Chairman Malcolm Naish malcolm@lemapublishing.co.uk
Managing Director
Mark Naish
mark@lemapublishing.co.uk 01442289953
TnP 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
4 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
11 Licensing News licensed products and what brands are up to
12 Retail News what’s happening at the shops
13 People News the latest movers and shakers in the industry
14 The month in numbers a snapshot of the industry in figures
18 TnP Toy Testers Mum and son play and create with EDX Education’s eco-friendly junior Rainbow Pebbles activity cards and more
46 Talking Retail retailers around the country talk about trade shows, the kidult trend - and their £2,000 Wishlist!
54 Don’t Miss must-stock items for retail
16 Interview Toy Retailers Association chairman Geoff Sheffield talks to TnP about his future plans for the TRA and DreamToys
20 Interview Abel Dzienciolski came from South America to the UK – creating dynamic toy company Ancory along the way…
Lema Publishing Ltd
1 Churchgates, The Wilderness, Berkhamsted, Herts, HP4 2UB
52 Interview Thames and Kosmos UK’s board game editor and marketing manager Nicky Thomas talks about the latest toy trends and industry challenges
44 Show Review Highlights from this year’s Brand Licensing Show
22 Construction this evergreen sector just keeps building from strength to strength
32 Kidult highlighting this hugely popular trend
34 STEM & Educational toys that make science and learning more fun
40 Playground crazes discover what will be the next must-haves for children
48 Retail Interview Clare Turner discovers why sustainability and newness are key for online toy retailer The Kid Collective
50 Retail Interview Koen Nolmans, CEO of ToyChamp & DreamLand in the Netherlands and Belgium, explains how he has tripled his store count over the past 12 months
9 U.S. Toy Association Trendsetting ahead of the 2025 New York Toy Fair
30 Diary of a Toyshop Charlotte Croser at Jollys Toys has high hopes for the autumn season
53 Retail Opinion John Ryan on the rise and fall of grab ’n’ go shops
Well, that’s the summer over then.
Temperature-wise, still kind of fine but floods surging in and out of all sorts places – drowned roads, pothole lakes. We live near the coast on the Devon Dorset border and, oddly, have not yet got the worst of it. Even so we are damply nestling down among the drizzle hills.
TnP connection? None. Just a spot of wet life among the joys of toys, shops and shows.
And talking of shows, this has been a month of them – Autumn Fair, INDX Toy & Gift and, as I write, Brand Licensing Europe at ExCeL in east London. My colleague, Claire, is still up there meeting and greeting (I’m putting the mag to bed).
This has been her second year at BLE and her overall impression is that it’s much busier and way more positive than 2023. And that’s a good thing. Her only negative? Nowhere to sit and work as various firms, PRs and others, commandeer blocks of common areas, guarding them all day long.
As Captain James T. Kirk might observe – ‘Space, The Final Frontier’. Now there’s a touch of toy-centric nostalgia for those of a certain age!
called Intek Toys in Buenos Aires in 2003. Abel is still involved in the company, in part as its UK and Europe distributor. It’s a fantastic read (“inspiring,” in fact) and he has high hopes for a couple of toy ranges that are already a huge success in the US etc. Two ranges that are not part of the licensing phenomenon.
Moving on, we’ve renamed our increasingly popular Ambassadors series as TnP Toy Testers. The Ambassadors name was fun but the new identity gives a clearer idea of what the pieces are all about. The popularity aspect is across all of our readers: suppliers and their toys; retailers; and, obviously, kids and their Mums & Dads. This month’s Toy Tester is four-year-old Taron who fell in love with EDX Education’s Eco and STEAM ranges –“What would you give this out of 10 Taron?” asks Mum. ‘‘A hundred!!!’’ he says enthusiastically.
As Captain James T. Kirk might observe –‘Space, The Final Frontier’. Now there’s a touch of toy-centric nostalgia “
Still on the show front, this month’s Independent Opinion columnist is Charlotte Croser of Jollys Toys again. It’s worth quoting her here on the two Birmingham shows that run side-by-side at the beginning of September: “INDX was a great show to attend and I chose it over Autumn Fair because I knew that I would see a better mix of existing and new suppliers than I would at the NEC.”
We at TnP had noticed how little attention to and few mentions of the toy sector were apparent in the preAutumn Fair publicity this year. Jollys’ Charlotte again: “In 2023 I didn’t find Autumn Fair useful as in the past. It had so few toy exhibitors […] and the publicity for this year appeared similar.”
This may be something that Hyve minds want to address. Or maybe not.
On the supplier profile front we have an interview with Ancory Toys founder, Abel Dzienciolski. He started Ancory in 2022 and it’s already a major success. How so quickly? Well, although he arrived in the UK from Argentina just two years ago (an “inspiring journey”) he and his brother, Roni, and father had set up a business
Our retail columnist, John Ryan, goes to town this month on the partial return from self-checkouts to staffed tills – and given the news coverage on this with the major store chains it is clearly a thing. He has purely commercial views on this given his extensive Retail Gazette background. Clue: the retailers’ financial priorities are more important than technical points and social qualities for, say, older customers.
Our features this month take in Construction Toys, STEM & Educational, and the Kidult phenomenon. Each have some great contributions and views but the development that really catches my attention is the soaring and healthy Kidult scene, triggered by parents playing with their children (imagine that!) during Covid.
Also worth a read is an interesting interview with Geoff Sheffield of The Entertainer, who has recently been voted in as chairman of the Toy Retailers Association. His priorities, as you’d expect, are the health of the whole retail landscape including the effect of inflation on the Living Wage and the staffing of stores. He also gives some small clues as to plans for DreamToys.
And that’s about it for now. We’re slipping into Q4 and there’s already a massive increase in energy and activity in terms of product launches etc as we head into the festive season and on into the January shows. Hold. On. Tight.
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.
Let’s stay in touch.
01869 363800 | sales@ravensburger.com | www.ravensburger.com
Ravensburger, the award-winning publisher of games, puzzles and toys, has announced the sixth Disney Lorcana Trading Card Game (TCG) set, Azurite Sea. It will be released at local game stores and select retail locations in the Walt Disney World resort, Disneyland resort and Disneyland Paris on November 15. Pirates and inventors from across the Disney worlds take centre stage in Azurite Sea when illuminaries set sail as part of their quest to repair The Great Illuminary. Repairs to the damaged Great Illuminary are incomplete after Shimmering Skies (the Disney Lorcana
5th set) so the illumineers set out to save it. Along with their seafaring glimmers, they sail the dangerous Azurite Sea seeking the owner of the hidden inkcaster discovered in Ursula’s Return (4th set). They can only hope to find a more experienced illumineer, someone who can teach them the valuable skills that will help fix the Great Illuminary.
020 3927 6430 | konami@bastion.co.uk www.konami.com/en
Konami Digital Entertainment has announced that Yu-GiOh! Duel Monsters, Duel Monsters II: Dark Duel Stories, and Dark Duel Stories will be coming to Nintendo Switch and Steam as part of the early days collection, a nostalgic package of retro Yu-Gi-Oh! digital titles from the late 1990s and early 2000s.
Physical copies of the Nintendo Switch version of the Collection will include one bonus card of Harpie's Feather Duster, with a never-before-seen printed level of rarity: Quarter Century Secret Rare.
The early days collection brings back iconic digital titles originally released between 1998 and 2004. The complete line-up of the iconic titles will be released at a later date. The collection also commemorates the 25th anniversary of the Yu-Gi-Oh! card game. The rare bonus card Harpie's Feather Duster will feature two art types, with one card being inserted randomly.
0800 521 558 UKconsumerservices@mgae.com www.mgae.com
Yummiland, one of the newest brands in MGA Entertainment’s portfolio, has delivered a strategic influencer campaign to mark the launch of its Lip Gloss Dolls, alongside the return to school in the UK.
As part of the Back to School campaign, the brand partnered with family-favourite influencers to highlight the new Lip Gloss Dolls in a fun and engaging way, while also showcasing how to make the scented, shimmery lip glosses that come with the Yummiland dolls.
The collection will also include support for online battles and a save/load feature – one not available at the time of their original releases.
The influencers created content across Instagram and TikTok, spotlighting the new collection which brings DIY lip gloss making, collectability and superpowers to the doll category.
01628 535000 | www.spinmaster.com/en-GB
Spin Master has launched Rubik’s Match, a new match-three mobile game. Inspired by one of the world’s most popular puzzles, the Rubik’s Cube’s foray into mobile gaming adds a fresh dimension to its enduring legacy during its 50th anniversary year.
The Rubik’s Match mobile game combines the casual fun of the match-three game genre with the Rubik’s Cube’s intellectual challenge. Players are tasked with solving hundreds of puzzle levels, each designed to test their problemsolving skills. Solvers will enjoy new daily missions to keep their mind sharp.
Professor Ernő Rubik said: “Puzzles have always been close to my heart and mind. As a child, I spent hours on end with the tangram or the 15-puzzle as well as enjoying solving chess-problems. Some puzzles fascinated me by their complexity; some by the simplicity of their core ideas; and others by their beauty or novelty.”
Developed by Nørdlight Games, Spin Master’s Stockholm-based digital game studio, Rubik’s Match honours the Rubik’s Cube legacy of challenging and entertaining minds worldwide.
GINGER FOX
01242 241765
sales@gingerfox.co.uk www.gingerfox.co.uk
Ready for a thrilling and suspenseful card game experience? Look no further than The Traitors card game from Ginger Fox. Inspired by the BBC programme, this exciting game is perfect for players who love strategy, deception, and a healthy dose of competition.
We built this game on sausage rolls...
laurence@format.games | https://format.games
Husband and wife duo LadBaby, best known for their love of sausage rolls, chart-topping Christmas charity singles, laugh-out-loud viral videos and bestselling children’s books, are all set for their latest festive hit with their new board game – Sausage Roll! Created in partnership with Format Games, it's perfect for families. Players just unfold the mat, grab the squishy sausage roll and start playing. Players take turns rolling it down the runway in the hopes of landing as close to the end as possible without going off.
The Traitors card game is designed to keep players on the edge of their seats as they navigate through a world filled with secret identities and hidden agendas. Each player takes on the role of a spy, working undercover to complete missions while trying to uncover who among them is the traitor. With its unique gameplay mechanics and clever twists, The Traitors card game offers endless playability. Every round presents new challenges and opportunities for strategic thinking. Will players trust their friends or suspect them of being the traitor?
Ginger Fox has crafted this game with meticulous attention to detail, ensuring that every aspect – from the beautifully illustrated cards to the immersive storyline – enhances the gaming experience.
The BTHA has announced that all exhibition space for Toy Fair 2025 is full. Any companies still looking for space are encouraged to apply online and join the waiting list now.
Toy Fair will welcome more than 250 exhibiting companies, both returning and new, to Olympia in London, from January 21-23 2025.
Majen Immink, head of Toy Fair, said: “It’s incredible to be sold out once again with so many months still to go. We look forward to assisting our exhibitors with their preparations over the coming months and to putting on the best platform we can for the industry.”
The 2025 Toy Fair will see the return of companies including Spin Master, The Lego Group, Gibsons, Golden Bear,
Alley Cat Games, Curious Universe, Iron Studios and Marvin’s Magic, along with some new exhibitors such as Little Dutch, Small World Toys, Target Darts, Puzzle Post UK, and many more.
Hannah Cornish, national account manager at Big Potato Games, said: “It’s one of the highlights of our year –getting to catch up with our key retailers and partners while also connecting with the wider toy community.”
Visitor registration for Toy Fair 2025 opened on October 1 on the Toy Fair website, www.toyfair.co.uk. The floorplan and exhibitor list will also be live for planning.
TnP will also be there in our usual spot right by the main entrance. You can’t miss us – even if you want to.
The Dad’s Choice Awards 2024 is set to be bigger and better than ever. These are the only UK awards dedicated to Dads and their children. There are 20 categories that manufacturers can enter, including puzzles, educational/STEM, models, fun toys, outdoor games, travel games and ride on vehicles.
The Dad’s Choice super testers are a passionate bunch who love trying out the latest toys, and it’s their mission to find out what makes a fantastic toy. Each year they spend weeks putting the entries through their paces. Only those that meet the critical standards of the Dads and their children will win a coveted award. Every entry will be matched to a Dad’s Choice tester with children of the right age. The samples sent out to the super testers are evaluated on their creativity, fun factor, value for money and whether they live up to the hype on the box.
The 2024 DreamToys will be announced on November 13. DreamToys marks the countdown to Christmas giving gift givers a guide to what retailers are predicting will be the hottest toys of the year.
Every November, media representatives are invited to a London venue to view the toys that have been deemed to be the ‘must have’ DreamToys for that Christmas.
The list is decided by a panel of retailers including toy chains, large and small independent toy retailers, grocers, department stores and ethical online stores and is promoted across social media using #DreamToysUK.
French toy brand Janod has built The Farm for wooden toy-loving kids. Bursting with colour and the cutest farmyard characters, it’s perfect for any budding farmer and features more than 10 engaging toys for children aged 12-18 months-plus.
For all the little farmers in the making, there’s the Farmers Market. Beautifully decorated in bright colours and illustrations, this stand features 58 accessories including all the fruit and vegetables, packaged goods and lots of shop equipment.
Coming along next, the adorable PullAlong Tractor will be the perfect and safe fun ride. To develop imaginations, the
classic red tractor features a removable trailer and six accessories.
Encouraging young minds further, children will love discovering all different types of fresh produce as they make the cutest fruit and vegetables chain with Threading Beads – Vegetable Garden.
My First Farm – Chicken Coop is sure to become a playtime favourite. Perfect for developing imagination and motor skills, the wooden coop includes six hens, one rooster, one nest with hatching eggs and one nest with a chick.
Finally, the Magnetic Pets & Magnetic Farm Animals features the cheekiest characters ready for a race.
Kids, teens, parents, and family market intelligence specialist
The Insights Family has expanded its operations with the growth of its team in London and New York.
Headquartered in Manchester, The Insights Family is poised for growth following significant investment from BGF – one of the largest and most experienced investors in the UK and Ireland. It marks a pivotal moment for The Insights Family as it continues to strengthen its global footprint, with the US leading the international expansion efforts.
Joining the executive team to spearhead this growth are Joe Timson, appointed as executive VP of revenue, and Greg Dagger, as VP of customer success.
Crossman (formerly of Forrester) to our team. Their expertise will enable us to better serve our US customers locally and fully capitalise on the incredible potential the North American market represents.”
The U.S. Toy Association’s annual Toy Trends Briefing, a mustsee event at its Toy Fair, will delve into the trends expected to shape the 2025 landscape of toys and play – all supported by new data from a survey of 1,000 American parents
Joe Timson said: “In New York, I’m thrilled to welcome Ryan McGilvray and Grace Forrest (formerly of Brandwatch), Carolyn Goletz (formerly of GWI), and Christie
The Insights Family has also partnered with The Roald Dahl Story Company. With more than 300 million books sold globally and translated into 68 languages, the brand will leverage realtime data to enhance its understanding of today’s kids and family audience to refine its brand and marketing strategies.
The magic just got bigger at Marvin’s Magic. The magic and entertainment products company has launched new trading division, Marvin’s Distribution. This expansion will see it broadening its scope and becoming the exclusive distributor of several highquality brands throughout the UK and Ireland.
Marvin’s Distribution will hold exclusive contracts with brands including FAO Schwarz, Sharper Image, Discovery, and ZipString. These partnerships reinforce its passion for bringing innovative, fun, and premium products to homes everywhere, cementing its status as a leader in the world of entertainment and educational products. The brands will be showcased at London Toy Fair, where Marvin’s Distribution will have its own dedicated booth, adjacent to the Marvin’s Magic location.
Tom Hudson, CEO, said: “We are thrilled to introduce Marvin’s Distribution, a natural extension of our business that aligns perfectly with our mission to deliver magic and joy to families across the UK and Ireland. By partnering with these exceptional brands, we are not only diversifying our product range but also reinforcing our commitment to quality and innovation.”
Marvin’s Distribution will leverage the company’s extensive retail network and industry expertise to ensure that these brands are available to consumers throughout the UK and Ireland. The division is poised to meet the growing demand for quality educational toys, cutting-edge gadgets, and innovative play experiences.
While parents might be in the driver’s seat when it comes to determining toy budgets, today’s kids are still the ones deciding which toys to put on their wish lists, inspired by both the media they consume and how they play. The challenge for toymakers is anticipating those trends and driving those toy purchases.
“At the U.S. Toy Association, we work year-round to stay in the know about what the next top toys and games will be and how best to communicate this information to the toy community to help them advance their businesses,” says Kristin Morency Goldman, senior director of strategic communications at The U.S. Toy Association. “One such way is through our global toy event where trends come alive: Toy Fair, taking place March 1-4, 2025 in New York City.”
Spanning a space the size of almost eight football fields and featuring tens of thousands of new playthings and properties from toymakers of all sizes (including Mattel and Hasbro on-site for the first time), Toy Fair 2025 continues to evolve with new tools and insights to help attendees spot and take advantage of trends.
One must-attend Toy Fair event is The U.S. Toy Association’s annual Toy Trends Briefing, which will delve into the trends expected to shape the 2025 landscape of toys and play, supported by new data from a survey of 1,000 US parents. The event, featuring product examples straight from the show floor, represents the culmination of the trends team’s hundreds of long-lead meetings with toy and kids entertainment companies leading up to Toy Fair 2025, while also addressing the impact of parallel industries on the toy space, including social media, tech, and more.
Showgoers looking for even more insights and direction can take advantage of the show’s entire slate of educational programming, Toy Fair University, which provides additional perspectives on such topics as the emergence and impact of AI on the play landscape; data-driven research on consumers; and insights on toy legislation, safety, and compliance, among other subjects.
Additionally, show initiatives such as the visual merchandising initiative, which requires companies to make products visible in at least 20% of their booth space, and dedicated product zones, pavilions, and showcases help attendees to easily navigate the show floor and take in the most current and future trending categories. For example, this year will add ‘Baby PLAYce’, a showcase featuring playthings for infants, toddlers, and preschoolers, and see the return of a ‘Hot for Holiday’ showcase, which will display products that families will be vying for in Q4 of 2025.
“All these resources combine to provide the perfect roadmap to media, buyers, and other show guests on what to look for as they navigate the show floor,” adds Morency Goldman. “Toy Fair continues to evolve right alongside kids’ interests and habits, and will grow in its offerings to meet the needs of all those attending.”
Toy Fair runs from March 1-4 2025, in New York City.
To learn more about the latest show details, including events, registration, exhibitors, educational programming, hotel bookings, and more, visit www.ToyFairNY.com
The Noble Collection, manufacturer, distributor and retailer of collectibles and ‘Toyllectibles’ has announced the expansion of its partnership with Universal Products & Experiences. In addition to new products based on some of NBCUniversal’s iconic characters and stories, The Noble Collection will launch a new range of products from the highly anticipated theatrical release of Wicked in November.
Wicked is the record-shattering, Tony Award-winning musical phenomenon – and it is about to become a two-part, gravity-defying, cinematic event.
Julian Montoya, senior vice
president of The Noble Collection, said: “Our passion for crafting exquisite, highly-detailed collectibles and Toyllectibles has been strengthened while working alongside Universal Products & Experiences for the latest iteration of products for some of their most iconic IPs. Together, we are excited to continue weaving the magic of their fan-favourite films into every meticulously designed piece.’’
Juratoys continues to grow its portfolio with a new retail agreement for its wooden toy brand, Janod, with key nursery retailer Mamas and Papas. The new partnership will see a collection of 11 of Janod’s products not only being available online, but also stocked in 20 Mamas and Papas stores, as well as within the brand’s concessions in two flagship M&S stores and Next outlets across the UK.
The collection includes a mix of classic wooden toys, including the award-winning Dino Activity Table, educational toys, Janod bath products and a new range of thoughtfully curated gift boxes ideal for babies first birthday and beyond.
Players from across the world gathered in Kent in September for a tournament of inch-high players with big dreams of winning the Subbuteo World Cup.
Distributed by University Games, Subbuteo has enjoyed a resurgence over the last decade since its relaunch in 2012. The best-selling range now includes licensed main games and player sets.
Sadly, Subbuteo echoed England’s real World Cup fortunes, crashing out of the World Cup quarter-finals in a controversial defeat to Italy.
Around 300 competitors from 26 countries, including Tunisia, Singapore and Ukraine, converged on Tunbridge Wells to push plastic figures across an astroturf pitch with their fingernails.
In the quarter-final, the Three Little LIons flicked off in style to take a lead –but struck controversy later in the first half. Kaspar Bennett believed he had scored to take a 2-0 lead. As Bennett celebrated, he didn’t see the Maltese referee wagging his finger to rule that the entire ball had not crossed the line The tournament was ultimately won by Christian Filippella of the US.
INDX, the trade show experience curated by Associated Independent Stores (AIS), is set to be better than ever. Expect an unrivalled 2025 calendar packed with buying focused events, a fresh market approach, and a completely revamped look and feel.
More specific to TnP, INDX Toy & Gift becomes INDX Toys and INDX Kids becomes the INDX National Kidswear Show. With a range of new shows, 2025 sees the INDX programme moving to 20 calendar events per year.
Jane Bartlett, director of events at AIS, said: “INDX shows will continue to expand, adapt and diversify to provide retailers with the tools, knowledge, and connections necessary to succeed in an ever-changing marketplace. Every INDX show is a powerhouse for business and order writing, but certain events within our portfolio have undeniably captured the retail industry’s attention on a national scale.”
The strategic changes will be amplified by a completely revamped look and feel that will elevate the entire INDX experience. There is also a new website.
Cranmore Park, the West Midlands home of INDX events, is also set for a transformation. Following the recent opening of The Loft, the venue’s contemporary eatery, there will be a cutting-edge modular exhibition stand system for 2025.
With a retailer-only admission policy, INDX Shows are expertly curated by buyers, for buyers.
https://indxshows.co.uk
Consumer specialists, retail insiders, shopping experts and trendsetters revealed this year’s most coveted products for Christmas 2024. Winners were revealed live at The Big Christmas Press Show 2024
The winners were selected by an independent panel of judges. The panel was curated to offer a diverse range of expertise across TV and broadcast, business, social influence and consumer perspectives.
The winners ranged across 12 categories, the lowest price point being a charitable donation for NSPCC’s Letter to Santa. For those feeling flush this festive season, Lego’s winner in the Splurge category took the title for the priciest item, a Lego Technic McLaren P1, which retails at £389.99.
Wilton Bradley’s Pop-Up Play Town, Craft Buddy’s Crystal Art Buddies Series 4, Tonies – Toniebox starter set, Little Tikes –Story Dream Machine. and Lego Speed Champions McLaren Formula 1 were all named winners.
Courtney Rogers, founder of CIJ Group and The Big Christmas Press Show, said: “The Big Christmas Wishlist Awards not only showcase some of the most sought-after products on offer this Christmas but serve as a testament to the innovation and success of leading brands in the UK and beyond. It is always a privilege to collaborate with these exciting brands and retailers.’’
The latest licensing data published by Circana, the consumer behaviour specialist, shows licensed toys continue to outperform the overall toy market in 2024.
Growing by 2.4%, licensed toy sales in Europe (EU5: France, Germany, Italy, Spain and the UK) bucked an industry decline of 3.1% during the first seven months of this year, thanks in part to the popularity of major sporting events this summer, including Euro 2024.
Licences now represent 28.8% of total toy sales in EU5, with licensing gaining share in every country. Top gaining licences in Europe this year are UEFA National – European Cup, Lilo & Stitch and Mercedes Benz, showing the breadth of licences embraced by the toy market.
With the major franchises, Star Wars, Marvel and Pokémon distributing more content on streaming platforms in addition to the cinema, entertainment is naturally fuelling toy licensing. But the toy industry has also seen recent incremental growth thanks to older consumers, with the big studios focusing on fans and particularly older fans. According to Circana’s State of the Toys Consumer: Teens & Adults report, Star Wars is unique in the industry, with over half of total sales among consumers aged 12-plus, while Pokémon is also growing its share among older fans.
That said, sport licences, with 2.2% of overall toy sales in Europe, are the main growth driver (+34%) this year. Toys derived from anime represent an even larger share, with 5.8% of total toy sales and also contributing to growth, up 8% year-on-year. The rising popularity of anime in the European market – which is no longer a ‘niche category’ – has been facilitated by the likes of streaming giants Netflix and Amazon, and dedicated anime platforms such as Crunchyroll. Melissa Symonds, UK toys director for Circana, said: “The UK really embraces both characters and licences. Football, of course, is particularly strong here, and with England’s men making it through to the final of the Euros, sales of related merchandise did really well despite the team falling short against Spain. In a year with fewer blockbusters, the toy industry was able to successfully pivot from big screen names to small screen legends and sports heroes.”
Future trends
Major film releases will resume in the final quarter of this year with Wicked, Sonic and Moana set to provide much excitement on and off screen. The return of Jurassic World, Superman, James Cameron’s Avatar, Fantastic Four, Captain America, and Gabby’s Dollhouse, plus live-action movies Minecraft and Stitch, will also provide plenty to look forward to in 2025.
Frédérique Tutt, global industry advisor for toys at Circana, said: “Even if the box office drives the bulk of consumer product sales, licensing is more than just what’s on the big screen for the toy industry; it’s about collaborations with consumer brands, sports teams and motor vehicles, video games and music content, as well as shows from streaming platforms. It’s about building new franchises for new generations, but also nurturing fandom and nostalgia, particularly among older toy buyers. Most of the major franchises are fuelling this fandom among kids and adults who enjoy buying merchandise of their favourite characters. It’s a lucrative market with a healthy pipeline.”
The winners of this year’s Licensing Awards were crowned in a glittering ceremony, with more than 1,200 industry executives filling The Great Room at London’s Grosvenor House Hotel for an evening of celebration. The event opened with a special industry spoof of BBC’s The Traitors.
The awards were once again backed by Brand Licensing Europe as headline sponsor with further support from industry trade body, Licensing International.
Key awards included:
UK rising star award
Corinne Duckworth, commercial executive, Dreamtex
Best retailer of preschool licensed products (age group 0-5)
Smyths Toys
Best retailer of kids’ licensed products (age group 5-16)
Primark
The Radar Award
Cardfactory
Best licensed retail marketing initiative
Barbie The Movie Campaign with Zara
Best licensed live event
Stranger Things: The First Shadow Theatrical Production from Sonia Friedman Productions
Best licensed preschool apparel or accessories range (0-5 years)
Peppa Pig x Natural History Museum Collection for F&F at Tesco from Blues Group
Best licensed children’s apparel or accessories range
Squishmallows Collection from H&M
Best licensed dress-up or partyware range
Wednesday Dress-up Range from Rubies Masquerade
Best licensed written, listening or learning range
Peter Rabbit Cross Stitch Magazine from Hachette Partworks
Innovation Award
Real FX Disney Stitch Puppet from WOW! Stuff
Best preschool licensed property (age group 0-5)
Bluey
Best children’s or tween licensed property (age group 5-12)
Squishmallows
Best gaming licensed property
Minecraft
Best film licensed property
Barbie The Movie
Classic Licensed Property Award
Hello Kitty
What Kids Love Award
Pokémon
Red hat? Check! Blue duffle coat? Check! Emergency marmalades andwich? Triple check!
Studiocanal has announced production for Paddington Visits, a trail of Paddington Bear statues across the UK and Ireland to celebrate the forthcoming release of Paddington in Peru, arriving in cinemas on November 8.
Paddington’s bear-y special statues are coming to cities, towns, and beauty spots across the UK and Ireland in early October. Each will sport the wise bear’s signature red hat, blue duffle coat, and, naturally, a marmalade
sandwich in paw.
Hugh Bonneville, who plays Mr. Brown in the film, said: “Fans can sit down and have a chat with the marmalade-loving bear, so watch this space for more information about Paddington – coming to a bench near you!”
The UK’s largest independent toy business, The Entertainer, and leading card & gifting platform Moonpig, have unveiled a new partnership that will see a curated selection of both The Entertainer & Early Learning Centre products available to buy alongside Moonpig’s range of personalised cards.
Moonpig customers can now shop up to 200 new products from The Entertainer & Early Learning Centre including brands such as Paw Patrol, Barbie and Squishmallows. Both ranges have been designed to allow customers to create personal card and gift combinations for babies and children across every occasion including birthdays and new baby celebrations.
The partnership sees Moonpig become the latest business to adopt The Entertainer’s ‘Toy Box – Total Retail Solution’.
Andrew Murphy OBE, group CEO at The Entertainer, said: “We’re incredibly excited to be launching this all-new collaboration with Moonpig, the UK’s go-to website for memorable and meaningful gifting.”
David Rimmer, Moonpig general manager UK said: “We look forward to developing this relationship with both The Entertainer & Early Learning Centre and continue to expand these ranges with products our consumers love.’’
WHSmith has announced the location of the first of 37 new Toys“R”Us shops due to open in its stores this year. Three new Toys“R”Us shopin-shops are set to open every week between now and Christmas – resulting in 76 in total across UK high streets.
The new stores will bring a wide range of the latest toys and games to more families and customers, giving them more reasons to visit and shop with WHSmith during a key time of the year for high street retailers.
Sean Toal, MD WHSmith High Street, said: “I’m pleased to be bringing the magic of Toys“R”Us to even more customers over the coming months ready for the best time of year – Christmas!”
Top five toys set to be bestsellers this festive season Michelle Phillips, WHSmith
Educational toys company Learning Resources is continuing to drive plans to grow its Numberblocks toy brand with a new bay at Hamleys’ Regent Street store.
The branded space is the first of its kind and will offer Hamleys shoppers the chance to see the Numberblocks toys, which bring the delightful characters and early years maths principles from this award-winning CBeebies series to life, in the hands of its young audience.
Shoppers will be able to browse and buy Numberblocks educational toys including the best-selling Numberblocks MathLink Cubes sets, plush toys, and figures as well as the popular playsets – including this year’s London Toy Fair Hero winner, the Numberblocks Rainbow Counting Bus. Fans of the hit global series will also
have the chance to take their photo with Numberblock Two. Learning Resources’ new Numberblock Three costume character has also been delighting young Hamleys shoppers with recent appearances at the London store.
and Toys“R”Us Toys & Games buying manager, has shared the top five toys and games to watch out for this Christmas.
Michelle said: “We’re expecting Squishmallows to top the list of our bestselling toys this Christmas because we know they are really popular.
‘‘Ladbaby have also just released a hilarious new game dedicated to their sausage roll obsession, which is likely to be a family favourite.
‘‘And we can’t forget our very own Geoffrey the Giraffe, who will be stocked in every Toys“R”Us store.”
Toymaster retailer Argosy Toys, based in the Essex town of Westcliffon-Sea, is in a celebratory mood after scooping a prize in the Essex Mums Awards 2024. This family-run business won the Best Local Shop for Babies or Children award category. Highly recommended were KidEco Lakeside and Whites Farm Baby Barn.
to be recognised by the local people that actually walk through our door. I think that, like a lot of little shops, we are more communitycentred, and that’s been reflected in this achievement. We go the extra mile: we do lots of local deliveries, we order things in for people – we’re just generally lovely, with lovely customers who voted for us!”
Argosy CEO Paul Wohl, who contributes excellent Indie toy shop columns to TnP, said: “We’re chuffed and thrilled to bits. It’s great
The Best Independent Online Shop for Families category was won by Fred and Noah. Highly recommended were Chris’ Toy Box and Marni Makes.
Epoch Making Toys has announced a series of new appointments, as it welcomes Rainbow Leung in the role of digital executive, Karli-Ann Jepps as assistant brand manager, and promotes Ellie Bergin to the position of brand manager for Sylvanian Families.
Ellie joined Epoch in 2022 as junior brand manager, responsible for Aquabeads and Epoch Games. Over the past two year she has supported various line additions including the Aquabeads Nail Studio, and the Jurassic World and Minions Games, which were recently added to the Epoch Games portfolio, as well as the launch of Epoch’s newest arts and craft brand, Pati-School this year.
Phil Hooper, Epoch MD, said: “We are delighted to announce Ellie’s promotion! She has consistently impressed in her two years at Epoch and we are sure she is going to thrive in her new position, supporting the ongoing marketing efforts for Sylvanian Families as we head into what looks set to be a very exciting year for the brand.”
Taking over Ellie’s former role is Karli-Ann Jepps, who joins Epoch from Jakks Pacific, where she has been for the past three years.
The company also recently welcomed Rainbow Leung as digital executive. Rainbow takes over managing Epoch’s e-commerce business.
With over 18 years of marketing experience within the consumer goods industry, Kerry Tarrant is the first head of marketing and brands in Wow! Stuff’s history.
Dawn Lavalette, Wow! Stuff MD, said: “We’ve actually never had a marketing department or a marketing lead. We’ve always wanted one, and with our products gaining really good traction organically, it was time to professionalise that part of our business.”
Kerry’s previous roles include stints at top UK and global toy companies such as Vivid, Flair, and IMC Toys, where she helped bring to market brands and products including Cry Babies, AniMagic and Thunderbirds.
Kerry is mum to Aidan – a huge Marvel and Sonic Nano Pods fan – and her fur-baby Albus Dumbledoodle. A wanderlust for all things travel has led Kerry to create an enthusiastic bucket list with plans afoot for her next adventure.
Kerry said: “I’ve kept an admiring eye on Wow! Stuff and watched as it has grown to become one of the most innovative and visionary toy companies out there. And now I’m a part of this amazing team. I’ve already seen some of what’s to come for 2025 and it’s staggering, I’ve never seen anything like it!”
The Insights Family, the global specialist in kids, teens, parents, and family market intelligence, has strengthened its Manchester team with key appointments.
The additions include:
Adam Woodgate as VP of research solutions. He brings a wealth of expertise in programming, content creation, and media research to the role and will be working closely with brands, media buyers, and content creators.
Stephen Finch as VP of product. He brings 13 years of experience in product management, including a significant tenure at Dunnhumby.
Sophie Tanner as VP of marketing. She joins with a strong background in driving growth across different revenue streams through strategic marketing initiatives.
Andrew Roocroft as VP of finance. Andrew brings
L-R – Andrew Roocroft, VP finance, Sophie Tanner, VP marketing, Stephen Finch, VP product, Adam Woodgate, VP research solutions
a decade of experience in enabling and scaling highgrowth finance teams, most recently at Gartner Magic Quadrant software businesses Blue Prism and Dematic Software.
Nick Richardson, founder of The Insights Family, said: “Based in our Manchester headquarters, these hires are of critical importance as we look to move our business to the next level, helping us to drive our ambitious growth plans.”
Christian Pau, VP and general manager at the Lego Group for UK and Ireland, has joined Starlight’s board of trustees. Starlight is the UK’s leading charity for children’s play in hospitals and hospices. Christian brings experience in strategy, marketing and sales to Starlight. His belief in the power of play for children is also important as the charity has ambitious plans for growth in awareness and income generation.
Since 2012, Christian has been in a variety of senior roles at Lego in Germany, Denmark and the UK, where he has held his current position since 2020. Prior to joining, his career included working at The Boston Consulting Group in Germany, Finland and across Western Europe. Christian said: “As a father of four kids, and working in the toy industry, play is immensely important to me. The work of Starlight and the impact their services can have on sick children strike such a chord with me, both personally and professionally. I look forward to bringing my knowledge and experience to the board and leadership team.”
Cathy Gilman, Starlight CEO, said: “We’re so happy to welcome Christian to the Starlight board. In addition to his vast experience as a global leader and strategist, he really understands Starlight’s purpose and the importance of play and will help us to bring the power of play to even more children in hospital and hospices.”
A new licensing partnership will bring to life the UK’s first playable live roundtable experience inspired by the BAFTA and Emmy award-winning TV show, The Traitors. It is a major success, with more than 30 versions commissioned worldwide. The UK’s second season alone attracted more than 8.8 million viewers for its finale earlier this year, and a third and fourth season as well as a celebrity version have all been commissioned.
The Roundtable, a key feature of the TV show, is where players will find themselves at the heart of intense drama, deception, and strategic gameplay. Players will collaborate on missions, while also navigating a web of intrigue in their quest to outwit competitors and ultimately win the game.
Some of the past month’s news highlights as offered up in TnP’s newsflashes and beyond. To sign up for the daily bulletins please go to www.toysnplaythings.media
500 million
Beyblade X is the fourth generation of the classic toy brand that has entranced kids and adults since it burst onto the scene 25 years ago. The battling spinning tops and launchers have sold over 500 million toy units globally.
After its launch last year in Japan, Beyblade X became one of the best-selling toys in that country, and is rolling out across multiple territories throughout 2024. It’s flying off the shelves everywhere. The fastest iteration of the iconic toy is supported by high-profile TV placement for the anime series – including on the BBC.
8.5,000,000
11 30
Astolat Dollhouse Castle was created between 1974 and 1987 by master miniaturist Elaine Diehl with support and assistance from others. It was valued at $8.5 million in 2015 and described as “the most valuable dollhouse in the world”. It is also frequently listed as the world’s most expensive toy. In addition to its 2.7m height, it has 29 rooms, hallways, corridors, sitting areas, and windows.
The project was inspired by the fantasy castle ‘Astolat’ in Alfred Tennyson’s poem, The Lady of Shalott. It has a copper roof and structural wood walls that are finished on the exterior with papiermâché and sculpted to a rough stone finish.
4,000
There are approximately 4,000 Scrabble clubs around the world. And more Scrabble numbers are coming up – the game is sold in 121 countries and is available in more than 30 languages. Approximately 150 million sets have been sold worldwide, and roughly one-third of American homes and half of British homes have a Scrabble set.
American architect Alfred Mosher Butts invented the game in 1938. He initially called it Lexiko but later changed the name to Criss Cross Words and sold the rights to entrepreneur and game lover, James Brunot. Brunot made a few minor adjustments to the design and renamed the game… Scrabble.
Witch says Chocflation will haunt shoppers this Halloween. Witch’s –oops sorry – Which’s latest food and drink inflation tracker has found that chocolate prices soared by 11% in the year to August 2024, meaning shoppers could pay well over the odds for Halloween treats this year. Chocolate prices have risen far more than overall food and drink prices, which were up just 2.7% over the same period.
Here at TnP, we hope that the tricksters accept the possible absence of treats when they knock on their neighbours’ doors. Actually, we don’t. Sounds like trickification is going to win the Halloween balance of torments this year. And this is a fun thing. Well, it is for us anyway.
Tricks, treats, toys and sweets – it’s not just Halloween, it’s a 365 day-and-night thing for children, parents and beyond.
Geoff Sheffield, the Entertainer’s chief commercial officer, was voted in as the Toy Retailers Association’s new chairman in June this year. TnP caught up with him to see how things are going so far and for clues as to his future plans for the TRA and DreamToys
Geoff, what plans do you have in your newly appointed role of chairman and are there any changes we can look forward to?
I am following in the footsteps of a long-time chairman, who did an amazing job at keeping the association running through some challenging years for toy retail. I see part of my role as bringing a fresh pair of eyes to what we want to achieve and how best to represent our membership now, over the next three years, and beyond.
We want to be ambitious but within the constraints of being a relatively small association. We have a new board, and we are all very keen to look to the future to represent the needs of our amazing toy retailers.
To do that we are engaging with our membership – we have asked for feedback to guide that work, and to make sure we are best representing toy retailers. We encourage every member of the Association, including Toymaster and AIS (all of which are TRA members) to send us their thoughts, concerns or opportunities so we can see how we can best represent their interests.
It’s been an extremely tough year all round and especially for retailers. How
are you actively going to help further shape the retail landscape in these challenging times?
The Association had regular contact with the previous retail minister and the Department for Business, Energy & Industrial Strategy’s retail team, and looks forward to the same with this new government. We are invited to regular meetings and can use those to discuss issues that are impacting our membership. That is why it is so important to hear from the retail sector about the issues they need help addressing – whether that is from us directly, or by government intervention. We do need to engage politically as there are a number of areas that will impact members in the coming year(s). Rising living wages impact us all but have a pronounced impact on the retail sector, large and small. Collectively, TRA members employ more than 63,500 staff. Recent increases in the living wage have led to retailers reporting that they have less to invest back into the business, that they have had to consider price increases or have reduced staff hours. Further increases to the national living wage would have a considerable impact on goods prices and may offset
“
We will continue to identify issues impacting members, influencing policy when we can – and at the least make sure our voice is heard “
the ambition of government to achieve stability for people, as employing a person is priced out the market.
There’s a host of environmental considerations, most pressing of which are the Extended Producer Responsibility requirements, which will have a big impact on our larger members. Companies need to be tracking and reporting their packaging data and fees will be payable from 2025.
We will continue to identify issues impacting members, influencing policy when we can – and at the least make sure our voice is heard. We will give guidance to members to help them cope with any changes and try to alleviate some of the issues making this such a tough environment for trade.
We also want to use our voice whenever we can to position a positive message for members. All of them have bricks-and-and mortar stores and we regularly encourage consumers to ‘shop in store’ and ‘support local’ –mainly at DreamToys, but whenever we can throughout the year.
At the BTHA AGM you announced that there were some exciting changes to the upcoming DreamToys including
more influencer activity and a new agency for the event. Can you give our readers more information on this? We do have plans for DreamToys.
We are proud to be the most authoritative Christmas toy list – it is the only list that is chosen by the UKs leading toy buyers including AIS, Argos/Sainsbury’s, Daniel Stores, The Entertainer, Game, Kids Stuff, Morley’s Stores, SMF Toy Town, Smyth’s, Toymaster and Toys n Tuck. All of our selection panel are supportive of the DreamToys list.
We work every year with a steering committee made up of retail members and suppliers to plan the activity around DreamToys. We are making some changes for 2024 with further updates planned for 2025.
For 2024 we will be returning to Goodenough College near Russell Square, Central London for the DreamToys event. We have a preview event for the media, which takes place under embargo on November 12. We lift the embargo for the story to go live on November 13, and have live TV and radio on that day.
The winning top 20 toys for Christmas will be unveiled with the suppliers present to demo the products and talk to the media. We will, as ever, have retail spokespeople and Circana on hand to give colour to the announcement, and to encourage consumers into retail stores for expert guidance and help when selecting toys this Christmas. We always encourage consumers into stores, to support our retail members, but also to try to bring a halo effect to the industry via the DreamToys announcement. By encouraging them into stores to purchase the top toys, we know they will get expert help on additional purchases or finding something for their budget – and we hope that brings sales to toys that are not on the list. To amplify the message further
in 2024, we will be working with two influencers. Alex Jones, mum of three and presenter of the BBC’s The One Show, will join the event on November 12 to talk to media and create content on the winning toys. Alex will share her coverage of the list with her 370,000plus Instagram followers, highlighting the joy and creativity these toys bring and highlighting the popular choice for their families.
Following the event, Giovanna Fletcher will support DreamToys.
Giovanna is a hands-on mother of three and a beloved figure in the parenting community, she understands what truly captures children’s imaginations and the importance of play in their development.
Giovanna’s genuine passion for nurturing creativity and joy in children, combined with her ability to connect with both parents and little ones alike, makes her an ideal ambassador to bring the magic of DreamToys to life. Giovanna will prolong the campaign towards Christmas by posting the winning toys to her 2 million Instagram followers in the week after the event.
To deliver all this activity we will be working with Bastion again on the PR and media delivery and with Havas Play for our engagement with influencers. We have also been having detailed conversations with the steering committee on a potential change of
“To amplify the message further in 2024, we will be working with two influencers. Alex Jones, mum of three and presenter of the BBC’s The One Show, will join the event on November 12 to talk to media and create content on the winning toys
format for DreamToys 2025. There’s a number of exciting ideas in the pipeline which will be decided on and announced following this year’s event.
Are there any new updates to becoming a member of the Toy Retailers Association and if so, could you let us know what they are?
We are always open to welcoming new retail members into the association. Once a member, we welcome your voice having input in the work we do – either informally talking to me or Natasha Crookes at the secretariat, or more formally as a member of the board. Membership is reasonably priced and starts at £100 for a small independent store and is open to any toy retailer from the UK or Ireland. Retailers must retail toys, either as a sole or multiple category, and must allow only the sale and distribution of safe toys to consumers.
What is the number one piece of advice that you would give any retailer if they are considering becoming a member of the TRA? DO IT!
If you want your voice heard, you want government to know how tough it is for you, you want to try to influence change, you want help, advice and guidance or you want to make a difference – you have to be in.
Heaps of fun and big grins all round for Mum and son as they play and create with eco-friendly EDX's Junior Rainbow Pebbles activity cards and more. It’s all an educated whale of a time
Mum: Laura Son: Taron (4)
Taron immediately picked the larger box, the Junior Rainbow Pebbles. FPC eco-friendly material. 36 x pebbles in three shapes and six natural colours, and eight double-sided activity cards.
Taron: “I like making shapes with Mum. I’m going to make more.” Taron proudly shows us the extra things he wants to create, including an ice-cream.
Taron: “I want to pick the rocket and then next I want to do the snail.” Soon getting stuck into each picture card with the pebbles.
Taron
“Mum couldn’t find as many things as me that get stuck in the sea”
Mum: “Taron has always been naturally creative but he’s really getting stuck in. There’s a lot in this box of goodies and I like that it’s also eco-friendly. It looks and feels great and is really holding his attention. It’s good as it’s making him sort out where the pebbles should go, matching and building the picture,” she continued.
“What would you give this out of 10 Taron?”
asks Mum: “A hundred!” he says enthusiastically. Mum agrees too.
It’s big grins all round and it’s hard to tear him away and onto the next one.
Next is the Sensory Tactile Tangram Classroom Set (made from recycled plastics). 35 pieces and 15 cards, in a handy box for easy storage.
Mum takes Taron through the different tangrams that you can make, working together with him to help him make them.
Mum: “This is really good for problem-solving skills and learning more about shapes. I can see he can still be creative too, making the shapes on the cards or using his own creativity. We had another brand a bit like this but he wasn’t really that interested in it, whereas this, he really is and it's really educational. I think he likes the different tactile surfaces. This would be good for a classroom maths setting. I can really see this being used in schools.”
Taron is still keen, and finally gets onto the Whales Story Counters Set. Part of The Green-n-Learn range, which again is made from recycled plastics. The set includes 36 whale counters in three colours and two sizes, and a story book.
Taron gets stuck in and can barely contain himself.
Mum: “I can see he really likes this one. He’s finding it a whole lot of fun. And he’s fully engaged in this.” Mum and Taron start building a story and are having a whale of a time.
Mum: “Plenty of play value with this. It’s great for Taron to use for numbering activities such as counting, sorting etc. He’s also getting to learn about the importance of environmental protection and have a lot of fun at the same time.”
Taron: “Mum couldn’t find as many things as me that get stuck in the sea.” He then tells us what his whale is doing next in the sea.
Mum concludes: “I like all the products but the definite fave I think for both of us are the Junior Rainbow Pebbles. I’m amazed that we have been sat here for so long and not once has Taron wanted to go and play video games, especially with Noah in the room (his older brother is playing on his console). “That says a lot for these activity sets. Really good value for money and I would recommend to any parent that wants
to combine skill-based learning with something that is great fun to boot.
Taron still wants to play when we try to take a picture of both of them and he whispers to Mum: “Can I keep them?” When – of course – we say yes, he’s got the biggest grin from ear to ear.
“I
Taron
Ancory was founded by Abel Dzienciolski in the UK two years ago. He tells us the story so far, what’s next and beyond that. A positive and entertaining Q&A that tells the whys, wherefores and strategy that have swiftly brought the business to where it is today
First of all – why Ancory?
I’ve always been drawn to original and unique company names. Ancory, for instance, is a Hebrew adaptation of a type of bird, which is also reflected in my surname in Polish. There aren’t many company names out there like Ancory, making it stand out even more.
What is your previous experience; how and why did you choose the toy sector? In 2003, my brother, father, and I co-founded Intek Toys, right in our hometown of Buenos Aires. The idea was actually sparked by my brother, who noticed the huge potential in the toy market. Our dad had been running a watch business and held kids’ licences,
“ ”I
had a lot of favourite toys growing up, depending on my age. Lego was always at the top of list, and Playmobil played a big role in my childhood too
so we already shared a lot of sales connections with toy companies. Seeing those impressive sales numbers in toys, we knew we had to jump in – and that’s how Intek was born.
We originally launched Intek in Argentina and we opened a Hong Kong office a little later. Then we opened in Chile, Brazil and Peru. My brother, Ronen (Roni) continues to run the company, and I remain involved – now as distributor for the UK. I enjoy a great relationship with my brother.
What triggered you to make your journey from Argentina to the UK? For years, one of my bucket list goals was to build my own toy company from scratch in a mature market like the UK. With young kids who can easily adapt, my energy to take on this challenge, and my wife receiving an offer to work for one of the biggest tech companies in the world (Meta as a content design manager) we decided to make the move as a family and go all-in.
What makes Ancory stand out in the toy sector?
Our extensive experience, which we leverage to select products and brands that we believe have strong potential for success. We go beyond that by maintaining a relentless focus on enhancing the consumer experience, ensuring every toy we offer evolves to meet and exceed expectations. This commitment to continuous improvement helps Ancory stay ahead of the curve in a competitive landscape.
How would you describe the unique fun of Ancory and its portfolio?
I tend to choose or develop products
that I would have loved as a kid or that I know my children would enjoy. I follow my gut a lot but I also do online research before adding them to my portfolio. And, of course, I do make mistakes.
Can you give us any idea of the sales ratio split between licensed and nonlicensed ranges? And is the licensed portfolio growing fast?
Currently, over 80% of my sales come from licensed ranges. However, with the introduction of Instapoodles and Bumpas in 2025, I expect this percentage to decrease as these original product lines gain traction.
Have Ancory’s short, medium and long-term objectives – both financial and with a wider impact – varied much in recent years and, if so, why?
I’d say our objectives have indeed evolved. Our primary focus now is expanding our presence in the UK retail landscape. We aim to become one of the leading market-driven toy companies for distribution, leveraging our ability to connect with consumers and retailers alike. This shift reflects our growing ambition to establish Ancory as a key player in the UK, adapting to the competitive market while maintaining our commitment to quality and innovation.
Which range is currently the most successful and what was the most successful previously – and why?
The most successful range for Ancory to date has been the Yolopark Transformers range, which has achieved impressive numbers, particularly in the B2C market. Its combination of detail, articulation, and brand recognition has
really resonated with consumers.
In addition to the success of the Yolopark Transformers range, we’ve also seen strong performance with Intek’s Hot Wheels and Barbie licensed ranges. These brands have been particularly popular, further strengthening our foothold in the market.
And which range has been unsuccessful and why in retrospect?
Some ranges, especially those based on movies, don’t always translate well into product sales. I’ve experienced this in the past with other projects, where the excitement of a film doesn’t necessarily carry over to the toys. However, with Ancory here in the UK, I haven’t encountered any unsuccessful ranges yet, thankfully. I’m sure it might happen eventually, but for now, fingers crossed, we’re in good shape!
Of the new and upcoming product ranges, which ones do you think are going to be the most successful?
I think the biggest upcoming hit will be InstaPoodles. It has already proven to be a huge success in the US and other countries, with major retailers such as Walmart stocking it. It’s gone viral on TikTok, capturing the attention of young, fashion-forward girls. The combination of collectable poodles, surprise unboxing, and its trendy, social media-driven appeal
offering a premium experience for both collectors and kids alike.
What were your favourite toys and games when you were a child?
I had a lot of favourite toys growing up, depending on my age. Lego was always at the top of the list, and Playmobil played a big role in my childhood too. I was also really into Thundercats, Teenage Mutant Ninja Turtles, Transformers, and Micro Machines. Looking back, I was lucky to have so many toys around, and each one sparked a different kind of imagination and fun!
What is the most fun you and your colleagues have in the working day? Without a doubt, the most fun part of our day is getting hands-on with the toys – playing and testing both our own products and the potential ones we’re considering distributing in the UK. It’s not just about quality control; it’s about rediscovering the joy and excitement these toys
Founded in 2022 by Abel , a young visionary and veteran in the toy industry, Ancory is a dynamic toy company on a mission to bring laughter, learning, and lasting memories to children around the world.
Abel’s unwavering passion for toys and his indomitable spirit led him on an inspiring journey from South America to Europe, where he fulfilled his dream of establishing his very own toy company in one of the biggest and most diverse markets in the world.
can bring. The process of evaluating new ideas and seeing firsthand how they spark creativity is incredibly rewarding. It keeps us connected to the core of what we do –bringing fun to others while having a bit of fun ourselves.
biggest upcoming hit will be InstaPoodles. It has already proven to be a huge success in the US and other countries, with major retailers such asWalmart stocking it
Is there anything else you’d like to add? We’re gearing up to exhibit for the first time at the London Toy Fair, which is a big milestone for us. I’m really excited about the opportunity to meet and network with others in the industry, exchange ideas, and further strengthen Ancory’s presence in the UK market. It’s an exciting step forward for us!
Construction toys continue to form a solid base for sales, and suppliers are optimistic about the sector’s ability to continue building on its success. TnP finds out more and rounds up some of the latest additions to the market…
Construction is an evergreen, reliable sector in the toy market, and an interesting development within it is the change in the age range it appeals to.
Jason McKenzie, commercial director, build your own kits at Paper Engine recalls: “When we released our first kit, the Build Your Own Telescope, it was predominantly accessed by older children aged eight to 14. During the pandemic we began to attract a much wider audience as adults looked for activities to pass their time as a form of escapism, and identified a demand for simpler kits for the younger siblings. Now, the kidult category has exploded, with many construction toy businesses adding adult-themed products to their ranges, and has become a key area of development for us alongside our current retro and Wallace and Gromit kits - watch this space in 2025!’’
Magnetic tiles brand Connetix has noticed a similar trend: “The age range has definitely expanded. Adults are increasingly embracing construction
toys as collectibles and hobbies. With the continued rise of kidulting and parents engaging in closer play with their children, construction toys are proving to offer challenges for any age and mind,’’ says Glenn Harrison, global head of sales.
Edx Education has also noticed an expansion in the target age range, says general manager UK Heather Welch: “The age range for construction toys has expanded, catering to both younger children and older kids, thanks to the versatility and adaptability of these toys. Edx Education addresses this by designing products that can grow with the child. For example, our Linking Cubes, Rainbow Pebbles and 3D stacking puzzles are suitable for different developmental stages, allowing children to engage in progressively complex activities as they age.’’
Bigjigs Toys, meanwhile, is looking to the younger age group, says founder and MD Liz Ireland: “One of our primary goals in product development is to reduce age grading wherever it is
Parents and educators are increasingly looking for toys that do more than just entertain; they want products that can aid in the development of foundational skills such as cognitive development, fine and gross motor skills, social and emotional learning, and language skills
Heather Welch, general manager UK Edx Education
“The appeal of construction toys goes beyond their educational value. These lifelike playthings are versatile, screen-free, perfect for imaginative play, and captivate a broad age range
Liz Ireland, founder and MD, Bigjigs Toys
”safe and possible. We want our toys, including those in the construction sector, to be accessible to younger children, enhancing their play experience from an earlier age.
“This year, we launched a collection of miniature wooden construction vehicles for children aged 12-plus months, including a Mini Digger, Mixer, Tipper Truck, Road Roller, and Crane Truck.’’ Age issues aside, what state is the construction sector in? Nikki Jeffery, PR, communications and social media manager at Geomag, quotes some very positive figures: “The building sets segment, which includes products like Geomag’s magnetic construction toys, held a 20% share of the global toy market in 2023 and is anticipated to grow by a further 5% by 2029. This segment’s growth is supported by innovations in design and features, as well as the popularity of movie and TV franchises that drive demand for collectible and themed sets. The global toy sales through e-commerce channels also increased by 10% in 2020, holding 31% of the total toy sales globally, which shows a growing trend towards online shopping for toys (Market Data Forecast).’’
Liz Ireland says the sector “continues to evolve and grow as new innovations emerge. These products are fundamental to learning as they open doors for kids to engage creatively
If you could ask for one construction kit this Christmas, what would it be and why?
What is my budget? As an avid grass roots fan, I would love to get a full-sized seating arena for my local football club, but that’s unrealistic! As a boy I loved Evil Knievel, so a set with the motorbike, ramp and Evil Knievel himself would be fantastic. Lee Crocker , country manager, Cobi Toys
while developing their skill sets. But the appeal of construction toys goes beyond their educational value. These lifelike playthings are versatile, screenfree, perfect for imaginative play, and captivate a broad age range.’’
Lee Crocker, country manager at Cobi Toys, is also optimistic: “Only a few weeks back, news from the market leader, indicated that they have enjoyed growth, and this is the same with us. In fact we have achieved double-digit growth this year (the second year on the bounce), driven primarily by new retailers coming on board and, as I write this, we have some excellent launches of aviation products including Lancaster Bombers and The Blackbird, which will only strengthen our growth.’’
It’s a sentiment echoed by Glenn Harrison at Connetix Tiles: “It’s booming, with magnetic sets and Lego driving growth. Innovation, licensing and digital integration are reshaping the landscape, attracting both kids and adult enthusiasts. The target consumer base is getting larger, and with educational focus in play, magnetic tiles like Connetix are gaining huge traction within mainstream retail. We consistently see Circana and other data reports showing construction as the number one growth area in the toy industry, which is why more retail space is being given to brands like ours.’’
So what is actually driving this increase in consumer interest?
For Cobi’s Lee Crocker, there are two key drivers: ‘‘I would say new products is one of the main drivers, not just from Cobi, but from the market leader also. We are launching six or more new products every month, not all from the same genre. In the military market we are looking to cement ourselves as the No.1 military scaled brick company (not just in the UK, but across the globe), so we constantly reinvigorate and retire sets.
“The second is the continued growth of the kidult consumer, which has continued from lockdown. We deal with some independent retailers who have specific stores just for this customer and the growth that they have seen over the past two years has been enormous. So we must continue to bring in new products to ensure that the collector/ enthusiast continues to buy.’’
The educational aspect is important,
according to both Connetix and Edx. Glenn Harrison at Connetix notes: “Consumers are drawn to the educational value, handson learning and creative freedom of construction play. Magnetic toys foster problem-solving and creativity, and being used in the education system also builds trust with parents.’’ Heather Welch at Edx adds: “Parents and educators are increasingly looking for toys that do more than just entertain; they want products that can aid in the development of foundational skills such as cognitive development, fine and gross motor skills, social and emotional learning, and language skills. This emphasis on learning through play is a major draw for today’s consumers who are more focused on the holistic development of children.’’
Apart from the ubiquitous Lego, what construction toys have been doing well for you this year?
Now, the kidult category has exploded, with many construction toy businesses adding adult themed products to their ranges, and has become a key area of development for us
”Geomag’s Nikki Jeffery agrees: “Parents are increasingly looking for toys that offer educational value and encourage creativity and cognitive skills development. Evidence of this is that SEO terms associated with construction toys often highlight phrases such as ‘STEM toys’,
Jason McKenzie, commercial director, build your own kits, Paper Engine
The wooden Da Vinci kits from the Pathfinders range are always big sellers for us. They’re suitable for a variety of ages and a fascinating build for all!
Holly Myers, Grasshopper Toys, Helensburgh, Scotland
‘educational toys’, ‘creative play’, ‘learning toys’, and ‘build and play’.
Paper Engine’s Jason McKenzie circles back to the importance of the kidult trend, adding: “The construction toy sector is perfectly placed to provide a variety of products that not only give children a chance to put down their tech and be creative but can also be a form of escapism for adults. The prevalence of licensed and nostalgic products targeted at adults is a considerable factor.’’
Finally, where do our suppliers see the future for the construction arena?
Bigjigs’ Liz Ireland says: “Looking ahead to 2025, we are expanding our offering within the construction toy sector. This includes broadening our dress-up range with more options for children, such as increased sizing for high-visibility vests, and introducing new constructional elements into the Bigjigs Rail range. These developments will keep the construction toy sector exciting and engaging for little learners!’’
Cobi’s Lee Crocker looks to innovation: “As long as Cobi and other brands continue to invest in their current genres and with innovation in others, then the future is bright.’’
Glenn Harrison at Connetix Tiles thinks the sector is ideally placed for success: “Construction can utilise technology and trends better than most categories, so it really is an exciting time to build on the recent momentum.’’
Finally, Heather Welch at Edx echoes the optimism of our other suppliers: “The future of the construction toy sector looks promising, with continued growth expected in educational and STEAMfocused toys. As parents and educators increasingly value play-based learning, there will be a sustained demand for versatile, high-quality toys that support various learning outcomes.’’
BIGJIG TOYS
01303 250400 | orders@bigjigstoys.com www.bigjigstoys.co.uk
Great for indoor and outdoor play, Bigjigs Toys’ construction range is tough, durable, and made to last from responsibly sourced materials. Among the collection, you’ll find lifelike wooden diggers, tractors, cranes, bulldozers, road rollers, mixers, and tipper trucks, alongside construction-themed puzzles, train toys, dress-up sets, and more.
This year, Bigjigs launched a collection of miniature wooden construction vehicles for children aged 12 months-plus. Perfectly sized for small hands, the range includes a Mini Digger, Mixer, Tipper Truck, Road Roller, and Crane Truck.
This year, Bigjigs launched miniature wooden construction vehicles for kids aged one year and over. Designed for small hands, the range includes a Mini Digger, Mixer, Tipper Truck, Road Roller, and Crane Truck
Bigjigs Toys’ construction range is designed to help children build on their motor, cognitive, and social skills through play. These thoughtfully crafted playthings also help to further kids’ understanding of the world and provide opportunities to unleash their imaginations.
RAVENSBURGER
01869 363800 | sales@ravensburger.com www.ravensburger.com
The GraviTrax interactive marble run system from Ravensburger continues to grow and encourage new fans to ‘Build Beyond the Usual’ to design and construct their own tracks.
With the recent introduction of the GraviTrax Action Set Death Star, the action heads to a galaxy far, far away. This is the first licensed set introduction for the brand’s offering for ages eightplus. With a huge 80cm base, inspired by the iconic Death Star, the set features more than 200 components and includes exciting flourishes such as TIE Fighter and X-Wing Fighter spaceships. Instead of the familiar white and green of the GraviTrax system, this time the action plays out in full Star Wars themed style, even with favourite characters etched upon the included marbles.
Like all sets, GraviTrax Action Set: Death Star is compatible with other sets in the GraviTrax system, enabling fans to build and expand their tracks however they choose.
Other 2024 introductions include mini GraviTrax GO StarterSets which. with around 35 components, provide a self-contained introduction to GraviTrax. They also include ‘mini challenges’ to inspire children to use their growing track construction skills.
07803 877158 | wholesale@connetixtiles.com www.connetixtiles.com
With the much-anticipated global launch of its Road range, Connetix is driving creativity and inspiring new directions in magnetic tile play. The range debuts a sleek black tile and an exciting selection of shapes designed with roads in mind, and to fuel endless construction adventures.
The range features two construction packs – Connetix 48 Piece Roads Creative pack and the Connetix 16 Piece Roads, Ramps & Intersections Pack.
CHARACTER OPTIONS 0161 633 9800 | sales@charactergroup.plc.uk.
Simbrix, Character Options’ range of buildable brix that lets kids create their very own pixel art, is building on its hit launch collection, with new Themed packs, Big Build Packs and Colour Mix Tubes.
There are more new themes to discover in the final quarter. Make 14 mini builds and construct a colourful 3D gaming display with the Gamer Quest Pack. And go wild with the Jungle Party Theme Pack creating eight mini builds, including Tango the tiger cub, and Cammy the chameleon. By popular demand, as requested by many who engage with Simbrix on social media, new Colour Mix Tubes allow creativity to expand outside of the themes. Each tube contains a small selection of colours, so fans can add to their collections, building beyond the templates.
COBI TOYS
07584858978 | l.crocker@cobitoys.co.uk
The Cobi team is excited to be launching a range of Imperium Romanum this October.
Cobi is launching a model of the fastest manned aircraft – the Lockheed Blackbird SR-71 –reproduced in a 1:48 scale
The empire was, at its time, the most powerful political and military entity in the world. With the upcoming epic historical action film Gladiator II coming to the big screens on November 15 in the UK, this would be a great time to become your own Emperor and form your own triplex acies [combat formations]. Within the range there will be Gladiator figures; a Gladiator school (1:35 scale, consisting of 560 pieces and three figures) a Roman Warship (1:48 scale, consisting of 1,710 pieces and three figures) and Roman figures. The range will grow with more products being released.
Cobi is also launching the most iconic modern-day reconnaissance plane in history. The Lockheed Blackbird SR71 was known for its speed and performance and still holds the world record for the fastest manned aircraft. Operated by the USAF and NASA, Cobi has reproduced the aircraft in a 1:48 scale, consisting of 1,330 pieces, one figure and a display stand. Once built it measures an impressive 71cm.
The Structural Engineering and Architectural Engineering sets offer step-by-step instructions on creating all manner of impressive projects and have an age range of between eight and 14-plus
THAMES & KOSMOS
01580 713000
sales@thamesandkosmos.co.uk
thamesandkosmos.co.uk
Standard building blocks might be a practical way to absorb the basics of construction but at Thames & Kosmos the approach is to create kits that make construction more exciting and engaging. These engineering kits are so packed with fun, that it’s easy to forget that new skills are being taught with every new project in the set.
The Structural Engineering and Architectural Engineering sets each have 20 models to build, offering step-by-step instruction on creating all manner of impressive projects. From domes and bridges to towering spires and stadiums, there’s a huge amount on offer from each set. With an age range of between eight and 14-plus, these sets have found their way into many educational settings, yet they also find pride of place as a completed build in children’s bedrooms across the country.
For budding engineers who feel the need for a little speed, the Roller Coaster Engineering set really provides some fast-paced fun and learning, with hundreds of pieces allowing for a seemingly endless number of build options. Each track allows for experimentation as the car races along the different tracks and children learn about physics, forces of gravity, centripetal force and velocity in the process. This bestselling kit really shows off how rollercoasters perform and the science behind them. Fairground fun with a sideshow of education.
020 7254 0100
www.university.games.co.uk
The new Learning Journey Construction range from University Games is not to be missed. Featuring the ever-popular play pattern of Gears Tiles and Marbles sets, the Learning Journey range ticks all the boxes for plenty of STEM building fun.
Techno Gears Marble Mania construction sets The Zoomerang, The Catapult and the Twin Twister help children build innovative marble run tracks
Children love to build and construct, so the Techno Gears sets are the perfect way to challenge little minds and hands. The Learning Journey Techno Gears range features Dizzy Droid, Crazy Train and Dino Bot; each set comes with 50-plus colourful construction pieces, a power motor, and includes everything children need to build their own creations with motorised gears. The Techno Gears range offer early mechanic skills and will introduce children and families to science and engineering. It’s never too early to start developing kids’ creativity and The Learning Journey Techno Tiles sets are a great place to start. Basic shapes can turn into grand masterpieces. Simply connect the shaped tiles with the snap-on two-way and four-way connectors and watch your structures come to life. From rockets to castles, vehicles and abstract structures, Techno Tiles puts no limit on imagination, and the Techno Tiles sets are a great tool to help youngsters learn about basic geometry, construction, engineering, and architecture. The Techno Tiles Base set includes more than 240 pieces offering scope for multiple creative creations
MATTEL
01628 500000 | www.mattel.com
MEGA continues to expand its fan-favourite Pokémon line with the MEGA Pokémon Training Stadium, where trainers can build the Stadium then use the built-in launchers to battle their Pokémon in the arena. Then, they can turn the crank to see the audience cheer. This set even includes a board to keep score, a Poké Ball station and five buildable Pokémon; Pikachu, Machop, Eevee, Fuecoco and Hawlucha.
New to the MEGA Pokémon range is the MEGA Pokémon Kanto Region Pokédex for collectors or builders aged 13-plus. This set is both a rewarding building experience and showstopping display piece. Press the light brick to light up your Pokédex for an authentic look and select from five interchangeable lenticular cards of Pikachu, Bulbasaur, Charmander, Squirtle, and Eevee to display.
Also available are the Techno Tiles Unicorn and Off Road Racer sets.
The Learning Journey range also features three Techno Gears Marble Mania construction sets: The Zoomerang, The Catapult and the Twin Twister. With brightly coloured interlocking pieces, base plates, 3-D connectors, gears, marble lifters, and step-by-step instructions, these construction sets help children build some innovative marble run tracks! Techno Gears Mable Mania sets are all interchangeable, which provides added play value and endless building possibilities! By encouraging children to follow directions, create patterns and understand mechanical flow, children develop core cognitive development skills. These fun-packed Marble Mania Sets help to build knowledge of mechanics and engineering, as well as aligning with the Science, Technology, Engineering and Math (STEM) standards. Other educational benefits include challenging problemsolving skills, promoting fine motor skills and developing confidence and problem-solving skills.
MEGA Pokémon adds newness to its Pokémon Pixel Art building segment with Bulbasaur Pixel Art and Squirtle Pixel Art sets.
FLOSS & ROCK
www.flossandrock.co.uk
If you’re looking for a construction toy for a budding builder, Floss & Rock has ‘nailed it’! The international children’s toy and gift brand has introduced its new Stack & Play toy to the market as part of its AW24 offering.
Brick by brick (or cube by cube), children will have so much fun stacking or lining up the boxes, which all pack away inside the biggest one. Count the numbers on one side then match up the scenes on the other (either by stacking them or laying them on the ground).
Each Stack & Play set comes with three wooden play pieces (two of which are on wheels) perfect for hiding, playing and whizzing around the doorway compartments. The construction design features diggers, trucks, cement mixers and more.
The set comes with six stacking cubes, three wooden play pieces and a handy carry handle for easy transportation. It’s also fully recyclable and printed with soy inks.
Stack & Play is available in four different designs.
Charlotte Croser of Jollys Toys in Thrapston, Northamptonshire, takes us on another entertaining trip – this time through the high hopes and positive anticipations of the Autumn season
Last month I was bewailing the dribbling footfall of late summer, but now that the school year has started, the party invitations have been flooding into book bags, and there's a surge in babies being born, and so we’ve seen a lovely uplift in gift buying again. I’ve also been shopping for Christmas stock and busy unpacking my choices as they arrive, adding them to the website and transforming the shop into what is slowly becoming a go-to source of fabulousness for Father Christmas.
Jollys thrives on gift-giving both in terms of sales and attracting new business, and, if I may say so, we are very good at helping to choose gifts. After all, Jollys is a gift shop for children above anything else. Yes, toys and games are our core sellers, but when I buy stock, my aim is to collate a collection of great products that
Our door opens and a hurried customer will announce something along these lines – ‘A six-year-old girl gift please and we’re on our way to the party. Help!'
“offer everyone who comes in a suitable gift for the child they are buying for.
Whether it’s a toy, a plushie, stationery, hair accessory or girly trinket, craft activity, book or game, such a mix offers a wide range of choice for customers. This helps with our profits as we buy a good amount from gift suppliers, which traditionally deliver healthier margins.
Anyway, it’s a frequent occurrence during term time that our door opens and a hurried customer will announce something along these lines – “A sixyear-old girl gift please and we’re on our way to the party. Help!”
The ‘Jollys Present Fairy’ leaps into action, asking for a brief intro to said child and the all-important ‘how much would you like to spend?’. The going rate for party gifts these days seems to be £10-£15, with some families sticking to a strict budget of £5-£6 and some going way higher than £15 (we like those!).
Next we showcase what we think fits the bill for that child. The elevator pitch method of selling that I was taught as a PR consultant in my early career comes in handy here. I think you have a maximum of five seconds to show a product to a customer before their mind drifts. Make it snappy and wow the customer with a few good, solid choices and then close the deal with ‘can I gift wrap that for you?’ and it works almost every time. We always offer to gift wrap and are known for producing beautifully presented parcels – lickety split. I source the nicest gift wrap I can find and sell at £1 for an individual sheet; the wrapping service itself is free of charge. Every parcel is tied with a raffia ribbon bow to which we add a strategically placed Jollys sticker with our website address. The recipient can see where the gift was bought, as can the rest of the families attending the party. I have
customers who come to Jollys just because of the service – maybe they can’t bear the wrapping job, they’re on their way to the party, or they want the kudos of it having been bought in Jollys (yes this has become a ‘thing’ locally). Any which way, it’s a winner for us and it sets us apart from the big guys and online sellers. While we wrap, the customer has a bit more of a browse and we get to chat to them and solidify what makes us a great community toy shop.
So what would my ideal gift have been as a six-year-old? Most likely a Sindy doll or something pink. I remember trips to Toy Town in Leamington Spa and hankering after anything along the lines of small-world play. I loved to deck out my dolls house and create rooms for my Sindy inspired by Blue Peter – always the homemaker! Sylvanian Families came to the UK as I was approaching my teens and moving away from toys – but I distinctly remember the sense of loss when seeing them on a TV ad and wondering whether I could get away with buying them in favour of the Body Shop smellies that were promising a more grown-up version of me. The oh-so-cool green labelled bottles of White Musk smellies won me over in the end, but I have a small range of 'Sylvs' in my shop all these years later, so in a way I’ve scratched that itch.
It's showtime – again!
Buying season is well under way. INDX was a great show to attend and
I chose it over Autumn Fair because I knew that I would see a better mix of existing and new suppliers than I would at the NEC. Cranmore Park is a really nice venue – not overwhelming and easy to park. While INDX was quiet and possibly a disappointment for the suppliers, I found it a calm and friendly environment that offered plenty of time to chat to reps and choose stock. I don’t often order at shows but did place a few here as I had the mental space to do it.
In 2023 I didn’t find Autumn Fair as useful as in the past. It had so few toy exhibitors and the gift offering was samey, the whole affair pretty lacklustre really and the publicity for this year appeared similar. If INDX continues with this format, I’d prefer to attend that one as September shows are useful to me. Toy Fair and Spring Fair are long ago so it’s good to get a fresh look at ranges that are available now. It allows me to choose the stock that I think will work well based on the year we’ve had so far, the gaps I have at the moment and, frankly, what money is in the bank.
What have I bought so far? Games – always good to have a decent selection in Q4. I ordered a range of card games from Cheatwell Games plus a couple of overstock bargains, which were nice to come across. I’ve restocked on Exit games from Thames & Kosmos for my kidult customers, as well as Gecko Run, which I have already built and put in the window to attract interest. I’ve
added Walls & Warriors from Smart Games to our line-up of bestsellers from them too. All are such great games and will fill many a stocking for a teenager, dad or grandad.
Based on our strengthening sales of sensory toys this year, I’m looking at taking on some Zimpli Kids lines “
“
Based on our strengthening sales of sensory toys this year, I’m looking at taking on some Zimpli Kids lines. I need to tiptoe further into some of the neutral/pastel coloured wooden toys, which younger parents love, and I have a few ranges in mind.
I also need to turn my attention to a Djeco restock (so much choice it takes me ages!) and am hunting for a new range of baby and toddler wear as I am keen to find giftable a reasonably priced range to sit alongside Blade & Rose. Ideas on a postcard please!
Jollys Toys is based in Thrapston, Northamptonshire and was established in 2013. We sell children’s gifts, toys and games online and through our magical little 1700s shop.
JollysToys.co.uk | 01832 358915 charlotte@jollystoys.co.uk
28a High Street, Thrapston, Northamptonshire NN14 4JH
The kidult trend continues to explode within the toy industry. TnP focuses on this latest phenomenon
Heather DenBleyker, director of operations/owner at Joking Hazard, Scrungo Games, Lay Waste Games, talks the kidult trend with us…
The kidult trend is playing a major part in the toy industry now – do you think it has scope to continue to grow?
We do think this has a major scope to grow! There is a big boom in the Young Adult novel and graphic novel industry that doesn’t seem to be slowing down; it makes sense that we would need to match that demographic in toys and games as well. The themes often attributed to kidult media appeal to a wide variety of age ranges and demographics, so it makes sense why that has been a subject of focus for many industries.
What is driving consumer interest in this sector?
The games industry as a whole has seen a major boom since the global pandemic in 2020. Only being able to see or interact with our loved ones through screens during that time caused people to desire the human connection that playing games in person brings. People began striving to find analogue entertainment they can share with others, and that interest has continued to naturally grow throughout the past almost five years.
How important are licensed products?
Licensed products are integral for
outreach in the young adult range – people like to see things that are familiar, and teens and young teens even more so have a deep relationship with pop culture and media. Licensing can help to take something radically new and make it familiar. This can get people who might be hesitant to try new games to give it a shot and find a new favourite.
What are you as a company doing to catch the imagination of the kidult demographic?
We recently signed an agreement with the brand Fuzzballs to come out with a series of games using its adorable characters, on top of creating our own original food-themed series of games with cartoon characters such as Hoddog and Sosig. In addition to that, we are expanding our Lay Waste Games selection to include games with lighter mechanics.
What trends are driving interest?
The focus on licensed products and familiar pop culture brands are continuing to push this sector. Pop culture media appeals both to adults and kids, and ensures a profitable return by covering such a large age range. In addition, Tik Tok and other social media platforms have become an absolute force for creating trends. Consumers can now directly show developers what products they want and love most.
What do you think will be the next big thing in this sector?
I think licensed games will continue to thrive, but as that takes over shelves, I think a return to original ideas and IPs will pop up naturally – if shelves are packed with a lot of the same IPs, it’s only logical that something different will stand out in a crowd. Current trends are focused on relatable content and content that nods to consumers’ feelings and dayto-day lives. More than ever, what is being made is driven by consumers’ demands instead of mass media telling consumers what they want.
Have we always been big kids at heart – do you think
“ ”I think licensed games will continue to thrive, but as that takes over shelves, I think a return to original ideas and IPs will pop up naturally
it’s just more acceptable now? Or are there other reasons why the kidult sector has exploded?
I personally never stopped being a kid at heart. I think people are less afraid of what society deems ‘adult’, and have redefined what it means to be a grown-up. Growing up doesn’t mean you can’t have fun or find cute things cute; it only means our limited time is more valuable. People aren’t wasting time trying to engage in the hobbies society tells them are adult enough and are spending their limited time
fully embracing what they enjoy. To that point, people can now connect with others who have similar interests more easily than ever. Connecting with people with similar hobbies gives people the confidence to share their interests without feeling silly or judged. I hope the trend continues so we can all let our inner kid out when we have done enough adulting for the day.
EPOCH MAKING TOYS
0208 049 1377
sales@epochmakingtoys.com
Launched in the eighties, Sylvanian Families is a timeless classic that offers an enduring and nostalgic appeal among adult collectors.
Its most recent launch, the Secret Forest Falls, features 16 exciting adventures and secrets to uncover. The set comes with an exclusive Husky baby figure in an explorer outfit, with plenty of room for baby figures, making it perfect for displaying Sylvanian Families collections. It can also be connected with other historical Family Adventure sets as well as the new
Exciting Exploration Set. Complementing the new Secret Forest Falls, it includes the Latte Cat Brother and Baby, who are off on an intrepid adventure in their cutest explorer outfits, plus a host of accessories including a backpack, lantern, treasure map and binoculars to help them find the hidden treasure.
Extremely popular with the kidult market, September saw the brand launch the 15th series of its Baby Collectibles Series. Featuring eight adorable baking-themed babies to collect, including a secret figure, each character comes in a blind bag with a uniquely themed costume along with an accessory.
Also sought after by kidults, for their collectability and decorative appeal, are the many Sylvanian Families family sets. With more than 25 different families in the current range, new for autumn is the Seal Family. Featuring mother, father and twins, they each come dressed in nautical outfits and beach accessories. The figures have a special flocking to create a seallike fur texture as well as adorable webbed feet.
Finally, fans of the Amusement Park, which has been in the range for four years, can add the Hamburger Stand to their collection. The set comes with the Latte Cat Father, a delivery scooter, and the portable Hamburger Stand
HOT HOUSE GAMES 01752 349766 phil.jones@vrdist.co.uk
This autumn, Hot House Games, co-owned by the world’s number one YouTube creator collective, the Sidemen, launches two new party card games targeted squarely at a Gen-Z audience. Aiming to ‘Ignite Game Night’ and spark unforgettable moments, Too Far and Social Ladder will hit shelves this month.
Social Ladder offers the opportunity to find out what your friends and family really think of you. It’s the chance to say what you’ve always been thinking. Rank your friends from Most to Least, or Best to Worst, and find out where YOU stand. Are you the funniest? The second smartest? The least likely to become famous?
Too Far is the invitation to reveal your most outrageous, cancellable opinions. It’s the morally bankrupt game where you judge twisted confessions. Are they justified, or way too much? Someone is lying about their opinion, and it’s up to you to call them out.
YUME TOYS www.yumetoys.com
YuMe Toys, in partnership with Netflix has launched the Netflix Gift Box. The box has 24 compartments, each containing exclusive items tied to fan-favourite Netflix titles: Bridgerton, Squid Game, The Witcher, Stranger Things, Rebel Moon, Outer Banks and One Piece. The box has a sleek black exterior embossed with the red Netflix logo. Upon opening, customers are greeted with the signature ‘Tudum’ melody and rows of compartments mimicking the design of the Netflix home screen.
Ryan Kravontka, head of global marketing at YuMe Toys, says: “The Netflix Gift Box is not just a product – it’s an experience that brings the most beloved stories into the homes of fans.’’
The toy sector is being driven in part by an increase in interest and demand for educational toys. We take a look at the market and round up some of the latest STEM toys for your analysis…
Christine Lawson, managing director, Eduk8 Worldwide, turns the lens on the STEM and educational sector…
What is the current state of the STEM sector – not just for your company but as a whole?
The STEM (Science, Technology, Engineering and Mathematics) sector is thriving as schools actively seek to educate children in these subjects. While there are many other companies contributing to the market, the focus sometimes appears to emphasise the technology aspect. This could be attributed to the growth and expansion of our digital world, while recognising the need to educate younger generations for future technological advancements.
What’s driving consumer interest in this sector?
“The age range for STEM toys has expanded, to include toddlers and preschoolers alongside older children. This shift reflects the recognition that early exposure to STEM concepts helps build strong foundational skills
”Christine Lawson,
managing director, Eduk8
Worldwide
Toys for STEM can help to stimulate interest in subjects such as mathematics and the sciences, by providing engaging activities for children and families. Additionally, STEM toys can inspire children to view STEM as enjoyable and fun.
Has the age range for this sector changed – increased/ got smaller – and if so how are you addressing that?
The age range for STEM toys has expanded, to include toddlers and preschoolers alongside older children. This shift reflects the recognition that early exposure to STEM concepts helps build strong foundational skills. Eduk8 designs toys that introduce (STEM) age-appropriate play, ensuring that younger children are not overwhelmed while offering more complex challenges for older age groups.
The global toy market is projected to grow significantly over the next several years. The market size was estimated at USD 129.3 billion in 2023 and is expected to grow another 7%. This growth is driven by the rising demand for educational toys, an increasing emphasis on child development, and the integration of technology into toys.
Consumer interest in the STEM sector is driven by several factors. Schools and educators are more engaged with STEM-focused curricula, recognising its role in developing critical skills like problemsolving and creativity. Also parents have an increased awareness of the importance of STEM with regards to their children’s future career.
With a STEM crisis – lack of qualified workers and lack of STEM teachers – in the UK at the moment, what real impact do you think that STEMbased toys can have on the upcoming generations?
Nikki Jeffery, PR, communications and social media manager, Geomag
What trends are driving interest in this sector?
Engaging learning experiences.
Coding and robotics toys are also gaining popularity, teaching programming skills through hands-on play, while highlight renewable energy
How do you see the future for
sector is promising, with more toys integrating these subjects. The line between traditional play and digital learning will blur,
What STEM toys are your top sellers?
VTech and Lego are among some of our top brands.
Mel Sykes, buying manager
Bents Garden Centre. Glazebury Warrington
What STEM toys are your top sellers?
Our Galt science kits are a constant top seller for us. The smaller size kits are especially popular for birthday presents. Is there anything in this category you struggle to source?
I wouldn’t say so, no. More and more STEM toys and kits are making their way onto the market, it’s very exciting to see!
Scotland
but it is important to remember that these areas also include tangible products. Inclusivity is a key focus, with efforts to make STEM accessible to underrepresented communities. These toys will play a crucial role in inspiring a skilled and diverse future for the next generations.
And finally, just for fun, what was your favourite STEM subject at school – and why?
My favourite STEM subject in school was maths. I really enjoy working with numbers and problem-solving and there is no doubt that maths helps to develop analytical thinking –something I use every day!
LEAPFROG
01235 555545
www.leapfrog.co.uk
With LeapFrog’s dedicated team of in-house learning experts and a strong endorsement from 96% of teachers recommending the brand to parents (iChild, 2022), education remains the core focus of the LeapFrog product range.
See the world like never before with LeapFrog as it launches the Magic Adventures Binocular Camera. The Binocular Camera merges both the thrill of exploration with photography with the x10 optical zoom, which also captures every moment with the camera feature. This dual functionality transforms every journey into an immersive experience, enabling children to not only catch distant landscapes and wildlife up close; but also instantly record and share their discoveries. Children can further expand their knowledge with the 350-plus BBC videos and images, introducing animals, plants and habitats from all over the World; while also enjoying the fun adventure games and quizzes.
LeapFrog launched the Magic Adventures Binocular Camera at Woburn Safari Park in Bedfordshire in the summer, where children tried out the camera as they embarked on a VIP safari tour
also eager to learn more about each animal through the built-in BBC educational content and
Spark a passion for learning with LeapStart, the ultimate interactive learning system for kids. Using a magical stylus that reads invisible dots on collectible books (sold separately), LeapStart brings reading, phonics, problem solving, maths, and much more to life, making education an exciting adventure for young minds.
LeapFrog launched the Magic Adventures Binocular Camera at Woburn Safari Park in Bedfordshire in August, where children embarked on a VIP safari tour, keen to see the animals through the lens of the binoculars and document their experience with the camera function. The children were thrilled to use the product, taking pictures throughout the safari. They were
Learning is out of this world with the Magic Adventures Telescope. Explore the solar system, the moon, star life cycles, constellations and space discoveries through stunning images and videos provided by NASA. Dive into the exciting adventure game where you help mission control fix planets in our solar system, dodge cosmic hazards, and uncover fascinating facts along the way!
The Magic Adventures Binocular Camera, LeapStart and Magic Adventures Telescope will be supported by media (digital and TV) in Autumn/Winter.
WILTON BRADLEY 01626 835400 www.wiltonbradley.com
The Playhouse Playtray takes centre stage as a multipurpose sensory tray designed to elevate kids’ playtime experiences. Made out of premium food-safe plastic, the Playtray is perfect for edible sensory play, allowing children to explore their creativity without limits. Easy grip edges and a rectangular shape make it simple to move from room to room, as well as indoors or outdoors. This product redefines playtime, offering a versatile platform for a wide range of activities. The Playhouse Playtray is set to become a staple in households, schools, and play settings, revolutionising the way kids engage with sensory play.
THAMES & KOSMOS
01580 713000
sales@thamesandkosmos.co.uk thamesandkosmos.co.uk
At Thames and Kosmos, STEM has run deep in its DNA since the business was established. The range of products covers every aspect of STEM in a fun and engaging way. The kits also traverse a wide range of age groups with ‘Kids First’ entry point learning sets, right through to the many Kidult products, which include the award-winning robot KAI and the bestselling Plasma Ball. These appeal just as much to a 10-year-old as they do to adults.
This year has seen the arrival of redesigned Chemistry sets, which are proving to be very popular. There’s something for every stage of learning, starting with the Intro to Chemistry sets, which include plenty of simple experiments, and for the slightly mad scientist, the Ooze Labs Chemistry station. More serious chemists will enjoy the C500, C1000 and the recently released and hugely impressive C2000 which contains more than 265 experiments as well as
JUST PLAY uksales@justplayproducts.com www.justplayproducts.com
Just Play’s Sesame Street and CoComelon ranges include some
a Bunsen burner! This set is really turning the heat up on learning. For a slightly more festive approach for science lovers, the Science advent calendars are the perfect start to the holiday season. This is the second year Thames & Kosmos has produced a STEM-based advent calendar. Volume 1 won lots of awards and sold very well and Volume 2 looks set to repeat that success. The calendars have the usual 24 windows, each containing something new to discover and experiment with in the run-up to the big day. Some might say… ‘tis the season for science!
character. Count numbers with the Count, practise Spanish with Rosita, learn about recycling with Oscar, sing Wheels on the Bus with Elmo, and more.
Sesame Street fans can learn along with favourite includingcharacters Elmo, the Count and Oscar, with Just Play’s Sesame Street range
With the Sesame Street Elmo’s Learning Letters, kids can practise their ABCs and spelling. This bus-shaped activity board features an Elmo button that plays Sesame Street phrases to teach kids the alphabet. There’s a different phrase for every letter. Pressing the button also plays the Alphabet Song. Kids will love singing along with Elmo! Open the board to discover 26 removable letters that reveal Sesame Street friends. Preschoolers can use the colourful letters to practise spelling words out.
Just Play’s CoComelon range will keep fans learning in the most fun way. Learners can go on an upbeat bus ride with the CoComelon Musical Learning Bus. Press JJ to play songs and nursery rhymes and watch the shapes light up to the music! Select one of four educational modes by sliding the melon. Letters mode aids letter recognition. In sounds mode, children press a letter to hear its phonetic pronunciation. In words mode, press the letter to hear a word starting with that letter. Numbers mode helps with number recognition and counting.
Meanwhile, JJ is always on call to get little ones thinking, with the CoComelon My First Learning Phone. This toy phone will spark children’s creativity as they foster core learning and developmental skills through play. The phone features JJ and other characters from the series on each of the light-up buttons.
ORCHARD TOYS
01953 859539
sales@orchardtoys.com
orders@kayes.co.uk www.orchardtoys.com
Orchard Toys puts the fun into STEM subjects for preschoolers and young students with its games…
Number Bears is a fun introduction to addition and subtraction for children, a combined learning activity and game in one. Helping to teach number bonds in a fun way, players race their bear safely home to its cubs by turning over number cards and solving mathematical problems. It can be played as a game or used as a teaching aid to help develop addition and subtraction skills. For ages five-plus.
Orchard Toys’ Peter Rabbit Fish and Count game was named as a Hero Toy for 2024 at London Toy Fair
For Beatrix Potter fans, The World of Peter Rabbit collection, Orchard Toys’ first-ever character licence, launched in collaboration with Penguin Ventures, the licensing and consumer products team at Penguin Random House Children’s, features Peter Rabbit Fish and Count. The game, hailed as a Hero Toy for 2024 at London Toy Fair, blends the fun, educational and engaging gameplay of Orchard Toys with Beatrix Potter’s iconic characters to bring Peter Rabbit to life. In Peter Rabbit Fish and Count children will have great fun learning to count with Peter Rabbit and friends as they catch as many fish as possible. For ages three-plus.
UNIVERSITY GAMES AND LAGOON
020 7254 0100 www.thelagoongroup.com
The 40-strong Learning Journey range offers educational games, puzzles and toys for the key learning ages and stages, from baby and preschool, through to age 12, and Lagoon’s best-selling Purple Cow LAB sets help youngsters enjoy science and learn about the world around them.
The Learning Journey My First Match It! Range, made with recycled paper and soya-based ink, has been created for the earliest preschool age of two years, through to six years. The Match it! Counting Cupcakes, Heads and Tails, and Dinosaur Friends, through to Match It! 3 Letter Words, ABC’s, Spelling, Counting, Mathematics, and Rhyme, are two- to six-piece jigsaw puzzles that help develop hand eye coordination, dexterity and problem-solving skills, as well as providing an introduction to letters and numbers. The puzzle pieces only fit with their correct pair, encouraging independent play and building confidence.
The Learning Journey range is completed with a fun selection of Electronic and Sensory educational preschool toys, including the Crawl about Butterfly, On the Go Controller and Telly the Teaching Clock, and the Construction range featuring the ever-popular play pattern of Gears, Building Tiles and Marbles sets, that tick all the boxes for STEM toys.
Supporting science, education and imagination, is The Purple Cow STEAM range, which includes the Crazy Scientist LAB range; a series of eight interactive science tins focusing on Optical Illusions, Water Gel Science, Static Electricity, Glowing Science, Bubbles and Foam and Crystal Craze, as well as Young Detective and Young Survivor Kits.
EDUK8 01661 831 080 www.eduk8worldwide.com
In today’s digital age, it’s easy to assume that the future of STEM education revolves around screens and coding.
However, demand shows that tangible STEM resources for the science sector such as magnifiers, bug viewers, and observation kits are also popular. This may be accredited to the growing popularity of forest schools, which serve as a great introduction to nature from an early age.
One of the most effective ways to spark a child’s interest in STEM is through hands-on exploration, and products that offer children the chance to engage directly with the natural world, creating curiosity and helping to develop critical thinking and problemsolving skills. Watching a child discover the intricate details of a flower or exoskeleton of an insect through a magnifier is an unforgettable moment that explores early scientific enquiry.
Maths has an important role in a child’s development, so it is necessary to ensure that toys for maths are fun and attractive, while containing an educational element to aid the learning process. Number Tower offers a fun and effective way to build early maths skills for children. It aids with number recognition, counting, addition, subtraction and more! Red numbers are odd, purple numbers are even, for ease of identification. Each section stacks neatly inside another, for compact and safe storage.
Playground crazes drive pocket money toy sales, so we take a look at some of the latest must-haves for your young customers…
TnP chats to Richard Dinham, UK sales director, Sambro, about playground crazes and the next big thing!
Okay you know what we all want to know – what’s set to be the next big craze in the playground?
With many schools putting a ban on swaps and trades of traditional items such a cards and stickers, we are seeing a growth in licensed and themed stationery that are a little bit different to the norm. We are even hearing of a growing trend for kids, swapping items with each other, right under the teachers’ noses! Our novelty items, such as shaped and textured pencil cases, erasable gel pens and scented markers add a touch of fun and playfulness to their school day.
Sambro’s Marvel Spidey and his Amazing Friends-inspired notebooks with matching pens, plus multi-colour pens and mini erasers are also a massive hit! Puzzle Pals, Sambro’s 3D collectable character erasers, plus Bops N Tops pencil toppers and ink stampers in a multitude of licences such as: Disney Stitch, Marvel, Disney Princess, Gabby’s Dollhouse and Minions among others are also highly collectable.
With screens galore, are playground crazes still as big as they used to be – and if so why?
What do you think will be the next big playground craze?
Although schools discourage some crazes, the interaction involved can encourage an element of positive communication between children, as they learn to negotiate and develop their personalities and express preferences. Over recent years, we have seen a rise in demand for clip bag accessories, as kids love to express their individuality or love a particular licensed character, when they return to school. Children still appreciate tactile objects, often linked to their favourite gaming or viewing experience.
How important are licensed products for the sector?
We haven’t really noticed a massive playground craze recently, in fact kids seem more and more interested in classic games like tig or just kicking a football around!
Holly Myers, Grasshopper Toys, Helensburgh, Scotland
Licensed products are key to our business and a large percentage of our stationery and novelty collectables portfolio, from Disney Stitch, Disney Villains, Nightmare Before Christmas, through to Spidey & his Amazing Friends, Gabby’s Dollhouse, Barbie and PAW Patrol among others.
Has the age range for this sector changed– and if so how are you addressing that?
Fingerlings Axolotl is AMAZING. It’s a fabulous range. People are asking about Little Live Pets, which I used to sell, and I need to get those back in stock. Influencers toys are more and more popular – such as Lanky Box and Aphmau. And it looks like mini robotic toys are on top at the moment, too. Maggie Tibbenham, Imagine Toy Shop Holmfirth, West Yorkshire
“ ”The birth rate is declining but we overcome challenges of changing demographics with the introduction of strong licences
With many schools putting a ban on swaps and trades of traditional items such a cards and stickers, we are seeing a growth in licensed and themed stationery that are a little bit different to the norm
Richard
Dinham, UK sales director, Sambro
and range refreshes, working closely with licensors to keep products fresh and on-brand.
What trends are driving interest in this sector?
The toy industry has seen a continued move towards value-formoney offerings. Certain licences are proving hugely popular, such as; Disney Stitch, Spidey & his Amazing Friends, Disney Princess, Disney Villains, plus PAW Patrol and, also Gabby’s Dollhouse, particularly in European territories.
What is the future for this sector?
Licensed product will need to embrace continuous innovation to ensure increased demand and multi-platform gaming will also influence trends.
What was your favourite craze as a child, and why?
I loved Micro Machines – a true collectable classic!
SAMBRO
sales@sambro.com
www.sambro.com/
Sambro International offers an extensive range of novelty toy collectables at reasonable prices, perfect for children to spend their own pocket money and particularly popular for playground crazes.
Sambro entered the collectables sector in 2017 with its own IP range Puzzle Palz, a collection of 3D jigsaw puzzle erasers, available across a multitude of licensed characters, and perfect to collect, build and swap.
Did you know?
Since launching in 2017, more than 60 million Puzzle Palz units have been sold, with three million of those sales over the past 12 months
With coloured theming, scented features and super-sized collections, Puzzle Palz are extremely collectable and their secret reveal packs offer a surprise and delight moment for children. The range is ever-evolving to remain at forefront of the arts & crafts, novelty and collectable sectors.
Since launching, more than 60 million units have been sold, with three million of those sales over the past 12 months. Sambro’s expertise in the stationery space, and ability to develop collaborative partnerships with licensors, has opened new commercial opportunities with existing and new licensors, including Disney, Hasbro, Paramount and Mattel, among other others.
This year, Sambro has announced a new partnership with Universal Studios to expand the Puzzle Palz range to include character collections from key franchises including DreamWorks Trolls, DreamWorks Gabby’s Dollhouse and Illuminations Despicable Me 4.
Central to the range will be the popular DreamWorks Gabby’s Dollhouse collection, which features standard single and multi-packs, alongside a range of new and exciting collectable items.
CHARACTER OPTIONS
0161 633 9800 sales@charactergroup.plc.uk.
Character Options has a catalogue of collectible brands.
Sticki Rolls is the new wearable, shareable sticker bracelets IP from Sky Castle that is shaking up how kids collect, share, and display their favourite stickers. Ingeniously designed as fashionable bracelets that contain rolls of stunning, kawaii-themed stickers, each Sticki Roll ‘charm’ houses 10 peelable stickers, providing 50 stickers per bracelet.
Three SKUs at varying price points ensure the brand is able to reach all children no matter their budget. A huge awareness drive got the brand off to a great start, from launch, and will continue to drive momentum for the collection, in the final quarter.
Collect your heroes!
SPIN MASTER
01628 535000 www.spinmaster.com/en-GB
It’s time to get wow-wow building! Brand new from the world of PAW Patrol for 2024 is the debut range of Rubble & Crew toys, which have been inspired by the new hit show. Grow your PAW Patrol universe with the Rubble & Crew Action Pack. Each action figure is dressed in its signature Rubble and Crew uniform and includes a specially designed backpack that features a unique tool from each character, allowing kids to create thrilling pretend play construction projects with their favourite pup, just like in the show. Bring home all the Tool Waggers figures – Rubble, Wheeler, Mix and Charger for constructive fun all day. Rubble & Crew toys are perfect for all budding builders.
Kids can embark on tiny yet mighty adventures with the new Teen Titans Go! toy range! Pack a punch with the Teen Titans Go! Micro Collectible Figures. Standing at just 2ins, these Teen Titans action figures include detailed design and iconic Super Hero outfits, ready for any challenge that comes their way. Perfect for both play and display, these figures inspire creative storytelling and adventurous play. Collect the entire lineup of Teen Titans Go! Micro Collectibles, including Cyborg, Starfire, Raven, and Beast Boy, to complete your miniature Super Hero team.
Bitzee is back with two new editions to make all your magical dreams come true...introducing Disney Bitzee and Bitzee Magicals! Bitzee is the digital pet you can really touch and feel, and responds to swipes, tilts, shakes, and reactions. Disney Bitzee includes 30 beloved Disney characters including favourites such as Simba, Minnie Mouse, and Goofy.
JUST PLAY
uksales@justplayproducts.com www.justplayproducts.com
Discover Disney Munchlings from Just Play, the just-launched licensed collectible range that fans have been chomping at the bit to get their hands on! Inspired by the craze that has amassed millions of views on TikTok already, Munchlings characters combine yummy treats with beloved Disney characters. As a key collaborator with Disney for Munchlings, Just Play is delivering a generous helping of Disney Munchlings characters. There are both collectible feature plushes and water-activated colour-reveal mini-figures for fans to find and collect.
As one of the fastest-growing licensed collectibles last year, Disney Doorables; growth has continued, with more innovation and new captivating experiences. One of the latest themes is Pixel Perfect, which offers a surprise behind every door, with 50 unique Disney characters to find, including special-edition figures that showcase pixelated 8-bit versions of iconic Disney characters like Mickey Mouse, Stitch, Dumbo, Winnie the Pooh and more.
Micro Motions is also coming soon, with 15 new Disney figures to find – each with movement! Dumbo and Stitch have waving ears, while Ariel has a flicking mermaid’s tail. Plus, there’s the Inside Out 2 Collector Peek, as well as the Squishalots Capsule Surprise Machine that offers a new way to unbox Doorables - insert the coin and turn the knob to reveal a surprise! And there’s yet more excitement with the Star Wars Doorables that celebrate the 25th anniversary of Star Wars: A Phantom Menace.
WINNING MOVES
0207 262 9696
www.winningmoves.co.uk
There are six packs to collect in the new World Football Stars Top 200 range and they are the perfect stocking fillers for football fans this Christmas.
Top Trumps is the card game that has been going for over 50 years. A playground favourite in the 70s, the card game is still going strong today and has launched a new football collection that includes the top 200 football players from every league around the world, including both men and women.
In true Top Trumps style, the cards include the following categories; ‘Age’, ‘Goals’, ‘Trophies’, ‘Height’, ‘Caps’ and the all important ‘Top Trumps Ranking’. Each card also includes the player’s position, market value and World Cup Appearances, alongside a ‘Fact File’ about the player.
The inclusion of female players in the deck sees England’s Leah Williamson and Beth Mead take on USA’s Lindsey Horan and Sophia Smith.
Each of the six packs can be bought individually or all together in the Collector’s Kit. The Collector’s Kit launches this month and football fans get all six packs, a display stand for the collection and a TTXI Team Sheet.
Unlike some football stickers, there’s no need to buy blind sachets in a bid to complete the collection, which will please parents.
RUBIES
01491 826500 customerservices@rubiesuk.com uk.rubiesmasquerade.com
Rubies has unveiled a tantalising addition to its plush offering – the Kidrobot Yummy World collection. With food plushes becoming an irresistible trend in recent years, Yummy World provides an imaginative and very cute take on our favourite snacks and sweet treats, capturing the hearts of people of all ages.
The Yummy World collection features a variety of charming characters that promise to delight and captivate fans of all ages. From the Carnival Small Plush Assortment to the Arnold & The Puffs XL Plush, each product is crafted with meticulous attention to detail and a sprinkle of whimsy that is sure to bring a smile to everyone’s face.
The Cheezy Pie Pizza Plush is a vibrant treat that all pizza lovers will adore. For those with a sweet tooth, the Samantha S’more Large Plush and the Ben Chocolate Donut Plush are irresistible choices that will satisfy any craving for cuteness.
With 242 exhibitors (5% up on last year) and overall attendee numbers at 10,847, BLE 2024 achieved the perfect way to mark its 25th anniversary
Ella Haynes, BLE event director, took time out to talk to TnP at the show: “It’s just such a successful, positive show this year and we have been receiving great feedback from both exhibitors and retailers alike.”
With record retail visitors – up 46% on 2019 and 22% on 2023 – Ella said: “There has been a lot more regional spread from overseas visitors.
“The really interesting thing that we’re hearing from retailers in particular is that they understand that character is such a core part of licensing. There’s also so much opportunity beyond that in so many other categories. All the existing areas of licensing – plus the new brands arriving – are really starting to get people excited about the new ideas that they can bring into their stores. It is fascinating to
The Wombles stand is a star again. Last year they absolutely championed the show and they’ve done it again this time
hear that from the retailers’ perspective.
“It’s also been really interesting to see the number of retailers with different buyers operating across different categories. And beyond that, observing buying departments alone attending and seeing the value of the show. It all demonstrates a broadening of categories.”
Ella noted that there had been a lot of excitement around the design area: “There seems to be a lot of retailers wanting to find unique licensing deals, and I think the New To Show, and Discovery areas gave them that opportunity.
“We also have new exhibitors here, like Lego for example, and that’s created so much excitement and more opportunity.
“Quite often, exhibitors – especially our agents – represent so many brands and that gives you an idea of the breadth and range different intellectual properties that are available.”
On the subject of stand designs, Ella observed: “Standout booths or stands? Warner Bros have done an absolutely amazing job. Stand design is incredible. Although I do have to say all the stands have just elevated what they’re doing, and that really comes through to the retailers and boosts the brands on
display this year. And you really need to experience this, which, of course, you can only do by being here.
“The Wombles stand is a star again. Last year they absolutely championed the show and they’ve done it again this time. The amount of care that people have put into their stands goes to show the great lengths our exhibitors go to in featuring their brands.”
Ella also noted the talent and presentation style of some of the speakers: “There were keynote speakers including Xbox. The content has been bursting at the seams to be quite honest. I think people are really engaging with the quality of education, the networking, the opportunity to speak to the speakers and ask them questions. We have been really happy with that.’’
As a parting shot, Ella concluded: “Bottom line, BLE is a wonderful way of getting people together and there were some really special moments, especially at our 25th Celebratory Birthday Party after the show finished.”
Sykes, buying manager
Bents Garden Centre Glazebury,Warrington.
Did you go to any of the autumn trade shows? If so, what caught your eye?
We attended Autumn Fair and Glee, which was great for networking with existing suppliers.
What range can’t you keep on your shelves at the moment?
Jellycat continues to go from strength to strength.
If you had £2,000 spare, what would you spend it on to get the shop ready for Christmas?
Display pieces to create the wow on store – like the Infinity Lights we sell in-store.
The kidult trend is skyrocketing. Is that something you have noticed in your store - and what are you doing to embrace it?!
Very much led by social media, so trade and react is key! Lego flowers and Asmr related products have performed well. Needoh Stress Balls & Fidget Toys that we buy through Bigjig Toys and Kickerland Home Acupressure Rings. Kickerland also has a range of novelty products that falls into many categories including toys.
Have you had any surprise hits this year?
Halloween has seen significant growth this year across all categories including toys, especially Jellycat and TY.
Sally Wilde Owner, Planet Sal Honiton, Devon.
Peter Allinson, director Whirligig Toys
Kent and Sussex
What plans do you have for pre-Christmas –events, sales, promotions etc?
Several of our towns are putting on big reveal events where we are creating an interactive window display and revealing it the public alongside other retailers to build the launch. We are creating a catalogue to give to customers, which helps children choose, and we will be using our social media channels to start building product awareness of our new ranges.
Do you take part in Christmas community events – if so what, and how does that help your sales?
"We want people to feel that their towns are the place to go Christmas shopping rather than online"
Always – we love to be seen to be part of the towns we are in. We support a charity that provides presents for disadvantaged families, encouraging our customers to donate alongside their own purchases, and also contribute to the festive decorations. We want people to feel that their towns are the place to go Christmas shopping rather than online.
As the kids go back to school, how do you change your offering in the shop – and what become the most popular items? Does the timing of footfall change a lot once schools are back?
Not a great deal. We see a little uplift in the stationery ranges, and there are often well done presents for children successfully starting school. Many children who have summer birthdays will wait to have their party in term time, so party presents are always an important area for us.
What have been your bestsellers over the holidays – any surprise successes?
We are really seeing the Plus Plus range taking off, and we are delighted with it. A great present to take to the restaurant or on holiday as it such an open-ended plaything. We can’t stop playing with it in the shops and think it will be a great product this Christmas.
Are you making any changes before Christmas – extra staff, different opening hours, etc etc?
We’ll just generally getting ready and will be recruiting staff in each shop. We open when the public are there, so late-night shopping still happens in lots of towns and we love the vibe of these evenings.
Did you go to any of the autumn trade shows? If so, what caught your eye?
Unfortunately, I was unable to attend Autumn Fair this year – but I did go to Top Drawer and had a lovely time.
I always do well with Clockwork Soldier at Christmas, so was really pleased to see that it has expanded its range even further, to include stocking-filler card games. I will definitely be ordering these!
I also had a good look at the Les Ptipotos plush range. Adorable ‘adult with baby’ animals, which are a recent launch. I have to have them, so will order with my agent, Karen, this month. Fabulous children’s books ranges from Bookspeed were also a highlight for me. What range can’t you keep on your shelves at the moment?
Still dinosaurs! I am out of Funtime tattoos yet again. Light-up and sound keyrings from Puckator are also flying outespecially cat and dog designs. Tobar fart whistles and HGL
"Tobar fart whistles and HGL whoopee cushions are ridiculously popular"
whoopee cushions are ridiculously popular, too.
If you had £2,000 spare, what would you spend it on to get the shop ready for Christmas?
Games! Exit Escape ones (Thames & Kosmos), especially, but also anything Traitors-themed, and a good range of family Christmas games. They really seem to be growing in popularity every year.
The kidult trend is skyrocketing. Is that something you have noticed in your store - and what are you doing to embrace it?
I haven’t noticed it too much in rural Honiton, but I do find lots of Dads find the poo-related toys and games just as funny as their kids. Aforementioned fart whistles are often bought by adult males for their mates!
Have you had any surprise hits this year?
I am always surprised by the continuing obsession with popper toys. I still sell lots of them, mainly in game form from One For Fun now.
Holly Myers, Retail Assistant GrasshopperToys
Did you go to any of the autumn trade shows? If so, what caught your eye?
We unfortunately haven’t been able to make it out to any trade shows this year but we have high hopes for next year! We hope everyone had a marvellous time and discovered lots of goodies!
What range can’t you keep on your shelves at the moment?
We always say this and people are likely getting tired of hearing it… but no matter how much Brio we order, the shelves always empty again!
We’ve also seen a nice increase in sales for Crazy Aaron’s Thinking Putty; and Sylvanian Families have been selling well since we brought in some new ranges!
If you had £2,000 spare, what would you spend it on to get the shop ready for Christmas?
Lately, we’ve been eyeing up a Cricut so we can go mad
“We’re situated in a very small town yet we still see our fair share of kidults pass through. In terms of our ranges, they tend to go for the Lego sets”
making our own window decorations etc! Our windows are fairly small so we like to make the most of them with hanging decorations and window markers.
The kidult trend is skyrocketing. Is that something you have noticed in your store – and what are you doing to embrace it?!
We’re situated in a very small town yet we still see our fair share of kidults pass through. In terms of our ranges, they tend to go for the Lego sets. The Lego Dungeons & Dragons Minifigures have been a big hit!
We’re all kidults ourselves so we do our best to cultivate a very welcoming environment for all ages and interests! Have you had any surprise hits this year?
We recently revamped our book section after selling through most of our old book stock. Books are very hit and miss for us but we had a lot of people in looking for them over the last Christmas period.
We weren’t sure bringing them back would work out since their popularity had been dwindling but they’ve taken off more than we expected!
Did you go to any of the autumn trade shows? If so, what caught your eye?
Unfortunately I couldn't go to any of the latest shows. There were a few reasons why – the first being that as a single mum I struggled with child care at the beginning of September; even the weekend wasn’t any good either as I was doing a fair. Finally, I simply knew what I needed from my usual suppliers, which didn't require specifically going to see them as I get all the newness via email.
What range can’t you keep on your shelves at the moment?
Pocket money toys (favourite must be Mash’ems (Basic Fun!) squishy sushi and squishy panda from One for Fun, TY Beanie Babies with their super price of £5.99, concert bracelets and jewellery making kits, various gun toys and Siku cars. All of those sell very quickly.
If you had £2,000 spare, what would you spend it on to get the shop ready for Christmas?
Wouldn’t it be just a dream!? Stock-wise, I’d immediately order girls’ accessories like handbags, hair pieces, capes and lovely jewellery as they sell well for me. I would order Japanese toys because those are just the cutest. I always spend a lot on decor so I would get a massive Christmas tree for my little outdoor space, full of plastic baubles containing mini toys, which each child could get for free. Practically though, I would give this money away to HMRC, which unexpectedly claimed big, big money from me dating back to 2022.
The kidult trend is skyrocketing. Is that something you have noticed in your store –and what are you doing to embrace it?!
''I always spend a lot on decor so I would get a massive Christmas tree for my little outdoor space, full of plastic baubles containing mini toys, which each child could get for free ''
Absolutely agree! I forever search for retro, vintage and kidult toys! Firstly, kidult toys connect generations because both, kids and adults can vastly enjoy them. This makes sales better and people are keen on spending more! Various gadgets such as gyroscopes, giant kites, and fun snaps easily sell to adults. I love seeing adults enjoying childish fun.
Have you had any surprise hits this year?
As I’m writing this, StickiRolls are all gone after one week! What a hit! Mash’ems and Fingerlings sell super well. Pokémon is massively picking up again for me after a longer steady period. Top Model disappeared fast and I needed an urgent top-up. Activity books, stickers, crafty kits are a hit, too.
Tell us about The Kid Collective. The Kid Collective was founded in 2009 with a passion for offering high-quality, sustainable products for young families. Starting with a focus on eco-friendly baby essentials, we quickly established a really strong core community of parents, and as our customers' needs evolved, so did our business.
Five years ago, we made the strategic decision to expand our product range to include toys, after having focused primarily on sustainable baby products under some of our brands previously. We recognised that we had strong loyalty in our core customer base, and we sought to extend their lifetime value beyond the infant stage.
So we began testing and exploring opportunities in the toys and nursery interiors market, which revealed that the toys category was where we excelled, prompting us to restructure our brand and platform around this focus. Today, under The Kid Collective brand, we’re fully committed to sourcing and working with the best toy brands in the market, bringing new and innovative ideas to our customers. 2024 has been a significant year for us in our journey as we acquired Scandibørn [a leading supplier of Scandinavianinspired toys, interior accessories, and gifts for newborns through to toddlers] in May.
Our operations are headquartered in Leicestershire, where both our office and warehouse teams are based. We have a great set-up here, with an in-house photo
“
We’ve gotalot ofmoving partsinour journeyat the moment, with stacks of opportunities ”
studio, meeting rooms, large open-plan office, and warehouse all under one roof. In addition to our in-house staff, we have a UK-based remote team of customer service representatives, and following our acquisition of Scandibørn, we manage our operations via a 3PL [ThirdParty Logistics] partner in Derby.
How would you describe your range?
It’s a curated range of toys and games designed to inspire imagination, creativity and learning in children aged 0 to five. The benefits of play in early years development is an area we’re passionate about, and guides much of our range-building decisions.
We also lead with these benefits of play (or BOPs as we refer to them!) on our product pages, providing clear, visual reference to support a parent or caregiver's buying decisions. For example, a doll may provide benefits to a child around personal, social and emotional development, understanding the world and imagination – and we make sure these benefits are communicated to our customers.
You offer a wide assortment of ecofriendly toys and games: how do you approach this?
Ultimately, as much as consumers want to do the right thing and opt for sustainable products, cost-of-living
pressures have meant their priorities have simply been elsewhere. As a business, we had to quickly adapt to the changing landscape, and evolve in order to survive. Sustainability remains core to our values, and one of the ways that we have been able to balance this with the needs of our customers is around product longevity. We work with brands whose products are built and designed to last, and offer genuine value to the child and the family. Talking around product and material quality in our messaging is key to supporting our customers to make conscious purchasing choices.
How many brands do you carry in total? We work with more than 50 brands, and these are refreshed continuously, ensuring there is always something new and exciting on offer.
Our current top supply partners are Connetix, Little Dutch, Tiny Harlow, Inspire My Play, Stapelstein, Miniland, Jabadabado, Minikane, Olli Ella, Bigjigs Toys, Tender Leaf Toys, Classic World, Kid’s Concept, Yellow Door, Tonies, Yoto, Londji and Le Toy Van.
Of course, with our recent acquisition of Scandibørn, our supply base has grown significantly, and we’re enjoying forming new partnerships in that space, where our catalogue is more focused around new baby to three years.
How do you find products?
We love connecting with new brands and existing partners at trade shows. Spielwarenmesse in Nuremberg is our most important event. We enjoy Toy Fair London too, and with our expanded collections, we're planning to visit Spring Fair in Birmingham, showUP in Amsterdam, and Maison&Objet in Paris. In addition, we regularly host suppliers at our offices; it's a fantastic opportunity to hear about new launches first-hand and collaborate on marketing strategies.
What's your selection criteria?
Our experienced buying team does a fantastic job of ensuring that the products we onboard will resonate with our customers – but there is always room for testing and pushing the boundaries. And we’re fortunate that we can adapt to, and move quickly on, new market trends.
What categories are selling well?
Dolls is a strong category for us, and continues to grow year-on-year. We love dolls that promote inclusivity, such as Miniland, and it gives us so much to work with from a marketing perspective. Building a range around our core doll collection has allowed us to up-sell, and
We’refully committed tosourcing andworking with the best toybrandsin the market, bringing new and innovative ideas to our customers ” “
keep our customers engaged. Products such as those in the Tiny Harlow range have been particularly successful for that.
Active play is another category that is developing well. Items such as scooters, play stepping stones, balance bikes, and ride-ons are all good performers.
What are some of your new arrivals?
We’re continuously uploading newness, be that launches within our existing brands, or testing out entire new brands and collections. The most recent new brands we’ve partnered with are The Natural Play Makeup Company, Jabadabado, and Kid’s Concept – and we’re trialling marbles from Billes & Co.
How do you retain interest for existing customers and attract new ones?
Newness is key; it keeps our customers engaged and gives our marketing teams plenty to talk about! Further to this, last year we engaged a core set of customers as our Toy Testers and this has been really successful on many levels.
Through our supplier partnerships, we engage our toy testing community in testing out new products that we’re considering adding to our range. Their feedback is so valuable to our decisionmaking. But equally as important is the UGC [User-Generated Content] we acquire through this programme. And we work with the team not only on new product, but also on testing and marketing existing ranges.
Do you offer any services?
We offer gift vouchers and provide sameday dispatch on all orders, with express
delivery services as an option too. In this industry we obviously enjoy low rates of return, but we do offer a 100-day returns window to provide an additional level of reassurance at point of purchase.
What are you looking forward to stocking for the Christmas season?
We’ve been stocking up on stocking fillers, as well as our key brand lines. We’ve just uploaded Fat Brain Toys’ Air Toobz as a new brand for us this season, and we’re seeing a great response already. Plus, we’re looking forward to introducing some new collections in the Little Dutch range ready for peak season.
What’s next for your business?
Last year we submitted a successful application for the build-out of a large showroom on our Leicester site, and this is on my radar. We did a seasonal popup a few years ago, and we absolutely loved it: it was so great to connect with customers and their little ones face to face! We’ve got a lot of moving parts in our journey at the moment, with stacks of opportunities, so it will be interesting to see where the next few years take us.
What’s your current favourite toy or game on your virtual shelves?
Tiny Harlow. We launched this at the backend of peak 2023 and the response was huge, so we’re excited to see this run a full peak season for 2024. The Tiny Tummies Magic Milk & Juice Bottles are such fun, and the Tiny Tummies Food Jars are full of nostalgia. They connect with a huge audience. We have so much fun filming the in-house content for these too!
What’s your all-time favourite toy or game?
Sylvanian Families is a brand close to my heart –the nostalgia for me is strong on this. We recently onboarded the brand onto The Kid Collective, which made my day!
Koen Nolmans, CEO of ToyChamp & DreamLand in the Netherlands and Belgium, explains to Clare Turner how seizing two business opportunities has almost tripled his store count over the past 12 months
“You
When we last spoke in January 2023, ToyChamp was celebrating 21 years of trading and the group comprised 33 stores: nine in Belgium and 24 in the Netherlands. Since then it has grown exponentially and now boasts a total of 89 stores. Can you update our readers on this phenomenal development?
In early October 2023, ToyChamp acquired 75% of the shares of DreamLand (47 experience stores in Belgium) from Colruyt Group, which is a leading food retailer in Belgium.
DreamLand had been part of Colruyt Group since 1994 and had grown to be the undisputable market leader in physical toy retail in Belgium. However, due to different reasons, DreamLand had struggled to break even in the past few years, so Colruyt Group was willing to disinvest on its prime non-food brand, DreamLand.
For ToyChamp this was a
golden opportunity. Sizewise and assortment-wise the stores are similar to ToyChamp, and geographically there was no overlap, since ToyChamp was mainly active in the Netherlands and locally in the province of Limburg in Belgium, and DreamLand was only active in Belgium.
Moreover, in early 2024 the 27-strong toy chain FUN, based in Flanders [the northern half of Belgium], went bankrupt. FUN was the only remaining experience store retailer in Flanders.
ToyChamp and DreamLand saw an opportunity in this, and took nine stores in the first batch: relocating three stores for DreamLand and opening six new stores for ToyChamp.
A 10th store for DreamLand opened on September 14 in Lommel (this was not a part of the initial deal at the time of the bankruptcy) – and another Dreamland store will relocate early next year in Ninove – hence saving 11 ex-
“
The
awe on kids’ faces discovering everything they’redreaming ofinatoystore ispriceless ”
FUN stores from disappearing from the toy retail landscape.
In this way, ToyChamp as a group has tenfolded its turnover compared with five years ago, and now boasts a store count of 89.
What do you believe sets you apart from other toy shops?
Shopper experience. There are of course many USPs [Unique Selling
Points] for physical toy stores compared with other toy sellers such as online platforms and discounters, but the awe on kids’ faces discovering everything they’re dreaming of in a toy store is priceless.
How would you describe your range? Toys in the broadest sense, extended with kid-related products sich as gaming, stationery, gadgets and seasonal products.
How many brands do you carry?
Simply all A-brands such as Lego, Mattel, Hasbro, MGA, Spin Master, Ravensburger, Playmobil, Sylvanian Families, Squishmallows, and Schleich –many of which also have shop-in-shops in our experience stores: ToyChamp and Dreamland stores have an average store surface of 1,500-2,500sq m.
How do you find products?
We attend several key trade shows: The LA Fall Preview in Los Angeles in September; Mega Show Part 1 Hong Kong and The China Toy Expo in October; Preshow Noël Toys & Games in Deauville, Normandy in November; The Hong Kong Toys & Games Fair in January; and of course Spielwarenmesse in Nuremberg at the end of January. These trips are supplemented by showroom visits to all our main suppliers.
“Toysin generalismy passion,and seeingour group grow and thrive is mybiggest motivation”
How’s business for you at the moment? Q1 was good but we had a lousy summer, putting pressure on the Q2 results. Since we also focus on selling outdoor products in Q2 and part of Q3, we are quite weather-dependent. The good news is that all toy categories outperformed our targets, so we are very confident for the rest of Q3 and Q4.
What categories are selling well? Lego is booming (still), but toys in general are doing well in the broad sense, which is good.
What are some of your recent arrivals?
Magic Mixies Pixie Supremes Magic Mirror, Disney Real FX Stitch Puppet, and the Lego launch in August.
Have you spotted any hot trends? Loom Bands are coming back!
How do you maintain the interest of existing customers and attract new ones? We play in several different fields including social media, advertising, and in-store demos and events. We are constantly running activities with ‘Champy with Tour’, where our mascot Champy visits several stores accompanied by the kids’ heroes, with meet & greets, workshops, and activations.
What are you looking forward to stocking for the coming season? Some new developments such as
January 2023: 33 ToyChamp stores (nine in Belgium and 24 in the Netherlands).
October 2023: acquisition of 75% of DreamLand shares from Colruyt Group (47 stores in Belgium).
●Early 2024: the bankruptcy of 27-strong toy chain FUN, based in Flanders [the northern half of Belgium] results in six new stores for ToyChamp in Flanders and three relocations of DreamLand stores into ex-FUN locations (the number of DreamLand stores hence remains at 47).
1HY24: two new ToyChamp stores open in the Netherlands. Hence ToyChamp grows to 15 stores in Belgium and 26 stores in the Netherlands.
September 2024: a 10th DreamLand store opens on September 14 in an ex-FUN location of Lommel (this was not a part of the initial deal at the time of the bankruptcy) – and another Dreamland store will relocate early next year in Ninove – hence savinging 11 ex-FUN stores from disappearing from the toy retail landscape.
October 2024: The group now comprises 89 stores (48 DreamLand stores plus 41 ToyChamp stores).
Spin Master’s Punirunes digital pet toys and MGA’s Yummiland lipgloss dolls, but also extensions in Stitch and Bluey, as well as classics such as Lego PAW Patrol Pokémon, Mario, and X-Shot.
What’s next for your toys: are you looking at expanding into new product categories?
Kidult is on the rise since the pandemic. When parents and their children were in lockdown, they learned how to play together – which has since led to increasing sales in puzzles, board games, and creative products – and also kidult Lego sets.
What’s next for your business?
You ain’t seen nothing yet! Once I have news I can share, Toys ‘n’ Playthings will be the first to know.
What’s your prediction for Christmas trading?
I’m confident for a good Q4, since we saw an increase in all toy categories in the first half of the year.
TnP gets spacey with Thames & Kosmos UK’s board game editor and marketing manager Nicky Thomas, to talk about latest trends, challenges and supporting retailers
What do you think the big trends will be as we head into 2025?
2025 will have the first crewed mission to the moon since 1972 so we anticipate a positive impact on space related toys and kits. We shall definitely be promoting our amazing Planetarium projector and Telescopes – both the kids’ version and our more advanced T&K Telescope for the kidult market.
Speaking of kidult… 2024 saw a record rise in the Kidult market and this is certain to continue, so our robotic offerings will undoubtedly continue to sell well; both Hero, the sound-activated robot and KAI, our AI robot. Rather than just buying the toy off the shelf, both of
these kits come in pieces so that kids, with adult help, can have the satisfaction of building their own robot and then programming, playing and learning from it.
The Lord of the Rings (LOTR) trend continues unabated. As well as our wide range of LOTR-based jigsaw puzzles, we also have both an EXIT game, Shadows over Middle-earth, and a board game, Adventure to Mount Doom. Our 2025 exciting addition is the first Middleearth globe. As well as being beautifully illustrated, this globe lights up and displays the trails of Frodo and Bilbo up until their sailing off to Valinor.
What do you think is the toy industry’s major challenge now and for the months ahead – and why? How will you address this as a company?
The cost-of-living crisis is an ongoing challenge and, although families always try to push through this at Christmas, it will undoubtedly have an impact on sales. With this in mind, we have reduced the cost of this year’s EXIT Advent Calendar to make it more affordable. We aim to help families continue this fabulous Christmas tradition with the fourth in our line of EXIT Advent calendars, The Missing Hollywood Star. For the more STEM-centred families, we
“The costof-living crisis is an ongoing challenge and, although families always try to push through this at Christmas, it will undoubtedly have an impact on sales. With this in mind, we have reduced the cost of this year’s EXIT Advent Calendar to make it more affordable
”also have a Science advent calendar, making the run-up to Christmas educational as well as fun!
How are you supporting retailers as the buying season ramps up – and which hero products are you pushing with retailers at the moment?
Our main seller from September onwards are our Advent calendars. Both the EXIT escape room version and our STEM version. These often sell out and we hear of families playing them together over Zoom across the world. We’re also seeing a boost in smaller stocking filler gifts such as our Spy Labs range. These pocket money priced tins are a fabulous gift for school friends as well as great extras for Christmas morning.
We offer hi-res images of our products for retailers and give our pro shop (bricks and mortar) traders a week’s advance on any new releases.
Word on the tills apparently, is that (some) shoppers prefer to be served by a human being when paying for groceries. This is instead of vaguely waving items in front of a small plate of glass, aka self-scanning, while hoping that a reassuring beep will indicate that something has been added to your bill.
SCOs (self-checkouts) have been with us for a long while now, and when they were first introduced they were seen by many as machine against man, depriving honest checkout operatives of a job and making us do the work. Fast forward to now and try standing in the occasionally long queues at an old-fashioned branch of Lidl, one without SCOs, and asking your neighbours in the line whether they’d prefer to carry out the task themselves.
The answer might well be yes, and with this in mind, supermarkets have been installing the SCOs at pace, from Waitrose to the German discounters.
If you are in the toy retail business, can you honestly say that embracing SCO culture seems like a good idea? “ ”
Now consider this. In 2021, Amazon opened ‘just walk out’ grocery stores in London (there are still only a handful of them and they are all in the Capital), where the user downloads an app that’s then linked to a bank/credit card and used to gain entry to a store. Once inside, shoppers are monitored by a combination of cameras and motion sensors at shelf-level, meaning that the store knows what’s in your shopping bag (you can bag as you go) and, as the marketing phrase implies, you can ‘just walk out’ without any kind of recourse to a till. It feels a little like shoplifting (of which your correspondent has no experience!) until a couple of minutes after leaving the store when a receipt appears on your mobile device phone detailing how much has been taken from your bank account.
Good in theory, particularly if grab ’n’ go is your thing, but it’s a complete faff getting into the store in the first place. So much so that, in 2024, Amazon convenience stores now offer SCOs as well as ‘just walk out’ app-based payment. Things clearly did not go to plan and purely apocryphal reports and straw-in-the-wind polls indicate that the self-serve option is now more frequently used than the just walking out option.
When something like the Amazon system appears, it’s in the nature of the fiercely competitive UK grocery market that others will imitate, purely to guard against market share incursion. Tesco converted a store on a variation of the just walk out theme in London’s High Holborn –just across the road from one of Amazon’s branches. Initially, this too was solely app-based, till-free shopping, but SCOs are now in place.
So much for what many were calling ‘the future of retail’. Clearly it’s not going to be anything of the kind any time soon and, while all of this
has been going in on a number of supermarkets, Morrisons stands as a case in point, and has been going ‘back to the future’. This involves introducing checkouts where shoppers are welcome to have a chat with the member of staff who is conducting the transaction. Conventional wisdom has it that there are crowds of eager pensioners who like using cash, don’t have a phone with a linked bank card, and appreciate having a chat with staff as it may be their sole human interaction during the course of a long day.
This, it should be noted, has been well covered by the press and has been a thing for around a decade now. There is, however, a distinct downside. Imagine having chosen to join the manned checkout and finding yourself behind somebody determined to pass the time of day with the person behind the till. The process slows down, you get mildly irritated and from the retailer’s perspective, productivity has gone out the window. Is the marketing plus of letting those who want to slow down worth the cost of checkouts that permit this to happen and, ultimately, will there be more dissatisfied customers than those feeling that everything’s good?
So, if you are the retailer what is to be done? Walk into any of the big four (aka Tesco, Sainsburys, Morrisons and Asda – although Aldi may surpass Asda in the rankings in the not-too-distant future) larger supermarkets and you will notice a long line of manned checkouts, most of which are not in use. Meanwhile, the SCO area, now frequently divided into trolley and basket shops, looks busy. This is the answer then. Supermarkets have decided that operational efficiency when using one of their stores is preferable to having a chat – leave that to the village shops. Process trumps people, it seems.
All of which leads to the conclusion that there is no conclusion, at least as far as making stores better places to be is concerned. But where are other retailers supposed to head? If you are in the toy retail business, can you honestly say that embracing SCO culture seems like a good idea? The argument would run that toys are not ‘distress’ purchases (although maybe at Christmas this is not the case) and that having somebody ‘selling’ them is part of the process of keeping the tills ringing out.
On the other hand, might it not be the case that in the September-December ‘golden quarter’, all that customers want is to buy what they imagine will be the object of their loved ones’ desire and get out of the store. Small stores may well continue to operate like village shops, although even here SCO inroads are happening, but for the rest, the time to choose might be close at hand. Think carefully.
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.
Whenit’s timetopayin supermarkets and elsewhere, thereare multiple approaches thatcanbe taken.Which isrightfor you?Forthe store?There isabalance tobehadbut itseemsa littlewobbly rightnow, reportsretail expertJohn Ryan
Here’s a quick peek at some of the hottest and newest products. Buyers and retailers, get in touch with your sales contact now!
Product: Plasma Ball
Company: Thames & Kosmos
Tel: 01580 713000
Email: sales@thamesandkosmos.co.uk
Web: thamesandkosmos.co.uk
Product: Wicked Collection
Company: The Carat Shop
Tel: 01279 442 528
Email: info@thecaratshop.co.uk
Web: www.trade.thecaratshop.co.uk
Product: Doorables Star Wars Company: Just Play Tel: 0800 102 6885
Email: uksales@justplayproducts.com Web: www.justplayproducts.com
Product: Too Far & Social Ladder Company: The Sidemen & Hot House Games
Tel: 01752 349766
Email: sales@vrdist.co.uk Web: www.pressfix.co
Product: TMNT Mutation Station Company: Character Options
Tel: 0161 633 9800
Email: sales@charactergroup.plc.uk Web: character-online.com
Product: Bangoberry Match & Stack Company: Santoro Tel: 0208 781 1100
Email: mail@santoro-london.com Web: www.santoro-london.com
We’re ready to light up the bonfired sky – are you?
Blazing features rubbing smoulders with cool regulars – that’s our November TnP!
November Features
• Q1 Ranges
• Ride Ons
• Hair & Beauty
• What’s new
• Don’t miss
• News, views & insights to enthuse
So remember, remember our TnP November – a funpowder season we got. Sparkling opinions, toy testing bangers, catherine wheeling ride ons – they’re all skyrocketing your way!
Get yourselves involved and bouncing with our jumping jack of an issue.
Toys ‘n’ Playthings reaches the highest spending and most influential toy buyers in the UK and beyond. The rest of the industry too – you, your colleagues, and the competition.
