THIS MONTH
Welcome, dear readers, to the first issue of Progressive Preschool of 2025… the Year of the Snake, the return of Bridget Jones and Oasis, plus President Donald Trump 2.0.
Copyright 2025. Whilst every effort has been made to ensure the information in this magazine was correct at the time of going to press, the publishers cannot accept legal liability for any errors or omissions, nor can they accept responsibility for the standing of advertisers nor any organisation mentioned in the text. Views of contributors do not necessarily reflect those of the publishers.
new website and e-newsflash portal will provide the very latest news, views, and analysis across the preschool product and retail sector.
reference to 2025, while it was pleasing how many times ‘opportunity’, ‘growth’, ‘innovation’, ‘ever growing demand’ and ‘new connections’ were also mentioned.
While I don’t think the industry is looking back in anger at 2024, it’s fair to say that it was another mixed bag.
Let’s get the challenges out of the way first. The economic factors will almost certainly follow us into the New Year and the Autumn Budget didn’t make things any easier for SME employers including retailers. From April, there will be additional costs due to increases in National Insurance contributions, business rates and minimum wage… all at a time when high street retailers are being squeezed on footfall.
Launching with an unrivalled email subscriber base of 12,087 readers, a twice weekly newsflash will land directly in the inboxes of everyone in this fast-paced industry. A modern, easy to navigate website will provide a central resource for the trade too, offering news, in-depth articles, an industry jobs board, retail analysis, digital issues of Progressive Preschool, and much much more.
One of our contributors in this issue also made a plea for supply lines to be less impacted by global events, with materials more accessible and shipping less disrupted, delayed or ‘wildly volatile’ at cost.
However, speaking to 25 industry executives from all categories for our lead feature in this issue, the word ‘excited’ was mentioned by 17 of them in
As retailers become more risk averse, many suppliers are also upping the stakes when it comes to marketing and how they communicate with Millennial and Gen Z parents and parents-to-be and gift givers. As one contributor pointed out, consumers are smart and want value, but they also need to know what’s available and those messages need to be got across.
Ultimately, everyone seems aware of the challenges and companies have come up with their own individual ways of meeting them. New product launches will be abundant at the upcoming shows and it’s going to be
AND COMMERCIAL:
interesting to see which trends are coming to the fore for 2025 and 2026.
Another of our contributors perhaps hit the nail on the head when she said she’s not sure if anyone has quite worked out the magic formula, but her company will continue to ‘test and learn’ and drive forward on the findings from last year – advice we could all follow.
The PPS team will be kicking off the trade fair calendar at London’s Toy Fair, followed by Nuremberg, Spring Fair and then a hop across the Atlantic to New York Toy Fair. We look forward to catching up with as many of you as possible.
The Progressive Preschool Team
Samantha Loveday, Rob Willis, Jo Cassidy and Tessa Clayton.
The magazine and awards do a great job in joining the dots between toy, nursery, gift, apparel, publishing, and of course licensingand this digital offering will further enhance our position as a trade media partner that offers a tangible response to advertising investment.
All advertising on the website is duplicated to each and every newsflash, giving advertisers huge visibility and direct impact to retail buyers. is published by preschool sector experts, for preschool trade experts.
Above: The Progressive Preschool team - from left, Jo Cassidy, Rob Willis, Samantha Loveday and Tessa Clayton - is looking forward to catching up with the industry at the upcoming spring trade shows.
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FEATURING
EPOCH Making Toys, Rainbow Designs Ltd,
myFirst Tech, Robbie Toys Limited, Djeco, Safari Ltd., Coiledspring Games, plus many more!
The latest updates from across the baby and preschool industry.
The growing importance of November and Black Friday to the Baby Care market.
Steven Usdan, co-founder and coo at biomaterials start-up, BioFluff, on paving the way on plant-based plush.
25 executives from all corners of the business share their views on the year ahead.
Liz Ireland, founder and md at Bigjigs Toys, discusses the company’s milestone 40th anniversary and its celebratory plans for the year.
Industry executives excited although cautious as 2025 begins
Companies from all areas of the nursery, toy and retail sectors have been sharing their thoughts on the challenges and positives for the upcoming year with Progressive Preschool.
Many are looking to build on momentum from 2024, while at the same time
acknowledging the continuing economic pressures on consumer spending and other factors affecting their businesses.
“The key challenges will undoubtedly include adapting to
Bigjigs Toys celebrating 40 years
2025 marks 40 years in business for Bigjigs Toys – with the company planning a raft of celebrations, kicking off with special activity at the upcoming trade shows.
The company will be hosting a special celebration at its Toy Fair stand at Olympia (21-23 January), reflecting on its story so far with visitors and customers and raising a glass to the year ahead. Throughout 2025, it will also be launching over 100 new products across a variety of ranges, with Bigjigs’ product designers drawing inspiration from Montessori principles, emerging trends and customer feedback.
On top of this, the company has designed an exclusive 40th anniversary puzzle as a thank you
technological advancements and managing economic pressures on consumer spending,” commented Cameron Appel, vice ceo at iCandy. “However, growth can come from continuing to build meaningful
gift for its trade customers. ‘Where It All Began’ is a 1,000-piece jigsaw which showcases the company’s Covent Garden market stall from the 1980s.
“Reaching Bigjigs Toys’ 40th anniversary is a very special milestone for us,” said Liz Ireland, founder and md at Bigjigs Toys. “After 40 years in the business, it’s incredibly humbling to look back and reflect on how far we've come.
In the early days, my husband Peter and I would spend our weekdays teaching and weekends carting our handmade puzzles to our Covent Garden market stall. Then as demand grew, we decided to leave our teaching careers behind and dedicate 100% of our time to the toy-making business. And that’s how Bigjigs Toys was born.
“I feel so grateful for what we’ve achieved over the years and thankful for the amazing support we’ve had from our customers. It’s exciting to think about what’s next and imagine how Bigjigs Toys will evolve over the next 40 years.”
You can read more about Bigjigs Toys’ plans for 2025 on pages 30-31.
Right: (from left) iCandy’s Cameron Appel, BIBS’ Brett Capon and Modern Cloth Nappies’ Stephanie Revill are among the executives sharing their views for 2025.
Above: Liz Ireland, founder and md, Bigjigs Toys.
connections with families through exceptional customer service and superior product experiences.”
Brett Capon, country manager UK and Ireland at BIBS, believes that growth for the nursery and preschool sector could involve marketplace and dropship models with major retailers.
“The past 12 months has seen a significant increase in the total percentage of online sales via these models,” Brett commented. “This route to market can be key for brands wishing to increase sales and market share where more traditional supply routes are unavailable, albeit sometimes complex to set-up.”
Alongside economic pressures, meeting the rising demand for sustainable products while ensuring affordability will also be a key factor, Stephanie Revill, owner of Modern Cloth Nappies, believes. “Growth
opportunities lie in promoting eco-conscious products, leveraging licensing partnerships, expanding digital presence, and educating families about reusable options,” she offered.
When it comes to retail, the opportunities for growth will come from differentiation, commented Brian McLaughlin, development manager at buying group, Toymaster. “It is critical for independent retailers to look for new ranges that won’t be stocked in their major competitors; one way to help increase footfall is to stock something that customers cannot get elsewhere,” he explained.
You can read the full 25 for 25 feature - including feedback from companies including iCandy, Maxi-Cosi, Rainbow Designs, Hippychick, Halilit, Pura, hauck, Cybex, Joie and more – from page 20.
Promising take-up for Baby Products Industry Association’s UK Pavilion at Kind + Jugend
Following the confirmation in 2024 that the Baby Products Industry Association (BPIA) will be hosting a UK Pavilion at Kind + Jugend from 9-11 September 2025, the trade association has revealed that the news has met with a positive industry response.
“We have more than 10 companies already confirmed that they wish to participate,” commented Marc Hardenberg, chair of the BPIA. “We are currently in the process of working out packages and hope to announce these early in the New Year. We will then be able to allocate specific stand spaces.”
Having secured the UK Pavilion space at the show’s early bird rate, members participating will benefit from an attractive all-inclusive package including early bird conditions and booth construction.
If you wish to register interest in the UK Pavilion or would like to have an initial chat to discuss participation, please email Marc on marc@majuma.co.
My Carry Potty launches in the US
My Carry Potty is heading Stateside, with the UK brand making its US debut in Target stores this month.
Amanda Jenner, director and founder of My Carry Potty, commented: “We’re incredibly excited to bring this to fruition. Waiting for the perfect moment has paid off, and we believe now is the right time to expand our reach and bring our beloved characters to families across the USA.
“As we continue to support children and parents through the potty training journey, we look forward to making a positive impact with our innovative products and launching our new website across the pond too. Stay tuned for more updates as we embark on this exciting new chapter!”
Toymaster May Show 2025 is sold out
The Toymaster May Show 2025 has officially sold out, with all of the stand space filled.
A statement from the buying group said: “All the stands for the May Show have been filled and we thank our suppliers for their continued support. We have a broad mix of suppliers exhibiting, offering all independent retailers attending a wide range of options to select the best ranges and products for their stores.
“The dates for the show are Tuesday 20 to Thursday 22 May 2025, and we look forward to welcoming everyone back to Harrogate for another fantastic show.”
Below: The UK Pavilion has had a great reaction so far, says the BPIA.
TOP STORY
BTHA names 2024 Toy Retailer of the Year finalists
The British Toy & Hobby Association (BTHA) has announced the finalists for the Toy Retailer of the Year Awards 2024.
The winners of the prestigious Toy Retailer of the Year Awards – including Overall Toy Retailer of the Year for 2024 – will be announced, along with any other special BTHA awards, on Tuesday 21 January 2025 at an evening function of the first day of London Toy Fair 2025.
The shortlist is:
Independent Toy Retailer of the Year (single store)
Argosy Toys
Jadlam Toys & Models
J J Toys
Independent Toy Retailer of the Year (multi store)
David Rogers Toymaster
Toy Barnhaus
Starlings Toys
Toy Department of the Year
Garsons Garden Centre, Esher
Daniel Department Store
Jarrolds of Norwich
Busy Rainbow Designs welcomes new brands
Rainbow Designs has kicked off the New Year by welcoming two new brands to its portfolio.
First up, the company is joining forces with Sri Lankan family run toy company, Tikiri Toys, to offer its product line-up as part of a new distribution partnership.
Tikiri’s range of infant toys and nursery essentials further expands and enhances Rainbow’s comprehensive offering to the nursery sector.
Tikiri means ‘precious little one’ in the native Sinhalese language, with the products handcrafted and made in Sri Lanka.
Available from spring 2025, the Tikiri My First Safari collection includes organic rubber teethers and comforters, created from the latex of the Hevea tree and cotton materials. There is also an extensive range of classic Bonikka soft dolls.
In addition, Rainbow Designs has expanded its licensed line-up with the addition of Mr. Men Little Miss. The range, launching in the summer, will include Mr Tickle, Mr Happy, Mr Bump and Mr Strong, alongside Little Miss Hug, Little Miss Sunshine, Little Miss Princess and Little Miss Chatterbox, in a selection of large cuddly cushions, collectable soft toys and plush keychains.
Multiple Toy Retailer of the Year
The Entertainer
Smyths
SMF Toytown
Omnichannel Toy Retailer of the Year
Smyths
Argos / Sainsburys
The Entertainer
Online Excellence Award
Argos
Amazon
The Very Group
“The Mr. Men Little Miss brand is a fantastic addition to our classic licensed character collection,” said Anthony Temple, md at Rainbow Designs
Rainbow Designs will be showcasing its full 2025 collection, including the new Mr. Men Little Miss and Tikiri ranges, at the London Toy Fair, Spielwarenmesse and Spring Fair.
For the latest news visit PreschoolNews.net
Above: Mr. Men Little Miss is the latest licence to join the Rainbow Designs portfolio.
TOP STORY
Orange Tree Toys marks 25 years
Wooden toy specialist, Orange Tree Toys is to launch a raft of ‘innovative and imaginative’ new products for 2025, marking the significant milestone of its 25th anniversary.
The new range aims to reflect the brand’s dedication to quality, sustainability and imaginative play. It will include a selection of play-sets along the themes of Farmyard, Zoo, Fairies, Adventures and Camping, plus a Peter Rabbit play-set. The interactive play-sets will encourage cooperative play, allowing children to engage with one another and develop social skills.
In addition, there will be an extension to the original animal
range with balancing crocodile, 3D puzzles, mini puzzles, Lion scribble boards, plus magnetic games, memory games, croquet and a new tumbling tower.
Woodland collection additions will include hoopla, bat and ball, plus new stitching and threading kits to encourage fine motor skills.
Finally, there will be further expansion to Orange Tree Toys’ Peter Rabbit collection including the arrival of the Radish Express Puzzle Train, 4-in-a-row, 3D puzzles and stitching kits.
As well as the new range developments, the company has also welcomed on board new distribution partnerships with Japan, Australia, Greece and France, as well as creating a Canada fulfilment warehouse to serve Canadian and US customers.
Orange Tree Toys will be showcasing its new lines at key upcoming trade shows including London Toy Fair, Spielwarenmesse, Spring Fair and Toy Fair in New York.
toys2market strengthens team as it looks to ramp up
The toys2market team is ramping up with a number of new hires, as it looks to build on momentum and further develop the small foot wooden toy business.
The company has welcomed Sabrina Hayhoe as head of sales and she will be responsible for driving the sales of toys2market’s portfolio of brands. Sabrina will have a particular focus on developing small foot in the UK and exploring new account opportunities in the toy, nursery and gift channels.
In addition, Vicki MarlerHausen from Elmer Marketing has been brought onboard as marketing and media consultant to support the sales team with key product launches, organise trade shows and raise awareness
of toys2market and its brands at both trade and consumer level.
“I am thrilled to bring two people of Sabrina and Vicki’s calibre to work alongside me as we embark on a really busy year at toys2market,” commented director, James Triptree. “We have been distributing small foot in the UK since last spring and are seeing a huge uptake in interest in their wooden nursery and toy range. We therefore need to be fully focused on building this momentum, while working closely with the small foot team in Germany to identify new routes to market.
“Likewise, our UK distribution business with Bontempi and Multiprint is growing healthily, so it’s a good time to be strengthening the toys2market team and getting 2025 off to the strongest start.”
For the latest news visit PreschoolNews.net
Left: Sabrina Hayhoe has joined toys2market as head of sales.
Above left: Orange Tree Toys is celebrating its 25th anniversary this year.
Come and experience the Spirit of Play at the world‘s largest trade fair for toys and fascination!
Tuesday – Saturday
… and the adventure starts again
Nürnberg, 28 Jan – 1 Feb 2025
NielsenIQ GfK’s Emma Wade gives an update on Baby Care market performance at the end of 2024 and looks deeper at November’s sales trends.
THE GROWING IMPORTANCE OF NOVEMBER AND BLACK FRIDAY
Market performance towards the end of 2024 remained stable year-on-year in the Baby Care market - positive news considering the declining demand for products due to the falling birth rate. Volume sold between October 2023 and November 2024 remained stable at 0.1% growth compared to the same period the year before. Value was up 2.7%. This is driven by an increase in the average price of 3.0% and the continued upgrading by some consumers to brands and products at higher/premium price points.
NOVEMBER PERFORMANCE
During November 2024 there were some very positive topline market results, suggesting that the month is becoming more important for purchases of some products. Value was up 4% compared to the previous year. We recorded the highest sales value in the last four years. Demand in November enjoyed volume growth, with sales up 5% versus last year. However, unlike value, this is not the highest recorded volume for this period. Despite the total Baby Care market
having a very positive November, not all categories benefitted from this trend. Highchairs, Teethers, Warmers and Sterilisers all saw value and volume decline. This mirrored trends seen throughout the year.
Strollers enjoyed a positive value growth, while volume growth fell. Demand for most segments within Strollers declined compared to last year except for larger travel system bundles. Increased sales of these (+47%) over the month helped grow value due to their higher price. Consumers who brought these larger bundles were on average spending 16% more than in 2023. Breast Feeding, on the other hand, saw the opposite trend with positive volume growth while value growth fell. Dramatic declines in the average price for Electric Wearable Pumps, which plummeted 19% yearon-year, caused this trend. Volume in November grew by 4% as consumers sought attractive deals in the run up to Black Friday and on Black Friday for products they wanted. Online has become an increasingly popular purchase channel in the month of November. In 2024 the volume sold online increased its share by nine points
to 45%. However, the value remains stable year-on-year at 53%. Consumers spent 38% more online than in-store during the month. There was little growth year-on-year in the average price of an online purchase as volume bought at a price cut grew.
During November the average price paid at a total Baby Care level for a product dropped by 2%. This reflects an increase in volume purchased with a price cut. In 2024, 37% of the volume sold was with a discount of 10% or more, up from 33% in 2023. This has been slowly increasing over the last four years. Online has a greater volume share sold at a price cut at 51% for 2024, up six points from 2023. Highchairs, Teethers and Warmers and Sterilisers did not see volume increases for items purchased at a price cut in 2024. This is interesting considering over the last few years Warmers and Sterilisers saw the biggest volume share purchased at a price cut of 10% or more at 66%. In 2024 this switched to Baby Monitors which saw 65% of volume sold with a price cut of 10% or more.
OUTLOOK FOR 2025
GfK anticipates that the month of November will continue to grow in importance for certain product areas within Baby Care as consumers look - and wait - for seasonal promotional dates. This will continue to migrate to more premium and high-value categories such as Electric Wearables Pumps and larger travel system bundles. We have already recorded increases year-on-year in sales for these products during November.
If you would like to find out more about how GfK can help you, contact Emma at
Steven Usdan, co-founder and coo at BioFluff – a biomaterials start-up which has created the world’s first completely plant-based alternative to fur, shearling and plush – on paving the way for a more sustainable future… and how the toy industry can get involved.
THE CASE FOR A PLANT-BASED FUTURE IN PLUSH TOYS
The toy industry has long been a cornerstone of childhood joy and imagination. But today, this $100 billion global market faces a critical reckoning: the environmental and health costs of its reliance on synthetic materials, particularly in plush toys. While the whimsical world of stuffed animals and soft toys remains a child’s paradise, the hidden damage caused by their synthetic composition demands attention. It’s time for the industry to transition to plant-based materials like BioFluff, paving the way for a more sustainable and healthier future.
Most plush toys today are made from synthetic fibres like polyester, which is derived from petroleum - a non-renewable resource. This material, while inexpensive and durable, comes with drawbacks: Environmental degradation: The production of synthetic fibres emits large amounts of greenhouse gases and relies heavily on fossil fuels. Once discarded, these materials persist for centuries in landfills, releasing microplastics into the soil and waterways.
Health concerns: Recent studies have shown that microplastics - tiny fragments that break off from synthetic products - are now pervasive in our environment. Alarming levels of microplastics have been found in human breast milk, placentas and even the lungs. Short lifespan: Synthetic plush toys, often designed for short-term use, contribute significantly to the 12 million tons of plastic waste that end up in the ocean each year.
The question is not whether the
toy industry can afford to change, but whether it can afford not to.
WHY PLANT-BASED MATERIALS ARE THE ANSWER
Enter plant-based materials like BioFluff, a 100% plant-based, toxinfree alternative to synthetic plush. Made from a combination of flax, nettle and hemp fibres, BioFluff offers a viable solution that aligns with both environmental and consumer health priorities. Here’s why: Eco-Friendly Composition: BioFluff is entirely biodegradable and made without harmful chemicals or plastics. Its production relies on renewable resources, including agricultural waste, and reduces the carbon footprint compared to petroleum-based materials.
Health Benefits: Free from toxins and microplastics, BioFluff ensures a safer playtime for children.
Educational Value: Toys made from BioFluff can serve as tools to teach
children about sustainability and the importance of protecting the planet. Industry Innovation: Adopting plant-based materials like BioFluff allows companies to position themselves as leaders in sustainable innovation. It’s an opportunity to meet growing consumer demand for eco-friendly products while setting new industry standards.
OVERCOMING THE CHALLENGES
Admittedly, plant-based materials like BioFluff come at a higher cost compared to mass-produced synthetics. However, the initial expense of adopting sustainable materials will pay dividends in the form of brand loyalty, consumer trust and regulatory compliance as governments worldwide introduce stricter environmental standards. Moreover, as demand grows and production scales, the cost disparity will shrink. Early adopters of plant-based materials stand to benefit from being ahead of the curve, capturing a market segment that prioritises sustainability.
A CALL TO ACTION
The toy industry has always been a driver of creativity and innovation. It’s time to channel that ingenuity into addressing the environmental and health crises posed by synthetic materials. By embracing plant-based alternatives like BioFluff, manufacturers can transform the plush toy market into a model of sustainability, where joy and responsibility go hand in hand. For an industry built on nurturing imagination, the possibilities are endless. Together, let’s create a future where the toys that bring children comfort also protect the planet they will inherit.
Right: Steven Usdan
Above: BioFluff is made from a combination of flax, nettle and hemp fibres.
25 FOR
25 industry executives from across the baby, nursery, preschool, retail, publishing, childrenswear and toy categories share what they are most looking forward to as we move through 2025, what they think the key challenges will be and where they see growth coming from.
PHIL CASSIDY, MD, CASDON
“While this year has come with its challenges, the market remains resilient and our role-play toys continue to stand out, making up a huge part of our success. We’re proud to hold six out of ten of the bestselling toys in this category, reflecting our values of creativity and hands-on learning. While our bestselling role-play lines remain at the heart of what we do, 2025 will be a year of growth and innovation. We will launch three new licences and enter new territories outside our traditional preschool role-play space.
Adding to our existing portfolio of global brands, we’re thrilled to reveal the new Build-a-Bear range, with a collection of six SKUs including a miniature Stuffing Station. This year will also see the introduction of the iconic brand Heinz into the Casdon family. Another collection of six SKUs brings together our muchloved tagline to always 'live playfully' with a range of role-play food toys including an American Diner Set, as well as a British classic - Fish & Chips Takeaway Set. We expect to see continued popularity of toys that mimic real-world activities and tasks.”
HELEN ROBINSON, HEAD OF SALES, UK AND IRELAND, HAUCK
“Here at hauck we are looking forward to the continuing evolution of the ranges we select for the UK. We have moved retailer mindsets and repositioned the brand firmly in the middle ground from where we deliver a quality and value proposition with our award winning products. That position in the market brings the challenges of hugely successful competitors, but the breadth of our offer certainly helps, as does our focused participation outside of pure nursery and preschool retailer routes to market. Here’s to 2025.”
JAMIE JILLARD, MARKETING DIRECTOR, GREEN SHEEP GROUP
“2025 is an exciting year for us here at GSG; with a new product launch in March and further growth internationally, it is set to be another strong year. As with 2024, we expect the challenges of presenting real value to the customer to remain. Value does not come down to the price in isolation, it is the entire proposition. As premium brands, we need to continue to invest in our brands, products and the experiences we give to expecting parents so that they feel supported as they take their first steps into the world of parenting.
DAMON MARRIOTT, HEAD OF PRODUCT MANAGEMENT, JOIE BABY
“2025 is set to be an exciting time for us at Joie. We will see our refreshed signature range hit the shop floors, along with our new launch items entering the range. Challenges will be ensuring we can keep the optimum prices for the customer, as many will still be suffering with the ongoing cost of living crisis. Our growth will undoubtably come through from the new product launches, entering into new and expanding our key categories, while our existing portfolio hopefully continues to grow in each sector.”
Expecting parents want to buy products they can feel good about; being assured that they have done the best for their little one, got great value and that the products represent and fit into their lifestyle. So, while initially this may be viewed as a challenge, the move towards premium brand demand and consumers wanting to ‘buy once and buy better’, provides growth opportunities for brands that are willing to invest and are truly providing ‘value’ to the customer also.”
Above: Damon Marriott.
Inset: Helen Robinson.
Below: Jamie Jillard.
Above: Phil Cassidy.
BRETT CAPON, COUNTRY MANAGER, UK AND IRELAND, BIBS
“Following on from a very successful 2024 for BIBS in the UK and Ireland, the thing I am most looking forward to as we go into 2025 is to continue our momentum with some exciting new products planned for the next 12 months, with the first due to launch early February. As we begin the new year, BIBS will be available in over 1,000 stores which include Mamas & Papas, John Lewis, Boots, Harrods and
many independent partners, so we are focused on expanding these to make BIBS more geographically accessible to support the growing demand for our soothers, bottles and accessories.
Our challenge for the year ahead will be maintaining visibility in the continuously evolving world of social media and the importance of influencing our brand awareness. It is more important than ever to invest in brand visibility across all platforms and maximise impact on sales.
I personally see growth across the nursery/preschool sector involving marketplace and dropship models with major retailers. The past 12 months has seen a significant increase in the total percentage of online sales via these models.”
ADRIAN SNEYD, SHOW ORGANISER, HARROGATE INTERNATIONAL NURSERY FAIR
“2024 certainly presented some industry challenges, both politically and economically with a focus on new Government and looming budgets. However, despite this, Harrogate International Nursery Fair proved a successful and productive event. According to feedback from the majority of exhibitors, quality buyers arrived at the show and orders were taken. Since Covid, there has definitely been an appreciation of a ‘home grown’ event and the convenience of seeing many major and new brands all under one roof without the hassle of expensive flights and costly hotels.
The tax burden for businesses announced by Chancellor Rachel Reeves in October means that some companies could see the need to further tighten their belts in 2025. However, we have just opened priority booking for the 2025 show (previous exhibitors have until 31 January 2025 to rebook their stands) and already we have companies confirming space to make sure they don’t miss out and stating that it is the most convenient and cost-effective platform to present new product launches to the industry. I believe that retailers will also vote with their feet this year and attend. Stock levels have to be replenished at some stage and new products sourced and offered.”
STEPHANIE REVILL, OWNER AND FOUNDER, MODERN CLOTH NAPPIES
“We're excited about expanding our eco-friendly product range and building on collaborations which connects with families through beloved characters. In 2025, I feel the key challenges for the nursery and preschool sector will include addressing economic pressures, meeting the rising demand for sustainability, but ensuring affordability. Growth opportunities lie in promoting eco-conscious products, leveraging licensing partnerships, expanding digital presence, and educating families about reusable options. By focusing on innovation, sustainability, and new delightful designs, we aim to support parents and carers in making positive, impactful choices.”
MIKE LYNCH, SENIOR BRAND MANAGER, VTECH
“In 2025, we are excited to build on our position as the number one infant/toddler/ preschool toy manufacturer (Circana, YTD Nov '24, Value) by launching innovative toys that deliver the educational and developmental benefits parents love about VTech.
Key challenges include staying competitive in a dynamic market and meeting evolving consumer expectations. Growth will come from expanding our use of licences, a key part of our business, to create engaging products that combine beloved characters with VTech’s signature educational and developmental value. These partnerships will help us continue delivering impactful toys that resonate with both parents and children.”
Left: Mike Lynch.
Above: Stephanie Revill.
Left: Brett Capon.
Above: Adrian Sneyd.
SARA SJÖBERG, CEO, PO.P
“As a brand specialising in childrenswear for both indoor play and outdoor adventures in all weather conditions, we look forward to inspiring more parents to embrace quality time outdoors with their little ones, regardless of the rain or cold.
The macroeconomic environment and its impact on consumer behaviour are always unpredictable. However, I hope to see a growing appreciation for the benefits of hand-me-downs and second-hand shopping among parents. We understand that dressing growing children can be both challenging and costly, which is why we’ve made it our mission to design durable clothing that’s meant to be worn by at least three children.
I believe the nursery and preschool sector can grow by embracing an even more circular approach. Parents are increasingly willing to invest in high-quality, durable clothing that keeps their children warm, dry, and comfortable - especially when they know it can be easily passed on or resold through second-hand markets. This shift toward circularity not only benefits families but also supports a more sustainable future for all.”
MARC HARDENBERG, CHAIR, BPIA
“In 2025, the Baby Products Industry Association (BPIA) will make significant strides in strengthening its role as a key advocate and support system for the nursery industry. One of the year's highlights will be the organisation of the BPIA UK Pavilion at Kind + Jugend, one of the world's most renowned trade fairs for baby and toddler products. With increased participation and a showcase of innovative British brands, the Pavilion will solidify its reputation as a prime platform for UK businesses to connect with global buyers and distributors.
CAMERON APPEL, VICE CEO, ICANDY
“As ever at iCandy we’re most looking forward to seeing how the nursery industry continues to innovate in response to evolving consumer needs. At iCandy, we’re always excited to lead the way in delivering new cutting-edge innovation, stylish, functional, and mostimportantly safe solutions for families.
The key challenges will undoubtedly include adapting to technological advancements and managing economic pressures on consumer spending. However, growth can come from continuing to build meaningful connections with families through exceptional customer service and superior product experiences.
Consumers will see an extraordinary first from iCandy and a much-anticipated new addition to its ever-growing and luxurious pushchair portfolio as we confidently enter into the compact fold category. iCandy’s product design team have been working hard on a number of new and innovative product launches and can’t wait to showcase these to our extended iCandy Family.”
Additionally, BPIA will continue to introduce special membership arrangements with an expanded roster of commercial providers offering tailored services and benefits to nurseryrelated businesses. These partnerships include exclusive discounts, access to professional consultations, and enhanced marketing opportunities, ensuring members have the resources to thrive in a competitive market.
These initiatives contribute to a growing membership base, with more companies recognising the value of BPIA's support, networking opportunities, and advocacy efforts. The Association continues to champion the nursery industry, fostering growth and innovation while maintaining its commitment to high product safety standards and sustainability.”
ZARA GRINDROD, SALES AND BRAND DIRECTOR, RAINBOW DESIGNS
“We are very excited for 2025 and there is a lot to look forward to, with the arrival of some exciting new licences, as well as a number of fantastic new line additions to many of our bestselling ranges.
We are thrilled to be welcoming Bing, Mr. Men Little Miss and the Tikiri brands to the Rainbow family, further strengthening our position within the nursery, toy and gift sectors, within the preschool category, and complementing our core evergreen collections of Paddington, Peter Rabbit, Harry Potter Wizarding World, Disney Winnie the Pooh and The Lion King.
The environment continues to challenge retailers, footfall and consumer confidence, but with strength and depth in our classic ranges, and the incredible support our sales, marketing and logistics teams provide, our retailers are in safe hands for 2025 and we are feeling really positive for the year ahead.”
Above: Sara Sjöberg.
Above: Marc Hardenberg.
Above: Zara Grindrod.
Above: Cameron Appel.
JEREMY
MINCHIN, MD, HIPPYCHICK
“It might be a bit audacious to say we are looking forward to more settled times in 2025, but we are certainly hoping for some steady consistency in the market across all areas. It would be fantastic if supply lines can be less impacted by global events, with materials more accessible and particularly shipping less disrupted, delayed or wildly volatile in cost. Our biggest struggle last year was getting goods to customers at the required moment and with no unwelcome cost increases.
We are delighted that after 25 years in business, Hippychick is still growing, despite facing some very challenging moments in the last few years. In 2024 we worked incredibly hard to give the best possible service and support to retailers and will redouble our efforts in 2025, when we are looking forward to seeing the new brands that we’ve taken on flourish as they gain traction in the market (BS Toys, Lumi, Crocodile Creek), as well as hopefully continuing to grow our existing brands.
One trend which we feel is going to continue into 2025 is the educational and developmental benefits that toys provide. This is definitely a trend that all retailers should take advantage of. We are also finding that retro style toys are proving really popular with our customers.”
BRIAN MCLAUGHLIN,
DEVELOPMENT MANAGER, TOYMASTER
“We are most looking forward to all the new products and ranges that will be launching in 2025, and the trade fairs early in the year are the ideal time to start planning this. We will be working closely with our suppliers throughout the year to promote them within Toymaster stores across the UK and Ireland.
The biggest challenge will be economic factors – from April all retailers will face additional costs as a result of the Budget with increases to National Insurance contributions, business rates and minimum wage, and all of this is coming at a time where footfall on the high street is declining. Our focus at Toymaster will be to keep communicating with our members to help them to mitigate against these challenges and ensure they have all the info they need from their suppliers to plan ahead and promote their stores locally.
The opportunities for growth will come from differentiation – it is critical for independent retailers to look for new ranges that won’t be stocked in their major competitors, one way to help increase footfall is to stock something that customers cannot get elsewhere. We have lots of new suppliers exhibiting for the first time at the Toymaster May Show in Harrogate which will give our members and other independents many opportunities to find something new to stock. All independent toy retailers are welcome to attend from 20-22 May at the Majestic Hotel in Harrogate.”
NICOLA COLETTI, SENIOR FIELD MARKETEER, MAXI-COSI
“2025 promises to be another landmark year for Maxi-Cosi. We are excited to unveil a range of innovative products across multiple categories within nursery throughout the year, and while they are a secret for now, we can’t wait to share them.
As consumer expectations continue to evolve, our unwavering commitment to safety and sustainability remain paramount. Maxi-Cosi has consistently led the way in design and technology, and maintaining this leadership as we move into the New Year is crucial.”
GUY FENNELL, CO-FOUNDER AND CEO, PURA
“2025 looks set to be a very exciting year for Pura. We are looking forward to growing our new partnership with Rumer Willis and believe her strong following will help us super charge awareness of Pura's sustainable baby care globally.
Product development will continue to be a big focus for us, whether this is evolving our current offering to reduce our product impact, improve its performance, or introducing new products that serve parents, nurseries and preschools better.
We know sustainability is a key issue for the sector this year, but that covering the rising National Insurance contributions and minimum wage staffing costs is a cause of concern for many nurseries and preschools. Via our partnership with Green Bottoms, we will continue to deliver the highest quality, most environmentally friendly products we can at the right price to the sector making sustainability and skin safety an easy and affordable choice for the nursery and preschools in 2025.”
EMMA WEBER, SENIOR DIRECTOR, MARKETING AND LICENSING (UK), VIVID GOLIATH
“As we move into 2025, we are excited to expand on last seasons’ launch of our new preschool toy range Jelly Blox - a colourful, jelly-like building system that offers stacks of squishy, sensory play. Already a recipient of the Good Housekeeping 2024 Best Toy Award and a finalist in the prestigious US Toy of the Year Award, the range was a global sell-out success meaning we have the building blocks in place to open up broader distribution in spring 2025 and activate some really exciting marketing plans.
Our key challenge for this year, as with the broader toy and games portfolio, is reaching a more fragmented market through creative, standout campaigns across social platforms and sampling Jelly Blox as we know they are addictive to play with. We plan to build out a broader range of products and price points through the year.”
Above: Nicola Coletti.
Above: Jeremy Minchin.
Above: Brian McLaughlin.
Above: Guy Fennell.
Above: Emma Weber.
AMY WILDMAN, SALES AND MARKETING DIRECTOR, HALILIT
“I’m personally very excited to see the continued trajectory of some of our brands which have experienced great growth and popularity in 2024. Parents are getting increasingly discerning when it comes to buying products their little ones interact so closely with, and with more stringent product safety regulations and awareness coming to the forefront we’re finding that well established brands like Taf Toys and Halilit Music, with their consistently excellent consumer reviews, are definitely benefiting. We’ve also launched three new brands over the past 12 months and I’m excited to see these continue to reach new customers – Jellystone Designs in particular with its tactile products is receiving some great social media coverage from happy parents so we’re looking forward to seeing what 2025 has in store for the brand.
As is so often the case, reduced consumer spending is likely to create challenges in the market. When it comes to products for young children, parents want the best value for an increasingly squeezed budget, so although that means the potential of less impulse purchasing it does provide an opportunity for our respected brands to excel. Parents want their purchases to last until the child grows out of the toy and that’s what our brands pride themselves on. However, it is an increasingly competitive market with many good brands out there and so securing and keeping shelf space has never been more challenging.
We’re seeing a lot more retailers experiment with products for babies and toddlers and so we’re expecting this trend to grow more in the coming years.”
JACQUELINE TAYLOR-FOO, GENERAL MANAGER, UK AND IRELAND, GALT TOYS UK
“Galt Toys UK - part of the Jumbo Group - had a much better year than budgeted, with double digit growth in 2024, so we welcome 2025 very optimistically.
We will be entering true toy categories with FunLockets, and we’d also like to introduce Jenny, our first interactive plush chick-a-boo, from our Funtasy family brand, while Hitster has really started to make some headway in our games range.
Nursery and preschool growth will come from parents wanting to give their loved ones the very best start. Unlocking the power of play from a young age is key and within our Galt brand, making education fun is synonymous with who we are. Our I Learn range (Read, write, music and maths) sees a fresh new modern look for autumn.
Challenges are inevitable in this climate – most retailers have weathered a very tough end of year. I expect we may see more range rationalising as they become increasingly risk adverse or choose own label over branded offerings to try to preserve margins.
That’s where strong brands with a proven history can help, good margins and reoccurring revenue should always make up a percentage of the selections.
Growth will also come from innovative marketing; our digital world is moving super fast and staying ahead with how to communicate effectively to parents, grandparents and gift givers is critical. Consumers are smart and want value, but they also need to know what’s available and that’s our job to get those messages across.
I’m not sure anyone has quite worked out the magic formula. We intend to significantly increase our investment in 2025 and will continue to test and learn and drive hard on the findings we unlocked in 2024. Let the games begin and good luck to all.”
LUKE BURNS, GENERAL MANAGER, CYBEX
Above: Luke Burns.
“2025 is going to be an exciting year for CYBEX, which will, of course, see new products and more innovation. We will also be expanding our team even further this year with the focus on having more capabilities to service our customers… watch this space!”
KATY FLETCHER, HEAD OF MARKETING AND PRODUCT DEVELOPMENT, RAVENSBURGER UK
"Autumn was exciting for us, with the launch of Play+, our first infant and toddler toy and book line under our blue triangle banner. The brand is off to a great start, not least with the inclusion of hero toy, the Colour & Shape Sorter Chameleon being featured as one of just 10 top toys chosen by the ITV This Morning team to feature on the show. Looking to the year ahead, I'm looking forward to continuing to build on that start - there are new products coming through to join the line-up, with more book titles as well as introductions exploring new developmental areas such as social skills and language development. We're making new connections in the nursery sector, and I can't wait to see those develop further. The nursery and preschool arena will always be a competitive one, with its vibrant mix of well-known brands and independent offerings. All brands are competing for the well-considered spend from parents and gifters, and never more so than now. But products backed up with quality, research and with USPs parents can buy into, can achieve success. Marketing too must continue to evolvenot least because the media landscape has changed so very much in the last decade. New parents will always be information hungry, but their sources of information are changing. Recommendations from trusted sources will always offer reassurance, and hands-on experience can deliver confidence that that purchase will be worthwhile."
Above: Amy Wildman.
Above: Jacqueline Taylor-Foo.
Above: Katy Fletcher.
JULIE JONES, MD, REDAN PUBLISHING
“As we move through 2025, I am most looking forward to longer, brighter, sunny days! On a business front, we are very excited for a new preschool magazine we are launching in July, which will add a wellknown and popular character to our portfolio.
I think the key challenges are how to thrive in a very competitive market and to offer something a bit different that consumers didn’t know they needed. As the birth rates drop, the nursery/preschool category is fighting hard to captivate a shrinking audience so it’s even more important to offer quality and value for money. Growth could come from strategic partnerships by creating co-branded experiences or products.”
BECKY MATTHEWS, UK SALES AND MARKETING DIRECTOR, GOLDEN BEAR TOYS
“As we step into 2025, I’m genuinely excited to see how the nursery and preschool sector continues to evolve to meet the changing needs of families. It’s such a competitive space, and we’re all striving to strike that delicate balance between delivering quality and managing costs. Families are feeling the pinch, and for us as manufacturers, rising operational expenses add another layer of complexity. The past few years have been nothing short of a rollercoaster, and if there’s one thing we’ve learned, it’s to expect the unexpected and stay ready for the next curveball.
I believe real growth will come from creating truly unique products and building honest, meaningful connections with parent communities. People want to feel heard and understood, and we need to communicate the value of what we offer in a way that resonates with them. To thrive in today’s fragmented market, you need an agile, passionate team that truly gets your audience. That human touch makes all the difference.”
MARC KELLY, MD, CUDDLECO
“We are thrilled to announce our plans to expand and enhance our product portfolio in 2025, a journey that promises a wealth of exciting new offerings. Our focus is to provide our retailers and customers with a diverse selection of innovative products that seamlessly complement our high-quality furniture collections. These new additions will empower parents to create stylish, contemporary nurseries, allowing them to replicate the beautifully curated interiors showcased in our marketing campaigns, captivating retailer displays, and the inspiring room sets featured at the Harrogate Nursery Fair.
Recognising the growing tendency of Millennial and Gen Z parents to seek inspiration and shop online, we are proud to introduce an advanced augmented reality (AR) tool. This cutting-edge feature will allow parents to enjoy a virtual ‘try-before-you-buy’ experience, giving them the unique opportunity to visualise how
KATY RUGMAN, PRODUCT AND MARKETING DIRECTOR, THE PUPPET COMPANY
“2025 looks to be a really exciting year; we are most looking forward to introducing our newest partnerships and licensed collection alongside our upcoming charity fundraising puppet. As the challenges around consumer spending and disposable income continue, we believe companies will look at more cost-effective options to meet the needs for affordable gifting, while those extra-special gifts will continue to develop.
Growth for the nursery and preschool sector will, as always, come from many different avenues - licensing continues to play a key role here alongside the evergrowing demand for baby products and impulse items, so we’re keen to seeing how the year pans out.”
our stylish furniture will fit and enhance their nursery spaces. This tool drives confidence in their purchasing decisions, ensuring they make choices that reflect their style and needs. Furthermore, we are excited to extend this immersive experience to our retail shop floors this year, revolutionising how customers interact with our products in-store.
We have officially signed the distribution contract for Inglesina in the UK. This renowned brand boasts impressive international sales of around £80 million, a reflection of their strong commitment to baby wellness, which emphasises the well-being and safety of infants.
Inglesina has crafted an exceptional carrycot and mattress, developed in close collaboration with esteemed paediatricians and medical institutions. The brand's remarkable attention to detail, combined with the substantial investment in medical research, results in products that meet and exceed expectations. Their passion and care for infant safety and comfort are truly inspiring, and we are eager to bring and share their wonderful story with the UK market.”
Above: Marc Kelly.
Above: Katy Rugman.
Above: Julie Jones
Above: Becky Matthews.
2025 marks the 40th anniversary of Bigjigs Toys and the company is on a mission to make the year its most exciting and impactful yet. PPS catches up with founder and md, Liz Ireland, to discuss celebratory plans, new product launches, acquisitions and how the toy industry has changed over four decades.
A TRUE GEM
Bigjigs Toys is in high spirits as the company enters 2025. Not only is it coming off the back of a strong 2024 – which saw it acquire The House of Puzzles – but this year marks its 40th year in business.
“Last year was a big one for us with the acquisition of The House of Puzzles, and we were thrilled with the fantastic response we had to our new products,” begins Liz Ireland, founder and md at Bigjigs Toys. “One of the most positive things we’ve noticed over the past 12 months is the amount of new business coming our way. I’d like to think it’s a reflection of our fabulous sales team, our broad and eclectic product range and the excellent stock position we’ve maintained. We've also made sure our customers get the undivided attention they deserve, and it seems to be paying off.
“It’s really exciting to see so many new opportunities opening up. There’s a lot of optimism as we move into 2025, and we're eager to see how things develop.”
Some of the top performers last year included
new additions to the Simply Scandi collection, which blends Scandinavian-inspired design with sustainable wood and silicone materials, as well as wooden food toys and the Bigjigs Rail trains sets an accessories – “a customer favourite year after year,” says Liz. Fresh additions for 2025 will include new musical toys, imaginative role-play sets, dressup costumes, pocket money gifts, garden toys and educational puzzles. Liz continues: “Plush toys will also be making a comeback, and we’ll be expanding our Simply Scandi range with new sustainable silicone baby toys. Another exciting launch is our
debut Montessori range, featuring simple wooden toys crafted to nurture independence in toddlers. For Bigjigs Rail, we can’t wait to unveil our Monster Rail range, featuring a new train set and accessories for daring railway fans.”
The House of Puzzles ranges will also expand with a new Contemporary Range, as well as multi-puzzles packs and a stylish packaging revamp, which will reflect the artistry of the puzzles inside.
Speaking about the acquisition, Liz says: “Puzzles were the first product we ever made, so our acquisition of The House of Puzzles
Above right: Liz Ireland.
Below: Bigjigs Rail will welcome the Monster Rail range this year, featuring a new train set and accessories.
Inset: Plush toys will be making a comeback in the Simply Scandi range.
felt like a perfect fit. The transition has been seamless and while we’re eager to expand the collection, we’re equally keen to preserve the timeless designs The House of Puzzles is known and loved for.”
Aside from the acquisition, further growth for the business will come from new product launches, such as the Montessori range, Simply Scandi and Monster Rail collection explains Liz: “Our relationship with retailers is key to this growth, and we’re working hard to build even stronger connections with both new and existing partners.”
Reflecting on the past 40 years in business, Liz believes that the toy industry has progressed “tremendously” during that time. “Trend-wise, I’ve found the growing focus on sustainability and educational value has had the biggest impact,” she says. “Now, there’s a much greater emphasis on creating toys that help children learn and grow, although this has been a priority for us since we started. In terms of sustainability, we’re currently in the process of transforming all of our wooden toys to FSC Certified sources - and we’re on track for our December 2025 target.”
The biggest learning over the last 40 years, however, is a simple one: “The importance of listening to your customers! The feedback, suggestions and requests we’ve received from parents and children over the years have directly influenced and translated into the product range we have today. This close relationship with our customers enables us to produce toys
Ruby celebrations
“Reaching Bigjigs Toys’ 40th anniversary is a very special milestone for us,” says Liz. “After 40 years in the business, it’s incredibly humbling to look back and reflect on how far we've come. In the early days, my husband Peter and I would spend our weekdays teaching and weekends carting our handmade puzzles to our Covent Garden market stall. Then as demand grew, we decided to leave our teaching careers behind and dedicate 100% of our time to the toy-making business. And that’s how Bigjigs Toys was born.
“I feel so grateful for what we’ve achieved over the years and thankful for the amazing support we’ve had from our customers. It’s exciting to think about what’s next and imagine how Bigjigs Toys will evolve over the next 40 years.”
The company will be kicking off its 40th year by hosting a special celebration at its Toy Fair stand at Olympia. “Visitors to the show can join us from 5pm for complementary drinks and nibbles as we reflect on our story so far and raise a glass to the year ahead,” says Liz. “Throughout 2025, we’ll also be launching over 100 new products across a variety of ranges. A lot of thought, care and attention has gone into these new collections, with our product designers drawing inspiration from Montessori principles, emerging trends and customer feedback.
“Finally, we have designed an exclusive 40th anniversary puzzle as a thank you gift for our trade customers. Where It All Began is a 1,000-piece jigsaw showcasing our Covent Garden market stall from the 1980s. The puzzle means a lot to us as it captures a defining moment that shaped who we are today and celebrates the creativity and dedication that has driven Bigjigs Toys for 40 years.”
that meet their needs, while the innovative minds of our talented product designers help us to exceed expectations.”
Looking forward, Liz is keen to continue building on the legacy of Bigjigs Toys in its 40th year. She concludes: “We want
our product offerings and further solidify our position as a leading toy brand globally. Here’s to making 2025 our most exciting and impactful year yet!”
Left: Wooden food toys were among Bigjigs’ bestsellers in 2024. A true family affair, Liz and Peter with sons Sam and Tom
Above: The debut Montessori range will feature simple wooden toys crafted to nurture independence in toddlers.
CAPITAL ASSETS
Toy Fair is a key event in our calendar where we connect with retail partners, new customers, and industry friends and peers,” comments Claire Coekin, commercial director at Plus-Plus. “It is an opportunity to showcase our brand values and our evolving brand story and retail opportunities. Toy Fair has a wonderful ambience where the spirit of play comes alive and we celebrate this ethos by inviting visitors to come and enjoy the unique PlusPlus play experience.”
Plus-Plus is just one of the 250+ companies which will be exhibiting at Toy Fair from 21-23 January. The show spans several halls at Olympia – the Grand, National and Upper West Hall – and sold out of exhibitor space back in September 2024.
For Claire and the Plus-Plus team, the show will see the introduction of its new Activity Pads – these contain 125 pieces in a secure box and six pages of activities containing 12 2D and 3D builds, where two items can be built at one time. The company will also add a further two play-sets to the BIG range for ages one to four. “The popular themes of Farm and Food are always a hit with little ones, helping them to develop their imaginative
With over 250 exhibitors ready to fill the show floor at Toy Fair at London’s Olympia from 21-23 January, PPS catches up with just some of them to find out why the show is so important to them and discover what they will be highlighting in the preschool space.
role-play skills,” says Claire. “The Farm Activity Set contains a selection of pieces for kids to create a simplistic cow, pig, sheep and vegetables within a white picket fence, while with the Food Activity Set, they can create edible treats such as sushi and burgers.
“It is a delight to be returning to London Toy Fair for what will be our third year as a stand-alone exhibitor.”
GOOD CONNECTIONS
“Toy Fair is the ultimate stage for innovation and inspiration, so we’re thrilled to be back for our third year running,” says Alice Tate, marketing manager at Connetix. “The
atmosphere is always buzzing and it’s incredible to be a part of a community that captures the essence of play. As a company dedicated to building strong relationships, Toy Fair provides an opportunity for us to connect face-toface with our industry partners and extend our prospective networks.”
Alice continues: “Alongside our entirely compatible open-ended range, we will be showcasing our Roads Range and new Pastel Transport Pack, with major product releases to be unveiled in the coming months.
“As an open-ended toy, Connetix provides a blank canvas for children to explore, design and create - with no limitations to what they can imagine. We see this child-led play as laying the foundations of formative learning and development to equip future generations with the skills to thrive in our modern world.”
Another company using Toy Fair to unveil new products is Juratoys. Neil Montgomery, UK commercial director, tells PPS: “We have so much newness being unveiled at Toy Fair 2025. From the sweetest Unicorn collection, Crossroads, an exciting range of activity mats and more gorgeous farm-themed wooden toys following the success of the collection this year. Not forgetting the arrival of the super cute baby dolls from Kaloo and more developments across the Tendresse doll collection, as well as newness from Lilliputiens – to name just a few items.”
A stand out in the preschool space will be the new collection of Magic Ocean Craft, says Neil. The collection of nine creative leisure kits for ages three and up will focus on the theme of the deep sea.
Top: Over 250 companies will be exhibiting at Toy Fair from 21-23 January.
Below: Brainstorm is celebrating its 30th year in business in 2025.
Bottom: Ravensburger will debut the ThinkFun rends collection at Toy Fair.
‘A PIVOTAL SHOW’
“We have been at Toy Fair for 25 years and in fact we are celebrating our 30th year in business in 2025, so have been at the show since the very beginning of our journey,” comments Debra Tiffany, marketing manager at Brainstorm. “It’s a pivotal show for us as we have important meetings with key retailers, as well as always meeting brand new customers. It’s also a great opportunity to meet up with colleagues within the sector; nothing beats meeting in person and so we always love kicking off the year seeing both old and new faces.”
Above: Connetix will be introducing the new Roads Range at the show.
Above right: Plus-Plus will be adding two new playsets to its BIG range with farm and food themes.
Right: The Unicorn collection will be among the new products debuting from Juratoys.
quality and confidence” are all top of the list for them.
Brainstorm will be launching “more products than ever before”, with Debra saying: “We hope that visitors to the stand will be blown away with the diverse selection of products we have coming up. To get a brilliant reaction to the new products will kick off our celebratory year with a bang… and, of course, it will be great to write lots of new business.”
When it comes to trends, Debra believes that, with the cost-of-living crisis still very much a concern, impulse price points will be really important.
“Sustainability will also remain at the forefront of people’s minds and again we are working tirelessly to that end with eco-friendly packaging across all key ranges,” says Debra.
Katy Fletcher, head of marketing and product development at Ravensburger, also believes that consumers will continue to watch their spending, meaning that “play value,
“The perfect opportunity”
“Toy Fair is one of the few opportunities in the year for us to display the full breadth of our portfolio in one place,” says Dave Poulter, commercial director at MV Sports Group. “We can build valuable relationships with key customers and partners, as well as gauge market trends and receive real time feedback from the industry.”
The company will be showcasing a number of evergreen preschool properties including licences such as Peppa Pig, PAW Patrol, Bluey and Winnie the Pooh –as well as other key licences including Wicked, Moana, Superman and Jurassic World - while it will also be revealing a rebrand of its Kickmaster range. When it comes to new products, MV will be introducing a wide selection of garden games across its preschool licences, alongside Big Wheel Skates and the expansion of the Squishle family with new designs for 2025, including Bluey.
“Toy Fair is the perfect opportunity to showcase our entire range,” says Dave. “It is primarily about connecting with our customers – building new relationships, as well as strengthening existing ones, plus providing customers with a unique opportunity to meet our team and discuss their needs face to face.”
When asked what the MV team would like to achieve from Toy Fair, Dave concludes: “To showcase the strength and diversity of our range, introduce our newest products and licences to the market, foster meaningful conversations with customers and partners, and solidify MV Sports as a go-to brand for quality, innovation and value in the toy industry.”
Left: MV Sports is keen to showcase the strength and diversity of its range at the show.
When it comes to Toy Fair, it’s a big year ahead for Ravensburger’s preschool offering, so the company will be using the show to build on the recent launch of infant and toddler range, Play+.
The new additions will continue to demonstrate the ‘plusses’ behind the brand – there will be further book titles, as well as items that include role-play elements, fostering social and emotional skills development.
Meanwhile, the BRIO World dinosaurs theme will welcome the Deluxe Dinosaur Set; the popular Trains of the World collection will grow with new introductions; the BRIO Builder range gets new licences, as does the puzzle line including Rubble & Crew.
“Among the highlights for newness at Toy Fair is undoubtedly the launch of our exciting ThinkFun Friends collection,” Katy comments. “This collection of games expands on the footprint of the popular logic brand and are designed for children from age three. Games are ‘hosted’ by a cast of friendly characters inviting children into a world of discovery and learning.”
She continues: “The show gives us the opportunity to demonstrate for retailers the full breadth of our offering. Having that opportunity to meet face-to-face with our customers, showing our product at its absolute best, and indeed making new connections, is second to none. Seeing the industry brought together in this way is a perfect showcase of the energy and dynamism within the toy world.”
TOY FAIR 2025
MV SPORTS
The MoVe Mini Go Tilt Scooter with Stitch Squishle brings Disney magic to every adventure. Featuring a cute, detachable Stitch wrist purse with a water-resistant lining, it’s ideal for storing little essentials on the go. The scooter’s smooth “tilt ‘n’ turn” steering, wide anti-slip footplate, and soft moulded grips ensure stable, comfortable rides. Quick push-andclick assembly and easy storage make it a must-have for parents, while little ones enjoy safe, stylish fun inspired by Stitch’s iconic charm.
Stand E75
Sales@mvsports.com www.mvsports.com
PLUS-PLUS
ORCHARD TOYS
The new Orchard Toys baby and toddler range features four skus with soft pastel colors and standout packaging. The collection includes Under the Sea, a wooden nesting puzzle for ages 1+, promoting fine motor skills and size differentiation. Match and Feel offers textured jungle animal puzzles for sensory play, designed for 18 months+. See and Sound giant flashcards introduce babies to farm animals and sounds, with 24 chunky cards for ages 9 months+. Lastly, the Woodland Puzzle helps toddlers develop coordination and imaginative play with seven woodland animals.
Stand E10
sales@orchardtoys.com www.orchardtoys.com
SQUEEK
SQUEEK. introduces the Daisy highchair toy, launching in Q1 2025. Featuring a patented picture spinner, a bee comes to life with each turn, resembling classic frame-by-frame animations. Packed with personality, Daisy offers engaging play benefits, including clicking and turning spinner and leaves, adorned with cute insect designs. The toy is fully manual, requiring no batteries. Crafted from recycled plastic with fully recyclable packaging, it’s an eco-friendly choice for fun, interactive play. Perfect for entertaining and delighting little ones.
Stand GZ21
pip@squeektoys.com www.squuektoys.com
The Plus-Plus Big Farm activity set lets children create their own farm scene, building a cow, pig, sheep and vegetables within a white picket fence. Designed for preschoolers, this set encourages imaginative role play and helps develop fine motor skills through stacking, sorting, and matching games. The simple assembly process is perfect for little hands, and the set includes a guidebook filled with creative ideas for more building fun, making it a fantastic learning tool.
Stand N3
info.uk@plus-plus.com www.plus-plus.com
MV SPORTS
The MoVe Star Wars Grogu Inline Squishle Scooter is perfect for young Jedis aged 5 and up, ready for adventure. The charming Grogu Squishle can be worn on the wrist indoors or used outdoors to store little ones’ treasured belongings. This scooter is as practical as it is stylish, decorated with Star Wars graphics. With colour-printed anti-slip grip tape, a responsive rear footbrake, durable steel frame, and puncture-proof tyres, it’s ideal for young explorers ready to embrace the Force.
Stand E75
Sales@mvsports.com www.mvsports.com
For wholesale enquiries contact:
TOY FAIR 2025
SPEEDY MONKEY
Introducing Speedy Monkey, the exciting new toy brand from BTL Diffusion, which is now available in the UK. Combining contemporary designs with traditional charm, these eco-friendly wooden toys inspire limitless imaginative play without the need for batteries. Crafted from FSC-certified wood, they meet the highest ethical production standards, ensuring responsible forest management. Free from lead paint and certified child-safe, Speedy Monkey toys are as sustainable as they are stylish—perfect for parents who value creativity, safety, and a greener future.
Upper Level UL190 contact@btl-diffusion.co.uk www.btl-diffusion.co.uk
MV SPORTS
CONNETIX
The new Roads Range introduces sleek black tiles in various shapes, including quarter circles, arches, and ramps, with strong magnets for multiple connection points. These smooth, unmarked tiles align with Connetix’s philosophy of open-ended play, inspiring roads, bridges, ball runs, and more. The 48 Piece Roads Creative Pack works as a standalone set, while the 16 piece roads ramps and intersections pack adds exciting new dimensions to builds. This range reimagines the possibilities of magnetic tile play.
Stand UN68
wholesale@connetixtiles.com www.connetixtiles.com
BRAINSTORM
Half Toys spark curiosity and imagination. The open-ended sensory play range features four themes; dinosaurs, forest, Savannah and Ocean. Half Toys have a tactile, soft-hued skin which includes safe magnets seamlessly embedded into each half so they can be opened and closed easily to reveal their skeleton within. Available in single packs, a 3D picture book set, diorama sets and a stunning world playset. Highly collectable, kids will love to play and fidget with their Half Toys, learning about the world around them.
Stand E79
sales@brainstormltd.co.uk www.brainstormltd.co.uk
Elevate your range with MoVe’s Squishles, where plush meets practicality. Our collection blends soft, squishy characters with functional onboard scooter storage, doubling as detachable wrist purses. Expanding in 2025, new characters join the beloved Owl, Dino, and Caticorn. Each Squishle features water-resistant lining and bold, unique designs, perfect for all-weather adventures. The scooter’s responsive tilt ‘n’ turn steering, smooth sides, and anti-slip printed footplate ensure confident rides. Comfort is guaranteed with soft moulded grips, while the rear footbrake provides safe, secure stops.
Stand E75
Sales@mvsports.com www.mvsports.com
THE PUPPET COMPANY
New - My Puppet Comforter
Collection of Finger Puppet Comforters made from high-end soft snuggly plush, with the added interactive benefit of being a charming finger puppet. Soft, safe and totally adorable, these can be used for interaction between adult and baby, while encouraging fine motor development as the child gets older.
Stand UL122
info@thepuppetcompany.com www.thepuppetcompany.com
Premium
Quick
Low
Wide
TOY FAIR 2025
EPOCH MAKING TOYS
Sylvanian Families new offerings include Volume 16 of its collectible blind bag series, Blooming Baby Friends; new families, the Deer Family and the Sea Otter Family; plus, a host of new playsets providing plenty of role play opportunities. These include the Village Cake Shop Starter Set, two nursery sets, the Dip Dip Donuts Wagon, and the Skytop Fairy Castle. A glistening fairy utopia packed with interactive features, it comes with two baby figures including the first ever tiny Flower Fairy with iridescent wings.
Stand N7
Sales@epochmakingtoys.com www.epochmakingtoys.com
RAINBOW DESIGNS
BANDAI
Inspired by the best-selling books and award-winning TV series, Bandai’s popular Pip and Posy toy range will see adorable new introductions in 2025. New characters Piggy and Froggy will join the Clip On Plush line up, and the Plush Friends collection will see new seasonal editions of Pip and Posy introduced, each wearing their raincoats, ready for the great British weather. Made from super soft velboa, these new additions make perfect companions for little Pip and Posy fans.
Stand N17
sales@bandai.co.uk www.bandai.co.uk
CASDON
Casdon adds Build-a-Bear to its portfolio, launching six SKUs in summer 2025. The collection features a miniature Stuffing Station for kids to build their own bears at home, supported by a Cashier Counter Set, Furtastic Bear & Outfit packs, and a Pawfect Adventure Bear Carrier. To celebrate the launch, visitors to the London and Nuremberg Toy Fairs can create their own bear, complete with an exclusive Toy Fair-branded t-shirt, offering a unique preview of the new range.
Stand E30
toys@casdon.com www.casdon.com
Bing, Paddington, Harry Potter Wizarding World, Mr Men Little Miss, Peter Rabbit and Disney’s Winnie the Pooh are just some of Rainbow Designs’ best-selling and new licensed character ranges of inspiring toys, that will be on display at the London Toy Fair. The exciting new Bing range will focus on Bing and his friends Flop and Sula in both plush and playset formats, and there will be a new colourful Mr. Men Little Miss collection for 2025.
Stand B21-B25
01329 227300
www.rainbowdesigns.co.uk
HALILIT
The Glo Pals Sensory Jars light up with vibrant colours when water is added, creating a calming sensory experience. Tap to change the light colours, then, when playtime is over, simply turn upside down to switch off. Designed with soft-touch handles and a spillproof lid, they’re perfect for children aged 18 months and up. Children can fill the jars with items for interactive play and show-and-tell fun, making these jars an engaging and mess-free addition to sensory activities.
Stand E16
sales@halilit.co.uk
www.halilit.co.uk
TOY FAIR 2025
JANOD
Iconic French toy brand, Janod is thrilled to unveil its brand-new Small Dressing Table, launching in 2025. Super stylish, this fun role-play set is perfect for any playroom or bedroom to inspire imaginative play. The sweetest table, it features a mirror to help perfect the makeover, a cute drawer to keep everything safe and a magnetic star to add a touch of fun. Including seven wooden accessories – an eye shadow palette, blusher and hairbrush, as well as the brilliant unicorn themed hairspray.
Stand N2
sales@juratoys.co.uk
www.janod.com
JANOD
SPIN MASTER
A leading global children’s entertainment company continues to create exceptional play experiences with award-winning brands across multiple toy categories.
Make an appointment to see how innovation is unlocked with Spin Master’s collection of toys and games set to be revealed in 2025. A cast of bold-faced names from Spin Master’s PAW Patrol and Vida the Vet to Nickelodeon’s Dora and DreamWorks Animation’s Gabby’s Dollhouse, promise exciting launches filled with playtime potential.
Stand UW50
www.spinmaster.com
TRENDS
New for 2024, the Bing Flip and Learn Phone offers roleplay fun, while iconic brands like Peppa Pig, Paw Patrol, and Hey Duggee continue to engage young audiences. The interactive Numberblocks and Alphablocks collections foster early learning, and Colourblocks introduces creative art sets, including Character Paint Sticks and Activity Sets. Plus, Crayola’s new Silly Scents line adds a scented twist to creative play.
Stand E66
sales@trendsuk.co.uk
www.trendsuk.co.uk
Bringing hours of imaginative fun to playtime, iconic wooden toy brand, Janod, offers the new Unicorn Beauty suitcase, perfect from 3 years+. Sure to spark excitement, this role-play set is perfect for any little beauty enthusiasts. Featuring ten wooden accessories, a lipstick, hairbrush, mirror and much more, the pastel set is beautifully presented in a pink case with a fabulously fun unicorn design - ideal for keeping everything together.
Stand N2
sales@juratoys.co.uk www.janod.com
KALOO
Providing comfort for all little ones in 2025, Kaloo will unveil the adorable new Baby Jasmine (alongside 6 other dolls in the series), truly encompassing grace, beauty and daintiness just like its namesake. With the softest body, featuring a delicate woven butterfly on the chest and matching cream hat, the charming doll is perfect for soothing little ones from day one. Made from 98% recycled fabric, the sweet doll is sure to become any child’s new best friend as they provide endless amounts of cuddles. A set of colours.
Stand N2
sales@juratoys.co.uk
www.kaloo.com/en
Specialist divisions designing & manufacturing Kids & Adult
PLAY STATIONS
As the trade gets ready to return to Nuremberg from 28 January to 1 February, PPS chats to Spielwarenmesse eG’s Christian Ulrich and exhibitors to find out more on their plans, plus Stuart Whitehill from Overseas Fairs Division shares how the UK Pavilion is taking shape.
Every year it is exciting to see how everything comes together shortly before the start and how each piece of the puzzle falls into place to create the overall picture of the Spielwarenmesse,” begins Christian Ulrich, board spokesperson at Spielwarenmesse eG. “Our employees are working flat out in all areas to achieve this. If you want to imagine the current mood in the company, it's best to think of a beehive in spring.”
With Toy Fair in New York not taking place in 2024, last year the global gaze completely turned to the
“2,354 exhibitors from 68 countries – that's 10% more than 2023 – presented their new products,” says Christian. “On the visitor side, we counted some 57,000 from 125 different nations. The current status for Spielwarenmesse 2025 is also pleasing. We are expecting a larger exhibition area at the start of the fair. Our new hall layout, which has opened up further growth opportunities for some product groups, will also contribute to this.”
Part of the new layout will see the growing school supplies, stationery and creative design sector now together in Hall 2, which has direct access to Baby & Infant Articles and Lifestyle Products in Hall 3C. The ToyTrends will take advantage of a new location in Entrance Mitte, while a new 400 m² special area is being created in Hall 7A to fit in with the Sport, Leisure and Outdoor product group.
TREND DRIVEN
“In general, the preschool market has seen significant growth in recent years, and industry experts are certain that this trend will continue,” says Christian. “The reasons for this growth include parents' rising disposable income and a stronger focus on early childhood education. On the one hand, the preschool market is increasingly moving towards sustainability, as more and more parents are looking closely at the environmental impact of toys.
“Toys made from recycled or renewable materials are particularly in demand. Another important driver of the market is the increasing use of technology. Interactive products are very much in vogue, with digital technologies such as learning apps often being integrated. The result is an exciting mix of traditional play and digital learning environments that promotes early childhood education in new, appealing ways.”
Top: This year’s Spielwarenmesse will feature a new hall layout which opens up growth opportunities for some product groups.
Above: Christian Ulrich, board spokesperson, Spielwarenmesse eG.
Right: Orange Tree Toys will be expanding its popular Peter Rabbit collection.
The trend towards eco-friendly products is one which Clare Hurlock, head of sales at Orange Tree Toys agrees with. Spielwarenmesse is an important show for meeting international customers, she tells PPS, while the company also catches up with its distributors (from the likes of Japan, Australia, the US, France, Greece, Bulgaria and Romania).
The company will be showcasing a selection of play-sets along the themes of Farmyard, Zoo, Fairies, Adventures and Camping, as well as its popular
Pavilion buzz
The UK Pavilion returns once again to Spielwarenmesse in Hall 12.0 and this year will feature 22 exhibitors including the likes of Brainstorm, Early Years Resources, First Celtic Learning, Polydron, Pyramid International and Wicked Vision among others.
“Planning for the Pavilion has gone very well this year although it has been a tough year for the industry,” Stuart Whitehill, account director at Overseas Fairs Division, tells PPS. “We have lost a couple of regulars who are either looking at participating in other halls or, due to internal changes, are looking at an alternative approach to having a presence at the show.”
However, any spaces have been filled by a number of newcomers to the show, while Casdon, Commotion and SINCO have all taken much larger stands within the Pavilion this year.
Stuart is clear on what he would like to achieve with the Pavilion this year: “That a good mix of UK expertise will attract plenty of visitors from across the globe, generating the fantastic buzz you expect at Spielwarenmesse, as well as plenty of business.”
EVENT FOCUS:
Peter Rabbit play-set. “Our innovative interactive play-sets will encourage cooperative play, allowing children to engage with one another and develop social skills while enjoying imaginative scenarios,” Clare explains.
There will also be an extension to the original animal range with Balancing Crocodile, 3D puzzles, mini puzzles, Lion scribble boards and magnetic games, memory games, croquet and a new tumbling tower. The company’s Woodland Collection additions include hoopla, bat and ball, plus new stitching and threading kits to encourage fine motor skills. Further expansion to the Peter Rabbit range will come in the form of the Radish Express puzzle train, plus four in a row, 3D puzzles and stitching kits.
BUILDING RELATIONSHIPS
“As well as giving show attendees a sneak peek of our new products for 2025, we’ll also be focusing on building relationships with new and existing customers, hearing their feedback, and continuing to grow the Bigjigs Toys brand,” says Liz Ireland, founder and md at Bigjigs Toys, which is exhibiting in Nuremberg, as well as London and Birmingham. “It’s an excellent opportunity for us to meet the people who love and support our products.
“Trade shows are a crucial part of our strategy as they give us a chance to connect with retailers, buyers and industry influencers. These events are incredibly inspiring spaces and exhibiting here allows us to keep our finger on the pulse of the industry and stay ahead of emerging trends.”
Giving his view on how preschool companies can benefit from exhibiting or attending Spielwarenmesse, Christian says: “Spielwarenmesse is the meeting place for the global toy industry. The large variety of exhibitors ensures a unique selection of products in one place. It gives retailers and buyers a comprehensive overview and provides numerous inspirations for product range design. Thanks to its highly international character, the event is also the ideal platform for tapping into new markets. Networking parties such as the RedNight on the Thursday
“Preschool plays an important role”
“Exhibitors from the preschool sector are represented at the fair in numerous product groups,” continues Christian. “From young, up-and-coming companies presenting their products to a wide audience for the first time to wellknown manufacturers. Among the best known representatives are the big names in the industry such as LEGO, Mattel and VTech, with their permanent stands in Hall 12.2.”
The preschool sector plays an important role at Spielwarenmesse, Christian continues. “This is reflected, among other things, in the ToyAward, our innovation prize. This award recognises outstanding innovations in various categories, including preschool. The winners will once again be announced at a ceremony in the Toy Business Forum on the Wednesday of the fair. The nominated products and the winners can then be admired in the ToyAward area in Hall 3A.
“Meanwhile, the ToyPitch will take place for the first time on Tuesday in the Toy Business Forum from 9.15am to 10.15am. Here, exhibitors have the opportunity to present a product in a three-minute pitch and among the participants are also manufacturers from the preschool sector.”
of the fair and the matchmaking functions on Spielwarenmesse Digital also make it possible to make new contacts and maintain business relationships in the evening.”
The ultimate aim of the fair is to “convey an up to date picture” of the global toy industry, concludes Christian: “The Spielwarenmesse should be a place where contacts are made, and the entire diversity of the toy world unfolds.”
Inset: The UK Pavilion will play host to 22 exhibitors this year.
Right: The ToyAward is back for 2025, with the nominated products and winners being showcased in Hall 3A.
SPIELWARENMESSE 2025
ORCHARD TOYS
Orchard Toys introduces new games for early learners. Dinosaur Number Eggs helps children of 3+ develop counting and number recognition as they race to hatch baby dinosaurs while avoiding the T-Rex. Colour Match Express encourages colour matching and creativity with mixand-match jigsaw trains. Spotty Cows is a fun, portable game for counting and turn-taking on-the-go. Lastly, Hot Cross Bunnies is a playful Easter-themed snap game where players collect bunny pairs while avoiding the mischievous bunny twist. Perfect for children aged 3-6.
Hall 10.0 H-13
sales@orchardtoys.com www.orchardtoys.com
CONNETIX
LEARNING RESOURCES
Hitch a ride to new fine motor, number, colour recognition and sorting skills with the friendly Seymour the Counting Shapes Sea Turtle from Learning Resources! As little hands grab the baby turtles and insert them into the shapes on Seymour’s shell, they build essential fine motor skills. The baby sea turtles also teach number and colour recognition skills.
Hall 5 B-06 C-05 sales@learningresources.co.uk www.LearningResources.co.uk
RAINBOW DESIGNS
Rainbow Designs will be showcasing many of its new and best-selling ranges at Spielwarenmesse this year, from the ever-popular Paddington, Peter Rabbit, Harry Potter Wizarding World, and Disney’s Winnie the Pooh and Lion King collections, to the exciting new Bing preschool range and colourful Mr. Men Little Miss collection of collectible plush, large cushions and keychains. Also Joining Rainbow’s evergreen Paddington collections will be the new Paddington Movie Range.
Hall 1 A28
01329 227300
www.rainbowdesigns.co.uk
This 50 Piece Pastel Transport Pack takes construction play and STEAM learning up a gear, sparking imaginations as children create their very own vehicle-inspired designs. Showcasing the award-winning CONNETIX pastel colours and featuring an exclusive light grey reversible transport base and two clear motion bases with real rubber wheels - plus a carefully curated selection of tiles – the Transport Pack inspires endless creativity and hands-on learning, whichever direction play may take.
Hall 4 F-54
wholesale@connetixtiles.com www.connetixtiles.com
CASDON
Casdon’s 2025 launch features a new Heinz-branded range of six role-play food toys for children aged 2+. Highlights include an American Diner set, Fish & Chips takeaway set, flip-n-dip sauce pots, and a Heinz Tomato Ketchup bottle with surprise sauce. True to Casdon’s style, the toys mimic real-life food, promoting imaginative play and introducing meal preparation basics. Designed to live playfully, this collection adds authenticity to any play kitchen, inspiring learning through fun, hands-on role-play.
Hall 12 C-04
toys@casdon.com www.casdon.com
NEW PRODUCTS
SPIELWARENMESSE 2025
SPRING FAIR 2025
PLUS-PLUS
ORCHARD TOYS
The Plus-Plus Big Food Activity Set allows children to build fun, edible-themed creations like sushi and burgers. Designed to stimulate creativity and develop motor skills, this set is perfect for preschoolers engaging in imaginative role play. Kids can explore stacking, sorting, and matching games, fostering hand-eye coordination and cognitive development. A guidebook is included to inspire more ideas, making the Food Activity Set a playful and educational addition to any child’s toy collection.
Stand: 5G31
Orchard Toys expands The World of Peter Rabbit collection with three new enchanting games and puzzles, celebrating Beatrix Potter’s beloved tales. The 50 piece puzzle (ages 4+) features iconic scenes from Mr. McGregor’s garden, Jeremy Fisher’s pond, and rabbit burrows, along with a poster and Learning Guide. The 25-piece Puzzle (ages 3+) captures a charming garden scene with a poster and guide for extended learning. The Peter Rabbit Posting Houses (ages 2+) is a fun 3D colour-matching game supports colour recognition, memory, and hand-eye coordination.
Hall 10.0 H-13
info.uk@plus-plus.com www.plus-plus.com
sales@orchardtoys.com www.orchardtoys.com
THE PUPPET COMPANY
BIGJIGS TOYS
Proudly designed in collaboration with global conservation charity ZSL, introducing the iconic new Animal Backpacks collection for animal lovers of all ages to help support ZSL’s vital wildlife conservation work. Combining realistic plush design with practical functionality, the incredibly lifelike bags can be worn on the front or cuddled on your back.
Stand: 5F10-G11
info@thepuppetcompany.com www.thepuppetcompany.com
Experiment, explore, and learn through play with Bigjigs Toys’ debut Montessori range, specially designed to inspire curiosity, independence, and early learning. Other 2025 favourites include its new Simply Scandi plush toys, alongside dress-up and role-play sets, musical instruments, pocket money toys, a London-themed range, and a daring new Monster Rail collection! Retailers will also be able to browse The House of Puzzles’ new trend-led Contemporary Range and stylish packaging revamp at the Bigjigs Toys stand.
Hall 3 D-61 orders@bigjigstoys.com www.bigjigstoys.com
GOLDEN BEAR
RAINBOW DESIGNS
Don’t miss all of the new best-selling licensed ranges, from the Home of Classic Characters at Spring Fair this year. Alongside the ever-popular Peter Rabbit, Disney’s Winnie the Pooh and Lion King, Paddington and Harry Potter Wizarding World, Rainbow will be introducing Bing, Mr. Men Little Miss and Tikiri Toys ranges to their infant and gifting portfolio, and back by popular demand, for 2025, will be a new Disney Baby My First Dumbo Range.
Golden Bear presents Foodibles, the exciting collectible scented plush range launching in 2025, perfect for your retail shelves. With their on-trend design, these plush toys combine everyday animals with a unique foodie twist, appealing to kids, kidults, and adults alike. Foodibles are not just adorable - they’re scented, making them a sensory delight and an irresistible pocket-money purchase. Stock up on this must-have range and tap into the growing demand for collectable, multi-sensory plush products.
Hall 6 C-39
Stand: 3A - M10/N1 01329 227300 www.rainbowdesigns.co.uk
c.vernon@goldenbeartoys.co.uk www.goldenbeartoys.co.uk
BABY TO LOVE
SPINMASTER
A leading global children’s entertainment company continues to create exceptional play experiences with award-winning brands across multiple toy categories.
Make an appointment to see how innovation is unlocked with Spin Master’s collection of toys and games set to be revealed in 2025. A cast of bold-faced names from Spin Master’s PAW Patrol and Vida the Vet to Nickelodeon’s Dora and DreamWorks Animation’s Gabby’s Dollhouse, promise exciting launches filled with playtime potential.
Hall 4A A-40 D-40 www.spinmaster.com
Delight little ones with two engaging, multi-sensory toys that make learning fun. The sensory stacking tower combines vibrant colours, varied textures, and transparent parts filled with colourful beads that create a rain-like sound, stimulating touch, sight, and hearing. Pair it with adorable learning cubes featuring 3D animals, fruits, shapes, and numbers in pastel hues. Perfect for babies and toddlers, these stackable toys encourage fine motor skills, coordination and early recognition skills, making playtime both educational and delightful. Stand: 5K02, 5L02 contact@btl-diffusion.co.uk www.btl-diffusion.co.uk
WILTON BRADLEY
BLADEZ TOYZ
Big news for Bladez Toyz in 2025 is the recently inked deal with Bluezoo Animation for their hit new preschool show Mojo Swoptops. Bladez Toyz will create an innovative new range to include Radio Control vehicles and track playsets alongside arts & crafts and a cool pocket money vehicle range that will continue their ongoing initiative to develop more sustainable toys. Stock will be available from Q3 2025, so pop by to see this first to market toy range and get ready to Swop That Top.
Hall 6 C20
Get ready for an enchanting adventure with the new Xootz Dinosuar bumper car. This 360° spinning, LED-lit, joystick-controlled ride is perfect for kids aged 18 months+. With colour-changing LEDs, easy joystick controls and parental remote, it offers safe, exciting fun. The adjustable seatbelt and speeds up to 1.2 km/h ensure secure rides indoors or outdoors. Featuring light-up eyes, 3D spikes and a protective rubber bumper, this magical car delivers endless playtime with over an hour of battery life per charge. Max weight 30kg.
sales@wiltonbradley.com
charlotte@bladeztoyz.co.uk
www.wiltonbradley.com
www.bladeztoyz.co.uk
Stand: 5G30-H32
SPRING UP
This year’s Spring Fair will be a celebration of the last 75 years and the people and businesses which have been a part of it for so many years, including many in the infant and preschool space. With the Kids, Toys and Play category continuing to be a key part of the showfloor, PPS takes a closer look at what visitors to Birmingham’s NEC can expect from 2-5 February.
2025 marks a big year for Spring Fair, with the event celebrating its 75th anniversary when it returns to Birmingham’s NEC from 2-5 February.
Event director, Soraya Gadelrab, is promising that the event is going to be a “big party, a celebration of the last 75 years, the people and the businesses that have been a part of the show for so many years. It is also a chance to reflect on what retail means today and how we continue to move forward and look ahead to the next 75 years.”
Zara Grindrod, brand and marketing director at Rainbow Designs, has fond memories of the show. “I believe Rainbow has been attending Spring Fair since the 1970s;
we have some really cool photos of the stands from the early years,” she tells PPS. “However, my first Spring Fair was around 1993 and it was mind blowing just how vast
Top: More than one million products will be on the showfloor, including over 400 new brands.
Above: Rainbow Designs will be showing its evergreen ranges and newcomers such as the Harry Potter Wizarding World collection.
Left: Soraya Gadelrab, event director.
it was. It was such a busy show and you saw all types of retailers there; booked appointments but there was always the element of surprise on who you could meet and take orders from. Oh, and everyone used to end up in Flares, until early in the morning!”
This year will see Rainbow Designs showcase a number of new lines on its Spring Fair stand. “We have some fantastic new lines joining our bestselling, evergreen ranges such as Paddington, Peter Rabbit and Disney’s
LinkedIn: Robert Frederick
Email: sales@robert-frederick.co.uk
Website: www.robert-frederick.co.uk
Winnie the Pooh, and we have been delighted by the reaction to our new Disney Baby Lion King and Harry Potter Wizarding World collections that launched last year, and we hope to see them go from strength to strength in 2025,” says Zara. “In addition, we have three very exciting new brands joining the Rainbow family - the much-loved preschool property, Bing, and the iconic and colourful Mr. Men Little Miss brand, as well as a wonderful distribution partnership with the Sri Lankan family-run company, Tikiri Toys. We are really looking forward to launching these new collections throughout the year.”
For Sue Lockey, co-founder and ceo at The Puppet Company, Spring Fair has been one of the business most important shows.
“Spring Fair is really beneficial for us – we have exhibited for over 20 years and are looking forward to getting back to the NEC in 2025,” Sue tells PPS. “This show has always been one of our most important shows, giving us key opportunities to see our customers in person, get their valued feedback and show them our new ranges and upcoming designs.”
Preschool on the show floor
“Toys are still very much a focus at Spring Fair,” says Soraya. “From well-known classics to new and exciting games, plush and educational toys, Kids, Toys and Play will spark your imagination with a vast selection of preschool toys and clothing that will fly off the shelves.”
Some key companies on the show floor which visitors interested in preschool product may wish to see include Aurora World, Bigjigs Toys, Blade and Rose, Bounce Sales & Marketing, Cozy Time, CwaZyLeigh CreaTions, EduCals, Floss & Rock, Grass & Air, Halilit, Hippychick, Huggables, Inside Out Toys, KandyToys, Keel Toys, Lanka Kade, Little Concepts, Muddleit, Orange Tree Toys, Padgett Bros (A To Z), Paper Engine, Playbrickshop, Rainbow Designs, Ravensburger, SES Creative, The Kuckoo Company, The Puppet Company, Ty UK, Whitehouse Leisure International, William Lamb Group, Wilton Bradley, Ziggle Baby, Sluban and Clementoni among others.
The Puppet Company and Wilberry Toys team will be looking to meet new and existing customers –both from the UK and overseas – and will have special show offers as part of the 75th anniversary celebrations.
Sue continues: “We will be showcasing our new and upcoming in-house Puppet & Soft Toy collections alongside our exciting new licences and partnerships. Proudly designed in collaboration with global
Above right and left: Bigjigs Toys and Orange Tree Toys are among the exhibitors with preschool product at the show.
conservation charity ZSL, we will be introducing our iconic new Animal Backpacks collection, alongside the upcoming Jumbo Friends puppet range, with further exciting product collaborations underway.
“Our new Paddington Puppetswhich bring the most-loved bear to life through the ‘power of puppets’ - will be there, as well as us introducing a very exciting new licence, with further details to follow.”
Highlighting new launches in the preschool space, Sue offers: “We will be showing our new pocket-sized obsession – meet the Micro-Monsters! These quirky, palm-sized miniature monster finger puppets have their own zany personalities and vibrant designs alongside an eye-catching counter top display. This year’s show will also feature our growing baby collections – from the latest My Puppet Comforters and Wilberry Eco Comforters through to the My First Dinosaur Puppets made from 100% recycled plastic materials.”
Left: The Puppet Company has exhibited at Spring Fair for over 20 years.
SPRING FAIR 2025
THE PUPPET COMPANY
Proudly designed in collaboration with global conservation charity ZSL, introducing the iconic new Animal Backpacks collection for animal lovers of all ages to help support ZSL’s vital wildlife conservation work. Combining realistic plush design with practical functionality, the incredibly lifelike bags can be worn on the front or cuddled on your back.
Stand: 5F10-G11
info@thepuppetcompany.com www.thepuppetcompany.com
BABY TO LOVE
PLUS-PLUS
The Plus-Plus Big Food Activity Set allows children to build fun, edible-themed creations like sushi and burgers. Designed to stimulate creativity and develop motor skills, this set is perfect for preschoolers engaging in imaginative role play. Kids can explore stacking, sorting, and matching games, fostering hand-eye coordination and cognitive development. A guidebook is included to inspire more ideas, making the Food Activity Set a playful and educational addition to any child’s toy collection.
Stand: 5G31
info.uk@plus-plus.com www.plus-plus.com
RAINBOW DESIGNS
Don’t miss all of the new best-selling licensed ranges, from the Home of Classic Characters at Spring Fair this year. Alongside the ever-popular Peter Rabbit, Disney’s Winnie the Pooh and Lion King, Paddington and Harry Potter Wizarding World, Rainbow will be introducing Bing, Mr. Men Little Miss and Tikiri Toys ranges to their infant and gifting portfolio, and back by popular demand, for 2025, will be a new Disney Baby My First Dumbo Range.
Stand: 3A - M10/N1 01329 227300
www.rainbowdesigns.co.uk
Delight little ones with two engaging, multi-sensory toys that make learning fun. The sensory stacking tower combines vibrant colours, varied textures, and transparent parts filled with colourful beads that create a rain-like sound, stimulating touch, sight, and hearing. Pair it with adorable learning cubes featuring 3D animals, fruits, shapes, and numbers in pastel hues. Perfect for babies and toddlers, these stackable toys encourage fine motor skills, coordination and early recognition skills, making playtime both educational and delightful. Stand: 5K02, 5L02 contact@btl-diffusion.co.uk www.btl-diffusion.co.uk
WILTON BRADLEY
Get ready for an enchanting adventure with the new Xootz Dinosuar bumper car. This 360° spinning, LED-lit, joystick-controlled ride is perfect for kids aged 18 months+. With colour-changing LEDs, easy joystick controls and parental remote, it offers safe, exciting fun. The adjustable seatbelt and speeds up to 1.2 km/h ensure secure rides indoors or outdoors. Featuring light-up eyes, 3D spikes and a protective rubber bumper, this magical car delivers endless playtime with over an hour of battery life per charge. Max weight 30kg.
sales@wiltonbradley.com www.wiltonbradley.com Stand: 5G30-H32
Social media viral sensation!
Social media viral sensation!
Social media viral sensation!
Drop them in water, watch them light up! Then simply shake to dry.
Drop them in water, watch them light up! Then simply shake to dry.
Want to see what all the fuss is about?
to see what the fuss is about?
Want to see what all the fuss is about?
Come and visit us on
and visit us on
Come and visit us
Drop them in water, watch them light up! Then simply shake to dry. Over
SPRING FAIR 2025
HALILIT
The Taf Toys Peek-a-Boo Water Book combines learning and play in a unique, water-revealing design. Each page features hidden illustrations that appear when wet, teaching cause and effect while engaging baby’s senses. Includes a magic water stamp perfect for little hands to uncover vibrant colours and shapes, promoting fine motor skill development. Made from BPA, lead, and phthalate-free materials, this safe, durable book is ideal for babies aged 0-6 months and perfect for bath-time or playtime fun.
Stand: 5G41
sales@halilit.co.uk www.halilit.co.uk
HALILIT
TRIXIE
Discover the latest Trixie novelties at the upcoming fairs. Be enchanted by the new nightlight, adding a magical touch to bedtime routines. Explore fresh designs in the mealtime collection and meet the newest animal friends in the School & Adventure range. Plus, don’t miss the unveiling of an exciting, game-changing launch in School & Adventure, set to inspire endless fun and imagination. Visit Trixie’s stand to experience it all first hand.
Stand: 5F24
Scott.garnerbundy-higgs@trixie-baby.com www.trixie-baby.com
ROBERT FREDERICK
Launching this year, the The Gruffalo notebook is the perfect gift for little creatives. Featuring a plush cover, this notebook is irresistibly soft to the touch, making writing and drawing sessions so much fun. With 160 high-quality, lined pages, it encourages mark making and imaginative play, perfect for preschool, travel or bedtime doodling. It’s a must-have for every Gruffalo fan.
Stand: 4G45
sales@robert-frederick.co.uk www.robert-frederick.co.uk
The Jellystone Designs Messy Tray Play is the ultimate tool for creative and sensory play. Made from durable melamine, this lightweight and portable tray offers a safe, contained space for messy activities like sand, water, or sensory materials. The included silicone lid features dividers for easy storage and sorting, making clean-up and transport effortless. Perfect for both indoor and outdoor use, it’s ideal for imaginative play, sorting and exploration, providing endless fun for children at home or on the go.
Stand: 5G41
sales@halilit.co.uk www.halilit.co.uk
BIGJIGS TOYS
Experiment, explore, and learn through play with Bigjigs Toys’ debut Montessori range, specially designed to inspire curiosity, independence, and early learning. Other 2025 favourites include its new Simply Scandi plush toys, alongside dress-up and role-play sets, musical instruments, pocket money toys, a London-themed range, and a daring new Monster Rail collection. Visit the BigJigs stand to browse The House of Puzzles’ new trend-led contemporary range and stylish packaging revamp.
Stand: 5H02 orders@bigjigstoys.com www.bigjigstoys.com
WATCH APPLE
The countdown is on until the eyes of the global toy community turn to New York City for Toy Fair, which runs at the Javits Center from 1-4 March. PPS catches up with Kimberly Carcone, evp of global events at The Toy Association, to find out more on what’s planned.
After a year off in 2024, New York will once again play host to the global toy community in March when Toy Fair returns to the Javits Center.
“It remains the most influential industry event in the Western Hemisphere, offering exposure and business opportunities for all - from first-time exhibitors and up-and-coming international companies looking to enter the US market, to buyers, press and the inventor community,” Kimberly Carcone, executive vice president of global events at The Toy Association tells PPS.
More than 750 exhibitors will be showcasing their products from 1-4 March, while some 196 will be exhibiting at the show for the first time.
“Showcasing at Toy Fair for a new company means
opportunities,” says Kimberly.
“The opportunity to connect with buyers from top US companies; the opportunity for
international companies to gain a foothold in the North American marketplace; and the opportunity to network and learn throughout the four-day show's various events and programming, like Toy Fair University sessions that cover topics ranging from the impact of AI to the power of social media in driving marketing solutions.
“However, there is also a massive opportunity for all attendees to interact with these new and emerging companies. New ideas and new talent are the lifeblood of our industry, and Toy Fair is where those toy ideas come to life. You never know where the next big toy will be discovered, but many have debuted at Toy Fair.”
When it comes to retailer attendance, to date, there are retailers registered from 48 US states and 53 countries/territories and counting, including 15 of the top 25 toy retailers such as Amazon, Walmart, Target, Macy’s, Barnes & Noble and Five Below.
Above: Over 750 exhibitors will be taking their place on the show floor from 1-4 March 2025. Below: Kimberly Carcone.
FLOOR FILLERS
“As with every year, we reevaluate where improvements can be made to create an even more dynamic show experience for all attendees,” Kimberly continues. “Building on the success of our 2023 edition, we will bring back Toy Fair's visual merchandising initiative. This encourages all exhibitors to make products visible in at least 20% of their aisle-facing space and enhances engagement between exhibitors, top buyers and media.
“Shining a spotlight on the collaborative nature of our industry and accomplishments across our industry will also be an even greater focus at the 2025 show. Attendees will see this take shape through the relocation of specific Toy Fair programmes and resources and new additions to the floor. For example, the Toy Fair University (TFU) stage will now be on the show floor, making our business-building educational speaker series even more accessible to all who attend. We are also relocating the Press Center to the show floor and adding new features for press and content creators that provide additional functionality to meet their needs, such as two new podcast studios.”
On top of this, the TIA is working with the Fashion Institute of Technology (FIT) and Otis College
Preschool at Toy Fair
“The preschool sector isn't just important to Toy Fair, it is a priority sector for the entire industry, helping set the foundation for both immediate and long-term profitability,” says Kimberly. “Not only do preschool toy shoppers often prioritise educational toys to aid in their child's development and understanding of early learning concepts, but it is also the age group where many children develop their first attachments to favourite characters and brands that will stay with them for years.”
Kimberly says that there are dozens of companies and brands planning to exhibit infant and preschool products at the show.
“Among them are leading toymakers such as Manhattan Toy/Sassy and Malarkey Kids. These companies are at the forefront of embracing innovative play and design trends in the industry. Some are capitalising on the growing demand for sustainably made toys, incorporating more sensory features to encourage social-emotional regulation, and finding new ways to sneak learning into their playthings to help young kids develop critical skills.”
of Art and Design on a joint lounge that showcases both schools' toy design programmes; partnering with the Strong Museum of Play on a gallery-style experience highlighting the museum's work; and creating a gallery featuring the Toy Industry Hall of Fame inductees.
Away from the Javits, and kicking off the activity for the show, The Toy Foundation’s 25th Toy of the Year Awards will take place on Friday 28 February at Cipriani in New York City, unveiling winners across 16 categories.
It’s set to be a packed four days and it’s clear that, despite there being no Toy Fair in 2024, the team hasn’t been resting on its laurels.
Kimberly explains: “Despite the lack of a Toy Fair in 2024, it was hardly a down year for our team as we quickly went to work to develop an efficient solution for toy businesses trying to make in-roads in presenting their long-lead lines in Los Angeles in what have become critical windows for toy buying and selling. The industry has been asking The Toy Association to offer some structure to these previews for a while, and we responded. We hosted LA Fall Preview throughout September, with a dedicated market week brought in critical buyers and supporting events that helped unite the toy community in one central location.”
While Kimberly promises more news about LA in 2025 and beyond, the aims for Toy Fair in New York are clear.
“We heard the industry's feedback loud and clear. Toy Fair is back in Q1, staying in Q1, and remains the premier North American show for the global toy and play ecosystem. We are confident in our offerings for buyer-seller activities, education, networking and the overall health of the creative pipeline. Additionally, we view Toy Fair as the pipeline for future growth of the North American toy industry, providing opportunities for all stages of business, from students to long-time professionals,” she concludes.
Left: The TIA views Toy Fair as the pipeline for future growth of the North American toy industry.
Elevate every mealtime, playtime, and activity from birth to 6 years thanks to chestnut’s 9 di erent modes. For more information and all sale enquiries, please contact Joie on 01889 808 900 or email: uksales@joiebaby.com
2025 IN THE NURSERY MARKET
Inset: Innovations in baby monitoring are coming “thick and fast” says Joel Lucy, who works with VTech and LeapFrog.
ORGANIC AND SUSTAINABLE
With parents increasingly seeking eco-friendly products for little ones, there are more ‘green’ products than ever hitting the shelves. For example, 2024 saw Vital Baby launch feeding bottles and accessories featuring EarthSmart, a groundbreaking technology that allows plastic to biodegrade in landfill conditions without leaving microplastics behind.
“From walking the halls at the 2024 Harrogate International Nursery Fair, ‘sustainability’, ‘environment’ and ‘organic’ seemed to be the key words,” says show organiser Adrian Sneyd. “Many companies who exhibited are employing manufacturing methods to reduce waste. For example, all of UPPAbaby packaging has been reviewed and as a result the company uses over 150,000 fewer plastic bags per year on its Vista packaging, while Didofy’s Stargazer pushchair is made with sustainable materials using fabrics made from recycled PET bottles.”
NEW HUES
“I noticed lots of neutral tones such as beige and green in addition to the ever-popular greys and blacks last year,” says Adrian. “This seems to be the trend for not just prams and pushchairs, but nursery products and clothing too.”
Peggy Juche, regional marketing manager EMEA at BIBS, agrees that muted tones are still in demand. “Colours like sage, sand and warm taupe are especially popular, creating a calming, Scandinavian-inspired aesthetic,” she says. “BIBS embraces this trend by offering our dummies and bottles in an extensive range of harmonious hues to complement modern nurseries.”
From power-assisted strollers to biodegradable feeding equipment, the nursery industry continues to push the boundaries of innovation and design in its quest to make parents’ lives easier. PPS looks at some of the key trends in the nursery space for 2025 and beyond.
However, over the course of 2024, UK Pinterest searches for ‘colourful nursery’ rose by 20%, and A/W 2024 certainly saw some richer, darker tones coming to the fore, with the release of the egg3 stroller’s new shade Chocolate Velvet and deep brown colourway Pecan joining the iCandy Peach 7 colour line-up.
“Pecan is a warm, sophisticated hue that sets it apart from more traditional options,” says iCandy’s director of product and design Paul Walker. “It provides customers with a stylish yet neutral option that complements a variety of lifestyles.”
NEXT-LEVEL MONITORING
“Innovations in baby monitoring are coming thick and fast,” says Joel Lucy, ceo and founder of Jigsaw Brand Consultancy, whose clients include baby tech market leaders VTech and LeapFrog. “Over 50% of the revenue generated in the UK from baby monitors is smart app enabled baby monitors. VTech and LeapFrog are both pushing boundaries in the sector. VTech’s RM7787HD 7" Over-The-Cot smart 1080p monitor offers features that monitor baby and its environment with alerts, providing parents with complete piece of mind. The new LeapFrog LF4917 7” smart monitor not only comes with all of the regular high-end features, but innovations such as colour night vison and room humidity monitoring.”
2024 also saw the launch of the medicallycertified Owlet Dream Sock smart baby monitor, which wraps around baby’s foot, providing real-time monitoring of pulse rate, oxygen levels, sleep patterns and more.
TECH ON THE GO
The tech revolution extends outside the nursery, too. Maxi-Cosi’s Fame stroller features LumiRide LED lighting and an integrated power bank for recharging on the move. Silver Cross Smart Stroll is an innovative wireless air quality monitor and route tracker that magnetically attaches to the pushchair and links to your phone, providing updates on environmental conditions, while the Cybex e-Gazelle S takes the strain out of strolling, with e-powered uphill and uneven surface support.
Alpha+ Comfort and Play in one!
Highchair
Alpha+ More colours available:
Extend the benefits of your high chair with numerous accessories:
Bouncers Trays Seat Pads Storage
Tray + Play
WHAT’S NEW NURSERY
CABOO
Caboo, a trusted UK brand, offers an award-winning, hands-free carrier designed for newborns, including those weighing as little as 5lbs. Its soft, stretchy fabric ensures a snug fit, providing head support and promoting early bonding. Perfect for both parents, its size-less design adjusts effortlessly—just slip it on like a T-shirt. Testers praise its ability to calm fussy babies, even during evening “witching hours.” Ideal for indoor or outdoor use, Caboo Lite combines comfort and practicality for joyful parenting moments. contact@btl-diffusion.co.uk www.btl-diffusion.co.uk
HAUCK
YOTO
A little exploration is a must for cool, confident kids – and with our Yoto Player and this starter pack of cards in tow, they’ll be ready to get out there and discover the world. The Yoto Player is perfect for all those unforgettable adventures that make the early years so magical whether it’s a big day out or just a trip to the shops. Included is a diverse range of audio cards, including soothing bedtime stories, danceable tunes and classic preschool songs. hello@yotoplay.com www.yotoplay.com
BEST YEARS
New for 2025 Best Years is proud to show its new corduroy dinosaurs. Soft and tactile they are perfect toy for young children. Available in three designs and two sizes.
Suitable from birth and machine washable. sales@bestyears.co.uk www.bestyears.co.uk
CYBEX
The newest addition to the Cybex home portfolio, is the iconic beechwood highchair, the Click & Fold. The highchair is the perfect fit for every modern household thanks to its striking silhouette with bold, straight edges and a curvilinear backrest. This one-of-a-kind furniture piece can be effortlessly folded for easy storage and can be used throughout any stage of life thanks to its multiple configurations that combine design and functionality at the highest standards. The highchair aims to revolutionise how parents approach their interiors lifestyle once having children.
emea-ukcontact@columbustp.com www.cybex-online.com/
The hauck stroller Shop N Care is the perfect blend of practicality and style. Designed to be puncture-resistant, it offers smooth handling for everyday use. Its lightweight frame makes it incredibly easy to fold with just one hand, providing maximum convenience for busy parents. Additionally, this stroller is compatible with a wide range of baby car seats, adding further flexibility. Available now and in stock, the stroller is an ideal choice for parents seeking reliability and ease on the go.
info@hauckuk.com www.hauck.de
WHAT’S NEW NURSERY
JOIE
Meet the latest highchair from Joie. With nine different modes, Chestnut will take little ones from mealtime to playtime, from birth to six years. The multiple options include infant mode at traditional and counter height as well as youth chair and portable booster modes. The multi-position recline creates a cosy chair to cradle baby comfortably. In booster mode, the seat can be attached easily to a dining chair, allowing little one to be included in family mealtimes.
uksales@joiebaby.com www.joiebaby.com
COSATTO
COSATTO
ICANDY
iCandy introduces the stunning Glacier colour to its Orange 4 pushchair collection, adding sleek, crisp tones to its stylish lineup. Designed for modern, on-the-go families, the Orange 4 easily transforms from a single to double pushchair and features a water-repellent ColourSplash canopy, integrated Ride-on Board, enhanced suspension and a spacious basket. Perfect for style-savvy parents, the versatile Orange 4 Glacier pushchair is now available online and through select retailers, ready to support every family adventure.
01767 604400
www.icandyworld.com/
The Come and Go 2 i-Size 360 Car Seat is designed for children from birth to four years, offering extended rear-facing (ERF) up to 105cm. It features 360-degree rotation for easy access, ISOFIX installation, and superior collision protection. With multiple recline positions, side impact protection, and a 5-point harness supporting up to 20kg, it ensures the child’s safety. The memory foam newborn liner adds comfort and support, making it the ideal choice as a first car seat.
cuddle@cosatto.com www.cosatto.com
The Cosatto Giggle 4 Car Seat Bundle is the ultimate all-inone travel system, including a pushchair, carrycot, seat unit supporting up to 25kg and Tote i-Size car seat. Compact and practical, it folds with the seat attached, stands when folded, and fits in small car boots. The carrycot offers a cosy napping spot, while swivel wheels and an adjustable handle enhance manoeuvrability. With a spacious basket and Cosatto’s sensory hood for little ones, the Giggle 4 is perfect for all family adventures.
cuddle@cosatto.com www.cosatto.com
JOIE
Anywhere, anytime, and any mood – the parcel LX is always travel ready with an easily activated compact fold. The new and improved parcel LX now has larger wheels than the previous model making it even easier to take on those tougher terrains. Foam filled for durability, those wheels will never be the reason for missing out on adventures. With multiple recline options, snoozy toddlers can rest after a busy day on their feet. With an adjustable leg rest ready to support tired legs, consumers can rest assured they will be able to recharge in comfort when out and about.
uksales@joiebaby.com www.joiebaby.com
WHAT’S NEW NURSERY
MODERN CLOTH NAPPIES
Hasbro has joined forces with Modern Cloth Nappies, winner of Progressive Preschool Awards’ Eco Award 2023 and gold winner of Best Reusable Nappy 2023 by Mother & Baby and Made for Mums, to create a new range of reusable nappies and accessories for Peppa Pig’s youngest fans. info@modernclothnappies.co.uk www.modernclothnappies.co.uk
DOUDOU
NUNA
Nuna and BMW have teamed up for an exclusive collection of premium baby gear, blending performance and elegance. The range includes pushchairs, carry cots, and the essential bag, all featuring BMW-inspired details like exclusive logo wheels, matte frames with gloss accents, and precision stitching. This collaboration highlights both brands’ dedication to meticulous design, offering a refined sense of adventure with a sleek, timeless look. Nuna by design, BMW by nature - where luxury meets everyday parenting essentials. info.uk@nunababy.com www.nunababy.eu/uk/
JOIE
This ergonomic baby carrier from Joie won’t break the back or the bank. Savvy lite air makes baby wearing all about hugging not lugging, with 3 modes of use for in a super breathable mesh fabric. Perfect for developing spines, savvy air and savvy air light keep little ones cradled in their natural C-shape, hugging them in their favourite foetal position, as well as protecting hips in an ergonomic M position.
uksales@joiebaby.com www.joiebaby.com
Introducing the new Doudou et Compagnie Musical Rabbit Night Light, a perfect blend of soothing light, gentle melodies, and soft, plush comfort. This adorable nightlight projects calming stars onto the wall, creating a peaceful environment for baby to drift into sleep. Its relaxing tune encourages restful nights, while the soft, cuddly rabbit offers comforting companionship. Ideal for newborns and birthdays, this charming nightlight promotes sensory development and makes for an unforgettable gift that both parents and little ones will adore. info@bebelephant.com www.bebelephant.com
BAMBAM
BamBam is excited to launch its new Organic Care Box, along with a Rabbit Bamboo Plate, recycled Rabbit Musical, Rabbit Wooden Teether and the cutest, softest recycled booties - perfect for keeping those little toes warm this winter.
sales@finestforbaby.co.uk www.finestforbaby.co.uk
Right: Sophie Gibson.
Sophie Gibson, director of brand marketing at MORI, on sustainable practices being a key element of the company’s ethos, celebrating the team’s achievements, speaking to Gen Z and ‘allowing yourself to be new again’.
“WE WANT OUR MORI MAMAS TO CONTINUE TO UPLIFT EACH OTHER”
HOW LONG HAVE YOU BEEN IN YOUR CURRENT ROLE?
I have been at MORI for six years. I joined in 2018 and have been in my current role as director of brand marketing for five years, with 15 years of retail experience in total across other omnichannel lifestyle brands.
WHAT IS YOUR GREATEST ACHIEVEMENT AT THE COMPANY?
Playing a part in our growth journey over the last six years, where we have been able to create a market-leading premium baby and children’s brand. There have been many initiatives that have contributed to this, so it is very hard to choose just one, but with my team I’m particularly proud of the highly engaged community of parents-to-be and new parents we have built. The recent opening of our stores has also been a great milestone that I have felt very privileged to be involved with. The stores have become the heart of the communities in the neighbourhoods they are in, which has been so wonderful to see.
FAVOURITE PART OF YOUR JOB?
The favourite part of my job is that my role touches every part of the business and I get to be involved in lots of different exciting initiatives that elevate our constantly evolving brand. And of course, managing and mentoring my amazing team, which I find very rewarding and inspiring.
WHO IS THE UNSUNG HERO OF THE COMPANY?
It is hard to choose one ‘unsung hero’ at MORI, as each member plays a pivotal role in the business. We love to celebrate these achievements and have lots of opportunities throughout the year to shine a light on our colleagues. From Thankful Thursday, our initiative to give a shout out to a colleague who has gone above and beyond to embody and promote our values, to our Quarterly Award Nominations.
WHAT IS THE BIGGEST CHANGE WITHIN THE NURSERY/PRESCHOOL INDUSTRY THAT YOU HAVE SEEN SINCE YOU HAVE WORKED IN IT?
The rise of circular economy. This has changed massively since I first joined the industry, from own brand pre-
loved initiatives, to brands working with resale sites, to how customers are selling on pieces their little ones have outgrown. This is really encouraging to see. Sustainable practices have always been a very important element of MORI’s ethos, so it’s great that parents and children’s brands are actively playing their part in looking after our planet.
WHAT’S THE BEST PIECE OF ADVICE YOU HAVE EVER BEEN GIVEN?
I have been given lots of advice over the years but one piece that was given at the point of returning to work after maternity leave, was allowing yourself to be new again. This stayed with me while I navigated all of the changes that come with time away from a business and learning how to balance a new version of my professional and home life.
BIGGEST LESSON YOU’VE TAKEN AWAY FROM THE PAST YEAR?
When MORI was founded nearly 10 years ago our customers were Millennials. In the not too distant future, Gen Z will become the new parents-to-be and parents, so the way in which we speak to prospects and customers, and the means in which we do so, will need to evolve for us to remain relevant - we need to stay one step ahead and this has been one of the biggest lessons over the last year.
IF YOU COULD CHANGE ONE THING ABOUT THE NURSERY/PRESCHOOL BUSINESS, WHAT WOULD IT BE AND WHY?
On the whole it really is a caring and fun industry to work in. But if I think about our customers, there continues to be judgement and criticism of the people, parents, in our society who really are doing the hardest job in the world - raising children. At MORI we believe in the power of kindness, we are committed to fostering an inclusive environment where everyone feels valued and respected. We want our MORI mamas to continue to uplift each other.
WHAT THREE WORDS WOULD YOU USE TO DESCRIBE YOURSELF?
Professionally, the three words I would use to describe myself (used by colleagues too) are smiley, caring and dedicated.
12th to 14th October 2025 Priority booking opens (for previous exhibitors)
3rd December 2024
12th - 14th October 2025
Email: adrian@nurseryfair.com
Tel: +44 (0) 1902 880906 See you at next year’s show
BEST SELLERS
“Arts and crafts have been a staple in-store since we opened. We love ranges from Djeco, Sentosphere and Tiger Tribe. The sets are not only beautifully packaged to make them great gifts, but their content and product guides are fabulous.”
NEW AND OLD FRIENDS
“Le Toy Van, Great Pretenders, Djeco and Janod among others are all suppliers we have dealt with since we opened the store. We are soon to welcome one of our newest suppliers - lifestyle brand Izipizi, which will be available in-store before the Easter break.”
CURRENT TRENDS
“Fidget toys have been very popular and continue to be so. We have enjoyed exploring many options in the market. Wooden toys and other items that have more longevity appear to be popular choices, while plastic/short-term use toys are beginning to lose popularity.”
PINGO PONGO IN NUMBERS
Based in London’s Chelsea, Pingo Pongo opened its doors in 2018, with an aim to provide a platform for children where the curation promoted learning through play. It was awarded Best Independent Gift Retailer at the Progressive Preschool Awards 2024. PPS finds out more from founder, Nikki Agravat.
IN NUMBERS
• “There are five members in our team and my children also help me occasionally.”
• “The average spend per customer is around £60.”
• “We had 60 boxes in our last delivery.”
• “We change our window display every couple of months.”
• “Pingo Pongo is the shape of a large triangle of brie - big enough for the giant at the top of the beanstalk to snack on.”
2024 TRADING
“Trading in 2024 was unpredictable, but we are grateful for our continual support from the local community in Chelsea, as well as those who have moved away but still come and visit.”
BEING SOCIAL
“We do lean on social media for Pingo Pongo and use Instagram to advertise last remaining products and showcase new arrivals. One of our New Year’s resolutions is to use social media more to help showcase our offerings to a wider audience.”
ONLINE/OFFLINE
“Almost all of our sales are in-store with a small percentage of sales happening via social media. We are looking to launch our website for ecommerce soon.”
MY HERO!
“I fell in love with Plus-Plus when I discovered it six years ago, but only decided to put it in-store recently. Not only is it a hero product for my kids (aged 9, 8 and 5), it has been flying off the shelves for party favours, gifts and home creativity sets. I love the open-ended aspect of PlusPlus and also the sensory and fidget aspect of it, too.”
Above: Pingo Pongo changes its window display every couple of months.
Above: The Plus-Plus range is a stand out for the store.
Above: Pingo Pongo opened its doors in 2018 in London’s Chelsea.
Above: The store has a loyal client base, both from the local community in Chelsea and further afield.
Inset: Nikki collecting Best Independent Gift Retailer at the 2024 Progressive Preschool Awards.
