Reading a recent Circana article on the US Toy Industry and it was interesting to see that consumers 18+ accounted for more toy sales in Q1 than any other age group.
Looking at the Top Selling Toys: YTD April 2024 and it is no surprise to see that Squishmallows sits at #1.1
1. Squishmallows Plush 8″ Assortment
2. Hot Wheels Singles 1:64 Assortment
3. Squishmallows Plush 16″ Assortment
4. Icons Bouquet Of Roses
5. Icons Tiny Plants
6. Squishmallows Plush 12″ Assortment
7. Pokémon Scarlet And Violet Paldean Fates Pokémon Center Elite Trainer Box
8. NFL 2023 Trading Cards Assortment
9. Squishmallows Plush 11″ Assortment
10. Prizm NFL 2023 Football Trading Card Blaster Box 24 Cards
As we have highlighted recently in The Toy Universe, retro toy trends and multi-player games have been driving the Toy Industry forward in the face of an overall decline in the industry at large.
For example, in February 2024 Disney announced its plans to acquire a $1.5 billion equity stake in Epic Games, the developer of Unreal Engine and popular first-person shooter title “Fortnite.”
The deal is a clear signal that the entertainment giant hopes to populate the metaverse to come with its homegrown characters and IP.
During The Toy Association's 2024 Toy Trends Briefing, it was mentioned that "Forty-five percent of parents under the age of 40 consider a toy’s environmental impact when making buying decisions, according to a Toy Association survey of U.S. parents. This clearly highlights that sustainability is a huge factor in Toys and it looks like it is no so much a trend but it will be a consideration that is here to stay for good."2
What is interesting about these trends is that it seems there are more factors than ever for Toy Companies to consider when planning, manufacturing and marketing products for sale. There are so many things to consider both from an environmental standpoint as well as from a consumer perception angle as well. It is not enough to talk about sustainability and the environment, companies have to actually show how they are making decisions with these factors in mind.
We hope you enjoy this edition of The Toy Universe!
Managing Director — Tony Bugg tony@buggsolutions.com.au
Editor & Designer — Matthew Bugg matt@buggsolutions.com.au
UPDATES FROM THE TOY UNIVERSE
EDITION 10
JUNE 2024
Now entering its 17th year, the TAGIE Awards, presented by People of Play, will once again honor the best and brightest innovators, designers, retailers, suppliers, PR and marketers in the global toy and game industry.
VISIT THE TOY UNIVERSE WEBSITE TO READ MORE
SunChild, a boutique Australian brand known for its mindful toys, is excited to announce the appointment of Axis Toys & Gifts to represent their brand in Australia and New Zealand. The product range will be featured at Life InStyle Melbourne and the New Zealand Gift Fair in Auckland.
SunChild emphasises the power of positive affirmations and mindful play, aiding children in developing resilience and maintaining a positive mindset. Their products transcend traditional toys, serving as tools for children to explore their intrinsic value and foster a connection with nature.
VISIT THE TOY UNIVERSE WEBSITE TO READ MORE
This Toy Season 2024, retailers are embracing the retro revival of Care Bears, with exclusive and limited edition plush that are capturing the hearts of collectors and fans alike. Hailed as the rarest of all Care Bears, Noble Heart Horse is sparking excitement among enthusiasts.
VISIT THE TOY UNIVERSE WEBSITE TO READ MORE
SHANE YEEND — IMAGINATION GAMING
www.imagination.com.au
Imagination Gaming is an entrepreneurial global games and entertainment company with staff based in New York, Los Angeles, London, Sydney and Brisbane with a Head Office/Creative Campus in Adelaide, South Australia.
Imagination Gaming is a subsidiary of Imagination Entertainment, which celebrated 40 years in business in April 2024, and was created by Founder Shane Yeend who started the media company as a teenager.
Imagination Gaming have been proven innovators and brand builders in the social games business for 28 years. The company was established in 1996 with the launch of Battle of the Sexes™ — a cross platform gameplay pattern and media strategy that started as a global radio contest and global hit boardgame, working with Kmart here in Australia. It became a Television Gameshow in just about any language (Mobile Game & CD Rom) with SEGA and #1 Website in Australia from 1997 to 1999.
20+ years ago Imagination also patented and wrote the code for randomization of media on a DVD disk that allowed you to play games and took interactive TV to the world in a box for $20, with the DVD game in the board game aisle. This software revolutionized the traditional games business globally with over $500 million in sales. Imagination then went on to create interactive TV board games; licensed to Hasbro, to Disney and everybody in between across the globe. It was a board game that came alive with the television and the magic of Hollywood that provided one thousand times the customer experience of social games.
“We are extremely excited and privileged to bring the board game Deal or No Deal to our Big W customers. Our mass exclusivity will allow one lucky customer to be part of our activation to win $1 million. Only at Big W.”
Darragh O’Shea — Big W Senior Merchandise Manager Big Toys
In 2010 Spin Master acquired a portfolio of Imagination’s titles including Quelf, Left Centre Right, Fact or Crap, Would You Rather?, Beat the Parents and Battle of the Sexes. The acquisition helped to build a solid base for Spin Master to create Spin Master Games.
Today Imagination Gaming is a team of industry experts with deep experience in gaming on all platforms and distribution globally into 100,000 retail fronts direct in North America, UK and Australia.
Imagination Gaming continues to acquire, innovate, design, develop and produce games & entertainment brands, delivering a compelling social interactive experience. The Toy Universe had the chance to speak with Shane Yeend, Chief Executive at Imagination and more specifically about the latest promotion that the business has done with Deal or No Deal.
Thanks for speaking to us Shane. Imagination has been around for a long time and ridden some big waves over the years — both highs and lows; can you tell us about the journey so far?
Shane: I started in the board game business with Battle of the Sexes. I called a guy from Kmart from a phone box after them turning it down. Next day I flew to Melbourne where I was taken to the cafeteria at the old Kmart office and I figured that was not a good start. But I left with a 10,000 unit order.
The game was then promoted on the radio across Australia and played everyday for three minutes and had the hosts telling you to buy it at Kmart.
Within a year we had the highest selling game in the country and we went on to replicate this on 800 radio stations in the USA and this little Adelaide company had the #6 Game in North America. We went on to the UK and I got the late Jono Coleman, who was the #1 breakfast jock in UK @ Heart FM, to play it on the radio every day and tag WHSmiths. The WHSmiths buyer who had turned it down was getting calls from her stores across the country wanting the game. They listed the item and the rest is history; we still sell games to them 26 years later!
I also did some work for Roland Hanson, who is quite famous and had worked for Bill Gates, and had named a small little program called Windows ☺ . He was helping Horn Abbott and Trivial Pursuit and after helping them I figured there was a need for an easy trivia game with 50/50 chance with whacky trivia. We called it Fact or Crap and started it on radio in Wagga Wagga and with 48 games sold in the first week at the local toy store. This got Toys "R" Us' attention and that game went on to sell four million units in 10 years.
Our next hit was developing the DVD interactive game where I found someone to write the software and patented the technology and held every license imaginable, this went on to achieve half a billion dollars in sales and a company worth $200 million. With 180 staff and people in offices all over the world it was certainly a challenge with so many moving parts. Then the Global Financial Crisis hit and a lot of our customers were going broke and DVDs were getting sucked out of the stores as streaming was getting started. The ride was unbelievable, but it was a testing time that I hope not to go back to!
Moving forward to 2010 and I attempted to retire and sold off 8 titles to Spin Master, but as everyone knows you can never really leave the Toy Industry. To this day I am Chief Executive of Imagination Gaming and am often asked by many if can I solve this or build this for X; it's just too much fun making ideas happen. We currently have a much smaller team of specialists that execute creative solutions and partnerships for brand owners, retailers and AAA talent. We are known for innovation in gaming.
We moved on to ask Shane about Imagination Gaming and how the business is building games and businesses, and solving problems for some of the biggest companies in the industry including Disney. More specifically we asked Shane about the way the business operates and some key focus points.
Shane: We liken ourselves to a Navy Seal Team who are highly skilled and can execute anything in record time without getting bogged down in red tape. We also have a direct trading accounts with key mass retailers globally which allows us to work directly with these partners. We’re not the business that works with 3,000 distributors, selling a box of 6 games here and there. We work with brand owners, retailers and talent to build out game ranges and constantly refresh the ranges with innovation and marketing support. We operate with so many different business silos and can execute — bringing them all together so 1 + 1 = 7. This has been our strength over the years and continues to be.
At Imagination Gaming we love games and we love doing things that get noticed and make our partners happy. Innovation is at the core and we strive to be leaders in our categories, like building an 18 + 40 SKU range for Spencers in the USA and Gift Box’s for 275 stores in Australia. Finding brand ambassadors/influencers and matching them with ideas and viral hits, keeping them fresh and selling 17,000 games in one night in Australia — stuff you have never heard of. We have been building out a board game brand Tipsy Land globally that is just killing it. Soon to be four games and a subscription app and a venue for bachelorette parties in Nashville.
We don’t only do adult games, although that sector is on steroids. The family sector is also so important to us. How do we create memories and that one perfect hour by bringing your family together? We have a catalogue of games and companies we have purchased over the years, We recently extended our partnership with Disney that we have held for 10 years in Australia to include USA, UK and Ireland. To manage this process we have small New York team and a small London team who will work to make sure this partnership is a great success in these markets. But we really are like the McKinsey of gaming and we sit with our retailers and listen and build and execute.
We also asked Shane, as we see on the front cover of this edition of The Toy Universe Magazine, 'When Imagination Plays, Everyone Wins Big!', — which leads us into DEAL OR NO DEAL and the current promotion that Imagination Gaming are running.
Shane: We developed a Deal or No Deal game 18 years ago with Howie Mandel in the USA, and at the time selling $50million a year, and it still sells today at Walmart. So when the opportunity arose to launch the new Deal or No Deal board game in Australia — it was a no brainer for us. Like many of our other promotions this is a 360 media promotion partnership with EndemolShine Australia, Network 10 and Big W with Imagination as the conductor of the orchestra.
Having previous success with a Board Game + Lottery concept with The Block Monopoly (where we gave away a Block Apartment — the biggest prize in Australian TV history), we thought “let’s throw in a 1-million-dollar cash prize (in the Deal or No Deal board game) and have people lining up to buy the product”. We arranged for Grant Denyer to turn up to the Toy Hobby & Licensing Fair in Melbourne with $1 million cash, and within 25 days we pulled the campaign together and printed the product. We’ve worked with Grant before on Family Feud which was an enormous success at Kmart. Grant has family written all over him. The all-new Deal or No Deal board game is a fantastic family game which also includes a companion banker app plus… the chance to win $1 million buckaroos. Yes, somebody must win, this is not one of those chance-of-a-chance things. This will be the #1 Game of the Year. We have a couple other little surprises later in the year too. ;)
“It’s got the best promotion I have ever heard of where one board game box has a Golden Ticket to win $1 million bucks in cold hard cash!!!”
— Grant Denyer
As things change with new technology, new platforms and new opportunities, where is Imagination Gaming heading in the future?
Shane: We think there is enormous opportunity in retail with interactive TV. We see an opportunity to merge these, like what we did with the DVD games, using new technologies. We’ve been pedaling away on this since 2016 and you can see it starting to be rolled out in our games such as Disney Game Night, which incorporates physical and digital games (Phigital). We can again bring that one thousand times the customer experience and keep the cost of goods at a great price.
At a high-level, we asked Shane where he thinks the board game industry is heading.
Shane: Well, its not going away. It’s just a lot harder to create hits. It used to be a 3,000 to 1 game and now its 30,000 to 1. But it helps with nearly three decades experience to harness social gaming trends. We have 2,000 ideas with at least 10 that will be smash hits. Just so little time.
Our big bet is Gamestar. Board games with interactive TV, which we think will bring together multiple devices using your phone, so it’s a like a swiss army knife with the television with a board Game is golden.
“We love gaming and we love doing things that get noticed and make our partners happy.”
— Shane Yeend
Also to quote the CEO of Hasbro, "the fastest growing sector is adult games". We’ve been doing this for 7 years and have 40+ items in the market. We are also heavy in the 18+ game play business, but you wouldn’t even know that it's us. We like to break the rules and I like having an idea that can sell 17,000 units in Australia @ $39 overnight on the back of a social media post!
Shane, thank you for your time today! For anyone who would like to reach out to Imagination Gaming where do they head to find our more?
Shane: To get in touch with us here in Australia, the United States or the United Kingdom, please email me and I will put you in touch with a seal team leader.
Email: shane.yeend@imagination.com.au
It seems like just yesterday that we held our successful event in Sydney for our members and the industry. Can you believe it has been 12 months already?
The days and months are flying by as we all strive to keep up with our busy schedules.
Fortunately, we are passionate about toys and making children happy. It also helps that we're all big kids at heart.
This year's event is sold out once again and seems to grow in popularity every year.
We welcome back returning members and those new to the Fair. It’s going to be a successful two days of buying and sourcing for the industry.
On Wednesday night we have our networking function at Sahra and following on from a fun and successful evening last year. There are few opportunities where the industry can come together in a relaxed setting so we take advantage when we can.
We welcome back returning members and those new to the Fair. It’s going to be a successful two days of buying and sourcing for the industry.
Alice Sanderson
This year we have also launched a new onsite app for both attendees and exhibitors. The team have worked hard on getting this off the ground in time and we know that those attending will enjoy having the event and its exhibitors at their fingertips.
Bugg Media have also included a listing of exhibitors in The Toy Universe, for those that like a physical copy to take with them.
I would like to make mention of this years’ badge sponsor, BMS Brands. The badges look amazing, and we look forward to seeing everyone with theirs on at the Fair.
Wishing you all a great Sydney Mid-Year Fair, we know it will be a successful one for you and your business.
Zimbler PTY LTD
Geek X Distribution
IMC Toys Australia
Impact Merch.
Impact Merch.
Jedko Games
Jellystone Designs
MADMIA
MADMIA
Nationary
Black Caviar
Exclusive distributors of high quality brands Bruder, Maisto Diecast, Maisto Tech RC, BB junior, Carrera Slot Car System and Mario RC, Burago Diecast, Bayer Prams, CAT diecast and RC, Zoinks Microsystems vehicles & Playsets and Wicked Sport toys
���� Website ���� 0381811000
Mezzanine
Geek X Distribution's mission is to bring the best brands to Australia for all your pop culture needs. Our team work to help cultivate your business with our exciting range of products and hands-on support, you'll be rebuilding the Death Star in no time!
IMC Toys is much more than a manufacturer of toys. Since 2018, the company follows a content focused strategy to offer children a universe of entertainment and play. Following the successful Australian launch of Cry Babies in 2023, IMC Toys looks forward to introducing new brands and products, expanding into new categories in 2024 with brands like Baby Paws.
Impact Merch. supplies Licensed Merchandise to both Big Box retailers FOB and Independent Retailers from our Sydney warehouse. Products include Stationery, Drinkware, Puzzles, Desk Mats, Posters, Door Mats and more... Brands include Disney, Marvel, Harry Potter, Pokemon, Minecraft, Sonic, Wicked, Squishmallows Star Wars and many others.
Impact Merch. supplies Licensed Merchandise to both Big Box retailers FOB and Independent Retailers from our Sydney warehouse. Products include Stationery, Drinkware, Puzzles, Desk Mats, Posters, Door Mats and more... Brands include Disney, Marvel, Harry Potter, Pokemon, Minecraft, Sonic, Wicked, Squishmallows Star Wars and many others.
M8
���� Website ���� (03) 9314 4555
M11
���� Website ���� 0407168675
www.geekx.com.au/wholesale/ www.imctoys.com
M6
www.impactmerch.com.au
M7
Website ���� 0294817344
www.impactmerch.com.au
M4
Your one-stop supplier for games, jigsaws, playing cards, & puzzles! We carry over 6,000 items, & are the exclusive Australian distributor for 20+ premium overseas brands. ���� Website ���� 03 95595200
www.jedko.com.au
M5
Your one-stop supplier for games, jigsaws, playing cards, & puzzles! We carry over 6,000 items, & are the exclusive Australian distributor for 20+ premium overseas brands.
As Australia’s original and favourite silicone chew designer, we create our teethers, toys and pendants for children who are using all their senses to explore and make sense of our incredible world.
Proudly born in Australia, MADMIA is a playful crazy socks brand that creates colourful socks with the aim to inspire creativity and self-expression.
Proudly born in Australia, MADMIA is a playful crazy socks brand that creates colourful socks with the aim to inspire creativity and self-expression.
Nationary® is a geography based reference library, where players enjoy expanding their general knowledge. The comprehensive world version encompasses all countries within four individually available regions. Detailed countryspecific editions are available in local languages.
OKTO Clay Australia is a wholesaler for toy stores, gift stores, florists, and arts and crafts stores. We offer an array of sensory art kits and clay sets suitable for all ages and our non-stick air-dry clay is carefully crafted to ignite your imagination.
���� Website ���� 03 95595200
www.jedko.com.au
M3
Website ���� 0402046839
www.jellystonedesigns.com.au
M2
www.madmia.com www.madmia.com
www.nationary.com
www.oktoclay.com.au
Search Search Search Search
Boardroom
Bensons Trading Company
We’re Bensons Trading, a consumer products company whose mission is to make the world fun. Our award winning, family run business proudly distributes some of the world’s biggest brands, such as LOL Surprise, Rainbow High, Little Tikes, CoComelon, BABY Born, Minnie Mouse and so many more. Come visit us!
Bensons Trading Company
We’re Bensons Trading, a consumer products company whose mission is to make the world fun. Our award winning, family run business proudly distributes some of the world’s biggest brands, such as LOL Surprise, Rainbow High, Little Tikes, CoComelon, BABY Born, Minnie Mouse and so many more. Come visit us!
Headstart International
Phar Lap 1
Website ���� (03) 9368 4600
www.bensonstrading.com.au
Phar Lap 2
���� Website ���� (03) 9368 4600
www.bensonstrading.com.au
Kingston 1
Headstart International is a leading toy company developing and distributing toys both under market leading brands such as Disney, Warner Bros, Universal, TMNT, Care Bears, Hello Kitty and many more, as well as developing our innovative brands such as Ooshies, Resoftables, Recyclings, Baby Secrets, Capstars and more smash hits on the way! ���� Website
Headstart International
Headstart International is a leading toy company developing and distributing toys both under market leading brands such as Disney, Warner Bros, Universal, TMNT, Care Bears, Hello Kitty and many more, as well as developing our innovative brands such as Ooshies, Resoftables, Recyclings, Baby Secrets, Capstars and more smash hits on the way!
Jasnor (Australia) Pty Ltd
Jazwares Australia
Modern Brands
VR Distribution
Zimbler PTY LTD
Geek X Distribution
www.headstartint.com
Carbine
Website
www.headstartint.com
Makybe Diva For over 35 years, Jasnor has positioned itself as a leading distributor and manufacturer of popular licensed toys and gifts. Offering an extensive line-up of highly sought-after brands across multiple product categories, we are proud distributors of Pusheen, Bluey, GUND, Beatrix Potter, Paddington Bear, Disney Baby, Sesame Street, Deddy Bears & more!
���� Website ���� 0395629900
www.jasnor.com
Kingston 3 Jazwares is a leading global toy manufacturer with an award-winning, robust portfolio of wholly owned and licensed brands. Founded in 1997, Jazwares celebrates imaginative play and engages consumers through innovative play experiences with popular brands such as Squishmallows, Pokémon, Star Wars, CoComelon, Fortnite, AEW, Adopt Me! and many more.
���� Website ���� 0406483057
www.jazwares.com.au
Winx Modern Brands is the exclusive distributor for Australia and New Zealand of world leading retail toy and entertainment brands. Our portfolio of toy brands continually delivers some of the best quality toys from all over the world including Schleich, Ravensburger, Sylvanian Families, Melissa & Doug, Plan Toys, Siku, Thinkfun, Orchard Toys, Galt, Viking Toys and many more.
At VR Distribution, we’re always ahead of the curve in recognising the next big thing. Whether it’s toys, collectables, or games you’re after; we’re the ultimate pathway between buyers and sellers! As part of the global Asmodee Group, we specialise in board games and are committed to bringing people together through great games and amazing stories.
Exclusive distributors of high quality brands Bruder, Maisto Diecast, Maisto Tech RC, BB junior, Carrera Slot Car System and Mario RC, Burago Diecast, Bayer Prams, CAT diecast and RC, Zoinks Microsystems vehicles & Playsets and Wicked Sport toys
Mezzanine
Geek X Distribution's mission is to bring the best brands to Australia for all your pop culture needs. Our team work to help cultivate your business with our exciting range of products and hands-on support, you'll be rebuilding the Death Star in no time!
���� Website ���� 0416205520
www.modernbrands.com.au
Kingston 2
���� Website ���� 0438448498
www.vrdistribution.com.au
Black Caviar
���� Website ���� 0381811000
www.zimbler.com.au
M8
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Website ���� (03) 9314 4555
Nationary M10
Nationary® is a geography based reference library, where players enjoy expanding their general knowledge. The comprehensive world version encompasses all countries within four individually available regions. Detailed countryspecific editions are available in local languages.
Acton Sales Australia
BMS Brands
Boox2U
Website
ST6
Acton Sales Australia Brands Ugears Australia Escape Welt Moza Brick ���� Website ���� 0882349058
ST4
BMS Brands is a multi award winning company dedicated to manufacturing and distributing across multiple categories including: construction, build and play, craft, science, outdoor toys, educational toys, and books.
Boox2U is a leading Book & Toy Distributor. Recently we launched new ranges including iM.Master, KOCO, Cubic Fun, Mystery Ballerz, Picaso Tiles, Scrunchems and more!
Website ���� 0296347224
ST9
���� Website ���� 0419031772
Couture Kingdom Jewellery ST5
Oh Flossy
Couture Kingdom brings you licensed collections of vibrant and unique, quality pop-culture jewellery in collaboration with some of the world’s most recognised and iconic brands including Disney, Star Wars and MARVEL. Reimagining what its like to wear pop-culture passion through modern, sleek and quirky jewellery for all ages. ���� Website ���� 0298079380
Loumet ST7
LOUMET brings you the best of the world’s play products in outdoor, indoor, pool & water play, playballs, novelty, hobby and much more. Leading brands under their banner include the award-winning Go Play!, YoYo Factory and Air Loopz to name a few! Their innovative and forever growing product line up, makes their stand a must see.
Oh Flossy specialises in Kids Natural Play Makeup, Lip Gloss, Face Paint, Nail Polish & accessories for creative kids at playtime. It's great for gifting and makes the perfect present. Our makeup products are formulated to wash off with water alone, are not tested on animals, safe for sensitive skin, completely non toxic & handmade in Australia.
Uniche Collective Operated by EducationAll
William Valentine
William Valentine
William Valentine, the home of the most unique toy, gift & pop culture brands! We supply over 3500 individual products across 28+ exclusive brand partners to retailers across ANZ. Our leading brands include Schylling, Nee-Doh, Nebulous Stars, Aquarius games & puzzles, Original Sea Monkeys, Papo figurines, Slush Puppie, Archie McPhee, Thumbs Up and more!
William Valentine, the home of the most unique toy, gift & pop culture brands! We supply over 3500 individual products across 28+ exclusive brand partners to retailers across ANZ. Our leading brands include Schylling, Nee-Doh, Nebulous Stars, Aquarius games & puzzles, Original Sea Monkeys, Papo figurines, Slush Puppie, Archie McPhee, Thumbs Up and more!
Australian Toy Association
Australian Toy Distributors
Australian Toy Distributors are a leading importer and distributor of quality toys within the industry. Licensed Brands include Barbie, Fisher Price, Hot Wheels, Thomas The Tank, My Little Pony, Nerf, Pound Puppies, Tonka and more! Exclusive distributors for Casdon, DOLU , Franklin sports, WS Games, Monarch and Bubbadoo. Award winning toy Dyson and Joseph Joseph ranges.
www.bmsbrands.com.au www.boox2u.com
���� Website ���� 08 8363 0799
www.couturekingdom.com www.loumet.com
ST8
���� Website ���� 0411988853
ST3
“Uniche" The name says it all. We are collective of unique, niche brands specifically designed for the toy and gift. Our mission is to supply one-of-a-kind products that you won't find anywhere else, all with protected online pricing. ���� Website
www.ohflossy.com www.unichecollective.com.au
ST1
���� Website ���� 612 4647 2866
www.williamvalentine.com.au
ST2
���� Website ���� 612 4647 2866
www.williamvalentine.com.au
Ballroom ���� Website ���� 0427889221
BA16
���� Website ���� 0296689800 www.actonsales.com.au
Monkeys, Papo figurines, Slush Puppie, Archie McPhee, Thumbs Up and more!
Ballroom Ballroom Ballroom
Australian Toy Association
Australian Toy Distributors
Connetix Tiles
Connetix Tiles
Australian Toy Distributors are a leading importer and distributor of quality toys within the industry. Licensed Brands include Barbie, Fisher Price, Hot Wheels, Thomas The Tank, My Little Pony, Nerf, Pound Puppies, Tonka and more! Exclusive distributors for Casdon, DOLU , Franklin sports, WS Games, Monarch and Bubbadoo. Award winning toy Dyson and Joseph Joseph ranges.
Connetix® is an Australian business that brings to market award winning, STEAM accredited magnetic tiles designed to encourage learning through play. Our uniquely beveled magnetic tiles are stocked in over 1,800 quality retailers in 80 countries.
Connetix® is an Australian business that brings to market award winning, STEAM accredited magnetic tiles designed to encourage learning through play. Our uniquely beveled magnetic tiles are stocked in over 1,800 quality retailers in 80 countries.
Divisible By Zero Pty Ltd
Divisible By Zero P/L stocks an exclusive range of gifts, games, puzzles and toys with a focus on education and development delivered in a fun and easy to learn way. Our range features games, toys, models, plush, construction, brain teasers, musical instruments, bubbles, crafts, infant toys, outdoor products and more! Brands include Carma Games (Tenzi), Moluk, Mobi, Clixo
Funrise Australia Pty Ltd
For over 35 years, Funrise has been a global innovator and industry leader in the design, manufacturing, and distribution of toys worldwide. Our portfolio consists of brands including Gazillion Bubbles, Fart Ninjas, Burp Zombies, Furlings as well as licensed properties from premier partners like Cat®, Teenage Mutant Ninja Turtles® and other global entertainment companies.
Funrise Australia Pty Ltd
For over 35 years, Funrise has been a global innovator and industry leader in the design, manufacturing, and distribution of toys worldwide. Our portfolio consists of brands including Gazillion Bubbles, Fart Ninjas, Burp Zombies, Furlings as well as licensed properties from premier partners like Cat®, Teenage Mutant Ninja Turtles® and other global entertainment companies.
Funrise Australia Pty Ltd
Geomagworld AUS
For over 35 years, Funrise has been a global innovator and industry leader in the design, manufacturing, and distribution of toys worldwide. Our portfolio consists of brands including Gazillion Bubbles, Fart Ninjas, Burp Zombies, Furlings as well as licensed properties from premier partners like Cat®, Teenage Mutant Ninja Turtles® and other global entertainment companies.
In 1998 Geomag invented the Magnetic Construction Toy. Starting out with the original Classic construction system with its magnetic rods and metal spheres, Geomag has now developed 3 sustainable platforms using recycled plastics, designed around the magic, simplicity and strength of magnets, all with different play activities that cater to all types of ages, intelligence and sensibility.
Ballroom ���� Website ���� 0427889221
BA16
Website ���� 0296689800
www.australiantoydistributors.com.au
Innovation First
Johnco
Innovation First, Distribution of Silverlit, Simba Toys, Smoby, Corolle, Big, Aquaplay, SpyX, Abacus VR, Hama, PlayShifu, Science4U, Lottie and many more.
Johnco are an Australian wholesale distributor of quality educational toy brands that ignite kids' imaginations. We source and supply award-winning and innovative toys, specialising in STEM toys and Art & Craft ranges. Brands include Magna-Tiles, Plus Plus, Dantoy, 4M, Johnco, Avenir, Jaq Jaq Bird, Engino, Ybike and Scratch Europe.
BA25
Website
www.connetixtiles.com
BA24
Website
www.connetixtiles.com
BA19
Website ���� 03 9388 9902
www.dbz.com.au
BA4
���� Website ���� 0481577556
www.funrise.com
BA3
���� Website ���� 0481577556
www.funrise.com
BA2
���� Website ���� 0481577556
www.funrise.com
BA9
���� Website ���� +61419432761
www.geomagworld.com
BA8
���� Website ���� 08 83265500
www.innovationfirst.com.au
BA23
���� Website ���� 0437855789
designed around the magic, simplicity and strength of magnets, all with different play activities that cater to all types of ages, intelligence and sensibility.
Innovation First
Johnco
Let's Play Games
Meeple
Innovation First, Distribution of Silverlit, Simba Toys, Smoby, Corolle, Big, Aquaplay, SpyX, Abacus VR, Hama, PlayShifu, Science4U, Lottie and many more.
Johnco are an Australian wholesale distributor of quality educational toy brands that ignite kids' imaginations. We source and supply award-winning and innovative toys, specialising in STEM toys and Art & Craft ranges. Brands include Magna-Tiles, Plus Plus, Dantoy, 4M, Johnco, Avenir, Jaq Jaq Bird, Engino, Ybike and Scratch Europe.
BA8
���� Website ���� 08 83265500
BA23
���� Website ���� 0437855789
www.johncoproductions.com
Johnco are an Australian wholesale distributor of quality educational toy brands that ignite kids' imaginations. We source and supply award-winning and innovative toys, specialising in STEM toys and Art & Craft ranges. Brands include Magna-Tiles, Plus Plus, Dantoy, 4M, Johnco, Avenir, Jaq Jaq Bird, Engino, Ybike and Scratch Europe.
BA22
���� Website ���� 0437855789
www.johncoproductions.com
BA12
Let's Play Games is Australia's premier distributor of specialist tabletop games. We offer a wide range of games, from classic board games to the latest and greatest in tabletop gaming. Our selection includes something for everyone, from families to hardcore gamers. Bringing the best of the tabletop gaming world to Australia, and our commitment to customer satisfaction. ���� Website ���� +61 2 8763 0855
www.letsplaygames.com.au
Meeple is home to Australia's favourite tabletop games, puzzles, miniatures and more! With a carefully curated range of exceptional international hits and Australian designed products, and an incredible lineup of award winning exclusives including the smash hit 2024 ATA Game of the Year Winner - That Sound Game, there is something for everyone at Meeple!
BA18
���� Website ���� 0385666722
www.meeple.au
MJM BA21
MJM Australia continues to pave the way in licensed and generic Puzzles and Games, showcasing premier brands like Disney, Marvel, Star Wars, Bluey, Paw Patrol, Barbie, Where’s Wally, Jurassic World, plus many others, alongside our latest art brand Thomas Kinkade, complementing our diverse portfolio. Discover endless entertainment with us, where innovation meets quality.
���� Website ���� 03 9555 3833
www.mjm-australia.com
MJM BA17
MJM Australia continues to pave the way in licensed and generic Puzzles and Games, showcasing premier brands like Disney, Marvel, Star Wars, Bluey, Paw Patrol, Barbie, Where’s Wally, Jurassic World, plus many others, alongside our latest art brand Thomas Kinkade, complementing our diverse portfolio. Discover endless entertainment with us, where innovation meets quality.
���� Website ���� 03 9555 3833
www.mjm-australia.com
MJM BA26
Pink Poppy
Pink Poppy
MJM Australia continues to pave the way in licensed and generic Puzzles and Games, showcasing premier brands like Disney, Marvel, Star Wars, Bluey, Paw Patrol, Barbie, Where’s Wally, Jurassic World, plus many others, alongside our latest art brand Thomas Kinkade, complementing our diverse portfolio. Discover endless entertainment with us, where innovation meets quality.
# 1 Childrenswear Supplier of Dress Ups, Hair & Jewellery Accessories, Bags, Beauty, Giftware’s, Novelty, Educational Play Toys & Stationery in AUSTRALIA. Over 800+ products, indent & stock items. Including our license brands Disney, Frozen, Princess, Little Mermaid, Emma Memma & Claris the Chicest Mouse in Paris
# 1 Childrenswear Supplier of Dress Ups, Hair & Jewellery Accessories, Bags, Beauty, Giftware’s, Novelty, Educational Play Toys & Stationery in AUSTRALIA. Over 800+ products, indent & stock items. Including our license brands Disney, Frozen, Princess, Little Mermaid, Emma Memma & Claris the Chicest Mouse in Paris
���� Website ���� 03 9555 3833
www.mjm-australia.com
BA11
���� Website ���� 6129748.0922
www.pinkpoppy.com.au
BA10
���� Website ���� 6129748.0922
Pink Poppy
Pink Poppy
# 1 Childrenswear Supplier of Dress Ups, Hair & Jewellery Accessories, Bags, Beauty, Giftware’s, Novelty, Educational Play Toys & Stationery in AUSTRALIA. Over 800+ products, indent & stock items. Including our license brands Disney, Frozen, Princess, Little Mermaid, Emma Memma & Claris the Chicest Mouse in Paris
BA11
���� Website ���� 6129748.0922
# 1 Childrenswear Supplier of Dress Ups, Hair & Jewellery Accessories, Bags, Beauty, Giftware’s, Novelty, Educational Play Toys & Stationery in AUSTRALIA. Over 800+ products, indent & stock items. Including our license brands Disney, Frozen, Princess, Little Mermaid, Emma Memma & Claris the Chicest Mouse in Paris
Plum Play Australia Pty Ltd
Plum Play At Plum we are dedicated to designing toys for a healthier world and strive to develop affordable, safe, sustainable products with accessibility and ease. We offer a wide range of categories including trampolines, swing sets, climbing frames, water play, cubby houses and much more.
Rainbow Pacific (Australasia)
Our great brands include ABC, Collecta, Dickie, Majorette, Toylogical, Rainbow Looms (the original) and Transformers. We offer FOB opportunities on a number of ranges listed and also including soft toys and wooden products not listed here. Our Qantas branded Majorette have also been trading very well.
Squatter - Iconic Games
BA10
���� Website ���� 6129748.0922
BA14
���� Website ���� 0289682200
BA1
���� Website ���� 0407029269
BA20
Iconic Games present Australia’s famous game Squatter. A proven Evergreen … customers keep asking for this cherished family favourite. Line up on the grid with Brrroom Bathurst 1000: all the adrenaline and excitement of the Bathurst 1000 raced on the most challenging racetrack in the world. Also check out Stockeer Mates card game. Iconic Games - a lifetime of entertainment. ���� Website
www.pinkpoppy.com.au www.plumplay.com.au www.rainbowpacific.com.au www.iconicgames.com.au
U. Games Australia
U. Games Australia
U. Games Australia
U. Games Australia is a leading Australian wholesale toys & games distributor. We have a range of fun and educational products including board games, science kits, puzzles and toys. We represent brands such as Hape, University Games, Australian Geographic and 5 Second Rule. In 2024, we won Australian Development Product of the Year with the card game First XI Cricket.
U. Games Australia is a leading Australian wholesale toys & games distributor. We have a range of fun and educational products including board games, science kits, puzzles and toys. We represent brands such as Hape, University Games, Australian Geographic and 5 Second Rule. In 2024, we won Australian Development Product of the Year with the card game First XI Cricket.
U. Games Australia is a leading Australian wholesale toys & games distributor. We have a range of fun and educational products including board games, science kits, puzzles and toys. We represent brands such as Hape, University Games, Australian Geographic and 5 Second Rule. In 2024, we won Australian Development Product of the Year with the card game First XI Cricket.
Ventura International Pty Ltd
Winning Moves
Ventura Games, the premier manufacturer and distributor of Family Games, Jigsaw Puzzles, Poker Chips & Accessories, Strategy Games and much more! Our titles include Articulate, Balderdash, Qwirkle, Rapidough, Gamewright, Wrebbit 3D Jigsaws, Clementoni Jigsaws, and 4D Cityscape Puzzles!
BA6
���� Website ���� 1300998150
www.ugames.com.au
BA7
���� Website ���� 1300998150
www.ugames.com.au
BA5
���� Website ���� 1300998150
www.ugames.com.au
BA13
���� Website ���� 0295172288
www.ventura.com.au
BA15 Winning Moves Australia manufactures and distributes customised and licensed editions of Hasbro's classic board games such as Monopoly and Cluedo, as well as being the creators of popular card games Top Trumps and Top Trumps Quiz, Top Trumps Match, Lex-GO!, Pass the Pigs, Waddington's No.1 of London... and more!
���� Website ���� 0432096683
www.winningmoves.com.au
JASNOR AUSTRALIA
VISIT JASNOR IN THE MAKYBE DIVA ROOM
www.jasnor.com
When it comes to the best quality licensed toys and gifts, Jasnor has it all. Explore an exciting new collection of plush toys and collectibles featuring beloved brands at the Sydney Toy Preview!
Jasnor’s latest brand signing is with Sanrio’s Hello Kitty & Friends. There is a high demand for premium quality Hello Kitty products in the ANZ Market, and Jasnor have secured a wide variety of winning formats to offer your business. Adored for her sweet charm and unwavering kindness, Hello Kitty is the perfect companion from kids to collectors of all ages! Celebrate 50 Years of timeless cuteness with a huge new range on offer, including plush, blind boxes, stationery and even décor, launching from September.
Nurture evergreen brands such as Disney’s most loved alien, Stitch; with an exciting new range of animated plush, nursery teethers, developmental activity toys and soft toys. Jasnor is also expanding their Sesame Street portfolio, introducing exciting and educational nursery formats including activity toys, interactive play and everyday comfort items. Elmo and the Cookie Monster are sure to keep little ones happy!
Also showcasing at the Toy Preview is the ever-popular Pusheen — the Australian Toy Association’s 2024 Boutique License of the Year! As Jasnor’s number one brand across Australia and New Zealand, there is something for everyone with the very adorable and relatable Pusheen the cat! From stationery to beauty accessories, mini to jumbo plush, blind boxes and character collectibles — Pusheen can be your best seller too!
Or why not get close to a Deddy Bear — if you dare!
These creepy but extremely cute characters have been sweeping the globe, garnering a legion of collectors of all ages. With Series 2 now in stock and Series 3 and Christmas Specials arriving later this year, Deddy Bears are THE exciting must-have collectibles in the market. Look out for large plush in Deddy Bags and Coffins, medium Coffin plush and Blind-Bag Key Chains!
Last but by no means least, featured in the Jasnor showcase is an adorable new range of Paddington straight from his adventures in Peru. Arriving in perfect time with the latest movie release, in cinemas January 2025, give your customers a huge hug with Jasnor’s Giant Paddington plush, reaching 55cm tall! Or enjoy the most iconic English accent with the Talking Paddington who speaks 5 phrases. Capture the impulse shoppers with the smaller 20cm Paddington in Peru plush, sold in an eye-catching CDU, or appeal to the nostalgic fans, by selecting the new additions joining Jasnor’s evergreen Classic Paddington collection, including a premium boxed collectable Paddington and also a plush toy presented in an iconic red telephone box! With so much excitement around the world’s favourite bear, secure your Paddington range with Jasnor at Toy Preview and set yourself up for sales success in Q4 and beyond!
Join the team at Jasnor at the Sydney Mid Year Toy Preview from Wed 26th — Thu 27th June 2024 in the Makybe Diva Room to see the range!
Can you tell us a little bit about your store, your products, and how you first discovered CONNETIX?
The Play Room is WA’s largest educational toy retailer, supplying
families with educational toys for over 24 years. We stock a large range of toys, construction sets, games and books. One of our staff members heard about the amazing learning benefits of CONNETIX and as an open-ended and engaging educational toy, we felt the brand was a natural fit for our business. We have enjoyed our partnership together and have stocked their range of quality magnetic tile packs for over four years now.
What drew you to the CONNETIX brand? As opposed to similar brands on the market?
The strength of the magnets makes this a superior construction toy compared to other brands on the market and helps children to build bigger. With the addition of new packs and tile shapes, it has provided our business with continuous revenue by encouraging our customers to make repeat purchases. The beauty
of CONNETIX is that it’s an open-ended toy suitable for a wide range of ages, allowing customers to grow their collections as play becomes more sophisticated.
Statistics show that the construction category is one of the few currently experiencing growth in the toy industry, is this something you have also experienced in your store? How much would you say that CONNETIX contributes to this?
Due to the growing consumer demand, The Play Room stocks and widely promotes a range of construction toys both in-store and through our website. CONNETIX are our number one selling brand - they are the one item people will specifically come in for.
How has the partnership with CONNETIX benefited your store beyond just sales growth?
As a WA family-based business like ours, we have enjoyed working with Brea, Dave and the CONNETIX team.
They have an amazing workplace culture, they go above and beyond to support us, and we really appreciate the ongoing communication we receive - it makes for a seamless partnership. What we also love about working with CONNETIX is that they share our passion for play!
Have you seen an increase in demand for educational toys, and how does CONNETIX meet this need?
One hundred percent! As a speciality educational toy store, we have seen an increase in demand for educational toys and CONNETIX uniquely meet this need. When our team explain to customers the developmental benefits of CONNETIX such as problem solving, cause-and-effect, and spatial awareness the brand receives an instant tick of approval from parents. We also sell CONNETIX to a range of education providers including playgroups, toy libraries, childcare and Government departments.
Driving the mission to champion learning through open-ended play is a passionate team of experts, including ten highly qualified and experienced educators. Bringing their wealth of knowledge and first-hand insights to the brand, the dedicated team are inspiring parents, educators and allied health professionals across the globe to utilise CONNETIX as a resource to empower young learners.
CONNETIX is committed to providing a product that is not only fun and engaging, but also seamlessly connects learning with play.
Bringing a wealth of knowledge and passion for the toy industry, CONNETIX are thrilled to welcome Christine as their Australian and New Zealand Sales Manager. Christine joins the global CONNETIX sales team of highly respected experts in the field, bringing decades of combined experience to the brand.
With an extensive background working with independent stores, Christine has a strong understanding of their needs and the challenges they face. She is looking forward to building strong retailer relationships, creating growth opportunities together with a view of long-term partnerships based on trust.
“I am committed to supporting Australian owned and operated businesses. That is what really excites me about working with CONNETIX”.
Christine shares “I have worked in the Toy Industry supporting specialty retail businesses for more than 20+ years, with valuable employment in positions such as Category Manager, Product Manager and Buyer. This included leading promotional programs and working closely with the Retail Advisory Group.”
“I love the toy industry (I am an active member of the ATA 25-year club)! I am committed to supporting Australian owned and operated businesses. That is what really excites me about working with CONNETIX. It is an Australian family-owned business that provides highquality, open-ended STEAM accredited magnetic tiles that is fun to play with and help develop imagination and creativity in people of all ages”.
This newly developed role in the CONNETIX team will be invaluable in creating growth across their Australian network and support, to continue to nurture their valued retailer partnerships.
Christine, CONNETIX Australian Sales Manager
THE RISING TIDE OF ANIME: TRENDS, PARTNERS, AND THE FUTURE
WRITTEN BY JASON WANG — GM BRAND LICENSING @ SUGOI CO
Email: jason@sugoi.co
Global brands like Nike, Adidas, Puma, Vans, Levi’s, Mont Blanc, Coach and Gucci are collaborating with anime IPs more than ever before. Streaming platforms are vying for anime content market share for its high value audience. Now streaming, manga, and online content have made this genre more accessible to a wider audience than ever before. According to Netflix’s global engagement report for the second half of 2023, the "One Piece" TV series amassed 479 million viewing hours and ranked top of anime titles followed by Baki and Naruto, with the live-action One Piece being the No. 1 series of the entire platform, opening the door to new fans of the long running anime.
The appeal of anime spans various demographics, making it a versatile and lucrative area for merchandise licensing.
In Australia, many people watched "Dragon Ball," "Sailor Moon," "Digimon," "Naruto," "One Piece," "Pokemon," and "Yu-Gi-Oh." These titles were the starting points for many kids, parents, licensees and retailers. I saw the licensing potential rising for anime around 2015 when I started introducing Bandai toys and collectibles, consumer demand more than doubled every quarter, growing tenfold by the end of the first year. When I started my licensing consultancy in 2017, I focused on anime and Japanese pop culture IPs, beginning with the Naruto franchise, Godzilla, Gundam, and Cowboy Bebop, and then adding Toei Animation, which included Dragon Ball, Sailor Moon, Digimon, and One Piece. Although it may have been too early for the market, I believed in developing it from the ground up.
This was essential to convince industry peers that anime was a sleeping giant not captured by the NPD or TV ratings, but we could see the direct passion and sales potential first hand from fans at events and pop culture stores. The original anime fans, now in their early 20s with disposable income, were hungry for cool anime products, while influencing new generation of fans.
In July 2023, Sugoi Co was launched as a new entity to become 360 degree specialist in Anime and Japanese pop culture capable in Theatrical releases, Home Entertainment, Brand Licensing, Merchandise, E-Commerce and Events, with former co-founder of Madman Entertainment, Tim Anderson.
We have since added 2 key manga publishers’ IPs as well as Konami’s Yu-Gi-Oh! celebrating its 25th anniversary through to 2025. The Kodansha portfolio includes Attack on Titan, Blue Lock, Ghost in the Shell, Initial D, Cardcaptors Sakura, Fairy Tail, Seven Deadly Sins, That Time I Reincarnated as a Slime, and Tokyo Revengers as well as Kadokawa’s line up of Oshi No Ko, Overlord, Re:Zero and many more.
Some of our licensee partners include Empire Apparel, Impact Merchandise, Bensons Trading, Caprice Australia, Culture Kings, Uniqlo, The Oodie, CASETiFY, Paladone, Zara, Kawada Nanoblocks, IKON Collectables, Funko, Secretlab, Hypland, Jada Toys and EB Games. Bandai Namco’s strong anime portfolio of video games, toys, trading cards and collector’s products also keeps core fans excited with unique items from Japan.
For many years, specialists like Jay Jays have driven the apparel category for anime for young adults, establishing themselves as a destination for anime in AU/NZ. Apart from hundreds of independent, specialty, anime and collectibles stores, EB Games & Zing Pop Culture is the national destination retailers for anime toys, collectibles, games, and gifts. And we have also seen JB Hi-Fi taking a similar approach to dedicate a collectables corner in many of their stores now. In the past two years, Culture Kings have also risen in the premium street wear category for anime, launching Naruto as their first anime collaboration and making a strong impact with fans. They have since introduced a dozen more anime titles and continues to be a strong and growing area of their business. And the very recent example of The Oodie x Naruto collection, which saw items selling out after only four days of launching the range. It grew The Oodie’s customer base with new subscribers registering for pre-order, and over 80% of the purchase were from new customers, a winning partnership for all parties involved.
Major retailers such as Target, Big W, Myer and Best & Less have started supporting anime in men’s and boys’ apparel post COVID-19, and there is growing support in hardgoods too like toys and collectibles. Kmart has also come on board this year to support anime.
Looking ahead, the future of anime merchandise is on a steep uphill climb as we have only just scratched the surface in major retail channels and started to branch out from core categories. There are many opportunities for licensees and retailers to feature anime IPs to enhance their sales. The genre's ability to adapt and evolve with market trends ensures its continued growth.
Taking business to the next level, Brave Toys, owner of CONNETIX, invests in global expansion of much-loved brand My Creative Box.
Announcing for the first time an exciting business partnership, Leanne Papadopolous owner and founder of My Creative Box and Brea Brand, CEO and co-founder of CONNETIX, share how they seamlessly align from friendship, to motherhood, as educators, business owners and more! Bringing together their shared values and unique brand visions to create a world-wide profile for My Creative Box.
Brave Toys and My Creative Box are both incredible Australian businesses, what made you want to join forces?
Leanne — Joining forces with a company like Brave Toys with incredible business owners was an easy decision for us, so we jumped at this opportunity for our brand. As a family we love to play with CONNETIX together, which proved to be a game-changer during lockdown and is still a much-loved toy within our home today. The brand story and mission also resonates with me as it is driven by play and learning, something I am so passionate about.
Brea — We have always admired My Creative Box and the way they lead their business with integrity and strong values, not to mention they are lovely people. Coincidently, when My Creative Box were exploring opportunities to invest in their global expansion we saw so many synergies in our businesses and what we stand for, so it was an obvious choice to form a partnership together.
Leanne — What’s unique about our businesses is that we share a common vision: to inspire creativity, foster learning and promote a playful childhood, so we are excited to see what the future holds together.
Already dubbed as a dynamic duo, tell us about how you met and what sparked an instant friendship?
Leanne — Brea and I met back in 2021 when we were both nominated for the Australian Toy Association's Rising Star Award. We immediately connected, both being mums with similar backgrounds in early childhood education, and having a shared passion for play and hands-on learning.
Since then, our mutual interests have developed into a one-of-a-kind friendship and strong business alliance.
Brea — Over the years, it's been incredibly rewarding to have a like-minded business friend to turn to for support and advice. We’ve shared insights, celebrated successes and navigated challenges together. I am so grateful to have found someone so ambitious and aligned with similar goals to mine. This friendship has not only strengthened our individual journeys but also laid a solid foundation for our collaboration, bringing our shared vision to life through this dynamic partnership.
You both have backgrounds in early childhood education, what’s it like to work creatively together within the toy industry?
Leanne — Brea and I share a profound passion for early childhood education, this fuels our creativity and dedication to developing innovative products for children and their families.
The toy industry is an exciting space for us to channel our passion, creating products that help families connect, play and learn together — it’s incredibly rewarding. Working with Brea is a joy! She is fun, down-to-earth and always positive. Her role as an exceptional business owner and leader in the field, having built a global brand with a substantial team in a short amount of time, is truly inspiring. Partnering with someone so like-minded and ambitious makes our journey in the toy industry not only productive but also so enjoyable. Together, we are committed to making a meaningful difference in children's lives through our creative products and we’re very excited about the future prospects.
Brea — I have always been inspired by Leanne’s creativity and her dedication to the play and early learning space for so many years. Seeing My Creative Box evolve into a renowned brand has been truly amazing. Leanne is an incredible businesswoman. She effortlessly places everyone around her at ease and naturally empowers others with her personable approach. → continued next page
Our thoughts and ideas always align, both of us being huge advocates for children's education with our respective backgrounds as teachers. This shared foundation allows us to bring a unique perspective to the everyday challenges of running a business and a global brand, we believe teaching is flexible and innovative – so too is our approach to business!
Brave Toys and My Creative Box undoubtedly have strong business visions, share what makes this alliance so fitting?
Leanne — Together, our businesses complement each other perfectly. We are wholeheartedly committed to nurturing creativity, learning and meaningful play in children, and this vision is at the heart of everything we do as business owners and parents. By joining forces, we can better support families in spending quality time together, fostering connections and encouraging children’s development through play.
Brea — With our collective passion for early childhood education, we have thoughtfully designed products that are high-quality, innovative and engaging to provide learning enrichment in a fun, hands-on way. Our brands align in valuing the important benefits of STEAM learning resources for children. As Australian owned and loved businesses, we are incredibly proud of the loyal and inspired communities that celebrate our products and bring our vision to life. We believe we’ve cultivated a unique community-feel within our companies by placing relationships with our networks and customers at the forefront, it’s this approach to our businesses that makes our alliance such a natural fit.
Leanne — Ultimately, this partnership between Brave Toys and My Creative Box allows us to leverage our strengths and create a powerful synergy that enhances the impact of our products.
“With our collective passion for early childhood education, we have thoughtfully designed products that are high-quality, innovative and engaging to provide learning enrichment in a fun, hands-on way.”
— Brea Brand
We’re eager to hear, what’s in store for this exciting partnership?
Leanne — This strategic partnership marks the beginning of an exciting new chapter for My Creative Box. We are thrilled about the possibilities it brings and look forward to creating even more meaningful, enriching products for children and their families. We’re excited to reach a broader audience, bringing all the benefits of My Creative Box to more families around the world.
Brea — My Creative Box is a successful, well-established Australian business with so much scope to grow. Understandably, the demand for the brand is rapidly increasing both nationally and across the globe. With the investment of Brave Toys, My Creative Box can further expand their reach and connect with customers on a global scale. Working with my business partner Dave Alexander and Leanne’s husband George Papadopoulos, we have a strong advisory board and diverse skill set to really take My Creative Box to the next level.
Leanne — Watch this space for more fun and unique product initiatives in the ever-evolving toy industry!
BY JOHN BAULCH — PUBLISHER
Toy World publisher John Baulch looks at the toy retail landscape in the UK and EMEA as we head towards peak season.
There is no point in pretending otherwise, the first half of 2024 has been a challenging period for the UK and EMEA toy markets. Here in the UK, following a subdued festive trading period, January got off to a reasonable start, with many kids visiting toy stores to spend money or vouchers they had received for Christmas.
However, with the exception of Easter and the May half-term holiday, toy sales have generally been lacklustre. There have been a few bright spots: Bluey continues to make great strides in the pre-school category, while MGA’s Miniverse has make a big impact since its launch last year and recent mainstays of the toy business like Lego, Squishmallows and Pokémon have continued to enjoy success.
Elsewhere, Gabby’s Dollhouse has joined Bluey in providing stiff competition to pre-school powerhouse brands like Paw Patrol and Peppa Pig, both of which are still making a valuable contribution to the category, while Disney’s Stitch is showing all the signs of being the breakout hit of the year. Wow Stuff’s Interactive Stitch has been tipped by many industry observers as being a candidate for that big ‘wow’ toy of the year, but it will face stiff competition from all the industry’s big guns, who gear their major releases to the Autumn (many are still under press embargo at this stage
— including a big new launch from Moose Toys which blew people away over Toy Fair Season).
But in the short term, the lack of a major craze is evident, as is the unavoidable fact that UK consumers are facing ongoing economic pressure which is impacting discretionary spending on areas like toys. The price of essentials such as food, gas & electricity and petrol has remained stubbornly high, while mortgages and insurance are now costing families far more than a year ago.
In short, the UK toy industry has faced economic headwinds which have dampened sales. Reports from other European countries such as France, Italy and Germany suggest that mainland Europe hasn’t fared much better, with Circana data confirming that these markets are all tracking down so far this year.
That said, it is certainly not all doom and gloom — January’s London Toy Fair and the recent Toymaster May Show (which covers the specialist toy channel) were both positive events, and the announcement that we are to have a general election in July was the best possible news for a toy community fearing a November or December election, which would have potentially been disastrous for toy sales.
Because — and this is the key point above all others — toy retailers and suppliers’ fortunes are not made or broken in the first half of the year, and certainly not in the summer months (unless you are a paddling pool supplier). The last quarter remains pivotal to the toy community, and everyone is hoping that the election removes some of the political and economic uncertainty which
has been holding back retail sales across the board (it is certainly not a specific toy problem) and gives us the chance of a good run through to Christmas.
We have a crop of new movie releases to look forward to, including toyetic films such as Despicable Me 4, Moana and Paddington Goes to Peru. There has also been a lot of movement at retail, especially with specialist toy chain The Entertainer taking over the toy aisles of grocer Tesco. Not only will this mean major changes to the toy presence in Tesco (traditionally a top 5 UK toy retailer which has arguably lost its way in recent years), but it will also present opportunities to other retailers, as The Entertainer has a very specific approach to its product offering and margin requirements. Other retailers are watching what happens there with great interest.
So, the stage is set for the second half of the year (2024) to be a significant improvement on the first six months — and as ever, the toy market is looking forward to a bumper Christmas to transform the year. Here’s hoping…
There have been a few bright spots: Bluey continues to make great strides in the pre-school category, while MGA’s Miniverse has make a big impact since its launch last year and recent mainstays of the toy business like Lego, Squishmallows and Pokemon have continued to enjoy success.”
— John Baulch
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On Monday, May 6th, the ATA hosted its annual Toy Trade Golf Day, and what a fantastic day it turned out to be! While Melbourne’s weather is famously unpredictable, those who attended this event were greeted with perfect conditions for golf and networking.
With such ideal weather, there were no excuses to be made, and the teams put in extra effort to compete for the coveted $2,000 voucher at Peninsula-Kingswood Country Club, ranked among Australia’s top 20 private golf clubs.
The event was generously sponsored by BMS Brands, Gel Logistics, Hinkler, Jazwares, Kew Golf Club, VTech, Warner Bros, and William Valentine. A big thank you to these members and companies, as well as to everyone who participated in the day’s activities.
Tee off took place around midday, and after completing 18 holes, attendees gathered for a BBQ at the clubhouse, followed by the presentation ceremony.
• Putting Competition – James Gilham of Melbourne Showgrounds
• Nearest the Pin and Longest Drive –Chris Loverso of Jazwares
• Ambrose Encouragement Award –Alan Ngov, Gary Coppen, Dwayne Cox and Dean Lopriore – Headstart & The Walt Disney Company
• Ambrose Winning Team – Anton Gutsche, Karen Trewemen, Bernie Wood & Julie Gibb – VR & PMG Australia team
