Toy World Magazine February 2025

The Team...

John Baulch - @Baulchtweet

Abelated Happy New Year to everyone in – or associated with – the toy community. I hope you all had a marvellous Christmas, that your batteries were well and truly recharged over the festive season, and you are ready for whatever 2025 might throw at us. Judging by the events of the first few weeks of 2025, it certainly looks like we are in for another quiet one (not)….!

Here at Toy World, we fully embraced the ‘New Year, fresh start’ mantra this year – we moved into our new office on 2nd January. We’re only just down the road from our previous home – the new address can be found on the Contents page. Thankfully we managed to get ourselves settled in before the madness of Toy Fair Season kicked in – and by the time you receive this issue, the shows will be in full swing.

the fantastic new lines we’ve seen in London and Nuremberg. This issue also takes a look at the shows taking place in the second half of Toy Fair Season – Spring Fair and the New York Toy Fair. Both events have their place in the calendar: Spring Fair offers retail buyers the chance to see some different suppliers, many of which operate outside of the mainstream toy channel. With these companies often offering a more generous margin than the larger toy companies, unearthing a gem or two at the NEC certainly helps to balance the overall margin mix. And then, right at the end of February, the New York Toy Fair brings the early year show season to a close. This year, the show returns to its New York heartland after skipping 2024 – and it also returns to Q1, after a brief flirtation with a Q4 event back in 2023.

from thepublisher

To give everyone a little extra lift going into Toy Fair Season, there was some encouraging news from Circana, which I’m sure you will know all about if you subscribe to their data reports. The topline – and very welcome - news is that the widely anticipated late festive sales surge did indeed materialize here in the UK. According to Circana, Week 52 toy sales (including the three days before Christmas) grew by a whopping +51%, helping the overall December number to hit +5%, making it the best performing month of the year. Unfortunately, the slow sales in January, October and November still meant that as a whole, 2024 was down -3.7% in value – but I think we all saw that coming. Thank goodness the Week 52 figures mitigated the decline significantly.

Of course, within those over-arching numbers, there were undoubtedly winners and losers – and given the year we had, I suspect some of the swings might be quite brutal. Nevertheless, I am going to stick with the perspective that it could have been a whole lot worse, were it not for the big finish that is being reported. Christmas 2024 certainly went down to the wire, and it tested the nerves and resolve of every supplier and retailer, but at least it seems to have come good in the end. All things considered, I’m seeing the glass as half-full rather than halfempty.

So now, it’s onwards and upwards as we dive headfirst into 2025. Whatever happened last year is in the past. We can only look forward towards next Christmas, as the selection process starts all over again. And this year, more than ever, I believe it’s going to be important for retailers of all sizes to differentiate and find lines that are not stocked by everyone else. Hopefully we can help to bring a host of fresh ideas and opportunities to your attention over the coming months, as we start to share all

With the opening of the new toy building in El Segundo later this summer, the US Toy Association has clearly decided that, moving forward, the best place for a Q4 event is Los Angeles rather than New York. I guess the ‘if you can’t beat them, join them’ approach won out in the end, after several years of debate over the optimal strategy for the US trade show landscape.

It will certainly be interesting to see where this leaves New York in future, but for now, our trip to the Big Apple will bring Toy Fair Season 2025 to a close. Prior to that, the Toy World team will be heading to Birmingham for Spring Fair. For inspiration on which stands to check out when you get to the show, you can read our special preview of the Kids, Toys & Play sector, which starts on page 54.

And once all of these shows are done and dusted, retailers’ selections will subsequently be fine-tuned and firmed up over the coming months. Toy World will carry on sharing details of the most exciting new product launches while selections are being finalised, so suppliers can continue to showcase their hottest new introductions and keep them front of mind with buyers when all of the shows are in the rear-view mirror.

If you want to catch up with the Toy World team at either Spring Fair or the New York Toy Fair, feel free to drop us a line – our email addresses are on the Contents page, and I am sure we can squeeze a few more meetings into our busy schedules at both events.

The next issue of Toy World will be published at the start of March, when selections will be in full swing, and many of the key decisions will be in the process of getting locked down. In the meantime, keep an eye on our website and newsflash service for all the latest news and announcements from the shows.

Contact us today to find out how our exclusively-senior expertise, deep market knowledge and unique FOCUS methodology ensures we deliver playful-yet-transformational results for clients. - meaningful schools outreach - influencer campaigns - media relations - creative activations - events and more -

Brainstorm rolls out Freak Marbles

Freak Marbles, from World Alive, is a new spin on one of the world’s oldest toys which enjoyed a full trade launch at London Toy Fair. The range is distributed exclusively by Brainstorm in the UK and Ireland.

The collectible marbles have characterised 360º decoration, trading points, epic gameplay and skins that convert them into figurines for imaginative play or display, providing the ultimate marble playing experience. Rare freaks within the core range include glow-in-the-dark, glitter jelly, silver and colour-changing Freak Marbles, as well as the super rare gold marble.

World Alive launched Freak Marbles in Spain in October 2023 with a comprehensive marketing campaign involving branded collaborations with the world’s top marble racing channels, local influencers, online and in-app advertising. A branded racetrack featured in a prominent consumer Christmas Fair, alongside product integrations and mentions in the Marble Mania TV show. The brand has since been rolled out into multiple markets including Poland, the Balkans, Greece and Cyprus, Germany, Austria and Switzerland, as well as in the South East Asia region with top line partners. The next launches include South Africa, Australia and of course the UK and ROI.

World Alive’s founder, Amy Holden, said: “I knew within seconds that Freak Marbles would change the next 10 years of my life and the company’s trajectory. After a long sick leave, it motivated me to get back to work on the development of this exciting concept, and we cannot wait to introduce it to the UK following its phenomenal success in other territories.”

Brainstorm is the perfect partner for Freak Marbles thanks to its experience of StikBot; a collectible that is still successful more than eight years after its launch. Brainstorm’s MD, Julie Greenwood, commented: “Like StikBot, Freak Marbles is not just a collectible. This is an activity parents will like, especially with the emotional connection to their own youth.” Marketing is planned for Easter, and Brainstorm’s media consultant, Havas, is curating a plan incorporating learnings from the Spanish launch. Trade enquiries should be directed to sales@brainstormltd.co.uk for UK and ROI, and to amy@world-alive.net for international customers.

Addo Play signs multi-year global licensing agreement for Meccano

Addo Play has announced a multi-year global licensing agreement with Spin Master to carry forward the iconic construction toy brand Meccano, inspiring a new generation of builders and innovators worldwide.

Originally created in 1898 by Frank Hornby in England, Meccano is one of the oldest and most enduring model construction systems. For 125 years, its mission of “inspiring builders around the world to bring innovations to life” has remained timeless.

Under this long-term agreement, Addo Play will leverage its expertise in toy development and sourcing to design and manufacture a rejuvenated line-up of Meccano products. These will include core playsets, junior products and innovative collaborations that promote creativity, problem-solving and STEM learning.

The agreement is a step towards repositioning Meccano as a key player in global markets within the construction toy category. Addo Play will reintroduce the brand to the UK through its partnership with the Teal Group, gaining immediate access to over 1,200 retail outlets including The Entertainer, Tesco, Marks & Spencer, Matalan and Moonpig. The brand’s expansion plans also target key international markets, including France, through a collaboration with Bandai, as well as the United States, Canada, Australia and additional emerging markets.

Dave Martin and Mary Price, co-founders and CEOs of Addo Play, commented: “We are thrilled to work with Spin Master on this incredible journey to carry on the legacy of Meccano. Our goal is to create a stronger, more dynamic construction category and offer families a truly unique building experience that inspires creativity and learning.”

Andrew Murphy OBE, Teal Group chief executive officer, added: “It’s incredibly exciting to see the Addo Play team bringing new life to the iconic Meccano brand. Strong growth in private label ranges forms a key part of our retail strategy and we’re well on our way to our 40% participation target while also enabling Addo Play to become an even more powerful player in the international wholesale market.”

“Through our collaboration with Addo Play, we hope to inspire a new generation of builders by unlocking the creative possibilities of this timeless construction system,” said André Lake Mayer, Spin Master’s SVP of Global Strategic Partnerships & Consumer Products.

MGA announces promotion of Michelle Lilley to MD, UK and Ireland

MGA Entertainment has announced the appointment of Michelle Lilley as its new managing director for UK and Ireland. Leading the team across UK and Ireland, Michelle will be overseeing brands including No. 1 property in Playset Dolls and Accessories, L.O.L. Surprise!; No. 2 property in Fashion Dolls and Accessories Rainbow High; No. 1 property in Ride-Ons, Little Tikes and No. 2 property in Miscellaneous Toys and Fastest Growing property in Miscellaneous, MGA’s Miniverse (according to Circana Retail Tracking Service, UK, YTD November 2024, based on value sales).

Michelle began working for MGA in 2013 as Marketing manager for Little Tikes. Since then, she has held a number of positions in the company including Marketing director and, most recently, vice president Marketing EMEA. Having worked in consumer brands for almost two decades on some of the UK’s most exciting and beloved brands, Michelle has established herself as a consumer brand expert and will bring a wealth of knowledge and expertise to her new position as managing director.

Michelle stated: “These are incredibly exciting times at MGA Entertainment, and I’m proud to be part of such a passionate team. MGA Entertainment has long been at the forefront of the toy industry and has led on innovation and creativity. I look forward to building on this to ensure we are bigger and bolder than ever before.”

Commenting on the appointment, Isaac Larian, CEO and founder of MGA Entertainment, said: “Michelle’s commitment to MGA Entertainment speaks for itself and I am confident in her abilities to drive and grow our brands as we head into another exciting year with new category ranges and innovative product development.”

A glimmer of hope on Asia freight costs as shipping capacity increases

Toy logistics specialist New Centric Solutions (NCS) reports that vessel building schedules are ‘continuing with gusto’ throughout 2025, presenting a potential opportunity for shippers and importers alike to enjoy lower freight rates than those experienced in 2024. Vessels with a combined capacity of over 1.4m TEU (20-foot equivalent units) are expected to take to the water during the year, which will increase the available capacity on key shipping routes beyond the current level of demand.

Adrian Levett, Operations director at NCS, said: “We are already seeing freight rates at a substantially lower level than a year ago and after a rather flat run up to Chinese New Year, further reductions are in the offing.”

There are currently no significant signs that shipping lines are any closer to returning to the Suez Canal due to the ongoing unrest in the Gulf of Aden. Whilst routing vessels via the Cape undoubtedly adds cost and time to the movement of products, carriers are now familiar with this diversion - meaning stability and consistency will return to schedules as the year progresses.

Adrian continued: “We automatically pass reductions on to our clients during a falling market, as part of our ongoing commitment to bring value to every part of the supply chain. We believe that giving our clients visibility on rate levels and schedules helps them to understand the market, which results in a closer working relationship.”

For further information on the rates and conditions within the shipping industry, contact info@newcentricsolutions.com

Asmodee UK makes leadership changes

Asmodee has announced new leadership changes, setting the business up for continued success as it moves into 2025. Home to major titles such as Dobble, Catan, Bananagrams, Star Wars: Unlimited and The Pokémon Trading Card Game, Asmodee has announced these changes which are designed to have the right level of leadership focus in all key areas, driving the business’s needs and growth across the board to deliver positive customer and stakeholder satisfaction.

To support the wide variety of retailers Asmodee works with, there will be three channels under one Sales director, Anil Boodhoo – A Hobby & Independent Channel, a Nationals Channel and an eCommerce Channel, each headed up by a respective Channel controller.

Anil said: “Our extensive range of customers is at the heart of everything we do, so I am looking forward to supporting them within my new role as Sales director and delivering exceptional customer service across the board.”

Roger Martin will become Marketing director, supporting these three channels, growing the market and delivering experiential activations through demonstrations and organised play. “I am keen to focus on driving further growth and momentum across our extensive portfolio,” said Roger.

Greg Stanton, who has 25 years of buying experience, will move to be head of Purchasing, ensuing the right product mix is available for all of the company’s customers.

Alex Green, MD of Asmodee UK, said: “By making these changes, I am confident that we will be able to continue to deliver against the strategic objectives, and it will provide Anil, Roger and Greg with the opportunity to drive these three key business areas.”

Hasbro celebrates Monopoly’s 90th anniversary with evolved play experiences

Hasbro has revealed updates to the world’s most popular family board game, Monopoly, and announced expansion packs in celebration of the brand’s 90th anniversary. Over the past nine decades, Monopoly has remained a beloved staple of game nights. With over a billion players across the globe, more than 300 licensed versions, numerous global experiences, and wide-ranging digital games including Monopoly Go! from Scopely, Monopoly continues to find new ways to engage fans.

Kicking off the brand’s 90th anniversary, players everywhere can breathe new life into their classic Monopoly board through three new expansion packs: Monopoly Go to Jail, Monopoly Buy Everything and Monopoly Free Parking Jackpot. These expansions not only provide quick-turn gameplay but also add twists by giving players a chance to win money, collect new cards to get away with mischief and unlock opportunities to buy every space on the board; they can even buy the bank.

Hasbro’s players have always been at the forefront of the company’s product development and are the reason for Monopoly’s staying power. To support these updates, Hasbro conducted extensive research to understand how fans and families like to play and what experiences they want to take their gaming to the next level.

“Monopoly is more than a board game; it’s a cultural phenomenon that has transcended generations and resonates deeply with players across the globe,” said Brian Baker, senior vice president of Board Games at Hasbro. “These all-new expansion packs and the completely redesigned classic board game are a result of deep consumer insights, and I think they truly elevate the Monopoly play experience. For example, the Monopoly Free Parking Jackpot Expansion was inspired by decades of consumers developing their personal ‘house rules,’ and we wanted to recognise how our consumers have been playing. In our 90th year, we’re celebrating the elements our players have loved for nearly a century to keep the exciting gameplay of Monopoly alive for decades to come.”

In addition to the expansions, the classic Monopoly board game is getting an upgraded new look, featuring a sleek, more compact box, along with innovative storage solutions to keep the bank safe from thieves, Monopoly bills crisp and game pieces nice and organised. Plus, players can enjoy updated money designs and a return to the classic look fans know and love with the Chance and Community Chest cards, along with high-quality Title Deeds that elevate the gameplay. With stunning modern graphics, larger tokens, houses and hotels, Hasbro says the game has never looked better.

The Entertainer announces changes to executive leadership team

Teal Group, the parent company of The Entertainer, has announced the appointment of former John Lewis Partnership Group Supply Chain director, Mark Robinson, as chief operating officer, taking over the responsibilities for Supply Chain, IT and Transformation currently held by deputy chief executive, Jeremy Cobbold, who has decided to pursue new career challenges from later this year.

Mark will join Teal in March from his current role as Managing director of Wincanton TechCo.

Andrew Murphy OBE, Group chief executive officer, Teal Group Holdings, said: “Mark is a hugely accomplished supply chain professional who also brings significant experience of leading technology focused teams and large, complex projects. I’m delighted we’ve been able to secure him as part of the top-team leading the business through this exciting period of growth.”

Mark Robinson said: “I’ve admired Teal, both as a customer and a retailer, for many years, and I’m hugely excited to be joining the team in a few weeks’ time to help deliver the next phase of growth.”

Jeremy will continue in his current role until the early summer, ensuring a smooth transfer of responsibilities while leading delivery of a number of strategic priorities.

Andrew Murphy said: “I’d like to personally thank Jeremy for his huge contribution to the business throughout the last five years, in which time he has been pivotal to navigating The Entertainer’s course through the pandemic and its evolution from high street toy shop to a multi-faceted, international toy business. Jeremy is an outstanding leader and has been a fabulous colleague to all of us at The Entertainer and Teal Group. He’ll be very much missed by the Grant family, his board colleagues and his team alike and leaves with our very best wishes as he seeks his next challenge.”

Innov8 celebrates nomination for Toy of the Year Awards 2025

Innov8 Creative Academy says it is overjoyed that its Deddy Bears brand has been announced as a finalist in the competitive Collectible of the Year category for the Toy Association’s Toy of the Year awards 2025, alongside a number of major toy industry players including Lego and Disney. With the final award ceremony still several weeks away, taking place on 28th February in New York City to kick off New York Toy Fair, company founders Gavin and Aoife Lawler say they’ve struggled to think of anything else but the results of the voting, which will be announced in front of toy industry experts from across all sectors.

Gavin, CEO at Innov8, told Toy World: “We dreamed big, worked hard and now it feels great to be recognised; our ambition to be one of the biggest breakthrough toy companies is materialising. Owning our own IP gives us a huge advantage. It is no easy feat to become a finalist in these awards, known as the ‘Oscars of the Toy industry’, so it is fair to say Deddy Bears has made a global impact, and has caused people to sit up and pay attention. Our little Deddy Bears Plush in Coffin range is the finalist, and we cannot think of a more deserving collectible than this one. It’s already on Series 5 in the USA, having completely sold out its Christmas Collection.”

Aoife added: “The nail biting has already begun. On February 28th we know someone will walk away with the coveted award for Collectible of Year 2025. We don’t know about you, but our nerves are shot.”

Toy World wishes Innov8 Creative Academy, and all other finalists, the very best of luck at the Toy of the Year Awards.

International Istanbul Toy Fair continues to add value to Türkiye's Toy industry

One of the most important meeting points of Türkiye's Toy industry, the International Istanbul Toy Fair will be held at the Tüyap Fair and Convention Center between 25th-28th February 2025, bringing together major players from the Turkish toy trade as well as further afield to present the latest innovative, educational and cutting-edge products.

The International Istanbul Toy Fair is a strategic platform that brings together key representatives of the toy industry. This year, the fair is expected to enjoy a high level of participation from buyers in countries prominent within Türkiye's toy export scene, such as England, Greece, Spain, Italy, the United Arab Emirates and Egypt. This participation aims to produce new collaborations and opportunities whilst also boosting Türkiye's export volume.

The fair also offers professional visitors and industry leaders the opportunity to keep up with the latest innovations, establish new partnerships, and strengthen existing connections. A wide range of products will be showcased, from traditional toys to groundbreaking new concepts. Eco-friendly toys will be one of the key focal points of the event, aligning with global trends, while wooden toys and educational toys – two of Türkiye's most major exports – will also take centre stage.

In recent years, Türkiye has become a standout player in the growing global toy industry, offering a high-quality product assortment. The Turkish toy industry has an export capacity exceeding $300m dollars as of 2024. Deputy general manager of Tüyap Fairs Group, Yesim Ulusoy, said: "The International Istanbul Toy Fair reinforces Türkiye's leading position in toy exports. With our overseas offices in Moscow, Belgrade, Tehran, Tbilisi, and Ljubljana, and over 80 representatives, we are inviting buyers from 48 different countries to our fair. With more than 150 local brands and thousands of products, we aim to showcase the potential of the Turkish toy industry to the world once again."

The International Istanbul Toy Fair has become one of the key events shaping the future of Türkiye's toy industry. To secure your free online ticket and for more information, visit https:// www.istanbuloyuncakfuari.com/en/.

Diaframma produces new Calciatori Panini 2024/2025 commercial

Diaframma, in collaboration with Panini, has created the Calciatori 2024/2025 album commercial, creating a fresh and fun campaign that speaks of football, passion and collecting, perfect for all generations of fans. The commercial opens with a kid hosting a football press conference. The questions keep coming, but the young manager answers every question with confidence and expertise because he has the Calciatori Panini 2024/2025 album, the most up-to-date album ever. Each sticker can be scanned to access stats and updates for every match featuring the stars of the Italian league.

This narrative choice, in which a child takes on the role of an experienced coach, highlights how the album makes football even more of a unifying force for everyone and how this passion knows no bounds. The child is no longer just a spectator or fan, but becomes the protagonist of this commercial, giving all the answers just like a coach with years of experience.

The commercial was created by the Diaframma creative team, who chose to tell the story of football passion with a fresh and engaging tone. The little coach, with his enthusiasm and perfect answers, represents the future of football and collecting, all with a smile. Directed by Pier Paolo Moro, the commercial blends dynamism and irony, while Duccio Rossi’s cinematography captures the warm and exciting atmosphere of this unusual press conference.

The commercial is airing on major TV and digital channels with a campaign that includes TV, social media and radio. In addition, there will be special events and engagement initiatives related to the album’s launch, designed to directly involve all football and collecting enthusiasts.

Funrise outlines its major new launches for 2025

Following on from a year of significant growth and success, Funrise has shed light on some of the new ranges planned for launch throughout 2025, with new additions to existing brands also set to be introduced later in the year.

Gazillion Bubbles benefited from an exciting Premier League LED live TV football campaign and tactful promotions in 2024, resulting in a sales increase of +20% vs. 2023. Off the back of this, Funrise will be launching a new line-up of bubble machines and wands at a sub-£8 price point. Offering great value at an attractive pick-up price point, this new range includes hero product Tiny Typhoon. Funrise will also be updating some of Gazillion’s existing best-selling bubble machines with re-chargeable USB batteries, offering even more added value for consumers.

Fart Ninjas, Funrise’s best-selling brand, will welcome the all-new Series 11 in July. The brand continues to perform exceptionally well, with Funrise recently supporting Fart Ninjas stockists by launching an innovative clip-strip sound box solution that drove strong sell-through at retail.

In licensed toys, SpongeBob SquarePants enjoyed a soft launch this year at a successful partner retailer and performed very well, with the standout item being the Bikini Bottom Racers assortment. The range will become available market-wide this year thanks to increased interest in, and appetite for, SpongeBob product, bolstered by a new theatrical launch later this year.

Within the construction vehicle range, an all-new die cast Compact Steel assortment launches in spring, including a 1:24 scale die-cast Dump Truck and Steel Wheel loader. Later in the year, Funrise will launch an all new ‘Workforce’ segment within its CAT range, which previewed well during the LA September show and UK previews.

Finally, Furlings will see an all-new range extension. Arriving on-shelf in July at a lower price point versus the launch SKUs, these new Furlings received a hugely positive reaction during Funrise’s preview tour. In addition to this, Funrise will launch an all-new Furling character, which joins the existing three characters unveiled in 2024. Furlings was backed by a multi-channel marketing campaign that included YouTube pre-roll, Disney+ streaming, influencers and a nationwide out-of-home billboard campaign, all of which built up momentum for the year ahead.

Mark Hurry launches MH Licensing

Experienced licensing stalwart Mark Hurry has set up his own consultancy business to support companies in all aspects of licensing, from legal and commercial advice through to live entertainment projects.

Mark has over 25 years of experience in the entertainment and licensing fields, having worked at a succession of world-class law firms and blue-chip broadcasting houses. Mark’s career path has seen him represent Kate Moss and Elle McPherson as well as produce payper-view shows for Sky featuring music artists including the Spice Girls, Blue, Steps, and Boyzone.

Licensing has played a key role in all the projects Mark has worked on, as he explains: “My time at ITV catapulted me into the licensing arena with Little Britain, and from there I have represented Monty Python and Spamalot. The latter project gave me another road to travel down, as I branched out into the theatrical world. Over the past five years, I received top awards for a series of immersive shows and events. I have been involved in productions with huge investments and served at executive levels.”

“There are many roads to travel in the entertainment and licensing world. Over the past 30 years, my career has given me the opportunity to experience many of these thoroughfares and meet some wonderful people along the way. The combination of legal, commercial, production and licensing activity I have been involved with has served me well throughout my career, and I have decided that it’s time to re-engage with the licensing community, using the extensive experience, training and insightful methodology I have built up over the years.”

MH Licensing, a new advisory consultancy, will encompass Mark’s learnings and in-depth experience across all tiers of licensing. From the initial licensing of a product and brand protection, right through to setting up a location-based attraction, Mark can advise on all aspects of the process – encompassing legal, commercial and strategic activity – to take brands to market.

Advice can cover all the essential agreements including representation, licensing both in and out, large scale productions (domestic and international) and pitches, in addition to all forms of licensing-related legal work.

Mark can be contacted on mark@mhlicensing.com, and further information can be found at www.mhlicensing.com

Plum Play announces new partnership with Nikko Toys

Plum Play has announced a brand-new partnership with Nikko Toys as the official UK and Ireland distributor. This collaboration marks a significant expansion of Plum Play’s product offerings, now including Nikko Toys’ renowned range of radio-controlled vehicles for 2025 and beyond.

With over 36 years of experience in crafting engaging play experiences, Plum Play continues to expand by adding Nikko Toys to its portfolio. Known for its high-quality, durable RC cars, Nikko Toys brings over 60 years of industry expertise to the table. These versatile toys are designed for both indoor and outdoor use, providing endless fun for children.

“We are thrilled to be the exclusive distributor for the UK & Ireland of Nikko Toys, a brand that shares our commitment to quality and innovation in the toy industry,” said Paul Schaffer, managing director of Plum Play. “Following the continued success of our distribution agreements with Globber, Injusa and Happy Hop, we are excited to add Nikko Toys to the Plum portfolio. This distribution agreement allows us to offer UK and Irish customers and retailers even greater access to top-tier products that inspire active, imaginative play.”

This distribution partnership aims to enhance and expand the availability of Nikko Toys within the UK and Ireland, making it easier for consumers and retailers to access these products via Plum Play’s strong distribution network. The products will be available both on an FOB and a domestic basis in 2025.

“We are thrilled to announce our partnership with Plum Play UK. With its extensive market knowledge and commitment to excellence, we will continue to deliver the best of the vehicle category to our fans and consumers in the UK and Ireland market,” said Philip Redmond, CEO of Nikko Toys.

For more information, contact Brad Wild via bwild@plumplay.com

DKB named exclusive domestic distributor of Scentos

Known for its vibrant colours, signature fruity scents and engaging creative kits, Scentos has become a household name for kids and parents around the world. Celebrating its 15th anniversary in 2025, Scentos continues to turn everyday play into sensory adventures that ignite kids’ imaginations and delight the senses, with DKB Toys & Distribution now named as exclusive domestic distributor of Scentos products to the UK & Ireland.

James Luff, Commercial manager of DKB Toys & Distribution, said: “We’re thrilled to be working in partnership with the team at Scentos in the UK. We can’t wait to bring its new ranges to our customers across the country, who may not have had access to these fantastic lines before.”

Each Scentos product is designed with high-quality craftsmanship that’s safety-tested and kid-friendly, making it easy for children to dive into the world of colours, scents and textures. The range includes everything from colourful markers and crayons to scented dough and compounds, all infused with sweet and fruity fragrances. These products invite children to not only colour and create, but to experience sensory play and hone their fine motor skills and self-expression.

For DKB Toys & Distribution, the opportunity to partner with Scentos represents a step forward in offering unique, high-quality play experiences. With this partnership, DKB is set to introduce a new generation of kids in the UK and Ireland to Scentos’ products.

Lee Broome, head of EMEA at WeVeel, added: “As a leader of this category for over a decade, we are excited to be working with DKB as our exclusive distributor for Scentos to the UK & Ireland domestic market. This will allow Scentos to be offered to all customers across the market. With DKB’s experience in both distribution and the independent market, we are looking forward to the further expansion of Scentos brand in the region.”

Ben Cornwell joins Wigston Global as Sales director

Wigston Global, formerly known as Wigston Paper, has announced the appointment of Ben Cornwell as its new Sales director. Ben brings extensive experience in product development, business growth and fostering international partnerships, making him a key addition to the company as it embarks on a transformative rebranding journey. Wigston Global is setting its sights firmly on developing a retail pillar within the business to complement the existing education division, and there are exciting developments planned for the near future.

Over his career, Ben has successfully developed products for world-renowned brands, including Crayola as a licensee, as well as for other major global companies. Ben has consistently demonstrated an ability to align product strategies with market needs, delivering impactful solutions that drive growth and customer satisfaction.

Speaking about his new role, Ben commented: "I am incredibly excited to join Wigston Global at such an important time. Rebranding to focus on the retail and educational markets is an ambitious and inspiring move, and I am honoured to be part of a team committed to innovation and exceptional service. My experience developing products for leading global brands has given me a deep appreciation for creating solutions that engage and inspire, and I look forward to bringing that passion to Wigston Global. With some truly exciting developments on the horizon, I cannot wait to share what’s coming next."

Wigston Global’s rebranding initiative reflects the company’s commitment to evolving with the needs of modern consumers and educators. With a longstanding reputation for quality and creativity, Wigston Global is poised to introduce fresh, innovative solutions tailored to these markets.

Wigston Global’s managing director, James Walker, added: "Ben’s appointment is a significant milestone in our evolution. His achievements in product development and his ability to navigate international markets make him the perfect fit to lead our sales strategy during this transformative period.”

Character Options to distribute WereBears in UK and Eire

US stuffed animal manufacturing firm The Beverly Hills Teddy Bear Company (BHTB) has confirmed Character Options as the distributor of the nostalgic and gritty WereBears brand, which is due to relaunch this autumn in the UK and Eire.

The WereBears series of teddy bears was originally released in the United Kingdom in 1983. Philanthropist, author and cartoonist George Nicholas created them so that boys could embrace the teddy bears culture without the worry of teasing. 42 years on, the original characters that have both soft and sinister sides will appeal to both boys and girls with their wacky personalities.

Championing WereBears’ resurgence and with demand for 80s toy brands never being higher, Midco Toys’ David Middleton decided it was time to bring WereBears back to life and, together with Intertoy, encouraged the partnership between BHTB and Character Options.

“Noticing the influx in the scare craze across video games, social media and toys, Midco Toys thought it was time to bring back the original jump scare plush,” commented David. “By teaming up with George Nicholas, the original Creator, our heroes were reimagined for 2025. I believe the time is right to unleash The WereBears back into the world for audiences both old and young. The collection has true kid and kidult appeal and awesome transformation plush that goes from cute to gruesome.”

Mark Hunt, Marketing director, Character Options, added: “We are delighted to add this fun but fierce retro brand to our portfolio for the coming year. WereBears is a classic that will not only appeal to kidults that originally owned them but also to a whole new generation.”

The all-new collection includes the much-loved characters of Grizzler, Howler, Fang and Gums.

Readers can get in touch with Character Options on 0161 633 9800 or sales@charactergroup.plc.uk.

John Briggs takes on Sales director role at Giochi Preziosi UK

Headquartered in Italy, and one of the largest European toy companies, Giochi Preziosi looks to make significant strides once more in the UK market, following a detailed strategic product review not only for 2025 but far beyond.

John Briggs has been brought into the company as Sales director due to his cross-functional skill set in market-leading companies that match the growth of GP UK’s continued ambition. His responsibilities in this role will be to strengthen, grow and maintain retailer relationships in the UK and Ireland, driving and understanding the requirements of the different retailers and channels. With a great deal of newness and brand re-invention planned, John will manage the sales requirements internally and externally to achieve substantial short, mid and long-term growth plans for the future.

Country manager, Edward Catchpole, said: “We are really excited to have been able to secure John and his industry knowledge. John’s reputation in the industry over the past 20 years or so is something we needed and, with cross-category knowledge gained during this time, he will be an integral piece for GP UK to be able to operate at our very best in the UK and Ireland.”

John, whose previous roles include Sales/Commercial director at Epoch Making Toys and Canal Toys, with roles previously at MGA and Vivid, commented: “This is a hugely exciting time to be joining GP UK. When Edward approached me about this opportunity it was clear that exciting steps were being made that couldn’t be ignored. With a combination of our in-house ranges, which are expanding, new master licences and increased retail partners, there was little to think about. I am really looking forward to working with Edward and the team to help continue the growth of the UK and Ireland business.”

GP UK brands include: Gormiti, Hello Kitty, Monsterverse, Plasticine, Stickle Bricks, Winx, Smurfs, Coccolotti and Masha & Bear.

GP can be contacted on 0208 643 0320.

Industry Moves

Click welcomes Tony White as new Sales director

Click has announced the appointment of Tony White as its new Sales director. With over 20 years of experience in driving revenue growth, managing high-performance teams and fostering strategic client relationships, Tony will play a pivotal role in accelerating Click’s growth and market presence.

Tony joins Click from Wow! Stuff, where he served as General Sales manager, driving key growth initiatives. Prior to that, he held senior leadership roles at Moose Toys, where he led successful market expansion efforts. With his deep understanding of the toy industry and a track record of crafting innovative sales strategies, Tony is well-positioned to help Click achieve its ambitious growth objectives and expand its market reach.

“Tony’s leadership and industry expertise will be instrumental as we continue to scale and expand our business,” said Lewi Hillier, chief operating officer. “His passion for customer success and his track record make him the ideal leader to drive our sales team forward.”

In his new role, Tony will oversee all aspects of Click’s sales operations, including team management, strategic planning and the development of new business opportunities. His primary focus will be to enhance customer engagement and contribute to the company’s mission of delivering exceptional value to retail partners.

“Click is a business I have admired and worked closely with for several years, so I’m thrilled to join it and lead the talented sales team during this exciting period of growth,” said Tony White. “I look forward to building strong relationships with our partners and driving Click’s success to new heights.”

Luke Hillier, Click’s CEO, added: “I’m delighted to welcome Tony into the Click team. I have known Tony for a long time now; he’s a great operator and his experience and expertise will be invaluable to the business moving forward.”

Ravensburger announces new appointments

Ravensburger began the new year with the appointment of a Trade Marketing manager, further boosting the company’s growing marketing team. Lucy Waugh brings with her over seven years of experience in event marketing. Her experience includes a lengthy tenure as Event Marketing manager at the MSG Group, a Domino’s Pizza franchise, where she managed a year-round event calendar.

Lucy will report to head of Marketing and Product Development, Katy Fletcher. She will manage Ravensburger’s trade event programme and develop in-store programmes in conjunction with the sales and wider marketing teams.

“Lucy is joining us at a key time for our business as we continue to grow with new categories,” said Katy. “We’re dedicated to delivering the best-in-class for our customer base, and Lucy will play a pivotal role in maintaining and exceeding the standards our retail partners have come to expect.”

Enrico Tassinari has also been appointed as head of Sales TCG & Hobby Store Channel for Disney Lorcana TCG at Ravensburger, in a global role which will see him drive the brand forward in key territories for this year.

Wow! Stuff promotes Kaya Leadsford to head of Global Sales

Toy innovation company, Wow! Stuff has announced the promotion of Kaya Leadsford to its new head of Global Sales.

The announcement comes just six months after Kaya joined the trailblazing company as UK Senior National Accounts manager. In that role, she devised and led strategic growth with major customers and developed relationships for long-term retailer partnerships.

Dawn Lavalette, managing director, Wow! Stuff, said: “We’re thrilled that Kaya is on board as our new head of Global Sales. Kaya has an exemplary reputation in the toy and licensing industries – we have some spectacular products lined up for the year ahead which Kaya will be responsible for spearheading to market with her team. Kaya’s proven track record for driving account growth, forging stellar partnerships, and her cohesive approach with the Marketing and Product Development teams make her the perfect fit for leading and managing the International Sales teams.”

With almost 19 years of experience in the toy industry, Kaya’s promotion will support the company’s business growth and brand division development, including the newly created Puppetronics category and its RealFX halo brand.

“I am beyond excited to get my teeth into the year ahead,” said Kaya. “It’s such an exciting time for Wow! Stuff; this new position is perfect for taking my experience and passion, and the business, to the next level.”

For sales, please contact kaya.leadsford@wowstuff.com or call 07817 273 766.

Having started his career in the TCG industry with Wizards of the Coast, publisher of Magic the Gathering, Enrico was responsible for overseeing Organised Play (OP) and distribution networks across some of the key EU markets. More recently he managed the Pokémon licensed merchandising team at Takara Tomy. Before joining Ravensburger, Enrico was head of Sales for EMEA & Oceania at Konami, publisher of Yu-Gi-Oh! where he worked to reset distribution and OP in the EU and Australia, achieving exponential growth in sales and OP metrics across all markets.

“I am excited to join the Disney Lorcana TCG global team and the Ravensburger family,” commented Enrico. “Not only do I get the chance to stay in an industry that I have been part of during my professional life for over ten years, but above all I have a chance to work on a brand that has only recently entered the market and is still in its developmental years. The idea of being part of the team that will shape the future of DLC is just breathtaking.”

Industry Moves

Heathside Trading welcomes Matthew Cooper

Heathside Trading has expanded its Business Development team, welcoming Matthew Cooper as its new senior Global Business Development manager. Matthew joins from Paramount, where they have been the UK Toys & Games Licensing manager for the past three years. They bring expertise in licensing popular fandom brands and in understanding kidults and adult collectors and the brands and products they are most excited about.

“We are so pleased that Matthew has joined us,” commented Darren Epstein. “Alongside myself and Kirstie Guthrie, we will have a team that broaches all areas of the licensing and trend field. Matthew’s ability to spot trends and develop lines will be crucial for the business, ensuring we keep bringing hot and fresh products to our customers.”

Matthew added: “Heathside has done a brilliant job in reaching fans of all ages with its award-winning ranges of toys and collectibles. I will be working to build out the portfolio of licences that we work with in order to bring new and exciting products to fans and collectors. I look forward to many exciting conversations at the upcoming toy fairs and beyond and welcome licensors to get in touch.”

Heathside has recently won an award for its South Park collectible figures at the Kidult Awards, under the Khadou brand, and is keen to continue this trend of success. The team aims to deliver best-in-class products that represent the fanbases’ desire for thoughtful and fan-centric products, and Matthew’s appointment highlights its desire to expand Heathside’s portfolio of IP to bring more fan-centric brands to market. Kirstie will remain the point of contact for most licensors.

Toys2market hires Sabrina Hayhoe and Vicki MarlerHausen

Sabrina brings a wealth of sales experience to her new role as head of Sales at Toys2market, having worked at Tactic Games for the last 12 years, most recently as National Account manager. She will be responsible for driving the sales for Toys2market’s portfolio of brands, with a particular focus on developing the Small Foot wooden toy business in the UK and exploring new account opportunities within the toy, nursery and gift channels.

In addition to Sabrina’s appointment, Toys2market has also hired Vicki Marler-Hausen of Elmer Marketing as Marketing and Media consultant to help support the Sales team with key product launches, organise trade shows, and raise awareness of the company and its brands at both trade and consumer level.

James Triptree, director at Toys2market, said: “I am thrilled to bring two people of Sabrina and Vicki’s calibre to work alongside me as we embark on a really busy year at Toys2market. We have been distributing Small Foot in the UK since last spring and are seeing a huge uptake in interest in its wooden nursery and toy range. We therefore need to be fully focused on building this momentum whilst working closely with the Small Foot team in Germany to identify new routes to market. Likewise, our UK distribution business with Bontempi and Multiprint is growing healthily so it’s a good time to be strengthening the Toys2market team and getting 2025 off to the strongest start.”

Sabrina added: “I am very excited to be joining the Toys2market team and to be taking on a fresh challenge in an industry I love. Our 2025 ranges from all our partners are bursting with new products.”

Sabrina can be contacted via email at sabrina@toys2market.com and on 07826 844 824, whilst independent customers can also speak directly to their dedicated Toys2market agent – John Cairns (South), Bob Duxbury (North), Brenda Delaney (Ireland) and Hugh Burnett (Nationwide Nursery Sector).

Zuru appoints Dave Wright as National Account manager

With a wealth of experience in both buying and sales, Dave Wright brings valuable expertise from his previous role at A.B.Gee, where he delivered impressive results and built strong relationships with major retail partners. Zuru says his deep knowledge of the toy industry and understanding of Zuru’s product portfolio make him an excellent addition as the company continues to strengthen its market presence and drive sales growth.

As National Account manager, Dave will work closely with key retail partners and be instrumental in supporting Zuru’s continued ambitious growth plans as one of the UK’s fastest-growing top 10 manufacturers.

Will Collinson, general manager of Zuru UK & Europe, commented: “We’re thrilled to welcome Dave to the Zuru team. Having worked with him through our partnership with A.B.Gee, we’ve seen his expertise and passion for the toy industry first-hand. We’re confident he will play a key role in driving our success and enhancing the service we provide to our valued retail partners.”

To contact Dave, email David.Wright@zuru.com

Opinion

Toying with the future

Alex TaylorSmith

Rory Partis

Generation Media and Circana join forces to look ahead and offer a glimpse into how the UK toy market is expected to look in 2035. Alex Taylor-Smith and Rory Partis report…

In a collaborative effort between Generation Media & Circana, industry leaders gathered at London Toy Fair to peer into the crystal ball at the UK toy market. The comprehensive forecast, presented at the "Toying with the Future" event, charts a transformative trajectory for the sector, driven by demographic shifts, evolving consumer behaviour and technological advances. This glimpse into the UK Toy Market in 2035 can be comprised of the below themes:

The changing face of consumers

One of the report’s standout revelations is the declining media investments in reaching traditional children’s demographics. For the first time, it is estimated that this year, total spending targeted at kids is estimated to drop below 50%, reflecting a pivot towards “kidults” (ages 12+) and parental/gifting audiences. This evolution mirrors broader societal trends: fewer births, an ageing population and the rise of child-free households.

By 2035, single-child families are projected to dominate, with 50% of households falling into this category, up from 45% today. This phenomenon could reshape purchasing patterns. Guilt-driven spending among parents may fuel demand for higher-quality, premium toys. At the same time, the “eco-parent” and “minimalist kids” personas are predicted to emerge, focusing on sustainable, locally sourced and versatile products that align with a back-to-basics ethos. Shifting play paradigms

The way children play could undergo a seismic shift. Screen bans in bedrooms, maybe - but a return to open-ended, creativity-driven play reflecting a desire to counterbalance the overwhelming presence of technology in young lives, almost definitely. Simultaneously, advancements in AI and virtual reality are expected to redefine play. Toys in 2035

aren’t just companions but are increasingly integrated into digital ecosystems, offering connected, solo play experiences.

Interestingly, this dual trend encapsulates both nostalgia for traditional play and an embrace of cutting-edge technology. Retailers and manufacturers will need to navigate this delicate balance, ensuring they cater to both ends of the spectrum.

Kidults: the growth engine

The Kidults category now accounts for 30% of the toy market, double its share from 2015. This demographic’s penchant for collectibles, gaming and fandom-driven products has elevated categories like building sets and licensed properties. The rise of adult consumers reflects toys’ ability to provide joy, stress relief and social connection — all crucial in a post-pandemic world where mental health and well-being are paramount.

Moreover, toys as home decor or personal expression are gaining traction. Whether it’s a Lego sculpture on a desk or a Squishmallow collection, toys have transcended childhood to become lifestyle statements.

The digital domination of media

The media landscape for toys has experienced a radical overhaul. By 2035, digital media could command 100% of advertising budgets, rendering traditional TV commercials obsolete in their current forms. Brands are investing in shorter, more impactful content, perhaps even under six seconds and bingeworthy formats exceeding two hours. Contextually smart, AI-driven ads dominate the space, offering unparalleled precision in reaching targeted audiences.

Going that one step further with regards to the ongoing regulatory evolution, including COPPA 3.0, could enforce children under 13 off social media platforms completely. This shift compels brands to

refocus on parents and kidults as primary buyers, while ensuring compliance with stringent advertising guidelines.

Sustainability takes centre stage

The sustainability movement is no longer a trend, but a necessity. Consumers are demanding toys that align with their values, from recycled materials to durable designs. “De-consumption” — a mindset of valuing quality over quantity — is driving demand for minimalist products. This approach not only resonates with eco-conscious parents, but also aligns with Gen Z’s priorities as they step into parenting roles.

The joy economy

Despite economic uncertainties, toys remain a source of accessible joy. The “joy economy”, as dubbed by Circana, underscores toys’ enduring role in creating happiness, be it through shared family experiences or individual pleasure. 47% of adults cited fun and mental health benefits as reasons for purchasing toys. This insight highlights an opportunity for brands to position themselves as purveyors of affordable joy across a diverse range of consumers.

Looking ahead to 2035

Growth in the toy market will be fuelled by a rise in purchase occasions, with more reasons to purchase outside of Christmas and birthdays. Online sales will continue to thrive, with social commerce driving growth in this channel. Physical stores will transform into experiential hubs, blending retail with interactive play spaces.

As the market evolves, innovation will be critical. From leveraging AI to reimagining sustainability, brands must remain agile to capture the hearts and wallets of a diverse consumer base. The future of toys is as dynamic and imaginative as the industry itself, and those willing to embrace change will undoubtedly thrive.

Sticking

Licensing World

Winning Moves unveils a raft of new licensed ranges for 2025

After a successful London Toy Fair, Winning Moves has returned its focus to producing some of the country’s most popular games.

Set to release at the beginning of the month, How To Train Your Dragon Top Trumps Specials is an officially licensed edition of Top Trumps, arriving ahead of the theatrical release of the live-action remake in June. It contains the franchises most popular dragons and characters.

Looking at the rest of the year, Winning Moves is turning its attention to lines launching ahead of autumn/winter with the likes of X-Men ’97 Monopoly and Top Trumps; Peppa Pig Guess Who and Top Trumps; Blue Eye Samurai Monopoly and Top Trumps; and a Stranger Things Top Trumps Collectors’ Tin, which becomes the latest addition to its Stranger Things lineup, already out now before the final season of the hit Netflix show launches this autumn.

Winning Moves places itself firmly within the kidult market with a host of popular licensed ranges. As anime becomes an increasingly larger portion of the market, in addition to Blue Eye Samurai Monopoly and Top Trumps, Winning Moves will be launching, Hunter x Hunter Monopoly, Jujustu Kaisen Monopoly and One Piece Yahtzee.

The licensed lines join the new games Winning Moves debuted at London Toy Fair, including brand-new innovation, Goddit. Containing five games in one, this is a kids puzzle book turned into a game and includes many well-known mini-games including Silly String, Maze, Jigsaw, Most Of and Spot The Difference. Players must shout “Goddit” before giving the correct answer and claiming the card as their own. Part of the Top Trumps family, the game will contain some of the most well-known icons associated with Top Trumps.

To support retailers, Winning Moves also offers a wide range of merchandising options, including a selection of shelf CDUs, clip strips and licensed and unlicensed shippers.

For more information, email sales@winningmoves.co.uk

Lego and BBC announce new Bluey partnership

The Lego Group and BBC Studios have announced a new partnership merging the world of Bluey with the fun and creative possibilities of the Lego universe for the first time.

The partnership introduces six new Lego Bluey sets for 2025 across the Lego 4+ and Lego Duplo themes, inspired by the animated TV series. The partnership aims to create equally fun moments of imaginative role-play and creativity for families as they build, connect and play out their favourite scenes from the show. The six new Lego Bluey products will be revealed this spring.

“We are absolutely thrilled to bring together the worlds of Lego Play and Bluey with the team at BBC Studios,” said Michaela Edgerley Stovicek, head of Pre-school at the Lego Group. “It’s been a long time coming, and we believe that this partnership is a match made in heaven for younger builders and families alike. Just like the Lego brand, the Bluey brand has play at the heart of everything, which aligns perfectly with the Lego brand values and mission.”

Julie Kekwick, head of Licensing Hardlines Consumer Products at BBC Studios, added: “We’re thrilled to partner with the Lego Group for Bluey. We believe that Lego Bluey products will offer families a fantastic new way to engage with beloved characters and stories from the hit animated series, cultivating even more imaginative play inspired by the Heelers.”

The Science Museum rolls out expansion of STEM badge use

The Science Museum Group is expanding the use of its STEM badge across publishing and new interactive science products in 2025 following the launch of the badge in summer 2024. Drawing on the Group’s role as a STEM ambassador, the badge is exclusively used to showcase interactive products, toys or games which truly reflect scientific principles and encourage learning through play.

In a new publishing partnership with leading children’s books publisher, Farshore, the first Science Museum Annual will be published in August 2025 as part of a three-year licensing deal. Science content and learning opportunities will be woven throughout the space-themed Annual, which will feature puzzles, games and experiments as well as eye-catching layouts to capture reader’s imaginations.

The first interactive lighting product bearing the Group’s STEM badge is the 3” Mini Plasma Ball from new licensee partner Funtime Gifts, which was launched in October 2024. The full range of products will launch in early 2025 and include STEM badge packaging highlighting the scientific principles of each product. The range includes new materials science toys, such as slime and putty, and eight new lighting products.

In 2024 the Science Museum Group launched its first ever licensed stage production, Science Museum: The Live Stage Show, with Mark Thompson Productions, which had a sold-out tour across the UK. The live show brings hands-on experiments and spectacular demonstrations from the museums to family audiences in theatres around the country. A second UK wide tour will take place from February to October 2025 with dates and venues to be announced.

Amy Harbour, head of Licensing and Commercial Partnerships at the Science Museum Group, said: “The Science Museum Group’s deep expertise in engagement with science through play inspired the creation of the STEM badge, providing families with a reassuring mark for toys and games that encourage children to learn about scientific principles while also having fun. We are delighted to be extending that scientific learning to even more products.”

@bluesgroup #myblues tania@bluesgroup.co.uk +44 (0)1621 859119

Insight

Variations on a theme

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

Emilie examines the themes that have shaped the toy market across 2024, and looks at those which are likely to have an impact in 2025.

The London and Nuremberg toy fairs are now just behind us, and it was exciting to see all the new launches for this year with Superheroes, Dinosaurs and Dragons back. Meanwhile, the themes that have driven toys sales in 2024 have become apparent.

At the time of writing, Christmas sales results have just been released, and December growth helped to smooth the overall market decline to -3.7% in value sales for full-year 2024 versus 2023, even though this was not enough to compensate for a challenging year. However, some themes still managed to grow; the largest were Other Animals and Other Animals Characters, adding a combined +£36m to the toy market. Cats and Dogs were also in growth, highlighting the UK consumers’ love of pets and animals overall. Other Animals is the second largest theme in value sales in toys after Transportation. More than a quarter of Other Animals sales came from Plush, which drives the growth, via Snackles & Pets Alive from Zuru, Moose Toys’ Cookeez Makery and Spin Master’s Hatchimals. Playsets Dolls & Accessories also helped to grow this theme via new micro collectibles launches such as Squish-a-longs from Jazwares and Littlest Pet Shop from Bandai, as well as Robotic/Interactive Playmates and Infant/Toddler toys. In addition to Animals there is Other Animals Characters, which is the sixth largest theme and the second fastest growing. Stitch (even though he is technically an alien) was by far the largest contributor to the gain, reaching the No.3 property in this theme. Sonic The Hedgehog, Paddington Bear and Lion King also contributed to the growth, supported by late 2024 movie releases. These movies were released quite late in the year, but at the busiest sales periods for toys, so Sonic reached the No.3 ranking property in Action Figures & Accessories in October-December 2024, and Paddington Bear entered

the top 10 Traditional Plush this Christmas, showing the impact blockbuster releases can have on core category.

Pro Sport Leagues sales went up +25% in 2024 compared to 2023 and was the third highest gaining theme. Football takes by far the largest share of this theme in the UK, with National football leagues performing strongly in Strategic and Non-Strategic Trading Cards and the boost from the Euros in 2024. Adrenalyn XL Premier League 2024 2025 Mega Tin and Multipacks from Panini were the bestselling items in 2024. Racing cars also performed well, with NASCAR and Formula One sales up,

Top gaining Themes

plus the success of the Lego Speed Champions range. The Olympics, of course, also had an impact. There are further opportunities for more sports to feature in toys, in sectors ranging from Action Figures Collectibles to Sport Toys, as they do the US. More high profile UK champions, such as Luke Littler in Darts, can turn the spotlight onto lesserknown sports with a strong toy potential.

Finally, there’s a touch of magic back in toys: Fantasy Creatures, Dragons, Unicorns and Witch/Wizards were all in growth last year. Fantasy Creatures was up +20% in 2024, across Plush, Action Figures & Dolls, mainly driven by Monster High, Wednesday, Godzilla vs. Kong and Furby. The final season of Stranger Things, coming later this year, may also boost this theme in 2025. Dragons

bounced back +47% via Building Sets and should grow in 2025 with the release of the live action How to Train Your Dragon movie. Unicorn Academy from Spin Master was the top new property in Dolls in 2024, and Wicked helped Witches/Wizards to be in positive growth for the year, reaching the top 10 gaining licence in total toys in 2024. In 2025, Superheroes (which is the No.5 bestselling theme with sales of over £70m) and Dinosaurs are likely to bounce back, while Fantasy/Dragon should continue to grow, thanks to big movie and TV releases. Licensing will continue to support the growth of many of those themes; licensed toys generated a record 35% of total toys value sales in 2024, with sales up +3%. TV/DVD/ Digital and Movies continue to have the greatest influence on toys, accounting for around 30% of total toy sales in 2024. However, the lines are blurring with Video Games IP, such as Sonic or Super Mario, releasing theatrical movies in the last few years, and Preschool TV shows like Gabby’s Dollhouse and Bluey also launching on the big screen. Some movies are available on streaming platforms very soon after their release, and the toy industry could be capitalising more on the multi-channel media calendar to boost sales on multiple occasions throughout the year.

Licensed growth is likely to continue, in toys and other categories, supported by strong existing and new IPs; and Circana will be bringing its Toys and CPG expertise together to help unlock opportunities for licensing beyond toys this year.

Emilie Erktan Senior account manager, Toys UK, Circana

Item Progression:

The Articulate game from Tomy is the fastest item progression for December and is not only the No.1 item in Adult Games for the month, but also for the full year. Games (excluding Trade Card Games) is the second bestselling subsegment in December, with 36% of its annual sales generated in the last five weeks of the year, compared to 23% for total toys. Sales of Adult Games are even more concentrated in December, with this month accounting for almost half of the annual value sales in this subclass. However, perhaps this suggests that there is an opportunity to grow the category outside Christmas.

Fastest Growing Licences Top 10 Fastest Growing Licences - UK Toys

Licensed toys sales are up +3% in 2024, compared to -7% for nonlicensed. Licensed Toys reached an impressive 35% of overall sales for YTD December 2024, up +2pts versus a year ago and up +6pts compared to 2021.

The top-gaining licence in 2024 is Lilo & Stitch, as anticipation builds for the live-action movie to be released in cinemas this summer. Sales for the property jumped more than four times in 2024 versus the year before, mostly from Building Sets, Action Figure Collectibles and Plush. Having expanded across many different types of products, the licence is now registering sales in 41 different subclasses, double the number of the previous year.

Mercedes-Benz and McLaren licences are being driven by The Lego Group, with a popular range of racing cars at a wide range of price points to target every consumer’s budget: Speed Champions McLaren F1 Race Car was the bestselling item for McLaren at £17.89 average selling price, followed by the Lego technic Technic McLaren P1 at £333.84.

Bluey was the No.7 gaining licence and entered the top 5 bestselling licences in total toys in 2024, continuing its steady growth since launch. Bluey Family Figure 4 Pack 7.5cm is the top-selling item, whilst the DreamToys-recognised Bluey 3-in-1 Airplane Playset from Moose was the No.4 item for Bluey in 2024.

The success of Despicable Me/Minions, Sonic the Hedgehog, Lion King and Wicked was driven by movie releases. Standard Building Sets was one of the top subclasses for each of these licences, with new launches attracting strong sales which often started several months before the movie release. Despicable Me, Sonic and MrBeast were among the top 5 gaining properties in Action Figures & Accessory, and Despicable Me 4 The Ultimate Fart Blaster was the No.3 bestselling item in this supercategory in 2024.

Talking Shop The future’s bright

As indies round up how 2024 concluded, all eyes are on the future as they make plans to maximise sales in 2025 and share tips on what makes their business a success.

Liz Amphlett - Toytastik, Chepstow

Christmas sales were up for us, which was fantastic. Our figures were higher than expected, so we consider ourselves very lucky and very pleased. We relocated to a new store front last year, which is in a better location. The old building was deteriorating, and we knew that this would be a better location for our kind of business; the street that we moved to is lined with independent shops and we fit in perfectly. It has been a wonderful move. The decision was made for us because of the state of the old building, but we had been on the lookout anyway, and luckily something came up at the right time.

We have a captive audience in quite a small town, so our regular customers know us and have stayed with us despite the move. We left signage in our old premises for a good three to four months to make sure that customers were aware of the new location. We also pick up a lot of passing trade from visitors to the town, which helps to boost footfall.

Looking at the big sellers over the Christmas period, we did very well with Smart Games’ logic games, Tonies and Big Potato Games. Plus-Plus was also a fantastic new addition for us last year – definitely a winner. But across the board, sales have been really strong.

2025 has had a decent start; January is usually a strong month for us, and this year was no exception. There are plenty of children with a lot of Christmas money and, as they go back to school, the birthday parties start up again. Although it’s a complete contrast to the busy month of December, business has still been pretty steady and I’m feeling optimistic that we can maintain this level of trade. We’re very lucky that this is a great location, and we work hard to keep our range fresh; we’re always on the lookout for new things that we know our customer base would like.

We’ve been established long enough now to have a good relationship with our suppliers, and this helps us keep up to date with new products from the brands we already stock. Our supplier base has become pretty steady – we know what works and what doesn’t – but we’re open to

introducing the occasional new supplier if the product is something that little bit different. Last year we started working with Cubika, which is a Ukrainian company that we’ve had great success with. Our range is fairly traditional, and we tend to avoid bigger brands like Lego and most licensed products, with the exception of Tonies characters which have proved extremely popular.

We have a very positive relationship with the reps from the companies we work with. One of the joys of being an independent is the opportunity to really build up that relationship, which is lovely. Our suppliers know we have a steady, family run business and we have wonderful relationships with our agents.

As customers enter the shop, there’s a pocket money-

Talking Shop

dedicated area, which is always fully stocked with a variety of different pick-up lines under £5. There are finger puppets from The Puppet Company, little card games, nail stickers – it looks good and always attracts attention. It’s the first thing customers see as they come in, and children love it – plus, it means that most people can pick up a little treat and not spend a fortune.

We host games nights in the local community, in conjunction with organisations like the PTA of the local school and the Women’s Institute. At the end of January, we held our first one of the year at one of the local schools, which raised money for the PTA. We provided a wide selection of games for everyone to enjoy; not to sell directly on the night, but as a marketing exercise. It’s a great way

for people to try out the games, then they know they will be able to find the games in our shop if they enjoyed them. We’ve been doing this for a few years now after we were originally approached by a local pub, which is where other organisations heard about us. Games nights are always popular and can be very lucrative fundraisers - so they are just a really nice thing to do. We take appropriate games for the age range and the number of people, and make sure we know how to play beforehand so we can go around the tables, help everyone and let them get to know us.

In 2025, if things continue as they are, we’ll be very happy. We know it’s challenging out there, so we make sure we have affordable toys that last. It is important to us that people trust our judgement and therefore trust the

Brian Buckby - Blewetts of Hayle, Cornwall

toys we sell. We also try to source as many sustainable toys and games as possible and ensure the brands that we stock are conscious of what they supply.

We’re very optimistic for independents in 2025. Every year, we keep growing and going from strength to strength, and I believe a lot of that is down to our personal touch. In the toy trade, there’s a place for everybody, especially in small towns. Despite reports in the press about dying high streets, we’re finding in our little town that the independents are doing very well indeed. People appreciate good quality toys that last, thoughtful customer service and product advice, and long may that continue.

JJanuary, February and March are typically quiet for us here in Cornwall, except for the half-term holidays in February. During this down time, we sometimes host colouring competitions, which bring a lot of traffic into the shop, and it’s always interesting to see the kids’ artwork and forge a personal connection with the customers.

We don’t bring in many new ranges in the first quarter. We’ve already pre-ordered plenty of Lego, as it sells well all year round and helps keep us going in the quiet months. Speed Champions is the best-selling range for us by far, and Star Wars, Harry Potter and the Lego Botanicals are very popular. I’m also looking forward to the Lego F1 range that is coming out in March; I’m pretty sure that will be a hit. Otherwise, we’ll sell through what we have in stock and will be waiting until the Toymaster show to see what’s new.

We cater to all ages, so I stock a wide range of different products. The kidult market has been a big category for us over the past year, especially with Lego. I would say 40% of Lego sales is kidult and 60% kids.

We tend to do a lot of our buying at the Toymaster regional show and the May Show. The May Show especially is great timing for us; because we are a coastal shop, the summer months are really busy – every day for six weeks. We need to get a lot of stock in ready for June, July and August, so while I’m in Harrogate, I’m always keeping my eyes open for anything new.

Last year, I found Beyblades from Hasbro and we did really well with the range at Christmas. Having been in business for 43 years, it’s nice to see these kinds of toys make a return. Last year was quite a year of nostalgia, with the likes of Tamagotchi, Spirograph and other classic toys that were originally popular years ago making a comeback.

We use Facebook to promote ourselves; one of my employees oversees that as she knows far more about it than I do, and we rely a lot on word of mouth – people know us in the local area, and we have a strong reputation, which counts for a lot.

In terms of licensed toys, we like to stock ranges based on the major movie releases of the year, while evergreen brands like Transformers and Jurassic Park always sell well. I make a list every year of all the upcoming films and decide which one I think is going to do best. Then I make sure we have the product to back it up. Sonic and Moana 2 were really in the public eye last year, so it was important to bring in stock to cater to that audience. I’m looking forward to seeing what the big blockbusters will be this year. As we bring in new ranges for 2025, I’m open to working with new companies. If a phonecall from them sparks interest, I’ll ask for a brochure so I can take a closer look.

I’m always keen to try something different, but if I’m going to bring a new line into the shop, it has to be something that I like the look of and have a good feel for. With 43 years of experience, you can’t get it right every time, but you get a good sense of what you think will sell.

If I was to offer my advice to other indies, I would say the most important thing is to keep an open mind. Don’t get sidetracked into doing the same thing all the time, and letting the range get stale – as well as all the evergreen best sellers, keep up to date with upcoming films, new products and new companies to work with.

Suppliers can support us by providing more reps and more catalogues. I prefer that way of doing business to online, but it’s getting harder every year with fewer reps coming in. They’re so useful to talk to, and they can provide so much more information and advice than a website - and you can’t beat having a catalogue in front of you with the price list. Character Options is a good example of how to send friendly and knowledgeable reps to the store, and Kandy Toys provides a really great brochure that’s especially designed for my business. In turn, I like to support the companies who take the time to come and see us.

Simon Steel - Toy City, London

Although sales were slow to pick up at the beginning of the festive season - possibly due to the late school holiday break for children - we were delighted to see an uplift during the final two weeks before Christmas.

Hasbro’s Nerf and Zuru’s X Shot blasters were both popular and picked up as December went on. As well as toys, we also stock fireworks, and sales of these between Boxing Day and New Year’s Eve helped us to end the year on a positive note.

We had some strong sellers during 2024 that we expect will continue to perform well this year. Lego products sold exceptionally well last year, and Lego remains a key range for us. Classic sets, particularly Lego City, see high demand all year round, so we always keep these in stock. Lego Champions and Lego Botanicals are flying off the shelves and have become our top two Lego bestsellers.

We’re also seeing high demand for pocket money toys, and collectible items which come in blind bags. The Sylvanian Families Baby Collectibles range by Epoch has proved incredibly popular, as children like the surprise aspect that this range provides. Most of the Sylvanian Families range has also sold consistently well throughout the whole of last year, and we’re optimistic that this will continue throughout 2025, as customers add to their collections.

The Trading Card Games category remains a key driver, and our Pokémon TCG stock has been enjoying great success. I’m certain that the hype will continue this year, which is why I have made an order for the Pokémon Prismatic Evolutions Elite Trainer Box, which I anticipate will be extremely popular with customers.

On the licensing front, I believe that Spin Master’s Ms. Rachel line has significant potential this year, given the licence’s incredible popularity in the pre-school market. I have been researching all the products within this line so that I can order those I think will work best. Bluey collectible figurines and plush continue to sell well; it’s a very popular licence with both kids and adults, and I look forward to increasing my offering of Bluey licensed lines.

As the new year kicked in, we began implementing changes that will help improve our business in different ways. For example, I will be reaching out to wholesaler Grant & Bowman to explore how we can work together to improve our buying process. I am always changing and updating the look of my store and its displays, and this is an approach I will continue. I enjoy trying different strategies and rearranging stock to highlight different ranges, putting focus on new lines we have introduced. I love seeing how my customers will respond, and generally, they welcome this and react positively to anything new.

Besides taking on customer feedback to ensure that I am stocking what my clientele is requesting, I will also continue using social media platforms, including Instagram and YouTube, as research tools to help me stay up to date with all the toys that are doing well. Family YouTube channels are a great way to find out which toys and games are going viral and are worth stocking. Trade fairs and magazines such as Toy World are also a great way for me to stay in the loop about any new products and companies that are launching and worth trying out, and I will continue to keep an eye out for new releases throughout the year.

indie viewpoint

Buschhaus and Stephen Barnes

An encouraging start to 2025 N

Now the dust has settled on what can only be described as a challenging year, we can look back and be satisfied overall with what we achieved and how we came out in the end. Christmas did come eventually, although it certainly arrived late, with the final four days before the big day seeing massive sales volumes. We found the period immediately after Christmas to be very strong, receiving record amounts of vouchers back in the days following Boxing Day, as lots of kids spent their gifts and the money they’d received.

Although the environment in the run up to Christmas was very promotionally-driven, we at Toy Barnhaus held our nerve on markdowns and did not bring forward our sale as many retailers chose to do. We have been disciplined in our buying over 2024 and had a lot less to mark down than we did the previous year. This strategy has paid off – it has helped our margin overall and especially through the key selling period, and also leaves us relatively clean coming into January, ready to take in new lines.

Pocket money showed very healthy growth and helped with the margin as well. We had a great range made up of lines from Kandy, HTI and One for Fun that we were able to keep in stock throughout the festive period for pick up lines and stocking fillers. As we previously mentioned, despite no really hot products/crazes for Christmas, or throughout 2024, there were still a decent number of lines that sold very well, including the Interactive Stitch Puppet from Wow Stuff, the 1% Club Game from John Adams (Ideal) and a host of Wicked and Moana 2 lines.

As we write this month’s column, halfway through January, it has been an encouraging start to 2025, with trade up both instore and online. The new Lego January releases have been a major driver of sales - there have been even more new lines this year, and some stronger ones than last year. With some kids holding back their Christmas money and waiting for them to come out, this has helped January sales immensely. Looking ahead to Valentines Day, the new flowers from the Lego Botanical range are already popular, and we expect them to be a hot gift for 14th February. We are confident that we will sell as many Lego flowers as a florist this Valentines! Also, prior demand for the new Pokémon Prismatic Evolutions has been off the charts, with customers reserving whatever they can from us. We knew we would sell out quickly, but it was great to have that demand in January to help footfall. This has also given a big boost to Pokémon TCG products generally. The new Sylvanian Baby Blind Bag series also arrived in January, and that has proven to be very popular.

By the time you read this, we will have been to Toy Fair and will shortly be heading to Spring Fair, so we will hopefully discover a lot of new ranges to help drive demand in what we expect to be a challenging first half of the year. We mentioned last month that new challenges from the Budget will begin to affect us from April, so anything to help try and provide some demand will really help us to manage the cost increases that we are going to have to face.

Mark

Toy Barnhaus

Feature Eco-friendly / Sustainable toys

Protecting the planet, one toy at a time

Toy companies are on a never-ending mission to develop greener practices and more sustainable products, meeting the needs of not only their customers, but also the planet. Toy World’s Caroline Tonks spoke with a range of leading suppliers making efforts towards sustainability, exploring what’s new, how they’re moving away from plastic, adapting to eco-friendly packaging and more.

In 2019, UK Parliament declared an official climate change emergency. In all aspects of life, measures have been taken to try and counteract this evergrowing problem, and across the toy industry, many companies and brands have turned to ecoalternatives, putting sustainability at the forefront of their strategy.

Trending themes within the eco/sustainability space include, fittingly, wildlife. Brands have fully embraced the animal kingdom as a source of inspiration, producing ranges designed to inspire a love of the natural world and respect for the environment. Keel Toys has extended its Keeleco collection, unveiling a comprehensive collection of bag charms, from Keeleco Sealife and Wildlife to Jungle Cats and Farm Animals, as well as the new Puppy Love collection which showcases standing and sitting pups. Brainstorm is the UK distributor of Dodoland’s Eugy 3D animal models, a brand now enjoying its sixth successful year in the UK market. Made from environmentally friendly, biodegradable card, there will be over 100 different Eugy to build and collect this year, and fans of the brand will see new characters being introduced, including a Kingfisher, Beaver, Capybara and Manatee. Spring 2025 will also see the launch of a new range of plush from the Natural History Museum, in collaboration with The Puppet Company. A collection of six of the most

popular dinosaurs, including T-rex and Stegosaurus, has been developed in consultation with the Museum’s worldleading palaeontologists, to ensure authenticity and let kids discover more about the evolution of the planet.

According to a report by Sustainable Toys Action Consulting (STAC), titled Sustainable Toys Report –Snapshot 2024, 86% of the global toy industry’s leaders now acknowledge the importance of sustainability and its impact on success. Meanwhile, 90% of participants identified sustainability as a top priority in 2024. Going into 2025, eco practices remain paramount, with many toy companies taking strides to become more sustainable in their manufacturing processes.

“The eco and sustainability sector continues to go from strength to strength and the continued demand for Keeleco has exceeded even our wildest expectations,” says Patrick Downs, head of Design at Keel Toys. The Keeleco collection now features over 480 products, with 85% of the entire Keel Toys collection being made from 100% recycled materials. Keel Toys’ commitment to expanding this collection will continue throughout 2025 and into 2026.

“Since launching Keeleco five years ago, we’ve recycled over half a billion water bottles which is a true sustainability milestone for the company,” states Patrick. Just 10 recycled water bottles (500 ml) can produce

enough fibre for an 18 cm toy. Keel Toys is also pleased to announce that its China factory partner has installed solar panels at its manufacturing site and is investing in heat recovery machines during the fabric dyeing process. At its own Ashford HQ, Keel has installed over 300 solar panels and is transitioning to electric vehicles.

This year, Toynamics will expand the Nature Fun range from its flagship brand, Hape, which includes one of the brand’s biggest pieces, the Multifunctional Sandpit. Made with metal framing, anti-corrosion wood, black board and FSC certified treated timber, this outdoor piece is built for longevity.

The Hape brand is one of the world’s largest manufacturers of toys made from renewable materials. It has its own factory that develops bamboo toys, located in Ningbo, Southeast China, with 16 acres of bamboo forest in a local village and a further 50 acres used to support production. Toynamics as a company has also purchased 413 acres of bamboo forest to use as a sustainable material for its toys.

At COP29, held in Baku, Azerbaijan back in November 2024, there was as session titled, ‘BambooBoost: For Prosperity, Climate Action, Resilience and Biodiversity’. BambooBoost was the launching point for a new partnership between UN Climate Change and the International Bamboo and Rattan organisation

Feature Eco-friendly / Sustainable toys

(INBAR). It served as a stage to highlight the role of bamboo in mitigating and adapting to climate change, raising awareness about bamboo’s role in sustainable development and climate resilience. Bamboo toys are steadily gaining traction in the fight for climate change, creating a reliable alternative to previous plastic counterparts.

There is a variety of alternative materials that brands have opted to use instead of plastics. Hippychick offers a wide range of products from BS Toys. A standout product from this range is the Lacrosse Kit, partially crafted from an eco-friendly alternative to plastic called Wheat Straw. This material offers the same lightweight strength and durability as plastic, but is made entirely from natural resources. Toynamics has a multitude of eco brands in its portfolio, including Korko, a Portuguese brand that specialises in creating high-quality, educational toys made from sustainable cork, which is lightweight, durable and renewable.

“Our Korko range has many toys under the £20 price point which are all 100% carbon negative,” states Emma Damerell, Brand manager, Toynamics UK. “It’s no secret that sustainable-focused products are normally more expensive. We’ve been working closely with our factories to find ways to keep production costs down so we can attract customers who are feeling more price sensitive.”

Also embracing eco-friendly alternatives, each product in Booghe Toys’ new toddler crayon range uses an organic formulation of soya wax, soya butter, coconut butter and food-grade colours, and is free from harmful chemicals and animal-derived products. “We've maintained our signature blend of organic waxes and natural colorants while redesigning the physical format for toddler safety and engagement,” says Krishna Yadlapalli, director, Booghe Toys. “Each product undergoes rigorous testing to ensure it meets both sustainability goals and safety requirements for children.”

From Simba Smoby, the Smoby Life Mud Kitchen is made from 90% recycled plastic. Offering a more ecofriendly option, the the mud kitchen comes in a new trend-led colour palette, is easy to clean and is resistant to outdoor conditions.

While major steps are being taken regarding the sustainability of products themselves, packaging is also a major polluter, with greener alternatives becoming

increasingly available. “Brainstorm is consistently working towards improving our products, packaging and our shipping methods,” says Debra Tiffany, Marketing manager at Brainstorm. “This has been a comprehensive and thorough process for us as we look at all elements of the business where we can become more sustainable as a company.” Brainstorm customers will have seen rolling changes across packaging for the past few years, with less plastic in circulation, as well as reduced packaging in general.

The Natural History Museum’s partnership with PlayPress Toys also demonstrates a move away from plastic. The packaging for the Dino Dig playset, which consists of fossilised bones to construct a T-rex skeleton, is made from recyclable board and incorporates a hanging hook for easy and plastic-free display at retail.

“All Hape/Toynamics owned brands follow a ‘minimum empty space’ principle for packing, ensuring there is no unnecessary empty space in our packaging design to ensure we do not waste material,” Emma Damerell tells us. “Both packaging and product are a big focus for us regarding eco-friendly materials and design.”

At Hippychick, founder and joint managing director, Julia Minchin and her team are actively working with trade customers to ensure that certain ranges are entirely plastic-free when being shipped. This includes replacing single-use materials like kimble tags with 100% recycled paper string, card and packaging. “In the past year, Hippychick has made significant strides in sustainability by exploring sustainable options for our own packaging,” explains Julia.

It is not only toy companies seeking alternatives, but also their customer bases. “We're seeing a significant shift in how parents approach art supplies for very young children,” states Krishna. “The growing awareness of ingredient safety, particularly for children under the age of two, has created strong demand for certified organic art materials. Our research shows that parents are increasingly reading labels and seeking natural alternatives even before their children start nursery.

“Additionally, early years settings are specifically requesting art supplies that align with their sustainability policies while being suitable for the youngest children.” This market evolution has directly influenced Booghe’s development of its new 12+ months range.

At Brainstorm, Debra has seen increased demand for eco-friendly and sustainable toys. “Customers are aware of how important this category is,” she says. “We continue to source more eco-friendly product ranges because of this. Becoming more sustainable is a continuous but hugely rewarding business process for us, both in terms of supporting the environment and growing our business. We are committed to keeping up to date with regulations and innovations.”

Debra has also seen more and more retailers requesting information on the sustainability of Brainstorm’s products. To bring these products physically to consumers and ensure that the sustainability message is met, a strong relationship with retailers is a must. “We help with any sustainability requests that retailers may have and keep all our information up to date,” states Debra. “A lot of retailers have been fully on board with eco-friendly toys and the push from consumers has been a driver for this too.”

“We go above and beyond to adapt products and packaging to reduce or eliminate plastic, aligning with our retailers’ needs for sustainable stock,” says Julia. Although Hippychick doesn’t control the manufacturing processes of the toys it distributes, the company’s close relationship with suppliers allows it to provide constructive feedback to make these processes more sustainable.

At Keel Toys, conveying the eco message was always at the forefront when the Keeleco range was created and launched, starting with the name and following through onto all the hangtags and branding, illustrating the process and eco credentials. “Social media, POS and the Keel Toys website reinforce the sustainability message of the collection, helping our retailers at every stage,” concludes Patrick.

Readers are invited to flip through the coming pages to read about the latest products and advancements within the eco/sustainability space from a raft of different suppliers and distributors.

Y12004 Little Skittles Bowling Set

Y12011 Hopping Bunny Pull Along Toy

Y12008 E Cork Racer Red

Y12007 Magical Moods Acorn Stacking Tool

E5595 Childrens Wheelbarrow

E5568 Hide & Seek Periscope

E5596 Multifunctional Sandpit

E3419 Ocean Rescue Playset

E3415 Honey Bees Picnic

E3421 Forest Fire Rescue

Booghe Toys

Building on the success of its established organic crayon lines, Booghe Toys has announced a new expansion specifically designed for children from 12 months. Launching in April/May 2025, the collection reimagines Booghe’s proven organic formulations for the unique needs of toddlers and younger children.

The toddler range has four new products. The Organic Tab Paints come in 10 colours, with a chunky, easy-grip design, perfect for tiny hands. The Organic Glitter Crayons have a safe shimmer effect using natural ingredients, while the Washable Block Crayons have an extra-sturdy format for developing motor skills. Finally, the Face Crayons are gentle enough for delicate skin.

Each product maintains Booghe’s signature organic formulation using soya wax, soya butter, coconut butter and food-grade colours, now adapted with enhanced grip features and chunkier designs specifically for toddlers' developing motor skills.

The entire range is meticulously handmade and crafted from organic ingredients and is free from harmful chemicals and animal-derived products. Booghe is setting new standards in child-safe art supplies, allowing parents to feel confident knowing that its products are paraben free, cruelty-free, hypoallergenic, made from non-GMO ingredients and 100% vegan. Booghe’s commitment to safety and sustainability extends to the eye-catching colours themselves: avoiding artificial chemical dyes, the products instead harness the beauty and vibrancy of nature with colours derived directly from fruits and vegetables. In addition, each Booghe product is infused with natural ingredients that gently moisturise the skin, turning every artistic endeavour into a nourishing experience.

Booghe’s core commitment remains unchanged – to offer handmade, eco-friendly products that eliminate harmful chemicals without compromising on performance. Get in touch through the details above to find out more.

Toynamics UK & Ireland

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

Toynamics UK & Ireland has a multitude of sustainable brands in its portfolio, including Korko, a Portuguese brand that specialises in creating high-quality, educational toys made from sustainable cork. From as early as 18 months, Korko’s products teach the importance of sustainability through play. Its innovative designs, including 20-piece building blocks and racing cars, are stylish yet practical, making them ideal staple products. Naturally, cork is lightweight, durable and renewable, making this material perfect for child-safe, environmentally conscious designs.

Additionally, Toynamics’ flagship brand, Hape, is one of the world’s largest manufacturers of toys made from renewable materials such as rice, fasal and bamboo. Hape proudly has its own factory which develops bamboo toys, located in Ningbo, Southeast China, as well as 16 acres of its own bamboo forest, with a further 50 acres used to support production.

Hape’s Green Planet Explorers range offers an immersive role-play world with products crafted entirely from sustainable materials, including wood, plant-based plastic (derived from sugarcane) and bamboo. Designed for children aged three years and up, these toys inspire playful adventures and storytelling while introducing young minds to the importance of protecting the planet. The collection provides parents with a fun and engaging way to discuss sustainability topics from a young age and is supported by its own series of animations on YouTube, making learning fun. Made from a minimum of 80% sustainable materials, this range is a core part of Hape’s commitment to sustainability.

Another core sustainability collection is Hape’s Nature Fun line. Made from either FCS Certified Wood, Green PE or the companies own bamboo, each toy in this group either contains a base element or is made with planet friendly materials. This year will see the expansion of Hape’s Nature Fun range including one of the brands biggest pieces, the Multifunctional Sandpit. Made with metal framing, anti-corrosion wood, black board and FSC certified treated timber, this durable outdoor piece is built for longevity, providing a great activity for friends and family for hours of endless play.

The new Children’s Wheelbarrow is the perfect gardening tool for explorers, made from strong, recycled PET, it is built to last and easy to clean, as well as having enough flexibility to support the storage of the other Nature Fun lines.

Keel Toys

01233 506 363 | www.keeltoys.com

Keel Toys is bringing innovation to its 2025 range, pushing the boundaries of design and sustainability with Keeleco, a collection made from 100% recycled materials.

Keel creates products that are not only soft and beautiful, but also kind to the planet. Each Keeleco soft toy is crafted from 100% recycled polyester derived from plastic waste, giving it a second life and reducing energy consumption. 10 recycled water bottles (500 ml) can produce enough fibre for an 18 cm toy. From FSC-certified hangtags to recycled shipping cartons sealed with paper tape, every detail reflects Keel’s commitment to a greener future.

Since launching Keeleco five years ago, Keel has recycled over half a billion water bottles (as of 2024 stock production). There are over 500 products in the range, including over 100 brand-new items, including expanded Christmas and Halloween collections.

The reimagined seasonal ranges highlight cutting-edge fabric innovation, featuring festive reindeer, penguins and huskies made of soft eco-friendly fabrics. Retailers can add whimsical charm to shelves with soft toy treats like a plush yule log and Christmas cake, or bring some spooky fun with Halloween bats, spiders, skeletons and pumpkins.

Keel has also unveiled one of the most comprehensive collections of bag charms on the market. From Keeleco Sealife and Wildlife to Jungle Cats and Farm Animals, these mini charms include a premium metal clip and an exclusive Keel Toys logo spinner, paired with a specially designed display spinner stand.

Snackies are a range of food-themed characters like Franco Fries and Pablo Pizza. Made from an exclusive tousled recycled fabric, these collectibles also come in Love Bites versions with sweet slogans like "Love You a Latte" on Carlos Coffee.

Building on the success of Plant Bobballs, Keel is launching Flower Bobballs—a daisy, sunflower, tulips and bluebells—perfect for year-round gifting. Meanwhile, the new Puppy Love collection showcases standing and sitting pups complete with collars and leads, all crafted from recycled fabrics.

Sustainability is at the heart of Keel Toys. From installing over 300 solar panels and transitioning to electric vehicles at its Ashford HQ to supporting its manufacturing partners in adopting solar power and heat recovery systems, Keel is setting a standard for eco-conscious business practices.

Natural History Museum

louisa.skevington@nhm.ac.uk

One of the Natural History Museum’s main aims is to create a future where both people and the planet thrive. The Museum’s licensing team looks to reflect this, both in working with companies that share the same ethos and in the way its licensees develop products with sustainability in mind.

The Museum kicked off 2024 by launching a fully recyclable educational range with Galt Toys. The thoughtfully curated collection of STEAM kits for children – Let’s Learn Dinosaurs, Let’s Learn Tiny Creatures and Let’s Learn Animals – combines captivating illustrations alongside a breadth of natural history to engage younger children, while being entirely made from paper. The range is available via Amazon, John Lewis and more, and a fourth kit will be launching later this year. The Museum’s partnership with PlayPress Toys also demonstrates a move away from plastic in toy development; the initial Dino Dig playset, which consists of fossilised bones to construct a T-rex skeleton, alongside a mobile research lab, quad bike and scientists, is made entirely from durable FSC board and produced in the UK using plant-based inks. The packaging is likewise made from recyclable board and incorporates a hanging hook for easy and plastic-free display at retail.

Further to the Museum’s FSC paper and card kits, spring 2025 sees the launch of a new range of Natural History Museum plush from The Puppet Company. The range of six of the most popular dinosaurs, including T-rex and Stegosaurus, has been developed in consultation with the Museum’s palaeontologists to achieve a high level of authenticity and features RPET filling and a simple, recyclable FSC swing tag as packaging. The new plush will be featured on The Puppet Company’s stand at London Toy Fair and Spring Fair. London Toy Fair 2025 also sees the launch of a new Natural History Museum product with Brainstorm – the Dinosaur Projector Watch – which follows on from the success of Brainstorm’s current Natural History Museum Torch and Projectors. This digital watch features 24 scientist-approved images of dinosaurs in its projector feature. Packaged in eco cardboard packaging, Brainstorm’s toys and accessories are designed to last and be enjoyed time and time again. The same is true of the Natural History Museum Clever Pocket Tonie, another new addition in 2024 which was created to spark curiosity over many years of listening. The four stories within the set take children on a journey of discovery through the Museum, transporting them into the worlds of Dinosaurs, Oceans, British Wildlife and the Museum at Night. The collaboration is part of a shared mission to inspire environmental consciousness and empower the next generation to become advocates for the planet. The Clever Pocket Tonie is already stocked by Amazon and John Lewis, and available at Tonies.com. With plans to grow these fun and educational Natural History Museum ranges with Galt, The Puppet Company and PlayPress Toys further in 2025, the use of minimal, plastic-free packaging and durable or recyclable materials remains a focus for the team and its partners.

Eco-friendly / Sustainable toys

Simba Smoby

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

sales@simbasmoby.com

Simba Toys UK’s much-loved Smoby collection will transition almost all its outdoor toy lines to Smoby Life branding, taking huge steps on the sustainability front. Smoby Life is a collection of outdoor products that offers the same quality, durability and aesthetic for which Smoby is renowned, whilst also giving families a greener choice, with each item made in large part from high-quality recycled materials.

Made from 90% recycled plastic, the Smoby Life Mud Kitchen comes in a new trend-led colour palette, is easy to clean and is resistant to outdoor conditions. The mud kitchen work area 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.

Another key line in the range is the Smoby Life Nature House + Kitchen. Made from 57% recycled plastic, it also comes in a new trend-led colour palette, easy to clean and resistant to outdoor conditions. It features a bright, fun design and shuttered windows. Meanwhile, the small barn door can be opened, with the panel slid open to let in nature.

Also included in the Smoby Life collection are other proven family favourites including the Chef House, Garden House, House on Stilts, a series of popular slides such as the Super Megagliss, plus other fun items, like the Activity Wall.

Hippychick

01278 434 440 | www.hippychick.com | sales@hippychick.com

Hippychick is proud to offer a wide range of products with sustainability at their core. Every item is carefully chosen for its durability and quality, ensuring it stands the test of time and can be passed down through generations rather than discarded into landfills. Beyond this, Hippychick actively encourages its suppliers to improve their product materials and packaging. The company’s ultimate goal is for every product it stocks to be as sustainable as possible.

One of the most exciting additions to its portfolio is BS Toys, a rapidly growing brand based in the Netherlands. Known for its environmentally conscious approach, BS Toys has created a range of indoor and outdoor toys designed to promote active play and child development while reducing screen time. A standout product is the Lacrosse Kit, partially crafted from an eco-friendly alternative to plastic called Wheat Straw. This material offers the same lightweight strength and durability as plastic but is made entirely from natural, renewable resources. All new BS Toys products are FSC Certified, and its vision of an entirely FSC Certified range aligns with Hippychick’s sustainability values.

Another trailblazer in sustainability is Crocodile Creek, a brand celebrated for its beautifully illustrated puzzles, playballs and creative art sets. Its products, ranging from beginner two-piece puzzles to expert 200-piece ones, are FSC Mix Certified and printed with soy-based inks. Due to high demand, Hippychick has expanded its Crocodile Creek range to include new puzzles, playball designs and inspiring magic watercolour art sets for budding artists.

Hippychick has also partnered with Classic World, a brand renowned for its high-quality, durable wooden toys that are designed to last for generations. Most of the wooden toys are now FSC Certified, including the popular Dinosaur Slide, which has quickly become a customer favourite.

Brainstorm

01200 445 113 | www.brainstormltd.co.uk

Brainstorm continues to extend the multi-million-pound, eco-friendly phenomenon Eugy collectible. Brainstorm distributes the craft craze exclusively for Dodoland and introduces new additions to the range in phases throughout the year. Now in its sixth year in the UK, there will be over 100 different Eugy to build and collect. New characters introduced in 2025 include a Kingfisher, Beaver, Capybara, Pachycephalo and Manatee, and each features unique details to fascinate fans. 2024 was a strong year for the brand, with Eugy named as the winner of the Art & Craft Product of the Year Award in the prestigious Stationery Awards and shortlisted for the Gift of the Year award.

Children can create Eugy models by following a simple number sequence to piece together the high-quality, environmentally friendly, recyclable card pieces using non-toxic glue. The resulting 3D models are sturdy enough to display.

Brainstorm offers a selection of bespoke POS including FSDU and CDUs. With retailers reporting that they can’t fill up POS fast enough, Brainstorm has developed a new FSDU to merchandise 69 different Eugy SKUs. As well as innovative POS, Brainstorm also offers retailers the opportunity to run Eugy craft days in-store, offering promo materials and marketing support. As with all Brainstorm ranges, Eugy is also supported by PR and most recently featured in Indy Best 25 Best Gifts for Seven Year Olds.

Create N Colour is a fun, eco-friendly craft that spans many categories including pocket money and travel toys. Children construct 3D Models from sustainably sourced materials then paint them with the refillable water brush, watching the colourful design appear as if by magic. Once dry, the colours fade and disappear, then children can decorate their model all over again with no mess. They simply build, paint with water, leave to dry then repeat. The safe, non-toxic range can even be used on car journeys and comes in three initial themed packs: Fun Farm Friends, Sea’Sational and It’s My Nature.

Special Feature Toy Fair New York Opportunity awaits at Toy Fair New York 2025

The business of play has evolved – and one of the most iconic trade shows in the Toy & Games industry is evolving along with it, as Toy Fair New York returns to the Javits Center in New York City between 1st-4th March 2025. Here, The Toy Association, which organises the event, details what there is to look forward and why visitors should be booking their tickets right now.

The 119th Toy Fair New York is just around the corner. The 2025 edition not only represents a return to the show's traditional Q1 timing, but also its firm commitment to providing toy professionals with a competitive edge in the global toy market. Here's why it's worth making the trip across the pond next month.

A

launchpad

into the North American market

At $41b, the US represents one of the world's largest and most lucrative toy markets. Toy Fair New York is the perfect entry point for those looking to break into the market or simply see the latest innovations from exportready American and global toymakers.

Toy Fair New York attracts key decision-makers looking to scout new products and make deals. This includes 15 of the top 25 global retailers (Walmart, Target, Amazon and others) and top-tier specialty retailers such as Learning Express. New York's proximity to major entertainment hubs has also made the show a key meeting ground for studios, which gather to unveil new licensing partnerships and IP-driven products.

New exhibitors will showcase their products in Toy Fair New York’s ‘Launch Pad’, which offers buyers and other attendees a dedicated zone in which to explore unique, never-before-seen products and innovations. This year's Launch Pad will benefit from an expanded footprint in direct response to increased interest from first-time exhibitors. Additional product zones will help buyers easily navigate the show floor and find exactly what they’re looking for, from well-established categories including Action Figures and Games & Puzzles to dedicated areas that highlight the influence of global trends. ‘Hot for Holiday’, for example, spotlights toys to watch for the 2025 holiday season.

A global influence

Many of the industry’s latest innovations and trends are first seen at Toy Fair New York, from classic brands such as Barbie and G.I. Joe to modern-day must-haves like Tickle Me Elmo and Hatchimals.

The Toy Association's annual Toy Trends Briefing, taking place on day one of Toy Fair New York, is just one way that attendees can access these trends. Based on insights gathered from meetings with hundreds of manufacturers, trend tracking across parallel industries (fashion, beauty, tech, social, gaming and others) and data from a recent Toy Association-commissioned survey of US parents' toy and shopping preferences, the presentation will provide insights that can directly influence future business growth and product development. It will also feature real-world products straight from the show floor that exemplify the trends.

Attendees can take this knowledge with them as they explore the show floor. In years past, The Toy Association was among the first to bring several key trends into the media conversation, such as the growth of adults shopping for toys for themselves, now known as Kidults, and anime-inspired toys.

In addition, visitors are encouraged to take advantage of the 50+ other Toy Fair University educational sessions held throughout the show. With a mix of solo and panel presentations from experts across all sectors of the industry, toy professionals can gain critical information about new tech innovations, product safety and regulations, consumer insights, global market research, licensing and more, to help inform their business strategies.

There’s no place like New York City

As one of the major media, business and cultural capitals of the world, New York City plays a key role in Toy

Fair New York’s history and enduring appeal. The show attracts roughly 1,000 members of the press, including some of the world’s biggest players in media (many of which are headquartered in New York City), all in search of the next big toy story of the year. At Toy Fair New York 2023, 3.5b media impressions were garnered by the event and its exhibitors.

Toy Fair New York guests come for the show but often stay for all that New York City has to offer. From worldclass dining and iconic landmarks (the Empire State Building, Statue of Liberty, Central Park, etc.) to cultural treasures such as the Metropolitan Museum of Art and Broadway shows, the city’s vibrant energy inspires creativity and connection.

Opportunities abound

Within the bustling halls of Toy Fair New York, every moment is an invitation to connect and gain knowledge. Visitors can attend a panel discussion, reconnect with old colleagues and network with new ones, or just stop by that one booth that caught their eye when walking between meetings.

Visit www.ToyFairNY.com to register and find out more about the show, which runs from 1st-4th March 2025 at the Javits Center in New York City.

Discover Make It Real’s innovative Swift Clicks™ Heishi Bracelet Maker and create over 20 bracelets with ease. Rotate to select a color then click to add beads!

PMI Kids' World brands in demand

This month’s cover star, PMI Kids’ World, has entered 2025 with a raft of standout collectible ranges and a strategy that should see the company reach even greater heights in the coming months. CEO Omer Dekel tells Toy World’s Rachael Simpson-Jones why diversification is key to PMI’s ongoing success and why relationships with licensors are akin to marriages.

Tspring, lead the charge, only slightly ahead of Brawl Stars, Sonic and Minecraft. The performance of these ranges has placed PMI in a very strong position coming into 2025, with this year’s new ranges offering even more to play for.

his time a year ago, the confetti was just settling following Omer’s promotion to CEO of PMI Kids’ World. I mean this literally. Those of you who gathered at Spielwarenmesse 2024 know that his official acceptance of the position, presented to him by his father, Boaz, was a lively affair involving the handing over of a ceremonial ship’s wheel, an over-enthusiastic confetti cannon, and a huge crowd of well-wishers that gathered to bear witness to the special moment. Since then, Omer and his team have been hard at work, continuing to build on Boaz’s legacy by forging new partnerships, strengthening existing licensing agreements and developing a raft of new products which continue to enjoy soaring consumer demand.

All this means that, despite the challenges 2024 threw at it, PMI enjoyed a ‘remarkable’ year of growth - double digit growth – as it stayed ahead of emerging trends and sought out fresh ways to satisfy the needs of collectors. The company saw particular success with gaming-licensed

“It’s been a beautiful team effort since I became CEO, and I’m proud to say my first year in the post has been a strong one,” enthuses Omer via video link. “In 2024, we were nominated for the Toy Association’s Toy of the Year Awards for the first time ever, with our Stumble Guys action figures, pulled off an incredible tie-up between Stumble Guys and Barbie and launched numerous new ranges including one of our own-IPs. I always try to enjoy the process; I show up every day with a smile on my face, because I love what I do and I’m proud to do it. I work 24/7; I’m devoted to the process of making PMI even bigger - and even more successful.”

The company’s Fuggler range arrived on shelf very late in 2024 and is one of PMI’s biggest bets for the months ahead. Straight out of the gate, the line-up has become one of the company’s biggest successes, with ‘insane’ sales at UK grocers such as Tesco bolstered by similar early reads at US retailers including Walmart. Omer believes the demand for PMI’s Fuggler toys is partially driven by the enduring love of all things collectible, and partially by the existing, passionate Fuggler fanbase.

“Fuggler has exploded on TikTok, with unchartered growth and engagement seen throughout December,” he adds. “Interest in Fuggler as a property has gone through the roof, and what we saw was that consumers going to stores to get the latest plush characters were also then buying our collectibles. There are some really dedicated

there, a lot of whom could be classed as Kidults; in their teens, early 20s or even older.”

Also tipped to become a 2025 best-seller is PMI’s new range of Minecraft collectibles. The range has got off to a great start, launching during the gaming franchise’s landmark 15th anniversary year, and will be bolstered this year by the release of a special edition flocked range. Aiming to replicate the success of PMI’s flocked Fuggler range, this collection will arrive in time for the release of the highly-anticipated new live-action movie, which debuts in cinemas from April. Though an outwardly simple feature, the flocking adds a highly desirable tactile element to the toys, further fuelling their collectability.

May, meanwhile, sees the launch of PMI’s new UFC (Ultimate Fighting Championship) collectibles line-Up, comprising 2.5” collectible figures, 3” articulated mini action figures and high quality 4.5” action figures. This brand-new partnership marks PMI’s first major steps into the world of sports, which is tipped to be one of the year’s biggest, fastest growing trends in the world of Toys & Games. Indeed, broadening its product focus to include Sports alongside Gaming licences is a core part of PMI’s strategy for 2025, Omer explains.

“We’re all about bringing in newness, taking the company to the next level by diversifying our offering with the hottest licences as well as trending themes or categories, such as Sports,” he says. “Elsewhere, we’re also bolstering our portfolio by signing evergreen properties that have stood the test of time, such as Minecraft. And UFC ticks both boxes, being a globally sporting brand that’s been around for decades but is nonetheless enjoying

something of a resurgence. Fuggler, meanwhile, happily straddles both the Collectibles and Kidult spaces, both of which are major growth areas within the Toy & Games industry.”

Reflecting just how seriously the company is taking these opportunities, PMI has recently signed a deal to produce collectibles based on anime hit Naruto Shippuden, while its new partnership with Bundesliga promises to cater to football fans by bringing to market a new range of surprise-unbox toys hidden within unique packaging... more details on this to follow. This line will also include a Bundesliga board game, PMI’s first foray into the world of board games. Off the record, Omer fills me in on a number of other licensing agreements to be signed in the coming weeks/months, all of which are hugely exciting. “Rest assured, if there’s a trend or property out there that is exploding in popularity, we’re on it,” he says.

Toy World can also exclusively reveal that Disney is joining Paw Patrol as one of the properties for Booksy, PMI’s recently launched, own-IP range of collectible toys containing miniature storybooks. This is a perfect tie-up for the brand, and one which Omer is deeply proud of. As a father of three young children, he understands the importance of improving kids’ reading and literacy skills – and also knows how difficult it can be to sell a child on an obviously educational toy. Booksy adopts more of a learning-by-stealth strategy; kids want the fun and collectible first and foremost, while the book contained within is a welcome added extra, one they find themselves reading again and again. Adding the beloved power of Disney to the storytelling mix, in a year when the Stitch live-action movie hits cinemas, will propel this range to

to even more viewers. PMI’s product range, comprising plush, action vehicles and more, arrives in the UK, France and Spain via a distribution agreement with Bandai, and in Australia through Jazwares.

PMI will be supporting all these ranges with a wide variety of marketing activations, from social media influencers and content creators to TV and YouTube advertising. Of course, much depends on where the end

company is never late with its shipments and will always work with retail partners on solving problems, should any ever occur (though, apparently, this is very rare). PMI was also one of the first toy companies globally to produce a range made from 100% recycled plastic.

“We’re a very successful company and we are fortunate enough to command respect from so many fantastic licensors and toy companies, but at the same time, there are people out there who are still getting to know us and what we stand for – and that’s OK,” Omer notes. “Actually, I’m proud of the fact we’re still making a name for ourselves. According to Circana, PMI is the fastest growing company in the Action Figures, Collectibles and Plush spaces in the USA, which shows that there’s still plenty more to come. If there are still corners of the market we haven’t reached, or licensors or retailers that haven’t heard of us, then

Opinion Where do indie toys fromgo here?

Letter from America

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 follows up on the suggestions he put forward in last month’s column regarding the indie toy market.

LLast month I gave an honest assessment of what I thought the US toy store market needed: a reboot. If you didn’t get a chance to read the article, please do. It caused quite a bit of a stir here. But will anything change?

Before I get into the outlook for 2025, here’s a quick recap of how we ended up here at Learning Express in 2024, and what we learned from our top vendors and categories.

The top 10 final vendor dollar rankings made up 35% of store volume, as follows:

• Lego 6.8%

• Spin Master/Melissa & Doug 4.6%

• Pokémon/Mattel by ACD Distributor 4.5%

• Jellycat 3.5%

• Dope Slimes 3.4%

• Pick Up items through US Toy 3.0%

• Douglas Plush 2.5%

• Fat Brain Toys (Tomy) 2.2%

• Epoch Everlasting Play 2.2%

• Schylling Toys 2.1%

The top 5 product categories made up 54% of store volume, and were:

• Plush Toys 14.1%

• oy/Pick Me Ups 11.6%

• Tween/Fashion 9.7%

• Building 9.4%

• Crafts 9.2%

The recap clearly shows a year that lacked a stand-out hot product. Back in 2022, at the height of the Squishmallows craze, the brand made up 13% of our sales (and 17% in 2021). This year Squishmallows was not in the top 10.

The positive news is we had a successful year (albeit not great) by featuring many mid-tier vendors and sprinkling in new partners as the market evolves. The arts & crafts category strengthened, and I believe with more newness it will continue to grow into a very significant category for us. It will be interesting to compare how UK indies performed against these rankings and what the bright spots were.

As I look forward to 2025, I am forecasting single digit growth. Last year, two individual months hurt us the most. April was very weak as Easter sales all crept into March, but not enough to offset declines from 2023. The second weak month was November, and I am just not sure why. The calendar sets up better for us in 2025 so I feel confident we can increase those two months significantly.

Of course, we are taking action, and our four-step plan is as follows:

• Implement a value section, full of surprises, each week.

• Add customisation options to ongoing vendor partners. We started this in 2024 - examples include the Dope Slime Sundae Station where kids make their own slime. Other considerations are a patch bar - we supply the bags, hats and containers and kids pick their custom patches that we affix via heat or glue. Many other ideas are swirling, as they offer even more reason to visit us and take the item home on the same day - no waiting on Amazon for delivery.

• Offer more intimate events such as readings, Rain Forest education sessions to outside groups, informational activities like “how to professionally gift wrap”, etc. I have been following the resurgence of Barnes & Noble bookstores by CEO, James Daunt, and his change in philosophy to let the local stores select their own inventory. Customisation is key!

• Test and build the infrastructure to begin social selling. We need to have the platform, inventory quality, people and streaming capabilities to do this correctly, reaching our customers in their homes during slower times at the store. With the odd exception, most indie stores in the US are not offering this service.

And finally, we are commencing a “big picture” change, to revamp our strategies against Amazon and other online sellers that now capture the bulk of the toy business. If you add Amazon, Walmart and Target together they now comprise approximately 70% of the toy dollars. Our slice of toys is getting narrower but there will still be a lane for us. This is a niche worth keeping and those retailers that do it well will not only survive but thrive. At Learning Express, we plan to be one of them.

NEW SOUNDS!

NEW LIGHTS!

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: Big Potato, Hornby, Konami, Lego, Make it Real, Moose, Rubies, Thames & Kosmos and Topps.

fresh

Bibi-Chibis

Moose Toys • 01637 882 200 • www.moosetoys.com

Moose Toys, in partnership with Eolo, is introducing Bibi-Chibis, a range of adorable micro collectibles designed to spread joy, positivity and happiness. Tapping into the ever-growing trend for micro collectibles and kids’ timeless fascination with cute babies, Bibi-Chibis are irresistible tiny treasures that kids will love to collect, trade and share.

Each Bibi-Chibi is a miniature masterpiece, combining vibrant outfits with finishes such as bright matte colours, glitter, metallic accents and translucent textures. Beyond their charming looks, every figurine embodies a unique positive emotion, such as joy, gratitude, comfort or inspiration, and comes with a friendship card. Kids can scratch the card to reveal a hidden message that connects to the figurine’s emotion, making each discovery both meaningful and fun.

With 48 characters to collect across Series 1, Bibi-Chibis are divided into three teams: Dream, Foodie and Wild. From common and rare characters to ultra-rare treasures and the highly coveted, limited-edition Leon, kids will revel in the thrill of completing their collections and uncovering surprises along the way.

The pocket-money priced Bibi-Chibis Single Pack includes one figurine, a friendship card and a collector’s guide in a blind box format, creating an exciting unboxing experience. The Bibi-Chibis 5-Pack provides even more opportunities for discovery, including a mystery figure, making it a must-have for more passionate collectors. Launching in the UK from this month, Bibi-Chibis will be prominently featured in out-of-aisle displays across specialty toy retailers, positioning them perfectly for impulse buys. Additionally, a partnership with Cute magazine will amplify excitement across the season, with thousands of samples reaching kids nationwide. The launch will be further supported by a dynamic marketing campaign that harnesses the power of TikTok, featuring ASMR content, unboxing videos and influencer seeding to drive engagement.

Swift Clicks Heishi Bracelet Maker

Make It Real • 01613 024 100 www.makeitrealplay.com pthomson@makeitrealplay.com

In the children’s activity and accessories space, Make It Real blends innovation, quality and eye-catching design to captivate young creators. The brand’s success stems from strong partnerships with business leaders and a steadfast commitment to delivering engaging, hands-on play experiences.

This year, Make It Real is introducing the Swift Clicks Heishi Bracelet Maker, billed as a game-changer in bracelet making. The product transforms an evergreen play pattern by simplifying and expediting the bracelet making process. Young creatives can make 20+ bracelets using 16 bead colours with ease, by rotating the bead carousel to align the desired colour over the threading stem, then clicking the button to add it to the bracelet. Clicking it again and again adds more beads. Kids can repeat the same colour or rotate the carousel to select a new colour and click again. They can also can easily reload the carousel compartments with the included funnel and store extra beads neatly in the centre. Bracelet making continues to dominate as an ontrend tween activity, and Swift Clicks has been designed to take it to new heights.

Don’t Press That Mine Turtle

Big Potato • 020 3620 9495 • www.bigpotato.co.uk

Inspired by the wildly popular Asdfmovie series from TomSka, Don’t Press That Mine Turtle is one of Big Potato’s latest launches that dares players to complete chaotic challenges or risk pressing Mine Turtle and getting blown up. The more times players press Mine Turtle, the higher the chance it’ll blow. Players must keep nailing missions to make sure the person going up in smoke isn’t them.

If players are given a mission and they refuse it or fail it, they have to push the button and risk detonation. However, if a player dishes out a mission and the recipient nails it, then their evil plan has backfired, and they will have to press Mine Turtle – and every press could be their last. When choosing a victim, players must choose wisely. For example, a player shouldn’t challenge Mr Karaoke King to improvise a song for 30 seconds and should instead give it to Miss ‘I-Don’t-Even-Sing-In-TheShower’.

The beauty of Don’t Press That Mine Turtle is that if a player doesn’t want to do a mission, then they can press the button and take their chances. But if a player is quite happy to sniff someone’s socks, tell everyone their weirdest celebrity crush, or beat someone in a staring contest, then everyone else has a good laugh and that player gets to blow up a pal.

Bluey costumes

Rubies

0845 307 0707

www.rubiesuk.com

Rubies has announced a new licensing agreement with BBC Studios to produce and distribute costumes and accessories from Bluey in the UK. This deal marks a significant expansion of Rubies’ existing licensing for Bluey products in Australia, underscoring the company’s commitment to creating high-quality, authentic costumes that capture the spirit of the beloved animated series.

Building on its success in Australia, Rubies will introduce an engaging range of dressup options that will allow young fans to embody their favourite characters and immerse themselves in the heartwarming world of Bluey and her family. With the growing popularity of Bluey among children and families, the addition of these costumes and accessories to Rubies’ diverse product portfolio is set to delight fans across the UK.

The expansion of Rubies Bluey licensing marks a significant milestone in the company’s dedication to providing everyday play costume experiences for fans. By leveraging its expertise in costume design and manufacturing, Rubies enchanting assortment of Bluey costumes and accessories has been designed to resonate with the show’s growing international fanbase, fostering creativity and storytelling through imaginative play.

For more information about Rubies and its wide range of licensed costumes and accessories, which this year has welcomed Bing, Transformers and Power Rangers, Young Jedi Adventures and Care Bears, visit the website. The Bluey costumes will be available soon.

Exit: The Game –Adventures on Catan

Thames & Kosmos • 01580 212 000 www.thamesandkosmos.co.uk

Thames & Kosmos has unveiled Exit: The Game – Adventures on Catan, the newest addition to the award-winning Exit: The Game line of at-home escape room games, set in the captivating world of Catan.

In Exit: Adventures on Catan, players set out to create a new life for themselves on the beautiful, resource-rich island of Catan, but numerous challenges and riddles await them on their journey. In Adventures on Catan, there are nods to the beloved gameplay of Catan, as players trade with residents to build out the island and discover more resources.

The Exit: The Game series debuted in 2017 and the first three titles were awarded the internationally acclaimed Kennerspiel des Jahres (German for ‘Connoisseur/ Expert Game of the Year’), marking the first time a series of games had won the prestigious award. Since then, over 30 unique titles have been released, with varying themes and options for all skill levels. Today, more than 25m games have been sold worldwide as the series continues to attract gamers and non-gamers alike, with people of all backgrounds and interests hailing the puzzles in the Exit: series as some of the most innovative and engaging puzzles in any line of at-home escape room games.

Konami has revealed details of the brand-new Evil Hero monsters coming through in Supreme Darkness.

Supreme King Jaden’s Evil Hero monsters are back: evil versions of Elemental Heroes Bubbleman and Prisma are on the way, as well as the Supreme King’s new version of Neos, which has the power to take over an opponent’s monsters. There are plenty of Evil Hero Fusion Monsters to choose from and this set adds even more, while new support cards make it easier than ever.

Players looking for something in the fast lane can speed back into action with new Speedroid cards that make Synchro Summoning a breeze. There are two new Pendulum/Tuner Speedroid monsters, plus a couple of new Synchro Monsters styled after Yugo’s favourites, including the biggest Clear Wing Synchro Dragon yet.

Fans of Synchro Summoning can also grab new Crystron monsters, including a new Synchro Monster. A new Level 2 Tuner can Special Summon a Crystron anytime a player’s opponent activates an effect; the player can then immediately perform a Synchro Summon.

An all-new theme also makes its grand debut in Supreme Darkness. This deck works by placing its Continuous Trap Monsters straight into the Spell and Trap Zone. As face-up Continuous Traps, they give constant buffs to all Warrior monsters - but when required, these Trap Cards can spring to life as Warrior monsters themselves, before bouncing back to the safety of the Spell and Trap Zone when things get too hectic. There, they wait to pop out again when the time is right.

Supreme Darkness has 101 new cards in total, including a brand-new World Premiere theme that players won’t want to miss. It also continues the 25th Anniversary Celebration by including 25 Quarter Century Secret Rares, including one special card. Supreme Darkness contains: 10 Secret Rares, 14 Ultra Rares, 26 Super Rares and 50 Commons.

Lego Botanicals Pretty Pink Flower Bouquet

LegoBotanicals

The Lego Group 01753 495 000 www.lego.com

Since its introduction in 2021, the Lego Botanicals collection has fast become one of the Lego Group’s most popular product ranges. These sets offer a fresh experience to building, allowing fans of all ages to create lifelike plants and flowers using Lego bricks and appealing to adults looking for mindful, stressrelieving activities. The collection has become its own specific theme within the Lego range, with its own logo and new products to come.

The new sets announced include the Lego Botanicals Pretty Pink Flower Bouquet, the Lego Botanicals Mini Orchid and the Lego Botanicals Flower Arrangement.

The range is inspired to complement a variety of different plant styles and fan favourites. With customisation features available, these sets combine creativity with nature to offer a unique building experience that can appeal to both casual builders and green-thumbed enthusiasts.

This set consists of 15 flower stems and foliage, including daisies, cornflowers, eucalyptus, elderflowers, roses, ranunculus, cymbidium orchids, a waterlily dahlia and a campanula.

All the stems are adjustable, encouraging builders to create bespoke floral arrangements that they can use as home or office decor. The flowers can be arranged with other Lego bouquets, sold separately, to create a larger, unique floral display.

Lego Botanicals Mini Orchid

This lifelike replica features five orchid flowers in bloom and a few in bud, as well as leaves for extra authenticity. It also comes with a light terracotta flowerpot that sits on a wood-effect plinth, making it easy for budding florists to display.

Lego Botanicals Flower Arrangement

Blooming with vibrant flowers, including camellia, peonies, hydrangeas, baby’s breath, ranunculus, bouvardia and lilies, the set lets builders embrace their inner florist as they arrange the flowers into a unique display. The Flower Arrangement chalice vase comes with a clever pin system that allows flower enthusiasts to customise the look of the set or mix in other Lego Botanicals sets to create a different style.

Scalextric cars and race sets

Match AttaxQueensofEurope

Topps • 01908 800 100 • www.topps.com

Topps, the premier trading card brand of Fanatics Collectibles, has launched its highly anticipated Queens of Europe trading card collection. The brand-new mega multipack is being released in time for the UEFA Women’s Champions League quarter and semi-final draws on 7th February.

Featuring the most prestigious women’s footballers from across Europe, fans can collect star names such as 2024’s UEFA Women’s Champions League and Ballon d’Or winner, Aitana Bonmatí. This is set to be the ultimate chase card for 2025’s Queens of Europe set that will be available in 1/10 mega multipacks, offering a rare opportunity for fans to secure an exclusive addition to their collection.

Containing all the top teams and players from this season’s UEFA Women’s UCC: the UEFA Champions League, UEFA Europa League and UEFA Conference League, fans can also bag rare cards including a limitededition Georgia Stanway card, Manchester City’s Vivianne Miedema, Arsenal’s Alessia Russo, Lyon’s Lindsey Horan and more.

With excitement building ahead of the next round of the UWCL, the mega multipack provides fans with the ultimate opportunity to bolster their collection, trade with friends and uncover ultra-rare, limited-edition cards that could become the crown jewels of their collection.

New updates and subsets will be unveiled in the run up to the UEFA Women’s Euros 2025 in the summer, with Topps rolling out a campaign that will feature some of the biggest names in football, trading card events and videos to inspire and fuel a passion for collectibles.

Hornby Hobbies • 01843 233 500 • www.uk.scalextric.com • sales@hornby.com

Available as either a battery- or a mains-powered option, My First Scalextric Let’s Play! has been designed for younger racers. Let’s Play! offers a fun and engaging introduction to the world of slot car racing, perfect for kids aged three and up. With easy-to-use controls and durable cars, this is the ultimate starter kit for budding racers. For older racers, the C1457M Scalextric Supercar Showdown Race Set and C1458M Fast & Furious Hot Laps Race Set each combine traditional slot racing with the dynamic excitement of retro arcade gaming. The innovative Hot Laps app transforms a smartphone into a lap counter and checkpoint tracker, creating an immersive racing experience, while fans of the Fast & Furious franchise will revel in head-to-head battles featuring Dom Toretto’s Dodge Charger and Brian O’Conner’s Toyota Supra, faithfully reproduced in stunning detail. Nostalgia lovers can rediscover the classic sci-fi action of Captain Scarlet with two iconic Spectrum vehicles: the C4605 Spectrum Pursuit Vehicle (SPV) and C4641 Spectrum Patrol Car. Historic motorsports and legends are catered to with the C4597 Volvo 850 Estate – BTCC 1994, enabling owners to relive moments from British Touring Car Championship. The C4600 Land Rover Series 1 – HUE 166 celebrates the origins of Land Rover with a model of the first production vehicle, a true piece of British motoring history.

Film-inspired models include the C4573 Dodge Charger (Dom Toretto), the C4591 Toyota Supra (Brian O’Conner) and the C4592 Mazda RX-7 (Dom Toretto). Each car captures the spirit and performance of the Fast & Furious franchise. The range also features iconic thematic car packs, such as the C4601 Gordon Murray Design Genius Twin Car Pack, the C4612A Colin McRae Triple Car Pack, and the C4619A Ken Miles Triple Car Pack.

#1 in Adult 2D Puzzles #1 in 3D Puzzles

Spring Fair

Hall 5 Stand H25

#1 in Children’s Puzzles #1 in Children’s Character Licensed Puzzles

Games fun for all the family

Award-winning picks for preschoolers

Feature Spring Fair 2025 preview

Spring Fair gets ready to party

Spring Fair is as a key date in the retail calendar, providing an opportunity for buyers and retailers in the toy and gifting industries to explore the latest trends and products that could help enhance their offerings for the months ahead. As it approaches its 75th year, Spring Fair 2025 has accomplished a 90% sell-out, with over 1,200 exhibitors ready to showcase their new and existing collections.

“This year is looking really positive,” Event director, Soraya Gadelrab, tells Toy World. “We’re anticipating a jam-packed show, with thousands of buyers having preregistered.”

When asked about what has made the show such a long-term success, Soraya explains: “It acts as a barometer for the toy and gifting industries, and a reflection of the

Set to run from 2nd to 5th February, Spring Fair is returning to the NEC Birmingham for the 75th year with a range of product categories including some of the latest toys and games. Soraya Gadelrab, Event director, tells Toy World what visitors can expect from the 4-day show and how opportunities such as the brand-new Licensing Lab can help retailers prosper in a competitive market.

market. Spring Fair is a go-to location to spot trends, to see what’s coming next from the well-known heritage brands and to witness the innovations and newness from firsttime exhibitors.”

Kids, Toys and Play is one of the areas of focus at the event, with Hall 5 featuring the latest items from categories including brain-teasing puzzles and games, handcrafted toys, high-tech gadgets, plush and educational toys.

Among the many suppliers exhibiting this year are Kandy Toys, Keel Toys, Ty, HTI Toys, Wilton Bradley, Whitehouse Leisure (Posh Paws), Brainstorm, Rainbow Designs, Ravensburger, The Puppet Company, Plus-Plus and The Noble Collection. Clementoni and Commotion are both making their first appearance and giving visitors a sneak peek at their respective portfolios.

Keel Toys will be showcasing its wide range of plush, with particular emphasis on its sustainable Keeleco collection featuring 100% recycled materials. Visitors to Spring Fair will be able to pre-order over 100 brandnew additions, which include expanded Christmas and Halloween collections. The company will also unveil a brand-new collection of bag charms featuring various animal themes that visitors will be able to experience first-

Feature Spring Fair 2025 preview

hand at the show, alongside the release of the brand-new Flower Bobballs and the Puppy Love collection of standing and sitting pups.

Brainstorm will also be present with its brand-new Greepz range of horror-themed collectible plush, inspired by the viral Creepypasta trend and aimed at teens and older consumers. Also joining its portfolio is Greeplingz – a smaller version of the Greepz characters. Each packaged plush character features a changing lenticular face and collector card which gives their creepy back story and links to Creepypasta.

Licensing has been an essential part of Spring Fair throughout its history and continues to be a key feature of the show. Buyers attending this year's event will have the opportunity to explore the latest toys featuring both popular current licences and beloved classics, including Disney (Frozen, Marvel and Star Wars), Harry Potter, Pokémon, Barbie, the Marvel Cinematic Universe (Avengers and Spider-Man), DC Comics (Batman and Wonder Woman), Peppa Pig, Paddington, Bluey and Minecraft, which will all be brought to life by a range of suppliers.

Rainbow Designs will showcase a host of licensed lines, including the brand-new Bing range of plush and play sets featuring popular characters from the beloved pre-school show, which is set to launch in Q3. This summer, the company will also welcome a brand-new range of large, cuddly cushions, collectible plush and plush keychains featuring an array of the classic and cross-generational Mr Men Little Miss characters. These new licensed ranges will sit alongside the existing Peter Rabbit, Disney’s Winnie the Pooh, Lion King, Paddington and Harry Potter Wizarding World collections that have proven popular amongst giftgivers and nostalgic parents wishing to introduce classic characters from their childhoods to their children.

Ravensburger will also be at the show to present its latest ranges, including children’s puzzles that bring together the best in licensed offerings in both 2D and 3D. The company’s Hylkies range has expanded with the addition of new Star Wars and Marvel Universe characters, as well as the launch of six Harry Potter-licensed characters. Additionally, its game offering will be boosted with the launch of the Level 8 rummy-style game range encompassing three editions at launch – including Disney Stitch and Super Mario Bros. items – while its hit board

game Disney Eye Found It! has been translated into an easy-to-take-along card game format.

The event will also offer numerous opportunities for retailers to gain valuable insights into licensing trends and marketing strategies that can help improve their businesses. As Soraya tells Toy World, this year, Spring Fair is set to launch the Licensing Lab in partnership with Fabacus and Licensing International, which will serve as an industry hub, promoting knowledge sharing, business expansion and networking. This new initiative will also offer a dedicated platform for licensors and licensees to present the latest brands, trends and innovations within the licensing industry.

“Beyond showcasing the latest advances in the toy and gifting industries, we are also offering hours of free advice, inspiration and insights across three stages,” says Soraya. Educational sessions aim to enhance knowledge sharing, including workshops, panels and seminars led by industry experts covering licensing trends, legal aspects, marketing strategies and success stories. This year’s event will also feature interactive displays which will include demonstrations, product samples and live product demos.

In addition to the sessions at the Licensing Lab, visitors can bring themselves up to date with the current most pressing challenges in retail through panel discussions and practical workshops at the Masterclass Studio, which aims to provide retailers with the tools and confidence they need to tackle their next business steps. With sessions tailored to real-world issues that retailers are facing this year, these have been designed to help them gain practical skills, participate in Q&As and have the chance for one-toone guidance with experts after each talk.

The Inspiring Retail Stage will allow visitors to step into the future of retail with daily catwalk shows, high-profile keynote speakers and trend talks designed to spark new ideas and strategic thinking. This stage will be useful for visionary insights, whether hearing from industry leaders or catching up on the latest trends; each session is crafted to inspire ambitious thinking and equip business owners with actionable insights to scale and future-proof their businesses.

Also making a return is the ever-popular Gift Of The Year Showcase featuring the best new products across the gift industry each year. Additionally, the event organiser will be hosting a Gift Of The Year Pavilion – a launchpad for

The Giftware Association members who haven’t previously exhibited at the show – to offer an opportunity for new giftware brands to present their products.

Adding to new and exciting updates, Spring Fair and Faire have announced a continuation of their successful partnership from 2024 and will provide up to 20,000 independent retailers with access to hundreds of brands both in-person and online. Retailers seizing this opportunity will now benefit from a year-long collaboration that allows them to source products, discover new brands and manage orders throughout the year, rather than only during the physical trade show. Other perks include a 50% discount on first orders (up to £100) for new Faire users, more visibility and advice on how to maximise the benefits of this hybrid wholesale model.

There will be activities and special features for visitors to enjoy in celebration of the 75th-anniversary milestone, including happy hours, the Spring Fair at Night, giant birthday cards and a pleasant anniversary fragrance that will make the decorated halls smell as good as they look. “It’s going to be a big party in celebration of the last 75 years, as well as the people and businesses that have been part of the show for so long,” says Soraya. “This occasion also gives us a chance to reflect on what retail means today and how we can move forward as we look ahead to the next 75 years.”

The organisation has collaborated closely with partners including the Giftware Association, the Greeting Card Association, Gift Of The Year and many others to ensure that this year’s event is one to remember. Soraya adds: “The team has worked tirelessly over the last year to respond to feedback from the last show and to create a truly unforgettable Spring Fair; we really can’t wait to see it all come to fruition this month.”

For more information and to register for free attendance, please visit www.springfair.com. Meanwhile, in the following pages of editorial, readers will be able to discover further details on some of the product ranges mentioned in this article and find a selection of toys and games from other suppliers that are also heading to Birmingham this year.

Spring Fair 2025 preview

Wilton Bradley

01626 835 400 | www.wiltonbradley.com

Stand 5G30-H32

At this year’s Spring Fair, Wilton Bradley will unveil five new products that promise to captivate children and parents alike. From adrenaline-pumping rides to immersive playtime experiences, the company’s latest offerings are designed to deliver adventure and learning in equal measure.

Xootz continues to redefine outdoor play throughout 2025 with the launch of a cutting-edge electric trike, The Stinger. Engineered for kids aged six and above, the Stinger is designed for speed, style and safety. The Xootz Stinger reaches exhilarating speeds of up to 14km/h, giving kids a taste of adventure while parents enjoy peace of mind. Built with a sturdy yet lightweight frame, this electric trike ensures hours of effortless fun, and the intuitive controls make it easy for young riders to master.

Building on the success of the immensely popular PlayHouse Play Tray, Wilton Bradley is introducing two new vibrant colourways that bring even more versatility and style to playtime. The new pink and blue colourways expand the Play Tray’s appeal, making it an ideal addition to any child’s play area. The Play Tray is built to encourage open-ended play, helping children develop fine motor skills, problem-solving abilities and imaginative thinking.

Adding a touch of themed adventure to its Play Tray range, Wilton Bradley is also announcing the PlayHouse Play Tray Farm & Safari sets. These sets include specially curated accessories and play mats that transform the Play Tray into immersive landscapes for children to explore. Each set comes with high-quality, detailed accessories and durable mats that spark storytelling and imaginative play. Perfect for solo or group activities, the Farm & Safari Play Trays provide endless opportunities for kids to learn about the world around them while having fun.

The new Safari Pals Kiddie Pool by Bestway is a vibrant inflatable pool featuring three sturdy rings with playful animal designs and a 101-litre capacity. Designed for kids aged 2+, it is easy to set up and store and doubles as an indoor ball pit for year-round fun. This is just one of many paddling pools available from renowned global inflatables manufacturer, Bestway.

The new Bestway Puddle Jumper range features three bright designs. The Original Puddle Jumper Child Swim Vests ensure safe water adventures for kids 15-30 kgs. Featuring durable polyester, foam pads and secure back buckles, these vests offer comfort and reliability and are ideal for building water confidence.

Spring Fair visitors are encouraged to visit Wilton Bradley at its stand from Sunday 2nd to Wednesday 5th February 2025 to meet its sales team and see these new products in action.

Keel Toys aims to bring enchantment and innovation with its 2025 range. Known for pushing the boundaries of design and sustainability, Keel Toys continues to lead the way with Keeleco— its collection made from 100% recycled materials and currently offering over 500 products. Visitors of Spring Fair 2025 will be able to preview and pre-order over 100 brand-new items, including expanded Christmas and Halloween collections.

The company features seasonal ranges that highlight cutting-edge fabric innovation. Featuring luxuriously soft eco-friendly fabrics, Keel’s festive range includes reindeer, penguins and huskies, as well as soft toy treats like a plush yule log and Christmas cake. There’s also spooky fun with Halloween bats, spiders, skeletons and pumpkins.

Keel Toys is also unveiling a comprehensive collection of bag charms. From Keeleco Sealife and Wildlife to Jungle Cats and Farm Animals, these mini charms include a premium metal clip and exclusive Keel Toys logo spinner.

Paired with a specially designed display spinner stand, these charms have been designed to steal the spotlight in any store.

Snackies is a quirky range of food-themed characters like Franco Fries and Pablo Pizza, made from an exclusive tousled recycled fabric, these collectibles also come in Love Bites versions with sweet slogans like ‘Love You a Latte’ on Carlos Coffee.

Building on the success of Plant Bobballs, Keel Toys is also launching Flower Bobballs—a daisy, sunflower, tulips and bluebells—perfect for year-round gifting. Meanwhile, the brand-new Puppy Love collection showcases standing and sitting pups complete with collars and leads, all crafted from innovative recycled fabrics. Spring Fair visitors are encouraged to stop by the Keel Toys stand to experience the perfect blend of sustainability, innovation and huggability.

Spring Fair 2025 preview

Brainstorm

Stand 5G42-H43

Brainstorm returns to Spring Fair while celebrating its 30th anniversary. The company has become synonymous with innovative, educational toys and gifts and 2025 will see the company expand its range with new products.

Half Toys will spark curiosity with a minimalist design that belies the products’ play value. The open-ended play range provides a multi-sensory experience and features dinosaurs, forest, Savana and ocean creatures. Each Half Toy has a tactile, soft-hued skin which includes safe magnets seamlessly embedded into each half so they can be opened and closed to reveal their skeleton within. Each skeleton can be played with separately and fits together in a simple puzzle designed for little hands to master. Available in single packs, a 3D Picture Book Set, Diorama sets and a World Playset, the extensive range suits various retail outlets with competitive price points. Highly collectible, kids will love to play and fidget with their Half Toys, learning about the world around them.

Greepz is a new creepy, horror-themed collectible plush capitalising on the popular Creepypasta craze and is aimed at ages 14+. According to Circana, the toy market aimed at teens and adults now represents 28.5% total market share, so Greepz is perfectly targeted for this demographic and mixes horror with humour. Greeplingz is a smaller version of Greepz and each packaged plush character features a changing lenticular face and collector card which gives their creepy back story and links to creepypasta.

The scary lenticular face is visible in the impactful packaging - and their bums can be seen through the back of the box. Eeries 1, the Ypeerg Mub Series, features six Greepz; Helluva, One Big F, Sal Smiles, Glampire, Skinny and Slayer Sloth. There are also six Greeplingz to collect. To encourage demand and collectability, the limited edition eeries will not be repeated and so fans are expected jump on the craze quickly before all stock is sold.

The Eugy craft collectible craze is popular with all ages and brand awareness is at a high with consumers. Collectors and new fans will love the new characters planned for 2025 as creator Dodoland continues to produce high-quality Eugy models that capture the imagination. New Eugy to collect, create and keep include Kingfisher, Beaver, Capybara, Pachycephalo and Manatee, taking the range to over 100 SKUs. Made from environmentally friendly, biodegradable card, children follow a simple number sequence to assemble their 3D Eugy figures.

Rainbow Designs

Stand 3M10-N11.6

Alongside the ever-popular Peter Rabbit, Disney’s Winnie the Pooh and Lion King, Paddington and Harry Potter Wizarding World, Rainbow Designs will be introducing new collections at this year’s Spring Fair that are set to join its infant and gifting portfolio.

Joining Paddington in Rainbow’s pre-school toy portfolio for 2025 is the multi-award-winning pre-school property, Bing. The Bing range will be available from Q3 and will focus on Bing and his friends Flop and Sula in both plush and play set formats. A new My First Bing and Giant Bing soft toy will also be available later this year.

In a new strategic distribution partnership for 2025, Rainbow Designs is joining forces with globally recognised Sri Lankan family-run toy company, Tikiri Toys, to offer its signature lineup of organic, non-organic soft toys and natural rubber toys. Available this spring will be the Tikiri My First Safari Collection of organic rubber teethers and comforters, created from the latex of the Hevea tree and cotton materials. Also joining the portfolio is an extensive range of timeless and classic Bonnika Soft Dolls that have been created from the most beautiful fabrics to make them soft and huggable.

A new licence joining the Rainbow family this summer is the Mr Men Little Miss range. For over 50 years, this British-born brand of characters, each with their own unique personalities, has been loved across generations. Rainbow’s new range will include the iconic characters Mr Tickle, Mr Happy, Mr Bump and Mr Strong, alongside Little Miss Hug, Sunshine, Princess and Chatterbox, in a range of large cuddly cushions, collectible plush toys and plush keychains.

Other additions for 2025 include a new Winnie the Pooh Soft Toy and Blanket packaged in an illustrated Gift Box, and a Silicone Teether and Muslin Comforter in the luxury Winnie the Pooh Always and Forever collection. There will also be new arrivals in the Peter Rabbit ranges including an adorable Peter Rabbit in a Union Jack Gift Bag and, in the high-end Signature Peter Rabbit collection, a cute Silicone Teether and Muslin Comforter.

Back by popular demand, in a dedicated range for 2025, is the new Disney Baby My First Dumbo Range featuring a My First Dumbo Soft Toy, Baby Soft Comforter and Ring Rattle. Also joining the award-winning Disney Baby Lion King range this year will be a fun and educational Soft Activity Cube featuring multiple textures and a peek-a-boo mirror, while Baby Soft Simba Stacking Rings will encourage early counting as well as hand-eye coordination.

There will also be several new additions to the popular Guess How Much I Love You collection including an engaging Soft Activity Cube as well as a Muslin Gift Set and a Memory Cards Gift Set both including an adorable Nutbrown Hare Soft Toy.

Spring Fair 2025 preview

Spring Fair will see The Puppet Company introducing several new puppets and plush lines, including a new licence that the company will be showcasing at the NEC alongside its new Paddington puppets, charity puppet and partnerships.

New ZSL Animal collections will be introduced at the NEC, designed in collaboration with global conservation charity ZSL. The new Animal Backpacks collection of incredibly lifelike Backpacks for animal lovers of all ages helps support the wildlife conservation work ZSL does around the world. Combining realistic plush design with functionality and exceptional attention to detail, these stand-out bags have been deliberately designed for users to wear on either their front or their back so they can be ‘cuddled’ whilst being carried. Available now, the collection currently includes a Chimp, Panda, Red Panda, Sloth and Tiger.

The upcoming Jumbo Friends Puppet collection is also designed in association with ZSL, which combines the company’s joint passion for animals and product expertise. These large animal head puppets combine exceptional attention to detail and finishes with excellent working mouth movement for extra impact. Suitable for adults and older children alike, there are further product collaborations underway. The ZSL Collections are produced as sustainably as possible, made from 45% recycled materials and manufactured to the highest possible safety and quality standards, ensuring long-lasting products. Launching in spring 2025, the range includes an Elephant, Giraffe, Gorilla, Lion, Red Panda and Tiger.

The Puppet Company will also be featuring the pocket-sized Micro-Monsters range. These quirky, palm-sized miniature monster finger puppets bring a burst of fun and colour. Each of the seven collectible creatures boasts its own zany personality and vibrant design. With their portable size, they are both collectible and accessible, and with a new POS display box are set to become the ultimate finger puppet companions. In summer 2025, consumers will be able to meet the Micro-Monsters: Womp, Swoop, Fuzzle, Glunk, Snaggle, Snerk and Orbix

The company also offers several new lines for Babies, including the new My Puppet Comforters with all the appeal of traditional comforters combined with functioning finger puppets for added interactive play. My Puppet Comforters are suitable from birth with embroidered eyes and traditional comforter-style bodies featuring some of the most-loved animals. They are made from the softest materials, beautiful high-end soft plush and tested to the highest possible safety standards. Designed to complement the most popular nursery and playroom themes, these are the perfect ‘first friend’ for infants. In stock and already well-received, the collection includes a Bear, Bunnies, Dog, Duck, Elephant and Lamb.

The Puppet Company is introducing its eye-catching new My First Dinosaur puppets. Suitable from birth, machine washable and made from 100% recycled plastic materials, these prehistoric puppets have a modern-day twist. Available in summer 2025, My First Dinosaur puppets feature some of the most-loved dinosaurs in a range of Blue, Purple, Green and Red.

With more new lines to be introduced and further new designs underway, The Puppet Company is looking forward to showcasing the latest arrivals to its portfolio alongside its show offers (and some chocolates).

Internationally recognised as a high-quality brand and a winner of multiple prestigious product awards across the globe, Plus-Plus encourages kids to be creative and explore building a world of 2D and 3D models and puzzles using tactile, open-ended play pieces. After another successful year in the UK, building on established and expanding channels, 2025 looks set to be another growth year with innovative launches as well as a focus on the core range which kids and parents love and endorse.

A new concept for the travel market is Activity Pads. These pads contain 125 pieces, kept safely in a secure box, and six pages of activities containing twelve 2D and 3D builds, where two items can be constructed at one time. The pads are perfect for on-thego entertainment and are ideal for families wanting to entertain their children whilst travelling and can be folded away neatly when it’s time to move on. The four themes are Space, Ocean, Fairytale and Transport.

A total of nine new tubes will launch during the year to capture the creative imagination of young builders. Six of the most popular animal tubes – Lion, Gorilla, Manta Ray, Sea Turtle, Elephant and Dolphin - will all have new colour refreshes in child-appealing, fun colours rather than traditional life-like tones. Perfect for gifting, the 240pc tubes - I Love You (romantic colours in red and pink tones) or Botanica (a subtle mix of mature colours for sculpting floral creations and plants) - are the perfect alternative for gifting to a loved one on Valentine's Day, Mother’s Day or any day. Meanwhile, launching in late summer will be a mesmerising spectrum of colours in a tube which reflects the ever-changing illusion created by the Northern Lights including dark blues, purples and greens with a little hint of glow in the dark.

As part of the new Botanica range, new plant packets are perfect for small affordable gifts at a pocket money price. These are single-build packets in a variety of succulents, plants and shrubs, ideal for collecting and building a miniature garden. There will initially be six to collect in a variety of styles.

Expanding on its Big range, Plus-Plus is introducing two new play sets in the popular themes of Farm and Food which are always a hit with young children. Helping them develop their imaginative role-play skills, both sets focus on basic play patterns so that little ones can build simplistic shapes such as a cow, pig and sheep or sushi and burgers, or play simple stacking, sorting and matching games to start to explore their interest in building and creating.

Spring Fair 2025 preview

PMS International

01268

Stands 1D10-E11, 1D20-E21, 1D30-E31

PMS International will be showcasing its extensive range of popular licensed and own-brand toys at Spring Fair this year. With an impressive portfolio boasting some of the world's most popular licensed brands, in-house intellectual property and key distribution agreements, PMS International is set to unveil a captivating selection of new collections and freshly acquired licences.

At the forefront of this year's showcase is the hugely successful Elves Behavin’ Badly, a festive favourite that has been bringing joy and laughter to households worldwide since its debut in 2017. With remarkable growth in the UK since its launch and expanding international popularity, PMS is building on this success by introducing new products and strategic licensing partnerships to elevate the brand's festive offerings that appeal to a wide customer base. Innovative marketing strategies, including dynamic social media campaigns and collaborations with influencers, have further enhanced the brand's outreach and engagement.

In a collaboration with HookedByBex, PMS International is introducing the UK's best-selling Affirmation Doll, Positive Potato, a heartwarming creation that has swiftly captured global popularity since its online debut in July 2022. Bringing to market a diverse range of collectible crochet dolls, giftware, tote bags, stationery and more, this licensing partnership offers retailers new opportunities to elevate their product offerings and drive sales growth.

New for 2025, PMS International will be introducing the much-anticipated Kawaii-inspired Mochi Pop collection. The plush characters, including the Plant Pot Mochi Pop, are poised to captivate consumers with their cute designs. The collection promises to offer a unique and compelling addition to the market, and with their undeniable appeal and high-quality craftsmanship, the Mochi Pop collection has been designed to resonate with children and adults alike.

PMS International continues to expand its licensed portfolio, with the addition of the highly sought-after brand, The Grinch. Serving as a licensee across Europe and the Middle East, this new collection captures the essence of the festive season with a diverse range of decorations, including Christmas stockings, tree ornaments and elegant gift bags.

2025 will be a big year for The Smurfs thanks to the highly anticipated release of a new film this summer. As the licensee for The Smurfs in the entertainment industry, PMS International offers an array of innovative and engaging products.

Softlings – Foodies takes the spotlight once more following its successful debut last year. These food and drink-inspired plush toys have rapidly become a top-performing brand in the market, appealing to all ages. Now, with over 60 styles to choose from, the brand will be debuting a collection of multipacks, including a box of smiley eggs, a series of blind bag mini plush surprises, boasting 16 captivating characters, and collectible mini figurine characters in a blind box, with eight charming designs. Expanding the Softlings collection, new SoftlingsUniverse, a selection of plush toys that draw inspiration from everyday objects, will be presented at the show.

For licensing partnerships, please reach out via the first email address listed above, and for sales enquiries, please contact the second one.

University Games

0207 254 0100 | www.university-games.co.uk

Stand 4E24-F25

University Games and The Lagoon Group are set to showcase their entire 2025 catalogue of games, puzzles and gifts at Spring Fair, which will feature over 60 new lines. The TV Classic, Bullseye, a range of educational science toys in partnership with National Geographic and the new Birthday in a Box range are just some of the new ranges that will be on display.

The TV classic Bullseye returned to screens on 22nd December with new host Andrew ‘Freddie’ Flintoff. The new University Games’ Bullseye Board Game, arriving this spring, will ensure players at home will also have a ‘super, smashing, great’ time. With question categories following the TV show format, players try and master the rounds to get to the final and win Bully’s Star Prize.

Lagoon’s new Birthday in a Box range is the ultimate Birthday gift. Containing everything needed to make a friend or family birthday perfect, it can be delivered directly or as a surprise on the big day. Available for ages 18 to 60 as well as a general Happy Birthday format, a Birthday Trivia Card Game, Booklet of Birthday Fun Facts, Happy Birthday Badge, Candle, Balloon, Keyring, Cake Topper and Confetti are just some of the goodies included.

The new Lagoon collection of Classic Pub Games offers a Card Game Compendium of over 50 different card games, a Dice Game Compendium detailing 20 ways to play and a Pub Coasters Game with over 40 illustrated coasters. This collection offers great entertainment whether played at home with family or at the pub with friends.

New to Lagoon for 2025 is the National Geographic How Things Work range. Designed with creative play in mind, these beautifully styled 3D puzzles use card and other materials to create a perfect build-and-play range of STEAM science toys. The 8-line range includes a Periscope, Monocular, Hydraulic Lift, Blast Off Rocket and Parachute Launcher, which all come with an instruction booklet that outlines fun facts about the unique build, to help children understand How Things Work.

There are also some new brain-teasing puzzles joining the best-selling and extensive Project Genius range, which include the Bamboo Cribbage, Grecian Computer and a 12-piece CDU of True Genius Lock and Key Puzzles.

These new ranges will join the ever-popular Purple Cow range of Science Kits for children and Magnetic Travel Games, as well as Lagoon’s Seasonal collection of games and puzzles that includes CDUs of Christmas Tabletop Games and Fun Festive Entertainment as well as Oh What Fun, Cryptic Christmas and Down the Chimney games for the whole family. University Games will also have its best-selling pre-school and children’s ranges of games and puzzles on display, headed up by the Core 4: What’s Up, Don’t Say It, Charades for Kids and Yes!, No! Also on show will be its extensive licensed ranges that include Roald Dahl, Dog Man, The World of David Walliams and The Very Hungry Caterpillar, alongside the Learning Journey range of games, puzzles and construction toys.

Ravensburger

01869 363 830 | www.ravensburger.com

Stand 5H25

Ravensburger will present a raft of new introductions as well as evergreen best-sellers and awardwinners at this year’s Spring Fair. The company’s Oxfordshire-based puzzle development team has expanded on its growing roster of talented regional artists, offering a wealth of designs through 2025 that will engage the company’s varied puzzle audience. Among the new designs presented at the Fair is the first in a new series by the ever-popular artist Linda Jane Smith. Best-known for her Crazy Cats collection, this time the artist celebrates canine friends with Dapper Dog No.1 – Digby’s Deli. The latest in the hit series My Haven – No.12 Boho Retreat will also be showcased. Emma Allen, an illustrator who joined the Ravensburger line-up in 2024, celebrates the wonderful world of nature in the new 1000-piece puzzle Little Garden World.

2024 contemporary puzzle series launch Art & Soul welcomes new additions for this year, and the company’s Cherish Your World 500-piece puzzle series, hot off the press for 2025, offers a fresh take on wildlife imagery, inspired by the artist’s desire to highlight the need to protect vulnerable species.

Ravensburger will present a raft of children’s puzzles bringing together the best in licensed offerings in both 2D and 3D, as well as other new introductions such as the Puzzle Up collection of multi-puzzle jigsaw sets. This series couples the fun of puzzling with learning opportunities, with age suitabilities in the range available from 2+ years to 6+ years.

Bringing together 3D puzzles and collectability, Hylkies grows with the addition of further Star Wars and Marvel Universe characters, as well as the introduction of six Harry Potter-licensed characters. These handy characters each have 54 pieces for collectors to piece together and include a useful display stand for the finished creation.

The company will exhibit best sellers and new launches across the popular Brio brand and the recently launched Play+ infant and toddler collection, which includes both toys and books. The brand’s Spin & Pop Leopard suction toy received a Gold Award in the 2024 MadeforMums Toy Awards while the 4-in-1 Colour & Shape Sorter Chameleon was selected in the ITV This Morning Top Toys for 2024.

Ravensburger will present retailers with a variety of games that address a breadth of price points and age recommendations. The company will boost its card game offering with the launch of the Level 8 rummy-style game range comprising three editions at launch, including Disney Stitch and Super Mario Bros. items. The hit board game Disney Eye Found It! has also been translated into an easy-to-take-along card game format. These new additions join the recent social party game launch, Oh My Pigeons and a selection of licensed minimemory editions, along with the Disney Lorcana TCG Gateway.

Spring Fair 2025 preview Posh Paws

www.poshpawsinternational.co.uk | sales@poshpawsinternational.co.uk

Stand 5L21

With the growth of Japanese-inspired toys and gifts, the Kawaii Kuties brand from Posh Paws has gone from strength to strength in the UK and internationally, and 2025 will see more kawaii collections introduced into this popular range.

Posh Paws launched Kawaii Kuties plush in the spring of last year and has experienced unprecedented demand from leading retailers and independents nationwide. The range was supported by a heavy-weight digital summer marketing campaign targeting TikTok and Meta advertising and collaborating with leading teen and family TikTok influencers to create engaging content that reached over 12.5m consumers that established the brand as a must-have for kids, tweens, teens and adults.

Series 1 and 2 in the Kawaii Kuties collection feature twelve cute, collectible animals for plush lovers to cuddle up to, including a Shiba Dog, Cat, Axolotl, a Japanese Tanuki Dog, Penguin, Turtle, Dinosaur, Panda, Sloth, Unicorn, Hamster and Bear. These squishy animals are available in 9” and 13” sizes, and 5” Bag Clips that offer retailers various price points for their customers.

New Kawaii Kuties plush collections for 2025 focus on the hottest consumer trending animals, design styles and play patterns. Plush Surprise Capsules include a mini 5” plushie in a colourful assortment of beautiful plants, Snaxolotl’s holding sweet treats and savoury snacks, penguins and cats in a variety of cute costumes and surprise dumpling bag clips. Other additions include Kawaii Kuties holding noodle packets and new 2-in-1 plush Kawaii Foodiez surprise noodle pots where fans can mix ‘n’ match the Kawaii plush animal inside with different plush noodle pots, adding collectability and a multi-play function to these plush toys.

Posh Paws has also developed a licensed range of Kawaii Kuties Swizzels Squash’alotls that come in a variety of eye-catching colours that match the flavoured Squashies that each axolotl is holding.

The company will also be unveiling a range of brand-new Kawaii Kuties collectible toys & gifts, ranging from 3D figurine keychains, 2D keychains, Blind Box Surprise Figurines and 3-in-1 Surprise Capsules with a 3D figurine, a keychain and stickers inside.

Visitors at Spring Fair can also find out more about Posh Paws’ licensed movie ranges for 2025, including How To Train Your Dragon live-action, Jurassic World Rebirth, Gabby’s Dollhouse The Movie and many more licensed plush and gifting ranges that are now available, including Swizzels Love Hearts, Friends, Batwheels and Harry Potter. Attendees can also check out the company’s full range of the hottest trending own-brand plush toys, including Cuddly Capybaras, Axolotls, Street Bears, Bubble Teas and many more from the 2025 catalogue, as well as a brand-new toys & gifts collection that is great value and will make perfect pocket-money additions.

Spring Fair 2025 preview

Keycraft

01779 478 078 | www.keycraftglobal.com

sales@keycraftglobal.com

Stand 5L30-M31

Keycraft has expanded its bestselling Living Nature collection to bring consumers a range of charming plush keyrings, playful snap bands and pocket-sized dress-up animals. Perfectly priced for impulse buys, these super soft collectible toys have also been designed with sustainability at the forefront by using recycled plastic stuffing.

Keycraft’s Little Buddies are the tiniest members of the Living Nature family. Each character is crafted with charming details, bringing the magic of soft toys to consumers. Made for collecting, they aim to bring smiles to kids and grown-ups alike.

Present at Spring Fair will be Little Clips – a range of playful plush keyring clips designed to add fun to bags, backpacks, or keys. With a charming range of characters, they bring a touch of personality wherever they go.

The Little Living Nature Play collection features plushies with personality. These cuddly companions come dressed in removable hoods, ready for hours of imaginative play. Perfect for little hands, they help develop hand-eye coordination and inspire endless pretend play.

Alongside the Littles Collection, visitors can also discover Keycraft’s newest expertly designed pocket money display stands including a Pirate Ship and Dinosaur filled with its latest pocket money toys, including the new Inkerz sensory toys offering a tactile adventure. With new Inkerz, users can watch the mesmerising drops of paint glide through their fingers.

Spring Fair visitors are also encouraged to view the Little Living Nature Display Stand. Designed for easy restocking and effortless browsing, it features 24 pockets at varying heights, perfect for shoppers of all ages. Its compact design showcases a wider range of toys, ensuring more customers find their favourite. With convenient wheels for mobility, retailers can easily reposition it to attract shoppers wherever needed. Crafted from sustainable plywood, this display creates an eye-catching showcase that draws customers in.

We’re thrilled to announce that Pyramid International will be exhibiting at Spring Fair 2025, the UK's premier retail trade event, happening from February 2nd to 5th at the NEC in Birmingham. This year’s Spring Fair is set to be a memorable one as it celebrates 75 years of connecting the retail industry with the latest products and innovations.

Allegedly

Just before Christmas, The Entertainer CEO Andrew Murphy gave an interview to Retail Gazette talking about the retailer’s partnership with Tesco, in which he admitted that – and I quote – “we’ve probably gone in at too low an average selling price, which is not to say that some of the lower priced toys shouldn’t be there – but it’s more the balance of the whole range.” To be fair, The Entertainer team didn’t have much time to curate last year’s Tesco range, and Andrew told us in the middle of the year that 2024 would very much be a case of ‘test and learn’. I suspect most toy suppliers will not disagree with the comments about the current pricing and product mix, and it will give some companies a potential opportunity to grow their business with The Entertainer / Tesco in 2025. However, others may be a little concerned with another quote in the article: “Between Addo product and Early Learning Centre product, (own brand ranges) grew in 2024 from 18% to 25% of our sales. Next year, it’s a really stretching target, but we’re going to try and get to 30%.” As with the Sunday opening situation, I suspect that other toy retailers won’t be too disappointed to hear this. Speaking recently to one of the owners of a specialist store which has branches next door to The Entertainer in certain locations, he felt that his offering was sufficiently different to that of The Entertainer to render it indirect competition, rather than a direct competitor. Although I suspect suppliers will be less thrilled to see this direction of travel: when you add in clearance lines, that represents a substantial portion of shelf space closed off to brands which – for many – used to be a huge revenue driver, especially when it comes to the Tesco aisles. But just as we have seen with Argos in recent years, toy suppliers can’t automatically assume that retailers will deliver the numbers they used to hit. Priorities and strategies change, and life moves on. Other retailers will seek to capitalise on gaps in the market, and that will hopefully throw up new avenues and opportunities. As we start a New Year, all we can be certain of is that none of us can rely on just doing what we did previously – we all have to adapt to the changes in the way business is conducted. Some of those changes are welcome, some perhaps less so. I would go so far as to say that some of those changes are driving many of us nuts – but I am not sure there is much we can do except go with the flow…

On The Entertainer front, it was also good to finally be able to reveal one of the industry’s worst-kept secrets online a few weeks back – namely the news that Addo Play has has signed a global deal to take over the running of the Meccano construction brand, under licence from Spin Master. Several retailers contacted me before Christmas to ask if I knew why Meccano had dropped off the Spin Master price list – I did know but I had to keep schtum. As well as being a great opportunity for Addo Play, it's also an intriguing pointer towards the direction of travel for The Entertainer, adding exclusive toy brands to its portfolio…

The Entertainer isn’t the only retailer getting involved with bringing brands to market. It’s good to see that Midco’s Dave Middleton’s incredible passion and persistence has paid off, with the recent announcement that the WereBears range -

which he has been championing throughout 2024 - will be brought back to life in 2025 by The Beverly Hills Teddy Bear Company and distributed in the UK by Character Options. Dave has singlehandedly taken it upon himself to resurrect the brand, over 40 years after it made its debut, and with the current popularity of ‘scary cute’ brands, the timing may be spot on…

As the selection process starts all over again, some people kicked the year off with a trip to Hong Kong. I’ve had interesting (and honest) feedback from many of those who made the trip, and the general consensus is broadly as I expected: the word ‘quiet’ made an appearance in every message I have received. Nevertheless, most say they are happy that they made the trip. Some have suggested that meetings were often longer and more productive, as the old ‘speed dating’ approach is no longer necessary with fewer people around. Some unearthed a few gems which someone else may have beaten them to in the past, while others have pointed out that they managed to secure good time with certain major accounts which – and I quote – “may have given us scant time elsewhere.” Overall, the ‘quality not quantity’ mantra was very much the order of the day, along with the ‘horses for courses’ argument. Hong Kong is not for everybody, but for those working closely with the Asian market or seeking out FOB lines to boost margin balance, it remains a viable option. However, many of the mainstream toy brands no longer include Hong Kong in their schedules, and in particular, I don’t get the impression that too many US companies (nor their European counterparts) were there...

The Toy Fair landscape has also seen an interesting new development Stateside, as the Toy Association has announced that it has purchased a new permanent Toy Building, which is located in the heart of El Segundo. It’s very much a case of ‘history repeating’ for the US toy community, as it once again has a dedicated building with year-round showroom capacity – albeit in LA this time round, rather than on 5th Avenue New York. Those of us with fond memories of 200 5th and 1107 Broadway know how popular the concept used to be, and this new building and the growth of LA preview events will undoubtedly have a major impact on the way toy buyers and sellers interact in the US market. It will also inevitably have a knock-on effect on the travel plans of the international toy community. Definitely a developing situation to keep an eye on, and no doubt it will be a major talking point as we make our way around the forthcoming trade show circuit…

Speaking of LA, our thoughts are with all of those people who have been affected by the awful wildfires that have been spreading across the district. I’ve read some heartbreaking social media posts from people in the affected areas, so I hope everyone in the LA toy community is safe, and the situation is brought under control very soon. The aftermath, however, is bound to last for a very long time.

READY FOR THE YEAR OF THE SNAKE?

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