Toy World Magazine December 2024

250

Form

Exclusive

Exclusive

FEATURING

Playmobil, Big Sky Games, Plus-Plus UK & Ireland, 8th Wonder Ltd, Marvin’s Magic, Sandart, Mookie Toys, plus many more!

John Baulch - @Baulchtweet

from thepublisher

Welcome to the final issue of Toy World for 2024. I’m writing this month’s column having just witnessed the first heavy snowfall of this winter, so if they weren’t before, consumers really should be feeling in a festive mood now. With five weeks to go before the big day, the UK toy market is facing a pivotal sales period: although, by the time you read this, Black Friday will be behind us, and we’ll be on the final lap. There’s no point in beating around the bush, the early weeks of Q4 haven’t been spectacular – even the recent drop in the interest rate didn’t help in the end, with banks actually raising mortgage rates rather than cutting them.

However, I said in last month’s Leader column that I thought a high volume of festive sales would come late this year, and nothing has happened in the past four weeks to change my mind. I am still anticipating a late surge, and hopefully retailers and suppliers will finish the year on a high. It’s not been an easy or straightforward year by any means – but can anyone remember the last time we got to the end of a year and said: “well that was a breeze”? Inevitably, there will always be hurdles to overcome - and next year will be no exception. Although after the US election, there is every chance that the American toy market may face significantly larger challenges than the UK and Europe in 2025.

Of course, that all depends on how much of what was ‘promised’ by the incoming President on the campaign trail will be delivered. As a Brit, we know all about politician’s lofty promises not being fulfilled – about ‘sunlit uplands’ that were guaranteed, but in practice have never materialised. I guess we will find out soon enough just how much of the rhetoric was bluff and bluster, and how much of what was threatened will come to pass.

As far as the toy market is concerned, the big potential development everyone is watching out for is what happens on tariffs – particularly those on Chinese made goods. Will they be introduced at the ridiculous scale that was suggested by Trump? Or will he appoint someone who is more familiar with the nuances of international trade, who may be able to talk him down from this extreme position. If Chinese-made goods do end up being slapped with a 60% tariff, the toy industry could change dramatically almost overnight – and not in a good way. Undoubtedly, US toy companies and consumers would bear the brunt of the cost increases, but even if the shock would be centred on the US market, the shock waves would reverberate across the global toy community. The economics of Chinese

factories could be turned upside down in a heartbeat –and it wouldn’t just be US customers that would feel the impact.

However, until we know for certain what’s going to happen, all everyone in the toy community can do is focus on the next three weeks and make them the best they can be. And then, before you know it, we’ll be starting all over again from scratch, with Toy Fair season kicking off in January.

Our first issue of 2025 will arrive on desks early in the New Year, and this is your annual warning to keep small pets (and indeed small children) away from the letterbox when the January edition of Toy World arrives. It is going to be another cracking issue, full to the brim with the most exciting new launches that exhibitors will be showcasing in London and Nuremberg. Retailers will start the year with a clean slate, knowing which categories and aisles will need to be freshened up – and this is your chance to throw your hat into the ring and tell them why you should be on their list of companies to see at the shows. By the time you read this, there will just be time to squeeze into the main January London Toy Fair preview issue and standalone Nuremberg supplement, so if you haven’t already reserved your slot, get in touch straight away.

This month, as we know that some retailers have already started working on their Nuremberg Toy Fair diaries, we have pulled together an early preview of the show, so that companies can make an early case for securing a slot in buyers’ itineraries. Turn to page 44 for Part 1 of our Nuremberg coverage – Part 2 will take the form of a standalone supplement, which will be mailed alongside the January London Toy Fair preview issue.

Although our main preview will dominate the January edition, there’s also plenty of content about the London Toy Fair this month to whet your appetite: we spoke to the BTHA, leading figures from the two UK toy buying groups and a selection of independent retailers to find out why they believe it’s an unmissable show. There is a separate article on the newly rebranded Gold Zone (formerly The Greenhouse area), exploring why it’s such an important platform for new companies looking to take their first steps in the toy market.

That all lies ahead of us in the New Year. For now, all that remains is for me to wish everyone in the toy community a very Happy Christmas and a peaceful and prosperous New Year. I also hope the next three weeks of trading are as good as they can be, and we can finish the year off in style. Whatever happens in the next few weeks, we start afresh in a few weeks’ time, with a blank canvas, ready to do it all over again. I, for one, can’t wait.

News

SMF Toytown’s Alan Simpson officially retires

Alan Simpson, managing director of successful toy store chain SMF Toytown, has announced his official retirement from the business.

In a statement sent out to friends and colleagues, Alan said: “Having really enjoyed my 45 years in this industry, it is time to hang up my boots and chill for a bit. I leave the SMF Toytown business in the capable hands of my son Kris, who has been at the helm for the past few years, ably assisted by my eldest son Mark in HR and Andrew Addley who oversees all Buying and IT.

I feel privileged to have been part of this industry for so long, having bought my first store in 1979. Back then it had a turnover of £32,000 – a far cry from the £23m we have grown the business to today. It has been a pleasure working with so many people in so many different walks of life, many of whom have become good friends. The expansion of SMF Toytown will continue, of that I have no doubt, and I look forward to watching from the sidelines as the number of stores continues to increase and the team continues to thrive.”

Talking to Toy World, Alan said he was looking forward to enjoying some travelling but had no other firm plans for his welldeserved retirement. He said: “I’ll need to find a hobby, I suppose.”

Alan will be attending what looks set to be his final Toy Fair in January from 21st-23rd January, for those who would like to catch up with him and wish him well. He plans on attending Awards Night on the Tuesday. “I reckon this will be the last one,” he told us. “People change so much and not that many would actually remember me or know me. It’s definitely a younger persons game now, and Kris and Andrew would be better known among the up-and-coming generation.”

Noting that it’s ‘nice to go out on a high’, SMF Toytown opened its latest branch in Basingstoke on Saturday 26th November to a ‘phenomenal’ reception. Alan says this is the business’ most successful opening to date. The opening is the latest in a raft of new locations to be unveiled, with Toytown also arriving at Luton Point on Saturday, 28th September. The store portfolio now stands at 30 locations.

Alan finished: “It is time for me to sign off, but I look forward to saying farewell when I attend Toy Fair in January. Please do come and say hello if you see me.”

Trends UK and Pat Avenue announce strategic merger

Trends UK and Pat Avenue have announced a strategic merger that will enhance their competitive position in the toy industry. This collaboration combines the strengths and expertise of both companies to create a significant presence in the UK market.

“We are excited to unite with Trends UK, a reputable company with exceptional product lines that perfectly complement our offerings,” said Guy Rooney, managing director of Pat Avenue. “This merger marks a significant milestone for us. By integrating our ranges and shared passion for children’s toys, we will be better equipped to navigate the challenges of a competitive landscape. Our geographic synergies will also facilitate a seamless transition for both our customers and suppliers.”

Lee Clowes, managing director of Trends UK, added: “We are delighted to partner with Pat Avenue, a company that shares our commitment to providing high-quality, engaging and educational toys. This merger positions Trends UK for continued growth while maintaining our dedication to product excellence that our customers expect.”

Trends UK is a renowned British toy company celebrated for its award-winning range of toys, hobby kits and gifts that captivate and entertain both children and adults. Pat Avenue is a leading toy and educational product company dedicated to inspiring children’s imagination and development through a diverse portfolio of innovative products.

The integration process has commenced, with a focus on consolidating operations. Both companies are committed to keeping customers and suppliers informed throughout the transition, and say they do not anticipate any significant changes at this time.

For more information, please contact sales@trendsuk.co.uk or enquiries@patavenue.co.uk.

TIE reveals winners of fifth Play for Change Awards

PlanToys, LeapFrog/VTech and the Lego Group have all been awarded gold in the fifth edition of the Play for Change Awards. Organised by Toy Industries of Europe (TIE), these European Awards celebrate outstanding efforts by toy companies committed to advancing children’s well-being and preparing them for a better future.

With nearly 100 entries, this year’s Awards received a wide range of toys and initiatives from across the industry. The winners in each category – including silver, bronze and this year’s special recognition – reflect the inspiring strides made by toy makers worldwide.

The winners of the 2024 Awards demonstrated excellence across three key categories:

Diversity & Inclusion – For initiatives and toys that challenge outdated ‘norms’ of social status, ability, sex, race or religion:

• Gold Award: The Lego Group for reimagining its popular Friends universe with a stronger focus on inclusivity and representation.

• Silver Award: Miniland for its Playing Together Project which creates inclusive spaces for children of different abilities and backgrounds to meet and play.

• Bronze Award: Mattel for updating its portfolio of games to ensure accessibility for children who have difficulty distinguishing between colours.

Life Skills – For initiative and toys that prepare children for tomorrow’s world:

• Gold Award: LeapFrog/VTech for its advanced binoculars that encourage children to explore and connect with nature, both outdoors and indoors.

• Silver Award: Svoora for its innovative approach to helping young children develop reading and storytelling skills.

• Bronze Award: Fischertechnik for preparing children for the 21st century through hands-on STEM learning.

Sustainability – For initiatives and toys which aim to deliver an overall positive impact for the environment:

• Gold Award: PlanToys for its Wave Stacker made from recycled rubberwood and for the company’s broader strong commitment to sustainability.

• Silver Award: Mattel for its Fisher-Price Planet Friends line, which uses post-consumer recycled plastics, and for sharing knowledge on chemical safety for recycled materials in toys for young children.

• Bronze Award: Smoby Toys for its Smoby’s Life – XL Slide, made from at least 70% recycled plastic — an impressive achievement for an outdoor toy requiring high durability and safety standards.

Special Recognition Award:

• The Lego Group for its impact in engaging and educating children on sustainability and empowering young voices globally.

The winners were announced in Brussels during a ceremony gathering professionals from the toy sector together with the EU policy community.

Congratulating the winners, the jury, chaired by John Baulch, publisher of Toy World Magazine, noted: “This year, we saw some of the most impressive initiatives and toys in the Awards’ history. While making these decisions was difficult, it’s inspiring to see the toy industry’s dedication to shaping a more inclusive, sustainable and thoughtful future for children.

“This fifth anniversary is a testament to the sector’s long-standing dedication to helping children grow and thrive through play,” said Catherine Van Reeth, director general of TIE. “My hope is that these Awards continue to inspire positive change and innovation, encouraging even more companies to embrace their values.”

Outset Media Corp acquires Cheatwell Games

Outset Media Corp has announced the acquisition of Cheatwell Games. This strategic move enhances Outset Media’s commitment to global expansion and diversification within the tabletop gaming industry. The acquisition of Cheatwell Games brings together two innovative companies with a shared passion for creating engaging and entertaining games.

“Outset and Cheatwell have a long history of working together,” said Rob Eatwell, former co-owner and current Sales manager at Cheatwell Games.

“We’ve been distributing each other’s games in our respective markets for nearly two decades. This acquisition just seems like a natural extension of this close relationship.”

Cheatwell Games is recognised for delivering fun and socially interactive family-friendly games. By joining forces with Outset Media, Cheatwell gains access to a larger distribution network and the resources needed to enhance product development and market presence and has become the exclusive distributor of the international puzzle brand Cobble Hill Puzzle Company in the UK.

All existing staff remain employed at Cheatwell Games, including staff at the company’s warehouse in Colchester. This will operate as Outset’s first distribution facility located outside North America and joins its 70,000 sq. ft. distribution facility in Ontario, Canada, and recently opened 110,000 sq. ft. distribution facility in Michigan, United States.

strategy to strengthen its position as a leader in the board game industry. Cheatwell Games will continue to operate under its current

the ongoing development of new and exciting game titles.

The acquisition is part of Outset Media’s broader

name and existing leadership, and the creative teams of both companies will play integral roles in

Dave Manga

Rob Eatwell

Obituary: Ranjit Kaur Dhutti

Ranjit started her toy marketing career with LeapFrog before moving on to Spin Master in 2015, where her career developed rapidly over the seven years she worked there. Ranjit was instrumental in launching mega brands such as Hatchimals, Colleggtibles and Purse Pets to name but a few.

She joined MGA as Marketing manager for L.O.L. Surprise! in November 2022 and went on to apply her marketing genius to the hugely successful L.O.L Surprise! Magic Flyers which made multiple retailer Top Toy lists and won a highly coveted DreamToys Award in 2023.

Sara Taylor, senior vice president, UK, Ireland & FR.IT.ES at MGA Entertainment UK, commented: “Ranjit had a real touch for understanding brand potential and mirroring that with consumer needs to create marketing campaigns that never failed to deliver fantastic results for all our retail partners. She really was a class-act in so many ways, throwing her heart and soul into everything she took on. And she did it all with huge passion, energy, grace, integrity and kindness.

“During Covid lockdown, she meticulously balanced the stress and strain of educating her young daughter and son at home, whilst still undertaking and maintaining her professional responsibilities to a very high level. Ranjit was immense fun to be around and with THAT smile, she never ceased to bring joy and happiness to all who knew her, on both sides of the fence.”

Sara went on to say that, together with friends and colleagues at Spin Master, the team at MGA would like to thank Ranjit for her passion and dedication to toy marketing excellence.

Ranjit was taken ill in September 2023 and passed away peacefully at home on the evening of 24th October with her family around her. Her sister wrote: “My sister was the most beautiful, bravest and courageous person I know. She was so selfless, kind and just a great, honest human”.

Toy World would like to add its condolences to Ranjit’s family, friends and colleagues at this very sad time.

Maison Battat expands offering at leading UK retailers

Maison Battat has announced the expansion of its brands in the UK just in time for the holidays. Consumers can now access a wider variety of play patterns for all ages from its high-quality and affordable brands.

The company has teamed up with Fenwick, becoming a cornerstone of the retailer’s new Dolly Ville area, packed with dolls from brands including Barbie, Baby Annabell and Battat’s Our Generation and LullaBaby brands. Launched in early October in Fenwick’s flagship store in Newcastle, this new concept brings an interactive space for kids to explore the world of dolls.

Four additional Battat brands are also launching at Fenwick, including B.toys, Driven, Terra and Battat Education, with highlights including the Battat Education Stir & Sort, B. toys Splash N Scrub Sink and Driven R/C Toys all making their UK debut ahead of Christmas.

Battat Education is a new pre-school educational range designed to build key development skills, and the range is also launching at Smyths Toys. Included within the collection is the Bright Explorer Light Box, the EggsXpress Yourself bus, the Shake & Match game and the Penguin Math Balance game.

The supplier is also expanding its offering at Hamleys with a new range of Our Generation products and a new B.toys pre-school range landing in time for the holidays. A new store refit has been designed to draw customers in and offers more choices than ever.

To find out more about the range, contact Allysyn.Gordon@battatco.com.

Innov8 partners with Supersocial to bring Deddy Bears to the metaverse

Innov8 Creative Academy, the creators of the Deddy Bears plush collectibles, has announced a new licensing partnership with Supersocial, a pioneer in virtual world development.

In just one year since its launch, Deddy Bears has become a fan favourite, even securing a spot as a US Toy of the Year finalist. As part of this partnership, Supersocial will bring the Deddy Bears brand to life in an immersive Roblox experience, featuring strong graphics, customisable avatars and interactive, community-driven gameplay, along with exclusive virtual merchandise and in-game content that deepens fan engagement. The experience is set to launch in February 2025.

“We’re thrilled to see Deddy Bears continue to capture the hearts of fans worldwide, and the overwhelming response to our plush collectibles has been nothing short of incredible,” said Gavin Lawler, the creator of Deddy Bears and the founder and CEO of Innov8 Creative Academy. “As Deddy Bears grows in popularity, expanding into the virtual world feels like a natural next step. Partnering with Supersocial to bring our brand to life in the metaverse allows us to connect with our community in exciting new ways, and we can’t wait for fans to experience the creepy-cool and edgy charm of Deddy Bears in Roblox this spring.”

"Our goal at Supersocial is to constantly find new ways to bring unique and compelling brands into the virtual world, and Deddy Bears is a perfect partner for this mission," said Yon Raz-Fridman, CEO and founder of Supersocial. "The rich storytelling, distinctive characters and strong connection fans have with Deddy Bears creates a foundation for a truly immersive Roblox experience. We’re looking forward to collaborating with Innov8 Creative Academy to build an unforgettable space for fans to interact with their favourite characters in a brand-new way."

Brand Profile Moose Special Feature

Ray comes to play at The Entertainer this Christmas

I'm probably not alone in saying your Christmas brand campaign is quite surprising, and not necessarily what I would have expected a retailer such as The Entertainer to produce. What are your thoughts on that?

I actually take that as a real positive – surprising people was our ambition, even though we could have done the expected. I showed the advert to my kids last week and wthey were surprised too; my daughter told me: “I thought it would have had loads of kids running around!”

When we set out to create the campaign, we knew we had to create something that would make people sit up and pay attention and that we had to drive brand awareness by pulling on every lever at our disposal: a great soundtrack, a lovable character front-and-centre of the advert and a relatable, recognisable core message. We all know kids have a tendency to obsess over a certain toy for days or weeks or months, before the next new thing comes along and they move on - they’re fickle - but The Entertainer is as passionate about toys as kids are. Why do you feel that the timing is right to launch this brand campaign?

As I think group CEO Andrew Murphy has mentioned before, our brand awareness is quite low considering the size and age of The Entertainer, as well as our consumer

Following the launch of The Entertainer’s biggest ever Christmas brand campaign, which stars Ray as a previously loved but now forgotten plush after his child receives a remote controlled monster truck, Toy World's Rachael Simpson-Jones spoke to Caroline Smith, the retailer’s head of Marketing, about brand 'body language', surprising your customers and much more.

reach (around 90% of shoppers have either an Entertainer store or concession near them). We’re a big business but in the past, we’ve behaved like a smaller one.

I talk a lot about ‘body language’ in my job as a marketer. We need to present ourselves as a big player, competing with other big players, because that’s what we are. Our store presence is vast and our TrustPilot scores indicate that we’re Britain’s biggest and most beloved toy retailer. We need to act like it. The moment someone is thinking of buying a toy, we need to be top of mind, where we deserve to be. The campaign is part of our ‘body language’ shift and will supercharge our brand awareness.

Tell us more about Ray. What’s his story?

Ray is a completely new character devised specifically for this campaign. He’s pretty unique; he looks distinctive and certainly has an unexpected singing voice, which is actually British indie musician, Baxter Dury. Again, we could have created a character that was traditional and chintzy and expected, but then Ray wouldn’t stand out.

You can tell Ray’s been well loved. In the advert he looks a little worse for wear and is down in the dumps about being replaced, but that's because he’s enjoyed an amazing time with his child. He’s been to the park, on holidays, to school, he’s been the toy by his child’s side through thick and thin. Anyone with kids in their life will know that some kids just have that toy, the one so important it seems like the world would end if it was lost. And then, along comes this new toy and suddenly, he’s forgotten about. It’s such a familiar story, one that families across the country will recognise.

The good news is that because Ray is landing in The Entertainer stores, in Tesco concessions and online at Moonpig, in plush form (courtesy of Addo Play), he’ll be able to find an amazing home with thousands of shoppers that will love him like his previous owner loved him. The advert is obviously a huge part of our brand campaign and will appear across TV, cinema, social media and

other channels, but what we’ve actually developed is a truly multi-channel campaign. We’re doing free gifts with purchases, in-store experiences, a Ray costume character that will be doing shop visits, collaborations with our retail partners – look closely, and you’ll actually spot Ray in Tesco's Christmas ad. This week sees the start of a huge PR activation around the campaign too.

What we’re trying to do is deliver engaging, emotional marketing that makes people feel something. If you watch an advert and it triggers feelings in you, be those joy, sadness or excitement, you’re more likely to remember that advert.

Adam&EveDDB, the media agency we worked with on the campaign, is the same agency that does the John Lewis advertising and has created this whole world around Christmas marketing campaigns. The team there is hugely talented, and we’re delighted with how our vision has been brought to life.

I feel like this brand campaign should be viewed as a statement of intent regarding The Entertainer business.

Industry Moves

Edx Education continues legacy of growth with new CEO

Edx Education has announced the appointment of David Jackson as the company’s new CEO. This follows the passing of Murray Jackson, Edx Education’s esteemed former CEO, whose leadership and vision were instrumental in shaping the company into the innovative global leader it is today.

David Jackson said: “For the past 8+ years, I’ve been working alongside my father, building on the strength of Edx Education with our experienced team, factories and dedicated industry partners. As a team, we want to assure you that Edx Education remains stronger than ever, with a clear focus on our path forward. Together with Pony Wong, general manager of Edx Education Taiwan, and my twin sister, Heather Welch, general manager of Edx Education UK, we are committed to continuing the legacy of growth, innovation and sustainability that our father established.”

The company is entering a year of focused regional expansion, with new partnerships and market opportunities across the UK, Europe, Asia and North America. This strategic growth reflects the company’s commitment to making learning accessible and engaging for children and educators worldwide.

David, along with Pony, Heather and the Edx Education team, look forward to connecting with key partners in the coming months to discuss industry challenges, trends and opportunities. David will be available for meetings at the Nuremberg Toy Fair, while Heather will represent the company at the London Toy Fair. For further inquiries, please contact david@ edxeducation.com.

Grant & Bowman appoints new Sales manager for Continental Europe

Grant & Bowman, a leading UK-based clearance toy distributor with over 55 years of industry expertise, has announced the appointment of Gabor Von Scheven as Sales manager for Continental Europe. With an impressive track record and deep-rooted relationships across the continent, Gabor will work closely with the company’s Sales director, Craig Bowers, on expansion efforts, bringing Grant & Bowman’s diverse portfolio of quality branded toys to new markets.

Gabor’s appointment marks a significant step forward in Grant & Bowman’s mission to expand its footprint and strengthen customer relationships in the European market.

“Bringing Gabor on board is a strategic move for us,” said David Bowman, managing director at Grant & Bowman. “We believe his expertise and strong market connections will be invaluable in helping us grow across Europe. We’re particularly excited about the opportunities his leadership will bring as we launch our new licensed range for the value sector.”

For more information on Grant & Bowman’s product offerings, please contact info@bowmangroup.com.

YuMe Toys welcomes Nicoletta Minella as Sales manager EMEA

YuMe Toys has announced that Nicoletta Minella has joined the team as Sales manager for the EMEA region, marking an exciting chapter in the company’s continued growth. Nicoletta brings a wealth of Licensing and Retail experience across the UK and EU countries, having worked for Funko and most recently NBC Universal as an account manager.

With an impressive track record that spans major brands including Disney, Funko, NBC Universal and Pokémon, Nicoletta is no stranger to the fast-paced world of retail and entertainment. In her new role, she will collaborate closely with Daniel Petcu, EMEA Sales director, to drive business expansion across the region and spearhead the direct-to-retail strategy YuMe Toys launched earlier this year. Nicoletta’s expertise will play a key role as YuMe Toys navigates its next phase of growth.

“I’m incredibly excited to be joining YuMe Toys at such a pivotal time,” Nicoletta said. “We have big ambitions to build on the company’s success and continue delivering the ‘on-trend’ products

YuMe Toys is known for. The EMEA market is fiercely competitive, but with the talent and passion of this team, I’m confident we’ll reach both our short- and long-term goals.”

Toynamics welcomes new marketing manager

Toynamics UK & Ireland has appointed Clarissa Patel as its new Marketing manager. The addition of Clarissa reflects Toynamics’ ongoing commitment to expanding its brand awareness and enhancing customer engagement across the UK.

Clarissa joins the team with a background of creative and strategic marketing knowledge, bringing a new set of eyes and expertise to the team. With experience in successfully executing growth campaigns, the company says these skills will be critical in driving the UK marketing strategy. Clarissa’s focuses will include creating innovative retail marketing programmes, spearheading trade marketing activities and delivering KPIled consumer marketing with an emphasis on data-driven decision-making.

Nikita Semenov, Toynamics UK & Ireland managing director, commented: “This exciting new hire is instrumental in supporting Toynamics to develop our brand influence and most importantly connect with our customers. This is yet another important step for Toynamics, ensuring that we remain focused on customer service excellence as we tactfully continue to expand our team for growth.”

Clarissa can be contacted at: clarissa.patel@toynamics.co.uk.

David, Heather and Murray

Marketing World

Furlings roll-out continues with nationwide billboard campaign

Funrise has unveiled the latest stage of its nationwide marketing push for new plush brand Furlings – an unmissable out-of-home billboard campaign that has unfurled across the UK.

The marketing drive for Furlings, interactive plush with long whimsical tails, magically animated eyes and fluffy fur, initially kicked off with an influencer campaign which included a raft of top-class partners, such as Rhia Official, who boasts 16m followers on TikTok, and family-favourite vlogger Dad vs Girls.

A massive AV campaign followed, comprising YouTube pre-roll and Disney+ advertising with a focus on delivery to TV devices to capture a co-viewing audience.

“Our campaign on YouTube was very targeted, and with Disney+ streaming delivering less frequent but stand out targeted ads, we saw impressive week-on-week sales growth and demand building,” commented Mayur Pattni, Marketing manager Europe.

“Our nationwide out-of-home billboard campaign ran through the last week of November,” he added. “Furlings appeared on massive attention-grabbing billboards located near commuter routes, train stations and shopping centres as well as close to our retail partners. Kids will have seen Furlings on YouTube and Disney+, generating pester power to parents who would have been aware of Furlings after seeing them on their YouTube and TikTok feed. Seeing the Furlings out on the street, right as we head into peak season, makes for the fourth brand touch point. As we get closer to Christmas, we believe the billboards helped convert consideration into even more sales over the coming weeks.”

Another key factor in the marketing mix, and one that the company believes is contributing to the range’s success, is the value perception in eyes of consumers. At a competitive suggested retail price of £39.99, sales continue to build weekly.

Annie Sullivan, Funrise general Manager, added: “We have some exciting new additions to the Furlings brand for the second half of next year and are really excited to show our partners the full range in upcoming previews, as well as at London Toy Fair and Nuremburg.”

Readers can get in touch with the Funrise sales team on 01908 555 640.

Playmobil unveils umbrella brand campaign

Playmobil has announced a global umbrella brand campaign, airing three new commercials in almost all European countries and North America. The campaign is a further step in the company’s ‘Moving into the future’ strategy announced at the beginning of the year. This new and comprehensive strategy includes the consistent orientation of the Playmobil brand towards its customers and consumers. Strictly aimed at the target group of children, the adverts highlight the message that everything is new and different with the iconic toy brand Playmobil.

The ads will form part of a 360-marketing campaign including relevant digital channels such as Facebook, Instagram and YouTube.

In the entertaining and mixed-theme videos, a princess and the fire brigade rescue a cat from the roof together, the knights of Novelmore give the T-rex dinosaur medicinal herbs to relieve his toothache, and pirates unexpectedly find their valuable treasure on a Playmobil farm. With this cross-media campaign, Playmobil breaks completely new ground and shows the play worlds of children like never before in an imaginative, cross-thematic and entertaining new way.

“There are no limits to children’s imagination and humour,” said Julia Straschil, senior vice president of Global Marketing. “With a huge selection of play worlds, Playmobil offers children something new every day. Children play creatively and combine different play themes, which is what we want to show in our campaign.”

In addition to TV, there will be a media focus on various digital channels, geared towards children’s media usage behaviour. The new adverts air in 6-, 10-, 15- and 20-second formats.

Little Tikes partners with Dani Dyer for Story Dream Machine

Little Tikes has announced a new partnership with celebrity mum, Dani Dyer, to launch the highly anticipated Little Tikes Story Dream Machine, an innovative and portable projector that brings story time to life through audio and visual features. The social partnership sees Dani, an advocate for creative, screen-free play with her young son, at the forefront of this campaign, designed to inspire children and parents to dive into the world of storytelling.

The Little Tikes Story Dream Machine is an interactive toy that encourages children to create their own stories, fostering imagination, creativity and early literacy skills. Perfect for families who value traditional play and educational fun, this new launch is set to capture the hearts of parents and children alike.

Dani Dyer, known for her candid and relatable approach to parenting, is the perfect partner to introduce the Little Tikes Story Dream Machine to households across the UK. As a parent herself, she understands the importance of storytelling in children’s lives and how it can nurture their development.

Alaina Cornish, senior brand manager at Little Tikes, commented: “We’re delighted to be working with Dani Dyer for the launch of the Little Tikes Story Dream Machine. Dani is a brilliant advocate for traditional, creative play, which aligns perfectly with the ethos of Little Tikes. Her genuine passion for encouraging children to explore their imaginations through storytelling makes her the ideal ambassador for this exciting new product.”

The partnership will see Dani Dyer engage with her community through social content, showcasing how she uses the Story Dream Machine in her own home and how it fosters creativity in her son’s playtime.

Opinion

Attention as a new metric for Marketing success

Jonathan Chambers Director of AV Investment

This month, Jonathan looks at how marketers can capture young gamers’ interest, why attention matters and the unique opportunities this presents for brands.

In today’s marketing landscape, attention is increasingly recognized as an essential metric, as traditional exposure-based measures alone fail to fully gauge an ad’s effectiveness. Marketers are beginning to prioritize attention to improve their ability to connect with consumers. First revealed at KidsCon24, Generation Media is proud to have conducted the world’s first media attention study focused on children’s audiences, in collaboration with Hoopla and Lumen. In summary, children pay much more attention to gaming ads than adults, so why is this important to marketers and what can we do with this information?

Why attention matters

In marketing, attention is often the missing link between ad exposure and outcomes. While impressions and click-through rates measure reach, they do not indicate whether a consumer truly engaged with the message. Attention-based metrics, however, provide insight into how deeply an ad resonates with its viewers. Within the study, ads that captured sustained attention among young gamers drove higher recall, brand favourability and brand choice. This sustained engagement is a powerful tool for marketers, as each second of attention increases the likelihood of brand recall and, ultimately, purchase consideration. Children’s attention to gaming ads: a unique opportunity

The study’s findings show that children, particularly those aged 8–12, demonstrate higher levels of engagement with gaming ads than adults do. This is partly due to the format of Hoopla’s "HooPLAY" ads, which integrate directly into games, making them playable, immersive and rewarding. Unlike standard video ads, which adults often ignore or skip, these playable ads require user interaction, holding children’s attention for a significant amount of time.

On average, children in the study interacted with these ads for up to 73 seconds - more than double the 35 seconds observed in adult-focused ads. This demonstrates that younger audiences have unique media consumption habits, particularly within

digital and gaming environments, which marketers can harness by aligning ad formats with the natural behaviour of young consumers.

How interactive gaming ads outperform traditional formats

Interactive ads in mobile gaming environments consistently outperformed traditional ad formats in the study. The playability aspect of the ads required children to spend at least 20 seconds engaging with the ad before returning to the main game. This interactive format kept children engaged longer and fostered a high level of brand recall. The study reported a remarkable 73% brand recall rate, compared to just 58% for standard ads aimed at adults. This trend underscores a valuable insight for marketers: gamified and interactive ad content that matches the medium not only captures but sustains children’s attention.

Attention as a predictor of brand outcomes

The study demonstrated that higher attention levels correlate with positive brand outcomes, such as improved brand favourability and an increased likelihood of brand choice. Children who spent longer viewing and interacting with the ads reported stronger preferences for the brands showcased. For instance, 54% of children exposed to the ad selected the advertised brand over competitors in a choice-based test.

Brand favourability also saw a boost due to extended attention. After exposure to the ads, children’s positive perception of the brand rose by 23%, with this increasing to more than 30% for ads which were played longer. The study revealed that brand elements like logos and product visuals within the gaming environment further improved recall, indicating that clearly branded, visually engaging content is essential for converting attention into long-term brand affinity.

Implications for marketers

While adults’ shorter attention spans and preference for skippable content often lead to limited engagement, children’s extended focus on interactive gaming ads reveals a substantial opportunity for brands. Some key considerations for leveraging attention-focused strategies in your next marketing campaign include:

• Embrace playable, interactive ad formats: interactive ads that encourage participation are highly effective at capturing young audiences’ attention. Marketers should prioritize formats that integrate seamlessly into gaming environments, encouraging engagement without disrupting gameplay.

• Focus on visual and interactive elements: ads that incorporate visually engaging and interactive features, such as characters or gamified tasks, yield longer view times and stronger brand recall. This insight encourages marketers to invest in visually appealing, interactive creatives tailored for gaming platforms.

• Use attention metrics as a primary KPI: traditional KPIs, such as impressions, provide limited insight into engagement quality. Attention-based metrics offer a clearer understanding of how audiences interact with ads, allowing marketers to optimize creatives for sustained focus, which directly impacts brand outcomes.

• Recognize the potential of young audiences: the high attention span of children in gaming environments presents a unique and largely untapped opportunity. By crafting ads that appeal to children’s interactive preferences, marketers can build brand loyalty early, influencing preferences that could last into adulthood.

In a digital landscape crowded with competing content, attention is emerging as a vital metric for evaluating ad performance. Looking ahead to 2025, Generation Media will be looking to conduct further studies to assess the attention paid to ads across other key advertising platforms for kids so that attention metrics can play an expanded role in the planning, execution and evaluation of campaigns. For the time being, the high engagement rates among children in gaming environments point to an exciting future where attention-based strategies can drive impactful, longterm brand connections.

Come and experience the Spirit of Play at the world‘s largest trade fair for toys and fascination!

… and the adventure starts again

Tuesday – Saturday

Nürnberg, 28 Jan – 1 Feb 2025

Licensing World

Spring Fair 2025 launches the Licensing Lab

Spring Fair has announced the launch of the Licensing Lab in partnership with Fabacus and Licensing International at the next show taking place from 2nd to 5th of February at NEC Birmingham. The Licensing Lab offers an exclusive, purpose-built space designed by Llewelyn-Bowen Design dedicated to fostering the growth, collaboration and celebration of the UK’s vibrant licensing industry, presenting a dynamic platform for licensors, licensees and retailers alike.

With an impressive 61% of the Spring Fair’s 38,000 visitors expressing interest in licensed products, the Licensing Lab will serve as an industry hub, promoting knowledge sharing, business expansion and networking. It also recognises the UK’s independent retail sector, a major commercial force valued at £66.3b and representing 30% of the overall market, as an essential audience for licensing professionals.

The Licensing Lab will offer a dedicated showcase for licensors and licensees to present the latest brands, trends and innovations within the licensing industry.

Leading licensor across multiple product categories, Llewelyn-Bowen Design will design the lounge area with its bespoke wallpaper and furnishings. Visitors will discover a stylish and comfortable Networking Lounge for informal discussions, refreshment breaks and collaborative meetings; and educational sessions to enhance knowledge sharing including workshops, panels and seminars led by industry experts covering licensing trends, legal aspects, marketing strategies and success stories. Interactive displays will feature engaging demonstrations, product samples and live product demos.

PMI highlights Booksy collectible range

PMI Kids' World's innovative Booksy toy line launched with an impressive trio of collections, combining the power of storytelling with beloved characters from Paw Patrol, Teenage Mutant Ninja Turtles and the original Monster Tales series. This new range merges play and reading, offering kids an interactive experience that brings their favourite characters and stories to life.

The Paw Patrol Booksy collection features popular rescue pups like Chase, Marshall and Skye, each paired with their own tiny storybook filled with adventures. These bite-sized tales, enhanced with vivid illustrations, capture the spirit of the heroic pups while teaching kids valuable life lessons about teamwork, bravery and more. The collectible figures and books provide a perfect blend of action and education, making playtime meaningful and engaging.

In the Teenage Mutant Ninja Turtles Booksy series, iconic characters Leonardo, Michelangelo, Donatello and Raphael come to life as tiny figures, each accompanied by a dynamic storybook. The narratives delve into the turtles' ninja missions, showcasing their skills, humour, teamwork and more. Fans of all ages can enjoy these adventures that celebrate the essence of the Teenage Mutant Ninja Turtles universe in an interactive format.

The original Monster Tales collection introduces kids to Boogy Boo Town, a whimsical world inhabited by quirky monster characters like Krunch, Froot and Modd. Each figure comes with its own colourful tiny storybook, offering playful narratives that emphasise themes of friendship, kindness and overcoming fears. This set sparks creativity and imagination, making it a standout addition to the Booksy lineup.

With its captivating combination of collectible figures and engaging storybooks, Booksy is designed to ignite a love of reading and play. By featuring characters from Paw Patrol, TMNT and Monster Tales, PMI Kids' World offers an allencompassing experience that will appeal to a wide range of young fans, encouraging both imaginative play and early literacy skills.

Elves Behavin’ Badly partners with comedian Josh Widdicombe

Elves Behavin’ Badly has teamed up with acclaimed comedian, Josh Widdicombe, for its biggest and most playful consumer campaign to date, designed to delight children and adults alike in the run up to Christmas.

In a partnership that promises fun and laughter, Josh Widdicombe is set to introduce audiences to the magical home of Elves Behavin’ Badly, Elftoria, in his role as its new mayor. The campaign, themed ‘This Christmas Elftoria Rules’, will bring Elftoria to life across multiple media platforms, inviting families to connect with the mischievous charm of Elftoria through engaging content and playful interactions.

Developed in partnership with Havas Media, the festive consumer campaign is set to elevate brand awareness and strengthen the core messaging of Elves Behavin’ Badly. Running throughout November and December 2024, it includes an engaging mix of cinema advertising, out-of-home displays, social media interactions, new games and augmented reality elements. Notably, the campaign has coincided with the release of the highly anticipated films, Paddington 3 and Moana 2, offering audiences an enchanting and festive experience at the cinema.

To find out more about stocking the range, contact PMS International on 01268 505 050 or sales@pmsplc.com.

Brand Profile Moose Special Feature

Going for gold

Earlier this year, the British Toy & Hobby Association, the organiser of Toy Fair, announced a rebrand of its popular Greenhouse area, which has long been a welcoming home for start-ups, first time exhibitors and smaller toy companies. Now called the Gold Zone, we caught up with Majen Immink, head of Toy Fair, to find out what the area offers exhibitors and how else the BTHA is supporting smaller, newer companies.

What’s behind the rebrand from Greenhouse to Gold Zone?

As we celebrate the 20th anniversary of the area once called the Greenhouse, we are excited to announce its rebranding to the Gold Zone.

Originally, the term Greenhouse was chosen to symbolise companies that were new or relatively ‘green' to the sector. The zone was set up to highlight and help nurture the smaller fledgling companies looking to plant their roots in the industry. A great deal of networking and sharing of knowledge has taken place over the years amongst like-minded individuals with common goals. In recognition of the progression many of these companies have made over the years, and the wealth of innovation in the industry, the Gold Zone now better reflects the talent our industry offers, highlighting a treasure trove of new and unknown gems waiting to be discovered. The rebranding also underscores our commitment to showcasing the bright, innovative future of the toy industry by creating a platform for new and smaller companies looking to make their mark on the industry, from which they can present a range of new products to the full spectrum of retailers and the wider toy industry.

How else is the BTHA supporting firsttime exhibitors and start-ups choosing to exhibit in the Gold Zone?

The BTHA is committed to supporting all exhibitors equally, including first-time exhibitors and start-ups, many of whom can be found in the Gold Zone. As we approach the 20th anniversary of what began as the Greenhouse, our dedication to facilitating the breakthrough of new, smaller companies into the toy market has never been stronger.

Among the exhibitors joining the Gold Zone in 2025 will be Buddy and Barney, Igloo Books, Little Pledgers, Logic Link, Robert Frederick and Strong Point Games, to name a few.

The BTHA continues to provide these companies with cost-effective stand packages specific to this area, which help them to showcase their products. Additionally, the team is always on hand to offer as much assistance as is needed for those that are brand-new to the event and may need a little more support.

In celebration of the 20th anniversary of the zone, the BTHA will also be adding a third Best Stand Award, picked exclusively from the Gold Zone, and will also be awarding a special Hero Toy accolade to one of the companies exhibiting in this area. This support is part of our broader mission to nurture talent and foster diversity, creativity and growth within the toy industry.

Why should Toy Fair attendees be sure to visit the Gold Zone as well as all the other exhibitors at Toy Fair?

The Gold Zone represents a hub of creativity and innovation within Toy Fair. Visitors are encouraged to explore this area not only to support new and emerging brands, but also to uncover unique products and ideas that may not be seen elsewhere on the show floor. From companies like Cyan Creative, CwaZyLeigh CreaTions and Edurino, to 82by82, Big Eyes Entertainment, Shrimp, Pop-Up Games and more, there are plenty of hidden gems waiting to be discovered.

Standing as a testament to the dynamic evolution of the toy industry in the UK, the Gold Zone showcases products that may well trigger the next trend or playground craze. Over the past two decades, we've been proud to help support and facilitate the growth and success of many businesses that have progressed and expanded their presence in the hall. For visitors in search of the next big thing, the Gold Zone is an essential destination that could provide a glimpse into the future of the industry.

What advice do you have for first time exhibitors on making the most of their Toy Fair debut?

Whether you’re a Toy Fair newcomer or a returnee, we always recommend thorough preparation to help maximise return on your investment. Start by scheduling meetings in advance to ensure you engage with your target retailers — do not rely solely on passing traffic, as many buyers will have back-to-back meetings with very little time in between.

Secondly, make your stand as engaging as possible by thinking about the design and layout. Interactive displays and live demonstrations can help tell the story of your product and attract inquisitive visitors to your stand. The objective is to make a memorable impression, facilitating conversations that could evolve into meaningful business opportunities. Following up on conversations swiftly post-show is essential to cement and progress potential new relationships. Finally, wear comfortable shoes as you will be on your feet all day!

A number of successful toy companies started off in the Greenhouse, as it was previously known. Are you proud of what this area of the show offers and its legacy to date?

It’s fantastic to have seen the many success stories that have stemmed from this area and to reflect on the inception and journey of companies who started out in the Greenhouse. Examples include Micro Scooters, Bananagrams and Coiledspring Games, plus many more.

Insight

Down to the wire…

This month, Rory looks for signs for optimism in the UK toy market and examines how current trends are expected to pan out in the run up to Christmas.

The UK toy market value trend is currently down -4.6% up to November 2nd, but for the first five weeks of peak season, the overall trend has been -10.9% in value and -6.1% in volume. Q4 didn’t quite get off to the start everyone would have liked, and a disappointing performance in October only saw one week that grew - and even then, it was only +1% overall. Looking ahead to what will happen in the weeks to come, are there signs for optimism or will the current negative trends continue up until Christmas?

Looking at the first five weeks of Q4, all but one week has had a negative trend and two of those weeks have been double digit negative. There has been some impact from promotional events not happening or moving dates, but that doesn’t account for all of the decline. Every supercategory has declined for the start of Q4 this year, albeit some more than others; Building Sets, Games & Puzzles, Action Figures and Youth Electronic are ahead of the market. However, the categories showing the largest

decline are two of the largest - Dolls and Infant/Toddler/ Pre-School Toys make up over a quarter of all value in this period, but account for nearly half of the overall decline. Price points give a hint as to how consumers are feeling, with £0-10 the top performer. This price point has a flat trend and a share of nearly 26% of the market versus 22.6% for the same five weeks in 2023. The largest decline is coming from the £20-30 and £30-50 price points, s with a combined loss of £16m compared to last year.

Yet there have been some success stories in Q4 so far. Within the £0-10 price point which is holding its own, the £3-6 and £6-10 brackets are performing best. Within these lower price points, the top performing subclasses are Miscellaneous Toys, Strategic Trading Card Games and Action Figure Collectibles; the share of collectibles has risen for the first five weeks of Q4, moving up nearly a whole percentage point compared to last year, now 14.3% of all toys. In the collectibles space, the top performers include Funko Pop, Panini’s Adrenalyn and two Zuru lines:

be late for toys

5 Surprise and Snackles. The top performing subclass for Q4 so far is Pre-School Talking & Sound, which is being driven by Tonies’ strong performance. Tonies is growing at +72% for this period, which is in line with its YTD growth, and it now accounts for around three quarters of value of the entire subclass. Tonies has seven of the top 10 items in the subclass and looks well placed to be a popular Christmas gift this year. There has been growth in the Games category, with Adult Games, Travel Games and Family/Word Games leading the way. As the Games category usually has a surge in December, these subclasses could be looking to have a strong end to the year.

With YTD September data, the overall trend for the market in the UK was -3% and there was some optimism that with a strong Q4 we could move the market as close to flat as possible. This would have meant an overall trend for the year of -1.9%. After five weeks of Q4, we can see that is now unlikely to happen. If we had a flat trend for November and December then the full year would finish at -3%, and I think most people would happily take that! The last time Christmas fell on a Wednesday, as it does this year, was 2019. In that year, the last two weeks accounted for 20% of Q4 sales (for comparison these weeks accounted for 15% in 2023). With most people finishing work on the Friday before Christmas – when they are likely to get paid - and then having a good few shopping days before Christmas day, we should hopefully see a similar trend this year. In 2019, this late surge in sales led to December being positive, with a strong first week. Maybe trends are pointing to a late Q4 this year in terms of sales. But will it be enough to give December a positive trend? Time will tell.

Property Progression:

The Melissa & Doug brand saw a significant uplift in sales in October v September, where it was over £400k larger. Melissa & Doug was acquired by Spin Master at the start of 2024, with sales predominately being in Pre-school and Arts & Crafts, and is also the No.1 wooden toy company in the UK. The Scoop and Serve Ice Cream Counter is the top Melissa & Doug item this year and the top item within the Pre-School Kitchen & Food subclass too, where Melissa & Doug have three of the top five items so far this year.

Fastest Growing Licences:

The top-gaining licence in 2024 so far is UEFA National, boosted by the Euro 2024 football tournament in summer this year. The largest month for the licence was June 2024, which had £3.2m in sales. Although sales have dropped since the tournament ended, Topps’ Match Attax trading card sales have remained strong, with around £1m in sales spread over September and October 2024.

Lilo & Stitch is the second-best performing licence in 2024 and has seen a gain of over £5m so far this year, making it the No.13 licence overall. With 38 different subclasses that contain Lilo & Stitch, around 60% of value comes from three of them - Traditional Building Sets, Action Figure Collectibles and Traditional Plush. In October, the Disney Classic Lilo & Stitch from The Lego Group was the No.4 item in the total toy market.

Mercedes Benz and McLaren just over are the next best performing properties, adding just over £9m in value combined. Lego makes up over 90% of the value and is responsible for pretty much all the growth. Both licences are helped by a strong performance from high price point items, with Technic Mercedes-Benz AMG F1 W14 E Performance being the top item at £152. We have also seen lower priced items adding value this year too, with the Speed Champions McLaren F1 Race Car

Multiple Food Licences appears at No.5; an assortment of food-based licences that have added just under £3m so far this year. The key driver behind this growth is Snackles from Zuru, collectible plush items that come with various branded food items such as Haribo, Krispy Kreme and Pringles.

Toy Fair

Making the most of Toy Fair

Toy Fair offers independent retailers in particular an unmissable chance to check out what’s coming in the year ahead, put themselves on the radar with some of the UK’s biggest and best toy suppliers, and network with friends and colleagues from across the country. Here, a selection of indies, as well as representatives from the BTHA, Toymaster and Playroom, reflect on what makes Toy Fair a must-visit show, how visitors and exhibitors can prepare, and what makes the indie sector so crucial to the success of the UK’s Toy industry.

Majen Immink

Head of Toy Fair

Toy Fair is the first opportunity of the year for UK retailers to view product demonstrations and get hands-on with thousands of toys and games, including many brand-new launches and lines for the year ahead, all under one roof. With more than 250 exhibiting companies in attendance, retailers have a plethora of stands to visit, showcasing a huge range of products from construction toys, plush, boardgames and puzzles, to tech toys, collectibles, dolls and vehicles, plus much more.

The 3-day event provides opportunity for networking and creating new business, whether that’s building on existing relationships or forging new ones. Retailers can also take advantage of an array of on-site retail offers available only to those who attend the show - including deals exclusive to independent retailers.

Our advice on making the most of Toy Fair is always to do your research, so you know exactly who is exhibiting and who you want to see, as well as plan your time at the show well in advance. Toy Fair is an incredibly busy event and the three days can go by very quickly. A lot of exhibitors will book meetings in advance, so we highly advise that retailers do the same as much as possible.

However, also make sure you leave some time in your diary to walk around the show; you never know what you might find. This year we’ve re-branded the Greenhouse, located in the Grand Hall, as the ‘Gold Zone’. In its 20th year, this is once again a hub of smaller and up-and-coming companies, with many looking to make their mark on the industry. Make sure you pay the area a visit.

On the Toy Fair website, you can find the extended Online Exhibitor List with company and product information as well as contact details to help plan your visit. The full exhibitor list and floor plan is available on the Toy Fair website: www.toyfair.co.uk

Paul Reader

Commercial director, Toymaster

Toy Fair is a great opportunity to get an overview of the market and make decisions about which suppliers to use for a particular range of products. It also allows retailers to see new products first-hand, so they don’t always have to rely on sales agents (who may or may not visit their store). The fair is a major showcase opportunity, and not just for the exhibitors; two or three days walking the aisles and meeting with suppliers will go a very long way towards putting an indie and their business on the radar of all the major toy companies. It’s a can’t miss event – alongside the Toymaster May Show, of course.

Planning is key to a successful trip. Indies will find that most of their top suppliers are on hand not only to present new products, but also to discuss any issues they may have. Discussing exit plans on slow lines is best done at the same time as considering new lines, so have your numbers and issues ready to go. Offering independent buying deals is a great way to encourage indies to pop onto stands and take a look around. They like nothing more than a good deal. I’d also urge suppliers to ensure product launches and availability are in line with the rest of the market. First-to-market opportunities sit well with independents and provide important early reads as well as feedback straight from consumers. Indies are a great place to road test new brands, whereas other retailers often decide their fate long before a line has been given a realistic chance.

It goes without saying (and has long been acknowledged) that indies are the backbone of the toy industry. They may not be a supplier’s No. 1 account, but they offer 12 months a year of valuable shelf space, have the best, most knowledgeable staff, and their expertise and service is second to none. Suppliers serious about helping indies not just survive but thrive are very welcome to find us at the show and discuss how working with Toymaster can help make this a reality. We are here to help.

Brand Profile Moose Special Feature Toy Fair

Roland Earl

Andrew Garthwaite

Rexys Reviews – The Dino Den, South Shields

Toy Fair brings together the biggest names in the toy industry, from manufacturers to distributors, and showcases some of the industries newest and most exciting products out there. In January 2025, as always, we’ll once more be on the search for the latest additions to the world of dinosaur toys and digging up a selection of ‘roarsome’ new lines to introduce to our unique store.

To our fellow indies, the best advice we can give is to spend time on your preparations and do your homework. Follow the Toy Fair social media channels, check the exhibitor lists online and create a plan of your ‘must visit’ stands. Booking appointments with these exhibitors will help you to avoid missing out, but don't worry if you can't; there is still so much to take in and no matter what, you will enjoy the Toy Fair experience.

Toy Fair is a superb show, and the only thing I can think of that would improve the experience for us indies would be for larger companies to allow appointment bookings on the day. It’s not always possible for independent retailers, especially if they have not visited Toy Fair before, to lock down a full diary of meetings before they arrive. But at a bare minimum, I’d encourage exhibitors to always allow a walk around the stand regardless of whether or not they have booked to see you.

In my opinion, it's crucial that indies are not only represented at Toy Fair but encouraged and supported by all. Without independent retailers, the industry loses its sense of excitement, its personality and its specialists. Yes, the large national retailers provide convenience to the buyer, but - without being overly critical - the level of service and customer journey will never match that of an independent. Sometimes manufacturers need to remember that a little bit from a lot of smaller businesses is generally safer than a lot from a few big businesses.

Director general, The British Toy & Hobby Association

Independent retailers are an integral part of our industry and an incredibly vibrant, varied part of the toy landscape. They are all very different in terms of what they offer, how their shops are arranged and their customer base, but despite their differences, they are united by their focus on (and dedication to) selling toys, games and hobby products.

Independents offer a huge range of different products and sell them all year round. They provide terrific customer service, with many knowing their customers personally. Their passion for toys is infectious and their knowledge of toys and trends is second to none, cementing their value to the toy community. Independent toy retailers are both a vital feature and a positive part of the Toys & Games industry in our country. They are to be celebrated!

Toy Fair is a friendly and inclusive coming together of toy makers and retailers and other vital participants in the Toys, Games & Hobbies industry every year in London. The event is very much a level playing field on which all attendees can come together, connect and hopefully achieve a successful and productive three days of business.

Our aim is to provide a place where all corners of the toy community can meet under one roof. Due to the busy environment of the fair, we very much encourage exhibitors and retailers to connect with suppliers in advance and set up meetings. All retailers can use the online exhibitor profiles to learn more about the companies and products on offer and make contact with those of interest. Of course, many toy retailers will want to catch up with suppliers they already deal with as well as seek out potential new suppliers; Toy Fair caters to both approaches, whether the retailer is a large one or smaller in nature.

Visitors will all have their own objectives for attending the show, but whether they’re there to build on existing relationships or to create new partnerships, including placing orders, Toy Fair provides the perfect environment for bringing the whole industry together and facilitating these connections. Memories of operating in the Covid era have reminded us of the importance of human connection and the value of being able to meet and demonstrate products face-to-face, as well as of the success that this brings. The toy business is a people business and Toy Fair is an inclusive space for all those involved in this magical industry of ours.

Brian McLaughlin

Development manager, Toymaster

Toy Fair is the first opportunity many retailers will have to see all the new toy and game ranges due to launch in the coming year, which means it gives them a chance to start thinking about what the key ranges and products might be, and to plan any marketing activity around new launches.

We highly recommend independent retailers come along. There are so many suppliers present, and ranges on display, that you’re guaranteed to find something new you weren’t previously aware of. Attending helps make the indie trade more visible to suppliers; if more Toymaster members and indies come to the show, it will encourage suppliers to give indies even more support in return.

My advice would be to plan ahead. Book appointments with key suppliers in advance, but also allow yourself time to browse the halls and look out for something new. Visitors can also make the most of their time at Toy Fair by asking their suppliers about the support they can offer in the year ahead, with the aim of increasing both footfall and sales.

I feel that suppliers could make their stands more open and accessible to indies. There are too many closed stands with appointment-only access, which makes it frustratingly difficult for indies to get on them. Independent toy retailers can provide a great shop window for new ranges and want to stock a wide range of quality products - but they need to see them before they buy them! If you’re a supplier, please make it easy for indies to look around your stand.

A core group within the toy retail sector, indies know their customers better than any other buyer because they’re in their shop speaking to them every day. Because of this, indies can be the first to pick up on new and emerging trends and consumer demands. In addition, they don’t sell own-brand ranges; 100% of their shelf space is dedicated to supplier brands that they promote and sell 12 months of the year. It’s crucial they continue to receive a strong level of stock and range support from suppliers in return.

Brand Profile Moose Special Feature Toy Fair

Gee Cunliffe

Toy department

manager/buyer

- Martells Department Store, East Grinstead, West Sussex

Toy Fair is the biggest and most exciting UK toy event of the year. I have attended every year since 2015 (minus the show that was cancelled during the pandemic in 2021). Even now, I still feel a buzz of excitement about what I could possibly see for the year ahead - you just never know what might surprise you. Everybody is in high spirits and it’s the best chance to catch up with familiar faces and meet new ones too. The time and effort that goes into creating the stands is astounding, and seeing new and fun products presented in such beautifully thought-out displays never fails to remind me of my love for the toy industry. It is an unmissable show.

Toy Fair is the best place to plan for the year ahead. Walking around the stands is a fantastic way to spot upcoming trends. What creature will follow the year of the axolotl? Most suppliers also lay on promotions specifically for the show, so I find it’s the perfect opportunity to explore newness whilst also gaining some more all-important margin. Sometimes it is easy to fall into the habit of using the same suppliers year on year; attending Toy Fair can pop the bubble of familiarity and is a great way to explore fresh new ranges.

My advice to fellow indies is to make a list of the things you want to see before attending the show. There is a lot to take in once you arrive and it can be very distracting. Before you know it, you’ve forgotten where you were heading. Also, prioritise your appointments. You can easily end up with a back-to-back diary, so try to put aside an afternoon (or day) just to have a wander around and take in some newness.

One thing that suppliers could do to make the show more enjoyable would be to have USB sticks or QR codes that give access to catalogues and price lists. Us retailers and buyers can get weighed down very quickly by the number of catalogues we are given.

I feel that the independent toy market is integral to the development of our future generations. Where better for our children to have their first shopping experience than their neighbourhood toy shop? At Martells, we watch the local children grow and learn week on week, from counting out their piggy banks to getting their first Go Henry card, all while helping to further develop their social skills by allowing them to carry out transactions in a safe and friendly environment. They also get to see products first hand on shelves, rather than on the all-too-common screens. Indies specialise in customer care and going the extra mile, giving the customer a sense of community which encourages them to come back again and again.

Stephen Barnes

Toy Barnhaus, multiple locations in Sussex and Surrey

Toy Fair in London is the one place where we can see the biggest number of suppliers under one roof as well as the largest amount of new products on show. The January timing is perfect, giving us a chance to take a really good look at the new toys and games coming down the pipeline for the months ahead and decide how we want to approach our buying for the year.

For us, Toy Fair it is all about new products, trends and licences for the year ahead. Also, although we do make plenty of appointments, we make sure we also take the time to walk all the aisles and browse the stands. We’ve found many new suppliers over the years that way.

Planning how to manage your time is crucial, of course, but I’d advise indies to manage the reps as well. Don’t be afraid to say when a product line or range is not relevant to your business; your time at Toy Fair is precious – don’t waste it being shown products you’ll never buy.

Over the last few years, I’ve noticed that there have been fewer closed stands, which is great. However, one thing that would really help is more pricing on products. We know prices are not necessarily final in January, but the amount of time we spent last year waiting to find out the cost price of an item was excessive. To have a suggested RRP on display would really help with the decision-making process and save time when we’re looking at products. Hitting price pints and knowing what the margin is going to be is crucial to our selections.

The independent sector is a big part of the UK toy industry, with locations across the entire country, and offers a level of choice and service that gives it a real point of difference within the retail landscape. It’s key for us to visit as many suppliers as possible to find out what is happening for the year ahead and build relationships. We look forward to seeing you all there.

Rosie Marshall

Head of Toys & Children’s Gifts, Playroom

Toy Fair is the first show of the year where you can preview products and launches from most suppliers, identify trends, and meet new up-and-coming toy companies. Visitors can also discuss business opportunities with the sales and marketing teams. The show is a must for anyone who is serious about toys; where else can you see so many toy suppliers under one roof?

To make the most of your time, plan ahead. Think about who you want to see and make appointments with these suppliers in good time. The Playroom team also makes appointments to visit suppliers and members are welcome to join us at any of these. They are a good opportunity to network with other members. As well as meetings, allow some time to walk around the aisles. This is a great wat to spot new trends or product categories that may be of interest for your business.

Suppliers - please allow access to every visitor by ensuring there’s no barriers to entering your stand and make time to show visitors around who don’t have a pre-booked appointment. The indies are the most creative retailers out there, as well as the quickest to respond to trends. They aren’t bound by planograms, so consider showing them examples of in-store theatre and merchandising solutions, or offer them an indie exclusive. These simple steps mean indies can promote your brand to their customers.

Indies are very often the heart and soul of their local community, offering a personal service which is highly valued by their customers. They also work hard to engage with consumers through demo days, activities and competitions. Their importance shouldn’t be underestimated by suppliers.

Lisa Dyson Games Crusade, Harrogate

Toy Fair is a great chance to regroup post-Christmas and begin planning for the year ahead. It’s great to have everything toy-related all in one space; at some fairs, you have to sift through companies that have no relevance to the toy industry. We also love the opportunity to catch up with industry colleagues and suppliers. Having your own business can feel relatively solitary, but at London Toy Fair it feels like you’re a part of something bigger.

We always hope to find something new that we can get excited about for the year ahead. Our store is known for its demonstrations so finding products that lend themselves to this is a key priority. We instinctively know what will work - and often it’s not the mainstream products. The hardest thing is seeing products that excite you, then having to wait until autumn/winter to get them in stock.

We only make a select few appointments at Toy Fair so that we’ve got time to discover new suppliers. Making a plan of key suppliers and their locations beforehand is a good idea so you don’t waste time covering the same ground. At the show, we gather all the relevant information and then place orders on our return. Suppliers often put on show offers, and usually they’re happy to honour the offer if the order is placed that week, which is well worth doing. We’ve learnt over the years to take lots of photos as invariably you see so many new products that you forget some. It’s always nice to flick through what you have seen on the train home as a reminder.

The show would be even more enjoyable if there were fewer closed stands and walk ins allowed. Sometimes you only hear about a product whilst you are actually at the show, but if you haven’t made a prior appointment, some stands won’t allow you to look around. This seems counter-productive - in a tough economic climate, these suppliers are reducing their number of potential customers. We also find minimum order requirements for some companies are too high; reducing the threshold for show orders would encourage smaller businesses to try new ranges.

The independent sector is crucial because it brings variety to the high street offering. Indie retailers have the time and passion to demonstrate and learn about new products and can be great advocates for them. They also tend to be active on social media, meaning additional marketing to a more localised audience.

Sarah Gooding

Gulliver’s Toys & Gifts, Edinburgh

Toy Fair offers us a first-hand look at the latest toy trends, product launches and upcoming best-sellers from many different suppliers, both mainstream brands and smaller, more niche ones. Seeing products and demos in the flesh, and receiving samples, helps give us the confidence that the products are right for our customers. Toy Fair is also an amazing opportunity to build relationships and engage directly with our suppliers and other retailers, which is sometimes hard given our location in Scotland.

Our aim is to explore new products and trends; ones that excite us, that won’t just get plopped on the shelves but enthusiastically shown off to our customers. We don’t just go for what’s trending and new. We’re open to toys that are perhaps a little different, focus more on sustainability, for example, or traditionally styled toys in keeping with the style and vibe of our shop. Ultimately, Toy Fair is a chance to refresh our offering, find inspiration and gain a better insight into the ever-expanding, exciting world of toys.

If you’re attending, my advice is to plan ahead. Toy Fair is very large, and time passes very quickly. It’s best to have a list of stands you want to visit and mark them on the map. At the same time, be open to discovery. Leave time to explore and discover unique suppliers you might not have heard of before. Taking plenty of notes and photos is great way to stay on top of everything you’ve experienced while at the fair. It can rapidly get overwhelming and by the time you’ve visited a few stalls you’ll have received a lot of info; it’s just good practice to jot down little reminders to refer back to. And lastly, don’t be afraid to ask plenty of questions. Toy Fair is diverse, with people coming from all over and from very different businesses and backgrounds. There’s no one-size-fits-all approach when it comes to the relationship between buyers and suppliers, so be sure to ask about ways suppliers can tailor things to better suit your needs, such as lower MOQs and mix & match lines.

Suppliers: making your product details, pricing and order terms clear and easy to access is incredibly helpful and enables us to make informed decisions more efficiently. It also allows us to explore stands and products independently; it can be frustrating when all the info is only accessible via a member of staff. As a smaller business, it’s challenging to take time away from the business for the full three days, so time is more limited for us and unfortunately, we can't have an appointment with everyone. A hybrid experience of both independent and guided exploration would be the best of both worlds.

We love receiving takeaway samples and demo products, and we utilise these products as display items in our shop to help our customers engage more with what they’re buying.

Independent toy retailers bring a personal and magical touch that larger chains just can’t replicate. Our hands-on, knowledgeable approach helps us develop meaningful relationships with our customers. We get to know our community, and this is reflected in in the way we recommend and showcase products to them. We understand the joy and wonderment that toys can bring, and we all want to invoke that feeling in our customers.

Trade shows like Toy Fair provide an opportunity for us to connect directly with suppliers, learn about new and unique products, and also gain insights that allow us to stay competitive. When independents are well-represented at such fairs, it helps maintain a healthy balance in the industry. We can offer consumers variety and help preserve the magic of the independent toyshop. This diversity helps keep the UK toy market more passionate – and more competitive.

Brand Profile Brand Profile

Getting creepy with Greepz

Where did the inspiration for Greepz come from?

Greepz is inspired by the phenomenon known as Creepypasta, which encompasses all horror generated content on the Internet. Creepypasta first emerged circa 2007 by way of user generated online content including images, stories and memes. It instantly gained popularity and arguably set the initial criteria for what is now regarded as a viral sensation. It may have started as a craze, but it’s become an established destination for fans of horror and the macabre. Creepypasta continues to thrive and evolve within cyber space, nourished by user generated content, reverence and - as strange as it sounds - love.

What are Greepz?

Greepz are physical representations inspired by Creepypasta characters. They have broken free from their cyberspace bonds to be present in the real world. To an unsuspecting eye, they seem like peculiar collectibles, yet, for those who dare to look closer, the Greepz reveal their chilling truth—creatures forever caught between two realms. Greeplingz are the smaller version of Greepz and each packaged plush character features a changing lenticular face and collector card.

Brainstorm is now the exclusive UK and Ireland distributor for Greepz, a new horror themed collectible plush based on the popular Creepypasta craze. Andrew Bedford, Greepz’s cocreator and developer, tells Toy World all about the range, the inspiration behind the brand, the importance of its demographic, his plans for Greepz’s future and much more.

Greepz are aimed at teen/young adult collectors with a penchant for horror, the macabre, the unexplained and the mysterious.

Teen/adult pop culture collectibles are becoming more and more popular every year – why do you think this is happening, and how do retailers tap into this trend?

Rather than a new trend, I’d argue that this segment of the toy industry has existed for years. Adults have collected toys for decades – great examples of this include model trains, diecast cars, dolls and teddy bears. Presently, the adult toy collectible segment is just growing at a greater rate than other segments. In response, toy manufacturers will try and capitalise on this growth which leads to greater choice for adult collectors, and this in turn fuels popularity.

Retailers need to tap into this trend and dedicate space which is separate and distinct to the kids’ toy space. Ranging decisions for this space need to be wellconsidered and balanced; simply filling it with big brand, mainstream offers will likely miss the spot. Teen and young adult collectors are constantly on the lookout for the ‘I found it first’ moment – a moment they will gladly share via their social media feeds and networks.

The UK range will be fully released in SS25 with six Greepz and six Greeplingz. What are your plans for the brand going forward? Will it expand, and how often can early adopters in the UK expect to see new phases land?

The initial global trade response to Greepz has been overwhelmingly positive, and as such we have sought advice from experts in the adult collector world on the best way to move the brand forward. The clear advice is to be in a position to launch three new releases by segment

in a calendar year, so that is what we are planning to do. The intervals for these releases are dependent on each market, but our view is we’ll be ready to service that need ahead of time. Aside from this, we are also planning to introduce at least one new product format in late 2025. Greepz are not marketed at the younger audience, and you have imposed a 14+ age recommendation - what prompted this decision?

Greepz are not intended for children and our 14+ recommendation is our self-imposed sense check for consumers. It’s inevitable that some older children will undoubtably be drawn to and want to collect Greepz, so they have been warned. The inspiration for Greepz is based on Creepypasta and the initial cohort that contributed to this phenomenon were Millennial teens and young adults, so the 14+ age recommendation reflects and respects that actuality.

Finally, Creepypasta fans are renowned for their imaginative take on the horror genre. Do all the Greepz characters have their own unique backstory, or will you leave it to fans to create their own creepy narrative?

All Greepz and Greeplingz characters have their own unique backstory which is our humble homage to the DNA of Creepypasta. That DNA is a renowned imaginative take on the horror genre in all its creepy wonderfulness. Each Greepz and Greeplingz character includes a collector card which contains details of that character’s unique backstory and some extra fun facts. Additionally, fans will be able to visit the Creepypasta website to explore not only the lore of each character, but the lore of the Greepz backstory and world. However, we also look forward to hearing from fans, including content they create and share via socials and for them to help inspire potential future characters, series and themes.

Join the Hot House party Company Profile Hot House Games

Early September saw start-up Hot House Games launch Too Far and Social Ladder, based on The Sidemen’s popular gameshows. The brainchild of Harry and Josie North (the children of a certain Richard North), the company is setting out to shake up the sector by developing games that spark conversation by leveraging the science of psychology. Rachael Simpson-Jones sat down with the sibling entrepreneurs to find out more.

Tell me about Hot House Games; where did the idea for the company come from, and what is the driving force behind it?

Harry North: One morning in 2014, at 3am, my mum burst into my room because she smelled smoke. We rushed downstairs to the kitchen to discover a wall of smoke - and our dogs, who dashed out unhurt. Our tumble dryer had caught fire. We woke everyone up and got outside but by the time the inferno had been put out, the house was badly damaged.

Josie North: We had to move into alternative accommodation, and to keep our spirits up, we played games. I was preparing to join my dad’s company Wow! Stuff, and that period really got me designing my own games. I ended up presenting my first game to Wow! Stuff a few years later. The team absolutely loved it, but thought it was too risqué for a kids’ toy company.

HN: A few years after that, we presented our game ideas to The Sidemen via their manager Jordan Schwarzenberger. We knew early on that our concepts were good and our factories could make the games, but we needed a partner capable of getting it in front of a large audience. I instantly thought of The Sidemen. They love playing games, have very high standards when it comes to influencer-led products and have over 240m followers. As multiplayer party games, Too Far and Social Ladder needed a group to really show them off. The Sidemen are the world’s biggest group of influencers and content creators. It’s a perfect match.

What was it like working with The Sidemen? And how did Too Far and Social Ladder come about?

HN: Growing up, I used to watch The Sidemen all the time, especially KSI. Finding out he loved something I had a hand in creating was surreal. When the group considers pitches, they only move ahead if four of the seven Sidemen vote yes. All seven voted yes to working with Hot House Games.

JN: We found that out via a voice note Jordan left for our dad. It was an exciting and proud moment. Harry and I had spent a long time watching The Sidemen’s channels to identify game formats we could successfully translate into card-based party games. Too Far and Social Ladder are a result of that work.

The Games category is crowded and competitive. What sets Hot House Games, and Too Far and Social Ladder, apart?

JN: Hot House games generate way more conversations than many others, drawing in the people around the players even if they aren’t directly involved. The audience loves to watch the games unfold and the players’ discussions get deeper and more hilarious.

HN: Too Far and Social Ladder are almost gameshows turned into card games. Banter and humour lie at their heart, and that’s the theme that will run through all our titles. They’re not heavy on rules – they only have four apiece – but they foster fascinating conversations between players and bystanders.

I studied psychology at university and one of my course mates, Jack, actually helped me out with Too Far. He showed me a study about ‘moral tastebuds’ by a psychologist called Jonathan Haidt, which theorised that people’s feelings on different situations vary because of biological and cultural influences. What one person might find revolting, another might find completely acceptable. The confessions in the game are based upon these moral tastebuds, which makes them genuinely fascinating to play. If you look at the comments on the videos of The Sidemen playing Too Far, you’ll see just how varied people’s reactions can be.

JN: The Sidemen genuinely love the games. Harry and I went to watch the Too Far launch filming. In between takes, when the cameras weren’t rolling, the guys were still laughing and joking about the game and having a great time playing it. This isn’t label slapping – The Sidemen are 100% invested in these games and in Hot House.

How are the games being supported in the marketplace?

HN: The Sidemen will be playing the games regularly on their channels, including Side+ and MoreSidemen. Behind the scenes, Hot House Games is also seeking groups of international influencers in Europe and the US, as well as new distributors that can expand our representation at retail. Our UK and Australian distributor, VR Distribution, is fantastic.

JN: Social media will be a big focus; these are very Gen Z games. We’ve also sent product to individual macro influencers to generate organic content across their channels too.

HN: The Sidemen launched Too Far on their channels first, in September, and Social Ladder was officially launched on their channel on 7th November.

JN: Feedback has been incredibly positive and we’re looking forward to seeing how things evolve in the run-up to Christmas, when families will be looking for games perfect for those big festive get-togethers.

What comes next for Hot House Games?

JN: We actually came up with around 20 concepts when we were developing our first games, so there’s plenty in the pipeline for 2025, including more card games, apps and online content too.

HN: We test everything extensively among friends and family, from the font and text size to the colours used and the shape of the cards. That process sparks a lot of new ideas, one of which I am particularly excited about for next year. Like Too Far and Social Ladder, it’s also got quite a psychological element to it… but I can’t say too much more!

Do you think you’ve been directly inspired by your dad when it comes to your entry into this industry, or do you think it’s more that you inherited his creative flair, and the Games industry is the best place to express it?

JN: We’ve grown up surrounded by toys and games, with each Christmas spent analysing competitor products or testing Wow! Stuff’s new toys.

HN: Dad used to come home from toy fairs with this giant sack of goodies, like Father Christmas, and he’d watch us play with everything while we gave feedback. Along with our other siblings Jen and Georgina, we would appear in all dad’s toy adverts. It’s in our blood. I didn’t necessarily want to go into Toys & Games, but the opportunity that’s arisen can’t be passed up and working with The Sidemen means I get to keep one foot in the world of media.

JN: It’s great that we can carve our own path, but we’re lucky to receive mentoring from dad, who has so much knowledge and expertise.

HN: We can say anything to each other, whereas there are limits to what you can say to a colleague. We’re totally unafraid to speak up if we’re not sure about something, which means as soon as a challenge arises, we stop and discuss it immediately. Only the best ideas, that we’re most happy with, get progressed.

creating a new generation of hobbyists Hornby Company Profile

To those of us who enjoy hobbies, data showing their power to positively impact wellbeing and mental health probably won’t be surprising. What might be surprising, however, is the fact 61% of Brits engage in hobbies specifically to boost their mental health. That’s according to a recent study commissioned by Hornby Hobbies – the company behind Airfix, Corgi, Scalextric, Pocher, Hornby trains and more – which also revealed that as many as one in four are Brits interested in indulging in some model making in the coming year.

The latest study isn’t the first time the company has set out to join the dots between hobbies and mental health. In 2021, its live YouTube Mind the Gap event showed viewers how modelling and hobbies can help those struggling with their mental health, while collectors of the high-end Pocher brand can invest in the ‘Pocher Pitstop’; a 6-day holiday/retreat in France, a stone’s throw from the Le Mans circuit, where they can build a Porsche 917 – Gulf Edition 1:8 scale model of the iconic 70s race car.

For Shaun Dubberley, who joined the company in

In September, Hornby Hobbies published the results of a new study that sheds light on just how crucial hobbies are to the mental health and wellbeing of Brits. With hobbyists being treated to a raft of new products year-round, Rachael Simpson Jones caught up with group Sales director Shaun Dubberley to find out how else Hornby Hobbies is supporting its consumers and retail partners alike.

August 2023, working with Hornby’s brands is both exciting and something of a responsibility. While his career has seen him sell everything from Barbies (during his time with Mattel) to Sharpies (not during his time with Mattel), he’s always been a fan of the company’s heritage; as a child he had his own train set, and nowadays he races remote control cars against his son.

Shaun highlights that during the pandemic, Hornby Hobbies saw first-hand how consumers were benefitting from its brands in the home, adding that the ‘Return of the Hobby’ study has emphasised Hornby Hobbies’ position as a leading voice within the mental health and wellbeing sector. Its current mantra – ‘Creating a new generation of Hobbyists’ – not only seeks to welcome consumers into the Hornby Hobbies fold at a much younger age, but also factors in how important it is that today’s kids have screenfree downtime and enjoyable hobbies. Sitting down of an afternoon as a family to build an Airfix model or create a new railway scene can benefit all generations, Shaun says.

“Our job as a sales team is to inject this messaging into all our sales materials, as well as work with retailers on how they can tap into the results of the study and share that data with their customers,” he adds.

Interestingly, Shaun is also keen to work with the Government to see how Hornby can support children’s mental health within schools and in after-school clubs and activity groups, having what he calls a ‘snowball effect’ on the next generation. After all, if kids can be introduced to hobbies such as model making at a young

age, they’re more likely to carry that love with them throughout adulthood – and pass it onto their own kids. Although such collaborations are still in the idea phase, possibilities include Hornby providing schools with model kits for kids to enjoy and partnerships with children’s mental health advocates. In fact, since last year Airfix has partnered with Cubs, part of the Scout Association, on a new Cubs Hobbies Activity Badge that offers promotes teamwork, fine motor skills and a love of hands-on learning.

“Schoolchildren and young people involved in clubs and groups are a wonderful captive audience for hobby products,” enthuses Shaun. “If you can seed them early enough, you could help prevent mental health challenges from arising by directing their attentions onto therapeutic hobbies such as painting and building models. Our latest research has really galvanised us to set off down the path to creating meaningful, curriculumadjacent programmes that deliver tangible benefits for participating kids. Rome wasn’t built in a day and working with governments takes time and effort. But even if it doesn’t come off nationally at first, we can look at working with the devolved governments in Scotland or Wales, for example, or even on a county level. It’s a big challenge, but we’re laying the foundations now.”

While Shaun was (and is) obviously passionate about the myriad ways Hornby can improve the mental health of the next generation, coming into the company he could also see there was work to do behind the scenes.

“When I joined Hornby 18 months ago, there was a lack of awareness of our brands and our footprint wasn’t quite where it should have been in the retail environment,” he explains. “Some relationships had broken down, for various reasons, and needed to be rekindled. People buy into people, so on this front it’s been a case of getting out there, listening to the gripes and challenges our partners have been facing, and working with them to sort them out. Our traditional retail heartland has always been those hobby and model shops we all know and love, but it’s been quite tough out there for the past few years, so our job is to support and uplift our partners in the months and years to come.”

One way the company has set out to do this is via its new Model Shop of the Year awards, a nationwide initiative designed to recognise and celebrate independent model shops. The idea for the award came from Louisa Evans, PhD, Hornby’s head of Customer Loyalty and Retention, who was keen to demonstrate the company’s gratitude to its retail partners. Five finalists, selected based on customer nominations and evaluated by a panel from Hornby, will receive a comprehensive marketing package designed to help promote their shop, including a professional photo and video shoot and social media promotion across all Hornby Hobbies’ channels.

The overall winner, meanwhile, will benefit from a one-on-one meeting with Hornby Hobbies CEO Olly Raeburn, as well as Shaun and a head of Brand of their choice, at a restaurant in London, £2,500 worth of Hornby Hobbies products for their shop, a trophy, a professional photoshoot and press release to further promote their win. At the time of writing, there have been nearly150 unique nominations and over 1000 votes, exceeding the company’s expectations, and Holly Barnett, the company’s head of PR, is running a media campaign to secure additional coverage for the nominees and winners in trade and regional press. Based on the reception to the inaugural awards, Shaun would like this to become an annual event.

Shaun also praises the initiative of its retail partners for the ways in which they engage with the hobbyist community. Recently, for example, Jadlam Toys and Models in Glastonbury held a group build competition. All customers had to do was buy an Airfix Supermarine Spitfire MK.XII 1:48 kit, build and paint it, and share their finished creation to be in with a chance of winning one of five £100 prizes. The contest ended up receiving an impressive number of votes, while also raising awareness of the brand and the joy of model making. There’s much more retailers can do along these lines and Hornby will be right behind them, supporting with judging, prizes, marketing assets and much more.

So far this year, Hornby Hobbies has released a raft

of new products, from highly-anticipated Airfix ‘secret’ releases (there are entire threads on online forums dedicated to people’s predictions of what each year’s secret releases could be) to refreshed and re-released sets, the new Playtrains High Speed Train Set for younger train fans, and new die cast released as part of a Corgi partnership with Richard Hammond’s The Smallest Cog. Shaun tells me that while newness is always key in the world of toys, it’s magnified within the hobby sector; collectors and hobbyists will go out and hunt down the latest releases the moment they arrive on-shelf, so the company cannot rest on its laurels.

“We want to go bigger on some SKUs by creating toyetic volume drivers, rather than driving demand through scarcity,” he explains. “2025 is also the 200th anniversary of train travel, which presents us with some great opportunities on Hornby train ranges. If you’re lucky enough to travel by train regularly, you’ll know it’s a fantastic way to travel, especially as a family. Since 1825 the nature of train travel has evolved – it’s certainly a far more efficient mode of transport than it used to be – and our Hornby train and railway product range continues to evolve right along with it.”

Speaking of trains, Hornby Hobbies undertook its first ever tube advertising campaign this year. As they’re so different from one another, each of the company’s

brands is managed by a dedicated team and run as an individual business unit, with their own Brand heads, Marketing teams and social media managers too, where applicable (Shaun says that if it didn’t have a presence on social media, the company would risk missing a whole generation of consumers). Licensed ranges, such as much of the Corgi and Scalextric range, lend themselves to slightly bolder, more modern campaigns, while more traditional ranges, such as Airfix and Hornby trains, resonate in the more traditional channels favoured by the brand’s ‘diehard’ fans. That tube campaign, for example, is for Scalextric. The 2-phase campaign saw impactful ads appear at 30 locations throughout the London Underground between 4th-17th November; the second phase kicked off on 25th November and will run until 8th December. The campaign has had an immediate impact on brand awareness, Shaun says, making the company’s investment well worth it.

“We’re also more than happy to look at tailored marketing campaigns for individual retailers, tapping into each of our brand’s strengths, as well as roadshows and experiential activations later down the line,” details Shaun.

“If you carry on doing everything the way it’s always been done, then the reality is you’re always going to stay where you are,” he adds, talking about the company’s recent efforts to engage more with retailers and consumers alike. “This industry is pretty ruthless and we’re up against some very big players, if you focus on the Toy side of things (though we are a leader within the Hobby channel, of course). You always have to reinvent yourself and try new things.”

Coming into 2025, Hornby Hobbies appears to be set up for a good year and Shaun is optimistic for the months ahead. While the market (and the world at large) remains an ever-evolving and unpredictable place, the company is laser focused on building on its existing retail relationships and creating new ones, through hard work and an innate understanding of what retailers, especially hobby retailers, need from their suppliers. If you’ll forgive the pun, you could say Hornby Hobbies is on track for a very strong year.

“All that’s left to say is thank you,” finishes Shaun. “Thank you to our consumers, who continue to spend their money on our products despite facing their own economic challenges this year, and thanks to our retail partners for their loyalty and support thus far. And if you’re not yet a partner, then we look forward to welcoming you on board as we continue on this journey.”

FRESH THIS MONTH:

Each month Fresh sets out to find the latest products that will have toy retailers reaching for the phone. Here are new releases from: KAP, Kid Kreations, Panini, Steamforged Games, Tossit & YuMe.

fresh

CreativityforKids

KAP Toys • 01423 368 888 • www.kaptoys.com orders@kaptoys.com

KAP Toys has announced the launch of Creativity for Kids within its brand portfolio. Creativity for Kids is an internationally successful, award-winning arts & crafts brand, owned by Faber-Castell.

Creativity for Kids creates premium craft products with a purpose. The products initiate fun and creative experiences to nurture children’s confidence for life, while being imaginative, nurturing, inclusive and thoughtful. All items within the range have many points of difference and are highly rated. Designed by developers with training in education, play and child development, each item uses quality materials to build creative confidence and foster a love for creating, resulting in repeat purchases.

With hundreds of unique products available within the Creativity for Kids range, KAP Toys is proud to launch initially with a selection of Grow Your Own and Sensory lines. This range includes Grow Your Own Mini Gardens, the Grow N’ Glow Terrarium and Sensory Packs and Bins.

Children can decorate, plant and grow their own mini garden in an egg-shaped mini environment. Complete with everything needed to grow a mini garden, each kit includes potting mix, quick growing chia seeds, themed stickers, dimensional accents, fun mini figures and decorative sand. Mini Gardens are available in three themes – Unicorn, Mermaid or Dinosaur.

The Grow N’ Glow Terrarium is a complete kit for helping kids to create their very own miniature eco-system. Kids will experience the accomplishment of growing their own little habitat; the Grow N’ Glow Terrarium is the perfect STEAM experience.

The unique Creativity for Kids Sensory Packs and Bins are packed with quality items. Low-mess sensory activity is perfect for preschoolers and fun for everyone. Each comes with a storage solution and contains soft and stretchy cloud clay, figurines, clay stamps, tools and a variety of fun items to touch and explore.

KAP Toys will be launching this range and more at Toy Fair - Stand UN66. To book an appointment, contact claire@kaptoys.com or call 01423 368 888.

HelloKittyCollectibles

YuMe Toys • www.yumetoys.com • emeasales@yumetoys.com

YuMe Toys has expanded its popular Hello Kitty and Friends collectible range. Working with Bandai UK as the official distributor in the UK and Ireland and following the sell-out success across Europe earlier this year, YuMe Toys is set to launch Season Two. This expansion coincides with Hello Kitty's 50th anniversary and includes new and creative product lines for 2025.

The second wave of collectibles keeps the original theme of blending past and present, featuring both classic – Hello Kitty, Kuromi, Cinnamoroll and My Melody – and new characters – Pompompurin and Pochacco. The expanded range now includes two additional doll collections, three keychain lines with hand straps, a bracelet keychain with a light-up celebration series, a bedside light series and a memo stand. These will roll out into the range throughout spring 2025.

The second wave introduces two figurine collections, with 5cm and 7cm Hello Kitty dolls. The 5cm Cute Outfit Series features eight uniquely styled dolls, while the 7cm Four Seasons Series celebrates each season with eight dolls. Each doll is packaged in a blind box for a surprise element.

The new keychain lines include the Peach Series, Raincoat Series and a Light-Up Star Series, along with a bracelet-inspired keychain and strap. For 2025, the Bedside Light Star Series includes six designs with a glowing yellow star on a white stand.

The Party Time Series Memo Stand features six playful designs in closed boxes with rising holders for memos.

TossitLimitedExpansionPack

Tossit • www.tossit.game • prouk@tossit.game

Tossit has announced the arrival of a new colour palette to its ever-growing range.

The limited expansion pack features three darts in one of seven new colours, designed to enhance the game and level up players’ experience. From the serene tranquillity of Lavender to the bold energy of Original Orange, each colour has been carefully selected to reflect unique themes and emotions.

Whether players are looking to refresh their gameplay, celebrate new beginnings or connect with the essence of competition, these Tossit sets are limited run and only have 1,800 of each colour. This means they are exclusive and can style players’ individual Tossit collections, adding a personal touch to Tossit battles. Perfect for collectors and enthusiasts alike, the company says these darts are more than just equipment—they're a statement.

Tales of the Valiant Starter Set

Steamforged Games • 07960 653 922 • www.steamforged.com • b2b@steamforged.com

Steamforged has teamed up with Kobold Press to create the ultimate tabletop roleplaying game (TTRPG) Starter Set. Based on the hit Tales of the Valiant roleplaying game, this Starter Set is designed to deliver an enthralling experience for beginners, helping bring new players into the hobby.

Over the past 10 years, TTRPGs have seen a transition from a niche hobby to the mainstream, with the success of shows and films such as Stranger Things, the Dungeons and Dragons movie, Critical Role and Dimension 20 leading the charge. TTRPGs have never been more accessible and appealing, reaching a much wider audience than before and vastly growing the TTRPG industry.

As more people come into the hobby, Steamforged Games believes it’s vital to make sure they can join in the fun with minimal barriers to entry. Many TTRPGs require a Game Master—a referee who runs the game for the other players—and this role has often been seen as intimidating to pick up. Challenging this view is one of the driving forces behind the Starter Set. Everything needed to get playing right away is included, including miniatures representing four iconic characters from the Tales of the Valiant universe.

Steamforged Games’ goal is to make learning fundamental roleplaying skills a fun and intuitive experience for beginners, without needing an already experienced player at the table. From the basics, like how to talk at the table, all the way to creating and running exciting adventures, each skill is covered in a way that’s quick to learn and fun to play.

BedHedz

Kid Kreations • julie@kidkreations.co.uk

Kid Kreations has announced the launch of BedHedz, its new range of cotton dolls, set to capture the imagination of fans and collectors across the UK and beyond.

Originally popularised in South Korea, cotton dolls were designed to resemble popular idols and celebrities, creating a unique, collectible way for fans to connect with their favourite stars. Since then, they’ve taken Asia by storm, and now, Kid Kreations is bringing this beloved toy phenomenon to the UK market with a unique line-up loaded with personality and charm.

BedHedz is a playful new range of dolls that captures the look of characters who have just woken up, complete with chaotic, tousled hair and cosy, all-in-one pyjamas, as though they’ve rolled right out of bed.

The collection introduces three distinct themes:

• Foodiez – Inspired by all things tasty, these dolls come in fun, food-themed designs.

• Animez – For fans of Japanese pop culture, the Anime collection features dolls with bold, colourful designs that echo the dynamic world of anime.

• Nitemarez – Perfect for those who love a darker twist, the Nitemarez collection brings spooky, yet adorable, characters to life.

Each BedHedz doll is made from high-quality materials with intricate details that give each character a unique look and personality.

To ensure a successful launch, Kid Kreations is rolling out a comprehensive marketing campaign to introduce BedHedz and engage fans of all ages. The campaign will include cross-platform digital advertising, influencer collaborations, sampling and press activations.

For more information on BedHedz, please contact Kid Kreations’ sales director, Julie Taylor, via the details above.

Panini • 01604 877 888 • www.paninigroup.com

With the football season in full swing, Panini Premier League Adrenalyn XL Trading Cards continue to fly off the shelves, with collectors hunting down rare Golden Baller cards, as well as new special card subsets and limited editions. Supported by an always-on digital marketing approach, the collection has featured everywhere since launch, from YouTube to SkySports, driving the brands visibility and awareness.

In addition to the trading card collection, the Panini Premier League Official Sticker Collection 2025 is due to launch later in December and promises to be the best Premier League Sticker Collection yet. All 20 teams are featured in full, from squad shots and shirts to Next Gen stars and Elite picks. The sticker album is packed full of facts, stats and info graphics, making this a real collector’s item. With a total of 636 stickers to collect, including shinies and parallel stickers, collectors can really get stuck into the Premier League season with this premium quality album.

Supported by a heavyweight digital first marketing campaign featuring Premier League players to effectively reach kids, collectors and gift givers across multiple platforms, fans can kick-start their collection with a starter pack, which includes a Panini Premier League 2025 sticker album, plus five sticker packets.

Following the success of the first-ever, now multi-award-winning, domestic women's football sticker album last year, Panini has launched the Barclays Women’s Super League Official Sticker Collection, brand-new for 2025. Celebrating the very best of the women’s domestic game, the album includes Impact Players and Power Pairs from all 12 Barclays WSL teams, as well as a nod to future women’s football stars. Manchester City’s Chloe Kelly and Arsenal’s Alessia Russo will feature on the star-studded album front cover. The collection features 397 stickers to collect including 96 special stickers and even more shinies. There will be a media launch featuring WSL stars and a digital first marketing campaign across all key digital channels, as well as across WSL player and club socials.

A starter pack includes a Panini Barclays WSL 2025 sticker album and five packets of stickers.

Viewpoint

With over 15 years of experience managing Amazon and eCommerce strategies for brands such as Tomy UK and Melissa & Doug, Asha Bhalsod is the founder of Etopia Consultancy, a dedicated Amazon agency that offers strategy consultancy, full-service Amazon account management and Amazon advertising. She now helps brands navigate the complexities of Amazon to drive growth. For expert guidance on navigating your Amazon strategy, contact asha@etopiaconsultancy.co.uk

It’s an Amazon wrap: reflecting on 2024 and looking ahead to 2025

As we close out 2024, it’s time to reflect on the year’s challenges and look ahead to what 2025 might bring for brands on Amazon. This year has been nothing short of turbulent, especially for those leaning heavily on the Amazon Vendor (1P) model. Many brands have faced reduced purchase orders and shifting priorities from Amazon. The question now is: how can businesses not just survive but grow in this evolving landscape?

One of the biggest lessons from 2024 is that profitability remains king. Amazon’s relentless focus on margins led to significant cutbacks in purchase orders, especially for brands that weren’t hitting their profitability targets. If your business didn’t meet Amazon’s stringent profitability requirements, chances are you felt the pinch. As we head into 2025, vendors must be laser-focused on profitability metrics like Net PPM. This means regularly analysing data, identifying underperforming SKUs and making strategic decisions about which products to prioritise. If certain items are dragging down your margins, it’s time to rethink your approach—whether that’s SKU rationalisation or exploring new channel management strategies.

Adding to this complexity is Amazon’s recent push to bring employees back to the office. This shift could potentially lead to a natural reduction in vendor managers, who may not be replaced. As Amazon continues to streamline its operations, existing vendor managers will be stretched across more brands. For brands, this means that having the right expertise in-house - or leveraging external consultancy that knows how to manage the Amazon ecosystem - has never been more crucial. As Amazon’s internal support structures shrink, businesses must become more selfsufficient in navigating its ecosystem, algorithms and policies.

These internal changes from January 2025 could also align with the overstock

challenges we witnessed in Q1 2024. Amazon found itself with bloated inventories in multiple categories, leading to sluggish sales and a more selective approach to issuing new purchase orders. The result? Brands were forced to address their inventory management and forced to focus on highdemand items. Moving forward, it’s clear that brands must be more agile and datadriven in managing their stock levels. Understanding Amazon’s purchasing patterns will be key to optimising inventory and maintaining profitability.

One area where investment showed strong returns this year was Amazon Advertising. As CPC (Cost Per Click) rates continue to rise, advertising on Amazon has transitioned from being a “nice-tohave” to an absolute necessity. Simply increasing ad spend isn’t the solution; brands need to strike the right balance between paid advertising and organic growth. Sponsored TV and Prime TV have become increasingly important, especially as digital TV consumption remains high post-pandemic. Smart brands are leveraging tools such as Amazon Marketing Cloud (AMC) to gain deeper insights and optimise their ad strategies, ensuring every pound spent is working towards driving visibility and sales.

Looking ahead to 2025, Amazon Vendor Negotiations (AVN) will already be well underway with Amazon continuing to push for better terms. Brands need to be prepared with a well-thought-out Amazon business plan before entering negotiations. Understanding internal costs to serve, managing profitability and aligning on joint business plans will be crucial. It’s not enough to reactively manage your Amazon relationship; proactive planning is the name of the game. This also extends to exploring new markets. Amazon’s push for Pan-EU expansion means brands can’t afford to copy-paste their strategies across regions. Each market requires a tailored approach to truly succeed.

While it’s essential to explore new strategies, mastering the basics remains a non-negotiable. Many brands found success this year by doubling down on the fundamentals: catalogue management, optimised listings, engaging content stores and building a strong foundation of customer reviews. These “brilliant basics” are often overlooked, but they are the bedrock of a successful Amazon strategy. Brands that consistently perform well on these fronts are better positioned against any Amazon changes.

As we move into 2025, there’s also the matter of promotions. Many brands feel pressured to slash prices during Amazon’s key events, but that’s not always necessary. Smart promotions which align with brand values can drive significant awareness without cutting into margins. The reality is that pay-to-play is becoming the norm, but that doesn’t have to mean sacrificing profitability. A thoughtful promotional strategy can build long-term value and customer loyalty.

Ultimately, the biggest takeaway from 2024 is the importance of diversification. If your business is still relying solely on one Amazon model, it’s time to rethink your strategy. Embracing a hybrid approach—combining both Vendor (1P) and Seller (3P) models—provides flexibility, control and resilience. This diversification can mitigate risks whilst allowing brands to pivot quickly in response to Amazon’s evolving policies. In an environment where the only constant is change, the brands that will thrive are those willing to diversify, adapt and stay one step ahead.

So, as you plan for 2025, ask yourself: Is your business truly prepared for the challenges ahead? Are you optimising for profitability, leveraging both Vendor and Seller models and investing in advertising wisely? The brands that answer “yes” to these questions will be the ones that turn the uncertainties of 2025 into opportunities.

Asha Bhalsod

Getting in the Spirit of Play Special Feature Nuremberg Toy Fair

The countdown has begun for Spielwarenmesse 2025, which invites industry professionals to Germany to experience the ‘Spirit of Play’ first-hand across over 160,000 square metres of expertly curated exhibition space. The show has become an unmissable part of the trade fair calendar and attracts more than 2,300 exhibitors from 68 countries, making it one of the key places to be if you’re looking for new, innovative and break-through toys, games and kids’ products. Spielwarenmesse 2025 will be hoping to surpass last year’s visitor numbers (a whopping 57,000 visitors from 125 countries) by once again laying on a raft of events, presentations and awards, in addition to the seemingly endless displays of new product launches, that promise to elevate the show experience and leave visitors both inspired and informed.

Organiser Spielwarenmesse eG is creating a new on-site experience for the 2025 show. Changes to space allocation at the Nuremberg Exhibition Centre –including, for the first time ever, use of the modern, light and airy multiple prize-winning Hall 3C, which will host the Baby and Infant Articles and Lifestyle Products categories – will open up more space and long-term growth opportunities for various product categories. The School Articles, Stationery and Creative Design product group, meanwhile, is moving to the directly adjacent Hall 2, and Hall 7 will now accommodate Sports, Leisure and Outdoor alongside Model Railways and Model Construction, as well as Services for Trade and Industry.

For the 2025 fair, in celebration of its 20th anniversary, the popular Toy Business Forum has undergone a concept refresh, with engaging talks and networking opportunities providing education and entertainment in equal measure. Mornings will see the new ToyPitch format (Tuesday 28th), live podcast recordings with captivating guests and the Exhibitors on Stage event,

Spielwarenmesse returns to Nuremberg Exhibition Centre from 28th January to 1st February 2025, once again bringing together toy suppliers, distributors, buyers and retailers from across the globe for the largest toy fair of its kind. With preparations for the show ramping up, Toy World sums up what we know about the event so far.

while a lunchtime ‘Networking Break’ each day invites visitors to eat while they network at one of the numerous food trucks located around the Toy Business Forum. And from 1.30pm each day, new and interactive lecture formats headed by industry experts and top international speakers will engage those wanting to take home new learnings about this fast-paced and ever-evolving industry.

Via its Special Areas and ToyTrends zone, Spielwarenmesse highlights the categories and consumer behaviours that that it believes will shape the months ahead. ToyTrends returns this year, having taken a brief hiatus in 2024, with a redesigned look and new central location in Eingang Mitte. The international TrendCommittee (on which sits Toy World’s very own John Baulch), together with the Spielwarenmesse team, has identified two ToyTrends for the coming year: Anime & Friends and Healthy Heroes. The former will shine a light on the influence of anime and manga characters on pop culture and media, including TV, video games, merchandise and toys. Healthy Heroes, meanwhile, aims to strengthen children in both body and mind, bringing movement, mindfulness and healthy eating under one banner with products that encourage relaxation, meditation and physical activity. Both trends will be highlighted alongside inspiring products on individual themed ‘islands’.

On a related note, Sports, Leisure and Outdoor toys will become the focus of a new themed Special in 2025 owing to their demand worldwide. To help spark conversation and facilitate decision making (and order placing), 500 metres squared of Hall 7A will be dedicated to the testing of ride-on vehicles, while a playing area will be set up for those who want to try their hand at ball sports and other outdoor games. Roller skates, bikes and skateboards can be tried out on a specially designed track, so if you’re

feeling fit (and brave), head on over and get involved. Toys for Kidults returns as a Special this year after featuring prominently across 2024’s fair. With studies by international market research institutes such as the BrandTrends Group and Circana demonstrating the category’s ongoing importance to the toy industry, this year’s Spielwarenmesse will highlight standout product lines, share useful information on the category and tips on best retail practice in a prominent location in Eingang Mitte. The Toys Go Green Special, which champions sustainable, eco-friendly toys that also teach kids to care about the planet, will take pride of place in Hall 3C, where the space and natural lighting will show off the toys’ materials and colourways to best effect.

If all this has galvanised you to register for a ticket, you’ll be pleased to hear that new travel arrangements will make it even easier to attend Spielwarenmesse 2025. To assist international visitors, the fair will be laying on an extra shuttle bus service between Sunday 26th January and Sunday 2nd February. Spielwarenmesse buses will run directly from Munich Airport to the Nuremberg Exhibition Centre and back, several times a day, for a fare of €35 each way. Exhibitors, trade visitors and

media representatives can book their tickets now. Your Spielwarenmesse entry ticket can also be used for free return journeys throughout the entire VGN area: all the administrative districts of Middle and Upper Franconia as well as parts of Lower Franconia, the Oberpfalz, Swabia and Upper and Lower Bavaria. And if you’re flying

in, official Spielwarenmesse airline Turkish Airlines is offering special discounts on flights into Nuremberg or Munich.

Over the following pages, Toy World brings you an early look at some of the toys and games that will be on show at Spielwarenmesse 2025. For even more information on

the fair, including the latest updates from the organising committee, news and views from exhibitors and mustknow information about the fair’s packed events schedule, look out for Toy World’s dedicated Spielwarenmesse supplement, which will be out in early January.

Nuremberg Toy Fair

Wilton Bradley

01626 835 400 | www.wiltonbradley.com

Hall 7, Stand B81-C80

With more than 35 years of expertise, Wilton Bradley has become a leader in designing, developing and delivering top-quality consumer products across the toy, sports and outdoor leisure markets. The company’s extensive portfolio, spanning its own innovative brands and custom OEM products, reaches clients in more than 40 countries worldwide. For this year’s Nuremberg Toy Fair, Wilton Bradley is unveiling fresh developments across key brands, all grounded in its commitment to fun, innovation and quality.

The Xootz Unleashed campaign is already gaining traction, highlighting standout releases like the Xootz Cobolt Electric Balance Bike and the Xootz DriftX Drift Car. With premium features, award-winning designs and accessible pricing, Xootz continues to dominate with offerings that cater to all ages. This year, the company has seen impressive sales growth, bolstered by the Viper and Venom pedal Go-Karts, the current leaders in the pedal rides-on category (Source: Circana, Retail Tracking Service, UK, YTD Sep’24)

Playhouse, the brand for indoor and outdoor creative play, keeps children and parents alike engaged with practical and space-saving designs. The Waterwall STEM product enjoyed double-digit growth last year, and 2025 additions like the award-winning Play Tray and Pop Up Playtown offer a rich blend of sensory and imaginative play that sparks creativity in every child.

Meanwhile, Power Play is expanding. Following the popular 3ft games tables, the lineup is set to include a mega multi-games table and foldable 3ft options, ensuring there’s a perfect fit for every family room and play space.

On the content creation front, MiMic Live is enhancing its offerings with two new products. The Media Maker Kit is an ideal setup for budding interviewers and presenters, while the Home Studio Kit elevates tutorials, demos and TikToks to a professional quality.

YuMe Toys

www.yumetoys.com | emeasales@yumetoys.com

Hall 12, Stand F-13

YuMe Toys will attend Spielwarenmesse, showcasing its largest booth to date with a 2025 lineup featuring new toy collections based on popular and cult IPs. In 2025, the company’s aim is to continue building on the successes of 2024 and respond swiftly to market trends, launching new lines at peak brand popularity for its raft of global licensing partners.

Building on the success of YuMe Toys’ Hero Box range in 2024, new product extensions for existing lines will be released, including collectibles from iconic franchises. The 8cm figurines, designed for display, come in Blind Boxes or Window Boxes with a variety of SKUs, some of which are connectable for tower displays. Launches begin in early spring with an RRP of £9.99. Within the Hero series, YuMe will also launch and expand its offering in several other lines – Zoom Heroes, Squish Heroes, Pocket Heroes and more. Each of these lines span IPs from numerous studios.

The Hello Kitty & Friends collectibles range from YuMe continues to expand in 2025 and at Nuremberg, the company will showcase new figurines in themed series, several keychain collections, memo stands and bedside lights.

In January, a collection of Squid Game themed products is being introduced. Known as the Piggy Bank Capsule, it features unboxing surprises and dual display functionality. Complementary product lines include character-based lines that offer fun and tactile experiences, with blind bags or boxes for a surprise element.

Expanding on its success with anime collectibles, new licensing agreements for several popular manga franchises will result in collectible figurine series launching in spring/summer. These aim to move the ongoing trend from niche appeal to mainstream retail, with figurines depicting key characters. A surprise series is planned for autumn/winter, featuring additional trending IPs in this growing genre.

YuMe’s collectible designer toy, DZNR, is back for 2025 and will span a number of IPs featuring bespoke artwork, style and trend-led design. Marketed as

each product is uniquely individual and distils all the features that made the IP popular in the first instance, condensing it

Nuremberg Toy Fair

Golden Bear

www.goldenbeartoys.com | c.vernon@goldenbeartoys.co.uk Hall 6, Stand C-39

Golden Bear is continuing its success in the sports category.

Following the sell-out phenomenon of Soccer Bot in 2023, two new techie products inspired by the universal love of football will be previewed on the stand at Nuremberg. The Power Launcher is an impressive new gadget with smart sensor technology that works to improve a wide range of football skills from ball control and volleying to striking and scoring. With the ability to fire multiple-sized balls that are activated by just a clap, the Power Launcher guarantees to deliver hours of fun and skill-building for both footie fans and aspiring stars.

Also joining Golden Bear’s sports and outdoor portfolio in 2025, Soccer Dash is an addictive, competitive new football game that promises to challenge even the most seasoned professionals. With three game modes, AI learning and a water-resistant ball, Soccer Dash can be played anytime, anywhere.

Entering its third year of family games launches, Golden Bear will unveil a variety of new additions launching in autumn/winter 2025, including Beak & Seek and No Brainer, which visitors to the stand will be able to try out.

After the global success of its animatronic range Curlimals, Golden Bear is set to bring another new plush brand to life next year. Foodibles is a pocket-money pick-up product for kids, kidults and adults alike. This range is collectible, adorable and on-trend. With a variety of fun scented characters to choose from – and stand-out packaging that demands attention onshelf – Foodibles is set to take social media by storm in 2025.

All new product launches will have dedicated PR support and tailored marketing plans.

Readers interested in making an appointment with Golden Bear should contact Claire Vernon via the details provided above. Funko

020 3376 3223 | www.funko.com | funkotoyfairnuremberg@funko.com Hall 12, Stand B-08-1, D-11-1

Funko will be showcasing a diverse array of products across all categories highlighting new series with licensor partners including Disney, Marvel, Star Wars, Warner Bros, Universal and Netflix, alongside popular anime properties One Piece and Chainsaw Man from Crunchyroll, and much more.

Funko will be displaying the latest ranges across its globally known Funko Pop! covering such diverse titles as Disney’s Moana 2, Star Wars’ Skeleton Crew, Marvel’s Captain America: Brave New World and Universal Pictures’ Wicked. With more licences than ever before, the dynamic

Funko will also be showcasing expansions across Bitty Pop! with new products previewed as part of the expanding collection of Bittyverse. Funko’s Bittyverse takes mini collectibles to a whole new level with great licensor partners including DC Comics, Star Wars, Harry Potter, Disney, Marvel, Teenage Mutant Ninja Turtles, Lord of The Rings and countless more. With such an expanding range and a fanbase that ranges from youngsters to seasoned collectors, visitors to the Funko booth can expect to see their favourite characters in miniature form in the Bittyverse.

Funko’s popular wearable fandom brand, Loungefly, is also leading the charge through a series of new licensing deals. These collaborations, designed to expand Loungefly's reach and appeal, are slated for a phased rollout beginning in 2025. The new licences will introduce a broader array of fandominspired accessories, aligning with the brand’s commitment to high-quality, wearable collectibles that resonate with consumers across diverse

Alongside Loungefly’s expansion, Funko is preparing to launch its premium collectible brand, Mondo, in key European markets. Mondo's high-end, artistically driven statues will support Funko's goal of expanding its global footprint while offering European audiences exclusive access to sought-after collectibles.

Readers looking to schedule a meeting with the Funko team can reach out via the email address provided above. Visits to the stand are by appointment only.

Nuremberg Toy Fair Commotion

01732 225 821 | www.commotion.co.uk info@commotion.co.uk

Hall 12, Stand A-04-9

Commotion is revealing a fresh new look for its larger stand at the 2025 Spielwarenmesse. The company will be presenting the very best from its distribution range of educational toys – including a staggering 100+ lines which will be new to the 2025 stand.

The newest arrival at the 2025 show will be the new SiliSoft range from Commotion’s own Tickit brand.

Carefully designed using superior quality safe food grade silicone, the selection has three colour variations and includes baby teethers and rattles, puzzles and stacking toys, as well as imaginative play and bathtime toys.

Other brand-new lines will include Wooden Lacing Jewels, Wooden Story Tiles, a Translucent Colour Pyramid Builder, Flexi-Tubes for attaching to the popular Translucent Colour Funnels for creative water play, and stunning Wooden Kaleidoscope Blocks.

A noteworthy new addition to the Tickit range will be the Tickit Whizz Balance Bike. Providing excellent value and rigorously tested for use in the most demanding circumstances, this is a tough, no-nonsense learner bike for 2+ years and promises to be an entertaining distraction for visitors to the stand.

Some of Tickit’s best-selling signature lines have also been extended this year to include a new low-level

illuminating Sensory Mood Discovery Table, great value additions to the Translucent Colour Play range, new wooden Animal and Bird Blocks featuring real photographic images, an Easy Hold Kaleidoscope, A2 Play Mats for using on Tickit Light Panels, the Gem Circle Mirror Tray and a jumbo Wooden Building Gem Block set.

PolarB will be showcased for the first time on Commotion’s stand. Introduced to its distribution channels earlier this year, the range has been extremely well received among existing customers and has great potential for the wider audience that Spielwarenmesse attracts. The PolarB selection includes toys for role-play, small world play, construction and activity centres – all designed with one eye on integrity and flair, the other on providing genuine educational value.

The star of the show could well end up being Commotion’s mascot, Humphrey the Elephant. 2025 will be Humphrey’s third year at Nuremberg – and as he explores the halls with his new colourful sash and logo, meeting & greeting his fans, he stands out as being friendly, approachable and charming.

Marvin’s Magic

01582 849 000 | www.marvinsmagic.com | leew@marvinsmagic.co.uk

Hall 12.0, Stand C0-2-1

Marvin’s Magic will be returning to the Nuremberg Toy Fair and British Pavilion in 2025, where it will take its usual prime spot in Hall 12. As a leader in entertainment-based toys and gifts, Marvin’s Magic has refreshed its brand and will be showcasing its evolution into three distinct product ranges: Marvin’s Magic - award-winning Tricks and Illusions, Marvin’s Wicked Pranks and Jokes and Marvin’s Magic Art – each set to inspire and entertain. All three categories will feature brand-new products and promotions in 2025.

The Marvin’s Magic range will debut the Signature Collection, a heritage-inspired selection of Marvin’s best-selling tricks from its 37-year history. The Signature Collection will be presented in a countertop display unit complete with a video screen to captivate customers and drive engagement.

In addition, the brand will launch Instant Magic—an eye-catching new range designed for the Instagram magician. This features easy-to-learn tricks and stunts that deliver an instant ‘wow’ factor, perfect for budding magicians eager to amaze their audience with a quick, impressive trick.

Following the success of the 2024 launch of the Wicked Pranks Pocket Money range, 2025 will see an expanded collection. New pick-up pranks will join the line-up, along with the Prank Shop Compendium which celebrates classic pranks and jokes, each crafted with Marvin’s signature quality.

The Marvin’s Magic Art collection, the company’s fastest-growing range, will also have fresh offerings. A new retail-ready range will premiere in Nuremberg, designed to meet key price points and bring the magic of arts & crafts to young creators.

For UK and Ireland retailers, Marvin’s Magic will also be showcasing distribution opportunities for brands like Sharper Image, Discovery Science, Clixo and ZipString.

To book appointments, please get in touch via the email address provided above.

© Disney/Pixar

2024 Universal Studios

©Squid Game:™/©Netflix. Used with permission.

©Squid Game:™/©Net ix. Used with permission.

©Eiichiro / Shueisha, Toei Animation

© 2024 SANRIO CO., LTD.

© Hajime Isayama, Kodansha/ "ATTACK ON TITAN" Production Committee. All Rights Reserved.

© Hajime Isayama, Kodansha/ "MY HERO ACADEMIA" Production Committee. All Rights Reserved.

© Tatsuya Endo/Shueisha, SPY x FAMILY Project

Nuremberg Toy Fair

Simba Smoby

01620 674 778 | sales@simbasmoby.com

Hall 6, Stand C-03, C-09

Simba’s Nuremberg showcase will include collectible Disney treats, a surfing Stitch and a more sustainable new line from Smoby.

Simba Toys’ Disney Munchlings plush range features popular Disney characters that have been reimagined as colourful treats. The Munchlings collection consists of six different characters, including Olaf as ice cream and Minnie as a chocolate strawberry. Each cuddly toy from the Munchlings range is around 10cm tall and has intricately embroidered facial features and lovingly created designs.

Simba Smoby is taking huge steps on the sustainability front, as it prepares to transition almost all its outdoor toy lines to Smoby Life branding. This range is made in large part from high-quality recycled materials, offering the same great quality, durability and beautiful aesthetic for which Smoby is renowned, whilst also giving families a greener choice. The Smoby Life Mud Kitchen is made from 89% recycled plastic and features a new trend-led colour palette; it’s easy to clean, resistant to outdoor conditions and offers a work area that includes two large mixing trays, a lid to extend the work surface or store “food”, a cooking zone and a low shelf for organising. The slatted backing conveniently holds the water tank, removable containers, hanging pots, utensils and more.

The Lilo & Stitch live-action movie coming in 2025 is expected to drive huge volume sales throughout the year for RC Surfer Stitch. Available from January, RC Surfer Stitch stands on a surfboard with a red paddle in hand. Fans can control Stitch’s board to make it look as though he’s catching waves wherever he goes. This super-rad RC item spins 360 degrees and is even self-righting.

HTI Toys

Hall 12.2, Stand P-09

In January 2025, HTI Toys returns to Spielwarenmesse to showcase a lineup of new products, brands and acquisitions. Since its last appearance in 2024, the company has expanded its range with innovative toys and fresh brand partnerships.

One of HTI’s key highlights is Teamsterz, which has seen remarkable growth and will occupy a significant percentage of the stand. New additions include the Robo Wreckerz range, featuring the Gorilla Slam and Mega Rex playsets —each with a car that launches down a ramp when activated. The Colour Change range expands with the Colour Shift Robo Croc, while new Beep & Go vehicles will also be on display.

The Evo team continues to innovate with new scooters for 2025, including Holographic and Neo Chrome Inline Scooters and a battery-operated Unicorn Quad. The 4-in-1 Evolve Scooter, which grows with children from age 12 months, will be a key focus, featuring a parent handle for safety and a transforming, versatile design.

HTI is also unveiling updates to its beloved Baby Chic nursery brand. The Baby Boo Dolls range complements the Baby Boo Strollers, and the Baby Boo Cherish Pram adds a fresh, innovative design to the collection.

In licensed products, strollers featuring characters like Peppa Pig, Bluey and Gabby’s Dollhouse join the expanding role play range, where new items such as My First Laptop and Cash Checkout feature Paw Patrol, Dora and Peppa Pig.

HTI’s Stretcherz brand has grown 310% this year, and it is showcasing new additions including XXL and electro Stretcherz, plus Stretcherz Slammers in new two- and four-packs.

This year also marks HTI’s acquisition of Sambro Toys. Among the new products are Puzzle Pals, buildable erasers featuring characters from Stitch, Minions, SpongeBob SquarePants and more, alongside new licensed plush toys, including Peppa Pig and Teenage Mutant Ninja Turtles.

Chengzhen International

(852) 2312 0610 | www.mstoys.com | sales09@caipotoys.com Hall 7, Stand C-11

Die cast toy company Chengzhen will be showcasing new models at Spielwarenmesse 2025, under its own brand MSZ (Metal Speed Zone).

The 1:32 scale with realistic light and sound is the company's best-selling series. The models in this range feature opening doors, working headlights and taillights, and engine and horn sounds. Chengzhen has more than 100 models, including new models such as the Lamborghini Revuelto, Bentley Bacalar and more, which will all be displayed during the fair. This series also has EV vehicles such as the Mini Cooper Electric and Audi RS e-tron GT which can be played with together with a charging station.

The 1:43 scale (about 4.5”) is another hero product for the company and is an ideal choice as a pocket money toy. With around 100 models available, ranging from dream cars like the Lamborghini Huracan STO to German racing cars like the BMW M4 GT3, children have a wide range to choose from and collect. The new model Maserati MC20 will also be showcased at this year’s show. Chengzhen launched the 1:64 series 2 years ago, all MSZ models are officially licensed and have a unique feature of working wheel suspension, which competitors’ items do not have. The 1:64 series includes over 30 models and there are plans to expand the collection with new models like McLaren 765LT and Porsche 911 GT2 RS for next year.

Chengzhen has also just launched 1:24 scale McLaren MCL60 Formula 1 cars which have already received positive feedback. Another scale in 1:43 will be a highlight in Nuremberg. All model cars in the range are highly detailed and authentic replicas of real racing cars. Driver helmets are also included in the cars as an option. Chengzhen is expanding with a third factory expected to open in Q1 of 2025, while its Hong Kong office has recently moved to New Mandarin Plaza in Tsim Sha Tsui East, which makes it a convenient location for showroom visits during the upcoming Hong Kong Toys and Games Fair in January.

Nuremberg Toy Fair

Craft Buddy

020 3417 6565 | www.craftbuddyltd.co.uk

trade@craftbuddyltd.co.uk

Hall 4, Stand D-10

Craft Buddy is back at Spielwarenmesse with its latest showcase for spring/summer 2025, featuring innovative new products in the arts & crafts sector.

Following on from the success of Disney 100 Crystal Art Sticker Album, a new sticker album is launching in 2025 which celebrates one of the most popular movie franchises of the last two decades. Visitors to the stand will be able to place pre-orders with the Craft Buddy sales team.

As a successful innovator in Crystal Art crafting kits, 2025 sees the launch of the first ever range for younger crafters. Perfect for the 4+ age group, Craft Buddy has developed this product to ensure it supports hand-eye coordination. With bigger 10-12mm gems and a larger pickup pen, the introductory range features five fan-favourite characters.

Leveraging the popularity of collectibles and blind bags, Craft Buddy is launching a 2-in-1 Crystal Art product that taps into this latest musthave trend. This new pin badge product is a must-have for Disney fans, with 15 licensed iconic characters to collect including Mickey & Minnie Mouse, Aladdin, Elsa and Olaf.

Expanding on the popularity of the Crystal Art Buddies Series is a new range of Craft Buddy Original designs featuring animals. The range of 20 Wildlife Buddies span five locations - Safari, Ocean, Jungle, Down Under, and Misunderstood. Each Wildlife Buddies Kit comes with a playing card size ‘EduCard’ that showcases facts and general information about each of the animal characters. A link to a specially designed webpage explores additional facts and stats. In addition to the Wildlife Buddies Kits is a collection of 3D Crystal Art Butterflies.

Back for 2025 are the 16cm XL Crystal Art Buddies with eight more celebrated licensed characters, including Harry Potter, Mufasa, Jack Skellington and Frida Kahlo. Frida Kahlo, the pioneering Mexican artist, is further celebrated with the launch of a Crystal Art Planner with a soft leather-like front cover and a crystal art partial gem design.

Paladone

01273 230 037 www.paladone.com info@paladone.com

Hall 12, Stand C-16

Paladone is set to showcase its expanding line of SquishyGlo lights at Spielwarenmesse 2025. Made from soft, childsafe silicone, SquishyGlo is a light-up interactive companion for the home. Shaped like beloved pop-culture and gaming icons, users can simply tap or squish to turn on and adjust the brightness. The SquishyGlo also features an auto-off function after 1-3 hours, and three brightness levels.

SquishyGlo is available in designs featuring Stitch, Spider-Man, Hello Kitty, Peppa Pig and a Crayola Crayon. This lineup is set to grow with over a dozen new additions launching in 2025. Retailers can look forward to new characters that cater to a wide range of interests and markets, from beloved Disney characters to gaming world icons and more.

Paladone's newest additions to its extensive portfolio of fan-favourite licences include products inspired by Bluey, Care Bears, Netflix’s One Piece, Toy Story’s Lotso, Fortnite and Superman, which will all be on display at the show. Tapping into both nostalgia and current trends, Paladone’s expanded range reflects its expertise in capturing multi-generational appeal, from pre-schoolers to kidults, across a broad set of categories.

Paladone’s partner company, WeCool Toys, will also be exhibiting at Spielwarenmesse, debuting its creative toy line alongside new licensed versions of bestsellers. Known for creating playful, hands-on products, WeCool Toys’ latest innovations add a twist to sensory play and DIY crafts.

To book an appointment at Spielwarenmesse or connect with the team, please get in touch via the details above.

Craft Buddy’s 2025 spring/summer range showcases two sizes and six new licensed scroll kits featuring Lion King, Moana, Lilo & Stitch and Frida Kahlo, as well as five generic scroll kits which include an introductory selection of three popular meme phrases. Five new sparkling canvases include a Harry Potter design and four Craft Buddy Originals, all of which come display-ready on pre-mounted canvas stretched artwork. Happy Line Toys www.happylinetoys.com | contact@happylinetoys.com

Hall 6, Stand C-32, C-38

Happy Line Toys is set to introduce its latest innovations in play at Spielwarenmesse. This year, the company will be unveiling its new line of Magic Toys! Mini Magic Kits.

Magic Mini Mysteries are designed to let budding magicians explore the wonder of magic, right in the palm of their hands. This new line features seven special themed Magic Rooms, each filled with five spellbinding tricks and mini-sized to be portable. The Magic Rooms expand, connect and stack, allowing kids to build their own magical kingdom. Inside each room, they’ll discover magician figures, animal companions and items like Magic Potion Bottles and the Magic Lantern. Crafted to inspire imagination with each set, Magic Mini Mysteries encourage children to explore and expand their world of magic with every play.

As well as viewing Happy Line Toys’ unique product offerings, from QT and Building Blocks to Plushies and Fidget Toys, visitors to Spielwarenmesse can also connect with the passionate team and discover how these toys can enhance retail selections.

Nuremberg Toy Fair

Bayer Design

(49) 9571 97980 | www.bayer-design.com | service@bayer-design.com

Hall 1, Stand D-19

Bayer Design will be presenting its newest products at Spielwarenmesse 2025. The company’s range includes a diverse selection of doll prams, dolls and doll accessories in various sizes and categories. Bayer Design’s products offer an appealing, high-quality design and promote creative play, empathy and role-play in children.

The company will be presenting new doll pram models, a new make-up and hairdressing head and other new dolls as well as various new doll accessories. Each of the products offers well-thought-out functions and loving details that make playing realistic and varied. Items for the youngest children encourage their first role-play experiences, while products for older children offer more complex functions and can be supplemented with fashionable accessories.

All products have been developed to the highest quality standards and are safety tested to delight parents and children alike. The company’s dolls and accessories undergo rigorous testing to ensure that they are not only fun to play with but also safe for all ages.

For more information, readers can have a look at Bayer Design’s website or get a first impression of its products on its social media channels.

Carrera Revell

01296 660 291 | www.carrera-toys.com

A new year will see Carrera Revell unveil many licensed properties and innovative products. Blue Heeler, Bluey, joins the existing Carrera First slot racing assortment with her little sister Bingo, alongside Mario Kart, Spidey and his Amazing Friends, Paw Patrol and Batwheels. The Carrera Speed Arena slot racing system offers budding racers the ability to take their racetrack on their travels. It’s battery-operated for convenience (can also be run via a power bank) and self-contained in its own carry case which can easily be set up and folded down for transport.

Carrera Go!!! Formula 1 already features most top-tier teams including Oracle Red Bull Racing, Mercedes-AMG and Ferrari and will storm into the new year with the latest drivers/liveries. 2025 will see the addition of McLaren Formula 1, with drivers Lando Norris and Oscar Piastri.

Disney’s The Lion King and The Jungle Book will be added to the already popular Harry Potter and Game of Thrones: House of the Dragon assortments in Revell’s recently launched book nook Tiny Adventure. This range of self-assembly wooden scenes-on-ashelf comes with evocative (battery-operated) back-lighting.

Mattel

01628 500 000 | www.mattel.com Hall 12.2, Stand P-15

Mattel will be celebrating its landmark 80th Anniversary at Nuremberg this year, this milestone will be woven throughout the exhibition celebrating the company’s legacy and its vision for the future. Marking 80 years of innovation, the celebrations underscore Mattel's enduring influence across generations.

In continuation of its mission to inspire imagination, Barbie will take centre stage with new products along with a focus on the brand’s evolving theme of limitless possibilities, showcasing how Barbie continues to empower creativity and self-expression for audiences of all ages.

The fusion of Hot Wheels and Formula 1 will be highlighted capturing the thrill and innovation behind this collaboration with products appealing to both young enthusiasts and collectors, and emphasising the dynamism of the Hot Wheels brand.

Mattel will also be showcasing products designed for the growing kidult audience, including collectibles that merge nostalgia with modern designs.

Revell will also launch products in 3D Puzzle, Revell Control RC and plastic model kits for Naruto and One Piece to captivate fans. Revell’s extensive plastic model kit range will see new additions marking the 10th anniversary of Star Wars: The Force Awakens, Star Wars: The Mandalorian, Stranger Things, World of Warcraft, Red Arrows, Iron Maiden and others, with RC Gabby’s Dollhouse and Harry Potter items joining the Revell Control assortment, plus much more. Meanwhile, being launched in the UK at London Toy Fair is the AI-integrated Carrera Hybrid, which is designed to bridge the gap between gaming, RC and slot to offer an easy-use and fully licensed race system for enthusiasts with multiple skill levels and car/track settings, all via a smart device.

Home of educational play

Our new Whizz bikes will be launched at the Nuremberg Toy Fair

Suitable from 2 years

Lightweight - only 3.5kg

Puncture-proof tyres

Durable, rustproof frame

Adjustable height

3 year warranty

Nürnberg 28. Jan - 01. Feb 2025 Hall 12, Stand A-04-6

Nuremberg Toy Fair

Horizon Group

www.horizongroupusa.com | sales@hgusa.com

Hall 12, Stand F-23

As part of the company’s strategy to connect with a broad audience of international buyers, Horizon Group USA will exhibit for the first time at the Nuremberg Toy Fair in 2025. Horizon Group has solidified its position as a category leader in the craft industry through its development of owned brand lines, including STMT and Just My Style, and its solid relationships with the hottest properties, including Play-Doh and Squishmallows, to deliver character-based licensed craft and activity kits complementing the Horizon Group portfolio.

Crafted with the Play-Doh quality that consumers know and trust, these one-of-a-kind sensory compounds encourage users to play big. From Super Stretch and Cloud to Bubble Pop and Butter, there's sensory fun for users of all ages.

Horizon's latest collaboration with Jazwares unites the pop culture phenomenon Squishmallows with Horizon Group’s Slimygloop brand, introducing items inspired by the wildly popular plush toys, offering the community a new way to collect and connect with their favourite characters. First to market was a sensory line of scented, stretchy and fluffy slime in jars with Mallows on top.

With a vast line of all-inclusive sets designed to take self-expression to the next level, Just My Style empowers users to inspire new trends. With the Just My Style Sweet Shop, users can create 12 shea butter-infused lip glosses with an easy-to-use fill station. Kids can customise with confetti mix-ins, decorate with stickers and transform their glosses into keychains with charms. The kit is vegan-friendly and chemical-free.

From creative journaling to DIY jewellery, STMT lets tweens and teens express and elevate their creative abilities. The STMT DIY Alphabet Jewelry Set offers 1300 alphabet and accent beads and allows kids to create personalised accessories for every occasion and style.

The company’s international sales team has expanded, including two key hires that will drive the company’s growth and expand its global footprint. Claire Gilchrist has been appointed SVP of International Sales and Business Development to bolster Horizon Group’s reach across global markets; Grant Gie joins as VP of International Sales and Business Development, leading EMEA strategy.

Attendees can make an appointment to visit the company via the contact details above.

MGA Entertainment

0845 0533 333 | www.mgae.com

Hall 12.2 Stand P-08

MGA will be showcasing an array of new products at this year’s Spielwarenmesse. Following the successful launch of the L.O.L. Surprise! Mermaids collection in Q4 2024, two brand new ranges will be revealed in the Tots category, continuing the popular fantasy theme. Fans can experience signature play features that offer fun and never-before-seen water play experiences with the brand-new L.O.L. Surprise! Fairies collection.

L.O.L. Surprise! has enjoyed tremendous success through partnerships with licensed products over the last few seasons. This Q1, the brand is rekindling a partnership with a huge and globally iconic brand to release a series of new collectibles.

Rainbow High will reintroduce some of its best-selling, core characters with new themes and brand-new play patterns. Last year saw the launch of Rainbow High Littles, and this season, Rainbow High will see an extension of this popular line with even more added play value and detail.

Solidifying Little Tikes’ position as market leader in outdoor toys, a new line will see innovative and fun outdoor play products introduced to the market for the first time. The brand’s highly successful Little Tikes Story Dream Machine will also see further expansion this Q1 with new licences that develop reading skills and bring story time to life.

MGA’s Miniverse continues to grow, and pillar segments of the brand –including food and the Harry Potter licences – will evolve with innovation such as Make It Mini Diner from Scratch, alongside a host of seasonal and lifestyle ranges. A big movie anniversary will also mean one of the most innovative launches in the MGA’s Miniverse portfolio to date.

Despite having only launched in August last year, Yummiland is already making its mark and this momentum will continue with new characters and brand-new themes, as well as a new feature and the return of an old favourite.

Letter from America Opinion Peak seasonbring it on… Rick Derr

After 20 years working at A.C. Nielsen/D&B Research Company, Rick opened the first Learning Express Toys franchise in the Chicago area in 1996, and then became a sub-franchiser, opening 10 more stores. Although leaving the corporate environment behind, he has combined his expertise in data and numbers with a passion for the toy retail space. This month, Rick looks at his September predictions for top sellers to see how sales have panned out.

As I write this, it’s roughly 40 days till the big day. The “season” is not the season we all remember 10, 20 or 30 years ago. Today, customers view their holiday shopping thus: “delayed till I must buy”; “I can just click and get a gift to my house in hours” or “it’s the economy, stupid!”. Black Friday has lost its focus, as sales start in October and continue every week thereafter until Christmas - even more so here in the USA.

But this is our 29th Christmas, and this year, our friends will be celebrating Hanukkah on the same day. Chrismukkah is a pop-culture portmanteau neologism referring to the merging of Christianity's Christmas and Judaism's Hanukkah, which only occurs about every 15 years. So, we are expecting a late and busy shopping pattern for the last 10 days before Christmas, which typically equates to 50% of our December sales.

See the chart for the top toys we predicted in September 2024. How are they doing?

Despite being out of stock for two months, Stitch Real F/X puppet returned to become what is likely to be our top selling item (in dollars) for 2024. Stocks are good right now, and I do believe a new category of puppetronics has been created by Wow! Stuff.

The Jellyfish Speaker (Trend Tech Brands) continues to be a best seller at its $39.99 price point. This is a winner - many customers have purchased multiples to give as gifts.

Air Toobz (Fat Brain Toys) is in its second year and has topped the Learning Express leader board for most of 2024. At $150, with add-ons at $60 and $25, this is a $250 gift and will easily hold down a top 5 finish.

Have you heard moms need quiet in the house? The Ninja Silent Basketball craze (whisper it) has been a hit. Two sizes and a hoop to shoot at, and prices from $15$35, make this an easy pick-up gift that will be in our top 10 for sure.

Moving up one to two places is the TikTok viral Vending Machine from Melissa and Doug (Spin Master). Indies were given a special price this year and this strategy is paying dividends as we are $30 less than Amazon, which will sell out. I hear they tried to order 15,000 more but the answer was ‘no’, too late for Melissa and Doug. These types of partnerships give us a chance to draw traffic and make enough margins to survive, so thank you M&D!

Sticki Rolls (Sky Castle Toys) was launched in late September and rocketed up the top sellers list. A journal has been added to store the stickers, plus a gift set, which are proving popular holiday gifts. The viral marketing pre-launch was impressive and perhaps a lesson for other toy manufacturers to follow.

PlayTabs and Tiles are another Fat Brain Toys winner. A modular sensory toy, PlayTabs lets kids build a unique experience packed with fine motor challenges, visual fascination and cause-and-effect discoveries. The modular system means prices start at $29.99 and can go up to $90.

My last top ten toy is ZipString. Hamleys is demoing and, according to ZipString, turns 60-80 units a day. We started to sell in July and have seen month-over-month growth. The product was featured on Shark Tank here in the US (no deal made) but the resulting PR and new glow in the dark Luma Zipstring have taken this product to another level.

Gecko Marble Run (Thames&Kosmos) is holding its own but has been affected by Amazon selling at a 50% discount. And, finally, 2023’s Bitzee performance is not being replicated with the newest versions (Disney and Magical) – it is selling ok, but not at the levels of last year. Hey, one phenomenal year is better than none!

I must note that while these top individual items are selling well, the Lego brand is our top vendor partner overall. In seasonal lines, Lego Advent Calendars have diminished in sales, but two Christmas builds, the Holiday Tree and Santa’s Sleigh, have more than made up the difference.

Happy Holidays from the Toy Man and the USA.

21-23 January 2025

Olympia London

Booth: Grand Hall : E2

28 January-1 February 2025

Messe Nuremberg

Booth: Hall 4 D10

7-10 February 2025

Messe Frankfurt

Booth: Hall 1.2 C37

Craft Buddy’s latest, come and see, A world of sparkle, creativity and glee. From vibrant innovations to ideas so new, All crafted especially just for you. We can’t wait to show and share, The 2025 magic we’ve prepared with care.

To book an appointment trade@craftbuddyltd.co.uk

Toy World wakes up to

DreamToys 2024

It was an early start for the Toy World team on Tuesday 12th November, which heralded the unveiling of the DreamToys top 20. Here, we report back on another great day out.

On a sunny day in December, London’s Goodenough College welcomed the return of DreamToys, the grand unveiling of the products the industry’s most informed people believe will be the hottest toys this festive season, to attending media including The Guardian, The Sun, ITV, Associated Press and many more. It was the second time the venue had hosted the event, and the organisers, the Toy Retailers Association, had upped the Christmas ante, covering the portraits in the hall with seasonal scenes – with the exception of Frederick Craufurd Goodenough, the college’s founder, who oversaw proceedings from behind the DreamToys sleigh.

According to Geoff Sheffield, chairman of the Toy Retailers Association, DreamToys is the Christmas starting pistol. He told Toy World: “We’re really pleased with today’s turnout; the fact DreamToys is chosen by a panel of toy retailers really brings it home to attending media that this is what the industry is all about, and the timing makes it a positive, good news story at the end of what has been a challenging year.”

DreamToys 2024 saw a number of companies join the line-up for the first time ever (more on them later), while Richard North at Wow! Stuff was delighted to have made it into the selected 20 toys. That the Real FX Stitch ‘puppetronic’ toy made became a DreamToy this

year won’t have taken anyone by surprise. It’s been a phenomenal launch for the company and has already taken home several accolades this year as well as featured on a number of top toy lists. However, Richard told Toy World that to bag a DreamToy award was something special.

“We always hope to get recognition when we’ve made a wonderful toy, whether that’s from consumers or retailers,” he explained. “It’s very possible to have a best-seller but miss out on the ultimate honour, the DreamToys official list, which is something we’ve experienced in previous years. And since the Toy Retailers Association changed format, ditching the longlist, it’s become even harder to become a DreamToy – and that is what makes being here even more special. Wow! Stuff has created something unique with puppetronics and you’ll see much more of this coming through in 2025.”

The lovable blue alien also made a second appearance in the DreamToys 2024 top 20, with Lego’s Disney Stitch construction set one of three toys the company took home an award for; Lego Icons Tiny Plants and the Lego Speed Champions McLaren F1 Race Car appeared alongside Stitch on the company’s stand.

Christian Pau, vice president & general manager for UK & Ireland at the Lego Group, told us: “We are delighted to have three toys included in DreamToys 2024 list,

showcasing the variety of passions and play experiences that the Lego Group has to offer. From our hugely popular Lego Speed Champions McLaren Formula 1 Race Car and Lego Stitch to Lego Tiny Plants, this year’s list truly reflects the hours of building fun we offer for kids and adults alike, with gifting options available to suit anybody you are looking to treat this Christmas.”

One of this year’s DreamToys first-timers was Just Play, with FurReal Peanut the Playful Monkey. Although Just Play is well established in the USA it’s only been operating in the UK for two years, so receiving a DreamToy is a real milestone for the team. Amy Saunders, UK country manager, and Tess Parsons-Broome, UK Marketing manager, were clearly delighted when Toy World stopped by to speak to them. Tess said: “When you look around at the company we’re in, amongst some really big players, you start to feel like it’s all paying off and helping to put Just Play on the map. It’s a privilege too. FurReal has some real heritage behind it; Hasbro did a great job with the brand before we took it on and breathed new life into it. Peanut reflects the innovation that FurReal is known and loved for; the influencer kids here have adored her.”

From big animals to small ones, the Littlest Pet Shop Pet Shop Play Set has also become a DreamToy, marking Bandai UK’s event debut. Kirsty Mackenzie, the company’s head of Marketing, explained that the brand

Bandai UK made its DreamToys debut with Littlest Pet Shop

Tess Parsons-Broome with Fur Real Peanut the Playful Monkey

Brand Profile Moose Special Feature DreamToys

only launched in January, first within the independent sector, followed by nationals, and that the award was the ‘cherry on top of the cake’. Bandai also continues to see success with Tamagotchi and its adult collector side of the business, giving the company reasons to be optimistic this Christmas. “From talking to other people, it’s clear there are multiple reasons to be cheerful right now,” Kirsty added.

Moose Toys also secured a DreamToys with a diminutive animal, the very cute Little Live Pets My Walking Penguin, which was one of three toys from the company to make this year’s top 20. It’s been a strong year for licensed product, and with Bluey remaining a firm favourite among pre-schoolers (and their parents) and Despicable Me 4 officially making the Despicable Me franchise the biggest animated franchise of all time, the inclusion of Moose’s toys felt very well deserved.

“This year, more so than ever, we’ll see that one person’s stocking filler may be another person’s main present, so offering a wide range of price points is important,” said Maddi Tiscoe, Moose’s head of Marketing UK & Distributors. “Consumers are a little more wary this year, and they want to see the value in what they’re spending on – and our toys offer plenty of value for money, whatever the RRP.”

Another hit with the kids was Zuru’s Mama Duck Surprise. The company, another DreamToys first-timer, delighted the crowds with the adorable, waddling mummy duck and ducklings, which can be hatched before placing them carefully to trail along behind one another. Combining surprise unboxing with nurturing play and an evergreen animal theme, at an RRP of £29.99, the product certainly looked ‘quacking’ on Zuru’s stand.

“We are thrilled with Mama Duck & Baby Surprise making the Dream Toys list,” said Lucy Figg, senior Marketing executive UK & Ireland at Zuru. “From going viral on TikTok at launch to placement in the top 20 toys, we are absolutely delighted to see the recognition it is getting for being such an all-round great product that appeals to a wide audience. It’s clear that parents love all it has to offer, and children adore the surprises and using their imagination to discover their own play patterns.”

Youngsters at DreamToys also got hands-on with Hasbro’s Beyblade X Xtreme Battle Set. Hasbro, like most of the companies at DreamToys, was generously gifting product to attending children to spread a little joy ahead of Christmas, in the form of single Beyblade packs. Julia Swan, Regional Communications manager at Hasbro, had to admire one keen kid influencer, who returned to the stand to enquire as to where he was supposed to play with his gift, clearly hoping he might just be allowed to take home one of the Xtreme Battle Sets themselves. Maybe he’ll put it on his Christmas list.

Spin Master dominated this year’s list with no less than five DreamToys: the Hatchimals Alive Mystery Hatch Pufficorn Egg, Hex Bots Wall Crawler Gecko, Kinetic Sand Squishmotion, Paw Patrol Rubble’s Bark Yard Deluxe Bulldozer, and Unicorn Academy Interactive Rainbow Light-Up Wildstar.

“We are absolutely thrilled to have not only one but an incredible five toys selected as part of the DreamToys top 20 Toys for Christmas,” said Spin Master’s general manager, Richard Dickson. “DreamToys is widely regarded as the ultimate guide to the best toys for Christmas and the inclusion of five products highlight the diverse and innovative range of products we offer.”

MGA Entertainment, meanwhile, created some magic at DreamToys 2024 with the Miniverse Make It Mini Harry Potter Potions Class. Live demonstrations of the build-and-play experience drew many to marvel at the miniature toy range, which Pamela Justice, Marketing manager at MGA Entertainment, told Toy World is just the tip of the iceberg in terms of what the range has to offer (more will be revealed at Spielwarenmesse 2025).

“We’re so proud to be back at DreamToys for the second

consecutive year,” enthused Pamela. “MGA’s Miniverse continues to go from strength to strength, with kidults in particular fuelling brand growth. The DreamToys award, as well as the incredibly positive feedback on the Miniverse range we’ve received so far, just goes to show that combining creativity with iconic franchises is a winning formular, expanding the appeal of both exponentially.”

Mattel took home two DreamToys this year: one for the Hot Wheels Ultra Shark Car Wash Play Set, and the other for Uno Show ‘Em No Mercy. While both proved very popular with the media, they also went down very well with television presenter Helen Skelton, who, despite her very busy schedule, stayed for a whole game of Uno. Sarah Allen, PR manager for Mattel UK, said Helen also enjoyed playing with the Hot Wheels set; as a mum of three boys, she appeared to appreciate its many features and exciting, adrenaline fuelled action features.

Helen was also able to travel in style at DreamToys, thanks to a specially hand-decorated, unique London Black Cab completely covered in cute Sticki Roll stickers in celebration of the Sticki Rolls Sticki Book DreamToys win. The cab took pride of place in the courtyard outside the venue, and Helen was spotted behind the wheel.

Mark Hunt, Marketing director at Character Options, the company behind Sticki Rolls, said: “We’re honoured to have the Sticki Rolls Sticki Book recognised by DreamToys and its panel of retail experts as one of the top toys of the year. It was so exciting seeing the press and content creators discover Sticki Rolls at this year’s event, not to mention seeing their reaction to the Sticki Rolls London Taxi we had stationed outside.”

Toy World also caught up with Play-Room’s Rosie Marshall, who joined the board of the Toy Retailers Association earlier this year. Speaking to us mid-morning, with the event in full swing, she said the DreamToys 2024 exhibitors had done a ‘fantastic job’ with their stands and product displays, all of which helped create a joyful, festive feeling. She also highlighted this year’s wide assortment of play patterns and categories, which she feels is representative of the toy industry at large.

She added: “This year, we’ve also been very conscious of price, which is why the top 20 goes from £9.99 to £79.99. The average price is £42, and 14 toys on the list are under £50, offering a good mix for all consumers. As we’ve seen in previous years, Christmas might come late, but I think

it’s going to be good when it does come and that retailers might come into 2025 nice and clean, something they struggled with coming into 2024. That will be a huge positive.”

DreamToys chairman Paul Reader told us DreamToys 2024 seemed busier than in previous years – a sentiment echoed by many of the winners – with a number of TV crews on-site generating all-important news content as attention turns to the big day. We also discussed how the move from top 12 to top 20, as mentioned earlier, has given the Toy Retailers Association the scope to explore more categories and products than ever before, something he feels is reflected by this year’s list.

“It’s always been a struggle to pick the ultimate DreamToys, and it’s become even harder since we took away the longlist,” he admitted, noting the industry’s vast range of major players and top-quality toys. “We think it was a very positive move, and if our winners are happy then so are we – we’ve achieved our goal. I’m hoping shoppers will see all the DreamToys content and get down to their local toy shop ASAP to start stocking up.”

The full DreamToys 2024 assortment

Allegedly

We received a bit of a shock last month, after we were unceremoniously served notice that we were being evicted from our office home of the past eight years, along with the other dozen or so tenants in the building. No prior warning, no discussion, just a matter-of-fact letter from a lawyer I had never even heard of, informing us that we had to move out by the end of January – while we are in Nuremberg, and just after our busiest few months of the year. Thanks guys. Anyway, long story short, we have already managed to find a new (much nicer) office, and we will hopefully be moving in over the first few days of the New Year. We even have a ‘magical’ new toy neighbour in the new building – we’ll pass on address details shortly. But my goodness, life sometimes comes at you fast when you run a small business…

If you were watching TV, reading national / regional newspapers or listening to the radio in the UK in midNovember, chances are you will have come across coverage about the toy market, courtesy of the Dream Toys event. Some wondered whether Dream Toys was perhaps a bit late in the calendar, but the way this year has turned out, it seems that the timing was spot on. The visitor profile definitely represented quality over quantity: more good quality national newspapers and magazines, and even a smattering of TV news crews, fewer influencers and bloggers - and in truth, I don’t think many people were too unhappy about that balance. There’s no need to pick over the individual entries on the list, as I think that is always a highly subjective topic. I do think it makes perfect sense to do away with all the long lists, although I wonder if a list of 20 top toys is still too many. Many articles and reports simply avoided showing or printing the list altogether, as 20 product names take up a lot of space. Inevitably, it also means that even though they are all paying the same fee, some companies on the list will receive far more prominence than others – which is often down to the kind of product and how well it lends itself to photography or being part of a filmed segment (small items are at a particular disadvantage here, while larger moving items always work well). Of course, the challenge for the event organisers is that halving the number of items on the list would double the cost for those which do make it – and it isn’t cheap to start with. Overall, there were lots of things to like about Dream Toys this year: it felt like we had ‘grown into’ the venue. I thought Helen Skelton showed genuine interest and enthusiasm, working the room diligently. Gary Grant’s shoes are metaphorically big ones to fill, but Geoff Sheffield, Paul Reader and Rosie Marshall all did an excellent job representing the retail channel. There was lots of energy and positivity, and I think the resulting coverage reflected that. Maybe if the accompanying ‘narrative’ press release was going to focus on the Kidult trend, perhaps one or two more Kidult items could have been included on the list, so it tied in closer with the trend we were highlighting. But minor foibles like that aside, it was undoubtedly another hugely successful event…

The main hope for retailers after Dream Toys every year is that the items on the list hold their prices and aren’t subject to unnecessary discounting by retailers. A few suppliers at Dream Toys recounted some recent ‘lively’ conversations

with certain retailers, who have once again been advertising heavily discounted prices when they had no stock of the item in question. There’s no law against it, but my goodness, it’s a dubious practice. In two separate instances I was told about, the retailers in question played hardball to the supplier’s face and then put the price back up the very next day – which suggests that they knew exactly what they were doing, and realized it was a bit naughty to say the least…

I was disappointed that the rumoured tax on online platforms didn’t materialise in this year’s budget – albeit there may be movement in that direction next year, when a long overdue overhaul of the current business rate structure is on the cards. In the short term, the burden of increased taxation will largely be falling on SME’s rather than global tech giants and eCommerce companies with large distribution centres, which does nothing to even the playing field…

There is a small update to last month’s LA article, which unfortunately was only communicated to us long after we went to press. So, if you are planning to head to LA next year, it’s worth noting that the LA September dates which we were initially informed were ‘cast in stone’ are actually still being discussed. I gather that the international dates we gave are not likely to change, but locking the US dates down is proving slightly trickier. The important thing is that all parties are liaising closely with a view to ensuring everyone is aligned on timings as best they can be. We wish everyone involved in those delicate, complex negotiations all the best – the phrase ‘herding cats’ comes to mind for some reason…

We recently announced the merger of Pat Avenue and Trends, which struck me as an eminently sensible move for both parties – the new operation will no doubt benefit from the strengths of the combined companies’ ranges and the considerable experience of the people at the helm of both businesses. I said earlier this year that I expected more mergers to take place, and I don’t think this will be the last by any means. It was also great to be able to report that Basic Fun’s restructuring process is now complete, and the company can focus on the future, having secured $65m of new capital to fund growth and extend its product portfolio…

However, not all suppliers are robust enough to deal with the current challenges. Wicked Vision recently became the latest toy SME to file for insolvency, although there have been rumours for several weeks that some form of buy out or buy back is being negotiated – more news on that as we have it. And with Jakks asking both its EMEA senior VP sales and Marketing director to leave in the past few weeks, numerous people contacted me to ask whether the company is in trouble. It’s no great secret that I am not a huge fan of Jakks for any number of reasons, and the younger me would probably have made some sort of glib ‘will the last one to leave Jakks please turn out the lights’ joke. But I do appreciate that these situations can have a huge impact on individuals and their families, so all I will say is that I hope everyone affected finds a new opportunity soon, and that the company manages to find a way through its current issues.