KIDULTS AND COLLECTIBLES FROM THE EDITOR
Welcome to Edition 14 of The Toy Universe Magazine, featuring at this year's Toy Hobby & Licensing Fair hosted by the Australian Toy Association in Melbourne.
The toy industry is constantly changing, with new trends, technologies, and what people want always evolving. For businesses in this industry, a major annual event is a really important time to see what's happening. It's a place where new ideas meet what people are buying. The 2025 Toy Hobby & Licensing Fair by the Australian Toy Association is happening from March 2nd-5th and is sure to be a great success!
Building on the success of 2024, the 2025 Toy Hobby & Licensing Fair is a great chance for businesses in the toy, hobby and licensing world. It's where companies show off their newest stuff, stores find out what's going to be popular, and important connections are made.
Managing Director — Tony Bugg tony@buggsolutions.com.au
Editor & Designer — Matthew Bugg matt@buggsolutions.com.au
Published by Bugg Marketing Solutions info@buggsolutions.com.au PO BOX 491, Berwick VIC 3806
There are a number of events and awards that will take place at this year’s fair so make sure to check out the ATA website to see what is happening and when!
Looking forward to 2025 and I think everybody is hoping that the market will pick up and become much more buoyant than it was in 2024. According to a press release published by Circana on 20 January 2025, 2024 saw less blockbuster films, growth in licensed toy sales, popularity of evergreen, nostalgia and sports-based merchandise as well as the continued growth of ‘Kidults’. It is also interesting to note that sales of collectibles toys grew 5% as well, a category that is certainly a strength of companies in the Australian Toy Industry.
“Toys sales in 2024 reflect a strong contrast in consumer behavior – between shoppers making very rational decisions, buying on deals and on an as needed basis, whilst at the same time clearly indulging on feel-good toys to fuel their fandom or to give themselves some respite,” said Frédérique Tutt, global toys industry advisor at Circana. “Sales of collectible toys have never been as high as in 2024.”
Looking into this edition of The Toy Universe Magazine you will see that this edition is jam-packed with great insights into the Australian Toy Industry and what to look out for in 2025. We encourage you to take a deep dive into all the interviews, articles and news that this edition has to offer!
We hope you enjoy this edition of The Toy Universe Magazine
INSIDE THIS EDITION
WELCOME TO EDITION 14
MAGNA-TILES® — THE ORIGINAL MAGNETIC CONSTRUCTION BRAND
NOT YOUR AVERAGE PLUSH: DEDDY BEARS DELIVER WHAT OTHERS CAN'T
CONNETIX — THE POWER OF BUILDING COMMUNITY
WE SPEAK TO KRISTEEN TIBBITS FROM CLOUDCO ENTERTAINMENT!
THE WIGGLES — A LICENSING POWERHOUSE
FEATURE INTERVIEW — THE KALEIDOSCOPE STORY, SO FAR…
MOOSE TOYS UNLEASHES A NEW ERA OF PET COLLECTIBLES
NEW LEGO® FORMULA 1® COLLECTION REVEALED
ZURU TOYS — REIMAGINING PLAY, EVERY DAY.
WELCOME TO THE 2025 AUSTRALIAN TOY HOBBY AND LICENSING FAIR!
FEATURE INTERVIEW — BMS BRANDS FOCUS ON CONTROLLED GROWTH IN 2025
PINK POPPY — A LEGACY OF EXCELLENCE IN CHILDREN’S WEAR
STORIES FROM GG'S TOY BOX —THE BALLOON GUY – TREB HEINING
ETHICS IN THE TOY INDUSTRY — WHY IT MATTERS MORE THAN EVER
KAIKO FIDGETS — SENSORY... OUTSIDE THE BOX
THE FRENCH TOY MARKET —A COMPLETE OVERVIEW OF 2024
TOY FAIR SEASON BY JOHN BAULCH
HOW YA DOIN' —AN ARTICLE BY RICHARD DERR (TOY MAN RICK)
TOY STORIES 3 — 45 YEARS OF AUSSIE TOYS
INDUSTRY COMMENTARY — WE SPEAK TO KEY LICENSING EXECUTIVES
BRAND LICENSING IN AUSTRALIA — THE TRUE STORY
MAGNA-TILES®
THE ORIGINAL MAGNETIC CONSTRUCTION BRAND
As the magnetic building toy market continues to grow, MAGNA-TILES® stands as the original innovator and pioneer of the category. Exclusively available to retailers in Australia and New Zealand through Johnco, MAGNA-TILES brand sets the global standard for quality, safety, and educational value in the construction toy space. With MAGNA-TILES, every child can Build On their imagination, creativity, and love for learning.
BUILDING BRAINS, INSPIRING IMAGINATIONS: THE EDUCATIONAL POWER OF MAGNA-TILES
For almost 30 years, MAGNA-TILES brand has been igniting imaginations and fostering learning across classrooms and homes worldwide. Rooted in education from the very beginning, the brand was developed to teach geometric concepts through handson learning. Over time, it has become synonymous with educational excellence, blending creativity, critical thinking, and problem-solving to prepare children with essential 21st-century skills.
"My dad founded the MAGNATILES® brand, creating the magnetic construction category as we know it today," shares Michael Valenta, President of MAGNA-TILES®. "From its humble beginnings in our basement to becoming a global brand, the focus has always been on education and quality. The origins of the product can be traced back to Japan, where a teacher first invented the pieces to help students conceptualise nets— transforming 2D shapes into 3D objects. Education has been at the heart of MAGNA-TILES® from the very beginning."
MAGNA-TILES is more than just a toy—it’s a versatile tool that grows with children, supporting their development at every stage. For younger learners, it enhances fine motor skills, hand-eye coordination, and introduces foundational concepts of geometry and spatial awareness. As children grow, MAGNA-TILES play evolves with them, transforming abstract ideas like symmetry, fractions, and area into tangible, hands-on experiences. Its open-ended design fosters creativity, encourages critical thinking, and nurtures problem-solving— essential skills for success in today’s dynamic world.
Loved by parents for its adaptability and timeless appeal, MAGNA-TILES play offers endless opportunities for exploration, creativity, and connection. Recognised with STEAM and MESH accreditations, the MAGNA-TILES brand champions hands-on, Meaningful Play—where learning meets fun. These certifications underscore the brand’s commitment to innovation in education, empowering every child to Build On.
DRIVEN BY INNOVATION
MAGNA-TILES brand continues to lead the magnetic construction category by reimagining the play experience through innovation, blending education with fun in meaningful ways. This commitment to innovation extends beyond product design and encompasses companywide efforts to push boundaries and set new standards across all facets of the brand.
Recent highlights include:
• Downhill Duo Set: Winner of the 2023 "Toy of the Year" (TOTY) Award in the Preschool category, this set adds motion and gravity exploration to traditional construction play, teaching engineering concepts through dynamic design.
• Space 32-Piece Set: Launched in 2024, this STEAM-centric collection includes a Space Shuttle that doubles as a play and storage feature, plus exclusive figures and pieces. Recognised with the Oppenheim Toy Portfolio Platinum Award and featured in The Toy Insider’s STEM 10, it inspires young explorers.
• microMAGS Travel Set: Designed for portability, microMAGS are 75% smaller but fully compatible with traditional MAGNA-TILES. Featuring a durable tin case, this set ensures quality play anywhere, earning a spot as a Top Holiday Toy in 2024.
Beyond product innovation, the MAGNATILES brand gained recognition for its Build On Campaign, which won The Toy Book Pulse of Play Award in the category of The Cinematic Art of Selling Fun: Commercial of the Year. Their lead designer was honored in Mojo Nation’s Rising Stars category for driving awardwinning designs and shaping the 2024 product lineup. This focus on innovation is fostered by Product Development Director Rick Keuter. With over 20 years of experience at companies like Spin Master, Hasbro, and Jazwares, Keuter brings a strategic vision and passion for crafting engaging play experiences, aligning with the company's mission of promoting Meaningful Play for children of all ages.
"What impresses us most about MAGNA-TILES is their ability to innovate without losing sight of their educational roots,” says Steve Ball of Johnco. “Each new product is thoughtfully designed to enhance play and learning simultaneously.”
MAGNA-TILES IN AUSTRALIA
Through their exclusive partnership with Johnco, MAGNA-TILES brand brings its global expertise to Australia and New Zealand. Backed by local warehousing, reliable stock access, and responsive customer service, Johnco ensures retailers can confidently offer this trusted brand to their customers.
“We’re thrilled to represent MAGNATILES brand here in Australia. The brand’s dedication to learning through play aligns perfectly with our mission to support educational excellence,” says Ball.
EXPERIENCE THE ORIGINAL AT MELBOURNE TOY FAIR 2025
Discover the innovation and timeless appeal of MAGNA-TILES brand at the Melbourne Toy Fair this March. Visit Johnco at Stand J17 to explore the full product range, including recent award-winning launches, and learn why MAGNA-TILES brand continues to set the standard in magnetic construction play.
For retailers unable to attend the fair, contact Johnco to learn more about bringing this globally trusted, award-winning brand to your shelves. Together, let’s Build On the next generation of thinkers, builders, and dreamers with MAGNA-TILES play.
MARKET WRAP
JASNOR AUSTRALIA
DEDDY BEARS PLUSH
www.jasnor.com.au
NOT YOUR AVERAGE PLUSH: DEDDY BEARS DELIVER WHAT OTHERS CAN'T
In the dynamic world of collectible toys, few brands have made an impact as quickly or as distinctively as Deddy Bears. Created by the inventive minds at Innov8 Academy Ltd, the brand has carved out a unique niche, combining creepiness, cuteness, and humour to create a truly memorable lineup. With Jasnor holding the reins of distribution for Australia, Deddy Bears is on a rapid rise to global domination. The plush toy market has never seen anything quite like this before, Innov8 and their overseas distributors have received resounding success in iconic international retailers including Walmart, Smyths, Hot Topic, Spencer’s, Game Stop, FAO Schwarz, 5 Below, Claire’s, Walgreens and many more! Deddy Bears are stocked in an impressive 60,000+ retail locations worldwide!
From Misfits to Must-Haves: Why Deddy Bears Are Retail Gold
Deddy Bears have redefined the collectible plush category by embracing a design philosophy that blends quirky charm with a creepy edge – capturing fans too cool for a cute cuddle buddy! Each character is a hilarious yet heartwarming misfit, brought to life through impeccable design and ultra-soft & squishy plush material. The product line caters strongly to young boys in particular - a demographic often underserved in the plush market - while maintaining broad appeal for collectors of all ages.
The range includes:
• Large 30cm Plush Toys: These large size softies are perfect companions and make the best statement displays. Packaged in striking coffin-shaped boxes with acetate windows, perfect for impactful in-store displays.
• Mid-Size 14cm Plush Coffins: A compact and colourful option that retains the brand's playful yet edgy packaging. The smaller size plush is still soft & squishy, great for imaginative play and creativity!
• 10cm Mystery Blind Bag Clips: These impulse-buy collectibles come in the ultimate craze that is blind-bag packaging! Once their character is revealed, collectors can attach their new friends to their bags, pencilcases and more – carrying a piece of their Deddy Bears everywhere!
This variety in format makes Deddy Bears a powerhouse for retailers, offering options for every price-point and purchase opportunity. Along with the Deddy Bears plush, each character has a quirky death certificate detailing their ultimate demise and crazy characteristics! This extra information adds an irresistible layer of personality and elevates the brands collectability – particularly amongst older fans.
Award-Winning Momentum
In less than 18 months, Deddy Bears has amassed an impressive collection of global accolades, culminating in its recent nomination for Collectible Toy of the Year 2025 by the Toy Foundation at the New York Toy Fair. This recognition cements the brand as a global leader in innovation and appeal within the collectible toy industry.
Adding to the excitement, Deddy Bears is set to join the Roblox universe in early 2025. Each product will feature redeemable codes for exclusive in-game content, allowing fans to interact with their favourite characters both physically and digitally. This crossover between tangible collectibles and the virtual world exemplifies Innov8's forward-thinking approach to toy design. Look out for even more exciting brands & characters in the Kreepy Collectibles Roblox world, sure to also become a collectible phenomenon both digitally & physically!
Jasnor: Driving the Deddy Bears Phenomenon
As the exclusive distributor and driver for the Australian market, Jasnor has played a pivotal role in Deddy Bears’ success. Their expertise in building brands and connecting with retailers has helped secure prime shelf space, including a coveted partnership with Big W, where the exclusive Jumbo Deddy Bears range has become a standout hit.
The momentum continues with an expanded product lineup for 2025, including seasonal-themed collections and two new character series. Retailers and fans alike can look forward to seeing the latest additions at Jasnor’s impressive Deddy Bears showcase at the Melbourne Toy Fair this March. A massive concourse activation, meeting place take-over and branded décor will spotlight the brand, creating an immersive and unforgettable experience for attendees.
A Brand to Watch
Deddy Bears has proven that creepy can be cute by embracing a more light-hearted perspective in the market. With its innovative design, diverse product formats, and strong distribution network through Jasnor, this brand is poised for continued growth. The future looks bright (and delightfully frightening) for Deddy Bears, Innov8, and their ever-expanding fanbase – but the fun doesn’t stop there! Watch out for Innov8’s expanding range of other Kreepy creatures under their Kreepy Collectibles banner, with several highly anticipated sub-brand launches due to hit the shelves for second half 2025 and beyond!
THE POWER OF BUILDING COMMUNITY
With a focus on building strong relationships and simply doing things differently, CONNETIX, an award-winning Australian business, is placing a spotlight on how community engagement has shaped the growth and development of the brand. Sharing exclusive customer insights with Toy Universe, see how this progressive brand is creating joy, connection and inspiration on a global scale.
Construction toys are one of the fastestgrowing categories, and as the industry illustrates, parents are seeking products that add educational and MESH (Mental, Emotional & Social Health) enrichment for their children. As a brand imbued with a passion to inspire and educate, CONNETIX naturally appeals to families with its long-lasting durability and high-quality design that reimagines play and learning possibilities!
In a recent survey of their CONNETIX Community - a private Facebook group of over 21.6k invested and passionate members, CONNETIX sought to understand what drives their customers on a deeper level.
Aligning with the core brand values, members highlighted the number one reason for choosing CONNETIX is the “high-quality product and safety standards”, closely followed by “strong magnets for bigger builds”. Members equally valued the “open-ended nature of CONNETIX”, and the way this type of play fosters connections to bring people together, bridging ages and generations all through play!
Boasting 35 open-ended and innovative packs, the CONNETIX catalogue offers something unique to a wide range of ages, interests and abilities. With an abundance of choice for families, educators and retailers alike, the CONNETIX Community have curated a list of must-haves, as tried-and-tested in playrooms and classrooms around the world.
Voted as the gold standard in CONNETIX, The Rainbow Mega Pack simply offers everything. The community agree the size and variety of the pack is perfect for inspiring limitless creativity and hours of family play. Also available in this range is the Pastel Mega Pack, another crowdfavourite showcasing the award-winning earthy pastel colours. The Rainbow Creative Pack is often customer’s first experience of CONNETIX that leaves them wanting more. With lots of foundational shapes this pack allows children to find their unique style of play and the creative freedom to bring colourful masterpieces to life. Undoubtedly one of the best-sellers generating lots of community engagement, members share that the Rainbow Ball Run takes STEAM learning and magnetic tile play to a whole new level, getting children and adults alike racing with excitement!
With an innovative range of compatible and exclusive packs, community members can continue to grow their much-loved CONNETIX collections and add exciting new elements to their play, time-and-time again!
A staggering 18% of community members indicated they were commonly playing with 10 packs, reflecting a high level of customer loyalty and demand to expand on CONNETIX play.
Amongst the dynamic selection of add-on packs, the NEW Roads Range has been widely embraced throughout the community, bringing a sleek black shade tile and exciting dimensions to open-ended play. A popular choice for repeat purchasers, The Rectangle Packs were dubbed the biggest gamechanger by members, offering extra strength and stability that’s ideal for construction enthusiasts. The Ball Run Expansion Pack was also a top pick to elevate design possibilities and double the racing, zooming fun, alongside The Shape Expansion Pack, providing unmatched educational value and expanding creative possibilities!
Why Families Choose CONNETIX
Community Favourites Hooked on CONNETIX
The thriving online play community behind the brand has grown phenomenally in five years to become the leading magnetic tile company on social media globally.
Underpinning this success is a powerful model of relationship building that the brand is built on. By creating a strong vision to champion learning through play and authentically engaging with families, educators, allied health professionals and retailers alike, the CONNETIX social media platforms have collectively won the hearts of 758k followers across the globe. Celebrating the wonderful ways families can create, learn and play together, this inspired play community continues to stand as one of the brand’s greatest achievements.
Finding new ways to amplify and value customer experiences, the strong sense of CONNETIX Community offers members so much to enjoy beyond the products alone. From providing play inspiration and encouragement, to boosting engagement through fun campaigns and giveaways such as #createwithCONNETIX - whether they’re seasoned CONNETIX builders or just started their journey, all members are invited to join in the fun and most importantly, feel valued.
CONNETIX
Social Media Manager and master’s qualified educator, Kristy Nedelkovski shares: “Seeing a rapid rise of customers seeking to connect with us as a brand, we are continually scoping out how to foster this in more intimate, interactive ways through our social media. It’s the greatest reward to see our strongest brand advocates emerge from the CONNETIX Community, joining us in our goal to champion where play and learning connect!”
Harnessing the power of community engagement, these platforms serve as a unique social listening tool to respond to the ways customers are seeking to play with CONNETIX, which in turn, drives innovations and the direction of construction play. Alongside the expansion of their Product Development Team, the next twelve months marks an unprecedented year for the brand, with many major releases lined up that are guaranteed to create captivating play experiences for both community members and customers worldwide.
With the trade fair season well underway for 2025, the CONNETIX team are looking forward to connecting with their local retailer network and industry friends at the upcoming Australian Toy, Hobby & Licensing Expo.
Visit the award-winning, interactive booth at corner Stand H21 to experience first-hand the community behind the brand, and to discover where play and learning connect. sales@connetixtiles.com www.connetixtiles.com
Building an Inspired Play Community
Connect with the Team
The Care Bears have been spreading kindness, positivity, and joy to fans of all ages for over 40 years.
What began as a line of greeting cards has grown into a beloved franchise spanning plush toys, animated series, feature films, and more—touching hearts around the world with their vibrant, inclusive, and diverse personalities. With hearts aligned, and powers combined, anything is possible!
Madballs have been the epitome of gross-out humor for 40 years.
With their outrageous and shocking designs, they appeal to fans of humor and comedy alike. First introduced in the 1980s, these bouncing foam balls with grotesque faces quickly became a cultural phenomenon—and after four decades, they’re still entertaining (and disgusting) audiences today.
Holly Hobbie is a beloved character who first captured hearts in the 1960s.
With her wholesome values and artistic spirit, she continues to inspire generations. Through her charming illustrations and uplifting messages of kindness and creativity, Holly Hobbie remains a timeless icon, cherished by fans around the world.
CLOUDCO
INTERVIEW
WE SPEAK TO KRISTEEN TIBBITS FROM CLOUDCO ENTERTAINMENT!
Cloudco Entertainment is an entertainment studio with a wide range of properties including Care Bears™ and Madballs™. The Toy Universe recently had the opportunity to speak to Kristeen Tibbits (VP, Marketing at Cloudco Entertainment) about these brands and what is on the horizon!
How has Cloudco Entertainment evolved over the years to keep its classic brands relevant to modern audiences?
Cloudco has grown by embracing change while staying true to what makes our brands special. We’ve reintroduced beloved characters in new ways, like interactive games and immersive experiences, and we’ve built meaningful partnerships with platforms that resonate with today’s audiences. Listening to our fans and being flexible in how we deliver has been key.
What strategies has Cloudco employed to successfully transition its brands into the digital age, particularly with platforms like Roblox and gaming consoles?
We approach each platform with a clear understanding of its strengths and user base. On Roblox, we created social, creative experiences that encourage players to connect with their favorite Care Bears. For gaming consoles, we leaned into storytelling, offering fans a chance to explore Care-A-Lot in an entirely new way. By tailoring experiences to the platform, we ensure that fans get something that feels special and engaging.
How does Cloudco balance global brand consistency with local market nuances, especially in regions like Australia?
We approach it like a partnership. The Care Bears have universal values like love and kindness that translate anywhere, but we also trust our local teams to know what will resonate best
with their audiences. In Australia, for example, we lean into local expertise to create activations and partnerships that feel authentic to the region, while staying true to the heart of the brand.
How does Cloudco strike a balance between leveraging nostalgia and introducing innovative elements to keep its brands fresh and appealing?
Nostalgia creates an emotional connection, while innovation keeps that connection alive for a new generation. We respect the legacy of our brands by celebrating their history, but we’re always looking ahead—whether that’s through digital platforms, interactive games, or unique collaborations and partnerships that introduce unexpected ways for fans to engage.
What are the key strategies behind the success of Care Bears in the digital realm, such as Roblox and the Switch game?
Our success lies in staying authentic to the Care Bears’ message while finding creative ways to bring it to life digitally. In Care Bears: Caring Quest on Roblox, players can interact with the Care Bears in a social and imaginative way, while Care Bears To The Rescue delivers an adventure filled with teamwork and heart. Both platforms offer something unique, but they’re tied together by the values fans love about Care Bears.
The 2025 Marketing Message is the "Care Bears Stare": Can you elaborate on the significance of this message and how it will shape the brand's marketing activities in the coming year?
The "Care Bears Stare" is a call to action that represents the power of collective positivity, something we’re leaning into heavily for 2025. This message will guide everything from digital campaigns to in-person activations, reinforcing the idea that when we come together, we can create something truly impactful.
What factors contribute to the enduring popularity of Care Bears, especially among younger generations?
Care Bears remain timeless because their core values—sharing, caring, and kindness—are always relevant. Younger generations are drawn to these messages, and we’ve worked hard to ensure they can experience them in ways that feel modern and fun, like games, social media, and interactive storytelling.
How does Cloudco plan to engage the Australian audience with Care Bears, considering smaller market dynamics?
In Australia, we’re focusing on creating meaningful, localized experiences that connect with families. We were excited to partner with The Langham Melbourne during the July 2024 school holidays for a Care Bears High Tea, which sold out before the week-long event ended.
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Guests enjoyed themed treats and took home special showbags. Additionally, we developed Cheer Unicorn exclusively for Big W’s Baby Week, where it was featured across babywear, kidswear, and sleepwear, bringing Care Bears to life in a fresh and fun way.
What inspired the decision to relaunch Madballs, and what are the key strategies for revitalizing the brand?
Madballs have a unique energy that feels perfect for today’s audience. The decision to relaunch was driven by a demand for bold, irreverent brands that stand out in a crowded market. Our strategy focuses on connecting with original fans
through nostalgia while introducing Madballs’ subversive humor and creativity to a younger generation.
How is Cloudco targeting a new generation of fans while still appealing to the original fanbase?
For longtime fans, we’re delivering a core Madballs toy line with nods to classic fan favorites like Skullface and Horn Head, plus brand-new characters. Madballs Slime Lab, mini blind capsules and playsets will be introduced to key markets later this year - appealing to both kids and collectors alike. For new audiences, we’re introducing Madballs through digital platforms and creative campaigns that highlight their quirky personalities.
What marketing tactics will be employed to promote Madballs, and how will they differ from the traditional approach?
We’re taking a fresh, multi-platform approach that leans into the disruptive humor and boldness of the brand. This includes digitalfirst campaigns, partnerships with influencers who match the brand’s DNA, and gamified experiences to keep fans engaged. The goal is to surprise and delight while staying true to what makes Madballs unique.
NEW SERIES COMING IN MARCH AIRS ON YOUTUBE EVERY SECOND FRIDAY
THE WIGGLES: A LICENSING POWERHOUSE
From fashion to homewares, The Wiggles are setting the benchmark for licensing excellence. Seamlessly blending nostalgia with modern trends, they have become a dominant force in the global market. As demand for their collaborations surges, one thing is clear, The Wiggles are spearheading a new era of licensing, transforming their beloved brand into a worldwide sensation and connecting brands with diverse markets: engaging parents and children while reigniting nostalgia in adults who grew up with them.
The Wiggles x Culture Kings: A Streetwear Phenomenon
The Wiggles teamed up with streetwear giant Culture Kings, merging nostalgia with urban fashion in an wildly successful collaboration. The collection, featuring limited-edition apparel infused with The Wiggles’ signature colours and iconic imagery, became an instant hit, selling out within hours of its release.
The Wiggles x Adairs: A Dreamy Collaboration
In a move that has set the homeware industry abuzz, Australian retailer Adairs joined forces with The Wiggles to create an exclusive, nostalgia-infused collection that has resonated deeply with families nationwide. This vibrant an d playful range of bedding, home accessories, and sleepwear captures the essence of The Wiggles’ iconic appeal.
Bonds x The Wiggles: A Sellout Sensation
Building on their initial successful Bonds range in early 2024, The Wiggles & Bonds have launched a second range with a new country-themed collaboration, proving once again that music, fashion, and family-friendly fun are a winning combination.
Bonds expressed their excitement, stating, “We’re thrilled to have partnered with The Wiggles once again to bring the spirit of country to a whole new generation! The ‘Wiggle-gals’ print, featuring Lucia’s likeness, emerged as the best-selling style, and the newly introduced adult range exceeded expectations.”
“The Wiggles continue to expand their brand through strong collaborations. From streetwear to homewares, they connect with different generations in new ways. We love working with them. By combining their brand power, with new creative and merchandising strategies, we are bringing Wiggles products to new audiences in a way they will love!” – Tom Punch, Managing Director, Haven Global.
Follow The Wiggles at thewiggles.com or @thewiggles :
Contact Tom Punch: tom@havenglobal.com
FEATURE INTERVIEW
THE KALEIDOSCOPE STORY, SO FAR…
Kaleidoscope began 35 years ago as a home-based wholesale business in 1989, founded by Jos Benner, who struggled to find captivating toys made from natural materials for her three young children. Her guiding principle emphasised the importance of avoiding batteries, plastic, licensed toys, and short-lived products, focusing instead on quality. The initial toy ranges were sourced from her native New Zealand, which served the business well until manufacturing there became less competitive.
As her children grew and she began attending trade fairs abroad, Jos expanded the portfolio to include a diverse array of brands, now totalling 18, all aligned with a sustainable and educational theme. Notable among these is the long-standing brand Folkmanis, known for its high-quality puppets, and Djeco, which offers a wide range of products including baby toys, art and craft supplies, stationery, lifestyle items, puzzles, games, and educational toys.
In the last 12 months, several new brands have been added to the lineup, further enhancing the variety available to customers. The collection features brands that specialise in genres such as wooden toys, ride-ons and pretend play, ensuring a comprehensive selection for different interests and developmental needs.
Kaleidoscope has achieved numerous awards throughout its history, reflecting its commitment to quality and innovation. A significant milestone came in 2012 when the company moved to its own warehouse. Jos often reflects on this achievement with pride; as she drives in each morning, she marvels at the sight of 10 staff cars parked outside, a symbol of the growth and stability the business has attained.
Watching staff develop in their professional and personal lives—buying homes, starting families, taking up sports, or enjoying well-deserved holidays—has been a rewarding aspect of her journey, and she values the ability to support employees in balancing work and family life.
Jos’ son, James McDowell, has been part of the business for 12 years and is now a co-owner, looking to guide the company into its next exciting chapter. He recalls the early days of the home-based business, where the house became an overflow space for stock when the sheds were full, with boxes stacked high and limited space to navigate. James’ involvement has been instrumental in shaping the future of Kaleidoscope, as he brings fresh ideas and a modern perspective to the established values of the company.
However, the journey has not been without challenges. While Kaleidoscope boasts a dedicated team, finding great staff, particularly for the warehouse, has become increasingly difficult in recent years, emerging as the company’s biggest challenge. Inventory management and exchange rate fluctuations follow as secondary concerns.
The pursuit of toys without plastic has also been challenging, but public sentiment has increasingly aligned with Kaleidoscope's ethos in recent years. Additionally, finding environmentally friendly packaging has proven difficult, as some manufacturers are hesitant to invest in this area, highlighting a past disregard for packaging despite the quality of the toys.
Over the past 35 years, many changes have occurred, including the merging of boys’ and girls’ toys, the introduction of culturally and socially diverse toys, a greater
focus on specialty toys for specific learning needs, and a keen awareness of current trends. Strong brand awareness and a solid company reputation are more important than ever, especially as many shoppers never see or touch their purchases before committing. Great brand and supplier support have become paramount, with manufacturers providing lifestyle photos, dimensions, and other collateral that have transformed the online selling process.
Having navigated several economic downturns over the years, the team at Kaleidoscope has developed a philosophical outlook, recognizing their ability to respond to market conditions more easily than their larger counterparts. Remaining nimble and regularly analysing statistics and spreadsheets has been key to their ongoing success.
Kaleidoscope’s enduring success can be attributed to its dedicated staff over the years and the loyal customers who share a passion for quality toys. The support of these customers has been crucial in reinforcing the belief in the importance of good toys.
Read on as we speak to Jos Benner (founded Kaleidoscope) and James McDowell (Jos' son and co-owner) about the business and what the future holds!
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QUESTIONS TO JAMES MCDOWELL
Acknowledging the challenges associated with staff recruitment and retention, what specific strategies and programs are being implemented to support the continued growth and operational efficiency of Kaleidoscope?
Staffing has been challenging for us in recent times, as it has for everyone. We aim to make Kaleidoscope a pleasant place to work; if we treat the staff well, they are more likely to stay for longer. We regularly review and fine-tune our systems and processes to identify and improve any inefficiencies, which helps us maximise the potential of the team we have.
Recognizing the increasing prevalence of online commerce and the importance of brand visibility, how is Kaleidoscope adapting its marketing and sales strategies to effectively engage target audiences and maintain a competitive advantage in the evolving digital marketplace?
We focus on providing our retailers with quality product images and marketing collateral. We put a lot of effort into keeping our website up to date and maintaining a high standard, as this is where the bulk of our business is conducted. Additionally, we are allocating more resources to digital marketing than we have in the past.
Considering the integral role of strong brand and supplier partnerships, what measures are being taken to cultivate and strengthen these relationships, ensuring continued access to high-quality products, effective marketing resources, and mutually beneficial collaborations?
We regularly keep in contact with all of our suppliers through Zoom meetings. We have long-standing relationships with our suppliers and aim for a win-win outcome during negotiations. Both parties need to be satisfied with the result if we are to work together for years to come. We also attend the Nuremberg Fair every year, which provides a great opportunity to meet our suppliers in person. There is no substitute for face-to-face conversations, as it is very different from a Zoom meeting.
QUESTIONS TO JOS BENNER
Given the founding principle of prioritizing natural materials and avoiding plastic and licensed products, how has this core philosophy influenced Kaleidoscope's long-term strategic direction and market positioning?
Due to the slightly higher price of our toys (particularly those made from wood and organic materials), our market has been directed at specialty and educational sectors, where the quality, safety, and longevity of a toy are important. While we do have mainstream customers, they are not our main focus. We are mindful of trends and the expansion of non-traditional retailers to include more eco-friendly products. This shift has worked in our favour in recent years, as eco-friendly options have become more sought after. We could do a lot more in this area so watch this space!
Considering the company's experience navigating multiple economic downturns, what key strategic insights have been gained regarding business resilience, adaptability, and effective response to fluctuating market conditions?
Small businesses are quite nimble when it comes to adapting to market conditions. Our operating costs are relatively low, we don’t rely on commission agents, and we are constantly reviewing price points and product mix. Exploring new channels (e.g. Kidults) is important to consider when customer spending is shrinking. Additionally, we have trade credit insurance for added peace of mind.
In light of the emphasis on cultivating loyal customer relationships, what specific initiatives and strategies have been instrumental in fostering customer loyalty and ensuring sustained business success over the years?
We have always prioritised customer care, which has enabled us to retain many customers for over 20 to 30 years. Business must be a win-win situation; if customers feel that they are being looked after and are receiving a fair deal, then everyone is happy. Of course, that can never happen if one doesn’t have the backing of good brands and great staff who share our values.
MOOSE TOYS UNLEASHES A NEW ERA OF PET COLLECTIBLES
Moose Toys, a global leader in toy innovation, is bringing fresh excitement to the market in 2025, including a brand new addition to their popular Little Live Pets range.
Mama Surprise Families delivers a fresh spin on the much-loved Mama Surprise line, with an adorable, microscale collectible, featuring surprise reveals, magical transformations, and the joy of growing a family.
In the first season, there will be three must-have items to choose from, including:
• Adoption Pack: Open the box to reveal a cute carrier and discover two, three or four adorable puppies inside.
• Mama’s House: Attach the door to Mama’s house, wipe her cheeks to reveal rosy blushes, and discover up to six puppies through repeated magical reveals. Each set includes accessories for added play value.
• Baby Care Pet Clinic: Packed with features, this clinic lets kids scan Mama for clues about her babies, help reveal puppies, and discover secret birthmarks on the pups. The set includes areas for bathing, napping, and feeding.
“With more than 80 puppies to discover, Mama Surprise Families is no doubt going to be a favourite, especially by our existing Little Live Pets fans, offering a new way to collect and explore imaginative play,” commented Khia Pledger, Marketing Manager – Australia.
On top of this there is the relaunch of its beloved Scruff-a-Luvs brand. First introduced in 2018, Scruff-a-Luvs captivated children with its unique concept of rescuing and transforming neglected plush pets. Now, the brand returns with revamped designs and enhanced play features to reinvigorate the plush toy category.
The new Scruff-a-Luvs retain their magical charm while embracing a modern makeover. Starting as a scruffy ball of fur, each pet undergoes a transformation through a simple wash and grooming process, revealing whether it’s a puppy, bunny, or kitty. This interactive play pattern fosters a sense of nurturing and care, making the toys more than just collectibles—they’re companions.
Since its debut, Scruff-a-Luvs has demonstrated its strong market appeal. In its second-year post
inception, the brand sold 1.5 million units globally. Building on this legacy, Moose Toys is leveraging Scruff-a-Luvs’ established fan base while attracting a new generation of young collectors.
“Scruff-a-Luvs is about more than just play—it’s about teaching kids the value of care and compassion,” Khia Pledger said. “We’re thrilled to bring Scruff-a-Luvs back with a fresh, updated look and feel. This brand has always been about heartwarming transformations, and we’re excited to make Scruffa-Luvs a must-have toy again.”
Moose Toys continues to push boundaries in 2025 with exciting innovations across its core brands. Heroes of Goo Jit Zu introduces a bold new content approach, refreshed designs, and inventive play features, including the highly anticipated Goo Slingers range.
Bluey fans can look forward to the delightful "Let’s Play Chef" thematic overlay, expanding the beloved series with new core-scale figurines, playsets, and plush. Additionally, new Chat Mates and Preschool plush provide tactile, interactive experiences for younger fans.
There’s even more in store for Little Live Pets, XOX Kweenies, MrBeast Lab, and Moose Games. Moose Toys will also launch its high-anticipated debut range inspired by YouTube sensation, the Amazing Digital Circus. The year ahead promises a dynamic lineup that will delight fans of all ages.
New LEGO® Formula 1® Collection Revealed
The LEGO® Formula 1® collection has launched. As part of the product lineup, for the first time ever, all ten F1® teams will be featured across the product portfolio, including sets from LEGO Speed Champions, LEGO City, LEGO DUPLO® and LEGO Collectibles.
The detailed sets from LEGO Speed Champions offer an engaging building experience connecting fans to their favourite teams. If that wasn’t enough, fans will be able to get their hands on all 10 teams in miniature form with the LEGO Collectible sets.
Younger fans and parents can also share their passion for racing with the new LEGO DUPLO Town F1® Team Race Cars & Drivers. The set features all the essentials for a Grand Prix™ weekend, with starting grid, a podium, two cars and two drivers, with fans able to customise their build to represent any of the 10 F1® teams liveries. For fans that love race action, the LEGO City F1® range, comprising of six different sets, is guaranteed to excite.
All products in the LEGO Formula 1® collection have launched except LEGO Collectibles which are available from 1st June.
All products will be available from www.LEGO.com/F1 and in LEGO Stores worldwide!
BY ALICE SANDERSON — EXECUTIVE MANAGER
www.austoy.com.au
WELCOME TO THE 2025 AUSTRALIAN TOY HOBBY AND LICENSING FAIR!
On Sunday, March 2nd, the doors will open to a vibrant playground brimming with everything a child could imagine. As adults, we can also appreciate the value of these products, which not only bring joy to children but also foster their mental and physical development.
The Australian Toy Association (ATA) proudly owns and manages the Fair, with its members representing approximately 90% of the industry. Most of these members will be present during the event’s four-day run.
As the largest trade event of its kind in Australia, the Fair serves as a vital platform for suppliers, retailers, licensors, and other businesses involved in children’s products. Across these four days, deals will be negotiated, orders placed, and meaningful relationships established.
Beyond the bustling show floor, the Fair offers numerous opportunities to network, learn, and unwind. The ATA facilitates several of these occasions, including the Gala Dinner, widely regarded as the industry's premier event.
Held at the prestigious Crown Palladium, the Gala Dinner which is proudly sponsored by Disney, Jasnor and Mattel hosts around
600 guests, celebrating the people, licenses, and products that make this industry exceptional. It’s also a chance to relax and revel in the success of the Fair’s opening day.
Following the Gala, the 25-Year Club function takes place on Monday evening in Clarendon Rooms A&B at the Melbourne Convention & Exhibition Centre. Open to those who have dedicated 25 years or more to the industry, this event provides a special space to reconnect and share stories.
The popular Women in Toys event, proudly sponsored by Jazwares, now occurs on the Fair’s third morning, thanks to high demand.
Featuring Anni Atkinson Senior Category Manager – Toys, Publishing & FHB Global Consumer Products – ANZ of Warner Bros., Helene Bergeot Vice President, International Marketing of Jazwares, Christine Faulkner Head of Commercial - Toys & Leisure of Big W, Emma Watkins Director of Emma Memma and Apricot Sea Pty Ltd, Kate O’Connor Director of Brands and Licensing of BBC Studios, and a special welcome by ATA President Jacqui Webster VP & General Manager Australia/New Zealand of Spin Master, this session promises to be an inspiring start to the day.
Each year, we partner with a charity, and for 2025, we are proud to support Backpacks 4 Vic Kids. This organisation provides thoughtfully packed crisis and gift bags to vulnerable children aged from birth to seventeen. Representatives from Backpacks 4 Vic Kids will visit the Fair on Wednesday, and we guarantee that all donated products will support a worthy cause.
I extend my heartfelt thanks to everyone who contributes to making the Fair a success each year, from our exhibitors and attendees to our sponsors and supporters. Your efforts ensure this incredible opportunity to connect, conduct business, and sustain the industry continues to thrive.
WISHING YOU ALL A FANTASTIC 2025 TOY FAIR!
CROSSWORD JIGSAW PUZZLES
FEATURE INTERVIEW
BMS BRANDS FOCUS ON CONTROLLED GROWTH IN 2025
BMS Brands began its journey as a modest wholesaler in Australia, specializing in the sale of promotional and remainder books as well as toys. However, the company experienced a significant transformation over time, shifting its focus towards the development and distribution of various product lines, including toys, crafts, stationery, science kits, and puzzles.
This strategic shift was driven by BMS Brands' commitment to meeting the evolving needs and preferences of its customers. With the unwavering support of our valued retailers, BMS Brands expanded its operations and now serves customers worldwide. To facilitate this global reach, the company has established office locations in Australia, the United Kingdom, China and recently in the US.
BMS Brands is dedicated to creating highquality products that are not only affordable
but also bring joy and educational value to children across the globe. The company strives to strike a balance between entertainment and learning, recognizing the importance of providing engaging and enriching experiences for young minds.
Our primary objective is to provide children with the means to engage actively with the world around them through the power of creative play. We firmly believe that play is an essential aspect of childhood development. It is through play that children develop their imagination, problem-solving skills, and social interactions. Our goal is to design and produce high-quality products that captivate children's interests and inspire them to create, build, and play. By offering a wide range of engaging and innovative products, we aim to fuel their imagination and empower their natural curiosity.
Central to our mission is the development of product brands that not only entertain but also foster creative thinking. We want children to view the world as a place of limitless potential and endless opportunities. Through our carefully curated selection of toys, crafts, stationery, science kits, and puzzles, we aim to stimulate their minds, encourage experimentation, and promote out-of-the-box thinking.
Stuart Smith launched BMS Brands in 2009 with an initial commitment to books. Fast forward to today, David Smith and Josh Bonello have a vision to build a company that is innovative and progressive and one that they are proud of. Their first strategic entry in to the toy market was with a brand called 'Construct it’ and so began a journey which continues to evolve and grow today.
David manages the product development and Josh is the face of sales. It has turned out to be a solid combination.
Understanding the market and the consumer has been key to their growth. A focus on research and data analysis has enabled them to source and develop product that is connecting with the market.
Passion and commitment have seen them build business relationships with retailers such as City Beach, Bunnings and Office Works and there are others in the works.
As we approach the 2025 Australian Toy and Licensing show we sat down with both David and Josh to seek an update on their business and plans for the coming year.
CONTINUED NEXT PAGE >
QUESTIONS TO DAVID:
David, we know you spend allot of time looking at sales data and trends etc. How has this helped your business to date?
Spending time analysing sales data and trends has been a game-changer for our business. It allows us to better understand customer behaviour, identify top-performing products, and spot opportunities for growth. By staying on top of trends, we’ve been able to adapt quickly, optimize inventory, and fine-tune our marketing strategies. It’s all about making data-driven decisions to stay ahead and deliver what our customers want!"
We see that you have stepped things up and moved into a new warehouse facility. What was your motivation for this?
Moving into a new warehouse facility was a strategic decision driven by growth and efficiency. As our business expanded, we needed more space to streamline operations, manage inventory effectively, and improve order fulfilment times. Our motivation was to ensure we could meet increasing demand while maintaining the high level of service our customers expect. This move positions us for even greater scalability and smoother operations as we continue to grow!
It’s clear that quality and presentation are important to you. The connection between product and packaging is key. What is the BMS process to achieve excellence?
Quality and presentation are absolutely core to everything we do. Ensuring that each product aligns perfectly with its brand identity is a crucial part of our process. Every one of our brands has a distinct personality, and we go above and beyond to tailor both our product offerings and marketing strategies to match. For example, Magic Sensory is all about early learning, creativity, and developmental play, so we focus on creating high-quality products that are both engaging and educational for young minds. On the other hand, Kazaang is our high-energy, action-packed brand for older kids, featuring products like our AquaZ Electric Water Guns, designed to deliver excitement and fun with every use. Our commitment to quality extends to every detail, including packaging and
presentation. We believe the unboxing experience is just as important as the product itself, so we meticulously design our packaging to reflect the value and thought behind each item. By maintaining this focus on quality and presentation, we’re able to create an emotional connection with our customers, ensuring that every interaction with our products and brands leaves a lasting impression.
Success is often driven by a combination of passion and determination. You don’t need to be the biggest to make an impression. What’s your take on this?
Absolutely, I couldn’t agree more! Success isn’t about being the biggest; it’s about having a clear vision, passion for what you do, and the determination to see it through. At BMS Brands, we’ve always believed that making an impact comes down to understanding our customers, staying true to our values, and delivering quality that speaks for itself. It’s the small, intentional details—whether in product design, packaging, or customer service—that leave a lasting impression. For us, it’s about creating something meaningful and memorable rather than just chasing scale. With passion and determination driving us, we focus on innovation, staying connected to our audience, and continuously improving—because when you pour your heart into your work, people notice.
Product development is an important component of a products path to market. We believe this is your passion. How do you see the manufacturing process? Is it something that you must learn to make it work for you?
Product development is a huge passion of ours—it’s where creativity meets strategy to bring ideas to life. The manufacturing process is a critical part of this journey, and we see it as more than just production; it’s about collaboration, problem-solving, and learning at every step. To make it work for us, we’ve embraced the idea that understanding the manufacturing process is essential. It’s not just about
knowing how products are made but about building strong relationships with our manufacturers, understanding the nuances of materials, and ensuring that quality standards are consistently met. We view manufacturing as an opportunity to innovate, whether it’s finding more efficient production methods, using sustainable materials, or refining details to elevate the final product. The more we learn and engage in the process, the more it works for us—and ultimately for our customers. It’s this handson approach that ensures we can create products that are not only high-quality but also align perfectly with our vision and values.
BMS Brands has already won a couple of consumer-based awards – Kids Choice and from K Zone. This must give you a solid boost to stick to your processes.
Winning awards like Kids Choice and the K Zone Award is an incredible Honor for us at BMS Brands and a testament to the hard work and passion we pour into our products. It’s not just a boost— it’s validation that our commitment to quality, innovation, and understanding our audience is making a real impact. These awards motivate us to stick to the processes that got us here, from meticulous product development and thoughtful branding to ensuring a fantastic customer experience. They’re also a reminder to keep pushing forward, refining our approach, and delivering products that resonate with kids and families. It’s moments like these that reaffirm our belief in staying true to our vision while continuing to grow and evolve.
QUESTIONS TO JOSH:
BMS Brands have successfully built the foundations for a strong business. From a professional salesperson’s standpoint, what are your most important principles in this space?
I have always followed a basic philosophy in sales, build your relationships, and the sales will come. People in sales almost always overlook this because they have a pre-conceived idea, or a set of targets they are trying to achieve. Of course, we all want to grow our business and increase our revenue through sales, but it doesn't come by forcing more products down a buyer’s throat, it comes from engaging with the buyer, understanding their business first, what their objectives are, who they are essentially. From there you can curate your offering. Only when you have built trust in your customer can your present products on the fly for their consideration.
As one of the smaller players, BMS has had great success forging new partnerships with non-traditional toy retailers, what’s your secret?
There is no secret, Tony. Our success in these areas has come down to simplifying how we operate. For many years some of these non-traditional retailers were on our radar because we saw the value in the sheer size of their footprint as retailers. Our thought was “just a fraction of this market will do”. So, through a lot of collaboration with these retailers, we have been able to trade with them because we have listened to them and understood their needs in these areas.
As we make our way into 2025 what are your key priorities for growth?
The key priority which I have been vocal about in our meetings this year has been “grow or die”. We have had a good 2024 calendar year; in fact, we have exceeded our initial target which we have been so excited about. So, the priority this year, is to continue to simplify where we want the growth to come from – we will be more focused on the key growth areas of 2024, and we are paying more attention to our retail partners that have only just embarked on our journey with our key brands Kazaang, and Magic Sensory.
We see that you will be exhibiting at the New York TF once again this year. What are your key priorities for this show?
We are still in our infancy in the US, so the Toy Fair agenda is more of a team building exercise as well as a heavy focus on prospecting. I haven’t set any expectations for our US team other than to build their list of prospects and for me personally to get to know all our sales team better and of course, get to know the retailers better.
How do you see the LA previews in April and September evolving over the next couple of years?
I have observed an increase in the number of ex-pats who attend both previews in Los Angeles over the past two years. I have also seen an increase in the number of Australian retailers and vendors attend Hong Kong fair in January too. I think the evolution of this will be, other than, the significance of people visiting to understand the latest trends in the toy industry, but also from vendors who want a presence in the US like what we have embarked on with our dear friends at Connetix and the Toys Down Under group. The LA previews have proven to be a great meeting place for Australian vendors and retailers alike. I think this will continue to become more prevalent as the years progress.
What will be the dominant trends in toys for the coming year?
From our perspective, we have a few aces up our sleeves for 2025, which pretty much all our key retail partners have been incredibly supportive of. I would LOVE to share more but I must keep these gems close to my heart until the products are on the shelves! From an overall industry perspective and particularly in Australia, value offering will be the biggest trend. We have seen this become one of the key factors of the industry in 2024, retailers need to provide value to the consumer and that largely comes from price. So as vendors, we believe that price will be a dominant trend for 2024. From a product perspective, I have seen growth in the infant and preschool category which was later confirmed when
I read the November 2024 Circana report. One other point to note is that the success of the Barbie movie drove the sales for Barbie dolls through the roof for key retailers in Australia, but according to the November 2024 Circana report, the Barbie asset has since seen a decline in sales. So, I think based off this data, the next dominant trend will likely come off the back of a movie or television show release that is coupled with licenced merchandise. Of course, our strategy is more aligned with long term growth rather than just finding the next big win so seeing the infant and preschool space continue to grow will be what dominates from our perspective.
What are BMS’s key goals for the Melbourne TF in March?
Our goal this year is to have the best year yet. We have been so fortunate with our success over the last two years with the toy fair. I think a lot of this has been based on our growing relationships with retailers in Australia. We have a lot of new concepts we are bringing to Melbourne this year, which we are looking forward to showcasing at the fair. Of course we would be absolutely delighted with another award! Other than that, we are simply looking forward another great year at Toy Fair with continued support from our retail partners and peers.
Well, thank you gentleman for your time today, you have shown impressive growth in recent times, and it looks like you are focussed on pushing BMS up the ladder in terms of impact on the industry. We wish you all the best for 2025.
PINK POPPY A LEGACY OF EXCELLENCE IN CHILDREN’S WEAR
Pink Poppy is a leading name in the children’s marketplace, known for its colourful, highquality dress up accessories, toys & gifts. Founded in 1987, the brand has become a trusted choice for both parents and children, with over 38 years of experience. Its success can be attributed to a combination of innovative designs, strong brand partnerships, and an unwavering commitment to quality.
A Legacy of Excellence
Pink Poppy began with a simple vision: to create stylish, fun, and affordable accessories for children. Over the years, the brand has grown in response to changing fashion trends, evolving consumer preferences, and its own expansion into new markets. By focusing on playful designs, colours, and artwork that resonate with children, Pink Poppy has firmly established itself as a leader in children’s market.
The brand’s success lies in its ability to stay relevant while remaining true to its core values. Through innovation and consistency, Pink Poppy has built a loyal customer base and continuously expanded its portfolio. The brand has successfully evolved while keeping its offerings fresh and appealing to its young audience.
Product Development and Innovation
Central to Pink Poppy’s success is its in-house design team, which creates each product. This dedicated team ensures that every item meets the brand’s high standards of style, quality, and originality. The team carefully selects fabrications, creates exclusive artwork, and brings vibrant, imaginative designs to life. This hands-on approach allows Pink Poppy to maintain complete control over the creative process, ensuring every piece embodies the brand's signature playful style.
Pink Poppy also embraces the latest trends and innovative techniques, ensuring that its collections are both current and timeless. By staying ahead of the curve and responding to market demands, the brand ensures its continued leadership in the children's market.
The Pink Poppy Mission Statement
Pink Poppy’s mission statement reflects the brand’s commitment to creativity, joy, and self-expression: “To inspire creativity, joy, and self-expression in children through fun, high-quality, and innovative ranges that makes every child feel confident and unique.” This guiding principle informs every design decision, ensuring the product range is both fun and a means of expression for children.
Additionally, the brand is committed to sustainability and ethical practices, ensuring that all are products made from high-quality materials and produced responsibly. This focus on ethical production has helped Pink Poppy earn a strong reputation among parents who value quality and integrity.
The Licensed Brand Portfolio
Beyond its own creative designs, Pink Poppy has significantly expanded its appeal through exclusive licensing agreements with iconic brands. These partnerships allow the brand to offer collections inspired by beloved characters and stories. Some of Pink Poppy's notable licensed brands include:
• Disney Frozen: Featuring designs that capture the magic of Elsa and Anna’s adventures.
• Disney Princess: Celebrating timeless characters like Cinderella, Belle, and Ariel, bringing their elegance to life in playful designs.
• Disney Moana: Inspired by the empowering journey of Moana, with tropical motifs and a sense of adventure.
• Disney The Little Mermaid: Featuring whimsical designs that celebrate the underwater world of Ariel.
• Emma Memma: A vibrant collection based on the popular children’s character who promotes learning, music and creativity.
• Claris The Chicest Mouse in Paris: A stylish collection inspired by the chic mouse Claris, adding a touch of Parisian flair to Pink Poppy’s offerings.
These partnerships, have broadened Pink Poppy’s market appeal, attracting both children and parents. The incorporation of beloved characters into its designs has allowed the brand to tap into a larger and more diverse customer base.
Strengths and Competitive Advantage
Pink Poppy’s main strengths lie in its unique, in-house designs and strong relationships with licensed brands. The brand’s ability to create original collections allows it to stand out in the crowded children’s wear market. Its design team’s expertise ensures that each product is fresh, imaginative, and of the highest quality, providing Pink Poppy with a competitive edge.
Additionally, the successful integration of licensed brands has further expanded Pink Poppy’s reach and visibility, attracting a broader customer base. These collaborations have allowed the brand to connect with fans of popular franchises, cementing its leadership in the children’s market.
Pink Poppy’s long-standing presence in the industry reflects its adaptability to market trends while maintaining a consistent and recognizable brand identity. This flexibility, combined with a focus on quality and creativity, positions Pink Poppy for continued success.
Three decades of experience, Pink Poppy has solidified its place as a leader in the children’s market.
Visit Pink Poppy Stand # H18 Toy Hobby & Licensing Fair For B2B online order 24/7 www.pinkpoppy.com.au
Winning Brands
COLUMN
STORIES FROM GG'S TOY BOX BY
GRAHAME GRASSBY
THE BALLOON GUY – TREB HEINING
COLUMN
STORIES FROM GG'S TOY BOX THE BALLOON GUY – TREB
HEINING
Throughout your life you meet so many and varied people that it’s impossible to remember who they all are, what they all do or where they all come from and mostly because of this they are forgotten to you.
But from time to time, you come across someone that does something that sticks in your mind and somehow things just keep reminding you of that person.
One such person in my life is Treb Heining – the balloon guy.
I don’t actually know Treb – I think he might have come along to the Fred & Grazza Show that Fred Gaffney and I staged in Santa Monica, LA in February 2024 but I’m not even sure if Treb was actually there or if he was just on the invite list.
You see, Treb is an American who is a close friend and ex-work colleague of another American balloon guy, Henry Unger, who, in turn, is a good friend of my good friend Fred Gaffney.
So Treb is a friend of a good friend’s good friend.
Now Treb is famous for his balloons and is the subject of a couple of documentaries which you can see on the internet – search "treb balloons" on YouTube - but in short, if you see a huge event in the US and there are lots of balloons involved, then chances are these balloons have been dropped by Treb.
Treb does the balloon drops at the Republican Party Conventions including in 2024 with Donald Trump & his family on stage.
Treb does the balloon drops at the Democratic Party Conventions including in 2024 with Kamala Harris on stage. Treb doesn’t take political sides with his balloons – if you can afford it, Treb will drop his ballons for you.
And Treb is not just dropping balloons – Treb also drops all the confetti at midnight on every New Year’s Eve Times Square ball drop for over 20 years.
Amazingly all that confetti is dropped by hand using hundreds of volunteers who come back year after year to drop confetti handful by handful on the thousands gathered down below in Times Square to bring in the New Year.
If you see balloons at the opening and closing ceremonies of the Olympic Games held in the US they’re done by Treb.
Treb has been dropping his balloons for more than 40 years! But where did it all begin?
Where else? Treb was a balloon seller at Disneyland from the age of 15.
Treb Heining – Balloon Guy extraordinaire!
Still dropping his balloons after all these years! Way to drop, Treb!
By Grahame Grassby
www.about.me/thierrybourret
ETHICS IN THE TOY INDUSTRY WHY IT MATTERS MORE THAN EVER
Following my recent LinkedIn post highlighting two companies in my "naughty corner," I’ve been thinking more about ethics in the toy industry. It’s not the most glamorous topic, but it’s one that shapes everything – from the products on shelves to the long-term health of the sector.
The toy industry runs on trust. Parents and educators expect the toys they buy to be safe, well-crafted, and enriching for children. That trust, however, is fragile. When companies cut corners – copying ideas, squeezing suppliers, or bending regulations – they chip away at that confidence. Rebuilding it isn’t easy, and once it's gone, the damage can linger.
The problem isn’t hidden. We all know who copies who and which companies bend the rules. It’s not exactly whispered behind closed doors – it’s just accepted as part of the business. Why? Because playing it safe and chasing shortterm profits feels easier than taking risks to do things the right way.
I’ve seen it firsthand. Some distributors watch which products are selling, then launch a clone as soon as they see success. Negotiating hard when the balance of power shifts? That’s just business. But copying and passing it off as “innovation” is a shortcut that ultimately undercuts the industry’s creative foundation.
The toy industry needs creativity, imagination, and integrity to thrive. Without them, we’re stuck in a downward spiral – margins thin out, innovation slows, and trust fades.
Another ethical issue that often goes overlooked is the treatment of agents. Principals sometimes fail to pay what is owed to their agents, even when the work has been completed and the results delivered. This not only damages relationships but also undermines the essential trust that keeps the industry moving forward. Similarly, some customers bypass agents altogether, thinking they’ll save on commission. What they often fail to realise is that agents add value through their expertise, networks, and market insights – bypassing them may save money in the short term, but it can lead to missed opportunities and weaker results in the long run.
So how do we move forward?
First, ethics needs to mean more than just checking boxes. It’s not about compliance certificates or the occasional feel-good project. Ethical business is about consistently making hard choices – even when no one’s watching. That means treating partners fairly, respecting intellectual property, and producing toys that go beyond the bare minimum required by law.
Second, accountability matters. It’s easy to ignore bad practices when everyone else is doing the same. But unless we start calling out the nonsense, nothing changes. The industry needs to foster an environment where cutting corners isn’t just frowned upon – it’s unacceptable.
Retailers can drive much of this change. They decide what ends up on shelves, and by prioritising companies that play fair, they can shift the industry’s direction. Consumers are already paying more attention to how products are made –it’s time the toy industry caught up.
Ethics isn’t just about avoiding bad behaviour – it’s also about actively contributing something positive. Developing toys that encourage learning, inclusivity, and creativity isn’t just good practice – it’s the future of the business. The companies that get this right will be the ones still thriving in years to come.
I’m realistic – the industry won’t transform overnight. But every step towards ethical business counts. For the companies sitting in my naughty corner, maybe it’s time to ask whether the short-term wins are worth the long-term hit to reputation.
The toy industry can do better. It should do better. And it starts with those of us who care enough to make the change.
Thierry, a seasoned international sales and marketing expert, founded Konomocha in 2015. With over 20 years of experience, he helps toy and stationery brands expand into EMEA and APAC markets.
SENSORY... OUTSIDE THE BOX www.kaikofidgets.com
KAIKO FIDGETS
SENSORY... OUTSIDE THE BOX
KAIKO FIDGETS, A MELBOURNE BASED COMPANY, WILL BE SHOWCASING THEIR SIGNATURE RANGE AT THE TOY FAIR THIS YEAR, ALONG WITH A SNEAK PEEK INTO THEIR FUTURE INNOVATIONS, WITH SOME EXCITING NEW PRODUCT ADDITIONS ARRIVING SOON.
Kaiko offer a range of discreet and noiseless fidgets & sensory supports designed to assist with mental health, anxiety, and focus for both adults and children. Come chat with co-founders Jo & Mike about the ‘why’ behind specific tools in the range, the role they play in everyday function & discover some of the unique ways to use them.
During the exhibition, this year Kaiko Fidgets are having a show special across the entire range.
This is open to those new to Kaiko at the show as well as existing customers.
This offer is extended beyond the show dates to allow those of you who can’t make it to the Kaiko Stand C21 to order via the wholesale online portal.
12% discount on every order placed between Saturday February 22nd thru to Sunday 9th of March!
No bookings or appointments are needed to see, and more importantly, experience Kaiko’s range of innovative, solution focused products.
Given the diversity of sensory needs and preferences, Kaiko offers a wide range to suit. The Works Kit (pictured here) includes 7 metal fidgets, providing options for exploration and preference discovery.
Another popular choice is the Kaiko Fidget Hand Roller, offered in various sizes, textures, colours and weights. These versatile tools combine weighted therapy with fidgeting, providing a calming and repetitive sensory experience.
Joanne, Mike, Stewart & Team are looking forward to seeing as many of you as possible at the show and introducing you to our new products landing in 2025.
FEATURE ARTICLE
THE FRENCH TOY MARKET
A COMPLETE OVERVIEW OF 2024
BY YANN FRESNEL, GENERAL MANAGER AT TOY INFLUENCE
THE FRENCH TOY MARKET A COMPLETE OVERVIEW OF 2024
Yann Fresnel, a top French executive in the Toy Industry, has agreed to write about his home toy market “France” with a complete overview of 2024. Mr. Fresnel bases his comments upon data from Circana, La Revue du Jouet, the French Toy Federation, and his observations and opinions. Yann has 30 years of experience selling Toy products to European retailers and e-retailers. He has worked for companies like Berchet (Smoby), Newell Brands, BERG Toys, and SmarTrike.
The French Toy market has delivered -0,7% results and -1,2% in volume in 2024. It’s nearly stable when Germany and UK delivered worst numbers (-2,3% and -3,7%). It has been quite stable during all the year. Permanent was +1% from January to September. The main driver, the “Outdoor Toy” category, was impacted again by terrible weather in spring and, again, lousy weather in the West/North area in summer time.
Christmas campaign was quite bad in October and November. December was up +4,5% and saved the year. Average price is 18 Euros (+0,5%). The French Toy market is now 4,3 billion Euros, N°1 in Europe with Germany and followed by UK. Last 5 weeks of the year are 31,5% of global sales (30% in 2023). People bought very late their toy presents as last year.
EXPLANATIONS FOR TOY MARKET DECREASE
• Inflation has been decreasing to +2% (+4,9% in 2023 after +5,2% in 2022). Toy part inflation was smaller but we could find many promotions during all christmas campaign.
• Number of Births decreased again by -2,2% (-6,7% in 2023) at 663 000 (lowest number since world war 2) so it means – 161 000 in 15 years.
• Second hand is really a trend in different sectors for a few years and in Toy too. We saw toy chains opening special section for second hand and some specific second hand firms selling to Hypermarkets. Value is growing. It looks it’s now not far from 8% of global sales.
• Outdoor Toy part as mentioned for permanent (key driver) was bad due to poor weather.
PERFORMING CATEGORIES
• 5 categories out of 11 have been growing in sales
• Building (+20%), trading cards (+27%), plush (+9%), and audio storyteller (+27%)
• Growing segment is KIDULT (+12Y old) and driving up the market (29% of global sales)
TOP PRODUCTS IN DECEMBER 24
• SKYJO (game), NOTRE DAME DE PARIS (building/Lego) and FURBY (interactive plush) are top 3 (2 are KIDULT)
• In top 10, 2 Kidult games, 2 Pokemon trading cards and 2 Lego Kidult Building.
TOY RETAIL 24 FACTS
• Smyths Toys has rebranded all shops and opened 5 new ones (46 now in France)
• Joue Club (300 shops with 220 owners) bought La Grande Récré in 2023 (137 shops), keeping two brands (Joue Club is more in the suburbs/family, and La Grande
• Récré is more in the center of town/children.
• Joue Club owners are buying La Grande Récré shops (10 in 2024, +-30 in 2025)
• Joue Club is growing by 2,3% and La Grande Récré by 13%.
• King Jouet is growing by 4% in 2024 going to 13,1% market share.
DISTRIBUTION CHANNELS
• Hypermarkets/Supermarkets are still decreasing (-7,6%)
• Non-food sections are not their priority and price battle is on food
• Leclerc is N°1 HM chain in toy sales (33% of HM sales)
• Specialists are gaining market share and are now representing 42% of the market. Toy chains and multi specialists gained +6,3% due to Kidult focus.
• Online was -6% and third year decreasing (around 25% of global sales). AMAZON is still n°1 player
LICENSES
• It has been quite a good year again with vigorous activity with movies (27% of global sales, +6%)
• The top license is POKEMON.
• Lilo & Stich has delivered the best growth and is now N°9 licence in 2024.
TRENDS
• Made in France” accounts for 16% of total sales (growing a bit). Buyers are giving these products more visibility with their Fairs, media coverage, and space in Christmas catalogs.
• Kid-adult games are growing, representing 29% of total toy sales. The adults are buying regularly, and the average price is high. They have a unique space in Christmas catalogues (Games and puzzles, cards, collectibles, plush and building with kidult licenses). The sales growth is important for +18y old.
FACTS 2024
• Some foreign online platforms are selling dangerous toys (>80%) and are not respecting EU Toy law. We need to find a solution for the future.
• REP law (collecting old toys) is now having more than 2,500 toy suppliers.
• It has been collected 30,000 Tonnes of old toys through 6,000 points. It s in progress every year.
Yann started his toy sales consultancy in May 2021. He named it Toy Influence . The company represents Toy firms in EMEA market. He conducts direct sales and marketing with retailers / e-retailers, as well.
If you are looking to invest in EMEA market and enter direct to retail, you can learn more about Yann on LinkedIn or by calling him at +33 6 48 94 02 05 or emailing him at yann@toyinfluence.com
BY JOHN BAULCH — PUBLISHER
TOY FAIR SEASON
WE ALL KNOW THAT 2024 WAS ANYTHING BUT AN EASY YEARBUT UP, DOWN OR FLAT, WHEREVER YOU ENDED THE YEAR, IT’S ALL IN THE PAST
Toy Fair Season gives the toy community the opportunity to draw a line under the past year and look forward to (hopefully) brighter things on the horizon. Toy companies inevitably start the year revved up about their new launches and their “best range ever”.
No surprise then that everyone arrives at the shows energized and full of enthusiasm. I also think that the very act of the global toy family coming together brings its own sense of communal well-being. We may have been a little battered and bruised in October & November especially, but we survived it and we’re here to fight another day.
Most importantly, Toy Fair Season gives us the chance to see the key new launches which are going to be driving the toy market this year. Sometimes a tough year can lead to less innovation and risk taking, but I think most toy companies have worked out that approach becomes a self-fulfilling prophecy, so thankfully there was plenty on show in London and Nuremberg to get excited about. I also get the sense that retailers are becoming more open to new ideas that diverge from the traditional definition of ‘toy’.
We know we’re losing girls from the market at an increasingly younger age to fashion and beauty, so it’s good to see toy companies trying to address that. Unsurprisingly, ‘kidult’ products also continue to proliferate – and toy retailers are embracing them. There was undoubtedly a point in the past when many toy retailers were unsure if these kind of products would fit into a traditional toy store – but in 2025, what exactly constitutes a traditional toy store? Retailing is about giving the people what they want, and toy customers have never been a more diverse bunch of people – which is surely a good thing (especially given the declining birth rates across the developed world).
As we traditionally find at toy trade shows, promises were up, but several people pointed out that after meetings in London, orders followed almost immediately the next week, which hasn’t always been the case in recent years. Let’s hope that trend continues. I never get too fixated on visitor numbers at any trade event. Let’s be honest, after mergers, acquisitions and post-pandemic natural selection, there are probably fewer individual retail buying points than there used to be.
Busy aisles don’t validate a show – the quality of meetings and the mood of attendees is a far better litmus test (how many meaningful meetings can you realistically have across a three-day event – 50 at most, possibly fewer?).
In the UK retailer of the Year awards in London, Smyths picked up three awards, including the overall toy retailer of the year, while Very picked up the award for online excellence. Meanwhile, Wow! Stuff was the well-deserved winner of the overall Toy of the Year award for its Stitch Puppetronic – a line which blew me away when I first saw it hidden away in a closed section of the stand at the New York Toy Fair in September ’23. You have to go back to the late 1990s to find a winner that wasn’t from one of the major toy companies, so it was a fantastic achievement for Richard North and his team.
As I made my way around London and Nuremberg, I got a real sense of confidence and resilience about what lies ahead in 2025. Let’s not beat around the bush, we all know it’s not going to be an easy year at retail, but the best way to tackle the challenges is to do it together. And with the news from Circana that UK toy sales in the first two weeks of the year were up +7% - the first January increase since 2019 – we have a solid base to build from. And when all is said and done, we work in toys – and however challenging it may get, we should surely wake up every day thankful for that.
CHECK
HOW YA DOIN' AN ARTICLE BY RICHARD DERR (TOY MAN RICK)
I have had an attachment to Australia since the early 2000’s when we sold Mighty Beanz and then met folks from several toy companies down under over the years namely through distributors. Shopkins was one of our largest selling toys in 2015-16 and even met up randomly with a key Moosie on a flight to New York Toy Fair (any guesses?) that year. Fast forward to today and we still count on you for innovation, newness and quality designs in toys and games. Recently we have worked with Connetix and My Creative Box.
There are many consistencies in toys around the world of which we are all facing challenges today—how to encourage and promote PLAY even more. Play for kids, adults and seniors as well. It’s a prescription for good health that costs very little when looked at long term. But, with the advent of screens (video gaming and social media) our industry is challenged to go up against these massive trends. But, as we see here in the states, there is beginning to be a backlash as mental anxiety and reported feelings of sadness and hopelessness in teens have hit highs.
This is a key reason we at Learning Express have supported two initiatives which we feel are imperative to stay alive in the retail toy business.
Understand the current state of children’s mental health and be knowledgeable in recommending and guiding parents to the right products to help strengthen a child’s skills and resiliency (MESH) and secondly, we believe that a thorough understanding of PLAY involves studying the history and evolution of play over the years. Hence, we mandate Certified Play Expertise training for our key stakeholders. It has made them stronger sales agents and comfortable in relating to today’s kids.
Toys are a forward-looking business and, in many ways, risky. But after 29 years we believe we have a formula that works but also must keep changing in the future. Let me simply lay out both.
• Current Strategy is threefold T, P, W; (this is how I think about our business every morning)
• Best Team (motivated, educated, incentivized and compensated)
• Best products (search the world to curate the best of best)
• WOW stores (turning the ordinary into the extraordinary)
• I tell our team, you do these three things well, and sales will follow.
In addition, and if you follow me on LinkedIn or other trade press, you know I’m calling for a US toy retail reboot! We MUST change as we face the power of Amazon and Walmart online.
Yes, we can do all the experiential things in store but there must be more. A retail toy vision for what can come next as well as actions to get us there. Here are four ideas we are prepared to invest in 2025—our future.
1. Implement a value section ($15 & under), full of surprises, each week.
2. Add customization options to ongoing vendor partners. We started this in 2024examples include the Dope Slime Sundae Station where kids make their own slime. Other considerations are a patch bar - we supply bags, hats and containers and kids pick their custom patches that we affix via heat or glue. Many other ideas are swirling, as they offer even more reason to visit us and take the item home on the same day - no waiting on Amazon for delivery.
3. Offer more intimate events such as readings, Rain Forest education sessions to outside groups, informational activities like “how to professionally gift wrap”, etc. I have been following the resurgence of Barnes & Noble bookstores by CEO, James Daunt, and his change in philosophy to let the local stores select their own inventory. Customization is key!
4. Test and build the infrastructure to begin social selling. We need to have the platform, inventory quality, people and streaming capabilities to do this correctly, reaching our customers in their homes during slower times at the store.
My forecast for the US indie retail toy sector in 2025 is mid-single digit growth. How about you, what are you thinking, feeling and how can you add to the conversation to keep the local magic alive in toy shops around the globe. Till next time.
"20 years at A C Nielsen/ D&B and 29 years running my own retail business. We have a vision “to be the pharmacy of toys in Lake Zurich “IL USA implemented by a simple strategy of T, P, W. Best teams, best curated products, in a WOW environment. Visit us sometime to feel the magic. The Toy Man."
Joost Poulus (at the time General product Manager Moose Toys)
Richard Derr (Toy Man Rick)
TOY STORIES 3
45
YEARS OF AUSSIE TOYS
My time in the Australian Toy Industry dates to the early 1980’s when Valentine Textron acquired John Sands who were the local distributor of Milton Bradley games. It was around 1983 that Milton Bradley moved to open their own operations in Australia and so began a 40-year journey in the Toy business.
There have been 2 previous editions of Australian Toy Stories, the first one published in 2005 and the second edition in 2009.
I have recently received the endorsement of The Australian Toy Association to publish Toy Stories 3.
Once again, I have had the ambition to write a chronological account of the Toybiz in Australia for many years. It has been 16 years since edition 2 was published. The rich history of our industry has plenty of fabulous material to draw on.
We take a trip down memory lane from the 80’s when we saw Transformers and Teddy Ruxpin launch and into the 90’s when we experienced the phenomenon that was Ninja Turtles. We look at Tamagotchi in the 2000’s, Bratz in 2002, Zhu Zhu Pets in 2009, the Apple Robotic dog in 2010, Star Wars Mandalorian Baby Yoda in 2020 and more recently The Tonie Box, just to highlight a few.
We intend to engage all the personalities, highlight the great companies and trends of the times and focus a little on the great times we enjoyed.
The book will address the Toyworld era with David Finestone and Terry Carroll, and we will reflect on the advertising/media business during this time with Andrew Skinner. We will look at the period where Toys R Us went head-to-head with World 4 Kids and the Funtastic era. We will look at the Toy Fair which was in Sydney and came to Melbourne.
We will plot the evolution of retailing in Australia beginning with Venture, Fitzgerald, Grace Brothers and John Martins. We intend to highlight some of the great retail personalities of the time.
This special book will be a hard cover edition full of rich history and images of the times. It will be 150 – 200 pages.
We have already undertaken significant research, and my plan is to launch this book at the Australian Toy Fair in 2026. We plan to host a special launch party at this time where we will invite the industry to share in this project with us.
The book will be limited edition (1,000) copies only and become available online for an early bird price of $39.95. Once we go to launch it will be available for $49.95.
Toy Stories 3
45 Years of Aussie Toys
This unique coffee table book will be released as a celebration of 45 Years of Aussie Toys!
OFFICIAL LAUNCH DATE:
INDUSTRY COMMENTARY
Luke Hartwell General Manager Zuru Toys
How do you see the year ahead for Toys in Australia?
We’re incredibly optimistic and excited about the year ahead. 2025 is going to be fiercely competitive (as always) and those that are innovative, progressive, and dynamic will win.
What should we be looking for from ZURU?
At ZURU, one of our core principles and fundamentals is continuous and compounding improvement, every day, every week, every month, and every year. This year will be no different and we’re well positioned to have another incredibly exciting year, which will be fuelled by innovation, market leading value and a progressive roadmap of licenses coming through our portfolio over the next 2 years. We have an abundance of new launches and new Big Bets (hero product) launching across our portfolio this year, which will include a new / innovative brand in Compounds and significant expansion on Hug-A-Lumps, which we can’t keep on shelves currently!!
How do you see the Bricks and Mortar v online evolution unfolding in our market?
Online has continued to evolve in Australia and there are significant growth opportunities when you compare and analyse Toys vs other markets such as USA / UK and Europe. Amazon for example lead a number of these markets and we believe could be integral to growth in the years to come. The emergence and rapid acceleration of Shein and Temu has been interesting also. Consumers are actively seeking speed, convenience, and value, and the E-Commerce channel is primed for this. From a Bricks & Mortar perspective, maximising space, exciting shoppers and creating meaningful and purposeful moments for the shopper to return will be more important than ever.
What do you anticipate being the most significant trends of 2025?
There will be several fascinating trends and developments this year and from our perspective categories such as Plush, Construction and Collectibles will be interesting to observe.
Can you give us your take on Bricks and Mortar retailing?
Physical retail is incredibly important to the Australia market and with the market being slightly more concentrated than others, it’s imperative we continue to find ways to drive consumers to stores. This space is more competitive than ever, and we will be focussing on driving solutions and providing new ways to win in stores.
As we head into another Toy Hobby & Licensing Fair, Bugg Media has spoken to some key industry executives in relation to the year ahead.
Chris Loverso Managing Director Jazwares Australia
How do you see the year ahead for Toys in Australia?
I would like to see the year stabilise after a few years of the industry declining and significant changes within the retail landscape, hopefully settling down. Global economic instability and uncertainty will continue to impact prices, and we as suppliers need to work extra hard with our retail partners to ensure we are delivering for the consumer, helping build brands and offering value to ensure we all maintain the volume we have become accustomed to over the past few years.
What should we be looking for from Jazwares?
Jazwares Australia is coming into our second year, and after a year of transition, we are now established and ready to move forward at full speed. We will launch several new brands and categories in 2025 that will continue to take us forward, including BLDR, Master Toy for Stranger Things and Five Nights at Freddie's. This year is also essential for Pokemon as we have some great activities and promotions leading up to the 30th anniversary in 2026. Squishmallows will continue to be a significant focus as we build our retail exposure through various trade and consumer marketing activities. Squishmallows will continue to be a considerable force in the market.
How do you see the Bricks and Mortar v online evolution unfolding in our market?
The Bricks-and-mortar vs. Online evolution is shifting rapidly, but the key trend is convergence rather than competition. Physical stores are and need to evolve into experiential hubs rather than just transactional spaces. Major toy brands must use in-store experiences to drive online engagement. Clickand-collect and ship-from-store models continue to grow, blending online convenience with in-store immediacy. Bricks-and-mortar retailers are critical for volume in industries like toy and sporting where consumers want to see, feel, and try before they buy, and have immediate satisfaction. As logistics, including Same-day and instant delivery services, become more common and improved in Australia, online retailers will continue to close the gap between online and in-store impulse purchases.
What do you anticipate to be the most significant trends of 2025?
The toy industry in 2025 will continue to embrace several significant trends that cater to evolving consumer preferences. Some of the prominent trends and developments I see only growing into the future:
• Adults purchasing toys for personal enjoyment—dubbed "kidults"— This demographic is drawn to collectibles, high priced and nostalgia-driven items.
• Nostalgia brands - There has been a resurgence of interest in toys from the 1980s and 1990s, appealing to original fans and new generations.
• The global popularity of anime and manga impacts toy designs and offerings, which continue to become more popular as accessibility to programming becomes more available.
Can you give us your take on Bricks and Mortar retailing?
Bricks-and-mortar retail is evolving. While e-commerce continues to expand, physical stores are transforming into high-value, experiential spaces that complement online shopping rather than compete with it. The most successful retailers adapt to changing consumer behaviours and blend digital innovation and online with in-store experiences.
BRAND LICENSING IN AUSTRALIA THE TRUE STORY
Tony Bugg and Bugg have been part of the brand licensing business in Australia for 40 years. We have witnessed the evolution of this fabulous industry right back to the early 1980’s.
It’s been my dream to write a book about this journey to recognise the great people, the trends, the brands and those who managed them. I want to expand upon the great times that we experienced and bring to life the important part that Australia has played in shaping the industry as we experience it today.
Licensing in Australia dates to 1947 when Disney appointed Walt Granger to operate Disney Enterprises here in Australia out of Sydney. The Granger family was heavily invested in the Disney Comic business in those days.
Licensing as a serious commercial opportunity began in 1974, when Fred Gaffney travelled to the US. He noticed that a property called Sesame Street was prominent in many retail outlets and catalogues. Fred negotiated a deal with Sesame to represent the brand in Australia and licensing was born.
IFG was born which later became Gaffney International Licensing. Fred controlled licensing in this country for 30 years. His passion and work ethic were witnessed and respected on a global scale. Fred represented and managed brands including Thomas, Raggedy Anne, The Man from Snowy River, The Smurfs, Snake and The Phantom to mention just a few.
Fred was responsible for the global expansion of the hit ABC series Bananas in Pyjamas along with Graeme Grassby, who is also an industry stalwart. Fred Gaffney promoted and drove the licensing business in Australia and used his profile to promote the industry all over the world. Many of the most successful licensing professionals who work in our industry today worked and learned the business from Fred.
John Moore ran Warner Brothers and John Cookson took over the Disney operations from Walter Granger. In the 80’s, Barry Jones ran the Milton Bradley business in Australia and appointed Hugh Harris to license his properties, including Transformers, My Little Pony and Playschool. John Walsh and Bob Lee are also two industry veterans who, for many years, ran Copyright Licensing in Australia.
Importantly Newman Licensing was also an active partner in Gaffney International. Tony Newman ran the licensing business in New Zealand for many years before he developed his own licensing business in Australia.
Some other iconic brands, which have been significant licensing programs in Australia, include, The Simpsons, Ninja Turtles, Tele Tubbies, Toy Story and the original Jurassic Park.
Our industry has always been heavily focussed on Character and Entertainment brands, particularly pre-school brands. During the 70’s and 80’s, Gaffney represented most of these high-profile properties and, therefore, the market followed his lead.
GIL also included a Sporting division. In those early days Fred represented the NFL and IHL in Australia. Later, James Ashworth, who was a former IMG executive, began his own business called Velocity Brand Management. His organization commercially represents the NRL, Cricket, Soccer, Tennis and Rugby in our market.
Things have changed dramatically since those early days, and competition and more limited retail shelf space has meant that less brands have been able to gain traction in the marketplace.
This special book will be written as a hard cover coffee table book (150 – 200 pages) which can be proudly added to your bookcase or book collection as a chronological reminder of the great times in licensing in Australia.
There has already been significant research that has taken place, and the book will be ready to launch at the Australian Toy Fair in 2027. I plan to have a launch party at the show where we will invite both contributors and Celebrities from all angles.
The book will be released as a limited edition 1,000 copies at an early bird price of $39.95. Once launched it will be available to order online for $49.95. I hope you will support this project as an important piece of History.
THE TRUE STORY
