Toy World Magazine August 2023

s I write this month’s column, we find ourselves a few weeks past the midway point of the year. The first half has – by and large –gone the way most people thought it would.

We knew there would be an abundance of excess stock from certain major players to move through. We knew there was no brand-new stand-out craze on the horizon (although plenty of new and established lines are still doing the business). We knew that some consumers would be short of disposable cash. Taking all that into consideration, using a football analogy (which our American readers might now appreciate if they have been watching Ted Lasso), we have reached half time and I think it’s fair to say that we’re still very much in the game.

This month’s Circana column (page 30), written by Melissa Symonds, illustrates the point neatly; despite all the challenges, the UK toy market has reached half time down by only 2%. And, as we all know, nobody wins anything in the first half – as ever, we won’t know how 2024 will finish up until the final whistle blows on New Year’s Eve, and frankly anything can happen between now and then (and probably will).

The fact the UK toy market is broadly keeping pace with last year is no mean feat, when you look at the broader economic conditions: interest rates in the UK have risen to their highest level for fifteen years, meaning that a significant percentage of the population is being financially squeezed in a manner we haven’t seen for a very long time. And given that group includes many younger mortgage owners, a large number of whom will also be parents of young children, this financial pressure is inevitably going to have an impact on the toy market.

However, as I have said before, there is nothing any of us can do to influence economic policy – so we have to focus on what we can do to encourage those who can afford to buy toys to part with their cash (come on grandparents, time to step up…). The crop of summer movies should offer some welcome short-term respite: several toy retailers told us that Transformers sales picked up after the release of the Rise of the Beasts film, while the Barbie and Teenage Mutant Ninja Turtles movies will have both hit screens by the time this issue arrives on your desk.

Anticipation for both movies is high, helped enormously by the fact that they are actually great movies (the Toy World team has seen both, so we can personally endorse attest to this). In addition, you have to pay tribute to the incredible promotional campaign that Mattel and Warner Bros activated ahead of the launch of the Barbie movie. Hat

tip to the marketing teams of both companies, who really have delivered fantastic activations and achieved amazing results. I am sure that Paramount will also be pulling out all the stops to get behind the Turtles movie launch, despite the challenges presented by the writers’ and actors’ strike in Hollywood, which has seen movie stars pulling out of promotional appearances in support of the strike. This is certainly a situation to keep an eye on, as it could not only impact movie promotion, but more fundamentally, disrupt filming, which could well see numerous movies and TV series being pushed back to later time slots, or maybe even moved back a year. With licensed toys outperforming the overall toy market in recent years, this is potentially of concern for the toy community –especially if the strike lasts until the end of the year as has been predicted in some quarters. Toy companies and buyers will have planned production and on-shelf dates to match the original timelines: postponements and delays will have repercussions far beyond content release dates.

Nevertheless, as with the economy, there is little that toy companies and retailers can do but sit and watch, hoping for a swift resolution. In the meantime, all we can do is to concentrate on the job at hand, which will revolve around making the most of the new launches starting to arrive at retail and gearing up for the festive season, which will be upon us before we know it. Hopefully this issue will point you towards plenty of new lines to get excited about for autumn winter; in addition to our coverage of the latest news and new products, we shine a spotlight on some of the most enduring product categories, including Soft Toys, Wooden Toys and STEM / Educational. We also preview the forthcoming Autumn Fair and there are some fascinating articles addressing key talking points from the market, including the BTHA’s concerns over super absorbent polymers being used in products that are destined to be played with by kids (i.e. blasters) and a heartfelt plea from Midco’s Dave Middleton to suppliers, asking for independent retailers to be given a fair crack of the whip when it comes to product launches. It can never be said that Toy World shies away from covering sensitive issues, expressing a forthright opinion or articulating concerns – it’s what a good trade magazine does.

We’ve been doing this for 12 years now – and we’re very much looking forward to our 12th birthday edition next month, which is already shaping up to be an absolute belter. See you then as we celebrate 12 years of keeping the toy community up to date with everything happening in this fascinating, fast-moving, ever-evolving market.

John Baulch - @Baulchtweet

Toy Fair achieves highest re-booking rate in many years

Toy Fair, celebrating its 70th anniversary in 2024, has attained its highest rebooking rate in many years with more than 90% of the exhibition space being re-sold to returning exhibitors. With approximately six months still to go, the show has also received more than 60 new applications, some from companies returning after a period of absence, some brand new.

Exhibitors looking to repeat a successful 2023 showing earlier this year include renowned companies such as Golden Bear, Vivid Goliath, Lego, Ty, Hasbro UK, Orchard Toys, Zapf Creation, Basic Fun!, Character Options and Funko.

Toy Fair returns to Olympia London from 23rd-25th January 2024, across the Grand and National Halls (including both galleries), with the entire ground floor and popular Greenhouse area for smaller companies already sold out.

The British Toy and Hobby Association’s head of Toy Fair, Majen Immink, commented: “We continue to work hard to maintain the event’s relevance and hugely appreciate and acknowledge this ongoing support as we reflect back on the success of the past 70 years of Toy Fair. With many new applicants still to allocate and considerable ongoing enquiries, we are working with the venue throughout the redevelopments with regards to possible expansion of the show’s footprint in order to accommodate the growing appetite for space.”

The team says it looks forward to welcoming the industry back in January and celebrating the show’s 70th year by creating some nostalgic moments. “Everyone is also eager to witness the many incredible new products launching at the show and throughout 2024,” added Majen.

Companies still considering exhibiting are encouraged to apply as soon as possible to avoid missing out. Apply online here. For exhibitor and sponsorship enquiries, contact Rebecca@ btha.co.uk or phone 020 7701 7271.

Visitor registration will open in early October.

Toys R Us looks to raise $8m

HoloToyz announces KAP Toys as UK and Ireland distributor

HoloToyz has announced a partnership with KAP Toys, which has been chosen to distribute HoloToyz’ brand new Augmented Reality range throughout the UK and Ireland, available from Autumn 2023.

HoloToyz, which produces interactive toys and books using AR technology allowing children to enjoy a safe digital experience through physical play, says it is very excited to welcome KAP Toys onboard. Together, they are looking forward to delivering a strong, innovative product range

Australia as part of expansion plans that also include launching pop-up shops in more department stores around the world.

According to The Sydney Morning Herald, the company has launched an $8m capital raising, in hopes of generating cash for new growth plans including opening a 3000-square-metre retail hub at its Melbourne headquarters in Clayton. Of the $8m that Toys R Us is aiming to raise to make this new megastore a reality, $3m is proposed to be used to fund the opening of the new retail site.

A custom-designed store at Clayton would include both the Toys R Us and Babies R Us retail brands and also include a cafe, have activities for children and give the public the opportunity to watch the company’s robot-driven warehouse in action.

The site is forecast to deliver $7m in annual turnover and add $1.3m in profits to the business in its first year.

Toys R Us also detailed further expansion plans, including increasing its network of pop-up shops within existing retailers around the world. The brand entered Macy’s department stores as part of a trial in the middle of 2022 and has now rolled out 450 Toys R Us stores-within-stores in the Macy’s network.

Another $3m of the capital would be used to support the rollout of new pop-up shops in the United Kingdom, after the launch of nine trial stores in WH Smith High Street shops.

Following the resignation of Louis Mittoni in May, Penny Cox, who has held roles at Coles, Ocado and Alibaba, will relocate from Singapore this month to take up the chief executive role at the company.

new website last month with new features to provide a professional showcase for the work the company does for all its partners across distribution, licensing and product development. The new design also provides the functionality for retailers to register with KAP Toys and place orders directly through the website.

KAP Toys’ award-winning results with distribution partner YuMe Toys across Harry Potter, Stranger Things and Among Us licences are all showcased. The website now shows existing and potential partners what the company can do for them, introduces the KAP Toys team, gives the background of the company and links to its social media pages.

BTHA names

new

chairman and vice chairman

The British Toy & Hobby Association says it is delighted to announce that Simon Pilkington of John Adams has been promoted to the position of chairman of the BTHA, while Colin Houlihan of HTI has succeeded Simon as the association’s vice chairman.

Phil Ratcliffe of MV Sports and Jon Diver of Character Options remain as the association’s president and vice president respectively.

Graham Canning has completed his term as chairman of the Association, with the BTHA’s recent Industry Day his last official event in the role. The BTHA expressed its immense gratitude to Graham for his hugely skilled leadership of the association over the last two and a quarter years, during the turbulent period of Covid-19 and the challenges that presented.

The association wishes Simon and Colin well in their new roles and thanks both of them, as well as Phil and Jon, for their continued service to the BTHA. The membership at the recent AGM joined in wishing Graham and the new management team well.

Playmobil’s Mark Foster awarded Golden Teddy

The British Toy & Hobby Association (BTHA) has presented a Golden Teddy Award to Mark Foster, managing director – UK & North America at Playmobil. The award was presented to Mark during the BTHA’s annual Industry Day at Great Fosters Hotel by outgoing BTHA chairman Graham Canning.

Mark was described by his proposer and seconder a “calm and honest individual who leads his team with selflessness and empathy” and said the people in Mark’s teams trust him completely. They added: “He is the ultimate team player who always seeks to bring the best out of everyone he works with. Over the years he has gained many friends within the industry and is highly respected by all his peers.”

Graham Canning added: “Mark is the complete representation of what a Golden Teddy Award winner should be; someone who is loyal, respected, and has served with dedication over a sustained period in the toy industry. I cannot think of anyone more deserving for this award than Mark and my huge congratulations go to him for this recognition.”

BTHA Golden Teddy Awards recognise individuals who possess a high degree of honesty and integrity and are given only to the industry’s ‘genuinely nice people’. Information on Golden Teddy and other BTHA award nomination information, including previous winners, can be found on the BTHA website.

Toikido and Supersocial launch Piñata Smashlings on Roblox

Toikido and Supersocial have announced the global launch of Piñata Smashlings, an imaginative, visually stunning, multiplayer game that promises to captivate audiences worldwide and kids of all ages.

The premium quality game offers players a unique social experience as they explore, capture and train Smashlings – magical pet-like creatures that live in the Piñataverse – and marks a first-of-its-kind integration of digital gameplay alongside physical product, experiential entertainment, and more.

The partnership between Toikido and Supersocial, a US-based developer and publisher of metaverse games and experiences, represents a transformative step forward in both digital and traditional entertainment.

Hot on the heels of the game launch, a vast array of consumer products, encompassing everything from toys and collectibles to apparel, will hit the market. This makes Piñata Smashlings the first-ever fully native entertainment franchise to spring forth from a Roblox game world. It stands as a testament to the future of brand expansion, successfully blurring the lines between physical and digital realms and creating dynamic, multi-channel engagement, both in real life and the digital world. Developed in unison to ensure a seamless integration between the toys and online gameplay, the physical products will encourage a whole new level of fan engagement and will be accessible in more than 70 countries, with initial rollouts in the UK and US. The Smashlings universe will also extend into an exciting new animated television series, set to debut on a major streaming network soon, further immersing fans in this enchanting world.

A Piñata Smashlings toy range has been developed by P.M.I and will be distributed in the UK by Character Options.

Toikido recently joined forces with the Union of European Football Associations (UEFA) and UEFA Euro 2024 master licensee, Fanatics, to create the Euro 2024 mascot, Albärt, for the #MakeMoves campaign, aimed at encouraging children to be more active and health-conscious. Albärt, a lovable teddy bear character, will also be integrated into the Piñata Smashlings Roblox game as part of ‘football island’, which will feature a host of interactive mini-games and challenges focusing on physical activity and well-being.

Amazon disputes EU categorisation as a Very Large Online Platform

The categorisation is defined under the Digital Services Act as being large enough to reach 10% of the EU’s population, or around 45m customers.

Amazon was among the first 17 companies to be designated a VLOP in late April. The online retailer has taken legal action to have the designation under the region’s Digital Services Act (DSA) removed. Facebook, Twitter, Apple’s App Store, Google Play, YouTube, Alibaba’s AliExpress and German retailer Zalando are all included in the list. Amazon is the first US company to sue the EU over DSA rules, although has Zalando filed a similar suit.

Being designated a VLOP means a platform has added responsibilities to protect its users from illegal content and products, hate speech and more. Amazon has stressed that its business model is based on retail rather than advertising. A spokesperson said: “The DSA was designed to address systemic risks posed by very large companies with advertising as their primary revenue and that distribute speech and information.”

The company said it supports the European Commission’s goal to protect customers from illegal products and content but does not consider itself a VLOP. The spokesperson added that other large EU retailers, which it said do more business in the region than Amazon, haven’t been given the designation.

Amazon believes the VLOP designation, which should take effect in late August, would mean the platform was unfairly singled out and forced to meet “onerous administrative obligations that don’t benefit EU consumers”. The company said it already protects customers from illegal products and abides by other EU regulations. “VLOP rules are directed at other business models,” Amazon argued.

The European Commission said: “The scope of the DSA is very clear and is defined to cover all platforms that expose their users to content, including the sale of products or services, which can be illegal. For marketplaces as for social networks, very wide user reach increases the risks and the platforms’ responsibilities to address them.”

Hornby acquires minority interest in Warlord Games

Hornby has announced that it has acquired a 25% share in Warlord Games, based in Nottingham, for cash consideration of £1.25m. The international models and collectibles group also has the option to acquire a majority stake in Warlord around the second anniversary of this initial acquisition and then to acquire any remaining shares in Warlord on future anniversaries. Warlord was founded in 2007 by two former Games Workshop employees and is now one of the world’s leading producers of principally historical tabletop wargames, miniatures and accessories. Warlord holds the licences to produce games and miniatures for the much-loved TV series, Dad’s Army, and the comic, 2000 AD. Warlord manufactures primarily in the UK and sells to over 600 distributors and stores around the world via its sales teams in the UK, Europe and the Americas, and operates a successful direct-to-consumer operation via its dedicated website. Warlord will continue to be managed by its existing directors.

Olly Raeburn, CEO of Hornby, said: “We are absolutely delighted to be able to join forces with Warlord Games, a business we have always admired. We very much look forward to working with the team there to maximise the potential of the business and use their significant experience and expertise for the benefit of the wider group.”

John Stallard, CEO and founder of Warlord, added: “We see this as a huge opportunity to continue to build Warlord long into the future, as well as to contribute in any way we can to the future success of Hornby and its stable of iconic brands, as there are innumerable opportunities and synergies in sales, marketing and production.”

The acquisition is being funded by an increase in Hornby’s current loan facility; Phoenix UK Fund Ltd, the company’s subordinated lender, has agreed an extension of the facility from £9m to £11.25m and the term extended by 12 months to 31st December 2024.

The company will have the option to draw down on these funds to capitalise on the positive momentum in the business and increase investment in future development plans.

Obituary: Simon Hedge

According to his family, friends and colleagues, who provided Toy World with the following memories, Simon will be best known for his long and hugely successful career at the company he started with Peter Brown 24 years ago – Flair Leisure Products PLC.

Simon made his debut in the toy industry with Hasbro in the early ‘90s. In 1994, K’Nex opened its UK business in 1994, headed up by Peter Brown and Russ Ward, and Simon joined them in 1995. When the business transferred to Hasbro at the end of 1998, Simon spent a brief period at Hasbro before joining forces with Peter and fellow K’Nex employee Carl Moran, putting their redundancy payments and life savings into starting Flair Leisure Products PLC – a decision Simon’s wife Tina says caused him concern early on, having only just started a family: their first child, Ellie, was barely a year old.

In 2008 Peter, Simon and Carl decided to sell the business to Italian toy giant Giochi Preziosi, staying on to run the business with many of the original team. In 2013, when Peter became company chairman, Simon took on the role of managing director of Flair, a position he held for further eight years. He eventually decided to leave the business in July 2021, starting a new chapter in his career by working on various projects with Marc Sivner and David Greenberg at Singleton Trading.

Simon kept his business and personal lives very separate. A passionate football fan, he was a season ticket holder with his beloved Fulham FC for many years. The matches were a way for him to relax away from the busy world of toys. A family man, Simon had two daughters with his wife Tina, and would have celebrated his 25th wedding anniversary on Christmas Eve this year. Ellie was born just before he started Flair, and Ruby was born in the early Flair years. Sadly, Simon lost his father, Peter, in 2019. His mother, Phyllis, says his father was incredibly proud of Simon’s achievements.

Friends have remembered Simon as ‘a big man with an enormous sense of humour’, who was both cheeky and quick witted. Those who knew him well enjoyed the way he rocked in his chair while holding his belly, laughing uncontrollably at something amusing; colleagues say there was a lot of laughter in the Flair years.

Always with an abundance of new ideas backed by sound commercial acumen, Simon was driven and passionate and could reliably spot an opportunity and how to make it work profitably. He will be remembered as a respected and successful business leader, who didn’t seek the limelight and didn’t like too much formality. His numerous acquaintances say they will treasure their many fond memories of their time with this ‘unforgettable man – our boss, our friend, and all the silly jokes, fun and laughter we shared with him’.

Simon Hedge: 26th August 1966 – 20th June 2023

Sambro reports 10% reduction in carbon emissions

Sambro has taken a deep dive into its carbon footprint this year, updating previous metrics to ensure all aspects of scope 1 & 2 (direct emissions) are covered. Using 2019 as the base year, Sambro is pleased to announce a 64% reduction in emissions from road business and a 45% reduction in emissions from electricity. This achievement takes the company closer to meeting its ambitious 2023 sustainable development targets.

Whilst emissions from other aspects of scope 1 (fuel, refrigerant gases) have increased slightly, a 10% reduction in combined scope 1 & 2 emissions builds on a general downward trajectory that the business continues to drive forward.

Sambro’s annual carbon footprint report for 2022 shows the company produced 765.52 tCO2e (tonnes of carbon dioxide equivalent) in 2022, compared to 772.78 in 2021, and 804.21 in their baseline year of 2019.

To help drive carbon emissions down, Sambro has made concerted efforts to reduce energy consumption across its UK and EMEA sites. This operations-led project has included initiatives such as mass changes to warehouse lighting and outdoor spotlights at the UK HQ, the addition of timer switches where appropriate and sweeps of all facilities to identify unused equipment and machinery. Education and engagement with all employees concerning equipment usage, energy consumption and contributions to the company’s ESG strategy are also top of the agenda.

In addition, Sambro’s Bury-based UK headquarters has switched to renewable energy, with 100% of its electricity supply now coming from renewable sources. To help drive further reductions and meet its target of reducing carbon emissions by an additional 5% in 2023, Sambro is also reviewing its heating systems and has plans to review its waste and water consumption, working with its current providers to identify improvements.

Full details, including all official reports can be found at www.sambro.com/our-carbon-footprint/

To find out more about Sambro’s ESG commitments visit www.sambro.com/sustainability

Tim Mulhall joins Rubies as UK CEO

Rubies Masquerade Co. UK has announced the appointment of Tim Mulhall, previously of Hornby Hobbies, as its new chief executive officer.

Tim’s extensive, multifaceted experience in design, manufacturing, marketing, sales, B2B and B2C channels means he lends himself perfectly to the role of chief executive, where he will be responsible for the company’s administration as well as its broader sales and operations strategy. Tim will be working alongside the Rubies Pan EU leadership group to continue the company’s expansion across markets.

In his previous role as chief operating officer of Hornby Hobbies, Tim achieved 400% growth within the Hornby International business units over four years and was one of the leaders responsible for reviving the company. On top of this, Hornby won Chamber of Commerce Exporter of the Year in 2022 and was shortlisted for the Queens Award for Enterprise. Historically, Tim has extensive experience in strategic sales development at national companies including Oxford Diecast.

Tim managed the Overseas and UK/Export businesses within Hornby to grow sales, profits and increase global market share, restructuring teams, relaunching ecommerce, and bringing on board new licences for the company. He is also on the management board of the British Toy & Hobby Association.

Pete Warton, executive director at Rubies, commented: “Tim’s comprehensive consumer products experience and business acumen in the areas of Finance, Administration, Sales and Operations will come to the fore as we establish a very exciting next chapter here in the UK for Rubies. Add to that Tim’s passion for the toy industry and licensing, and we couldn’t be happier to welcome him onboard.”

Tim added: “I am delighted and honoured to be invited to lead Rubies UK on the next stage of its growth. I’m excited to be joining a strong and resourceful leadership team both here in the UK and across the entire Rubies organisation. We have exciting times ahead.”

Craft Buddy trade open day hailed a great success

The fast-growing business welcomed more than 30 trade customers from across the UK, who learned all about the company’s marketing plans and product launches including new Christmas products, Crystal Art Buddies Series 2 and the Disney 100 Crystal Art Stickers and Album ranges.

Attendees were also able to participate in some Crystal Art workshops hosted by Sarah Millsop, a leading presenter on Create & Craft TV, and everyone left with a copy of the freshly printed Product Catalogue Supplement featuring all of the new Craft Buddy products launching in autumn/winter 2023.

Craft Buddy director Gary Wadhwani commented: “Our trade open days are a great way for us to hear feedback directly from our customers and discuss our new product launches and plans with them. These days are really important to us and we look forward to hosting more in the near future. I would personally like to thank everyone who took the time to come along. We loved hosting you all for the day.”

With warehouses in both the UK and Germany, Craft Buddy has not only become one of the leading arts & crafts suppliers in the UK, but its distribution network also covers most of the EU markets, Middle East, North America and Asia Pacific region. The company is an official licensee of numerous brands, including Disney, Star Wars, Marvel, Peter Rabbit, The Smurfs, Paddington and L.O.L. Surprise!

DKB celebrates sale of 200,000th Crazy Aaron’s tin

Exclusive UK & Ireland distributor DKB Toys & Distribution has now sold 200,000 tins of Crazy Aaron’s Thinking Putty to its customers, just 13 months after bringing the best-selling putty brand back to the territory.

The major sales milestone means Thinking Putty has now made its way into the hands of fans of all ages all across the UK. The innovative product enriches peoples’ creativity, inspiring wonder and curiosity while educating and delighting consumers, who love to bounce, stretch and pop their way to less stress, more creativity and better thinking.

“I am absolutely blown away by the response we’ve had to Crazy Aaron’s,”’ said Chris Lohmeyer, managing director of DKB Toys. “The customer feedback on Crazy Aaron’s has been nothing short of amazing and we are delighted with how it’s going so far. Our best-sellers include the recently added Honey Hive and Hide Inside Sweet Surprise, the awesome Mini Tins and two of our absolute favourites since launch: Hide Inside Mixed Emotions and Super Scarab.”

DKB Toys launched Crazy Aarons Thinking Putty in the UK with 17 lines back in 2022, quickly adding additional lines to the Mini Tins range. Demand for the brand shows no signs of slowing, with DKB promising to continually change up the range so it remains fresh for its customers. Chris added: “There will always something new, exciting and trendsetting to see.”

Two brand-new lines are coming to the UK in Q4 2023. While still under wraps, Toy World can reveal both compounds will guarantee hours of ASMR fun as kids and adults alike discover the multitude of elements within. One is an ‘animal-tastic’ new addition to the Hide Inside range, while the other is bang on trend with colourful confetti to squish and squeeze.

Bob Brechin’s My Palitoy Story fully funded on Kickstarter

Bob Brechin has announced that My Palitoy Story: The History of a Famous British Toy Company, has been fully funded on Kickstarter with just hours to go before the campaign closed to pledges.

Researched and written by Bob Brechin – who was part of the creative team that saw the brand receive the epitaph ‘Toy of the Decade’ in 1980 –and designed by Brian Hickey, My Palitoy Story provides a comprehensive insight into one of the most iconic toy manufacturers of the 20th century. Palitoy Limited, of Coalville, was part of the General Mills Toy Group from 1968 to 1985, and introduced toy brands such as Action Man, Tiny Tears, Pippa, Parker Games, Mainline Railways, Star Wars toys and many, many more. This new book documents the company’s inception, rise to prominence and eventual dissolution, making the beautiful 256-page hardbound coffee table tome an essential read for those that love toys.

Celebrating the creativity, ingenuity and vision of Palitoy’s team, this book will be a highly visual experience for its readers. The hardbound coffee table book will contain 256 full colour pages, and will be beautifully printed and bound, making it an essential addition to every toy collector’s library.

Readers who missed the campaign, or weren’t in a position to pledge at the time, can still pre-order a copy of the book at www.totaltoybooks.com. The pre-order will be open until September 30th.

The

Source Wholesale details latest games, gadgets and tech launches

The Source Wholesale will be launching 44 new products this year from various categories within gifting, including Toy, Home & Lifestyle, Lighting, Tech, and Gadget.

There’s plenty of newness to look forward to within the Toy category, especially RC and flying vehicles. The company’s new Vortex Spinners and RC Helicopter are joined by the RC Bumper Cars. This 2-player road rage game invites players to try and bash their opponent's driver right out of their car.

Further products launching in Games include the Sling Puck Game, Super Memory Match and 1-player Dance Mat.

The Source is particularly excited about the latest developments within its Lighting portfolio, the company’s top growth category. The new Spinning Glitter Ball, Rainbow Neon Light and Night Sky Projector are all tipped to light up the tills this Christmas, while additions to Tech include sound reactive gaming light bars and the all in one sound bar, which splits into two for PC gaming. With so many new lines and a wider catalogue of brands to offer, readers are encouraged to visit The Source Wholesale’s website (www.thesourcewholesale.co.uk) which has an interactive showroom and an easy access flipbook catalogue as well as an instant online ordering portal. Alternatively, email sales@thesourcewholesale.co.uk for more information.

Industry Moves

Will Stewart becomes UK MD at Imagination Games

Imagination Games has long been recognised as a trailblazer in the realm of imaginative and interactive entertainment. Through its diverse range of products and experiences, it has captivated audiences worldwide, inspiring creativity, laughter and memorable moments for all ages.

With a rich history of delivering exceptional entertainment, Imagination Games has demonstrated its ability to adapt and evolve in an ever-changing industry. Established in 1996, the company has continuously pushed boundaries, igniting the spark of imagination in millions of individuals. From board games to party games, puzzles to trivia challenges, Imagination Games has consistently harnessed the power of play to foster social interaction and intellectual stimulation.

The company says its decision to appoint Will Stewart is a testament to his “remarkable leadership, business acumen and passion for enhancing the entertainment and gaming landscape”. With an impressive track record of driving growth and fostering innovation in the industry, Will is poised to steer Imagination Games towards new heights in the UK market.

Imagination Games’ successful relaunch in the US three years ago served as a catalyst for its global expansion plans. By combining cutting-edge technology with imaginative game play, the company reinvigorated the traditional gaming landscape, captivating audiences with fresh and immersive experiences. This remarkable success has paved the way for its entry back into the UK market.

Playing a pivotal role in overseeing Imagination Games’ operations, driving growth and building strategic partnerships, Will is poised to spearhead the establishment of the company as a formidable force within the UK entertainment industry.

KAP Toys celebrates new team signing

Andrea Hawker joins the KAP Toys team as Sales manager, to increase the company’s levels of professional service to customers and support the continued growth of the business. The appointment follows her extensive career stint of 29 years with MV Sports.

Nathaniel Southworth, managing director, commented: “Andrea brings an unbelievable passion and drive to make the customer experience as awesome as possible. Everyone knows that the product is king, but without the systems/process and attention to detail the listing/order is lost. KAP Toys has done pretty well to date, but Andrea’s only been with us a couple of days and I am already buzzing about her impact and our enhanced potential. She will be working alongside Golden Teddy recipient, head of Sales, Neil Leah, so we have only improved the company’s Dream Team.”

KAP Toys represents products through a number of global partners, with licensed toys from Disney, Marvel, Hello Kitty, Among Us and Fuzzballs among its portfolio. Furthermore, MD Nat says there is much more to come.

Andrea said: “I love the toy industry and am very proud of my time in it with MV Sports, but I fancied a new challenge. From the minute I started talking with Nat, I could see how passionate he is about his products. I feel very strongly that there are a lot of retailers who still haven’t capitalised on what KAP Toys has to offer…I will be in touch!”

Jordan Pope joins Click Distribution

Click Distribution (UK) has announced the appointment of Jordan Pope as Sales account manager for UK & Ireland. Jordan brings a wealth of experience to the role. Spanning across all toy categories, Jordan’s knowledge of the industry stems from working across a wide range of customers, including Toymaster, AIS, eCommerce and key accounts.

Lewi Hillier, Sales director at Click, said of Jordan’s appointment: “We are really excited to welcome Jordan to the Click team. His experience and expertise will play a huge part in helping us continue to grow and develop our independent accounts. I’m sure that Jordan will be an invaluable part of the team.”

Commenting on his new role, Jordan said: “I’m delighted to be joining Click at such an exciting time for the company, and I’m looking forward to bringing my skills and experience to contribute to our next stage of growth and development. I’m impressed by the quality of products in the company’s portfolio, and I’m excited to begin working with the team.”

CEO, Luke Hillier added: “Jordan’s an extremely down to earth, humble, hard-working young man, and it’s an absolute pleasure to have him on board. He has great experience within the industry and this will be invaluable for the business as we further our growth.”

Click’s exclusive distribution portfolio consists of brands such as Pet Simulator, Poppy Playtime, Yu-Gi-Oh!, Rainbow Friends and Blox Fruits from PhatMojo, Biggies from Eolo, as well as an extensive range from Panini, including Super Mario, Minecraft, Squishmallows, Premier League and FIFA Women’s World Cup. To find out more on any of these ranges, visit the website here.

To get in touch with Jordan, contact him directly on jordan@clickdistributionuk.com or 0330 123 2559.

Moose Toys welcomes Sara Gibson as UK sales director

Sara joins Moose from Tesco with a wealth of success and experience in the industry. She brings almost two decades of multi-category experience, spanning buying and operations roles for Tesco in Central Europe.

Sara will be responsible for leading the Moose UK business on its continued upward trajectory. Last year Moose UK grew more than +46% according to Circana.

“We are extremely pleased and excited to have Sara on board. Her experience and talent will help keep Moose on its continuing growth path,” said Emily Maclennan, SVP Sales & Marketing UK & Europe for Moose Toys. “We know that Sara will be a wonderful addition to our team and a fantastic fit within our Moose culture, that has led to the UK office being accredited as a ‘Great Place to Work’ since 2021.”

Sara added: “It’s a brilliant time to be joining Moose Toys. The company’s growth over the last years has been phenomenal. Moose’s development to become the most innovative toy company in the world, combined with its fun and unique family values, were incredibly attractive to me, and I’m looking forward to contributing to its success moving forward.”

Rainbow Designs appoints new key account manager

Brett Bamberger joins the Rainbow Designs team, bringing with him a wealth of experience in the Baby and Nursery categories. Brett has over eight years’ experience working with well-established nursery brands including Mamas & Papas and Artsana.

Brett said: “I am really proud to join and be a part of the family here at Rainbow Designs, the Home of Classic Characters. With over five decades of bringing innovative and contemporary soft toys and gifts to babies and young children, I am looking forward to delivering these

Gary Hughes, national accounts controller for Rainbow Designs, commented: “I’m delighted to have Brett join our team; he brings with him great experience in the Baby and Nursery category. Rainbow continues to grow, even in these tough economic times, and Brett is very much a part of our future growth plans for both brands and customers alike.”

Rainbow Designs is renowned for combining the best Classic Brands with innovative design and offering an extensive range of high-quality Soft Toys, Wooden Toys, Baby, Nursery and Gift products.

Rainbow’s prestigious licensed portfolio includes: Paddington Bear and the New Paddington TV Adventures, Peter Rabbit, Disney’s Winnie the Pooh and Mickey Mouse, The Very Hungry Caterpillar, Guess How Much I Love You, Elmer, Spot the Dog, Snoopy, We’re Going on a Bear Hunt, Bagpuss, Maisy, Giraffes Can’t Dance and The Snowman and The Snowdog ranges.

Wow! Stuff bolsters sales team with two new hires

Charlotte Smith has joined Wow! Stuff as general sales manager and India Bullock as senior national account manager.

Charlotte, who joined from MGA, has extensive experience in the toy trade where she has been working as a senior national accounts manager. India joined shortly before, bringing with her 18 years’ experience within the toy industry, most recently as a national account manager at Jakks Pacific.

“I am so excited to be joining Wow! Stuff at such a remarkable time of growth in the business – and with some absolutely astonishing new products and brands lined up for 2024,” commented Charlotte. “Collaborating with co-founder Richard North, MD Dawn Lavalette and the immensely talented innovation team really is a dream come true. This is a very exciting next step in my career, and I can’t wait to contribute to the ongoing success and innovation that Wow! Stuff brings to the world of toys.”

India said: “I’m really excited to be joining the Wow! Stuff team and look forward to getting to know everyone. They seem a little crazy, so I think I’ll fit in well.”

Dawn Lavalette said: “I’m genuinely not trying to outnumber the menfolk in the company but with India joining and then Charlotte, I feel we are now a very well-balanced team. We go into summer ‘23 with

our strongest ever sales force and are well placed for September previews, where we will announce the launch of the most exciting product and brand developments in the company’s history.”

Richard North, president, Wow! Stuff added: “India Bullock and now Charlotte Smith joining Wow! Stuff is adding to what I think is the finest team I have ever seen in any business. To see Wow! Stuff create the most innovative toys in the industry, hit the occasional road block along the way, yet dust itself down and get even stronger, attracting ever more passionate people to join us gives me the utmost joy. I want to thank every Wow! Stuffer for believing in what we do and why we do it.”

Charlotte Smith India Bullock

Marketing World

Bandai celebrates Tamagotchi Uni with London launch event

Bandai UK celebrated the launch of its most interactive and connected Tamagotchi yet, Tamagotchi Uni, with a fun event held in the cocktail bar of the exclusive members club, Century Club, on London’s Shaftesbury Avenue.

Trade media joined influencers and their families for drinks and canapes – including the signature Flora Dora cocktail – and took part in a variety of activities inspired by the interactive global phenomenon. To a bouncing soundtrack of pop hits, guests including Vanessa Feltz, Nicky Clarke, Imogen Thomas and Carina Lepore, as well as Toy World’s own Rachael Simpson-Jones and Marianna Casal, posed in the selfie booth, became Tamagotchis at the selfie wall, had their nails painted in pastel, Tamagotchi-inspired colours, and got temporary glitter tattoos. Guests could also write a wish for their new Tamagotchi Uni and hang it on the special wish tree, before heading home with their exclusive goodie bag to discover their new interactive pet.

“The Tamagotchi Uni launch event was fantastic,” commented Priya Jadeja, Tamagotchi brand manager at Bandai UK. “Everything came together brilliantly and there was a real buzz in the room, with everyone really engaged and excited about what the new Tamagotchi Uni offers, which was great to see. It was a fantastic way to kick off the launch in the UK and we’re looking forward to it hitting shelves next month.”

Tamagotchi Uni allows users to connect in a completely new way with the Tamaverse, the metaverse of the Tamagotchi world. Fans can now play together with the Tamaverse’s Tama Arena, Tama Parties, Tama Fashion, and Tama Travel features, opening up the fun on a global scale. Tamagotchi Uni enjoys new features, offering fans their own unique experience including DIY activities, exploration with their character and an in-device social platform.

Tamagotchi Uni personalises the virtual pet experience with endless character options, allowing Tamagotchi characters to now have different looks, personalities and even hobbies. The ability to connect to Wi-Fi gives fans a chance to connect, customise their characters in unique ways and enjoy access to downloadable content and updates.

The Desi Doll Company ramps up its slate of retail activations

It’s been a busy few months for The Desi Doll Company, having enjoyed strong Ramadan sales with its toys on the shelves of Asda, Morrisons and Selfridges – and new lines are already in the pipeline for Ramadan 2024. March saw the company’s Omar and Hana mascots embark on a spring roadshow with Asda, and in April the duo took centre stage in Trafalgar Square as part of the Mayor of London’s Eid celebrations. In June, The Desi Doll Company was honoured with an Inclusive Innovation Award by Innovate UK, enabling it to create two new, interactive, electronic resources to help children with their early years Islamic education.

This month sees The Desi Doll Company celebrate one year of ranging its toys at Selfridges stores. To celebrate this milestone, the company has announced that Omar and Hana mascots will make an appearance at a timely and very special event at Selfridges, giving little ones the opportunity to give high fives and hugs, and take photos with their favourite YouTube characters. They will also be able to grab themselves a special goodie bag. Omar and Hana singing dolls are available to purchase in Selfridges. The dolls are based on a hit YouTube series, teaching children Islamic values with fun and engaging content and catchy songs.

For the UK-based company, being listed in an iconic store such as Selfridges, as well as in numerous Asda and Morrison stores up and down the country, is big deal. The Desi Doll Company’s founder, Farzana Rahman, said: “It’s so wonderful to see that toy retailers are realising the importance of diversity and inclusion in their range - it’s such a great leap of faith, excuse the pun. We just want all kids to feel represented by the toys they see on the shelves, and hope that more retailers see the value and the win-win situation offered by our range.”

Character Options hosts Teenage Mutant Ninja Turtles launch

Under the railway arches, near the banks of the Thames, Character Options created a lair that perfectly set the scene for the launch of its epic Teenage Mutant Ninja Turtles: Mutant Mayhem toy range. The event took place on Tuesday 20th June 2023, at The Steel Yard, Moorgate, London, and Toy World was delighted to be on the guest list. The team transformed the venue, delivering a Teenage Mutant Ninja Turtles extravaganza that perfectly showcased, for the very first time, the complete collection of Teenage Mutant Ninja Turtles: Mutant Mayhem movie toys created by Playmates Toys. To set the scene, not only were there live skateboard shows, a free-flowing supply of pizza and a kids’ corner, but the very first outing for all four walk around movie characters in the UK.

Verity Rushworth, Linda Robson and star of E4’s Tattoo Fixers, Sketch, were among the celebrities, influencers, industry colleagues and fans of the brand who were in attendance in the “open lair” event, all of whom took home toys from the range, just days before the global retail launch.

Mark Hunt, Marketing director, Character Options, said: “We are hugely proud to be a part of this epic Teenage Mutant Ninja Turtles adventure, working alongside Playmates Toys and Paramount Consumer Products for this iconic launch. Since we first previewed the range to our retail partners there has been a great deal of excitement in the air, and we are thrilled that it’s finally in stores.”

the London event, with its impressive scale, fun features and multiple levels of play. Also popular was the Pizza Fire

excited to see the action figure line-up, which comprises three sets of scaled figures, all based on the teenage heroes depicted in the film.

The Mutant Mayhem Sewer Lair Playset was a real crowd-pleaser at

Van, which electronically fires pizza pies. But fans were most

We need to talk about YouTube… again

Reports across a host of outlets claim that Google may have misled advertisers over the viewability of its TrueView format.

TrueView is Google’s proprietary video ad product that first disrupted the ad market by allowing viewers to skip after five seconds of an ad and only charging if:

• a v iewer watches the full 30 seconds, or full length of the ad if under 30 seconds

• a v ideo is activated by a user, rather than passively scrolling past it on a page

• t he video is playing audio

TrueView as a format is closely associated with YouTube, however it does not exclusively appear there. If advertisers and agencies choose to extend the reach of the campaign beyond YouTube using Outstream video (previously YouTube Discovery), Google’s algorithms will expand the campaign beyond the borders of YouTube and onto video units available programmatically across the web. A recent report by Adalytics reviewed the campaigns of over 1,000 brands and found that many of the TrueView ads running outside of YouTube did not meet Google’s own guidelines. This included:

• Ads running in small video players in the corner of screens

• Ads playing fully muted

• Ads playing with no video content pre or post

• Ads playing with the skip button obscured

Google has rejected the claims, stating it uses real-time ad quality signals to determine if people are present and paying attention that help it to decide whether to serve a video ad in a Google Video Partner site or app, and that last year alone, adherence to its policies resulted in it stopping serving ads on over 143,000 websites found to be in violation.

No doubt Google is working to stop such violations, and we can debate all day long as to whether it is doing so vigorously enough, given that whilst it still occurs Google will benefit from extra ad revenue. The reality is that even for a company of Google’s scale, policing the entire online landscape is impossible.

The good news for advertisers targeting children and families is that there is an abundance of appropriate content on YouTube. Campaigns should never have to leave the confines of the site to fulfil campaign delivery. The top 10 “Made for Kids” channels on YouTube alone account for a combined 663m subscribers and over 560b lifetime views (source: Social Blade). Therefore brands should ensure that any planned YouTube activity does not permit Outstream video to avoid falling foul of any alleged wrongdoing.

This abundance of choice can still make things tricky for toy advertisers, with so many routes to market available. Should a brand focus on low-cost views using the real time bidding auction mechanic, or work directly with content publishers to access reserved inventory? The answer is dependent on campaign objectives, and most often will require a multi staged approach.

Buying direct with Google via its proprietary tech stack is the easiest way to generate the lowest cost per view (CPV). From a campaign efficiency perspective, this can seem the most attractive route as it allows marketers to justify campaign budgets by inflating delivery numbers to potentially millions of TrueViews which look impressive on a media plan. If generating view count or traffic is a core KPI for the campaign, then this is an effective route to take.

However, if driven to minimise CPV, Google’s algorithms will naturally favour nursery rhyme content or similar, where skipping is less likely due to the age of viewer. Potentially fine if working on an infant campaign, but not so effective when targeting older children, especially if the core objective is to sell product rather than drive traffic. A report produced by our partners Precise.TV discovered that when running campaigns in this way, as much as 55% of ad spend can be wasted on YouTube channels and videos that fall outside of what would be considered contextually relevant for the target audience. Eliminating this wastage, using methods such as our exclusive kids Data Management Platform (fully COPPA and GDPR-K compliant), built with unique Giraffe Insights data, not

this should be an automatic go to when it comes to YouTube buying.

Let’s not forget that content publishers are increasingly turning to YouTube as an additional revenue stream. Suppliers such as Moonbug, WildBrain and even the BBC offer advertisers the chance to buy premium, reserved inventory that might not be available on other platforms. Content buys such as this can offer a great level of authenticity to a campaign (akin to the old school “as seen on TV” mentality) or offer competitors the opportunity to disrupt the viewing experience and claim SOV.

So how do you best deploy your hard fought for advertising budgets on YouTube this Q4? There is of course no one size fits all approach, and, beyond the above considerations, budget also has to be taken into account. Given that we expect YouTube to command the largest share of Toys & Games advertising budgets this Q4, there should be scope to make use of multiple routes to give the optimal blend.

Creating the optimal blend requires copious volumes of data, which isn’t always readily available when it comes to children’s audiences online, which is why we continue to invest heavily in the unique research pioneered by Giraffe Insights. To discover how you can enhance your YouTube activity in Q4, and avoid any viewability pitfalls, get in touch.

After a relatively uneventful few years by Google’s standards when it comes to brand safety, YouTube has been back in the news. The headlines may not have been as eye catching this time around, but the accusations could be equally as damaging for brand trust.

Licensing World

Sambro debuts new licensed TMNT range

As part of the three-year contract extension between Sambro and Paramount Consumer Products announced earlier this year, Sambro International will launch a new range of toys based on the Teenage Mutant Ninja Turtles franchise.

Timed to coincide with the highly anticipated movie Teenage Mutant Ninja Turtles: Mutant Mayhem, Sambro will launch a new range of plush, novelty, stationery and outdoor toy lines featuring characters from the much-loved film and TV franchise. Plush, stationery and novelty lines will launch first, followed by outdoor lines in the following seasons. The range will be rolled out across the UK, Netherlands, France and Germany.

The plush range, featuring Donatello, Leonardo, Raphael and Michelangelo, includes 28cm character toys in standing poses, made from a durable, tough and wipeable Tricot fabric. There’s also a selection of TMNT Lil’ Bodz toys; Sambro’s successful own range of plush toys characterised by their small bodies and oversized heads.

Sambro’s extensive Teenage Mutant Ninja Turtles stationery range features dynamic Turtles designs packed full of attitude. The line includes pens and pencils, notebooks, pencil cases and erasers.

Hero products in the range include the TMNT Triple Layer Pencil Case in a classic TMNT design, with zip closing and a selection of branded stationery inside and a metallic notebook and shaped notebook with pen. The stationery range is complemented by the Puzzle Palz novelty collectibles; four-character licensed jigsaw erasers can be built up and taken apart, providing hours of fun.

The three-year agreement across the UK & EMEA regions between Sambro and Paramount Consumer Products will see the development and distribution of Teenage Mutant Ninja Turtles products until December 2025.

“Paramount Consumer Products has an impressive portfolio of amazing brands that we are already lucky to work with, and we’re excited to now add Teenage Mutant Ninja Turtles to the mix,” said Clare Rix, Brand and Licensing director at Sambro.

Hunter Price to introduce first Crayola collections

The collections will launch in Tesco and Poundland this month. A capsule collection will debut in 200 Tesco stores for the brand-new range Crayola Kraft, which has been created by the team at Hunter Price in collaboration with Crayola. Crayola Kraft is a predominantly paper-based range which has the environment at heart and aims to inspire kids to craft with kindness. The first range is plastic free, recyclable, printed with vegetable-based inks and is FSC certified.

Key lines include the Crayola Kraft Activity Case, which comes with 12 colouring pencils, sticker sheets and a 30-page activity book containing colouring sheets, craft activities and paper sheets. The Crayola Kraft Scrapbooking Kit includes a 40-page kraft paper scrapbook, sticker sheets, patterned and coloured paper sheets, tissue paper, decorative tape and raffia paper ribbon.

Other products in the collection include a Card Making Kit and a 3D Wooden Animal Kit with five assorted animals which can be coloured and decorated.

The second new collection concept is Crayola Everyday, a range of 19 products designed to encourage crafting and creativity everyday which will launch in more than 400 Poundland stores nationwide. The range combines Crayola quality product with fun themes and characters, including monsters, unicorns and under the sea.

With a target demographic of children aged 3-11, the Crayola Everyday range features a variety of create-your-own items from puzzles to metallic canvases to a map of the world, as well as scratch art and paper pads. Most lines also include Crayola crayons, which are ideal for craft sessions with kids and adults alike.

“Over the past 12 months the team has worked tirelessly to develop more than 100 new product concepts and get them ready for retail. To launch one of our very first new ranges –Crayola Kraft – with Tesco will be a hugely proud moment for the whole team,” said Ben Cornwell, sales director for stationery, arts and craft at Hunter Price International.

Rubies launches new line for Gabby’s Dollhouse

Featuring Gabby, Mercat and Cakey Cat, the collection is set to join Rubies huge portfolio of licences and brands globally. As one of the first brands to bring DreamWorks Animation’s Gabby’s Dollhouse costumes to life for fans, Rubies is excited to see an already strong reception to the range of dress-up.

With four complete costumes including dresses and headbands in each, all finished off with a realistic all-over print, the dress-up is perfect for early years, one of the most popular markets for fancy-dress. The costumes include a Gabby Tutu dress based on the main character’s outfit, a Gabby and Pandy Paws costume, a Cakey Cat tutu dress and a Mercat tutu dress, each with a corresponding headband.

Pete Silver, head of Sales at Rubies Masquerade UK, said: “As we add yet another licence to our catalogue, Gabby’s Dollhouse is set to be one of the most exciting yet. With loyal fans ranging from pre-school to primary years from across the globe, this versatile licence is paving the way for four new, innovative and fun costume sets from us.”

Gabby’s Dollhouse costumes and dress-up from Rubies are available now. New product is already in development for 2024, strengthening the range and brand, aligning with Rubies 365 strategy.

Disguise secures global costume rights to Rise of the Beasts

Disguise has announced that is has secured the worldwide rights to design, market, manufacture and distribute costumes, costume accessories, inflatables, adaptive costumes and trunk-or-treat kits for Hasbro’s Transformers: Rise of the Beasts.

Disguise’s new line-up for the movie, released in June, features classic Transformers characters Optimus Prime and Bumblebee, as well as newcomers Rhinox, Optimus Primal and Cheetor. The Transformers franchise has been a significant contributor to Disguise’s retail success and, after years of collaboration and development with Hasbro, the company is confident that this new line will be a huge hit.

“Disguise is immensely proud of its long-standing relationship with Hasbro, having collaborated on Transformers for several decades and achieving consistent success at retail year after year,” said Tara Cortner, president and GM of Disguise. “I’m confident the success of Transformers: Rise of the Beasts will make the costumes a must-have for dress-up this year around the globe. We look forward to continuing to work with Hasbro and bringing these beloved characters to life for years to come.”

Disguise’s line of costumes and accessories for Transformers: Rise of the Beasts will hit stores and online in North America, EMEA, ANZ and LATAM this autumn.

Fisher-Price unveils

Little People Collector Friends set

Fisher-Price has announced the launch of the highly anticipated Little People Collector Friends ‘The Television Series’ set. In collaboration with Warner Bros. Discovery Global Consumer Products, this collection captures the essence of the iconic TV show Friends and brings the beloved characters into the hands of fans of all ages.

‘The One Where They Became a Little People Collector Set’ epitomises the enduring popularity of Friends, showcasing the timeless appeal of Ross, Rachel, Chandler, Monica, Joey and Phoebe in an adorable and collectible form.

The set also marks the launch of the Little People collector line to Europe, as the first iconic collaboration available in the market to spark fun and bring a touch of nostalgia to fans of all ages. The set celebrates the ten remarkable seasons that have captivated audiences around the world. Each meticulously designed character reflects their unique traits and memorable moments from the show:

Rachel is dressed in her classic Central Perk apron and sports her iconic haircut that inspired a generation of fans, while Monica is depicted in her pristine chef whites, embodying her determination to achieve her dreams.

Phoebe, the wonderfully eccentric musician and free spirit, dons a yellow dress adorned with a Christmas ribbon positioned strategically to cover an amusing hummus mishap.

Joey showcases his signature style by layering himself in a full closet of Chandler’s clothes, Chandler is dressed for his enigmatic job (as a “transponster”?) and is accompanied by his trusty pet duck, and Ross is portrayed in a reference to the episode where he struggled to wear leather pants.

Little People has also incorporated special easter eggs throughout the packaging that will transport fans back to their favourite scenes.

Lego reveals latest addition to Harry Potter range

The Lego Harry Potter Gringotts Wizarding Bank set, in partnership with Warner Bros. Discovery Global Consumer Products, follows the Lego Group’s rich history of designing and bringing to life many of the most iconic Harry Potter locations. The 4,803-piece set features a highly detailed representation of the bank from the film series and includes the exterior, main banking hall and the underground vault, complete with minecart rollercoaster.

In addition, the set includes 13 minifigures, based on characters from the movie, including Harry Potter, Rubeus Hagrid, Dragomir Despard, Ron Weasley, Bellatrix Lestrange, Hermione Granger, Griphook, Bogrod, Ricbert, a Death Eater, two goblin bankers and two guards.

The set also includes the Ukranian Ironbelly Dragon which can be placed on top of the building to mirror the iconic scene from the Harry Potter and the Deathly Hallows movie. The new set is also compatible with the Lego Harry Potter Diagon Alley set.

Fans can meet the Lego Harry Potter The Gringotts Bank designer at the Lego Store, London Leicester Square on 1st September between 3pm and 5pm. From 1st-3rd September, at the same store, visitors can capture photos with the large Lego Harry Potter models with the chance to win Harry Potter and the Cursed Child theatre tickets.

Nationwide from 1st-3rd September (timings vary), at participating Lego Stores, fans can make a Lego Harry Potter Wand and take it home with them. Click here for more details.

The Lego Harry Potter Gringotts Bank Set is available from 1st September for Lego VIPs and 4th September for all, via Lego Stores and online.

To monitor what’s happening in the ever-changing toy market, Circana collects point-of-sale information from all major toy retailers. This information, combined with our analysts’ industry perspectives, delivers a comprehensive view of what’s selling and where. We also field over 12m consumer surveys annually to help industry leaders understand why consumers shop where they shop and why they buy what they buy. For more information visit www.circana.com

What will the second half bring?

Now the first half of 2023 has come and gone, it’s a good time to review the year so far. While the total UK Toy Market is down -2% in value and -4% in units YTD June 2023, there are some areas of the market that continue to buck the overall trend. Overall, there are four supercategories gaining value in the first half of 2023 – Games & Puzzles, Plush, Building Sets and Explorative & Other Toys. Games and Puzzles is up +9%, driven by Strategic Trading Card games which is up an impressive +38%. This makes it the fastest growing subclass in the UK this year, with passionate fans of all ages. The top property is Pokémon which is also growing double digits. This category has high level of new releases, encouraging collectability and repeat purchases, as seen with the new series of Pokémon, the recent release of Magic the Gathering Lord of Rings, Match Attax’s latest season and coming soon, Ravensburger’s Disney Lorcana series.

This month, Melissa reviews the first half of 2023, revealing which categories have shown the strongest growth, and looks ahead to how the second half of the year might pan out.

My Mama Surprise Guinea Pig in 2022). This seasonal split is reflected in pricing with the higher price points over £30+ doubling share in Q4 compared to the first half of the year. Overall, the key price point for Plush is £10-£19.99, which accounts for over 36% of value sales.

The fastest growing property in Plush is Squishmallows, now the number one property within Plush and the number eight property across total toys, with a combination of own characters and new licensed characters contributing to growth. Ty and Zuru’s Rainbocorn are the number two and three properties in Plush respectively, while there are a number of new and classic plush lines growing. Licences such as Pokémon, Nintendo, Minecraft and

Plush Supercategory Price Points

strong growth from licences such as Star Wars, Marvel and Minecraft, as well as Lego Speed Champion and Lego Icon brands. The category has the highest level of new items, with over 50% of value sales coming from new items in the last year. Explorative & Other Toys is also up +3% in value with collectibles such as 5 Surprise Mini Brands and Panini Stickers driving growth, as well as the hot new launch from MGAMiniverse.

Plush Supercategory Price Points

The Plush supercategory is the second fastest growing, based on valued gained, and is up +11% in value this year compared to the same period a year ago. This strong performance comes on top of doubledigit growth in both 2022 and 2021. It is currently the sixth largest supercategory in the UK in terms of revenue, just behind Dolls and ahead of Explorative Toy and Action Figures. Plush includes both Traditional plush - soft, touchable and squeezable products- and Special Feature & Interactive Playmates, which may sing, dance or interact, but are covered in a soft material. Traditional plush accounts for 85% of sales during the first half of the year, however come Q4, Special Feature Plush share often increases to a third and frequently includes some of the peak season’s best-sellers (such as Little Live Pets

Bluey are all performing well, echoing the success of these properties across total toys. Core Plush properties that are growing include Paddington, which continues to grow after a strong 2022 and Care Bears, which has grown more than 40% so far this year. There is also growth from newer properties, with Gabby’s Dollhouse expanding into Plush and Aphmau the top new plush property so far this year.

Building Sets remains one of the most popular categories in the UK toy market, currently the largest supercategory in the UK, up +2% YTD June with

New items and innovation are always important to the toy market and this year, 27% of sales in the first half of the year are from new lines with no sales history in the same period one year ago. The categories currently showing the greatest growth, such as Plush and Strategic Trading Cards, all have new launches that are performing well. As we start the second half of the year, there is usually a pick-up in new launches heading into Autumn and Winter, ready for Christmas season. Last year, new launches after July accounted for 12% of the annual SKU count and 10% of the annual value, despite only being available for less than half the year. There are still some highly anticipated launches to come this year, such as Furby and Lorcana, which have the potential to reinvigorate their categories and possibly the whole UK Toy market. Of course, there’s often a line that performs better than expected and makes its mark over the season, so we’ll keep watching all of the new launches closely.

Melissa Symonds Director UK Toys, EuroToys Circana

Item Progression:

With the sun finally appearing across most of June, there was a surge in sales of Water Blasters, up +47% for June 2023 vs. June 22 and now one of the fastest growing subclasses in UK Toys YTD. X-Shot Skins Water Fast Fill Hyperload was the fastest gaining item across total toys, while both X-Shot and Nerf water blasters grew double-digits for the month as parents and kids combined play and cooling down in the hot weather. It wasn’t just Water Blasters in growth though, with total Outdoor and Sports Toys up +12% for June and Pools, Water/Sand Toys and Bubble Toys all driving category growth as consumers took advantage of the prolonged period of good weather.

Top 10 Fastest Growing Licences - UK Toys

Licensing accounts for 31% of UK Toys sales YTD June 2023, reaching a value of £213m and has been outperforming the total toy market over the last three years, currently growing +3%. A wide range of licences are currently popular. The largest licence in the toy market is also the fastest growing: Star Wars, adding £3.6m sales YTD. Star Wars continues to benefit from passionate fans of all ages, as well as continual new items to keep the range fresh.

Movies and streaming content continues to be a big driver of toys with three of the fastest growing licences so far this year associated with a movie release in the first half of the year: Fast and Furious, Guardians of the Galaxy and Super Mario. Fast and Furious sales are split between Building Sets, in Lego Speed Champion and Technic ranges, and Simba’s traditional vehicles. For Super Mario, growth is driven by Traditional Plush, Action Figure Collectibles and Children’s Games, while Guardians of the Galaxy grew with Building Sets and Action Figure Collectibles.

Streaming content has seen Gabby’s Dollhouse and Bluey show continued growth in the highly competitive Pre-school arena. While Pre-school Figures and Playsets accounts for over half of Bluey sales, there has been strong growth in the first six months of 2023 with Plush, Pre-school Electronic Learning and Pre-school Role Play. For Gabby’s Dollhouse, Pre-school Figures and Playsets are the brand’s core category, but Large Dolls and Traditional Plush are also contributing to growth. Outside of Strategic Trading Cards, Pokémon is also showing strong growth with Action Figure Collectibles and Plush, while National Soccer Clubs is driven by Non-Strategic Trading Cards and Collectible Stickers.

Disney All Other is showing growth with the D100 Lego Minifigures remaining a strong seller, as well as 5 Surprise Mini Brand Disney Store and Squishmallows range. With more content being released in the second half of 2023 from strong licences such as Barbie, TMNT, Paw Patrol and more, licences look set to continue to be a key area of the UK Toy Market for the foreseeable future.

Talking Shop Shop to it!

With the summer season in full swing, Toy World catches up with indie retailers to discover what’s selling, how they are attracting footfall and what plans

At Duffy’s, we specialise in toys focused on imagination, creation and kids’ development; this is a place where people can come to find toys they won’t always find in typical toy stores. We do stock a carefully selected Lego range, focusing on sets that have a particular creation element rather than because they have a certain ‘hot’ licence. Having said that, many of the Star Wars and Harry Potter sets are intricate builds that appeal to our customers.

What makes us unique is that we focus on selling items which are educative or sensory. We cater for all ages of kids and we are a particularly helpful place for parents of children with autism. Although we are located in Dunleer, and have a lot of local support, people come from Dublin, which is more than 60 miles away, and even Belfast, which is more than 100 miles away. They are prepared to travel to visit the store because we can offer specialist toys which are difficult to find at superstores.

We see excellent sales from TickiT educational toys (from Commotion Distribution) and we stock a huge range of Playmobil which makes a striking display and is very popular. These suppliers support us well so it’s a pleasure to deal with them. Learning Resources is another company that we love to work with because its products are innovative and different. As well as teaching children valuable skills, they have so much play value, which is what we are all about.

The cost of living is affecting the way people buy and that’s why longevity of toys has become an even more important factor with customers when they are choosing toys for their children. We have always been passionate about providing people with timeless, traditional toys which will last them a long time and can be passed down.

We don’t sell anything of low quality which won’t last for the long-term.

We love role-play toys as they inspire kids to be creative and imaginative, and it helps them with their development and social skills. Some of the dress up we stock is specifically Irish, such as the Irish police, ambulance service and zookeeper uniforms, so kids can role play with a sense of realism.

We used to sell more UK imported products than EU products but following Brexit, which raised the import tax from the UK, we’re now bringing in the majority of our toys from the EU. Although we still attend British trade shows, the most beneficial fairs for us these days are international ones such as Nuremberg.

This summer, we have introduced a range of garden items which encourage children to learn outdoors, such as bug hotels, which are eco-friendly wooden structures that shelter bugs and small animals. Our range of kites is also very popular for family days out.

Sales slowed down a bit around March and April, but they are coming back up again now, and we are happy enough with how things are going. In 2020, when Covid struck, our numbers went very high as people were looking for toys with play value to keep kids entertained at home while they continued to learn. Those are the numbers we’re aiming to get back to.

We also have a new website coming soon to make people’s shopping easier, which we hope will boost sales. Although we prefer to show people the play value of the products and explain the educational benefits, we will be providing a platform to help shoppers to buy the product they’re wanting alongside their busy lives with less hassle.

they are putting in place for the run up to Christmas.

Tony DuffyDuffy’s Toyworld Dunleer, Ireland

Talking Shop

David Brown - Brown’s Toy Shop, Bonnybridge, Scotland

WWe opened the shop in April last year, and the initial few months were focused on getting up and running and making sure we had enough stock. This meant that we didn’t look at Christmas until later than you would expect. This year, we wanted to be early, and began planning for Christmas at Toy Fair in January. At the show, we looked at what could work for Christmas, and researched movies coming out and products which align with them. We also looked at expanding our games and jigsaws offering with lines from Ravensburger and checked out some of the Disney anniversary items.

Pokémon and Squishmallows are two of our steady bestsellers, along with Ty plush which has made a strong comeback this year. In terms of newer products, DKB Toys’ Crazy Aarons Thinking Putty tins are also selling really well.

In April, as we reached our first birthday, sales had been pleasantly high for the first three months of the year. They slowed a bit after Easter, but fortunately picked up again in June. Quite a few customers told me that they were able to spend more in June because they had paid off their summer holidays and had more disposable income once again.

Of course, most recently, the focus has been on summer toys; Funrise bubbles have been very well received and during the heatwave we sold plenty of swimming pools and water blasters.

When schools break up for the summer holidays, we will hold a couple of Additional Support Needs days, where parents can book for their child to visit the shop exclusively, in 15–20 minute slots. My son has autism and going shopping can be very difficult with music playing and other kids making a lot of noise; often it can simply be too busy. We have created this event so that families can have access to our store and shop for toys without it being an overwhelming experience.

We’re also planning to hold a Ravensburger CreArt event where kids can come in for an arts and crafts session. We trialled this last year and it went really well. We are currently in discussions with the company to set up a Brio play day too.

Bringing in movie licensed ranges has worked well – especially with all the new movie releases this year. The weekend after the Barbie premiere, the number of customers asking for Barbie products increased, while Teenage Mutant Ninja Turtles has been popular long before the actual movie release. This is where listening

to customers is invaluable; a lot of people were asking for things that I placed orders for immediately; Turtles product has been especially popular. I wasn’t sure how heavily to get involved with movies at first, but so many people asking about TMNT figures and plush gave me the confidence to expand our range - and I’m glad I did, because they are selling well.

In April, we celebrated our first birthday with a Fun Day in store. There were visits from a Ninja Turtle, Woody and

Sam Gascoigne (Watford store) -

WWe have several branches, and our Watford store is the latest one, located in the town’s shopping centre. Bestsellers at the moment are Disney 100 merchandise, Pokémon cards, Squishmallows and L.O.L. Surprise! balls. We’ve decided to go big with Disney for the anniversary, with a wide selection of lines. Disney Princess dolls have been selling well, so we’re looking to expand the range.

Movie releases are having a positive effect on sales. When Transformers: Rise of the Beasts came out, it created a real buzz, and we are already seeing the same buzz around Teenage Mutant Ninja Turtles. We have a comprehensive range of Turtles action figures – every turtle and every villain – as well as dress-up and role-play items. We’ve been

strongly towards December last year, so we’ll have a much bigger range in store this Christmas.

When we first opened, as a new store in the area, people were excited to visit and seemed willing to spend more. That has calmed down now, the cost of living has impacted the types of toys people are buying – we’ve already seen a change. Where they would previously spend £30-£40, people are now spending £20. They’re still buying, just not at the same value as before. Our Savings

Talking Shop

surprised by the number of adults coming in to look at the Ninja Turtle collection; they remember the original Turtles from when they were younger and are interested to see how they have evolved. Barbie is always a strong seller, and we are expecting there to be more excitement around the brand following the new movie release and all the publicity it has had.

It has been a challenging year, as we all know, making it difficult to identify a consistent shopping trend. Some weekends are very busy, and we surpass our targets, but on others the store is very quiet, and sales are down. It’s an unpredictable time but we’re looking forward (at the time of writing) to the summer holidays when we’ll have new product ranges coming into stock to hopefully boost sales for the last half of the year. We’ll be introducing more Disney, and another collection we’re expanding is Casdon role-play sets, which have sold well. We have developed our relationship with Funko to bring in a whole range of Funko Pops rather than just occasional ones. This is as a result of seeing an increase in interest and demand from customers, so we expect the range to be popular. A striking display can bring more shoppers in; we’ve recently installed a Smart Games display

We have begun to stock Plus-Plus and it’s selling well already. The company gave us some demo kits which we plan to use for an in-store building event. We’ll run more things like that over the school holidays to stimulate footfall. We’ve offered Toymaster catalogue deals this year and will have more offers in the run up to Christmas to help customers.

The cost of living is affecting everything, with customers becoming much savvier with their shopping. They are shopping around a lot more for better value, and there has been a big increase in customers looking for lower price points; £9.99 lines are a lot more popular than the high-ticket items. When prices start going up, they tighten their belts. Many customers are saving higher value products for special occasions – however, lines like L.O.L. and Mini brands are performing well this year. We are enjoying success with our impulse and pick-up ranges, as they work perfectly for parents looking for a little treat; lines like slime putty, which we started stocking

Outdoor toys are always in demand in summer, but we keep a lot of these products stocked all year round, such as footballs which are steady sellers. We carry a good variety of pools and outdoor games including Swingball.

Our plans for Christmas are already underway, with orders already placed. We are looking at core lines which are always popular, such as Barbie and Hot Wheels, and are ordering stock to support the release of the Paw Patrol movie which comes out in October. We are also keeping our eye on what the big players will be bringing out for Q4 and 2024, to keep the store interesting and our offering fresh.

The latest forecast…

In our last column, we were getting excited about the warm weather. Now, we are more worried about the potential for summer storms. The joy of the British weather means we really don’t know what will hit us next!

However, the recent heatwave meant that we managed to clear through plenty of summer and outdoor products. Keeping summer weather in mind, we are currently comparing sales against last year’s 40 degrees heatwave, which lead to a huge year on year increase - and not just on outdoor. We are tracking a bit behind these exceptional figures, but overall, we are happy with sales currently.

As we enter the second half of the year, new ranges are beginning to arrive in store, and there are several that are already starting to move. The Miniverse collectible range from MGA is proving very popular, and Fingerlings from Character has started really well. With the summer movie blockbuster season well and truly upon us, there are lots of films to help drive sales. The release of the Barbie movie has led to a significant uplift in Barbie doll sales; not specifically around movie product, but across the whole doll range, which is fantastic. We have only just had stock in, but early signs are that the new Teenage Mutant Ninja Turtles range looks like it is going to be a winner. The new Lego Harry Potter Dobby the House Elf set has also been very popular; it’s an iconic figure at a great price. The Loom Case continues to be in our bestsellers every week and has been for several months now.

One category that has had a boom time like no other over the last few years is plush. Looking at our figures, sales have virtually doubled over the past three years, which is an absolutely phenomenal result. Having a plush toy to cuddle as a comforter seems to have become much more popular once again, probably given all the challenges that kids have been through over the last few years, and it’s certainly a trend that has helped to drive sales.

If you’d like to be featured in the September edition of Talking Shop please contact Marianna Casal

– marianna@toyworldmag.co.uk

Obviously, the stand out line is Squishmallows, which has developed into one of our biggest brands. Jazwares does a great job, continually bringing out fantastic new designs to encourage repeat purchases, and there are all kinds of Squishmallows across a good range of price points. Ty has also grown significantly as a brand over the last few years, with extensions to its ranges, along with some strong licences. We are a big fan of the company’s bespoke display stands and have made space for them in some of our stores, as they really do act as a great feature and focal point. We also see excellent sales from Keel Toys, which offers a good quality range of traditional plush at attractive prices. We have recently begun to stock Mood Bears, having seen them on Dragon’s Den, and early sales on the range have been promising.

STEM and educational toys is an area that we are starting to develop more in our stores, bringing in a wider range as there is a definite demand for this type of product. We carry a wide selection from Learning Resources which sells well, especially the Numberblocks range – a rare licence that links in perfectly with learning. We also stock basics such as magnets and magnifying glasses, which are always strong sellers. Brainstorm’s globes and solar system products are popular too, as children always enjoy learning about space.

Once the school holidays are over, the big run up to Christmas will commence. Lots of great new ranges to look forward to, to keep the momentum going for the rest of the year.

Mark Buschhaus and Stephen Barnes Toy Barnhaus

BTHA Toy Safety Update

The BTHA on Super Absorbent Polymers (SAP) used in toy products

In recent months, the British Toy & Hobby Association has expressed concerns regarding the increased use of Super Absorbent Polymers (SAP) in toys, most notably blasters. Toy World sat down with Jerry Burnie OBE, head of Compliance at the BTHA, to find out what dangers the organisation feels are posed by SAPs and what advice it is offering on their use.

guns. Although these products fall outside of the toy category by age grading, they often look very similar to toy blasters in shape and colour, rather than sporting products. The products have also been showcased at toy fairs and are available to buy in toy stores, which causes further confusion.

Is it OK for them not to be toys?

Toy legislation in the UK and EU has several controls to ensure that these types of products have safety measures in place. Unfortunately, if they are not marketed as toys this means there is no existing safety standard that applies to this product category. When this happens, the new product category can often present uncontrolled hazards. Companies making these products are obligated to make sure they are safe but as no standard exists, this can result in different interpretations from company to company: it is subjective as to what is considered safe.

Historically this has been proven to cause safety issues with certain products. An example would be the introduction of high-powered magnets to toys more than 13 years ago, which resulted in changes to the safety standard.

Have you seen examples for sale that might present a safety issue?

The BTHA purchased a sample of these products online for testing, following concern about potential incidents relating to these products. There were seven SAP blasters, and seven individual packs of gel pellets (sold separately).

over 12 years

• One product had no age grade

• One product was marked as over 14 years but showed much younger children using the blaster, and one was marked as over 14 years with no younger children shown.

Of the seven packs of gel pellets purchased:

• Th ree were marked for children over 12 years

• One for children over six years

• Th ree had no age grade at all

Toy safety legislation covers children under 14 years old so many of the above products were actually claiming to be toys with their age grading. In addition, the blasters looked like toys rather than sporting products.

How are they unsafe?

The BTHA sent the products for independent testing as a toy based upon the findings detailed above. 100% failed testing against the general requirements of EN711 and ISO 8124-1.

All seven blaster products failed the requirements for:

• E xpanding material limits

• Dangerous mechanisms that could injure a child

• Projectiles restrictions, as well as improvised projectiles

• 86% failed the acoustics requirements

It is likely that many of these products, even those clearly marked for over 14 years, will fail against the toy safety standards in a similar way, and are therefore not safe to be marketed as toys. The products were found to

Are the products correctly marketed to children over 14 years safe?

Even if the products are considered safe for children over 14 years, concern remains that younger siblings or pets could gain access to fired pellets, or that pellets not safely stored away from children in childproof containers could be swallowed. This is particularly true of products sold in toy stores or marketed as toys. Many of the pellets expand beyond toy limits and could cause choking or bowel obstruction, and are not visible on X-rays. In the UK, there have also been media reports of these products being used anti-socially as part of a TikTok challenge, resulting in injuries and hospitalisation.

What advice is the BTHA giving to its members?

It may well be possible that the products aimed at the older age grade of over 14 years could be safe - if used responsibly. However, from the BTHA’s research into this product category, many products on the market are incorrectly age graded and have no standard in place that can confirm safety within the over 14 years category at this time.

The BTHA’s advice to its members is to ensure that these types of products, regardless of age grading, comply with relevant parts of EN71-1 and to also consider more specific controls for the use of Super Absorbent Polymers in the latest version of the global standard ISO 8124.1: 2022.

For more information or support on this issue, contact the British Toy & Hobby Association or visit www.btha.co.uk.

an army of Amazon experts

Etopia Consultancy was founded in November 2019 by Asha Bhalsod – aka the ‘Amazon Lady’ – and since then has transformed from a one-woman-band to a team of 10 Amazon experts ready and able to provide just about any service companies need relating to the platform, from product listings to major advertising campaigns. Here, Asha tells Toy World how her agency has grown and how it can help toy suppliers and distributors.

enabling the team to collaborate face to face on projects, share new ideas for the agency, and, Asha tells us, have

At its most basic level, the agency helps companies that have found themselves experiencing challenges with the ecommerce giant to address the key issues, then takes them through its flywheel of services to see how it can assist them going forward before handing the improved, streamlined and far more efficient Amazon business back over. Audit & Assessment remains firmly at the heart of everything the agency does, but it also provides (among many other things) Full Service Account Management for Amazon, where Asha and her team oversee a company’s

“Toys, as a retail category, is very traditional, and toy companies tend to play in the space in a very traditional way,” explains Asha, when asked what she would class as ‘challenges’. “In the early 2000s, when toy companies began partnering with Amazon, the retailer just cared about selection, about growing its toy presence online. Everyone therefore hopped into bed with it, enjoying good terms and easy to manage accounts. From 2010 onwards, however, Amazon began to evolve its marketing element, from brand stores to advertising and content. The marketing element added a new layer of complexity for companies and brands. And now, post-Covid, we’re firmly in the midst of what I think of as Amazon’s profitability era. The platform just wants to make money, but many companies now find it unprofitable to work with. Amazon has become a labour-intensive account requiring way more time, effort and investment to trade in what is essentially the exact same way as it was 10 years ago.”

“I never dreamed of having an agency,” says Asha, speaking to Toy World from her brand-new garden office. “When I set up Etopia, all I wanted to do was help as many businesses as possible navigate the Amazon space. I set up a service called Audit & Assessment as a freelance consultant, so I still had time to be a mum and a wife. But now I look back at the past four years and the journey I’ve been on, and I can’t help but still be a little amazed – and very grateful, of course.”

Asha landed a major international toy company as her first client straight out of the gates in 2019, auditing its entire Amazon business over the course of four weeks and ultimately making recommendations on improvements. She was then asked to stay on and action those recommendations. Both the UK and European

full-time members of staff mid-pandemic, and from there the agency has only gone from strength to strength.

Though Asha remains the face of the agency, there are now 10 full-time team members offering a raft of Amazon services. Asha’s latest hire is Hannah Hughes, who joins as head of Strategy. In her new role, Hannah will be looking at improving Etopia’s internal processes as well as strategies for external clients. Like her colleagues, Hannah will work remotely, with quarterly catchups

One of the more labour-intensive facets of Amazon is product listings: the way all the toys and games we all see at toy shows and previews every year actually end up on the platform. It might seem simple on the face of it, but done properly, this requires keyword research, SEO optimisation of descriptions and bullet-points, and A to B testing so companies understand which type of content

As a verified Amazon Advertising partner, Etopia can also help companies get to grips with Amazon DSP, the demand-side platform that allows brands to take a full funnel approach on and off Amazon. With a breadth of reporting tools and ability to run DSP campaigns, Etopia can take brand reporting further with new Amazon AMC reporting abilities. This no doubt will benefit brands by helping them gain a holistic understanding of the Amazon customer journey.

Asha Bhalsod

Hannah Hughes

Company Profile

Working with an agency such as Etopia gives companies unfettered access to a team of experts that between them boast many years of experience working with Amazon across a very wide range of sectors and specialities. By contrast, in-house marketing teams are usually far more focused on a very specific area of Amazon, or a very specific product/brand. This can result in a lack of ‘outside the box’ thinking and limited problem-solving abilities. Asha, meanwhile, tells us there’s not a problem her team hasn’t come across - and fixed - at one point or another.

Working with an agency can also be more costeffective than relying on an in-house team. Dealing with Amazon requires a multitude of skills, which Etopia possesses. Building a comparable in-house team would, at a bare minimum, require skills in strategy, account management, marketing, operations and analytics.

Ultimately, the size of the account might not warrant that level of salary outlay.

“The demand for what we do and its proven success, which can be measured by the number of enquiries we’re fielding from some really big players, means that the agency will continue to grow,” says Asha. “In fact, we’ve just hired an ex-Amazon brand specialist of four years who will enhance and deepen our breadth of knowledge even more. We’re building an army of Amazon experts: James Papps, for example, managed Amazon at Unilever for seven years, and Hannah, whom I mentioned earlier, has also been working on Amazon accounts for seven years. The talent we’re attracting is phenomenal.”

That talent will certainly be kept busy. Amazon as a retailer, Asha says in no uncertain terms, isn’t going away. Yes, consumers did return to brick & mortar retailers following the pandemic, but Amazon remains price

competitive – and companies need to stop shying away from using it. The key lies in ensuring they’re doing so profitably, with a decent strategy in place, and this is where Etopia can help.

We’d be here all day if we were to cover every single service Etopia offers – they’re all available to peruse on the website – but Asha is particularly keen to highlight how her agency can help companies with their global expansion.

“Selling to Europe means considering the vastly different characteristic of eight unique marketplaces, plus the complexity of Amazon launching a new marketplace at any given time,” she explains. “Language, culture, habits, regional nuances, market demand; these are all intricacies to consider when expanding into unfamiliar territory. But we can bring global businesses with an existing Amazon trading relationship into Europe for you. Vendor or Seller, warehousing, packaging, conformity requirements, tax obligations – we can do the entire setup, then manage it for you too.”

If you’re reading this thinking ‘Great, OK, but I bet those services are out of my budget’, fear not. Every quote is completely bespoke and tailored to the number of services needed and which markets they’re for, meaning businesses of all sizes are encouraged to get in touch. Support contracts by the hour are even an option, with a dedicated Amazon account manager assigned to work on exactly what’s needed (eg: admin and tidying up listings) for short periods of time. Rejected purchase orders during peak season, for example, can quickly spiral out of control and cause huge headaches (and lost revenue) for smaller companies. For just a couple of hundred pounds an hour, companies can purchase the help they need to halt that spiral, or head it off entirely – and potentially save Christmas.

To find out even more about how Etopia can help your business, readers can visit Asha at the New York Toy Fair from 30th September to 3rd October 2023, call her on 07958 168 699 or email asha@etopiaconsultancy.com.

Power snuggles

The Plush category is enjoying a great year, with Traditional Plush leading the charge and Feature Plush waiting in the wings for their time to shine come Christmas. Toy World speaks to some leading suppliers in the space to find out what’s driving demand and why this is one category retailers should be cuddling up to this year.

AAs detailed in Melissa Symond’s Circana insight (p. 30-31), the Plush supercategory is currently up +11% in value, following two consecutive years of strong double-digit growth. It’ll come as no surprise to many that Squishmallows has climbed the ranks to become the No. 1 Plush brand, followed by Ty and Zuru’s Rainbocorn, thanks to continued new waves of ‘Squads’ and a strong focus on driving the hunt among fans – a social media dream. If you want to find out more about the latest Squishmallows developments then turn to pages 48 and 50, where we’ve got an exclusive interview with Jazwares’ Heather Corbett, but for now, we’re going to focus on what else is going on in the category.

In the first half of the year, Circana reports that sales are largely driven by Traditional Plush (85% of sales, in fact), plush which is simply a squishy filling and cuddly outer and nothing else. It doesn’t get much more traditional than Rainbow Designs’ portfolio, which is full of plush based on childhood classics including Paddington Bear – a core plush property across the whole category - Peter Rabbit, Disney’s Winnie the Pooh, The Very Hungry Caterpillar and Guess How Much I Love You. These properties are beloved by parents and grandparents eager to pass down their adoration to the next generation, often during bedtime routines, as Alys Dawson, director of Product, Creative and Marketing Services for Rainbow Designs, explains: “At Rainbow, we specialise in bringing these adored characters off the pages of these classic storybooks

and into the arms of the children who cherish them, so they can enjoy plenty of cuddles and comfort at bedtime whilst reading and listening to their favourite stories.”

From this year, Rainbow welcomes new distribution range Animal Adventure, a carefully curated range of soft toys for babies plus animal-themed plush for kids of all ages. With over 30 lines in the range, Animal Adventure complements the company’s licensed character collections beautifully, making it one of Rainbow’s biggest launches of 2023.

Other properties and ranges that lean heavily into generational sentiment include Care Bears, which has apparently grown more than 40% so far this year, and Ty, which in May launched a special range of 30th anniversary Beanie Babies based on some of its most popular firstgeneration characters: Valentino II, Bongo II and Bones II. The trio was followed by Snort II, Peanut II and Squealer II, all of which have been in very high demand since launching.

Elsewhere, Traditional Plush has been getting a 21st-century makeover, with the clamouring for all things anime now spilling over into cuddly toys. PMS International’s first shipment of Barrado anime plush toys arrived in June, and Steve Beverley, buyer & executive director - Leisure Division, says he couldn't be happier with how they have been performing in the market so far. “Our partnership with Barrado has allowed us to deliver top-notch products that meet the expectations of anime fans,” he enthuses. “We’re pleased to announce

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that several top nationals and smaller independents have already placed orders and taken stock of the range. The demand for these products has been exceptional: we’re extremely grateful for the support we’ve received from our retail partners.”

He adds: “The popularity of our anime plush toys has been such that we’re almost sold out of our initial shipment. We’re now taking pre-orders for our next delivery, scheduled for September. This gives customers the opportunity to secure their desired anime characters ahead of time and ensures they won't miss out on the next batch of these highly sought-after products. With the One Piece live-action TV series debuting next month on Netflix, we know that demand is only going to increase further.”

Posh Paws is also seeing success with a licensed range of traditional plush based on a Netflix series – Wednesday. Lauren Shipman, Marketing & Brand director, says Posh Paws has enjoyed a fantastic response to its new Wednesday Plush Doll assortment, which will be available to UK retailers next month. Lauren tells us that ever since the record-breaking release of the Netflix original series earlier in the year, which saw the character dominate social media with her now iconic dance scene, demand for product has grown exponentially.

“To meet the demand, we’ll have two delightfully devilish 12” Wednesday Dolls available at the end of September: one with her in the famous black prom dress and one in her NeverMore school uniform,” Lauren explains. “Both the plush dolls have realistic facial features

strongly that it’s one to watch now and next year.”

Lauren says that when looking at new licences, Posh Paws takes a broader approach than simply ‘What’s on TV or in cinemas?’, examining every new opportunity from a design and opportunity led angle, to establish if they’re a fit for both the company and the plush market. “We are actively looking at everything from TV, film and gaming to pop-culture, anime and household and celebrity brands, constantly monitoring what consumers are buying, consuming and what’s trending,” she tells us. “Our approach when looking at new licences focuses on three things: who it’s aimed at, who would buy it and what can we produce to make it work.”

Posh Paws’ Wednesday range isn’t the only plush line tapping into the slightly more gothic side of entertainment. At recent spring/summer 2024 previews and trade shows, the Toy World team has seen plush based on Tim Burton’s Nightmare Before Christmas, a cult classic from the early 90s. Is dark about to light up the Plush aisle?

On the flip side, we’ve also seen loads of totally adorable slow-rise plush, which lies firmly at the kawaii end of the spectrum: ranges such as KAP Toys’ new Squishii, available in Hello Kitty and Fuzzballs, Just Play UK’s Mallo Mallo (new waves coming soon), and Vivid Goliath’s Squeezamals, which have been shrunk down to create the new Eenie Teenies bling-bagged range for this year. And although it’s not slow-rise, we must give a mention to MGA Entertainment’s truly innovative new plush range, Fluffie Stuffiez. Some of you may have seen this at Spielwarenmesse 2023, where attendees could pluck the wall of MGA’s stand while cuddling one of the new characters, but for those that didn’t, a quick explainer. Each plush can be plucked to reveal one of two surprise characters, with the plucked fluff popped into a pouch for added plush play. (Try saying that quickly.) In the age of ASMR, this line seems sure to be a massive hit.

There are also some really lovely ranges coming through that have a focus on supporting kids mental and

emotional health. Mood Bears has released three new Talking Bears that recite poems to their owners, and Just Play UK is launching a plump, weighted Elmo plush that provides subtle reassurance to the cuddler (or Toy World editor holding him at a preview). And Happy Line Toys has announced a lovely partnership with the children’s charity Starlight that will see its new glow-in-the-dark Dream Beams provide comfort to kids

As we creep ever closer to Christmas though, Traditional Plush sales give way to those of Special Feature & Interactive Playmates, which we usually refer to at Toy World Towers as, simply, Feature Plush. Hasbro’s 90s phenomenon Furby made a comeback earlier this year with two new on-trend colourways and with a raft of interactive features that promise to make the toy every kids’ best friend this festive season, and Golden Bear has unveiled the latest additions to its best-selling Curlimals range: Arctic

Last Christmas saw Moose Toys’ Mama Surprise Guinea Pig steal the show, and the company is following this up with not one but two major launches for Q3/4: Cookeez Makery and My Puppy Home. Both offer the same amazing reveals and repeat play possibilities of Mama Surprise Guinea Pig, without remotely feeling like a rehash of the same play pattern. “Plush is a category we continue to thrive in, thanks largely to our super creative R&D teams,” says Maddi Tiscoe, Moose Toys UK marketing manager. “We feel our latest brand launches really showcase how we can deliver up those unforgettable moments of surprise and transformation that kids (and adults) love.”

To support the launches, Moose invited influencers and families to Cookeez Makery ‘Scent-sational’ Bakery event in Mayfair, London, where guests were immersed in a fantasy bakery environment where they transformed their dough-ey mixtures into sweet scented plush animals and enjoyed cupcake decorating and an intriguing ‘Guess the Scent’ game. Influencers will also be celebrating the release of My Puppy Home with a welcome home ‘Pawty’ (party).

Posh Paws, meanwhile, works closely with its licensing partners to support branded consumer marketing activities, ensuring that its plush is included in publicity efforts so consumers become engaged and informed about where to buy them from. In addition, Posh Paws’ talented design team regularly creates digital content and in-store POS such as FSDUs, posters, shelf strips and banner displays for its

customers. Lauren says: “If there’s an opportunity retailers want to look at, we can create the content and material to drive sales and captivate their customers. Social media continues to play a big part in our marketing investment too. We’re regularly creating bespoke content that links in our retail partners for product launches, key events/ occasions and seasonal buying opportunities.”

PMS International says it has an exciting line-up of events, activities, POS materials and other support in place for its ranges and retail partners, though the list is topped by attendance at key trade shows. The company’s in-store promotional materials are designed to help retailers create an engaging and appealing shopping experience for their customers, and span everything from eye-catching window displays to informative shelf talkers.

“We proudly offer over 60 unique brands and licensed plush products, from Peppa Pig, Smurfs, Stranger Things and our eco-plush range Your Planet to Cuddle Crew, Dinkies, seasonal plush including Christmas and Valentine’s, and even jumbo plush lines,” Steve adds. “This wide range of options allows retailers to cater to different target markets and appeal to a variety of customer preferences. We're all about accessibility and affordability. We understand that retailers are facing a tough year, with people having less money to spend. Rising living costs are really impacting families. Our plush products aren't just first-rate quality, they're also affordable and accessible for both our retailers and their customers with price points for everyone. We want to make sure that everyone can enjoy the plush toys they love without breaking the bank.”

“At PMS International we’re committed to accuracy, quality, affordability, and variety,” Steve finishes. “We believe that our customers deserve the absolute best when it comes to plush toys. And we're excited to offer a huge range of products that consistently deliver on that promise.”

Over the coming pages, we bring you all the newest squishy, cuddly, fluffy and fun plush squeezing their way into the toy aisle in the coming months.

Ty, the UK’s No 1 plush brand is excited to welcome some fabulous new additions to the Squishy Beanie family! Made from colourful, cosy fabric, we have two sizes of this highly collectable range available while stocks last.

Squishing well

Squishmallows isn’t showing any signs of slowing down from what we can see. What are the figures behind the brand’s performance this year?

To date, Squishmallows’ vast, loyal multigenerational fanbase and audience has bought over 200m+ plush, which is an amazing milestone to hit. The UK is following the success of the US market, winning the UK Toy Industry Award for Toy of the Year in 2022 and dominating the best-selling toy charts at most major retailers. Squishmallows has also won an unprecedented seven Toy of the Year Awards from the US Toy Association and is now sold in over 55 countries. We have a lot of exciting plans for how to continue Squishmallows’ stratospheric success.

On social media, Squishmallows is a superstar: our Squishmallows fanbase has created over 11b impressions on TikTok, with @squishmallows tagged in more than 1m Instagram posts. This success is reflected in our social media following, with over 1.3m global followers and 110 global and local Facebook groups created by fans.

Heather Corbett, head of Brand & Marketing at Jazwares for Squishmallows & Plush, Europe, tells Toy World about the ongoing success of Squishmallows and why its two brand-new plush ranges, Living on the Veg and BumBumz, are fueling huge excitement ahead of their Q3 launches.

The Squishmallows social media effect is also reflected by retailers. Because the brand triggers a notable rise in views and engagement from fans and collectors, retailers are choosing to feature Squishmallows heavily as part of their own social content. Toy specialists and grocers alike are seeing phenomenal rates of sale as soon as new squads hit the shelves. To drive this further, we’re increasing the number of new squads hitting the market, which in turn drives the fan chase that they’re then so eager to share on social media.

Following the hugely successful launch of Squishmallows on Roblox, we continue as the No. 1 toy game by concurrent players with a massive 11.5m registered unique users.

What major developments can we look forward to in terms of content, product launches, licensing deals and more?

The Squishmallows phenomenon continues to grow

as we drive the hunt with more core and exclusive styles than ever before. Our best-in-class brand collaborations for Q3/4 will excite fans further as we launch licensed lines featuring Nightmare Before Christmas, new Squishmallows x Harry Potter and more Squishmallows x Pokemon styles from the sell-out collection. Fans will also be Hunting Squishmallows to find the limited edition D100 range featuring classic Disney characters in a unique silver style, which add some sparkle to the squad.

Squishmallows Stackables will launch in the UK later this year. This is a range of 12” fan-favourite styles in a slightly different form, perfect for snuggling. Responding to seasonal demand, we have a vastly increased selection of seasonal lines with fan favourite Halloween and Christmas Squishmallows.

Moving into spring 2024, there will be updates to our product and channel strategy which will elevate the brand in terms of the number of styles in market, and where those styles can be found. The aim of this strategy shift is to drive The Hunt. We have listened to the fans, and we know they want more unique styles in the market. We believe offering a much bigger exclusives

programme and diversity across channels will lead not only to increased sales, but also to increased social sharing and fan satisfaction.

Beyond the toy aisle, Squishmallows is rapidly growing into a global lifestyle franchise with an impressive consumer products programme.

The brand currently has 50+ licensing partners already signed across beauty, games, apparel and home decor. The aim is to introduce varying categories and give fans different branded experiences to ensure long-term success for this premiere licensing programme.

You also showed BumBumz and Living on the Veg in January. How was the reception to those brands and what are your hopes for them?

We have had a fantastic response to BumBumz and Living on the Veg and are excited to be launching these in Q3 this year. Retailers have really supported both brands; it’s been fantastic to see so many people loving the developments in our plush lines.

BumBumz is already gaining a phenomenal customer response following its launch in the US and has a rapidly growing social following. Fans are regularly sharing their collections and we have seen overwhelming demand from UK fans keen to know when the ranges

are hitting shelves in the UK. Fans also love to share and identify with the fun and wacky characters from the Living On The Veg collection, which again is leading to a large social media reaction and following for the brand. The three brands are all very different to one another and will appeal to a varied selection of consumers. Can we assume this was a very deliberate move to avoid ‘cannibalism’?

Absolutely. Jazwares is a leader in trend plush, and to stay relevant we want to delight and surprise customers with all our new plush launches. We’re keen to bring even more innovation to the category and to keep customers excited about what’s coming next.

BumBumz is a firm favourite in the UK office as they are just so soft and cute. They have a sensory element to them, with their slouchy bean bag style making them very hard to put down. Each range, called a ‘class’, is themed, and filled with quirky designs that you wouldn’t regularly see from other plush brands. With a 12-week continuous wave strategy, character bios and unique stickers, we’re certain customers are going to agree that the range is as diverse as the people collecting them.

Living on the Veg is made up of plush veggies with eccentric personalities to match their styles. We’ve had so much fun with the facial expressions of these 6” cuties, let’s just say not all of them are smiling. In fact, in the US, some of the grumpier looking veggies are the ones the fans have been enjoying the most. We are launching with the Fun Guys in Q3, a crew of party loving mushrooms. Later this year these will be closely followed by the Cornies, a bunch of Corns that love a dad joke or two.

What kinds of support are you providing retailers this year?

Zuru

We are very excited about the launch of a new Squishmallows brand spot for autumn/winter 2023, which will showcase the essence of the Squishmallows brand. This will be used across digital and VOD platforms this autumn/winter alongside a top-tier TikTok campaign. This platform remains a top priority for the brand and allows us to engage with our core Gen Z audience in relatable, fun ways.

We’re planning more Squishmallows brand statements in-store as well as out-of-aisle activations, Cam the Cat costume appearances and independent retailer events. However, some would say the most powerful marketing element is actually driving Squishmallows fans to embark on their own Squishmallows Hunts at retail. Inviting retailers to be part of the updated channel strategy fuels fan behaviour and leads to them increasingly documenting on social media where they find their next unique style.

Lastly, which single new launch are you most looking forward to this year – and why?

It has to be BumBumz. They are trendy, soft and cute, perfect for all ages and available at a great price point - what’s not to love? We have had such a fantastic response from retail, and we really do believe this range will become another much-loved plush collectible from Jazwares. The key to BumBumz is that there really is something for everyone, with each character holding its own fun, unique meaning from customer to customer. We are launching BumBumz with a huge investment in content and marketing, top-tier influencer campaigns and unique digital and social content for autumn/winter 2023 and beyond.

To get in touch about Squishmallows, Living on the Veg, BumBumz or any other range, call 020 3598 5119 or visit www.jazwares.com.

www.zurutoys.com | sales@zuru.com

Zuru has revealed the latest expansion to its Rainbocorns ‘Rainboville’ universe with the introduction of new Fairycorn and Mermaidcorn subranges. Now in its sixth year, the award-winning Rainbocorns brand has become an evergreen plush staple within Zuru’s portfolio and is currently the No. 2 best-selling brand in the UK’s Traditional Plush subclass.

Unrivalled play value combined with classic, nurturing themes, favourite animals, fantasy characters and an exciting unboxing experience has led to the latest YOY global figures citing double-digit growth, and a recorded high of 4.5m+ Rainbocorns eggs sold since launch.

As with all Rainbocorns, the new Fairycorn Princess and Mermaidcorn Surprise are packaged in themed, eye-catching eggs to create immediate impact and appeal on-shelf, and to feed into the anticipation of a surprise unboxing experience.

The Rainbocorns Fairycorn Princess Surprise range includes six Fairycorn Princesses to hatch and collect. Each comes with over 35 surprises for children to unbox, such as a princess tiara, wand and fairy wings, gems, stickers, and the mini-me Boo-Boocorns. With wearable and shareable accessories to discover, children can wear the same magical accessories to match their new cuddly character. Peeling the heart off their Rainbocorn also reveals their favourite things.

Introducing a further six new Rainboville characters to collect, the new Rainbocorns Mermaidcorn Surprise is a range of cuddly plush animals complete with a shiny mermaid tail. There are 35 themed surprises to discover in each Mermaidcorn surprise egg, including a miniature Booboocorn found hidden inside the removeable water-globe horn, magic sand, bubble accessories and a scratch map.

The Mermaidcorn and Fairycorn launches will be supported by a robust marketing campaign including digital entertainment partnerships, alwayson YouTube presence, content streaming and influencer collaborations.

Plush Eolo

www.eolo.com | sales@eolohk.com

Biggies has taken the toy world by storm, offering a supersize plush experience like no other. The captivating packaging and patented unboxing journey create a sense of anticipation and wonder that children cherish. With an ever-growing lineup of characters and designs, Biggies has cemented its place as a frontrunner in the plush sector.

Biggies are not your average stuffed animals; they are the biggest companions that kids can cuddle, play with and create memories alongside. These oversized plushies provide a sense of comfort and companionship. Whether it's a giant dog, a larger-than-life unicorn or a cute dragon, Biggies offers a diverse range of characters and designs to suit every child's imagination.

It's not just the size that sets Biggies apart. The brand has incorporated a unique and patented unboxing experience into its packaging. Opening a Biggies toy is like unwrapping a treasure. This unique unboxing journey captivates children from the moment they lay eyes on the eye-catching packaging.

The Eolo Toys team's dedication to innovation has paid off as the Biggies has experienced immense success in the toy market. Distributors and retailers alike have embraced the supersize plush trend, seeking out the awe-inspiring Biggies toys.

Recognising the overwhelming demand for the line, the Eolo Toys team is continually expanding its product line. With new waves of characters and designs on the horizon, there's always something fresh and exciting for fans to look forward to. Whether it's a mythical creature, an adorable animal or a lovable fantasy character, Biggies ensures that there is a perfect plush companion for every kid.

The brand is surrounded by a 360 marketing strategy, including TV Commercials, paid media, official social media accounts on Tiktok and Instagram (@biggies_toys) and a landing page designed to increase brand awareness in every territory that it is launched in.

Fresh to the Plush Toys category, Fluffie Stuffiez is the newest brand from MGA Entertainment. The cast of super snuggly, ultra-fluffy characters are big on personality and offer kids (and kids at heart) a tactile, interactive experience. Consumers can enjoy unboxing, collectability, ASMR and fidget play with Fluffie Stuffiez all in-one-plush characters.

Fluffie Stuffiez gives kids three ways to play - pull it, reveal it, and stuff it. The outer layer of fluff from a Fluffie Stuffiez can be pulled off to reveal a surprise character underneath. Core characters from the plush collection include Rainbow, Unicorn, Treats, Axolotl, Bear and Sky, all of which are available in small and large size.

Once the outer layer of fluff has been pulled, Fluffie Stuffiez Plush Rainbow reveals a surprise rainbow character underneath: Pixie Rainbow or Sunny Rainbow. Fluffie Stuffiez Plush Unicorn reveals Dreamie Unicorn or Starry Unicorn, Fluffie Stuffiez Plush Treats reveals Carmela Treats or Sunday Treats, Fluffie Stuffiez Plush Axolotl reveals Milo Axolotl or Ollie Axolotl, Fluffie Stuffiez Plush Bear reveals Madi Bear or the Ultra Rare Scout Bear, and Fluffie Stuffiez Plush Cloud reveals a unique surprise glowin-the-dark character.

Each Fluffie Stuffiez provides hours of fun and interactive activity as kids pull the outer layer of fluff off and place it into the included squishy pouch. Fluffie Stuffiez encourages creativity via the different ways to pull the fluff. The characters can be given a moustache, unibrow, heart cheeks or even a mohawk: there are so many ways to customise each character.

The soft squishy bag doubles as storage for the pulled fluff and provides a soothing experience, as kids can squish and squash the fluff in the pouch. The fun bag also becomes a second friend for extended play and its squishiness makes it a great fidget toy. Each collectible comes with a hang tag that helps kids learn about the range of characters and can be attached to each Fluffie Stuffiez plush as a keepsake.

With so many characters to collect, plush toy fans will fall in love with all the different families and characters and their unique personalities. Fluffie Stuffiez are suitable for ages four and up.

Zapf Toys

www.shop.zapfcreation.co.uk

This September, Baby Born enters the growing plush category with the arrival of the Baby Born Bear – Baby Born’s brand-new best friend.

Recently awarded Platinum in Loved By Parents Awards ‘Best Soft Toy’ category, this super soft plush bear has moveable arms and legs. The sweet companion of Baby Born is designed to teach little ones the art of friendship through a host of unlimited dual play possibilities with Baby Born’s clothes and play accessories, in addition to a new bear-themed accessories and clothing range.

As well as being able to share all of Baby Born’s clothing, the Bear will be available in three different colour bodies – pink, white or blue – alongside new outfits including a Dress Outfit consisting of a dress and shoes, and the Outfit with Pants consisting of dungarees, shoes and a striped shirt.

The Baby Born Bear range also comes with a Bear Sleeping Cave, designed to offer the loveable Bear some much needed rest, and a brand-new Baby Born Bear Backpack in a honeybee print – the perfect accessory for Baby Born to take Bear on its adventures. The Bear Backpack also converts into a carrier for the Bear.

Whilst Baby Born Bear is suitable from birth, all outfits and accessories are suitable for age one year and over – making the collection the perfect gift for newborns and pre-school children.

In line with other Baby Born products, Baby Born Bear will come in plastic-free packaging as part of Zapf Creation’s ongoing commitment to sustainability. This year, Zapf Creation has also launched its new ‘Showbox Open’ packaging – designed to bring a whole new level to parents’ buying experiences.

VTech

03306780149 | www.vtech.co.uk

VTech’s Kosy the Kissing Puppy has irresistible charm and a lovable personality – the perfect best friend. Whether looking for a cuddly companion or a playful friend, Kosy is always ready to shower kids with puppy kisses. Kosy’s expressive eyes open and close and her head moves.

Kosy is inquisitive and eager to learn all about its owner. Kids can press her paw button and she will listen attentively as they share their favourite things. She will also repeat what it said to her in her adorable puppy voice, adding an extra dose of charm to every conversation. For musical fun, her other paw button can be pressed and children can sing along with Kosy, creating delightful duets together.

Kosy’s playful side can be activated by pressing on her charm button. She will make funny sounds and can be challenged to be a cat – where she will meow back at its owner. With her built-in detectors, Kosy knows when she's upright and ready to play or when it's time to lay down and relax, making her the perfect companion for both playtime and quiet moments. For an extra surprise Kosy's nose can be booped.

As well as Kosy, VTech also has Hope available in the plush toys range. Hope is a beautiful Rainbow Husky with a lot to say, but her barks will need translating through her magic stethoscope. Kids hold it to their chests to understand what it is she wants or needs. Hope talks, moves and makes many different sounds to show its owner if she is hungry, has a cold or fever, has hurt her leg or feels itchy. She comes with fun accessories; syringe, thermometer, bandage, bone treat & recovery collar along with seven buttons and sensors to make sure she gets what she needs. This introduces health tips, medical tools and encourages nurturing play.

Tomy 01392 281927 | www.tomy.com

Tomy’s Club Mocchi-Mocchi is known for creating favourite video game characters into adorable soft and huggable premium plush toys which capture the essence of the properties, allowing fans to take them on every epic gaming adventure no matter where they are.

Designed in Japan, Club Mocchi- Mocchi is unlike other ordinary plush as it has a unique squishy texture and is super soft to touch.

Club Mocchi-Mocchi’s Sonic the Hedgehog mega-sized plush toy, which launched in 2021, remains a popular choice amongst gaming fanatics and coming this month is a new addition to the Sonic collection, the fan-favourite antihero Shadow the Hedgehog.

Fans can join Kirby on exciting escapades through Dream Land via Tomy’s Club Mocchi- Mocchi Kirby Mega Plush Collection. Whilst incredibly cute and extremely cuddly, Kirby is known for bravery. This super squishy friend can help little ones create their own imaginative adventures on Dream Land as they work together to defeat King Dedede.

Other exciting additions to Tomy’s Kirby toy ranges include the additions of the Hovering Kirby and Sleeping Kirby, and a new wave of the junior lines set to release this year.

Club Mocchi-Mocchi has also announced a range of new Super Mario additions to its ever-growing portfolio including notable game icons of Question Block and Super Star, launching in the Mega plush size next month.

One For Fun www.oneforfun.com | sales@oneforfun.com

The Animigos World of Nature range from Tobar has won acclaim and awards for its lifelike plush depictions of the world’s animals. This year, even more exotic beasts join the family alongside some more familiar friends. The Okapi, Arctic Fox, Malayan Tapir, Snow Leopard and Capybara are some of the more unusual additions, whilst the Pointer puppy, fluffy grey Cat, Seal Pup, Dolphin, Hamster and Bat are more well known and loved. These new additions join the best-selling Raccoon, Guinea Pig and European Rabbit. Nearly every animal you can think of is represented in this range, which offers constant, year-round appeal. There is a range of animated Animigos too, including a Flipping Panda which shuffles along, then backflips. The Baby Elephant trumpets as he swings his trunk and the Magnificent Maltese walks and yaps. Other animals, both real and imagined, include a French Bulldog, Trotting Pony, Mischievous Moggie and a Rainbow Unicorn, all of which feature animations that will delight young children.

Dream Beams are cute, plush glow in the dark characters, each given added collectability with imaginative back stories and an engaging, interactive website. Each Dream Beam character, which lives in Dream Beams World, has its own personality and is designed to be a cuddly companion 24/7 with its unique glow-in-the-dark capability. These bedtime buddies even glow differently.

Every Dream Beam has its own talents, such as singing, dancing and swimming, and some of the Dream Beams even have superpowers. They all have the same thing in common though: to let every child have a good night’s sleep and enjoy sweet dreams. They do this by providing emotional support and a multi-sensory experience that helps to relieve stress. Kids can cuddle and squeeze their Dream Beam and enjoy their comforting glow-in-the-dark feature.

The characters in each new wave are related to the existing ones found within Dream Beams World, ensuring continuity. All Dream Beams characters come in the standard 18cm size and some are also available in a special 30cm size. There are mini collectibles available too.

Simba Smoby Toys UK

01620 674 778 | www.simba-dickie-group.de/en |

sales@simbasmoby.com

Simba’s Plush collection is designed with fans of all character brands in mind. This licensed range includes soft toys based on Star Wars: Young Jedi to Super Mario and many more.

With Star Wars: Young Jedi Adventures having arrived in spring, young fans will be able to cuddle up to a stretchy, squashy, cute version of Nubs, a favourite character from the new Disney+ pre-school series. This 25cm tall soft toy looks just like the Pooba Jedi youngling. Adorable, blue and fuzzy, he comes wearing the brown cape seen in the show.

Following strong brand resurgence for Super Mario this year thanks to the release of The Super Mario Bros. Movie, Simba’s assortment of Super Mario plush pals is a perfect gifting line. Characters are available in three different sizes - 20cm, 30cm and 50cm –and there are also four Super Mario 12.5cm Plush Key Chains to collect.

Each plush in the Disney 100 Years of Wonder range also makes an extra special gift – one that Disney fans can treasure for a lifetime. This beautiful line celebrates the past, present and future of Disney. The D100 Sparkly Mickey and Minnie 25cm lines come dressed in platinum, sparkly outfits. Kids can also collect the special edition 25cm D100 Platinum Grogu, Dumbo, Pooh, Simba and Stitch, which are made from shiny velour, satin, and sparkly fabrics.

In response to the company’s goal of reducing its carbon footprint, PMS International has introduced a new line of eco-friendly plush toys which are made entirely from recycled plastic.

The Your Planet Eco Plush collection is a prime example of how something new can be made from plastic waste. By using 100% post-consumer materials, primarily recycled bottles, these plush toys are reducing the harmful impact of plastic waste on the planet. It takes only 9 bottles to make enough fibre for a 6" toy.

These plush toys aren't just environmentally friendly - they're also the perfect cute gift for all ages. Whether buying a gift for a child, an animal lover or simply someone who appreciates eco-friendly products, the Your Planet Eco Plush toys are an ideal choice. With more than 40 ultra-soft adorable plush animals to choose from, there is something for everyone.

Kids can be taught the importance of caring for the environment with these charming plush animals. With a wide range of cute animals to collect, parents can help their children learn about the natural world while also teaching them the importance of sustainability.

The Your Planet Eco Plush collection comes in a variety of sizes and options to choose from, catering to various preferences and budgets. From entry price point 4-inch clip-on plush toys, 6-inch, 9-inch, 11-inch, 12-inch and 16-inch styles as well as assorted ranges supplied in impactful CDU’s. The collection includes wildlife, sealife, arctic, barnyard and woodland themed plush animals.

PMS International was recently awarded the ISO certification 14001:2015 for environmental management in recognition of its commitment to protect and preserve the environment for future generations.

Funrise

01908 555 640 | www.funrise.com | salesuk@funrise.com

Crushie Fluffies is a one-of-a-kind plush toy that combines everything kids love about soft and cuddly toys with a unique and interactive sensory-driven element, all packaged in a unique ice lolly concept. Transforming from crunchy to cuddly, Crushie Fluffies is the ultimate unboxing experience. There are 12 different plush characters plus an ultra-rare collectible character to look out for. Crushie Fluffies come in a ready-to-go ice cream van CDU solution for retailers.

A.B.Gee

01773 570 444 | www.abgee.co.uk

A.B.Gee has added to its exclusive Wild Planet range this year with a great new selection from across the animal kingdom. There are over 150 characters to collect, all handmade from premium quality fabrics that are super soft to the touch. This range is made up of two collections. All About Nature comprises a superb array of realistic cuddly animals, each with fun species facts on their tag. Orbys, meanwhile, are brightly coloured, fun collectibles with large glittery eyes. Each range comes in a variety of sizes and styles, from a full set of farmyard friends to a selection of sea life creatures and everything in between.

Each creature has its own unique charm, capturing the essence of its real-life counterpart or taking on a fantastical twist. These delightful characters encourage children to explore and learn about the natural world while igniting their curiosity and imagination. They are also highly collectible. The educational element allows young animal lovers to learn the lifespan of a dolphin, the main food of an elephant and the conservation status of the emperor penguin. The Orbys Keyring Pals are perfect for school bags. A.B.Gee offers some great display options for this exciting range.

New for 2023 is the Cute Friends collection, six 34cm classic plushies with a modern design. Bear, Rabbit, Sheep, Cow, Brown bear and Monkey have endearing qualities, a comforting presence, and an ability to inspire imagination.

Happy Line Toys

www.happylinetoys.com | contact@happylinetoys.com

Happy Line Toys has shared details of its new glow-in-the-dark plush Dream Beams, the latest in a string of developments and partnerships that the company says will benefit children as well as toy retailers.

The company has announced a new partnership with the UK charity Starlight, which supports sick children, and its UK distributor, One for Fun. Play is important for children, especially during difficult times such as hospital stays. Through the new partnership, hospitalised children will receive Happy Line’s new glow-in-the-dark Dream Beams, a cosy and fun companion to help make their treatment and stay a bit better. Retail partners that have supported Happy Line so far can take pride in knowing that their business has bolstered a worthy cause that makes a real difference in children's lives.

For its Back-to-School Campaign, Happy Line has partnered with the Good Play Guide. Its glow-in-the-dark Dream Beams are designed to provide comfort and reassurance to children, making them ideal companions during the day and at night. This partnership will help promote the benefits of its toys to parents and educators, increasing demand and sales for retailers.

Happy Line has also announced the launch of 10 new glow-in-the-dark Dream Beams characters, bringing the number of Dream Beams family members to over 50. Each character is designed to capture the imagination of children and provide them with comforting companionship during play and sleep. Retailers are able to offer their customers a wide variety of options to choose from, increasing the chances of repeat purchases and promoting customer loyalty. Happy Line’s new partnerships and latest releases are testament to its commitment to provide children with the best possible playtime and sleep experiences.

Posh Paws

01268 567 317 | www.poshpawsinternational.co.uk sales@poshpawsinternational.co.uk

Posh Paws’ Gabby’s Dollhouse plush range continues to be the company’s top licence this year, with fans able to get their hands on the new 10” DJ Cat Nip and cuddly Gabby Doll. In the run-up to Christmas, a new 10” Baby Box Cat plush will be added to the collection while more characters will be introduced in 2024.

The new Trolls 3: Band Together movie arrives in cinemas on 20th October. Posh Paws is ready to party with a new range of 10” Squashy Podgies made from the squishiest material. There is also a 14” XL Queen Poppy plush available to order ahead of the movie release.

As dinosaur merchandise remains popular, Posh Paws is increasing its Jurassic World range with a new 10” Brachiosaurus and 10” Bumpy the Ankylosaurus dinosaur plush toy, and as the demand for pop-culture and anime themed plush toys continues to grow, the company has added some of the biggest licences in this category to its portfolio for this year. Demon Slayer, Dragon Ball Z, Jujutsu Kaisen, One Punch Man and One Piece will all be available in plush format.

Posh Paws also has a new range of plush for the hit Netflix show, Wednesday. The range is launching with a Wednesday doll in the iconic black prom dress that took the internet by storm. Another depicts Wednesday in her Nevermore school uniform while the third new addition is Thing on a display plinth.

The company has produced a range of plush for Godzilla, another pop-culture licence new to the Posh Paws portfolio. The line includes a 12” Godzilla with roaring sound effects and a basic 12” and 8” plush. With a new Godzilla vs Kong movie scheduled for release in March 2024, Posh Paws expects big things from this property.

Perfect for tween, teen and adult gifting, the Swizzels Love Hearts soft toys offer a variety of fun and trending plush characters with sentimental messages for seasonal and personal gifting opportunities. New to Posh Paws’ gifting collection is the emoji licensed plush. These are ideal for gift givers looking to supply plenty of laughs with their hugs.

Posh Paws’ own-brand Bubble Tea plushies and bag clips have been a hit this year. With six bright colours to collect in both formats, this new range blends the trending drinks with adorable kawaii inspired expressions.

Retailers looking for high quality, British designed plush toys and gifts should consider Posh Paws’ Ragtales collection. The range includes comforters, cuddly teddy bears and ragdolls, alongside a wide range of other baby favourites including rattles, pull-alongs and booties.

Other licensed brands from Posh Paws include Sunny Bunnies, Rocky Balboa, How to Train Your Dragon, Jaws, E.T, Shrek and Minions.

The Desi Doll Company

Farzana@desidollcompany.com | www.desidollcompany.com

September sees the launch of Sheepy, The Desi Doll Company’s new sleepy time sheep toy. A much-awaited addition to its range of talking plush toys, Sheepy has been in development since last year.

The Desi Doll Company says it was very excited when South Africa based Zain Bhikha Studios approached it to design and create Sheepy, the Sleepytime sheep, based on its successful Sleepytime App. The Desi Doll company founder Farzana Rahman’s kids have grown up singing Zain’s songs: he’s one of the most iconic and talented Islamic singer/songwriters of our time and has inspired many people worldwide over the last 25 years with his uplifting and melodious songs.

Sheepy sings songs especially re-mixed to make them soothing for bedtime. Sheepy also says bedtime prayers and has white noise options including gentle shushing and rain sounds. There is also a timer, cry sensor and the option of a starry light projection. The light and sound device can be removed very simply for recharging via USB cable (included), meaning Sheepy can be easily washed.

Farzana and her design team continue to work on new additions to their range and are already taking retail orders for Ramadan 2024, which falls in March next year.

Vivid Goliath

01483 449 944

www.vividtoysandgames.co.uk

Available in three different ranges, Squeezamals are the first and original squishable, squeezable, soft, slow-rise foam stuffed animals. The 3.5” (9cm) core squishies will slowly return to their original shape when squished. The super soft plush and watermelon scent has been designed to encourage kids to collect all six.

Eenie Teenies watermelon-scented pocket-sized pals are shrunk down Squeezamals with all the softness of the bigger squishable plush, now in a micro scale with 18 characters to collect. Packaged in blind bags, each one is a surprise: will kids find the shiny Zebra Zane, fluffy Puffy, or petite Penguin Penny. Each plush comes with a collector sheet. Now flipping onto shelves is the plush phenomenon Flip-a-Zoo. Hot off the back of two

Pat Avenue

01604 678 780 | www.patavenue.co.uk | sales@patavenue.co.uk

Pat Avenue’s sustainable Ecoplush collection is a planet-friendly plush line made entirely from recycled materials. All the super-soft Ecoplush characters are made of quality fabrics and stuffing composed of plastic PET bottles reclaimed from the sea. The lovable Ecoplush Sloth has long arms that are perfect for cuddling. There’s also an Ecoplush Tiger which is sure to be a bedtime and playtime favourite.

The Ecoplush Fashion Dogs are 25cm in size and ideal for snuggling. Kids can collect all six breeds in the assortment: Cocker Spaniel, Dalmatian, Husky, Pomeranian, Poodle and Yorkshire Terrier.

Mascutties is an adorable range of feature plush which includes the unmissable Kami, the coolest chameleon around. When it’s dinnertime, kids can press his stomach and watch him catch plushie flies with his Velcro tongue. Come bedtime, this cute critter is ready for love and snuggles.

Equally lovable are the Magic Wingz butterflies, which need help discovering their wings. Kids can lend these colourful, cuddly pals a hand by removing their PJs to reveal a magnificent set of wings. Great for taking on the go, children can re-dress their Magic Wingz ready for their next adventure. There are three styles to collect in the assortment.

Golden Bear

01952 608 308 | www.goldenbeartoys.com | customerservices@goldenbeartoys.co.uk

Golden Bear welcomes two new additions to its award-winning plush IP range, Windy Bums, this summer. Available at retailers from August, Zebra and Dinosaur join Unicorn, Monkey, Panda, Pig and Donkey, expanding the menagerie of giggling, trumping plush. Cheeky fun for all ages, Windy Bums are cute, cuddly and hilarious: kids simply tap their bums to hear them make trumping sounds while they bounce across the floor.

Continuing its long-standing partnerships with the BBC, WildBrain and Acamar, Golden Bear has introduced new licensed plush for Hey Duggee, In the Night Garden and Bing.

The Hey Duggee hero plush for autumn/winter 2023 will be Sleepy Time Duggee, featuring the popular bedtime song from the smash-hit show and music from ‘Nap time with Duggee’ which has over 8.5m views on YouTube. Wearing his iconic pyjamas and night cap, Sleepy Time Duggee plays soothing music and displays soft glowing lights from his belly to aid sleep and relaxation. Kids simply press Duggee’s left hand to hear recognisable woof sounds, snoring and soothing music. Parental controls include volume control via his right hand and an on/off switch hidden underneath. Free content can be downloaded by scanning Sleepy Time Duggee’s exclusive on-pack QR code, including song lyrics, colouring activities and wellness tips.

Golden Bear offers an exciting refresh for its popular In The Night Garden Talking Soft Toys, which now have enhanced colourways, new textures and luxurious fabrics. Available in a choice of three characters - Igglepiggle, Upsy Daisy and Makka Pakka - each Talking Soft Toy plays the iconic In The Night Garden theme tune and its own recognisable character sounds from the show. Super soft, tactile fabrics and print detailing feature on each to help stimulate kids’ senses through touch and sight.

With over 5.7m Bing toys sold since its partnership with Acamar first began in 2019, Golden Bear has two lines in this year’s Circana Top 11 Pre-School items (Circana Q1 2023). The hero plush for Bing in autumn/ winter 2023 is Peek-a-Boo Bing. The perfect role-play companion, this interactive plush mimics the popular pre-school game, peek-a-boo. Standing at 28cm tall and made from super soft fabric, Peek-a-boo Bing is designed to encourage interaction, promote positive play and encourage basic emotions. When kids press Bing’s left hand he will talk and move his ears, saying over 20 recognisable phrases from the show.

All autumn/winter 2023 plush are made from 100% recycled fabric and material, part of the company’s two-year sustainability plan to switch its entire plush offering, including packaging, to recycled material by the end of 2023.

KAP Toys

01423 368 888 | www.KAPTOYS.com

The team at KAP Toys has been working hard to bring its first-ever own-brand ranges to market in the Plush category. This has culminated in the development of the new Squishii brand, which enhances the story of KAP’s product development landmarks and provides a clear message to consumers about what else there is to look forward to. The Squishii range will become a standout feature of the KAP Toys range both now and into the future, with more exciting developments to be announced shortly.

The incredible world of Fuzzballs is the first licence to receive the Squishii treatment. Whisky, Timmy and Ollie are enjoying their favourite foods: pizza, donuts and cookies. Each plush toy based on the popular characters has a unique stress ball-like feel to them and sit perfectly in the palm of a hand. In consumer testing, the Squishiis elicited an incredible response, with participants emitting ‘oohs’ and ‘aahs’ as they got to grips with what kawaii really means. The anticipated sub-£8 RRP makes the Squishii brand exceptionally competitive in terms of pricing.

Perfect for fans already invested in the Fuzzballs brand, the initial collector plush range comprises 10” highly detailed Squishii reproductions of Whisky, Timmy, and Ollie. These sub-£15 plush toys offer strong value for money given their size and quality. Fans are keen to buy and add all three to their existing Fuzzballs collections and enjoy sharing their love of the line across social media channels.

KAP Toys has announced that Hello Kitty will be joining the Squishii line-up, with launch product available before the end of 2023. RRP is anticipated to be firmly in the pocket money region and there will be a range of designs to collect. The Hello Kitty brand goes from strength to strength: My Hello Kitty Cafe is the No. 1 Roblox game, while Tiny Pop airs episodes from the Hello Kitty: Super Style! animated series 14 times a day - that’s 3.5hrs of Hello Kitty a day, spread across key slots at breakfast, lunch, teatime and bedtime. KAP firmly believes the Hello Kitty brand is accelerating into consumer conscience like never before, and with 2024 the year of its 50th anniversary, retailers are advised to get on board soon.

KAP Toys retains a strong offering for fans of Among Us. Following a red-hot entry into the market in 2021, demand has calmed to a steady, sustainable level. The game continues to be enjoyed across multiple platforms online and an animated series is now in the works. Data from Kids Insights April 2023 confirms that Among Us remains one of the top favourite games for kids aged 4-9. Retailers who continue to stock the line are seeing strong ongoing full-priced sales and the brand has also moved to a new consistent level of performance on plush. A full collection of 30cm/12” characters presented in a platform box is available alongside two feature plush items perfect for gifting.

Hasbro

0208 569 1234 | www.hasbro.co.uk

Hasbro has announced the return of the iconic toy with a fresh new look, as Furby – the 90s global phenomenon – makes a comeback.

The next generation of the cute, cool and weird Furby interactive toy hits shelves just in time for summer, inviting kids to discover a curious little creature and kindred spirit that’s sure to be their next BFF. With a history of disrupting pop culture and the toy aisle, Furby reminds kids that they can be their hilarious, wacky, perfectly imperfect selves, because that is what makes them, and the world, a little more special. Furby is available now in two new colours, Purple and Coral.

This interactive toy features five voice activated modes - Dance Party, Copy Cat, Tell My Fortune, Let's Chill and Lightshow - and over 600 responses to discover including lights, sounds and 10 unique songs. Kids can speak a secret language that only they and their new bestie can understand, break out into random dances and take a moment to pause everything, chill out and recharge.

Furby also responds to hugs, pats, belly tickles, shaking and feeding with its pretend Pizza Charm. Kids can care for Furby by feeding them, combing their furhawk and dressing them up with the included clip-on beads and fashion accessories. Combing and styling the Furby's iconic fur creates even more best friend moments: the more playtime kids enjoy with Furby, the more fun they can unlock.

Troglins

0203 131 0237 | wwww.Troglins.com | sales@Troglins.com

The Troglins range of collectible plush, created to delight children and parents alike, invites collectors to step into a world of science and imagination.

Each plush toy in this exciting new range has cute tufts of hair coming from its ears, meaning their appealing looks are combined with real exclusivity and attractive price points. Every plush in the collection comes with a hand-numbered tag showcasing its place in the collectible toy market. As a testament to their authenticity, each Troglin is accompanied by a certificate detailing its edition and size of production run, making them sought-after treasures for collectors and enthusiasts.

Available at two price points, the Prototype Collection offers consumers an affordable opportunity to start building their Troglins collection, while, behind the scenes, the Troglins team busily masterminds tactics to increase their secondary value. A new Troglin is introduced in two sizes every month, often reflecting and celebrating seasonal and special occasions. Collectors will be keen to get their hands on their very own piece of the Troglins legacy, which has the potential to become a cherished, valuable keepsake with age.

Troglins has already sparked the interest of animation companies, paving the way for exciting collaborations in the future. This means that not only will collectors be able to enjoy their new plush companion, but can also witness their journey as the brand develops and characters are tweaked.

Whether they’re a seasoned collector or a newcomer to the world of plush, Troglins offers consumers an enchanting opportunity to embark on a journey of imagination, creativity and play. Their soft, plump, huggable bodies and expressive faces will bring smiles to loved ones' faces as they become cherished friends and a symbol of joy in every household. The attention to detail in terms of weight, custom fabrics, colours and embroidery is second to none, yet the price tag remains firmly accessible to all.

The young Troglins team has a keen interest in building strong relationships with independent stores. This involves providing retailers with an endless stream of social media content to post on their own channels, not only to promote the brand but to also acknowledge special occasions in the calendar. To entice smaller retailers, the company offers starter packs from £66.50 and minimum orders of just £50. Due to the nature of creating limited edition products, there is a fixed number of retail opportunities available. Limits run between 100 to 5,000 pieces. One a retailer entices a small number of their customers to become collectors, their allocation will sell out.

The enthusiastic Troglins team is a powerhouse of talent, bringing together professionals with diverse skills across plush, design, animation, entertainment and social media. Each member of the team is driven by a shared passion for creativity and a commitment to delivering extraordinary products.

Because sometimes we all need someone to talk to.

ToyTopic

www.toytopic.com | sales@toytopicgroup.com

ToyTopic’s range of delightful plush brands continue to expand with exciting new additions. Developing its strategy for environmentally friendly and sustainable production, all proprietary plush from ToyTopic is now available as a 100% recycled option.

The multi-territory licence agreement with Hasbro has proven highly successful with bestselling Peppa Pig puppets already in the marketplace. The partnership is expanding with new licensed toys based on a selection of Hasbro’s top brands, including My Little Pony and Transformers. A selection of puppets, cushions, pillow & blankets and cubes will be available, with different SKUs across the brands.

ToyTopic’s excellent relationship with Paramount sees the company produce a range of Teenage Mutant Ninja Turtles, SpongeBob, Paw Patrol and Baby Shark branded items featuring a selection of pillow & blanket, cushions and cubes.

A delightful new seasonal Paw Patrol plush range with adorable Christmas themed puppies will launch for autumn/winter 2023, and a selection of Easter, Halloween and Valentines themed Paw Patrol plush will follow in 2024, all available in small, medium, large and pocket money sizes.

Peter Rabbit is also joining ToyTopic’s portfolio of high-profile brands, showcasing new hand puppets for 2024.

Meta Cubez is a new launch from WowWee featuring collectible plush inspired by digital pets, such as Tri Cera Tops, the pink dino or RG_Bee123, the black and rainbow bee, to name a few in the varied selection. Meta Cubez pets are made of super soft plush and are perfect for hugging and snuggling. The unique 4-inch and 8-inch cube shapes of Meta Cubez are easy to stack and display. Meta Cubez XS come in a cute 2-inch size which makes them perfect to collect and include a keychain to clip to backpacks and purses.

Rainbow Designs

01329 227 300 | www.rainbowdesigns.co.uk

Rainbow Designs has been inspiring kids for over 50 years, developing and creating high quality soft toys collections based upon adored childhood storybook characters that have been loved throughout the generations. From Peter Rabbit, Paddington Bear, Disney’s Winnie the Pooh and Guess How Much I Love You to Elmer, Spot and The Very Hungry Caterpillar, Rainbow has a cuddly character for kids of all ages.

The best-selling Adventures of Paddington pre-school plush toy range is based on the awardwinning TV show. The animation captures the spirit and charm of the nation’s favourite bear and is back for a third series on Nick Jr. An inspiring cuddly addition to the range, joining the ever-popular Talking Paddington Soft Toy, is the Adventures of Paddington Dress Me Up Soft Toy. In addition to his traditional blue duffle coat and red bush hat, this new line includes four changeable outfits so kids can dress up Paddington as a doctor, baker or magician.

The Peter Rabbit TV toy range is based on the popular animated series that follows the mischievous and brave Peter Rabbit as he embarks on a series of exciting adventures with his best friends Benjamin and Lily. Rainbow’s cuddly character collection includes the Talking Peter Rabbit and Lily Bobtail toys. Now available at a new, bigger size, the toys say phrases such as 'Let's hop to it!' and 'All rabbits need a little help from their friends'.

Rainbow Designs’ collection of ever-popular classic characters and accompanying books is perfect for special bedtime cuddles and storytelling, an important part of establishing good sleep habits. New this autumn is the Maisy soft toy. The stories of this fun-loving mouse introduce little ones to everyday adventures and the spirit of friendship, while Gerald the Giraffe, from the best-selling storybook Giraffes can’t Dance, teaches kids that everyone can dance when they find the right music. These classics join Rainbow’s Beatrix Potter’s Peter Rabbit, Disney’s Winnie the Pooh, Guess How Much I Love You, Elmer and We’re Going on a Bear Hunt ranges.

A further classic joining the Rainbow family this autumn is the soft and snuggly Bagpuss Talking Soft Toy with yawning sounds. The instantly recognisable saggy cloth cat, who celebrates his 50th anniversary next year, is a memorable part of the childhood of both parents and grandparents and will make a wonderful gift.

The new Animal Adventure range of Everyday Softs for Baby includes Safe and Soft infant toys crafted with care to create the perfect first cuddly friends for babies. The adorable Elephant, Puppy and Bunny characters have been created with patented, soft antibacterial and hypoallergenic fabrics, so parents can have peace of mind knowing the products their kids hold are safe and clean. For infants, there is also the aquatic Under the Sea Collection, which features a developmental Soft Book, and the adorable My First Plush Collection.

Basic Fun!

01189 253 270 | www.basicfun.com

Always Here Bear is one of several new Care Bears to be added to the Basic Fun! range this season. This big-hearted blue and white bear, with heart-shaped paw pads, is made from recycled plastic bottles. He believes everything is better when shared with loved ones and that friends and family are the best reason to smile.

Another addition is the ever-optimistic Destiny Bear, who is bold, kind and inclusive. This bear has regal gold detailing – perfect for a Coronation year – and believes kids are their own King or Queen and rule their own destiny. The stunning limited-edition Bedtime Bear has deep blue velvet fur and gold stars, and a belly that lights up like the moonlit night sky. A variety of 22cm Themed Care Bears will soon be available to collect too, including seasonal Halloween and Christmas bears. Cutetitos continues its evolution with the launch of Sleepitos. This theme lets kids unwrap 10 plush characters that are dressed for bedtime. Each character wears PJs and the box packaging becomes part of the play, transforming into a bed with a unique headboard: the perfect way for fans to display their Sleepitos.

There’s also more to come from the world of Misfittens. Wave 3 introduces 12 new plushie cats to collect, each with a unique ombre tail. Like the big cats in small spaces that drove the #IFitsISits craze, these moggies require assistance in getting out of the pack they’ve squished into. Kids will love watching the feline friends treble in size upon being rescued from the too-small spaces they’re stuck in.

A true one-stop-shop for plush, Basic Fun! UK’s portfolio also includes the adorable MeganPlays Surprise Plush Collectibles, which are inspired by the Roblox creations of the popular pink-haired game streamer. The fun and classically styled My Little Pony 40th anniversary plush lines also continue for this year.

For more information about Basic Fun! UK’s portfolio of brands, contact Tim Ives by emailing Tim.Ives@basicfun.com or calling the number above.

Moose Toys

01637 882 200 | www.moosetoys.com

Moose Toys remains a strong player in the Plush category, with brands such as Little Live Pets increasing in value by 353% YOY in comparison to June 2022. As the company enters the second half of the year, it continues to elevate the Special Feature Plush landscape by launching three new toys.

The latest innovation, Cookeez Makery, is an oventhemed play set that combines the charm of a cosy plush companion with the excitement of culinary adventure. With this interactive toy, kids can mix and mould a special ‘dough’, place it in the play oven and just moments later, reveal a plush that’s both scented and heated, just like a real bakery treat. Available characters include Bunny, Puppy and Kitten, each is scented with bakery aromas of either fresh bread or cinnamon, and all make noises when squeezed and hugged.

Following the success of the awardwinning Mama Surprise, the Moose team has expanded the Little Live Pets line to include My Puppy Home. Centred upon the excitement of bringing a puppy home, kids first need to build their puppy’s home with flatpack walls and childsafe tools. Once everything is ready, their adorable new interactive puppy plush reveals itself inside the puppy house.

Magic Mixies continues to bring newness to the magical realm with the Magic Mixies lamp. Just as the cauldron and crystal ball captivated children with their mystical play patterns, the Magic Mixies lamp combines wondrous spell casting, mist reveal moments and surprise when the plush genie that lives inside is awakened and revealed.

Sambro International

www.sambro.com | sales@sambro.com

Sambro International has built a strong portfolio of licensed and own-brand products across key categories, including its range of plush toys. The leading global supplier works closely with some of the world’s biggest and most well-known brands and licensors, including Disney, Paramount, Hasbro, Sanrio and DHX, with properties such as Paw Patrol, Peppa Pig, My Little Pony, Teenage Mutant Ninja Turtles and Transformers.

As part of Sambro’s most recent sustainability commitments, the firm replaced the filling in all plush products with 100% recycled polyester stuffing, gaining full accreditation with Global Recycling Standards. Sambro also ensures that all its card-based packaging is FSC (Forest Stewardship Council) certified across its entire plush portfolio.

As the firm’s extensive plush ranges continue to develop, new products add to the spring/summer 2024 offering, including the Doodle Arts & Crafts lines for My Little Pony, Paw Patrol and Peppa Pig. Most recent additions include the adorable Liberty character, a hit with Paw Patrol fans and she will join Chase and Marshall on shelves next year.

These Doodle Plush toys encourage creative play for kids, allowing them to doodle on the toy using the special marker pens in the packs and then simply wash them off and start again. Retailers can choose from display boxes or swing tag packaging.

Sambro’s own range Lil Bodz, launched in August last year across the UK and EMEA regions, has expanded its range of characters with new licences from My Little Pony, Transformers and Teenage Mutant Ninja Turtles. Lil Bodz are instantly recognisable thanks to their large, stylised heads, big eyes and little bodies, resulting in a cute, appealing look. Each individual character includes unique sounds, giving them huge collectability and appeal. This intellectual property will remain central to Sambro’s plush development strategy.

Following its partnership with iconic British baby brand Cosatto, Sambro’s baby activity plush range is now available. Suitable from birth through to pre-school, the variety of textures, fabrics, sounds and discovery elements are sure to keep inquisitive babies and toddlers entertained. The range includes comforters, pram clip-on toys, activity cubes, tummytime rollers and spiral activity toys to keep little ones active and engaged. The enchanting designs in Unicorn Land, Mister Fox and Dragon Kingdom themes are a delight to brighten up nurseries and baby care environments everywhere.

Finally, as demand for seasonal products continues to grow at retail, Sambro has launched new seasonal plush for its bestselling Paw Patrol and Peppa Pig ranges, available in Lil Bodz and sizes ranging from 18cm to 35cm.

Plush continues to be a significant sector for Sambro, and with an exciting raft of new products planned for autumn/winter 2023 and spring/summer 2024, there’s a plush product for every retailer proposition.

Click Distribution

0330 123 2559 | www.clickdistribution.co.uk | click@clickdistributionuk.com

Click Distribution UK is distributing Biggies, Eolo’s new supersized patented mega plush line. Kids simply peel the side of the box away to reveal the pump, then pump it and watch their plush grow and explode out of the packaging. The packaging is reusable so kids can deflate their Biggie, pop it back in the box and recreate the same experience again and again. The first wave consists of four colourful and fantastical characters including Unicorn, Puppy, Rabbit and Dragon. The range is supported by Click’s biggest PR and marketing campaign to date, which kicks off this month.

Click is also exclusively distributing plush based on some of the biggest games in the world including Rainbow Friends and Poppy Playtime, with other ranges such as the new Pet Simulator Deluxe Fantasy Plush sure to delight gaming fans. Kids can now bring home their favourite pets from the popular game in the form of a deluxe, 8” cuddly, snuggly plush. This range includes Dark Matter and Gold Variants and a DLC code is included in every plush. Also from Pet Simulator will be a brand-new series of collectible 4” plush with 12 characters to collect in all, including Rainbow Gold and Dark Matter metallic as well as a redeemable DLC code with every pet.

This autumn/winter 2023 will also see Click introduce the highly anticipated Blox Fruits 4” and 8” collectible plush range. Roblox players will be able to collect all their favourite magical fruits, from the Uncommon Falcon to Rare Light and Legendary Love. Each plush features high quality fabric, detailed embroidery and comes sized at either 8”or 4”.

020 3598 5119 | www.jazwares.com

From plush powerhouse to global lifestyle phenomenon, Squishmallows has grown beyond the toy aisle to become an industry-leading lifestyle franchise. In the metaverse, Squishmallows on Roblox continues to surprise and delight fans of all ages, ascending to the No. 1 toy game by concurrent players. A global licensing programme, supported by some of the biggest names in consumer and lifestyle products, is taking the brand further into the stratosphere.

Squishmallows continues into Q3/4 with many new styles, lines and extensions. Collaborations with best-in-class licensing partners continue with a refresh on Pokémon and new Harry Potter Squishmallows. The limited edition D100 range will appeal to fans of all ages, featuring classic Disney characters in a unique silver style.

New launch BumBumz comprises super-soft, uniquely trendy, collectible sensory plush with a slouchy bean bag style offering endless fidget play. Quirky designs and continuous waves of themes leverage anything and everything from pop culture, meaning there is a BumBumz for everyone. Available in 4.5” and 7.5” scales, autumn/winter 2023 will see over 48 new characters hit the shelves. Character bios and unique stickers give each exciting new plush their own personality while a huge marketing campaign will support the launch.

Jazwares is also introducing new additions to Squishville by Original Squishmallows and launching another new plush brand, Living on the Veg, alongside CoComelon Squishmallows HugMees from Q3. Squishville by Original Squishmallows welcome fans to join them in their ‘home sweet hometown’ from autumn/winter 2023. New blinds, multipack options, play scenes, fashion accessories and the large ‘Day at the Museum’ themed play set are launching, plus a new Dream Squad with a cute plush rainbow and star.

Living on the Veg invites kids to join the Crop Crew, a unique bunch of fun and collectible 3”, 6” and 14” plush veggie characters with personalities to match their styles. The Fun Guys are being harvested in late summer 2023, followed by the Cornies. Each character has its own unique design and texture and can be found planted in its own farm fresh style packaging, making unboxing the veg even more exciting. The 3” Spudbuds bring even more excitement to the range thanks to their blind packaging, making them perfect for the couch potato in anyone’s life.

JJ and friends from CoComelon also join the Squishmallows Squad, in the form of 10” mediumsized CoComelon HugMees plush.

IMC Toys

01904 720 908 | info.uk@imctoys.com | www.imctoys.com

Drawing on its No. 1 position within the special feature nurture dolls category, and expanding on its innovation within the sector, IMC introduces a new nurture pet brand with the unveiling of Baby Paws, a collection of plush portable pups.

Launching with three fluffy puppy characters – Coco the Cocker Spaniel, Maggie the Husky, and Dotty the Dalmatian – Baby Paws encourages imaginative nurturing play and is perfect for teaching children the responsibilities of caring for a pet.

Each plush puppy character comes with two accessories: a personalised blanket complete with a food pattern to match the puppy’s individual personality and a dummy. When the dummy is in place, the Baby Paws will sleep, but once removed, they open their eyes and make cute sounds. Once it’s time to put the dummy back in, the puppies will fall asleep.

With moveable legs and heads, Baby Paws have been designed to weigh the same as a real puppy, enhancing the realistic role-play pattern. Fully portable, children can transport their puppies wherever they go by using the handle on the blanket to carry them or by folding the blanket to create a shoulder bag.

Character Options

01616 339 800 | www.character-online.com

sales@charactergroup.plc.uk

Piñata Smashlings is a brand-new IP designed to enrich fans’ engagement by connecting offline toys with online play. The brand is centred around the Piñataverse – the colourful play-world home of cheeky little Smashlings and playful Piñatas – which is brought to life with the unique Roblox game, animated shorts, and a captivating line of collectibles, plush and play sets.

With the game already launched, fans are growing ever-more excited for the upcoming toy line. Among the Piñataverse characters that kids will be able to collect are the Blind Box Plushies. Kids

Just Play UK

uksales@justplayproducts.com | www.justplayproducts.com

The Sesame Street Comfort Weighted Plush Elmo is a perfect lap size companion and helps preschoolers manage their emotions, with his wide open arms ready for a hug and a big, cheerful grin. At 35cm in height and weighing almost 1kg, Elmo is composed of soft velvety fabrics and provides gentle pressure, helping to promote a feeling of comfort. The Weighted Plush Elmo can help support children with self-regulation. Hugging releases stress, provides comfort, and helps reduce sensations from big feelings.

The full ‘take-along’ Sesame Street Friends assortment continues to ignite the imaginations of pre-schoolers, whilst sparking nostalgic memories among parents who enjoy sharing their own childhood stories of the iconic cast of characters. Whether it’s Elmo, Cookie Monster, Abby Cadabby or Bert and Ernie, each 20cm figure is made entirely of soft, huggable fabrics and 100% recycled polyester fill. These adorable soft toys are the perfect size for play, display, and on-the-go companionship.

As ASMR plush toys rise in popularity, Just Play’s Mallo Mallo is a great option for children and adults who enjoy the soothing sensation of playing with plushies. Consumers will enjoy opening each mystery blind box to discover which Mallo Mallo mini collectible plush they have found. There are 12 slow-rise foam animals available to discover in Series 1, including Fergus the sloth, Elissa the cat, Dennis the tiger and Jewel the unicorn. Mallo Mallo plushies make for appealing birthday gifts, stocking fillers and party favours for young animal lovers aged three years and up.

Viewpoint

Toy companies - let’s level the playing field

WWhen it comes to product launches, we need to level the playing field between indies and nationals.

The UK’s indie retail sector is amazing. There are hundreds of toy shops up and down the country, run by knowledgeable, passionate, hardworking men and women that live and breathe toys and games seven days a week, 52 weeks a year. We’ve got engaged, loyal customer bases, we’ve got our fingers on the pulse of what’s going on across the entire trade, and the support of fantastic buying groups such as Toymaster to ensure products sell – and sell well.

Yet despite all this, certain suppliers are regularly offering bigger ranges and first-to-market exclusives to nationals (often one in particular) and it’s not helping anyone: not them, and certainly not toy retail as an industry. By the times indies get these toys, they’ve languished on-shelf with thousands of others for weeks and a lot of the time have already been marked down, devaluing the brand. They’re barely given time to bed in. Recently, a licensed toy range from a major supplier was marked down before I’d even received my stock. When the indie sector is already up against it as it is, that kind of thing makes me want to bang my head against a brick wall.

Everyone should know by now of the power of social media. Kids see toys they want online before anything else. Take Chewbacca Mask Lady as an example. One silly viral video, literally her just cracking up in a car, was all it took for that Hasbro product to sell out almost overnight. Every major trend over the past few years has been born at the indies: Loom Bands, fidget spinners, popppers. Good indies have the power and the passion to make your toys go viral on platforms like TikTok, Instagram, Facebook and Twitter – we can make your toys rockstars online - but we’re barely being given the chance.

The very best social media content is often completely organic and doesn’t require any marketing budget to create; in fact, most indies are usually more than happy to product content for free, in their own time, to help raise awareness and boost sales. I post products on Facebook all day long and regularly make videos with my team that my customers really enjoy, and they genuinely drive people to my stores.

If suppliers started giving indies new launches even a month ahead of the nationals (or at a bare minimum, at the same time), they’d see much better sales straight out of the gate and would be much more likely to support the brand going forward. It wouldn’t negatively affect the market like the alternative does.

Why not try seeding a new product with 20 carefully selected indies in addition to the nationals, and see what happens? Maybe it would even be an idea for suppliers to make

their marketing teams available to indies ahead of launches so both sides can collaborate on marketing efforts. We might not place the biggest orders – the one thing we can’t compete on with the big guys is spending power and shelf space – but we’ll get behind those products like the big guys won’t and whatever order we place, we’ll sell it for you one way or another.

It’s fair to say trust has been eroded on both sides over the years. Suppliers arguably feel they don’t get proper support from the indie sector, and the indie sector doesn’t see why it should support suppliers on new launches when nationals keep getting them first. I know a guy whose entire business hinges upon specialist action figure toys (and no, it’s not me) but a major UK chain was getting a really popular line two months before he was. These types of toys are time sensitive, and he badly needed a point of difference, so he requested exclusivity from the supplier on just two ranges. After a year of negotiations, a really small allocation of one of them arrived compared to what he’d been told to expect. The next day, that line appeared in the big national. And the same happened with the second range, only that one showed up at a different national. Understandably, he's gutted.

Never mind elephants – indie buyers don’t forget. Year after year, toy companies big and small and everything in between will usually be dealing with the same person at an indie retailer, whereas buyers at nationals and grocers tend to come and go. The turnover rate is arguably much higher. We’re interested in forging long-term relationships, some of which will last decades, and getting burned by a supplier lingers in the memory.

We need to find a way forward that actually works for everyone. There are so many awesome upcoming launches out there that we’d love to get at the same time as the nationals: toy fairs and previews continue to make it clear there’s no shortage of great toys to go round. I have to give credit to Wow! Stuff, which is doing a launch window with me for its Wednesday range. That’s a toy company that gets it, and I know there are others out there equally capable of offering that same level of support. Character Options has arranged for Teenage Mutant Ninja Turtles costume characters to come to my store and meet kids wanting the new Playmates toys. It’s going to be awesome. I want to see more of that, and I’m not alone.

The indie sector has always been here, long before the likes of Amazon and Argos. To be fair, indie retail is what the whole toy sector was originally built on, not the grocers and nationals of the world. We’ll still be around long after those guys are gone, selling toys 365 days a year (unless you close on Christmas day). But right now, nationals have a 100-yard head start. All we’re asking for is a fair race - we’ll see who’s best at the finish line.

Dave Middleton

Dave is an independent toy retailer with three successful stores under his belt: Midco Toymaster, Midco Toy Planet and Freak Treats. In what little spare time he has outside of work, he enjoys professional wrestling and not eating his peas.

Parents not just looking for value in pricehow marketers can get their message across

It should come as no surprise that in the last month, parents (aged 25-54 of children 3- 9: Parents Insights data) say the top factor influencing their toys and games purchasing decisions is “value for money and affordability”. But price is not a motivational consumer message for marketing and can devalue your brand. The third factor highlighted is “it can be used time and time again” and shows the importance parents place on play value. They want reassurance that when they invest in products, they will be enjoyed repeatedly. It’s up to advertisers to tailor their messages and media to provide reassurance. To communicate this authentically, you may work with trusted parent Influencers and parenting media brands to specifically highlight the play value of the product. Using highly personal and trusted media like podcasts and radio adds to the authenticity of the messaging.

Don’t overlook grandparents…

61% of grandparents own their home outright, which

We’re in testing times

A ‘test and learn’ mentality is absolutely crucial. The recent significant shifts in media consumption to digital platforms has elevated the need for marketers to progress through learning by testing something they haven’t done before. If we repeat exactly what we did last year, we’ll have wasted the opportunity to learn from trying something new. We constantly need to challenge ourselves to embrace new opportunities but make sure we have a robust and realistic measurement framework in place to evaluate how it actually performed against the task it was set.

Be more social

With the recent announcement that Pinterest will be partnering with Amazon to allow Amazon ads to run across its platform to provide a more seamless shopping experience (in the US in 2023 and expected in the UK in 2024), social commerce is only growing in importance for social platforms. Tik Tok continues to grow its reach with 50% of mums aged 25

Tristan Brooks

Tristan Brooks is managing partner at toy specialist media agency Havas Entertainment, which helps toy suppliers navigate the continuously evolving media landscape.

Captivating the Toy market: navigating challenges and seizing opportunities

The toy industry is a fiercely competitive market. Companies face the daunting task of not only creating captivating and innovative products for the most discerning consumers— children—but also keeping pace with rapidly evolving trends. The advent of digital marketing has further accelerated the rate of change, presenting challenges and exciting opportunities alike for those bold enough to adapt and embrace the dynamic landscape.

Traditional marketing channels now have to compete with newer channels thanks to the widespread use of social media, search engines and direct-to-consumer platforms. In response, toy companies are increasingly turning to social and influencer marketing strategies to stand out in the crowded marketplace. But, with numerous companies vying for attention, breaking through the noise is no small feat.

To achieve this, many toy companies have harnessed the power of online personalities. Influencer marketing enables them to connect with specific, highly engaged target audiences, promoting their products directly. Influencers, with their substantial followings on platforms

promoted are age-appropriate and safe, while also ensuring the values of the influencer align with those of your company. Compliance with Federal Trade Commission (FTC) guidelines is essential, requiring influencers to disclose any brand relationships; transparently labelling sponsored content mitigates potential legal complications. Another challenge toy companies face is the need to stay in tune with ever-changing consumer preferences. As children's interests and hobbies transform, companies must respond with agility and innovation. The growing interest in STEM fields has led toy companies to develop products that foster children's curiosity in science, technology, engineering and mathematics. Likewise, as children become increasingly environmentally conscious, toy companies are creating toys that promote sustainability and eco-friendliness. Guesswork is no longer sufficient. Instead, companies must leverage data to gain insights into consumer behaviour and preferences, crafting targeted marketing campaigns that deliver the right message to the right audience.

Furthermore, the rise of e-commerce has opened new distribution channels for toy companies. By leveraging

Andrew Matjaszek

Andrew Matjaszek is head of Marketing at Toikido, a new kind of entertainment company putting toys at the heart of games.

One, two, tree

Wooden you know it, the staunchly traditional Wooden Toy category continues to be a winner among parents and grandparents alike, offering a raft of options for gifting, numerous play patterns and a good-news story to tell at retail. Toy World speaks to a number of leading suppliers to find out all about their latest launches and examines the undeniable link between wooden toys and sustainability.

Aquick flick through the pages that follow this article will reveal the depth and breadth of the Wooden Toy category. From pocket money pick-ups, puzzles and role-play toys to musical instruments, character licensed figures and construction sets, this varied and everevolving category nonetheless remains firmly rooted in tradition. Yet the popularity of wooden toys remains consistent year after year, largely unaffected by external factors and therefore providing steady sales 52 weeks of the year.

Toy and game distributor A.B.Gee says it has seen sales of its wooden Tooky Toy range increase by more than +220% since it took over exclusive UK distribution of the line in 2018. The company says its passion for the brand has translated into a versatile toy range with designs suitable for kids of various ages, solo play, cooperative play and educational play. Additionally, new packaging

for 2023 means it now benefits from an even stronger shelf presence and desirability.

The Tooky Toy portfolio contains a number of bighitters, but a particular favourite for this year is the My Little Garden set. Originally shown at London Toy Fair, where it went down a storm, stock arrived in mid-June - perfect timing for the gardening season. The adorable set includes five cute, chunky wooden vegetables (carrot, potato, mushroom, broccoli and turnip), a caterpillar, two gardening tools, a watering can, two seed packets, two vegetable labels and two rows of play soil in a wooden tray. The set encourages kids to plant their vegetables and harvest a crop while developing early learning skills including speech, sorting, and colour and shape recognition. A.B.Gee has high hopes for this product, having seen demand grow and grow since its arrival.

Toynamics UK & Ireland is also encouraging kids to get to grips with growing their own with Hape’s new

Green Planet Explorers Organic Greenhouse. New for this year, the set is an addition to the existing Green Planet Explorers range, a line of very cute toys that promotes care for the natural world and an understanding of topics such as green energy, composting and the importance of bees. The Organic Greenhouse is made from bamboo, FSCcertified wood and green PE, and promotes social skills, storytelling, language development and imagination, as well as helping kids learn about sustainability –something close to Hape’s heart. The brand owns factories at which responsibly sourced wood is a key material, has its own bamboo forest and is working toward its whole product range being manufactured with FSC-certified wood, not just certain facets of it.

It's an inescapable fact that wooden toys attract ecoconscious shoppers, so what they’re made of matters. Happily, the vast majority of manufacturers understand this and have ensured their own wooden ranges align

The Guidecraft Woodlands Dollhouse is a nature-based toy set that inspires creative dramatic play. While children engage across the multiple levels of the dollhouse using the ladder, they can act out social situations and develop important communication skills.

Simple wooden figurines and barkcovered home furniture and décor combine beautifully with natural loose parts and found materials in indoor and outdoor environments. Authentic bark elements and a subdued wooden color palette encourage deeper connections with nature while children create organic narratives during pretend play.

Take nature-based play to a whole new level with this tabletop set for ages three and up. Each set includes a dollhouse, furniture for a variety of rooms and two

G15505 Woodlands Dollhouse Set

Feature Wooden Toys

offers a host of online support services for customers with a web presence including web audits, promotional banners, social media support, and much more. Lisa Fuller says: “We can cater to any retailer’s request with our specialist design team on hand to help.”

As a distributor, promoting its brands through its website is a key focus for A.B.Gee, which also uses various social media platforms, email and Mailchimp campaigns to drive awareness of the lines it offers. This is bolstered with high visibility at the trade shows the company attends and regular online and print media advertising. A.B.Gee also ensures its sales team is well educated on its exclusive ranges in particular, allowing each member to provide a healthy level of insight when communicating with their customers. Anna Vaughan, marketing manager, says that whilst the company doesn’t have any more trade shows coming up this year, its showroom is open for customers all year round. She explains: “Most items are out of packaging, so visitors to the showroom can enjoy a really hands-on, tactile experience, and we also have regular offers on this range plus some great FSDU bundle deals. We advise everyone to come on down and take a look.

Melissa & Doug is pulling out all the stops this year to support both its products and its retail partners. David Lubliner says the company’s roll-out of new wood-based displays will help improve the company’s in-store branding and really create shout-out within busy retail environments. It is also providing better merchandising solutions for some of its most popular wooden products, including its 2023 new wooden puzzles, the Latches Board and pretend play wooden food.

with sustainable, eco-friendly principles. David Lubliner, head of Customer Marketing at Melissa & Doug, says the company believes in responsible forest management. He explains: “That’s why we have committed to planting 10m trees by 2030 and are partnering with One Tree Planted to help us reach that goal. We also accelerated our commitments to using Forest Stewardship Council certified materials and were recently the only global toy manufacturer named a 2022 FSC Leadership Award Winner (FSC C156584).” He adds: “Whether it’s creating high-quality toys that are made to last or ensuring our products inspire open-ended play for all kinds of kids, we’re on a journey to make the world a better place.”

Looking at other themes within wooden toys, music remains a top choice. Creative Kids has launched its new Little Tikes Wood Music Table, a giraffe shaped table complete with mini xylophone and mallets, egg shakers and a mini drum, while Abrams & Chronicle’s Petit Collage brand has welcomed the Wooden 5-in-1 Elephant Music Toy. The colourful xylophone and cymbal are accompanied by a drum and clickety-clack elephant ears, giving kids plenty to discover as they play. Hunter Price’s new Little Timbers range, which comprises an impressive 40 SKUs, includes several musical and sound toys (sound arguably being a rather more accurate description of what kids produce using such products) such as shaped xylophones, a hammer bench and xylophone, and pound and tap benches.

Basic Fun! is bringing the 100-year-old Lincoln Logs brand to the UK this year, meaning kids can now discover the retro construction fun of building log cabins and other structures using the real wood interlocking pieces. The Fun on the Farm Building Set is joined by the Sawmill Express Train Building Set and the 100th Anniversary Tin, which contains 111 wooden pieces, and the On The Train Building Set, which contains 59 pieces. Vivid Goliath is also introducing a new wooden construction range, WoodworX. Among the launch offerings are licensed DIY projects based on the iconic X-Wing and Tie Fighter from Star Wars, which kids can build and paint themselves. These join other licensed wooden toys for this year,

including Orange Tree Toys new range of D100 limitededition toys. Based on the beloved Mickey Mouse and friends including Minnie Mouse, Donald Duck and Pluto, the figures immortalise the characters in two core colourways - an aesthetically pleasing, muted colour palette developed by Disney specially for the D100 celebrations, while a small number of products use the classic, brighter colours. Consumers can choose from puzzles and games, as well as a lovely new Disney 100 Wooden Advent Calendar.

Juratoys meanwhile, has unveiled its new Janod Dino range, which includes more than 15 engaging and eyecatching toys, games and puzzles. In keeping with Janod’s other best-selling product lines, the range comprises lovingly crafted push-alongs, surprise reveal toys, an activity table and a play set, though Neil Montgomery, UK commercial director at Juratoys, says the team is particularly enamoured with the Dino Ride-On thanks to its cute face and soft, removable tail.

“Our quality, design, packaging and competitive price points are where we feel we stand out,” he says, when asked what sets Juratoys apart from its competitors. “We’re not only known for some truly iconic classics that are popular year on year, but we also design up to 200 new products every year and pride ourselves on always delivering innovative, high-quality designs, to keep our collections fresh yet still remaining within our core values.”

He adds: “Every year we launch our 'Mid-Year Offer' which is always hugely popular with our retailers. We also have many useful POS opportunities for retailers to take advantage of including window displays, wooden display stands and gorgeous bags featuring our wonderful brands, to hand out to consumers.”

Hape has a range of POS and marketing support in place to suit any retailer, from branded bags and shelf strips to scaled-up to Shop in Shop installs and window displays unique to each retailer. Hape also

“At the same time, the continued growth of our UK social media channels enables us to drive brand awareness and to talk directly to consumers about new product launches and retailer promotions, helping drive footfall and online sales,” he adds. “Our daily content also includes stop-motion videos to showcase product USPs, plus competitions, tips on play, polls and parenting hacks. We also generate a drumbeat of positive product reviews from organic influencers, parents who are strong advocates of Melissa & Doug’s mission to create toys that foster open-ended play. Our influencer partnerships will be ramped up during Q4 with more in-depth content to support parents as they consider toys to buy for Christmas.”

“Our hero toy for this year is the new Wooden Work & Play Desktop, an exciting addition to our infant range,” David finishes. “Aimed at toddlers who want to mimic their parent as they ‘work from home’, this fun look-alike laptop bears all the hallmarks of a typical Melissa & Doug pretend play set: wonderful ‘real life’ details plus originality and relatability. There’s nothing else quite like it currently on the market aimed at such young children.”

We have some of the smallest critics, but they definitely know what they like

Wooden Toys Toynamics

0116 478 5230 | www.toynamics.com

sales@toynamics.co.uk

Toynamics UK & Ireland distributes Hape, a leading high-quality wooden baby and children’s toy range. Hape’s portfolio features over 20 categories spanning STEAM toys, music, roleplay, outdoor, infant, railway, and more targeting a mix of ages and price points and providing an array of choices for free play and learning. Over the past two years, all new products have been made with FSC-certified wood. Then company has also been transitioning the pre-existing product range over to more sustainable materials, working towards all Hape products being fully sustainable.

Hape’s role-play category, under the sub-brand Green Planet Explorers, welcomes smaller sets that can be added onto the bigger Panda and Tiger Houses. The Organic Greenhouse teaches kids the process of growing their own organic produce and composting the waste, Honey Bees Picnic explains the importance of bees to the planet and how nectar transforms into honey, and the Tree Planting E-car set shows kids how renewable energy can be used in everyday life. Covering a range of price points, the three new sets let consumers expand their Green Planet Explorers town.

The Green Planet Explorers range is made from fully sustainable materials such as FSC-certified wood, bamboo and Green PE, and no unnecessary plastics. Not only are the sets made from eco-friendly materials and a minimum of 80% recycled content, but they also benefit from a dedicated YouTube channel, with each toy supported by an educational video. Together, the toys and videos teach children how to care for the environment through play in their day-to-day lives. Green Planet Explorers is also supported by a raft of marketing materials, from colouring sheets and bespoke window displays to and influencer campaigns and in-store POS. A unique, bespoke marketing plan can be devised to suit any retailer.

Wooden infant toys are one of the most popular categories for the Hape brand, with a number of individual products ranking as global best-sellers. New for 2023 are the Arctic Polar Bear and Safari Elephant Stacking Blocks. These cute, irregular-shaped block sets comprise five arch blocks and two cute character blocks suitable for kids aged two years and over. The Shape Sorter Ladybug, meanwhile, is a classic toy with a modern twist. With four different shaped holes and matching blocks in the ladybug’s wings, kids can also take it for a walk with the pull-along string. Rubber-lined wheels prevent scratched floors.

Also suitable from the age of two, the Pull-Along Cart with Stacking Blocks has 26 blocks in both upper and lowercase letters, making it perfect for learning the alphabet while playing. Kids can stack them up and knock them back down and take them with them in their pull-along cart.

The collaborative Hape x Baby Einstein range remains popular with both retailers and consumers. The addition of modern technology to traditional wooden toys has created an award-winning brand, full of products that are innovative and fun for all. The best-selling Magic Touch Piano encourages the development of fine motor skills, as well as introducing cause and effect, with three fun play modes and volume control.

All Toynamics UK & Ireland brands and products have full marketing support available, including shop-in-shop solutions.

Vivid Goliath

01483 449944 | www.vividtoysandgames.co.uk

WoodworX is an FCA compliant range of wooden construction kits that give younger DIY fans the opportunity to build and paint their own wooden vehicles, animals or jewellery boxes.

With a 17-year track record in Australia and over 2m packs sold worldwide, WoodworX targets kids aged 5-12. Each kit comes with everything needed to assemble, glue and paint a masterpiece.

The global range also extends into licensing for the first time, presenting Star Wars themed DIY projects from this summer. These include entry price points sets based upon the iconic Tie Fighter and X-Wing, plus The Mandalorian’s The Child, along with higher price point Millennium Falcon and AT-AT kits perfect for Star Wars super fans.

Wooden Toys

Hunter Price

Little Timbers is enjoying great success after its debut collection hit the UK retail market earlier this year.

Developed by Hunter Price International, Little Timbers blends premium design with great value, filling a gap in the market for classic toys built to last at an accessible price. Little Timbers also encourages children to create, explore and play, developing motor skills in little ones from birth.

As a result of the hugely positive market response garnered by the first collection, the range has been significantly expanded for 2024. With its dedication to design, the creative team behind the brand has launched the Little Explorer Collection. Its beautifully soft colour palette appeals to little ones, while also looking great around the modern home. The whole collection is made from FSC-certified sustainable wood, is plastic free and uses recyclable packaging.

With 40 SKUs, the Little Explorer Collection caters for a wide range of price points. Showpiece lines in this range include a rainbow music tree, rocket activity centre, small bead maze, activity case and cash register. Large and smaller format role-play products range from a tabletop police station, kitchen, pet dog and hamster sets, to floor play mats, a dolls house and freestanding corner kitchens, plus a shop and theatre.

Entry price point and core lines include a host of pull-along animals and vehicles, including new characters such as whales and penguins. A strong assortment of puzzles, in creative and engaging shapes, sizes and themes such as under the sea and safari, also adds depth to the collection. Musical and sound products include shaped xylophones, a hammer bench and xylophone, and pound and tap benches. Stylish stacking toys and beautiful building blocks complete the Little Explorer Collection, which offers a full range for children from birth.

Little Timbers will also roll out a marketing campaign covering PR, social media and influencer activities, using impactful content creators to elevate the brand’s presence over the next 18 months. For all the latest updates, follow @HunterPriceInternational on Instagram and LinkedIn or visit the website.

Ravensburger

01869 363 830 | www.ravensburger.com

2023 marks the 65th anniversary of the Brio wooden railway. Since first launch, the system has grown to become a true toybox favourite. Today, the brand so synonymous with wooden railway play has evolved to offer a whole universe of playful discovery, embracing technology alongside tradition.

At the heart of this year’s Brio product offering, the futuristic Turbo Train introduces high-velocity action to the fun. The train gets a boost with the press of the turbo button, doubling its speed and making it the fastest train to date in the Brio World. Light effects along the side of the train give added wow factor.

The 2020 launch of Smart Tech Sound demonstrated the brand's commitment to innovation, adding layers of functionality to the open-ended Brio World system and giving children the power to customise the action like never before. This same technology adds exciting interaction to the 41-piece Smart Tech Sound Fire Rescue Set, slated to launch this autumn. The set introduces the first emergency-themed Smart Tech Sound train to Brio World. Actions such as lights, sounds and movements can be ‘programmed’ by simply adding easily interchangeable electronic action tags to tunnels around the track. Like all Brio World sets, it's fully compatible with the rest of the range, enabling families to grow and expand their collection however they choose.

A special edition 65th Anniversary Train Set celebrates the Brio brand's long history in wooden railway play. Inspired by the original 1958 set, this 32-piece set is infused with traditional features from the many Brio sets rolled out over the decades including a classic Brio train, wagons, track pieces and wooden trees. Brio fans will also enjoy the 2023 Brio Advent Calendar. With 24 doors to open, revealing a new Brio surprise each day, each piece is compatible with the Brio World. The calendar also contains exclusive seasonal content such as a Santa Claus figure and a unique snow-themed Steam Engine to add to the festive play.

An impactful POS range and digital merchandising materials capture the brand's unique personality and offer standout in-store presence, while a heavyweight marketing programme celebrating the anniversary will roll out throughout the second half featuring influencer outreach, PR, events and paid media campaigns.

Wooden Toys

Melissa & Doug

0203 911 7483 | melissaanddoug.co.uk

Melissa & Doug’s timeless wooden toys offer open-ended play, nurture developmental skills and provide hours of fun for children aged 0-5 years.

Within its pretend play category, Melissa & Doug’s best-selling Wooden Ice Cream Counter helps develop imaginative roleplay, social skills, hand-eye coordination and basic maths skills. Children can use the colourful tabletop counter to serve up eight different flavours of ice cream scoops, plus assorted toppings, taking orders on the reusable menu card. Alternatively, they can be the customer, order their ice cream and pay using play money. This 28-piece playset is ideal for solo or collaborative play, either indoors or outdoors.

A new pretend playset for toddlers is the new Wooden Work & Play Desktop. Part of Melissa & Doug’s infant range, the toy lets the child mimic their parent as they ‘work from home’. To keep them busy and having fun, the desktop includes a pretend laptop with rubber buttons to press and a mirror instead of a screen, a slidable ‘mouse’, rolodex address book, number and letters dial plus a pretend coffee/juice mug.

Petit Collage

www.abramsandchronicle.co.uk | info@abramsandchronicle.co.uk

The latest additions to Petit Collage’s extensive wooden ranges are thoughtfully designed to create maximum fun, with a dual primary focus on sustainability and development through play.

New to the Baby range for autumn 2023 is the Petit Match-up Wooden Twist Toy, which features colourful illustrations of a smiling chick, bunny, monkey and bear, and the Petit Friends Wooden Pop-Up Toy with three spring-loaded woodland creatures that are ready for fun. Designed for ages 12 months and up, the twist, push and pop play patterns of both products focus on developing hand-eye coordination, problem solving, colour and shape recognition, and an understanding of cause and effect.

In the Early Years range, the Farm Animals Wooden Sliding Maze offers colourful paths for little ones to follow as they reunite baby animals with their parents, encouraging problem-solving skills and emotional awareness. Suitable for kids aged 12 months and up, the winding pathways also prompt children to think about movement and direction, which develops hand-eye coordination and fine motor skills. The second new addition is the Rainbow Hedgehog Wooden Pull Toy which will encourage children to get to their feet, improve their stability and have the confidence to move. Designed for kids aged 18 months and up, this brightly-coloured woodland creature combines the classic pull-along with the stacking play pattern to advance sorting skills and cognitive development.

The impressive Wooden 5-in-1 Elephant Music Toy is ideal for kids aged 18 months and up, and with five different instruments that make lots of sounds, this toy offers incredible variety and endless ways to play. The colourful xylophone and cymbal are immediately appealing while the drum is classic and familiar. Children will love discovering the different sounds of the three guiros and the clickety-clack of the elephant’s ears. As well as developing fine and gross motor skills, this musical all-in-one will help children with auditory learning and sound differentiation, too. With so many ways to play, it helps build confidence in self-expression, decision making and independent play. The unique design and large footprint (27 x 31 x 18cm) create a showpiece for any playroom, so when the music has been played there is still every reason to display, not pack away.

Each of these products is thoughtfully designed using FSC-certified wood and packaged using 75% recycled materials printed with vegetable inks, making this range an environmentally conscious choice. Petit Collage toys are high quality, designed to last and to be handed on to other family members or friends. The designs are bright and bold to stimulate young minds and to offer a classic look that stands the test of time. The brand’s aim is to create toys that children love to play with and parents love

Wooden Toys A.B.Gee

01773 570 444 | www.abgee.co.uk

A.B. Gee’s range of wooden toys by Tooky is a testament to the beauty and versatility of natural materials. The portfolio spans educational, role-play, push & pull, puzzles and music, with toys suitable for a variety of ages and abilities.

New for 2023 is the Educational Box, suitable for 24-36 months. This 48-piece set promotes logical thinking, communication and problem solving. Inside are colour paddles which demonstrate the principles of colour mixing by changing a primary colour into a secondary colour. A geometric block sorter helps kids learn shapes, colours and counting while the rainbow abacus aids with simple counting at an early age. The logical shapes game develops observational skills by encouraging kids to find the blocks and corresponding base boards. The fraction puzzle has blocks painted with bright colours to represent different meanings such as whole, halves, thirds, fourths and fifths. This is a great introduction to basic math skills and encourages fun through learning. The Educational Box also comes in a 60-piece set suitable for kids aged 12-24 months.

Another new addition to the range this year is the Wooden Activity Table, which offers multiple activities in one place. A rail track allows kids to push the animal trains around the perimeter of a table with a bead maze loop feature in the centre. Turning the gears spins the sun and the flowers, and there are three shapes to fit into the shape sorter. This activity table, with its bright colours and rounded shapes, enhances a child’s development and imagination.

These new additions tie in perfectly with the 150+ premium quality 100% FSC-certified wooden toys that A.B.Gee has in its portfolio.

Basic Fun!

01189 253 270 | www.basicfun.com

Invented by John Lloyd Wright, son of the renowned architect Frank Lloyd Wright, the 100-year-old classic American wooden toy brand Lincoln Logs has long deserved its status as America’s National Toy. Now, Lincoln Logs are available to purchase in the UK thanks to Basic Fun! UK.

Newly available this season is the Fun on the Farm Building Set, which comes with 102 pieces including the meticulously crafted, high quality maple wood logs for which the brand is renowned. These wooden pieces have the same finish as a true log cabin and have indentations that can be used to connect one to another and create cool structures. This new farm-themed set lets kids build a barn with working doors. It’s the perfect place for the farmer figure to house his llama and chicken.

The Lincoln Logs Sawmill Express Train Building Set lets kids create an exciting sawmill scene and comes complete with a red and yellow train for hauling the logs around the track. The set also includes fun play figures to operate the machinery and other accessories to ramp up the imaginative play.

These lines join the impressive Lincoln Logs 100th Anniversary Tin, which comes with 111 wooden pieces, and the competitively priced Lincoln Logs On the Trail Building Set. The latter comes with 59 pieces to create a cozy log cabin scene with windows and a functioning door, hiker and wolf figures, as well as tree and bonfire accessories.

For more information about Lincoln Logs and the full brand portfolio from Basic Fun UK, please contact Tim Ives by emailing Tim.Ives@basicfun.com or calling the number above.

Wooden Toys

Guidecraft

07725 833 273 | www.guidecraft.com

The new Guidecraft Woodlands Dollhouse is a naturebased toy set that inspires creative and dramatic play. As children engage across the multiple levels of the dollhouse using the ladder, they can act out social situations and develop important communication skills.

Simple wooden figurines and bark-covered home furniture and décor combine beautifully with natural loose parts and ‘found materials’ in the indoor and outdoor environments. Authentic bark elements and a subdued wooden colour palette encourage deeper connections with nature, while children create organic narratives during pretend play.

Suitable for ages three and up, each tabletop set includes a dollhouse, furniture for a variety of rooms and two natural play people.

A creator of naturally inspired wooden children’s toys for over 50 years, Guidecraft emphasises the importance of open-ended products, the beauty of organic loose parts, and the significance of hands-on learning through children’s connections to nature. Through a range of toys that are inherently educational, Guidecraft enriches children’s lives through constructive, creative play and encourages them to use their imagination in the classroom and beyond.

Commotion

Wooden Toys

One for Fun

0141 613 2525 | www.oneforfun.com | sales@oneforfun.com

One for Fun’s Tobar range of wooden toys encompasses everything from traditional push puppets to squeaky push and pull unicorns and dragons. Simply designed for maximum appeal and perfect for pre-school and nursery fun – especially the Wiggly Worm. They all come in primary colours and with a naïve, scandi style design that has eye and play appeal. They are cost effective too and sustainable. One for Fun uses FSC approved materials and now has FSC accreditation for all products and packaging.

Tobar also has a timeless classic pre-school range which focuses on the wonder of wood. There are wooden games and puzzles, including dominoes and shape sorters. The Wooden Learning Clock teaches toddlers all they need to know about time. Wooden building blocks and stack and play Safari animals add a new dimension along with the wooden play and sound Fire Engine, Ambulance and Police Car. Wooden playsets packed full of pieces include a farm, a Noah’s Ark and a Pirate Ship. The contemporary design and bright colours attract the eye, and the new clean packaging has been designed to maximise shelf space and eye appeal. The evergreen classic is the multi-award-winning Wooden Stack and Sounds Train. This all-purpose product comprises a shape sorter, a pull along and an interactive play train and comes in Try Me packaging which has proved popular with customers.

SES Creative

01304 746 030

wwww.ses-creative.com

sales@ses-creative.co.uk

The Tiny Talents collection, by SES Creative, prioritises the use of real wood to create a unique and enriching play experience for the youngest children. The use of real wood offers numerous benefits, including durability.

The new products within Tiny Talents are designed to promote the development of fine motor skills and stimulate sensory development through safe and modern toys. For example, the Wooden Ball Track Crocodile features a wooden exterior and engaging illustrations that motivate young children. Additionally, the Duo Shapes Puzzle offers an easy and enjoyable introduction to puzzles while also enhancing fine motor skills. The Wooden Building Blocks, available in a contemporary set of 52 pieces, encourage creativity and provide an excellent opportunity for open-ended play.

Wooden Toys

www.ewaecowoodart.com

sales@eco-wood-art.com

Eco-Wood-Art (EWA) has long been known for its intricate wooden puzzles, which not only provide hours of entertainment but also serve as beautiful decorative pieces. Now, fans of the brand can explore the world from the comfort of their own home with stunning Wooden World Map Puzzle. Made from high quality MDF, this puzzle is not only a beautiful decoration for the modern home but is also a fun and educational activity suitable for puzzlers of all ages.

Whether they are a travel enthusiast or just appreciate interesting tasks, this puzzle is sure to keep puzzlers entertained for hours, and as an added bonus, they will have a gorgeous world map to hang up in their home when they are done.

When creating the image for the puzzle, the artist thought about every detail of the map, which depicts all the world's major landmarks. The puzzle is divided into 501 pieces in the form of animal figures, sea creatures and landmarks, while the puzzle box itself is also a work of art, featuring an original design that showcases the beauty of the Wooden Puzzle World Map. Made from high-quality MDF, the puzzle is durable and sturdy, ensuring the pieces are well-protected when not in use. The box also serves as a convenient storage solution, keeping all 501 pieces organised and easily accessible. The box can also be used as an assembly tablet. The completed puzzle can then be transferred to the adhesive sheet provided and glued to the wall as a decoration.

What sets the Wooden Puzzle World Map apart is its educational value. Assembling this puzzle is not only a fun activity but also a fantastic way to learn about geography. Each piece represents a country or region, making it an excellent interactive tool for teaching children about the world we live in. It sparks curiosity and encourages exploration, fostering a love for learning in a hands-on and engaging manner.

Orange Tree Toys 01242 244 500 | www.orangetreetoys.com

This summer, Orange Tree Toys has launched new, limited-edition lines to celebrate 100 years of Disney. The company really does mean limited edition, so retailers are advised to make sure they order these beautiful products while they are available - and while stocks last.

The D100 wooden lines are all based on Mickey Mouse & Friends, and the collection features two different colourways. The majority of the range uses an aesthetically pleasing, muted colour palette developed by Disney specially for the D100 celebrations. Available alongside these are a small number of products using the classic, brighter colours. All lines come beautifully boxed in fully recyclable D100 packaging. Sets of collectible wooden characters are available in both colourways. These are ideal for imaginative play and look great on display. They come with canvas bags for easy storage, printed with Disney 100 artwork.

The D100 range includes a selection of the company’s popular wooden 4-piece puzzles, which are priced perfectly for spur of the moment buys. An included CDU makes it easy for retailers to display the puzzles neatly on a countertop. The puzzles come in both colourways for Mickey Mouse and Minnie Mouse, while Donald Duck is captured in the muted shades and Pluto in the brighter palette. The collection also includes wooden games, a shape sorter and a box of mini puzzles. As with all Orange Tree Toy products, the full collection is made from FSC-certified wood. Available for pre-order now is an exciting limited-edition Disney 100 Wooden Advent Calendar. The calendar features all kids’ favourite classic Disney characters, including Mickey Mouse & Friends, Bambi & Thumper, Lady & the Tramp, and Simba. The calendar makes for a gorgeous Disney Christmas play set and comes with all the essentials needed for a party, including a piano.

Also in time for Christmas, Orange Tree Toys is introducing a collection based on the popular Winter Wonderland Advent Calendar comprising stocking fillers such as pencils, travel games and puzzles featuring Father Christmas, Rudolf, a Christmas Polar Bear and some cute little penguins.

An addition to the current Peter Rabbit collection, a new wooden alphabet set sees each letter decorated with a different Beatrix Potter character or pose. Painted in beautiful pastel colours, these letters will look perfect in any nursey or playroom. The set is affordably priced and is a fun way to teach little ones the alphabet.

NEW SUSTAINABLE WOODEN TOYS FROM PETIT COLLAGE!

Petit Collage combines a modern and fun aesthetic with sustainability criteria to create bold and thoughtful toys.

With a focus on designing with the health of children and the planet in mind, our new wooden range for Summer 2023 is made using FSC certified wood and 75% recycled packaging. These toys are designed to be loved and kept, and the packaging is curbside recyclable.

Introduce your little one to rhythm and sound with this all-in-one musical toy center. This versatile wooden elephant includes five different ways to play. Ages 18m+.

Push, pop, and play! These woodland friends are spring-loaded and ready for fun. Sort and swap the bunny, fox, and bear into their matching dens so they can take a rest before you pop them out to play again! Ages 12m+.

Hello, Hedgehog! Sort and stack the wooden shapes to bring your rainbow hedgehog to life, then take your sweet new friend for a soothing stroll. Ages 18m+.

Wooden Toys

Creative Kids

07827 880 159 | www.creativekids.com | grant@creativekids.com

Creative Kids has a raft of wooden toys to inspire creativity and learning. The Little Tikes wooden range is a high-quality, FSC-certified pre-school collection available at affordable price points. There will be 15 products added in total with the initial range including the educational Little Tikes Turtle Blocks and Gears. The 13-piece set is ideally sized and shaped for little hands; the colour-co-ordinated, sturdy gears can be twisted and turned on the popular wooden turtle character and children can match the wooden blocks to the gears.

Pre-schoolers will also love the Little Tikes Wood Music Table which features an adorable giraffe shaped table complete with mini xylophone and mallets, egg shakers and mini drum. The Little Tikes Count & Stack Toy helps to teach children number recognition and counting with chunky iconic Little Tikes characters. The wooden figures match the numbers. so children can develop matching skills as they place them on the wooden block in the right order.

Juratoys

020 8878 2133 | www.janod.com | sales@juratoys.co.uk

Bursting with the cutest prehistoric characters, Janod’s Dino range, new for 2023, includes more than 15 engaging and eye-catching toys, games and puzzles. The collection includes six push-along wooden dinosaurs, a set of three wooden Dino Surprise Eggs, a Portosaurus Ride On Dinosaur, a Diplodocus-themed wooden Dino garage and a Dino Activity Table.

There are six wooden Push Along Dinos for hours of fun. The Stegosaurus and Ankylosaurus have impressive backbones made of felt, while the Triceratops has big horns, and the Diplodocus is recognisable by its long neck. The T-rex has large, protruding teeth and the Spinosaurus has a large felt sheet on its back, mirroring the real creature. All feature wooden wheels and are ready to roll into hours of imaginative prehistoric play. Each sold separately, the toys are suitable for 12 months onwards.

The Dino Volcano Multi-Activity Wooden Toy offers five dino-themed activities that will help kids develop their fine motor skills, dexterity and curiosity. The Tyrannosaurus, Triceratops and Pteranodon can be sorted into the corresponding shape, or kids can play with the three gears on one side and mirror on the other. This portable play cube is topped with a maze and an abacus with wooden beads.

The wooden Dino Surprise Eggs are ready to hatch for play time. Inside each of the three eggs is a tiny dinosaur, and all the eggs are neatly nestled together on a soft felt leaf so no small parts will go missing. Building on kids’ dexterity and fine motor skills, the Dino Surprise Eggs are suitable for 18 months onwards.

One of the heroes of the range is Janod's wooden Ride on Dinosaur, perfect for prehistoric adventurers from the age of 12 months. The cute unisex design will help build balance as kids engage in imaginative play. A removable plush tail provides further play options.

With eight activities to engage young minds, the Dino Activity Table will help little ones to develop their fine motor skills and dexterity whilst looking stylish in any nursery or playroom. The table features a circuit for a Triceratops to whizz around, an erupting volcano with an abacus and bell, a 3-piece stackable palm tree, rotating dinosaur egg, a stackable leaf and footprint, and much more.

The Janod Wooden Dino garage is launching shortly. Ideal for endless playtime possibilities for kids aged two and up, the Diplodocus garage features a real elevator that goes up and down and a sliding ramp down the dinosaur’s tail. Six wooden accessories (two cacti and four rolling dinosaurs) are including, inspiring even more imagination and dexterity.

These beautiful dino themed toys are all made from FSC-certified wood.

On trend, on price and on point

Smyths, The Range, B&M, WHSmith and The Works, while new licensing partnerships introduced this year include Paw Patrol, Peppa Pig and Crayola.

“What’s most exciting is that when you become an expert in your field, you become trusted to category manage that area, and we are trusted,” explains Jeremy. “I’d trust us, and I’d back us - and that’s saying a lot because I’m very critical. We make sure that we’re always on trend, on price and on point with packaging and product, as well as quick off the mark and quick to evolve and change. This keeps our ranges fresh and interesting, both for retail buyers and the end product users.”

Toy Mania is Hunter Price’s leading pocket money brand, includes its hero sensory range, Sensory Toy Box. “Toy Mania is doing incredibly well,” enthuses Jeremy. “It’s sold millions of pieces. It all began with Fidget Poppers, which I believe we were the first to market with in the UK, and we developed from there into a wider collection of sensory, pocket money and impulse buys.”

Hunter Price has been developing its use of influencer marketing, recently working with celebrity mum, Billie Faiers to launch home & lifestyle brand, Chapter B and Chapter B Kids Club, which is sold in Tesco and online at Next, Very & WHSmith and has been performing well. There are more high-profile announcements to come this year, as the company forges further partnerships with both big personalities and top tier licences.

The company has also rebranded its accessories brand: Love the Look. To help young people glam up for any occasion, the range includes make-your-own and design your own items across Hunter Price’s different product categories. The collection is trend-led and also allows friends to “share, swap and collect”. Allana Holmes, sales director for the Home & Lifestyle division, says: “We’re really excited about Love The Look and its potential in this sector, and developing our own brands further. We’re investing a lot on the marketing side and offering retailers enhanced social media and creative collateral and marketing campaigns to support our ranges, giving them confidence that we are backing our brands – we’re not just

In-house brand Little Timbers is an innovative wooden role-play brand, blending premium design with great value. It launched this year and aims to encourage preschool children to create, explore and play. The Little Timbers debut collection includes shape sorters and stackers, pound & tap, shaped puzzles, wooden trucks and trains, a car tower and marble tree drop. Little Timbers also aligns perfectly with the business’ sustainability goals. Using responsible and sustainable materials for both product and packaging, the products are being created with FSC sustainable wood and plastic free, recyclable packaging across the range. “It’s been really well received,” says Jeremy. “The colours are absolutely beautiful, in pastel tones, it’s FSC and good value too. Little Timbers is bringing quality and a premium look at an affordable price. That is something the business is very conscious of; we want to bring relatable products to market that make people smile, and we’ve got the contacts and the talent to do that.”

To celebrate Jeremy’s and his fellow founding partners, Josh Eden and Jonathan Alexander’s 40th birthdays this year, Hunter Price is undergoing a brand refresh. The company, which was created in 2009, is launching a new website, its logo is being updated and the company message is being restructured in line with its evolution. A new showroom will also be launched later this summer to bring to life the business’ three divisions.

Jeremy concludes: “The transformation has been incredible. The investment in the showroom shows our investment in our retailers, giving them an immersive, interactive experience where they are free to imagine and get inspired.”

Hunter Price International has seen a major transformation over the last few years. The company has more than doubled in size and has been developing in-house brands.

STEM & Educational

Kids are naturally inquisitive about the world around them and are explorers from the day they’re born, but the biggest task for toy companies in the STEM and Education sectors is to find ways to fulfil this curiosity while still keeping them engaged and having fun.

STEM stands for science, technology, engineering and maths; many STEM toy companies take guidelines from school curricula to provide kids with practical activities which enhance what they will be learning in the classroom. This allows them to apply their knowledge in a way that doesn’t feel like they’re at school. Over the past few years, the term STEAM has also been introduced to include arts subjects, which are just as important for a child’s development and learning.

Children are engaged by activities in which they can share with family members. Lindsay Hardy, marketing director at Trends UK, explains that the company often receives feedback from parents and grandparents confirming that its products are enjoyed by more than one generation. She adds: “That’s very motivating, children really enjoy participating in a joint activity with a relative, especially when it produces some end results to be proud of such as a crystal they have grown, an electronic circuit or an engine model.”

In coming up with the next STEM toy, the Trends team discusses fresh ideas each month and searches for items which offer something new to the market. The company’s bestsellers are its child-friendly scientific equipment collection, which includes telescopes, metal detectors and walkie talkies. Meanwhile, Trends activity kits help kids learn about engineering and physics. For example, when a child constructs one of the Machine Works engine kits, they learn several principles of how an engine turns energy into movement. These concepts are explained and demonstrated in the finished model.

New lines coming soon at Trends include the Science

Mad Early Skills Science Lab which has 10 simple experiments that a younger child can do with adult help and the Machine Works Robotic Arm; from a kit of 175 parts the consumer can build a motorised arm with wireless controls. The finished model has extensive movement through all the pivot points and can grab small objects. To support retail partners, the company provides professional assets and video content to explain how products work.

LeapFrog has learning at the heart of its collections. For its Education brands, the in-house Learning and Education team developed the Curriculum Scope & Sequence over the past 25+ years, which continues to be refined and updated based on the latest educational research and best practices in teaching. STEM is an important component; once the team identify learning areas to target, they explore different play patterns that are age-appropriate and relevant to kids. This includes both current trends and classic play patterns - or more often a combination of both. LeapFrog’s on-site “KidLab” means experts can observe how kids play with different toys designed by the company at different stages of the design process; sometimes even paper prototypes or mock-ups are tried out. In the lab, kids are asked questions about their thinking, and their interaction with different materials is observed.

Kids are particularly interested in explorative and problem-solving play which challenges them to use mathematical and logical thinking to experiment and think outside the box. Sophie Taylor, LeapFrog’s assistant brand manager, says: “Play like building structures, making contraptions, or creating logical sequences of actions are particularly relevant to STEM, as are devices

that let kids explore and investigate the world immediately around them. The Learning Experts marry these playful designs with technologies and electronics that encourage interactions and provide feedback to engage kids’ minds.”

Across LeapFrog’s portfolio of toys and products, playful learning experiences are on offer in many different areas including phonics and reading, maths and science, world geography, culture, music and social emotional learning. Features like electronic voice dialogue are used to introduce new concepts, and buttons or graphics that light up to prompt interactions. In some of the company’s more sophisticated products, screens are included which can play animations for lesson demonstration or videos to show kids interesting footage from around the world and beyond. The electronic features in the toys help make the play experience interactive and keep kids focused on the learning objectives.

The STEM and educational sector has a wide range of kits designed to provide inquisitive young minds with exploration and discovery, problem solving, cause and effect and abstract thinking. Such kits provide a simple route to discovery and learning. Keeping scientific exploration front of mind, Creative Kids’ STEM-inspired collection includes the Interactive Human Body, part of the Science to the Max range. With removable organs and stretchy muscles, knowledge of anatomy will be absorbed as children actively explore the product, with learning reinforced by the included activity cards. Meanwhile, the Purple Cow collection from Lagoon, part of University Games, offers Crazy Scientist Lab science tins focusing on different scientific principles, letting kids become real

Science Activity Card Tins from the same range contain the instructions for 20 science experiments that can be completed with objects everyone can find at home - and also provide a neat pocket money option.

Products to inspire budding engineers include lines such as the Meccano Maker’s Toolbox, which Spin Master says is designed for open-ended play and endless creativity. The 400+ interchangeable building pieces spark imaginations while promoting skill development and problem-solving abilities. Bachmann’s PepPlay offers a selection of children’s arts and crafts products to help support STEM education whilst having fun; transforming a flat piece of paper into a three-dimensional house or a car offers a unique exercise in visual-spatial reasoning and helps teach how basic geometric shapes such as squares, rectangles and triangles can be transformed into cubes, cuboids and pyramids.

Licensed STEM ranges at Vivid Goliath include the upcoming Paw Patrol Build A Bots, which have been

is both playing and learning whilst being away from screens,” says John Styring, CEO of Curious Universe. “Understanding the latest trends, what keeps children engaged and having a knowledge of how a child’s play patterns can be enhanced and developed via creative

Plus-Plus

This is an area that, by design, keeps things up to date and fresh. With plenty more on offer from the category, over the next few pages readers can find out about all the latest STEM and Educational ranges, as Toy World takes a look at the latest additions to the sector.

07958 008 146 | www.plus-plus.com | ClaireC@Plus-Plus.com

The Plus-Plus range, aimed at children over five years, includes differing sized tubes and boxed sets suitable for beginners and experienced builders. With an abundance of different themed and coloured tubes to choose from, combining over fifty different colours, there’s something for everyone to get creative. Plus-Plus tubes contain basic instructions to get started for open ended play or exact build instructions for specific 3D character builds, while Plus-Plus Big is the perfect brick for little ones to start the journey into the world of construction. Suitable from the age of one, the pieces are large enough for small hands to hold as they work with a parent or sibling to get started with their first builds.

Learn to Build focuses on open play for creative minds. Each themed set is accompanied with an inspirational guidebook to explore further free play. The new ABC & 123 set includes 600 pieces of Plus-Plus and 40 double sided flash cards containing letters and numbers to support the early years of school learning.

All of the Plus-Plus range supports STEM learning. It’s a perfect educational toy which stimulates fine motor skills, creativity, focus and patience, encouraging children to discover the world of colour and letting them bring ideas to life through open ended play. Children can develop their construction skills from simple to intricate designs as they explore, build and re-build with the one shaped piece. Used to construct in 3D or 2D, the double-cross shaped pieces fit together by gently pressing the interlocking pieces into place without the need for glue, water or heat. The firm structures can be hung or stood and then broken down to be re-used over and over again.

Plus-Plus is a socially and environmentally responsible company. The factory and headquarters in Denmark run on 100% green energy from wind power, and all products and packaging are 100% recyclable.

Here be dragons

Over the past 28 years, Brainstorm has gained a reputation for developing products and forging supply partnerships that bring exciting and educational toys to children around the world, from gel ant habitats, 2-in1 globes and torches that project images, to animation kits and craft collectibles.

World Alive’s Aqua Dragons is a prime example of such a partnership, with a product range that truly has massappeal. Brainstorm has been privileged to exclusively distribute Aqua Dragons in the UK & ROI for more than 10 years and has plans to keep the products exciting and relevant for each new generation.

The Aqua Dragons brand continues to top the ‘hatch and grow’ category and is one of the highest ranked brands in the science aisle. In the UK & ROI, it ranks as one of Brainstorm’s best-selling brands. It has also continued to expand outside of the UK & Ireland throughout 2023, welcoming multiple new distribution and retail partners in the EU, Americas, Japan, Singapore, Indonesia, China, Hong Kong and even Mongolia.

Word of mouth counts in an increasingly digital retail environment. In the last few years, Brainstorm has seen customer reviews on major retail websites get better and better, reaching into the more than 4-star category. This success lies in Aqua Dragons’ ongoing, fully funded R&D programme, which aims to find marginal improvements to its egg and food pouch recipes to increase hatching and longevity rates. The success of this funding is reflected in consumer reviews.

World Alive and Brainstorm also supply first class after sales service including video tutorials and print resources that help kids get their Aqua Dragons habitat up and running and maintain a healthy environment for the creatures. Each kit also includes a responsible ownership certificate to encourage kids to take good care of their Aqua Dragons brood. Parents and teachers, meanwhile, love the accompanying educational content, which introduces kids to the concepts of life cycles and anatomy.

The brand resonates with kids because bringing a generation of live creatures to life, and caring for them so they grow and thrive, is an authentically unique and fascinating experience; there are few children’s products that can create such a memorable experience nowadays. Amy Holden, the creator of the brand, says: “I truly believe Aqua Dragons is one of the best and most educational children’s product concepts available. I never get tired of seeing the look of surprise and fascination on the faces of people of all ages when I tell them they can create life from the contents of an Aqua Dragons egg sachet and some water.”

The Aqua Dragons brand has now moved to sustainable packaging free of single-use plastic. This is now filtering though into the home markets and has been very well received. The move is representative of Brainstorm’s overriding ambition to eradicate single use plastics from its packaging and encourage consumers to recycle. This is much easier when the packs are all paper based. The other good news is that the new packs reduce the shelf space needed for merchandising, freeing up space for more

term project, testing the viability of a petrochemical free, biodegradable tank.

Brainstorm will manage the introduction of new Aqua Dragons product concepts in 2024 for the UK and Irish markets. More information is yet to be announced, but for now all that can be revealed is that World Alive is bringing even more examples of what happens in nature to its Aqua Dragons kits.

Brainstorm will continue to support the Aqua Dragons brand beyond the new product and packaging developments. The company has a 10-year history of consumer advertising the brand; this has carried through into 2023 and will continue for the rest of the year. Almost 100% of the spend was initially dedicated to linear TV advertising but now, with the guidance of its media agency, Havas, Brainstorm is adopting a much more diverse approach, adding YouTube, VOD, social media, PR and print media to the mix.

World Alive is also investing heavily in consumer marketing. This year it has entered a collaboration with top 10 children’s band, Hopscotch Songs, to release a fun and catchy track: The Aqua Dragons song, which is available on Spotify and iTunes. An animated version is also on YouTube. As a viral brand, World Alive continues to work with highly influential Aqua Dragons partners to share unboxing, road testing and viral pet videos.

Brainstorm tells Toy World why Aqua Dragons remains a STEM brand of choice among parents and kids, and how the latest packaging and product developments will save both shelf-space and the planet.

Toynamics

0116 478 5230 | www.toynamics.com | sales@toynamics.co.uk

Toynamics UK & Ireland offers retailers a vast range of STEM/Educational toys for a mix of ages and price points across a variety of different brands within its portfolio.

The award-winning educational brand Beleduc offers a range of STEM and educational toys from puzzles to games and magnetic boards. Board game Torreta has two difficulty levels depending on the age of the children playing. For 2-4 players using colours and numbers, children build corresponding towers out of the blocks, encouraging the development of strategic thinking, engineering and mathematic skills. Beleduc also features a range of Magnetic Drawing Boards. The original red board uses a magnetic pen and little metal balls to form fun pictures that can easily be erased for hours of entertainment. These are also available in a travel-sized version for on-the-go fun. The Bright Colours version has five different colours and inspiration cards for colourful picture creations, with the Letters version bringing more of an educational aspect by teaching kids how to structure their letters when learning to write.

Beleduc also offers Cognito and Nawito educational puzzles. Cognito’s aim is to get children thinking logically by teaching them to recognise similarities or opposites in a series of images. Each themed box contains nine different wooden puzzles with a clever self-check design to encourage independent learning. Themes include numbers, shapes, activities and more. Nawito is a higher difficulty level than Cognito and focuses more on natural sciences and processes. These round wooden puzzles have themes such as animal habitats, evolution and production, between 30 and 45 pieces, and unique contours, allowing for easy self-checking and correction while playing.

Hape’s product range is full of STEM/STEAM educational products, with best-sellers including the Monster Maths Scale. This teaches different aspects of maths such as addition, subtraction, weights, measurements and balance with the help of the fun monster family. Another staple in Hape’s best sellers is the Air Stacker. Air-powered magic allows the ball to move to the top of the tube stack: when kids pop the lid on, the ball floats back down to the bottom. Numbered tubes make the rocket stacker perfect for developing a range of essential skills. New for 2023, the Underground World Puzzle includes a light-up core of the Earth, 36 puzzle pieces and an informative poster in 11 languages, allowing interactive, educational playtime.

All Toynamics UK & Ireland brands and products have full marketing support available, including shop-in-shop solutions.

Wow! Stuff

01902 390 428 | www.wowstuff.com

Wow! Stuff has combined the power of STEAM and the Marvel Universe to bring young fans a unique and patented Marvel STEAM collection.

The Marvel Universe has never been short on scientific genius thanks to the intellects of characters including Tony Stark, Doctor Strange and Bruce Banner. Kids can now create, learn and develop as they celebrate their fandom with Wow! Stuff’s Marvel Science Putties.

The Marvel Science Putty CDU assortment comes with four hero putties to collect and is made of non-Newtonian fluids - a special family of materials that behave differently depending on the forces applied to them. Whether they are bouncing them, stretching them or pouring them, children can learn all about each putty’s properties and how they behave under different conditions. To add to the fun, each putty has a Marvel hero-inspired quality. Iron Man Science Putty is ‘heat reactive’, with transformative colour-changing thermal pigments; the Black Panther putty is ‘UV reactive’ and changes colour; Hulk putty has a ‘gamma glow’-in-the-dark effect and Captain America Putty is super-bouncy due to its ‘vibranium elasticity’. Kids should look out for the Marvel Science Putty 4-packs and 8-packs. The 8-pack comes with four additional exclusive putties with their own unique qualities.

For more information on the Marvel Science Putty collection, readers are advised to contact Wow! Stuff’s emma.prendaglia@wowstuff.com (UK), dawn.lavalette@wowstuff.com (EMEA), or sunny.walia@wowstuff.com (USA).

tricks, lights, sounds,

Creative Kids

07827

880 159 | www.creativekids.com | grant@creativekids.com

Within Creative Kids’ STEM-inspired collection, kids can discover and learn the secrets of anatomy with the Interactive Human Body. The 14-inch tall, posable and fully articulated human body model is part of the Science to the Max range and comes with removable organs and muscles to teach children aged 8+ the jaw dropping secrets of this incredible human machine.

The articulated hard plastic skeleton features stretchy arm and leg muscles and removable squishy organs. It stands on a transparent stand and comes with an instruction manual. The skeleton is made up of 19 pieces containing 10 organs and 25 different muscles. The Interactive Human Body also comes with three double sided A3 poster activity cards.

Vivid Goliath

01483 449 944 | www.vividtoysandgames.co.uk

In the world of Robotics and STEM, Vivid Goliath’s Build A Bot takes robotics to the next level where users build and personalise their very own character. Appealing to kids aged four and over, the range takes children on a journey of discovery with construction, lights and sounds as well as customisation at the heart

Vivid Goliath is to partner with Paramount on a global launch of Paw Patrol Build A Bots. They will be simple to assemble for kids to create their character. When users clap their hands, they will bring the Paw Patrol pup to life and hear them chat.

For a simpler and quicker build, they can meet the Mini Gecko; with just 10 pieces, kids can create their very own mini working Gecko all whilst learning about gears and electric power.

University Games and Lagoon Games

020 7254 0100 | www.thelagoongroup.com

The best-selling The Purple Cow STEAM range, available from Lagoon is an educational range of science sets to help youngsters explore and learn about the world around them.

The Crazy Scientist Lab range is a series of eight science tins focusing on optical illusions, water gel science, static electricity, glowing science, bubbles & foam and crystal craze, as well as young detective and young survivor kits. These kits help budding young scientists with exploration and discovery, problem solving, cause and effect and abstract thinking. The kits also include everything children need to become real researchers in their own private laboratory and perform cool science experiments, engaging them in hours of creativity and scientific exploration.

Also available in The Purple Cow range is a series of eight Science Activity Card Tins - a collection of science tricks. Titles include The Five Senses, The Magic of Science, Indoor Science, Young Researchers, Material Adventure, Nature Phenomena, Forces and Energy, and Kitchen Science, and each tin contains the instructions for 20 science experiments and a simple, yet clever, scientific explanation. No specialist equipment is required, and all the experiments can be completed with objects you can find at home. These Science Activity Card tins which come in two assorted CDUs, are a perfect pocket money pick-up.

Ravensburger

01869 363 830 | www.ravensburger.com

Ravensburger's ThinkFun offering continues to inspire STEM learning with a range of fun logic and brainteaser games. The brand's awardwinning Rush Hour game encourages players aged eight and over to rescue a car from traffic gridlock. By applying their logical thinking skills, they must attempt to slide vehicles out of the way in the correct order to succeed in their mission. Forty different challenges keep players engaged as they progress in difficulty. Packed with attention to detail, the game is self-contained and complete with a handy storage bag – a great choice for on-the-go learning fun. Younger players can also get involved in the mind-boggling motor-themed fun with Rush Hour Junior edition, suitable from age five. Another popular choice from the ThinkFun range, Gravity Maze, encourages players to put their visual perception and reasoning skills into action as they combine blocks to build successful marble-runstyle pathways. Over a series of 60 challenges increasing in difficulty from beginner to expert, players must use skill and gravity to get their marble to reach the target tower.

The ThinkFun brand is supported with impactful POS, event activity, PR and online marketing throughout the second half will continue to showcase the brand's commitment to making learning fun for all.

Ravensburger blue triangle brand, GraviTrax, provides engaging learning and discovery as children design and construct their own marble run tracks. This multi-award-winning system is endlessly expandable, offering kids the scope and freedom to let their imaginations run wild as they add action elements to their tracks, giving their marble a boost, a jump or even sending it up in a lift. Starter sets provide an entry point to the system – the core GraviTrax Starter-Set for example includes 100 components to create exciting marble courses. The set recently received official STEAM accreditation as part of the Toy Association framework in conjunction with the Good Play Guide. Also available are the GraviTrax Pro Starter-Set Vertical and GraviTrax Power Starter-Set Launch which amps up the interactivity with automated and remote-controlled features. A selection of extension packs and action elements add further opportunities to create thrilling marble runs.  A range of four GraviTrax – The Game sets are also available. These games provide a new way to engage with the GraviTrax universe – each containing 30 challenge cards ranging in skill level and a selection of GraviTrax components. Players are challenged to use their logic and creative thinking to build a successful marble track based on the task set out on each card.  A year-round, 360-degree marketing programme supports the brand including TV, PR, events and digital activity.

Trends UK

01295 768 078 | www.trendsuk.co.uk |

salesadmin@trendsuk.co.uk

Trends UK has new launches for autumn/winter featuring innovation for its popular ranges of award-winning STEM toys.

Robotics fans can now construct a fully functioning motorised robotic arm with a wireless control unit. There are fully illustrated, step-by-step instructions to follow for users to build their own robotic arm from 175 parts. All components needed are included in the Machine Works Robotic Arm set.

The robotic arm can be used to perform a variety of useful functions. With five motors to power its five joints, the robot has an extensive range of motion through all pivot points for optimal control, movement and fun. The wireless-controlled robotic arm can rotate, grab objects and even move them. It’s a great way to learn about basic robotic technology.

With gold awards from MadeForMums, Creative Play and Dad’s Choice, Trends UK’s Science Mad range provides fun learning with cool experiments and STEM-themed projects. Including scientific equipment with real working features, the line-up is supported with a strong brand presence at retail offering chemistry sets, crystal growing kits, telescopes, microscopes, a digital metal detector and walkie talkies, electronics and more.

The Early Skills Science Lab is a new initiative; a simple laboratory set specially designed for younger children aged four years and over. With adult help, they can explore 10 simple experiments to awaken an early interest in science. They can study colours, plants, liquids and solids by creating soap bubbles, coloured icebergs and much more.

Trends UK will be supporting the STEM lines with social media marketing and PR support.

Little Tikes

0845 0533 333 |

The Little Tikes Learn & Play range is designed with little ones’ development in mind and features a wide selection of engaging toys which encourage small children to get moving while enjoying vibrant colours and challenging tasks. Little Tikes Shapes & Sounds Paintbrush develops colour recognition and teaches shapes. Each wave of the paintbrush reveals a colourful light display and shows the corresponding colours: blue, green, orange, pink, purple, red and yellow. Children can learn up to six shapes as the paintbrush directs them to paint the shape in the air and rewards them with fun sounds. Plus, there is the ability to switch from English to French. The Shapes & Sounds Paintbrush is for ages from nine months.

The hands-on and interactive Little Tikes Learn & Play 100 Words Spell & Spin Pencil allows kids to turn letters and spell up to 100 different words. They can develop vocabulary and reading skills whilst searching the easy-to-follow spelling notebook for words to spell. After selecting a word, kids can press the pencil tip to hear the letters and pronunciation of the word. The 100 Words Spell & Spin Pencil is a great way for girls and boys ages three and over to start an educational & spelling adventure.

Little Tikes Learn & Play Count & Learn Hammer introduces little ones to the joy of maths and fuels children’s love of colours as the hammer bangs from numbers one to ten. The hammer counts out loud and features a colour mode which says the colour name as it cycles through them. The Count & Learn Hammer is suitable for ages nine months and older.

This month, Little Tikes will welcome Big Adventures, a brand-new range of STEM and interactive educational toys. Big Adventures Safari SUV toy vehicle combines play, fun and learning with real, working STEM tools. The Safari SUV includes three detachable tools: binoculars, flashlight and compass. The spinning wheels detach from the Safari SUV to become binoculars with 3x magnification. The Safari SUV’s headlights also become a working flashlight and the Safari SUV’s back tyre works as a true north compass.

Big Adventures Submarine toy water vehicle features an underwater viewer, water suction & sprayer and sifting net allowing children to look beneath the waves and reveal a whole new world. Big Adventures encourages kids to use their imagination, play, learn and discover the outside world. Children can take Big Adventures Submarine to the ocean, river, lake, swimming pool or bathtub and learn about the wonders of water. Little Tikes Big Adventures range is suitable for children from age 3.

James Galt

0161 428 9111 | www.galttoys.com

customerservices@jamesgalt.com

Galt's Science Kits ignite young minds with a passion for STEM learning and scientific discovery. Designed to entertain and educate, these three kits provide hands-on experiences which encourage early scientific thinking while delivering endless hours of fun.

Galt’s Giant Science Lab Kit fosters exploration and discovery, which is a true delight for budding scientists. This kit comes complete with a lab coat and goggles for a fully immersive experience. Children can explore chemistry, biology and physics. The 52-page lab book guides them through 30 captivating experiments, providing easy-to-follow steps and clear explanations. Developed for young children, this kit from Galt's Explore and Discover science toys range is an ideal companion for rainy days and school holiday activities, ensuring that learning never takes a back seat.

Galt’s Science Lab Kit sparks curiosity whilst nurturing young scientists, this kit is a treasure trove of scientific wonders. Geared towards children aged six and above, it encompasses a wide array of tools and materials. From test tubes and goggles to bouncy ball crystals, the kit offers a comprehensive collection that facilitates exciting experiments. With a 32-page full-colour lab book featuring 20 engaging experiments, children can explore the realms of floaty ghost, test tubes kaleidoscope, bouncy balls, lively lava and much more.

Galt’s Power Lab unleashes the power of nature and energy – this kit empowers children to explore the secrets behind the forces that power our world. Packed with electrifying experiments, the kit enables children to create a light-up house using solar and wind energy and even collect biogas from food. From solar panels and motors to foam sheets and propellers, the kit equips young learners with the tools they need to understand the fundamental concepts of sustainable energy. The 16-page full-colour lab book serves as a guide, providing step-by-step instructions and explanations.

These kits not only entertain and engage children but also foster important skills such as critical thinking, problem-solving and creativity from hands-on experiments and captivating activities. They are a gateway to a world of knowledge and discovery by making learning fun and accessible.

Build the models and explore how life evolved billions of years ago

Fully loaded augmented and virtual reality for the ultimate interactive and immersive experience with physical science kits to construct dinosaurs, volcanos and more!

The Lego Group

01753 495 000 | www.Lego.com

The Lego Group has created a range of products to support STEM learning for all ages and help kids become more curious, innovative, resilient and collaborative.

To start a kids’ journey of discovery the Lego Duplo Space Shuttle Mission toddler-friendly space set has got it all. Little astronauts launch into a universe of open-ended play with parents and playtime partners as they build the space shuttle, blast astronauts into space and act out endless stories of exploration and discovery. The Lego Duplo Space Shuttle Mission will help kids aged two and above take their imaginations out of this world and help their cognitive thinking, spatial reasoning and fine motor skills.

The Lego Duplo Steam Train helps toddlers to control and interact in multiple ways. Children ages two to five can become a train driver with the Push & Go motor — a gentle push either forward or backward sends the train on its way and a firm hold or lift off the tracks will make it stop. Place the five coloured action bricks along the track to sound the horn, turn the lights on and off, pause and refuel, change direction and stop the train wherever they like. With a train station, coal tipper, two Duplo figures plus an animal figure and a simple toy train track included in this set, children can enjoy classic, fun train play.

The Lego Creator Super Robot allows children aged six and above to travel to the future for amazing adventures with this spectacular Lego Creator Super Robot. It can protect cities with its incredible strength or soar into the sky with its wings. Later kids can rebuild the robot into a posable dragon or a fast jet with adjustable wings for even more futuristic action – or use the same bricks to create something totally new. The choice is limitless with this 3in1 set.

Lego Friends Olivia’s Space Academy invites children aged eight and above to join Olivia as her dreams come true and she gains entry to the Space Academy. They can learn about space travel in the high-tech academy building and go for a spin in the multi-axis trainer, or take the helm in mission control and monitor the Space Shuttle’s progress.

The Lego Technic Material Handler is the perfect action-packed build for mechanics and engineering lovers aged ten and above. This set gives a fascinating look at how a material handler vehicle really works. Explore how this mighty vehicle sorts, piles and loads scrap materials ready for processing with the manual and pneumatic functions.

Curious Universe

01225 614 310 | www.curiousuniverse.co.uk sales@curiousuniverse.co.uk

Curious Universe continues to grow its portfolio of STEM brands. Looking at key trends, meeting parental expectations and bringing kids a fun activity are all key points the company takes into consideration when developing its product ranges. The Curious Universe Science Kids Kits are designed for inquiring young minds and encouraging curiosity. The activities and themes in the kits are fun and educational, providing a strong introduction to the wonders of science. The kits allow users to combine the items included in each pack with general household objects so science enthusiasts can enjoy fun experiments, simply and safely, at home. The kits available are: Incredible Earth, in which kids can make their own earthquakes, replicate a geyser and experiment with weather; Making Machines, where they make their own machines and experiment with basic robotics and physics; and Discover

Electricity with which kids experiment with static energy by creating an electric circuit with lemons to power a clock.

The Dig and Discover kits allow kids to chip away at each pyramid and brick inside this kit with the chisel and dusting brush to reveal four hidden treasures. They can learn about the fascinating history of our world in both prehistoric and ancient times as they journey through the 64-page reversible book inside which is filled with fun facts.

Learning Resources

01553 762 276

www.learningresources.co.uk

sales@learning-resources.co.uk

For nearly 40 years Learning Resources has made educational toys which help children learn through fun, hands-on play. Its comprehensive range of award-winning interactive coding robots introduce children to complex STEM subjects such as programming and engineering in ways that are engaging, interactive and fun.

Powered by screen-free coding, Learning Resources’ early years coding robots help young children build early coding and STEM skills. As they push the directional arrow buttons on the best-selling Code & Go Robot Mouse sets, the award-winning Coding Critters range of animalthemed robots, or the new Switcheroo Coding Crew, kids ages four and over are introduced to coding and its real-world applications through simple robotics, storytelling and imaginative play. And for children from the age of five, the multi award-winning Botley 2.0 develops their learning through more complex STEM challenges as well as bonus fun features including lights, sounds and music.

Pyxel a Coder’s Best Friend is the latest in the range for older children and graduates them from the early years push-button coding robot toys to screen-based programming using real coding languages.

With just a few lines of Blockly or Python code, children can make Pyxel move, wag its tail, bark, light up and change colour thanks to the on-board LED lights, and even express emotions right in front of them, giving children immediate tangible results that will make learning engaging and fun.

Pyxel comes with its own internal, password protected Wi-Fi server and to code their robot, kids access Pyxel’s user-interface (UI) via a browser using their own tablet or computer. In the UI young coders can access the built-in tutorials and be coding in minutes, making Pyxel ideal for first timers and experienced coders alike. Children can either run the code using their device or step away and run up to six sequences using the included Code Activator.

Coding is a core category for Learning Resources and to build awareness for the range, Learning Resources has an ongoing marketing campaign which includes digital and print advertising, social media content and collaborations, awards submissions and PR.

With eye-catching packaging that highlights key features, the robots are packed with shelf-appeal that makes them stand out in a retail environment. Their interactive nature makes them ideal for in-store demonstrations which will entice shoppers of all ages to join in and see the ease of use and fun learning benefits for themselves.

Clementoni

020

3206 1397 | www.clementoni.com | clemuk@clementoni.com

The Clementoni Science & Play range of games and products give free rein to children’s imagination and creativity while teaching the principles of science in a simple, engaging way.

The History of Life on Earth is the latest addition to the Science & Play Range and has won the prestigious Spielwarenmesse 2023 Toy Award under the School Kids (610 years) category. With its rich content, The History of Life on Earth allows children to move between hands-on science experiments and the digital experience of Augmented, Virtual and Mixed Reality for the ultimate interactive and immersive experience. Using the viewer included and a smartphone, children can discover how life evolved on planet Earth, from the Archeozoic Era (approximately 4.5 billion years ago) right up to the appearance of Homo sapiens.

The History of Life on Earth taps into one of the most important and hottest trends of 2023, MetaToys, which explores the ever-growing relevance of Augmented and Virtual Reality in the world of toys. The product includes everything needed for real life science experiments and activities covering botany, anatomy, paleoethology, geology and paleoanthropology with the tools to create and erupt a gypsum volcano, build a T-rex skeleton and unearth real meteorite (Chondrite).

With the timeline map, kids can activate digital content and immerse themselves in a 3D world.

By holding their smartphone over the relevant hot spots, they can view immersive 360 videos, mixed reality, which merges the physical and the digital, and augmented reality which allows children to interact. The digital activities are guided by an Avatar who explains the characteristics of every geological era, including how lifeforms appeared and evolved during that time and also includes tutorial videos and video tours.

Each exciting set within the Science & Play range has been developed to spark children’s curiosity and help them understand the many natural phenomena of the world by means of direct experimentation. All Clementoni sets are packed with scientific concepts and practical experiments plus step-by-step guides which will facilitate learning and give kids insight into the reasons behind natural phenomena. Made from premium-quality materials and tried-and-tested game modes, the Science & Play sets are for guaranteed fun and safety.

Commotion

01732 225 821 | www.commotion.co.uk

info@commotion.co.uk

Commotion’s TickiT brand launched in the education market more than 20 years ago, selling to schools, nurseries and kindergartens. Commotion has continued to grow to become one of the most trusted distributors in the international education market, and in recent years has been proud to include toy stores among its worldwide customer base.

TickiT products are designed and developed by its dedicated in-house team which works with specialist advisors within early years, primary years and special educational needs. The focus is on producing a wide range of high quality, engaging and open-ended toys for inspiring children’s natural curiosity.

With beautiful sensory toys to soothe and aid relaxation, exciting imaginative play toys that are unlimited in their learning potential, a lovely broad range of toys suitable from birth, products for understanding the world, communication and language resources, as well as hands-on tools for developing numeracy or motor skills – the full TickiT educational range has something for everyone.

Sensory Reflective Mystery Colour Balls are made from beautifully polished stainless steel, making them robust but lightweight. The balls come in different colours with a variety of contents, providing a fun sensory experience for babies and children of all ages.

Rainbow Architect Houses has been added to the awardwinning Wooden Architect range. Their simple concept of sturdy, stacking, smooth beechwood frames encourages easy construction activities for toddlers and up, and the new house shapes will further enhance a child’s creativity in imaginative play.

The Sensory Mood Water Table has been carefully designed with a deep exploration area, a slim profile so it can be moved between rooms, and the same attractive colour and light options as other tables and lights in the Sensory Mood range. The units are water resistant and easy to clean, making them an ideal learning resource for outdoor and indoor use all year round.

TickiT’s wooden picture block sets are made using real photographic images so children can see realistic details for learning about animals, minibeasts and wildlife from all over the world. The Wooden Forest Animals are beautifully chunky, lightweight wooden blocks.

The complete TickiT range is distributed worldwide by Commotion. Resellers are in expert and safe hands with a dedicated and experienced Account Management team to provide advice and recommendations on product selection, as well as unlimited access to the highest quality images and product information.

Character Options

0161 633 9800 | www.character-online.com

sales@charactergroup.plc.uk

Simbrix is an exciting new offering from Character Options which offers a fun and creative project for all children to enjoy with elements of STEAM learning, providing educational benefits as kids play.

Designed to be enjoyed by all ages, Simbrix is a unique building system that invites kids to create and customise their own pixel art. With Simbrix, children can connect, create and play one brix at a time, mastering developmental and cognitive skills along the way. Totally mess free, Simbrix do not require any ironing, gluing or water; simply interlock Simbrix to construct amazing 2D and 3D designs. Kids will be challenging their creativity, refining motor abilities and sharpening their planning and critical thinking skills as they create. Simbrix also offers a fantastic outlet for self-expression. Simbrix also offers great play value and value for money, with the brix pieces fully reusable.

Available in the range are starter packs, themed packs and special feature packs with 3000+ pieces. There is also the Simbrix Maker Studio which is the ultimate set for little artists: this carry case holds 4800 Brix in 16 colours and the easy to unclip lid doubles as a build platform.

STEM & Educational

Brainstorm

01200 445 113 | www.brainstormltd.co.uk

Brand new to the Brainstorm Toys range for 2023 is My First Magnet Kit which is ideal for young learners. The colourful 20-piece set helps children explore magnetism while discovering facts about magnetic fields, force and attraction in a fun and engaging way. The set features different experiments including how to make a magnet float, bounce and jump. As well as a selection of magnets, the set also comes with a secret code to unlock 10 online experiments as well as a colourful leaflet with cool magnet facts.

The totally addictive Thumbler is a pocket-sized spinning top that transforms into a multi-coloured light show when swirled. It’s encased in a special enclosure that allows it to spin faster and longer. Thumbler also comes with detailed scientific information about the physics behind each spin which can be accessed via the Brainstorm website. Thumbler comes with its own stand making it a great desk toy for adults too.

My Very Own Solar System Suncatcher lets kids unleash their creativity while learning about the different planets of the Solar System. The set comes with eight planets and both translucent paint and a glow in the dark pen. Colour the planets and hang them on the clear thread to create a mobile suncatcher which shimmers in sunlight and gently glows at night. It also comes with a sucker to hang on windows or mirrors.

StikBot Legendz are the latest addition to the ever-popular StikBot range. There are two different two packs to collect featuring cool new characters Dominus, Raze Oni, Valor and Ruebell. By using the StikBot app, children learn about the technology used to create simple animations which will enable them to create more sophisticated videos with practice. There are also new additions to the KlikBot collection with a KlikBot Galaxy Pack featuring a KlikBot Hero, Villain and Guardian plus unique accessories and cool colours. Also new from Zing, distributed exclusively by Brainstorm in the UK, is the new Klixx Creaturez range. The Click ‘n Fidget Widge is a collectible pocket money line including three initial characters; Spider, Cobra and Scorpion which come in two colourways.

Aqua Dragons continue to be one of our most popular lines as children love to hatch and grow their very own prehistoric underwater creatures. Each set comes with everything kids need to hatch and nurture their Aqua Dragons.

Bandai UK

020

8324 6160 | www.bandai.co.uk | sales@bandai.co.uk

Continuing its long-term licensed partnership with one of the world’s most recognised and trusted science brands, Bandai UK’s National Geographic range currently holds the no.3 property by value position, and the top 3 item for the Volcano Science Kit (Circana full year 2022), within the Explorative Toys category. The focused range of Dig, Crystal, Sand, Science and Chemistry Kits offers children aged 8+ the opportunity to engage and experiment with real-life specimens while learning through hands-on edutainment. With a commitment to give back 27% of all licensing proceeds to the National Geographic Trust, manufacturer, Blue Marble, and Bandai are committed to supporting work within the areas of Science, Exploration, Conservation and Education.

Regular waves of new product launches ensure that the range remains fresh and exciting, while ecofriendly and impactful packaging clearly displays kit contents for immediate and informed consumer consideration. Bandai UK has introduced new POS display opportunities and brand toolkits for autumn/ winter 2023 to further support theatre at retail.

Positioned as the no.1 science item, no.2 property, and with four lines in the top 30 category best-sellers (Circana full year 2022, Explorative Toys category), The Original Sea Monkeys remains an evergreen staple within Bandai UK’s STEM and Educational Toys portfolio. Igniting a passion for, and an interest in nature and the planet, children get to hatch, grow and nurture their very own minuscule hybrid brine shrimp ‘pets’. Encouraging responsibility for other living organisms, the Sea Monkeys bring a taste of the ocean directly into the home, and each of the themed tanks includes everything needed to hatch and grow the Sea Monkeys. From entry price point items such as the sub-£10 Ocean Zoo and impulse/treat purchase Mystery Eggs, through to the light-up, colour-changing Ocean Treasure Tank, this streamlined range offers year-round gifting appeal and possesses a strong, proven sales performance.

STEM and STEAM certified, Shashibo – meaning Shape Shifting Box – uses 36 rare earth magnets which connect and transform each ‘box’ into more than 70 different shapes. Additional shapes can be created by collecting and combining multiple Shashibo cubes. Made from recycled plastic and suitable for onward recycling, Shashibo offers a sensory and compelling experience. With multiple play patterns to challenge the mind, Shashibo cubes also promote focus and the benefits of calming, therapeutic activities. Following the recent acquisition of this Amazon US no.1 Toy, Bandai UK launches into the UK market with the Explorer Series, including four unique and vibrant designs: Elements, Earth, Moon and Undersea.

All brands will be supported with full marketing campaigns, including a mix of TV, digital, social and PR.

Basic Fun!

0118 925 3270 | www.basicfun.com

Tim.Ives@basicfun.com

K’Nex, Basic Fun! UK’s creative construction range, readily supports learning at all stages of development, helping to teach STEM-based concepts along the way. And with a project for all to enjoy, which always builds bigger than the box, kids are guaranteed fun as they learn.

Children will love cementing classroom-based learning, with the K’Nex Classics multi-build sets. Fun features such as movement and motors are sure to excite. Each comes with a colour-coded instruction manual, allowing kids to follow a design. Alternatively, they can think outside the blocks and build from their imaginations.

A new addition to the K’Nex Classics range is the K’Nexosaurus Rex Building Set. It lets kids create a motorised model of a prehistoric beast that stomps and swings both its head and tail as it moves. The set builds a second Megasaurus model, delivering heaps of play value and value for money.

For a larger project which lets children experience engineering and physics in action, there’s the K’Nex 3-in-1 Marble Run with Motor Set. This brilliant, buildable marble run is the product of three decades of experience in creating exciting construction projects and chain reaction machines. It promises to coax curiosity and inspire creativity with three build options that cater for three levels of complexity: beginner up to K’Nex-pert.

The K’Nex range benefits from targeted digital advertising and YouTube pre-roll.

Bachmann Europe

www.toyway.co.uk sales@toyway.co.uk

Bachmann’s PepPlay offers a selection of children’s arts and crafts products to help support STEM education whilst having fun. PepPlay is a premium eco conscious brand, with many of the products designed to be reusable and recyclable. The products are suitable for ages 3-10 and feature colourful designs to appeal to both children and parents alike.

The 3D City Life Paper Model Kit is the perfect STEM activity set for growing minds. Transforming a flat piece of paper into a three-dimensional house or a car, it offers a unique exercise in visual-spatial reasoning and helps teach how basic geometric shapes such as squares, rectangles and triangles can be transformed into cubes, cuboids and pyramids. With 15 self-fitted cutout paper templates, children can start to fold, build, colour and play in no time, creating a model of a modern city where doodles on each building are designed carefully. Felt tip pens, crayons or colour pencils can be used to add a personal touch. The paper is easy to fold, and no glue is required.

The Animal Kingdom Origami Art kit includes 24 beautifully coloured origami paper, printed on both sides; four sticker sheets; an origami board and a step-by-step instruction book. Kids can make a variety of animals including a whale, pig, ladybird, rabbit, chicken and owl. They have the option to decorate their creations using a variety of detailed stickers to enhance the finished origami.

The Stacking & Nesting Cubes are made up of 10 colourful and sturdy stackable/nestable cardboard blocks for early learning. Each block differs in size and features whimsical, colourful illustrations of animals, shapes, numbers, counting, colours and a puzzle in the form of a growing tree. Children can stack the blocks on top of each other and make a tower nearly three feet tall. Through stacking, counting, sorting, matching and colour recognition, little learners develop the critical cognitive concepts that help them grow.

LeapFrog

01235 555 545 | www.leapfrog.co.uk

LeapFrog is committed to its core values, where education takes centre stage and learning is an integral part of every product.

The new Magic Adventures Telescope immerses young explorers into the wonders of the universe with incorporated educational NASA content. Kids can explore the solar system, the moon, star life cycles, constellations and space discoveries with the built-in images and videos provided by NASA. They can help Mission Control fix planets in the solar system while dodging hazards and learning cool facts in the fun adventure game. The fully functioning telescope can also be used to focus on animals and nature in the day and the moon and stars at night. Children can capture and share up to 100 photos and take thousands more with the SD card slot.

With the Magic Adventures Globe., kids can race around the world, discover new places and solve mysteries. The 10" interactive learning globe allows kids to experience countries, languages, cultures, animals, geography and habitats. Complementing the curriculum, this immersive globe features five hours of high-quality BBC videos to provide a better understanding of the world. There are knowledge tests and mystery solving with the three interactive games: Around the World, Quiz Show and Where in the World.

Slide to Read is a hand-held device which teaches reading on the go. This interactive reader includes 13 double-sided flashcards that lend a hand in exploring letters, objects and sounds. Each card features an upper- and lower-case letter, two words, an engaging image and a sentence that features the words and image for enhanced learning. Kids can run their finger under the reading bar in the sentence to hear the words read aloud.

Mr Pencil has a sharp new look. Kids can trace onto the screen and follow Mr. Pencil’s guidance as he teaches them how to form upper- and lower-case letters, numbers and shapes. With Mr. Pencil's Scribble, Write & Read, they can practise writing their name with the new personalisation feature and use the stylus to uncover words then run the stylus along the sound bar to hear the letters read aloud.

Finally, LeapStart has some new licensed books. In the Bluey book, kids have 15+ fun activities which encourage problem solving and imaginative play alongside Bluey characters. Little ones can also join CoComelon and explore jobs and professions, trace shapes at JJ’s birthday party, count from one to 10 and match letters.

PlayMonster UK Limited

01628 488 944 | www.playmonster.co.uk | trade@playmonster.com

Playmonster UK’s science & nature portfolio goes from strength to strength with new launches including the new Craft-tastic Nature Collection, which is available in the UK now. Winner of the Toy of the Year (TOTY) Award 2022, in the Specialty Toy category for Craft-tastic Nature: Scavenger Hunt Potions, the popular activity range comes with high credentials. It is known for the fun and creativity it inspires, encouraging children to explore the outdoors, and crafting with the beauty and magic of nature. The range also includes a Bug Hotel, Butterfly House and Scavenger Hunt Journal.

The new WWF Wild Scenes Grow & Play range is created in collaboration with WWF, the world’s leading independent conservation organisation. The Wild Scenes Grow & Play range is made with 100% recycled materials, 100% recyclable packaging and contains no single-use plastic. The new Playmonster range identifies with WWF’s mission to create a world where people and wildlife thrive together, by living sustainably within the means of the planet. There are four to collect: Tigers’ Hideout, Orangutans’ Treetop Adventure, Pandas’ Bamboo Forest and Elephants’ Watering Hole. Each set comes with seeds that have been cultivated using no genetic modification or toxic chemicals which can be harmful to the planet. The recyclable lid also doubles up as a propagator, helping the seeds sprout into lush greenery.

The popular My Living World nature play sets are being relaunched this year using recycled plastics. They have a huge appeal to families looking for affordable, educational play ideas to entertain kids at home, in the garden or the park. The award-winning range is designed by nature experts and championed by leading naturalist and popular TV presenter, Nick Baker. My Living World supports National Curriculum KS1 and KS2. Sets available include Ant World, Worm World, Bug Safari Kit, Bug Photography Kit, Ladybird World, Snail World, Pocket Microscope, Flower Press and Window Bird Feeder.

Playmonster UK’s successful Spirograph range has three new launches for 2023. Spirograph Window Designer allows children to create and layer amazing spiral designs on windows or mirrors, which can be easily wiped away. For on-the-go fun, a new Spirograph Electronic Doodle Pad is the first 100% mess free and digital way to create amazing spirograph designs. The new Spirograph Neon vibrant kit keeps Spirograph design making electrifying. Kids can create countless amazing designs with four neon colours and bold black accents.

Experts in educational toys

TickiT® toys are designed to be engaging and open-ended, to support the curiosity approach, encourage inquiry-based play and allow little ones to develop their learning potential. Our innovative range offers fun, high quality, educational toys for all ages and abilities – including a wide variety for babies and toddlers.

Owned & distributed by Commotion Ltd.

For information about becoming a TickiT reseller, visit our website

www.commotion.co.uk

Pat Avenue

01604 678 780 | www.patavenue.co.uk | sales@patavenue.co.uk

Spin Master

01628 535 000 | www.spinmastertoys.co.uk

New from Spin Master brand Meccano is the Meccano Maker’s Toolbox, a 437-piece intermediate STEAM model-building kit designed for open-ended play and endless creativity. Sure to be a hit with little builders and parents alike, this engaging and educational toy is perfect for boys and girls aged 10 and over, inspiring them to learn and build amazing real-world creations.

The Meccano Maker’s Toolbox features more than 400 interchangeable building pieces which spark children’s imaginations while promoting skill development and problem-solving abilities. The set comes with a handy instruction manual to help guide them when creating three fun, moveable builds: a race car, the Eiffel Tower and a robot.

Alternatively, kids can let their imaginations run wild and create their own mechanical masterpieces. The open-ended design of the building kits means that the possibilities are limitless, encouraging kids to explore their own unique creations.

A compact toolbox makes it easy to keep all parts in one place and transport little one’s inventions wherever they go.  The Meccano Maker’s Toolbox is the ideal gift for budding engineers, robotics enthusiasts or kids who just love to build and innovate.

Eco-Friendly Educational Crafts

The BioBuddi Big Blocks range includes the Number Train Big Blocks set. It comes with 38 blocks, including numbered bricks to help young builders practise their number skills. Kids can first build the fun and colourful train, then use the numbered bricks to hone their numeracy: place them in ascending or descending order, or use solo as part of a fun, basic maths session with a parent or sibling. www.toyway.co.uk

This new range of children’s arts and crafts products is suitable for ages 3-10 and feature colourful designs to appeal to both children and parents alike. PepPlay is a premium eco conscious brand, with many of the products designed to be reusable and recyclable. All of the products are non-toxic and conform to CE and ASTM standards. Perfect STEM activities for growing minds!

Teamsterz HTIToys

01253 778 888

www.htigroup.co.uk

HTI Toys’ range of Teamsterz Colour Change vehicles has captured the imagination of children and parents alike by introducing an imaginative twist to traditional vehicle play. From the prehistoric Skull Mountain Colour Change playset to a multitude of stylish and sleek colour changing cars and bikes, every item boasts extraordinary features that will ignite a child's imagination. Swimming into the range, new for this season, is the Piranha Power Wash playset. This feature packed playset shows off everything the Teamsterz Colour Change range has to offer. A car can drive into the tail of the Piranha where it is then submerged under water, kids slide back the dorsal fin and watch the car launch out of the sharp jaws an assorted colour. The water chamber can be filled with warm or icy cold water, both in turn will activate the thrilling colour change metamorphosis.

Also new for autumn/winter 2023 are the Teamsterz Colour Change Street Kingz Die-Cast Speed Bikes. These four-inch, high-quality die cast bikes come in six different models and have plenty of features to provide hours of imaginative play. From moving handlebars, a kick stand for perfect parking, to the injection of colour change technology, this new addition has it all.

Other products available in the range include Skull Mountain and Teamsterz Street Machines and Street Kingz vehicles.

020 3620 9495

www.bigpotato.co.uk

trade@bigpotato.co.uk

Throughout history there have been some great rivalries: Pepsi vs Coke, Batman vs Joker, and nowChicken vs Hotdog. Big Potato released Chicken vs Hotdog in September last year, and it is now stocked in more than 80 indie retailers across the UK alone. A favourite on TikTok – with more than 5m views and counting – it seems that, although branded as a ‘family action game’, it’s popular with Gen Zs and millennials too.

Players race to flip and stick a squeezy hotdog or chicken – quite bonkers but surprisingly addictive. Both characters have suckers on the bottom so when they do land, they make a satisfying sound. It’s a great game for players who just want to get straight into the action without learning lots of rules.

There are 30 flip n’ stick challenges: single flip, double-flips, eyes-closed flips, under-the-leg flips, left-hand flips and so on. Players (ideally 2-10 of them) get into two teams and someone turns over a challenge card. Both teams bid for it, and the winner takes it on. If a team sticks it, they get to turn over one of their character cards. Turn over all six, and that team wins.

Fun and frantic, Chicken vs Hotdog is ideal for a family gathering or a party with pals. It only takes 10 seconds to learn, but players will be flipping and sticking for hours.

Each month Fresh sets out to find the latest products that will have toy retailers reaching for the phone. Here are new releases from: Asmodee, Big Potato, Funrise, Golden Bear, Haico, HTI, Hunter Price, Konami, Mood Bears, Panini, Shiner & Spin Master

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Teenage MutantNinja Turtles Funrise

01908 555 640

www.funrise.com

Funrise launched its muchanticipated TMNT vehicles range in July ahead of this month’s movie launch. The Sewer Shredders assortment has been a hit among young Turtle fans. These pull-back skateboards come with nondetachable TMNT figures with a weapon wielding action. At an attractive pocket money price point, Sewer Shredders will be a strong volume driver for retailers carrying TMNT ranges.

The Half Pipe RC assortment comprises powered skateboards with a TMNT figure attached. An innovative new RC line from Funrise, the skateboards come with a radically different controller compared to most standard RC toys. TMNT fans will be able to perform spins, pop wheelies and zip past obstacles with their favourite Ninja Turtle Half Pipe skater. Funrise’s cinema campaign kicked off at the start of August and will run through the end of October, airing the TVC before the Mutant Mayhem movie. Funrise will follow this with a TV campaign in October, alongside YouTube pre-roll.

HeelysBTScollection Shiner

01172 020 120

www.heelys.eu.com

sales@shiner.co.uk

Heelys, the original two-in-one wheeled shoe launched in 2000, is encouraging children to maximise the remaining summer holidays with its new BTS collection.

Launching alongside an influencer campaign that focuses on summer holiday activities on wheels, Heelys aims to promote active, outdoor play among kids whilst encouraging them to be true to their own unique style. The new range follows the introduction of #NationalHeelysDay on 21st July and comes in advance of the brand’s attendance at Gloworm Festival on 11th-13th August.

The collection consists of eight new SKUs, with the majority featuring a pink and/or black colour palette tapping into the current trend for all things pink. Ideal for those seeking something brighter, the Snazzy combines metallics, glitter, ombre laces and colour pop graphics.

The hero SKUs, Rezerve Ex and Rezerve Low, were first introduced in the spring range and have been redesigned in a new black and pink colourway. The Reserve Ex has a basketball shoe style, while the Reserve Low features an extra chunky sole popularised by Y2K fashion influencers.

Available in the UK and Europe on the Heelys website and retailers, the collection is available in sizes C11-5 for two-wheeled designs and C12-7 for single-wheel styles.

Toodles - Asmodee

01420 593 593 www.asmodee.co.uk

Toodles is the hilarious new title from Format Games, the brainchild of television and Sony Awardnominated radio presenter Matt Edmondson, along with his brother-in-law and business partner, Laurence Emmett. Set to launch this July, Toodles is described as the perfect game to take on family holidays or play at a summer BBQ.

Players work in teams to beat the game and score points (1 point for Easy, 2 points for Medium and 3 points for Hard). Two players select a card and roll the dice to select what to draw – they may be challenged to sketch a House, Boat or Dog (Easy), Crown, Burger or Sandals (Medium) or Snail, Alarm Clock or Zebra (Hard). With no direction, they then have 30 seconds to draw a picture together using their Toodle wands. When the time is up, the other players have to guess what has been drawn.

After ten Toodles have been drawn, players total up their points and measure how well they have done on the Toodle-O-Meter, finishing as a Top Toodle or a Tragic Toodle. Toodles is suitable for 3-10 players aged 7+.

QuickPops HunterPrice

0161 653 1306 www.hunterprice.co.uk

Hunter Price’s Toy Mania brand is continuing to expand its market share with its latest launch, which has brought a globally trending product to the UK market.

Toy Mania, a leading brand in pocket money, fidget and sensory toys, will bring Quick Pops to UK retailers for the first time since the push-and-pop themed game went viral across the world. Hunter Price’s Quick Pops will feature four games - Speed Mode, Memory Game, Mega Scorer and Multi Player – offering a wide variety of fun challenges for players.

The selection of activities offers great value for money, with users able to learn and develop the range of skills needed to master the games. Whether it’s testing speed and agility by pressing all the pops as fast as possible, remembering sequences, or racking up high scores and playing with friends, Toy Mania’s Quick Pops puts everyone to the test, appealing to children and adults alike. Launch retail partners for the first phase of Quick Pops include Smyths Toys, B&M, The Range, Morrisons, WHSmiths and Boyes, with more to be announced soon.

NewinteractiveCurlimals Golden Bear

01952 608 308 www.goldenbeartoys.com

customerservices@goldenbeartoys.co.uk

Golden Bear is expanding its award-winning interactive plush range, Curlimals, with Arctic Glow, an exciting new range of winter-themed Curlimals. Kids can uncurl the cuteness to discover Perry Polar Bear, Pip Penguin and Sia Seal Each has soft and sparkly fur, makes Arctic animal sounds and has a lightup belly which changes colour when they’re warm and happy.

A hit with UK retailers since launching in July 2022, and a global sell-out across several major territories, Curlimals are interactive creatures that use pattern recognition to respond to touch and communication with over 45 sounds and reactions. Each Curlimal has its own unique phrases such as ‘I love you’ and ‘Tickles, please’, to reflect their individual personalities. All characters in the range also uncurl to play and curl back into a ball to sleep. Lucie the Ladybird and Coco the Caterpillar launch in Q4.

New to the market is Flutter Wonders, an evolution of the traditional Curlimal. Following a dip into the enchanted pond, Curlimals have turned into Flutter Wonders, and Bella is the first in the range. This cute and cuddly 17cm Curlimal has sparkly wings that light up, change colour and flutter to show how she’s feeling. Kids can tickle her tummy, pat her head or stoke her nose : just like the original Curlimals, Bella will respond. There are over 100 different sounds, lights and movements to discover including phrases such as ‘Sparkle Brightly’ and ‘Swish, Swish let’s fly away’, plus, Bella Bear has a magical hidden sequence. There’s an off button for when it’s time for bed. Like all good Curlimals, Bella curls up into a ball when it’s time to say goodnight.

Designed for pre-schoolers aged three and over, Curlimals and Flutter Wonders promote emotional development through nurturing behaviour and inspire imaginative play and curiosity about creatures.

Mood Bears books

Mood Bears

www.moodbears.co.uk

Mood Bears has launched a series of children’s books to further its mission of providing mental health support to people around the UK and beyond. The business is known for producing colourful teddy bears designed to offer reassurance and comfort to consumers of all ages.

Four children’s books have now been launched, designed to accompany a selection of bears from the range, which further enhance the Mood Bears message: that everyone should notice and talk about their feelings more. The books have been written by author Martin Shubrook, who has worked across Disney and Pixar brands during his career, and are beautifully illustrated. The launch range includes books about Love Bear, Hope Bear, Happy Bear and Sad Bear. Underpinning every story is a subtle message to help children with their mental health. The books are the perfect accompaniment to Mood Bear toys and will help kids realise that they are not alone with their feelings.

The new series of books demonstrates Mood Bears continued commitment to expanding its product assortment and supporting more people. Along with the eight original Mood Bears - Happy Bear, Hope Bear, Angry Bear, Love Bear, Calm Bear, Nervous Bear, Silly Bear and Sad Bear - the business also introduced three talking bears this year: Hope Bear, Happy Bear and Calm Bear. While all Mood Bears come with an uplifting message and poem designed to help their owner cope with, and talk about, different emotional moments in life, the new Mood Bear Talking Bears go a step further, by reciting their supportive poem to their owner.

The new Talking Bears are made from recycled materials, are 100% recyclable and are suitable for anyone aged three and over.

Fun-iki Haico

0161 457 8085

www.haico.co.uk

sales@haico.co.uk

The latest brand launch from Haico is Fun-iki, which is a sensory ASMR range made up of an abundance of different compounds in more than 50 colour variations and assorted textures. Its eyecatching packaging features pops of neon colours against pastel hues. This is a versatile range which incorporates a multitude of different themes, pack sizes and price points, creating an option for every consumer. It incorporates a unique blend of slime, sand, stretchy sand, crunchy slime and crackle clay, creating a mix n’ match style offer. Each type of texture has been designed in vibrant and colourful forms with its own distinct tactile sensation. Funiki’s inclusion of multiple texture compounds and colour variations adds a huge collectability element to this ASMR range.

The Fun-iki brand offers a wide range of products across multi price points, beginning with various mini mix n’ match starter packs which offer different compounds and accessories to drive through collectability.  All sets are equipped with packs of fidgets, foam squares, beads and more to create each user’s own sensory experience. Fun-iki has been designed as an affordable brand, with pocket money value being its central focus. Key lines include Mini Surprise Eggs, Mini Mash-Up Goos, Mystery Pot Collectibles and Cute Animal Putties. Haico’s larger sets consist of bouncing putty, large slime tubs and much more.

ASMR (Autonomous Sensory Meridian Response) products are growing in popularity throughout the toy sector. They often involve gentle sounds, textures or visual triggers that can provide sensory stimulation. Fun-iki combines these visual, tactile and auditory elements with striking shades, to help capture children's attention, whilst stimulating their visual senses. Manipulating slime can also help to relieve stress; whilst the stretching action encourages motor development and cognitive growth. Exploring all these elements provides a calming effect and helps children to be mindful, as well as assisting with focus and concentration.

Other products available in the range include Skull Mountain and Teamsterz Street Machines and Street Kingz vehicles.

Yu-Gi-Oh!25thAnniversaryTin: DuelingHeroes

KonamiDigitalEntertainmentB.V.

01753 271 737

www.yugioh-card.com/uk

The Yu-Gi-Oh! TCG annual tins are always among the most hotly anticipated sets and this year’s tin takes things up a notch. With the Yu-Gi-Oh! card game approaching its 25th birthday, September’s 25th Anniversary Tin: Dueling Heroes is billed as a must-have set for players.

Each 25th Anniversary Tin will include a Quarter Century Secret Rare version of one of the 16 monsters decorating the sides of the product. These include some of the most famous and iconic monsters used by the series’ Dueling Heroes.

Quarter Century Secret Rare cards will only be available during the 25th anniversary celebration period. This is a visually stunning, very exclusive rarity. The monsters available as Quarter Century Secret Rares in the 25th Anniversary Tin are among many duelists’ all-time favourites. For the collectors in the Yu-Gi-Oh! TCG community, acquiring these cards as Quarter Century Secret Rares is very special.

The tin also has plenty to offer competitive duelists looking to bolster their decks with powerful cards. There are approximately 300 different cards available via the 25th Anniversary Tin, including ones from recently released sets including Battle of Chaos, Dimension Force, Darkwing Blast, Tactical Masters, The Grand Creators and more.

Each set of 25th Anniversary Tin: Dueling Heroes includes three Mega-Packs, each one containing 18 cards for a total of 54. That includes six Prismatic Secret Rares, six Ultra Rares, three Super Rares, three Rares and 36 Commons, not forgetting the bonus Quarter Century Secret Rare.

The 25th Anniversary Tin: Dueling Heroes is scheduled to release in the United Kingdom and across Europe on 7th September. For more information on the set and other upcoming Yu-Gi-Oh TCG products, visit the website.

PremierLeagueAdrenalynXl2024

Panini

01604 877 888

www.paninigroup.com

Panini’s Premier League Adrenalyn XL Official Trading Card Game is back for the 2023/24 season, bigger, better and more exciting than ever. The 2022/23 collection saw unprecedented +100% growth in RSV year on year, with further growth expected for this new season.

Benefitting from a full re-design, the collection features fresh new card categories, amazing new materials and even more real autographs for collectors to chase. For fans of rare cards, Panini has created eye-catching new sub-sets and increased the product lines featuring Limited Edition cards. Many of the Limited Edition cards feature printed and real autographs, from both current players and Premier League legends. The increasingly popular and sought-after Golden Baller cards have also been taken to a whole new level this season, with a new material and finish that will make them more desirable than ever for collectors.

Now the No.1 selling trading card collection in the UK, Premier League Adrenalyn XL 2024 trading card packets come with a QR code giving access to virtual cards for the online game. Collectors can download the free app, scan the code and play online.

The launch is supported with a heavyweight digital marketing campaign using new creative featuring the ‘GOAT of Swaps’ and reaching every touch point, from YouTube, TikTok and gaming platforms to targeted social media across all relevant channels to reach kidults, parents and gifters. Asking collectors ‘Are you the GOAT of swaps?’, the campaign will be supported with extensive PR and sampling. Partnering with world-renowned football talent and influencers, including Panini brand ambassador Declan Rice, the strength of the campaign, combined with the exciting new design, promises to make 2024 the biggest season yet for Premier League Adrenalyn XL.

KineticSandDeluxeBeachCastlePlayset

SpinMaster

01628 535 000 www.spinmastertoys.co.uk

Spin Master’s New Kinetic Sand Deluxe Beach Castle Playset is a portable, sandy play-space in a box that’s sure to be a hit with fans of ASMR everywhere.

This fun and engaging play set is perfect for kids aged three and over, allowing them to invent new sand creations every day. The Kinetic Sand Deluxe Castle Playset features 3lbs of Kinetic Beach Sand perfect for creating the world’s best sandcastles. Made from larger grain natural sand, Kinetic Beach Sand will provide kids with a unique sensory experience while developing fine motor skills through educational play. Equipped with two multi-use Kinetic Sand tools, nine castle-themed moulds and a two-tiered tray, kids will be able to create like never before: sandcastles, towers, walls, bridges, kingdoms and so much more.

Fall order

much – you’ll discover an eclectic mix of the latest board games, gadgets, games, electronic toys, licensed gifts, nursery toys and gifts, plush toys, puzzles, wooden toys and more,” explains Alejandra. “We offer a celebration of some of the latest toy trends and those elusive Christmas hits, and the show is the place to meet new and existing children’s gift exhibitors. An array of crafting brands will also showcase their new creations, with a focus on ethically and sustainably made crafts.”

Alejandra has high hopes for the upcoming show. She adds: “There is a real buzz around this year, I expect it to be a successful event, as there will be a lot of new ranges being showcased for retailers.”

Earlier this year, Connect @ Autumn Fair was announced, a programme which connects leading UK buyers and retailers with all 600+ Autumn Fair exhibitors prior to their arrival at the show.

the company has ever made in Spring & Autumn Fair’s history.

“The scheme is receiving a very good response,” Alejandra tells us. “Connect @ Autumn Fair will give exhibitors more visibility than ever before, and buyers the opportunity to plan and pre-book meetings before the show. Thousands of buyers from leading retailers including Harrods, Card Factory, John Lewis, Robert Dyas, Walt Disney Co, Marks & Spencer and Moonpig have already registered.

Autumn Fair bills itself as the leading wholesale marketplace for home, gift and fashion. It gives brands the opportunity to showcase their products and reveal new launches to the market, while retailers are able to look around for new ranges for their stores and talk one-to-one with exhibitors ahead of the allimportant festive season.

There are several new exhibitors in the Kids, Toys and Play sector this year, giving retailers the chance to meet suppliers with a point of difference to refresh their offering. “Kids, Toys and Play is the source for so

Over 6,000 meetings are anticipated to take place at Autumn Fair. Each meeting is 15 minutes long and all meetings are double opt-in, meaning both parties have agreed to meet. Meetings take place on the stand, so buyers can explore the full product range. Buyers can participate in as many double opt-in 15-minute meetings as they’d like, limited only by availability and mutual interest. If more than 15 minutes is required, a follow-up meeting can be arranged at or after the show. With Connect @ Autumn Fair, exhibitors will be able to discover and connect with buyers, based on over 100 datapoints. Alejandra says this is the biggest investment

“When we launched Connect @ Autumn Fair, we knew it was the obvious and much-needed next step to revolutionise the trade show experience, and we’re delighted to see that so many retailers agree. Visitors can save time, skip the queues, plan ahead and enjoy the convenience of scheduled meetings rather than waiting around for representatives to become available. They can also receive exclusive perks, including access to the new Connect VIP Buyers Lounge at the show. Connect @ Autumn Fair also gives buyers the opportunity to see special offers, discounts or announcements exhibitors are making ahead of arriving onsite at the show.”

Retailers can still register before 9th August to be a part of Connect @ Autumn Fair. Plus, with valuable time saved by managing time and prioritising pre-scheduled meetings, they will have more time to shop the show for unexpected new product finds, trends and inspiration. Buyers are invited to register at www.autumnfair.com/ connect-autumn-fair-buyers.

Autumn Fair runs from the 3rd to 6th September at the NEC Birmingham. New event director, Alejandra Campos, tells Toy World why the 2023 fair isn’t one to miss.

Kids, Toy & Play sector

Antony Nunn Agencies - Stand: 20A54

Bounce Sales & Marketing - Stand: 20A50

Cheatwell Games - Stand: 20D50

Coach House Partners - Stand: 6E28

Craft Buddy Ltd - Stand: 20B57

Eatsleepdoodle - Stand: 6L23

eco rascals - Stand: 20H51

Esdevium Games - Stand: 20D51

Farplace Trading - Stand: 20H65

General Merchandise - Stand: 20F40-G41

GetRetro.co.uk - Stand: 6M40-20A41

Hachette - Stand: 20A40

Halilit - Stand: 20G52

Henbrandt - Stand: 20H40-J41

Hippychick - Stand: 20H50-J51

Craft Buddy

House of Marbles - 20F50-G51

Innov8 Academy - Stand: 20C60

Intelex Group - Stand: 20E50-F51

JEKCA U.K. - Stand: 20K55

Keel Toys - Stand: 20D40-E41

Lanka Kade - Stand: 20J50

Little Concepts - Stand: 20K48-L49

MAI clothing - Stand: 20H53

Mary Meyer - Stand: 20F46

Moulin Roty (UK) - Stand: 20G50

Papo UK - Stand: 20F40

RMS International - Stand: 6L44-M45

Slipfree - Stand: 20J42

Smart Toys & Games - Stand: 20B34

Spinning Poodle Games - Stand: 20H63

Teleview - Stand: 20J40

Thames & Kosmos - Stand: 20B45

The Lagoon Group - Stand: 20C40

The Leftfield Group - Stand: 20D41

The Puppet Company - Stand: 20J44-K45

Trafalgar Group - Stand: 6M44

Ty UK - Stand: 20E40-F41

University Games - Stand: 20B48-C49

VR Distribution -Stand: 20C54

Whitehouse Leisure - Stand: 20F44-G45

William Lamb - Stand: 20C51

Willsow - Stand: 20B41

Wilton Bradley - Stand: 20A44

Winning Moves UK - Stand: 20D54-E55

0203 417 6565 | www. craftbuddyltd.co.uk | trade@craftbuddyltd.co.uk

Stand Number: 20B57

Craft Buddy, the company behind the hugely popular diamond-painting brand Crystal Art, continues to go from strength to strength and returns to the NEC Autumn Fair again this year as the popular pastime turns from a creative hobby into a hot craze among kids and adults alike successfully blurring the lines between collectibles, creative play and crafting.

Leading the charge is the exciting new range of Crystal Art Buddies Kits. These craft kits enable anyone to make their own sparkly, collectible, wooden figurines using the Crystal Art technique. Making a Crystal Art Buddy takes between 20-30 minutes and is suitable for ages six and older. Series 1 was launched in 2022 and includes 25 Buddies with popular characters from the Disney, Marvel, Star Wars, LOL! Surprise and more universes. Summer 2023 sees the much-anticipated launch of series 2 with a raft of all new popular Disney, Star Wars, Marvel, Paddington, Peter Rabbit and more characters. In addition, Series 2 features a number of Christmas and animal characters such as a reindeer and a cute cat. Each Buddy is approximately 11cm in size and comes with a laser-grade plywood base.

Crystal Art Buddies Kits go super-sized in 2023 with Buddies XL launching later this summer. These larger scale Buddies Kits stand between 20-25cm depending on the character and include Stitch, Angel and Christmas Gnomes among others.

To celebrate Disney’s 100-year anniversary, Craft Buddy is launching more than 100 collectible Crystal Art stickers featuring all the favourite Disney characters including Frozen, The Lion King, Toy Story, Winnie the Pooh, Star Wars and Marvel. The D100 Sticker Album Starter Pack contains a sticker album, 2x sticker packs and a set of tools, and each sticker pack contains 3x Crystal Art stickers.

Sparkle Scenes enable crafters to create their own beautiful Crystal Art scenes featuring Belle, Jasmine and Ariel in a 3D display including multiple scenes, freestanding base, bags of crystals, pick up pen and tray.

Users can record their innermost thoughts in the sparkly, lockable Crystal Art Secret Diary. Each notebook contains 48x lined pages and come in Angel and Stitch, Encanto, and Princesses Belle and Rapunzel characters.

This year, Craft Buddy has also teamed up with everyone’s favourite bear from Darkest Peru, Paddington. First up is a whole new collection of Paddington items including Crystal Art Stickers, Cards, 30cm x 30cm Canvas Pictures, Notebooks and a buildable London scene featuring a Crystal Art Tower Bridge, red London bus and of course Paddington himself.

The all new Star Wars Droids Hanging Scroll kit contains everything required to create a beautiful 35x45cm Crystal Art hanging scroll featuring the most popular droids from the Star Wars universe: C-3PO, R2-D2 and BB-8.

Finally, the Winnie the Pooh Crystal Art 3D Scene transports artists to the whimsical world of Winnie the Pooh, Rabbit, Piglet, Eeyore and Tigger. At 18.5cm x 10cm x 25cm, this wooden 3D scene creates a magical wonderland where the beloved characters are having fun together.

VR Distribution

0330 088 0941 | www.vrdist.co.uk

Stand 20C54

VR Distribution has marked its fifth year in the UK with a bumper release of new games. There are seven new games launching from What Do You Meme?, the creator of the best-selling game of the same name. The two VR has the biggest expectations for are: Who Killed Mia?, a fun murder mystery game; and Better Than Yesterday, an innovative new concept complete with 365 daily challenges that will help players live a more confident, fulfilling, carefree life.

VR Distribution’s pocket money assortment from the Evergreen Duncan range continues to grow, especially among the company’s independent customers. New yo-yos and puzzles enhance the current range.

Storytime Chess launches for autumn/winter in the UK. This beautifully crafted storybook concept is drawn by the award-winning former Disney illustrator Ryan Terry. The custom chess pieces and chess board are dual-sided, meaning they can be used for regular chess or tournament play, while reading the engaging story actually teaches kids to play chess.

New from Wilder Games is Audio Game. This adult party title is an Apples-to-Apples style game, a little like Cards Against Humanity. A setup card is read, and players place their funniest audio reply cards in response. These are linked to a mobile device using QR codes via a free smartphone app which lets players hear the well-known audio clips.

VR has linked-up with the new games company Lucky Egg, which will see the company distribute Lucky Egg’s latest releases. Get Wet is inspired by viral TikTok trends which see people answering trivia questions or finishing song lyrics. This a great game for family and friends. Players take turns being put on the spot and answering 50/50 trivia questions. If they get it wrong, they get wet.

Also launching is Shush, which includes a Shush Shooter. The shooter wears the Shush Blindfold and uses their sixth sense to shoot the other player with 12 foam projectiles. The creepers try and complete their mission by sneaking around quietly, trying not to get hit. Suitable for ages seven years and over, the enormously fun game is also highly inclusive.

RMS is investing heavily in its licensed stationery portfolio, growing the range across key brands for spring/summer 2024. This strategic move is a direct response to the growing demand for value-driven licensed stationery expressed by retail buyers.

RMS’ Barbie Extra Miniature Stationery Vendor Set is a key highlight of its range. Building upon the success of the Barbie Extra miniatures products, this playful stationery set combines an assortment of tiny stationery items with appealing packaging inspired by L.O.L. Surprise! and Rainbow High Stationery Handbags offer a delightful blend of style and functionality, complete with an adorable carry chain. Included with each handbaginspired folder, kids will find a highly sought-after fashion designer art pad, making it a perfect combination for kids with a love of both fashion and creativity.

Stationery pouches are an evergreen top performer within the licensed RMS portfolio. The company’s branded zip-lock pouches are not only reusable but also come packed with a convenient notepad and a carefully curated selection of stationery essentials. Consumers can choose from a range of brands including Rainbow High, Barbie, Harry Potter and more.

The addition of Gabby’s Dollhouse brings another dimension to the company’s licensed pre-school offering. The company’s product launch will include mini collectibles, compounds and more. The miniature range, including collectible mini diaries and mini stationery sets, is designed to replicate Gabby’s mini dollhouse world. The collectible diaries feature different finishes, from sequins and glitter to squishy elements, and include hidden surprise stationery accessories.

The Compound collection includes both air dry clay and slime creations, and RMS has also developed a range of Mercat inspired DIY bath bomb kits.

RMS recently joined forces with Hasbro on a multiproperty deal and will launch products within the evergreen Peppa Pig brand this summer. This includes a beautifully designed FSC-certified wooden range, and there are also novelty gift items at value price points.

Cheatwell Games

02392 524 098 | www.cheatwell.com | sales@cheatwell.com

Hall 20, Stand D-50

Having enjoyed plenty of success over the years with its marquee game Family Tension, Cheatwell ultimately made the decision to expand its board game range - a decision the company has come to consider a very smart move. Visitors to Cheatwell’s eye-catching new stand at Autumn Fair will see popular games resulting from this expansion such as Spot The Intro, Zensu, Brain Ache and Host Your Own Family Quiz Night.

Spot The Intro will be in full demo mode, with speakers blasting out 10 seconds of a famous song. Name the song, the artist and answer the related question correctly to be entered into a prize draw. Three selected winners will each receive a new version of the game.

Cheatwell’s entertaining new range of RRP £15 games includes titles such as Code Breakers, Best to Wurst and The Numbers Game. These will all be open and ready to play with one of the Cheatwell team. Visitors are warned that they’re a competitive bunch, though - don’t expect an easy ride.

The company’s full range of card games will be on show: with over 20 attractively priced titles, there’s something for every type of retail outlet. Best-selling card games include Fart and Plop Trumps. Other card games feature Dinosaurs, Unicorns and Zoo Animals, plus classics such as Happy Families and Old Maid.

Cheatwell considers its quiz and trivia games to be among the best. The questions are updated for every production run and they are pertinent to the players because they are written right here in the UK, not in some far corner of the globe. Top Trivia now has nine titles in the range and every version contains 1,000 questions. Subjects include General Knowledge, TV & Film, Music, plus individual decades from the 60s to the 00s. Pub Quiz trivia games include The Red Lion and The Crown, plus new versions of Cheatwell’s ever-popular Quiz Cubes. These have been fully updated with new questions in every box.

Presented alongside the company’s games will be Cheatwell’s full range of jigsaw puzzles featuring some of the most iconic landmarks from around the globe: Tower Bridge, Mount Fuji and Neuschwanstein, to name a few.

Cheatwell will also be presenting three new 3D models which have been added to its portfolio, including The Flying Scotsman, The Spitfire and The Mallard. These will be feature alongside a large 3D model of the Titanic, plus Big Ben and Tower Bridge. Visitors can take a selfie with Titanic behind them.

For extra fun on the stand, visitors are invited to use Cheatwell’s Atomic Power Poppers and Squeeze Poppers to blast their colleagues (or Cheatwell’s MD). Popper styles include Dino, Unicorn, Moo, Pig and Penguin, as well as Poo.

Add in a few party games, adult games and the company’s new range of hobby games including Ghost Hunter Cards and Cadaver, and visitors will see the Cheatwell portfolio really does offer something for every type of retailer.

Big Potato Games

07772 939 821

trade@bigpotato.co.uk

Stand Number: 20E34-F33

Big Potato Games is returning to Autumn Fair to showcase a range of its brand-new games as well as unseen autumn/winter 2024 games.

Included in the lineup is You Can't Say Umm, where players race against the clock trying to form sentences without uttering the forbidden word. In Obey The Clay, imagination meets modelling as players craft clay masterpieces in high-speed team challenges. Or, they can step back into the world of Big Potato’s award-winning, best-selling game The Chameleon, with the new twist on social sleuthing in Chameleon Pictures. On the stand, visitors can also discover highlights from friends of Big Potato with Hook and Ring, and try out Planted, a game that brings the joy and beauty of gardening to the tabletop, perfect for fans of Wingspan and Parks.

For retailers looking to place a show order, Big Potato will be running its Ocean Clean Up challenge for indie stores. Visitors to the stand can put their fishing skills to the test and earn a chance to win their entire show order for free, along with other exciting prizes and discounts.

Big Potato is also offering an exclusive sneak peek at its brand-new spring/summer 2024 games. These have never been seen before, so will offer an inside scoop for show attendees.

University Games & Lagoon

020 7254 0100 | www.university-games.co.uk

University Games (Hall 20 B48-C49) and Lagoon (Hall 20 C40)

University Games and Lagoon have two stands brimming with fun and exciting games, puzzles and new launches at Autumn Fair this year. The 700-strong combined product range brings fun and entertainment for the entire family, including iconic brands such as Subbuteo, Project Genius, The Purple Cow, Roald Dahl, Horrible Histories and The World of David Walliams.

University Games’ best-selling Murder Mystery Party series continues to grow with the arrival of two new Case Files. The Night Hunter is in prison and the public can rest easy…until the murders start again. The mission is to find the culprit before it’s too late. This longer-play format Case File is played in four chapters, each containing three objectives and taking 30-60 minutes each. Mission: Black Hawk takes Mystery Case File Games to the next level with an all-immersive, multimedia experience; utilising AI and a mixture of physical and digital clues, players race against the clock to put plans in motion to stop a cyber attack.

New to Lagoon is the Project Genius range of brain teasers which challenge even the most seasoned of puzzlers. This 30-strong product range includes The Ecologicals series of bamboo puzzles, as well as the True Genuis Puzzle Collection, representing five ancient civilisations: Rome, Greece, China, Egypt and the ancient Aztec empire. Titles include Emperor’s Chest, Chinese Pagoda and Roman Cathedral Door. Perfect for the gifting season, the Curated Collection includes five different puzzles each representing the different civilisations. A Festive Collection includes a 12 Days of Christmas Advent Calendar, with a metal entanglement puzzle behind each door, the Cryptic Christmas code cracking game and the Holiday Puzzle Box CDU, which contains an assortment of 12 different matchbox-size festive puzzles.

New for 2023 is the fully recyclable Marble RaceTrax series. Made from sustainable materials, and with four different track sizes available, ranging from an impressive four to nine metres in length, and 50cm to a massive 1 metre in height, this series is a great choice for consumers who are making more eco-friendly choices. Marble RaceTrax will be supported by a heavyweight TV and social media campaign in Q4 to build awareness and drive sales into the Christmas period.

University Games’ family portfolio already features a host of best-selling games such as Smart Ass, Perudo, Pointless, 5-Letter Wordlet and the exciting Forbidden Games Strategy titles: Raccoon Tycoon, Lizard Wizard, Dungeon Party and Mosaic. A host of new titles arriving this autumn to join the party including 20 Questions, Irritable Vowels, Mind Your Language and Blurt, a vocabulary building game for all the family where players take turns reading the clues aloud and compete to blurt out the right answer.

Entertaining new games joining the Lagoon range include Happy Hour Hustle, a party game for 18+ which combines 100 drinking and challenge quests and Rom Com, the date night trivia game. Players identify perfect pairs, romantic one-liners and silver screen hits from favourite films to earn a red heart from each of the three categories to win.

Keel Toys Limited

01233 506 363 | www.keeltoys.com | sales@keeltoys.com

Stand: 20D40-E41

Keel Toys is the proud home of Keeleco, a range crafted from 100% recycled materials. Visitors to Autumn Fair can embark on an eco-friendly adventure as they explore the Wild, Farm, Sealife, Dinosaurs, Teddy Bears, Puppies, Kittens, Nursery, Seasonal and Keeleco Adoptable World collections.

With more than 450 products and counting, Keel Toys remains committed to expanding this sustainable collection, and Autumn Fair 2023 offers an exclusive opportunity to preview and pre-order over 100 brand new items from the 2024 range.

The Keeleco Bakery is an exquisitely designed collection of sweet treat-scented characters: Sloths, Leopards and Mice. Each character comes in a cute and collectible cupcake version, or an icing-inspired coat adorned with sprinkles.

The whimsical Keeleco Blush range continues the enchantment with sustainable, beautifully textured toys. Exclusive fabrics and embroideries bring Unicorns, Seahorses, Mermaids, Starfish, Octopuses and even a Clam Shell to life, complete with eye-catching gold crowns and pink tutus.

Keeleco also has further additions in store for its core ranges. Wild, Farm and Dinosaur hand puppets are accompanied by a striking multisided floor standing display unit. The Bobballs range has received a makeover, featuring cute and collectible food and plant themed Bobballs, while the Motsu collection sees six charming new characters join the family, along with the fresh and fruity scents of Pineapple Puppy and Strawbunny.

A brand-new range is to be revealed: the iconic, laying Signature Forever Puppies. These timeless treasures have been cherished and passed down from generation to generation, becoming a symbol of enduring love.

Winning Moves

020 7298 9515 | www.winningmoves.co.uk

sales@winningmoves.co.uk

Stand: 20D54-E55

A new partnership between Winning Moves and Jazwares combines the squishiest plush toys with the world’s favourite board game. Unlike any other edition before, this game will include a rare and exclusive Cam the Cat plush.

Fans will be able to enjoy a dedicated Squishmallows Top Trumps pack, containing 30 of the softest and cuddliest members of the Squishmallows squad, including Winston the Owl and Fifi the Fox, and Winning Moves and Jazwares will be producing an exclusive version of Top Trumps Match. With more than 2m games sold globally since its launch, fans aged four years and over can try to match five of the snuggliest Squishmallows in a row, while looking out for an exciting twist to see who can snatch the Squish match. The game comes in a handy carry case and can be played anywhere.

Wilton Bradley

01626 835 400 | www.wiltonbradley.com

Stand 20A44

Wheeled toys have long been a specialty of the Wilton Bradley team, which has many years‘ experience in developing premium products. Its Xootz brand encourages kids to spend less time cooped up indoors and get out exploring with the range including go-karts, electrified drift trikes and ride-ons.

Suitable for ages 24 months and up, the Xootz Big Bumper Car is easy to manoeuvre, giving kids complete control as they perform full 360 spins and reach speeds of up to 2.5mph. The Big Bumper Car has adjustable seatbelts, anti-flat tires and a rubberised bumper that offers protection to kids and the home. Bringing all the fun of the fairground dodgem, the bumper car features flashing LED lights and fairground themed music. The fully rechargeable ride-on is powered by twin motors and comes with a sticker pack so kids can customise their ride and personalise their own number plate.

For kids aged five years and over, the new Xootz Wild Thing LED Scooter boasts leopard print grip tape, LED wheels, deck and handlebar grips for a fun light show when ridden. Featuring a lightweight aluminium frame, it also comes with an easy folding mechanism making it perfect for transporting.

The officially licensed Land Rover is a miniature version of the Discovery 4 in a stylish, high-gloss white finish and features iconic Land Rover detailing such as the grille and fully functional uniquely shaped lights. Suitable for children aged 3-6 years, it has an adjustable seatbelt, two opening doors, a tinted windscreen, under bonnet storage and a built-in radio & MP3 player with an AUX input. The Land Rover can be driven manually using the foot pedal and has a two-speed gearbox with a reverse mode. For less experienced drivers, it includes a remote control.

Reaching comfortable speeds of up to 3.7km/h, the ride has full four-wheel suspension which is perfect for absorbing bumps at home on the carpet or outside in the garden. With an average runtime of 1-2 hours, the stylish Land Rover ride-on will give little ones the experience of driving a luxury car.

The Bubble Go Trike is a new way for kids to have fun they cycle along leaving a cloud of bubble magic behind them. The included bubble solution is simply added to the front mounted Bubble Go machine, generating hundreds of bubbles to blow away in the wind. With an easy clip assembly, the Bubble Go Trike can be put together in a matter of minutes while the sturdy, lightweight frame offers durability.

Autumn Fair -

3rd -6th

September

2023

Sunday, 3rd September 2023 9:00 - 18:00

Monday, 4th September 2023 9:00 - 18:00

Tuesday, 5th September, 2023 9:00 - 18:00

Wednesday, 6th September 2023 9:00 - 16:00

- NEC Birmingham

Register for Autumn Fair 2023 before the 9th August deadline

Sign up for the Connect @ Autumn Fair connections programme at www.autumnfair.com

Special Feature

A natter with Splatter with

Jonathan Dunnett tells Toy World how field marketing agency Splatter Group can help toy companies ensure their brands stand out to consumers by using a raft of services, cutting-edge analytical tools and the experience of its passionate team to create a striking retail presence.

personnel to support brands at prominent trade shows such as Toy Fair or Eurogamer, ensuring a seamless brand experience.

What makes Splatter stand out from other Field Marketing and Experiential agencies?

Established in 2010, Splatter has emerged as a highly regarded agency within the field marketing arena. While many field marketing agencies provide similar core services, Splatter distinguishes itself by offering an array of exceptional tools that sets it apart in the industry. Our unique suite of offerings includes live reporting, QR integration and footfall monitoring, providing clients with invaluable insights and capabilities that surpass those of other agencies. These additional features can be the differentiating factor between a highly successful campaign and one that falls slightly short. With our cutting-edge systems, we empower clients by alerting them promptly to both positive and negative developments in the field, enabling swift reactions and course corrections during critical stages.

Can you share any ‘case studies’ from previous or current clients and the differences you made to their business?

In the video games industry, Day 1 is huge. This is the day where most sales are made and where interest is at its highest, so it is imperative for all the marketing spend to be on display and assisting the sale.

Splatter works across all Activision titles from Call of Duty to Crash Bandicoot, visiting specialist stores like Game through to major grocers, ensuring activity is in place and giving Activision real-time data from the field to allow it to make key decisions on those all-important launch days.

What about behind the scenes: how big is your team and where are you based?

sales effectiveness and strategically merchandising and installing eye-catching displays and POS materials for maximum visibility, to conducting live product demonstrations to captivate potential customers in any location. Moreover, we provide knowledgeable

As its heart, Splatter is a dedicated and industrious team of people led by directors Jonathan Dunnett and William Slater. Supporting them are Emma Gibson and Andrea Brazier, who oversee Operations and Account Management respectively. Furthermore, our efficient regional managers work alongside our invaluable field teams, ensuring flawless execution of activities. Our headquarters are in Theale, near Reading.

In a significant testament to our capabilities, Splatter

largest entertainment companies. This partnership further solidifies our position and underscores the quality of our work.

What can new clients expect from working with the Splatter team?

When collaborating with Splatter, brands can expect a personalised and amiable approach combined with utmost professionalism. We prioritise understanding their unique requirements and crafting tailored solutions. Our focus is on helping clients achieve their targets and we provide a comprehensive suite of tools that can significantly enhance their campaigns.

For instance, our cutting-edge footfall tool enables us to precisely determine the optimal timing for conducting demonstration days, down to the hour. This not only saves valuable time and resources for the client but also maximises their potential return on investment. Moreover, our QR tools empower brands by offering realtime tracking of products and point-of-sale materials, ensuring complete visibility and transparency at any given moment.

At Splatter, we’re committed to delivering exceptional results and providing brands with the necessary tools to elevate their marketing efforts.

Is there anything else you think Toy World readers ought to know about Splatter?

Splatter represents a unique hybrid field marketing agency that seamlessly blends the tried-and-true approach of utilising the extensive networks of individuals to execute campaigns with cutting-edge technological tools that amplify our results for clients. By combining the best of both worlds, we bring together traditional values with innovative solutions, ensuring a comprehensive and effective marketing strategy that surpasses expectations. Our tech tools not only supplement but also enhance our capabilities, providing valuable insights and actionable data to our clients, ultimately driving success and delivering exceptional outcomes.

How should interested parties get in touch?

To explore collaborative opportunities with Splatter, we invite brands to reach out to Jonathan via email at j.dunnett@splattergroup.co.uk.

From hot top trends to skateboards & scooters, we have something for everyone!

check out our award-winning new toys on our website!

Company Profile Smooth operators

Toy World spoke to Kerry Delaney, regional director Europe North & West at third-party logistics specialist Rhenus Warehousing Solutions UK, about how its suite of services can help companies of all sizes with their business needs in the fast-paced toy industry, and why sustainability and wellbeing are at the forefront of its expansion plans.

Does Rhenus have experience in working with toy companies and manufacturers?

What level of knowledge and expertise

Rhenus Warehousing Solutions UK has been working in the toy industry for a number of years now and provides logistics solutions to several toy companies. Prior to working with companies in the sector, we already employed staff members across both operations and account management who had years of experience with toy customers. This gave us an insight into what to expect and meant process improvements were included in the implementation of accounts from the outset.

This knowledge and expertise also translated into full system integrations, including customers’ delivery specifications, to allow automatic production and output of required outbound labels at the pack stations. We are proud to have developed a highly effective system that caters to the unique demands and challenges of the industry; over the years we’ve acquired all the specialist knowledge needed to ensure toy companies’ operations run as smoothly as possible.

What core services does Rhenus offer? Can these be tailored according to individual requirements?

We offer a comprehensive range of warehousing and distribution services, such as fulfilment and returns processing, to support retail, wholesale and e-commerce customers in the toy sector. Because of our experience working with toy manufacturers and retailers, we understand how dynamic the toy industry is and provide a range of tried-and-true solutions, so that our customers can focus on their core business, while we take care of the supply chain from end to end.

Our toy customers benefit from increased efficiency, agility and productivity, as well as the ability to manage peak seasons and cope with fluctuations in order volumes. We support new product launches and schedule important deliveries within an agreed shipment window too; we understand that toy retailers often have many complex value-added services, including Free Standing Display Units (FSDUs), Counter Display Units (CDUs) and assortments.

We manage each retailers’ labelling and packaging requirements on an order-by-order basis and ensure each product is handled with care, such as polybagging

plush toys prior to dispatch, when necessary. Our personalised approach to logistics enables us to deliver a tailored service that is suited to each manufacturer’s individual needs.

Toy manufacturers and retailers are facing challenges with stock/inventory this year. How can you support them, especially in the run-up to Christmas?

Assisting our customers with additional storage is something we offer as part of our service at Rhenus and will continue to do so going forward. The development of a new warehousing campus in Nuneaton will allow us even more flexibility as required.

What makes Rhenus a distribution partner of choice – how do you go above and beyond?

We pride ourselves on working to form long-term partnerships with every client and offering each of our customers a personalised, human-led service, which allows us to go beyond the role of a service provider and become an integral part of our clients’ supply chains. Our team is on-hand to provide customers with support and expertise and is fully equipped to ensure quality is maintained and deadlines are met. We carry out perpetual inventory checks at our warehouses, whereas other third-party logistics providers may have to close down periodically for regular inventory counting. When do you anticipate the new Nuneaton campus will be completed? Why does it have such a strong focus on sustainability?

Our ‘Rhenus Campus’ in Nuneaton will be home to two warehouses measuring 1m square feet situated on 64 acres. The first warehouse totals 210,000 square feet and officially opened in July, whereas the second is 771,000 square feet and due to be completed later this year. Now that it’s up and running, the first warehouse will help us achieve our goals of reducing direct carbon emissions by 60% by 2023 and net zero carbon emissions by 2045.

Our new warehouses have been designed with reference to the UK Green Building Council (UKGBC) Framework Definition for Net Zero Carbon Buildings. This means we can support customers with achieving their own net zero goals. This is hugely important in

today’s culture; more than ever before, customers and companies are conscious of their environmental impact and looking for ways to reduce their carbon footprint.

In fact, on 27th June, Rhenus was crowned the winner in the Sustainability category at the UKWA Annual Lunch & Awards. The UKWA Award for Excellence in Sustainability marks the achievements of organisations making strides towards a more sustainable future by driving positive change, so the win showcases how focused and committed we are to energy efficiency, carbon reduction and implementing environmental initiatives.

Does the Nuneaton Campus’ focus on sustainability reflect the wider ethos of the Rhenus business?

Sustainability is a huge part of our ethos at Rhenus and a core part of our business, which is why we’ve made it a top priority at our new site. The building is certified BREEAM Outstanding and will set new standards for environmental protection and eco-friendly logistics, allowing us to reach the highest level of sustainability in warehousing.

Renewable energy will be generated on-site via solar panels and air source heat pumps, and electric car charging points are being installed. The site is also very environmentally diverse, and features extensive green spaces, a pond, a wildflower grassland and meadow, plus homes for local wildlife - including birds, bats and hedgehogs - made from recycled timber.

The new facility will reach the highest level of sustainability in warehousing, creating a site that’s environmentally diverse and that promotes happiness, health and wellbeing amongst employees. Employees will be able to spend time planting in on-site allotments, with a communal shed and composting bays. Paths and accessible seating areas, surrounded by sensory planting, will also be provided. Employees will also be able to enjoy a climbing wall and two all-weather Multi-Use Games Area (MUGA) pitches that can be used for a variety of games including netball, basketball and football.

It’s extremely important to us at Rhenus that we give back and be part of the wider community, so in addition to all this we have created a community outreach programme that involves working with local charities, foodbanks and hospices to provide support for those in need of some extra help.

Allegedly

It is no secret that one of my biggest bugbears is pre-pack administrations, whereby a company starts up again with the same directors and virtually the same name, having jettisoned a pile of debt in the process – and when that is combined with not paying tax that is owed, that just compounds the situation. So, you can imagine how disappointed I was to read about a recent case which ticks all the very worst boxes of the pre-pack strategy. My thanks to Thierry Bourret for doing a lot of the leg work on this: he noticed a UK company which was representing some good brands had entered receivership. However, on contacting the receivers (within a few days), he was told that all assets had been disposed of. Surprise, surprise - he soon found out that a new company, which was registered only a few months ago with a very similar name to the original company that went into liquidation, with the same directors, is now distributing the same brands. It appears that the old company went into liquidation with a debt of around £800k, £400k of which was owed to HMRC. Of course, there is no suggestion that the administrator or the directors have acted in any way illegally. However, the fact that this questionable practice is still legal is, frankly, bewildering. It’s not just the unfortunate creditors who were affected, we are all out of pocket when HMRC loses out to the tune of £400k. You could argue that there is a very simple solution - disbar anyone who puts a company into administration from holding a directorship in a company with the effectively same name and brands (some might even go a step further and say any company) for a minimum of three years – or indefinitely for repeat offenders. The interesting things is how few people know this recent case even happened, especially as the company name is practically identical to its now defunct predecessor. Naturally, no-one is naive enough to send us a press release admitting what has gone on. Indeed, we received a press release from a trade show that the company in question is showing at, listing them as an exhibitor: when I asked if the organisers were aware of the situation, it was hardly surprising that they had no idea whatsoever. Does it really matter, as no laws were broken? I will leave that up to your own personal interpretation – personally, I think morality can sometimes be just as important as legality. We won’t be covering the company in question (or taking any advertising money from them) – I just don’t feel comfortable endorsing a company that feels this is acceptable behaviour…

I received an email from former Makro buying controller Dave ‘Lord’ Cave recently, telling me that he had just had his Walmart Hong Kong showroom appointment confirmed for early August (with buyers covering the USA and some other territories). As Dave says: “If Walmart are making the trip, I’m sure buyers will be back”, which certainly augurs well – now all we have to do is work out when they’re all going. For suppliers, I am sure a co-ordinated trip across one or two weeks in either the autumn and/or January would be infinitely preferable to a gradual drip drip effect across multiple timeframes…

The new Toys R Us concessions that have opened in a selection of WHSmith stores recently have really divided opinion within the toy community.. As people have visited the stores, two distinct camps have emerged – those who have been pleasantly surprised and those who are a little underwhelmed. Let’s start with those in the latter camp: some have observed that the departments were tucked away in a corner upstairs and didn’t feel particularly consumer-friendly (let alone kid-friendly). There was apparently even a demo table at one store, without a demo toy to be seen. Midco’s Dave Middleton was fascinated by another facet of the in-store merchandising approach, posting: “I know shoplifting is an issue guys, but every single item wrapped in security tags…

and 15 CCTV signs on 29m of shelving! Felt like poor Geoffrey was either in a maximum security prison or had become so paranoid that he had an obsessive compulsive disorder.” Some suggested the ‘maximum security’ approach indicated a combination of a lack of investment in staff and societal issues – and to be fair, there is no doubt that shoplifting has become an even greater problem in the current economic climate. Although I tend to agree with Mark Hillier, who suggested that the heavy security presence is likely to mean that all the stock is on consignment. Conversely, other people have been more impressed, with the words ‘pleasantly surprised’ cropping up on more than one occasion. Some specialist retailers have even expressed concern about a potential roll-out impacting their business, especially if they are located in town centres where they currently have little or no direct competition. It’s also interesting that some indies feel that Toys R Us potentially represents a greater threat because it has followed the path of stocking well-known brands and ranges…

So, what are the prospects for a further roll-out of Toys R Us concessions in the UK in the foreseeable future? Well, Toys R Us Australia is currently trying to raise $8m, with $3m of that sum earmarked for UK expansion – so a lot depends on how successful that fundraising drive is. However, I have it on fairly good authority that that the business achieved in the three TRU franchises that have been opened to date has significantly exceeded expectations, which has given the team the confidence to plan to roll out to more WHS stores as soon as possible. Interestingly though, buried deep down in the release about the fundraising drive was a line confirming that Toys R Us ANZ CEO Louis Mittoni has resigned and will be moving on in the autumn. It will be fascinating to see what impact his departure will have on the retailer’s global expansion plans and financial situation…

On one level, you have to admire the brass neck of Amazon’s remarkable attempt to win the ‘Shaggy – It wasn’t me’ award for 2023 (and possibly the whole decade). Apparently, Amazon has disputed its categorization by the EU as a Very Large Online Platform. In fact, Amazon is taking legal action to have the designation removed. I am very much looking forward to hearing which part of the definition Amazon refutes. Very large? Online? Platform? Nothing is jumping out as being wildly inaccurate there. What on earth are they going to claim to be? Of course, there is a serious underlying issue here –the VLOP status would confer additional responsibilities on Amazon to protect its users from illegal products. One might suggest that if Amazon was entirely confident that its current procedures were suitably robust and effective, it would have nothing to worry about…

The official Fantasy Football Game has gone live and that means the Toy World Masters League is now officially open. The code to join the league is 1txeek. All are welcome, whether novice or expert – the more the merrier. I am just waiting for someone from Amazon to join under the team name ‘Modestly sized online platform FC (honest guv)’.

Finally, Disney 100 licensees must be looking on with pure envy at the wall-to-wall Barbie coverage ahead of the movie launch last month, thinking “Wasn’t this the kind of thing that we were promised?” I appreciate that a one-off event and a year-long campaign are two different beasts, but maybe that’s the fundamental problem – one campaign has laser focus, the other is sprawling, slightly nebulous, unstructured and lacks a focal point around which to build a coherent campaign. But on past evidence, I don’t see Disney holding its hands up and admitting its shortcomings, or offering anyone refunds.