also host an expanding slate of Student Congress programming on March 2. Students and faculty from a variety of disciplines will have the opportunity to learn more about the industry and consider it as a future career destination. The day-long event will include panel discussions and education surrounding careers in the industry.
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Navigation at your fingertips Feeling overwhelmed by the sheer scale of Toy Fair? Whether a first-time showgoer or a long-time vet, tapping into the various Toy Fair resources available can help you map a plan for success – and help buyers find exactly what they’re looking for. Take advantage of the dedicated product zones to find something specific. Don’t forget to download the free Toy Fair Mobile app – available on iTunes and Google Play – your pocket-sized companion to easily navigate the show floor, track your meetings in one place, and learn about all the special events and activities happening throughout the show.
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From a product perspective, Toy Fair feels like a playground that caters to every need and interest ”
After-hours networking Toy Fair may be the ultimate destination for discovering the latest and greatest products in the toy space, but the fun doesn’t stop when the show floor closes. From networking mixers to cocktail receptions, there are several afterhours events that attendees will want to mark on their calendars including Toy of the Year Awards (February 28). Be sure to check the Toy Fair website and Toy Fair Mobile app for the latest details.
9Book your stay
The Toy Association trends team has been working around the clock to identify the hottest trends in toys, play, and youth entertainment for 2025.
The TA trends team is leaving no stone unturned as it gathers intel on what will be next year’s hit toys and games. This includes meeting with companies of all sizes to preview their top-line items for this year; conducting in-depth research on what is trending across parallel industries (from entertainment and fashion to beauty and tech), and combing through the results of a new Toy Association-commissioned survey of US parents’ toy and shopping preferences.
As is customary, The Toy Association team will unveil the top toy trends of the year at Toy Fair, taking place in New York City from March 1 to 4, during an exclusive presentation for media, buyers, and other show guests.
During the session, attendees will learn about new areas of opportunity in the toy and play space and see product examples straight from the show floor that capture how these trends are set to shape the upcoming year.
Licensing opportunities
With a revitalisation of classic brands such as Rainbow Brite, and a new wave of digital-first brands such as Ms. Rachel and Digital Circus, the growth of entertainment is only widening the net for toy makers and brand owners to negotiate new deals and tap into new categories. As licensing continues to make up a large part of the toy business – about 32% of US toy sales – attendees can continue to take advantage of Toy Fair’s global reach to make more deals and better navigate the evolving landscape of kids’ entertainment, social media, and pop culture.
All attendees can secure their Toy Fair accommodation and get the best availability and rates by booking their rooms as soon as possible using the show’s designated room block. Rooms rapidly fill up, so booking a hotel early is recommended. Note: onPeak is the only official housing partner for Toy Fair. Avoid booking with unauthorised hotel resellers. Entering into financial agreements with nonendorsed companies can have negative consequences.
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Join the ultimate destination in play today!
Exhibit space is limited but still available in some areas, including Toy Fair’s Launch Pad, the show’s dedicated space for first-time exhibitors featuring up-and-coming toy companies and international companies interested in expanding their products to the US. Private meeting rooms are also available. Companies are encouraged to act fast and contact The Toy Association’s Stacy Liebensohn for more information.
“Our trend-tracking work is a year-round process that involves meeting with upwards of 100 companies and exploring what is happening in industries that are closely tied to the toy industry,” said Kristin Morency Goldman, senior director of strategic communications at The Toy Association. “We have been taking a close look at how and where families like to shop, and gauging parents’ interest in purchasing toys that incorporate sustainability, diversity & inclusion, social values, as well as STEAM and MESH learning, into play patterns. We’re also tracking the enduring appeal of nostalgic and classic toys that bring generations together through play.”
The Toy Association’s annual trends reveal is a much-anticipated event that draws media attention to the companies and products that fuel industry growth. Throughout the year, The Toy Association leverages the trends to promote toy companies’ products in front of media; companies also leverage the trends in their own press materials and product promotions.
In years past, The Toy Association trends team was among the first to bring several new trends into the media conversation and is often called upon for expert commentary on what is happening in the toy industry.
Toy Fair exhibitors that connect with the team ahead of the show will also have their products considered for the trends.
Companies that would like to meet with the trends team to share new product launches (which will be kept under embargo, if necessary) are invited to reach out to The Toy Association’s Maddie Michalik at mmichalik@toyassociation.org. presentation.
To learn more about the latest show details, including events, registration, exhibitors, educational programming, hotel bookings, and more, visit www.ToyFairNY.com
Spring Fair brings together toys, home and gift buyers and suppliers of all sizes from across the industry to create new business opportunities. An essential meeting place for retail, Spring Fair’s seven decades of expertise offers an entire community of retailers a place for unmatched innovation and inspiration
Spring Fair 2025 promises an immersive experience packed with events and features designed to inspire buyers and exhibitors alike. The UK’s leading retail trade event for 75 years enables visitors to explore over a million products, with 38% available exclusively at the show.
More than 1,200 industry-leading brands are front and centre at the industry’s trusted showcase. A total of 84% of visitors have purchasing responsibility, from local retailers to 2,000 international stockists.
A snapshot of what’s on at the show, taking place from February 2-5 at NEC Birmingham, has been revealed including:
• More than 1,200 exhibitors already confirmed, with over 90% of the show sold
• 12 unmissable buying destinations dedicated to major categories
• More than 1 million products More than 400 new brands
• 100-plus international brands
• Five special product pavilions
Curated and exciting collaborations
• Four days of free insights, inspiration and catwalk shows across three content stages
Then there are the activations galore across the show floor, including happy hours and ambience clinics, sampling
sessions, giant birthday cards, awards ceremonies, and a time capsule experience taking us back in time to key events, people and products in the show’s history.
Among the 12 ‘unmissables’ there are two buying destinations of particular interest to TnP readers:
Kids, Toys & Play – ignite the playful side with this array of must-have toys, gadgets and games that bring big imaginations to life.
Gifts – the destination that keeps on giving. It’s a treasure-trove of unique, personalised and licensed gifts.
The other 10 are: greetings, party & celebration; beauty & wellbeing; home; living & décor; the summer house edit; Christmas, festive & floral; housewares; everyday, moda x pure; clothing & footwear; jewellery & watch; and fashion accessories.
Product Pavilions – buyers can find the latest products and newest exhibitors in dedicated pavilions located within their destination areas.
New Business Pavilions – exclusive stand areas dedicated to first-time suppliers and small businesses.
The Cardgains Village – showcases the latest ranges of new greeting cards and gift designs, including Rainbow Designs and Smart Toys and many other must-see brands.
The GCA Debut Pavilion – creates an opportunity for start-up gift and
Then there are the activations galore across the show floor including, happy hours and ambience clinics, sampling sessions and award ceremonies “
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card businesses to showcase their products to the industry.
#SBS Village – in collaboration with TV Dragon and business owner Theo Paphitis, the Small Business Sunday Village creates a space for emerging businesses to exhibit at Spring Fair.
The Gift of the Year Showcase – profiles Gift Of The Year winners, recognising the best new products across the gift industry.
Gift Of The Year Pavilion – a launchpad for Giftware Association members who haven’t previously exhibited at the show, to offer an opportunity for new giftware brands to present their products.
Other highlights include the retail buyer Masterclass Studio, the Licensing Lab, Cultural Enterprise, Cafés & Connections. A particularly welcome feature is the Buyers’ Lounge where retailers have access to a basic buyer’s benefit package, which can save them over £30 per day.
In honour of its 75th anniversary Spring Fair is hosting several fun events including Happy Hours with a roaming drinks trolley, a Spring Fair 75th Birthday Party, Awards, an anniversary networking festival, and so much more! Finally, and open to all exhibitors and visitors on Tuesday February 4 from 7pm, Spring Fair is planning a takeover of Temple Street in Birmingham for a night of networking.
01462 446040
info@thepuppetcompany.com
thepuppetcompany.com
The Puppet Company has teamed up with conservation charity ZSL to create its latest ranges of animal backpacks and puppets
Proudly designed in collaboration with global conservation charity ZSL, The Puppet Company team is delighted to introduce the new Animal Backpacks collection at Spring Fair. This stand-out collection of incredibly lifelike backpacks has been created with world-renowned charity ZSL, for animal lovers of all ages to help support the vital wildlife conservation work ZSL do around the world. Combining realistic plush design with practical functionality and exceptional attention to detail, the bags have been carefully designed to be worn on either the front or your back so they can be ‘cuddled’ while being carried for added impact. Available
0115 947 52 00 office.uk@depesche.com www.depesche.com
TOPModel by Depesche offers drawing, sticking and creative craft for young and grown-up creative minds who enjoy drawing and colouring or like having fun with stickers and creative craft. The Dress Me Up books have more than 100 stickers per sticker book; a large variety of creative looks and individual styles can be created. The T-Shirt Designer book even allows the creation of complete outfits. You’ll find a broad range of colouring books, creative craft sets and design books for children. Also, check out the cute diaries with secret code and sound.
TOPModel school bags, backpacks and shoulder bags are the perfect accessories for being well-organised for school, and on days out. Browse the selection of comfortable backpacks, combined with fitting triple pencil cases, or stylish city bags – all in the trendy TOPModel design!
Being an adult for a little while is something that almost all children dream about. Thanks to the TOPModel Beauty and Me sets even the youngest ones will find it quite easy to get styled up; treating their lips to a silky shininess with the BFF lip gloss set, creating colourful hair strands with the hair chalk pens, or wearing relaxing face masks: the beauty items are specially customised for young ones.
Finally, horse fans will love Miss Melody by Depesche. The Miss Melody creative colouring books, sticker books, and craft sets invite children to have lots of drawing or colouring, sticker or craft fun sessions – with beautiful horse and riding motifs. Ready, steady, ride...
includes some of the most-loved animals. The Puppet Company will also be showcasing its upcoming Jumbo Friends Puppet collection, designed in association with ZSL and combining their joint passion for animals and product expertise. Large animal head puppets combine excellent
wonderful attention to detail and finishes. Designed to be suitable for adults and older children, and with further exciting product collaborations under way, the new ZSL collections are now firmly part of the Puppet family.
The Jumbo Friends Puppet collection is designed to be suitable for adults and older children, and includes: Elephant, Giraffe, Gorilla, Lion, Red Panda and Tiger
The ZSL Collections are produced as sustainably as possible, made from 45% recycled materials and manufactured to the highest possible safety and quality standards, ensuring long-lasting products. Launching Spring 2025, the collection includes: Elephant, Giraffe, Gorilla, Lion, Red Panda and Tiger.
0207 254 0100 sales@ugames.uk.com university-games.co.uk
Searching for games, puzzles and gifts? Look no further than University Games and The Lagoon Group, as they showcase their entire 2025 catalogue at Spring Fair, featuring more than 60 new lines. The TV Classic, Bullseye, a brilliant range of educational build and play STEAM 3D science toys in partnership with National Geographic, and the new Birthday in a Box range, are just some of the exciting new ranges that will be on display.
Lagoon’s new Birthday in a Box range is the ultimate birthday gift. Containing everything needed to make a friend’s or family birthday perfect, it can be delivered directly or as a lovely surprise on the big day.
Everyone loves a good old pub game and the new Lagoon collection of Classic Pub Games is certain to hit the mark, with a Card Game Compendium of more than 50 different card games, a Dice Game Compendium detailing 20 ways to play, and a Pub Coasters Game with more than 40 illustrated coasters, offering great entertainment whether played at home with family or at the pub with friends.
Daniel Miller, director of JTS Gifts & Prizes, chats to Clare Turner about the toy manufacturer and distributor’s decision to make a move into bricks-and-mortar retailing with the launch of a toy shop in Lancashire
What’s your background?
I studied Entrepreneurship and Politics at Miami University in the US. I started my career working in fashion in NYC selling expensive outerwear including brands such as Colmar, Canada Goose, and Parajumpers, in the Manhattan area.
I then went into property sales, lettings and investments covering Chelsea, Mayfair, Knightsbridge and the West End of London, for Farrar & Co, KFH (Kinleigh Folkard & Hayward) and Savills.
I then moved back home to Liverpool and joined JTS Gift & Prizes.
Tell us a bit about JTS Gifts & Prizes. Based in Liverpool, we are a licensed toy manufacturer and distributor, supplying licensed and branded toys to UK and International independent toy shops, blue chip retailers, leisure and hospitality groups, along with our own toy brands. We also launched our B2B and B2C website last year, which has seen great success.
We’ve been in the toy business for over 40 years, and we are a family-run firm. My father Martin started his company
We went into retail as it made sense with all of the stock we carryforthe wholesale and distribution side of the business. It was a nobrainerreally
back in 1984, and we’ve had the same staff since we started, plus a few new additions of course.
Now with a much larger team, a unique vision and a fun company culture, JTS Gifts & Prizes was started by me. I’ve pushed things into the modern day, and increased our toy ranges/ licences and customer base, along with a rebrand.
All of this has enabled us to take things to the next level, from the fantastic foundations set by Martin. Today we are partners, and us coming together as a force has resulted in the growing toy empire we have, and can be proud of, today.
Why did you launch JTS Toy Universe? We went into retail as it made sense with all of the stock we carry for the wholesale and distribution side of the business. It was a no-brainer really.
So this is our first bricks-and-mortar shop. It measures around 2,000sq ft and is in The Concourse Shopping Centre, in the heart of Skelmersdale, West Lancs.
[Just a few minutes’ drive from junction 4 off the M58, the Centre is home to national retailers such as Aldi, Home Bargains, Argos, Farm Foods, Superdrug, Poundland, Specsavers, Peacocks, Iceland, Boots, and Card Factory. There are also food outlets and plenty of independent retailers.]
Launch day was Saturday September 28 – and it exceeded all our expectations and numbers. The grand opening was officially inaugurated by The Lord Mayor of Lancashire who cut the tape, and we created a great buzz with all of the kids, parents and teenagers who came out to welcome us – our new customers.
People are now telling us that the store is Lancashire's best new independent toy store. In the words of Buzz Lightyear: “To infinity and beyond!” It was a great start for us and heralded a very busy Christmas season.
We also have our own Christmas plush offering through our own brand Teddy City, and we were one of the main suppliers of plush to Hyde Park Winter Wonderland. [Located in London’s Hyde
Park, this destination for festive fun ran for six weeks from November 21 to January 5, with a variety of attractions, activities, and entertainment.]
What sets you apart from other toy shops?
We are the only toy shop in the whole shopping mall, so are somewhat monopolising the area! Our USP is selling top toys and licences, with everything under £25, starting from 25p.
How would you describe your range?
We carry all of the top movie licences, and toy manufacturers, including Jazwares Zuru, Just Play Spin Master, Moose, MGA/Zapf, Basic Fun, Mattel, Hasbro, Character Options, DKB, Jakks America and Wow Stuff, to name a few.
And 30% of the stock is our own brand lines, which include JTS Teddy City, Young Money and Keyring Nation
Each section in the store is merchandised in its own license/ branded sections. So, Pokémon Harry Potter, Barbie, Ninja Turtles, Marvel/ DC, Peppa Pig, Rainbow High and so on.
What are your hottest new arrivals?
Jazwares Squishmallows, Jellycat, and Zuru Snackles
Where do you source products?
I visit the Toymaster May Show and Toy Fair in London for general networking. I also deal direct and forge relationships with worldwide toy manufacturers and distributors. Plus, I also source myself in the Far East, and attend all of the licensing expos.
At Toy Fair, I enjoy the vibe, the networking, the people – and seeing all of the new up-and-coming toys and licences of course. Am I looking for anything specifically? The new top trend toys, and hot upcoming licences and movies for 2025.
How do you get the word out there? We are on Instagram, Facebook, Twitter, TikTok and LinkedIn @
jtsgiftsandprizes – and our new website is www.jtsgiftsandprizes.co.uk.
What are you most excited about seeing/stocking for Spring/Summer?
I love all of my toy suppliers, and I’m looking forward to seeing our own brand toys, which we have created ourselves for our new ranges.
I’m also looking forward to seeing the new Lego Squishmallows Jellycat Pokémon, and Zuru in particular – as well as your traditional household licences like Disney, and new up-and-coming licences, trends, toys and movies.
What’s next for your business?
The plan for the next five years is to build new offices, a toy showroom and warehousing, for our forever growing teams, and business.
Do your plans include any more retail shops?
Right now, we are happy with just one. However, we would expand into more shops in shopping malls
Jazwares: Original Squishmallows and Pokémon Zuru: Snackles, Smashers, Pets Alive, Rainbocorns, X Shot
Moose Toys: Bluey, Mr Beast Lab
Spin Master: Harry Potter, Bitzee
Just Play: Disney Doorables
Wow Stuff: Stitch, Stuff pods, Stuff Wednesday
Funko Pops
MGA: Miniverse, Rainbow High dolls, L.O.L. Surprise!.
Character Options: Terror Fried, Teenage Mutant Ninja Turtles
Hasbro Star Wars, Furby, Marvel/DC
KAP Toys: Hello Kitty
Mattel: Barbie
Kawaji: soda drinks
JTS: Teddy City, Young Money, Keyring Nation
“AtToy Fair,Ienjoy the vibe, the networking, thepeople – and seeingallof thenewupand-coming toysand licences of course ”
like The Concourse Shopping Centre, if the opportunity in the right area were to come about for us.
What do you like most about your job? I love everything I do, otherwise I wouldn’t do it.
What’s your all-time favourite toy or game?
Pokémon: I’ve always been a big fan, and collector.
What’s your current favourite?
FIFA 2025, as I’m a big football and Liverpool fan, and I like to play in my downtime.
Is there anything that you would like to add? I would just like to thank all my staff, customers, friends and family for their continued support, and we hope to continue to develop our toy empire, with continued growth and success for the future.
It's a fantastic time to be in the toy business, says Ann-Marie Edwards, senior category manager toys at online retailer Very. Clare Turner finds out more…
Tell us a bit about Very. Very is a multi-category pureplay digital retailer at very.co.uk. The brand has 3.68 million active customers and sells more than 2,000 big brands across electrical, home, fashion and more.
How would you describe your toy range?
It’s a curated selection of popular brands and appealing price points, designed to delight our customers. We're always on the lookout for exciting new products and brands to keep our assortment fresh and engaging throughout the year.
What are your key product categories? Lego, arts & crafts, and dolls & playsets are consistently our top performers, captivating young imaginations and fostering creativity.
How do you find products?
We make it a priority to stay ahead of the curve by attending international toy fairs. These fairs, along with seasonal previews at our key suppliers' showrooms, give us valuable insights into the latest trends and innovations in the toy industry.
Which licences are hot news?
We're focusing on licences with proven
This year,we're seeinga fascinating mix of trends influencing what kids areplaying with ” “
appeal and strong consumer demand. Stitch, Harry Potter, Star Wars, Barbie, and Bluey represent established franchises with dedicated fan bases, offering significant potential for successful product integration.
What was popular this Christmas?
We saw a fascinating mix of trends influencing what kids were playing with. Nostalgia and classic play patterns remain important, but there was also a huge surge in toys inspired by online trends, digital content, and a desire for both creative expression and mindful activities.
Have you spotted any hot trends/ crazes for 2025?
The toy industry is as dynamic and exciting as ever. We're seeing adults rediscovering the joy of play with collectible figures and intricate building sets, tapping into nostalgia and a desire to connect with their inner child.
At the same time, kids are captivated by miniatures and the exciting crossover between digital and physical toys, fuelled by the
popularity of gaming, anime, and YouTube creators.
Strong licences such as Disney, with its enduring appeal and upcoming releases, are a key part of our strategy, alongside trends for creativity and wellness that encourage mindful activities and self-expression.
It's a fantastic time to be in the toy business, and we're perfectly positioned to leverage these trends with our product range.
With Christmas just over, and new insights from Very suggesting that parents across the UK were planning on spending more on toys for their children in 2024 than in 2023, the online retailer has analysed its sales data to reveal the most popular toys for 2024
When it comes to what parents are buying for their children, research from Very reveals that more than half of parents (51%) have spent more on toys for their kids in 2024 than last year, with 53% planning to spend more on toys for Christmas 2024 than in 2023.
A survey of 1,000 UK parents with at least one child under 10 was conducted by Censuswide in September on behalf of The Very Group, which operates Very.
The study’s findings showed that parents planned on spending £279.49 on average for Christmas, with £95.58 expected to be spent on toys per child, up from £89.79 per child in 2023.
Very has analysed its sales data from the last 12 months across its top 100 toys to reveal the most popular toys of 2024.
The most popular toy purchased across the UK is the Dobby the House Elf set from the Lego Harry Potter collection. Dobby is not the only member of the Lego family in the top 10, with the Up House from the Lego Disney collection at number two and the Hogwarts Castle set from the Harry Potter range at number 10.
The survey uncovered that Lego is the toy that people most enjoyed playing with as children, with more than 30% of respondents choosing Lego ahead of any other toy.
Barbie accessories were another favourite, with a number of her transport options featuring in the top 10: The Barbie Dream Boat (at number three), DreamHouse (seven) and Dream Camper (nine) have all been popular with Barbie owners, no doubt encouraged by watching them in action in last year’s Barbie blockbuster at the cinema.
Hot Wheels, Bitzee Interactive Digital Pet, Crayola Twistables and Crayola Light Up Tracing Pad also made the top 10 list, at number four, five, six and eight, respectively.
nostalgia effect
The survey also revealed the favourite childhood toys and games of parents, as well as their toy-buying habits now that they have children of their own. It showed that while two-thirds (66%) said their favourite toy is still available today (namely Lego and Barbie), among the nostalgic toys that parents wish were more widely available today are the Tamagotchi and Power Rangers figurines. Almost two thirds of parents (63%) said that they planned to purchase (or have already) some variation of their own favourite toy for their children.
Choosing and buying
Educational toys are more important to parents than anything else, with 47% of parents saying this is their major consideration, followed by whether it is interactive (37%), if it encourages creativity and imagination (33%), and that the toy should be age appropriate for safety (32%).
When it comes to buying toys, the main focus for parents is making sure that the toy matches the interests of their child (76%), while many also rely heavily on reviews and recommendations – with 65% agreeing that they are more likely to buy toys that have been recommended by other parents, while 60% check the online reviews when choosing toys.
The price of the toy is the fifth consideration for 30% of parents, followed by whether it is colourful (27%).
Of the parents surveyed, the average spend for Lego for Christmas 2024 per child was £50.79 (the most of any other toy brand analysed), while Hot Wheels was placed second at £37.59, followed by Marvel character dolls at £37.36. Furby as also high on Christmas wish lists this year, with an average expected spend of £30.96.
The majority of parents think it’s important that toys encourage their children to be active and let their
What are your current best
LEGO Technic McLaren P1 Car Set
LEGO Disney Stitch
Hatchimals Mystery Hatch Pufficorn Interactive Pet
Bitzee Disney Interactive Digital Pet
LEGO Marvel Dancing Groot Buildable Toy Set
Bluey S11 3-in-1 Airplane Playset
Rainbow High Winter Wonderland Fashion Dolls
Dance N Crawl Spidey
Acorn Push Along Wooden Ice Cream Cart
Barbie Mysteries The Great Horse Chase Dance and Show Horse
imaginations run wild, with 90% agreeing that playing with toys is an integral part of childhood development. More than eight in 10 of those surveyed think playing with toys leads to better focus and creativity, and 85% think that toys help kids to develop social skills and learn how to interact with others. When it comes to bonding between parent and child, 88% of those surveyed said they cherish the moments of bonding and play that they share through toys.
When it comes to buyingtoys, the main focus for parentsis makingsure thatthetoy matches the interests of their child ” “
This research comes off the back of Very unveiling its toys campaign, ‘Daydreaming’, which was designed to inspire families to start their Christmas toy shopping early. The campaign launched in October, as Very’s research revealed that more than three-fifths of people think about Christmas in October, with many wanting to avoid missing out while spreading the cost.
What’s more, when it comes to prioritising Christmas shopping, almost two-thirds of Very’s customers said they buy gifts for children first, with the retailer’s sales for toys increasing by 67%, on average, in October compared with September.
For this reason, the campaign gave parents a preview of the range of toys that Very has, while helping families to avoid the rush and secure gifts early.
The campaign, which was developed in collaboration with advertising agency The Gate, is the latest in Very’s ‘Let’s Make It Sparkle’ brand platform.
‘Daydreaming’ tells the story of Coral, the daughter of Cherry who has appeared in previous adverts. Coral is shown drifting off into a daydream about her favourite toys. The campaign remasters Boys, a song from pop icon Charli XCX, to playfully land messaging focused on Very’s 'toys' range. It integrates real product imagery within the animated world, making the shopping experience feel even more tangible.
Clare Turner catches up with Hobbycraft senior buyer Joseph Pulfrey to find out what’s new for kids at the superstore chain, billed as the largest arts and crafts retailer in the UK
Tell us a bit about Hobbycraft. Hobbycraft was founded in 1995 to inspire creativity and provide a one-stop destination for arts & crafts enthusiasts. Today, we have 124 stores across the UK (these vary in size but are all thoughtfully designed to inspire creativity and provide an engaging shopping experience for customers), an established ecommerce site and a growing app – all offering an extensive range of products and projects designed to cater to everyone from beginners to seasoned crafters.
What do you believe sets you apart from other retailers of arts & crafts?
We stand out due to our commitment to accessibility, innovation, and customer experience. We aim to make crafting enjoyable for everyone by offering highquality products, inspiring workshops, and helpful resources for customers of all skill levels.
We’re pushingthe boundaries of our traditional offerings ” “
What’s your company ethos?
It’s rooted in empowering creativity and making it accessible to all. We strive to inspire people of all ages and abilities to explore their creative potential and enjoy the process of making something unique.
How would you describe Hobbycraft’s merchandise mix?
A diverse and comprehensive collection that caters to crafters of all ages, skill levels, and interests.
We offer everything from art supplies, craft tools, and fabric to home décor kits, baking essentials, and seasonal crafting items.
For kids, our range includes arts & crafts materials, project kits, and a curated selection of toys to spark creativity.
For adults, we provide specialised equipment for sewing, painting, knitting,
and DIY projects, as well as premium ranges for advanced crafters. Our goal is to ensure that every customer - whether a beginner or a seasoned maker - finds something to fuel their creativity.
What are your key kids & hobbies categories?
Our product offering spans a wide range of categories, with art and craft being at the core.
From painting supplies and craft kits to DIY projects and seasonal items, we aim to provide something for every level of skill and interest.
Our extensive kids' range includes everything from craft materials and art supplies to complete project kits, while our adult-focused categories feature advanced tools, speciality products, and premium brands for seasoned makers.
How many brands do you carry?
We carry well over 50 brands, showcasing a mix of single items listed on our website and full ranges available in all 124 stores. Some of our key partners include Crayola, Galt, Great Gizmos Hinkler 4M Ravensburger So DIY, Make It Real, Revell, and Airfix Our supplier network is equally diverse, with more than 50 collaborators offering products sourced from Europe, Asia, and local markets.
How do you find out about new products?
As a niche retailer, many of our new product ideas come internally, inspired by input from our team, customer feedback, and colleagues.
Additional sources include emerging trends, recommendations from trusted suppliers, and chance discoveries at trade shows. For 2025, we’re excited to continue attending these events, as they provide valuable opportunities to explore innovations and fresh ideas.
How often do you get new lines in?
Every year, we launch approximately 1,000 new lines across various brands and our own-label products. These include like-for-like updates to existing ranges and entirely new offerings.
What’s your selection criteria?
Our criteria is straightforward yet rigorous: we prioritise good quality, strong value, and items that inspire creativity, engage the mind, and offer a rewarding crafting experience for all. This blend of diverse categories, strong supplier partnerships, and a commitment to fresh ideas ensures Hobbycraft remains a destination for creativity for customers of all ages and skill sets.
How has trading been for you over the past 12 months?
The past year has seen positive trading momentum at Hobbycraft, with categories such as puppets, jigsaws, slime-related products, and activity books performing exceptionally well.
Why did you decide you wanted to go into buying?
I decided to pursue a career in buying because I was drawn to the challenge of curating unique product ranges. I enjoy the creativity and strategic thinking involved in identifying trends, bringing innovative products to market, and seeing them resonate with shoppers.
What’s a typical day for you?
No two days are the same in my role, which is one of the things I enjoy most about it. My week typically begins with a review of the previous week’s sales performance, analysing what worked and what didn’t, and planning immediate actions or long-term strategies.
The latter half of the week is usually spent focusing on the future: planning new ranges, promotions, and working with suppliers. Visiting stores is also a regular and rewarding part of my routine, as it helps me stay connected to our customers and their needs.
What part of your job do you enjoy most?
The most exciting part is finding or presenting a completely new product and seeing it become a bestseller. It’s incredibly rewarding to introduce something innovative that resonates with customers and earns a place as a core item in our range.
What’s your proudest professional achievement?
I’m particularly proud of expanding Hobbycraft’s own kids' brand of kits across such a broad spectrum of crafts. From sewing and stitching to robotics, jigsaws, and science projects, we’ve developed products that compete with some of the biggest names in the industry. Seeing these products thrive is a testament to the creativity and hard work of the entire team.
What’s your all-time favourite art or craft?
Among the products I’ve developed, my personal favourites include the dollhouse and castle kits, the giant craft jar, the giant colouring pads, the theatre play tent, and the wooden den kit. These products not only spark creativity but also encourage imaginative play, making them standout creations.
What’s your current favourite product on your shelves?
Right now, I’m a big fan of our Hobbycraft 100 colour pencil tub, which offers incredible value, and the MGA Miniverse Harry Potter range, which combines creativity and fandom in a delightful way.
What advice would you give to someone starting out in buying?
Be brave and don’t shy away from trying something new. Trust your instincts, and if a decision doesn’t work out, pivot quickly and take ownership of the outcome. Every experience, whether a success or a lesson learned, is invaluable in developing your skills as a buyer.
Is there anything that you would like to add or highlight?
Hobbycraft is a vibrant and dynamic company that’s constantly exploring ways to inspire and engage customers. Therefore, there’s no time like the present to get crafting! We have everything you need to get started.
What are your top-selling items?
Our top-selling items include our own-label Slime Activator, own-label big value pencil tubs, craft boxes and bracelet-making kits from Galt and Make It Real MGA Miniverse, and Crayola ranges.
What categories/products are currently selling well?
Our new puppets (particularly Sockettes) from The Puppet Company have been a hit, along with activity books, Eugy 3D models, jigsaws, plush toys, slimerelated items, and kids’ masks.
How do you maintain the interest of existing customers and attract new ones?
We engage existing customers through initiatives such as the Made by You gallery on our website, which celebrates customers' creations and invites them to showcase their work online or in stores. This not only creates a sense of community but also inspires others by
highlighting the versatility of our products. Meanwhile, the Ideas Hub is an extensive resource of free craft tutorials and step-by-step guides tailored for both beginners and seasoned crafters, offering consistent engagement and encouraging repeat visits, while our established workshop programme caters for a variety of craft mediums for all crafting abilities.
Platforms such as Instagram (where we have 270,000-plus followers), and TikTok (where we have 60,000-plus followers) are particularly effective for reaching younger audiences, with eyecatching visuals and video tutorials that make crafting approachable and fun.
Do you offer any services?
“
We’re dedicated togrowing inwaysthat inspireand delightour customers whilemaking ameaningful difference in thecrafting community andbeyond ”
Yes, we offer a range of services designed to enhance the customer experience and build a community around crafting. The Hobbycraft Club and Hobbycraft Plus subscription service both reflect our commitment to supporting all crafters, whether they’re casual hobbyists or professionals, by providing value, inspiration, and convenience.
The Hobbycraft Club is a free membership programme that provides members with exclusive benefits such as special offers, personalised discounts, and early access to sales and events.
Club members also receive a regular newsletter filled with creative ideas, tutorials, and inspiration to help them get the most out of their crafting journey. Additionally, the Club offers members a birthday voucher, making a delightful way to celebrate with a little crafting indulgence.
The Hobbycraft Plus subscription service is a premium option tailored for professional crafters, small business owners, or those who craft frequently. For an annual fee, members enjoy perks such as an enhanced discount on every purchase, free next-day delivery, and exclusive access to certain products and events. This service is particularly beneficial for customers who need supplies in bulk or who are consistently working on largescale projects.
What are you most excited about for the upcoming season?
I’m looking forward to seeing all the new products we’ve introduced, from sewing kits and science kits to stationery and art sets, as they find their way into customers’ baskets.
Have you spotted any hot trends or crazes for 2025?
We’re excited about trends like collectibles, robotics, wooden models, miniatures, games, puzzles, and new stationery innovations.
What’s next for kids & hobbies?
We’re pushing the boundaries of our traditional offerings and exploring new categories such as collectibles, robot model-making, wooden models, games, puzzles, and robotics.
What’s next for your business?
We have an exciting future ahead, marked by growth, innovation, and a continued focus on creating inspiring experiences for our customers.
One of our proudest achievements has been maintaining a three-star ‘world class’ status for six consecutive years with Best Companies, an organisation dedicated to making the world a better workplace.
In 2024, we were also awarded a Special Award for Giving Something Back by Best Companies. This recognition underscores our commitment to fostering a positive workplace culture where our teams can thrive, enabling us to deliver even better service and products to our customers.
Looking forward, we’re exploring opportunities to expand our store footprint, making it even easier for people across the UK to access our extensive range of creative products and workshops.
We’re also continuing to enhance our online presence, with plans to introduce more interactive features, curated content, and an expanded ecommerce range to serve our growing community of online crafters.
We’re dedicated to growing in ways that inspire and delight our customers while making a meaningful difference in the crafting community and beyond.
Here we are in Nuremberg, well not quite yet, but Spielwarenmesse is on the way and it looks like it’s going to be another great show. Well, according to all of those who know way better than me because I’ve never been. January is a big, big deal for all of us on the work front because so much rides on it due to the sequence of trade shows (for more details and opinion on these, flip yourself with a few handsprings back to the traditional ‘proper’ front cover of TnP to check out my other leading article).
Spielwarenmesse has, like all the best trade events, tried to stay in tune with what is happening for its exhibitors and visitors. They look beyond what is currently doing well too, to be ahead of the curve and to spot trends and encourage more attendees to follow them.
Racing against the curve is much like what happens in the run-up to, as well as actually at, the New York Toy Fair. Its US Toy Association trends team leaves no stone unturned as it gathers intel on what will be the following year’s hit toys and games. This includes meeting with companies of all sizes to preview their top-line items for the year ahead; conducting in-depth research on what is trending across parallel industries (from entertainment and fashion to beauty and tech), and combing through the results of an Association-commissioned survey of US parents’ toy and shopping preferences. Returning to – we hope elegantly and landing safely in – Nuremberg, we’ve previewed some of the exhibitors and what they’re showing there, as well as words on why, for UK and further afield toy companies, Spielwarenmesse is still the gateway to Europe.
The Forum also dives into Kidult World with various specialists ready to guide us all through the generational camaraderie across the toys and games landscape.
I’m really looking forward to the show, and the more I read and see, it just seems to get bigger and better, and that’s starting from the website (www.spielwarenmesse. de) which is so well organised and bursting with useful information and, for a trade mag editor, beautiful highresolution images. Every year around a million products are on display including some 70,000 first-timers. The products and ranges are divided into 13 groups and locations for ease of efficient access. Without going into all of them, the ones that interest me in particular are electronic toys, model railways and construction, technical toys and games plus books and experimentation. And then (whispering quietly on account of age and embarrassment) … dolls and soft toys. Yes, I know.
I’m really looking forward to the
show,
and the more I read and see, it just seems to get bigger and better
Another must-do for some is, for want of a better phrase, pop culture meets a sense of wellbeing, which takes us back to toy trends. The international TrendCommittee, together with the Spielwarenmesse team, has identified two ToyTrends for the coming year: ‘Anime & Friends’ and ‘Healthy Heroes’. Relevant product examples will inspire trade visitors at the prominent position in Eingang Mitte, the central entrance.
The world of Anime and Manga characters resonates not only with children but with all other age groups too – it’s kidult time again! The figures have status with fans and thus have an influence on pop culture and on a vast range of media including, for example, TV, video games, merchandise and, of course, toys.
The ToyTrends not only reflect current developments in the toy sector but also pick up on global societal issues.
In the freshly designed, attention-grabbing Special Area at Eingang Mitte, the trends are illustrated with inspiring products on individual topic islands. It is a Special that invites visitors to discover and try out for themselves.
Apart from the sparkling welcome cocktail (say hello to ‘Ruby’) there’s a dynamic new concept, the Toy Business Forum, which provides a stage for knowledge, discussion and inspiration. While the name and location remain the same, a fresh design, innovative presentations from international speakers and relaxed networking opportunities will be a source of fresh impetus and interactivity from the Tuesday to Saturday.
Your back-to-front editor is getting carried away – please forgive the first-timer indulgence – so he’ll head off out now into a classic British rainy day. With toys, dreams and Nuremberg on his mind.
As ever, and to stay true to my ‘front’ opinion page, I’d love to hear from readers, whether suppliers, retailers – all of you – if you have news or opinions to share. So please get in touch with me at ant@tnpmedia.co.uk (even in Nuremberg).
Let’s stay in touch.
The toy fair in Nuremberg brings together all international decision-makers. Well-known brands, trendy start-ups, buyers for major chains, independent retailers and large numbers of media representatives combine to make the Spielwarenmesse a unique event for all players in the toys and games market
The key meeting point for the toy industry, the Spielwarenmesse, is where visitors find the novelties of the year, market knowledge, an overview of upcoming trends and endless inspiration. They discover innovative start-ups and well-known brands – live in Nuremberg. Here is one of the main developments for 2025:
Every year I’m astonished all over again by the creativity and wealth of imagination “ ”
the Tuesday to Saturday.
“I
visit Spielwarenmesse to see the top trends and innovations and develop new business ideas. After visiting the Spielwarenmesse, you really know the direction in which to go with your company and range. The Spielwarenmesse is very cool.”
Alexander Vincent, shareholder and co-founder Ricochet
, Canada
For 20 years now, the Toy Business Forum has been the first port of call for toy expertise at the Spielwarenmesse. With this significant birthday in 2025, from January 28 to February 1, the area is sure to offer some surprises in a dynamic new concept that provides a stage for knowledge, discussion and inspiration. While the name and location remain the same, a fresh design, innovative presentations from international speakers and relaxed networking opportunities will be a source of fresh impetus and interactivity from
The Toy Business Forum has the character of an inspiring festival event. The audience can expect a wide-ranging programme, with new accents provided by additional formats such as Tuesday’s ToyPitch for the press and Wednesday’s presentation of the ToyAward.
Special insights are offered in a fireside chat between Spin Master CEO Max Rangel and Christian Ulrich, spokesperson of the executive board at Spielwarenmesse – a conversation that promises to offer some fascinating perspectives.
Against an impressive backdrop, key topics such as digitalisation, sustainability, gamification, social media and artificial intelligence will be discussed, alongside trends in retail and the toy sector. In addition, the ‘Exhibitors on Stage’ presentations
will show the audience the latest products and innovations. In a space of some 750 m², food trucks and live bands will also be present to provide a relaxed networking atmosphere.
One special presentation is on the programme for the first day. On the Tuesday, Axel Gottstein, CCO of sigikid, and Christian Krömer, CEO of Spielwaren Krömer and Toysino, explore the provocative question, does the specialist toy retail trade still make any sense in 2025? On the Wednesday, with fresh insights from the biggest retail fair in New York (the NRF), Frank Rehme introduces the latest trends and innovations from the retail metropolis. Additionally, on both the Tuesday and the Thursday, global trend-hunter Reyne Rice presents the Spielwarenmesse ToyTrends, while on the Wednesday she introduces the latest developments and technologies for 2025.
Diving into the world of kidults will be Carol Rapp and Robin de Cleur from SPIEL in Essen on the Wednesday, and Stefan Will of Ultra Comix – one of the largest comic and toy shops in Europe – on the Friday. Dennis Book, sales director at Thalia, takes a broader view as he shows the tools that made it possible to take a leading role in the German retail landscape.
Sustainability has been a theme in the toy sector for a long while and is becoming ever-more significant in retail and production. In her presentation on the Tuesday, toys and games researcher Dr Katriina Heljakka from Finland casts light on current developments in toy design, with a particular focus on sustainability. Clara Blasco-López, from the Spanish market research institute AIJU, speaks on the Thursday about the design of toy packaging in an age of sustainability, and its effects on the consumer. In addition, trade visitors can also see sustainability expert Sharon Keilthy from Ireland, live on stage on the Spielwarenmesse podcast.
The 2025 Spielwarenmesse ToyCocktail is called ‘Ruby’. Six bartenders from around the metropolitan area entered their concoctions for the chance for theirs to be named as the signature drink of the event. Plenty of mixing, shaking and stirring took place – Patrick Böhm was given the highest score by the judging panel. From January 28 to February 1 2025, the drink will be served at special events
Date:
January 28 - February 1, 2025
Opening hours:
Tuesday to Friday, 9am - 6pm
Saturday, 9am - 5pm
Venue:
Messezentrum Nürnberg (Nuremberg Exhibition Center)
Messezentrum 1
90471 Nuremberg, Germany
Sustainability has been a theme in the toy sector for a long while and is becoming ever-more significant in retail and production
at the world’s leading fair and in all participating bars.
Christian Ulrich said: “Every year I’m astonished all over again by the creativity and wealth of imagination in the bars that take part. At the same time, I’m already looking forward to raising a glass of our new drink with our guests at the fair.”
Bladez Toyz shares its latest innovation with TnP readers, including an eye-catching remote control range, and the first-to-market products based on Mojo Swoptops
+44 (0)23 9265 8255 | chris@ bladeztoyz.co.uk www.bladeztoyz.co.uk
Bladez Toyz is the home of creativity and innovation, and the team is buzzing to be back at Spielwarenmesse with an epic new stand in 2025 to showcase their ranges to retailers from around the world!
This year not only does Bladez Toyz have new products within its successful licensed ranges, but it’s also showcasing two exciting new brands. With new development within its best-selling Maker Kitz brand, inspiring imaginative play, STEM development and hands-on learning, as well as the thrilling and highperformance RC range, there really is something for everyone to discover.
The first big launch of 2025 not to be missed is the first-to-market range for the hit new preschool animation show Mojo Swoptops. Following the announcement of this worldwide partnership with Bluezoo Animation at the end of last year, broadcasting has already been confirmed in countries across the globe including Canada, Australia and the Nordics following
With a true passion for RC, Bladez Toyz has created a brand that pops on shelf and delivers in quality and performance “
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the show’s successful debut in the UK on CBeebies in October 2024. The new range will include Radio Control vehicles and track playsets alongside arts & crafts and a cool pocket money vehicle range that will continue the ongoing initiative of Bladez Toyz to develop more sustainable toys. With vibrant designs, endless combinations, and a focus on problem solving and friendship, the new toy range will capture the essence of this exciting new preschool licence. Whether it’s putting out a blaze with Fire Top, rescuing friends with Chopper Top, or shifting heavy rocks with Dozer Top, main characters, Mojo and Bo, have got it covered with this fun new range! With stock available for Q3 2025, you will want to make sure you are building this into your second half plans and getting ready to Swop That Top!
Also set to take centre stage in Nuremberg, for the fans of highspeed action and adrenaline, is the revolutionary Bladez RPM. Bladez RPM –Real Performance Machines – takes a fresh look at the RC category to offer something fun and very eye-catching. With a true passion for RC, Bladez Toyz has created a brand that pops on shelf and delivers in quality and performance. From rugged XL off-road monster trucks to sleek, high-speed street racers and super-cool neon helicopters, Bladez RPM delivers
high-speed action play and real working motorised vehicles. Designed with precision handling, easy-to-use controls and shock-resistant builds, thanks to the cool Exo-Guard Armour, these RC vehicles promise thrilling fun for enthusiasts of all ages. Whether you’re looking to tackle the tough terrain in the 1:10 Monster Truck, complete with rechargeable battery, a run time of 25 minutes and measuring a monster 42cm in length, or take to the skies with the Ninja RC Drone, boasting 360-degree stunt action, LED lights and auto hover, the Bladez RPM range is the perfect combination of style and real performance.
It doesn’t end there though… besides Bladez Toyz’ own eye-catching designs, the RPM range will also include favourites such as Batman and Superman – the latter of which has a 2025 movie release in what is set to be the ‘Summer of Superman’. And with the Minecraft film also being released in a mega-sized movie year, Bladez Toyz will also be showcasing its extended range of Minecraft Maker Kitz including the super-cool pocket money range of Chibi Figures and the iconic make your own Chicken, Llama and Bee, which are all set to be larger than life in the upcoming movie!
BladezToyz will be showcasing its extended range of Minecraft Maker Kitz including the super-cool pocket money range of Chibi Figures and the make your own Chicken, Llama and Bee, which are all set to be larger than life in the upcoming movie
With 2025 set up to be a blockbuster year for Bladez Toyz, the team can’t wait to invite retailers on their ‘biggest and best’ stand yet – Hall 6, Stand C20 – to share their vision for 2025 and beyond, as well as some super cool merchandise! Whether you want to see first-hand the speed and durability of the Real Performance Machines, immerse yourself in the world of Mojo Swoptops, or enjoy the timeless magic of the other licensed brands, the Bladez Toyz team can’t wait to see you as they make RC great again!
Rubies offers new ranges for favorites such as Bing, Transformers and Power Rangers, plus movie-inspired superheroes including Superman and Captain America
RUBIES
01491 826500 customerservices@rubiesuk.com rubiesmasquerade.com
On Rubies’ stand you’ll discover the newest in costume and dress-up for 2025 and beyond.
The Rubies team welcomes you to their stand to find out more on their focus of encouraging play value all year round through 365 roleplay product, upcoming retail solutions, new product lines, and plenty more from the world-leading costume and accessory company.
Discover Rubies’ new ranges for 2025, featuring beloved icons such as Bing and fan favourites from Hasbro, with Transformers and Power Rangers. You’ll also be able to find classic favourites with Marvel and DC, Harry Potter, Monster High, Barbie and more!
Rubies’ new ranges feature fan favourites Transformers and Power Rangers and beloved icons such as Bing
But hold onto your capes, for our crystal ball reveals a glimpse of the future! Brace yourself for the impending arrival of Superman from Superman (2025), a cinematic masterpiece poised to redefine the genre. Plus, celebrate the resurgence of the Fantastic 4 and Captain America from Captain America: Brave New World with new and exciting product for each blockbuster release.
For retail partners from national chains through to independent shops, Rubies will be presenting new POS solutions, marketing support and more for its customers.
Show visitors will also have the opportunity to learn more about Rubies’ 365 roleplay products, upcoming retail solutions, and new product lines. As a leading costume and accessory company, Rubies is dedicated to providing endless possibilities for imaginative roleplay.
Celebrate the resurgence of the Fantastic 4 and Captain America from Captain America: Brave New World with new and exciting product “ ”
Santoro plans to reveal new additions to its brands; 3D Pop Ups, the Bangoberry brand, and the global phenomenon, Gorjuss
02087811104 | sales@santoro-london.com www.santorotrade.com
Santoro is the UK multi-brand design house that’s renowned for its creative approach to art, fashion, and lifestyle products. Founded in 1985 by Meera and Lucio Santoro, the company that started in a tiny studio has found itself in more than 90 countries, winning numerous awards and earning global recognition for its unique aesthetic and imaginative brands.
In line with its mission to always celebrate art and creativity, Santoro will be showing off the newest additions to its popular brands; the timeless 3D Pop Ups, the charming Bangoberry brand, and the global phenomenon, Gorjuss.
Since its debut in early 2024, Bangoberry has quickly become a sweet, charming sensation, winning hearts across all age groups. Finding itself aligned with the kidult trend, the brand taps into nostalgia for adults while sparking imagination in younger audiences. Bangoberry’s charm is set to grow even larger in 2025 with an exciting line-up of new lifestyle and stationery products. Alongside the introduction of new characters to the beloved Bango Bunch, customers can expect adorable updates to classic items, like the cuddly, animal-eared Mini Rucksacks, and new creations, such as the Bangobob Charm Pencil Cases. Staying true to the brand’s mission of inspiring creativity, these vibrant zip cases come with a starter-set of Bangobobs –collectible rubber charms that are perfect for trading, collecting, and personalising Bangoberry lifestyle items.
With millions of fans around the world, Gorjuss fanatics
will be happy to know that a new collection is just around the corner. This quintessentially Gorjuss In The Forest collection is set to take fans by the hand and lead them into the forest where four new special forest-themed Gorjuss girls await them. Featuring distinctively styled artwork alongside stunning folk-art-inspired floral patterns, the products are a carefully curated and varied range of everyday essentials and special gift collectibles. This includes the new activity and design books; creatively indulgent items that are completely new to Gorjuss but are guaranteed to delight its loyal fanbase.
This year also marks an extraordinary milestone for Santoro. To celebrate an incredible 30 years since the inception of its award-winning Swing Card collection, Santoro is releasing a special collection of nine new Swing Cards, each one celebrating a milestone birthday. With every card, recipients get more than just a message – they’re presented with a piece of art that pops up, swings, and dances before their eyes. In a world of throwaway greetings, Swing Cards have remained the ultimate keepsake with customers, dazzling more than 20 million recipients with their magic. The brand’s level of intricate design, engineering precision, and long-lasting appeal is a true testament to Santoro’s reputation as the original 3D Pop Up innovators. With a host of new launches on the horizon, 2025 promises to be another landmark year for Santoro.
you know?
Santoro is celebrating 30 years since the inception of its award-winning Swing Card collection
01953 859539 | sales@orchardtoys.com
Independent sales enquiries: orders@kayes.co.uk www.orchardtoys.com
Orchard Toys will be showcasing its new launch, the Baby and Toddler collection, at Spielwarenmesse 2025.
The play, develop and learn range is a delightful new collection for babies and toddlers from nine months and up. It’s designed with younger children in mind, and combines Orchard Toys’ renowned quality with a commitment to sustainability, using eco-friendly materials and non-toxic finishes. It’s Orchard Toys’ first range to feature beautifully crafted wooden products, all presented in a gentle colour palette.
Under the Sea: introduces young learners to the unique nesting puzzles experience. Designed for ages one-plus, this engaging wooden set features a chunky puzzle board and five sturdy, beautifully illustrated
pieces, perfect for little hands, and designed to endure the rigours of everyday play. Featuring a whale, shark, octopus, turtle, and starfish, each sea animal piece nests within the next, allowing children to explore size differentiation.
Match and Feel: designed for toddlers from 18 months, This set comes with five chunky, two-piece puzzles, each featuring unique textures, providing a multisensory experience to support children’s early development in an engaging way. There are six animal puzzles – lion, zebra, snake, giraffe, elephant and crocodile.
01329 227300 | sales@rainbowdesigns.co.uk www.rainbowdesigns.co.uk
Rainbow really does have a Paddington for everyone! The youngest of Paddington fans are looked after by the super-cute Paddington for Baby range, which will see a fresh new look unveiled this year. Rainbow’s new Paddington Movie range, featuring a Paddington Soft Toy and Talking Soft Toy as well as a Giant Paddington, has been highly sought after and continues to go from strength to strength. Among preschoolers, The Adventures of Paddington Toy range also continues to be a firm favourite. There will also be new mini playsets joining the range in 2025 including Paddington’s Football Fun and Paddington and Lucky’s Rainy Day.
A very exciting new arrival to Rainbow’s preschool toy portfolio is the multi-award winning
preschool property, Bing! The Bing range from Rainbow will be available from Q3 and will focus on Bing and his friends Flop and Sula in both plush and playset formats. A new My First Bing and Giant Bing soft toy will also be available later this year.
The enchanting Wizarding World collection of adorable nursery toys and gifts featuring the world’s most famous young wizard, Harry Potter; Hedwig, Harry’s pet Snowy Owl; and the much-loved free elf, Dobby, is proving incredibly popular. There will also be new exciting additions swooping in this year including the Hogwarts Express Soft Book and a Harry Potter Activity Cube.
Finally, Rainbow is delighted to introduce the new Mr Men Little Miss range, arriving this summer! Entertaining families for over 50 years, this Britishborn brand of characters will feature in an adorable range of large cuddly cushions, collectible plush toys and plush keychains.
See and Sound: these giant flashcards are designed to introduce babies and toddlers to farm animals and the sounds they make.
The set includes 12 beautifully illustrated animal pairs in 24 extra-large chunky flashcards, perfect for little ones from nine months and up.
Woodland Puzzle: a charming, educational chunky woodland puzzle for toddlers and preschoolers. Featuring seven chunky, easyto-hold woodland animal pieces –badger, fox, hedgehog, frog, deer, owl, and squirrel – this puzzle supports early development by improving hand-eye coordination, fine motor and matching skills.
Spielwarenmesse 2025 is just around the corner, and MV Sports is ready to shine with an exceptional line-up of new licences, innovative designs, and timeless favourites. This event is the perfect platform to showcase the company’s exciting portfolio, designed to captivate youngsters and deliver exceptional opportunities for MV’s retail partners.
Look forward to the launch of new ranges featuring Moana 2, Hot Wheels, Star Wars, Hello Kitty, Wicked and much more. The Star Wars collection promises out-ofthis-world excitement, with scooters and skateboards featuring light-up elements that will dazzle young fans. Meanwhile, the new Wicked range brings a bold and vibrant twist to scooters, skates, and bikes, with colours inspired by the iconic pink and green tones of the hit movie.
The Hot Wheels range continues to rev up excitement with products that embody the high-octane energy of the brand. A standout is the Hot Wheels Inline Scooter with Light-Up Wheels and Revver, featuring motion-activated, light-up wheels and a turbo-charged handlebar revver for thrilling adventures. The Ride On Racer adds another dimension of fun, with bold flame decals and immersive engine and horn sounds that transport youngsters into their very own race day. These products not only deliver engaging play experiences but also
provide robust durability and design.
Evergreen properties remain the backbone of MV’s collection, offering strong and consistent sales across the board. The Peppa Pig, Paw Patrol, Bluey and Spidey and His Amazing Friend ranges continue to grow with new products that capture the magic of these beloved brands. The awardwinning Stitch range reflects the growing popularity of this character, which has seen a significant surge in demand. Visit the stand to see what’s in store for Stitch!
During the festive season, the bumper cars were a phenomenal success, selling out completely!
Available in Bluey, Peppa Pig, and Spidey and His Amazing Friends, with the option for other licences available FOB, these products are sure to remain a hit for years to come. Looking ahead, MV Sports is enhancing its evergreen lines with the introduction of garden games and much more outdoor excitement, encouraging youngsters to enjoy creative outdoor play.
Stand Hall 7A A-24
is set to be a celebration of play, creativity, and innovation. Visit MV’s stand to experience its exceptional collection up close – from the actionpacked excitement of Hot Wheels and Star Wars to the enduring charm of Peppa Pig and Paw Patrol. Together, let’s make 2025 a year of fun-filled adventures for children and a successful season for retailers everywhere.
0800 590 599 sales@smiffys.com smiffystrade.co.uk
Smiffys brings its new seasonal ranges, with character dress-up for Christmas, Halloween and Carnival
Smiffys returns to Spielwarenmesse where it will be showcasing new products across the range, for all seasons, including Carnival, Halloween and Christmas.
New for Halloween, Smiffys is introducing additions to its successful matching families and ‘Mini me’ range, including punky witches and skeletons, ghostly ‘yee-haunts’ Wild West cowboys, and Voodoo Magic styles. Day of the Dead continues to be a strong theme, with new skeleton printed kids and adult costumes launching this year.
With the continued demand for dressup accessories, Smiffys has extended its
collection to include fashionforward upgrades on classic add-ons such as devil horns, wings and hats with textured fabrics, rhinestones and ontrend prints.
Smiffys licensed portfolio welcomes new additions launching at the show. Exciting new adult licences include the smash hit series Yellowstone, the tongue-in-cheek classic South Park, and the nostalgic icon, Popeye. Appealing to all the family, Dr Seuss’s Cat in the
Hat and Thing 1 & Thing 2, Dragon Ball Z and Zorro ranges will feature matching adult and child costumes. Perfect for the festive season and beyond, Dr Seuss’s The Grinch collection for all the family is not to be missed.
Dr Seuss’s Cat in the Hat and Thing 1 & Thing 2, Dragon Ball Z and Zorro ranges will feature matching adult and child costumes
+44 (0) 1303 250400 tom.ireland@bigjigstoys.com www.bigjigstoys.com
Liz Ireland, founder & managing director of Bigjigs Toys tells us: “We’re delighted to be returning to Nuremberg. This influential show is a big one for the global toy industry, and this year’s event will be particularly special as we
This event is an incredibly inspiring space and a great platform for us to introduce our latest innovations, connect with customers, and explore new relationships.’’ Visitors to Nuremberg will be among the first to get an exclusive preview of Bigjigs’ new 2025 products. Highlights include the launch of a bespoke Montessori Collection, designed to inspire child-led play, alongside a new London Range bursting with British charm. You can also expect new Simply Scandi
Stand
Hall 3 D-61
from sustainable wood and silicone, alongside plush toys, pretend play, dress-up sets, musical instruments, garden toys, puzzles, games, and more. Then there’s the new Monster Train Set and accessories from Bigjigs Rail.
After joining the Bigjigs Toys family last year, The House of Puzzles will make its Nuremberg debut at the 2025 show. Visitors to the stand will be able to check out the brand’s bestselling favourites alongside its new trend-led Contemporary Range and stylish packaging revamp. You’ll also find new NeeDoh, Green Toys, and Toyi craft sets to browse.
Keel Toys presents its eco range of plushies for Halloween, Winter and Christmas, along with a quirky range of food-themed characters…
KEEL TOYS LIMITED
01233 506363 | liz.sayer@keeltoys.com www.keeltoys.com
The Nuremberg Toy Fair offers an exclusive opportunity to preview and pre-order more than 100 new items including the completely reimagined 2025 Keeleco Halloween, Winter & Christmas ranges. This will be the first time that these ranges will be shown to customers.
Featuring cutting-edge, luxuriously soft eco-friendly fabrics, festive reindeer, penguins, and huskies are simply irresistible. Add whimsical charm to your shelves with soft toy treats such as a plush yule log and Christmas cake, or bring some spooky fun with Halloween bats, spiders, skeletons, and pumpkins. Don’t wait – pre-order now as these magical collections are always in high demand, Keel Toys tells us.
Keel Toys also unveils the most comprehensive collection of bag charms. From Keeleco Sealife and Wildlife to Jungle Cats and Farm Animals, these
mini masterpieces include a premium metal clip and exclusive Keel Toys logo spinner. Paired with a specially designed display spinner stand, these charms will steal the spotlight in any store.
For something deliciously different, meet Snackies, the quirky range of food-themed characters including Franco Fries and Pablo Pizza. Made from an exclusive tousled recycled fabric, these collectibles also come in Love Bites versions with sweet slogans such as Love You a Latte, on Carlos Coffee.
Building on the success of Plant Bobballs, Keel Toys is launching adorable Flower Bobballs – a daisy, sunflower, tulips, and bluebells – perfect for year-round gifting.
Meanwhile, the new Puppy Love collection showcases standing and sitting pups complete with collars and leads, all crafted from innovative recycled fabrics.
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Nuremberg Toy Fair offers an exclusive opportunity to preview and pre-order more than 100 new items including the completely reimagined 2025 Keeleco Halloween, Winter & Christmas ranges
Sustainability is at the heart of everything Keel Toys does. From installing more than 300 solar panels and transitioning to electric vehicles at its Ashford HQ, to supporting manufacturing partners in adopting solar power and heat recovery systems, the company is setting the standard for eco-conscious business practices.
Keel Toys is bringing enchantment and innovation to life with its 2025 range. Don’t miss the chance to see these incredible products up close. Stop by the Keel Toys stand to experience the perfect blend of sustainability, innovation, and huggability. The team will be ready to welcome you and help create the perfect start to a successful 2025.
Keel’s comprehensive collection of bag charms features Keeleco Sealife and Wildlife, Jungle Cats and Farm Animals, including a premium metal clip and exclusive Keel Toys logo spinner
Thames and Kosmos embraces STEM, making it both fun and educational, and also attracting the kidult audience
THAMES & KOSMOS
01580 713000 | sales@thamesandkosmos.co.uk thamesandkosmos.co.uk
Created back in 2001, the S.T.E.M. acronym has been embraced in the toy community. Referred to on occasion as stealth education, STEM encourages learning through play. It has proven to be an entirely welcome sector for inventors, suppliers and buyers.
Even before STEM was a ‘thing’, Thames and Kosmos had been innovating in this space, and continues to do so. For well over a decade Thames and Kosmos has had one of the most diverse STEM offerings, covering all manner of curriculum subjects. It is able to turn what is often thought of as mundane into entertaining, engaging and intriguing kits that are devoured by kids, admired by adults and favoured by educators.
Thames and Kosmos launched its in-house designed Essential STEM range in 2022, and has continued to add to this hugely successful brand, with bestselling products hitting the market every year since its inception.
learn, and we want to provide the toys and tools that enable and encourage that love of learning. Of course, quality is an important consideration, and something we have become known for, but most of all we want our products to be fun to
Managing director Steve O’Connor says: ‘‘When we are designing new products, we envision a world in which everyone loves to
The essential STEM range has a distinctive sleek look, with a spaceinspired style. The
First, there’s the TK Telescope, an absolute must-have for anyone interested in astronomy. This telescopic set-up lets you see the Moon and its craters in detail and catch Mars, Saturn and Jupiter! Thames and Kosmos always tries to make sure that its products really teach something in a deliberate way. With a telescope, that means creating the sandbox for an open-ended learning experience, Of course, it also means ensuring that technological requirements really engage and hold interest.
The essential STEM range has a distinctive sleek look, with a space-inspired style, which has really helped to draw the attention of the ever-growing kidult audience
designs often centre on the company logo, incorporating it in various ways across the products. This approach has really helped to draw the attention of the ever-growing kidult audience. The Plasma Ball and Planetarium, in particular, have sold really well and there are incredible new arrivals for 2025 with real shelf-appeal!
WILTON BRADLEY
01626 835400 | sales@wiltonbradley.co.uk www.wiltonbradley.com
Experience the thrill of racing with the Xootz Stinger 3 Wheeled Go Kart, designed for young thrill-seekers aged six-plus. This sleek go-kart reaches speeds up to 14km/h, delivering an exciting ride with an 8km range for extended fun. With an easy-to-use twist throttle, the Stinger gives riders precise speed control, while its reliable mechanical brake ensures smooth stopping power. The ‘tilt & turn’ technology lets kids navigate corners with ease, enhancing stability and safety on every turn. Perfect for outdoor adventures.
The next release will be a desktop microscope for examining the smallest of details on microscopic items. This highquality student microscope will include a universal smartphone adapter, allowing a phone camera to capture photos and videos of any observations that are made. The kit includes three prepared slides within the 45-piece accessory set.
Later in 2025 keep an eye out for more new releases including a Rock Tumbler for budding geologists, and a new Metal Detector for treasure hunters in training!
+49 (0) 4152 9360 info@depesche.com www.depesche.com
The nicest rainbow colours and glistening fantasy worlds. This is Ylvi and the enchanting world of the unicorns… Welcome to the creative world of Ylvi, her best friend Naya, and their little jolly companions. This world contains not only enchanting plush toys such as unicorn or alpaca, but also provides nursery and primary school kids with tons of colouring and craft fun thanks to its colourful creative books and toy sets. The world is getting colourful!
Dino World + ACTION… Wild, loud and actionpacked – sound like what you’re looking for?
Dino World + ACTION brings dinosaur times, primeval adventures and the power of superfast monster cars into young ones’ rooms! Check out the flashing and completely
motifs – or adhesive tattoos, as wild as their favourite primeval creature!
TRENDs by Depesche… Small gifts of happiness! With TRENDs by Depesche you can find cute little tokens of affection from lovely magnet picture frames, to mugs with inspiring or funny slogans or highly original make-a-wish boxes to lucky felt keychains or cute little guardian angels. Remember: gift-giving makes us happy!
TRENDs by Depesche offers cute little tokens of affection for gift-givers, from magnet picture frames to make-a-wish boxes and guardian angels
CHARLIE BEARS
07983 026455 | keeley.yeo@charliebears.com | www.charliebears.co.uk
Founded by Charlotte (Charlie to her bear friends) and William Morris in late 2005, Charlie Bears began its journey on February 1 2006 with the launch of its first collection of just 12 bears. Today more than 2,500 different designs have been created and Charlie Bears are available to adopt from more than 500 retail stores and online shops worldwide.
Charlie Bears are affordable, collectable bears and characters designed by Charlie at The Bearhouse in Cornwall. Charlie also collaborates with other world-renowned bear artists to create different collections. All Charlie Bears are limited in production, and special collections often have very low editions. Lovingly made by hand, each bear has their own unique characteristics and that is why Charlie Bears are known as the bears with personalities.
Stand Hall 1 B-24
Bear & Me by Charlie Bears is a new range of simple but beautiful characters made from the softest plush. Charlie has paid great attention to the smallest of details to create engaging and adorable pieces that will appeal to all ages. They are suitable from birth, machine washable, and each fluffy friend in this range is pawfect for little ones and the journeys they make together.
Cuddle Cubs by Charlie Bears is a new range of pocket-size characters, chosen to reflect the most popular characters from the Charlie Bears Collection. This is a fabulous collection of ‘pick me up’ pieces with an accessible price point that is supported by a POS countertop unit to maximise sales opportunities. Every character measures 13cm tall, is made of soft plush fabric and is filled with recycled fibres and pellets.
01949 844 117 | anna@edxeducation.com www.edxeducation.com
Edx Education unveils an exciting new range of educational toys and products at Nuremberg. Renowned for its innovative approach to play-based learning, Edx introduces the iSense Range, a collection designed to foster sensory development, emotional growth, and mental wellbeing in children. This range incorporates multisensory tools that promote mindfulness, resilience, and creativity, helping children navigate their emotions and build essential life skills.
In addition to iSense, the company is expanding its popular Sand and Water Tray Range, offering even more creative opportunities for children to explore and learn through tactile play. These enhancements bring vibrant new features and designs, providing endless possibilities for imaginative and educational experiences. Whether for individual or group play, these additions are designed to inspire curiosity, collaboration, and discovery.
Sustainability continues to be a key focus for Edx Education. See additions to the Green ‘n’ Play (Bio-Plastic) Range, featuring eco-friendly, durable toys that combine sustainability with learning. These products are made from biodegradable materials, supporting Edx Education’s commitment to protecting the planet while nurturing young minds.
Over the past year, Edx Education has seen significant growth in its retail and classroom ranges, reflecting increasing demand for quality educational toys that inspire children and support their development. Its focus on creating inclusive, innovative, and sustainable products continues to resonate with families, educators, and retailers worldwide.
Explore these exciting new ranges and discover how Edx Education is shaping the future of learning through play; empowering children to Play, Learn & Create while nurturing their potential in a fun, meaningful way! To make an appointment, contact Heather Welch: heather@ edxeducation.com/020 7097 5173.
Nuremberg will see additions to the Green ‘n’ Play (Bio-Plastic) Range, featuring eco-friendly, durable toys that combine sustainability with learning. These products are made from biodegradable materials, supporting Edx Education’s commitment to protecting the planet while nurturing young minds
02392 524098 | sarah@outsetmedia.com www.cheatwell.com | www.outsetmedia.com
Cheatwell Games and Outset Media are launching an impressive range of games, jigsaws and puzzles for 2025.
In To Do or To Don’t your goal is to be the first to clear your To Do list, but there’s a twist… some of those tasks might just be fibs! Roll the die, reveal your tasks, and use your best bluffing skills to get ahead.
Prepare for a high-stakes blend of knitting and martial arts in the new card game Karate Grannies! Collect Granny’s favourite items –Knitting, Slippers, Teapots, Flowers and Cookies – by outsmarting your opponents or unleashing the power of the Karate Granny.
Trivia is another area where Cheatwell and Outset excel, with the company offering a wide range of quiz games covering many popular categories. New for 2025 are Horror, Movie and Christmas Trivia editions.
Following on from the success of Spot The Intro, Cheatwell’s top tune-guessing game, the company will be launching two new editions in 2025… Spot The Intro 80s and Spot The Intro 90s.
Following on from the success of Spot The Intro, Cheatwell’s tune-guessing game, the company will be launching two new editions in 2025… Spot The Intro 80s and Spot The Intro 90s
Die Laughing asks you to step into a darkly hilarious world where twisted humour collides with frantic fun! As the Grim Reader, you’ll tackle tonguetwisting epitaphs that could leave you tripping over your own words, while Diggers scramble to find the matching Body from the Coffin Cards.
Each title in Cheatwell’s IQ
Buster Card Collection is a great mental workout. With everything from logic puzzles to number crunchers, each pack contains a brain-baffling set of cool conundrums. Available in solids or in a display of 24 units. Add to that the Magic Square Tile Puzzles and you have mind-bending batch of perplexing puzzles!
The Cobble Hill range of jigsaws continues to grow in strength with international customers and in line with this the company is adding another 43 new titles to the range for its distributors for 2025.
Finally, six new images have been added to the popular World’s Smallest Jigsaws range. Cheatwell and Outset have reduced their box sizes and removed single-use plastics as they continue their efforts to drive down their carbon footprint.
Come and experience the Spirit of Play at the world‘s largest trade fair for toys and fascination!
… and the adventure starts again
