Toy World Magazine January 2023 - full edition by TOYWORLD MAGAZINE

January 2023 Volume 12 Issue 05

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Dean Weller, Chief Executive Officer From the global pandemic to the cost-of-living emergency, the last three years have certainly thrown the industry some challenges. Now with Global recessions looming, our team continues to focus on how we make your budgets go even further, whilst continuing to innovate and lead in your market.

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The Team...

CONTENTS January 2023 Volume 12 Issue 05

John Baulch

Publisher and Managing Editor john@toyworldmag.co.uk 01442 502 408 07932 651 207

70 Retail Profile: Hamleys

Hot Properties

Mark Austin

Sales Director mark@toyworldmag.co.uk 01442 502 405

Anita Baulch

Circulation and Financial Director anita@toyworldmag.co.uk 01442 502 406

News

Regulars

Features

15 From the Publisher 16 News 28 Industry Moves 34 Marketing World 104 Licensing World 392 Allegedly

36 Generation Media 44 NPD 49 Talking Shop 58 Letter from America 192 Viewpoint

40 Company Profile: MGA 60 Retail Profile: Toymaster 64 Special Feature: New Retail Stores 70 Retail Profile: Hamleys 72 Hot Properties 116 Company Profile: Wonder 121 Feature: Nuremberg Preview 378 Feature: Toy Fair Season 384 Company Profile: Havas 386 Special Feature: ICTI The Ethical Toy Program

Contributors Rachael Simpson-Jones Editor rachael@toyworldmag.co.uk 01442 502 406

The NPD Group | Asha Bhalsod Jonathan Chambers | Nick Gibbs McNeil Richard Gottlieb

378 Feature: Toy Fair Season

121 Feature: Nuremberg Preview

Sam Giltrow

Assistant Editor sam@toyworldmag.co.uk 01442 502 406

Suzie Sparkes

Editorial Assistant suzie@toyworldmag.co.uk 01442 502 406

Mark Crowford

Design and Production Manager markc@toyworldmag.co.uk 01442 502 405

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www.toyworldmag.co.uk @toyworldmag @baulchtweet

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Toy World 11

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24 TH-26 TH JANUARY 2023 OLYMPIA LONDON Pre-register for your FREE visitor badge at toyfair.co.uk F E AT U

R I NG

Zapp ies, Ty Winn , ing M oves, cleme ntoni , Alph Toys, a Kikke r land, Capik ooa, p lus many more !

g companies 250 exhibitin e roof on r de all un e twork & forg Chance to ne ns tio la great re eviews of Exclusive pr ts new produc thousands of t to the hottes First access 23 for 20 new trends ers -site retail off Exclusive on

@ToyFairUK *Please note Toy Fair is unfortunately not open to the public* For more information on exhibition & sponsorship opportunities please email Rebecca@btha.co.uk For PR opportunities please email toyfair@retailpr.co

CONTENTS

GH11 GH12 GH14 GH15 GH16 GH18 GH20

THE TOY PROJECT Fountasia Alley Cat Games Happy Little Doers iDisplayit toys2market Pen Paper Gift Ltd

Toy Fair Preview

Interviews

200 206 212 216 258

242 Jazwares 246 Zapf 250 Bandai 254 Heathside Trading (Khadou) January 2023

Toy Fair 2023 Preview Exhibitor List Show Floor Maps Touching Base - Looking Ahead Toy Fair Exhibitor Guide

Grand Hall Ground Level Olympia

2023 Stand

Visit us at the London Toy Fair Toy World 13

B23

Playhouse Tent

Deluxe Tri-Scooter Balance mode

2-in-1 10” Training Bike

Pedal mode

Subject to Licensor Approval.

A-meow-zing products

elcome to the January issue of Toy World – the single largest edition we have ever published. I say this every time we hit another milestone, but it bears repeating; we couldn’t have achieved this without the fantastic support of the toy and licensing community. A heartfelt thanks to each and every advertiser who chose to be part of this seminal issue. Your support is always appreciated, but right now more than ever, because – let’s not beat around the bush here – 2022 was not the easiest of years. Twelve months ago, we were all hoping for a return to normality – or at least a semblance of it. What we got was a whole new set of challenges we had never encountered in business before; a war in Ukraine, leading to a global energy crisis, exacerbating a steep rise in inflation to levels not seen for almost 50 years, which contributed towards to a temporary collapse in sterling.

from the publisher

John Baulch - @Baulchtweet

The fact that the toy market emerged relatively unscathed from such turbulent economic conditions reinforces the long-held adage that while we may not be entirely immune to external economic pressures, we can certainly lay claim to being incredibly resistant to them. The toy community is nothing if not resilient and, once again, it stepped up when the going got (very) tough. When I wrote this column, there were still five full days of festive trading to come before the big day – and as anyone who has spent any length of time in the toy industry knows, those five days could have made a serious difference to the final numbers. We’ll find out where everything finished up when NPD unveils the final figures for 2022 at Toy Fair, but my educated guess would be that we possibly finished the year a few per cent down versus 2021. If that does indeed prove to be the case, I think we can consider it a bullet well and truly dodged. It didn’t look that way during September and October, when the festive season got off to an extremely sluggish start. Thankfully, trading picked up at the start of November, and despite some major challenges in December as a result of the Royal Mail strike, the last two months saw a return to the kind of pre-Christmas run-in we used to enjoy pre-pandemic. High Streets and Retail Parks saw footfall increase, and despite dire warnings about consumer confidence and shoppers being forced to cut back on their spending, many retailers found themselves pleasantly surprised by both the number of customers visiting their stores and their basket spend. This late surge may not have been enough to completely negate the deficit accrued across the year, but I suspect

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that if suppliers and retailers had been offered a modest drop a few months ago when things looked a little bleak, they would gladly have taken that. Anyway, I am debating hypothetically: I don’t have a magic crystal ball or time machine. 2022 was what it was, whatever it was. It’s time to turn the page and write the story of 2023. New Year, new possibilities, new hope. Probably new challenges as well if the past few years are anything to go by. But we’ve faced some pretty tricky conditions over the past few years and, by and large, have overcome adversity with considerable aplomb. Personally, I love this time of year. Over the next few weeks, we get to spend time with our entire customer and readership base, visiting the London and Nuremberg Toy Fairs. We will see a treasure trove of new products, talk at length about the past year and the year to come, and generally try to get our heads around what lies ahead for the toy market this year. I hope that this mammoth issue can play its part in that process. In your hands, you hold the result of two months of incredibly hard graft by the entire Toy World team. Within its 394 pages, you will find an exhaustive round-up of the companies which will be exhibiting in both London and Nuremberg, and a look at the cream of the new lines they’ll be unveiling at the shows. You’ll get a strong sense of which companies are poised to have a great year, and of the products your customers will be eagerly seeking out in the coming months. With a couple of weeks to go before the shows open, this issue will give you the perfect opportunity to do some valuable preparation for your trip. So, grab a pack of biscuits and an enormous Sports Direct-sized mug of your favourite brew and dive in. In addition to the extensive London and Nuremberg previews sections, there is plenty of other content to get your teeth into this month. Our special Hot Properties licensing feature rounds-up a selection of the key licences that will be on the radar of suppliers and retailers this year, while there is also opinion and analysis from every corner of the industry – retailers, suppliers, licensors, advertising agencies, industry observers and, of course, the Toy World team itself. We love to report what industry experts have to say, but we like to express our own thoughts and opinions too. It’s what a good 21st century trade magazine does. I hope you enjoy this issue – it’s taken blood, sweat and a few tears to pull it all together. Then we look forward to seeing you all along the trail – in London or Nuremberg in the next few weeks, or at one of the shows later in the year. 2023 – show us what you’ve got!

News Smyths Toys’ UK operation reports record profits The UK business of Smyths Toys has recorded record pre-tax profits of £18.11m. The Irish Examiner reported in November that new accounts filed by Smyths Toys UK Ltd with Companies House showed the business almost doubled its pre-tax profits in 2021 from £9.5m to £18.11m. This followed revenues soaring to a new record level of £788m, an increase of £167.9m, or 27%. The directors said they were pleased with the results, particularly in the current economic climate, the competitive market place and taking into account the Covid-19 pandemic. The UK business recorded its best ever performance despite all of its bricks & mortar stores closing for a prolonged period from January to April in 2021 due to UK government Covid-19 restrictions. However, once these restrictions were eased, according to the directors report, “all stores fully reopened and performed strongly for the remainder of the year”. The directors report added that further expansion is expected in the UK market in the coming years, through the opening of new stores. The company recorded post-tax profits of £13.18m after paying corporation tax of £4.93m and said its employee total has increased from 2,901 to 2,979. Separate accounts for Smyths Toys NI Ltd show pre-tax profits at the Northern Ireland unit increased by 59% to £1m last year as revenues increased by 9% from £46.47m to £50.7m. Combined revenues at the UK and NI arms of the Smyths Toys business in 2021 totalled £838.7m. Looking to the future, the directors said the principal risks and uncertainties facing the business are competitive price pressures and foreign currency fluctuations, together with Brexit and the Covid-19 pandemic. In total, the group operates 231 stores across its entire network in the UK, Ireland and continental Europe. Along with the 115 stores in England, Scotland, Wales and Northern Ireland, Smyths Toys operates 21 in the Republic of Ireland, 67 in Germany, 17 in Austria and 11 in Switzerland.

Toikido partners with P.M.I and Character Options on Piñata Smashlings launch Toikido has partnered with P.M.I and Character Options to deliver Piñata Smashlings, an immersive and captivating IP it says is set to become one of 2023’s most exciting children’s brands. The first IP created solely inhouse by Toikido, Piñata Smashlings will take the gaming and toy sector by storm with a Roblox game already in production and a series of animated shorts, music, collectibles, trading cards, books, plush and play sets all scheduled for release next summer. Established in 2020, Toikido is quickly gaining recognition within the kid’s entertainment industry, with its founder Darran Garnham and growing team renowned for the creative magic behind global success, Moshi Monster. Underpinned by a deep character driven story, the ‘Piñataverse’ will be home to hundreds of playful characters, including cheeky little creatures Smashlings and playful Piñatas. From the Rainbow River to the Rumble Jungle, players will be able to climb to the highest peaks or dive deep below the seas in search of precious Piñata Pods and hidden treasures, bringing the colourful Piñataverse to life. Both the Roblox game and toy launch will be supported by a multi-channel approach with a strong influencer strategy at its core. With over 50 Smashlings to collect in series one, this rich IP will allow for plenty of unique characters for retail promotions, collaborations and exclusive opportunities. Darran Garnham, founder and CEO at Toikido, said: “Piñata Smashlings is the first toy IP launching on Roblox which is simultaneously supported by a physical toy offering. Both game and product are being developed together to enrich engagement. Piñata Smashlings will be one of the first brands to attach codes redeemable within Roblox to every physical product, truly connecting the offline physical with online digital.” Boaz Dekel, founder, CEO and chairman of P.M.I, added: ‘’Working with Darran and the Toikido team is a wonderful experience. After the successful partnership on Among Us and Gang Beasts, we are extremely excited to be a part of Piñata Smashlings and cannot wait to bring this fantastic IP to market. We are investing in creating a colourful, fun, and fresh toy line suitable for Piñata Smashlings, while also ensuring all packaging is sustainable.’’

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News Istanbul Toy Fair set to return in February 2023 The International Istanbul Toy Fair is preparing to bring the toy industry together once again when it returns to Tüyap Fair, Convention and Congress Center, Büyükçekmece, Istanbul, between 28th February -3rd March 2023. The exhibition, which is located in the center of Eurasia, will see visitors from the region gather together with leading toy brands and suppliers under one roof. Companies will have the opportunity to exhibit their newest and most popular products at the Istanbul Toy Fair, while visitors can discover the products that will help them achieve their commercial goals. Yesim Ulusoy, assistant general manager of Tüyap Fairs Production Inc., told Toy World: “Our preparations are continuing. We aim to increase the number of visitors of the Istanbul Toy Fair - which opened its doors to nearly 4,000 visitors from 72 countries and 56 provinces in 2022 - by at least 17%, supported by our effective marketing plans for the show.” He added: “With the support of our overseas offices in Moscow, Skopje, Tehran and Tbilisi, and our 80 agents in 18 countries, we’ll bring thousands of visitors from the Eurasian toy industry together with a raft of leading exhibitors. Our goal is to help boost the export volume of the sector: to ensure we achieve this, we have digital marketing actions planned in 45 countries including Germany, Italy, Poland, Spain, England, Hungary, Russia and UAE. Social media, digital advertisements and target-oriented mailings will play an active role in reaching potential visitors.” The Istanbul Toy Fair team continues to closely observe the changes in the country and the world economy in recent years, and says it will act in accordance with these changing dynamics during 2023. This year, visitors to the show will be able to view a dedicated section of Baby & Mother Products alongside a host of other categories from across the toy and games industry. Held for the fifth time by Tüyap Fair Organization Production Inc., in cooperation with Toy Manufacturers Association (OYDER), visitors to the Istanbul Toy Fair can discover toys, baby accessories and equipment, innovative tech, hobby and art materials, educational and strategy games, licensed products and much more. Owing to the nature of this specialist trade fair, the general public and visitors under the age of 15 will not be permitted entry. For more information, visit www.istanbuloyuncakfuari.com or follow the show’s Facebook, Instagram and LinkedIn pages.

DreamGear plays to win with portfolio of gaming and tech accessories DreamGear, a manufacturer and distributor of high-quality video game accessories and consumer electronics, enters its 21st year of business, having started up in 2002. Its products have been consistently selected as international CES Innovation Design and Engineering Showcase Award Honorees, while Entrepreneur magazine has highlighted DreamGear as one of the Top 300 Fastest-Growing Companies in the United States. The company has four standout brands. The DreamGear brand provides innovative and cutting-edge video game accessories for all major video game platforms. An extensive product line for every gaming system produced by Sony PlayStation (PS3, PS4 and PS5), Nintendo Switch (Nintendo Switch, Switch Lite, New3DS XL) and Microsoft Xbox (One and X/S) is offered, providing consumers with hundreds of different items across all video game platforms. DreamGear’s line-up of bionik products comprises an extensive array of high-quality video game accessories for PlayStation, Xbox, Nintendo, PC and Android. The bionik brand is committed to providing unique and innovative accessories that act as catalysts for an improved experience by bringing players the latest in gaming technology. My Arcade is an exciting line of miniature retro arcade machines, ‘plug ‘n play’, portable handheld devices which feature iconic licensed titles from Bandai Namco, Capcom, Data East, Konami, Taito and Jaleco. My Arcade brings classics such as Pac-Man, Galaga, Space Invaders, Street Fighter II: Champion Edition and many others to the palm of players’ hands, evoking nostalgia among adult gamers while encouraging a whole new generation of youngsters to embrace classic retro games. iSound is a complete line of audio products and accessories for all mobile devices. The iSound brand offers a wide variety of high-quality audio, power and general mobile products, including Apple licensed products, speakers, batteries, charging docks and other accessories. Today, DreamGear’s products from across its brands are sold worldwide across North America, South America, Europe, Asia, Australia and the Middle East. To find out more, visit www.dreamgear.com, www.bionikgaming.com, www.myarcadegaming.com, or www.isound.com.

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News Haico’s Shakems brand continues to shake up the toy market Billed by Haico as ‘the latest innovative toy for creative and sensory play’, Kids can shake, shake and see what they make with Shakems. The product has taken the market by storm since launching in 2022, becoming a resounding success in both the UK and the Australian toy markets where Shakems toys quickly sold out at retail. Hayley Leacock, commercial director at Haico, told Toy World: “Shakems has significantly exceeded retailers’ forecasts and their predicted sell through, earning its place in core selections at a number of major retailers for 2023.” There are two versions of Shakems within the brand: Shakems Eggs and Shakems Tie Dye Pets. Shakems Eggs are the first generation of Shakems and offer kids a variety of designs and activities. The range includes the Frozen Ice Age Dinosaur Egg, Slime Dinosaur Egg, Slime Unicorn Egg and Unicorn Bath Bomb Egg. Shakems Tie Dye Pets, the second generation of Shakems, are cute pets that arrive inside a tie dye ball. Each pet comes complete with all the materials kids need to make their very own tie dye pet with the unique Shakems ‘Shake, Shake’ method. Shakems Tie Dye Pets are available as Tie Dye Dinosaur, Tie Dye Unicorn and Tie Dye Teddy. “Shakems are fun, mess free and 100% reusable, as well as being responsibly sourced and packaged,” added Hayley. “At Haico, we are always mindful of creating the best products we can whilst adhering to our environmental responsibilities, which is why our packaging is completely plastic free and FSC-certified regulated.” Haico is currently working on the third generation of Shakems to be launched with major retailers in 2023. The pocket-money priced Shakems Minis collection gives kids a more affordable and accessible entry point to this best-selling brand, while retailers will benefit from the repeat sales and footfall the new range will drive. There are many more exciting things to come from the world of Shakems, with further news to be revealed in the coming months.

Explosm announces new card game Master Dater Cyanide and Happiness’ newest card game Master Dater is coming to Europe from the creators of Joking Hazard which has sold over a million units globally. The game for teenagers and adults, launched via Gamefound in April 2022 and exceeded its funding goal by over 1500%. Copies landed with backers in December and then debuted at PAX Uncut where early feedback saw a string of 5-star reviews. “You really never know what to expect with this game and from the many game sessions I’ve had already, everybody left the table laughing and having a favourite date combination from that session,” said one player. In a departure from the normally 18+ branded content from Cyanide and Happiness, the main game is suitable for ages 14+, making it suitable for a larger crowd while keeping the trademark humour intact. However, 18+ content is available in the game’s day one expansion pack: Master Dater Uncut. Master Dater takes approximately 15-30 minutes to play yet takes just two minutes to learn. One player is the single and selects three interest cards. The other players each use one head and one body card to create a date for the single, then argue over who is the best date and why. The cards are made from high quality gloss paper that will repel drinks that may land on them whilst playing. Master Dater and its Uncut expansion will be available for wholesale purchase in spring 2023 and is being translated into multiple languages globally. It is available for pre-order now. Master Dater is the first of several games that Cyanide & Happiness plan to launch this year with the next title scheduled for a summer release. Cyanide & Happiness started off in the early 2000s as a web comic and has since gone on to make TV shows, video games, card games and a YouTube Channel with more than 11m subscribers. More information is available on the website www.explosm.net.

The BTHA’s Rebecca Deeming brings Toy World readers up to date on the current news from the association.

Rebecca Deeming

Let me start by wishing you all a Happy New Year! With the chaos of Toy Fair season just a couple of weeks away now I hope you all got a well-deserved rest over Christmas. We can’t wait to be back at Olympia London to open the doors to the industry later this month. This will be the second year Toy Fair has used the layout of both the Grand and National Halls, as well as both galleries, but we have also expanded this year to maximise both upstairs areas completely, which has extended our footprint. There will be more than 250 exhibiting companies showcasing thousands of brand-new products for the first time; from plush toys and tech toys, to boardgames and puzzles, there will be something for everyone. If you are a visitor and haven’t yet registered for your free visitor badge, you still have

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time to do so by visiting www.toyfair.co.uk. You can also view who is attending by browsing our extensive online exhibitor listing on the website as well. Toy Fair is newly on Instagram so please do follow us @toyfairuk to keep up to date with all of the show’s news as well as lots of exciting exhibitor content. Elsewhere, the BTHA has been supporting our members to comply to the new packaging waste regulations in the UK. The details of these regulations were finalised late in 2022 with obligations needing to be met from 1 January 2023. The new regulations apply to all businesses with an annual turnover of £1m or more, and handle/ supply more than 25 tonnes of packaging annually. Members should get in touch if they have any questions.

News All About Games celebrates 2nd anniversary At the end of January, All About Games Consulting will reach its 2nd anniversary milestone. The joint venture, started by co-founders Cedric Delobelle and Daniel Steel, has been thriving since emerging into the market in early 2021. The team recently announced a major sponsorship deal with the UK Games Expo, which Cedric told Toy World is just the latest big step forward in the company’s first two years of business. “We have seen really encouraging growth in the last 18 months,” he explains. “In August of 2021, I hired Philip, my first employee. Now, we are managing a team of 10 when I’d originally planned for perhaps three employees if business was going well at this point.” It isn’t just the All About Games team that has grown. While the consultancy initially set out to support clients with either localisation sales, business development or marketing, it has since added a host of new services. Philip Hatch, AAGC’s IP & Business Development manager, told Toy World: “We’ve developed our offering to match the demand in the industry, but we’re reactive enough that we can also pursue the projects we are passionate about. For example, Cedric and I had been talking a lot about eco-friendly and ethical production, and about the wider issue of what sort of world we’ll be leaving behind for the next generation after our own. So, we learnt a lot about manufacturing processes and the challenges involved. Now we’re able to offer guidance to businesses looking to implement these changes, and it’s work we’re incredibly proud of.” While the company’s rapid development and expansion is something to be lauded, Cedric is quick to highlight that for his young consulting company, sustainable growth is the order of the day – particularly in these times of global uncertainty. He said: “I am an economist, and everyone is worried about the future. We started the company in the depths of the Covid pandemic, so we’re used to adversity. Our bottom line is always to put our partners first. It isn’t about us making a quick payday, but about establishing long term business relationships that secure the future of their company, and our own.” By offering consultancy on all aspects of a tabletop game project’s lifecycle, the team is set to become a one-stop shop for medium sized publishers looking to grow their business and establish themselves in the international market. To find out more, visit www.aagc.games or email info@aagc.games.

Eurofins MTS UK outlines its expanded safety testing capabilities 2022 has been a busy year for the Eurofins MTS safety testing laboratory in Leeds. November marked 12 months since Modern Testing Services (MTS) was purchased by Eurofins and joined its Consumer Products Testing division. Although Eurofins already had a small toy testing laboratory in Manchester, it was decided to consolidate all toy testing into the larger MTS laboratory already located in Leeds. That transition took place during the summer of 2022. Thanks to increased staffing levels as a result of aligning the two operations, the Leeds laboratory now offers a quicker turnaround of (typically) five days for EN71 testing – mechanical, flammability and chemical testing as well as REACH testing, safety assessments, and outsourced QA support as part of the toy industry service offering. Eurofins MTS UK’s outsourced QA team includes toy technologists and was expanded during 2022. This means it can take on more product compliance and quality assignments for organisations in which the incumbent QA team needs additional support, or which lack the internal expertise or budget to employ dedicated personnel. Sustainability continues to be on everyone’s lips. Eurofins has publicly launched its Sustainability Division service portfolio, which includes carbon footprinting, supply chain mapping, vegan verification, bio-degradability/ compostability testing and more. While many companies are looking to become more sustainable, developing a robust sustainability strategy remains somewhat overwhelming. The Eurofins team can support companies with this key task and then work with them on their sustainability journey once established. The company is preparing for yet another busy year supporting the toy community in its compliance activities. Eurofins MTS will be attending both Spielwarenmesse (Hall 7, Stand B-80) and London Toy Fair (Stand GH08) where its toy experts will be on hand to offer free safety consultations and answer any compliance questions visitors might have. To make an appointment, contact Matthew Thorpe by emailing mat@mts-uk.co.uk.

Naylor Activity Tunnels unveils special retail offer Naylor Activity Tunnels has announced a special early Q1 deal for retailers that will help those looking to get ahead on their summer and outdoor toy lines to save money. Running from now until the end of February, the offer gives retailers very attractive margins on Naylor’s range of colourful and hard-wearing tunnels for kids of all ages. Retailers ordering the company’s 1.5m tunnels (RRP £36) will pay just £18 per unit, while the multi-coloured 1.44m tunnel (RRP £45, two designs available) can be bought for just £22.50 per unit. Naylor’s 3m tunnels are also available in the offer: with an RRP of £91, the trade price is just £50 per unit until the end of next month. The minimum order quantity is 20 tunnels, while orders over this amount can be mixed as per the customer’s requirements. Naylor tunnels are made from a medium PVC material, up to four times thicker than alternatives on the market. With a spring steel wire coil which is fully enclosed in a heavy-duty and hard-wearing cover strip, the tunnels are flexible and self-supportive. Using PVC material makes all of the tunnels suitable for indoor activities but also durable enough to withstand outdoor play whatever the weather. They are waterproof, easy to clean and concertina down for storage. The durability of the tunnels means they will last throughout a child’s developing years. For more information or to place an order, call 01226 444 378 or email nayloractivity@naylor.co.uk.

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News

Rainbow Designs signs distribution deal with Animal Adventure

In a strategic distribution deal with US plush company Animal Adventure, Rainbow Designs will launch and distribute Animal Adventure soft toy collections in the UK. The Animal Adventure collection for Rainbow Designs features a carefully curated range of everyday soft items for baby and a line up of animal soft toys for kids of all ages. Headlining the baby range is the stylish Safe & Soft Collection including My First and Baby Comfort Toys. The patented Safe & Soft Collection features specially treated antibacterial and hypoallergenic materials, while expanding the baby line further is the aquatic Under the Sea Collection with a soft book, My First Plush Collection. The Animal Adventure Cuddles Collection is an extensive range of soft toys in a wide variety of themes and formats, including the Little Luxuries Plush, Puppy Pals, including a cute Corgi, Dangle Bears, Dinoriffics, Barnyard Buddies and Puddle Jumpers Plush. Completing the line-up is the Squeeze with Love Collection, featuring Little Dumplings. In addition to the core domestic stock opportunity, this agreement provides Rainbow and its customers access to the extensive catalogue of seasonal, specials and everyday plush from Animal Adventure and its affiliate, Dan Dee International. Anthony Temple, Rainbow Designs managing director, said: “This distribution agreement is an exciting new opportunity to expand and extend our current business into the everyday plush sector, alongside our traditional licensed character business. The Animal Adventure Collection adds an extra dimension for Rainbow and is complementary to our position as the Home of Classic Characters. Animal Adventure and Dan Dee have a proven leadership position in the US soft toy market with amazing design and sourcing capability. We are delighted to be joining forces with them on this new adventure.” “We have been looking for a strong UK partner to help us expand our product ranges and retail footprint and we are delighted to have secured an agreement with Rainbow,” commented Mark Matheny, head, International Sales & Global Licensing at Animal Adventure & Dan Dee International. “Rainbow has a very strong reputation in the UK as a leader in the Plush, Baby and Infant categories.” Rainbow Designs will launch the initial Animal Adventure Collection at the 2023 trade Shows, including London Toy Fair, Nuremberg and Spring Fair.

Third-party logistics specialist Rhenus provides expert services for toy retailers Read on to find out how Rhenus’ new, sustainable warehousing campus will bolster the logistics specialist’s current slate of services. Rhenus Warehousing Solutions UK provides toy retailers with dependable logistics solutions, covering all aspects of supply chain management. The logistics specialist offers a comprehensive range of warehousing and distribution services to support retail, wholesale and eCommerce customers in the toy sector. The company is part of the Rhenus Group, one of the leading logistics specialists, with global business operations and an annual turnover amounting to €7b. Operating out of Lutterworth, Leicestershire, Rhenus is currently building a new, sustainable warehousing campus in Nuneaton, Warwickshire, which will total 1m square feet. Upon completion, the development will be certified BREEAM Outstanding and fully adhere to the net zero operational carbon framework put forth by the UK Green Building Council (UKGBC). Solar panels, air source heat pumps and electric car charging points are being installed to provide Rhenus with renewable energy and help customers achieve their own carbon zero goals. Over the past 30 years, Rhenus Warehousing Solutions UK has worked with numerous major retailers and built up a foundation of expertise, ensuring it is a leader in the industry. Because of the extensive experience it has working with toy manufacturers, wholesalers and retailers, Rhenus understands how dynamic the toy industry is and provides a range of tried-and-true solutions that work. This means those in the toy sector can focus on their core business, leaving Rhenus to take care of the supply chain from end to end. By working with Rhenus, toy companies benefit from increased efficiency, agility and productivity, the ability to manage peak seasons and support with new product launches. Using the latest integrated IT and warehousing systems, and new innovations in automation, Rhenus ensures its customers get the best service possible. To set itself apart from other third-party suppliers, Rhenus also works to form long-term partnerships with each client, rather than simply offering a ‘paid-for’ service. As part of each partnership, the company delivers a tailored approach suited to the manufacturer’s individual needs. Kerry Delaney, regional managing director North-West Europe at Rhenus Warehousing Solutions UK, told Toy World: “We’ve been working within the toy sector for many years now, and are proud to have developed a highly effective system that caters to the unique demands and challenges of the industry. Over the years, we’ve acquired all the specialist knowledge needed to ensure toy companies’ operations and supply chains run as smoothly as possible. At Rhenus, we’re on hand to provide customers with all our support and expertise, and our team of highly experienced colleagues is fully equipped to ensure quality is maintained and deadlines are met.” To find out how Rhenus Warehousing Solutions UK can help toy businesses, phone 01455 200 700 or email wslutterworth@rhenus.com.

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News Zuru continues to see big success with Mini Brands The globally popular collectible toy line 5 Surprise Mini Brands is enjoying continued success in the United Kingdom & Ireland. Mini Brands was 2022’s No.6 item in the total market YTD, with Mini Brands Disney coming in at No.12 in October, as per NPD. In addition, Mini Brands has amassed over 5b views on TikTok. This success helped Zuru become the No.7 supplier in the UK YTD. The Mini Brands craze shows no signs of slowing down, with the launch of the highly anticipated Disney Mini Brands Series 2 and Toy Mini Brands Series 3 keeping fans engaged and eager for more. These new series feature an expanded collection of beloved characters and popular toys, providing fans with even more ways to collect and trade their favourite Mini Brands. In addition to the new toy releases, Mini Brands is launching Mini Fashion Series 2, which features miniature versions of popular clothing and accessories. This series allows collectors to add a fashionable touch to their Mini Brands collections and provides even more opportunities for creativity and self-expression. “We are thrilled to see the continued success of 5 Surprise Mini Brands in the UK,” said Zuru general manager UK & Ireland, Will Collinson. “The excitement and engagement from fans on TikTok, YouTube and Instagram has been overwhelming, and we can’t wait to continue to deliver new and exciting minis to collect.” The Mini Brands craze has taken TikTok by storm, with over 5b videos showcasing creative unboxing, trading and customisation of the collectible toys. More than 1.5m followers and over 30m likes make Mini Brands the most liked toy brand on the platform. Mini Brands has also partnered with several TikTok creators to host giveaways and challenges, further fuelling the excitement surrounding the toy line. “We are constantly amazed by the dedication and creativity of Mini Brands fans,” added Will. “Their passion for the brand continues to inspire us, and we are committed to bringing them even more exciting new products and experiences.” Mini Brands Series 2 and 3, as well as Mini Fashion Series 2, arrive at toy retailers nationwide and online from early this Q1.

Agenda Adapt ready to help the toy trade navigate Amazon Agenda Adapt is an advanced eCommerce growth partner, providing end to end Amazon services from strategy to activation. The company has built a team of Amazon retail and advertising experts, with over 10 years’ experience in maximising online visibility and sales. It prides itself, it says, on having ‘worn the shoes its customers’ and having ‘faced and navigated their challenges first hand’. Agenda Adapt knows that developing and sustaining a profitable Amazon business is complex and time consuming. As an extension of a partner’s team, Adapt can help businesses set themselves up for success. Alternatively, it is able to simply take on board the complexity that Amazon often brings, freeing up time to focus on delivering growth. As an Amazon-focused growth partner, Adapt specialises in providing advice and support, full seller and vendor central management, product detail page optimisations, advertising management and detailed performance reporting. Its services have been created to help its partners win on Amazon. As Tony Finch, Adapt’s commercial director, explains, the company likes to keep things simple by using its ‘5 A approach’: audit, advise, activate, analyse and automate. Tony adds: “Basically, we understand where you are, overlay where you want to go, help you build a plan of how to get there and integrate as part of your team to help deliver your objectives.” Tony also outlines the reasons why partners choose Adapt for their Amazon services. The company is an Amazon Ads advanced partner that favours simplicity and loves data. This fast-moving eCommerce specialist comes equipped with the knowledge and expertise to help any client, and views itself as a part of any partner’s team. “To win on Amazon, it’s not enough to list products and hope for success,” continued Tony. “You need a clear goal and a plan of action supported by concise activation. Any action on Amazon should be measured by holistic reporting across retail and advertising metrics, backed up by a test and learn mentality.” Regardless of what stage readers find themselves at on their Amazon journey - or the challenges they face - Adapt says it is ready to listen and help. For more information, contact the Adapt team on amteam@agendaadapt.co.uk.

Obituary: Rachael Hughes Toy World is sad to report that Bladez Toyz finance partner Rachael Hughes passed away on 21st November after a sudden illness, aged 45. Rachael played a crucial role in the business, where she was widely viewed as a safe pair of hands while managing the Portsmouth-based company’s finances for eight years. More than this, she had time for everyone, and along with founder Iain Morgan deserves much credit for the company’s genuine family culture. Whether it was keeping an eye on forthcoming team birthdays (and baking delicious cakes to celebrate them) or sending out hand-made cards to boost morale during lockdown, Rachael found the time to do the things that make a difference. Iain said: "Rach was my 'work wife' who always had my back: she made me smile and laugh everyday, and I will miss that so much. The Bladez Team is like a family and we all feel the loss deeply of such a special, caring person." Outside of work, Rachael was a governor at a Portsmouth school previously attended by her two children, and with her husband Dave was a member of Fareham Running Club. With Dave’s support, Rachael recently fulfilled a ‘bucket-list’ ambition - becoming a marathon runner – a wonderful achievement she was very proud of. Rachael loved to meet and talk to people and so was a regular on the Bladez Toyz stand at Toy Fair. The company says no-one was more enthusiastic about new projects within the business, and though the Bladez cashflow was always Rachael’s priority she also had a creative side that came in useful - especially when the company expanded its arts & activities ranges. The company says Rachael will be very sorely missed, and that both she and her values will always be kept in mind as the Bladez team moves forward together. The thoughts of everyone at both Bladez Toyz and Toy World are with Rachael’s family and her many friends.

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Industry Moves Heathside Trading welcomes Sam Taylor as new sales manager As it expands the Khadou brand, Heathside Trading has strengthened its sales team with the appointment of Sam Taylor as its new sales manager. Sam brings with him extensive experience in the Stationery, Publishing and Gifting sector and joins the team after recently managing the grocery channel and various discounters at Pyramid International. “I am excited to be joining Khadou at a time of significant growth for the business,” said Sam. “There is such an impressive list of products and licences across pop culture, and Khadou is a business that is really going places. I’m particularly looking forward to working closely with our retail partners, new and existing, to take their pop culture toy offerings to the next level in 2023.” Commenting on Sam’s appointment, Max Nelson of Heathside said: ‘We are really pleased that we managed to bring Sam onboard. With his credentials and our shared ambitions, we believe that this appointment will help grow on the strong successes we are already having with our Khadou brand.”

Hein Meurer becomes Sambro Europe’s new head of Business Development Customer relationship expert Hein Meurer has been appointed as Sambro Europe‘s head of Business Development, based at its new Amsterdam headquarters. In his new role, Hein will focus on the toy company’s business development strategies and the opening of new retail opportunities while continuing to accelerate growth for the business. With an entrepreneurial background as co-owner of Office Happiness, an employee experience platform, and Affectuate, an Amsterdam based growth agency, Hein says he is ‘passionate about using his experience to help harness opportunities for expansion’. Hein also brings with him experience from the toy sector. He worked for Canenco for six years, where he was tasked with opening the UK market for the toy supplier, and rapidly achieved huge success, securing key retail partnerships with the likes of Asda, Tesco and Morrisons. As part of his new role, Hein will focus on the German, Scandinavian, French and Spanish markets, working to gain traction for Sambro’s key 2023 own-brand lines: Lil’ Bodz, Puzzle Palz and Bops n Tops. He will also develop exclusive retailer partnership lines and support special collection distribution for the upcoming Disney 100th and Paw Patrol 10th year anniversaries. Hein said: “I’m delighted to be joining at a time of huge opportunity for the business. My immediate focus will be on broadening Sambro’s retail landscape and accelerating sales growth throughout Europe. Sambro creates and distributes quality, creative, wide-ranging collections that I truly believe in. I will use this passion, alongside my experience, to build new customer relationships, as well as nurture existing ones.” Eric Markus, managing director at Sambro Europe, added: “With Hein’s considerable experience in building customer relationships, and his passion for driving new business development strategies, he is ideally placed to drive growth across the European market. He is an excellent addition to our senior leadership team, and we can’t wait to see what he delivers for the business in 2023 and beyond.”

Justin McGiffin joins Rubies as head of Licensing Rubies Masquerade has announced the appointment of Justin McGiffin as head of Licensing to manage and develop its impressive portfolio. Justin brings to his new role a wealth of experience, having held previous positions at The Walt Disney Company and Jakks Pacific. Most recently, Justin was licensing director Sales at Rovio Entertainment, which Rubies says makes him ‘an ideal fit for the role’. A seasoned professional with extensive experience across global markets, Justin will fit into his role as head of Licensing with his expertise in initiating, negotiating and executing consumer product contracts for some of the largest brands and properties in the world. He has also been responsible for delivering successful distribution platforms for sales across multiple regions and building collaborative sales partnerships to deliver broad distribution at retail. Mike O’Connell, managing director at Rubies Masquerade, said: “It’s exciting to see Rubies grow, as we acquire new licences whilst building and expanding upon existing ones. To do this, we needed a head of Licensing who is inspiring, ambitious and has experience within the industry. Justin is the perfect choice, with his back-catalogue of senior roles at some of the most prestigious global brands in the toy and entertainment world, as well as his motivation and brand development skills.” Justin’s appointment follows that of Jose Cano, who was announced as Rubies’ new head of Operations in October.

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Industry Moves Six new appointments swell Gibsons team Gibsons has welcomed Matt Smith as the company’s new Operations director, alongside five other new appointments. Matt joins Gibsons from Mattel where he was responsible for overseeing inbound and outbound freight for the EMEA region. He brings extensive supply chain experience from his time at Mattel and previously United Biscuits, as well as from the SME sector. Joining Matt is Diane McSweeney, Gibsons’ first in-house product and graphic designer. Arman Ashfaq also joins the team in the newly created role of e-Commerce manager and Ben Wilson has been welcomed as IT manager. Corinne D’Mello takes up the role of credit controller and Keith McCabe, as finance manager, completes the team. Alongside the new appointments, Gibsons has also said goodbye to two much loved team members. Geoff Lee, former Business Development director, had been part of the Gibsons team for 23 years and Nicki Gumbrell, former Sales director, for 18 years. Gibsons’ Commercial director, Amanda Chaplin, will now oversee the company’s sales, marketing and product development. Meanwhile, Kim Garrod has been promoted to UK Sales manager. “My congratulations to Amanda and Kim and a huge welcome to Matt, Arman, Ben, Diane, Corinne and Keith,” commented MD Kate Gibson. “We are delighted to see them joining the Gibsons team and supporting our exciting growth plans in the UK and worldwide. My thanks go to Nicki and Geoff for their huge contributions over the years and their passion for Gibsons, which was evident to all those they worked with. They both will leave a tremendous footprint on the company, and we wish them the best of luck in all their future endeavours.”

Brand Manager Founded in 1995, JAKKS Pacific, Inc. is looking for enthusiastic candidates who have a passion for marketing and experience of managing a portfolio of brands. We are a leading designer, manufacturer and marketer of toy and consumer products sold throughout the world, with our headquarters in Santa Monica, California. We are a licensee of many trademarks including Disney, Nickelodeon, Warner Brothers and Nintendo. The EMEA division operates from Bracknell, United Kingdom. Our workplace is dynamic, supportive and entrepreneurial; we pride ourselves on being collaborative, open minded and creative. Reporting to the Marketing Director EMEA, the Brand Manager will work within a busy marketing team liaising with our US and international colleagues, with responsibility for developing and managing creative and commercial marketing initiatives across EMEA. Other responsibilities include presenting product lines and marketing plans to both internal and external stakeholders, managing and reporting on regional marketing budget and activations, managing PR and Media Agencies, taking ownership of briefing and budget allocation and managing key brand launches including in store displays, visual merchandising, promotions and field merchandising and much more! We are looking for candidates who hold a Bachelor’s degree or minimum equivalent work experience with a minimum of 3 years in a marketing role in consumer goods.

What can you expect in return? We offer a generous salary package dependent on experience, 25 days holiday, Contributory Pension & Life Insurance Scheme, Generous Income Protection Scheme and an excellent career growth opportunity while working with a dynamic team who loves what they do and for a Company that ultimately makes children smile, play and succeed!

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MGA appoints Ranjit Dhutti as marketing manager for L.O.L Surprise! Ranjit Dhutti has joined MGA Entertainment as the new marketing manager UK and Ireland for the L.O.L Surprise! brand. With over 15 years’ experience within commercial brand management and marketing, Ranjit joins MGA from Spin Master, where she successfully launched and worked with brands such as Hatchimals, Colleggtibles, Present Pets, and Purse Pets to name just a few. Tasked with driving ongoing innovation with exciting newness and ways to unbox whilst retaining the superbrand’s position in the competitive collectible and play set doll market, Ranjit will be overseeing the commercial brand strategy and creative campaign delivery across digital, TV, POS and PR for L.O.L. Surprise! as MGA moves into 2023. Ranjit said: “I’m thrilled to be joining the L.O.L. Surprise! team during such an exciting period for the brand. There’s real momentum as we head into L.O.L.’s seventh year and with so much more innovation still to come across the board, I can’t wait to get started.” Commenting on the appointment, Michelle Lilley, UK marketing director for MGA Entertainment, said: “With her wealth of experience within the competitive collectible market and clear passion for the industry, we are thrilled to welcome Ranjit to the UK team. 2023 is set to be a hugely exciting year for L.O.L. Surprise! and I have no doubt Ranjit will be a brilliant addition in continuing to drive innovation and set new records for L.O.L. as we look ahead to 2023 and beyond.”

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Industry Moves Rubies welcomes pair to senior European leadership team

Toynamics UK & Ireland appoints new key account manager

Following the recent acquisition of its new Central European warehouse and the further expansion of its distribution network across Europe and the Nordics, Rubies is growing its team to match unprecedented demand, with the appointment of two new senior team members. Lisbeth Hagen Skadhauge joins as senior account manager for the Nordics whilst Arjan Driessen is welcomed as head of Sales for Benelux. Between them, they will be responsible for a large proportion of Rubies sales and distribution operations within the Central and Northern Europe markets, aiming to expand and build new relationships with both customers and licensors alike. Lisbeth is based in Rubies’ Copenhagen office and reports into Ian MacCrimmon, head of Sales, Nordics; she will be responsible for growing existing accounts within the Nordics while developing partnerships with new clientele. An incredibly well respected and experienced senior manager who has previously worked for Disney and Funko, Lisbeth joins Rubies as a results-driven commercial leader who specialises in helping businesses grow exponentially across the Nordics region. As head of Sales for Benelux, Arjan is based in Rubies’ Venlo offices in the Netherlands, reporting directly to Graham Gardiner, commercial director. He has a successful track record with key retailers across Europe for toy company Playgro. As an experienced business development manager and international and strategic sales specialist, Arjan is consistently focused on market analysis and development. Graham Gardiner, commercial director UK, Central, Eastern and Northern Europe, said: “As our European market demand continues to grow at an extraordinary rate, we are happy to welcome on board two specialists within the region who will be able to match that business requirement with exuberance and a passion for customer relationship management and development. Both Lisbeth and Arjan bring with them years of experience in market analysis and sales growth and are a perfect fit for team Rubies.”

Toynamics UK & Ireland has appointed Samia Waller as a new key account manager, with a focus on driving sales in selected key accounts, developing new business and nurturing existing customers. She will also cover eCommerce and education for Toynamics and be responsible for growing and developing business across Toynamics’ toy and nursery brands, including Hape, Skip Hop, Korko, Nebulous Stars, DinosArt and Nanoblock. Samia has an excellent track record, with previous experience at Carte Blanche Greetings Ltd working on business development, as regional sales manager at Wow and Territory Manager at Ty. David Allan, managing director at Toynamics UK & Ireland, said: “We’re delighted to welcome Samia to the team. She brings a wealth of sales experience working with well-known companies in the toy and gift markets, and I know she will help with growing sales across our business.” Samia can be contacted at samia.waller@toynamics.co.uk

Simba Smoby Toys UK bolsters team for 2023 Simba Smoby Toys UK starts the new year with a strengthened team following two new appointments. Ben Hogg takes on the title of head of Marketing, bringing 12 years of toy industry experience following previous roles at Asmodee and, more recently, Vivid. Heading up the wider marketing team, Ben will also be responsible for key brands such as Jada and Majorette. The company also welcomes Sophie Bryan as brand manager for its plush category and Smoby and AquaPlay brands. Sophie joins from stationery giant Bic with five years of product management experience. Martin Whitaker, managing director at Simba Smoby Toys UK, said: “We’re delighted to welcome Sophie and Ben to the team, who join at an exciting time for the business. Our brand portfolio is stronger than ever and with Sophie and Ben now on board, the team is in the best possible position heading into 2023. “Sadly, we also say goodbye to Mayur Pattni next month whose work as marketing manager over the past six years has certainly laid the foundations and will stand the new team in good stead. We wish him all the best for his next role.”

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Marketing World Aquabeads’ Crafty Classrooms scheme proves a big hit Aquabeads has hailed the success of its Crafty Classrooms initiative which saw it support 100 primary schools across the country with free arts and crafts resources. Over 2,800 Key Stage 1 children enjoyed crafting in the classroom thanks to the resource-focused initiative, boosting their creative confidence whilst introducing teachers to the brand’s educational benefits. Weaving in core elements of the KS1 Art Curriculum, each pack was filled with a host of materials including mini Aquabeads kits, a Mega Bead Trunk and fun activity sheets. The resources were designed to help children learn and explore a variety of materials, tools and techniques while experimenting with colour and design by using their imagination to make their own creations with the original stick-with-water beads. The feedback showed the initiative to be a huge success with all participating teachers recognising that the Aquabeads sets helped to inspire creativity in the children and encouraged them to work together. Nearly 90% of respondents said Aquabeads helped the children to use their imagination, and just under 80% said the resources helped their class to engage more actively in arts and crafts. All the respondents said they’d recommend Aquabeads to other teachers and schools. Teachers shared their experiences of the sessions and observed that the pupils created animals and used them in small world play, giving the animals names and talking about where they would find them. An overarching response was that the children were “able to be individual with their ideas” supporting the child-led creative process of making Aquabeads. In addition, many of the teachers spoke of playing with Aquabeads with their own children which had inspired them to apply for the campaign. Epoch’s Matt Shaw said: “Aquabeads offers so many educational and developmental benefits. It helps children to develop creative skills, dexterity and patience, all while enjoying themselves. Aquabeads naturally lends itself to art sessions in a classroom setting and we’ve been thrilled by the feedback we’ve received from the participating schools; the Crafty Classrooms initiative has clearly demonstrated Aquabeads’ capacity for inspiring imaginations and encouraging creativity.”

Flair’s Messi Training System campaign achieves its goal With Argentina’s superb performance in the FIFA World Cup, Flair GP has also celebrated a successful year for the Messi Training System range which culminated in a meet-and-greet for one lucky fan. Flair GP and Tigerhead Toys recently arranged a once-in-a-lifetime opportunity for a competition winner to meet Lionel Messi, widely considered to be the best footballer of all time. Having entered the competition through Flair’s social media, seven-year-old Kasper travelled to Paris with his parents to meet his footballing hero and test out the range with its namesake. The Messi Training System range of products includes assorted training balls and pop-up goals. Helping to improve aim, dexterity and ball control, the products are not only fun for football fans but are also designed to improve their skills and help them play like true professionals. “The Messi Training System has been part of our portfolio for a number of years and its appeal continues to grow,” said Verity Page, head of Marketing at Flair. “The products are well designed and offer plenty of play value for fans of the sport. It was an honour to join forces with Tigerhead and organise this meet and greet for Kasper, who I’m sure will cherish this memory for the rest of his life.” She added: “This year’s World Cup was an important marketing opportunity for us and we are thrilled that our plans to capitalise on the tournament have paid off. Sales have risen and retailers are happy with how the Messi Training System has performed this year (2022), proving that our marketing activations have been effective in influencing people to shop the range.” Flair says it is looking forward to building on this momentum throughout 2023 and is encouraging customers to visit its London Toy Fair stand (E39) to hear more. The Messi Training System has been supported throughout 2022 with pre-roll, kidfluencer content, parental outreach and social media, reaching more than 2.2m people.

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First TV advert for Big Potato Games Big Potato Games launched its first TV advert during leading ITV shows in December, with the brand reaching an estimated audience of 20m. Big Potato Games makes super-simple party games that are easy to learn and quick to play. Started in 2014 by three friends, the indie board game company now designs, manufactures and distributes over 40 games in 30 different countries, with best sellers such as Obama Llama, The Chameleon and Blockbuster. The 20-second advert launched at the beginning of December in-between leading ITV shows including The Chase and I’m A Celebrity – Coming Out, with an estimated reach of 20m audience impacts. Produced by creative team Lux Studio, the TV advert was set to a soundtrack from composer Ben Pope. With eye-catching animated visuals and an unforgettable song, the advert called out two of Big Potato’s best-sellers: Herd Mentality and Colourbrain. “We’re really excited to show off our first proper TV ad,” commented Becky McKinlay, head of Marketing at Big Potato. “We’ve put a lot of work into it, so we hope it brings a smile to everyone that watches. There’s even a wee cameo from Dean, one of our founders, at the end.”

Opinion

Marketing in a recession Weighing up whether the outlook for 2023 should be one of pessimism or optimism, Jonathan argues that the current climate can provide great opportunity, especially in marketing and gaining advantage over the competition.

ow would you describe the past few years? Turbulent? Unstable? Maybe even transformative? Regardless of your stance, it is beyond doubt that since the global outbreak of Covid in early 2020, the industry has been subjected to unprecedented change. The Global Supply Chain Pressure Index peaked at a record high (Source: New York Federal Reserve). Exchange rate fluctuation has placed further pressure on the import/export of goods many toy businesses rely on, whilst inflation has also returned with a vengeance. Rewind the clocks back 12 months and perhaps the

overriding view for the market would have been one of optimism. The subsequent war in Ukraine, continuing production issues in China and the domestic cost of living crisis mean that the outlook for 2023 is arguably one of pessimism, as we enter a longer period of recession. However, having launched Generation Media during the last global recession, we know that such periods can provide great opportunity, especially when it comes to marketing and gaining advantage over your competition. Of course, each brand’s journey through this period will be unique, but heeding the guiding principles that follow could make tangible differences to business success in 2023.

Jonathan Chambers Director of AV Investment, Generation Media. Tel: 0207 307 7906 Jonathan.Chambers@generationmedia.co.uk

Maximise SOV with efficient media This sounds like common sense, but it is worth focusing on in the modern multimedia landscape where new opportunities appear on an almost daily basis. Share of Voice (SOV) is a metric commonly consistent with brand success, and increasing SOV is relatively lower cost during a recession due to reduced competition. According to a variety of sources (Nielsen, Unilever, Millward Brown, Binet & Field), brands that maintain, or even increase, their SOV during recession typically emerge stronger. Investing to a level where your SOV exceeds your Share of Market (SOM) may feel counter-intuitive, but historically, it has been one of the tactics used by brands that have grown during times of recession. So, where will the key battlegrounds be in 2023? Somewhat surprisingly, given audience trends, TV is predicted to play a significant role in the wider (non-kids) media landscape. Recession can often lead to deflation in pricing on Linear TV, but even if costs remain static year-on-year, the “real” cost of TV comparative to national inflation will be beneficial to brands looking to gain measurable SOV (ONS, Advertising Association, WARC). However, this isn’t likely to be the case when it comes to children’s linear TV, as audience declines are much more severe. Digital platforms will therefore dominate children’s media investment in 2023. That said, unlike TV

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where there is a unilateral measurement system in place, measuring SOV on these platforms is much harder to determine. Therefore, how do you exploit SOV opportunities on platforms such as YouTube (which we know offers one of, if not the, lowest cost routes to placing ads in front of children)? This can be achieved through multiple methods such as hyper focused channel selection, or YouTube Kids takeovers. First and foremost, make sure you are assessing the concentration of your media spend on Digital platforms. Toy brands are accustomed to concentrating large budgets in relatively short periods on TV. But when it comes to Digital, the temptation is often to spread the budget over multiple weeks, due to its perceived low cost. Dependent on budget level, this can seriously dilute the power of an advertising campaign, which may have been better served being focused in a shorter burst to maximise brand attention. Whilst accurate SOV measurement remains a challenge on Digital, we can still use tools such as Google Trends to identify the results of such endeavours. Take Smyths for example – after releasing its Christmas ad on YouTube in early November (supported by a heavyweight TV campaign as well as other social media activations), it amassed 18m views in its first month. This resulted in the annual peak in the search term “Smyths toys”:

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FIGURE SETS

Opinion have with what constitutes a traditional ad. Branded content is an important piece of the toy ecosystem, and placement opportunities are now more varied than ever. Whether on Broadcast TV, Connected TV or Digital platforms, the best selections will encourage target audiences to spend extended periods of time engaging with brands. And finally, don’t underestimate the power of your brand. Whether through content, or emphasis within the ads themselves, promoting the brand has the power to reduce the price sensitivity of your product, and in 2023 this will be more critical than ever. • Tailor your message to the platform wherever possible. • Harness the power of your brand through content to strengthen loyalty and advocacy.

Optimise prices Most interesting, perhaps, is the fact that this peak occurred in the two weeks immediately following the release of the ad and the concentrated online support, surpassing even the seasonal uplift created by Black Friday. So, our advice would be to use 2023 to consolidate media spends in low cost, advantageous routes wherever possible. Of course, that isn’t to say that new and emerging media opportunities should be ignored. For example, the evolution of interactive Digital opportunities as we head towards the Metaverse (whatever form it will eventually take) will be hard to resist. Equally the introduction and advancement of ad placements on Disney+ and Netflix will offer value to toy brands. Nevertheless, these should not be prioritised at the expense of investment in low-cost media with effective track records. Enter into these opportunities armed with as much knowledge as possible, which is paramount to the next principle. • Exploit low-cost media to maximise SOV for longer term gains. • Explore exciting new opportunities, but not at the expense of tried and trusted platforms.

Reduce risk through research “The best way to maximise return on investment (ROI) is to spend £0” (Les Binet, IPA’s Marketing in the post-covid economy). Generating large percentage returns on small budgets is relatively easily achievable in the age of eCommerce, although this will not generate the scale of return needed to maximise profitability. The real skill is in determining the optimal budget which provides the maximum net profit, without crossing over the threshold of diminishing returns. This could be an expensive process if you were to test budget levels and learn through trial and error. Econometric modelling is a more effective way of projecting the impact of budget adjustments, although it too can be a costly exercise and is more suited to long term brand campaigns (think FMCG or Finance), rather than seasonal campaigns for products with a shorter life cycle. Thankfully, in the toy market, there are many things we can do pre campaign to ensure every £ spent on media is at its most effective, and this starts with great insight. Traditional marketing research focuses on adult consumers, meaning that children’s research for toy marketers can be limited, and where available, relatively generic. Through our affiliation with Giraffe Insights, we have unique resources which allow us to

understand the media and consumer behaviours of children (and their parents), in a COPPA and GDPR-K compliant manner. This level of insight can for example pinpoint what percentage of boys or girls of a certain age range have access to Disney+. Knowing this will help determine whether or not Disney+ will be an effective platform for your brand without having to risk test budgets to find out. Bespoke research studies can be a powerful tool in helping shape the entire communications strategy, be that testing packaging concepts, key consumer messaging, influencer affiliation or even pricing. In challenging financial times, research budgets are often reduced as part of cost saving exercises, but in the everevolving media landscape can you really afford not to continue investing? As an agency, we will be increasing our investment in insight tools and reporting to help navigate the road ahead. • Invest in bespoke research to ensure optimal brand messaging. • Use audience insights to reduce the risk in platform selection.

Harness creativity Did you know that optimising your creative can increase the effectiveness of your media spend by as much as 10-12x (Data2Decisions)? Therefore, where budgets allow, invest in engaging content and ads that ensure your brand captures the attention of your target audience, whenever and wherever it is placed. Referring back to the principle of reducing risk through research, make sure you are testing your creatives either through consumer research, or lower cost A/B testing on social media. In the multimedia landscape, effective creativity can take many forms beyond simply creating the most emotionally engaging ad. Successful marketing campaigns require multiple touchpoints. As marketers, we need to remember that audiences use each of these touchpoints for different purposes, so where possible the creatives need to reflect this. Due to budget constraints, it is perfectly acceptable practice to simply cut down a video asset to the varying specifications of social media and other online platforms. However, the most engaging campaigns will tailor the messaging to the platform; for example, demonstrating more competitive elements in gaming environments, or more collaborative elements on social media. Don’t be restricted by any associations you may

Toy World 38

Effective marketing can be extremely influential to brand or product success, although when reviewing econometric studies across most product categories, the greatest determining factor is price. Therefore, understanding the price elasticity of your products will be key to enhancing profits in 2023. In support of the previous principle, the best way to gain the understanding of this (outside of real-world experimentation) is through econometric modelling. Granted, this is most effective for brands with longer lifecycles and will not always be appropriate for the shorter-term product lifecycles sometimes seen within the toy industry. Nevertheless, there are some learnings we can take from historical studies (presented by the IPA’s Marketing in the Post-covid Economy). When it comes to price, econometrics commonly reveals that sales promotions actually reduce profits, and most of the sales volume delivered within a promotional period is not incremental (in many cases the promotional purchase brings forward a purchase that would have happened at a higher price at a later date or relocates the purchase from one retailer to another). Repeated promotions also increase price sensitivity, reducing control over your pricing and eroding margins. In 2023, it will be tempting to use price promotion to create short term uplift. While this is encouraged in a structured manner, be wary of overusing this tactic to prioritise short term gain over long term success. • Maximise ROI, but not at the expense of larger scale profit. • Use promotions effectively – over-use can reduce long term success. 2023 (and beyond) looks set to throw even more challenges at our industry. Although not an exhaustive list, learning from the above historic principles and embracing the opportunities a recession can bring about should position your brands in the best possible place for what lies ahead. Managing the complexities needn’t be daunting either. Aligning your business with strong partners in the key fields of Media, Creative Production and Research will benefit your business. We have developed our full-service agency offering for our client partners to ensure the most effective link between these vital areas, optimising the flow of information to create actionable insight at all stages of the marketing journey. Make sure this is the case for your brands too, to make navigating the challenges that lie ahead as seamless as possible. So, here’s to 2023 – wishing you a happy and prosperous New Year from all at Generation Media.

©Disney

©Disney/Pixar

Company Profile

MGA UK hits the sweet spot As Sara Taylor, MGA Entertainment’s new UK & Ireland managing director prepares for her first full year at the helm of this successful and disruptive toy business, she tells Toy World how she plans to continue stabilising MGA from the top down and building upon its success to date with new toy and content launches, a hugely streamlined warehousing operation and much more. What kind of position does MGA find itself in coming into 2023? We’re heading into 2023 in a much better situation than we were in at the start of 2022. This time last year, we had double the amount of on-hand and in-transit inventory than we do today. That inventory has taken us the best part of the year to clear down. Starting 2023 with a much cleaner stock holding puts us in a far stronger position. We also saw some record sales weeks during November 2022; while the market was down -5% in the month, MGA was up +0.4%. Overall, according to NPD data last month, we are the No. 5 corporate manufacturer in the UK, year to date.* Rainbow High has been a particular highlight and sales reads are encouragingly strong. It’s currently the No. 3 best-selling doll brand and was the highest gaining property in Dolls from July to November last year, with sales increasing every single month during this period despite the overall Doll market showing strong decline.* We’ve worked really hard on bringing newness and innovation to our brands, whilst being very mindful of the economic uncertainties we face heading into 2023. I believe that maintaining £9.99 price points, and even reducing price points on core dolls, will serve us well in

Toy World 40

the new year. A great example of this approach in action is our newly launched L.O.L. Surprise! Mini Sweets range, which launched in December at £9.99 and £12.99 price points. The range has got off to a very strong start. Our evergreen Little Tikes brand also retains the No. 1 position in Ride-Ons with the Cozy Coupe, as it has done every year since 2019. As of November 2022, it was also the No. 1 Summer Seasonal toy brand year to date – just as it was in 2021.*

In a previous piece shortly after you joined the company, you spoke a little about how MGA is improving its warehousing setup. Can you elaborate on what’s taken place and what it means for both MGA and its customers? I am delighted to report that as of 12th December, we are finally in one single MGA dedicated warehouse in Doncaster. Warehousing and logistics has been our biggest challenge over the past two years, to the point where we were having to use seven different locations at one stage. I know this has caused a huge amount of disruption and frustration for our customers. I would like to personally thank each and every one of them for bearing with us through these turbulent waters

Company Profile and want to say that I really am looking forward to (quite literally) delivering a great service in 2023. It is a source of huge frustration and disappointment for all our teams when deliveries fail and don’t go out as they should. However, with the people and products we have at MGA, it’s exciting to see what we’ll now be able to achieve with these improvements firmly in place.

You’ve also mentioned your desire to ‘stabilise’ MGA from the top down and further improve relationships with the company’s partners. How will you achieve this? Stability and consistency are so important to the success of any company, and I believe we are making strong progress towards achieving a very stable base in the UK - not least due to the warehousing fix. I’ve been working closely with our HQ in LA and I’m sharing many best practices which can be rolled out across other global markets. An example of this is Brand Finance, a vital function that sits between Finance and Marketing, but which was not in place at MGA. On 12th December, Pete Roberson joined us from Spin Master as regional director Brand Finance, EMEA. Amongst other things, this is a crucial role for ensuring our pricing delivers the correct internal and external margins and achieves parity across Europe and the UK.

What is there to look forward to this year in terms of product launches, retail activations, content etc? Part of the stability I’ve been talking about is being driven by excitement and anticipation for several new product and brand launches in 2023. We have had a phenomenal response in both LA and showroom previews to these developments, and as I mentioned, one of the early launches - L.O.L. Surprise! Mini Sweets - has already got off to an incredible start. We’ll have staggered product launches in every quarter of 2023, supported with best-in-class media, content and instore activations. One of the biggest surprises when I came to MGA was the amount of incredible content we create, which features on just about every platform out there. This high-quality, high-energy content is what makes us stand out so strongly from the competition. And it’s in addition to highly targeted TV and digital media activity, which really brings everything together.

What is MGA’s strategy for navigating the coming 12 months? Without question, 2023 is probably going to be one of the most challenging years for the toy industry, especially the Q1 period. Low and reduced price points, innovation, newness and collectability are at the heart

Toy World 42

of our product developments for next year - we want to put the consumer and their needs at the forefront of everything we do. It is of critical importance that we regain customer trust in our warehousing improvements, so buyers have the confidence to invest their budgets in some of the best-selling brands in the industry, with on-time delivery assured. We’ll need to be both proactive and reactive to market changes. None of us really know what the economic impact is going to be on us as an industry, or as a nation. Forecasting will really be in the spotlight: we all know having too little inventory can be just as damaging as having too much, and while it’s always a better class of problem when something takes off in a big way, you equally never wants to overdo things (especially in year one). As I have been telling the fantastic team at MGA UK, we’re going to do all of this while having a lot of fun. It's a lot easier to enjoy your work and have fun when things start working as they should, now we have everything in place – people, product, warehousing - 2023 is going to be a lot easier, and more fun, than it has been the past few years. *The NPD Group UK, November 2022

NPD Insight

The festive finale

As Christmas trading 2022 draws to a close, Rory looks at how the overall trend for the UK toy market is likely to end up, and - (whisper it) – things are looking quite promising…

he weeks in October through to December are the ones which really shape the yearly trend of the UK toy market, and 2022 is no different. The last three months generally make up around 45-50% of the value of the year, and for some categories like Games this percentage can be even higher. A strong end to the year often means that the overall trend will be viewed as positive. At the time of writing, NPD has data up to December 10th and the current YTD trend is down -4% vs. 2021. If we look at the last 10 weeks (going back to the beginning of October) the trend is -3%, so this reflects a slightly better performance at the business end of the year. Recent years have seen a peak season period that is behind the trend for the first three quarters, so it looks like 2022 will see a different trading pattern. In peak season this year, external factors from the cost-of-living crisis were predicted to impact consumer spend. However, we often talk of the resilience of toys, and it looks like this is being borne out so far. While the trend in peak season so far is -3% in value, it is flat in terms of volume. The biggest impact on this volume trend is the fact that we’ve had a winter World

Cup, which has added sales of World Cup stickers during the final quarter of the year. The Non-Strategic Trading Cards/Collectible Stickers subclass has been +224% in volume for the 10-week period to Dec 10th. To get a sense of where the market is in this peak season period, it is useful to compare it to 2019, when there was no pandemic influence. The trends vs. 2019 are -8% in value but also -15% in volume; this volume decline equates to a drop of around 9.5m units compared to 2019. We can also see differences if we look at the 10-week period by individual week. October is a good example as we had an overall month trend of +1% in value vs. the same month in 2021. However, when we look at the detail, we can see that there was only one week of growth - October week 2 - which grew by +30% and was a week that saw a high level of promotional activity. Similarly, in November, there was only one week of growth, although it wasn’t as strong this time: unfortunately, this was not enough to make the overall month positive, and it finished up down -5%. These trends seem to suggest that consumers were waiting for deals and jumping on them, with certain items proving popular.

Rory Partis

Director UK Toys & EuroToys NPD Looking at manufacturer trends for peak season 2022, the performance of The Lego Group stands out. Its share of the market for this period is 16.8%, which is 1.3 percentage points higher than the same period last year, with a growth of +4% too. This performance has been driven by strong licensed sales with Star Wars, Marvel, Minecraft and Jurassic World all showing double digit growth. Lego Technic has also performed well, with a +12% value trend and lines like the Technic McLaren Formula 1 car regularly featuring in the top items lists at a high average price.

UK Toy Sales: Season 2022 so far

Value down -3% in peak season (at Dec 10th 2022) and volume flat, with a mix of promotions and category trends having an impact.

-3%

Value -8% vs. 2019

UK Toy Sales: Season 2022 so far

-3%

FLAT

Value down -3% in peak season (at Dec 10th 2022) and volume flat, with a mix of promotions and category trends having an impact.

Volume Price -3% -3% FLAT -15% vs. 2019 +8% vs. 2019 Value -8% vs. 2019

Volume -15% vs. 2019

Price +8% vs. 2019

Source: The NPD Group | Retail Tracking Service | UK | 10 Weeks to Dec 10 2022 Document classification: Client/Third Party Confidential

Source: The NPD Group | Retail Tracking Service | UK | 10 Weeks to Dec 10 2022 1

The NPD Group, L.P. | Proprietary and confidential

Document classification: Client/Third Party Confidential

The NPD Group, L.P. | Proprietary and confidential

Toy World 44

ALL NEW

SPRING 2023!

Another manufacturer which has had a strong performance this peak season is Moose Toys, which has two of the top items; Magic Mixies with Plush and the Little Live Pets Mamma Surprise have been in the top item lists in both October and November. Continuing the trend of 2022, Squishmallows from Jazwares has also continued to grow in peak season and is the No.1 growth property for the period, just ahead of World Soccer and Pokémon.

With the current trend of -3% so far in peak season, what would be a good result for the end of the year? Following the trend of October and November, we expect there to be one big week in the month. At the time of writing, it looks like week 51 will be that week: we expect to see strong growth here, as consumers leave it late to purchase gifts, and potentially move to shop in store after the effects of snow and various strikes. With Christmas falling on a Sunday, there’s a full week of shopping before the big day, and maybe even some

last-minute promotional activity enticing shoppers to spend on more gifts. If the last three weeks of the year were to finish flat vs. 2021, then the peak season trend for 2022 would end up being -2%. Last time Christmas was on a Sunday was 2016 - and week 51 ended up being +33% and added a huge +£37m to the market. I don’t think we are expecting growth on that level, but after some challenging times in 2022, we should hopefully see a strong end to the year.

Licence Progression: Item Description

Oct Rank #

Nov Rank #

Disney Encanto

The Disney Encanto licence has moved up 21 places over the past month. Sales of the licence in November are nearly £1m higher than in October, driven by growth across several subclasses. The licence is at No.30 in the rankings (YTD November 2022), so the November performance is ahead of the annual ranking for a range that has been around for the whole year. Looking a little closer at what drove this rise in November, we can see that The Lego Group had a good month, and one line performed particularly well - the Lego Disney Encanto Madrigals House was the top item for the licence and made up over 40% of all Disney Encanto value.

Fastest Growing Subclasses Traditional Plush adds over £21m in 2022 and is the top gaining subclass ahead of Strategic Trading Cards

Fastest Growing Subclasses

The top growth subclass in 2022 is Traditional Plush, with the Squishmallows property driving growth. Squishmallows has been the top growth property in the total UK toy market in 2022, making up over a fifth of all value in the Traditional Plush subclass. Strategic Trading Card Games is the second-best performer and another subclass where a single property is driving the growth - in this case Pokémon. This property is worth around two thirds of the Strategic Trading Cards subclass and has enjoyed consistent growth in 2022. Another subclass contributing to Collectibles growth is the third top performer, Action Figure Collectibles, adding over £6m to the UK toy market in 2022. Special Feature Plush is the fourth top performer; Magic Mixies is the top property in this subclass, followed by CoComelon and then Little Live Pets. One of the top items for the last couple of months in this subclass has been the Little Live Pets Mama Surprise Guinea Pig Playset, which has been widely tipped to be one of the top Christmas requests in 2022.

Traditional Plush adds over £21m in 2022 and is the top gaining subclass ahead of Strategic Trading Cards

Traditional Plush Strategic Trading Card Games ses and is the top gaining subclass Action Figure Collectibles Special Feature/Interactive Plush es Gained £M Non-Strategic Trading Cards/Collectible… £21.5 £12.8 Action Role Play & Dressup £6.3 Miscellaneous Toys PS Talking & Sound Standard Building Sets Robotic/Interactive Playmates

Sales Gained £M £21.5 £12.8

£6.3 £4.2 £2.8 £2.7 £2.5 £2.1 £1.7 £1.5 Source: The NPD Group | Retail Tracking Service | YTD Nov 2022

Source: The NPD Group | Retail Tracking Service | YTD Nov 2022

Document classification: Client/Third Party Confidential

The NPD Group, Inc. | Proprietary and confidential

Toy World 46

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Talking Shop

Counter measures As 2022 drew to a close, Sam Giltrow and Suzie Sparkes spoke to indie retailers up and down the UK to find out how Q4 ended up, how their year overall had gone and how they were feeling about the year ahead. Julie Logan - T he Olive Branch, Castle Donington

hristmas trading this year was unpredictable; we were rushed off our feet one moment and then quiet the next. Normally we can predict when our busiest times in the shop will be, but this year was much more random. On the whole sales were steady, but I think people were taking much more time to browse and shop carefully for perhaps fewer but very wellchosen gifts. Plush toys sold particularly well this Christmas, both generic ranges and licensed characters like Paddington. We’ve also seen strong sales from multi-sensory toys that promote exploration and learning. The Baby Einstein musical range from Toynamics has proved especially popular. Board games and card games always sell well at this time of year, especially traditional games like Snakes & Ladders and Draughts, and this Christmas was no exception. Games from TV programmes seemed a popular choice for presents, and licensed titles like the Horrible Histories board games and the Roald Dahl puzzles from Paul Lamond (University Games) sold well. We have a lot of people who shop with us who are buying for their grandchildren, and they like traditional products and classic toys that are built to last and stand the test of time. Lines from Galt, and Orchard Toys sold well, as always, and wooden toys remained as popular as ever. We added Magformers to our range in 2022, and it has sold very well. We brought a selection of sets in as we like to offer new STEM products that fit in with our concept, and it has been really well received, with customers coming back to extend their range. We are always looking for new suppliers to keep our offering fresh, so are pleased that this addition has proved popular.

We are very lucky to be situated in the heart of a lovely market street, in a growing village, with lots of wonderful neighbouring small independent businesses that make Castle Donington a great place to visit and to shop. We are very grateful to have so many loyal customers. We market ourselves on social media and have noticed an increasing number of customers who tell us that they have found us online and made a special trip to visit in person. New customers appreciate visiting a traditional toys shop, as there aren’t that many

Toy World 49

anymore. They like coming in for a browse and enjoy getting the toys out of the box to have a proper look at them. We do have a website and sell on-line, but the bulk of our custom comes from footfall in the physical store. A post-covid increase in in-person sales, combined with recent closures of other bricks and mortar toy shops in the surrounding areas, means more customers are travelling to find us, which is terrific news. After a successful Christmas, we are looking forward to 2023.

Talking Shop Angela Dunkley - First Stop Stationers, Reigate

e are primarily a stationery shop but have a good-sized toy department within the store. Located on the High Street in Reigate, we have a school and a college near to us which helps drive footfall when the children are on their way home. A branch of Morrisons just behind our shop means people can park for free and pop in after they have done their grocery shopping, and we are very lucky to have a local, loyal customer base. Overall, trading was slightly down on last year in terms of footfall and transactions, but toy sales enjoyed a strong December again; people will always buy for their children. Games are a key part of our product offering; our best sellers are traditional lines from well-known and trusted brands like Orchard Toys and Galt, both enjoyed fantastic sales throughout December. Mexican Train and Flags of the World from Tactic Games have been consistent best sellers for us all year and proved especially popular this festive period. Rubik’s Cubes, which we order from John Adams, really took off in the summer and continued to enjoy good sales throughout

the Christmas period. It’s always exciting to see an older, traditional product enjoying a come-back. Jigsaw puzzles are also a key part of our line up and were especially popular this Christmas, especially children’s puzzles from Orchard and Galt. We also stock puzzles from Ravensburger and Gibsons and both of these brands enjoyed excellent sales right up until Christmas too.

We stock educational and creative products from Great Gizmos, a range which has been popular again this festive season. Top Trumps from Winning Moves is always a top seller and performed brilliantly in December, the packs are lovely stocking fillers and there’s such a wide range to choose from. All in all, the toy side of the business was very positive this Christmas.

Mandy Harrop - Gosling’s Toymaster, Marple, Cheshire

e had quite a slow start to our Christmas period, but it picked up as time went on. In the previous year, November was busy as people were concerned about stock and another potential lockdown, but it was the opposite for 2022. We had a striking Christmas window display from Toymaster which made a big difference as it helped to draw in the customers. Many people were worried about the postal strikes and the possibility of ordering online and not receiving their presents on time, so they were preferring not to risk it and came into the shop to buy their presents. The most popular toy, and the one everyone was asking for, was Gabby’s Purrfect Dollhouse from Spin Master. We had a lot of phone calls from people chasing

it, and it sold out very quickly. We sold a lot more games and jigsaws this Christmas than we usually sell. The Orchard Toys games were our biggest seller, and the Smart Games range was also very popular for older children. Looking to the year ahead, I don’t feel particularly confident as we have no idea what is going to happen with the economy, but children do seem to be the last to feel the impact of cost savings, so hopefully people will still be buying toys. It was a lovely surprise to be nominated for the BTHA Retailer of the Year (single store) award. We make an effort to play a big part in our community, such as getting involved in the local carnival, and are quite well-known in the area. It’s great to get the recognition.

Aston Bull - Non Such, Kingsbridge, Devon

e are situated in a tourist location in South Devon, we sit on an estuary which comes in from Salcombe. Christmas trading was busy this year, comparable to any other year. The cost-of-living crisis hasn’t really been reflected yet in terms of footfall and sales, so we do feel quite lucky. Geographically, we are a small town, quite a distance from any bigger towns. The closest is Exeter or Plymouth and that’s quite a journey, so people do tend to stay local, which of course benefits us. Demographically, we have an older generation buying for their grandchildren; this type of customer doesn’t tend to shop on-line, they like to come into the shop and browse the products, so we are benefiting from that too. We sell a vast range of products for such a small shop; soft toys, baby toys and wooden toys have all sold extremely well this Christmas. All price points have been selling - even rather large expensive items; I sold a £55 soft elephant in the second week of December, which I wasn’t sure I would sell at full price before Christmas.

We like to stock items that the major retailers don’t sell and the things that aren’t so apparent on online channels such as eBay and Amazon. There is also another toy shop just up the road and a games shop, so we try to not overlap with the brands they are selling, which then benefits all of us. We see great demand for ranges like Hape, Papo and Brio – this is the type of good quality and trusted brand

Toy World 50

we like to stock. We do find the products keep going up in price and when that happens, we worry they won’t sell anymore, but as they are such good quality and our customers trust the brand, sales continue to grow, which is fantastic. I’m happy to say that Christmas 2022 was very positive, and we are looking forward to continued success in 2023.

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Talking Shop Natalie Maides - Aladdin’s Cave, St. Sampsons, GuernseyReigate

hristmas trading was very encouraging; we had good footfall and we were very happy. The big sellers for us were the solid brands such as Mattel’s Barbie and Hot Wheels, and Lego, especially the Harry Potter range. Sales of Squishmallows and Pokémon were also phenomenal, but we had anticipated this and were well-stocked. I think we have a pretty good read on the market and the lines we thought would perform well did so. In terms of licensed product, kids are now so much more engaged with content on social media, which helps drive sales across a wide variety of lines. As always, Christmas was also great for sales of family games, and we put a focus on this with our merchandising. It is always the classics which do well, such as Jenga and Monopoly. We are looking forward to seeing what’s on offer at Toy Fair. We will be seeing what new licences are out there and how existing licences are going to be developed. We always go with an open mind, and we are very fortunate to have a good relationship with our

suppliers, so we take guidance from them. We were thrilled to be nominated for the BTHA Toy Retailer of the Year (single store) award again, which we won in 2015. It’s great to know, after the last couple of years we have had, that we are doing a good job and are appreciated. We’ve been revisiting our merchandise selection and our instore layout, doing more with demos and we’ve been featuring more interactive displays. We also try to be mindful of what’s going on in terms of competitions and promotions. Customer service remains a key focus, and this has been very important during our Christmas trading period. We just keep trying to evolve and to ultimately do our best.

Kate Hateley - group toy buyer, British Garden Centres

ur toy sales are 10% up YTD compared with last year (Jan-Dec), so it’s all looking very positive despite everything. At the end of the day, Christmas will always happen no matter what, and parents and grandparents will always buy for the children – why should they miss out? As Garden Centres we benefit from good footfall as customers come and see us for various reasons, including restaurants, grottos, ice rinks and an array of retail categories. Our customers now understand that our offer of a toy department in a lot of our centres is strong and will remain in place all year round. Our best-sellers have been Goo Jit Zu & Mash‘ems (Character), Misfittens and Fisher Price Classic (Basic Fun), The Dyson range (Casdon), Hot Wheels (Mattel) and David Walliams games (University Games).

Sales have been consistent across our 40 or so suppliers and we committed early to stock to ensure we didn’t miss out, which has worked in our favour. The World Cup helped late sales of Smart Ball (Golden Bear) and Kickerball (Character), which would perhaps normally be more of a summer line. Being Garden Centres, toys will slow down for us in the new year as more seasonal categories such as gardening and outdoor living take precedence. But I think it’s important we focus on maintaining a strong offer of core ranges, back our winners and ensure we cover all the main toy categories, catering well for our traditional customer base and demographic. Toy Fair will be about looking ahead and catching up with all suppliers as well as searching for some new ones to fit in well with our current offer. I’d like to extend our offer of educational, traditional and craft ranges so that will be on my shopping list.

Kamlesh Amin - JJ Toys, Gerrards Cross

e had a steady Christmas with sales building up gradually to Christmas Eve. The most requested toys were Moose Toys’ Little Live Pets Mama Surprise and Squishmallows, from Jazwares - with Squishmallows, anything we put on the shelf goes. Lego, as always, was a big seller, particularly the Star Wars and Technic ranges. Despite the £169 price tag, we sell a lot of the Lego Technic Ferraris as they appeal to adult consumers, so we always keep them in stock. Our other hero product was Pokémon cards, but that will be no surprise. Funko Pop! Vinyl figures have also performed strongly, with sales steadily increasing. We had a big range in for Christmas and the Star Wars and Marvel figures were the most popular. Among our biggestselling games this Christmas were The Sock Game and new game Karen, both from Asmodee. I’m looking forward to attending Toy Fair and seeing what’s coming out this year. I will be looking out for that next hero product, whatever it may be. I like to change

my ranges around as it keeps the shop fresh and entices customers through the door. We also move stock around the shop regularly, so customers don’t get used to seeing the same product and just walking past it. I was also very excited to be nominated for the BTHA Independent Toy Retailer of the Year (single store) award, even though it is not our first time, as we won the award in 2016 and have been shortlisted a few

Toy World 52

times. We have been in the trade for 40 years, so it’s very nice that our efforts are still recognised. I think we get nominated due to the personal service; our knowledge of the products, knowing what the customer wants and getting the right product mix in. We listen carefully to our customers and what they ask for, and then act fast to order the product in whatever the craze may be.

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Talking Shop Joseph Yap - QT Toys, London

e are based on one of the high streets in Wandsworth, which is really busy, so we get lots of footfall coming through. Christmas trading went well for us, although I don’t think it would have been possible to top Christmas 2021. That was such an anomaly post-Covid; sales went through the roof, and we really felt people’s support for the local high street. We have returned to normal, pre-pandemic levels now. Lego always sells well for us and continued to be in demand right up until Christmas, selling well in both boys and girls ranges; Disney, City and Friends especially enjoyed high sales. As always, Pokémon has been immensely popular, and we completely sold out of booster boxes before Christmas. Squishmallows of course has been pretty crazy for a while now, but it really ramped up in the few months before Christmas. Luckily, I managed to get my hands on a good range of it for Q4, and it remained hugely popular right up until the last week.

The Bakugan action figure line enjoyed some great sales, as well as all the Paw Patrol products we stock. Arts and crafts and science kits are always strong sellers. I think keeping children away from screens has remained important to parents post pandemic; Janod and Make it Real have both proved very popular with their lovely products. We tend to stay away from the high-ticket items and prefer to sell smaller, less expensive items because we know we will be beaten on price by the online giants. We rely on people coming into the store to buy the secondary presents rather than the main presents. This works for us and spend on these items seems to be about the same as in previous years. Covid made us realise how much we appreciate our loyal, walk-in, local customers and how much support we get from them. That sentiment is so important to us. Although we have a website – which was very useful during the lockdowns – it only represents a fraction of our sales, and nothing really beats the walk-in customers.

Donald Nairn - Toys Galore, Edinburgh

hristmas trading was not as easy as in previous years, people were being careful about what they spent, but it wasn’t as awful as we anticipated it might have been. Squishmallows continued to be as popular as ever, as did all soft toys, and we had strong sales in Galt toys, puzzles and games. We also found people were coming to us for quirkier items like Fart Ninjas from Funrise, which did amazingly well - they sold like hot cakes. We also enjoyed fantastic sales in the arts & crafts category, and a surprise product that was incredibly popular was Eugy 3D construction models, from Brainstorm As usual, big brands like Lego, Playmobil, Hasbro and Mattel all sold well, with Barbie lines in high demand, as well as Spin Master’s Gabby’s Dollhouse. Supply hasn’t really been an issue this year, we still had some Squishmallows left in stock in December and some Gabby’s Dollhouse for the last week. Pokémon also enjoyed fantastic sales over the Christmas trading period, as it did throughout 2022. Going back five years, we would have ordered a quantity of Pokémon and it would have lasted us for a

month - whereas now it sells out in a week. We used to only buy war games from Asmodee, but our business with them as a supplier has dramatically increased. Considering the cost-ofliving crisis. Christmas sales were not as terrible as they might have been. For the previous two years we have had very good Christmas sales: last year people were paranoid about going back into lockdown, so they got out to the shops whilst they still could. It also helps that we are in quite an affluent area that had money to spend. This Christmas, trading was never going to compete with that, but we’ve seen a return to pre-pandemic levels. We have an online website which we set up during the pandemic so we could still trade, but we have found

balancing that side of the business with the store a bit of a struggle. I think for 2023 we are going to look at the website again and perhaps concentrate on selling a range of products on there that aren’t so easy for customers to get on Amazon. With this new focus, I think it will work better.

Lindsay Meyer-Nicholas - Toyville, Bedminster, Bristol

his Christmas, we had a slower start than usual – I thought coming out of Covid it would be busier, but I think the cost of living has affected things. It picked up in the last couple of weeks, but this was very late. Among our biggest sellers for Christmas were Pokémon cards, Yoto Players, Ty’s Beanie Boos and Squishmallows, which are still incredibly popular. We also sold a lot of Eugy, especially the Chameleon. It’s a range we haven’t been stocking for long and I have been pleasantly surprised to see how well it performs.

Toy World 54

We also sold a lot of games, especially the more complicated ones including Bristol 1350 and Wavelength, and jigsaw puzzles – Ravensburger puzzles sell extremely well for us, particularly the more contemporary ones. Fidget toys too have been as popular as ever, and we had a lot of requests for Bandai Tamagotchis. I’m looking forward to seeing what will be new in 2023 and hope to attend London Toy Fair. I’d love to find some blind bag collectibles which are less action and fighting and something cute instead. We were recently nominated for the BTHA Independent Retailer of the Year award. I have no idea who nominated us, but it was a nice surprise and the first time we had been put forward. I guess we must be doing something right.

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Talking Shop Lindsey Birney - Mr Wolf, Hexham

e have recently undergone a major renovation and our store footprint is now much bigger than it was. We have doubled our square footage and we have also opened a teenage gift shop, so we have had a busy year. This Christmas we found the average spend dropped slightly, however footfall and transactions increased, so year on year we are trending upwards, which is encouraging. People have definitely become more keen to shop local, rather than getting into the car to drive to the city centre. Our customers told us they wanted to get as much as possible locally in Hexham. This shift started after the lockdowns and is fantastic news for us. It continued for the locals who looked to cut down on the expense of a day out for Christmas shopping; now, staying local saves them a fair bit in petrol. Although there is a lot of parking around the store, the infrastructure in Hexham means it is easy for people to walk everywhere. We offer free local deliveries, although not that many people have asked for that post pandemic. Hexham is one of the oldest UK market towns, all centred around the historic abbey and we are on the Hadrian’s wall route, so we also get a lot of tourist trade. It is a very picturesque, historic shopping street and we are in a listed building making it a lovely place to shop, so we also benefit from people coming to Hexham for a day out and doing some shopping while they’re here. Without a particular fad product that streaked ahead this Christmas, we’ve had a really nice spread of different products that sold well. The big winners were soft toys and board games; in particular, Sleeping Queens by Gamewright and Taco Cat Goat Cheese Pizza by Blue Orange Games (Asmodee) have both had fantastic sales. Taco Cat Goat Cheese Pizza is really easy to learn, and people enjoy playing it when they have visitors over - it isn’t the kind of game that causes huge arguments. We had a major surprise in the number of kaleidoscopes we sold. We had to order in more stock in the second week of December as we were almost sold out. We are a traditional toy shop, and this type of product is just the kind of thing we like to stock, but even we’ve been surprised by the number of requests we had for ‘old-fashioned’ toys like spinning tops, jack-in-a-boxes and marbles at Christmas. We took a lot of risk this year by moving premises, but it has paid off for us. We are so happy in our new premises and Christmas trading was fantastic, so we are very pleased, feel very positive and are looking forward to an exciting 2023.

Paul Carpenter - Totally Toys, Bristol

ast Christmas, people were buying earlier in November as they were panicking about stock shortages, and we had our biggest November ever. We didn’t think we’d achieve anywhere near that in 2022, but we came close, and we also had a very successful December. If you compare the two months against sales in 2018 and 2019, pre-Covid, we have done very well. Our biggest seller this Christmas, and a bit of a surprise, was the Eugy range from Brainstorm. Sales were incredible, with the Chameleon being the most popular character. The kits are at a great price point for stocking fillers, as it’s such a good quality range and kids love to collect the creatures. Many of our customers are trying to avoid plastic packaging and like the fact they are made from cardboard and are recyclable. Plush was also a solid category for us this Christmas, as it is all year round, and we sold a huge amount of Ty Squish-a-Boos. In terms of games, the Orchard Toys range was one of our biggest sellers along with what I think is a cracking game: Dog Man, from University Games. I am positive about 2023, as I always am with every year, and think toy shops will continue to do well, despite the current economic crisis. There will be less money around, for sure, but anything for kids usually gets affected last. I’m not sure what will be big sellers this year, but we have a 4ft bay of Paw Patrol toys, from Spin Master, and that is always a good performer. I’m sure this will be helped even further with the new movie release; parents already buy into it because their children watch the series on a regular basis. We also stock a lot of children’s jigsaw puzzles, which is a steady category and Character’s licensed range is a good year-round seller. I think it’s important listen to what my customers want as they are often on the ball, and it’s a great way to pick up on, or confirm, current trends. I also love reading Toy World to keep up with what’s new in the market and find it really interesting to read comments from other retailers who have very similar shops to us, to find out what is selling well for them. Following the last couple of years with Covid, when people started buying more online, I was a bit worried that would become the norm and affect our business, but it hasn’t – we consider ourselves blessed that people have come back out and found their independent toy shop again. It’s nice that a lot of people visit us with an open mind and know we are there to guide them with their purchases, which we are always happy to do.

Toy World 56

le 3 b a l i 20 2 a v A ary u n a

71096 Naruto

Opinion

Rick Derr

Sales of

woe?

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 nine 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. As his popular column returns, Rick questions why the toy industry persists with extensive discounting during its busiest season.

Now, how about Indies? Well, we have had no choice but to partake in this “deal frenzy”, although we are constantly trying to walk a fine line between keeping our customers happy, ridding ourselves of inventory and keeping cash flow strong enough to bring in new items, while negotiating a toy market that has slowed, has excess goods and frankly, nothing as hot as fidgets and Squishmallows in 2021. That two-year run of ‘Squidgets’ allowed us to squirrel away some profits, which has helped us withstand the current environment. But I warn others, once the plane has landed, be ready to rely and focus on what got you here— your team, a unique and curated product selection and the ‘wow factor’. Realistically, I am expecting that 2023 will see a decrease in year-on-year comparisons during the first six months, as we were still benefitting from the Squidget craze, as well as new releases of Squishmallows in early 2022. Other than seasonal SKUs, we have not had a major new Squishmallows release. Perhaps the new Pokémon options and some fresh seasonals will help drive sales to offset last year. However, I’m still working on there being around a 25% decline. As I write, there are 10 solid shopping days and two more Saturdays to go, including Hanukkah. We usually average the equivalent of about 8-10 weeks of non-holiday sales in these 10 days, but we continue to be both optimistic and frustrated by the US market. In the end, we have had a really stellar year - my third best of all time - and feel blessed to have been able to donate to charitable causes this year, more so than any time in our company history. Top categories have been plush, slime, Lego, Pokémon and tween products representing spa, fashion, jewellery and wellness. While the fidget category has declined from its initial heights, it is here to stay. The five senses of touch, sound, smell, sight and taste are embedded in products and, in addition to these basic sensory products, I’m seeing new subcategories emerging like health and wellness. One example is weighted plush, exemplified by two brands we are currently selling: Hugimals and Bumpas. Early results are encouraging even at the price points of $60 and $40 respectively. We have some ideas to merchandise these emerging categories in a different way next year and can’t wait to see what happens. I hope you all enjoyed a successful year end with the joy of Christmas and all the blessings we receive from the toy industry. Hopefully, I will see some of you at trade shows; the Toymaster May show, Learning Express and ASTRA summer shows or even the new Toy Fair in New York City in September. Until then my friends, Happy New Year and welcome 2023. Cheers, Rick.

I must say I am worn out as I write this mid-December. Not from the Christmas rush, long hours, restocking, social media, reorders, etc., but from the endless continuous sales advertised by US retailers. It all started in October and has been relentless; I heard Black Friday mentioned so much throughout October and November that I blacked out! The question has always been why does the US toy market think that so many discounts and sales are needed right in peak season – when demand is at its highest? And yes, I am pointing my frustration straight at the big box and online retailers - Walmart, Target and Amazon. This year, with the overhang of supply chain issues still dancing in store executive heads and the toy aisles filled to capacity, deal signs are everywhere: “Save 30%”, “Save 50%”, “Save 80%”, “Buy 2 Get 1 Free”. Ads on TV feature the latest deals and specials, and to top this off, there are also show segments called Deals and Steals. They advertise products by major manufacturers and small businesses at 50-80% off for a short time span online, many with free shipping - and customers seem to go bonkers over these deals. Two best sellers we carry have been promoted this way only this week, and obviously make our prices seem a little foolish. Exposure can be good, but the market currently seems to favour everything deal-oriented. The news media seems to like this as an ongoing story and amplifies the situation.

Richard can be reached on LinkedIn or by email at LE45@sbcglobal.net. Toy World 58

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Retail Profile

Toymaster buying better Many toy retailers faced a tough 2022 but the UK’s indies held firm, once again demonstrating the adaptability, nimbleness and optimism that have seen the channel safely through some of the most challenging years businesses have faced in decades. In this piece, Yogi Parmar, managing director at the toy buying group Toymaster, and Paul Reader, marketing director, tell Toy World what’s been happening behind the scenes over the past 12 months and how Toymaster continues to support its members. Paul Reader

Yogi Parmar

y all accounts – and certainly going by what we’ve heard - 2022 was a good year for independent toy retailers. Speaking to Toy World at the November DreamToys press event (he’s the new chair of the DreamToys selection committee), Paul was of the opinion that the landscape coming into the new year wasn’t shaping up to be as ‘scary’ as was initially feared by the group’s members, with predicted price increases being mitigated by suppliers choosing to balance out or even reduce their pricing thanks to the

more reasonable container rates we’ve seen trickling through. According to Toymaster’s managing director, Yogi Parmar, who spoke to us in the weeks that followed, independent retailers continued to benefit from the support of consumers eager to spend their money at local, specialist businesses in 2022. “Toymaster members have been very active in their own communities, resulting in strong sales,” Yogi elaborates. “Despite the challenges consumers faced coming into Q4 last year, sales remained positive. Having achieved 2021 levels of purchases by early November, our members were in a very good stock position heading into the final month, meaning that coming into the festive season, Toymaster was set for a strong 2022 performance.” Paul feels that the lessons learned by Toymaster’s members in the past few years have stood them in very good stead to deal with the turbulent economic conditions that came to a head last year: how to work better with suppliers, how to focus more on everyday best-sellers, and how to leverage the right brands at

Toy World 60

the right time. Toymaster’s suppliers have long been lauded by the group, which recognises the vital role they play in ensuring its members trade well. It’s widely accepted that a good independent toy retailer can offer toy brands, particularly young or emerging ones, incredibly strong exposure to groups of passionate consumers. Having strong supplier relationships benefits Toymaster and its members by giving them the ability to compete on a more level playing field with the nationals. This is why suppliers offered more exclusive lines to Toymaster members last year than ever before, and how members have proved that with the right line, they’re more than capable of shifting the quantities suppliers need for exclusivity. We have it on good authority that conversations are ongoing about further new and exciting exclusives for 2023. Toy World enjoyed being able to report that a number of Toymaster members relocated their stores to larger premises in 2022, including Starlings, Moons, Kids Stuff and Midco Toymaster. In November, the latter announced the opening of a third store, Freak Treats, slated for this month: readers can find out more about

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Retail Profile this and other retail expansions in our special article on pages 64, 66 and 68. Paul explained that since the pandemic, Toymaster’s members have slightly altered their approach to toy retailing. Aisles are now cleaner and clearer. They’ve become better at seeking out and securing the right product, too: indies have seen particular success with Squishmallows, Lego and Pokémon, as regular readers of our popular Talking Shop section will be aware. “In many respects, we’ve moved away from the concept of ‘buying little and often’ to ‘buying better’ instead,” Yogi says. “Our most successful members have pivoted to buying better toys more quickly, and the advice from our side is to focus on what you’re good at. We can all be guilty of wasting time and energy on worrying about things outside our control or what other people are doing, but if our members can just carve out their own niches then everything usually works out.” Last year, Toymaster added new graphic design specialists to its team, bringing more of its design efforts in-house. This, says Paul, has given the group much more control over the marketing material it produces for its members and allows Toymaster to react more quickly and create additional material for use by its members. The move also enables it to produce more digital content and other assets, something Toymaster will be doing more of in 2023. Toymaster also had a surge in recruitment in 2022 and hopes other independents will see the benefits of membership this year. It’s been a big success so far, with eight new members joining last year from the UK, Ireland and even Gibraltar, including Music Corner, Toys4You and Big Top Toys. Yogi explains: “The new recruits were very different – some were new retailers just starting a new business and needing our support, some were existing retailers who

were adding or expanding toys within their store and looking for guidance, while others were wellestablished independent toy retailers who recognised that the support Toymaster offers can add value to their businesses. All the new members last year recognised that Toymaster could save them both time and money.” By now, Toy World readers should be more than familiar with the many perks of Toymaster membership, from its window display and catalogue programmes to TIMS, the Toymaster Information Management System (arguably the biggest perk of them all). And let’s not forget, the camaraderie and friendship members enjoy. We won’t go into the finer details again, but needless to say, the Toymaster team remains more than happy to talk to all types in independent toy retailers about the benefits of membership with anyone interested in becoming part of the Toymaster family. As Paul puts it, the annual Toymaster May Show presents the perfect opportunity for the group’s members to gather under one roof and discuss ‘the good, the bad and the ugly’. The show returned to Harrogate’s Double Tree by Hilton Majestic Hotel last year after being forced to sit out its 2021 iteration in what was a sold-out and enormously popular three days. The May Show has always been the group’s annual highlight and anyone in attendance will agree 2022’s show was no exception: everyone was visibly delighted to have been meeting up face to face again and see new products in the flesh. The May Show was followed by Toymaster’s regional meetings in the autumn. “Getting out to meet our members gives us the opportunity to talk in more detail than you can achieve over the phone,” notes Yogi, when asked about the importance of the meetings. “Our regional meetings are a great way for us to see a lot of our members in a short space of time, to hear their thoughts on trading and how Toymaster can help them. The conversations we have with our members

Toy World 62

at these meetings help direct us to ensure we are providing the right support for them. We now have a new member committee in place as well, which will provide regular feedback and help steer the support and marketing we provide in a retail-focused way.” Looking ahead to this year, many of the same challenges remain – but scattered throughout 2023 lie opportunities too. The school holidays have long been key trading periods for toy retailers, be they independents or nationals and everything in between, but the cost-of-living crisis could well cause more families to enjoy ‘staycations’ once again this year instead of travelling overseas – keeping their holiday spending within the UK. We saw a similar shift to staycations during the pandemic, and the hugely positive effect this had on UK shops, particularly the ones Paul refers to as his ‘seasiders’. Accordingly, Toymaster’s big New Year marketing push will be swiftly followed by ones for Easter, May Half Term and the summer holidays. Members will also be striving to maintain their reputation as go-to stores for destination toy brands at a time when consumers may find themselves leaning more heavily into tried and trusted brands that they know are a sensible investment. Whatever the coming months hold, Toymaster remains committed to supporting its members: helping them through the trickier times and joining them in seeking out the good ones. Yogi assures us: “We will continue to add value for our members, as well as our suppliers, to better understand their priorities and where support is needed. In 2023, we’ll also be keeping our members regularly informed about upcoming range launches and best-sellers to ensure they don’t miss out on any big opportunities to help their sales and profits. In addition, we’ll become more creative and flexible with the digital marketing we provide, providing more assets for our members to use on their own social media channels.” According to Yogi and Paul, Toymaster will also continue working with its suppliers in a way that encourages ongoing support in terms of both stock and marketing. They reiterate that the group’s role is to work in partnership with retailers and suppliers, to add value and benefit to both. Independent retailers keen to find out more about how becoming a Toymaster member could save them time and money can visit the team at Toy Fair, where the group will be hosting its customary Toymaster Member’s Lounge on the Upper Level of the Grand Hall. The team will be using the show to catch up with its members, suppliers and independent retailers, to see how they can help them further over the coming year. For further information, contact development manager Brian McLaughlin on 01604 662 922 or email brian. mclaughlin@toymaster.co.uk.

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Special Feature

New Retail Stores

Toy retail celebrating the good times

2022 may have been a challenging year for some, but for others it was a time of success – of expansion and new stores, opportunities to be sought out and calculated risks taken. Toy World spoke to a selection of retailers who demonstrated resilience in the face of tough trading conditions.

e all know the second half of 2022 was difficult. We all know why. And we all know that no matter what, if there’s one industry that can ride out pretty much anything, it’s the toy trade. Indeed, at a time when businesses could be largely forgiven for rolling over and playing dead, we’ve seen a number of retailers up their game – or start playing for the first time – in what was generally thought of as a Very Difficult Year. Irish retailer Tigeroo Toys, for example, moved into a larger store in Belfast city centre, a move that has allowed owner Raymond Kirkpatrick to expand the selection of brands and licensed toys he offers:

in stock in time for Christmas were Pokémon, Piggy, Squishmallows, Stranger Things, Encanto, Godzilla, Poppy Playtime, Fast and Furious Lego, Playmobil, Five Nights At Freddy’s, Monster High, Barbie, anime figures and collectibles, Sonic, Mario, and much more. Rachael Sankey, along with her husband, William, entered the world of toy retail in April 2022 despite having no previous retail experience – just a passion for toys and hobby products such as Lego and Tamiya RC. The couple opened their shop, Harold’s Toy Store, in a town that didn’t already have one, Church Stretton in Shropshire, much to the delight of locals who felt it was an obvious omission from the town’s shopping scene. They say they’ve never doubted their

Toy World 64

decision, despite the fact the turbulent marketplace has made getting hold of some key lines a challenge. “The issues we were facing in Q3 and 4 influenced what we could and couldn’t sell, and where we could get things from,” Rachael notes. “As I am sure everyone reading this knows, some companies have stopped taking on new accounts due to supply issues, and although entirely understandable, this has impacted us. Pokémon is a very important range for us but can be difficult to track down. Ironically, that's the nature of the game itself. At least we can laugh about it.” Rachael says her customers have found ‘love and joy’ in Harold’s, which is helping to combat the cloak of ‘doom and gloom’ that’s been trying its best to settle over the UK. (If we had a pound for every time we heard that phrase towards the back end of last year…) Since opening, business has been steady and was particularly good in the summer months, when the town gets a lot of visitors, and picked up very nicely at Christmas following the slow October reported by many retailers of all sizes. “We are very grateful to Kayes of Cardiff for lots of initial assistance,” says Rachael, when asked which suppliers have been most supportive of Harold’s. “We didn’t have the shop premises ready when we thought we would, but Kayes kept our order for us until we were ready to take it. It was also able to provide us with our two lovely Schleich stands, from which product is selling really well. At the smaller end of the scale, Small Fries Games has been incredibly helpful online, supporting us on Instagram and Facebook. The company does this for all of the shops that stock its games and we’ve really appreciated the gesture.”

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Special Feature

Fellow independent toy retailer David Middleton, meanwhile, moved his second store into much larger premises in its longterm home in the Derbion Centre in May 2022. Not content with just the two, however, his third location – Midco Freak Treats – is slated to open this month. The new store promises to be a very different take on the traditional toy shop, focusing primarily on the market for the older kid/ adult/kidult toys and collectibles market. As such, the store will place a major emphasis on Funko and Loungefly products, anime and manga, and film and TV properties. “This is how we started out 20 years ago,” Dave tells Toy World, in between unpacking boxes and supervising the installation of shelves and signage. “Back then, we mainly focused on Star Wars and wrestling, moving into more general gear over time. The collector channel is a massive part of our business already, so with Freak Treats, we’re just expanding on what we already know.” We asked Dave if the cost-of-living crisis had influenced his approach to Freak Treats, but he says it hasn’t – the target demographic for the store is customers largely unaffected by economic turmoil such as young adults with disposable income. As discussed with Bandai UK in our exclusive interview on pages 250-252, this is a fast growing sector that provides numerous opportunities for those suppliers working with current pop-culture, anime or sporting brands: stores such as Freak Treats therefore offer a new route to consumers. Those consumers, meanwhile, also seem keen to see these sorts of specialist shops pop up – not least because, as Dave puts it, ‘the cool kids won't have to walk past CoComelon to get to Chainsaw Man’ (Google it). Dave isn’t the only retailer embracing the rapidly

New Retail Stores

growing kidult end of the market. In St Helier, Jersey, a new hobby toy shop has been opened by John Testori, the owner of Bambola Toymaster. The new shop is dual aspect, being on the corner of Don Street and Waterloo Street, which John says is great for footfall, and unlike the other store, caters towards much older consumers. The store opened in September 2022, right next door to Bambola’s core toy shop which has been open for 18 years. The new opening has given Bambola an extra 900 square feet on the site and is stocked with a wide variety of hobby-based products including jigsaws ranging from 500-pieces up to 4,000-pieces from suppliers such as Ravensburger and

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Gibsons, to collectible Banpresto figures and slots cars from Scalextric and Carrera. “The new addition has worked very well, and we have had great customer feedback,” John told Toy World shortly after the opening. “We wanted to make use of both the units in the building which we own, but we didn’t need two toy shops next to each other, so it made sense to go more into the hobby side on the second one. Since Covid, we have had an older, more adult, customer base and this has continued growing.” From indie retailers with modest store portfolios to those in the double digits, September and October 2022 saw SMF Toytown open new stores in Perth and Coventry respectively. The openings bring SMF’s portfolio to a little over 30, but as managing director Alan Simpson explains, it’s all about maintaining a balance. Shuttering four underperforming stores that had reached a natural break in their contracts actually meant the overall number of Toytown locations was reduced, an approach that maintains the strength and success of the retailer’s business by ‘taking away at the bottom and adding on at the top’. “If you’re not moving forward then you’re standing still, and if you’re standing still, then in my eyes you’re going backwards,” Alan says. “We’ve always looked to open new stores each year in varying numbers, and 2022 was actually quite a difficult year in which to do so, as solicitors were working very slowly. Even so, the two new stores have been performing really well so far, and we’re planning on opening another four or five in 2023.” Resolutely one of the top five performers each week since opening, the new Toytown Coventry store in the West Orchards Shopping Centre spans 8,000 square feet and takes up the first floor of a former Debenhams store. The Toytown store is the retailer’s first in Coventry and came about after an approach by the shopping centre’s owner, who had seen other Toytown stores and was impressed with the depth of range they offered.

! 3 2 0 2 G IN R P S G IN H C N U LA SEE THE FULL RANGE AT STAND N16

Special Feature Alan and his team take a careful look at new locations when deciding where to focus their attention, with footfall of particular importance; most of the retailer’s stores are in popular shopping centres rather than high streets (an approach Dave Middleton, who in 2021 moved his original Burton-Upon-Trent store into The Octagon Centre, away from the high street it had been on for several years, also favours). Alan also says that he entertains far more offers from landlords eager to secure an SMF Toytown branch for their centres each year than he can actually take up – more than 20 in 2022, for example. So, does Alan always know that his new stores will definitely be a success? Despite all his due diligence the answer to that is no, not at all. But he’s been in the game long enough to know what’s likely to work, and what’s not. Looking at 2023, he says that while the cost-of-living crisis is having a bearing on his expansion plans – footfall is holding firm but basket spend is down – it will still be a good year for his business overall. BargainMax also has big plans for 2023. The online toy retailer secured 90,500 square feet of warehouse facilities at PLP Ellesmere Port last year, in a move it said would create jobs and expand its footprint in the UK. Unfortunately, the warehouse move was delayed to the point where the retailer had no choice but to commence it in the middle of peak season, and as a knock-on effect, the launch of its highly anticipated new website was shunted into this year (this month, in fact). Despite the disruption, which Alex Woolfstein, eCommerce director & senior buyer at BargainMax, admits caused delivery times of 7-8

New Retail Stores

days and significant gaps in stock listed, BargainMax was forecasting to end 2022 +15-20% up versus 2021. The new website will only serve to shore up its success even more. “In order to be successful in this industry, we have to be technologically ahead of the curve,” Alex tells us. “We want to have the fastest, most user-friendly and simple website in the entire toy trade, so our new site is built to offer some truly phenomenal speeds. Our previous website was akin to that small house you buy

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with lots of land surrounding it; what you end up with is an assortment of bolted-on extensions that don’t really work as a whole. We’ve knocked the house down and built it again from scratch. We’re hugely excited for the launch of the new site and really feel it will be one of the most impressive pieces of tech the trade has ever seen.” BargainMax is known for its very attractive pricing and works closely with leading toy suppliers to offer promotional discounts for consumers. At a time when shoppers are seeing money disappear from their pockets and bank accounts at (for many) an alarming rate, is this BargainMax’s time to shine? The retailer, Alex explains, never sells toys for more than they can be found elsewhere, a strategy that has resulted in a loyal customer base that returns time and again seeking value for money. This places BargainMax in a very strong position coming into what is likely to be a tough year for many – but Alex says, with a laugh, that he’s all but given up trying to predict performance. “We have massive plans for this year, with huge investment in marketing to bolster all our goals,” he says. “We’re moving into new or expanding channels such as TV for the first time ever, and doubling our marketing team from its current three members to six. Combined with the new warehouse and website, we’ve bitten all the bullets at the same time. We know that when we reach customers they buy from us, and when they buy from us, they come back 7.7 times a year, on average, to buy from us again. This year is the first year we feel confident enough to push our reach further than ever before, and we’re very excited for what comes next.” Over the page, Toy World readers can also find out about yet another retail expansion – the opening of the new Hamleys Westfield London store – in our exclusive interview. Clearly, the future looks bright for toy retail.

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Retail Profile

Hamleys has designs on Westfield London Toy World’s publisher John Baulch and assistant editor Sam Giltrow experience the new Hamleys Westfield London store in an exclusive tour with senior buyer Karen Dennett and Daniel King, trading manager, UK & ROI. Karen Dennett

Daniel King

amleys has opened its second largest store in the UK in Westfield London (White City), with the retailer intimating that the new space will serve as a blueprint for further rollouts. As with the famous Regent Street store - the retailer’s largest premises and its flagship in the 17-strong UK chain underpinning the overall atmosphere and central to its offering is the overall customer experience, with different themed areas and demonstrations to entice shoppers and deliver the in-store theatre and magic that Hamleys is known for. Providing a 11,000sq ft toy wonderland, the stateof-the-art store opened on 18th November, just in time for peak Christmas trading. Featuring an array of favourite toys from the traditional to the hightech, games and puzzles to arts and crafts, the space is packed with well-known brands such as Lego, Barbie, Playmobil and Schleich. Other companies well represented across the product mix include Hasbro, Simba (with its eye-catching display wall of Disney soft toys), Epoch Making Toys, Ravensburger and Rainbow Designs, with a prominent section devoted to Paddington Bear.

As well as choosing from a wide selection of popular toys and games, customers can visit the Build A Bear Workshop, the only Hamleys-based one outside of its Regent Street store, enjoy desserts from the Hans & Gretel dessert boutique, practise shooting skills in a Nerf target practice area and have a well-earned play in the Playmobil area. There’s also a ‘beauty parlour’ area, photo opportunities with a Barbie photo booth and Lego backdrop and the chance to get up close to a huge Schleich animatronic dinosaur. Central to the store is a fun slide, suitable for both kids and grown-ups, which has been sponsored by plush toy company Ty, which also provided the inaugural window displays for the store, featuring the company’s limited edition Queen Elizabeth II Bear, plus its Paddington and Squishy Beanies ranges. Shoppers can also experience meet & greets with the iconic Hamleys Bear and an array of other Hamleys characters, plus enjoy special guest appearances from the world of TV and film to create even more excitement. In the run-up to Christmas, trading in the store’s first few weeks of opening has been brisk and Daniel King, Hamleys’ trading manager, UK & ROI, tells Toy World that the new store was primed for success following a smaller pop-up Hamleys store, which opened in the shopping centre in December 2021. “We knew all along when we had the pop-up that we would be opening a permanent store and we wanted to get it open before Christmas,” he explains. “This is a new design for us, and it is a test. However, sales have been very good.” Senior buyer Karen Dennett adds: “The store is doing fantastically - better than expected - and we had a particularly good start for product with our Top 10 Toys for Christmas and key brands such as Barbie, Ty Paddington, Playdoh, Nerf and Playmobil. Our USP is the overall experience of coming into a Hamleys store,

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and we have tried to incorporate a huge amount of interaction and engagement into the new branch.” Karen believes the store will appeal to “a totally different customer” to those who shop at Hamleys’ other locations, with tourists and commuters making up most of the customers visiting the stores based in tourist hot spots, railway stations and airports. As well as promoting Hamleys’ own brand toys and games, with eight demonstration areas to showcase the products, big brands have been key in supporting the opening and there are some stunning installations around the bright and colourful shop from the likes of Hasbro Gaming, Play-Doh, Lego, Mattel, Schleich, Playmobil and Simba Smoby. There’s a huge K’Nex Big Wheel, built by members of the Royal British Legion and, at the time of our visit, the Playmobil section featured a Santa’s Grotto, with Daniel telling us that this area will be refreshed regularly by the Playmobil team. Daniel says the Westfield store will act as a blueprint for other new locations. Finding other locations in shopping centre settings is a key focus for Hamleys and he tells us that the retailer is currently in discussions with several landlords, with a hint that a similar new store likely to be open before Christmas in 2023. Daniel also praises the suppliers for “adding so much colour to the store” and says their support has been crucial in the overall design of the space, even providing custom-made designs to cover the store’s pillars. The Covid pandemic hit Hamleys’ UK stores hard, with UK travel and tourism so badly affected, but Karen says figures show footfall at the Regent Street store is now back to its 2019 level, which is obviously welcome news for the retailer and the opening of larger, experiential stores such as this can only put Hamleys even more firmly on the map.

UK’s No.1 Plush Brand Visit us at Toyfair:

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Ty, the UK’s No 1 plush brand is excited to welcome the newest addition to the family: Paddington! Officially licenced, and made from colourful, cosy fabric, we have two sizes of Squish-a-Boos plus a highly collectable Beanie Baby available while stocks last.

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Hot

Properties

2022 was another year when licensed merchandise made a valuable contribution to the toy market. While figures weren’t available for the final weeks’ trading before this issue went to press, the numbers up to the start of the festive season were highly encouraging.

ccording to NPD, licensed product continued to outperform the overall toy market, as it has for the past three years – last year it accounted for 29% of toy sales, up from 23% in 2019.

Interestingly, looking at the top growing licences of 2022, they came from a variety of platforms – movies, terrestrial TV, computer games and streaming services – and covered the entire age range from Infant & Pre-school to Kidult. Cinema made a welcome return in 2022, with the result that licensed merchandise related to movies represented around 40% of the overall licensed toy market and a whopping 82% of licensed toy growth. It was a particularly good year for Universal’s Jurassic Park / World, while Batman and Sonic the Hedgehog also found their enduring popularity boosted by new films. 2023 will see a host of major movies released, several of which I am genuinely excited about from a toy perspective – especially Transformers: Rise of the Beasts, Teenage Mutant Ninja Turtles: Mutant Mayhem and the Barbie movie. Each of these movies is predicated on an iconic toy brand which has been established for decades. These properties are all loved across the generations, and – crucially – the footage I have seen from each film looks fresh, exciting and extremely toyetic. The ranges from Hasbro, Playmates / Character Options and Mattel also look amazing, and there is so much there from a creative point of view for other licensees to work with. I am expecting big things from all three brands in 2023. Another major property which will benefit from the launch of a new movie is Paramount’s Paw Patrol. In addition to Paw Patrol: The Mighty Movie, the brand is celebrating its 10th anniversary in 2023, so it’s no surprise there will be a celebration theme running across the year in its marketing and in-store activations. The last movie year (2021) saw a tremendous uplift, both in terms of sales and content viewership. For an evergreen brand with longevity like Paw Patrol – as with Transformers, Teenage Mutant Ninja Turtles and Barbie – new movie content can give a huge boost to the franchise as a whole, both ahead of and following the release of the film. Other movies to watch out for in 2023 include the new Trolls movie (currently known as Trolls 3 until its official title is released), while the Warner Bros movie slate also looks strong, with Flash and Shazam notable highlights. Boosting the core theatrical release, the success of some movie brands is increasingly being enhanced by its appearance on other platforms. Encanto enjoyed a decent year in 2022, but arguably largely as a result of its appearance on Disney+; its initial theatrical release had a negligible impact on toy sales, and several toy retailers told me they had returned to their stores after Christmas last year with the intention of clearing their ranges, only to find massive fresh consumer interest had been sparked after the movie made its debut on the streaming platform on Christmas Eve.

Encanto wasn’t the only property to benefit from the burgeoning streaming platforms: alongside other Disney franchises such as Star Wars and Marvel, the surprise toy hit of the year had to be Netflix sensation Stranger Things. While at first glance it may not appear entirely toyetic, the show certainly inspired devotion across fans spanning a wide range of ages. As the Kidult category becomes increasingly important to the toy market, expect to see more of these ‘leftfield’ brands making an impact in the coming years – for example, watch out for Netflix’s latest hit show, Wednesday, which has all the hallmarks of a programme that would translate perfectly into licensed ranges. Computer games continue to provide a rich source of content for toy companies looking for new licensed ranges. According to NPD, this segment grew by 16% in 2022, and is now worth double when compared to 2019 figures. Gaming brands such as Among Us and Minecraft were both firmly entrenched in the top 10 fastest-growing licences of 2022, with more to come on both brands this year. Keep an eye on Toikido’s Pinata Smashlings this year, which is poised to become a hit in both the digital world and the toy market. Also making an appearance towards the upper echelons of the fastest- growing licences list for 2022 was Bluey – the BBC Pre-school property that originated in Australia and has gone on to become a global success story. Having seen Moose’s expanded range for 2023, there seems little doubt that this year will be even bigger for the brand. Bluey continues to have strong competition in the Pre-school category, with the aforementioned Paw Patrol, Hasbro’s evergreen Peppa Pig and Moonbug’s CoComelon all remaining immensely popular, while Universal’s Gaby’s Dollhouse made a massive impact in its first year, with arguably the single most in-demand toy line of 2022 in Spin Master’s Purrfect Dollhouse playset. In addition, Acamar’s Bing, Silvergate’s Octonauts and Boat Rocker’s Dino Ranch all offer compelling opportunities for licensees and retailers in the category, while Warner Bros’ new Pre-school introduction – Batwheels – is poised to introduce the Batman franchise to a whole new audience. NPD points out that only 22% of Pre-school sales currently come from licensed merchandise, suggesting that this offers tremendous growth potential for the category as a whole. Classic evergreen brands also continue to resonate across the ages; this year sees Beano celebrating its 85th anniversary and Aardman’s Wallace & Gromit celebrating 30 years since The Wrong Trousers, while Penguin Random House is designating 2023 “the Year of the Rabbit” (that is, Peter Rabbit) mirroring the Chinese year system. Over the following pages, we’ve rounded up some of the key properties which we believe will be making waves in the kids’ space in 2023.

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A BRAND NEW PRE-SCHOOL SERIES

LAUNCHING MARCH 2023 LICENSING AVAILABLE FROM WARNER BROS. CONSUMER PRODUCTS, PLEASE CONTACT: SAMMY.DOVE@WARNERBROS.COM BATWHEELS and all related characters and elements © & ™ DC and Warner Bros. Entertainment Inc. WB SHIELD: © & ™ WBEI. (s23)

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Hot Properties

Branding together Licensors told us which properties they are tipping for success in 2023 and why they enjoy working with these brands.

Rob Goodchild Commercial director, Aardman We are lucky enough to be working with the talented team at LoveLove Films, which has just launched its brilliantly crafty pre-school show, Pop Paper City. Premiering on Channel 5’s Milkshake! and the My5 App, this 52x11 series will air throughout 2023. Pop Paper City focuses on a group of unique friends who live within the titular city, the capital of a captivating paper world. Kids should get ready to get crafty as they join us on an incredible journey to a city where literally anything is possible. As one of the series’ key themes is ‘doing as well as viewing’, there’s definite appetite to expand the Pop Paper City brand through a merchandise programme aimed at a core children’s audience. We’re anticipating a big take-up from licensees and customers. Like the series itself, the merchandise will be focused on creativity and will inspire fans to get crafty either by themselves or with family and friends. We’re excited to see what paper creations are thought up, especially by our emerging Gen Alpha fans.

Marianne James Vice president EMEA & Asia Licensed Consumer Products, Hasbro We’re excited to showcase Peppa Pig, as we gear up to celebrate the beloved brand’s 20th anniversary in 2024. We have many exciting firsts for Peppa, including launching the first range of Limited Edition Peppa Pig children’s tableware with Bamboo Bamboo and opening the firstever Peppa Pig Play Café in China, as well as our first collaboration on true baby with Mori on a babywear range. We have engaging new content planned for Peppa Pig through 2027, so viewers can expect to indulge in all-new onscreen stories that are near and dear to parents and kids. This year will also be monumental for the brand as we launch ‘Learn with Peppa’ – a major new worldwide brand extension that builds on Peppa’s natural alignment with learning and brings the power and fun of Peppa to early years development. We’ll be rolling out a comprehensive publishing programme, app and more based on ‘Learn with Peppa’ to help young learners understand the world around them. This initiative opens a brand-new lane for Peppa and has the potential to create its own universe of branded entertainment experiences themed to Peppa and the importance of learning. Since launching in the UK almost 20 years ago, Peppa Pig has become a global phenomenon. Available in 180 countries, Peppa is a friend to all around the world, supporting pre-schoolers and their families through everyday life situations. Peppa is a force to be reckoned with as she helps pre-schoolers explore and expand their understanding of their own world through her experiences.

Natalie Harvey Executive director of Sales, Acamar Films We are fortunate as a company to be able to focus entirely on Bing and we are hugely excited for the year ahead. As producers and a licensor of the international award-winning pre-school animated series, Acamar Films will deliver additional territory launches, an explosion of new content, new partnerships, retail activations, campaigns and a new communications strategy as part of our long-term investment in Bing. There’s a lot planned for 2023. Following some incredible achievements in 2022, we are committed to Bing’s growth on a global scale and see fantastic opportunities on the horizon in France, Germany, US and Canada, Latin America and Japan in particular. We have signed new agreements with Disney+ in Italy and extended our Amazon Prime Video deal for the UK, Ireland, Spain and Italy, so momentum continues in our established markets. Ensuring that Bing is a pre-school frontrunner in discoverability and accessibility, we have announced the development of new, high quality Bing content across the next five years, significantly increasing our multi-platform output and offering more opportunities to delight and support our audience worldwide. Our new communications strategy aimed at grown-ups will clearly demonstrate the careful thinking behind the show as Bing continues its global expansion, launching into new markets and on new platforms, as well positioning Bing beneficially for future partnerships. We have exciting new products on the horizon with new hero plush and play sets expanding Bing’s world. Our fantastic trend guides are inspiring stunning new apparel designs, and we are looking forward to working closely with retailers, finding new and customer first ways to enhance their connection with Bing.

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Hot Properties

Matteo Corradi President and CEO, Mondo TV It will come as no surprise that the team here is thrilled with the continuing popularity of its environmentally themed animated kids’ show MeteoHeroes. We’re expecting further growth in 2023, not least in licensed products. Now in its third year of success, the first series of MeteoHeroes, co-produced by Mondo TV S.p.A and the leading Italian weather forecasting centre Meteo Operations Italia (MOPI), is available in 180+ countries and 22 languages. In its first market, Italy, it’s among the most successful Cartoonito children’s series. However, it’s also been a big hit in Spain and has successfully launched in much of Europe as well as Latin America, MENA and Singapore. In the US, MeteoHeroes arrived on PBS in April 2022 with an exciting Earth Day Special. A second season of MeteoHeroes and four 26-minute TV movies are rolling out this year and next. The show undoubtedly benefits from the interest in environmental issues among young people. It’s also exciting, funny, beautifully designed and inclusive: its six superpowered heroes - three boys and three girls who can all control weather phenomena - hail from six continents. Among the recent MeteoHeroes products of note is the videogame MeteoHeroes – Saving Planet Earth, available worldwide on PlayStation and PC (STEAM platform) and launching soon in retail stores. In Italy, where licensing is managed by Mondo, a beautifully designed and developed toy line has been produced by licensee Play Around. The next step will be to select distributors to bring the products to shelves in those countries where the show is on air. Outside Italy, Mondo is already working with best-in-class agencies like ELC and Lisans for Turkey and eastern and south-eastern Europe, with more territories to come. As awareness grows, 2023 will see significant expansion of the MeteoHeroes licensing programme. It will be linked not only to the show but also to initiatives – especially educational initiatives involving schools – building on the global growth of the only cartoon in the world dedicated entirely to climate and environmental issues.

Gaby Dior EMEA Licensing manager, BBC Studios

Thomas Merrington Creative director, Penguin Ventures Building on the success of our 120th anniversary celebrations for Peter Rabbit last year, 2023 is the Year of the Rabbit so I am really excited about our plans for this classic character. We have some fantastic new live experiences launching. Histrionic will be bringing back The Peter Rabbit Garden Adventure following its successful inaugural launch at Blenheim Palace, and we will have trails in place at various locations across the UK. We’ll also be announcing a global partnership with a hotel brand in the lead up to Easter with an afternoon tea, in-room amenities and more, all supported by bespoke marketing creative across all locations. Long term licensee Enesco will be fully launching its new plush collection after the initial range scooped several industry awards. I’m particularly excited about this one: we’ve been working with the wonderful team at Enesco for over a year to get these toys just right and I think they are some of the best looking plush we have ever developed. Another of our long-standing toy partners, Rainbow Designs, will be launching a new Peter Rabbit Bedtime Cuddles night-light toy, along with some fantastic new developmental comforters. We have also expanded the signature collection. This range of heirloom style Peter Rabbit toys will see some new characters join the long-standing Peter and Flopsy collections. Our quilting partworks in Japan have been working incredibly well and we’ve just launched the most amazing dolls house with Hachette, something I’ve wanted to develop for Peter Rabbit since joining the business back in 2013. We have some excellent retail partners, Peter being one of the top nursery brands in the UK. Marks and Spencer delivered an amazing 120th collection and will continue to build its ranges in 2023. Our agents in China and Japan have secured some fantastic high end fashion collaborations too. I can’t wait to see these arrive at retail. Following the successful launch of our Snowman webshop with Star Editions, Peter Rabbit will be hopping into the online shopping space with his very own dedicated shop launching later this spring, reflecting our strategy to drive further eCommerce growth. There are some other fantastic partnerships in the works but, as is always the case, I can’t say too much about these at the moment.

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Bluey has had great success across EMEA, where we have launched our master toy range by partner Moose Toys and local distributors. The next year will see us consolidate those successes and work with our existing partners and newly appointed agents to achieve sustainable growth in key markets. This will involve us signing new deals with partners who share our vision for the brand as well as rolling out new product lines. EMEA is a key part of our global licensing programme for Bluey, and we can already see it following the trajectory of our successes in Australia/NZ, US and UK.

touchingbase Karen McNally Licensing director, Blue Zoo Animation

Hot Properties Duncan Tate Head of Hardlines, Moonbug Entertainment

This year is going to be all about the growth of our newly launched, pre-school brand, Colourblocks. It’s a fabulous, funny, animated show that uses the proven magic of our Blocks brands to help three- to sixyear-olds dive into colour and understand the world they see around them. Colour is a key search term for parents and a touchstone learning topic for pre-schoolers because it offers an instantly accessible and exciting way to explore and understand the world around them. We’re on a global mission to carve out new ways of teaching children about colour, just as we’ve done for reading with Alphablocks and for maths with Numberblocks. The show is made by the same successful teaming of Alphablocks Ltd and the multi award-winning Blue Zoo animation studios and was commissioned by the BBC’s for the CBeebies channel. Our creators, Joe Elliot and Dave Bowman, have developed Colourblocks in consultation with international colour experts and infused it with a real love and passion for colour, so that every episode is bursting with the same unforgettable blend of entertainment and learning that has won the rest of the Blocks Universe millions of fans. The show has all the loveable characters, show-stopping songs, humour and adventure you would expect from this world-leading team, plus children will learn colour recognition, colour names, meaning and signifiers, mixing, mark making, contrasting colours, light and dark and all kinds of patterns – and that’s just for starters. There’s lots more to come. Colourblocks will build on the huge success of Alphablocks and Numberblocks on CBeebies, at the app stores and on YouTube, where the shows have notched up over 6.7b YouTube views and is set to join the other Learning Blocks shows on learningblocks.tv as a welcome learning resource for both parents at home and teachers in the classroom. I can’t wait to work with our partners and create products across all categories that will support this brilliant brand and help it take its place alongside our other world-leading Blocks brands.

At Moonbug we have many great kids and pre-school properties but looking at 2023, I’m particularly excited for our plans around CoComelon. In a really short period of time, CoComelon has grown to be one of the top Toddler/Pre-School properties in the world. Its mission to inspire positivity and nurture a growth mindset for kids has really caught the imagination of licensees and retailers, not to mention the enthusiastic fanbase it has amassed. It’s been a privilege and a lot of fun partnering with our licensees to make award winning products, which parents and kids from around the world are enjoying. We are incredibly excited for what’s to come in 2023 as we further broaden our offer and deepen engagement with families. Over the past year, the CoComelon franchise has seen expansion and diversification with new shows launching (It’s Cody Time and CoComelon Animal Time) as well as new product offerings coming on the market, such as the new CoComelon video game, stage shows and award-winning products. Looking forward, we have exciting plans for new content development, such as CoComelon Lane, which will be airing exclusively on Netflix in 2023. As a team we have been working closely to ensure our partners reflect the very best of the content back into products, bringing the show to life with products infused with music, roleplay and learning. The content breadth has also allowed us to extend our ranges with new characters, locations and vehicles. Cody, our lead character JJ’s best friend in the show, continues to be a hit with audiences and a popular character for products. This past year we developed some great product lines with our master toy partner Jazwares, including the My Friend Cody Doll, which has become one of the top sellers in the range. From a personal point of view, I have a soft spot for these characters as both of my kids have grown up enjoying and learning from CoComelon, as have many children across the world.

Rob Glenny Head of Commercial & Business Development, Beano Studios I’m very excited that this year we’ll be shouting about the Beano property and our full squad of brilliant characters. We know from our fans young and old that everyone has their own special favourite, reflecting the diversity and uniqueness of our audience. I’m particularly excited to celebrate Minnie, our No. 1 rebel girl in 2023. She’s incredibly popular with parents and their kids (both boys and girls), who tell us how much of a role model she is. She’s unique, unstoppable and very funny, just like the kids who love her. Minnie’s never one to slip into the background, and in December 2023, she’ll be charging to the front as we celebrate her 70th anniversary. Ever since she crashed onto the pages of Beano in 1953, she has been inspiring kids to do things their way and I can’t wait for her to have her moment in the spotlight. Beano is one of those rare brands that is shared across the generations. We’ve been delighting kids for 85 years and we’re now seeing how kids, parents and grandparents are exchanging their own Beano memories. We leave our mark on every kid who interacts with us and they leave their mark on us. That’s how we’ve been able to evolve - kids have always been the secret of our success. They still love fart gags and strong characters but the world they occupy and their views and place within it have changed massively. We talk to our audience every week to ensure the Beano brand and characters resonate with modern kids, which has helped us grow our audience. We’ve also expanded beyond the comic to appear in all the touchpoints of their lives, giving them creative, funny content across TV, YouTube, books, online, live events like our ‘comiconcerto’, and creating partnerships with heroes they admire, such as Marcus Rashford in 2022. Beano has a special place in Britain’s heart. It’s trusted and familiar but enjoys unique positioning as the funniest, most creative brand in class. This year’s going to be our biggest, and we can’t wait to celebrate with all our fans, young and old – plus some new recruits too.

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Special Feature Paramount

A big year for

Paramount With eagerly anticipated new movie and series releases for some of its hottest properties, this year will be a busy one for Paramount. Sam Giltrow chats to Venetia Davie, VP Consumer Products, UK & Ireland, ANZ & Israel to discover how the company’s rich vein of content is boosting toy sales. this year. It’s a move which has been highly successful, Venetia Davie, VP Consumer Products, UK & Ireland, ANZ & Israel explains, as she discusses how streaming is becoming incredibly important in terms of sharing content. “We are building that global footprint and we are really using the power of our network to drive streaming. For instance, we talk about Paramount+ on our Nickelodeon channels and Channel 5 and we are building a great home for content,” she tells Toy World. “We know that when you have kids’ content, it brings that family audience together so it’s a real point of difference. Paramount+ really helps us to position ourselves as a global entertainment company.” One of the most exciting developments for Paramount in 2023 will be the new Teenage Mutant Ninja Turtles movie, Mutant Mayhem. The ‘heroes in a half shell’ celebrate their 40th anniversary in 2024 and Leonardo, Raphael, Donatello and Michelangelo continue to garner a new audience to add to those generations of loyal fans who have been supporting them for decades. “This is the ultimate relaunch for the ultimate boys’ brand,” says Venetia. “What we are super excited about is the fact that it’s not just all about toys and kids – it is such a multi-generational franchise, and we are so excited about celebrating 40 years of the brand in 2024. It’s an incredible achievement.”

023 is set to be a huge year for Paramount as it celebrates some significant milestones, including the return to the big screen of the Teenage Mutant Ninja Turtles and a second movie release for one of the hottest pre-school properties around, PAW Patrol. It is also set to ramp up content for its Paramount+ streaming service which arrived on screens in June

Paramount has carried out global consumer research on the brand and found that more than half of adult Teenage Mutant Ninja Turtles fans have children between the ages of 6 and 11. “So we have a demographic that loves Turtles – they grew up with it and remember it – and they also have in their family that direct demographic that we are looking to target,” states Venetia. There has already been a consumer product collaboration with skate brand Supreme and, in the toy space, there have been collaborations with Stranger Things, a co-branded toy line for adults with Cobra-Kai, and with Street Fighter. “We have been seeding this market for the last two years and in toys, our collector

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business grew about 150% over the last year, so we already know that people are starting to buy product,” enthuses Venetia. Other important areas are video games – Paramount launched Teenage Mutant Ninja Turtles: Shredder’s Revenge, a relaunch of a classic game, achieving 1m downloads in first six weeks – and publishing, which, Venetia says, demonstrates how strong the core fanbase is. “Now we are really turning our attention from that shift of the adult audience back down to the kid audience,” she adds. The CG-animated movie, directed by Seth Rogen, will hit UK cinemas on 11th August 2023. “You could not ask for a more relevant director to appeal to both adults and kids. The movie has humour and a vibrant New York aesthetic,” Venetia tells us. “It plays back to all the things that cool about the Turtles and has a brilliant animation style.” When details of the name, director and release date were revealed, it was announced with a New York graffiti style poster, which attracted over 50m impressions on social media.

toys featuring Skye as well. The retail response from the movie release has been phenomenal and I think we are seeing some broadening of that retail appeal as well.” Paramount, Nickelodeon and Spin Master are also gearing up for the release of spin-off show Rubble & Crew, a new extension of the core PAW Patrol show, which will see content aired in the US in February and in the UK later in 2023. Again, content is key and Paramount will continue to put content onto its PAW Patrol YouTube channel, social and Nick Jr. channels. It also creates a lot of original content for partners such as Sky. Next year, to mark PAW Patrol’s 10th anniversary, the theme is going to be around ‘One Big Celebration’ at retail. Last, but by no means least, is SpongeBob SquarePants. What started as a Nickelodeon show can now also be found on Paramount+ as well as multiple content touchpoints including memes going out across socials such as TikTok and YouTube. “In terms of social media engagement, SpongeBob is the brand that gets one of the most impressions,” states Venetia. “When I look at other markets on SpongeBob, it never ceases to amaze me how unbelievably he performs in consumerpackaged goods and food. We have taken some key learnings from other markets and have some exciting new projects launching in this space in 2023.”

Venetia adds that while Paramount already had a brilliant long-term master toy partner in Playmates, it also has an exciting new distribution partnership with Character Options to look forward to in 2023: “The Character Options showroom in Manchester looks so impressive, and the team has done a phenomenal job. They are the perfect partner to bring the toy programme to market in the UK.” Reactions at previews in Los Angeles and the UK have been extremely positive, and the full range will be on show at Character Options’ stand at the London Toy Fair. The roll-out programme will extend beyond the movie with content on every platform and some big video game releases. “As you would expect, we are looking at using the power of our network, whether that is Nickelodeon, Paramount+ or Channel 5,” explains Venetia. With 2024 being the 40th anniversary, there will also be some big fashion collaborations in the works, along with a whole year of celebrations. 2023 will also be a huge year for the hit pre-school property PAW Patrol (produced by Spin Master Entertainment), which includes a second feature film debit, a spin-off series, all as the brand celebrates its 10th anniversary. “It’s a phenomenal feat for a pre-school brand that had such a peak when it hit the market. We had never seen anything quite like it,” says Venetia. “What has developed is a new evergreen brand.” She adds: “It’s a phenomenal moment for us to celebrate with our partner Spin Master, the creators of PAW Patrol. We’ve truly worked hand in hand to build this incredible brand and bring it to pre-schoolers around the world. I think the reason why we are still here 10 years later is because the brand is so fresh. Together, we create two to three new themes every year with innovative toy creations. On top of that, we have amazing ways of communicating and connecting with kids and families through our marketing activity,

whether that’s toy-based or brand-based through our channels.” Aside from the anniversary, there are two key content developments happening next year - the second theatrical PAW Patrol: The Mighty Movie, and the new spin-off show, Rubble & Crew. The first movie had a huge impact on consumer product sales in the year of the movie release. “What we have with PAW Patrol is a brand that we are not trying to sell movie merchandise with. Rather, the movie is elevating the brand as a whole. Yes, there were SKUs which specifically tied into the movie, but we found it elevated PAW Patrol in every aisle across every retailer. It created more consumer demand and put PAW Patrol front of mind,” says Venetia. The first movie took more than $150m at the box office, with over £10m of that coming in the UK. The new film, PAW Patrol: The Mighty Movie, is set for UK release on 13th October 2023. In the film, a magical meteor crash lands in Adventure City and gives the PAW Patrol pups superpowers, transforming them into The Mighty Pups. For Skye, the smallest member of the team, her new powers are a dream come true. Veteran animation director Cal Brunker will return to direct the movie. “We saw a lovely uplift in our girls’ business last year with the Skye and Liberty characters, so this year is exciting for us, especially in our softlines business where we see a lot of girls picking up accessories and apparel,” outlines Venetia. “We will, of course, have a wide range of

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In the last two years, the brand has moved more into fast fashion and its recent collaboration with Sideman in the UK was very successful. “What I love about SpongeBob is that he is an icon for positivity. You could not get a more positive role model,” Venetia enthuses. The brand is also involved with social initiatives such as Operation Sea Change, a new global ocean conservation and sustainability initiative from Paramount Consumer Products and Nickelodeon. The initiative aims to help remove and divert 5m lbs of ocean plastic over the next four years by funding clean-up projects. Paramount Consumer Products will also work with current SpongeBob SquarePants consumer products partners to drive more sustainable practices and reduce singleuse plastic in products, as well as curating partnerships with new brands to create innovative product lines. Venetia also mentions there will be some other “very exciting partnerships” that will hit the UK from next summer through 2024 and 2025. “It is a brand that will just keep on going,” she concludes.

Hot Properties

Blippi

Moonbug Entertainment Blippi has become the most popular fact-based, presenter-led show in the world, with more than 1b monthly views on YouTube and 50m fans around the world. The franchise has expanded rapidly since it was acquired by Moonbug Entertainment in 2020. Blippi is available in more than 20 languages, including ASL, and is distributed by more than 30 global broadcast and streaming partners around the world including Netflix, Warner Discovery and the BBC. In November 2022, Moonbug announced an expansion of the Blippi franchise with an increased investment in Meekah, Blippi’s beloved best buddy. The company spun off the Meekah character with a dedicated YouTube channel, merchandise items, a music album and a streaming distribution deal with Netflix. Each episode of Blippi takes kids on a series of field trips during which they explore kidfriendly, interactive destinations. These adventures elevate play time into a learning experience by introducing audiences to new people, exploring new worlds and learning fun facts associated with the places they visit. The show has struck a chord with parents and kids thanks to its engaging, inspiring and accessible content, successful toy line and sell-out live shows. Blippi has enjoyed great momentum, with continued distribution expansion bringing the content onto new platforms as well as the launch of new content formats, such as the Blippi Wonders animated show. Moonbug has been working closely with Jazwares, the master toy partner for Blippi, to ensure this momentum is reflected in the product line, as well as exploring new opportunities to expand into new and relevant product categories in the future.

Little Angel

Moonbug Entertainment Little Angel was Moonbug’s first acquisition since becoming part of Candle Media and it is one of the fastest growing kids’ channels on YouTube. Since the acquisition, Moonbug has been working on delivering an innovative and truly unique pre-school offering that ties into to the core themes and attributes of the show. The company is now looking to continue the development of the brand across new categories in the coming years. The animated pre-school show Little Angel is an irreverent comedy about the wacky and fun reality of growing up: sometimes it is messy, but it is always fun. Baby John and his family, who take on everyday adventures as seen through the eyes of little John, are at the heart of this beloved show, which has been captivating families around the world with its irreverent humour, catchy and upbeat songs, and nursery rhymes.

CoComelon

Moonbug Entertainment CoComelon’s mission is to inspire positivity and nurture a growth mindset for kids across the globe. The franchise models good behaviour and supports pre-schoolers’ learning through music. The brand has become a perennial leader on major streaming platforms like Spotify, Apple Music, Roku, and Netflix, where it continues to set records for consecutive days in the Top 10 Most Watched TV Shows. CoComelon is a fun show about childhood that celebrates the big moments for little kids. The show follows JJ and his friends and family as they share their everyday adventures, exploring and learning through relatable situations and toe-tapping songs. CoComelon is the No.1 most-watched kids brand on YouTube globally with more than 4.3b monthly views and more than 163m subscribers. CoComelon has grown quickly to become one of the biggest properties in the toddler and pre-school market, offering young CoComelon fans the opportunity to relive their favourite shows in the real world. Moonbug has successfully developed an extremely strong consumer products programme with offerings in all major licensed categories including Toys & Games, Apparel, Party Goods, FMCG, Arts & Crafts, Home and more. In a relatively short amount of time, the company has built a world-class portfolio of best-in-class licensees and continues to build upon these relationships with new categories and brands. The programme has delivered several top product awards, culminating in CoComelon being awarded the Best Licensed Brand (entertainment, character) at the 2022 Licensing Expo in Las Vegas. In October 2022, Moonbug launched its first ever CoComelon video game with Outright Games on Nintendo Switch. Fans are now able to experience the world of CoComelon in a new way, playing as JJ and exploring his house and garden as well as interacting with different locations, objects, toys and characters.

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STREAMING NOW! FEATURED IN THE

NETFLIX TOP 10 KIDS SHOWS! IN THE UK, USA, GERMANY AND MORE!

40TH ANNIvErSaRy! 2023 marks 40 years of My Little Pony!

Peppa’s 20th Anniversary Coming in 2024! Preschoolers Best Friend for 20 years

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Hot Properties

Pinocchio and Friends Lisle Licensing

Since it arrived on CBeebies at the end of May last year, Pinocchio and Friends has not only found its perfect broadcast partner in the UK, it has also become a ratings winner. The property has secured a loyal fan base amongst children and parents who adore the world’s most famous wooden puppet, with his long nose and insatiable appetite for curiosity. February 2023 sees the launch of the master toy range from Flair GP, which proved to be very popular when it was first shown to buyers at BLE back in September 2022. The range will also be showcased at London Toy Fair. Licensee enthusiasm has been encouraging, with a continuing flow of agreements including Smiffy’s, Ravensburger, Fashion UK and Kennedy Publishing, the latter of which has already launched its first title. Buyers wary of investing in new IPs in the current climate should find this delightful series a more risk averse choice for 2023 and are advised to get on board now. In Q1, Lisle is keen to secure new partners in audio boxes, puzzles and games as well as wooden toys. With licensed dress-up and apparel lines launching soon after the toy range this spring, Lisle is positioning the brand for a year of growth which will be supported with PR and marketing activity. This will include social activity on TikTok, a promotional campaign in Family First magazine, which reaches the school bags of KS1/2 children across the UK in February, and a nationwide partnership which Lisle hopes to confirm in the new year. Iginio Straffi, Rainbow’s CEO and founder, always aspired to revitalise the much-loved timeless and classic novel about the wooden toy Pinocchio, who longed to be a real boy. As an original Italian story, it is fitting that a modern-day adaptation should stem from a well-respected producer of children’s content who also grew up in Italy. Iginio has set the classic story in modern times and created new adventures and locations, as well as new characters such as Freeda, the pirate doll, one of Pinocchio’s greatest friends. The storylines appeal to today’s young, global audiences. The result is a hybrid show which marries a timeless classic that parents and guardians know, trust and love, with modern CGI animation techniques and a style and upbeat tone which appeals to today’s children. The ratings success Pinocchio and Friends has earned in the UK on CBeebies and in Italy on RAI reflect how well-received the show has been.

Tetris

Lisle Licensing 2023 is just the beginning of what Lisle expects to be a fantastic two years for the Tetris brand. The company is accelerating the celebratory licensing plans it has in store for the iconic video game’s 40th anniversary, which will run throughout 2024. Lisle is proud to be a long-standing partner of The Tetris Company and to grow its UK licensing programme year on year, particularly in new categories such as novelty gifting, and with new licensee and retail partners in the apparel category. The foundations of Lisle’s licensing programme are product innovation and championing the Tetris brand’s incredible heritage, so Lisle’s focus for the next 18-24 months is on signing additional new partners and launching products using the specially curated anniversary style guide. The company will also begin planning 40th anniversary marketing activity in the months ahead that will run alongside the licensing programme. With an award-winning 2022 behind it, and product launches continuing to add a new layer of fun to the brand, Lisle is looking forward to the year ahead. New lines from recently on-boarded licensees Poetic Brands, The Hut Group and Moonpig will join existing ones from long-standing partner John Adams, which is also launching a new game in time for Easter. The slate of licensed product coming through for this year demonstrates the Tetris brand’s ongoing popularity with families and fans of all ages. The enduring appeal of the Tetris brand lies in its ability to remain relevant. The brand has evolved for almost 40 years, retaining its very earliest fans since the game was created in 1984 whilst continually finding new ones. Tetris’ current UK partners are tapping into the brand’s heritage as well as the iconic Tetrimino shapes and bright colours as they gear up to celebrate the 40th anniversary. The brand’s versatility means there is a wealth of licensing opportunities to explore beyond the usual: now is the perfect time for Lisle to talk with licensees who think they can introduce something unique to the Tetris portfolio during the trade fair season.

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spotlight

Hot Properties

Mattel’s leading properties continue to offer unrivalled play experiences Maintaining its position of a creator of world-class play experiences for generations of kids, Mattel boasts an iconic portfolio of properties that promises to innovate, excite and delight in 2023. Toy World finds out what the next 12 months has in store. The year ahead is set to be a busy one as Mattel continues to support its franchise-first approach with investment in content and live events, not to mention the 15 theatrical live action movies and tent-pole animated series scheduled across key brands that are already in the works. Mattel’s extensive brand portfolio, plus its expertise in the toy category, will also offer exciting opportunities with Masters of the Universe, Polly Pocket and Fisher-Price.

Monster High is back Following a hugely successful content relaunch in 2022, with a hit movie streaming on Paramount+ in over 23 countries, Monster High product returns this year with a new line-up of ‘fangtastic’ characters that fully embrace what makes them unique. The brand seeks to foster a more accepting world in which everyone is proud to be their authentic self. Monster High is a purpose-driven property capable of reaching a multi-generational fanbase that includes both kids who are new to the ‘fangdom’ and young adults who grew up with the original monsters. Supported by engaging new content and dolls, Monster High will connect with - and make a greater impact on - issues such as inclusion, diversity, and community. The brand is also allowing for even more storytelling opportunities by representing a wider array of body shapes and sizes. Autumn 2023 will see Monster High consumer products launch. There will be exciting introductions across all core categories including dress up from Rubies, as well as arts & crafts from RMS and Sambro, greetings from Danilo, stationery from Blue-Print and Pyramid, games and puzzles from Ravensburger, and a whole host of softlines partnerships.

The year of Barbie 2023 is shaping up to be an exciting year for Barbie as Mattel builds momentum for the Barbie movie. As the original girl empowerment brand, since 1959, Barbie has shown girls they can be anything. By providing purposeful play with over 200 careers, highlighting global role models, showcasing diversity and inclusion, and leading the mission to close the Dream Gap, Barbie continuously strives to help kids reach their limitless potential. This year sees the highly anticipated live-action adventure about the iconic doll hit the big screen on 21st July 2023. Barbie is played by Margot Robbie and the movie also features a star-studded supporting cast. Barbie benefits from an extensive cross-category offering across toys, stationery, publishing, lifestyle, FMCG and hardlines as well as strategic and new partnerships with the likes of Just Play, Mondo, Ravensburger, Bioworld and Kokomo.

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AIRING WITH TOP TIER PARTNERS IN 60+ COUNTRIES

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spotlight

Hot Properties

Hot Wheels accelerating into 2023 Hot Wheels die cast is the No.1 selling toy in the world, having sold 7b cars since 1968 with 10m cars made per week. That’s 16.5 cars sold per second. For over three generations, Hot Wheels has provided exhilarating vehicle play that challenges kids to develop new skills while having fun with the most outrageous and innovative cars and track systems on the market. The Hot Wheels ethos, ‘Challenge Accepted’, ignites and nurtures the challenger spirit that lives within every kid and is at the heart of the new Hot Wheels City range. More than just a toy, the brand has evolved into a franchise and multi-channel play experience with segments in everything from gaming, digital and automobile parts to licensed apparel, merchandise and live events. An all-new Hot Wheels Monster Trucks live experience will light up the UK in 2023 with the launch of the glow party. Live Nation and Raycom-Legacy Content Company, in partnership with Mattel, are bringing Hot Wheels Monster Trucks Live back to the UK following hugely successful sell-out shows in 2020 and 2022. Hot Wheels Monster Trucks Live Glow Party will bring a whole new level of fun and excitement to arenas across the UK. The Glow Party themed tour will kick off its international leg with new trucks in a 9-stop journey across Europe. Fuelled by popular demand, the family entertainment tour will visit European arenas, which started 2nd January in Glasgow, UK, at The SSE Hydro, and will run until 16th April in Birmingham, UK, at the Resort Worlds Arena. In 2022, Munchy Play launched the Hot Wheels Car Plate, the first of its kind to feature a built-in racetrack. Kids can race their cars around the signature orange Hot Wheels track, dodging obstacles along the way, before taking a pit stop to ‘refuel’. The plate features a 4cm track around its perimeter, which fits all Hot Wheels die cast cars. This innovative approach will continue with strategic partnerships across hardlines, softlines and publishing throughout 2023. In the vehicles category, Mondo’s expansive RC product line and Carerra’s new offering on Hot Wheels Slot-racing join the Bladez Hot Wheels Maker Kitz as key products to look out for whilst a focus on softlines and FMCG will drive significant growth.

Thomas & Friends on track For over 75 years, Thomas & Friends has introduced children to the bigger world around them through the wonder and awe of trains, providing a trusted companion for adventure and discovery. A purposeful brand with friendship and teamwork at its heart, the famous little blue engine has made hundreds of new friends since 1945, embarked on global adventures and visited many new countries. Thomas & Friends has become one of the world’s best-loved pre-school brands by continuing to evolve its content and delivering innovative products and experiences for consumers. In March 2022, Thomas & Friends and the National Autistic Society teamed up to launch an autismfriendly clothing range available exclusively on Character.com. The National Autistic Society ran two focus groups at its Helen Allison School in October 202. Autistic pupils tried the clothes over a weekend and shared their feedback. The clothing range was designed with these insights in mind: soft fabrics have been used to create a range of items such as loose-fitting T-shirts, jumpers and tracksuits, all designed for ease of dressing. Thomas & Friends continued its support of children with autism by introducing the brand’s first ever autistic character, Bruno the Brake Car, voiced by nine year-old autistic actor Elliott Garcia from Reading, Berkshire. The character and storylines were developed by Mattel Television in collaboration with respected organisations including the Autistic Self Advocacy Network (ASAN) and Easterseals Southern California, while in the UK, the National Autistic Society worked with Thomas & Friends to cast the role. Bruno is a joyful, pun-making brake car. He is great at his job - keeping big, heavy cargo steady with his strong brakes—and plays a vital role in the Thomas & Friends: All Engines Go! series. Bruno rolls in reverse at the end of the train, which gives him a unique perspective on the world. The detail-orientated character enjoys schedules and routines and knows where all the tracks lead on Sodor. Bruno has stairs that flap and a lantern on his bright red exterior that indicates his emotional state, and he can puff steam ‘ear defenders’ if he feels sensitive to loud noises. Bruno’s best day is one spent with his friends, who love and respect him for who he is - just as he loves them back. The success of the Thomas: All Engines Go content launch in 2021, followed by the rollout of new look ranges in 2022, allows the consumer products slate to continue building momentum with new product ranges and categories. Publishing remains an evergreen success, while there are also strong opportunities in the softlines and hardlines categories.

New Fireman Sam content With over 30 years’ experience of entertaining pre-school children, Fireman Sam and the rescue team in Pontypandy know a thing or two about safety. Set in a fictional Welsh village, the series educates pre-school children on the importance of safety in a fun and engaging way, with a lesson delivered in each episode. Season 14, launched in 2022, sees the Rescue Team return to save the day on land, at sea and in the air with a shiny new eco-plane, an airport to fly it from and wonderful new friends to help. Kids can explore the skies above Pontypandy with newcomer Pilot Krystyna as she navigates her shiny new plane through thrilling rescues, see the freshly built airport hangar and check out the dashing new uniforms for the entire Firefighting team. The modernised uniforms glow in the dark for daring night-time rescues and the new helmet design brings the team firmly up-to-date. Marine biologist Jodie also returns, leading ocean conservation projects and continuing to teach the cadets about ocean stewardship.

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BRAND NEW ADVENTURES COMING FOR 2023!

*Source: FlixPatrol *as of November 01, 2022

700M+ YOUTUBE

KIDS SHOW ON NETFLIX!

VIEWS!

Hot Properties

Octonauts

Sony Pictures Television – Kids Enduring pre-school favourite, Octonauts, has been re-energised by a new animated series Octonauts: Above & Beyond. Seasons 1 and 2 launched on Netflix to global success in 2021 and 2022. These exciting new instalments in the Octonauts’ adventures take the beloved characters onto land to respond to a range of new dangers across an ever-changing planet. A big hit with families due to its educational and action-packed content, the Octonauts: Above & Beyond series resonates with its increased focus on environmental issues and further seasons are currently in production. Broadcast exposure is set to increase with new partners launching Octonauts Above & Beyond: Season 1 in 2023. Alongside the new series, the original four seasons of content continue to entertain fans across best-inclass platforms, led by CBeebies, Netflix, Amazon, Sky Kids, and a hugely successful YouTube Channel. As global master toy partner, Moose Toys launched an extensive new Octonauts toy line in key markets in summer 2022 which included a wide range of figures, vehicles and play sets based on both the new series and the original underwater episodes. Moose will continue to spearhead the Octonauts consumer products programme in 2023 with new products lines due to launch from spring 2023. Moose will be joined by new partners including apparel partner Blues Clothing Group for children’s daywear and nightwear and RJ Bags for accessories. The live events category for Octonauts continues to be a huge focus globally, delivering growth through activations including a global partnership with Sea Life centres, shopping mall events, indoor attractions and education centres.

The Creature Cases

Sony Pictures Television – Kids The Creature Cases is Sony Pictures Television – Kids’ newest pre-school IP. It debuted on Netflix in spring 2022 and strong ratings saw it skyrocket straight into the platform’s Top 3 most watched in the US, UK and other key global markets. The animated series follows the adventures of detective duo, Sam Snow and Kit Casey, who specialise in solving animal mysteries by exploring the habitats and behaviours of fascinating, sometimes bizarre creatures. These brilliant animal sleuths travel a world populated exclusively by animals, solving mind-boggling animal mysteries that mix real zoological facts with wild detective action. New episodes will launch in 2023, delivering more detective action and dynamic adventures to fans worldwide. A further season is also in production. With growing consumer demand on the back of an exceptionally strong broadcast debut, Sony Pictures Television – Kids is now seeking partners across key categories to roll out from 2024.

Jurassic World Universal

Following the success of Jurassic World Dominion, which has grossed more than $800m at the global box office, a celebration programme marking the 30th anniversary release of the original Jurassic Park in 1993 is planned for 2023. The definitive dinosaur brand, the Jurassic World franchise continues to evolve and grow across multiple categories and touchpoints, all of which provide different engaging products and experiences for the ever growing, multi-generational fan base.

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Hot Properties

Teenage Mutant Ninja Turtles

Paramount Pictures

The iconic, globally beloved Teenage Mutant Ninja Turtles are back in 2023 with a brand new CG-animated film distributed by Paramount Pictures. The movie is produced by Nickelodeon Animation Studio and the world-renowned comedian and actor, Seth Rogan (Point Grey Pictures). Teenage Mutant Ninja Turtles: Mutant Mayhem will be released theatrically on 11th August 2023 in the UK, featuring an all-new iteration of the Turtles as well as new character designs and talent. The first half of 2023 will focus on the heritage of the franchise. With a substantial multi-generational fandom, Paramount will look to engage evergreen fans with retro thematics and collectible products. The second half of 2023 will raise awareness amongst the next generation of fans with an all-new movie range from Playmates, distributed via Character Options.

Paw Patrol

Paramount Pictures The No.1 pre-school brand globally, Paw Patrol will be celebrating its 10th anniversary in 2023 and there’s lots to look forward to. The all-new Aqua Pups theme will be released in April on Nick Jr. with an accompanying toy line by Spin Master. September will see the release of Rubble & Crew, Paw Patrol’s first ever character spin-off showcasing the beloved construction bulldog. Following the huge global success of Paw Patrol: The Movie in 2021, in October 2023 the movie sequel Paw Patrol: The Mighty Movie, from Spin Master Entertainment, Paramount Pictures and Nickelodeon Movies, will be released in theatres accompanied by an all-new movie range and golden tier marketing support. With over 350m households engaged worldwide, Paw Patrol looks set to leave its prints on yet another great year.

Peppa Pig Hasbro

Since launching in 2004, Peppa Pig has captured the hearts and minds of pre-schoolers and caregivers worldwide. Known for her British accent, charming wit and endearing confidence, Peppa has been presented to audiences across all consumer touchpoints through continuously innovative, fun and exciting ways. Thanks to Hasbro’s immense brand-building capabilities based on the branded entertainment leader’s Blueprint 2.0 strategy, the character can be seen through full episodes on Nickelodeon, Nick Jr., Netflix and Amazon Prime, narrative content via AVOD platforms, a library of audio stories, music releases, app play, cross-category consumer products, live shows, like Peppa Pig’s Best Day Ever! in London, and now, a visit to the new Peppa Pig Theme Park in Florida and the first-ever Peppa Pig Play Café in China. Audiences have seen Peppa Pig embark on new adventures, facing the joys and obstacles of contemporary life with humour and gumption, instilling confidence and demystifying first experiences for kids along the way. As a global multi-award winner, boasting three BAFTA awards for preschool animation, Peppa Pig is continuing to bring on-screen joy with the ninth season rolling out worldwide and a 10th season currently in production. With 95.8m subscribers, Peppa’s YouTube channel has attracted 177.6b views, including UGC content. Peppa’s YouTube views in 2021 alone equated to over 300k years spent watching, equivalent to 20 minutes for every person on Earth. Peppa’s music has garnered 656m streams worldwide, with her audio stories totalling 213m streams to-date. Peppa has also been a huge contributor to sustainable, purpose-driven projects. This past year, Hasbro launched several sustainability initiatives, such as the Plant with Peppa/Ecologi programme with Asda and Cleaner Seas Project, along with a sustainable clothing range with Character.com, as well as a line of products made of responsibly sourced FSC certified wood. A third Reebok x Peppa Pig shoe collection launched this year, with many other new fashion collaborations to add to the portfolio with Mori, Fabric Flavours, Only and more. Publishing is a key growth driver for Peppa, as Hasbro continues to expand its audio footprint with the Peppa Pig Toniebox Starter Set by Tonies USA, which was recently nominated for pre-school Toy of the year (TOTY) award. Set to launch soon is an exciting new brand extension, ‘Learn with Peppa’, which builds on Peppa’s natural alignment with learning and brings the power and fun of Peppa to early years development. Peppa Pig is trusted by parents to help deliver fun learning experiences for their little ones. From friendship, sharing, creative play, ABCs, weather, seasons, colours and more, early years learning is truly at the heart of Peppa Pig content and a core part of the brand’s DNA.

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Hot Properties

Numberblocks Blue Zoo Animation

Numberblocks is an integral part of the Blocks Universe, which includes Alphablocks, Numberblocks and the recently released Colourblocks. With 120 x 5 minute episodes plus a number of specials and mash ups, Numberblocks has proved a global hit on CBeebies, Netflix, ABC and Noggin to name but a few as well as YouTube, where total subscribers for the shows are at 8.7m and growing rapidly with lifetime views are over 6.7b. The show is a multi-award nominee and won a BAFTA for Children's Pre-school Animation in 2019. All the Blocks shows, made by creator Joe Elliot and multi award winning animation studio Blue Zoo and commissioned by the BBC, create transformational learning experiences for young children, through TV shows, interactive, print and hands-on play and engage millions of children worldwide in the joy of reading, maths, colour and creativity. Numberblocks help children to see how numbers really work; and master a new key maths skill with every adventure. Blue Zoo Animation has worked hand in hand with NCETM (National Centre for Excellence in the Teaching of Mathematics) to make sure Numberblocks delivers the essential numeracy skills that build good number sense and a solid foundation for a lifetime of maths success, while having fun. Loved by children, parents and teachers alike, Numberblocks has a number of licensed deals in the UK and a Master toy deal with Learning Resources and sister company Hand2Mind. Following the runaway success of the bestselling Mathlink Cubes, products including Stampoline sets, Clings and Plush as well as curriculum-based classroom sets soon followed and the range has won an amazing 33 awards to date. In 2023, interactive plush, figurine and vehicle sets, a playset and a boardgame will join the offering. Other licensees including Immediate Publishing, Sweet Cherry, Trends, Fashion UK, Rubies, Texco, Zak, Aykroyd and Sons and TDP, Moonpig and costume characters from Rainbow Productions, ensure a solid base from which to expand the consumer product offering both in the UK and internationally. Blue Zoo hopes that 2023 will see the introduction of live events, food and beverage and more direct to consumer deals as well as experiential events for Numberblocks fans. Interest internationally continues to grow with agents recently signed in South Korea, where an extremely successful publishing programme with Penguin Random House already exists. Other agents including the recently signed Spacetoon and soon to be signed deals in the US, Latin America and Australia promises an exciting year ahead. With new seasons in development across all Blocks Shows and strong digital offering with new content across its digital channels each week, as well as free and premium apps and a dedicated social media offering across all platforms the brand continues to grow and delight fans globally.

Grisù

Mondo TV Grisù, the little fire-breathing dragon who wants to be a firefighter, first appeared on Italian TV in the 1960s, promoting peppermint candies. He proved so popular that when dedicated children’s programming arrived in 1976, his was one of the first kids’ series to be broadcast on Rai Due in the new children’s slot on TV2 Ragazzi. Created by Nino and Toni Pagot, Grisù then expanded his reach to other European territories as well as Africa, the Middle East and Brazil. The series was shown until well into the 1980s, by which time Grisù was not just a kids’ favourite: he had become a fire brigade mascot in several countries. When Marco Pagot, son of Nino Pagot, expressed his interest in relaunching the title, Mondo TV saw its potential and immediately involved its two historical partners, ZDF and RAI. The little dragon is now returning to delight a whole new generation in a brand-new 3D CGI TV show for 4-7-year-olds co-produced by Mondo TV, ZDF Enterprises and Toon2Tango, and launching in the autumn of 2023. Broadcasting agreements with ZDF in Germany and Rai YoYo in Italy are already in place. ZDF Enterprises will also be responsible for the worldwide distribution of the audio-visual rights (excluding Italy, France, Spain and China, which will be handled by Mondo TV). The show is funny, charming and action packed, starring a friendly, good-natured and enthusiastic character that kids will adore. Grisù also has enormous merchandising potential. Mondo TV holds the exclusive rights for the development of the licensing programme on a global level and is already working on building a network of agents. Grisù is a property with potential across multiple categories, particularly toys and games. Grisù and his best friend Stella, the fire chief’s daughter, are an adventurous pair. They are supported by vehicles such as fire trucks and helicopters, as well as items related to firefighting (ladders and hoses etc.), all of which lend themselves to toy development. This development will be a major focus of Mondo TV's participation at the upcoming Spielwarenmesse Toy Fair. The firefighting theme will be an important part of the show’s licensing appeal and one that will be supported by promotions and partnerships. In Italy, where the publishing category is already covered by leading players, an event licensing partner has already been appointed. Mondo TV will be working on a teaser campaign to promote the series and its star to the target audience ahead of the show’s launch. The campaign will particularly highlight the participation of schools and fire brigades. As a more modern Grisù, the character will be present on multiple platforms across social media. However, the courage, enthusiasm, good humour and determination that made him so popular the first time round haven’t dissipated.

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Hot Properties

Dino Ranch Boat Rocker

Stomping to success internationally, Dino Ranch (104 x 11’) is a unique and imaginative combination of two pre-schooler passions – dinosaurs and cowboys – from the independent, integrated global entertainment company, Boat Rocker. A hit on Disney Junior US, the series follows the action-packed ‘pre-westoric’ adventures of the Cassidy family as they tackle life on their ranch and dinosaur sanctuary and has been delighting audiences across the world since launching in January 2021. Dino Ranch has been sold to over 170 countries and is available in more than 15 languages across major international broadcasters. In the UK, the series is available on Disney+ and Tiny Pop, where it has proved hugely popular since launching last April. Season two is due to arrive next summer and includes Dino Soar, an exciting 22-minute flying tentpole special, further supported by four themed episodes. Encouraging kids to aim high and fly, Dino Soar will be supported by a major PR and marketing campaign. Dino Ranch’s official YouTube channel continues to go from strength to strength, clocking up an impressive 250m views sinch launch. The channel is now available in both English and Spanish. Off screen, ‘rancheroos’ worldwide can immerse themselves in the world of Dino Ranch through a rapidly growing licensing programme which offers a range of products including toys, apparel, publishing, homewares and more. Master toy partner Jazwares has produced a range offering unlimited imaginative play spanning figures, vehicles, plush and play sets. Across EMEA and in the UK, the line hit shelves last summer across all major retailers. The launch was supported by an integrated marketing campaign encompassing TV and VOD advertising, digital and social campaigns, influencer marketing and PR activations, as well as meet & greet retail events where kids were able to meet Jon and Blitz in real life. Looking ahead to 2023, new lines will expand on the thrilling Dino Soar flying theme. In addition to toys, there is a vast selection of products on offer including Scholastic’s story books, puzzles (Ravensburger), bedding (Character World), dress-up (Rubies) and a new app from Tap Tap Tales. The latest additions to the licensed products slate include outdoor and construction toys from Simba (EMEA), plush for amusement parks and attractions from PMS (EMEA) and apparel and home textiles from Skybrands (Nordics). Tex-Ass and Klaus Herding (Germany), Egmont publishing (Poland) and p:os lunchware (Germany) are also on board. Boat Rocker is working with over 50 licensing partners and nine licensing agents worldwide to create more opportunities to bring the world of Dino Ranch to life for its fans. With Season 3 currently in production and due to launch on Disney Junior US from late 2023 (internationally in 2024), the property looks destined to be a hit for years to come.

Bluey

BBC Studios Bluey rounded out 2022 by taking over New York, debuting at the Macy’s Thanksgiving Parade and with actors appearing on the sofa of Jimmy Fallon’s The Tonight Show as Bluey’s Big Play began its US tour at Madison Square Gardens. The beginning of the new year marks a significant period of expansion for BBC Studios’ Bluey licensing programme across EMEA markets as part of a growing global strategy. BBC Studios has appointed Spacetoon to represent Bluey as agent for MENA, where toys from master toy partner Moose Toys debuted in 2022 through distributor Rosha. Spacetoon Events, now signed for Bluey Meet & Greet, will support a broader and wider toy range as well as new partners across other categories including back-to-school and ancillary toys (to be announced soon). This follows the recent announcement of El Ocho as agent for Iberia, where the master toy line is distributed by Famosa and Giochi Preziosi. Christmas 2022 also saw costume character appearances at Alcampo, Juguetos, Toy Planet and ECI through signed partner Thinkin Family. In spring/summer 2023, a number of Bluey’s global partners will launch ranges into Iberia, while master publisher Penguin Random House launches in Spain - adding to its existing distribution in Portugal - as well as VTech and Ravensburger expanding to the region. It is hoped these moves will mirror the success Bluey has enjoyed in France, where the little blue pup hit the big screen at the end of 2022 thanks to a successful cinema promotion with CGR Kinopolis. Off screen, Bluey became France’s No. 1 new toy licence (according to NPD stats for January - September 2022). Further expansion is planned, with wider master toy distribution bolstered by new product ranges launching this year from VTech, Crayola, Stor and Sahinler. Further deals have been agreed for Benelux, where License Connection has signed as agent. Spectron will distribute master toys from spring/summer in Belgium and in the Netherlands from autumn. Ravensburger has extended its existing deal to the territories, with VTech also set to launch in French-speaking Belgium. In Central and Eastern Europe, toys launched exclusively at Smyk in Poland at the end of August 2022 with distribution set to broaden through TM Toys from January 2023. TM Toys also launched in Romania last spring. The master toy range launched in Latvia through Anvol across XS stores and online in September 2023, where Bluey airs on LT. Anvol will extend distribution in Estonia and Lithuania when Bluey reaches free-to-air TV in 2023. Bluey’s footprint will continue to expand across the region as further free-to-air broadcasters are announced this year. Bluey has enjoyed great success on Disney+ and Disney channels globally, with season three having launched in 2022 and further episode batches to be aired in 2023. On freeto-air TV, season two is airing in territories including Denmark, Sweden, France, Greece and Italy. Bluey also benefits from localised YouTube channels in France, Italy, Sweden, Denmark and Spain.

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Hot Properties

Beano

Beano Studios Beano builds on the strong foundations of 2022 as the brand enters 2023 ready to celebrate its 85th birthday. Last year was filled with fun and exciting activities: crowning Britain’s Funniest Class, releasing a special-edition of the comic guest-edited by football star Marcus Rashford MBE, and partnering with Eden Project in Cornwall to bring mischief and mayhem to the home of the world-famous biomes. Other exciting licensed collaborations with Netflix, NatWest, EE and the Royal College of Anaesthetists, plus VisitScotland and ScotRail, also played a central role in the brand’s activities. All these moments combined to help Beano create engaging brand stories for its audiences. Beano’s partnership with Save the Children in 2022 saw the launch of the first ever limited edition statue of the nation’s beloved prankster, Dennis, created by Blue Goblin. To kickstart Beano’s epic 2023, the brand will launch a bespoke chess set featuring a host of Beanotown’s favourite characters. Beano has also announced a range of book releases in the US market in a partnership with the publisher Harper Collins. These releases include multiple Beano fiction and comic books in the USA and Canada, as well as a special Christmas comic launch across Barnes & Noble. This summer, Dennis & Gnasher and BBC will unleash the world’s first ‘comiconcerto’ for classical music earworms, mixed with animation, actors and audience interaction. Dennis & Gnasher: Unleashed is also a favourite CBBC show in the UK. Averaging audiences of 60,000 kids, it is the fourth most popular show on linear TV and is distributed in over 100+ countries. Ahead of Beano’s 85th birthday in July, Rocket Licensing, which manages the rights for the property in the UK, is preparing an exciting schedule of licensed products with existing partners such as Rachel Lowe Games and Puzzles and a new master toy partner to be announced at Toy Fair. It is not only Beano’s celebration: Roger the Dodger, Minnie the Minx and the Bash Street Kids will be celebrating their 70th anniversary milestones in 2023, while Numskulls will mark its 30th anniversary. Beano has recently reported its fifth consecutive year of sales growth. With more than 28m people in today’s UK population having read the comic as kids, it is unsurprising that the brand is loved by all generations, with 84% brand recognition amongst kids and 94% recognition amongst adults.Beano is officially Children’s Magazine of the Year, having won at the 2022 PPA Scotland awards. The brand also picked up the Event of the Year award for its The Art of Breaking the Rules exhibition at Somerset House, and the Diversity and Inclusion award at the 2022 PPA awards. This year is set to be Beano’s biggest year in history. Readers who would like to be part of it can find out more at www.beanostudios.com.

Wallace & Gromit Aardman

The award-winning independent animation studio Aardman is set for a significant year in 2023 with its Wallace & Gromit property. The studio’s much-loved duo is not only celebrating the 30th anniversary of Wallace & Gromit: The Wrong Trousers in 2023, but the pair will also return to TV screens for a new film in 2024. Released in 1993, Wallace & Gromit: The Wrong Trousers won an Academy Award for Best Short Film and features Aardman’s national treasures, Wallace & Gromit, who have been delighting families for over 30 years across the globe. The film also introduces fan-favourite Feathers McGraw, a villainous penguin with ambitions to put Wallace’s inventions to criminal use. A campaign of activities has been planned to celebrate the 30th anniversary of this muchloved film. The celebrations began early in 2022, with a 1 Of 100 apparel collaboration that saw limited-edition t-shirts depicting storyboard stills from the film released. The apparel collection was limited to 100 units per design. One particular design, a t-shirt portraying a still of Feathers McGraw, sold out in less than 24 hours. Wallace & Gromit products and ranges available in 2023 include plush toys from Aurora, construction kits from Play Press, new die cast from Hornby Hobbies, wooden puzzles from Wentworth, giftware from Half Moon Bay, a celebratory calendar from Danilo and make-your-own paper creations from Paper Engine. Aardman has also partnered with Big Potato Games to develop a new board game based on all the studio’s world-famous IP. Wallace & Gromit will benefit from increased presence on the UK high street, including dedicated display spaces in HMV and other stores. In addition to retail activations, Wallace & Gromit continues to make waves in the attractions space. The Blackpool Pleasure Beach ride, Gromit’s Thrill-O-Matic, which continues to excite and delight fans, will be celebrating its 10th year, while a new exhibition will launch at the Cartoon Museum in London’s West End in September this year. Further anniversary plans include a continuing partnership with the Intellectual Property Office (IPO) for the annual Wallace & Gromit’s Cracking Ideas competition, which this year will be themed ‘Make The Wrong Trousers Right’. In addition, an interactive, narrative-led, single player VR experience for the Meta Quest all-in-one VR headset is currently in production. Called The Grand Getaway, the game will allow players to get hands on and truly be a part of the pair’s adventures for the first time. Currently in pre-production, Wallace & Gromit returns to TV screens in 2024, premiering exclusively on Netflix, with the exception of the UK, where it will debut on the BBC. Directed by Wallace & Gromit creator Nick Park and creative director Merlin Crossingham, the film sees Gromit becoming concerned that Wallace is a little too dependent on his inventions. When Wallace’s Smart Gnome develops a mind of its own, it falls to Gromit to battle sinister forces and save his master - or Wallace may never be able to invent again.

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Hot Properties

Gabby’s Dollhouse Universal

From the DreamWorks Animation portfolio, DreamWorks Gabby’s Dollhouse continues to delight families with new episodes consistently ranking among Netflix’s Top 10 Kids and Families titles. With a little magic and a new surprise every day, DreamWorks Animation’s Gabby’s Dollhouse leads viewers from room to room through a fantastic dollhouse with mini-worlds and irresistible kitten characters. With a new surprise to unbox in every episode, Gabby shares her excitement with her best stuffed animal pal, Pandy Paws, before heading on the next delightfully quirky adventure. Since the debut of the hit seri es, kids around the world have been enjoying the adventures of Gabby and her friends. Created and executive produced by celebrated storytellers, Traci Paige Johnson and Jennifer Twomey, Gabby’s Dollhouse is a mixed media pre-school series rooted in a growth mindset: Gabby’s activity-based episodes encourage flexible thinking and learning from mistakes. The popular series has inspired many expansions including a successful toy line, publishing, original music, a top-rated app and a growing YouTube channel garnering millions of weekly views. A clear indication of the licensor’s ambition in the pre-school space, Universal has been working closely with Spin Master on a considered product roll out, though consumer demand has accelerated the launch of toys in key markets including the UK, where the company’s hero play was a top toy for Christmas 2022. Posh Paws International, meanwhile, unveiled its collection of plush toys based on Gabby’s Dollhouse in September last year. New plush will be launching throughout 2023.

Bing

Acamar Films The award-winning pre-school hit TV series Bing, from producer Acamar Films, has cemented itself globally as a leading programme with a purpose. Bing is thoughtfully crafted alongside input from educational experts to help children enjoy healthy social and emotional development. As Bing’s global footprint expands, with broadcast partnerships now spanning 130 territories, Bing’s ongoing growth is a testament to the property’s enduring ability to delight pre-school viewers, also known as Bingsters. In the UK, Bing remains a firm favourite on CBeebies and BBC iPlayer, while an extended multi-territory deal with Amazon Prime Video signifies the platform’s success with the show. Bing’s owned channels continue to go from strength to strength, with Bingsters spending ever increasing time with Bing. 20 international YouTube channels have surpassed 5.5b views with watch time soaring, and the Bing: Watch Play Learn app has exceeded 2.4m downloads in five markets. Acamar Films’ long-term investment in the property will deliver a raft of new and exciting content in 2023 and beyond. The content will align with Bing’s tentpole themes and product launches, fortifying further growth and supporting consumer product sales. A new communications approach specifically targeting grown-ups will roll out in early 2023. Providing new tools and opportunities for deeper connection with caregivers, this will speak to the unique benefits of Bing and demonstrate how the property allows pre-schoolers to explore and identify their feelings, preparing them for life’s next adventure. These positive values are successfully attracting world-class partners including BBC Children in Need and the NSPCC, while also shaping marketing campaigns like #BingsLitteWins, which celebrates achievements around daily milestones such as toilet training and bedtime routines. In consumer products, Bing has achieved significant success in Europe, exceeding 100 licensees across more than 70,000 points of sale in eight key markets. Master toy partner Golden Bear has sold a total of 3m Bing toys since the range’s 2019 launch. In 2023 the company will further expand the World of Bing with new hero Bing plush Talking Rainybow Bing and Peek-a-Boo Bing as well as new interactive play sets such as the Lights and Sounds Fire Engine, which will hit shelves for autumn/winter 2023. Master publisher HarperCollins has sold over 5m Bing books and will add six new story and novelty titles to its publishing programme this year. In the last few months, the UK has celebrated the first dedicated pop-up store in Glasgow, with the intention to roll it out in the UK and beyond. Poland has enjoyed Bing’s longest running cinema package in any market to date and Italy has announced a new partnership with global chocolate specialist Ferrero for 2023. The year ahead will bring new licensing and experiential highlights, soon to be unveiled. As the core toy lines strengthen, Acamar Films is looking to expand into new categories as part of Bing’s long term CP strategy. The UK licensing team is looking forward to its conversations at Toy Fair across categories including arts & crafts, messy play, summer fun and construction.

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Hot Properties

IMG outlines how it’s accelerating its Entertainment and Gaming business With more than 25 offices around the world, IMG’s Licensing business represents some of the world’s most prestigious entertainment, gaming and lifestyle properties, fashion labels, corporate trademarks and institutions, sports brands and teams, and major personalities. In 2022, the Endeavor-owned company which again took the top spot in the Top 20 Global Licensing Agents list - recorded one of its most successful years for entertainment and gaming licensing, expanding its already impressive roster of high-profile clients and activity. The company made headlines last year when film and television studio Lionsgate appointed IMG to launch global, multi-category consumer product programmes for its iconic feature film franchises, including The World of Hunger Games, Dirty Dancing and John Wick, alongside popular television properties such as Mad Men and Orange is the New Black. In addition, IMG announced a global licensing representation agreement for the popular pre-school family show Booba, further strengthening the company’s foothold in the entertainment and animation industries. Telecasted in over 45 countries, the UK-based animation series Booba has reached more than 13b YouTube views, is one of the top-rated kids’ shows on Netflix, and is loved by children across the world for its humourous and inquisitive characters. Last year, the agency also closed a wide variety of deals for Skydance Animation, ranging from games and plush toys to stationery and digital fan engagement, which premiered its debut feature film, Luck, on Apple TV. IMG’s work with Rovio stands out in another major year of activity across every territory, with the two companies coming together to further bolster Angry Birds’ position as one of the world’s most globally recognised consumer brands. From immersive gaming venues and a new touring stage show to sports and lifestyle products with Venum, IMG has delivered authentic products and experiences reflecting Angry Birds’ playful and creative brand for loyal and new fans alike. Also in gaming, IMG has continued to build out a world-class consumer products programme for Epic Games’ Fortnite as well as Psyonix’s award-winning game Rocket League. The agency also announced the renewal and expansion of its licensing agreement with Ubisoft for Assassin’s Creed and Tom Clancy’s Rainbow Six, in addition to the popular Just Dance franchise and new territories (North and South America) to its existing remit of EMEA and most of Asia. IMG continues to represent a diverse range of celebrities, from household names such as Dolly Parton to new-age social media stars Like Nastya and Addison Rae, the latter of whom recently launched her first doll and toy line with Bonkers Toys in a deal brokered by IMG. The agency also holds the global merchandise and licensing rights for the popular Emmy award-winning Netflix original series Queer Eye. As the licensing giant prepares for 2023, IMG’s newly appointed senior licensing director of Entertainment and Gaming, Adam Steel, says: “With a strong global presence and an unmatched network and pedigree in the industry, IMG is perfectly placed to orchestrate the most unique and fitting brand extensions and collaborations for our partners. With our expanding entertainment and gaming portfolio, and the ever-increasing consumer appetite for products and experiences within these segments, 2023 is already shaping up to be another exciting year.” To find out more about IMG’s work and licensing opportunities, visit www.imglicensing.com.

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Licensing World Playmobil partners with Disney on licensed 1.2.3 range Playmobil’s toddler product portfolio is to welcome a raft of fan-favourite Disney characters following the inking of a deal between the licensor and the Playmobil 1.2.3 brand. Each of the new Disney play sets will include multiple educational features based on three connected learning stages that support a child’s individual development. Clear messaging will help parents to easily choose the best toy to help improve their toddler’s skills. The launch range comprises six Playmobil 1.2.3 play sets inspired by Disney’s Mickey and Minnie Mouse, as well as Winnie the Pooh, Tigger and Piglet, and is slated for launch in summer 2023. The cute sets will help toddlers explore the world and support them in developing the skills needed for the future, by encouraging them to emulate the curious nature of Mickey Mouse and Winnie the Pooh. Play patterns include sorting shapes, stacking blocks, discovering sound effects, counting first numbers, first role-play and other fun elements. All these features enhance cognitive abilities, fine motor skills and creativity as well as language and social skills. Mickey Mouse first appeared to the public in 1928 and is the official symbol of Disney around the world. Mickey is courageous, clever and mischievous, using his wits to solve even the most challenging problems. He often finds himself on adventures with his friends, where his humorous, silly and caring side helps him save the day. Even when things don’t work out, Mickey’s good intentions always shine through. Winnie the Pooh, meanwhile, was created by A.A. Milne. Winnie the Pooh lives and plays in the Hundred Acre Wood, where he regularly goes on imaginative and fun adventures with his friends. Disney and Playmobil say both properties centre upon beloved characters whose kind and curious qualities make them ideal role models for kids.

Creative Kids expands Little Tikes partnership to UK and Ireland Creative Kids Group has announced the expansion of its partnership with MGA Entertainment brand Little Tikes, to bring classic, high-quality, wooden toys to the United Kingdom and Ireland. Trusted by parents for more than 50 years, Little Tikes is known for quality toys and backyard playsets, and first entered the wooden toy category in partnership with Creative Kids early in 2022, with North American sales currently underway. “Our team has been anxiously awaiting this partnership expansion,” said UK managing director Grant Gie. “We’re ready and raring to go with this unique take on classic wooden toys with such an iconic brand.” The agreement extension continues the partnership between the Creative Kids and Little Tikes teams to conceptualise, produce and market more than 15 products in the wooden toy category including: gear puzzle toys, music play sets, lacing toys, activity boards and Montessori-style sets. From Spring 2023, kids in the UK and Ireland aged from six months to six years old can join the fun and engage with quality wooden toys that are FSC-certified. Challenging the wood toy category with an expansive product line, Creative Kids and Little Tikes are creating familiar, yet new and unique, wooden toys like the Turtle Gears Puzzle and a giraffe-shaped Music Table. “Our business in the UK and Ireland is growing rapidly, so expanding this partnership with Creative Kids Group made sense to bring quality wooden toys to consumers,” said MGA Entertainment founder and CEO, Isaac Larian. “Little Tikes is proud to continue its more than 50-year tradition of providing quality toys with high play value to kids with this exciting new wood toy line.”

Adam Steel joins IMG to build entertainment & gaming business Licensing agency IMG has announced the appointment of Adam Steel to the role of senior licensing director. In his new role, he will help drive IMG’s entertainment and gaming licensing business, which includes an impressive portfolio of clients such as Rovio, Lionsgate, Epic Games, Booba and Skydance among others. Adam will work with licensees to maximise opportunities across all categories and deliver maximum value to clients. He will also aim to bring new licensors into the IMG family and expand and develop the company’s industry-leading entertainment and gaming licensing business. With a background encompassing all aspects of the consumer products licensing lifecycle, from definition of strategy through to successful delivery of sustainable growth, Adam is a versatile and accomplished commercial director, offering a unique blend of experience honed across a wide array of categories, retailers and territories. Throughout his long and distinguished career, he has held senior positions at companies including Universal Pictures and Moonbug Entertainment. “After many years of managing agents from the licensor side, I’m delighted to have the opportunity to work with the amazing team at IMG to further build their entertainment & gaming licensing business across the world,” Adam commented. “IMG has a unique global position within the licensing industry, and I’m looking forward to leveraging all the touch points to work with our partners and grow the business.”

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For more information please email us at: Penguin.Ventures@penguinrandomhouse.co.uk 2023

Licensing World

Spin Master to celebrate Paw Patrol’s 10th anniversary with raft of new toys The past 10 years have seen the Paw Patrol pups experiencing numerous adventures, with the Spin Master toy line keeping pace all the way. Over the last decade, the brand has built on its strong foundation by introducing two new themes each year. This approach has given Spin Master ample opportunities to introduce new pups, vehicles and play sets to its innovative toy line, keeping pre-schoolers entertained and wanting more. “The past 10 years have been ‘pawsome’, with the pups experiencing many adventures along the way,” said Becca Hanlon, senior brand manager for Pre-School, Paw Patrol at Spin Master UK. “From a toy perspective, our Paw Patrol ranges continue to get bigger and better, and we are always looking for new ways to surprise fans by bringing Spin Master’s signature innovation to the line.” Detailing the company’s marketing strategy and the ways it will mark the milestone anniversary, Becca added: “Our toy line has an ‘always on’ approach across PR, social and digital, and we also continue to work closely with our retail partners to ensure Paw Patrol is always at the forefront of parents’ and gift givers’ minds. We are working on some very exciting projects for 2023 which we cannot wait to execute and that will really leave a paw print on 2023. This year is going to be a one big celebration for Paw Patrol, with the 10th anniversary and exciting new Aqua Pups theme rounded off with the pups’ second big screen adventure. Paw Patrol is on a roll and it’s going to be an incredible year.”

NEW CONTENT COMING THIS SPRING

NEW! WONDERLAND BAKER'S BAG

CHAT & GLOW CHESHIRE CAT

TEA PARTY CAPSULE FIGURES

Come and see us at London Toy Fair, stand B90

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TARG E T 4-7 Y.O.

© 2022 MONDO TV France, MONDO TV SPA, Pagot, Calidra BV, Toon2Tango, ZDF Studios. All rights reserved. With the participation of Rai Kids and ZDF. Based on the IP Grisù, the little dragon, by its original authors Toni and Nino Pagot

is back!

Licensing World Craft Buddy welcomes Paddington Bear Paddington Bear is the latest addition to Craft Buddy’s prolific licensed ranges, following the company’s success with Disney, Star Wars, Marvel, Peter Rabbit and The Smurfs. To continue its success with the launch of Crystal Art Buddies, Craft Buddy is also expanding the L.O.L Surprise! collection to add even more sparkles. “2022 is a huge year for us, with major launches like the brand-new Crystal Art Star Wars collection and also the wildly popular Crystal Art Buddies,” explained Gary Wadhwani, codirector of Craft Buddy. “We are going to continue our growth in the kids’ craft business next year with our existing licensing partners and will also acquire new licences for renowned IPs to keep bringing new quality and innovative products to the market. We think Paddington Bear is the right licence to help us establish ourselves as the consumer’s favourite arts & crafts brand.” The Paddington Bear collection includes Crystal Art Kits (Scrolls, Stickers, Notebooks, Cards, Canvases and 3D Buildable Scenes), Paint by Numb3rs Canvas Kits and Craft Buddy Home Soft Craft Kits (Cross-stitch Kits and Latch Hook Kits) and launches in Q1 2023. “We understand how much everyone loves Paddington Bear,” added Dino Wadhwani, co-director of Craft Buddy. “With the new movie coming up, we will kickstart the year by bringing the best craft and gift products with this amazing character, across all our Craft Buddy brands, to UK & other EMEA markets”. Following the success of the award-winning Crystal Art Buddies, Craft Buddy will also bolster its L.O.L Surprise! Crystal Art Collection. Launching in Q1 2023, the full range will include new products such as Crystal Art Secret Diary Kits, Keyring Kits, Sticker Sets, Scroll Kits, Card Kits and Framed Picture Kits. The new Craft Buddy Paddington Bear and L.O.L. Surprise! collections will make their debut to trade partners at London Toy Fair and Spielwarenmesse in 2023. Visitors will also be able to have sneak peeks of other new exciting products with Craft Buddy’s existing licensing partners, including Disney, Star Wars, Marvel and Peter Rabbit, and a never-seen-before-inmarket product to celebrate Disney 100.

Rainbow Designs announces three new licences for 2023 Rainbow Designs has added Maisy, Bagpuss and Giraffes Can’t Dance to its extensive classic character portfolio. For over 50 years, the company has been creating high quality, forever toys, inspired by the much-loved characters from children’s literature, for babies and children of all ages, promoting bedtime cuddles and stories, and providing fun, comfort and sensory learning. The initial range for each of these literacy licences will feature soft toys of the main characters. Maisy, written by Lucy Cousins and first published in 1999, Is a series of books with vibrant bold, colourful illustrations with a thick outline making her instantly recognisable. The stories are based on children’s first experiences. Giraffes Can’t Dance, from author Giles Andreae and illustrator Guy Parker-Rees, was first published in 1999 by Hachette Children’s Group and is licensed by Coolabi. This funny, touching and triumphant picture book about a giraffe who finds his own tune and confidence has been delighting children for over 20 years. The oldest of the new licences is Bagpuss, which was written in 1974 by Peter Firmin and Oliver Postgate and is about Bagpuss, ‘a saggy, old cloth cat, baggy, and a bit loose at the seams’, and his friends who come to life. Anthony Temple, managing director of Rainbow Designs, said: “The stories of all these playful characters resonate with parents and grandparents, sparking memories from their own childhoods that they long to share with the next generation. We are delighted to welcome these licences to our Rainbow portfolio. They bring the values and qualities of those muchloved heritage characters, that are loved by generations and will be a great addition to our family of classic characters.” Rainbow Designs’ licensed portfolio and collections include Paddington Bear and the New Paddington TV Adventures, Peter Rabbit, Disney’s Winnie the Pooh, The Very Hungry Caterpillar, Guess How Much I Love You, Elmer, Spot the Dog, Snoopy, We’re Going on a Bear Hunt and The Snowman and The Snowdog ranges.

Moonbug and Spotlight.1888 team up on retail activations Retail agency Spotlight.1888, sister agency to The Point.1888, has expanded its partnership with Moonbug Entertainment in a way that will allow it to further support the company’s entertainment brands with carefully curated UK retail activity in 2023 and 2024. The agency, headed up by Hannah Redler, director of Retail for Spotlight.1888 and The Point.1888, has been working to deliver CoComelon, Blippi and other properties at retail since 2019. Working across the whole Moonbug portfolio, the agreement will see the Spotlight.1888 team continue to support and drive retail penetration and growth. Spotlight will also work with Moonbug’s retail and commercial team on the overarching retail strategy and execution for each brand and continue to manage the company’s online and bricks & mortar activations as well as DTR relationships. Key to the success of the partnership to date has been the support given to licensees and retail buyers on day-to-day planning and execution: this will remain at the heart of the partnership. Benefiting from a proven track record with retailers such as Asda, Smyths, The Entertainer, Character.com and many more, for which Spotlight.1888 has delivered many consumer-targeted retail campaigns, the partnership will continue to drive and expand the retail footprint of Moonbug’s brands. Advance planning is underway on a number of activations and new product launches in grocery, toy, specialist and online retail. More will be revealed this year. Hannah Redler, director of Retail for Spotlight.1888, said: “We’re thrilled to be continuing the work we have been doing with Moonbug Entertainment. Over the past few years, CoComelon and Blippi have been going from strength to strength at retail. Our role going forward is to work alongside the team at Moonbug to keep delivering exceptional products to its fans.” Ryan Gorman, Moonbug Entertainment’s global head of Consumer Products Franchise & Retail Development, added: “The Point.1888 has been a tremendous partner since our brands launched in the UK and we are excited to continue our relationship with its Spotlight division.”

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Licensing World Sonic Prime now available on Netflix Netflix’s animated Sonic the Hedgehog Series, Sonic Prime, co-produced with WildBrain, is now available to stream after making its global debut on 15th December. The 24-episode first season animated adventure for kids, families and long-time fans draws upon the keystones of Sega’s brand and features the ‘Blue Blur’ of video game fame in a high-octane adventure where the fate of a strange new multiverse rests in his gloved hands. WildBrain CPLG recently appointed PMI as the novelty toy and games consumer products partner for Sonic Prime, in a deal brokered by WildBrain CPLG on behalf of WildBrain and Sega, and by Big Picture Licensing representing PMI. Following the series debut, an exclusive line of Sonic Prime products from PMI is planned for a multi-territory launch in early 2023. It will include collectibles, mini figures, clip-on plush, stampers, games and more. PMI joins newly signed licensees which include Ravensburger for puzzles and E Plus M for apparel, with more in the pipeline as WildBrain CPLG builds a strong merchandising campaign across key categories. The Sonic Prime launch builds on the momentum generated by the franchise over recent years, with the brand’s 30th anniversary celebrated in 2021, as well as the launch of two successful feature films from Paramount Pictures and Sega, which have grossed over $720m worldwide to date, plus the recent announcement of a third feature slated for release in 2024. Additionally, Paramount and Sega are developing the first ever original live action Sonic series for Paramount+.

Rubies unveils new Green Collection Rubies knows it has a responsibility to care for its customers and a duty of corporate responsibility. A huge part of its ongoing strategy has been to change both the way it packages its products and the products themselves, and the company is delighted to bring to consumers the brand-new Green Collection. Featuring customers’ favourite characters from some of the industry’s biggest licences including DC, Marvel and Star Wars, the costumes have been specially crafted with the environment in mind. The Green Collection is designed to be as environmentally conscious as possible, manufactured with 100% responsibly sourced materials and recycled polyester from plastic bottles. Costumes will be available in a wide range of children’s sizes from toddler to 9–10 years, featuring a selection of popular characters, ideal for parents who prioritise consciousness in their purchasing decisions. The Green Collection has been constructed to be more durable, reliable, reusable and energy and resource efficient than ever before. The outfits are all machine washable, meaning they can be re-used many times and passed down to the next generation, simultaneously eliminating single-use purchases and reducing the amount of plastic waste created from dress-up. Rubies has also removed all plastic from the packaging of the new range, replacing the hangers with FSC certified cardboard ones so the collection can be entirely recycled. Mike O’Connell, managing director, Rubies said: “This is not the first step Rubies has taken towards becoming a more conscious business – and it won’t be the last – but it is certainly the biggest leap we have taken. From initial conception right the way through to production and distribution, we knew that this range of costumes would bring real change. We are proud that we are using our position as industry leaders to create a wave of transformation and that we can be a positive example as a business.” Rubies is wholly committed to leading by example to help build a better world for all costume wearing generations. “We’d also like to thank the licensors we work with for their support of this significant stride forward, and the support to ensure we have produced costumes to represent their incredible characters and encourage play, all while being green,” added Mike. The costumes are available now.

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Licensing World BAFTA Children announces award winners The winners of this year’s BAFTA Children & Young People Awards were recently announced with BBC shows landing six of the 14 awards and Apple TV+ receiving four. Magic Light Pictures’ The Snail and the Whale (shown on BBC) won the BAFTA for Animation, and Max Lang and Daniel Snaddon were awarded in the Director category. Several series that have spawned successful licensed IP took home gongs; the award for Pre-School Animation was presented to Hey Duggee, from Studio AKA, BBC Studios Kids & Family for CBeebies, marking the series’ fourth win in this category, and animated TV series Bluey won in International. BBC properties Bluey and Hey Duggee continue to flourish with multiple licensing partners, and Bluey even made its debut in the annual Macy’s Thanksgiving Day parade last year. Lovely Little Farm won in the Pre-School Live Action category for Darrall Macqueen and Apple TV+, one of four wins for the streaming service, while Sackboy: A Big Adventure won the Game category, following its win in the BAFTA Games Awards in 2021 (Sumo Sheffield/ Sony Interactive Entertainment). The Writer award went to The Amazing World of Gumball, by Hanna-Barbera Studios Europe/Cartoon Network. BAFTA also hosted the first-ever Children and Young People’s Festival at its London headquarters in Piccadilly in November. Open to the public, the festival weekend was a celebration of content for younger audiences and showcase of BAFTA’s outreach work and initiatives for young people, underscoring the arts charity’s mission to nurture and inspire the budding creatives, filmmakers and talent of tomorrow.

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Brand Profile

Sesame Street slated to be Just Play’s biggest global toy launch of 2023 Just Play UK details everything readers need to know about the raft of new licensed toys coming to market in 2023 for the powerhouse pre-school brand Sesame Street.

or generations, the classic, beloved franchise Sesame Street has been a firm favourite with pre-schoolers across the globe. The team at Just Play is therefore extremely excited to partner with Sesame Workshop on the development of an extensive new toy range that promises to delight today’s pre-schoolers and cement Sesame Street’s reputation as a modern-day favourite. The all-new Just Play product line showcases fanfavourite characters across plush, feature plush, figures and electronic learning aids, all of which are linked closely to the intrinsic values of Sesame Steet and will help children grow smarter, stronger and kinder. The company says the Just Play range promises to deliver the most giggle-inducing, interactive and fun toys launching in the UK this spring, with further new items launching in autumn. Plush is a consistent winner in the toy market, with evergreen demand from consumers. As the No.1 plush manufacturer in the US toy market, Just Play’s expertise will deliver beautiful plush toys across a range of price points, ensuring there is a product suitable for everyone. The hero feature plush item is Potty Time Elmo, a character trusted by parents and loved by children as they embark on their own potty-training adventure. Elmo, who stands 12” tall, will say when he needs to go and urges kids to hurry as he needs to use his potty. He then congratulates the child on their success. Potty Time Elmo has 40 sounds and phrases to discover and is sure to be both a

child and parent’s best friend as they master potty training. Summer is the perfect time for potty training, so Just Play will deliver a strong marketing campaign throughout the summer months in a way that is both timely and relevant to the audience. Sesame Street fans will be able to cuddle all their favourite characters with Just Play’s entry price point plush assortment. Favourite characters Cookie Monster and Elmo are front and centre of the range, not forgetting Bert and Ernie too. Each toy within the Sesame Street Friends plush assortment has a 100% recycled filling and is super soft and cuddly, making them perfect for accompanying little ones everywhere they go. Focused on supporting children’s learning and development through play, the Just Play range of Sesame Street electronic learning aids will support key learning milestones whilst boosting preschoolers’ wellbeing through fun and play. The Learn with Elmo phone is brightly coloured for strong shelf-appeal and comes at a great impulse price point, making it the perfect gift for early learners. Parents will appreciate the educational features while children will love the extensive play value the toy offers. For further educational fun, Just Play is introducing Sesame Street Elmo’s Learning Letters. This fun and educational ‘on-the-go’ play set delivers

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educational content featuring letters and numbers via favourite Sesame characters. Designed in the shape of a bus, it includes 26 removable letters which link to over 50 fun and educational sounds and phrases. Elmo’s Learning Letters is perfect for parents too: when little ones have finished playing, all the pieces can be placed back inside the case for easy storage. The company also has an innovative collection of figures including some of Sesame Street’s most iconic characters. These figures offer a sensory benefit, providing a satisfying clicking sound as kids move the arms and legs for additional play value and developmental support. With new content to come in 2023, ensuring Sesame Street continues to resonate with today’s pre-schoolers, it is set to be an exciting year for the property. The Just Play Sesame Street range is available now. For sales enquiries, contact uksales@justplayproducts.com.

Company Profile

A Wonder-ful Wonder world

In November 2022, the global celebrations group Amscan International announced that it would be replacing its umbrella group name with Wonder, a move it says better reflects who it is, creates a clear delineation between group and trading brands, and wil help the businesses within the group to ‘thrive under a common purpose’. Here, Wonder chief executive Joe Hennigan tells Toy World readers how the rebrand is just a small part of a much bigger, more wondrous picture.

Why did you feel the Wonder rebrand was necessary, and what kind of reaction have you had to the news? Our business has been moving at a great pace and put simply, our old group brand no longer fit our purpose. As a dynamic, global, multi-channel, multiproduct group of businesses, Wonder aims to both capture this sense of joy and express the brilliance of the creative minds in our exceptional teams. The reaction has been very positive overall. People understand the reasons behind the change and what it means both internally and externally. Externally, this new umbrella name clearly distinguishes our group and trading brands and positions the group well for further growth and development. Similarly, the response internally has been very positive, and will be brought to life by a common group purpose and values. Wonder better reflects who we are today and sets an exciting marker for the future.

As part of the rebrand, you unveiled a new purpose statement – Create Unforgettable. Even though Amscan International has always helped people celebrate special moments, do you feel this purpose has become more important in recent years? Absolutely. During the pandemic, when people couldn’t celebrate and spend time with loved ones, creating unforgettable moments and memories became even more relevant and makes our purpose much more significant today. With so many challenges being faced globally, such as the cost-of-living crisis, our group can act as a tangible positive force in people’s lives and continue to lift moods, bring joy and inspire people to get creative.

The company acquired Ginger Ray in 2021, and Party King in September 2022: are further acquisitions part of the plan moving forward?

In addition to Ginger Ray and Party King, we’ve also completed 10 other acquisitions – in fact, 12 in total over the last 11 years. There is lots in the pipeline which we’d love to share with you immediately, but unfortunately, we can’t do so right now. What we can say is that these are exciting times, and we look forward to continuing to work closely with our senior management team as we progress our strategic plan. We believe that our vertically integrated business model and ambitious plans mean there are more opportunities to continue with acquisitions. We have an exceptional team at Wonder, and we are all excited for what the future holds as we further expand the business. We have a clear strategic growth plan and hope to make additional investments to accelerate this plan.

What about future global expansion - are there currently untapped regions where you envision Wonder having a strong presence? Every continent, country and culture on Earth has its own rich, colourful traditions and celebrations. In turn, our products and services are central to these celebrations - often the focal point, sometimes the backdrop - but always there. We see ample opportunity in both existing and new markets for our territories. We have every capability, covering every product category and every route to market, within the celebrations industry. That’s how we’ve designed our business model, and with that diversification comes opportunity.

What does the rebrand mean for your retail customers and how will it benefit them? Until now, Amscan has meant two things. Firstly, Amscan International was the umbrella name used for our group of businesses once we’d separated from Party City. However, they will all now be part of the Wonder family of companies. Secondly, Amscan is the name for our market-leading wholesale business. This will remain the same and continue to mean everything it does today. All our brands/trading names will continue to operate as before but will now be unified by a common

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purpose. Wider visibility of our capabilities and brands will mean we’re able to offer more solutions to our customers and continue our exceptional commitment to the standards of product, service, and operations for which we’ve become known.

Will the brands in your portfolio remain separate and distinct, or will there be any kind of consolidation at that level? Our group has been growing at pace. A series of acquisitions have extended our capabilities, scale, customer base and geographical reach. All our brands will remain as they are today but as our group evolves, the different brands and teams will work together more and more to provide better, and more complete, solutions to our customers. Wonder unifies the incredible businesses and brands within our group and adds further clarity and meaning to our global offering.

Wonder has set an impressive revenue target of £500m by 2026. Beyond this figure, what else does the company want to achieve in the coming years? First and foremost, we want to ensure that Wonder’s purpose and values are embedded within our group in a way that ensures our business, our customers and our partners will benefit. We are committed to developing our talented team, so that each member enjoys a raft of opportunities as we continue to invest in one of our most valuable assets - our people. Wonder brands will continue to innovate and are committed to being at the forefront of sustainability, with this important factor front of mind for everything we do: sustainability is actually one of our key strategic pillars. Wonder will maintain its growth trajectory by being laser focused on consumer needs and habits and providing solutions to both B2C and B2B customers. Wonder will also continue to invest in its facilities, people, processes and systems, making the business easier to operate and conduct business with. Our work allows people to express themselves - to show they care, to bring people together, and to create unforgettable moments that are shared the world over. We truly see a world full of Wonder ahead.

*Date subject to change

HA, TV TOKYO, KONAMI

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Nuremberg Preview

Trek the halls

Feature

Welcome to Part 2 of our in-depth overview of Spielwarenmesse 2023, which returns to the Nuremberg Exhibition Centre from 1st-5th February after a two-year hiatus. Toy World takes a quick look at how things are shaping up in the final few weeks, and speaks to Christian Ulrich, spokesperson of the Executive Board at Spielwarenmesse eG, about the international trade fair.

t the time of writing, in mid-December and with more than six weeks to go until the 72nd Spielwarenmesse opens its doors to the toy trade once again, organiser Spielwarenmesse eG says more than 80% of its stand space is sold (when compared to 2020’s pre-pandemic iteration). Around 2,000 exhibitors from across the entirety of the toy and games market will descend upon to the Nuremberg Exhibition Centre in early February, while the last day of January, the 31st, sees the PressPreview take place once again. A very strong UK contingent will be making its way to the fair this year, many of whom appear in the pages of this feature (or elsewhere in this monster issue). Brainstorm, Cheatwell, Golden Bear, HoloToyz, Hornby, One For Fun, Rainbow Designs, The Desi Doll Company, Wow! Stuff and many more will all be showcasing their newest launches at the event, while the UK Pavilion is completely sold out - with several companies on the waiting list. The show will serve as a launchpad for the toys, games and kids’ products companies are tipping for success in international markets. HoloToyz is looking forward to launching its new range of reality products at Spielwarenmesse in the Tech2Play Hall, where it will be unveiling new Paw Patrol tattoos and stickers. In Hall 7A, which this year opens to the public for the first time,

Hornby will bebe unveiling itsits expansion toto the growing Hornby will unveiling expansion the collection of award-winning Airfix Starter with a growing collection of award-winning AirfixSets Starter newwith scalea of Starter cars, the Super Cars. Golden Sets new scaleSet of Starter Set1:43 cars, the 1:43 Bear, Cars. meanwhile, bemeanwhile, revealing towill the trade Super Goldenwill Bear, be how its plush ranges continue to evolve byranges showcasing its now revealing to the trade how its plush continue fully sustainable Bing range, including the hero Talking to evolve by showcasing its now fully sustainable Rainybow Bing range,Bing. including the hero Talking Rainybow Bing. Clearly, there’s going to be plenty to see and do at this year’sthere’s show across thebefive days.toTo help Clearly, going to plenty see andvisitors do at planyear’s theirshow visit in advance, Spielwarenmesse eG has this across the five days. To help visitors launched its new Spielwarenmesse app, where plan their visit in advance, Spielwarenmesse eGall exhibitors, brands and licences can be browsed. The has launched its new Spielwarenmesse app, where app also has abrands ‘Guide’and function which it easy for all exhibitors, licences can makes be browsed. visitors find their way around thewhich (very makes large) fair The app to also has a ‘Guide’ function it and meetfor upvisitors with friends colleagues. And of 10th easy to findand their way around theas(very January, platform large) fairthe andnetworking meet up with friendsSpielwarenmesse and colleagues. Digital will also be available, giving visitors the ability to And as of 10th January, the networking platform arrange appointments in advance. Spielwarenmesse Digitalwith willexhibitors also be available, giving the abilityJohn to arrange Toyvisitors World publisher Baulchappointments (john@ with exhibitors in advance. toyworldmag.co.uk), sales director Mark Austin (mark@ toyworldmag.co.uk) and editor Rachael Simpson-Jones Toy World publisher John Baulch (john@ (rachael@toyworldmag.co.uk) willMark all beAustin heading to toyworldmag.co.uk), sales director Nuremberg for Spielwarenmesse 2023 and their diaries (mark@toyworldmag.co.uk) and editor Rachael are already filling up. To book an appointmentwill ASAP, Simpson-Jones (rachael@toyworldmag.co.uk) all drop them to a line. be heading Nuremberg for Spielwarenmesse 2023 and their diaries are already filling up. To book an appointment ASAP, drop them a line.

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That’s how we roll… In late 2022, spokespeople from Spielwarenmesse eG embarked on a 20-country Dialogue Tour, giving selected journalists and industry representatives the chance to watch an informative presentation and engage in a Q&A session about the fair. Over drinks and bowling, trade journalists from the UK heard all about the latest additions to the international show, its continued importance to the trade show calendar, and how Spielwarenmesse eG’s fair portfolio continues to grow. Below, Christian elaborates on what’s in store.

How is Spielwarenmesse 2023 going to improve on previous iterations?

For the next edition, we are expanding the concept of the fair with several new elements. The Services for Trade and Industry product group will have its premiere in Hall 7, where test and inspection institutes will be represented alongside marketing service providers and more. In addition, we are creating a new meeting point for game inventors and the games industry with the Internationale Spieleerfindermesse – Game Inventors Convention, while Specials by Spielwarenmesse will be a great source of inspiration when putting together a selection of products. Alongside Tech2Play in Hall 4A, where the focus is on electronic toys, Toys go Green in Hall 2 is devoted to the

Feature

Nuremberg Preview

topic of sustainable toys, while at the Insights-X Area in Hall 4 the subject is Stationery Meets Toys. Further highlights include the New Product Gallery and the redesigned ToyTrends World of Experience in Hall 3A, which introduces to the trade the Discover!, Brands for Fans and MetaToys trends, together with product examples. On the Thursday, the exhibition halls will become the venue for the first ever RedNight, a big exhibitors’ party to which all visitors to the fair are invited. And last but not least, the Model Railways & Model Construction Open Day takes place on 4th and 5th February. On these days we are opening up that product group to consumers.

The team has clearly been hard at work in the two years the show hasn’t taken place, as evidenced by the amount of new features and areas, but which single new aspect of the show are you most pleased to be introducing?

Our innovations bring together many different aspects that are important for a successful fair – from relaxed networking and inspiring theme worlds to handy presentations of new products and trends. I find it hard to pick out just one of our new innovations, but I will, of course, be fascinated to see how all our ideas are received by the participants of the fair. Most of all, I’m looking forward to getting together in person again in

Nuremberg with so many representatives of the sector.

Green, eco-friendly toys remain a growth area. With this in mind, is the Spielwarenmesse undertaking anything to become more ‘green’ itself?

The trade fair business in Germany has set itself the target of being climate-neutral by 2040. It is committed to implementing various measures to achieve this. Here, we are working closely with the site operator, NürnbergMesse. Starting in 2023, the roofs of the halls will be fitted with photovoltaics to provide the infrastructure for a renewable power plant, and the charging infrastructure for electric vehicles is being continually expanded. Moreover, for several years now the entry ticket to the Spielwarenmesse has included a ticket for local public transport. We are also working to eliminate even more waste: for example, by no longer laying carpeting in the halls.

The Spielwarenmesse is notorious for its size and scale. Do you have any advice for first time visitors on making the most of their time at the show?

We do all we can to help visitors plan their visits to the fair and to make their time here as efficient and convenient as possible. Our helpful online services are part of this. Both our website and the Spielwarenmesse app host the catalogue of exhibitors, contact details for the companies that are exhibiting and interactive hall plans. Conveniently, tickets can also be bought in

advance online. To give an ideal overall picture of the sector, the halls for the Spielwarenmesse are divided into 13 product groups. Additional key focal points are provided by Specials by Spielwarenmesse, as mentioned above. As well as information on travel and accommodation, the Spielwarenmesse website details the highlights of the ‘ToyCity’ of Nuremberg which will help to round off any visit to the fair.

Spielwarenmesse eG recently acquired the consumer-facing show Spiel Essen. Do you think this acquisition will give the team fresh insight into trade shows such as Spielwarenmesse?

As a cooperative, Spielwarenmesse eG has been from the industry, for the industry, from the very start. Our member businesses include numerous games publishers. For us, Spiel Essen is a valuable addition to our portfolio. Together with the Spielwarenmesse, it gives us two completely different concepts – firstly the leading international B2B event for the sector in Nuremberg, and secondly the largest consumer fair for board games in the world in Essen. The two events intersect a lot in terms of subject matter, which provides synergies. This is also reflected in the way the Internationale Spieleerfindermesse – Game Inventors Convention is integrated into the Spielwarenmesse. To register and secure your ticket to the 72nd Spielwarenmesse, visit www.spielwarenmesse.de/en/ visit/tickets.

touchingbase

New in Nuremberg Toy World caught up with a selection of leading industry suppliers to find out which of their products they are most excited about presenting in Nuremberg this year, and why they are tipping these lines for success in 2023.

Sami Viljanen Export sales, Tactic Games

Richard North CEO, Wow! Stuff It’s difficult to choose between our impressive Real FX toy, which is being launched at Spielwarenmesse 2023, and our new collectible toy range – but the collectible has beaten our expectations tenfold before it's even hit the marketplace. Nano Pods are the ‘Connectable Collectible’. Available in fan favourite character brands, each cute character is nano sized to fit in its pod, and each Nano Pod connects to others to form incredible displays. We’ve signed one of the biggest and best global toy companies for North American marketing and distribution, and had UK nationwide take-up on listings from all major retailers including Smyths Toys, The Entertainer, Tesco, Sainsburys, Asda, B&M and many more. So yes, I’ll go with Nano Pods (but Real FX is a very close second).

This year, Tactic's stand is full of many new products that we know consumers will love to play. Our new game concept – and my absolute favourite Vikings' Tales exudes history and excitement. The Vikings' Tales game series comprises two-player and multiplayer games that are slightly more strategic in nature: we call these ‘Family +’ games. By choosing games from the Vikings' Tales series, players can truly enter the world of the Vikings. The game contents are designed to accurately reflect the period, which keeps each game both authentic and fun to play, and tasks players with making strategic choices regarding everything from waterways to battles. Tafl King is a chess-like game straight from the Viking Age. Each round of the game creates new dimensions and deepens the game experience, so the more kids and families play, the more they want to play again.

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touchingbase

Nuremberg

Philip Redmond

Felipe Noriega Vice president - Europe, Middle East & Africa, Maxx Marketing

CEO, Nikko Toys As 2023 is the 65th anniversary of the Nikko RC brand, I am particularly excited about launching our assortment of M-Sport licensed performance RC vehicles. Racing, through sponsorship, race organisation or awards, has been an integral part of the Nikko story since our inception. Nikko has been producing best in class vehicles for decades, and our latest line-up is the culmination of those years of experience and expertise. The consumer today is a discerning one, with access to all the information, reviews and history of an item available at their fingertips. That’s why I’m so pleased to be working with an organisation and brand which, like Nikko, has a storied pedigree and ethos of striving for perfection when it comes to performance. Our line-up of licensed racers, in particular M-Sports Ford Puma Hybrid Rally 1, is set to excite our partners and consumers alike around the world.

Rakesh Kakaya Chief sales officer, Miko I’m excited to unveil the Miko Series. Miko 3 is already a hit with families in more than 140 countries, mine included. My 3-year-old daughter can’t get enough of Miko’s Lingokids app and loves asking Miko questions. My son, 10, enjoys challenging himself with educational apps like Flag-a-Thon and Spell Master. Building upon the success of Miko 3, the Miko Series gives families even more ways to learn through the magic of AI. Our bestselling Miko 3 kids’ robot will get a refresh as Miko Plus. We’ll also launch Miko Mini, a voice-first kids tech device, and Miko XL, our premium kids’ robot. Kids will love having Miko as their playful learning coach, but there’s plenty of value for the entire family. Equal parts kid coach and parenting aide, Miko lets parents shape their child’s learning journey based on values, parenting style and progress toward personalised goals.

My hero product for 2023 is the Disney 100 Surprise Capsules by YuMe Toys. This will undoubtedly be a big year for Disney, and I think that such an iconic cultural milestone as the celebration of its 100th anniversary will draw in consumers of all ages – kids, teens and adults – all whom have been touched by the magic of Disney. YuMe’s Surprise Capsules invite fans to join the celebrations by collecting meticulously sculpted figures featuring Disney’s most loved and iconic characters. Each Capsule, once opened, uniquely transforms into a Disney character positioned on a stunning platinum-finished pedestal, designed to be collected, played with and cherished. This quality product really packs in 100 years of Disney wonder and offers something for everyone.

Barry Hughes Managing director, Golden Bear Toys 2023 will be a really exciting year for our award winning animatronic plush range, Curlimals. Our latest developments will see the addition of two new Curlimals to the line-up, and there are also plans to bring new Arctic-themed creatures, a premium Flutter Wings range and entry-priced Curlipops to market. Curlimals have their own unique sounds and phrases to reflect their individual personalities and respond to touch with over 50 sounds and reactions. All three talk, giggle and sneeze, then simply curl up and go to sleep. During the brand’s initial launch period, Curlimals surpassed expectations, quadrupling sales forecasts and achieving No.1 item on NPD in special feature plush in the UK for November 2022. Six months on and the Curlimals magic has continued, launching in 25 countries and across all continents including North America, Australia and Ukraine. Our next phase will see a roll out across the Middle East, Japan and North Africa. We are currently seeking distribution partners in Germany, Asia and South Africa.

Chirag Shah COO, Hy-Pro International

We are really excited about the Zinc Flyte scooter, which brings together the Zinc and Flyte brands for the first time ever. We are creating a premium quality three-wheeled scooter that demonstrates value for money, is built to last, and also addresses a fundamental aspect of functionality. It was born out of an observation that kids were working too hard to push or kick their scooters and weren’t really enjoying themselves. We’ve spent two years researching and developing this. We believe it shows value and practicality and is primed to take on the competition. It will be available in five colourways and we are very excited to launch it at Spielwarenmesse, so please feel free to visit us.

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Nuremberg Dale Luckhurst Head of brand, Airfix (Hornby Hobbies) Ruling the roads in 2023 and set to delight and excite retailers and customers alike, we’re delighted to announce a brand-new category in the Quickbuild range - London Transport. As much a part of London’s cultural fabric as Big Ben and Buckingham Palace, the brand reveals two impressive new snap-together sets: the TfL New Routemaster Bus, and a sight just as common to the streets of modern-day London, the new black cab London Taxi LEVC (London EV Company) TX. These striking new model kits have been carefully designed to guide children aged six and over through the building process brick by brick as they build these icons of the capital. What’s more, no glue is needed. Durable enough to play and display, the New Routemaster is our biggest Quickbuild set to date at 88 parts including moving wheels and stickers. The new London Taxi comes with 45 parts including moving wheels and stickers. Both feature detailed interiors, replicating these vehicles that are as recognisable to children as they are to adults.

Sara Taylor Managing director, UK & Ireland, MGA Entertainment I’m especially excited to showcase a new MGA brand that is set to lead the current trend for all things mini: MGA’s Miniverse Make It Mini Food range. It’s like nothing else on the market and, importantly, is part of MGA’s ongoing mission to offer smaller, affordable toys amidst inflation. There will be two collections launching as part of the MGA Miniverse: the Make It Mini Food Diner Edition and Make it Mini Food Café Edition. The products come in blind packaging in a ball. Every layer reveals miniature, realistic replica food accessories that create delicious-looking culinary creations such as avocado on toast, strawberry boba and iced doughnuts. Follow the recipes using the miniature ingredients to create a foodie masterpiece which hardens in daylight or UV light ready for permanent display. This incredibly innovative range combines the joy of DIY crafting with the huge craze for mini foods seen across all social media channels platforms including TikTok. We know it’s a line that will appeal to children and also hit the kidult and collector trends, and we’ve no doubt it’ll be the cherry on the MGA cake at Spielwarenmesse.

Sabrina Tweddle

Sam Chung

Business development manager, Eduk8 Worldwide

Sustainability is both a trend and a vital component of our futures, and nowhere are we seeing this more than in the world of cars and vehicles. At Chengzhen, we’ve reflected this in our range of 1:32 scale licensed die cast models, which includes the iconic Volvo XC40 Recharge and BMW I4 M50. More vehicles are in development. Each model features lights and sounds that are triggered when the doors are opened. Setting these models apart from the competition, we’ve gone to great lengths to ensure our toys are representative of real electric cars: the engine sound is distinctly different to that of a petrol- or diesel-powered vehicle, and kids can even pretend to charge their die cast model by plugging a charging cable into the charging station. The station emits a charging sound and the headlights of the car light up at the same time. We believe that these new models are much more than just toys – they’re a way for kids to learn about the importance of sustainability as they have fun.

Sales manager, Chengzhen International Limited

A highlight of the Nuremberg fair will be Eduk8’s Alertz, an easyto-understand traffic light noise warning system, which represents real innovation in the noise management segment and offers a powerful tool to help manage noise in a variety of areas such as classrooms, libraries, hospitals and special needs settings or any other sound sensitive settings. It is a system easily understood by a wide range of audiences, including those with additional needs or auditory/visual impairment. With seven different noise level settings, adjustable from 50 decibels, the product’s flexible design allows the use of both audible and/or visual warnings and can be used across indoor and outdoor settings, mounted or free-standing. The design of the LED warning lights mean that they are visible at more than 180 degrees and the full system is operated by remote control.C

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Nuremberg Preview

Hauck

info@hauckuk.com | www.hauck.de/en Hall 12.2, Stand P-19 With new products as well as a fresh brand strategy and a changed logo, Hauck is looking forward to presenting at Nuremberg as the company repositions itself in the baby and toy market. The rebranding positions the company as an appealing brand for first-time parents: ‘care’ is not just the brand essence, but also promise. The German and the UK website have been showcasing the new corporate design since the beginning of September, and other international sites will be adapted soon. The company has combined its two brands Hauck Fun for Kids’ and Hauck Toys for Kids into one brand and one logo. The merger of the two brands follows the integration of the two formerly separate companies into one during 2020. The new Alpha Play Tray adds an important component to the Alpha family as it combines the categories home and toys. The Play Tray expands the use of the Alpha+ highchair from feeding and sitting to playful learning. It easily clicks on the Alpha+, allowing children to enjoy the learning and development games in no time. In addition to the Play Tray, there are various other new wooden toys such as puzzles, rocking animals and shape sorters. All wooden products from Hauck are made from FSC certified European beech wood. This makes it easier for families to create a healthy living environment for their children and themselves. Another highlight is the EZ Rider 12 balance bike, which combines elegant design and immediate riding fun for children. Thanks to the height-adjustable saddle and handles, the balance bike can be used by children up to the age of four. It trains the child's motor skills, sense of balance and stamina and makes it easier to switch to a bike without training wheels later on. Side-reinforced handles, air wheels and mudguards offer optimal comfort in all weather conditions. One of the most popular products in the toy category is the 1st Rocker, which is a swing and racing fox in one. The multifunctional 1st Rocker grows along with children and offers them carefree rocking fun from one year onwards with improved seating comfort both indoors and outdoors. At first, the cute fox can be used as a rocking animal by small children for whom the high backrest offers both a comfortable and safe seating position. Stoppers at the end of the rocking surface prevent the rocking animal from tipping over, while the robust handles provide support during wild backs and forths. When the child grows up, the rocking fox can be swiftly converted into a ride-on for fast-paced slides indoors and outdoors. The removed swing can cleverly be used as a balance board to train coordination, balance and dexterity in flowing movements, encouraging kids to be active even indoors in bad weather. The toys category is constantly being developed further, with existing products, such as scooters or slides, benefiting from new, impactful designs.

Golden Bear Toys

01952 608 308 | www.goldenbeartoys.com customerservices@goldenbeartoys.co.uk Hall 5, Stand A-47 With over four decades of producing award-winning, licensed brands and IPs, Golden Bear will be unveiling its latest innovative and creative ranges while exhibiting at Nuremberg International Toy Fair 2023. Central to its ongoing business growth strategy, the company continues its long-term licencing partnerships with Acamar, WildBrain and the BBC. The Bing, In the Night Garden and Hey Duggee ranges will be expanded, with new product introductions and robust marketing programmes. Concluding the company’s two-year, staged plan to convert its entire plush range to 100% recycled fabric by the end of 2023, all plush Bing lines are now fully sustainable. This includes the new hero SKU, Talking Rainybow Bing, which comes with fun phrases and sings the popular Rainybow song. Displayed in open FSC packaging with soy inks, the talking Bing range offers a refreshed look with colourful rainbow-inspired designs, for immediate impact on-shelf. Golden Bear’s animatronic plush range, Curlimals, welcomes Popsy the Mouse and Bo the Rainbow Bunny for early 2023. With the first series celebrating a host of award wins, and recent global distribution deals in key territories, the new characters join the current line-up of woodland creatures. Responding to touch with over 50 sounds and reactions, both Popsy and Bo come with cute sounds and phrases. Plans to extend the range beyond the woodland include Arctic-themed creatures that feature more sounds, light-up tummy function, super-soft sparkly fabric, and bonus content to discover. The premium Flutter Wings range and entry-priced Curlipops bring an extended choice for consumers and on-shelf presence at retail. The Smart Ball range brings the next innovation in football training with the new Soccer Bot. The ultimate indoor football trainer, the Soccer Bot uses the latest sensor technology to keep track of the football and to try and tackle it from the player. Significant investment into consumer research and data-driven insights have led to the company identifying a key gap in the market for indoor active play. With a growth projection of +48% year on year, this award-winning range has become an evergreen staple in the business portfolio with plans to tap into technological innovation and developments to further expand the product offering and remain as one of the top manufacturers within the sports activity toy category. With a long-term business strategy to develop its family games offering, the company will be introducing new family game, Farty Freddie. Positioned as ‘Pass the Parcel with a stinky twist’, players pass Freddie around and when the music stops, wait to hear if the cheeky plush monkey farts, giggles, or burps to play the next move in the game. A novelty, fun-for-allthe-family game, that appeals to all ages, Farty Freddie is presented in stand-out, try-me packaging for instant impact and disruption on shelf. Another novelty gifting range, Windy Bums, continues to grow since its successful 2021 launch. This fun, giggling, trumping plush own-IP range now welcomes new Dinosaur and Zebra characters for added year-round appeal.

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Happy Line Toys

+ 852 2367 2323 | www.happylinetoys.com drichardson@happylinetoys.com Hall 6, Stand C-32, C-38 Happy Line Toys aims to provide innovative products that generate lasting experiences and promote development in childhood, and the team is looking forward to welcoming visitors to come and view its latest ranges at Nuremberg. New for 2023, Funky Paws is a chunky new collectible aimed at kids who love surprises. The multi-sensory creatures with popping feature and colour changing elements can be found in a variety of appealing characters, which range from animals to fruits. Happy Line’s Sweet Emporium is where the characters live, a concept the company says will open a world of imagination for children and help to grow the brand for the long term. Alongside the new, cute Funky Paws collectibles, trade visitors can get an exclusive look at a host of new characters and designs being introduced for the multi award-winning Dream Beams collection. The glow in the dark plush, aimed at kids 3-7, has become a bedtime friend for many children in the last 12 months, and the 2023 range is set to delight customers even further as the range expands into new scales and line extensions. One such example is Nursery Surprise, a cuddly, cradled version of the original plush style. Happy Line will also be introducing a new foam blaster line. Inspired by digital gaming trends, the alien blaster range brings something new to the market and is set to impress; offering unique role play elements and the ultimate outdoor fun experience. A new range of water blasters will also be on display at the show. Aside from these new introductions, the existing Happy Line ranges, which cover a multitude of categories from fashion dolls to building blocks, are sure to offer something for everyone. To schedule an appointment at the show, buyers are advised to contact Daniel Richardson on the details above.

Tactic Games

+358 400 839951 | www.tactic.net / www.gamestormstudio.com | jemi.heljakka@tactic.net Hall 10.1, Stand C-16 For 55 years, Tactic Games has evolved its Finnish production. The company prides itself on being one of the most ecological games producers in the Nordics and is now launching an educational board game full of clear and concrete ideas on how we can all make a difference in helping the planet.   Tactic Games is looking forward to showcasing the Mother Earth game at Nuremberg. Through an exciting view of the Earth’s resources, climates, and outstanding natural events, players of all ages can learn more about how the planet that is being endangered every day.    Mother Earth also teaches players about recycling, eco-friendly habits and small changes that can save endangered species, help mitigate the risk of climate change and generally live a happier, healthier life.   Another product range that puts responsibility first is Save the Sea plush. Following the principle of the three Rs: Recycle, Reuse and Rekindle, the collection will help teach children about the importance of recycling. Each plush in the series is not only made from recycled products, but is also 100% recyclable and completely child-safe, allowing them to see first-hand the benefits of recycling. New game highlights for the upcoming season include the new experience board game range, EscapeRun. The first EscapeRun game has just been released: EscapeRun Alcatraz 2034 by Gamestorm Studio. Players are welcomed to Alcatraz as part of a group invited to see the first state-of-the-art, sentinel-based prison in the world, but when something goes wrong, they become the prisoners. Players must then guide their prisoner characters around the game board and help them find the right equipment for an escape attempt, while dodging sentinel robots with no qualms about shooting them. Players collect cards to help them escape and can join forces with other prisoners to try and get to freedom in time. A new EscapeRun edition will be launched in 2024, called Project Gaia, Earth 2240.   The Crime Scene series continues with new chapters. This story-driven investigation series challenges players to solve a mystery step by step, by discovering clues, examining the evidence, solving puzzles and making tough, potentially fateful decisions. Each Crime Scene story is unique, and the series transports players around the globe, into the future and back in time. The upcoming murder mysteries include the death of an Englishman in Egypt, an apparent suicide case in Tokyo, a spy thriller in the shadow of the Berlin Wall and an American idyll shattered by an invisible cyber threat.

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Nuremberg Preview

Cheatwell Games

02392 524098 | www.cheatwell.com | Sales@cheatwell.com Hall 10, Stand A-03 Cheatwell will be presenting a great range of games at this year’s Nuremberg International Toy Fair. Brain Ache is the game where players race to identify familiar catchphrases or words represented by perplexing pictures. The quickest to guess wins the card, so players must think fast and shout out the answer before anyone else. Brain Ache contains hundreds of picture puzzles that will baffle and boggle the brain. Examples of different language editions will be available at the fair. The Games 2 Go range features the unique take anywhere, play-and-score card dispenser. The travel games Travel Tension and Gabble will be joined by Take 10, the instant detective game in which players track down a mystery item in as few guesses as possible. Zensu is the strategy game that’s simple to learn but harder to master. Players aim to cross their opponent’s borders before their own borders are crossed, but with pieces moving in four directions, they need to keep their wits about them. Zensu is a game that can be played many times as it is never the same game twice. Carefully crafted so that both kids and adults can play on a level playing field, Travel Family Quiz Night is an all-inclusive trivia game that allows everyone to join in the fun. This handy travel pack contains a range of fun questions covering eight popular topics and can be played individually or as kids versus adults in teams. Travel Charades is the classic game in a handy travel pack. Crammed full of fun mimes to act and guess, players race to reach the top of the game board. Up to date with all the latest music, books, TV and films, the game is a great way to keep the family entertained whilst travelling. Wild Guess is packed with fantastic facts and fascinating figures, where guessing the closest to a given answer on the card scores points. Players don’t have to be exact, just closer than their opponents. Whether working out a ballpark figure, following a hunch or just taking a stab in the dark, players will be amazed at the unbelievable madness of the world we live in. In the Ghost Hunter series, players take on the role of new Club members and set out on a quest to the notorious Blackmoor House. The aim is to capture as many unholy spirits as possible, without succumbing to the terror of ending up haunted for life. There are three styles available – Monsters, Spirits and Vampires. Cadaver sees players compete to resurrect as many corpses as possible before the break of dawn. With different dead bodies requiring alternative assets and accomplices, Cheatwell says the game is ‘a veritable reanimation rat race’.

Chengzhen International Limited

+ 852 2312 0610 | www.msztoys.com | sales09@caipotoys.com Hall 7A, Stand B-42 Chengzhen, a Hong Kong based toy company, will be exhibiting at the Nuremberg Toy Fair under its own brand MSZ (Metal Speed Zone). The company has successfully created a unique product range of licenced die cast vehicles, made from top-quality, heavy metal. The best-selling series are the 1/32 series, which incorporates interactive sound and lights, and the 4.5" (1/43) open door series with a pullback mechanism for about 80 different cars. The metal die cast cars are meticulously crafted and boast a variety of well-known manufacturer's licences, they are ideal for everyday playtime, collection or for gifts of seasonal toys. The highlight of this year's exhibition will be a brand-new collection in collaboration with world-renowned petrol station brand Shell. The range includes the 1/32 Nissan GT-R with Shell decorative graphics and 1/72 Shell branded tanker trucks, along with the highly authentic Shell petrol station scene playsets. The company has also been granted the official licence from Gulf Oil, and its classic yellow and blue decal pattern is sure to be a hit with motorsport fans. The 1/64 series will be expanded in 2023 and will have a key focus at Nuremberg. More than 12 models are slated to be launched, such as the Lamborghini Aventador SVJ, BMW Z4 M40i and Nissan GT-R. The line expansion will be launched in phases moving forward, with even more high profile models being added. They will come in different versions, from the basic version with free wheel and working suspension wheels, to the more sophisticated version which has a heavy metal die cast chassis in addition to the original basic features. These are expected to become valuable collectors items for both children and die cast enthusiasts. As governments around the world continue to tighten regulations on vehicle emissions, electric EV vehicles are becoming an important trend in the future development of automobiles. In line with the development of real-life vehicles, Chengzhen is planning to launch a series of electric toy cars. All the EV vehicles are Battery Electric Vehicle or Plug-in Hybrid Electric Vehicle with sound effects that imitate the sound of electric EV vehicles, which is very different from the sound of petrol vehicles. This innovative range provides additional play features and can enhance children's awareness of environmental protection. The Volvo XC 40 Recharge and Audi RS e-Tron G will be available in the first quarter of 2023, and newer EV cars will be launching later in the year. Chengzhen is also extending its Motorcycle/Superbike vehicle line under wellknown brands BMW, Yamaha, Suzuki and Kawasaki. Currently, there are 1:12 and 1:18 scale models featuring sports, races and rescues. All have authentic features such as real shock-absorbers and suspension wheels and have been designed to capture the collector's interest. Chengzhen is looking forward to welcoming visitors to the stand - contact Sam Chung on the details above or Peter Lewis at barter@barterhk.com for more sales support.

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The Source Wholesale

www.thesourcewholesale.co.uk sales@thesourcewholesale.co.uk Internationalenquiries@thesourcewholesale.co.uk Hall 4A, Stand C-31 The Source is excited to present its product range within the RC/Drones, Games and Lights categories at Nuremberg. Key stand outs include the 3D officially licensed Marvel lights range, providing illumination and eye-catching effects for the fans of the universe. New lines in the range for 2023 are Baby Groot from Guardians of the Galaxy as well as Spider-Man’s Miles Morales, available for pre-order now. The Source will be offering some fantastic novelty games, pocket money items and lines under the £10 range from Dinosaur Bites, Piano Hands, Digital Drumstick, Cyber Pet and lots more. In drones, RC, gizmo and tech, The Source will be presenting more products from Red5, from entry level to high spec camera drones, plus RC animals including creepy tarantulas and a velociraptor. Red5 also offers a collection of novelty lights including best sellers the Jellyfish Lamp, Plasma Ball, Gaming Lights with Speakers and Disco Lights. Wabo the Robot is a gyro monorail science construction kit. The track kingdom can be built up with 26 routes, then children can explore and create using the gyroscope effect Wabo and attempt to make their way through the monorail with a single wheel. The pack includes three additional pieces to enhance the difficulty of the track; a 3-way splitter, a cross switch and a seesaw. A variety of combinations are possible, offering players heaps of fun on the Wabo journey. The Source Games category is growing with two stand out hero products from Red5. The first is Laser Tag Game, where the laser shooters reload with a pump-action and shoot infrared beams for amazingly accurate, long-distance shooting, and chest plates that detect when they’re hit and light up, vibrate and make sounds. With an automatic hit count, players try to accurately hit the chest plate six times to win. Another hero product is a based on funfair favourite; Red5 RC Road Rage Speed Bumper Cars will be launching in spring and comes with two cars and two controllers, so players can take on a line of collision contestants. The set ejects the losing driver as soon as it takes the deciding knock. The Source has plenty more new lines to offer and invites visitors to visit their website as listed. The sales team is also happy to book one-to-one meetings on the contact details listed above.

Bruder

+353 676 3800 (Alpha Toys Ltd) info@alpha-toys.co.uk Hall 6, Stand C-31/C-37 Bruder is delighted to be able to present several attractive new products at Nuremberg. In stock from January onwards, based on the RAM 2500 fire department, Bruder will be introducing the RAM 2500 vehicle with L+S module and the RAM 2500 service truck with rotating beacon light These two high-volume items will be spearheading the range of innovations offering long-lasting play fun in combination with realistic details. The fire department vehicle has a new tank system with pump and double valve, enabling simultaneous operation of both nozzles by means of two hoses. The service truck has a fully functioning, newly developed crane, which demonstrates its force when towing and repairing. In stock from February onwards, Bruder will be introducing the compact Fendt Vario 211 tractor as a more than worthy successor to the long-standing, successful and top selling Vario 209 licensed edition. The new Fendt Vario 211 comes in two versions: the price-entry level as an individual tractor or as a premium play set with frontloader and tipping trailer. In stock from March onwards, Bruder is delighted to announce the addition of the Bruder sprinkling trailer, another genuine agricultural classic as used by fruit and vegetable growers. This model not only offers an attractive price point but also includes a host of details that the original manufacturers are famous for: a fully functioning pump alongside the winder and a 1.8m hose that can be unwound via a mobile sprinkler as the main trailer remains in place. This is just one of the products from the Bruder range that truly demonstrates its motto ‘Just like the real thing’. Bruder’s assortment of true-to-original themed trucks has been entirely revamped. Products will now include a MB Arocs halfpipe dump truck, a MAN TGA crane truck, a MAN TGA low loader truck with Manitou telescopic loader, a MAN TGS tipper truck, a MAN TGS truck with roll-off-container and Schaeffer compact loader, a MAN TGS winter service truck with plough blade, and a MB Arocs timber truck, as well as two new rubbish trucks - MAN TGA and MAN TGS, and two new cement mixer trucks by MB Arocs and MAN TGA. Special attention has been given to the engineering of new, realistic versions, as well as the creation of an attractive price-performance ratio of these top models, which provides an outstanding synergy that will enhance both the trade and the consumer in equal measure. As always, buyers will be able to get a first-hand look at these new products and more at the International Toy Fair in Nuremberg and Bruder looks forward to welcoming visitors to it stand.

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Cobi

www.cobitoys.com | sales@cobitoys.co.uk Hall 4, Stand B-79, C-80 Cobi is a Polish toy manufacturer that specialises in creating historical; military and automotive block models. It started brick production in 1992 and now supplies product around the globe. When producing its military scaled models, the company co-operates closely with museums and military experts to ensure that it captures the true essence of the model it is producing. A fine example of this is The Tank Museum with which Cobi has been working very closely for over seven years, a partnership that has produced many vehicles. One such example is the famous 131 Tiger Tank, which was the first intact tank to fall into allied hands in Tunisia in April 1923, and is available in 1:48 and 1:28 scale. Another model is the Vickers A1E1 Independent Tank, a British prototype heavy tank from the interwar period. This tank has the unusual characteristic of a multi turret construction and is available in 1:35 scale with rotating towers and a mapped engine. Cobi also works with the Imperial War Museum and is due to release a new version of the British light cruiser HMS Belfast from the Second World War, which is anchored on the Thames and is a standalone floating museum. This model is available in 1:300 scale and consists of 1515 pieces. Another nautical jewel is the RMS Titanic, which is produced in two scales. The 1:300 scale consists of 2880 pieces and the 1:450 scale consists of 1100 pieces. The company also manufactures aircraft, with scaled models from the Great War, Second World War and Cold War, as well as modern aircraft within its armed forces collection. Models include the famous Spitfire, De Havilland DH-98 Mosquito; the German Messerschmitt and Hawker Hurricane, all available in 1:32 scale, plus modern-day aircraft like Concorde in 1:95 scale and F-35B Lightning II fighter in Royal Air Force livery in 1:48 scale. Alongside this, helicopters including the Black Hawk in 1:32 scale, the Apache and Chinook - both in 1:48 scale - are available, and there are over 60 models to choose from. Cobi will also be showcasing it cars series at the show, including models from Maserati; Citroen: Opel Manta; Opel Rekord; Skoda and Trabant in a 1:12 scale, plus the Historical Collection in 1:35 scale with the Citroen Traction and 15CV 6 D, along with the Fiat Abarth range. Cobi’s biggest range is the World War II Historical Collection with over 100 models to choose from depicting tanks, aircraft, cannons, ships and boats. Cobi looks forward to welcoming visitors to view the full range of products at the Nuremberg Toy Fair and is also happy to arrange a visit from the UK Sales team via the email address listed above.

Amscan Europe

+49 7021 926140 | www.amscan-europe.com sales@amscan-europe.com Hall 9, Stand A-55, C-58 Amscan Europe, the party specialist, will return to Nuremberg Toy Fair in 2023 to present 350 square metres of newness. For children’s birthdays, there will be a variety of new licensed party ranges on display. Bluey, the breakout hit in the UK which is gearing up for growth in the rest of Europe, is the latest addition to the assortment. The curious puppy is featured on balloons and party decorations and is also making her way into the dress up category. For comic fans, there will be a new Batman party range that goes perfectly with the existing selection of costumes and balloons, providing everything for a superhero-themed event. For fans of Harry Potter who want to experience a magical party theme, a new selection of products is based on the Hogwarts houses. Party hats in the design of the famous sorting hat and a photo booth kit with ties and badges in the colours of the four houses will make party guests feel like they are entering the famous school of Witchcraft and Wizardry. Successful licences Barbie, Pokémon, Super Mario and Miraculous have been revamped with a new, fresh design, and customers will have a chance to see a sneak peek at the fair. As a one-stop shop for all things party, Amscan also prides itself in its growing costume assortment. There will put a special spotlight on licensed newcomers, with Peppa Pig costumes for children, new additions to the DC superhero range and Grease costumes, so partygoers can dress up as Danny or Sandy for the perfect 50s themed occasion. The selection of party products for children has been expanded with collections such as the Crazy Cake range and a new range for little builders who are fascinated by construction sites, filled with excavators, lorries, and road signs. Besides tableware and decoration, it includes handy caution tape to section off the party area. As children start school for the first time, Amscan offers cheerful tableware and decorations to celebrate this important milestone. The selection includes a letter stamp set, a favour pack containing a bookmark, a key chain, a slap bracelet that functions as a ruler and a bouncy ball – the perfect small gifts for first-year pupils. Every party range includes matching balloons to give decorations a special touch. For more elaborate balloon installations, Amscan offers both products and expertise; there will be a special area for the Everts Decorator latex line at the toy fair stand for balloon professionals. Amscan Europe’s very own balloon artist Hans-Peter Bulant will present new trend colours, show different techniques for the multitude of shapes and finishes and introduce the best inflation equipment for each balloon. Confetti cannons and poppers create a beautiful cascade of colours and make every occasion unforgettable. Amscan has a large selection of shapes and sizes, providing the right products for every occasion and will present 29 new confetti cannons with paper and foil confetti and four new party poppers in a new, polished design. For Valentine’s Day it offers a shower of hearts, while there’s also a colourful burst of confetti ideal for a birthday celebration, or a shower of pink or blue for baby parties Visitors to the Amscan stand will benefit from exclusive fair promotions for retailers and distributors. Discounts will be available for a specially prepared selection of products, contact the team on the details above or visit the stand to find out more.

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NEW FORMMER U S G N I R P S SCAN FOR

TRADE STORE

Nuremberg Preview

Hy-Pro

www.zincsports.com | chirag@hy-pro.co.uk Hall 7, Stand C-29 Hy-Pro is looking forward to showcasing one of the UK’s fastest growing, trusted scooter and e-mobility brands, the Zinc family of scooters, at Nuremberg. The wide range of scooters, e-scooters, kids scooter suitcases and accessories is perfectly placed to help families bring fun to special moments, to create memories and to try something new. The original and unique Flyte Scooter Suitcases range will be introducing more playful new travel buddies such as Fraser the Fox, Eddie the Elephant, Luna the Unicorn, Sammie the Spaceman, Stormy the Shark, Penny the Panda and Perry the Penguin that children and adults alike will adore. Hy-Pro saw huge demand over the summer months as families returned to air and international travel during the school summer holidays. After two years of being grounded, demand for the original Flyte Scooter Suitcases from young globetrotters saw sales increase +60% year on year (2021 vs. 2022) for the June to August period. Hy-Pro predicts that appetite for its fun and colourful Flyte range will continue to soar in 2023, as it maintains its efforts to create memorable moments that bring travel to life for small children, and at the same time make the act of travelling easier and fun for the adults of the family. At the core of its kids’ range are the Folding and Non-Folding Three Wheeled Scooters for kids. Designed in the UK, the quality and product specification exceed anything currently in the market, and the large and colourful range of characters, including Unicorn and Spaceman, are eye catching and ideal for everything from play in the park to tackling the school run. Ideal for young children learning to ride, the Three Wheeled Scooter is sturdy and the perfect introduction to those just starting their scooting journey, while doing so safely. Parents can be reassured by the model’s four adjustable height options and easy-to-use rear footbrake, whilst little riders will be entranced by the bright design, flashing deck and battery free light up wheels. The Three Wheeled Scooters also come in a range of fun, vibrant colours, such as cherry red and aqua blue. Visitors to Nuremberg International Toy Fair will also be able to experience one of Hy-Pro’s latest brand launches, created to bring together the excitement of Formula-E with the forward-thinking and innovative world of e-scooters. The company has partnered and worked closely with the Formula-E team in the UK to create an exclusive licensed product range which showcases 15 years of product development and insight with the advancements of the all-electric racing championship. The slick and desirable new product range, which is available now, mirrors the Formula-E ethos and brings the acceleration and exhilaration of electric cars to e-scooters with this aspirational and recognisable brand.

HoloToyz

+353 8686 00252 | www.holotoyz.com sales@holotoyz.com Hall 4A, Stand C-15 HoloToyz is celebrating its third birthday this year and is looking forward to launching its new range of reality products at Spielwarenmesse in the Tech2Play Hall in February. The company will showcase the next chapter of the Paw Patrol brand and will be unveiling new Paw Patrol tattoos and stickers at the show, along with a new range of innovative toy lines, which include puzzles, collectibles and arts & crafts. The team has been working hard behind the scenes over the last few months on an exciting brand refresh, in order to evolve and remain competitive while maintaining its range’s core identity. The changes have been designed to bring to life just how exciting the HoloToyz collection is, reflected through cutting edge design. HoloToyz believes strongly in being at the forefront of innovation and introducing products that are fun, educational and exciting all in one, and the team believes this new look will enhance the overall brand. HoloToyz was born out of a recognition that children are becoming more and more digitally savvy while ensuring that they don’t lose touch with the physical world around them or the value of play with physical toys. Through Awesome Reality, toys can be enhanced, increasing their play value and bridging the gap between physical and digital play. Doing so allows children to explore new worlds, while learning and interacting with subjects that interest them. The company's new products are designed to have as little an environmental impact as possible, with a focus on sustainability and reducing waste. The new range has been developed in response to consumer demand, with parents increasingly looking for alternatives that offer their children the same level of play value without contributing to landfill or harming the environment. This core focus when developing the new range will continue to remain one of the company’s strong values. Visitors can contact Declan Fahy or the team to book an appointment with HoloToyz in Nuremberg.

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with Disneyʼs most loved and iconic characters. REACHING OVER 200,000 RETAIL DOORS THROUGH OUR GLOBAL DISTRIBUTION NETWORK. ©Disney

©Disney/Pixar

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Nikko Toys

07966 531 577 | www.NikkoToys.com | sales@nikkotoys.com Hall 4A, Stand D-11 Nikko Toys is anticipating an exceptional year in 2023 and is looking forward to unveiling its new products at Nuremberg. Having announced the launch of a new licensing programme and partnership with M-Sport, Nikko Toys is laying the foundation for some exciting offerings to hit the shelves in the second half, lining up with its celebration of the 65th anniversary of the Nikko RC brand. Driven by its marketing and advertising activity after having won additional awards for its products in 2022, Nikko Toys is aiming to make 2023 another milestone year. Under its M-Sport partnership, Nikko will be launching three brand new assortments and scales of RC cars for the holiday season. All three assortments will feature M-Sport’s Ford Puma Hybrid Rally 1, bringing it into the hands of fans and aspiring racers around the world. The first product will be a 1:20 Scale Rally Set, a full function RC racer with working headlights and precision control to help navigate the night stages. At 1:16 Scale, Nikko will launch its Rally Series, a full function racer with full sets of both Tarmac and Gravel tyres, and a wheel changing tool included to provide the right tyres to tackle any track. Finally, the 1:14 Scale Elite Race Cars offer serious speed with its elite performance chassis, 9.6v rechargeable battery, full working suspension, differential gearing and servo controlled digital proportional steering and throttle. In addition to its licensed ranges, Nikko RC will be launching three new items in its pre-school, all terrain and OPP lines as well. My First Nikko RC Fire Truck brings the fun of remote control to first time racers. With its easy-to-use controller, children can race along, turn in reverse and activate the fun thematic fire engine sounds and music, right from the remote. The all-new Nikko Dino Truck with its water and dust proof chassis means mud, sand, dirt and even snow are no match for this high speed racer. Engineered with a sealed, watertight chassis and quick USB rechargeable LiPo battery, this beastly truck is ready for all terrain, all the time. Within its Road Rippers brand, Nikko Toys will be introducing new, action-packed assortments. In the latest addition to Snap 'N Play from Road Rippers, each box includes a 6" car or truck and 11 custom parts. The trunk must be opened to reveal the collectible, interchangeable accessories. Spinout Racers will bring the retail shelf to life with its amazing try-me actions. The button can be pressed to see this speedster take off down the line, as it lifts and does a real power drift. The racers include motorized actions, cool lights and rocking music and sound effects. The latest addition from Road Rippers, Electro-Rod, offers an electrifying ride. The buttons on this motorized racer can be pressed to see it power up and speed off down the track. Music and sound effects are coupled with a light show, which will entertain kids. The Machine Maker Range will see the addition of the Machine Maker Monster Force Trucks. There are many ways to play with the TriceraTrax, Shark Attack and the mighty REX; children can build it, take it apart, put it back together and mix and match the parts, as each set is interchangeable with every single item in the Machine Maker universe. From Monster Trucks to City Service Vehicles, Farm Trucks, Construction Vehicles, and out in space with the Mission to Mars sets, Machine Maker provides exciting STEM based play. Nikko Toys is looking forward to showcasing all the new ranges for 2023, and visitors are welcome to book an appointment on the contact details above.

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Rubies

08453 070 707 | www.rubiesuk.com Hall 12.2, Stand P-24 and Hall 9, Stand D-04 Combining its permanent 365 stand with its pop-up local stall within Nuremberg Toy Fair, Rubies breadth of licences includes all the industry’s biggest and more. Rubies will be offering exclusive previews to a wide range of product at Spielwarenmesse. With costumes for children in a range of deluxe and standard editions, one of Marvel’s most popular superheroes of all time, Spider-Man, will be brought to life once more in his updated superhero suit from the latest film, Spider-Man: Across the Spider-Verse. The outfits will be available to view at Nuremberg. Whilst Rubies already produces a highly successful range of officially licensed Barbie costumes and accessories in partnership with Mattel, its collection will grow with the imminent release of the new Barbie film. Due to be one of the most popular cinematic releases of 2023, the tie-in costume and dress-up range is set to be a hit with fans of all ages. For those looking to view or order from Rubies mammoth DC Comics range of costumes, costumes for Aquaman and the Lost Kingdom will be on show. Ideal for fans of the sequel to the popular 2018 film, Rubies range of fancy-dress costumes and accessories is ideal for fans of all ages. Rubies is strengthening its relationship with Zag, the licensor behind one of the most popular series in Europe: Miraculous Ladybug, by presenting two new accessory sets and new costumes for Ghostforce. The Miraculous Ladybug Bag Accessory features a handheld bag printed in the iconic red and black polka dot pattern, tikki toy and Miraculous mask whilst the Yoyo Accessory Set includes a lightup yoyo and colour change wristlet. Expert team members from Rubies will be available both during the Toy Fair and afterwards, thanks to the company’s 365 permanent stand in Nuremberg. They will be able to answer questions regarding the industry and market, as well as providing tips and insight into sales and forecasting. The Rubies team is also able to provide content and marketing development to support the company’s extensive product array in 2023.

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Zapf Creation

0845 0533 333 | www.mgae.com Hall 12.2, Stand P-08 One of the market leaders in nurturing play for over 90 years, Zapf Creation is home to some of the UK’s best-loved dolls that support social, emotional and physical development, with a focus on nurturing and imaginative play. Both Baby Annabell and Baby born will be showcasing the full 2023 line-up at Nuremberg, accompanied by fun demonstrations of its new items. In addition to showcasing new dolls, the brand will also be celebrating Baby Annabell’s 25th anniversary, a milestone for the brand. Being shown exclusively at the Zapf Creation stand, visitors to the show will be able to view the brand-new Baby born Style & Play Sisters and Brother 43cm – Baby born’s three older siblings, which are launching in autumn 2023. The stylish dolls bring lots of fun and imagination with their six lifelike functions for older children aged four and over Baby born Sisters and Brother can stand on their own, but have a brand-new posable feature; their elbows, knees, hips and neck are all jointed which means children can have even more fun dressing, styling and posing the dolls, bringing a whole new play pattern to the Baby born brand. The dolls can also drink water and go in the bath, so there's lots of fun to be had looking after and caring for them. The dolls’ long hair means there are endless styling opportunities. Little ones can brush, style and accessorise with all the hair bobbles, clips, colourful hair strands and brush that are included. With a grownup outfit and so much imaginative play value, children can grow their Baby born family with the new Sisters and Brother. Zapf Creation will also be showcasing a new best friend for Baby born, the Baby born Bear, at Nuremberg. Launching late Spring, Baby born Bear has been designed to fit all of Baby born’s 43cm clothes and accessories to enable Baby born and the Bear to go on adventures together. They can put on a fashion show, ride the same scooter and share the same pushchair. The Bear’s soft, cuddly body is great for snuggles and the posable arms and legs make playing and changing clothes even more realistic. Baby born Bear comes dressed in a cosy romper and has a friendship booklet where the child can pick the Bear’s name, birthday, favourite foods and activities. Suitable for ages 0+, little ones can add the Bear into their Baby born family for endless love and adventures alongside their Baby born doll. To find out more about what’s in store for the brands next year, visit the Zapf Creation stand at Nuremberg.

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Slytherin Robes

Dobby

Professor McGonagall

Hagrid

Harry Potter super fan?! Be Book Week ready with our fantastic assortment of Harry Potter costum Bring the Party to Life with Amscan’s collection of some of the world’s most loved and in demand licenses. Our ranges of party products, balloons, and costumes create great excitement for all ages! ©Amscan 2023, ©Anagram 2023. All Rights Reserved.

Dumbledore

Harry Potter

Voldemort

Golden Snitch

mes, ranging from toddler to kids & adults, there’s something for everyone! Available online now! Partyware Balloons Costumes Over 85 Licensed Properties ©Amscan 2023, 2023. All Rights Reserved. ©Amscan 2023, ©Anagram 2023. ©Anagram All Rights Reserved.

Nuremberg Preview

Bandai

0208 324 6160 | sales@bandai.co.uk Hall 12, Stand E-01

Bandai brings its portfolio of leading brands and ranges across its toy, collector, own IP and third-party distribution divisions, to the Nuremberg Toy Fair. Continuing its long-term strategy for growth across all areas of the business, Bandai will present the latest brand development within its cross-category portfolio, as well as planned marketing activities in all territories. Fundamental to the company’s ongoing success, Bandai will showcase new toy and specialist collector ranges, to reach consumers of all ages. With its anime toy range a focus for the business, Bandai has developed three distinct categories to offer 5” action figures, Chibi Masters and 6” action figures sub-range collections. New additions to its 5” anime action figure stable include Dragon Ball Evolve and Naruto Ultimate Legends lines, while the miniature Chibi Masters, and the highly detailed and poseable 6” anime action figures include Dragon Stars and Anime Heroes. The 6” anime action figures all include two sets of switchable hands, character-specific accessories and come with over 16 points of articulation. The cross-brand 5” action figures collection also offers fans of Star Trek, DC Retro Superpowers, Gundam Infinity and My Hero Academia entry-price options, and extended shelf-presence at retail. As distributors for McFarlane Toys, Bandai will reveal a range of latest properties for the high target collector market, plus high-quality, playable toys with mass market appeal. New action figure lines will be released for some of popular culture’s most iconic licences including DC, Warhammer, Demon Slayer and Spawn across its range of 7” ultra-articulated, highly detailed character figures, Build-A-Figures, 12” figures and vehicles, to provide broader choice at varying price points. Alongside the business’s wider portfolio of IP toys, Bandai’s licensed division will receive wider investment for 2023. Growth strategies include the development of top-gaining property, Miraculous. The company’s best-selling crosscategory range includes top-performing fashion dolls, and Kwami Surprise collectibles. The launch of its new Miraculous Magic Heroez colour change fashion doll dials up the range with a new unboxing and surprise reveal element to extend the play beyond that traditionally experienced within the category. Core IP Tamagotchi is set for further development in 2023. Bandai is investing heavily into its latest Tamagotchi ranges, evolving the brand to appeal to the retro/kidult consumer alongside a new generation of Tamagotchi owners. 2022’s limited-edition 25th Anniversary version sold through at retail within four months in the UK alone, and new styles continue to be introduced to the Original Tamagotchi, ensuring renewed interest and collectability. New styles include Denim Patch, Mimitchi Comic Book and Garden Poppies designs, complete with the original Gen1 or Gen2 gaming. New licence partners are also currently planned for the Tamagotchi Nano series.

Eduk8 Worldwide enquiries@eduk8worldwide.com Hall 12, Stand C-01-02

UK educational toy designers and distributors Eduk8 Worldwide will be showcasing a host of new products, including the new Colour n Wipe Playmats, a welcome addition to its popular award-winning play mat range. The eye-catching new mats add a new dimension to children’s play and, using the six triangular easy-to-grip colouring pens, are easily erasable with a wet wipe or damp cloth for continuous play. Also featuring an all-weather clear protective coating and cushioned backing, the play mats have been designed with safety, durability and quality in mind. Totally portable, when play has finished, they can be wiped clean, rolled up and secured with the attached ribbon. Produced from up to 75% recycled materials, carbon emissions are reduced by 55% during the manufacturing process. A new addition to the Outdoor Parachute collection is the new Junior Sunflower Parachute, perfect for special educational needs and smaller groups such as nurseries. Eduk8 will also be featuring a new range of multi-layered wooden puzzles, produced from sustainable wood, which aid cognitive skills, hand to eye coordination, problem solving, fine motor development and much more. In addition to highlighting an array of science and nature products, Eduk8 will be presenting a new range of brightly coloured magnifiers, suitable for both indoor and outdoor use and ideal for little hands. Another highlight of the fair will be Eduk8’s Alertz: an easy-to-understand ‘traffic light’ noise warning system, which can be used in a variety of areas such as classrooms, libraries, hospitals and special needs settings. With seven different sound level settings, adjustable from as low as 15 decibels, the product’s flexible design allows the use of both audible and/or visual warnings and can be used across indoor and outdoor settings in mounted or free-standing positions. The design of the LED warning lights mean that they are visible at more than 180 degrees and the full system can be operated by remote control. Users of the system can even record their own warning messages. Alertz represents innovation in the noise management segment and Eduk8 is offering a powerful tool to help teachers manage noise in classrooms and sound sensitive settings. Due to the simple traffic-light and audible warning alerts, it is a system easily understood by a wide range of audiences, including those with additional needs or auditory/visual impairment.

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more than just building The excitement is building

Airfix.com

Nuremberg Preview

Konami Digital Entertainment B.V

www.konami.com www.img.yugioh-card.com/uk/products fs.97814@konami.com Hall 10.1, Stand D-14 Konami Digital Entertainment is looking forward to attending the Nuremberg International Toy Fair 2023 with the Yu-Gi-Oh! Trading Card Game. Konami is a veteran attendee and supporter of the Spielwarenmesse and is proud to join thousands of exhibitors from around the world showcasing the latest products to industry professionals at one of the largest international toy fairs in the world. Konami representatives will meet with its many distributors and partners across Europe and beyond, taking the opportunity to showcase and discuss upcoming Yu-Gi-Oh! TCG products and activities. The Yu-Gi-Oh! TCG has gone from strength to strength in recent years. Fans across the world have been treated to a wide-ranging array of exciting products. From stunning Collector’s Sets featuring unique rarities of cards to booster sets introducing powerful new cards and strategies, the diversity of items continues to impress. Konami’s early 2023 line-up is looking strong, with several new scheduled products, which the team is looking forward to unveiling at Nuremberg. Photon Hypernova, is the first core booster of 2023 which features brand-new cards from the Yu-Gi-Oh! Zexal animated series. Speed Duel GX: Duelists of Shadows, is a box set designed for up to eight players to jump into dueling straight away with eight pre-constructed decks. Structure Deck: Beware of Traptrix, is a pre-constructed deck based around plant and insect-type monsters that look cute on the surface, but deep down are truly nefarious. There will also be a new line of Dark Magician Girl accessories, featuring eye-catching new artwork of the iconic apprentice on card cases, game mats, card sleeves and nine pocket duelist portfolios. The Konami team is looking forward to welcoming visitors to the Yu-Gi-Oh! TCG stand. For more information, see the company’s website and contact details above.

Hornby Hobbies (Airfix)

01843 233 500 | www.hornby.com | sales@hornby.com Hall H7A, Stand B-37 Airfix highlights the significance of model kit building in enhancing childhood developmental skills, and engaging imagination. Fun for the whole family and providing far more than just model kit building, Airfix continues to build on its reputation as one of the most immersive and educative product ranges, with an extensive list of licences. Remaining key to the brand’s portfolio in 2023, Airfix Starter Sets are carefully designed to guide children aged 8+ through the building steps as they replicate icons in history; both educating and unearthing passion for a whole host of subjects in the process. The brand is looking forward to unveiling its expansion to the growing collection of award-winning Starter Sets with a new scale of Starter Set cars, the 1:43 Super Cars. There’s a Bugatti Chiron with 39 easy-to-build coloured parts and a Pagani Huayra with 33 parts. The range also sees the introduction of the classic Jaguar E-Type, complete with 23 parts. Each piece has been created with exceptional detail, and all Starter Sets include painting guides, water-based acrylic paints, a brush, glue and decals. Continuing to capture the imagination of young minds, Quickbuild kits remain the gift of choice for family play, offering an easy, brick-by-brick construction challenge for young thrill seekers. Fast becoming one of the most popular introductions to the Quickbuild range, the Jeep Gladiator Quicksand Concept is the latest in a line of releases and features a cool, flamed paint scheme and moving wheels. The sleek snap-together Quicksand Concept includes 49 easy-to-fit parts, simple coloured instructions and is pocketmoney priced, making it perfect for action fans aged six plus or for family fun. Complementing this new arrival, the new Jeep Gladiator Overland joined the range recently. The only truck available with convertible folding soft top, it makes a special addition to any toy car or truck collection. No matter the skill level, Airfix kits offer hours of entertainment and ample opportunities for children to problem-solve. This stimulates numerous cognitive skills, including concentration, fine motor, dexterity, and spatial insight. The team is focused on delivering cutting-edge products to market for 2023 to expand on the brand’s success, propelled by many exciting announcements in January. The launch, as with each introduction to the range, will be strengthened by digital marketing campaigns and the support of the brand’s rapidly growing presence on social media, including TikTok, YouTube and website marketing.

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Nuremberg Preview

Trefl SA

07850 779797 | sales@sjr-associates.co.uk | www.trefl.com Hall 10.1, Stand F-38 Trefl is a family company founded in 1985 and is one of the biggest manufacturers of puzzles and games in Europe. Its products are targeted at adults as well as children and are based on wellknown and popular characters; the company holds most of the major licences for children’s puzzles such as Disney, Warner, Hasbro, Mattel or Viacom, as well as a wide portfolio of licensed games. In 2020, Trefl opened a new research and development centre, which it has used to improve new product development, mainly in puzzles and games. Considerable investment was also made during 2020 on machinery in order to increase production capabilities to meet the global demand of its products. In 2021 Trefl started working on creating brand-new puzzle lines: Wood Craft Origin (wooden puzzles) and Trefl Prime Unlimited Fit Technology. The Trefl Prime series was created for true jigsaw puzzle lovers. The special technology allows puzzlers to put together any number of images into one large composition. In addition, thanks to the use of the thickest paperboard, unique shapes of puzzle pieces and special cutting method, the entire jigsaw puzzle can easily be carried around and personalised collage puzzles can be created from the jigsaw. The company’s wooden puzzle range\ is a unique product with amazing quality. Puzzlers can choose their favourite picture, from famous cities, colourful animals and collages to favourite characters. Trefls puzzles offer so much detail- unique, irregular shapes, a precise printing process, intense colours, and the back of the puzzles are covered with a decorative pattern. As a company, Trefl prides itself in being flexible and listening to its customers. It engages with them to understand their needs and expectations, so that it can make further improvements and create even more exciting products. The team is looking forward to showcasing its products at Nuremberg. Visitors are welcome to contact Trefl’s representatives in UK, Steve Richardson or Ria Richardson to arrange an appointment on the details above.

Waboba

01380 872950 | www.waboba.com Hall 7, Stand E-21 Buyers are invited to join Waboba at the Nuremberg Toy Fair to see and play with its newest beach and garden games for 2023. BattleBird is a game Waboba designed to meet the demand for racket and paddle games. In the two-square paddle game, players must defend their square while they hit a bird back and forth. BattleBird features two wearable hand paddles, a fast-spinning birdie and two ground court straps. Players use the straps to set up two squares and choose their colour for the match; one square is blue, one is orange. The game can be played on any soft ground surface like grass or sand, making it perfect for the garden, park, or beach. It’s easy to set up with the court straps and comes with ground stakes, an extra bird and a carry bag. After setting up the squares, each player wears the mitt-type paddle on their dominant hand. The object of the game is to hit the birdie to land in the opponent’s square to score points. The difficulty and speed of the game can be modified by setting the squares closer or further away. Players can also easily add an extra BattleBird set to set up four squares and play doubles with four people in teams of two. The BattleBird packs are small - making the game suitable for holidays and weekend getaways. It’s a fun new sport game for ages 8+ and the wearable hand paddles fit kids and adults. Ready for summer 2023, Waboba has created another fun product for the beach bag. To build upon its flying disk and beach game category, Waboba has created Flobo, a new classic beach toy that not only flies well, but floats in all water conditions too. Flobo will come in a PDQ packed with 16 disks in four different styles. The disks can be displayed in the display box or hung with pegs. Flobo has a patent-pending and is sure to impress flying disk lovers with its impressive and stable flight trajectory. In addition to BattleBird and Flobo, visitors to the Waboba stand will be able to check out the newest Moon Ball colours called Martian Moons, and all the hot new patterns for the Wingman Pro, Waboba SOL and Tropical Kahuna. Waboba will also be showcasing its new four-sided spinning floor display called The Recreation Station. The new display can carry the whole range, from water bouncing balls, Moon Balls and Wingman Discs as well as beach and garden games and comes with pegs and modifiable shelves. The display does not come with video to make it easier for retailers to move it around the store. QR codes with video come with the packaging, making it easy for consumers to watch the products in action.

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As part of the 2023 product launch, Guidecraft has developed an expansive collection of toys made from ultraresilient, translucent plastics. The Discovery line is a substantial upgrade to classic nesting toys that bring new life to light play, dramatic play and building activities indoors and outdoors. Children 2 years old and up can explore relationships in balance, perpendicular and parallel forms, and organic geometry using the arched or house-shaped Discovery Stackers. Each 5-piece set includes nesting shapes in either a gradated, natureinspired color scheme, or a vibrant spectrum of rainbow colors.

www.guidecraft.com

Spielwarenmesse

Hall 4 Stand C-51 D50

Sales Rep: Lorna Smith (EMEA) Email: lsmith@guidecraft.com

Phone: +44 (0) 7725833273 Skype: lorna.smith966

Nuremberg Preview

Simba Smoby Toys UK 01620 674 778 | sales@simbasmoby.com sales@sisotoysuk.com www.simba-dickie-group.de/en Hall 6, Stand C-03, C-09

The Simba Smoby Toys UK team will be on the Simba Dickie Group stand at the Spielwarenmesse offering a first look at the company’s 2023 ranges, which includes the latest from the Smoby collection, Street Fighter Deluxe Collector Figures from Jada Toys and new Steffi Love dolls. The Smoby brand includes playhouses, ride-ons, activity toys and more and its ever-popular Smoby slides are perfect for children aged three years plus. This year, there’s a colour change across the range which has been designed to appeal to the modern family. Families can give their gardens a makeover with a new slide that complements the Smoby playhouse colour palette. Adding to this refreshed offering and an already extensive portfolio of playhouses, pretend play kitchens, DIY workbenches, ride-ons and more is a quirky new addition to the Smoby portfolio: the Smoby Cluck Cluck Cottage Chicken House, which combines the beauty of Smoby toys with an entirely different functionality, providing families with a purpose-built, raised living space for keeping up to five hens. It has four doors, a locking system, roof guttering and a downpipe to the drinking container. Street Fighter, the iconic Japanese game that first launched in 1987, has amassed generations of fans along the way. With Street Fighter 6 launching in 2023, Jada Toys is marking the occasion by introducing three brand new 6-inch Street Fighter Deluxe Collector Figures. The Ryu, Chun-Li and Fei Long action figures come boxed in premium arcade game styled packaging with each character featuring 20 points of articulation and coming with an alternate head and hands, as well as accessories. Visitors to the stand will also be offered a glimpse at the latest on-trend dolls in the Steffi Love collection. Sticking to relatable, authentic themes and proven play patterns, Steffi Love Hula Hoop Doll sees a sporty Steffi do the hula, thanks to her mechanical function, while the Steffi Love Welcome Baby offers children an insight into motherhood as the pregnant doll’s belly opens up to reveal a baby. For more information about these ranges from Simba Smoby Toys UK collection, please contact the team on the details above.

MGA Entertainment 0845 0533 333 | www.mgae.com Hall 12.2, Stand P-08

MGA Entertainment is looking forward to returning to Nuremberg and will be showcasing the newest launches from its category leading brands L.O.L. Surprise!, Rainbow High and Little Tikes. Taking centre stage will be L.O.L Surprise! and visitors can expect market-leading innovation with exciting new themes for spring 2023, plus extensions to best-selling collectible ranges and play sets. New standalone themes for 2023 will include L.O.L. Surprise! Loves Mini Sweets, which enjoyed a hugely successful launch in the US earlier this year. The colourful collection features characters in sweetinspired fashions, combining the L.O.L. Surprise! sensation with the sentimental charm of confectionery brands that are sure to spark imagination for parents and collectors alike. The L.O.L. Surprise! Loves Mini Sweets line-up will be available in two different series, all featuring a unique and exclusive unboxing experience: The classic L.O.L. Surprise! Loves Mini Sweets ball with a new compostable paper ball and the L.O.L. Surprise! Loves Mini Sweets Surprise-O-Matic capsule with vending machine reveal. Among the brands featured are Hershey’s Kisses, Jolly Rancher, Chupa Chups, Dum Dums, Mike and Ike, Peeps, Hot Tamales, Pez, Milk Duds, Twizzlers, Reese’s, Bazooka, Sweethearts and Otter Pops. Outdoor brand Little Tikes will be showcasing developments to its evergreen hero items such as the ride-on toy Cozy Coupe and its many styles, including Princess Cozy Coupe and Dino Cozy Coupe. Other key products set to make an appearance include the Fountain Factory Water Table and the Turtle Sandbox. Little Tikes is looking forward to showcasing at Spielwarenmesse what’s new to come for the brand in 2023 with toys for every stage of a child’s development. Rainbow High will also be on show, featuring brand new characters that are not only reflected in product but also in the animated show on YouTube. Diversity and inclusivity are at the heart of Rainbow High’s brand with each new collection featuring different characters from wide-ranging backgrounds and ethnicities. Series 4. which launched in July 2022, featured two dolls with visible differences (Delilah Fields with albinism and Jewel Ritchie with vitiligo) and the new line for 2023 will build further on this representation. Rainbow High is also about empowerment and self-expression, with each character having different creative passions and expressing themselves through their style. New 2023 lines will continue this theme, not just through new Rainbow High characters, but also through the return of their rivals, Shadow High. In addition, younger versions of Rainbow High characters will continue to make an appearance within the Junior High collection. In addition to these leading brands. MGA will also be exhibiting new, never-before-seen brands and buyers are encouraged to visit the stand to find out more.

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Nuremberg Preview

Brainstorm Toys

01200 445 113 | www.brainstormltd.co.uk Hall 12, Stand B-03-2 Brainstorm will exhibit its Brainstorm Toys range as well as own brand The Original Glowstars Company collection at Spielwarenmesse. The brand new Thumbler is an addictive, pocket-sized symmetrical spinning top encased in a special enclosure that transforms the top into a multi-coloured light show - great for adults as well as children. It also comes with detailed scientific information about the physics behind each spin on the Brainstorm website. Space themed toys are a hugely popular category and 2023 will see the launch of My Very Own Solar System Suncatcher which is ideal for creative children who love to learn about Space. The set comes with eight planets and both translucent paint and a glow in the dark pen. Ideal as a room decoration, the Suncatcher shimmers in sunlight and gently glows at night. The planets can be used to create a hanging mobile using the included clear thread and sucker to hang on windows or mirrors. My Very Own Fairy Cottage Keepsake Box is a craft moulding clay kit that, when complete, can be used as a beautiful keepsake box to store precious trinkets. My First Magnet Kit is a STEM kit for early learners. The colourful 20-piece set helps children explore magnetism, discovering facts about magnetic fields, force and attraction, with lots of experiments to try. As well as a selection of magnets, the set also comes with a secret code to unlock 10 online experiments as well as a colourful leaflet filled with magnet facts. The popular Head Torch range will also incorporate a Nick Jr. Paw Patrol Head Torch featuring the police pup, Chase, which also includes a police siren sound. The torch features two angles - straight for outdoor adventures such as walking or camping and tilted for catching up on Paw Patrol books and comics. It comes with an adjustable strap to fit children of all ages. A Nickelodeon Baby Shark’s Big Show! Torch & Projector will also be launched featuring 24 different character-based images from the popular Nick Jr and Milkshake series which has had over 1.3m views across Nick Jr and has continued QOQ growth. The Original Glowstars Company is an iconic brand that Brainstorm Ltd has innovated to include a huge selection of glow in the dark products that can be used to decorate walls and ceilings. Featuring bumper packs including Glow Window Art and Glow Superstars, there’s also The Original Glowstars Sticker Sets. Glow in the dark POS is also available and Brainstorm is actively reducing plastic on the packaging across the range. To book an appointment at the show please use the contact details above.

Diamant

Sales@diamanttoys.com Hall 12, Stand A-10 Diamant is looking forward to exhibiting at the Spielwarenmesse in Nuremberg to launch its stunning and bespoke new licensed product ranges featuring Barbie, CoComelon (including the much-lauded Fun Bricks line) and Paw Patrol. This year, the range will also include exciting new addition, Gabby's Dollhouse. Diamant is one of the leading developers and manufacturers in the world of arts & crafts , with the company specialising in its award-winning ranges of Glowpads, with over 12m sold to date, as well as Doodle Boards, Colour in Bags, Food Machines and a wide range of other innovative products. Value Easels have now been launched to great success, featuring a selection of major licences. Over the past few years, Diamant has entered the collectible arena with the Keypsees and Mermaid Treasures ranges, launching both lines to exceptional results. Based on the success of their previous seasons, both collections are already available in Wave 4. With a professional, in-house development studio, using engineering skills honed over the past 60 years, and an attitude of flexibility, Diamant is able to cooperate with major customers in creating collections for different markets according to their needs. Diamant currently sells to over 40 countries worldwide, and with new products released several times during the year, it has become a go-to company for any distributor looking for the best products, using the most popular licences, at reasonable prices.

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Nuremberg Preview

Mattel

01628 500 000 | www.mattel.com Hall 12.2, Stand P-15 Mattel continues to create world-class play experiences for generations of kids with an iconic portfolio that will look to innovate, excite and delight in 2023. Mattel’s expansive portfolio extends across multiple brands in the key toy categories of dolls, pre-school, games and action. The company will be showcasing its products at the Nuremberg show. Barbie continues to drive momentum in 2023, by kicking off an exciting Q1 with new pre-school segment My First Barbie including core dolls, fashion packs and playsets. There is more unboxing fun with the new Barbie Cutie Reveal Jungle Series, as well as new Colour Reveal Sweet Fruit Series. New in the Careers segment is the Marine Biologist Doll, and adding magic is the Twinkle Lights Feature Ballerina. Polly Pocket, the original micro doll, adds the Mama & Joey Kangaroo to its large wearable compact assortment, along with all new themed compacts in the pocket world assortment. Mattel’s new Disney Princess and Frozen range will launch in Q1 of 2023 with new dolls, playsets and unboxing fun. A new Monster High toy range will hit the shelves in 2023, introducing new dolls and playsets. Fisher-Price continues to delight parents with new solutions in baby gear, including the Sit Me Up Seat in new Whimsical Forest Print, Sit Me Up Giraffe and the Leaping Leopard Jumperoo. The new-born range introduces new sleep solutions with the Calming Vibes Elephant Soother, Tummy Time Puppy and the 3-in-1 Rainforest Sensory Gym. New to the infant range is the 123 Activity Llama and Counting & Colours Peacock, plus the new Poppin Triceratops. The Fisher-Price Laugh and Learn range is extended further with Puppy’s Activity Cube, 2-in-1 Slide to Learn Smartphone and Twist & Learn Gamer, while Little People introduces Disney Princess to the range. Thomas & Friends continues to help kids navigate life’s new experiences through friendship and stories, introducing dynamic new products linked to the TV show with the Crystal Caves Adventures Set. Thomas fans can also create more of their own exciting adventures with fun new engines, including Interactive Talking Diesel. Fisher-Price Imaginext introduces the Jurassic World Fire Dino to its Jurassic World segment. Batman Insider and Exo Suite and Joker Insider and LaffBot have also been added to the DC Super Friends for more epic adventures. Hot Wheels drives ‘Challenge Accepted’ further than ever. New to the city range is the Hot Wheels City Wreck & Ride Gorilla Attack, Gator Pizza Shop, Super Fire Station, T-Rex Chomp Down and Transforming Tower. The Hot Wheels Monster Trucks range continues to expand with the Hot Wheels Monster Trucks Arena World: Entry Challenge Assortment and new to the Action range is the Hot Wheels Action Vertical Figure 8 Track Set. The Mattel WWE toy range continues to grow with the Wrekkin Forklift with Brock Lesnar. Mattel Jurassic World adds the Track ‘n Attack Indoraptor to its successful range, as well as the Search ‘n Smash Truck Set. The Minecraft toy range continues to grow with the new Mob Head Minis Panda Playset, the 3.25” Super Mob Boss and new additions to the Creator Series Figure Assortment and Expansion Pack Assortment. Fans of Disney Pixar Cars will enjoy the new Dino Playground Playset and new Lightning McQueen Feature Plush. Mattel continues to strengthen its games portfolio in 2023 with an extensive offering, expanding iconic favourites. New to the Mega range in Q1 is Pokémon Dragonite in the Mega Construx Pokemon range as well as Pokémon Piplup, Sneasel Chill Out set and Pokémon Windy Town.

IMC Toys

01904 720 908 | www.imctoys.com | info.uk@imctoys.com Hall 12.2, Stand P-26 IMC Toys will be showcasing a host of its very latest innovative and creative ranges while exhibiting at Nuremberg International Toy Fair 2023. Continuing its long-term strategy for growth across its core brands and development within its cross-category portfolio, IMC will be unveiling new product lines and planned marketing activities for the business in all territories. IMC will reveal new lines and brand extensions for its own IP ranges, including heritage brand, Cry Babies, alongside its Cry Babies Magic Tears, BFF by Cry Babies, and new Cry Babies Little Changers and My Little Cry Babies sub-brands. The Cry Babies Magic Tears licensing strategy is undergoing significant development and additional opportunities will be highlighted during the show. The show will also provide a platform for new Bloopies bath toy lines, and the latest extensions and news for VIP Pets and the Club Petz interactive plush range, all of which remain an evergreen presence within the European business portfolio. These range expansions come following a successful year with best-sellers and award-winning products across multiple international territories, The show will see the launch of newly developed IPs including Metazells, which is positioned as bridging action figure play with digital and downloadable activities. This joins the business’s wider portfolio of games, electronic toys and licensed collections. Content remains a key driver for IMC, and the company has made ongoing substantial investment in creating multi-platform branded content interactions and producing new material hosted on its official Kitoons YouTube and TV channels. An annual programme of new animated episodes and series for Cry Babies Magic Tears, BFF by Cry Babies, and VIP Pets is scheduled to air throughout 2023, with the new storylines and characters reflected in each of the new toy range launches. New sub-brand Cry Babies Little Changers will also benefit from animated edutainment shorts to support the character’s messaging and brand values of caring for the planet and the world in which they live. In addition to YouTube, content will air via key broadcast partners across each of the international IMC divisions, including Nick Jnr, Netflix, and Kidoodle.TV, alongside IMC’s groundbreaking Kitoons Over-The-Top (OTT) platform. The OTT platform combines content with eCommerce, enhancing the consumer’s brand experience and purchase journey. Setting the Kitoons OTT platform apart from other streaming services, and making it the first of its kind from a toy brand, is its ability to suggest products based on the video being watched and drive viewers directly to retailers.

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Made to care, designed for love. Care is the essence of hauck The Alpha+ Highchair Play Trays like all other wooden hauck toys are made of FSC®-certified European beech wood.

Toy Fair February 1th-5th, 2023 Nuremberg Exhibition Centre

HALL 12.2 – P19

Sort N Tidy

Learn to Repair

Alpha+ Play Tray

www.hauck.de/en

Nuremberg Preview

Wow! Stuff

dawn.lavalette@wowstuff.com Ladi@wowstuff.com www.wowstuff.com Hall 4A, Stand B-16 Wow! Stuff is a toy innovation company with a mission to bring great brands to life or create new brands and is using the Spielwarenmesse in Nuremberg for the official launch of several new ground-breaking toys including Nano Pods, a unique and patent pending collectible. Nano Pods are connectable collectibles, where each hex-pod contains a character figure and interlocks with another with a slot together system. As more are collected, they are simply connected to build any pattern desired. Children can choose to connect the Nano Pods together to spell their name or the name of their favourite brands. A character figure could be built and the Nano Pods design can then be displayed on a wall or a shelf. Nano Pods bigger, larger brother is Wow! Pods and the latest version, Wow Pods 4D, features 3D lenticular background so the physical character within the pod appears to be coming from their universe into the collector’s universe. At pocket money pricing and available in blind boxes across many leading licensed character brands, Nano Pods have received the biggest take up at retail globally for Wow! Stuff. In 2023 the launch will see the Nano Pods assortment include brands for fans of Marvel, Disney, Barbie, Harry Potter, TMNT and Jurassic. More brands are being signed and new themes will be released in waves with chase, rare and exclusive characters and special reveals. Wow Pods 4D will be launched to the trade from February 1st, 2023. Also new for 2023, and hot on the heels of the Toy Of The Year-nominated, best-selling Jurassic World Real FX Baby Blue, are the first of a range of new Real FX toys designed with Wow! Stuff’s mission to ‘Look Real, Feel Real and Sound Real’. Along with an updated 2023 Jurassic Park 30th Anniversary edition of Real FX Baby Blue is an all-new Real FX T.Rex, also a 30th Anniversary edition. A new Real FX toy aimed at the girl’s aisle will also be unveiled at Nurnberg, which sets out to create halo items with the most realistic looking, feeling and sounding characters in their respective brands. Wow! Stuff will also have a new range of pre-school children’s bedtime soothing products in tier one kids’ brands, and as usual have applied an innovative approach to ensure they are best in class. Please contact ella.wood@wowstuff.com for appointments at the Nuremberg show.

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Nuremberg Preview

Eolo Toys

sales@eolohk.com Hall 12, 1Stand H-03-01 Eolo Toys will launch the Gummymals brand for spring/summer 2023. The company is focused on innovating through the combination of materials and features, providing new offers on wellestablished toy categories, to make an impact and to be different from other products on the market. The new addition to Eolo’s product portfolio, Gummymals, has patented innovation and is a perfect squeezable handy toy. The unique rubbery TPR material makes the characters feel like an actual gummy, which makes the experience of playing with them much more real. Targeted for four to eight years, the tactile range of gummy bear-shaped toys come in different bright colours. A sensory feature means kids will be able to discover the different reactions of their Gummymals as they play with them. Additionally, each one comes with a cute little cola bottle that can be used to feed them, and kids will enjoy seeing how the gummy bear laughs when they squeeze it or burps when they are fed. They also make sounds while they are taking a nap and make funny jiggles when children shake or squeeze them. Keeping up with the trend of interactive toys, each Gummymal includes more than 20 interactions - happy little sounds and jiggles - that they make while being played with. Their belly lights are in four different LED colours that change randomly. These features are designed to stimulate the child's senses through sound and light. The new addition to Eolo’s product portfolio has generated a lot of expectations from distributors globally, and a high number of partners have already confirmed the line. Due to this acceptance, the Eolo Toys team is already developing a second wave featuring different gummy characters that will be released during the show. The brand is supported by a 360º marketing strategy, including digital promotion and a TV commercial, collaborations with influencers, UGC and paid media. To support its customers, Eolo Toys provides marketing assistance and materials which can be used to promote the brand on websites, marketing activities and social media. For the Spielwarenmesse Trade fair, Eolo Toys has a new booth concept focused on its motto: Keep Smiling! The company will offer a unique fun, unexpected and memorable experience for all visitors coming to discover the new brands and developments. On top of Gummymals, Eolo Toys will also be showcasing its hottest brands Jiggly Pets, Battle Cubes, Glowies and Supermasked among other surprises that will be revealed at the show. International distributors or retailers visiting Nuremberg are invited to make an appointment with the sales team using the email above.

HTI Toys

01253 778888 | www.htigroup.co.uk | Hall 12.2, Stand P-09 HTI Toys can’t wait to return to Nuremberg to present their extensive product lines and new brands at the company’s permanent display at Spielwarenmesse. The Teamsterz brand has shown double digit growth since the last show and will form over 50% of the stand. Showcasing for the first time at Nuremberg will be the Beast Machines line-up. Launched for 2022, this subcategory with its unique beast like vehicles, innovative transporters and garages, achieved unprecedented success this year. To further extend the Beast Machines range for 2023, Monster Jaws vehicles and playsets have been introduced, the hero product being the distinctive 4-inch, monster trucks, which are friction powered triggering the chomping jaws. New for pre-school children, Tiny Teamsterz Tumblers are an expansion of the popular Tiny Teamsterz category. These pre-school, freewheeling, rotomolded cars with cute characterisation, have a fun tumble forward feature; they’re soft, lightweight, and easy to grasp, the perfect play mate for very young car enthusiasts. The Teamsterz Colour Change category, with 3-inch and unique 4-inch, colour changing vehicles, launches a new playset: Piranha Power Wash. Colour Change cars are temperature activated, changing colour in warm water and back again in icy cold water. The Evo team continues to raise the bar with innovative and inspiring additions to the autumn/ winter 2023 Evo line-up, offering all round scooter solutions, and 2023 will see the injection of new trenddriven Unicorn and Dinosaur patterns into the pre-school and early years product lines, as well as the development of an exciting new light-up scooter. Intended to help with balance and coordination, the Evo two years+ Character Head Light-up Mini Cruiser and Balance Bike, now has added characterisation in the form of a two-tone dinosaur, unicorn or shark graphic. The new Light-up Inline and Light Flash for children aged five and above, has a fantastically, colourful patterned stem and footplate, and the same features can be found on the Light-up Move n Groove for three-year-olds. For several years, HTI Toys has been Peppa Pig's roleplay partner. The immensely popular collection has expanded quickly, with a focus on tooling investment to produce custom Peppa toys. Peppa's Keys and Peppa Boom Box, which are brimming with interactive elements ideal for small hands, will be released in 2023. New roleplay toys from HTI and Bluey will be available starting in 2023. HTI's Bluey line of large wooden roleplay toys are on trend, with the desire for hardwood and sustainable toys growing tremendously. HTI Toys is a proud partner of the multi-award-winning nursery brand, Chicco, creating a range of replica toys under the Baby Chic brand that are stylish, fun and made to encourage nurturing roleplay. Offering great value and new for 2023 is the Chicco Nursery Playset and the Chicco Ulala Playtime Pushchair. Epic Fun is a rapidly expanding brand for HTI Toys; instantly recognisable by its bright illustrative packaging, the range of traditional family games with a modern twist remains extensive. Snakes and Ladders and 3D Snakes and Ladders in Magical and Dino Edition add a new dimension to this firm favourite. Sime is still one of the most popular toys around, and Unicorn Slime Surgeon incorporates slime with surgery, with players testing their nerves to remove body parts. Meanwhile, fans of reptilian creatures will love the colourful Dino version of this game.

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KEEP

LIFE FUN

TO LEARN MORE Contact info@waboba.com FOR ALL TRADE ENQUIRES Mail: sales@tkcsales.co.uk Phone: 01380 872950

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VISIT US AT NUREMBERG TOY FAIR

VISIT US AT LONDON TOY FAIR

01.02.23 – 05.02.23

24.01.23 – 26.01.23

Hall 7, Stand E-21

Stand E90

Nuremberg Preview

Edx Education anna@edxeducation.com Hall 12, Stand E-05-2

Edx Education’s toys stimulate children’s imagination and creative thinking skills. The ranges teach children to collaborate, problem solve, be creative and build their confidence in key areas of STEAM education, developing key early skills, whilst encouraging exploration and experimentation with many different learning concepts through play. There are many new additions to the award-winning Rainbow Pebble, Geostix and construction kit ranges this year, greatly increasing Edx Education’s STEAM offering. There are new construction sets, sustainable options and retail ranges, with the new My Gears construction range recently receiving STEAM accreditation from the Good Play Guide. Designed to support home and classroom learning, the new My Gears construction kits are an open-ended educational toy, providing hours of engaging hands-on learning, and are perfect for developing early engineering skills, encouraging creative thinking, curiosity and problem solving, while also developing fine motor skills. Children can create and explore by linking several gears together with the chains to create unique and amazing machines. Wheels turn and gears move, as they create moving cars, bikes, a tractor and so much more. Junior engineers learn to understand the basic principles of gears, movement and force, while building the fun models with the easy-to-follow instruction booklets. Compatible with the 2cm linking cube sets for extended play potential, there are multiple construction possibilities to inspire young minds. Edx Education is on a journey to a more sustainable future with the new Green-n-Learn ranges. The Green-n-Learn Whale Story Counter Set has an important message about the effect of one-time use plastic waste on our ocean, and aims to help educate children on the importance of looking after the environment. Using FSC certified packaging, the Whale Counters are made from a bio plastic and the activity booklet is made with recycled paper and printed with soy inks. The Whale Story Counter Set was inspired from working alongside Kuro Shio Ocean Oasis, a charity that protects oceans and the environment and is working with local communities in Asia, clearing plastic waste from the oceans, and creating a whale and dolphin conservation zone. Sand, water and messy play have always been a fundamental part of Edx Education’s early years ranges. This year it is launching a new water tray and pump, designed to withstand the rigours of busy little hands and provide hours of fun learning. There are so many benefits of water play in the classroom or at home. A great introduction to early science concepts, messy play creates new neural pathways and improves important sensory processing systems. It can help social skills such as communication and cooperation, improve hand-eye coordination and fine/gross motor skills. Edx Education has been designing and producing innovative educational products and materials for more than 25 years. Working with educational experts, it produces Learning through Play ranges that have been designed to support children and their caregivers in all aspects of play-based learning and development. From early years active play to maths, Edx Education’s ranges are built for children to be creative, learn and have fun with interactive counters, award-winning Rainbow Pebbles, construction sets, STEAM sets and outdoor play collections. To book an appointment at the stand, please email as above.

YuMe Toys

020 7921 0380 | www.yumetoys.com | info@yumetoys.com Hall 12, Stand F-13 YuMe Toys is gearing up for a sensational 2023 and will showcase its portfolio of novelties and product innovation on its stand at the Nuremberg Toy Fair. The company is proud to be an active participant of Disney’s 100th anniversary celebration and will be first to market in the toy sector with its own, limited edition, Disney 100 Surprise Capsules. Following on from the resounding commercial success of its previous, award-winning, surprise capsule ranges, which have included Harry Potter, Stranger Things and Among Us, the creative team has created a collectible product range especially conceived to commemorate this iconic, once in a lifetime, cultural milestone. The Disney 100 Surprise Capsules consist of 24 iconic Disney collectible characters, plus four rare editions, phased over two series. Series one has just been launched globally and Series two will debut in July 2023. Every capsule is packed with surprises, from the signature magical reveal clue cards, which hint at which mystery character may be found inside, to multiple accessories, crowned by an original 2.5” collectible figure. The consumer journey climaxes with the transformation of the capsule into a platinum-finish pedestal designed to be collected, played with and cherished. There is already huge demand for this product range, as it appeals to Disney fans of all ages. 2023 will also see the re-launch of YuMe Toys’ DZNR (pronounced “Deeziner”) Series, YuMe’s very own collectible plush toy-in-a-box range. The DZNR series is a celebration of the heritage and artistry of an entertainment property through its most renowned characters. This season the creative team has dreamed up a unique split design approach, where every character bears two contrasting designs separated into the two halves of the free-standing figure. Incorporating a blend of metallic, leather and minky fabrics, the range includes cult-following characters from Stranger Things, Transformers, Jujutsu Kaisen, Marvel, Spider-verse and others, yet to be announced. YuMe’s surprise hit of 2022, was its Stranger Things product range, which it had to airship into multiple markets to meet demand. The range continues to grow in 2023, with the launch of Series 2 of YuMe’s Upside-Down Capsules. Fans can look forward to new character designs and updated capsule features, plus figurine multipacks and brand new DZNR Series characters from the blockbuster Netflix show. YuMe continues its foray into the kidult market with its brand-new Jujutsu Kaisen product line. Based on the long-standing, popular anime franchise, the JJK range includes 6” articulated action figures, surprise capsules, squishies, bobble heads, keychains, DNZR Series collectible plush and stationery products. Early signs from the market are that the designs, quality of product and price point will help place this line across all retail channels. Stationery is an area from which much of YuMe’s growth will come in 2023, and at Nuremberg the company will be showcasing new lines, based on hot entertainment properties, from pens and note pads through to pencil cases and backpacks.

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Nuremberg Preview

One For Fun

0141 613 2525 | www.oneforfun.com | sales@oneforfun.com Hall 4, Stand F-95 Fidgets are going to be prominent for One for Fun once again in 2023. Micro Fidgetz are tiny toys that can actually be played with and are not just static collectibles. In a brand new concept, the range of 16 Micro Fidgetz combines the mystery of blind bags with collectability; each round tub has a see-through panel at the top displaying one fidget toy, underneath another four toys are stacked in blind bags waiting to be revealed, with every toy being playable. Micro Fidgetz are a micro version of the larger toy. Stretchy, squishy, spikey, shiny, sparkly, sweet and foody are the themes for 2023’s pocket money lines with everything from squishy mesh pets, new keychains and squish balls in all manner of shapes and sizes. The Animigos World of Nature range has won acclaim and awards for the lifelike depiction in plush of the world’s animals, and this year even more exotic beasts join the family. For fun in the great outdoors, a new range of Ozbozz skateboards will be unveiled, in a variety of designs and dimensions to suit all levels. Distributors for Maisto and Bburago, One for Fun will introduce a whole host of vehicles for 2023 and will escort buyers to the main Maisto and Bburago stand to view the full display. Stand outs include the Farmland play sets with tractors, a combine harvester and many new farm vehicles, which have proved to be so popular. For speedsters there is a fleet of new Ferraris including a brand-new SUV. Arguably the hero product this year is the highly detailed model of the RB18 car driven by Max Verstappen in 2022.

Hyper Toy Company

james@hypertoys.com | www.hypertoys.com | Hall 7, Stand A-47 Hyper Toy and Bicycle Company has been creating fun for over 30 years, starting with Hyper Bicycles established in 1990 by former Pro BMX Racer, Clay Goldsmid. Since its inception, it has produced millions of bicycles and has brought the same expertise and design capability to its toy business. It has a successful range of bikes, scooters, ride ons and R/C vehicles, and 2023 will see the range increase with even more exciting and innovative products. In the ride-ons category, the hottest new item is the Hyper Forklift 12V, which features a unique working front forklift and comes complete with a pallet and hard hat for roleplay fun. Within the RC vehicles range, Hyper is launching the Hyper Traxxsaw, which features four separate tread mechanisms for a new play pattern within the category. In the electric scooter category, Hyper has developed the Hyperjammer scooter, suitable for ages eight years and above, which sets a new standard for performance at an extremely competitive price point, meanwhile in water vehicles, the company has updated its top-selling Pavati 2.0 R/C boat with improved motors for even better performance, as well as launching an exciting new nano version that is more convenient for bathtub action. Hyper is offering over 25 new models of kids’ bikes for 2023, most notably with striking new updates on the 12” and 16” Hyper Motobike at new, lower costs. Finally, Hyper’s unique Jet Fuel finish continues to trend as one of the top paint finishes on bikes and scooters and new items in this finish for 2023 include a Folding Electric Scooter and a unique Hoverboard. Hyper supports sales with dedicated websites, regular social media coverage, sponsored events and high-profile BMX athletes. It markets from the grass roots upwards and ensures it gives back to the sport by helping up and coming riders worldwide. The team has always taken fun seriously; its goal is for its customers to have as much fun as it does. The Hyper team is looking forward to welcoming visitors to its stand at the Nuremberg Toy Fair. Please contact James on the details above to book an appointment or for further product information.

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WELCOME

TO VISIT U

S AT

LONDON TOY FAIR 24 th to 26 th of J anuar y

N U R E M BE RG I TOY FAIR st NTERNATIONAL 1 to th 5 of Febru ar y

WILL YOU MAKE IT OUT IN TIME? Choose wisely and make your escape!

FIND THE WORDS the others don’t, and do it fast!

Find the clues, solve the puzzles,

REVEAL THE CRIME!

Nuremberg Preview

Spin Master

01628 535 000 | www.spinmastertoys.co.uk Hall 4A, Stand A-40, D-40 Spin Master is looking forward to returning to Nuremberg in 2023 and showcasing its new Paw Patrol Aqua Pups range. Aqua Pups is a brandnew Paw Patrol theme set in Puplantis, an undersea world of adventure and features an all-new character - Coral, a Mer-Pup and Skye’s long-lost cousin. The brand-new toy range including the Whale Patroller, themed Vehicles, Hero Pups figures and 1:55 scale die-cast vehicles has been designed to get little ones excited for fun-filled underwater rescue missions. Ideal for pre-schoolers, the new range offers hours of play adventures as Paw Patrol fans bring their favourite scenes from the show to life using imaginative play. With the Paw Patrol Aqua Pups Hero Pup Figures and their new aquatic friends, children can take on both underwater and land rescue adventures. The Hero Pup figures from Spin Master includes a range of pups alongside the all-new character Coral, with her mermaid tail and trusty Seahorse friend. Paw Patrol’s newest member Coral can be attached onto the fin on Seahorse’s back then rolled forward, to activate her Seahorse’s head-waving movement. Each Hero Pups figure features authentic, true-to show details and styling, with the Pups dressed in their wetsuits and helmets, alongside sea creature friends that they can attach on to, to help save the day. The Pups each come with a different sea creature companion. The all-new Whale Patroller Team Vehicle features real working wheels, an Aqua themed Chase action figure and a rescue vehicle. The Whale Patroller is fully equipped with everything needed for rescue missions on and in the imaginary seas. Children will love loading the rescue themed vehicles (each sold separately) into the Patroller’s vehicle launcher before slamming down on the vehicle launching lever to blast Chase into action. The themed vehicles in the collection take on an all-new Aqua look, each inspired by the different sea creatures in the show. Each themed rescue vehicle features an exciting transformation to prepare them for the imaginary seas; the vehicle canopies can be slid shut to transform the vehicles into the water-ready rescue mode. The new Paw Patrol range is aimed at pre-school children aged three plus, and will help them to explore their imaginations as well as develop their motor skills, through pretend play.

Sbabam - Cicaboom

emanuele.colombo@sbabam.com | +393913745622 | www.sbabam.com Hall 12, Stand H-01A Sbabam, a company born in 2015 from the thirty-year experience of Tema Promotional Gifts, has in just over five years become one of the leaders in the collectible toy market in Italy. All the company’s products are designed at its headquarters in Arcore, just outside Milan. Sbabam currently distributes to 15 countries across Europe and has seen expansion in Russia, North America, Ukraine, Latin America and the UK, as well as looking east with Singapore and Korea. Sbabam creates, designs and produces more than 60 new collections every year and has many new items that it will launch in 2023. The company is very active in the licensing world, holding the licences for key properties such as Bing, Smurfs and Disney characters. Its largest licensed range is with Sanrio’s Hello Kitty, including Hello Kitty Cappuccino. The company’s other lines include My Princess, the magical world of princesses; Mammy Surprise, which is a range of sweet pets for kids to adopt and cuddle together with their puppies; and Kokoro, a collection of appealing animals with big and bright hearts. Sbabam says this is one of its hero ranges. Further best-selling lines include Legend of Animals and Dominator; an animal and dinosaur themed range of collectible cards and toys, which are produced in PVC or TPR. Cicaboom, the sister company of Sbabam, has recently been developing its own property by combining flowpack packaging, comics and animated content enjoyed online on both YouTube and TV. The Letrabots brand, which is a collectible line of letters that transform into robots, has developed into its own universe made up of games, eight different collectible series, comics, animation and cartoons including the Letranimals range, which is a line of collectible dinosaurs. Cicaboom has also developed a series of products related to the Marvel universe. These include Puniz squishies, three series of 3D Boomez, Wooblies and the brand-new trading card game Marvel Mission Arena. Sbabam is looking forward to showcasing its range of products at Nuremberg and invites retailers to get in touch using the contact details above. The company will also be present at London Toy Fair in January, on the KAP Toys stand (UN66).

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Nuremberg Preview

Ugears

distrib@ugearsmodels.com | Hall 10, Stand E-21 Ugears, a Ukrainian manufacturer of wooden mechanical 3D puzzles, will present 20 new models at the Spielwarenmesse international toy fair, one year after Russia's invasion of Ukraine. That the company has any presence at all at the show is nothing short of remarkable. After the invasion, a number of employees of the Kyiv-based toy company took up arms, while others sheltered for weeks in bunkers or helped their families either escape abroad or find relative safety within Ukraine. In spring, a Russian missile attack destroyed Ugears’ warehouse near Bucha, turning 500,000 euros worth of wooden toy puzzles to ashes. However, the company’s warehouse in Latvia was able to continue shipping international orders and providing kits to distributors worldwide, meaning that despite everything, Ugears fulfilled its obligations to customers. Ugears will participate in the fair this coming year for the fourth time. The company’s wooden 3D puzzles are known the world over, with fans in 85 countries across five continents enjoying the outstanding design, quality and movement of these mechanical marvels. Over the past eight years, Ugears has released more than 100 different models powered by rubber bands or metal springs, including cars, trains, ships, musical instruments, and even functional clocks. In addition to its existing best-selling puzzle kits, Ugears will present 20 new models at Spielwarenmesse, all of which were released in 2022 in the midst of war. Potterheads will love the Ugears Harry Potter collection, which comprises the Hogwarts Express, Flying Ford Anglia and the Advent Calendar with 24 different DIY Harry Potter-themed fidgets and Christmas ornaments to build. Marble track enthusiasts will enjoy the company’s quartet of engaging Ugears Marble Runs, which can either operate as standalone or be connected to form larger, integrated machines. A new war-themed model features a Ukrainian tractor towing a broken Russian tank, while the Age of Bravery collection honours Ukrainian defenders throughout the ages. Perfect for music lovers, the Ugears Team has developed a new functional DIY musical instrument: the Mechanical Celesta puzzle. The company notes that although it’s been a very challenging period, it has managed to move forward and even release a raft of impressive new models. Ugears is always looking for new partners around the world, with the goal of expanding its community and allowing hobbyists everywhere to enjoy its quality puzzles.

South Beach Bubbles

954-418-2980 | www.SouthBeachBubbles.com sales@southbeachbubbles.com | Hall 7, Stand B-61 South Beach Bubbles provides outdoor family fun for kids and adults of all ages. The US-based company was brought to life by two devoted fathers - Shooki Grasiani and Ron Weizman – both of whom were on a mission to start an outdoor play movement by encouraging kids to choose outdoor fun over screen-based activities. The company’s bubble products are suitable for ages 6-96 and are available in a range of options according to budget and activity, be that a picnic, camping, relaxing at the beach or sitting in your own back garden. South Beach Bubbles has created two ways for kids and families to create bubbles. Its Wowmazing Bubble Powder turns household washing up liquid into incredible bubbles simply by mixing the powder and detergent with water. Alternatively, the Wowmazing Bubble Concentrate only needs to be mixed with water. The bubble solutions are complemented by Giant Bubble Wands that have been created to ensure kids can create the biggest bubbles possible. The wands come in a variety of colours as well as on-trend themes such as Unicorn and Space. The wands and bubble powder/concentrate are available in a huge range of Wowmazing kits: Bubble Party, Family Pack, Grab-n-Go, Kit Plus, Winter etc. Bubble solution and wands are also available on their own in a range of pack sizes. The bubble solutions are proudly crafted in the USA and are safe, environmentally friendly, non-toxic and biodegradable. South Beach Bubbles focuses on quality, so consumers know they are getting a premium, reliable and superior bubble product. These products can assist in developing kids’ motor skills by engaging in a healthy outdoor activity, and portion of the proceeds from each sale help support autism research and awareness.

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sales@simbasmoby.com

Nuremberg Preview

Hasbro

0208 569 1234 | www.hasbro.co.uk Hall 4A, Stand C-30, D-31 Hasbro is excited to welcome attendees to a world of entertainment and joy at Nuremberg Toy Fair. The fresh and exciting Hasbro stand will feature the latest Blueprint 2.0 in ways attendees have never seen before. Throughout the show Hasbro will be showcasing its latest entertainment, immersing visitors in engaging experiences that bring its brands to life, all while showcasing some of the biggest and best toy and game innovations for 2023. Key focuses for 2023 include new Junior segments across Nerf, Hasbro Gaming and Play-Doh. Nerf Elite Junior consists of easy-play toy foam blasters that are designed for boys and girls who are blasting into Nerf battles for the first time. Special features make them easy to play with, so kids will be playing exciting Nerf games in no time. For the first time, younger kids aged six and up can now launch into high-energy dart-blasting fun and experience the thrill of doing it all by themselves. The blasters are easy to hold, sized to fit comfortably in small hands and are lightweight for easy carrying. The front-loading design makes inserting darts a simple step. Blasting is easy, with handles that have the lowest pull force of any Nerf dart blasters. Continuing to shape children’s imaginations around the globe, the Play-Doh brand has introduced the Play-Doh Starter collection consisting of shape sets and playsets. The Play-Doh Picnic Shapes Starter Set is aimed at kids aged three plus who can enjoy 12 tools, six Play-Doh colours and a toy picnic basket to store everything in. As kids explore basic shapes like squares, circles and triangles, they can use their imaginations and stack those shapes into Play-Doh sandwiches. They can imagine pretend picnic stories with silly snacks and bugs on the picnic blanket side of the playmat or flip it around for fun shapes sequencing activities for kids. Hasbro gaming will continue to add value to its much-loved classic games with the launch of Monopoly Junior, Cluedo Junior and Twister Junior, aimed at kids aged three and up. This collection of Junior games aims to grow with kids, featuring double sided boards for maximum game play. Twister Junior is an animal adventure game that grows with little movers and includes a two-sided mat and reversible spinner for two levels of play. With the Level 1 Animal Safari side of the mat, kids spin to move along the safari trail. As they take turns, each child has an opportunity to discover colours and re-enact animal sounds and movements. The map is then flipped over to level up to the Level 2 Animal Party game. Players spin the spinner to see what colour and animal players must place their foot or hand on, and the last player standing, wins.

Tomy

01392 281927 | www.tomy.com Hall 12.2, Stand P-11 British toy manufacturer Tomy is gearing up for a New Year full of exciting growth and new launches, with the company set to showcase some of its new ranges at Nuremberg in February. Tomy’s games brands, Tomy Games and Drumond Park will continue to be a key focus for the company in the year ahead, with plans to grow and expand the already impressive offering. Looking further ahead to autumn/winter 2023, Tomy is anticipating the launch of several new games across both portfolios, including Word Poppers, Pillow Bash, Screwball Scramble Level Up, The Game of Saying Huh!?! and Numerical. Licensed toys also continue to be a key focus for the brand, with the launch of Pop Up Super Mario taking place early next year ahead of the release of the much-anticipated film in March. Tomy hopes to reap the same success with this licence as it saw with the other much-loved iterations for Frozen and Jurassic World. Infant toy lines will too be receiving updates to their portfolios, including Lamaze’s refresh of its best-selling doll lines with the addition of My Friends Olivia and My Friend Jasmine. The brand’s new colour palette provides a fresh appeal to new parents and promises a host of exciting new launches and developments in the infant space for 2023. The ever-popular Toomies brand, which is recognised for its impressive range of bath toys will be introducing an exciting new line called Bath Barista which allows young ones to expand their bath time role-play. Building on the success of the Toomies Peppa Pig bath lines, the brand is also expanding the line into toddler toys, with the introduction of Grow With Peppa. This line will see the inclusion of a Pull Along Peppa toy and Peppa’s Activity House. Toomies will also be launching two new bath toys under its exciting new licence with The BBC and its character, Bluey. These bath toys include Swimming Bluey and Bluey’s Fountain Rocket – both of which are anticipated to be highly popular additions. Notable additions across Tomy’s other portfolios include the addition of brand-new pretend play line, Pretendables; the latest update to The Fat Brain Toys brand. Hey Clay continues to be a big focus across its arts and crafts offering building on the success it saw in 2022. The product will receive an updated and expanded range and refreshed packaging. The much-loved Jixelz collections will be supported with a mass-market sampling campaign to continue to drive engagement with the brand and highlight its wide appeal. Brand favourites Aquadoodle and Megasketcher, will continue their lead in the best quality in mess-free play. The Megasketcher’s refreshed look proved so popular with consumers that it will be rolled out across the range during 2023. John Deere Kids also continues to grow from strength to strength, largely driven by the success of the Build a Johnny Tractor. In 2023, the range will see the launch of an innovative new tractor toy for young children called ‘Key ‘n’ Go Johnny’, where a key fob is used to change sounds and expressions and make the tractor roll forward. Replica brand Britains also continues to be recognised as one of the most popular replica brands, with plans to add four new tractors, a plough attachment and machinery shed.

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Nuremberg Preview

The Desi Doll Company

07769 694 655 | www.desidollcompany.com farzana@desidollcompany.com Hall 1, Stand B-11

The Desi Doll Company will be returning to the Nuremberg toy fair to showcase its wide range of Islamic faith inspired, interactive talking dolls, sound books and fun creative toys. The year 2022 brought some multiple successes for the company as it partnered up with Digital Durian, creator of the YouTube hit animation Omar & Hana, with over 1.2m subscribers and up to 30m views on episodes. The company has been given the licence to bring the well-loved Omar and Hana characters to life through its singing plush dolls, which will be on the shelves of Asda supermarkets across the UK early 2023. The Desi Doll Company also teamed up with talented singer Ayisha Abdul Basith, who has over 3.3m subscribers to her YouTube channel and is now the melodious voice of the hugely popular Amirah the Singing Princess Doll. Both the Large and Little Friends collections have been expanded to include new Aisha and Iman talking dolls as a means of appealing to a more diverse audience. The launch of Lina and Dina Ballerina dolls has also had a great reception. These cute talking dolls not only recite a wonderful poem about ballet, but also have a ‘record your own voice’ function which feedback indicates the kids are really enjoying. In the UK alone, there are 3.9m Muslims, that’s 6.5% of the population with a spending power of over £20.5b. The Desi Doll Company believes that is a huge community waiting to be served and its mission is to make Islamic toys more visible on the high street toy shelves, so that Muslim children feel included and represented by toys they can relate to. The company has already gained global recognition, via its worldwide distributors in UAE and the GCC countries, USA, France, South Africa and Australia, and worldwide stockists in over 20 other countries. It is now looking to make its range more widely available in the UK, adding to Selfridges, Asda and Morrisons which are already on board. 2023 brings yet another exciting new collaboration with a hugely renowned singing artist and a brand-new sleepy time toy and sound book. Visitors are welcomed to the stand in Nuremberg for the big reveal of these latest new lines.

Rainbow Designs

www.rainbowdesigns.co.uk | 01329 227300 Hall 1, Stand A-28 Rainbow Designs will have many of its much-loved and inspiring nursery, gift and toy collections on display at the Nuremberg Toy Fair and is excited to be showcasing over 40 new lines for 2023, including three new licences adding to its much-loved character collections. For over 50 years, Rainbow Designs has been creating high quality, forever toys, inspired by the much-loved characters from children’s literature, and this year, the company will be promoting the importance of Bedtime Cuddles and Stories, an important aspect in establishing good sleep habits and routines. The ever-popular Beatrix Potter’s Peter Rabbit, Disney’s Winnie the Pooh, Guess How Much I Love You, Elmer and We’re Going on a Bear Hunt soft toy collections, coupled with the adored character storybooks, make a wonderful combination for those bedtime cuddles and stories. To support this, Rainbow is launching a series of Bedtime Cuddle Nightlights for Paddington Bear, Peter Rabbit and Disney’s Winnie the Pooh. The cuddly soft toys respectively hold a soft, detachable marmalade pot, flowerpot and honey pot that illuminate to provide a mesmerising light pattern and soft nightlight, whilst playing a soothing lullaby. The wonderful combination of a cuddly, comforting soft toy along with the soothing elements of the musical nightlight, make these adorable toys ideal for those bedtime cuddles and stories. In addition to these launches, three heritage licences from children’s literature have joined the Rainbow family; soft toys of the much-loved Maisy, Bagpuss and Giraffes Can’t Dance will all be available in 2023. This year will see Disney mark 100 Years of Wonder, and to celebrate the momentous centenary milestone, Rainbow Designs will release two dedicated collections to commemorate Mickey Mouse, one of the most famous global cartoon characters of all time, and his girlfriend, Minnie Mouse; both will be available in the spring. 2022 was a momentous year for Paddington, and 2023 is set to be just as important for the kind-hearted bear. For retailers, Rainbow Designs has a Paddington range for every age, including the best-selling Classic collection of Paddington bears, alongside the refreshed Paddington for Baby collection. For pre-schoolers, the ever-popular The Adventures of Paddington toy range is based on the award-winning TV series, and Rainbow has more exciting new additions planned for 2023. Rainbow Designs is looking forward to welcoming visitors to view all its products at the Spielwarenmesse in Nuremberg.

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Nuremberg Preview

Guidecraft

07725 833 273 | www.guidecraft.com Hall 4, Stand C-51, D-50 Creator of natural, educational children’s toys for over 50 years, Guidecraft emphasizes the importance of open-ended play, the beauty of loose parts, and the significance of hands-on learning through children’s connections to nature. As part of the 2023 product launch, Guidecraft has added an expansive collection of toys made from ultra-resilient, translucent plastics. All part of the Discovery line, the collection includes stacking toys in various shapes, sets of people-shaped pieces and a group of vibrant arches and tunnels. Each set of beautifully coloured toys brings light play to life, enhances traditional block play and engages children’s senses and imaginations, inspiring both simple and complex builds. Children aged two years and up can explore relationships in balance, perpendicular and parallel forms and organic geometry using the arched or house-shaped Discovery Stackers – an upgraded version of a classic nesting toy. Each five-piece set includes nesting shapes in either a gradated, nature-inspired colour scheme or a vibrant spectrum of rainbow colours. Sets includes double-sided inspiration cards complete with ideas for play, relevant vocabulary and beautiful imagery. In the Discovery People sets, simplified people shapes seamlessly complement the rest of the Discovery collection while enhancing block play setups with an element of dramatic play. Also designed for children aged two years and up, the 16-piece sets are available in a gradated rainbow colour scheme or nature-based colours that coordinate with indoor and outdoor activities. Each set includes eight short figures and eight taller figures. Discovery Rainbow Arches and Tunnels for children aged two years and up share the rugged construction and vibrant colour scheme of the rest of the Discovery collection launching in 2023. This 10-piece set of oversized arched pieces provides children with new opportunities for light and sensory exploration as they build and create, both indoors and outdoors.

Hornby Hobbies (Scalextric)

01843 233 525 | www.hornby.com sales@hornby.com Hall 7A, Stand B-37 Scalextric continues to be the UK’s oldest original slot car manufacturer since 1957, and remains a popular brand of choice among households internationally due to its long-standing heritage, high-quality construction and attention to detail. Scalextric products are a fun proposition for children that also provide opportunities for multigenerational togetherness among families and racing enthusiasts. Scalextric sets provide a great way to attract new and existing customers into the slot-car racing hobby and are also appreciated by those looking for unique and engaging gifts ideas. Scalextric is proud to offer carefully curated products available in a range of sizes and styles, and is continually adding new entertainment and nostalgic licences to its portfolio. The result is a wideranging variety of entertainment options to suit all consumer ages, budgets and racing preferences. Scalextric will be showcasing some of the latest product releases at Spielwarenmesse 2023. Highlights will include a new set featuring a Black Lotus 98T and the Yellow Lotus 99T driven by the world-famous Ayrton Senna. This exciting Grand Prix set invites racers to take a trip back to the twists, turns and turbocharged thrills of F1 in the 1980s and is certain to light up any track circuit while bringing memorable 80s racing to life. With over 5.3 metres of track included, racers can enjoy five alternative track layouts. A lap counter and crash barriers make for the ultimate racing encounter. The ultimate Scalextric battle comes in the form of the award-winning new Back to the Future vs Knight Rider Race Set. Kids can buckle up as the iconic Michael Knight racing K.I.T.T or travel in the Back to the Future Time Machine as Doc or Marty McFly. The set combines striking retro branding with highly detailed and fully functional film-inspired vehicles and contains everything needed to race, including two cars, a powerbase, over 5.3 metres of track including a crossover and side swipe, and two speed-limiting hand controllers. The brand will finally unveil its new limited-edition cars from the 1978 Swedish Grand Prix. This race saw the debut - and only race - of one of the most outlandish ideas in Formula One history: the innovative Brabham BT 46B otherwise known as the ‘Fan Car’. The set also includes the equally ground-breaking Lotus 79, making it the perfect duo pack. Scalextric’s 2023 launch announcements will be amplified by strong marketing campaigns, engaging customer activations and ongoing social media support across the brand’s rapidly growing TikTok, Instagram and Twitter social media platforms.

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toys • jouets

spielwaren

just like the real thing

Visit us at

BY BRU DE

EU ER

R DE

London Toy Fair, Olympia London, Stand N21

MAN

ALPHA TOYS LTD Trinity Court, Church Street, Rickmansworth, Hertfordshire, WD3 1RT Tel: 00353 67 63800 Fax: 00353 67 63801 E-Mail: info@alpha-toys.co.uk bruder.spielwaren

International Toy Fair Nuremberg Hall 6 C-31 / C-37

www.bruder.de

Nuremberg Preview

Miko

www.miko.ai | trade@miko.ai Hall 4, Stand B-01 As AI continues to shape how kids learn, parents are looking for safe, age-appropriate experiences that reflect their own values and parenting style. Over the last few years, AI has changed how families think about learning; in a recent survey of US parents cited by the kids’ AI specialist Miko, nearly 8 in 10 said that their children would benefit from an AI learning tool at home. More than 80%, meanwhile, said AI could keep their kid entertained and motivated to learn, and a similar percentage cited AI’s ability to provide personalised support. With Miko, parents get the best of both worlds: a playful learning coach for their kids, and a trusted sidekick that involves them in their child’s development. Miko uses AI to make learning fun, interactive and personal to every family. Equal parts best friend and supportive coach, Miko encourages kids to complete their daily tasks, takes suggestions from parents and evolves the learning plan as the child grows. Every day, kids around the world are strengthening a whole range of skills with Miko, from critical reasoning and problem-solving to emotional intelligence, reading and even motor skills. Miko provides a safe, fun learning experience that parents can trust. Miko uses AI to understand each parent’s styles and values. It then works with them to develop a customised plan that turbocharges their child’s all-around development and wellbeing, keeping parents informed as their child reaches each new milestone. Miko makes learning fun with its super-powered brain, supportive personality and range of educational content. But it also understands that there’s a lot to learn. Packed with deep-learning AI, Miko gets to know each child a little better every day and leverages its insights into each child’s social, emotional, physical and cognitive skills to develop evolving, personalised learning plans. Miko is unveiling its series of three AI learning coaches at Spielwarenmesse 2023: Miko Plus (already known to families as Miko 3) and two new siblings. Miko Plus is Miko’s full-sized, AI-powered playful learning coach. With a 4.7” touchscreen, interactive games and wide range of movements, Miko Plus is made to engage kids. Miko Mini, meanwhile, is a new, voice-first, AI-powered robot. Small in size but big on personality, Miko Mini moves and grooves as it helps kids learn. The company’s premium new Miko XL features an expansive 7” touch screen, vivid expressions, fluid movements and an undeniable knack for making learning fun. Loved by the millions who have met Miko in-store and online, and recently featured on the US talk shows Sherri, The Kelly Clarkson Show and Jimmy Kimmel Live!, Miko makes a big impression wherever it goes. Fair attendees can meet Miko (including the newest members of the family) at the Nuremburg Toy Fair in Hall 4A, or meet Miko 3 now at miko.ai.

Tangle Creations

0161 737 7474 | www.tanglecreations.com info@tanglecreations.com sales@sincocreations.com Hall 12, Stand B-04-6 Created over 40 years ago, Tangle says it is the original fidget toy, which can be twisted, turned and tangled. Tangles, which are suitable for ages 3+, can be collected and connected to create unique combinations. They inspire creativity, relieve stress and are perfect for fidgety fingers and restless bodies. Available in on-trend colourways and with highly tactile textures, Tangles are the ultimate creativity tool and art toy for individuals of all ages. Tangle Jr. Classic is the original irresistible, twistable fidget toy and, with over 300m units sold worldwide, is a must-have for every fidget collection. Fidgeting with Tangles is an amazingly effective tool to help calm nervous energy and improve focus and the Tangle Jr. Crazy assortment offers a variety of textures, while Tangle Jr. Metallics are simultaneously fun, unique and elegant for kids and adults to wear and play with. The smooth texture and striking metallic finishes of this series are super soothing. The Tangle Jr. Pets Series features adorable animal friends on every Tangle which make the perfect pals for backpacks, bathtime and playtime.

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Stand London UN66 Stand UN66

Nuremberg Stand 12, H1A

New products available in the UK & Ireland from KAP TOYS LTD

The new MARVEL MISSION ARENA TRADING CARD GAME has arrived!

Choose the Avengers or the Spider-Man Team-Up theme deck and expand your game with the pack! You will always find superhero cards.

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we’re

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VISIT US AT London Toy Fair 24-26 Jan., 2023: Stand G10 •

• Nuremberg 1-5 Feb., 2023: Hall 10, Booth G03

Viewpoint New year, new movies. Will the toy industry benefit? Nick Gibbs-McNeil Boasting 20 years’ experience in publishing, journalism, sales, marketing, advertising and sponsorship, Nick Gibbs McNeil has a particular interest in the kids’ space and the film industry and is publisher/editor at Kidzcoolit.com and youthgottit.com.

e all need a bit of escapism in our lives, and with a new year comes a wealth of hotly anticipated theatrical and streaming releases. But what impact will the cost-of-living crisis have on our entertainment consumption; how will this affect muchneeded recreational activities like visiting the cinema, or subscribing to streaming services? Now, I don’t want to be all doom and gloom. But the likelihood is that in 2023 - and possibly even 2024 – many people will probably have less cash to spend on the things they love to do. The consumer won’t consume if they don’t think something is worth the outlay. That’s not to say the public won’t spend at all – far from it. It’s just that they may need a little more convincing to prise their precious cash out of their hands. So, with big movie sequels such as Teenage Mutant Ninja Turtles: Mutant Mayhem, Mission Impossible, Fast and the Furious, Puss in Boots, Ant-Man, Guardians of the Galaxy, Indiana Jones, Super Mario Bros and Dune all hitting the big screen over the next 12 months, the question is whether these films will make their expected targets at the box office, and what knock-on impact that could have on licensed merchandise associated with these movies. The answer to that question is a massive ‘maybe’. The reality is that the average punter has changed their spending patterns over the past few months, due to the sudden changes in the financial climate. And with a change in the consumer comes a need to change how we promote and market everything around us. We need new ideas. We maybe even need to go back to some old style ‘roll up your sleeves and get our hands dirty’ marketing plans that have been discarded in recent years. These strategies worked for decades, but in some cases, we chose to fix what arguably wasn’t broken. Either way, selling anything over the coming years will likely require more effort and flexibility. Just having an influencer or content creator say “This is great” on TikTok won’t be enough to get bottoms on seats in cinemas. Punters are likely to listen a little more carefully to reviews from trusted outlets, as this may be the only night out they can afford that month. And how does all of this affect the toy market? Well, of the movies I’ve mentioned so far, there will be a huge selection of products coming to market to coincide with their releases. The success of these products will be very much dependent on the movies performing well at the box office.

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If youngsters (and kidults) don’t go to the cinema to see these films, they won’t head to stores to buy the merchandise. If they wait to see these movies when they drop on digital channels a few months later, they’ll probably be buying the toys at a discounted price when retailers are looking to offload them as sale items, meaning a massive loss in revenue for all parties involved. If you’re sitting there thinking you’ll be able to work as you have in the past through 2023 and 2024, here’s an alarm call - you won’t. But - and this is a MASSIVE ‘but’ - there will still undoubtedly be some movie saviours for the toy market over the next twelve months. For the first time in forever (probably not since the 80s), there will be a whole host of movies coming out that originate from toy ranges. Films such as Dungeons & Dragon: Honour Among Thieves, Barbie, Trolls 3 and Transformers: Rise of the Beasts will bring a different element to the toy and game market. In theory, because these were toys before they were movies, fans should buy into purchasing the products as a given, with a view to then seeing the movie at the cinema as an added bonus. This is a marked contrast to what we’ve been used to over the past three decades, when punters watched the films and then bought the toys if they liked what they saw on the big screen. Quite how this all translates to the toy market in 2023 remains to be seen. But what’s obvious is we will all need to work a little harder for any form of success, and our targets for that success might need to be a little lower than our past expectations. When I was fresh out of university and started my first job in media, I was still in college mode, reading and absorbing everything like a sponge as I formed the direction of my career. I remember an interesting article about marketing during the Great Depression of the 1920s. One part of this article will always stay with me; it simply said that the companies that reduced their advertising spend were no longer around post the Depression - and those that did advertise came out the other side stronger than ever before. We’re all going to need to be a bit more creative over the next two years and if you reduce your marketing spend and look for easy ways to promote what you’re selling, no matter how good that product is, you’re sealing your own fate. Anyway, there are some cracking movies out in 2023. Enjoy them and see you all on the battleground.

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Viewpoint Some predictions for 2023 Richard Gottlieb Richard is the founder and CEO of Global Toy Experts, a consultancy to US and international toy companies. He is also the publisher of Global Toy News, a web-based magazine founded in 2009 that covers toy industry news and provides resources to the toy industry. Richard co-hosts The Playground Podcast and publishes The Toy Intelligencer report.

s I write this, it is December 2nd, 2022. I am looking out of my window at the New York skyline and pondering the future. What does 2023 hold for us? Here are my predictions. They are based on my reading (sources include the Wall Street Journal, Bloomberg, Washington Post, New York Times, Axios, gCaptain, Chain Store Age, Forbes and more) and my interviews with toy industry leaders.

(of almost 1.5b) that has not built up herd immunity. If it loosens quarantine protocols, it could face a health crisis.

If I am right, don't forget to praise me. If I am wrong, this never happened.

In 2023, I anticipate that we will see an easing of Covid restrictions but a rise in Covid cases. This will affect the entire country, and factory workers are no exception. I predict that in 2023 we will see disruptions in factories and ports due to Covid. This will slow shipments and production but not to the degree we experienced last year.

Inflation Inflation is slowing down, or it isn't, depending on where you get your information. I predict that inflation will decelerate in the latter part of 2023. I say this based on two factors: • Walmart and other major retailers have told vendors they will not accept new price increases. This changed from last year when they negotiated but accepted price increases. • The Federal Reserve and other Central Banks plan to continue increasing lending rates but in smaller increments. Fed Reserve chairman, Jerome Powell told the Brookings Institution: "Despite some promising developments, we have a long way to go in restoring price stability." Jerome Powell sees the light at the end of the tunnel, but he is not ready to blow out his candle.

Recession It's a lose-lose proposition for the Central banks, but they are more afraid of inflation than of recession. Will there be a recession next year? As long as the Central banks, like the Federal Reserve in the US, keep raising interest rates, there is a high probability of a recession. It should be mild. How mild will it be? A lot depends upon China.

China China has used quarantines to fight Covid and has rejected western vaccines. As a result, it has a population

So, China also faces a lose-lose proposition. If it ends quarantines, it faces an explosion in Covid cases. If it continues with quarantines, it faces social unrest. All of this concerns those who manufacture in China because it has the world's second-largest economy. It is also the epicentre of global manufacturing. What happens in China impacts the world.

Global Trade Some major retailers are asking their sources to move production out of China due to concerns that if China invades Taiwan, it will result in a cut-off of China, like the shutdown of Russian trade due to the Ukraine war. Of course, the question arises, where do you move your production to? If you move it to your home country, it's called reshoring. If you move it to a geographically nearby country, it's called nearshoring. If you move it to an ally, it's called friend shoring. Likely alternatives to China (Cambodia and Vietnam) lack sufficient population - and Vietnam is at capacity. Cambodia and Vietnam together have 8% of China's population. With its vast population, India is a candidate, but there are challenges in terms of infrastructure and bureaucracy, and if you want to move production back to the US or western Europe, you are facing labour rates that will price you out of the market. So, I predict that in 2023 we will see little in the way of reshoring, nearshoring, or friend shoring. No country in the world has the manufacturing infrastructure to take over from China. That is the reality of global trade in the 21st century. No matter what happens in 2023, I hope your year is healthy and prosperous.

2023 Stand

Visit us at the London Toy Fair Toy World 194

B23

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Viewpoint

Amazon -

Pay to Play in 2023 Asha Bhalsod Asha has 10 years eCommerce account management experience, including at Amazon and managing the Amazon/ eCommerce businesses at Tomy UK and Melissa & Doug. She now runs Etopia Consultancy, to help brands create their eCommerce strategy and grow their Amazon business, and can be contacted on

asha@etopiaconsultancy.co.uk for guidance with trading on Amazon.

022 was another wild year for eCommerce and Amazon. Even as consumers have tightened spending, Amazon has had another strong year. The company’s share price dropped during the first half of the year, but it managed to bounce back in the second half, and early reads predict that Amazon had one of its strongest performances in Q4. As brands deep dive into their annual performance with Amazon, profitability and investments will no doubt be a huge focus. Earlier this year I wrote an article on profitability challenges with Amazon and going into 2023, I predict that profitability will remain an area of intense scrutiny. Amazon is facing major profitability hurdles (albeit caused by factors outside of retail), and its focus to increase gainful growth throughout the business will remain at the forefront. Businesses that continue to invest in Amazon (in staff, advertising, terms, operations, etc.) will recognise that Amazon is an account where you have to ‘Pay to Play’.

Advertising Advertising is already one of the best ways to drive traffic to your Amazon listings. In 2022, we saw huge investments made in advertising, and those that invested heavily during Q4 were able to create strong sales. But in 2023 it’s going to be more important than ever to have diverse, far-reaching ads to stay ahead of competitors; this will affect sellers on Amazon as well as retailers on other platforms. We’re experiencing a rise in eCommerce on social media, and advertising is going to have to follow suit. Of course, if every seller raises its advertising game, it will become more difficult to stand out from the competition. Brands will not be able to survive without headline ads and video ads. These will become the norm going forward. A crucial technique brands and sellers can follow to adapt to more competitive advertising in 2023 is by advertising off-platform. One of the biggest advertising trends is going to be marketing off-Amazon and directing customers to your specific listing on the Amazon website. This of course means that financial investment in Amazon Ads will have to increase, and that you’ll have to Pay to Play to get to the top spots on Amazon in 2023.

Resources As Amazon continues to move to system-based operations, businesses will need to grow or employ individuals with Amazon specific skills to navigate the marketplaces’ complex ecosystem. Team members will have to be dynamic and tenacious to deal with scenarios where the computer says no. Teams will have to be able to troubleshoot and find new ways of tackling problems,

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as case management will be, in large, the only way to interact with Amazon. AVS (Amazon Vendor Services) can be viewed as a Pay to Play mechanism that could become your voice at Amazon, especially as your brand will never be a singular focus area for Vendor Managers. Getting their attention can become strenuous, so investing in AVS could save a lot of time, but of course comes at a huge price. Amazon is a labour-intensive account which you’ll have to dedicate more time and effort to versus other retailers. Another choice could be to invest in onboarding an agency to provide support with the ongoing Amazon challenges, a move that could lead to long-term gains. Agencies have experience with the Amazon “hands-off-the-wheel” approach, and they understand how to remedy the situation when relationship building at Amazon Support level is just not enough.

Operations I predict that Amazon will move to a JIT (Just in Time) ordering model as, despite having investe3d heavily in increasing its warehouse capacity, the company is running out of storage capacity and doesn’t want to hold excess amounts of stock. I believe that Amazon will reduce Vendor Lead Time and start reverting back to pre-Covid timelines. Businesses will have to invest with their 3PL’s to ensure they streamline Amazon operations. Chargebacks will reach unprecedented highs in 2023 and brands will be forced to constantly scrutinise all Amazon charges. Unfortunately, this will become another huge drain on time, as more staff will be required - all dedicated to operations. Teams will have to be savvy about how operations are managed to prevent it from becoming a cost centre. As we move into Terms negotiations, ensure that you get the detail right on your Joint Business Plan with Amazon. We have faced constant economic challenges this year, and the upheaval will continue into 2023. It’s important to highlight all areas of investment upfront and to take a comprehensive view of what will impact your bottom line in 2023. Those that Pay to Play will no doubt be more successful with Amazon. Don’t be afraid to gravitate towards other tools to manage your Amazon partnership, including the Hybrid Model. When kicking off 2023 planning, ensure that your internal teams understand the fundamental reasons behind your 2022 profit performance. This will help you build a comprehensive eCommerce strategy that is aligned with your strategic objectives. Ultimately, 2023 will require brands to have deeper pockets than ever before.

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Visit Stand 620 at Giving & Living or visit Stand 5H24-J25 at Spring Fair to see the full range of products! For more information email sales@toyway.co.uk

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2023 Preview

Show and behold London Toy Fair is back for its 69th iteration from 24th – 26th January, when it will once again draw crowds of visitors keen to discover the latest toys, games and hobby products from leading toy suppliers, innovative new ideas from young start-ups and developments in the pipeline for the coming months and years. Toy World looks at what’s taking place at Olympia later this month and catches up with Majen Immink, head of Operations at Toy Fair and sales at the BTHA, and Roland Earl, director general at the BTHA, about their impressions of the show as planning enters its final stages.

f the content of this year’s huge Toy Fair preview is anything to go by, toy suppliers, manufacturers, distributors licensees, licensors and retailers alike are very much looking forward to the return of the UK’s leading toy trade show. Taking place from 24th – 26th January at its usual haunt, Olympia London, the show is sticking with the new layout it unveiled in 2022 across the Grand and National Halls. Last year, when talking with exhibitors around the show floor, feedback for the changes seemed overwhelmingly positive. It’s therefore no surprise Toy Fair’s organiser, the British Toy & Hobby Association, has decided to keep them in place for this year’s event. The show opens with its traditional Press Day, which sees journalists from across TV, print, online and social media descend upon the event to cover the show, news on toy trends, award-winning products and much more. The Toy Fair Hero Toys Awards will also take place on the 24th (attendees can check out the winners outside the Press Office on Upper National 80) as well as the Stand Awards and Editor’s

Choice Awards, the latter being voted on by visiting journalists. In a departure from previous years, the winners of the prestigious Toy Retailer of the Year Awards will be announced during an intimate, invite only ceremony taking place on the eve of Toy Fair, on January 23rd. Keep an eye on our website and newsflash first thing on Press Day to find out who is taking home the coveted award for Overall Toy Retailer of the Year. Toy Fair TV and the Demo Zone will be back for the first time since Toy Fair 2020. Visitors will be able to see some of the exciting new products in action on the many screens around the show or live from the Demo Zone (Upper National 78), as well as on the exhibitors’ stands themselves. A number of companies will also be hosting special demonstrations of their products throughout the show or attracting the crowds some other way: the inventor of Learning Resources’ new coding robot, Pyxel, will be giving demonstrations on Stand D36, while Paper Engine’s Wallace & Gromit themed stand (Upper Level 191) includes photo

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opportunities and fun surprises, and Creative Kids is inviting visitors to Upper National 62 to squish, sculpt and mould their way through various compounds. Details of other fun activities and things to see and do can be found over the following pages. As always, our exhaustive Toy Fair Preview section also contain everything readers need to know about the show, including the very best retail offers to take advantage of, the major launches to look out for and the innovative products set to shake up retailers’ shelves. We’ve also got a special Touching Base feature, in which a number of exhibitors tell us which single hero product they are most excited to be launching this year. Feel free to use this as an ‘at-a-glance’ to what you should see at the show, as told by the people who know best. Toy World will once again be exhibiting itself on Stand B23. The teams’ diaries are filling up fast, especially for Press Day, so if you wish to book an appointment, please reach out ASAP.

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2023 Preview

Majen Immink and Roland Earl tell Toy World readers how Toy Fair 2023 is looking compared to last year, how to make the most of their time at the show, and what else there is to look forward to. How are exhibitor numbers shaping up against previous years? Are you pleased with the number and calibre of exhibitors?

Majen: I think the fact that Toy Fair 2023 sold out way back in September speaks volumes as to how the show is shaping up. The fair will once again be jam packed full of brilliant exhibitors from across the toy industry and we have a waiting list ready to join in, should the opportunity arise. As we return for our 69th year, this will be the second year using the new floorplan layout across the Grand and National Halls, including the gallery levels which this year we have expanded to occupy the full space. Following a successful show in 2022, we are also delighted to see that 90% of exhibiting space has been taken up by returning exhibitors, highlighting just how important the show, and doing business in person, is to the industry: it’s something that is very difficult to replicate virtually, that’s for sure. We’re looking forward to welcoming back returning exhibitors such as Golden Bear Toys, Lego, Ty, Character Options, Mookie Toys, Jazwares and Playmobil, while exciting new exhibitors debuting at the show in January include Smiffys, Kikkerland and Sassi Junior, plus many more. To view the full exhibitor list, visit www.toyfair.co.uk.

What’s new for this year’s London Toy Fair, and how might the show differ from previous iterations?

Majen: We cannot wait to open the doors and welcome everyone to Toy Fair 2023; the energy and buzz leading up to the show is already electric and we think it’s going to definitely be a show to remember. We are incredibly excited that Toy Fair TV and the Demo Zone are returning to Toy Fair for the first time since 2020. Both features are hugely popular and always help to create such a buzz and great atmosphere. The Toy Fair TV gang, led by presenters Anna Williamson and Gavin Inskip, will be working their way around the show, chatting with exhibiting companies on their stands and capturing all the greatest moments from Toy Fair. Anna and Gavin can’t wait to get back into the thick of it all, with faces old and new from the industry ready to take a turn in front of the cameras as the pair unveil all the top toy trends and predictions for 2023. We’ve also got a new Toy Fair Instagram page up and running - make sure to follow @toyfairuk if you aren’t already. There’s lots of engaging content to tap into, including blogs featuring exhibitors and behind-thescenes posts.

What kind of uptake have you had in the Greenhouse for the 2023 show?

Majen: The Greenhouse is always such a popular

area, so it’s no surprise that this year it has sold out once again and has its very own waiting list. The Greenhouse presents such a great opportunity for new, smaller toy companies and inventors to showcase their exciting and innovative products to the trade, some for the very first time. The area often acts as a launch pad, with some previous exhibitors having gone on to take larger stands on the show floor. New to the Greenhouse for 2023 are Movies Inc., Noffle Studios and Happy Little Doers. Be sure to pay it a visit: you might just discover the next big thing.

Do you feel current economic and other challenges have impacted Toy Fair, either negatively or positively? How has the fair adapted to the current climate?

Roland: The current economic conditions are hugely challenging for everyone. Toy Fair exists to assist companies in doing business with existing customers and partners whatever the prevailing economic conditions, and at the same time developing new ones. We take our role - to provide the best possible environment for businesses to do this - very seriously, as we have every year since 1954 in partnership with the toy sector. The only exception was in 2021, when fairs and shows of our kind were sadly not possible due to Covid-19 restrictions.

How should exhibitors leverage Press Day to the best possible advantage?

Majen: The dedicated Press Day is taking place on the first day of the show, Tuesday 24th January. We will be welcoming down top tier national press, and exhibitors should use this as a strong coverage opportunity which will stand them in good stead for the year ahead. Exhibitors should make sure to get involved with as many free PR opportunities available as possible. We have a new PR agency this year, Retail PR, and my advice would be to make sure you inform the team of any exciting press activations you plan on hosting at your stand. Created in partnership with Retail PR, our Toy Fair PR manual is packed with all the information visitors need as well as key deadlines for PR forms, with which you can let us know everything you’re getting up to at the show. If exhibitors would like to speak directly to the team at Retail PR and discuss PR opportunities further, they can email toyfair@retailpr.co.uk. Influencer Day returns this year on Thursday 26th. What potential benefits will this offer exhibitors? Majen: We’re looking forward to reintroducing our dedicated Influencer Day this year on Thursday 26th January. For those who are looking to engage with influencers, this is a great opportunity to build and forge all-important face-to-face connections. Influencer

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marketing is huge and lots of consumer buying decisions are being influenced by content and product reviews on social media. We will soon be sharing an influencer friendly programme of events, so keep an eye out for that.

Is the Trolley Dash back for 2023?

Majen: Yes, it is. We’re delighted to be working once more with KidsOut as our charity partner for Toy Fair 2023. The work the charity does for children fleeing from domestic abuse is commendable and being able to support it and everything it does is hugely important to us. To learn more about KidsOut, please visit the charity’s stand at Upper Level 202. Roland: We are always so grateful to all the exhibitors who kindly donate products to the Trolley Dash each year. Thank you in advance for your generosity.

What advice do you have for first-time exhibitors and visitors on making the most of the three days?

Majen: My top tip for first-time exhibitors is to make sure to reach out to buyers, retailers, licensors and anyone else you want to see at the show beforehand. It is a very busy three days, so the more preparation and organising you can do to secure meetings before you get on site the better - don’t rely purely on passing traffic. To help our exhibitors get everything they can out of the show, we’ve put together a ‘top tips’ guidance document which can be found in our show manual on the Toy Fair website. Roland: My advice for visitors attending Toy Fair, meanwhile, would be to make a plan for everyone you want to see. There are so many wonderful exhibitors to visit that you should make sure to map out your route to avoid disappointment. Also keep a lookout on our social media pages. Nearer the time, we’ll be sharing fun, must-see activations that exhibiting companies are putting on over the three days.

What are you each particularly looking forward to when Toy Fair returns later this month?

Majen: For me personally, it’s seeing all the exciting new toys on display for the first time. There’s such great innovation in the industry and it’s always so fantastic to see what exhibiting companies come up with year after year. I can’t wait to see what’s in store for 2023. Roland: Quite simply, bringing the industry we all love together in one place, soaking in every moment and enjoying the real buzz around the show. Majen: All that’s left to say is that if you haven’t yet signed up for your free visitor pass yet, make sure you do so now at www.toyfair.co.uk. We look forward to seeing you all there.

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2023 Exhibitors List Exhibitors

Stand Number

Geomagworld

D34

8th Wonder A.B.Gee of Ripley Abysse Corp Alley Cat Games Alpha Toys Amaroni Andiamo! Language Services Asmodee UK Aurora World Bandai UK Basic Fun! Big Potato Games Bigjigs Toys Bladez Toyz Bliss Distribution Brainstorm Toys BTHA Exhibiting Members' Lounge Canal Toys Capikooa Carrera Revell UK Cartamundi UK Casdon Character Options Cheatwell Games Chronicle Books Clementoni Click Distribution (UK) Coiledspring Games Commotion Connetix Craft Buddy Creative Kids Curious Universe Curve Lab Demo Zone Peers Hardy Ditty Bird DKB Toys & Distribution Dolu Dongguan Cheerful Toys Manufacture Eduk8 Worldwide Elf on the Shelf Epoch Making Toys Eurofins MTS Fabula Toys Felix Europe Fiesta Crafts Fizz Creations Flair GP Floss & Rock Foco Fountasia Funko Funrise International Funville Galt Games Workshop The Generation Media Café

N11 B40 Upper National 35 Greenhouse 14 N21 Upper Level 113 Upper Level 126 N5 D35 N17 D11 & D12 D21 H39 F18 E100 E79 Upper Level 205 F90 Upper National 74 Upper Level 100 H1 E30 N16 E20 H40 N14 Upper Level 120 E35 Upper National 38 Upper National 68 B92 Upper National 62 Upper National 56 Upper National 64 Upper National 78 Upper National 76 Upper National 52 Upper Level 128 B100 Upper National 30 F1 H46 N7 Greenhouse 8 Greenhouse 10 Greenhouse 1 G25 Upper National 57 E39 Upper Level 110 Greenhouse 9A Greenhouse 12 N3 G90 B85 E9 N1 E113

Exhibitors

Stand Number

PMS International

F50

Getretro.co.uk GFS - Global Freight Services (UK) Gibsons Golden Bear Toys Great Gizmos Great Little Rewards Hachette Boardgames UK Halilit Happy Little Doers Hasbro House of Marbles Hunter Price International iDance UK iDisplayit IMC Toys Info Desk Insect Lore Jazwares John Adams Leisure Jonathan's Toys Juratoys UK Just Imagine Toys Just Play KAP Toys Keel Toys Khadou (Heathsisde) Kidicraft KidsOut Kikkerland Laurence King Publishing Learning Resources LeBorne Distribution Lego LeMieux Lexibook Make Time 2 Play Lounge Magformers UK Magicbox Toys Marvin's Magic Melissa & Doug Mighty Jaxx Mojo Fun Mojo Nation Mood Bears Mookie Toys Moose Toys Movies Inc. MV Sports and Leisure National Hall Lounge N. Smith & Co Noffle Studios One For Fun Orange Tree Toys Orchard Toys Paper Engine Papo Pat Avenue (formerly DKL-Beysal) Pavilion Distribution Pelikan Print Pen Paper Gift Pilsan Plastik ve Oyuncak Sanayi Plasticant Mobilo GmbH Playmobil Play Monster Plum Play Plus-Plus UK & Ireland

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H36 Upper National 40 E15 E69 G20 Upper National 52A Upper Level 141 E16 Greenhouse 15 Gallery Suites H50 Upper Level 102 Upper National 60 Greenhouse 16 E94 E70 G30 N8 N6 G23 N2 Upper Level 162 B90 Upper National 66 F10 F22 B19 Upper Level 202 Upper National 55 Greenhouse 3 D36 Upper National 63 E2 and Olympia Room Upper Level 140 Upper National 49 Upper National 50 Upper National 51 E45 H65 E21 Upper National 36 Upper Level 144 B38 B41 N10 N15 Greenhouse 4 E75 N4 Upper Level 154 Greenhouse 5 E49 F65 E10 Upper Level 191 Upper Level 190 E66 Upper Level 123 Upper National 54 Greenhouse 20 Upper National 70 Upper Level 143 Upper Level 206 G10 F20 N12

Exhibitors

Posh Paws International Precise TV Lounge Press Office & Toy Fair's Hero Toys Display Progressive Preschool Magazine Rainbow Designs Rainbow Eco Products Ravensburger Razor USA Red Robin Toys Redlands Distribution Reydon Sports RGS Group Robbie Toys Robert Frederick Room Copenhagen Roovi Rubies Masquerade Sambro International Sandart Sassi Junior Schleich Science4you Scrunch Sequin Art SES Creative Shiner Simba Smoby Toys UK Sinco Toys Smart Toys & Games Smart Zone (HK) Smiffys Stat-Images Tactic Games UK Thames + Kosmos The Carat Shop The Gift Scholars The Happy Puzzle Company The London Toy Company

Stand Number B60 Upper Level 130 Upper National 80 B39 B21 and B25 G65 N13 B20 F36 F72 Upper Level 152 Upper National 53 Upper National 72 Greenhouse 9 F66 Upper National 44 N25 F16 Upper National 36A Upper National 58 Upper Level 175 Upper Level 185 Greenhouse 7 Upper Level 153 B35 Upper National 39 B50 Upper Level 218 F42 Upper Level 142 Upper Level 124 E40 F25 F15 Upper Level 160 Upper National 46 G22 B52

Exhibitors

The Mystery Agency The Noble Collection (UK) The NPD Group The Source Wholesale Upper Level 147 The Toy Project The Watering Hole Café by Giraffe Insights Theo Klein TKC Sales Tonies Topps Europe Toy Trust Coffee Lounge Toy World Magazine Toymaster The Toymaster Members Lounge Toynamics UK & Ireland ToyPro Toys 'n' Playthings Magazine Toys2market ToyTopic Tree Toys UK Trends UK Ty UK UL Solutions United Wheels UK University Games Vivid Goliath VR Distribution (UK) VTech/LeapFrog Wild Card Games Wilton Bradley Wind Designs Winning Moves Wow Toys & Puzzles Yookidoo Zapf Creation Zappies Zimpli Kids

Stand Number Upper Level 200 Upper National 37 Upper Level 146

Greenhouse 11 N18 N20 E90 C42 Greenhouse 6 Upper Level 180 B23 Upper Level 149 Upper Level Dark Room E46 Upper Level 155 E1 Greenhouse 18 G94 B18 H42 Upper Level 119 E42 B80 E50 B70 N9 N19 B37 E89 and E98 H52 F40 Greenhouse 2 B75 B45 Upper Level 105 D2

2023

Please note: these plans and exhibitor list were accurate as of 16th December 2022

2023 Stand

Visit us at the London Toy Fair Toy World 208

B23

B39 Progressive Preschool Magazine

2.5

ROLLER SHUTTER DOOR HEADROOM 3.8m WIDTH 6.0m

9.5

Card Games

2 17

2.5

187.75 N6

Asmodee UK

17.5

4.75

B19

9.5

N8 GATE B N3

Epoch Making Toys 17 Ltd

6.5 17

161.36 Asmodee UK 9.5

Epoch Making Toys 17 Ltd

N15

2.5

RAMP

Gallery UP

2.5

Gallery

Eat Street

17.4

1.5

2 Up To

149.52

N20 Theo Klein Ltd.

19.5

N20 Theo KleinS4Ltd. 2

N21

2.6

0.5

N21

32.5

Alpha Toys

32.5

233.88

3 2.30

5.5

Alpha Toys

36.5

3 N25 2

RAMP

Free stand

Space only

Green House

Lounge

Shell Space only Store Unset

Shell

Void

4.5

N14

AREA UNAVAILABLE DUE TO 2.5 REDEVELOPMENT 155.75 8 WORKS

4.5

Store Space only Store Unset Unset

Venue column

Toy World 212

Access Ramp

LEGO Zimpli Kids

Access Ramp

SES CREATIVE

3.5

Toy World

5.5

GALLERY LINE

2.5

3.5

2.5

1.5

Access

Redlands Distribution Limited

7.5

8.5

Cartamundi UK Ltd

EDUK8 Worldwide Ltd

5.5

Toys 'n' Playthings Magazine

4.5

19.5

Coiledspring Games

STAIRCASE No.34

0.5

GALLERY LINE

2.5

2.5 2.5

2.5 2.5 2.5

0.5 2.5

GALLERY LINE

14.5

LEGO 5.5 4.31

4.31

4.5

'Inner D Shutter ROLLER SHUTTER DOOR HEADROOM 3.8m WIDTH 6.0m

Rubies M

ROLLER SHUTTER DOOR

ROLLER S

ROLLER SHUTTER DOORS BETWEEN HALLS Headroom 4.1m

Up To Gallery & Toilets

13.5

ati

-N ojo

2.5

98.65

3.5

N19

AREA UNAVAILA DUE TO REDEVELOP WORK 6

Fun

Epoch Making Toys 17 17 Ltd

Jazware

172.5

2 22 1 The Watering Hole Café by Giraffe Insights 22

4.5

VTech/LeapFrog

98.65

3.5

N18

322.75

172.5

2 22 The Watering Hole Café by Giraffe Insights 22

N15

3.512

4.5

17.4

2.94

ATM ATM

179.74

N16

2.94 Up To Gallery

120.75

Up To Toilets

210

3 Baby Change

Up To Gallery

120.75

161.36

9.5

ATM ATM

179.74

Rubies Masquerade 17.5

Up To Toilets

4 3 AREA UNAVAILABLE S6 DUE TO clementoni REDEVELOPMENT WORKS

Moose Toys

Charact

Baby Change

Organiser's Office

149.52

OLYMPIA 17.4 NATIONAL FOYER

9.5

Organiser's Office

1.5

2.6

Organiser's Office

OLYMPIA NATIONAL FOYER

Organiser's Office

233.88

ORGANISED BY:

Bri

2.3 5 5.5 1 4 10 THE TOY1FAIR British Toy & Hobby Association 3 N25 N21 BTHA House Alpha Toys 2 142-144 Long Lane 32.5 36.5 London SE1 4BS E-mail: Majen@ United Kingdom Tel: +44 (0) 20 7701 7127 E-mail: Majen@btha.co.uk Web: http://www.toyfair.co.uk

0.5

N20 Theo Klein Ltd.

Access Lift

Gallery

Eat Street

Access Lift

Void

NATIONAL GROUND

Venue column

Please note: these plans and exhibitor list were accurate as of 16th December 2022

11.5

15 15 VTech/LeapFrog Ravensburger Ltd

3.4

3.5

5.5

Baby Change

Bandai UK Ltd

Rubies Masquerade

Void

36.5

Shell

Venue column

11.5

4 35.14

Please Note: Toilet out of use from 08/04/22 until 15/01/23

Goods Lift N7

Bandai UK Ltd 212.38

5.5

B70

STAIRS TO

8th Wonder Ltd

N18 2.5 32 N25

Feature

Free stand

17.5

11.5

7.5

2.5 Character Options N19

303

99.67

Green House

Plus-Plus

2.30

322.75

5.5

Up To

Free stand

N12 8

reserved for catering

January 2023 Green House January 2023 Grand Hall Ground Level Grand Hall Ground Level Lounge Olympia Olympia

Mookie Toys

Eat Street

Feature

N11 6.5

79.58

N17

5.5

yookidoo 17

2.3

Greenhouse Stand Names

Character Options

0.5

Goods Lift N8

9 4.75

31.5

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83.45

Telephone for First Aid Assistance

N17

1215

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Feature

B38

B18

2B75

Extract Point Height =SHUTTER 4.55m ROLLER DOOR

233.88WB

NATIONAL GROUND UP

Switch Room

5.5

6.5

5.5

Moose Toys

1.5

9.5

reserved for catering

Eat Street W14

Card 3B85 Games Funville 6

11.5

2.6

8.6

Up To 155.75

35.5

B80

125.38 3.5

9 2

United Wheels UK Tree 5 Toys 5 UK Ltd

Progressive Preschool Magazine

STAIRS TO GALLERY

M GATE ROLLER SHUTTER DOOR HEADROOM 1.95m B GATE WIDTH 1.60m

12.5

187.75

9.5 S5

clementoni

149.52

B25 35

B23

B37

B39 2 7 Wild 9 1

CCTV?

12.5

N13

8.6

17.4

reserved for catering S1

Store

288.73

N16

19.5

17.4 19.5

19.5

155.75

fly killer

102.95

STAIRS TO ATM GALLERY

210

2.5

N14

Moose Toys

clementoni

17.5

3.4

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tRM oo m

B41

8.6

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GALLERY LINE B21 Rainbow Rainbow Design Designs 7 Ltd Ltd Vivid Goliath

S3B35

233.88

4 JohnN10 Adams Leisure Limited 288.73

VR Distribution (UK)

N15

MOOD BEARS 3 5.75

4990.00

CCTV?

119.74

21.5

130

N4 N9 7 National Hall Lounge GH01 Felix Europe Bv 5 GH02 WOW Toys & Puzzles 5 GH03 Laurence King Publishing 10 Juratoys UK Ltd N1110 610 179.76 79.58 GH04 movies inc 16 20 GH05 Noffle Studios 2 2.5N1 12.5 GH06 Topps Europe 4 17 Games N10 GH07 Scrunch 4 4 Please Note: GH08 Eurofins MTS Workshop Toilet out of use GH09 Robert Frederick from 08/04/22 until 15/01/23 30 99.63 N1 8 GH09a FOCO N2 Mookie Toys 10 8 Baby 7.5 Extract Point Change 8th Wonder Height = 4.55m GH10 Fabula Toys 6.5 Ltd 3 3 3 2 GH11 THE TOY PROJECT N9 GH12 Fountasia Up To 9.5 99.67 17 Gallery Goods Lift N8 GH14 Alley Cat Games N7 Goods Lift & Toilets N12 N7 N8 17 VR Jazwares GH15 Happy Little Doers 3.5 8 4 Distribution 8 4 Plus-Plus GH16 iDisplayit (UK) GH18 toys2market 50 National Hall Lounge N4 N6 N5 12.5 GH20 Pen Paper Gift Ltd 5

6.5

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6.5

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3 N25 Alpha Toys GRAND GROUND 36.5 2

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8.6

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9.5

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17.4

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100

D21

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Golden Bear Toys Big Potato10 5

Aurora World

8 10

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2.17 15

Eat Street W14

6.5 N16 N9

210

17.5

RAZOR USA

CCTV?

ATM

179.76

3.4

N4 5

19.5

N13

3 9

3.4

Brainstorm Ltd

Baby Change

2.5

Funko

17.5

187.75

13.5

9.5

212.38

2.517

Plinth Box for Electrical Conduit

Plant B

B20

2.5

PA?

16.5

5.5

13.5

STAIRS TO GALLERY

VISITORS 3.75 10 ENTRANCE

203.5

Passenger Goods Lift Lift NA10 Funko

WA WA

16.5

4990.00

10 10

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RAZOR USA

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7.5

2.5

5.5 10

B20

99.63

Switch Room

8.6

Juratoys UK 3Ltd

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10 10

Ravensburger Ltd

Access Ramp

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Tree

99.63

3.5

13.75

D12 Basic Fun!

212.38

7.5

John Adams Leisure Limited

N21

Games Workshop

3 N13

B18

2.5 4

60.5

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UK Ltd

Juratoys UK Ltd

5.75

5.5

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2.9

D11

ROLLER SHUTTER DOORS BETWEEN HALLS Headroom 4.1m

Plinth Box for Electrical Conduit

D35

3.5

D12 18 Basic Fun! Dolu 13.75 B40 2 5.5

S4 55.74

Water Refilling Station

B19

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3E1

143.74

Basic Fun!

0.5

38.5

N2 Limited John Adams Leisure

12.5

23.5

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Ltd

5 Toys

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10 30 2

7.5

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B21

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4.75

23.79 12

GALT

N2 Rainbow Designs 32.5

B23

B37

ATM

38.5

The London Toy 2 Company B18

Big Potato Games

B25 35

B52

B25 35

Rainbow Designs Ltd

GALLERY LINE

Games 3.5 4 Workshop Wild 1

D21 6

3.5

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2.6

Telephone for First Aid Assistance

Switch Room

Wild 1 Card 148 Games

3.4 B38

Telephone for First Aid Assistance

10 Designs 7 3 Ltd

12 12

149.52 3.5 4

Progressive Preschool Magazine

B39

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3.5

14.5

4 6

B38 3

12.5

THE TOY PROJECT Fountasia Alley Cat Games Happy Little Doers iDisplayit toys2market Pen Paper Gift Ltd

MOOD BEARS 3

STAIRS TO

23.5

GH11 GH12 GH14 GH15 GH16 GH18 GH20

B37

B35

B41N1

Plant

23.79

Width 3.08m Headroom 2.25m

GH02 WOW Toys & Puzzles GH03 Laurence King Publishing GH04 movies inc GH05 Noffle Studios GH06 Topps Europe GH07 Scrunch GH08 Eurofins MTS GH09 Robert Frederick GH09a FOCO GH10 Fabula Toys GH11 THE TOY PROJECT GH12 Fountasia GH14 Alley Cat Games GH15 Happy Little Doers GH16 iDisplayit GH18 toys2market GH20 Pen Paper Gift Ltd

Magicbox Toys

2.17

Plinth Box for Electrical Conduit

The London Toy Company

36.75 ATM

E70

216

6.5

STAIRS TO/FROM GALLERY 3

12 32

D E79

3 E89

Access Ramp

GATE BB

119.74

19.5

Eat Street B52

7 Goods Lift N9

B40

GRAND GROUND

Greenhouse Stand Names

7.5

7.5 2

55.74

D34

E25

Melissa & Doug

16.5

8 Passenger Lift NA10

E15

B B45 119.71 B21B50 2 E10 69.74 Rainbow Designs 7 Ltd 3 E 6

B35

MOOD BEARS 3

20.74

Zapf Creation

Switch Room

B45

E21

3.5

19.5

B50 119.71

GALLERY LINE

E16 Rainbow

ROLLER SHUTTER DOOR

STAIRS TO GALLERY

71.64

UP Plant Room AHU

4 35.14

CCTV?

ROLLER SHUTTER DOOR HEADROOM 1.95m WIDTH 1.60m

2.5

B60

5.5

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5.5

3.5

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B70

Access Ramp

52.5

Wilton Bradley

10 10

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B75

ATM

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303

7 10

2.9

92 F72

2.5

13.5

VISITORS E90ENTRANCE D36

165

10 35

19.5

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fly killer

83.45

119.74

Aurora World

N20 Theo Klein Ltd.

Gallery7.5

WIDTH 6.0m

2 ABGee of Ripley LTD

N16

Water Refilling Station

143.74 54.74

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Up To

B80

D36

Halilit

5 3 2 Plant Room 2 1 2 AHU B23 Melissa B41 & Doug

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165

1.5

Simba Smoby Toys 12 GALLERY LINE UK

Posh Paws International

2.17

36.75

18 MV Sports and Leisure Ltd 18

Moose Toys LEGO

3.4

8.6

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125.38

tonies®

2.06 12

Greenhouse Stand Names

GH01 Felix Europe Bv LIVEWELL 5 2 5.75 7 2 GH02 WOW Toys & Puzzles 9 B GH03 Laurence King Publishing B85 Funville GH04 movies inc Pla nt FM Store GH01 Felix Europe Bv Switch Ro GH05 Noffle Studios om Room GH06 Topps EuropeGH02 WOW Toys & Puzzles GH07 Scrunch GH03 Laurence King Publishing M GATE GH08 Eurofins MTS GH04 movies inc GH09 Robert Frederick GH09a FOCO GH05 Noffle Studios GH10 Fabula Toys GH06 Topps Europe GH11 THE TOY PROJECT GH07 Scrunch GH12 Fountasia GH14 Alley Cat Games GH08 Eurofins MTS GH15 Happy Little Doers GH09 Robert Frederick GH16 iDisplayit GH18 toys2market GH09a FOCO GH01Gift Felix GH20 Pen Paper LtdEurope Bv GH10 Fabula Toys 102.95

7 reserved for catering C42

United Wheels UK

PA?

Data Cab.

6.5

3.75

Greenhouse Stand Names

100

8 F90

ATM

12.5

1.5

HEADROOM 3.8m WIDTH 6.0m

Vivid Goliath

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71.64

13.5

B40

20.74

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3D D34 10.5 D35 'Inner D Shutter' 3.5 ROLLER SHUTTER DOOR C 3.8m 10 HEADROOM

4.5

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256

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115.48

14.5

6.5

E20

5 TKC Sales Ltd 4 Learning Resources

10.5

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67.74

10.5

GALT

4.5

16.5

Just Play

17.4

Ltd

G90

11 Canal Toys

E98

Geomagworld 5.5

5.5

203.5

55.74

Geomagworld

2 DOOR ROLLER SHUTTER

100

4.5

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23.79

STAIRS TO

E39

The London Toy Company

2.85

3 148

Width 3.08m Headroom 2.25m

18 2

B52 35.14

Width 3.08m Headroom 2.25m

Ltd

Dolu

2 D 155.75

AHU

'Inner D Shutter'

GRAND GROUND B GRAND GROUND 18

2.5

130

Room16 One For Plant Fun

B45

F10

14.5

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2 GH14

F18 3 Bladez Toyz Ltd

10 8 IMC Toys 7 Cheatwell Games

E75 4.5

GH07 GH11

5.5

STAIRS TO

31.5 16

B50 119.71 4

D 4

2.5

8.5

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B90

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10 yookidoo

71.64

10 KEEL TOYS

8 International

4.31

21.5

B75 6

E45

Cheatwell Games

B60

2.5

4 35.14 13

B60

2.5 7.5 Funville

E49

101.45

ABGee of Ripley LTD

12 B70

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13 16

B70

303

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Brainstorm Ltd B75

STAIRS TO 6.5 GALLERY

10 Buddy

B85

83.45

31.5

100

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B100

ROLLER SHUTTER DOOR HEADROOM 1.95m WIDTH 1.60m

10 10

Funville

M 3GATE 7

B80

E69

Casdon

1021

STAR-IMAGES 8

clementoni

E50 130

Coiledspring Games

B85

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Simba Smoby Toys 12 GALLERY LINE S6 UK 83.45 303 E46 E4048 2 100 14 7.5 10 8 Zapf6 Creation 9 4 15

Posh Paws

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C42 tonies®

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54.74

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M GATE

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10 10 CCTV?

6.5

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2.06 12

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5.5

E79

2 50

4.5

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36.75

4.31

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125.38

F36

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125.38 E66

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10.5

12.5

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United Wheels UK

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3.5

fly killer

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E70

17.4

256

12 12 2

2 2

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19 B92 B90 B100 D11 D3536 F1 15 F25 16 24 40 79.74 D21 20.74 OLYMPIA ROOM ABGee 4of Ripley LTD 3.5 9 Simba 5Smoby Toys 6 10 Posh Paws 3 2 12 12 122 F 2.06 12 10 8 10 C 9 Big7 Potato GALLERY LINE UK International Basic Fun! 5 5E2 F18 F15 35.5 Games Craft 3 3 Thames and Bladez Toyz 5.5 8 LtdAurora 8 4 World 10 Buddy 8 407Zapf Creation 8 Kosmos 27 Eat Street W14 60.5 7 E20 32 12 Ltd 11

red robin 72 toys

875

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216

4.5

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Funrise International 8 2 LEGO Ltd E35 F1 15 E39 OLYMPIA ROOM 3

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Fiesta Crafts Ltd

3.5

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102.95

STAIRS TO/FROM GALLERY 3

33.75

2 63.74

Winning Moves

United Wheels UK UK & Toynamics 10 10 University Games

618

102.95

104

13 C 2 N14 6

Great Gizmos Limited 8

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5.5

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F65

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ORANGE TREE TOYS LIMITED 2

3.4

pms international group plc

Smart Toys & Games

127.48

17.5F40

4.5

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Jonathan's Toys

Insect Lore

Vivid Goliath 2

52.5

TKC Sales Ltd 5 10 35

18 MV Sports and Leisure Ltd 18

16 16

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12.5

12 5

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8.5

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12 2.5

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Bigjigs Toys Ltd

76.74

14.5

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3.75

18 2

45.21

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18 5 2

13 F72

2.5

21.5

8.6

Ltd

GH14 5

Ltd

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Craft 2.5 203.5

2.5 2.5 GH07 GH11

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2 3.75 10.5 10 Buddy 2

5 6

2 3

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203.5

2.5

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GH06 GH10

100

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G65Rainbow Eco Products Ltd 10.5 16 7 2 5 130

115.48

14.5

0.5 2.5

2.5

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5 GH05 GH09a

8.5

2.5 GH12

67.74

3.5

2.5

3.5

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2.5

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5 5 5.75 GH04 GH09

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2.5

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108 10 8

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13.5

4.5

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F25 24

9Eighteen86

2 10

N23

Jazwares

8.5

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6 10

8.5

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79.74

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G23

2.5 GH12 6

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F20

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E30

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10 3 2 5 2.85

5 GH05 GH09a

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Gibsons

Cartamundi UK Ltd

H36

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EDUK8 Worldwide Ltd

Getretro.co.uk

H39

3.5

KEEL TOYS

E16

Toys 'n' Playthings Magazine

1.5

1.5 3

H40 6 2

ATM temp

Kidicraft Ltd

Chronicle Books

324

E45

8 16

100

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Zimpli Kids

21.5H42 E49

13.5

GALLERY LINE

4.5

One For FunCoe's Bakery E4048

E113

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H46 16

F10 2.5

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161.36 5

12 1

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5.5

13 UK Ltd Trends

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100

130

100 2 2 GH03 GH08

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4.5

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130

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7.5

H65

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101.45 165.48

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8 International 4

1.5

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6.5

E66

3 9

E45

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B92 14.5

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100

6.5

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L GATE Ireland Limited

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8.5

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F25 24

4.31

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216

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2 GE46 4 2.5

5.5

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54.74

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2.5 2.5

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2.5

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GH18

fly killer

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10 35

F36

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10 10

187.75

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8 ToyTopic Wilton 10 10 Wilton Bradley 165.48 Bradley GH16 GH15 3

10 GH20

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9 8.4

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79.71

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33.75

212.38

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63.74

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63.74

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104

Jonathan's Toys Ltd

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17 3

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12 pms international group plc

127.48

19.5

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2.5

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76.74

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33.75

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Smart N4 Toys & Winning Moves Coe's Bakery Games

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7.5

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115.48

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52.5

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pms international group plc

127.48

16 4.5

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0.5

GH05 GH09a

67.74

Funrise International Ltd

STAIRCASE No.34

2.5

GH02

8.5 10

2.5

3.5

14.5

L GATE

John Adams H46 Leisure Limited 5 Lift G4

45.21

GH04 GH09

10.5

ACCESS REQUIRED TO LIFT MACHINERY ROOM

Wind Designs Ltd H52 30

ATM temp

Asmodee UK F90

Eighteen86 80

2 GH14 E94

2.5 GH12

2.5

0.5 2.5 The Generation Media Café

2.5

4 4

2.5

2 2 GH03 GH08

Exhibitors Entrance

F66

9.5

3.5

Room Copenhagen

BABY CHANGE

76.74

49 8.

2.5

2.5 2.5 4 GH07 GH11 8 8 ToyTopic 2

GH16 GH15

2.5 GH01

8.5

G94 6

165.48

GH18

GH20 2

28.5

STAIRS UP TO GALLERY & HENLEY SUITE

Funrise International Ltd

F72

2.5

7.5

E113 2

CAGE

GH06 GH10

Extract Points Height - 4.8m

E75

12.5

0.5

G90

Redlands Distribution Limited

2.5

0.5

5 FACP

Goods Lift G1

SHUTTER 5 ROLLER 5 DOOR HEADROOM 4.70m WIDTH 4.38m GH05 GH09a

STAIRS TO GALLERY

2.5 2.5

GH02

10.5

2.5

45.21

G65Rainbow Eco Products Ltd 10.5 7 2 5

115.48

14.5

GH04 GH09 K GATE

Goods Lift G2

STAIRCASE No.34

Planter

23.5

2.5 GH12

3.5

67.74

8.5

6.5

2.5

2 2 GH03 GH08

2.5

2.5 GH01

2.5

GH16 GH15

0.5 2.5

GH18

GH20

VISITORS ENTRANCE

Olympia National Entrance

VISITORS ENTRANCE

Issue Number: Issue Date: Updated by: Scale:

Olympia National Entrance

99 16 Dec 2022 Phil N.T.S.

January 2023 Grand Hall Ground Level Olympia

RED

ORGANISED BY:

THE TOY FAIR itish Toy & Hobby Association BTHA House 142-144 Long Lane London SE1 4BS United Kingdom Tel: +44 (0) 20 7701 7127 @btha.co.uk Web: http://www.toyfair.co.uk

Issue Number: Issue Date: Updated by: Scale:

99 16 Dec 2022 Phil N.T.S.

142-144 Long Lane London SE1 4BS United Kingdom Tel: +44 (0) 20 7701 7127 E-mail: Majen@btha.co.uk Web: http://www.toyfair.co.uk FIRE EXIT

B90

18 2

Just Play

102.95

Paper Engine 3125.38 7 2 15 9

B85

ATM

Switch Room

Store

CCTV?

UL185

B80 5

B75

Funville

83.45

14 PAPO 9

yookidoo 31.5

303

UL180 7.5 16

E4048

Flair GP

45 4 35.14

B70

2.5

D34

36.75

10.5

Melissa & Doug

B60

71.64

B50 119.71

Zapf Creation

9.5

B45

5.5

55.74

B40

Plant

143.74

12 11

D21

Big Potato Games

119.74

5 TOYS 2

MOOD BEARS 3 6

3.5

4 Wild 1 Card Games

B21 Rainbow Designs Ltd

THE TOYMASTER MEMBERS LOUNGE

Cartamundi UK Ltd

EDUK8 Worldwide Ltd

5.5

D12 Basic Fun!

Access Ramp 4990.00

5.5

RAZOR USA

io n

ToyPro

UL154

N Smith & Co Ltd

Sequin Art Limited 9

UL160

Area Unavailable due to Redevelopment

The 5 Carat Shop STAIRS TO GALLERY

Spillage Kit

DISABLED PERSONS EVACUATION POINT

Nat

3 STAIRS TO GROUND FLOOR 6

UL155

Tree

B38

ORGANISERS OFFICE

2.25 UL153

Access

B19

UK Ltd

4.75

16.5

Eat Street W14

B18 5 Toys

Reydon Sports PLC 3

Eat Street W14

13.75

B20

STAIRS TO GROUND FLOOR

UL152

35.5

5.5

DARK ROOM

ATM

5.5

38.5

B23

B37

B35 JUST IMAGINE B25 35

B39

2.5

60.5

2.9

D11

Basic Fun!

64 GALLERY LINE

Rainbow Designs 7 Ltd

UL162

B41 60

23.79

110

20.74

12 7

SCHLEICH 2.17 10

The London Toy Company

Plant Room AHU 2 2

ABGee of Ripley LTD

UL175

GALT

VISITORS ENTRANCE

3.4

Aurora World

Simba Smoby Toys 12 GALLERY LINE UK 3

D2 148

ROLLER SHUTTER DOOR

ROLLER SHUTTER DOOR Telephone for First Aid Assistance

GH01 Felix Europe Bv GH02 WOW Toys & Puzzles GH03 Laurence King Publishing GH04 movies inc GH05 Noffle Studios GH06 Topps Europe GH07 Scrunch GH08 Eurofins MTS GH09 Robert Frederick GH09a FOCO GH10 Fabula Toys GH11 THE TOY PROJECT GH12 Fountasia GH14 Alley Cat Games GH15 Happy Little Doers GH16 iDisplayit GH18 toys2market GH20 Pen Paper Gift Ltd

Passenger Lift NA10

UN56 N6

12.5

23.5

2 2 UN57 UN58 Sassi

Fizz Ltd

UN63

UN64

RGS Group

DITTY BIRD

288.73

RAMP

19.5

Moose Toys

Character Options

Gallery

UN50 UP

N18

2.6

233.88

N20 Theo Klein Ltd.

0.5

Alpha Toys

32.5

322.75

4 3 N25 2

36.5

5.5

31.21

UN80

3.5

VTech/LeapFrog

Press Office & Toy Fair's Hero Toys Display

179.74

2 2.94 Up To Gallery

120.75 ATM ATM

2.30

5.5

N21

MAKE

PLAY LOUNGE

5.5

UN49 6

7.5

119.18

UN46

4.5

3.5

170.92

Up To Toilets

4.5

Rubies Masquerade

AREA UNAVAILABLE DUE TO 5 3 3 REDEVELOPMENT UN40 UN45 WORKS UN44 2 2 ROOVI WIT

The Gift Scholars

LEXIBOOK

Baby Change

4 3 5OLYMPIA 5 2 3 UN36A UN39 UN38NATIONALUN37 Shiner The Noble Commotion Ltd 3 3Organiser's Sandart FOYER Office LTD 4 Collection (UK) 4 9

Ltd

4 20

Club Room

Passenger Lift 8

Shell

Free stand

Space only

Green House

Store

Lounge

Unset

12 Mighty 6 Jaxx

UN35 Abysse Corp

UN30

FIRE EXIT

Dongguan BY: 4ORGANISED Cheerful Toys 6 Manufacture THE TOY FAIR Co., Ltd

British Toy & Hobby Association 36 BTHA House 142-144 Long Lane London SE1 4BS United Kingdom Tel: +44 (0) 20 7701 7127 E-mail: Majen@btha.co.uk Web: http://www.toyfair.co.uk

Access Lift

Area unavailable due to redevelopment works

VISITORS ENTRANCE Feature

3.5

UN36

Access Required

ORGS OFFICE ROOM 608

NATIONAL GALLERY

94.42

Organiser's Office

GFS GLOBAL FREIGHT SERVICES (UK) LIMITED

FACP FACP

ORGS OFFICE ROOM 609

January 2023 Grand Hall Ground Level Olympia

34.79

SILVERSTREAM

Eat Street

TIME NATIONAL GROUND 2

99 16 Dec 2022 Phil N.T.S.

172.5

2 22 The Watering Hole Café by Giraffe Insights 22

5.5

9.5 1.5

CHARGING ZONE

Vertical Air Handling Unit

149.52

17.4

98.65

Demo Zone

19 11.5

8.5

3 6

N19

Bandai UK Ltd

69.79

N16

clementoni

reserved for catering

Up To

3 Capikooa

210

17.4

2.5 Magformers UK 6 Ltd

3 5

2.5

2 2 UN74 UN76

12.5

11.5

N17

UN51 155.75

8th Wonder Ltd

99.67

Robbie Toys Limited

Plus-Plus

4 105

3 2

UN72

FIRE EXIT

UN78

N15

17.5

8.6

UN52 N14

Ravensburger Ltd

VR Distribution (UK)

Great Little Rewards

6.5

Mookie Toys

GOODS LIFT N7

Pilsan Plastik ve Oyuncak Sanayi A.A N12 7 5

161.36

9.5

8.6

3.4

19.5

UN52A

2.5

6 Jazwares

CONNETIX

UN70 N2

GOODS LIFT N8

UN53

UN68 6

Coe's Artisan Bakery

N11

79.58

12.5

N10

6.5

UN54

Curve Creative 6 6 6 Lab KAP 17 Epoch Kids Making Toys 17 TOYS Ltd LTD

Pelikan Print 3

2 UN66

2 5

17.5

N13 20

187.75

212.38

UN62

iDance UK

UN60

2 Distribution Ltd 2

Goods Lift N7

Goods Lift N8

National Hall Lounge

2.5

Up To Gallery & Toilets

179.76

9.5 LeBorne

Kikkerland 5

2 5

99.63

Junior John Adams Leisure Limited 4 Creations

UN55

Funko

10 10

3 3.5

Baby 3 Change ROLLER SHUTTER 6.5 DOORS BETWEEN HALLS Headroom 3.48m

GOODS 4 LIFT N9 30

Curious 6 Universe

Vertical Air Handling Unit

13.5

PASSENGER

LIFT NA10 Games Workshop

Venue column

Baby Change

Extract Point Height = 4.55m

7.5

Asmodee UK

Juratoys UK Ltd

2.5

Goods Lift N9

FIRE EXIT

Plinth Box for Electrical Conduit

Switch Room

Please Note: Toilet out of use from 08/04/22 until TO 15/01/23 STAIRS GROUND FLOOR

GATE B

10.5

GRAND GALLERY Greenhouse Stand Names

FIRE EXIT

ROLLER SHUTTER DOOR

ROLLER SHUTTER DOORS BETWEEN HALLS Headroom 4.1m

3.5

GRAND GROUND

FIRE EXIT

Width 3.08m Headroom 2.25m

ROLLER SHUTTER DOOR HEADROOM 3.8m WIDTH 6.0m

Catering Store

'Inner D Shutter'

FIRE EXIT

STAIRS TO GROUND FLOOR

Issue Number: Issue Date: Updated by: Scale:

UL149

7 Toymaster

Void

Olympia National Entrance

Issue Number: Issue Date: Updated by: Scale:

99 16 Dec 2022 Phil N.T.S.

Venue column Passenger Lift 10

Goods Lift

K GATE

BABY CHANGE

Please note: these plans and exhibitor list were accurate as of 16th December 2022

1 7127 ha.co.uk Web: http://www.toyfair.co.uk

L GATE

January 2023 Grand Hall Upper Level Olympia

by Association

12 12

E15

D35

3.5

4.5

C42 tonies®

12.5

M GATE

E21

E10 69.74

Water Refilling Station

D36

Posh Paws International

Learning Resources

165

Progressive Preschool Magazine

ROLLER SHUTTER DOOR HEADROOM 1.95m WIDTH 1.60m

ATM

16.5

Toy Trust Coffee0.5 LoungeB52

0.5

13.5

E35

E16

4.5

256

16 6

100

E39

STAIRS TO

STAIRS TO GALLERY

Access Ramp

Disney Watches & Jewellery

PA?

3.5

Pla

UL190

Halilit

GATE BB

5.75

UL191

16.5

100

Cheatwell Games

5.5

E45

C 2

United Wheels UK 9

Orchard Toys 10

Access Ramp

Electrical Cupboard

Agency

CCTV?

E49

One For Fun

2.06 12

CCTV?

E46

130

84 3.75

KidsOut

E50 130

Vivid Goliath

E2 7

STAIRS TO GROUND FLOOR

OLYMPIA ROOM

Window

Dolu

3 2

The Source Wholesale

LEGO

Toys 'n' Playthings Magazine

Geomagworld

F15 Thames and Kosmos

UL147

Zimpli Kids

GALLERY LINE

E66

E69

21.5

Ltd

UL200 UL202LIVEWELL The Mystery 2 SD

5.5

Golden Bear Toys

Casdon

STAR-IMAGES 8

3 27

79.74

F18 Bladez Toyz Ltd

Access Ramp

3 9

Craft

Brainstorm Ltd

6.5

10 10

E30

E20

Toynamics UK & Ireland Limited

The NPD Group

Window

Switch Room

10 10

10 Buddy

4.5

nt FM Ro o

6.5

E79

University Games

KEEL TOYS

4.5

B92

B100

fly killer

10DKL-Beysal

4 36

UL146 4

ORGANISERS OFFICE

E70

216

100

BTHA Exhibiting Members' Lounge

Data Cab.

E89

5.75

E42 2

UL Solutions

Plum Play

5.5

54.74

F25 24

2.85

F10

GALLERY LINE

5.5

F20

Tactic Games UK

Sambro 8 International Ltd

2.5

E90

Wilton Bradley

10 10

2.5

F36

Width 3.05m Headroom 3.50m

Wilton Bradley

176

STAIRS TO/FROM GALLERY 3

red robin toys

19.5

The Generation Media Café

5.5

Winning Moves

33.75

4.5

Khadou

F16

101.45

F22 The G22 Happy 4 4 Puzzle Company 24

Fiesta Crafts Ltd

79.71

1.5

104

G25 4

Smart Toys & Games

TKC Sales Ltd 5 10 35

F40

F50

25 STAIRS 5 2 TO/FROM 5 GALLERY

52.5

pms international group plc

F42

63.74

Playmonster

Gibsons

4.5

3.5

MOJO FUN LIMITED

G10

2.5

18 MV Sports and Leisure Ltd 18

F65

G20

Access

F90

Canal Toys

ORANGE TREE TOYS LIMITED

PA?

Great Gizmos Limited 8

4.31

Insect Lore

127.48

Room Copenhagen

Coiledspring Games

203.5

Jonathan's Toys Ltd

SES CREATIVE

E98

G23

3.5

76.74

F66

Bigjigs Toys Ltd

STAIRS DOWN TO CLOAKROOM

LEGO

6.5

F72

2.5

G30

7.5

10.5

2 GH14

1.5 2

E75

G65Rainbow Eco Products Ltd 10.5 7

HASBRO

GALLERY SUITES

UL1439

ATM temp

H39

Coe's Bakery

Toy World

2.5

8.5

H36

H40 6 2

Getretro.co.uk

UL144

3.5

2.5

Marvin's Magic HOUSE OF MARBLES

UL130

STAIRS TO GALLERY

Chronicle Books

7.5

G90

Funrise International Ltd

115.48

14.5

Bliss 5 Distribution E100 42.24

H42

13.5

4.5

45.21

2.5 2.5 GH07 GH11

IMC Toys

67.74

8.5

3 2

H46

H50

Trends UK Ltd

Elf on the Shelf

14.5

2 4

UL205

Lift G4

Magicbox Toys

GH06 GH10

UL128

Andiamo! Language Services Ltd

ACCESS REQUIRED TO LIFT MACHINERY ROOM

Wind Designs Ltd H52 30

H65

3 2

2.5

GH05 GH09a

Playmobil

GH04 GH09

E113

6.5

Redlands Distribution Limited

2.5

0.5 2.5

2.5

14.5

E94

3 Plasticant Mobilo 3 GmbH

Window

2.5

GH02

61 UL126 6

ROLLER SHUTTER DOOR HEADROOM 4.2m WIDTH 4.04m

Exhibitors Entrance

2.5

UL206

UL123 10.5 UL124 L GATE 3.5

8.5 165.48

GH16 GH15 10

ToyTopic

5 2.5 2.5 112 2.5 2 2 3.5 GH12 GH03 GH08

2.5

2.5 GH01

3 BABY CHANGE

Hachette Zone boardgames Smart (HK) 5 4 UK Limited 3 LeMieux UL140 83.2 18 UL141 30 UL142 16 2.5

1.1

9 8.4

8.5

PAVILION DISTRIBUTION LTD

7.5

G94

GH18

GH20

UL120

2.5

STAIRS UP TO GALLERY & HENLEY SUITE

FACP

Extract Points Height - 4.8m

ATM temp

0.5

Click Distribution (UK) Ltd

Precise TV Lounge

5.5

Eighteen86

SINCO TOYS

UL119

Smiffys

Goods Lift G1

ROLLER SHUTTER DOOR HEADROOM 4.70m WIDTH 4.38m

STAIRS TO GALLERY

CAGE

Amaroni

24 UL113

0.5

4.31

10.5

UL110

DKB Toys & Distribution Limited

1.5

Planter

UL218

1.5

4 Floss & Rock

K GATE 7

Goods Lift G2

STAIRCASE No.34

Ty UK

9.4 3

LIFT G4

Kidicraft Ltd

5.75 2.5

0.5

UL100 88.01

9 Zappies Hunter price 6 International 6 Ltd UL102 UL105 42

0.5

STAIRS TO/FROM GROUND FLOOR

GALLERY LINE

3.25

Carrera Revell UK Ltd

6.5

6.5 4

ENTRANCE TO PILLAR HALL CANTEEN

FIRE EXIT

ROOF

8.5

GOODS LIFT G2

6.15

3.34

STAIRS TO/FROM GROUND FLOOR

STAIRS UP TO OFFICES

5.85

FIRE EXIT

STAIRS TO/FROM GROUND FLOOR GOODS LIFT G1

8.5

FIRE EXIT

STAIRS TO/FROM GROUND FLOOR

Toy World 214

touchingbase

Looking ahead

2023

Trending at

Toy Fair

Toy World caught up with a selection of leading industry suppliers to find out which of their product lines they are most excited about presenting at Toy Fair this year, and why they are tipping these lines for success in 2023. We also asked if they would be kind enough to send a photo of themselves proudly displaying their chosen item. Some entered fully into the spirit of the request and embraced the idea with gusto. We’ll assume the others were far too busy in the run-up to Christmas, ensuring the trading year finished on a high and making preparations for their Toy Fair stand. All of the items selected will be on display in London, along with thousands of other great new products from over 150 companies.

Anita Card Key account manager, Commotion My Emotions Wooden Tiles is the standout product for me. We know the importance of supporting mental health and well-being, so I am thrilled we have developed this set for our TickiT range. These chunky wooden blocks have real images of children showing different emotions and reactions and are designed to help the user recognise emotions, to understand their own feelings and to build emotional intelligence by seeing the world through another person’s eyes. We have had wonderful feedback from customers. The design of each tile has been carefully considered so users can interact with them to develop emotional skills. I particularly love that this is perfect for non-verbal communication, as users can demonstrate their feelings through the images. Visual reminders are also known to help process feelings, so this is a clever way to foster learning about emotions. My Emotions Wooden Tiles are a fabulous addition to our TickiT range.

Becky Matthews UK sales and marketing director, Golden Bear Toys Farty Freddie is one of our hero toys for 2023 and our latest offering in the hugely competitive family games market, which is so important to our business strategy at Golden Bear. Let’s face it, trumping makes everyone laugh, and we realised we were onto a winner when Farty Freddie had all our consumer research groups in stitches throughout the sessions. They loved Farty Freddie’s simple concept – the last person not to get ‘farted out’ is the winner, and the integration of burps to skip a player and giggles to reverse the direction of play also causes much hilarity. The idea was simple to develop, and we had so much fun internally with it. Farty Freddie appeals to all ages, has no complicated rules so can be played straight from the box and is a real disrupter on the shelves. We are looking forward to his arrival in the market in AW23.

Toy World 216

touchingbase

Toy Fair 2023

2023

Glenn McGrath Ecommerce digital marketing coordintaor UK & Europe, United Wheels Here at Huffy, the hero product we are most excited about for 2023 is undoubtably from our Star Wars franchise bike range: the 16-inch Mandalorian bike from Lucasfilm. With cool graphics and a replica Mandalorian helmet mounted on the bike, it really stands out in stores and provides that ‘wow’ factor. As part of our wider range of bikes and battery ride-on toys from Disney and Marvel, we tracked throughout 2022 that our licensed bikes are most popular around the launch of a new film, TV or other media activation, so we are very excited about the new Mandalorian Season 3 release in February on Disney+ and looking forward to the increased demand that will follow, along with May the 4th celebrations and another strong Q4. As Disney enters its 100th year anniversary this year, we expect another strong performance for this and the rest of our Disney range of bikes and ride-on toys throughout the year and beyond.

Ranson Ma Business operation manager, Smart Zone I’m definitely most excited about our Mighty Wheels Super Dump Truck. This big, impressive toy construction vehicle has got some amazing features for kids to enjoy, with a level of attention to detail that means kids can enjoy amazing, realistic construction role-play. All Smart Zone Mighty Wheels toy trucks are made from steel, die cast metal and plastic, and are available at a range of sizes for all budgets. Our toys are consistently highly rated by consumers and retailers alike, and I think the Super Dump Truck, with its real-steel, liftable floor bed, will be yet another hit with our existing and new customers. This is one toy people really need to see in person at Toy Fair.

Damien Collett Head of Sales & country manager, UK & Ireland, SES Creative I am excited by our new Green Beedz range of Iron on Beads as we are replacing the majority of the plastic used in this traditional crafting pastime with a plant-based substitute. As a product that is a longtime favourite of families, adults and children, we wanted to retain this fantastic perennial creative crafting range whilst updating it to meet current consumer expectations and meet our ongoing ambitions to be an environmentally conscious and responsible company, a key ethos for SES Creative. Using a plant-based substitute incorporating sugar cane as a replacement for traditional plastic, whilst retaining the quality and enjoyment you would expect from this hobby, and using fully recycled cardboard in its consumer packaging means that this product is an exciting innovation in the arts and crafts category as we continue to strive to innovate and develop stimulating new products that are both fun to use whilst protecting the environment.

Toy World 218

Lynette Leet Marketing manager, John Adams We’re excited to be launching the ZipLinx range this January. ZipLinx lets you create your own high-flying designs ready to launch in minutes, then you can send them jumping into the air with one push of the launcher key. The magic of ZipLinx is how easy it is to set up and the fact that there’s no accidental starts. Your blast balls won’t ‘pop’ until you lay in the special Linx Launcher Key for lift off. ZipLinx delivers a different eye-popping payoff to the classic domino run and there are sets at all key price points to suit all budgets. ZipLinx can jump up to 90cm, plus the Hi-Fly balls launch over 200cm. It’s great fun to record the action in slow motion and capture that impressive mid-air moment to share with family and friends, who are bound to be impressed.

touchingbase

Toy Fair 2023

2023

Stewart Middleton Consultant, VR Distribution It’s hard to narrow it down to one favourite product, but our current Hero product is Family Games, from the What Do You Meme family. The Family Games numbers are huge this year, and we believe they will see significant growth through 2023. As consumers exercise caution in terms of spending, this usually works in the favour of games; consumers look at ways to occupy friends and family while not spending much money, so Family Games are a great option. I think with the huge sales in the main games over the past few years, consumers are excited to be able to buy quick to learn, fun for all the family versions of the games they love. We have Family versions launching for more of the most successful family titles throughout 2023, including New Phone Who Dis? that I’m sure will be a huge success.

Andrew Hardwidge Sales manager, A.B.Gee I’m sure we are all starting to get excited for what is new to come for 2023, and out of all A.B.Gee’s new products for SS23, I can’t wait to show our new Hot Wheels licensed Carrycases/play sets. These are all available from Q1 and offer great margin opportunities with one of the strongest and bestknown brands in the toy industry. There are currently seven different styles available from £9.99 - £29.99. My personal favourite is the Multi-launching Racing Car Case, which holds 20 cars and can launch all 20 cars, four cars at a time, down the built-in track. I’d be more than happy to show you the range if you came to see us at the Toy Fair.

Chloe Burrowes Senior brand manager, Vivid Goliath

Simon Prest Sales director, Orchard Toys Perhaps it’s the David Attenborough effect but who doesn’t love a T-Rex? Our dinosaur themed products are a massive hit with shoppers, so retailers are going to want our new Dinosaur Dig on their shelves. Anything dinosaur related is so popular with kids, and I’m super excited about our new dig and discover style matching and memory game. I love the 3D element in the completed dinosaurs - it’s probably the big playful kid in me and I’m sure it’s going to entertain young players. It’s a great game, really fun, and we’ll be giving it lots of marketing support, so I’m excited to see Dinosaur Dig fly off the shelves.

Toy World 220

Along with everyone else at Vivid/Goliath, I am really looking forward to taking our first steps into the Infant sector with Modimi, a future-focused range of infant toys that grows with babies from 10 months old right through to 36 months. As we know sustainability is key to today’s parents, the range is made from durable, recycled materials and offers a wide variety of sensory and cognitive play experiences without compromising on the fun. Starting at an RRP of just £9.99 through to a giftable Dino Set at RRP £29.99, the range encourages the development of fine motor skills, colour recognition and hand strength whilst allowing toddlers to enjoy building and creating. We’ll be supporting Modimi with really strong marketing, targeting those allimportant first-time parents as well as gifters with an impressive campaign spanning digital, social and PR as well as product placement at key consumer nursery shows. I can’t wait to see our customers crinkle, rattle and roll with Modimi when we showcase the range to the trade.

touchingbase

2023

Toy Fair 2023 Patrick Downs Head of Design, Keel Toys

Grant Gie Managing director, Creative Kids

A standout for me is the Keeleco Adoptable World range, the newest segment within the Keel Toys sustainable soft toy range and the first fashion eco soft toy on the market. I’m very excited that we’ll be launching our new Mini Adoptable World collection in 2023. This is a cute and highly collectible range of 24 characters that benefits at retail from a really eye-catching FSDU. This will be a must have product for all of our customers throughout the year and beyond. Since we launched the Keeleco range just three years ago we’ve already recycled an astonishing 100m water bottles, and I’m really proud that 70% of the entire Keel Toys collection is now made from 100% recycled materials.

I’d have to go with the one product that caused my jaw to hit the table when I first saw it – our Kiddy Dough Shape ‘N learn Sound Tablet. This toy makes the most of true innovation I’d consider fundamental to enhancing the play experience. It’s not about bells and whistles, it’s a game changer. I’ve not seen anything like it anywhere else in the market. Adding technology to pre-school play is a natural fit. As we know, children learn through play and that learning is enhanced when they utilise multiple senses with a ‘see, say, do’ approach. The Kiddy Dough Shape ‘N Learn does exactly that. Touch is used to collect the dough and press it into the shape. Then they hear the letter sound or the word itself, eg. ‘S’ or ‘Snake’. Finally, they see the shape they’ve created. Add to this the learning of colours, and you can see why I think it’s the perfect toy for teaching and reinforcing sound phonetics, colours and shapes, all at the same time.

Gary Wadhwani Co-director, Craft Buddy We are thrilled to announce the coming of Crystal Art Buddies Series 2 in summer 2023. With the phenomenal success of Series 1, we’ll be introducing Buddies from the Paddington and Peter Rabbit licences for the first time in Series 2, as well as new characters in the Disney, Star Wars and Marvel universes, as well as other new licences which are on the horizon. Crystal Art Buddies is a marriage of arts & crafts and collectible toys. Winning several big awards helped create a real buzz leading to the November 2022 launch and we are delighted to report superb sales from retailers ranging from large general chains to independent toy retailers in the UK. We’re excited to give visitors to our booth a first peek at the great new Series 2 characters - and the chance to try making a Buddy themselves while on our stand.

Abigail Gardner Marketing assistant, Toynamics UK & Ireland There are so many highlights across our new toys but the one I’m most excited about is the Nebulous Stars Shooting Star Maker. I love arts, crafts and making things, especially anything I can add glitter and sparkles to. I’ve never seen anything like this before; it feels totally fresh, and we’re excited to see shopper and retailer reactions. The idea is simple, you make magical 3D shooting stars and decorate them – and the set contains loads to get creative with. That’s brilliant in itself, but I also love the idea of filling the stars with gifts and inspiring messages before sealing them; it’s such a positive vibe. And of course, wishing on a shooting star is the best way to make your dreams come true.

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Graham Gardiner,

Karen Clarke UK brand director, Smart Toys and Games There are lots of new product lines to be excited about from Smart Toys and Games for Toy Fair 2023 but, personally, I always look forward to the new IQ Games. Selling in their tens of thousands, the IQ Games range is an immensely popular category for us. It’s no wonder why, as each game boasts a unique and innovative game mechanic, offering varying levels of difficulty, meaning these educational games are perfect for both adults and children as young as six. For 2023, we will be launching five new IQ Games including IQ Twins and IQ Hexpert. The puzzle pieces of IQ Twins are two peas in a pod, but not two of a kind - 10 puzzle pieces form five coloured pairs. One part of the duo only fits on the game board in 90° orientations, while the other piece only fits when rotated 45°. This IQ game comes in a travel case and includes 120 challenges from junior to wizard. IQ Hexpert, meanwhile, is a pocket-size IQ puzzle on a hexagonal game board in which players create their own challenges by moving the blockers and filling the board with their puzzle pieces.

Commercial director- UK, Central, Eastern and Northern Europe, Rubies With the launch of season three of the Mandalorian, our costume is going to be one of the most popular toy and dress-up products for 2023. The costume itself features a jumpsuit with cape and mask, and the all-over print on the jumpsuit is highly realistic and matches the characters costume throughout the series. The release of the teaser trailer previously saw incredibly high engagement leading to higher demand for Mandalorian product, and now our costumes are sought after by customers across the world. This will only continue to increase when the third series is launched on Disney+.

Brea Brand Chief executive officer and co-owner, Connetix Tiles

Lauren Shipman Group brand and marketing director, Posh Paws International Cubies is our new range of super-soft and squidgy, collectible cubed character soft toys that offer consumers a quality product at a competitive price point. The characters have been specially designed so that they can be stacked on top of each other in a variety of combinations. Each of our cute cubed plushies has its own name and unique profile printed on its hang-tag, so children can feel a personal connection to the characters - and it will help inspire imaginative play. We will launch with six colourful and trending animal characters in a CDU, including Tye the Unicorn, Spike the Triceratops, Gus the Sloth, Lola the Giraffe, Zoe the Cat and Jaxx the Fox. Cubies will offer something fun, collectible, and fresh to the market for an irresistible price and children will love creating their own stackable Cubies displays and showing them to friends and family.

One hero Connetix product that I’m most excited about is our new 80 Piece Pastel Ball Run Expansion Pack, which follows on from our best-selling 92 Piece Ball Run Pack. Featuring new, exclusively designed pieces such as spirals, ‘X’ tubes and double-bowl pieces, the expansion pack will help kids and adults alike to challenge their inner engineer, creating bigger, more exciting ball run designs. Our open-ended expansion pack also comes in rainbow and includes connector square magnetic tiles, wooden balls plus a range of clear, fluted tubes to promote the exploration of motion and gravity. As an open-ended, quality – and most importantly, fun - toy that grows with children as they play and learn, this is undoubtedly a special product within the Connetix range, and one that we expect to continue to be popular in 2023.

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Bev Cochrane National account manager, Orange Tree Toys

David Kelly Managing director, Magformers UK The new Magformers Challenger 14 is the first time ever that our company has produced a 14-piece set with four completely different shapes in it. Adding the new mini-octagon and mini-hexagon shapes alongside standard Magformers squares and triangles increases the creativity of the set for consumers, while making it visually attractive in-store for retailers. And by keeping the RRP under £20 it represents genuine value for money. There are also a lot of Magformers fans out there who want to add different shapes to their existing collections and the Challenger 14 allows them to do that. That makes the set ideal for retailers to bundle it with other Magformers lines for special offers and promotions. The new shapes are interesting, colourful and a great talking point for retailers to share on their social media channels, especially with customers who they know have bought Magformers before.

Our new Woodland Animal Stacking Cubes is a beautiful, traditional toy. The five cubes stack up and fit neatly inside each other for easy storage. The boxes are numbered one to five and are decorated in bright, yet autumnal, colours. Each box features different woodland illustrations and comes with a little wooden woodland animal - a Bear, Deer, Fox, Badger or Owl - with a small opening in the cube for them to fit inside their home, adding extra play value. These stacking cubes are perfect to help toddlers learn their numbers and animals, as well as develop key motor skills including hand-eye coordination. On top of this, they are made entirely from FSC certified wood, and come in beautiful fully recyclable packaging. What’s not to love?

Anthony Grimaud Chief executive officer, Canal Toys

Neil Montgomery UK commercial director, Juratoys UK I knew there was something special about the new Janod Dino range the moment I saw the images – the designs are stunning and it's bursting with engaging features, gorgeous colours and cute dinosaur characters, not to mention the fact it’s made from the highest quality, sustainably sourced materials. The play value is endless across the entire Janod Dino collection of games, puzzles and toys, but the standout item for me (although it was hard to pick) has to be the Dino Activity Table. Featuring eight activities to engage young minds, this bright and colourful table will keep little ones entertained for hours. Whether they’re whizzing around the circuit with the Triceratops, watching an erupting volcano or playing with the rotating dinosaur egg, it’s plain for all to see just how action-packed this immense activity table is.

July 2023 will see the Airbrush Plush Magic Unicorn Glow in The Dark Unicorn join our best-selling Airbrush Plush range. The Airbrush Plush Unicorn is an adorable soft toy that gives kids the perfect blank canvas on which to express their design creativity. It couldn’t be easier to turn the unicorn into a piece of art: simply use the battery-operated airbrush to decorate and style the plush with our washable chalk-based coloured markers, either by spraying directly onto the fur or choosing from over 100 stencils designed to help young artists create wonderful patterns and designs. The ‘spray, wash and repeat’ play pattern means the possibilities are endless. As the name suggests, the Airbrush Magic Unicorn has a great new feature - the wings and area around the eyes glow in the dark. It also comes with its own LED flashlight to make the glow last even longer. Airbrush Plush Glow in The Dark Unicorn will be supported by a fully integrated media campaign including linear TV, YouTube, TikTok, Meta and influencers to ensure strong sell-through.

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John Briggs Commercial director, Epoch Making Toys Expanding on our already successful Amusement Park theme, 2023 sees the launch of a new Mermaid Castle as the newest area of the park, which I think is going to be really popular with Sylvanian Families fans. Packed with ocean themed features, the launch includes three characters in princess and mermaid costumes, and twelve attractions including the Rainbow Dream Ship, Marine Merry go Round and a Jellyfish Swing amongst others. There are so many interactive elements to create a host of play patterns, with spinning and rocking rides to keeping all the favourite characters moving. Our Mermaid Castle connects to the existing Amusement Park for extended play and kids can extend the set further with additional products like the Floating Rainbow Cloud Train to transport characters around the park. Later in 2023, new Sea Shore Friends Baby collectibles will also be available to complement the characters for the Amusement Park.

Phil Ratcliffe Joint managing director, MV Sports & Leisure

Nazneen Yasin Founder & director, Fabula Toys Over the last year, we have received a lot of love for Fabula’s If You’re Happy & You Know It inflatable dice, and coming into London Toy Fair 2023 it is definitely the toy I am most excited about. From customers to buyers, we have had great sales but even better feedback on this product. In late November, it was also judged winner in the Indoor Toys & Games 0-3yrs category at the Creative Play Awards 2022, and I can see why. To start with, it features our multicultural Fabula family teaching diversity to children, and that includes a little boy in a wheelchair, broaching the rarely discussed topic of disability among children. In addition, the toy is inflatable, which means the rather large dice can be deflated and stored away in the sustainable bag that it comes in when not in use. The fact that the dice is great for play both indoors on a rainy day, outdoors at a picnic or even in the paddling pool/bath during a hot day, makes it a toy for every occasion.

We don’t talk about Bruno, but everyone’s talking about Encanto, and kids can let imagination, creative play and adventure follow them with the Encanto Wendy House. Suitable from three years, I think it’s the perfect playhouse for children as they start to explore imaginative play and independence. Decorated with colourful character graphics, it comes complete with a ventilated closed top, tie-back door, and durable polyester and PVC materials as well as water resistance, so is perfect for any Encanto fan to immerse themselves in play indoor or outdoor. Parents will appreciate that it’s easy to assemble; the tent is a one-piece design which is shaped by inserting the adjoining PVC poles through ready-made channels. The whole product folds down to a compact size for easy storage too. It also comes with a carry bag ideal so kids can transport their own magical ‘Casita’ to sleepovers and on holidays.

Mark Hunt Marketing Director, Character Options We are really excited about TapTap Smart Fidget, our new palm-size, high-tech Smart Fidget featuring five addictive fast-paced games of skill. The TapTap games specifically target memory, focus, hand/eye coordination, critical thinking and fine motor skills. You can challenge yourself or play with friends; I find the hardest part is putting it down.

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Mayur Pattni UK marketing manager, Simba Smoby I’m really excited about the Transforming Optimus Prime RC. There’s nothing else like it in the market, at a toy price point, so it presents collectors with an exciting opportunity. We think the retro packaging is going to be incredibly popular with collectors and it’s also launching in a big year for Transformers, with Transformers: Rise of the Beasts hitting the big screen. We know this is going to be massive.

Suzie Howes Head of Marketing, Magicbox

Sarah Dayus Sales director, Great Gizmos I am most excited about our brand-new KidzMaker Dino Rub Art Studio. Children will be able to have endless fun creating dinosaur themed pictures by rubbing different coloured crayons on top of the textured plates. The kit includes an art scroller machine and an 8-metre roll of paper, so the fun goes on and on and on. The KidzMaker range is fantastic for learning the basics of practical skills with hands-on and engaging, colourful crafts that allow young minds to develop and enhance their creativity.

Phil Hooper Managing director, Plus-Plus UK & Ireland We’re excited to be presenting the full Plus-Plus range in what will be a major relaunch year for our brand in the UK. 2023 sees the official opening of our UK & Ireland subsidiary, with a new team, new range and a long-term commitment to investing in marketing and brand building behind it. Our core range of tubes offers a comprehensive selection of specific-build and open-ended play possibilities across a full palette of vibrant colours and finishes. Another of our best-selling ranges is Puzzle by Numbers, which combines paint by number artistry with the satisfaction of puzzle solving. One of my favourites from this range is the Puzzle by Numbers rocket, which is sure to be a blast.

KookyLoos is going places in 2023 and in more ways than one. Having fast become the most expressive mini-doll in the market – one doll with three unique faces – we’re going to be building on the super-successful launch collection by introducing new themes, and exciting new play sets including Kooky Cases, the KookyLoos’ super-chic, travelling wardrobe. There will be four Kooky Cases to collect; each comes with an exclusive doll and a suitcase that matches her style, be it safari chic, French fashionista, rock chick diva, or snow-time fever. They’re the perfect extension to the core KookyLoos mini-dolls, allowing kids to build their own imaginative world and express themselves through play. Seamlessly tying in the themes of travel and fashion, these cases open-out to create a travelling wardrobe, complete with clothes, accessories, hangers and so much more. They’re lots of fun and a great addition to the collection, not to mention there’s huge potential for some cool marketing and PR campaigns for Kooky Cases, which we can’t wait to get started on.

Katy Fletcher Head of Marketing & Product Development, Ravensburger Labyrinth is the single strongest family game in our portfolio having sold more than 20m copies worldwide since its launch 37 years ago. It has become a beloved international classic, with multiple popular licences, and therefore absolutely fitting for us to be launching a special anniversary edition in the year that Disney celebrates 100 years. This limited-edition product deserves to be played with, loved and cherished for years to come. The attention to detail is amazing and will delight both Disney and Labyrinth fans alike. A magical collector’s edition, Disney 100 Labyrinth’s premium packaging features prism effect silver foil, a unique sparkling game board with specially designed Mickey shaped playing pieces and also features much-loved Disney characters from multiple properties. As it’s suitable for age 7+, it’s the perfect game for all the family to enjoy year-round, but particularly in Disney’s celebratory year.

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Neil Shinner CEO UK, Moose Toys At Moose Toys, happiness and innovation lies at the heart of everything we do. A key trend we see sticking into 2023, is toys that are all about experience. In 2023, people will continue to look for toys that allow children to customise their play experience and allow for repeat play and a great example of this is Magic Mixies. Yes, there is the initial reveal, but kids can continue to reveal and create their very own magic over and over again. We’re excited to be bringing a lower priced cauldron, our Magicolour Mixies Cauldron, to market from early 2023. With this new introduction, mystical colour changing magic, including characteristics on the Mixie itself, means repeat play is weaved throughout the product and accessories. We’re expecting the magic to astound and surprise kids as they create a new, cute furry friend. This potion play element to the line will be extended in an even more magical way moving into autumn/winter 2023, and we can’t wait to reveal more to you.

David Mordecai Chief executive, One For Fun

Roy Greenwood

My Hero product for 2023 is Micro Fidgetz, our new range of tiny toys that can actually be played with – these are much more than just static collectibles. We do a lot of research on trends and this combination really feels like a winner. We’ve had great trade feedback on it too. Micro Fidgetz combines the mystery of blind bags with tangible play value and strong collectability. We’re launching the range with 16 Micro Fidgetz for kids to discover, all contained within round tubs. A transparent top panel reveals only one fidget toy, while underneath lurk another four, all stacked in blind bags and waiting to be unwrapped. Each Micro Fidgetz tub contains a list detailing the whole range to help drive collectability. All the micro-sized toys will be playable, which I believe is a unique selling point for this range, and each tub will also contain different combinations. We have priced the range very competitively, with a suggested RRP of sub-£5.

Owner and director, Kidicraft

Nathaniel Southworth Managing director, KAP Toys This is like choosing my favourite child - impossible! If it must be only one, though, then it’s Fuzzballs. It’s been such great fun working with Marc Sach, the creator. He has patiently built a brand with a huge global reach and over 1,000,000,000 social media sticker interactions to date. And what’s more, he’s built it from the grassroots right up to being listed in national retailers in the UK and USA. That’s true creative entrepreneurship.

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The 3,000-piece Supermarine Spitfire Mk.Ia jigsaw is Kidicraft’s first ever limited edition puzzle, and it’s a very special addition to our Airfix range. The puzzle features beautiful artwork of the iconic Airfix Spitfire and includes a Supermarine Spitfire Mk.1a model kit – plus the chance for just three lucky consumers to win a great prize. Our Golden Ticket competition will really help drive puzzle, Airfix and aviation fans into their local toy retailers. Each of the three lucky winners to discover a ticket inside the box of their limited edition 3,000-piece Supermarine Spitfire Mk.Ia jigsaw will win a one-night stay for two at a 4-star hotel, a VIP tour of the Hornby Hobbies Visitors Centre in Margate, and a generous £200 voucher to spend at the Hornby Hobbies Visitors Centre gift shop. This is the perfect prize for collectors and seasoned modellers alike, and one that is sure to generate a lot of excitement among the passionate community of Airfix fans. This special puzzle also includes a 1:72 scale Supermarine Spitfire Model Kit, making it a true collector’s items for play and display. We’re delighted to have this puzzle as part of our portfolio and to be working with the Airfix brand on making some of its fans very happy.

Come see us at: London Toyfair, stand E69! Nuremberg Spielwarenmesse, Hall 5, stand A47!

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Toy Fair 2023

2023

Eva Verhaak VP of marketing and business development, Funko

Amy Saunders Sales director, Just Play UK We have a host of great new items launching in 2023, so it’s hard to pick just one. If I must, then I’m particularly excited about the new Sesame Street range – this is such an iconic and meaningful brand to join our portfolio and we have many great items in the line-up to look forward to. My favourite is Potty Time Elmo. The toy is based on the Sesame Street Potty Time Elmo footage which has been enjoyed by millions of people around the world (23m views in the last 10 years, in fact: check it out on YouTube if you haven’t seen it). Our Potty Time Elmo explains that he ‘needs to go’, then uses his potty and is praised for going. The toy is role-play, with no physical actions and no mess, and Elmos’s phrases engage and encourage the child as they learn and play. We can’t wait to launch the item in January.

I’m excited about our new Funko Bitty Pop! line. The range encapsulates our iconic Pop! vinyl figure brand, with each character shrunken to a micro sized version of the original, just under one inch in height. The quality is phenomenal for something so small. Bitty Pop! is a new and exciting way for existing and new Funko fans alike to celebrate their favourite characters in micro size. The first wave features characters from Disney and Harry Potter and we’re so excited for our launch to market in 2023, with many more waves to come. They’ll be available in a four-figure set, with three visible and one hidden chase. We encourage fans to seek out the whole range and assemble their collection in our proportioned acrylic display cases. There are 16 to collect per series.

Simon Tomlinson Commercial director, Learning Resources We’re excited to unveil our latest innovation in our coding range, Pyxel, at London Toy Fair. Every child wants their own pet that they can train to do tricks, and with Pyxel a Coder’s Best Friend, young coders can do just that using Blockly or Python. They can code their pet to change colour, do tricks, make noises, react to other noises - even express emotions. Learning Resources is the market leader in coding robots for every stage of a child’s learning journey. Pyxel is a wonderfully creative addition to our range of award-winning robots, including previous London Toy Fair Hero winners Botley and Artie 3000. Pyxel is a really cool new product, and we’ll even have Pyxel’s inventor at Toy Fair to showcase him to our visitors.

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Christopher Fok

Head of Marketing, Flair GP

Managing director, iDance International

One of the products we can’t wait to show at Toy Fair is Mega Chomp. It’s one of those toys that’s going to bring a lot of laughter to both the stand and family homes. The way the shark moves and appears to be swimming across floors is hilariously realistic. It’s the perfect prank toy and party piece all in one that’s going to be brought out time and time again to spread smiles.

Our Deejay Station XD301 has all the bells and whistles kids could dream of. Much more than just a mini DJ mixer, this is a big, rugged, solid piece of kit, mounted with two 12” turntables that feature real scratch effects when kids turn them left and right. Numerous LEDs make the Deejay Station XD301 a feast for the eyes as well as the ears, and the two beats players come preloaded with plenty of music content - disco, funk, hip-hop, Latin, house and more - ready to mix with the crossfader. A rechargeable lithium battery means the music can go on and on and on, and thanks to the 14 LED soundpads, young DJs can add acapellas on the fly. This is a real DJing experience. On top of everything I’ve talked about above, kids can control or activate music or sounds by moving their hands in the air above the innovative Space Controllers. The Deejay Station XD301 rocks – it’s fun, it’s creative and it opens a whole new category for kids (and retailers) to explore.

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Join in the Fun! London Toy Fair, stand E69 Nure : t a e r mberg Spielwarenmesse, Hall We’

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For more information email customerservices@goldenbeartoys.co.uk Visit: www.goldenbeartoys.co.uk Tel: 01952 608308

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Toy Fair 2023

2023

Phil Cassidy Managing director, Casdon Toys It’s hard to choose just one product but the one I have enjoyed showing retailers most this season has to be the De’Longhi La Specialista Barista Coffee Machine. With a visit to a local Starbucks or Costa being a treat for many families, there has been a growing trend among adults to bring this barista-style coffee into our homes too. As we know all too well, children love to mirror the adults, so it felt like the perfect time to launch our very own Barista Coffee Machine alongside De’Longhi. In true Casdon fashion, we’ve created a machine that lets budding baristas join in with the coffee making fun (minus the caffeine!). It’s packed full of functions and clever features including realistic sounds and a magic coffee reveal and, of course, comes complete with all the necessary accessories a mini barista will need to create the perfect Americano or cappuccino, including a portafilter, two cups, an Americano coffee pod, a cappuccino pod and milk jug, all neatly stored at the back for safe keeping. It’s the perfect addition to any play kitchen.

Andrew Brown Head of marketing UK, Cartamundi 2023 will be full of great new brands, our Into the Wild range and Mixed Monsters range being among the highlights. However, it’s our Hro brand that I am most excited for. Each physical Hro Hybrid NFT Trading Card is equipped with a unique QR code that unlocks its digital ‘twin’ on the Hro platform. The Hro platform also offers digital-only cards through our Digital Exclusive sets. Once connected, the holder is granted access to a 24/7 global marketplace in which you can buy, sell and trade your way to a complete collection as well as competing on local and global leader boards. We have incredible Hro content and a fantastic schedule of both physical and digital activations coming through in 2023, as well as big new launches. This will include the creation of our first community-requested cards, as well as burning and crafting capabilities coming to the platform. A fan favourite functionality, this will let collectors burn their duplicates in return for creating more valuable cards. Come and see us on Stand H1 to find out more.

Greg Kirk Marketing executive, The Carat Shop This year welcomes arguably The Carat Shop’s most exciting Harry Potter Advent Calendar to date. Based on a potions cabinet from the Wizarding World, the calendar can be locked using the golden padlock with the flying key necklace, which can be found within the calendar. There are 24 individually designed boxes, vials and test tubes to explore, each with a hidden Wizarding World product inside. It is the most enchanting lead up to Christmas for any Harry Potter fan. Launching for preorder in the spring/summer of 2023, this is expected to be a sell-out Harry Potter product and a must-have for stockists looking to take their magical collections to the next level.

Dean Tempest Co-founder, Big Potato Games After six years in the making, we launched Chicken vs. Hot-Dog quietly last year to test the water and it went crazy. When you launch a new game, you never really know what it’s going to do. Everyone we showed it to loved it, but also thought it was a little risqué. We pressed on, and then it blew up on TikTok, reached number 10 on Amazon and sold out in all the retailers that had backed it. Cogs The Brain Shop in Dublin sold 400 copies in just two weeks. Sometimes it’s the ones you least expect, and I like that. This one far exceeded our expectations and surprised a lot of people too. Now with a year behind the game, along with the confidence, we’re on to a winner and we’re building on plans to turn Chicken vs. Hot-Dog into our next big game.

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Don’t miss our exciting new 2023 launches! Come and meet us at London Toy Fair and Spielwarenmesse, Nürnberg

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Sand

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Toy Fair 2023

2023

Debra Tiffany Marketing manager, Brainstorm Toys Personally, I am absolutely loving the new Monster sets from StikBot. Each set includes three exclusive figures: parents will be able to save money by buying the set versus buying the same number of single figures. Retailers can get their hands on the sets as an assortment of six units in both Werewolf and Cyborg themes. Benefitting from impactful packaging, the sets contain StikBots painted with face and body embellishments that add to the fun. Kids can use the StikBot sets for themed monster play and use the Studio App to create their own animated movies. Of course, this will all be backed with ongoing consumer media via YouTube, TV, VOD and social media. The creative brains at StikBot have more new items planned for the second half, but these Monster sets will be in stock for spring/ summer.

Following two years of consecutive growth for our Care Bears master toy collection, we can’t wait to preview the massive developments for this ‘newstalgic’ range - especially the brand-new Care Bears Lil' Besties. These mini collectibles are introducing Care Bears to playgrounds up and down the country in a fun and surprising way that really embodies the brand by taking the magic of sharing and caring to a whole new level. This little range has huge potential, and we know it’s going to be a smash hit. To fuel repeat purchase and footfall, we’re launching Lil’ Besties with more than 50 unique characters to collect, from surprise reveal single figures to 360-degree themed worlds. Collectability is already such an integral part of the Care Bears brand. Lil’ Besties will allow fans to build bigger collections than ever before as they discover all their favourite characters in an original new world.

Steve Asbey UK sales manager, Cheatwell Games As one of the leading trivia and quiz game manufacturers in the UK, it's vital that we continue to innovate, and within our 30 new product launches for 2023 we have an outstanding product called Code Breakers. The box contains hundreds of cunning ciphers, and it's up to you to crack the codes, reveal the mystery phrases, and win the game. It could be a film, R of the LA; maybe a song, NC2U, a turn of phrase, B the D you K; or perhaps an idiom, K2BW1S… each card has 6 ciphers and a clue as to the category. You will KY for not knowing films such as S of TL, and you will RYE when you hear the answer to the phrase, E D has his D. So, there’s no T L the P for you to B the B and visit us on Stand E20. Y K it M S.

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Holly Lackey Head of Marketing & Licensing, Basic Fun!

Toy Fair Editorial Index Company

Page number

Company

Page number

Company

Page number

8th Wonder

300

Fabula Toys

322

Melissa & Doug

376

Alpha Toys

364

Funko EMEA

288

Mookie Toys

324

A.B.Gee

256

Asmodee UK

268

Bandai UK

310

Basic Fun! UK

320

Big Potato

256

Bladez Toys

370

Brainstorm Toys

304

Canal Toys

366

Cartamundi

284

Casdon Toys

302

Character Options

276, 278

Cheatwell

Clementoni

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Special Feature

Jazwares UK

a perfect 10 Hot on the heels of Jazwares’ 25th anniversary, the company’s UK office celebrated its own milestone in December 2022 – 10 years of increasingly successful business. Rachael Simpson-Jones spoke to Jonny Taylor, SVP Europe at Jazwares UK, and Holly Oldham, managing director UK & Nordics, about years gone by, what lies ahead, and how the company plans to maintain the momentum of its powerhouse Squishmallows brand.

his time last year, before all the trials and tribulations of 2022 made themselves known, we told Toy World readers that for Jazwares, ‘another bumper year is on the cards’. We weren’t wrong. Jazwares’ strong brand portfolio - driven by Squishmallows and Pokémon, both of which had a momentous year – helped mitigate the many challenges faced by the industry in the previous 12 months. And rather than fretting too much over factors outside of its (or anyone else’s) control, Jazwares has instead focused on what is in its power: selling fantastic toys at attractive prices, supported by strong marketing campaigns. This deceptively simple approach has just delivered the company’s best year to date, bringing the total number of consecutive growth years to 10, just in time for the UK office to celebrate its 10th anniversary. Holly told us that in ‘true Jazwares style’, the team raised a glass (or two) at its Christmas party to toast both achievements. Since starting up its European operation a decade ago, Jazwares now has offices in France, Germany and Holland, as well as the UK. In that time, Jonny estimates that the company has increased 20-fold globally. The UK team is now more than 50 strong and expanding all the time, with further new roles to be filled this year in line with the company’s growth plans. Jonny says that when he started building the team, the focus was mostly on emerging master toy brands in youth electronics. Nowadays, Jazwares’ far more well-rounded portfolio spans categories in all retail channels, including Boys Action, Girls Collectibles and Pre-School – not forgetting its presence in Plush, which we’ll come back to. I asked Jonny and Holly for their highlights from their time with the Jazwares UK team. Picking up on Jonny’s comments about the depth and breadth of the company’s current portfolio, Holly’s highlight is the fact that in 2022, Jazwares solely distributed its own

manufactured product in the UK. As many readers will be aware, for many years Jazwares has been working with a number of other toy manufacturers on a distribution basis as part of its own product mix. However, the strength of its ranges, both licensed and own-IP, means everything is now 100% Jazwares designed and manufactured. This, according to Holly, gives Jazwares a very competitive edge in the marketplace. Jonny, meanwhile, opted for his own interpretation of the question: rather than picking an event, product launch or other major moment, he wanted to draw attention to Jazwares’ people and culture. Both globally and regionally, the company has created a ‘very special’ culture and work environment which

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brings out peoples’ best work. The team is therefore producing better products and results than ever before. Jazwares continues to ensure its team ‘works with a spirit of energy, collaboration and fun’, and has the very best surroundings in which to do so. Last year, Jazwares took on an extra floor of its UK office building and then completely renovated the whole area, giving it the feel of a stylish loft space – think neon signage, houseplants, windows and wood panelling. There are also new breakout areas and meeting rooms, plus more collaborative workspaces than before. The company was keen to create an environment its employees want to be in, and it appears to have succeeded: although it’s continued to allow hybrid working since the pandemic, having

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proved it was more than possible to run a successful business remotely, the majority of its workforce spend more than half the week at the swanky new office. Earlier I mentioned Jazwares’ presence in Plush. Of course, I’m referring to a brand that hardly requires an introduction. In just the final few weeks of 2022, it made an appearance on just about every ‘Top Toys for Christmas’ list Toy World was sent, was chosen as a Top 12 DreamToy by the Toy Retailer’s Association and, at the time of writing, had just been named US Toy of the Year by the Toy Foundation, winning both the Toy of the Year and the People’s Choice awards for the second year in a row, following earlier Plush Toy of the Year and Licence of the Year accolades. That’s right – it’s Squishmallows. “Well, it’s certainly a lot of fun!” enthused Jonny, when asked what it’s like having such a powerhouse brand in your portfolio. “Squishmallows is a unique property, and it continues to go from strength to strength. It’s all about the collectability, so we’re releasing new waves every 12 weeks, which offer something for everyone and ensure the fanbase is super engaged. There’s so much energy and momentum behind the brand. Squishmallows benefits from a very strong and vocal collector community, which means we understand their demands and desires and can cater to them with new product and content. We know we have something incredibly special in Squishmallows: it’s genderneutral, appeals to a huge age range, and the property seems to be striking a real emotional cord with its fan base. There are major content plans in the works and other exciting announcements to follow soon too.” Heading into 2023, the team is steadfast in its belief that Squishmallows can maintain the extraordinary level of hype and demand it enjoyed during 2022. The squashy, tactile, cute characters lend themselves perfectly to the likes of TikTok, where they’ve gained quite the celebrity following (including the Kardashians). Squishmallows resonate hugely on social media platforms and, as a result, Jazwares’ marketing efforts have focused on this area to great success. Jazwares has other aces up its sleeve for 2023 and beyond as well. Although they can’t reveal too many of the finer details just yet, Jonny and Holly did tell me there are three big new launches on the way this year. The first is a licensed toy range based on Uplift Games’ Adopt Me, the No.1 game on Roblox with 42m monthly active players, 28b+ visits and a CCU (Concurrently Connected Users) record of 1.92m.

The Jazwares toy line promises to fully represent the world of Adopt Me and the style of gameplay that’s made it so popular, with collectability and redeemable content codes adding to the fun. In addition, Jazwares will be unveiling a new collectible plush line called Bum Bumz that has apparently been ‘very well received’ by the trade. Holly and Jonny tell Toy World that Bum Bumz has ‘all the hallmarks of a successful collectible plush range with endless innovative themes and unique tactile nature’. The company is building this IP with meaningful marketing to drive brand awareness. For the first time in the company’s history, Jazwares is also bringing an on-trend new fashion doll line to market that Jonny says is both exciting and disruptive. These two new launches are own-IPs, an area Jazwares is focusing on more and more as it continues to grow. “Licensed toy programmes are an important part of Jazwares’ portfolio, and as we continue to grow we are unlocking more and more meaningful opportunities with our existing and new licensing and content partners,” Jonny says. “To support further growth we are building out our own-IP division, which is really exciting and a core part of our strategy as we move forward.” Holly adds: “Entertainment and gaming brands are still firmly at the heart of what we do and always have

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been. Developing our own-IPs is essential if we want to keep innovating and staying ahead of the trends, but from a licensing perspective, we’ve come so far. We’re master toy partner on some massive brands across the marketplace and we’re building successful relationships with the leading global studios including Disney, on the likes of Star Wars and Spidey & His Amazing Friends. The latter has had a huge year and there’s more growth to come now the show has gone free-to-air on the BBC.” Jazwares is also master toy partner for the preschool phenomenon CoComelon: and, hot off the press, Jazwares revealed to me that after a number of successful years working with its partner, Bandai, it would be taking distribution of the toy range inhouse for the first time. The news comes almost a year after Jazwares announced the UK office was to bring the distribution rights for Pokémon in the UK and Ireland back in-house, taking over from former UK distribution partner Character Options. Clearly there are still some feathers to add to that cap. (Any dog lovers reading this will be as excited as I was to hear that a new division, Jazwares Pets, has been identified as a toy-adjacent initiative. That’s right Squishmallows dog beds are on the way.) But what about the longer term? What is Jazwares’ strategy for navigating the next 10 years in the UK marketplace? “The level of ambition in this company is huge, and while our ultimate aspirations are somewhat on a need-to-know basis, what I can say is that we have we have big things planned,” replied Jonny, cryptically. He continued: “We plan to continue to invest in the best talent, tools and environment to help fuel further growth. We are always on the look-out for exciting strategic commercial opportunities and we are also planning on opening more new offices around the world, including new locations in Europe so we can maximise business locally.” While all of this is going on, Jazwares remains staunchly committed to what we touched on at the start of this piece: selling fantastic toys at attractive prices, supported by strong marketing campaigns. Visitors to Toy Fair 2023 and the Spielwarenmesse will be able to see for themselves the impressive new toys the company is bringing to market for this year. Showing product to retailers and licensing partners is a vitally important component of Jazwares’ plans, so toy fair season is the perfect way to kick off the UK office’s 11th year, which, by the sounds of it, could be even bigger and better than 2022. Contact the team now to ensure you don’t miss out on your appointment.

Special Feature

Be my

baby

Thomas Eichhorn, board member at Zapf Creation, tells Toy World about the company’s return to London Toy Fair, the latest additions to market-leading nurturing doll brands and how it continues to support its retail partners. What kind of year did Zapf Creation have in 2022?

Much like many other businesses in the toy industry across the European market, factors such as Coronavirus and the current economic climate meant Zapf Creation experienced a fluctuating performance last year. Whilst freight rates were high throughout the year, and the Euro has been weak compared to the US Dollar, Zapf has continued to perform well in many countries and outperform its competitors – especially in the United Kingdom, where we experienced a very positive year. Here, we continue to maintain our position as the No.1 and No.2 nurturing doll brands with Baby Annabell and Baby born, respectively. Our new autumn 2022 launches enjoyed a positive reception, with items such as Baby Annabell Lilly Learns to Walk and Little Sweet Princess Carriage and Pony selling very well and proving hugely popular amongst consumers.

Why is the company returning to London Toy Fair this year?

The UK has always been one of Zapf Creation’s key markets and the brand has such a strong heritage here. Baby Annabell has been the leading nurturing doll brand in the UK for almost 25 years. However, because of the Coronavirus pandemic, we haven’t had the opportunity to showcase our products to the market in person for almost three years. That’s why we’re looking forward to meeting our UK buyers face to face once again at this year’s show, where we’ll be talking about

our plans for this year and showcasing all our new products. I’m looking forward to attending Toy Fair in person myself. I’ll be present at the Zapf Creation stand to discuss all the innovative products we’ll be bringing to consumers this year.

Is there a hero line you are particularly looking forward to showcasing at the event?

We’re looking forward to showcasing all our new products for this year at Toy Fair, right across both the Baby Annabell and Baby born portfolios. We have particularly high expectations for Baby born in 2023 though, as we’ll be revealing a launch that’s completely fresh to this brand – Baby born Minis. The new line brings our Baby born dolls to consumers in a miniature size, taking the beloved imaginative play offered by Baby born and shrinking it down to bring children a new nurturing play pattern to discover. The whole Zapf team is really looking forward to introducing this new product to the everexpanding miniature collectibles market.

Looking ahead to 2023, how is Zapf Creation building on its current portfolio?

We’re continuing to develop and build on our current portfolio by launching a raft of new novelties to the toy market, ensuring we maintain those No.1 and No.2 brand positions in the UK nurturing doll market for Baby born and Baby Annabell. For Baby Annabell, new products coming to the toy space will include a new Baby Annabell doll with more interactive features to enjoy than ever before. The year

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also looks set to be an another exciting one for the brand, as we celebrate the landmark 25th anniversary of Baby Annabell. Baby born, meanwhile, delves into the growing plush space with the launch of the Baby born’s new best friend – the Baby born Bear – launching in late spring. With moveable arms and legs, the product will offer a new creative role play experience for children, supporting their imaginations and offering dual play experiences that go hand in hand with the Baby born Magic doll range.

How will Zapf Creation be supporting its retail partners in 2023?

Whilst both the UK and European worldwide markets are facing challenges across the board as a result of the economic climate, Zapf Creation always endeavours to support its partners and retailers in the best way possible. The most effective way to do this will is by working closely with individual retailers and customers to explore how best we can support each of them as a unique entity - no two situations are the same. That being said, we’ll be supporting all our retailers by enhancing our brand’s visibility to continue to drive sales for our retail partners. Additionally, Zapf will continue to support them with comprehensive marketing efforts, driving customer demand. Both myself and the rest of the Zapf Creation team are looking forward to seeing our buyers and other members of the toy industry in-person again at London Toy Fair. Please come and see us at Stand B45.

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Collecting

one’s thoughts Pushing towards half of Bandai’s UK business, Bandai’s Collector segment, encompassing all things manga, anime and pop-culture, is surging thanks to changing perceptions among customers and end consumers alike. Toy World editor Rachael Simpson-Jones sat down with the company’s passionate Collector team to discuss why this is one category toy retailers really shouldn’t overlook.

Jack Sturman

Dan Wilkes

andai’s Collector segment is majorly on the up, driven by improved content accessibility across streaming services such as Crunchyroll and Netflix, cinemas and gaming platforms, and a marketplace that has become significantly hungrier for the company’s own-IP, licensed and third-party Collector brands. Just a few years ago, I’m told, there wasn’t the appetite in the UK to justify bringing many brands over from the Japanese side of the business. Now, there is - and it’s growing all the time. Collector has historically been pigeonholed as the preserve of ‘geeks’ and ‘nerds’, but it’s both untrue and unfair to try to force such a vast category into such narrow constraints. Everyone is a fan of something, after all, and they should have the opportunity to express their fandom by collecting product. Dan Wilkes, Collector sales manager at Bandai UK, believes Marvel deserves much of the credit for turning being a collector into something aspirational and cool. He also agrees that the pandemic accelerated content consumption across all channels and streaming services. Anime was a major part of this landscape, particularly on Netflix. Disney, meanwhile, has just bought the distribution rights to an anime series called Bleach, a major departure from the norm for the studio and its subscription streaming service. In gaming, too, the Collector market is benefitting

Leanne Royce from new content. In June 2022, Fortnite announced its Fortnite x Naruto: Rivals collaboration, a follow-up to Chapter 2, Season 8’s initial anime foray, while the game also included My Hero Academia characters as of December 16th of last year. Despite all this, Bandai says Collector isn’t a content led category. Yes, new movies, games and TV series help boost sales, but they aren’t the major tentpole moments other licences often build their activities around. According to Dan, true collectors are 100% invested, 100% of the time: content releases give sales of product a little nudge, perhaps, but

Megahouse - Naruto

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Ben Austin the fans are buying regardless - 365 days a year. Where content is king is among retailers, especially Bandai’s more mainstream customers. Here, those new movies, games and TV series can be used to get a foot in the door with accounts that appreciate the correlation between content and sales. It’s undeniable, for example, that December’s cinema release of the long-awaited Avatar: The Way of Water helped drive sales of McFarlane Toys’ licensed Avatar figures range, the same way Matt Reeve’s The Batman boosted sales of McFarlane’s Batman figures (and DC superhero figures in general). Leanne Royce, commercial manager – Hobby & Collector, says the tables have turned in recent months, with retailers now asking Bandai for support in setting up a Collector section, rather than the company having to convince them it’s worth doing. If you’re reading this, and you want to start offering Collector products but have absolutely no idea where to begin, fear not. Bandai’s team, particularly Jack Sturman, Collector & Hobby channel brand manager, is here to help. “I want some of the language surrounding this channel to change,” says Jack, who’s keen to dispel some of the myths surrounding the space. “Collector isn’t this murky, dark, impenetrable category: a good portion of our business is anime toys. And anime in itself is a vast genre - there’s mech anime, science fiction anime, sports anime, horror anime. The list is

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Special Feature Gunpla endless. A fan of science fiction anime may well also be into Stranger Things, while a fan of Captain Tsubasa, a football anime, is likely to be drawn to sports ranges from our other brand. My first piece of advice is to overhaul your understanding of what Collector means. This is a category any retailer can get into if they take sensible steps.” What Bandai fondly refers to as ‘The Big 6’ – Demon Slayer, Dragon Ball, Jujutsu Kaisen, My Hero Academia, Naruto and One Piece (all anime properties) – generally tend to be safe bets for the average retailer or national. (More niche anime such as Cowboy Bebop or Evangelion, widely considered to be cult classics, may suit more specialist toy and hobby stores.) Within The Big 6, Bandai offers three core product pillars that will appeal to consumers watching the pennies in the current climate: 5” action figures (RRP 12.99), 6” action figures (RRP £19.99), and Chibi Masters (RRP £9.99), a miniature collectible brand. According to Jack, those properties and product ranges constitute an ideal jumping off point, a starter pack of sorts, for retailers beginning their journey into the space. And from there, the world of Collector is their oyster. It's arguably an overused phrase, but the beauty of Collector is that there really is something for everyone. The range of properties, brands, products and price points is vast. Bandai UK’s portfolio, for example, goes from pocket money collectibles through to Megahouse figures for several hundreds of pounds, and covers six core categories: Miniatures, Figures, Plush, Devices, Statues and Hobby. Bandai also produces a number of major trading card ranges. Selling into retail isn’t something to be taken lightly when you’re dealing with such a breadth of range, Jack is keen to highlight, especially when you’re talking about a £500 statuette. He and the team have to be certain that recommended products suit each individual retailer. They’ve also got to explain exactly why certain ranges sit at certain price

Banpresto My Hero Academia

points. Happily, Jack and Ben are both avid collectors themselves. One of the best things about Collector from a commercial perspective is that there’s substantial crossover into the toy category. Is a Tamagotchi, for example, a Collector product or a toy? Technically, it’s both. What about a Banpresto figure? Again, arguably it’s both. This overlap gives toy retailers a very strong cross-selling opportunity. You need only look to the successes being enjoyed by the likes of Midco Toys to see the truth in that. Ben Austin, sales manager, Hobby & Collector channel at Bandai UK, says current trends indicate that the consumer base for these products will continue to grow. The amount of space dedicated to manga, for example, is expanding at retail across the board, and Netflix clearly sees anime as a vital part of its content slate moving forward. Demand for product isn’t slowing down, and Bandai’s all-encompassing portfolio gives the company the ability to age up with its collectors, from the collectible toy end of the spectrum through to games and mid-range figures, then onwards to the ‘serious’ Collector brands available at the highest price points. Leanne enthuses: “We really do feel that there’s no other company with the breadth of anime licensed products and product categories – we can cater to every level, meeting all our retailers where they are comfortable starting out and opening up a raft of possibilities that really can take them anywhere.” Dan emphasises that Bandai isn’t trying to rush the growth of its Collector channel, saying instead that the team is focused on ‘slow and smart’ expansion. Retailers allowed to grow and develop in their own way, in their own time, see the most success. Many of the properties Bandai is working with have been around for decades, after all, benefitting from established fandoms and huge back catalogues from which to draw inspirations. Managed well, they will produce good results for retailers for decades to come. It’s all about the long game. Ben explains that as Bandai’s consumers are naturally very well informed, communications centre upon nurturing the community via two-way conversations. Social media allows the company to get out in front of its fans with information on pre-order dates and new content, while those fans will let Bandai know what they want from the product side of things. Bandai can then meet more and more of the growing demand with product it knows will sellthrough at retail.

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Bandai is one of the many companies heading back to London Toy Fair this month, where it will be presenting a raft of new ranges within its Collector segment. The stand will be split roughly in line with the wider business, so visitors can expect Collector brands to dominate roughly half the stand, from entry level to mid- and highpriced ranges. This will be the perfect place for retailers to begin their journey into the space, guided by the people that play in it every day. In addition to sharing their product knowledge, Leanne, Jack, Ben and Dan will be helping retailers understand how, in turn, they should talk to their own Collector fanbases to ensure those consumers keep coming back to their stores time and again. The team says new brands are due to launch next year that will work well with Western audiences. Minix focuses on sports entertainment licences as well as Stranger Things, The Witcher and Squid Game, and will likely appeal to retailers for whom even The Big 6 are a step too far into the unknown. DZNR plush from YuMe Toys is also launching in 2023. Initial waves incorporate some of popular culture’s most iconic properties including Stranger Things, Power Rangers and Transformers. According to Leanne, the company is seeing a huge resurgence in Plush and expects this range to be extremely popular. With such a vast portfolio at their fingertips, I was keen to find out if Leanne, Dan, Jack and Ben were particularly looking forward to showcasing one particular brand at Toy Fair. Dan’s choice is Bandai’s Gunpla robot model kit range, which is being shown in the UK for the first time, having previously only be available via import. Ben is a fan of Megahouse, which I mentioned earlier and was shown at MCM London Comic Con in October 2022, and Jack breaks the rules by opting for the entirety of the Digimon brand, which has welcomed a large number of crosscategory products over the past 12 months and seems set to grow even more. Leanne, meanwhile, is excited to be showing Ichibankuji, a Bandai own-brand she’s been heavily involved in since joining the company. This very Japanese concept, which covers a number of core anime properties, works a little like a raffle: consumers buy tickets for a set price (RRP £14) to be in with a chance of unboxing anything from smaller collectibles to desirable chase figures that would ordinarily retail for a much higher price point than the face value of their ticket. What makes this range even better is the fact 20% from each ticket goes to The Toy Trust, as it has to be legally treated like a lottery. One can easily see why this range would drive consumers back into smaller stores again and again once Bandai’s exclusivity agreement with Forbidden Planet International ends later this year. The Collector team is also looking forward to a number of key moments in 2023. Digimon celebrates its 25th anniversary, while Series 2 of Jujutsu Kaisen launches early in the year. Demon Slayer, another of The Big 6, welcomes series 3 in April, and the Flash and Aquaman movies, both from DC, are expected to boost sales of McFarlane’s figure ranges. Bandai will also be returning to MCM London Comic Con in May, a consumer show that is clearly close to the team’s heart. Readers are encouraged to attend and see for themselves just how committed the Collector community is. If you’d like to speak to the team about how Collector might work in your store, email collectorsales@bandai.co.uk or visit the team at Toy Fair, stand N17.

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Pop culture goes

mainstream Busy working under the radar for many years, Heathside Trading is now stepping out into the spotlight as it places more focus on its growing pop culture division, Khadou.

est known as a clearance line company, Heathside Trading has spent the last few years in its 17-year existence building up a collectibles range. Due to this success the Khadou brand was born; a collection which covers a broad range of properties and a selection of key price points, from pocket money toys right through to larger items. Properties include Minecraft, Sonic, DC and Yu-Gi-Oh! while nostalgia has been at the heart of some of its most popular lines, including Dad’s Army and Only Fools and Horses, expanding the appeal from kids right through to adult collectors. Max Nelson, sales manager for Khadou, explains that the collectibles division was born due to a desire to diversify away from purely clearance lines and to start distributing other companies’ product ranges. “We know with our well-established channels to distribute product, the natural progression was to start taking on distribution deals and developing and manufacturing our own range of products." One of Heathside’s first forays into distribution was partnering on the official Jumanji Board Game and it achieved industry recognition when the title was awarded Game of the Year at the Toy Industry Awards in 2019. The company also has ongoing distribution deals with the likes of Just Toys amongst other companies, and over the last two years has taken on licences to start

manufacturing product itself, leading to the formation of the Khadou division. Heathside’s expertise in moving large volumes of stock has been hugely beneficial as demand ramps up for its product. “Our main focus is fan-favourite pop culture lines – we have such a comprehensive selection that we believe every customer that walks into our showroom should walk out having bought something,” enthuses Max. “We are all things to all people because we offer mainstream product, pop culture product and collectibles. What’s hot right now may not be hot in six months, so we have become adept at moving proactively with those brands and product ranges, and our customers particularly appreciate that.” Khadou launched many Minecraft items in October and sell-through means it has been one of the fastest moving lines of the year. Khadou has also secured the licence for a Sonic Board Game, with the whole run sold through for Q4 sales. “We think Minecraft is going to continue all the way through next year, and Sonic is also on fire”, states a proud Max. “Pop culture is becoming more mainstream and the success we have had with classic licences have been great.” There’s also a popular range based on Japanese manga series Yu-Gi-Oh! including mini figures, plush, board games and key chains, while other hot licences include Harry Potter, Dragon Ball Z and My Hero Academia. Khadou is not only moving ranges across the UK, but other parts of Europe and the US. “We have seen with Panini stickers that they have gone from being collected by 6-9 year olds, 20 years ago, to anyone aged six to 50 years old now,” says Max. “It’s that type of pop culture audience, especially twentysomethings, who like to cover their desk with their favoured subject matter.”

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Sales for 2022 are up on the numbers for 2021 figures, and part of Heathside’s growth strategy for 2023 is getting its product into the grocery sector. The company has brought in new sales manager Sam Taylor from Pyramid to help drive this. “It’s one area we are currently not tapping into,” explains Max. “But with the amount of product lines that we now have, we can offer continuity in the range and that’s what the buyers want, so that they can forward plan.” Also joining earlier in late summer was former Eaglemoss Sales Head – Glynn Davies – who continues to push into the UK and EU markets with specific projects. In addition to the collectibles ranges, Khadou has signed a worldwide licence to distribute the Chameleon patent-protected Blendypen range. It’s a historic brand which the team says dropped off the radar because of Covid, but Heathside is now selling to distributors around the world as well as the UK. This year will see the inclusion of a discount range and a small amount of licensed product. With price points looking to drive volume, the company expects to build on the success achieved in 2022. “We have managed to build some international traction and are really hoping to push this out in 2023,” adds Max. Another big focus for 2023 will be board games. Having a presence at both London and Nuremberg toy fairs will help to raise awareness of all these lines. In fact, the stand at Nuremberg will be Heathside’s biggest ever at 132 square metres. “It’s going to be an exciting year for Khadou,” Max concludes. “Because we are close to our customers, we know what they want, and we are pretty nimble in terms of how quickly we can exploit things to their benefit. Moving into next year, there is a lot to be excited about.”

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2023 Big Potato

020 3620 9495 | www.bigpotato.co.uk trade@bigpotato.co.uk | Stand D21 After making a splash in the marketplace last year, Sounds Fishy is back on shelf with a new, smaller edition – Sounds Fishy Travel. Sounds Fishy is a push-yourluck bluffing game full of strange questions and fishy answers. Perfect for fans of Balderdash and The Chameleon, it starts with a ridiculous question such as: ‘Alfred Hitchcock was terrified of what?’ One player gives the true answer (which in this case is ‘Eggs’), and the others each make up a fake answer to try and fool the Guesser. The Guesser has to pick out the fakes and avoid the true answer. They can bank their points at any time but if they push their luck and land the true answer by mistake, all their points are lost. Players who are terrible with trivia needn’t worry: this game is all about coming up with believable fake answers, meaning no general knowledge is needed. Sounds Fishy is perfect for groups of up to 10 players. The main box is ideal for a games night at home, while Sounds Fishy Travel – new for 2023 – comes in a cute, travel-sized sardine tin that can be slipped into a bag for play on the go. Sounds Fishy isn’t the only big catch from the company, as the Big Potato net is bulging with new releases. The new Aardman game, Obey The Clay, sees two teams race to complete ridiculous, clay-based challenges. Obey The Clay is perfect for anyone who enjoys the chaos of 20-Second Showdown. It’s very silly, very frantic - and very Aardman. Block Party is a block-building party game where everyone is invited. Players grab some blocks and race to build one of the objects written on their card. If another player guesses what they’ve made, they both earn points. There are also surprise challenges throughout to keep every player on their toes, such as ‘Who can build the tallest…’ or ‘Who can use the fewest blocks?’ In this situation, the player with the most points wins. Readers who would like to be among the first to get a sneak peek of all the upcoming 2023 launches are advised to contact the Big Potato team on the details above or join the fun by visiting the company’s stand at London Toy Fair.

A.B.Gee

01773 570 444 | www.abgee.co.uk | sales@abgee.co.uk | Stand B40 Visitors to London Toy Fair can expect to see some great new additions to A.B.Gee’s portfolio after 2022 saw the company strike up new partnerships with Funko, Ravensburger and Just Play. These ranges, combined with the other big name brands it will also be showcasing, will make for its most diverse and exciting year to date. On display will be an extensive selection of new product from Mattel, including Disney Princess and a relaunch of both Matchbox and Monster High; and Hasbro, with Nerf featuring heavily along with Play-Doh, Peppa Pig lines and games. Playmobil, Moose, Spin Master and Make it Real will also have dedicated areas for new and top-selling products. Continuing to expand its successful wooden range of pre-school, educational, role play and puzzles, there will be new additions to A.B.Gee’s exclusive Tooky Toy collection, including beautifully crafted music sets in three different designs - Forest, Unicorn and Rainbow - each with a variety of musical instruments for mini musicians to create a wide range of sounds and rhythms. The Tooky Toy Wooden Post Box has been designed to encourage children to write letters, which they can then post. The 21-piece set comes with 10 stamps, 10 postcards and is presented in open packaging, making it a perfect gift for girls and boys of 3 years and above. All of the Tooky range is produced from 100% FSC certified wood. Following another successful year with the brand, there will be extensions to the exclusive arts & crafts range from Jar Melo, and accompanying the core lines will be new finger paints, outdoor chalks and a deluxe metallic rock painting set. This range is a great introduction to craft for pre-school children, in particular the Baby Roo silky crayons which are suitable for 12 months and above. The Wild Planet range of plush features over 150 handmade characters from farm babies, puppies and kittens to sea creatures, jungle critters and dinosaurs. Showing for the first time will be five new animals from the Eco range, made from 100% recycled material with the same high-quality look and feel. There are also some great display options for Wild Planet. A.B.Gee has some fantastic introductory offers on a variety of these exclusive products plus regular special offers and daily deals. It will be promoting its full ranges going forward with regular marketing material and a strong social media presence.

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from the creators of

Come visit us at London Toy Fair Please come visit Exploding Kittens at Stand N5 (Asmodee)

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@gameofkittens

explodingkittens

2023 Sambro International 0845 8739380 | www.sambro.com sales@sambro.com | Stand F16

At London Toy Fair Sambro International will showcase its extensive range of licensed and own-brand toys. The company offers brand favourites like Disney, Marvel, Peppa Pig, Paw Patrol and Barbie in addition to its own IP products such as Love & Hugs, Felties and Puzzle Palz. Sambro works closely with top licensors Disney, Paramount, Hasbro and Mattel to offer wide ranges in plush, arts & crafts, creative, cosmetic & pamper, novelty and outdoor toys, plus pre-school games. In Disney’s 100th year, Sambro has even more Disney-inspired new product development, including a seasonal range of super soft, feature and collectible Disney plush. Working collaboratively with Disney, Sambro has created a uniquely styled collectible character range for autumn/winter 2023. 2023 sees the release of the new Mattel Barbie movie and following the success of the new Monster High movie & animated TV series, Sambro is developing an exciting cosmetic and fashion-inspired range of toys to celebrate these iconic brands. There will be new additions to Sambro’s Paw Patrol Arts & Craft ranges such as the Spiral Pup Pad and novelty Paint Your Owns, along with movie-themed lines to celebrate the Mighty Pups movie release. Working closely with Hasbro, Sambro has refreshed the Peppa Pig Arts & Crafts range with new additions to the award-winning Felties range, including hero product the Felties Peppa Pig Wash Station. This playground themed set includes a see-saw, roundabout and wash area for Peppa Pig to bathe, ready for her next Felties design. Sambro’s licensing relationship with Hasbro grows stronger with the addition of My Little Pony, with an inspired offering of Doodle Plush, Paint Your Own creative toys and collectibles Puzzle Palz & Bops N Tops, all set to launch in 2023. With the new EarthSpark series and film release, Sambro is developing new Transformers lines in the novelty collectibles and plush categories too. Partnering with Cosatto, Sambro is launching a development-inspired baby range which includes Play Cubes, Activity Toys, Comforters & Spirals in beautiful & stylish designs, inspired by Unicorns, Woodland Creatures & Dragons. The features and designs encourage sensory & interactive play to encourage development. Sambro’s own IP range, Love & Hugs continues to go from strength to strength, with new branding, based on commissioned focus group research, and new range additions such as the Bath Bomb Creator, Super Soapers Soap Maker and Fashion Links Bracelet Maker. Go Kitz is another licensed collectible creative kit set to launch, new for 2023 and perfect for entertaining kids on the go. Go Kitz come in different character themes, with a colour your own card scene, a crafting surprise in every box, plus a mystery Bop or Top. With Sambro’s Ethical and Sustainability Manager, Lisa Longley at the helm, Sambro’s ESG commitments continue to grow within the business, with a move to have 100% recycled filling in its plush ranges, plus many other sustainability-led initiatives. Buyers can hear more about all the new launches and ambitions for 2023 at the Sambro stand and are invited to make an appointment on the contact details above.

Commotion

01732 225 821 | www.commotion.co.uk | info@commotion.co.uk | Upper National 38 TickiT educational toys are designed and developed by a dedicated in-house team which works with specialist advisors within early years, primary years and special educational needs. Its focus is on producing a wide range of high quality, engaging and open-ended learning resources for inspiring children’s natural curiosity, broadening their knowledge and aiding their development as they learn through play. The range offers beautiful sensory products to soothe and aid relaxation, exciting creative play resources that are unlimited in their learning potential, a selection of toys suitable from birth, products for understanding the world, communication and language resources, as well as hands-on tools for developing numeracy or motor skills. Toys at the show will include beautiful Wooden Solar System discs, with detailed colour images showing the planets in the solar system, alongside a colour guide and poster with fascinating space facts. One of the best-selling products is the award-winning Sensory Blocks, a set of smooth rubberwood shaped blocks with different sensory inserts – glitter, sand, beads or a colour panel. Other highlights for 2023 will be two brand new shape sets: the Rainbow Wooden Shape Stacker and Inside Outside Wooden Shapes, both designed to help children develop their understanding of shape and space, while using skills such as problem-solving, manual dexterity and coordination. Among the exciting new lines will be several TickiT signature products, including the Sensory Reflective range of balls and buttons. Made from super strong, highly polished lightweight stainless steel, these fascinating sets are suitable from birth so ideal for any home nursery or childcare setting. The finish is shiny and bright with captivating curved and distorted reflections, and some sets include balls or buttons with different fillings to provide a broader sensory experience for little ones. Also on display will be the Easy Hold range, chunky wooden-handled panels with exciting and varied centres, designed for young children to hold and play with independently; the Rainbow and Natural Architect Sets, to encourage creative construction play whilst using logic and motor skills; and the Rainbow Wooden Loose Parts – another hugely popular range, a truly open-ended resource that captures the imagination, looks beautiful and will stand the test of time. First developed in the late 1990s, the TickiT brand is owned by Commotion which is proud to be one of the most trusted toy suppliers in the education market. The Account Management team can provide advice and recommendations on product selection, as well as unlimited access to high quality images and product information. As well as showing at London Toy Fair, Commotion will also be at Nuremberg Toy Fair (Hall 12, Stand A-04-6).

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2023

Creative Kids

07827 880 159 | www.creativekids.com Grant@creativekids.com | Upper National 62 London Toy Fair 2023 marks a major milestone for Creative Kids UK, as this will be the company’s first time showing at the event. The stand will celebrate all things compound with a dedicated counter at which visitors can squish, sculpt and mould their way through various compounds. The counter is 100% mess-free, so no clean up is necessary before the next meeting. Exciting new Play-Doh compounds will benefit from their first public showing, with the must-see new Play-Doh Moldimals Surprise product range promising to bring collectability to the compound aisle in autumn. Alongside Moldimals, Play-Doh Eraser Clay will be on show at two key price points that allow kids and adults alike to create useable erasers in unique designs. Getting hands on with this range is essential, so visitors to Toy Fair are invited to visit the Creative Kids stand to ‘play with clay’. Those that do will be able to create masterpieces with the soft air clay and leave them to dry naturally. At the end of the show the company will be selecting a winner, with a hamper of toys up for grabs. This year, Creative Kids is looking to expand its retail footprint into multiple categories outside of Arts & Crafts. Accordingly, the company will be showing its innovative range of science kits under the Science to the Max brand. Visitors can experience the Hands on Lightning Rod first-hand or explore the human body using the fully poseable 14” model. Every muscle and organ is textured and ready for assembly. The Sense & Grow product range, led by the award-winning Sensory Tissue Box, encourages kids to explore their senses. The new Sensory Light Tray is set for release later this year. The Zzand brand continues to innovate via multiple new items. Kids will be able to experience the ASMR attributes of this amazing free-flowing sand with Creative Kids’ new Oh So Satisfying and ASMR Scented Flow Pop sets. They can also take a sensory journey to the Red Planet or become a construction expert with two new launches. Ideal for those looking for even more ways to play with Zzand, the Totem Tumble game is Creative Kids’ first skill-andaction game. This fun new addition to the Games aisle lets kids compete as they take turns to mould and stack the sand into a totem pole. Kiddy Dough continues to be Creative Kids’ leading classic dough brand. In 2023, innovation hits new heights with the Shape ‘N Learn sound tablet. Pre-schoolers can press their choice of coloured dough into each shape to hear the sound or word associated with the image, then flip the dough over to reveal that shape. The voice activation works only when dough makes contact inside the shapes. Creative Kids’ licensed offering continues to expand with new products and brands in all categories. Little Tikes wooden toys will launch in the UK in the second half of 2023, introducing a range of FSC-certified developmental toys designed to support early-stage development as kids gets to grips with with gears and shapes, or balance chunky wooden pieces on top of colourful Little Tikes characters. The Little Tikes Musical set comprises an adorable giraffe-shaped table complete with a mini xylophone and mallets, egg shakers and a mini drum. This is just a fraction of what Creative Kids UK has to offer and readers are urged to stop by the stand at London Toy Fair for the full experience. The company will also be running a free daily sample giveaway, with a different product on offer each day.

Orchard Toys

01953 859 539 | www.orchardtoyfair.com | sales@orchardtoys.com | Stand E10 Orchard Toys adds 10 new games to its award-winning line up at Toy Fair 2023. Featuring dinosaurs, squirrels, bugs, unicorns and more, ‘Learning Made Fun’ sits at the heart of each new game, and all are teacher tested. There will be a special show offer for retailers, featuring a free stock pack, which can be discussed with the Orchard Toys sales team. The Kayes of Cardiff sales team will also be on hand to talk to independent retailers. Launch highlights include Dinosaur Dig, the company’s hero game, and Nutty Numbers which headlines the brand’s new educational games. With Dinosaur Dig, kids aim be the first to dig and discover all the bones to build their 3D T-Rex dinosaur in an exciting, fossil finding game. Players take turns to hook matching coloured dinosaur bones to build their own 3D dinosaur. If they hook a T-Rex card, they lose a piece of their dinosaur back to the swamp. This fun game is perfect for helping children 4yrs+ develop colour matching, memory and dexterity skills. Nutty Numbers is a fun and educational counting game for children from 4yrs+, where players build a woodland path, and collect the most acorns for their squirrel to be the winner. Players take it in turns to roll the dice, pick up cards with matching numbers and add them to their path. The game features a 3D tree, chunky quality cards and brightly coloured illustrations to engage children. Farmyard Families is a first matching and posting game for 2yrs+, and a great introduction to turn taking. It features 30 chunky cards, perfect for little hands, and helps pre-schoolers develop their matching and memory skills, as they pair the friendly farm animals to their babies and post them into the 3D barn posting box. Players are also encouraged to make the noise of the animals. The aim of Bug Hunters is to find the most bugs hiding under the leaves in this creepy crawly counting game. A first number game for 3yrs+, players race to build one of four large bugs. The game also comes with a reference board of fun bug facts and a checklist of different bugs on the reverse that can be used as a secondary game of hide and seek. Unicorn Fun is three games in one box, for even more fun and value, featuring a fantastic selection of unicorn themed games for 4-8yrs. Kids can help the unicorns get ready to celebrate then cross the 3D rainbow in Unicorn Party, follow the magical path in a twist on snakes and ladders in Happy Cloud Sad Cloud and create their own unicorn with the roll of a dice in Build a Unicorn.

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2023 Smart Zone

+852 9096 6119 | info@smartzone-hk.com Upper Level 142 Smart Zone's 2023 line-up of Mighty Wheels trucks is ready to do some heaving lifting at Toy Fair 2023. The company’s toy vehicles, under the Mighty Wheels registered trademark, are all affordable yet tough and built to last, promising children (and their parents) years of family fun and enjoyment. Mighty Wheels vehicles are available at very attractive prices that offer retailers the margins they are looking for, delivering high standards of quality, workmanship, durability, detail and action features. Made with real steel, die cast metal and plastic components, Mighty Wheels toy construction vehicles are manufactured with incredible attention to detail, right down to the lug nuts on their large wheels. The trucks come in four different sizes and package configurations that will appeal to retailers and consumers alike, no matter their budgets. Every Mighty Wheels construction vehicle has an authentic working feature or action that allows the child to role-play what they see actual construction vehicles do every day in real life, making them fun for all ages. Smart Zone’s five vehicle Mini-Collection consists of a Bulldozer, Dump Truck, Mobile Crane, Front Loader and Cement Mixer, all in one pack. Each toy has realistic construction vehicle actions; the Bulldozer has a working shovel/scoop, while the Cement Mixer’s barrel rotates. The medium-size Mighty Wheels construction truck line comprises a Fork Lift, Steam Roller, Front Loader and Dump Truck, each sold separately and always with an action feature. Larger, real steel and plastic options are also available, including the Super Loader and Super Dump Truck. The Dump Truck has an easily liftable floor bed while the Front Loader has a moveable scoop and arms. Expanding the Mighty Wheels range is Smart Zone's recently added Fire Engine. This emergency vehicle has four different siren sounds and a manual ladder that extends 12” in length and has been designed to offer the realistic look and action features that every budding fireman expects. Toy reviewers and influencers consistently give Smart Zone's Mighty Wheels toy vehicles a rating of four or more stars out of five. The evergreen toy vehicle category remains a mainstay for toy retailers around the world, and Smart Zone's Mighty Wheels range offers retailers of all sizes a unique opportunity to acquire a superb toy vehicle range in a variety of sizes, features and price points. Smart Zone sales representatives are ready to present visitors to the company’s Toy Fair stand with information that will elaborate upon the products presented here. Show discounts and promotions will also be available.

UL Solutions

01256 312 100 | www.ul.com/Solutions | Toys@ul.com Stand E42 The UL Solutions team will be on hand at Toy Fair to discuss how the company can help support global retailers, brands and manufacturers to market compliant, quality toys faster starting from the initial stage of the product development process. Its team also helps to evaluate sustainability efforts through a product’s lifecycle and differentiate products in the competitive marketplace. UL Solutions’ high-tech global network of laboratories offers a wide portfolio of testing according to global mandatory standards and regulation. This portfolio includes chemical and microbiological analysis, physical-mechanical, flammability and electrical testing and much more. Whether it’s help with access to the North America, European or Asian markets, or any other target market in the world, UL can help, also saving costs and time. As parents buy toys and products for their children, hoping to find items on the shelves that are safe, high quality and increasingly sustainable, they want to be confident these products do not contain dangerous substances, or put the health of little ones at risk with sharp edges or small parts that the child could ingest. Many aspects need to be considered. Consumers want to trust toy and children's products brands and retailers that the item went through rigorous testing and checks. International technical committees and working groups work hard to maintain higher safety and quality standards that toys and children’s products must undergo in order to access global markets. The topic of sustainability is becoming increasingly popular in this market as well. The idea of raising children in a healthier and more protected world leads consumers to search for items from brands and retailers who pay more attention to the environment. Last, but not least, the number of connected and smart children’s products is growing, providing unique experiences to children. This does not come without a new set of critical risks: from cybersecurity to radio frequency exposure, brands and retailers have to put more topics on their list before launching an item in destination markets. As a strategic partner, UL Solutions guides companies through this complex marketplace with the mission of working for a safer world. Find out more on Stand E42 or contact the team on the email above.

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Original soft play brick range for a true multi sensory experience

Create and personalise unique pen designs

Realistic models and working parts for a thrilling build experience

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www.clementoni.com For more information please contact: clemuk@clementoni.com

Visit us – Stand 14

Europe’s No.1 Toy, Sports, Leisure & Outdoor Equipment Wholesaler www.reydonsports.com

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Supplier to Exhibiting at Toy Fair 2023 Stand Number: UL152

2023 Epoch Making Toys

0208 049 1377 | sales@epochmakingtoys.com Stand N7 Toy Fair sees Sylvanian Families introduce a new area to its popular Amusement Land collection with the launch of three new play sets. Available from this month, the Royal Princess Set includes five cute baby figures, each with a uniquely themed outfit, while the pastelcoloured Floating Cloud Rainbow Train with new Fennec Fox Baby figure features a cloud that bounces up and down as the train moves along. Launching in July, the Baby Mermaid Castle is packed with 12 fun ocean themed features including a marine merry-go-round and a jellyfish swing. It also includes one baby figure and two cradled baby figures. Four new families will join the line-up in 2023. Each member of the Fennec Fox Family features a sweet, fluffy tail and striking ears and a pastel stroller is included too. The updated Milk Rabbit Family joins the Penguin Family, which comes complete with a mini-ice cream cart and ice creams they can actually hold, while the Reindeer Family wears festive outfits and is accompanied by a pastel sleigh which the two babies can play and ride in. Complementing the new families are several new baby sets. Other new sets include the Sunny Picnic Set with Fennec Girl and Baby, and Pony’s Vanity Dresser Set, an extension to the Style & Play range. The dresser in this set folds into a compact case. The tenth Baby Collectibles series, Baby Fairytale, will also launch in spring. Based on classic fairytale themes, there will be seven characters with outfits to collect plus a secret figure to discover. Aquabeads will see plenty of new lines and innovation join its portfolio in 2023. The original stick-with-water craft brand will introduce new shiny beads and launch an exciting new sub-line, Aquabeads Nail Studio. Allowing children to create magical manicures with just water, the Aquabeads Disney Princess Nail Studio comes with 56 reusable nails, 120 decorations and 40 Disney Princess designs. Launching in July, the Deluxe Craft Backpack will be the latest addition to the on-the-go portable range by Aquabeads. The backpack can be personalised by attaching creations to the backpack and the straps. Further additions include the Dinosaur World Set, Disney Princess Dress-Up Set, two Starter Sets and three Mini Play Packs. Epoch Games enhances the Super Mario range following its successful entry to the tabletop games market. Spring 2023 will be an exciting time for fans of Super Mario, as the highly anticipated movie release coincides with the launch of the action-packed Super Mario Rally Tennis game. Players slide the Mario and Luigi characters left and right to receive the ball, before hitting the button at the right time to serve and return. Further additions for 2023 will include the Mario Kart Racing Expansion Set, Adventure Game and Maze Game, and more introductions will also be launched to tie-in with the film.

MV Sports & Leisure

0121 748 8000 | www.mvsports.com | info@mvsports.com Stand E75 Following another successful trading year, MV Sports is excited to be part of Toy Fair 2023 and showcase its new selection of wheeled and outdoor products. The company’s portfolio of sector-leading licences has been further strengthened with the addition of several new properties including the latest pre-school phenomenon, Gabby’s Dollhouse. This collection has been well received by retailers and includes ride-ons, tri-scooters, bikes, playhouses and play tents. Pre-school favourites CoComelon and Bluey have gone from strength to strength after launching last year with a selection of character-filled designs across ride-ons, trike, scooters, bikes, helmets and pop-up tents, while the Encanto range is also proving very successful, bringing to life the magical movie through an exciting array of scooters, playhouse tents and bikes. With vibrant colourways and beautiful floral graphics, the range features appealing distinctive Encanto artwork. Other new licences for 2023 include Trolls 3, Minions, Transformers and Sonic the Hedgehog. MV Sports’ popular Nerf range is expanding yet again with the new Nerf 16” Bike, which comes with a new Blaster Shield concept incorporating a blaster and 10 darts for the ultimate Nerf experience. Older boy favourites Spider-Man and Batman also continue to perform strongly, featuring eye catching graphics and bold colourways. New to both ranges for 2023 are the Mini Skateboards, featuring double kicktail 7-ply maple deck, and Electric Tri-Scooters that zoom up to 7km/h. Meanwhile, pre-school phenomenon Spidey & His Amazing Friends also comes into the 2023 line-up, with ride-ons, balance bikes, 2in1 training bikes, scooters, cruiser boards and safety helmets, all encapsulating the action of the hit show with enticing character graphics and bold colours. Classic licences such as Disney Princess, Paw Patrol and Peppa Pig remain strong with key new additions, and Barbie is gearing for a bumper year with a Dreamhouse-style playhouse complete with cute graphics, roll-up door and handy carry bag for sleepovers. MV Sports also has two e-scooter brands, Wired and Li-Fe, with ranges for both kids and adults. Further expanding MV Sports’ own brand ranges, Stunted has seen a slick, new refresh, whilst E-moto incorporates real-world style battery operated vehicles into the range, such as the Moto X bike, a motorbike with sidecar and a bright red bumper car. There are new additions to MV Sports’ Kickmaster range of football goals, balls and accessories, and new products have also been added to the extensive Hedstrom range of swings, slides and multi-plays including the Triton multi-play: a swing, goal and basketball hoop compact combo.

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2023 Gibsons

020 8661 8866 | www.gibsonsgames.co.uk sales@gibsonsgames.co.uk Stand E15 Gibsons, the family-owned jigsaw puzzle and games company, is ready to start 2023 with a fantastic range of new puzzle designs, which will be available to view and order at London Toy Fair. The new collection is a vibrant mix of classic Gibsons’ blue boxes and gorgeous modern special editions. All bases are covered to ensure there’s a puzzle for everyone, from nostalgic images in Verity’s Vintage Shop, all the way through to the likes of graphic impossi-puzzle, Jungle Dream. Robert Opie’s latest instalment to join the Gibsons’ catalogue is a trip down memory lane. Following on from the famous Brands that Built Britain, this season brings Treats that Built Britain. Taking puzzlers back to 1930s sweet treats, this jigsaw will no doubt evoke memories of the past, from Dairy Box to Aero and even the iconic box of Roses. Through the Seasons portrays a beautiful mix of nature and animals, making it the perfect Sunday afternoon activity. This wholesome piece from Janice Daughters perfectly captures the innocence of animals and the natural beauty that every season brings. The collective nouns used as names for groups of animals are often unexpectedly bizarre. For instance, most people know that a group of elephants is called a ‘herd’, but who knew that a group of walruses is called an ‘ugly’? A Collective of Creatures shows groups of animals acting out their collective nouns, so puzzlers can guess what the collective nouns are as they put the pieces together.

Asmodee UK

01420 593 593 | www.asmodee.co.uk | info@asmodee.co.uk Stand N5 As a distributor of table-top games and accessories, Asmodee UK includes major titles Dobble, Catan, Bananagrams, BrainBox and The Pokémon Trading Card Game as well as innovative formats such as Karen, Wheels vs Doors and Fun Facts. Joining Asmodee’s unrivalled portfolio in 2023 will be family-favourite fast-paced word game, Pass The Bomb, which will be blasting onto the scene with an incredible makeover to be revealed for the first time at Toy Fair London. Asmodee will also be introducing a raft of new games at Toy Fair including Dobble Connect from Zygomatic, a new way to play Dobble, which launches in summer 2023. As with Classic Dobble, players must match the symbols with that of another card, but with Dobble Connect they will need to play in teams and join up hexagonal cards where the symbols match. The first to form a line of their team colour wins. SetUp, from Bezzerwizzer, is an innovative new title in the Rummy genre with sets in all directions. Due to launch on 1st April, players build sets with card-like tiles to score points, but must be careful not to gift their opponents’ points. Toodles, from Format Games, involves players drawing with someone else, using the same pen at the same time. With three difficulty levels to choose from, players play as a team to beat the game and score points. The game is ideal for any party or family games night. The Backwards Game, also from Format Games, is a super-silly party game played in teams. All the questions and challenges are incredibly easy if done forwards, however, in this game, everything is done in reverse. Dedicated to discovery and untethering the mind from the everyday, there will be some exciting surprises on the Asmodee stand alongside new product demonstrations. Also on the stand will be TV and radio presenter turned games inventor Matt Edmondson of Format Games to answer any questions and offer an opportunity to ‘beat the creator’, and designer of app sensation Bunny Hops!, Nicolas Saleil.

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2023 SES Creative sales@ses-creative.co.uk Stand B35

One of SES Creative’s main goals is to produce fun and educational toys that help ensure the future for generations to come. By looking for innovative ways to develop sustainable products and make use of recycled materials, it has created several new collections that it is excited to show at Toy Fair. Its Hobby 1-4 pre-school collection features fun hobby sets that encourage children to make their first pieces of art. These sets introduce them to drawing, moulding dough and painting and are safe for children to use from 12 months and up. With the new additions all these features combine, such as dough task cards that motivate children to finish the cards with dough. There is also the addition of a dinosaur themed set in the popular Colouring with Water collection. For 2023, the new Inspired by Nature collection features four products with natural materials such as stones, driftwood, real geodes and other wood for crafting fun. Kids can paint stones and driftwood with the paint and rub-on stickers, showing that any material can be made into a work of art. Beautiful wooden butterflies can be built from the wooden wings that children can easily put together and decorate, while the making shell candles set lets children explore melting wax and making working candles. Feel Good Dough is new for 2023 and comes in four variants – Happy, Pure, Relax and Nature. The dough is vegan, gluten free and suitable for children aged 12 months plus, with each package containing four colours of bright, soft dough. The packaging informs parents directly of all the product benefits and provides a QR code that also gives additional information such as tips about re-using and recycling the materials. The Tiny Talents nursery range is also expanding with new products that stimulate sensory play and use natural materials. There are new teethers made of 100% natural rubber and a 50-piece wooden building block set with fun shapes and illustrations.

Paper Engine

023 8062 5855 / 07484 543387 | www.buildyourownkits.com | Jason@paperengine.com Upper Level 191 Paper Engine is the creator of Build Your Own, an award-winning range of eco-friendly children’s toys that kids can build themselves - and they are loved by big kids too. Build Your Own kits are made from high-quality, sustainable materials, with minimal plastics. The eco-friendly packaging is 100% recyclable in line with the company ethos: ‘Less plastic, paper fantastic’. Made from sustainable cardboard, the innovative, STEM-inspired kits are fun to build and provide hours of entertainment. Assembled using simple slottogether techniques, there’s no glue, no mess and no fuss: everything needed is provided in the kit. The company is showcasing its first range of licensed kits at Toy Fair this year. Launching in April 2023, these kits have been developed in partnership with Aardman Animations. Paper Engine and Aardman, both of which are homegrown UK companies, say they are ‘incredibly proud’ of what they have created together. Aardman Animations is celebrating the 30th anniversary of The Wrong Trousers this year, and for Paper Engine, being a part of this major milestone is a huge boon. There are three kits in the new Wallace & Gromit range, each inspired by the world-famous and much-loved animated films. Available at launch will be the Wallace & Gromit Sidecar Plane, as featured in A Close Shave; the Wallace & Gromit Techno Trousers, as featured in The Wrong Trousers, and a Wallace & Gromit Rocket, as featured in A Grand Day Out. The clever mechanics of these innovative kits are ‘cracking fun’. From a pop-up porridge gun and stomping Techno trousers to flames that retract when the rocket doors open, the intricate detail in these kits is second to none. All three are suitable for ages 10-100 years and are 100% plastic-free, being made from sustainable cardboard and paper. The new Wallace & Gromit range brings the total number of Build Your Own kits to 25. Toy Fair visitors are invited to visit the company’s stand to see the full range in person and get handson with the exciting new Wallace & Gromit kits along with all the other existing products. Having won a Stand Design award at Toy Fair 2022, when the company’s clever paper engineers built the stand entirely from cardboard, Paper Engine is returning with a fresh and innovative stand design that offers visitors a fun, engaging experience. The stand will be predominantly Wallace & Gromit themed to support the launch of the new kits. It will include an impressive giant rocket along with a free-standing photo area, as well as fun surprises to discover. The company will continue to push the boundaries in 2023 and beyond as it develops its range of products and brings innovative paper mechanics (along with an educational/STEM element) to the market.

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2023 Orange Tree Toys

01242 244500 | www.orangetreetoys.com Stand F65 The team at Orange Tree Toys had a very exciting and successful year in 2022, with the launch of its beautiful new award-winning Spring Garden range. The company is hoping that 2023 will be just as successful and it is looking forward to presenting its latest products to new and existing customers at London Toy Fair. Following the success of the Spring Garden collection, in its soft colour palette and new concepts, Orange Tree Toys is launching a beautiful Woodland Animals range, using autumnal colours, featuring otters, deers, foxes, owls, badgers and bears. The range includes a set of wooden stacking cubes, a puzzle train, a Woodland Animal balancing game, a shape sorting clock as well as some brand-new concepts for Orange Tree Toys. The company is also introducing a wide range of pocket money toys across its existing ranges, with chunky wooden mini puzzles, travel games and pencils in the Peter Rabbit, Spring Garden, Sealife and Dinosaurs ranges. There will be new additions to the London range, including a balancing game and puzzles, and a brand-new Scotland range, featuring a highland cow, piper and Nessie. Based on the popular Winter Wonderland advent calendar, there is a brand-new range for Christmas with perfect stocking fillers, including pencils, games, and puzzles. A brand-new range of Peter Rabbit TV products, based on the popular animated television series, will be introduced, which includes a counting puzzle, shape sorting clock, dominoes and skittles. A selection of travel games, such as tic tac toe and a memory game, come in beautiful cotton bags for easy storage and travel. New additions to other licensed collections will include new lines in the Disney Winnie the Pooh range using a softer colour palette, featuring wooden puzzles and a new puzzle train, plus some revamped lines; a Winnie the Pooh pull along, number puzzle and push along. There will also be brand-new designs in the Paddington Baby range, which include stacking cubes, musical instruments and puzzles. Orange Tree Toys is also honoured to be included in the Disney 100 celebrations, with exclusive D100 lines launching at Toy Fair. There is a Christmas specific D100 range, which includes an advent calendar, as well as an all year round D100 range, with dominoes, shape sorters, puzzles and some collectible items. Orange Tree Toys will have some great show offers to share with independent customers, which will include its brand-new mini puzzles as well as generous free stock offers.

Cheatwell

02392 524098 | Sales@cheatwell.com www.cheatwell.com Stand E20 Cheatwell is delighted to be back at Toy Fair with a great new range to present. Word Stars is a fast-moving guessing game that’s fun for all the family. It’s a rapid race to solve the mystery word before the timer runs out. There’s a handy hint to get the ball rolling and eight clues to help reveal the target word. As the clues are cracked, the mystery word will start to emerge – and the faster it’s solved, the more stars are won. With hundreds of hidden words to guess and creative clues to solve, this game will suit all quick-witted word-lovers and lateral thinkers. High Five is a fun game of 'snap' decisions. Players pick a card and read the topics, then all players write down their answers at the same time. Points are scored by making 'snaps' - by matching one or more responses with only one other player. It's simple to find the answers but difficult to match them. In The Numbers Game, the fastest to the figures wins the round. Each player has ten digits and when the question is read out, players race to take the number in this rapid game of number naming. Aha! is a secret word guessing game packed full of fun. One by one, clues to the mystery word are revealed, then it’s a race to discover the answer. The fewer clues players need, the more they score, and cryptic clues keep players guessing until the end. Wordio is a classic word-sleuthing game which will have players scratching their heads and nodding knowingly in equal measure. The game is quick to pick up, but difficult to put down. Best to Wurst is the game in which the answers to the silly questions don’t really matter that much, it’s the laughs the players get that count. The best answer wins but there’s also a twist because even the worst answers are rewarded. In the Code Breakers box there’s a series of cunning cipher, and players must crack the codes and reveal the mystery phrases. Help is at hand because each card has a category that points players in the right direction, whilst trying to determine what the mystery letters stand for. Relaunched this year in eye-catching new packaging, Host Your Own Pub Quiz is joined by four pint-sized local editions. Each game comes jam-packed with questions on different topics. Every game is different, so players can try them all.

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2023 IMC Toys

01904 720 908 | www.imctoys.co | info.uk@imctoys.com Stand E94 IMC will be revealing its new cross-category collection of IP brands, and expansions to some of the company’s top-performing ranges, at London Toy Fair. Best-selling nurture doll brand Cry Babies introduces a range of core and sub-brand dolls to provide consumers with increased choice and an extended presence at retail. The Cry Babies Loving Care range transitions the brand journey from Tiny Cuddles to core Cry Babies dolls. Suitable for 18m+, the new Loving Care Fantasy Jenna and Hannah both include removeable pyjamas, matching dummy and personalised accessories. Loving Care characters have painted hair and eyes and are slightly smaller than the core range, with lighter weight and fully articulated plastic bodies. As with all Cry Babies, the Loving Care dolls cry real tears but will magically stop crying once their dummies are placed in their mouths. Also suitable for ages 18m+, the quality, value-driven Tiny Cuddles line offers smaller, soft-bodied versions of Cry Babies that still cry real tears, thus offering brand consistency at an alternative and widely accessible ‘pick-up’ price. New Tiny Cuddles Mermaids and Tiny Cuddles Bunnies ranges include four different dolls to collect. Dressed in either colourful hoodies and mermaid tails or cute bunny pyjamas, each character comes with a matching dummy. Multi-platform content is a key driver for the Cry Babies brand and sub-brands and new animated episodes will air throughout the year ahead, supporting the newly themed product lines. Progressing from nurture doll play to the appeal of smaller collectibles, pre-schoolers and younger primary-aged children can continue their brand journeys with Cry Babies Magic Tears. Due to air in February ’23, Season 6 of the Cry Babies Magic Tears series sees the characters embark on a Tropical Island adventure which children can follow on IMC’s official YouTube channel - Kitoons, Nick Jnr, Netflix and Kidoodle.TV. Cry Babies Magic Tears Tropical Beach Babies feature surprise reveal characters in beach huts which double as play sets. There are 12 characters to collect, plus a rare and superrare character to discover. Each doll comes with a removeable summer outfit and surprise accessories. Kids can feed the dolls using the magic baby bottle and, when their bellies are squeezed, they cry real tears. Cry Babies Magic Tears Tropical Shiny Shells bring eight new dolls to collect, housed in semi-transparent Shiny Shell capsules which allow children to select the characters before they buy. The pearlescent dolls come with magic sand, hidden accessories and cry sea foam tears. IMC launches its new Cry Babies Little Changers collection, providing eco-friendly collectible mini dolls to reinforce the messaging of taking care of the planet, which can be seen in new Cry Babies Magic Tears episodes and is supported by one-minute stand-alone edutainment shorts. The sub-brand product line kicks off with six characters housed in miniature capsules with each opening to reveal a themed personalised, interactive world and water-reveal flower. Continuing its progressive approach to offer dolls at every age for every stage, IMC now reaches a pre-teen audience with its BFF by Cry Babies range of fashion dolls. Grown-up character versions of the Cry Babies, consumers can evolve with the characters and adopt new play patterns, while retailers are able to create on-shelf impact beyond the traditional heritage space. Series 2 of the fashion dolls mirrors the latest animated series which will air on Kitoons and Nick Jnr during the second half of 2023. Complete with striking neon outfits and long, brightly coloured hair for styling, six new characters feature 15cm silky hair, six points of articulation, interchangeable outfits and accessories, crystal eyes and a ‘tube’ unboxing reveal. The special edition twin-pack concludes the collection, with BFF Coney and Stella, along with over 20 accessories and an exclusive necklace for children to wear and match their dolls. A new safe, educational and fun brand for parents, IMC unveils My Little Cry Babies to introduce babies to the world of Cry Babies. My Little is a plant-based eco-friendly infant toy range that bookends the brand from the very beginning, capturing the emotive and developmental experience from newborn. Content remains paramount and includes age-targeted stories with songs and music to stimulate and encourage movement. Bath and water play brand Bloopies will showcase its growing range including the pocket-money and treat purchase collection, Floaties. New Floaties Dinos join the sub-£10 collection of Floaties Dolphins and Floaties Puppies to bring fun to the bath time routine. Kids simply pull back the string mechanic and the Floaties move across water and squirt water for added play value. New waves of Bloopies Magic Bubbles and Magic Tail Mermaids offer an attractive gifting solution, plus the all-new Bath Squad brings sea creature action figures for bath time adventures. Following 2022’s launch of nursery plush range PeekaPets, IMC Toys is looking to develop new character additions to the super-soft bunnies that recreate the peek-a-boo gameplay. With the plush division a growing area for the European business, it is a category the company is currently developing for the UK market and a new Little Chompers brand will be unveiled during the show. Little Chompers Dinos are cuddly, colourful dino friends that open their mouths once their tummies are squeezed. The interactive plush range is suitable from newborn. Dinobytes brings a range of collectible, battle-ready dinosaurs. The initial launch includes four dino characters to collect, each with interactive features to help them knock off their opponent’s helmets to win. A Dinobytes Battle Arena play set has been introduced to bring the battles to life and includes dual functions for solo play or playing with friends, plus includes two Dinobytes dinos, one of which is exclusive to the play set. Robust marketing campaigns are planned for all UK launches, including TV, sponsorship, digital, social, PR, bespoke content creation and strategic partnerships. The rollout of the Kitoons Over-The-Top (OTT) platform continues, combining content with eCommerce, to enhance the consumer’s brand experience and purchase journey. Setting the Kitoons OTT platform apart from other streaming services, and the first of its kind from a toy brand, is its ability to suggest products based on the video being watched and drive viewers directly to retailers.

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Find us at London Toy Fair & Spielwarenmesse:

BOOTH LOCATION: B92, G/F GRAND HALL

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24-26 Jan 2023

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1-5 Feb 2023

BOOTH LOCATION: HALL 4, D-10

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2023 Character Options

01616 339 800 | www.character-online.com | sales@charactergroup.plc.uk Stand N16 The Character Options stand will boast shelf upon shelf of brands to discover, including innovative fidget toys, fun games that encourage active play, collections inspired by immensely popular online properties, the latest line-up of stretchy, gooey action figures and much more. In addition, it is an exciting year for Turtles, with a new summer blockbuster slated for release in 2023 and Character Options now confirmed as master toy partner. Launching this month is an exciting new concept; this year’s musthave, palm-sized fidget toy, TapTap Smart Fidget. This miniature toy promises to enhance basic fidget function with high-touch, high-tech games. Whether players are just tap-tap-tapping or playing to win, TapTap is sure to keep fingers on the pulse. Combining play with learning, TapTap Smart Fidget comes with five games installed which specifically target memory, focus, hand/eye coordination, critical thinking and fine motor skills. Match-It players flip the white pixels by tapping them in a bid to find matching colour pairs, while with Sequence, the objective is to repeat the sequence displayed on the outer corners. The other games are Stop & Go, Raindrops and Eat Greens, and Copy That. Next up is an exciting new collection inspired by LankyBox, the most highly viewed YouTube gaming duo in the world. Stars Justin and Adam, along with their cast of animated characters including Boxy, Foxy, and Rocky, create high-energy, laugh-out-loud videos including challenges, gaming and shorts. The LankyBox Giant Mystery Box is filled with awesome collectibles, making it the ultimate surprise unboxing experience. The box contains figures, a 6” glow-in-the-dark plush, a squishy, a pop-it fidget toy, a Canny with a pop-out Sticky and stickers. The case also doubles as a role-play helmet so kids can be just like the famous character Boxy. The box’s contents capture the high energy and creative charisma of the LankyBox videos. LankyBox followers know that the YouTube channel stars Justin and Adam are big fans of plush, and now for the first time a licensed LankyBox plush line will be available at major retailers. The new 6” range comprises super-soft versions of the well-known characters from the LankyBox channel including Shark, Foxy and Boxy. They are the perfect addition to the LankyBox collection, as fans can choose their favourite character or collect them all. Mystery Squishies are so soft and satisfying that kids will want them all. Some of the most popular characters from the LankyBox channel will be included within the range, with six in total to find. A second surprise reveal toy line comes in the form of the Mini Mystery Figures. Fans can unwrap their very own collection of characters based on the channel’s funny and bizarre cast. The ever-increasing demand for family-friendly activities and toys continues into 2023 and Character Options is meeting that demand with fresh new developments within its Stay Active collection. Stay Active is a family-friendly and inclusive range of toys that can be played with inside and outside whilst enjoying active fun. The range has now developed into a whole division within the portfolio, having benefited from the firm’s significant investment into the marketing and influencer programme in 2022. Buyers and retailers can expect this raft of activity to continue into the year ahead. The final quarter of last year saw Olympian gold medallist Greg Rutherford, among other celebs and high-profile influencers including Sophie Ellis-Bextor and ‘H’ from Steps, take on the ultimate fast, fun musical jump challenge fitness game, Jump It Wipe Out. The activity saw the game make its way onto Christmas wish lists nationwide and guaranteed its success at launch. The company is now promising an even bigger programme of activity for the growing Stay Active range. New for spring/summer is Splash Atom, the game in which players make the ball slide along the rope to avoid getting a drenching. The atom ball comes and goes without stopping, but if it reaches a player, they get soaked. A second new addition, Bubble Skip, offers a twist on the original Jump It Lap Counter. Kids will love producing bubbles as they skip. Splash Atom and Bubble Skip join existing favourites in the range, including Jump-It Wipeout, Moon Shoes, KickerBall and Splash Out, among other fun toys. From July, kids will be encouraged to release their inner artist as they create incredible designs with Simbrix. The Brix connect together to form strong designs without the need for an iron, water or pegboard. This beautiful arts & crafts range encourages creative thinking, needs few instructions and allows for fantastic play experiences. Using a ‘Connect, Expand, Play’ system, Simbrix pieces slot together easily, allowing kids to build both 2D and 3D designs which can be played with and displayed.

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2023 There are endless design possibilities with Simbrix. Kids can build something straight from their imagination or create set designs. Available at launch are Starter Packs for making pets, jewellery and more; Theme Packs for making a magical garden or glowing galaxy scene; and special Feature Packs with over 3,000-pieces. There is also an Alphabrix set that lets children spell out words using a range of bold and colourful combinations. The Simbrix Maker Studio is the ultimate set for young artists. The carry case design holds 4,800 Brix in 16 different colours and comes with multiple template cards. The latest line-up of gooey hero action figures will be a key priority for Character in 2023. Each year, the Heroes of Goo Jit Zu brand goes from strength to strength, and the firm has its sights set on further growth in 2023. Kids can now watch their favourite heroes on Netflix. Fans can expect an ever-growing licensed offering of Goo Jit Zu heroes, as well as a new theme. Available from July, the Heroes of Goo Jit Zu Deep Goo Sea series will bring with it new creatures filled with gooey sea life and fresh features. There six Deep Goo Sea Heroes to collect in the range, each with a unique goo filling and head feature to discover, plus the most powerful hero of all time to squish and stretch: King Hydra, the ultimate ruler of the Deep Goo Sea. King Hydra comes with triple the goo and triple the features; three heads, each with its own feature. Motion activated with lights and sounds, super-sized at 9.5” scale and presented in a platform packaging box, this is an unmissable line for existing fans of the brand and newcomers to the world of Goo Jit Zu. There’s a new way to play with Goo Jit Zu in 2023, as the first ever gooey, squishy vehicles are ready to be smashed and raced. Unique, goofy and supported with engaging content, the Heroes of Goo Jit Zu Mobiles are smashable, squishable, stretchable vehicles that take Goo Jit Zu to an all-new scale. Measuring 2.4” tall and 4.5” long (9.4” when stretched), the range lets fans of the brand collect favourite characters Thrash, Rock Jaw, Blazagon and Pantaro as Goo Mobiles. Kids will love smashing, stretching and squishing them together to watch their expressions mould and morph back into shape. Smash Up Versus Packs containing two Goo Mobiles promise double the fun. The Weebles range will be wobblier than ever in 2023, with new characters for pre-schoolers to collect from the hottest pre-school properties. The classic Weebles figures wibble and wobble, but never fall down. This year, the Weebles collection has been extended to bring to life the on-screen magic of Peppa Pig, Bluey, CoComelon and My Little Pony as well as Marvel’s Spidey and his Amazing Friends, DC Super Friends and Hey Duggee, all in a fun and unpredictably wibbly way. More new additions will follow for autumn/winter 2023. Ideal for little ones aged 18-months-plus, these chunky moulded figures are perfectly sized for small hands and great for encouraging the development of early play patterns. Children can play with the cute and compact figures at home or take them out and about for fun on-the-go. For more information about the full 2023 brand portfolio, which also includes Mouse in the House Millie & Friends, ChillFactor, and a host of great games and evergreen pre-school ranges, contact the Character team on the details above or visit them at Toy Fair.

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2023 Theo Klein

(49) 6345 408 0 | www.klein-toys.com Stand N20 Theo Klein has been working with Bosch as its licensing partner for more than 25 years. The Bosch power tools toy line is by far one of the company’s best-selling ranges, with more than 2.5m units sold globally every year. The Bosch power tools toys are authentic replicas and fully functional, but still safe for small hands to use. This year, Theo Klein is introducing a new Bosch workstation. The included work surface offers children a safe place to work with screws and practise turning, hammering and sawing. Theo Klein has provided everything they need to do this, such as a raft of different tools and accessories. The set even includes a construction vehicle which will encourage budding building experts to let their creativity run free. Rounded-off edges, child-friendly shapes and tools designed for little hands guarantee plenty of carefree fun. Theo Klein also offers a wide selection of Bosch household appliances. The new Bosch Kitchen No. 1 comes with accessories such as pots, pans, plates, cups and cutlery for lots of fun and creative role-play that will hone kids’ motor skills and fire their imaginations. A new toy version of the Bosch Rotak lawn mower with light and sound function will also join the company’s outdoor range for 2023. A detachable grass catcher makes for very realistic play, letting kids imitate the adults in their lives as they perform jobs around the garden. Theo Klein’s Bosch Service play sets include the Bosch Mega Universe,which is the largest car park of its kind and offers endless play opportunities. It contains an electronic paternoster lift, a catapult with looping, a tunnel and half pipe, a rotating gyro with a mechanical robot production track and a spindle tower descent for exciting races. The 25th anniversary of Theo Klein’s partnership with Bosch will be supported with a full 360 marketing campaign throughout the year. The company is also launching its new Barbie Beauty studio, Happy Vibes, equipped with a rotating mirror and light, a nail dryer with air and light, and swivelling shelves kids can use to store the numerous accessories. All they need to do is sit down, swing open the storage areas and open up the tray containing all the beauty accessories to feel like a supermodel. New products also join the Princess Coralie range. The Kiara doll head comes with an impressive amount of hair and numerous styling play possibilities. The hair can be washed, combed and decorated with hair clips and beads, while the torso can be decorated with pins and stickers. The new hairdressing case with nail salon contains a nail dryer, stickers and different nail polish dummies as well as a wide range of hair accessories for imaginative role-play fun. Readers can request a copy of Theo Klein’s catalogue showing the complete product range or check out the company's social media channels for further information.

Coiledspring Games

0203 3011 160 | www.coiledspring.co.uk | sales@coiledspring.co.uk Stand E35 Toy Fair 2023 will see the launch of the new Coiledspring catalogue, the guidebook to the company’s entire range of games, jigsaws and puzzles for 2023. The Coiledspring stand, newly redesigned in 2022, will feature a dedicated Coiledspring Heroes product space, a revolving Wrebbit3D puzzle display and a jigsaw wall with 18 stunning designs. Many new titles have been added to the range, along with some new partners. Professor Puzzle brings Burger Balance, Nacho Stack and more to the catalogue while from Potato Pirates, there’s Battle Chips and Enter the Spudnet. Also on show will be FlexiQ’s Orbito, Monster Mash and Switch It! With an ever-increasing range of high-quality jigsaws, Schmidt Spiele is releasing brand new titles for 2023 including additions to the Thomas Kinkade Disney range with Moana and Maleficent. The Thomas Kinkade landscape portfolio expands with more intricate stylings of this prolific artist. New for the UK market is the June’s Journey licence featuring delightful scenes and secrets to solve. Players can try code-cracking with Turing Machine, the latest release from Scorpion Masque. This deduction game is highly anticipated and includes a unique ‘computer’ mechanism that works with punch cards. The aim is for players to ask the right questions and decode the correct answer before their opponents. Helvetiq offers family-friendly, easy to pick up games, and two new titles join the popular pocket collection: Bubbly and Mada. The Fun by Nature range has recently been introduced to the UK market with titles such as Fly Home and Happy Bee; these games are ecofriendly and responsibly produced with themes that highlight the importance of nature protection. The Unmatched universe continues to grow with the illusive Houdini going head-to-head with the powerful Genie. From IELLO, King of Monster Island is the latest cooperative instalment in the King of Tokyo series with two sets of custom dice, a volcano dice tower and brand-new monsters to battle with in a bid to destroy super-monsters. There are two new releases from Blue Orange. Players can go mushroom picking with Wonder Woods, in which they fill their basket with different types of mushrooms to create delicious combinations, while in Pengo Jump they leap from ice chunk to ice chunk to make it back home before dark. The amazing stylings of Wrebbit3D continue to delight fans the world over and this year DC fans can build Batman’s machine sidekick and the Batmobile, while Lord of the Rings fans can lay their hands on Edorus, the golden building and a highlight of Tolkien’s Middle Earth. Assassin’s Creed is brand new for 2023 featuring an incredible 860-piece replica of Notre Dame. The Harry Potter 3D puzzle series continues to bring puzzling magic to tabletops around the world and those visiting the stand can discover the revolving Diagon Alley collection.

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For Ireland enquiries please contact:

For UK enquiries please contact:

Banaghan & Co. Ltd. Tel: 00 353 67 63800 info@banaghans.ie

2023 Pat Avenue (UK)

01604 678780 | www.patavenue.co.uk sales@patavenue.co.uk Pat Avenue (UK) Ltd., formerly DKL-Beysal Ltd., will introduce an array of innovative new products for 2023, all of which will Stand E66 be showcased at London Toy Fair. The new Battle Heads range invites kids to escape the danger zone and protect the city with the help of five brave teams: Power Heroes, Sniper Bots, Aliens Attack, Creepy Monsters and Smasher Beasts. Series 1 will feature 90 Battle Heads to collect including rare gold and silver pieces available in blind bags and blister packs. A dedicated YouTube channel will also be launched, featuring 'how to play’ tutorials and webisodes to discover, plus games to play with Battle Heads. Each Mascutties plush character has its own unique style and features that children will love exploring. Not to be missed is the chameleon, Kami. When it's dinner time, kids can press Kami's stomach and watch him catch flies with his Velcro tongue. Ecoplush is a sustainable plush line made using high quality fabrics and soft stuffing composed of bottles removed from the ocean. New for 2023 is an adorable animal range featuring a Whale, Starfish, Sloth, Crocodile, Penguin and Walrus, these huggable plush characters are 33cm in size. Also new to the range are fashion dogs and zoo characters. The nurturing doll brand Luna Babies centres on characters from the moon that come to take care of children's dreams while they are sleeping. They have their own needs too, such as nappy changes, eating, sleeping and playing. The range includes three adorable dolls, all featuring a unique style and with more than 10 functions and two modes (day and night) together with a lullaby. Kids can explore the world on wheels with Keyriders. This range of scooters and helmets is designed for everyday adventures. The creative designs will immerse riders in a fantasy world whilst they learn balance and coordination. Safety is key for the brand, so there is a wide range of fun helmets to match the Keyriders scooters. These provide parents with peace of mind, knowing their kids are fully equipped for big adventures. Children and adults continue to enjoy endless fun with Hama, the original bead brand for arts & craft play that stimulates creativity with beads, patterns and pegboards. The range will welcome several new sets for 2023 including large blister packs in popular themes featuring 1,100 beads, two pegboards, design ideas and ironing paper. Hama blister packs have proven very popular thanks to their low price point and their reputation for being the ideal starter set. The ever-popular Breyer range continues to impress with its array of new lines. Customers can expect to see arts & craft products, styling heads, high play value barns, sparkling unicorns and beloved horse breeds join the range. The Pat Avenue (UK) product portfolio will be supported by TV, digital, PR and retail campaigns throughout the year.

Craft Buddy

trade@craftbuddyltd.co.uk Stand B92 Following the hugely successful launch of Crystal Art Buddies in 2022, Craft Buddy has strengthened its brand presence in the Creative and Collectible Toy space. The company enters 2023 by welcoming Paddington Bear to its licensed family, and a wide variety of Arts & Craft products across several Craft Buddy brands with the world’s favourite bear will help the company to continue its growth in market share of the kids’ craft business. Suitable for kids aged 8+, a wide array of products will be launching in Q1 2023 ahead of the new Paddington movie release later in the year. This includes various Crystal Art Kits (Scrolls, Stickers, Notebooks, Cards, Canvases and 3D Buildable Scenes), Paint by Numb3rs Canvas kits and Craft Buddy Home Soft Craft Kits (Cross-stitch kits, Latch hook kits). The products will be displayed on Craft Buddy’s stand at London Toy Fair. On top of the new Paddington Bear licence, Craft Buddy will also expand the product range with L.O.L. Surprise! featuring a few new products such as Crystal Art Secret Diary kits, Keyring kits, Sticker Set kits, Scroll kits, Card kits and Framed Picture kits. Building on existing partnerships with current licensors, Craft Buddy will be launching more innovative products featuring favourite characters from the world of Disney, Pixar, Star Wars and Marvel, as well as Peter Rabbit, Anne Stokes and Thomas Kinkade. New characters from fan favourite IPs and franchises will be added to Crystal Art Buddies Series 2, with a target launch date of summer 2023. To celebrate the 100th anniversary of Disney, and to coincide with its huge worldwide D-100 initiative, Craft Buddy will be launching a new Crystal Art product which is said to never have been seen before in any markets. Exclusive previews will be available on the stand

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2023 Click Distribution

0330 123 2559 | click@clickdistributionuk.com Upper Level 120 To support the release of Chapter 3 of Poppy Playtime, the hugely successful indie video game and pop culture phenomenon, Click will be launching all new Poppy Playtime SKUs, introducing new characters as well as brand new product categories in 2023. The game has a massive global following, with Poppy related content reaching over 5b views on TikTok and well over 1b views on YouTube. Pet Simulator has been a huge success story of 2022 and to tie in with the new game release in 2023, Click will be introducing all new collectible characters, collectible plush, all new deluxe bundles and its first play set. Once again all SKUs will include brand new DLC codes. Another in-demand property is Five Nights at Freddy’s Secruity Breach, now in its ninth installment, and Click is bringing out a range of bundles hitting various points. Yu-Gi-Oh! continues to go from strength to strength and in 2023 Click will be launching all new collectible mini figures, action figures, deluxe action figures, plush and electronic role-play items. Click is also introducing the master toy for what is currently the No.1 game on Roblox; Blox Fruit promises to be one of the most highly anticpated properties of 2023, and Click has a range of products exclusively for the UK and Ireland. Click has also teamed up with Eolo to exclusively distibrute the Biggies super sized inflatable plush range in the UK and Ireland, and this year will also see the introduction of the Craze range to the UK and Irish markets. Craze is one of the fastest growing toy companies in Germany. Panini’s entertainment portfolio is the strongest it’s ever been, including collections from Disney, Fortnite, Minecraft, Warhammer, Harry Potter and more, and 2023 promises to be a mammoth year once again for sports properties including the new launches of Premier League Adrenalyn XL and the Official Premier League Sticker collection as well as whole new range of sports trading cards brand new to the UK market.

Cartamundi UK

01268 511 522 | www.cartamundi.com | purchaseorders@cartamundi.com Stand H1 Cartamundi UK kicks off 2023 with new additions to its Bicycle collection. The company has enjoyed phenomenal sales and growth with the newly acquired Bicycle brand in the UK, and this year will see Cartamundi expand into licensed decks such as Shin Lim and Back to the Future as well as some beautiful new creative designs for families, cardists, magicians and design lovers. Cartamundi introduced four new games into the Marvel Universe in autumn/winter 2022, all of which are expected to fly off the shelves in 2023. The classic Marvel Compendium, complete with 35 games, means there are hours of fun to be had. Players can race around the galaxy to collect infinity stones with the new 3D Marvel figurines included in the Home Sprint Board Game or race to the finish in the Marvel-themed Race Home Ludo board game, which comes complete with 16 3D Marvel figurines. Marvel Heroes, meanwhile, is a travel size card game where players work together to defeat as many Marvel villains as they can in six minutes. Spidey and His Amazing Friends sling into 2023 with four new Cartamundi games that further develop the company’s pre-school portfolio within the licensed category. Match Spidey Dominoes challenges kids to be the first to fill their Spidey board and shout bingo. Alternatively, they can play Spidey Seek with all the character’s amazing friends or enjoy the Spidey 3-pack of card games featuring Snap, Happy Families and Pairs. Based upon personal experiences and commercial need, Cartamundi UK has developed a range of card, board- and puzzle-based emotion games to help grow and unite children, young people and their families. The aim is to encourage people to come together and express themselves freely with no judgement or questioning, just support. The company notes that children born and raised during the pandemic years (20222022) have been exposed to a very different way of living: their education was disrupted, socialising and connection reduced, and their emotions hidden from sight. To aid these children and their families in expressing how they feel inside, Cartamundi is launching four new titles in 2023 within its bright and colourful Mixed Monsters range: a Card Game, a 36-piece Puzzle, a 36-piece Puzzle & Card Game, and a Board Game. Each game explores and supports different elements of emotional awareness, teaches simple shape related breathing techniques, and teaches calming poses that help empower kids with positivity and valuable tools. Cartamundi UK has also acquired the licence for Prisoners of Geography for 2023. The company has worked alongside BlueSkye Licensing and the publishers at Elliott & Thompson to develop three new games based on the international best-selling book by renowned author Tim Marshall. Kids can discover the power of geography and how it played a part in shaping humanity’s past, present and future with the 500-piece jigsaw puzzle, which showcases the famous world map as illustrated in the books. Also available from launch are Playing Cards in a collector’s tin case and a Trivia Puzzle Game that tests players’ knowledge as they try to beat their opponents by completing their puzzle the fastest.

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Funko EMEA

Funkoeurope.com | NewTradeEnquiries.EMEA@funko.com Stand N3 Funko continues to build on its reputation as one of the most exciting and current licensees in the business with continued growth across all product categories as it prepares to appear at London Toy Fair 2023. Off the back of a strong 2022, Funko launches straight into 2023 with the launch of both Bitty Pop! and Popsies across European markets. Bitty Pop! takes the beloved Funko Pop! stylisation to a micro-sized level with initial offerings featuring three visible collectibles and one hidden chase figure. Popsies, an interactive greeting card featuring some of the world’s most celebrated characters, launched earlier in 2022 in the United States and the United Kingdom to great fanfare. Anticipation for its arrival across European markets such as France and Spain is high. Funko Games continues its ascent in the gaming world with a growing roster of titles that cover Strategy, Pre-School and Collectible Games. Notable releases E.T. Light Years from Home and Jurassic World: The Legacy of Isla Nublar both landed in 2022 with many more titles to arrive in 2023. After its inaugural appearance at Essen Spiel 2022 and with a roster of major upcoming titles to look forward to, Funko Games continues to stake its claim in the competitive board game arena. Funko Games also continues its expanse into the European marketplace with a growing raft of multi-language games. Loungefly, a premium collection of bags, purses and wallets celebrating fandom of all styles, continues to make waves in the fashion world and is going from strength to strength with its unparalleled designs and quality. The brand benefits from a growing catalogue of licences and designs as well as a dedicated fanbase and celebrity following. Further growing in popularity is Funko’s range of Pop! Pins, blind box pins and Loungefly Pins. These wearable pieces of art offer consumer the chance to celebrate their fandom on their clothes, bag or around the home. The expanded range of Funko Apparel also continues to thrive. The Pop! and Tee range gives fans the opportunity to enjoy Funko Apparel while also indulging in one of Funko’s signature exclusive Pop! collectibles. Soda’s growth in popularity continues, earning its place among the Funko catalogue as a fanfavourite range. Mystery Mini gives fans a chance to collect toys from their favourite licences, ‘sight unseen’, while keychains ensure the characters can always stay with them. The original and beloved Funko Pop! line continues to cover all the most relevant, exciting and popular properties and characters from across the world of pop culture. With expanded assortments including Jumbo Pop!, Pop! Albums, Pop! Covers, Pop! Town, Pop! Ride and more, there is something for collectors of every persuasion. Readers can book their appointment to visit the Funko stand by emailing eventseu@funko.com.

Zapf Creation

0845 0533 333 | www.mgae.com Stand B45 Zapf Creation, the parenting brand of Baby Annabell and Baby born, will be making a return to Toy Fair for 2023. For over 90 years, Zapf Creation has been home to some of the UK’s bestloved dolls that support social, emotional and physical development, with a focus on nurturing and imaginative play. The brand’s return to Toy Fair is set to be a big one, with Baby Annabell celebrating its 25th anniversary, in addition to showcasing new dolls that are set to be more interactive than ever before. Both Baby Annabell and Baby born will be showcasing the full 2023 line-up, accompanied by fun demonstrations of the new items. Baby born will be revealing the new Baby born Bear, as the brand delves further into the growing plush category. Launching in Easter 2023, the adorable plush Bear with moveable arms and legs is aimed at offering the ultimate creative role-play experience for children. The Baby born Bear is Baby born’s best friend and can be used with all of Baby born’s accessories, allowing for an abundance of dual play possibilities for children, from dressing up the Bear and Baby born together and having naptimes together, to days out as a pair in their prams. Launching alongside the Baby born Bear is a themed accessory and clothing range, including two outfits and a Bear Sleeping Cave: a fun accessory to develop imaginative play. Baby born Bear also has a Backpack which converts into a carrier for the Bear – meaning little ones can take it on adventures with them. The team also has another very exciting reveal on the Baby born brand and will be revealing more on the stand.

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2023 Golden Bear Toys

01952 608 308 | www.goldenbeartoys.com customerservices@goldenbeartoys.co.uk Stand E69 London Toy Fair 2023 will showcase how Golden Bear has extended its product range into new toy categories and expanded its licensed product collection for some of Britain’s most loved children’s entertainment brands for 2023. The company will be revealing new products and planned marketing activities in conjunction with partners BBC, WildBrain and Acamar across its Hey Duggee, In the Night Garden and Bing ranges. Since the initial range was launched in conjunction with licensors Acamar in 2019, Golden Bear has sold 3m Bing units. SS23 will see its new plush made from 100% recyclable fabric for the first time, including new hero products: Talking Rainybow Bing, Peek-a-Boo Bing and Huggable Super Soft Bing. Rainybow Bing will sing the popular Rainybow song while Peek-a-Boo Bing can role-play the familiar pre-school game with little ones and has over 20 great phrases. When it’s time to calm down and settle, Huggable Super Soft Bing is perfect for offering comfort day or night with its snuggly squishy fabric. Sleepy Time Duggee is a new addition to the Golden Bear Hey Duggee roster in partnership with BBC Studios for AW23; featuring the YouTube hit bedtime song from the show, soothing music and soft glowing lights aid relaxation and wellness. In conjunction with WildBrain for AW23, Golden Bear will produce a range of In The Night Garden Talking Soft Toys.Perfect to snuggle up to, with added detail for a sensory experience, the characters Igglepiggle, Makka Pakka and Upsy Daisy will say popular phrases from the show and will be made from 100% recycled fabrics. 2023 also sees the debut of Golden Bears’ most creative and ambitious family games to date including, for AW23, Squirty Gertie, Golden Bear’s interactive game for all ages, where the aim is to avoid getting wet. Including two modes of play, players compete to beat their opponents by remaining dry through the game and either race against another player to be the fastest to squirt the other while in competition mode or opt for in turn mode where one wrong move sees Gertie squirt water over the loser. Farty Freddie is Golden Bear’s new game which is sure to get the whole family giggling. When the music stops, Farty Freddie will fart, giggle or burp and if he lets out a trump so big that he shakes, then the player is out. If he does a little fart, the player keeps playing, if a little burp comes out then play skips to the next person, and if he just giggles then the passing order reverses when the music starts again. Farty Freddie will be available from AW23. Two new characters, Popsy the Mouse and Bo the Rainbow Bunny, are joining the Curlimals stable from early 2023. The award winning animatronic plush range of cute woodland creatures held the top three spots for Amazon’s hot new releases and achieved quadruple forecast targets. A huge success with UK retailers since their 2022 summer launch, the interactive cuddly toys which respond to over 50 sounds and reactions, are preparing for a roll out globally with territories secured including Australasia, Benelux, the US and Baltics. Plans are afoot to extend the range beyond the woodland, including Arctic-themed animals for late 2023 which will feature light up tummy functions and soft, sparkly fabric. A premium Flutter Wings range and entry-priced Curlipops will bring more choice to consumers and wider on-shelf presence at retail. Golden Bear is seeking to extend the success of the Smart Ball range with the introduction of the new Soccer Bot in AW23. The ultimate football indoor football trainer will use the latest sensor technology to keep track of the football. Over half a million of the Smart Ball units have sold already in the UK and it has scooped a plethora of awards. The hugely popular own IP Windy Bums pre-school range is to be expanded with the addition of Windy Bums Dinosaur and Windy Bums Zebra. The funny, cuddly plush collection aims to help encourage play, movement and adventure in children aged 6-18 months. There are currently six different Windy Bums characters to collect: Panda, Monkey, Unicorn, Raccoon, Donkey and Pig. Each of the collection has friendly oversized features and its own quirky personality, with cheeky facial expressions, and jiggles across the floor trumping and giggling. Little Long Legs, a host of funny 5ft high friends that can be fed, walked, petted and even deliver magical sparkly poops will be added to the 2023 Golden Bear portfolio. They ‘play big but pack away small’ and giggle, wiggle and walk. The range introduces characters such as Chipraffe, Dragonfruitti, Bubblemingo and Llamallow and will be available from AW23. AW23 will introduce Okimos, a place where its ok to take a moment. The brand aims to support children’s’ wellbeing with cute characters that all have a magic reveal and variety of sensory fillings. Kids simply hold them to the light and their positive, reassuring messages shine through. With the sensory feel, thoughtful messages and sweet characters, Okimos creates a soothing experience and make the perfect mindfulness aid for children aged 4-9 years.

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2023

The Source Wholesale

sales@thesourcewholesale.co.uk Internationalenquiries@thesourcewholesale.co.uk www.thesourcewholesale.co.uk Upper Level 147

Winning Moves

020 7298 9515 | www.winningmoves.co.uk sales@winningmoves.co.uk Stand F40 Two Winning Moves New 9 products launched in November, Women’s European Football Champions Top Trumps and Monopoly, which will carry through to 2023. These sit alongside brand-new word game concept, Lex Match, where players must create five letter words, and a new sub category within the Top Trumps core range, Top Trumps #Trending. The ultimate guide to life as a Gen-Zer and featuring guides to Spotify, TikTok, YouTube, Fashion, Trainers and NFTs, this latest introduction means the brand is now inclusive of all age groups. Winning Moves continues to work with key licensors to add new products to the range, specifically within the realm of anime and manga, one of the fastest growing genres within popular culture. It released a Top Trumps Guide to Anime in November and will also be releasing a Star Wars Manga version of Top Trumps later this year. Both products will sit alongside the existing range of One Piece, Sailor Moon, Dragon Ball Z and Dragon Ball Super Monopoly. There is lots more to come for 2023 including exclusive Monopoly and Top Trumps editions of the Royal Family’s greatest kings and queens, to celebrate the coronation of King Charles III. To celebrate the 100th anniversary of Disney, Winning Moves is launching a new edition of Top Trumps Match and Top Trumps Specials. The games will feature some of the best-loved and cherished Disney characters and will contain some of the Disney spark that appeals to both children and adults. With an ever-increasing focus placed on sustainability - not just for manufacturers and retailers, but for the wider community - Winning Moves is actively accelerating its move towards greater ethical sustainability in its products and business. The company will be proudly showing its improvements on its Toy Fair stand and will continue to demonstrate greater responsibility in the manufacturing of its products. As usual, Winning Moves will be offering its show deal of 5% off £500 orders and 10% off £1,000 orders with delivery by the end of March. Terms and conditions apply and retailers can find out more at the show. Winning Moves also offers free of charge merchandising solutions with stock orders over minimum value. From clip strips to CDUs, to small and large FSDUs, its range is made from 85% recycled steel and supports year-round sales. Those visiting the stand can also challenge the experts in a game of giant Lex Match.

The Source will be launching various new lines within the Games, Construction, and Robotics category. Within Robotics, the company is further expanding its range from the Xtrem Bots brand with stock available now for spring/summer 2023. Charlie The Astronaut Robot allows children to discover the secrets of space and can be programmed or controlled in a simple and fun way through the App. Charlie responds to a child’s hand gestures through his Smart Control and Gyroscope mode. Children can test their knowledge of space through the Spacepedia encyclopaedia which has over 300 questions included in its two game modes. The company is looking forward to introducing Rex Dino- the Build, Programme and Play Robotic Dino. Fun is first had by building the Dinobot, and then by using the remote control made from more than 150 pieces to play with it. Rex Dino’s steps can be guided using the remote control or it can be programmed by combining up to 50 actions. Guardian mode can be activated to scare intruders with its terrifying roar. The Source Games category is growing with two stand out hero products from Red5. The first is Laser Tag Game, where the laser shooters reload with a pump-action and shoot infrared beams for amazingly accurate, long-distance shooting, and chest plates that detect when they’re hit and light up, vibrate and make sounds. With an automatic count hit count, players try to accurately hit the chest plate six times to win. Another hero product is a based on a funfair favourite, the dodgem cars. Red5 RC Road Rage Speed Bumper Cars will be launching in spring and comes with two cars and two controllers, so players can take on a line of collision contestants. The set ejects the losing driver as soon as it takes the deciding knock. Wabo the Robot is a gyro monorail science construction kit. The track kingdom can be built up with 26 routes, then children can explore and create using the gyroscope effect Wabo, and attempt to make their way through the monorail with a single wheel. The pack includes three additional pieces to enhance the difficulty of the track; a 3-way splitter, a cross switch and a seesaw. A variety of combinations are possible, offering players heaps of fun on the Wabo journey. The Source has plenty more new lines and a wider catalogue of brands to offer and invites visitors to visit their website as listed above, which has an interactive showroom, an easy access flipbook catalogue as well as an instant online ordering portal. The sales team are more than happy to book in one-to-one meetings in person or take buyers through the virtual showroom, contact details are above.

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2023 VR Distribution

0330 0880 941 | sales@vrdist.co.uk Stand N9 With more new launches and further exclusive distribution deals agreed, VR Distribution is confident of exceeding its impressive 2022 growth levels again through 2023. With the UK in recession and high interest rates etc, resulting in lower consumer spend, the company expects to see growth in party games, as friends and families look at ways to entertain in an affordable way. The company will be launching a number of new products at Toy Fair, most notably a new audio game which has great content, is quick to learn and, most importantly, is lots of fun. All will be revealed at the show. New versions of Kids Against Maturity have also just launched with the addition of illustrations that add a new element to the original game. AW22 sell-out stacking tower game, The Fuzzies, is all about creating gravity-defying towers out of fuzzy little balls - think tabletop (transportable) Jenga with fuzzy balls crossed with twister. For 2023, VR Distribution will continue with its comprehensive marketing campaigns, focusing predominantly on influencer activity on Instagram and Facebook and engaging content on TikTok and YouTube. There will also be new games launching from Psycho Killers: these games have great gameplay with an already significant following, and the content covers everything from zombie apocalypses, gratuitous violence, Z Generation specific and pre-drinks games. 2022 saw a significant growth in the What Do You Meme brand, with games reaching the same levels of sales as Cards Against Humanity. There was also significant growth within the Family versions of What Do You Meme, Incohearent and Cards Against Humanity. The high consumer recognition of the main games is now filtering down to the Family versions, and there will be a further seven new games launching for 2023 plus expansion packs, giving consumers great- priced additional content to re-fresh/add to the main versions’ game play. VR Distribution will be providing some special deals for orders placed at the show, find out more on the stand.

VTech/Leapfrog

01235 555 545 | Vtech.co.uk/Leapfrog.co.uk Trade.Sales@vtecheu.com Stand N19 Spring 2023 will see some great new additions to the VTech range, with brand new products joining the Toot-Toot and Switch & Go Dinos ranges, plus much more. The CoComelon Toot-Toot Drivers JJ's House Track Set comes complete with JJ in the family car and little trailer accessory. Kids can press the car's JJ button to trigger fun character phrases, five fun songs and six melodies. Manipulative features include Mum appearing at the window when the front door is opened, sliding mailbox, flip-up garage door and sliding Cody, and the set also includes three SmartPoint locations that trigger reactions. The car can be driven down the big ramp, around and into the house to appear in the garage and kids can place any SmartPoint character (sold separately) on the SmartPoint location to hear phrases and music. The set can connect with other Toot-Toot tracks and play sets. In Switch & Go Dinos, which Switch & Go Dino will hatch is a surprise. Inside each Switch & Go Dinos Egg are pieces for kids to assemble into their own 2-in-1 Dino Vehicle. Options include the T-Rex Race Car, Velociraptor Super Car, Triceratops Street Car and the Pterodactyl Helicopter. The vehicles come in 15 pieces and easily switch into a Dino and back again in just a few simple steps, plus each one features light effects, fun phrases and cool sound effects. LeapFrog’s Spring Summer 2023 season launches new role-play toys packed with fun learning features. Kids can cook up a storm with the Build-a-Waffle Learning Set, while learning about foods, colours and numbers. Waffle songs and fun sounds play when cooking and kids can also select one of the five popular pretend toppings and use the role-play plate, knife and fork to pretend eat. With the Fruit Colours Learning Smoothie, kids can swivel the straw to choose from five fruit flavours and the cup will change colour to match. The soft straw acts as a soothing aid for budding teeth while the fruity friend plays and introduces the little one to reggae, pop and punk music. When the cup is shaken, kids can also hear the bubble beads bounce.

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01626 835400

sales@wiltonbradley.co.uk

www.wiltonbradley.co.uk

Capture Your Best Moves

2023 Keel Toys

01233 506363 | www.keeltoys.com sales@keeltoys.com Stand F10 Keel Toys celebrated its 75th anniversary in 2022 and says its ongoing commitment to creating a sustainable future has never been more important. In 2020, the company designed and launched Keeleco, a 100% recycled range of soft toys. These beautiful eco-friendly toys are manufactured and filled with 100% recycled polyester made from plastic waste. The Keel logo and hangtag are now formed from FSC-certified card and attached to the toy with cotton, and even the shipping cartons are made of 100% recycled board. All Keel toys are manufactured in an ICTI ethically audited factory to the highest social and environmental standards. As it currently stands, 70% of the entire Keel Toys collection is made from 100% recycled materials, meaning the company can offer its business partners the most complete sustainable soft toy collection in the marketplace today. The range includes Wild, Farm, Sealife, Dinosaurs, Teddy Bears, Puppies, Kittens, Nursery, Seasonal and Keeleco Adoptable World. Keeleco Adoptable World is the newest part of the Keel Toys sustainable soft toy range and the first fashion eco soft toy. The collection now features 24 adorable animals in a range of sizes just waiting to be adopted by a loving new owner. Keel Toys is launching the Mini Adoptable World collection in 2023, a range of 24 cute and collectible characters, complete with an eye-catching tiered floor standing display unit. The original Keeleco Wild, Farm, Sealife and Dinosaur ranges have been extended to over 200 products, making Keeleco the most comprehensive collection available. New additions include the colourful family of snakes and uniquely patterned, super-soft lobster and puffer fish. Each and every Keeleco toy is exquisitely designed, and the best-selling Dinosaurs are no exception. Featuring beautifully textured exclusive fabrics and embroideries, new arrivals include the Spinosaurus and Ankylosaurus Mini Dinosaurs. Keeleco Baby launched in 2021 and became an instant success, with the new Marcel Monkey and Ezra Elephant recently added to the cute, naturalistic Koala, Giraffe, Zebra and Lamb assortment. To convey the eco credentials of the line, all ranges are clearly labelled with the sustainable messaging and offered with a variety of retail solutions and POS that call it out to consumers. The Keeleco range now features well over 350 products and Keel Toys commitment to expanding this collection will continue throughout 2023 and beyond. The UK-based design team is already working on many new Keeleco products and collections to reinforce its position as the No.1 sustainable soft toy supplier in the market today.

Precise TV www.precise.tv info@precise.tv Upper Level 130

Precise TV is a leading kid-safe COPPA certified YouTube advertising platform using contextual intelligence to deliver brand-safe, relevant and privacycompliant video campaigns reaching young audiences and families. This year the company will be hosting The Precise TV Lounge at The Toy Fair where visitors can have a cup of coffee and a slice of cake and take the opportunity to learn more about what the company does and how it can help brands. Precise TV has developed its technology in response to the media wastage problems on YouTube. Its PARK (Precise Advertiser Report – Kids) study typically sees 40-60% media wastage for toy brands advertising on YouTube, and its solution removes this wastage and improves return on advertising spend by 2-4X across YouTube, TikTok and CTV. This revolutionary new technology also allows Precise TV to track the true impact of online advertising to offline sales using a powerful combination of media mix modelling, sales lift and attribution, leveraging data science-led forecasting. The recent PARK research revealed that 90% of parents co-view with their kids on YouTube, and with parents asserting this is a key catalyst to kids’ influence over product purchases, the team says it has never been more important to ensure ads are appearing on the most relevant brand-safe videos. With the continued decline of kids’ audiences on TV, YouTube now has the highest reach with kids and the PARK research states that 9 out of 10 kids visit YouTube every month. Interested parties can contact the team on the details above or visit the Precise TV stand at Toy Fair for more information. Coffee between the hours of 10am and 11am across all three days will be free for those visiting the stand.

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www.wiltonbradley.co.uk

sales@wiltonbradley.co.uk

01626 835400

2023 Vivid Goliath

01483 449944 | www.vividtoysandgames.co.uk Stand B70 Featuring infant toys and STEM kits to arts & crafts, party games and collectibles, Vivid Goliath’s stand is a must see at Toy Fair 2023. The company is taking its first steps into the Infant sector with Modimi, a future-focused range of Infant toys that grows with the child from baby through to toddler. The range is made from durable, recycled materials and offers a wide variety of sensory and cognitive play experiences without compromising on fun. Modimi encourages the development of fine motor skills, colour recognition and hand strength whilst allowing toddlers to enjoy building and creating. Ideal for when the weather warms up, the Wahu range comprises Outdoor and Garden toys including the existing best-sellers Phlat Ball and Wingblade. New additions to the range for 2023 include Lawn is Lava. A twist on the sell-out success Floor is Lava game, this new product includes water balloons and fun challenges to enjoy outdoors. In the collectible aisle, Vivid Goliath has something for every price point starting with Eenie Teenies, shrunk down Squeezamals with all the softness of the bigger, squishable plush in a micro scale. Recyclings will see a new celebrations theme: what better way to celebrate saving 30m bottle caps from landfills? As the company enters into its 5th year of Ryan’s World, fans can look forward to new themes in the ever-popular Mystery Surprise range across Eggs, Chests and Blind Bags. Harry Potter fans will also be delighted by the Series 9 range of refreshed collectibles plus the collectible Snitch, which doubles as a hanging ornament. Bottle Besties puts the fun into functional drinking bottles. With a ‘magical’ colour change feature, each 400ml bottle can be collapsed when empty. Kool Kitten, Alpacool, Ice-Bot and Chill-Rex are BPA- and leak-free as well as dishwasher safe. Continued innovation in the plush category sees the introduction of Animagic Snuzzlers, a mum and baby duo that love cuddling. Featuring LED eyes, sound effects, songs and lots of interaction, they join a strong line up of proven sellers including Waggles the dog and Rainbow the unicorn as well as the Let’s Go range, which this year welcomes a cute hopping bunny. Also launching is Eye Luvs, a range of collectible plush pets with ‘shake and sparkle’ eye technology that means they have snow globe eyes. Sky Dancers, which enjoyed high profile media coverage and celebrity attention last season, will see three new Fairies and their pets take to the skies in autumn/winter. Kids can also build, customise and play with their very own interactive pet with the Build a Bot a range, which introduces STEM learning to younger children. To celebrate Paw Patrol’s 10th anniversary, the range will include favourite Paw Patrol pups. The Paw Patrol celebrations continue with Crayola, which expands with a movie themed range, including Colour Wonder, in autumn. Crayola also sees the launch of new innovation: Wixels, a magical way for kids to create colourful pixelated artwork using washable markers, while Glowtivity is a magic light pen with over 40 amazing designs to choose from. In addition to these new launches, Crayola will be helping spread the love with packs of Colors of Kindness Crayons, Markers and Pencils. The packs include printed, specialedition inspirational phrases of kindness. Each colour tone is assigned a specific positive message, such as ‘Go with the Flow’, ‘Kind to the Core’ and ‘Life is Gouda’. WoodworX is an FCA compliant range of wooden kits that invites younger DIY fans to build and paint their own wooden vehicles, animals or jewellery boxes. With a 17-year track record in Australia and over 2m packs sold worldwide, WoodworX also extends into licensing for the first time, presenting Star Wars themed DIY projects on shelf from July. The Goliath Games range is bursting with new, energetic and laugh out loud games and play patterns this year. Complementing its evergreen sell-out titles, new Kids Games include the scurrying Sneak-a-Treat, a crook who steals all the sweets; a giant Shark Bite that jumps up to nearly 3ft and a time pressured game that challenges players to load their sprinkles onto the ice cream cone before it melts. A family-friendly party game that gets the conversation going, Green Team Wins challenges players to think about how their opponents will answer. At the more dynamic end of the spectrum, Beat Blast sees players swing the stick to the rhythm of the music to score points. Based on high-scoring community ratings on Boardgame Geek, Goliath has picked up a number of globally recognised, stellar Strategy Games including Alice’s Garden, Honey Buzz and Fire Tower. The latter challenges players to burn down rival towers by manipulating a raging forest fire before they get burned themselves. Goliath is also building out its Crime games category with new titles based on podcasts including Casefiles: Truth & Deception and Morbid: The Game.

Sinco Creations

0161 737 7464 / 07793 121 778 | sales@sincocreations.com daniel@sincocreations.com Upper Level 218 Aqua Sounds is a range of licensed and non-licensed interactive play mats that let pre-school kids use a water doodle pen and Sound Stampers to reveal their favourite characters. The mats come with unique interactive sounds which bring the characters to life every time they’re doodled over. Fun new Barbie role-play sets have been designed to be inspiring. Barbie’s Mobile Vet Camper Case opens-up to reveal her mobile veterinary clinic and comes with Barbie-sized and child-sized role-play items. The Barbie DJ Dream House Case, meanwhile, features a real turning record player and moveable dials. Sinco’s portfolio for 2023 also includes the master toy lines for Among Us (from Toikido), Gang Beasts and Brawl Stars, as well as the Little Tikes compound play collection, Hot Wheeleez, Hasbro Mini Games and more.

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www.wiltonbradley.co.uk

sales@wiltonbradley.co.uk

01626 835400

2023

8th Wonder sales@8thwonder.co.uk Stand N11

8th Wonder is attending this year’s London Toy Fair to share and celebrate its recent growth and present its innovative, value for money toys. Sustainability is a key focus for 2023, which is demonstrated in the company’s 100% FSC-certified and plastic-free wooden ranges. In 2022, 8th Wonder enjoyed numerous exciting product releases across most of its licensed portfolio, and these will be presented at Toy Fair. Producing the first wooden toy range for the Great British Bake Off was a particular highlight. Inspired by the show, 8th Wonder created a Real Baking Set and three roleplay Wooden Play Sets including Bread Week, Dessert Week and Pastry Week. Each pretend play set includes memory foam dough or squeezable piping bags, perfect for developing motor skills whilst also sparking a love for baking from a young age. 8th Wonder’s Jurassic World wooden toy range impressed retailers and consumers alike when it launched last year. The Jurassic World 3-Pack Wooden Dinosaurs comes complete with a Mosasaurus, T-Rex and Triceratops featuring movable legs and a chunky design that make them perfect for little hands. The company also launched the first ever Barbie Plush Dolls in Fairy, Mermaid and Best Friend options. Differing from the classic, iconic Barbie doll, 8th Wonder’s plush dolls have a soft body and long, luscious locks, allowing Barbie fans to snuggle up to their new doll in bed, or plait and play with their long hair. In 2023, 8th Wonder will be launching a new range of Bluey wooden toys that will be a core showcase line at the fair. This launch covers various price points and play patterns for Bluey fans, as each product incorporates play themes seen in the show. Hitting shelves in spring/summer 2023, the 32-piece Wooden Dine in with Bluey Set is set to launch alongside the Bluey Picnic Set, Bluey Tea Party Set and the Bluey BBQ with sound. All boast various accessories and interactive features for creative role-play. Autumn/winter will see further additions to the range including the Bluey Gnome Village and the Bluey Tabletop Restaurant. The highest price-point product within the range, The Bluey Gnome Village boasts multiple accessories children can use to build and create their very own village. Bluey fans can piece together the puzzle mat before adding the log homes, trees, stacking hills, clock tower and more to their village. The Bluey Tabletop Restaurant, meanwhile, allows children to take up the role of chef or waiter as they cook on the hob to impress their customers.

Peers Hardy UK

www.tikkers.co.uk / www.peershardy.com pashfield@peershardy.co.uk / jbarrett@peershardy.co.uk Upper National 76 A Birmingham based business which has been privately owned since 1978, Peers Hardy is now the UK’s largest children’s watch and jewellery distributor with over two decades experience in character licence distribution. Peers Hardy is now planning to further expand its customer network on a global scale in 2023 by leveraging its popular range of smart watches, traditional timepieces, jewellery, hair accessories, clocks, travel accessories and jewellery storage solutions. The Tikkers watch brand was the first kids’ brand born from the Peers Hardy design studios back in 1999 and has remained fundamental to the company’s success, helping children tell the time for over 20 years. From traditional time teachers, glitter and sparkle gift sets through to the latest sports activity trackers, Tikkers covers all styles and trends for children at a range of attractive, affordable price points. Peers Hardy is a long-standing UK distributor for character licensed watches and clocks with a portfolio featuring a broad depth of properties such as Barbie, Minecraft, Pokémon, Sonic, Star Wars, Harry Potter, Disney, Marvel, L.O.L. Surprise! and DC, plus many more. Products include LED displays, flashing and singing digital watches, projection watches and the company’s award-winning interactive smartwatches. The features include a camera, step counter, voice recorder and a great selection of character dials and games providing hours of entertainment, starting at pocket money price points. In 2019, Peers Hardy secured EMEA distribution rights for character licensed jewellery and accessories. The company’s jewellery collection includes something for everyone, from entry-level costume pieces through to Sterling Silver styles. The gift collection is ever growing and includes novelty hairbands, jewellery boxes and hair accessories. The most recent additions include a range of 3D vinyl, mini backpack and purse keychains. This year will also see Peers Hardy introduce a new brand to the UK market in the form of Wow Generation. Aimed at 6–12-year-olds, Wow Generation is based around five key characters and offers a range of Stationery, Arts & Crafts, Cosmetics, Jewellery, Basics (bags and water bottles) and Tech products, all rich in design and beautifully presented for in-store retail. High quality products with strong POS appeal, Wow Generation is a must see at Toy Fair. Visitors to Toy Fair can take advantage of an exclusive show offer – 10% off all orders placed at the show.

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2023

Casdon Toys

01253 766 411 | www.casdon.com | UK@casdon.com Stand E30

Rubies

08453 070 707 www.rubiesuk.com Stand N25

Rubies is looking forward to presenting industry leading dressup and expert guidance in the latest trends at the Rubies Masquerade’s stand at this year’s London Toy Fair. The latest in a long line of collaborations with DC and Warner Bros. Consumer Products, the new Black Adam dress-up is available in a deluxe edition in children’s and adults sizing so all fans of the box office smash hit superhero can get dressed up. The deluxe editions include a muscle-chest jumpsuit and cape with a highly detailed, realistic allover print, closely mirroring the iconic outfit worn by Dwayne Johnson in the film. Rubies will also be showcasing new costumes and accessories for DC Comics’ Shazam and The Flash upcoming films, expanding its range of officially licensed Warner Brothers products. For those looking for unseen and brand-new Marvel costumes and accessories, Rubies will be presenting the latest cinematic tie-ins for both Guardians of the Galaxy Volume 3 and Antman and the Wasp: Quantomania. Featuring the lead character’s outfits in a variety of both standard and deluxe editions for kids and adults, these ranges are tipped to be some of the most popular costumes of 2023. Mattel’s partnership with Rubies is expanding with the recent acquisition of the Monster High licence. Building on the Barbie, Fireman Sam and He-Man ranges, the Monster High brand itself has been rejuvenated in recent years with an entirely new loyal fanbase. On the back of the new feature film in October and a slated third instalment in the movie franchise for October 2023, this range of costumes and accessories will be the leading girls’ dress-up range of next year. For any questions with regards to the industry and current market, expert team members from Rubies will be on hand throughout the entire exhibition to discuss its ranges, as well as offering specialist knowledge in sales and forecasting. All these new product launches and more are supported by marketing initiatives from Rubies in-house content team which include partnerships with the biggest licences in the industry and social media campaigns to increase demand to unprecedented levels.

Attending London Toy Fair for the 68th year, Casdon is a third-generation, familyfocused business with a reputation as a leading manufacturer of role-play toys. Helping to make pretend play feel more realistic and fun, Casdon’s collection comprises child-sized versions of much-loved household and retail products. Continuing to build on its successful heritage, January sees Casdon expand its portfolio of licences with exciting new products. Taking role-play to a new level, Casdon will be launching the innovative De’Longhi La Specialista Barista Coffee Machine. Packed full of functions and features in true Casdon style, this advanced toy coffee machine comes complete with realistic sound features and a magic coffee reveal, making it the perfect addition to any play kitchen. The Coffee Machine comes equipped with all the accessories kids need to make the perfect coffee, including a portafilter, two plastic cups, an americano coffee pod, a cappuccino pod and a milk jug. Building on its range of hair play toys, which appeared on ITV’s This Morning in 2022, Casdon will be showcasing the new Ultimate Styling Case. This stylish pink and silver box contains everything needed for mini-me styling sessions: a light-up mirror and more than 25 hair accessories as well as double-sided styling cards which show the various hairstyles that can be achieved using the included hairbands, elastics, clips and combs. To make playtime more enticing, the Casdon Ultimate Styling Case is also compatible with Casdon Dyson Styling toys, so kids can continue expanding their salon. Casdon’s latest addition to its Joseph Joseph range is the Joseph Joseph Salad Set. The set includes everything little chefs need to chop, prepare and dress their very own (imaginary) salad, helping ignite excitement around healthy meals. The Chop2Pot cutting mat is the perfect size for preparing ingredients and the Elevate knife makes chopping up the tomatoes, onions, peppers and lettuce a breeze. When sliced and diced, the chopped ingredients can be transferred to the green salad bowl, ready for the next stage. For extra flavour, kids can dress their salad with the salad dressing bottle. The unique bottle makes a sound when shaken, so kids always know when their dressing is perfectly mixed. The Joseph Joseph Wash & Scrub also joins the line-up. Like all other products in the Joseph Joseph range, this clever toy set has been designed and officially licensed to look just like the real thing. For added play value, the cutlery and crockery change colour when added to warm water, giving the impression that the dishes are squeaky clean. It comes complete with a blue wash drain bowl which can be filled with real water, a palm scrubber, soap bottle, plate, mug and cutlery. For pretend play experiences that mimic activities outside of the home, Casdon is also unveiling a new refresh to its own range of ‘retail’ products. Helping children with communication, mathematics, and social skills through fun role-play experiences, the Casdon Shopping collection includes an updated Supermarket Till, Play Food and Shopping Trolley, all designed to be true to life, right down to the last detail.

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TUESDAY

JANUARY 2023

24TH-26TH

HUNTER PRICE AT T OY FA I R 2 0 2 3 Co m e a n d se e th e fi rs t u nve i li ng of ou r ne w licen se p a r t n e rs h i ps a nd exc lu sive i n-h ou se bra nd s !

OUR LICENSES

© & ™ DC. WB SHIELD: © & ™ WBEI. (s23), ©ABD/eOne/Hasbro, ©Moonbug, ©2023 & ™ Spin Master Ltd., ©WildBrain, ™ & © DC Comics (s23), ©Crayola, ©Disney, @Marvel, BARBIE™ and associated trademarks and trade dress are owned by, and used under license from, Mattel. ©2023 Mattel, ©MGA, ©2023 Stanley Black & Decker, Inc.

O U R B R A N DS

OLYMPIA, LONDON

STAND NUMBER

UL102

2023 Brainstorm Toys

01200 445 113 | www.brainstormltd.co.uk Stand E79 Brainstorm is once again returning to Toy Fair to showcase its huge selection of newly added lines, spanning crafts, educational and STEM toys, licensed products and its ever-popular stop motion brands StikBot and KlikBot. Thumbler is an addictive, pocket-sized spinning top that transforms into a multi-coloured light show when swirled. The unique fidget toy has its own stand and comes encased in a special enclosure that allows it to spin faster for longer. Thumbler play is supported by detailed scientific information about the physics behind each spin, hosted on the Brainstorm website. My Very Own Fairy Cottage Keepsake Box is an adorable craft kit that doubles as a beautiful keepsake box. Children can create a magical toadstool home for their fairy and unicorn figures using three types of easy-to-use airdrying clay including bubble and glow clay. The set includes moulds to help create shapes and a step-by-step guide. Children will enjoy creating the scene on the lid of the cute keepsake box. The eye-catching My Very Own Solar System Suncatcher set comes with eight planets as well as both translucent paint and a glow in the dark pen. The Suncatcher shimmers in sunlight and gently glows at night. The planets can be used to create a hanging mobile using the clear thread while the sucker attachment lets kids hang it on windows or mirrors. The Outdoor Adventure Nature Explorer comes with five double sided, full colour cards that can be slotted into the Nature Explorer. The cards include a variety of photo-real images and feature themes including clouds, animal tracks, birds, flowers, bugs and trees as well as a glow-in-the-dark constellation spotter. Children can use the Nature Explorer to match the various images on the cards in the real world. The chunky handled Nature Explorer also comes with a secret compartment in which kids can store the natural treasures they collect on their adventures, such as acorns, leaves or stones. My First Magnet Kit is a STEM kit for early learners. The colourful 20-piece set helps children explore magnetism, discovering facts about magnetic fields, force and attraction in a fun way with lots of experiments to try, including making a magnet float, bounce and jump. As well as a selection of magnets, the set also comes with a secret code for unlocking 10 online experiments, as well as a colourful leaflet detailing cool magnet facts. Brainstorm will also launch the new Paw Patrol Drawing Projector to help children draw their favourite pups. The pocket-sized projector has six easy-to-change image caps featuring the popular characters that can be traced onto paper. The images can also be projected onto the walls and ceilings of darkened rooms. The best-selling Head Torch range will also incorporate a Nick Jr. Paw Patrol Head Torch featuring the fan-favourite police pup, Chase. Pressing once triggers a light while doing so a second time lets kids hear a fun police siren sound. The head torch can be adjusted for one of two angles: straight for outdoor adventures such as walking or camping, or tilted for catching up on Paw Patrol books and comics. An adjustable strap makes the head torch suitable for children of all ages. New to the range is the Nick Jr. Baby Shark’s Big Show! Torch & Projector, featuring images from the popular Nick Jr. and Milkshake series. The hand-held projector beams 24 different characterbased images onto walls and ceilings, and it also doubles as a handy torch. The Eugy craft collection is made from environmentally friendly, biodegradable card with natural eco-friendly ink and non-toxic glue. Eugy models can be built by following a simple number sequence, and children will enjoy collecting and creating them all. There are currently 53 Eugy models in the range including Squirrel, Spiro and Moose, with more added in phases throughout 2023 including a Red Dragon. StikBot is one of the most popular craze toys of the past seven years and the new StikBot Monster additions will not disappoint the brand’s committed fans. The new StikBot Monster Werewolf Pack includes a Werewolf, StikBot and StikBot Monster while the StikBot Monster Cyborg Pack features a Cyborg, a Mad Scientist and a Monster and will launch in 2023. A KlikBot Galaxy Pack featuring a KlikBot Hero, a KlikBot Villain and KlikBot Guardian will also launch. This great value set includes over 25 accessories. Also new from Zing, distributed exclusively by Brainstorm in the UK, is the new Klixx Creaturez range. Perfect for pretend play, these addictive fidget toys have over 200 points of articulation so kids can ‘Click - Connect – Fidget – Animate’. This collectible pocket money line includes three initial characters - Spider, Cobra and Scorpion - that come in two colourways. Each Klixx Character can be snapped and clicked together and then used to create stop-frame animations.

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2023

Flair GP

020 8643 0320 | www.flairplc.co.uk | sales@flairplc.co.uk Stand E39 From autumn/winter 2023, Flair will be the exclusive distributor of one of the leading US manufacturers, Skyrocket Toys, in the UK and Ireland, making it a one-stop-shop for a host of cool tech brands including Sky Viper, My Fuzzy Friends and Mega Chomp. Just when families thought it was safe to go back in the water, Mega Chomp arrives in the living room. Kids will have great fun plotting shark attacks and terrorising their parents and siblings with this 18” RC shark. Mega Chomp can travel easily on land, moving its multisegmented articulated tail and chomping its jaws in a realistic way that looks like the shark is swimming half-submerged in water. My Fuzzy Friends: Magic Whispers Kitty is billed as the ‘purr-fect pet’; kids can place the Kitty’s light-up heart to their forehead to hear her speak exclusively to them. No one around will be able to hear what Kitty says, meaning that the child alone will know how she feels and what she wants. She may even offer up some helpful advice. There are three Magic Whispers kittens to collect, and each has a light-up pendant that glows in different colours. Just the right size for a child to hold in their arms, each of the three kitties in the range measures 6.5” tall. In 2023, the Sky Viper ‘toy’ drone brand marks its 10-year anniversary. Having made a splash at retail across the Atlantic, the range will be taking the UK by storm from autumn/winter 2023. The Force Gesture – Controlled Drone offers a new way to experience Sky Viper. The product flies itself, so users don’t need to have any experience in flying drones, plus it’s crash proof and has been designed to avoid obstacles. Perfect for ages 12-years-plus, this drone is an ideal entry point to the range. Alternatively, the Journey Pro Video Drone is a more advanced model that comes with built-in GPS, the ability to stream and record HD video and other clever functionalities. The Vector Performance Stunt Jet, meanwhile, is a super-fast performance plane flies that at speeds of more than 40mph, comes with built-in stabilisation for easy control and performs stunts at the touch of a button. If something goes wrong mid-performance, the drone has a virtually indestructible foam body. New collectible brand CapStars is helping to put a lid on plastic waste. These purpose-built sustainable pencil toppers are the first collectibles to be made from 100% recycled materials, with each CapStar preventing eight plastic bottle caps from going into landfill. Kids can collect all the characters from across the DC and Marvel universes, and Disney fans can collect all the toppers based on beloved characters from across the Disney Kingdom. There are 12 characters to collect in each range, all at pocket money price points and perfect for kids over the age of five. Each CapStar comes blind packaged in sustainable paper packaging, offering kids a fun reveal experience with an eco-conscious twist. Limitededition characters will drive repeat purchase. New to the Flair GP portfolio for spring/summer 2023, but loved by European families since 1977, the Nenuco baby doll brand will deliver a complete range of realistic, high-quality doll designs to UK children. With Nenuco, children aged three months and older can role-play every nurturing moment, such as teaching Nenuco Swimmer how to swim on her back and front with the help of the included float. The doll’s swimming technique is highly realistic, like nothing else on the market. The Nenuco 5 Functions Doll is one of the most lifelike babies in the range. The doll laughs, says ‘Mama’ and ‘Papa’ if you squeeze her hands, sucks her dummy and cries when her dummy is taken away. The Nenucos of the World range, meanwhile, comprises four dolls of different ethnicities. Autumn/winter with other new additions to the Dolls aisle: Trotties and Amicicci. Amicicci is a colourful world of collectible mini dolls that introduces plenty of cute characters to collect, including boys and girls, each different from the other. Amicicci comes from a world of fantasy and fun with dolls that are a perfectly petite 11cm tall and behave like real babies, making cute facial expressions. Soft to touch and with very flexible bodies, the tactile nature of these mini dolls invites kids to squeeze them and bend them, all whilst unleashing their imaginations in this new world of play. From launch, kids can adopt 10 single Amicicci characters including Babies that come wearing a removable romper and Animal Cuties Deluxe figures dressed in a sweet animal-themed nappy and hat. There are also play sets to discover, that help to bring the world of Amicicci to life. The Dream Time Playset is available as well as The House Playset, which packs up like a wheelable briefcase for fun on the go and comes with an Amicicci character and his pet. Kids aged three-plus can go globetrotting with the Trotties, four dolls who love travelling around the world and enjoying magical adventures. The 25cm dolls will be central to the range, with four core characters to collect from around the world. Each articulated doll has her own personality and a special superpower. Making them even more special is their emojieyes, which express up to three different emotions (love, tenderness and surprise) at the press of the discreetly located button. Kids will be able to choose their doll’s emoji-eyes according to their mood. Each character comes styled in a way that reflects her personality and their travel bag is included too. Lucy from London, Mia from Tokyo and Sophie from Paris are available to buy in the single doll assortment. Emma from New York is available exclusively with the Trotties Limo and Doll set. The set includes Emma’s 44cm pink limousine, which features opening doors, rotating seats with room for two dolls, a pop-out mat and glow in the dark interior features. Alternatively, the 10cm articulated mini dolls offer a great entry point into the range. These are available as single travel characters. Mini Trotties Trolley play sets include a heart-shaped trolley that opens to store both the doll and its accessories inside. Once closed, kids can extend the handle and take it on their own travels. The full Trotties collection will launch in the second half of 2023, offering kids an exciting play experience enhanced by the already available Trotties App and the autumn/winter launch of the Trotties animated series. Available to view ahead of the launch of the toy line, the show will air across Pop channels including Tiny Pop, as well as YouTube and social media. Heavy investment in these channels will provide full support for the collection. For more information about the full brand portfolio, which also includes the master toy collection for Pinocchio & Friends, Unique Eyes, Puzzle & Grow and more, contact the Flair team on the details above.

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Stand B35 24 - 26 January 2023

S ta n d H 5 A -01 23

1-5 February 20

St an d 5M 42 5 - 8 February 2023

For more information please contact sales@ses-creative.co.uk or call 01304 746 030

2023 Smart Toys and Games 01903 885669 | smarttoysandgames.co.uk uk@smart.be Stand F42

Smart Toys and Games will be returning to Toy Fair for 2023. Not only will the global toy and game brand be showcasing its new products, it will also be celebrating its 30th anniversary. The company will be showcasing over 10 new products, including a new puzzle game for pre-schoolers, Safari Park Jr, which is suitable for ages three plus. In Safari Park Jr, the safari animals love to model for the camera; the game challenges littles ones to get the animals in the picture-perfect position for the photo. They need to remember that the lion doesn’t like water, the elephant can’t climb over the rocks and the giraffes are too tall to fit under the trees. It’s a 2-in-1 learning game for toddlers, teaching them about shapes and concepts such as left, right, on top, in front and behind. As with all games from SmartGames, Safari Park Jr has been created to be passed down through generations. Children will develop a number of cognitive skills including planning, problem solving, visual perception, language and hand-eye coordination. Another new game is Cats & Boxes, in which players move all the puzzle pieces one by one until all the cats are inside a cardboard box. The sequential puzzle game for kids and adults comes in a compact format, so is perfect for travel. Smart Toys and Games is home to 10 award-winning educational brands including Smart Games, the worldwide leader in multi-level logic games; SmartMax, the pioneering pre-school magnetic construction system for young children and GeoSmart, which the company describes as the future of geomagnetic play. Other award-winning brands in the portfolio are Happy Cube, a fun range of Eva foam puzzles; Smartivity, a collection of sustainable wooden construction and activity sets; Go Genius, an eco-friendly collection of educational board games; True Balance, a fidget toy for adults and children as well as The Happy Puzzle Company, which was acquired by Smart Toys and Games last year. Smart Toys and Games caters for children as young as one, up to all ages and stages. Each product in the extensive range features an engaging and educational mechanic as well as being colourful and durable. The whole brand ethos is to encourage children to learn through play.

Just Play UK

www.justplayproducts.com | uksales@justplayproducts.com Stand B90 Just Play is the global master toy licensee for Disney Junior’s Alice’s Wonderland Bakery, a new Disney property that follows the descendants of the characters from Disney’s 1951 animated classic, Alice in Wonderland, as they embark on new adventures. The content features much-loved characters audiences would expect to see from this property, and Just Play has successfully captured their personalities in its new Alice’s Wonderland Bakery product range. Suitable for ages three and over, the Disney Junior Alice’s Wonderland Bakery Tea Party Capsule Figures offer an entry point into the range. Each collectible, surprise sweet mystery figure is wrapped in a sparkly dissolvable ‘sugar’ coating. There are 13 characters to collect including Alice, Fergie, Hattie, Jabber Puppy, Princess Rosa, Cheshire Cat, Dinah and Chamomile. The figures are intricately designed from moulded plastic in individual action poses seen in the content. One of the most famous characters of all, the Cheshire Cat is a standout favourite among fans of both the 1950s original and viewers of Alice’s Wonderland Bakery. The Disney Junior Alice’s Wonderland Bakery Chat & Glow Cheshire Cat Plush is a burst of purple and pink softness with bright eyes that glow in the dark. Pressing his belly lights up his face and triggers cute sounds, plus plays popular phrases from the content. At 12” tall, Cheshire Cat is perfect for cuddling whilst he entertains and amuses kids. Alice’s bag is a key item within the content: she uses it in every episode to transport her baking essentials. Just Play has faithfully replicated the bag as part of the Alice’s Wonderland Bakery Bag Set, meaning kids can role-play as Alice. The set includes a 12” cupcakeshaped purse with crossbody carrying strap, a whisk, scoop, spatula and rolling pin, two cupcake containers with lids, two cupcake toppers, some vanilla scented dough compound and a strawberry scented dough compound. The items fit neatly into the bag for on-the-go play. The company will also be showcasing its toy range for the evergreen pre-school property Sesame Street. The all-new Just Play product line showcases fan-favourite characters across plush, feature plush, figures and electronic learning aids, all of which are linked closely to the intrinsic values of Sesame Steet and will help children grow smarter, stronger and kinder. The hero feature plush item is Potty Time Elmo, a character trusted by parents and loved by children as they embark on their own potty-training adventure. Elmo, who stands 12” tall, will say when he needs to go and urges kids to hurry as he needs to use his potty. He then congratulates the child on their success. Potty Time Elmo has 40 sounds and phrases to discover and is sure to be both a child and parent’s best friend as they master potty training.

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2023 Bandai UK

020 8324 6160 | www.bandai.co.uk | sales@bandai.co.uk Stand N17 Bandai UK will announce its latest distribution deals and unveil new licensed and ownIP ranges for the year ahead during Toy Fair 2023. As one of 2022’s top-gaining toy manufacturers, Bandai UK continues to invest in some of its most successful long-term partnerships, focusing on the expansion of key licensed collaborations while driving the growth of its own IPs. Both areas of the business remain core to the company’s toy and collector portfolios, which will benefit from a host of exciting additions to further support its longer-term business development strategy. Miraculous is a top growth property for the UK business and remains a priority for 2023. With the continued growth of licensed toys and movies driving licensed toy sales, Bandai’s multi-category range of Miraculous dolls, play sets, plush, role-play and collectibles is set to benefit from the new movie release planned for 2023. This will sit alongside fresh multiplatform content including the new season of the animated series currently airing on Disney+. The new Miraculous Magic Heroez colour change doll is one of its hero lines for the spring/summer period and will join the company’s best-selling fashion doll collection. Bringing kids an unboxing experience full of surprises, there are three different looks to reveal. Each one is a mystery until water is added to the capsule packaging, which then uncovers the doll’s outfit and superhero accessories. A robust campaign to support the brand will include cinema and experiential activations to run alongside digital, TV and social outreach. With the growth of its own IPs core to the business, and having recently celebrated the 25th anniversary of the launch of Tamagotchi into the UK market, Bandai has invested heavily in its latest Tamagotchi ranges. The Q1 period sees the introduction of six new styles to the Original range, while new key licences will be announced later in the year, further developing the nano virtual pet category. Reflecting the rise of anime within the UK, Bandai’s Dragon Ball range appeals to both the collector and mass toy markets. A growing collection of highly detailed play and display action figures is central to the brand, ranging from entry to premium price points. TV and digital sponsorship with the children’s channel Pop is planned for the Q1 period, complemented by extensive digital bursts across YouTube, TikTok and CrunchyRoll to reach audiences of all ages. The anime-centric miniature collectibles brand, Chibi Masters, is currently undergoing a surge in popularity and is available as a sub-£10 licensed assortment range. Appealing to younger fans, anime enthusiasts and kidults, the Chibi Masters collection introduces new Dragon Ball, Demon Slayer and My Hero Academia waves for 2023 alongside fan favourites Naruto Shippuden and SpyxFamily. The stackable window box packaging allows for immediate impact at retail and optimises on-shelf placement. Minix collectible miniatures have entered the UK toy market. This new range presents true-to-life 12cm tall vinyl character figures from some of the most current and popular entertainment titles and sports IPs. Wave 1 includes collections for fan favourites such as Stranger Things, The Witcher and Squid Game, followed by Football Legends. Displayed in collector-friendly window packaging, each box is numbered to enhance the collectible experience and appeals to both a mainstream and specialist demographic of all ages. DZNR combines everything expected from a highly detailed collectible with the enduring appeal of plush to create a collectible designer art plush range. Featuring detailed embroidery and print designs, these limited edition, premium fabric collectible characters are presented inside a collector’s box and also feature a collectible character card. Initial waves incorporate some of popular culture’s most iconic properties including Stranger Things, Power Rangers and Transformers alongside Anime property Jujutsu Kaisen. The Original Sea Monkeys remains an evergreen staple within Bandai UK’s STEM/science and nature offerings. With year-round gifting appeal and strong, proven sales performance, each of the themed tanks includes everything needed to hatch and grow the Sea Monkeys. The new impulse and treat purchase option, Mystery Eggs Refill, offers an entry price point that allows children to start their own Sea Monkeys journey or add to their existing aquariums. Bandai’s National Geographic sets offer children aged eight and over the opportunity to engage and experiment with real-life specimens while learning through hands-on edutainment. The company’s Volcano Science Activity Kit is the No. 3 best-selling kit in the category. This, along with the range of core Dig Kits, Large Explorer Kits and ultimate discovery lines, comes in recycled packaging with 27% of all licensing proceeds going towards the National Geographic Trust to fund work in conservation, education and exploration. Bringing the 90s video game franchise Crash Bandicoot to the toy market, Bandai UK’s range of collectible character action figures and plush taps into themes and elements seen and experienced within the gameplay. The 2.5” Smash Box Surprise hero line features 11 assorted character figures including the limited-edition golden Crash chaser, all housed in reusable stackable display smash boxes. With a pocket-money price tag, the entry-level collection has been designed to attract a new generation of children and gamers. Bandai UK will also showcase its current True and The Rainbow Kingdom cross-category range, reflective of the award-winning TV animated series. A new series is planned to air on Netflix, further supporting consumer demand for related product lines.

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2023 Learning Resources

01553 762276 | www.learningresources.co.uk sales@learning-resources.co.uk Stand D36 Retailers and consumers alike count on Learning Resources for the latest educational toys and games. Visitors to Numberland on the company’s stand will be able to discover all the new ways children can play and learn with the friendly Numberblocks characters from the award-winning CBeebies TV series. They will also be able to see Learning Resources’ new educational puzzles and the Numberblocks Memory Match Game, both of which help young children build early years maths skills. Joining these will be the new Numberblocks character figures sets. Perfectly sized for little hands, each figure is ready for imaginative play adventures in Numberland. Visitors will also have the chance to preview 2023’s mid-year launches, including exciting new play sets, feature plush and even more character figures. The company says the events of recent years have brought into focus the need to help children understand their emotions and find ways to communicate how they feel. As a result, there has been a substantial rise in the popularity of its products by parents seeking tools to support social and emotional learning. The new My Feelings Bean Bags, Feelings Family Hand Puppets and Worry Stone Pals Sensory Wristband are all expected to be top performers within this growing category. Imagination and sensory awareness will be stimulated by the new PlayFoam Sand range. Bringing all the colour and fun kids expect from Playfoam activities to a mouldable sand compound, Playfoam Sand is the latest addition to the company’s popular Playfoam brand, which comprises a range of high-quality compounds for creative play. Because Playfoam never dries out, Playfoam toys can be used over and over again for tactile, creative play activities. Learning Resources continues to honour its commitment to providing kids with a hands-on approach to coding with the friendly Switcheroo Coding Crew. Suitable for children aged four and up, Switcheroo Coding Crew is an award-winning interactive robot that transforms into three different vehicles. As children code their own rescue-themed challenges they learn basic coding, maths skills and logic. Another new launch, Pyxel a Coder’s Best Friend, is a new coding robot for children aged eight and up. Young coders can use the drag-and-drop language Blockly or text-based Python in Pyxel’s UI to code Pyxel to perform tricks, change colour, make and react to sounds and even express emotions. Alternatively, they can use the Code Activator to run up to six kidcreated codes while away from their device. Toy Fair visitors will be able to see Pyxel in action on the stand and watch the inventor behind Pyxel showcase this innovative coding robot. Ideal for kids and adults alike, Kanoodle is a range of portable logic puzzle games that has racked up millions of views on TikTok, where players are taking up the #kanoodlechallenge. Learning Resources will be hosting its own Kanoodle Challenge at Toy Fair. Readers keen to take part can visit the stand to try Kanoodle out for themselves and discover more about this logic puzzle range. The company’s marketing team will continue its integrated approach to growing brand awareness through digital advertising, social media activity, influencer collaborations and PR activity. Integral to this is the ‘Learning is Where we Play’ brand campaign, which shows consumers how Learning Resources toys and games help children learn through play. The company also continues to offer its trade customers a comprehensive suite of marketing assets, all of which are available to download from the Marketing Resource Centre (MRC) online portal.

Heathside Trading (Khadou)

07979 807 444 | www.heathside.biz | www.khadou.com | Max@heathside.biz Stand F22 Khadou, the new collectible division of well-known opportunity purchase company Heathside Trading, will be showcasing its extensive range of pop culture merchandise at London Toy Fair. Khadou sits in the collectible, toy and gifting space, with product offers from pocket money through to larger items. Properties include Minecraft, Sonic, Hatsune Miku, My Hero Academia, Kirby, Yu-Gi-Oh!, DC, Dr Who, DBZ and TMNT. The diverse range appeals to a variety of consumers from children to adult collectors. Champion product ranges for next year will include, squishes, stretchy figures, bobble heads, plush, figures and hangers in the forementioned licences. While specialising in pop culture and trend-led collections, nostalgia has also been at the heart of some of Khadou’s popular ranges, including Dad’s Army and Only Fools and Horses, and following a successful launch in 2022, the year ahead is looking to bring further innovation to the range. Khadou is excited to showcase its new products including iterations from classic scenes from the two series which still have extensive TV exposure. In 2022, Khadou signed a worldwide licence to distribute the patent protected Blendy Pens range. An innovative product that targets the toy craft sector, Blendy Pens allow users to blend colours, a unique feature that will appeal to all ages. With price points looking to drive volume, the company expects to build on the success achieved in 2022. In the board games arena, Khadou will also be looking to build on prior year successes with Jumanji and Only Fools and Horses, and will be showcasing its new titles including Spiderman, Naruto, Yu-Gi-Oh!, Sonic, Dad’s Army and Dr Who. There’s also Destination Harry Potter and Destination House of the Dragon. Khadou prides itself on being an operator that can move quickly after trend lines and licences and product development of successful formats is at the heart of Khadou. Keeping retailers ranges up to date and at the right price point is a main objective and something Khadou will continue to deliver throughout 2023 and beyond.

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2023 Magformers UK

01270 446 250 | www.magformers.co.uk sales@magformers.co.uk Upper National 51 Magformers UK will unveil five new Magformers sets and two new Stick-O pre-school magnetic construction sets at Toy Fair. The launches include never-been-seen-before shapes across both the brand’s award-winning brands, with Magformers mini-hexagon and minioctagon pieces alongside Stick-O dog, cat and bear designs. At the forefront of the 2023 Magformers line-up are the innovative Challenger 14 and Challenger 30 sets, both featuring the new hexagons and octagons alongside classic Magformers squares and triangles. The Challenger 30 Set features eight mini-hexagons and eight mini-octagons with 10 magnetic geometric squares and four triangles, while the smaller Challenger 14 offers two mini-octagons and four mini-hexagons, squares and triangles. Both sets expand the company’s ever-popular Basics product line-up - sets comprised only of its famous geometric magnetic shapes - which will continue to include the worldwide best-selling Magformers 14 and Magformers 30 sets. The third new Magformers set containing all-magnetic pieces is the Basic 42, which offers the largest variety of Magformers pieces ever in a Basic set. It is jam-packed with seven different magnetic shapes (squares, triangles, isosceles triangles, trapezoids, circles, rectangles and arches) and delivers a wonderful creative play experience through its sheer breadth of shapes. Elsewhere, for the first time since launching in the UK in 2015, Magformers unveils a magnetic construction set with supersize wheels. The 23-piece Giant Wheel Set enables children to make a range of monster trucks and other vehicles with mega-tyres, like tractors. It contains 16 Magformers magnetic tiles in six different shapes, all featuring the company’s revolutionary Rotating Magnets System (RMS) – spinning barrel magnets safely sealed inside each shape so pieces always attach. Three years ago, Magformers UK launched pre-school magnetic construction toy – Stick-O – which has gone from strength to strength. Characterised by its bright, chunky pieces which are easy to hold for children aged 18 months plus, Stick-O’s 2023 range welcomes the cute PeekABoo Bear and PeakABoo Cat & Dog sets, which feature brand new bear, cat and dog facemasks which fit over the large steel Stick-O balls. Additional new leg and body parts mean children can make four-legged friends, plus a host of other critters. The launches follow the Baby Shark Family and Baby Shark Friends sets, which were unveiled earlier this year as Stick-O’s first foray into licensing and capitalise on the Pinkfong Baby Shark phenomenon. The brand is YouTube’s most-watched single video of all time and now a Nickelodeon TV hit, and the sets have already been big-sellers. All Stick-O sets are ergonomically designed to be easy-to-hold and super-safe. Rotating disc magnets are safely sealed deep inside each magnetic piece, which are themselves made from an incredibly tough plastic.

DKB Toys & Distribution

07583 016 578 | www.dkbtoys.com | james.luff@dkbtoys.com | Upper Level 128 After a fantastic year, DKB is looking forward to 2023 with new distribution partners, products and range development. The launch of Crazy Aarons putty back into the UK has been a phenomenal success, with the first wave of tins selling out in five months. DKB will be showcasing its complete range on the stand this year, including new lines that will help sustain this incredible sales momentum for 2023 and beyond. Uncanny Brands has also proved to be a huge success in the UK, with the range expanding to showcase licensed Pokémon designs across waffle makers, cheese toastie makers and the new mini waffles and single cheese toastie makers. The new year will see a further expansion of the range with new, never-seen-before licences coming on board. Also selling well since launch in 2022 is the new Monogram collectibles range of money banks and blind bags. The cute and collectible renditions of popular characters from Disney, Marvel, Star Wars and Anime feature fantastic attention to detail, making them stand out and instantly identifiable. Sales have been high across the blind bag collection which is at an affordable price point and seeing a huge rise in popularity. DKB will be showcasing the complete current range as well as teasing new product offerings, with some new lines on the horizon. Expandable play system Crazy Forts, which has received numerous awards in the past year, continues to grow and gain momentum, with consistently high levels of sales across small independents as well as some of the larger nationals. This year also saw DKB getting more involved with the thriving Crazy Forts online community, actively encouraging everyone to #shareyourbuilds. Also returning with DKB to the show is Alex Toys, with a range of Alex Bath and Alex Craft products to promote creative, educational and imaginative play. DKB will be showcasing eight different bath toys that allow kids to have fun and learn at the same time. With role-play items including being able to shave just like dad, or creating magnetic boat races after a spot of fishing in the tub, children can also practise their ABCs with the colourful foam alphabet letters. Visitors to the stand can get hands on with Alex Craft products that range from creating a rock pet, to a bucketful of craft that continues to be one of the mainstay items in the collection. DKB also promises a few secret announcements at Toy Fair, with all to be revealed during the event.

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2023 Marvin’s Magic

marvinsmagic.com | magic@marvinsmagic.co.uk Stand H65 Marvin's Magic has presented an award-winning range of magic sets for three decades and the company’s Magic Made Easy range introduces magicians as young as five years old to the wonderful world of magic, boosting youngsters’ confidence, self-esteem and communication skills. This year, Marvin’s Magic will further add to the range with the introduction of Marvin's Magic Dress Up & Play, launching for spring/ summer 2023. The magician's costume and special magic props come in a magician's carry case for magic on the move, and include a plush Magic Hat, Magician's Waistcoat and Cape, Glow in the Dark Magic Wand, Magic Colouring Book, Interactive Augmented Reality Bunny and more. Suitable for children aged 5+. Marvin's Magic Illuminating Wand, also launching this summer, will light up any performance and includes 15 easy to perform tricks for ages 6+. It is ideal to pair with the Marvin's Magic Lights from Anywhere to take magic illusions to a new level. An expanding range this year is Marvin's Amazing Magic ArtXtrA which delivers art and craft products with that extra touch of magic. Designed to inspire imagination and creativity, the collection now includes Silver Rainbow Marker Pens in 12 and 24 pack versions, Rainbow Magic Foil Stickers and the Ultimate Art Compendium which join best sellers such as the Magic Colour Changing Pens & Glow Art. Sustainability continues to take centre stage in many consumers’ buying habits and alongside Marvin’s Magic’s popular Treasured Wooden Magic Sets will be further innovations in product and packaging that promote the environmental ambitions of the brand. Marvin’s Magic Showcase is a perfect example of how great packaging can double as a prop – the box instantly folds out to create a fantastic performance table and even has a backstage compartment where young magicians can keep their secret magic props. Expanding its European offering, Marvin’s Magic has translated its top 10 items into German, French, Italian and Spanish and will also be meeting distributors in Nuremberg this year. There are easy to follow video instructions via the Marvin’s Magic App - a great addition for non-English speakers – and the app also showcases top-techwizardry, augmented reality and cutting edge Smart Magic for Smart Devices plus includes access to the Marvin’s Magic Academy, where magicians can access 100s of videos as well as hints and tips from Marvin himself. For those visiting London Toy Fair, there will be amazing demonstrations to experience on the stand along with sneak peeks of new ranges. For orders placed at the show there will be a 5% discount on the Trade Price List, 7.5% for £500+ and 10% for orders £1k+.

Curious Universe

01225 614 310 | www.curiousuniverse.co.uk sales@curiousuniverse.co.uk Upper National 56 Curious Universe will be exhibiting at its very first Toy Fair. The company has seen exponential growth over the past few years, with more than half of the team joining the business during lockdown to support this ongoing expansion. Curious Universe prides itself on creating innovative and inspiring products that appeal to consumers around the world who are searching out high quality and new range concepts. The company will be showcasing two of its new toy brands at London Toy Fair and is confident that these ranges will bring fresh concepts to the toy market and create a unique point of difference. Crystalverse presents a winning combination of toy and craft elements, introducing cosmic characters that are bursting with sparkling crystals ready for children to customise. A new toy line developed on the back of the continuing success of the I Love Crystals and 3D Diamond Studio brands, Crystalverse is a glittering universe bursting with endless creative storytelling possibilities with lots of added sparkle. The Cutesville range brings the magic of washable mini friends to the collectibles market. Designed to promote community, positivity, imaginative play and nurturing via unique, washable characters, Cutesville’s Buddies each have their own mini ‘business’. Created with sustainability in mind, Cutesville launches in June 2023 and will see Curious Universe entering the highly competitive collectibles market for the first time with this new and unique proposition. With over three quarters of a million units sold last year, the new sustainable Zap! Kits are expected to be a massive hit. The Zap! Kits come with an updated look, subtle rebrand and new sustainable packaging plus on-trend titles including DIY Fidget Toys and Pom Pom Friends. The broad range of puzzle brands such as Junior Jigsaws, Puzzlebilities and Mindbogglers continue to be great sellers with new titles and ranges constantly being updated and introduced to meet demand. The company is looking forward to showcasing its brands to a new audience who may not have come across its products before and is planning several key product launches throughout 2023.

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2023 Great Gizmos

01293 543 221 | www.ggtrade.co.uk sales@greatgizmos.co.uk Stand G20 The popular 4M range from Great Gizmos is expanding once again with new additions to both the Science and Craft categories. STEAM Powered Kids has four new additions for 2023. Green Paper Craft is the company’s first completely green kit. The packaging is FSCcertified and there is no single use plastic in the kit at all. Kids can have fun making paper beads and pressed flower art pieces while learning the ancient technique of paper making with this all-in-one, environmentally friendly science craft kit. Dinosaur World is a jam-packed kit perfect for all dinosaur fans. Kids can dig to find mysterious fossils, build a prehistoric diorama with a quicksand pool and volcanic eruption, mould and paint an impressive 3D T-rex and glow in the dark dinosaur magnets, and play an engaging board game. Rainbow Colour Unicorn Science is perfect for all unicorn lovers. The kit contains over 20 different hands-on projects such as creating rainbow colours, moulding and painting, and much more. The latest additions to the KidzLabs range include the Fizzy Bubble Lab kit which contains everything needed for plenty of fun and fizzy science experiments, such as making a foam monster and creating fizzy lava to staging volcanic eruptions and racing rockets. The KidzLabs Gamemaker series is growing with the addition of Dig & Play Egyptian Tomb. The product invites children to join the search for priceless Egyptian treasures before digging them out. The aim of the game is to get all the way to the Egyptian tomb in this excavation adventure that doubles as a fun board game. The Green Science range expands again with the addition of Magic Water Tap. Kids can build a stunning water tap that ‘magically’ makes a non-stop stream of water. It pumps out water like a normal tap but seems to float in mid-air. Mould & Paint continues to be one of Great Gizmos’ most popular craft ranges. New for 2022 is 3D Mould & Paint Puppy Dogs, which invites kids to mould and paint two cute puppy statues that measure approximately 10cm tall. Also new for this year is Mould & Paint Glow Sharks. This set includes everything needed to mould and decorate seven different varieties of sharks, and it also comes with a set of interesting fact sheets for additional learning. KidzMaker welcomes a number of new introductions for 2023. The Dinosaur Rub Art kit includes an art scroller machine and an eight-metre roll of paper on which young artists can create dinosaur themed pictures by simply rubbing the crayons on the textured plates. Kids can also enjoy plenty of fun with the Unicorn Fountain kit. As they build the pretty floating fountain, they will learn how electric pumps work, making this a craft and science project in one. The Tie Dye Art kit is set to be a big hit. The set includes five different colours of dye, string and four towels to get kids started on their tie dying journey. Detailed instructions on how to make eight different tie dye patterns are included. Once kids have practised on the towels, they can move onto more adventurous items such as t-shirts and socks.

Hunter Price International 0161 653 1306 | www.hunterprice.co.uk Upper Level 102

Hunter Price International is making its return to Toy Fair in 2023, its first showcase at the event since its debut appearance three years ago. Over the past year, the company has signed licensed partnerships with global giants such as Paramount and Hasbro, while developing a series of impactful and credible own brands which hit the UK market in 2023. Hunter Price will use the Toy Fair platform to unveil its first collaboration with Paramount for leading pre-school brand Paw Patrol. New collections from Stanley, PlayDoh Blocks, CoComelon, Moonbug and Batman, will also be presented during the show. Little Timbers, Hunter Price’s wooden toys brand, will make its Toy Fair debut following its launch in 2022. Catering for children from birth up to four years old, the brand aims to encourage creative and sensory play. Hunter Price will showcase its newest additions which include wooden stackers, shape sorters, stacking cubes, activity walker and puzzles. Role-play items, such as a corner kitchen, theatre and shop, have also been developed as part of the brand’s second major range. Hunter Price will also launch its new premium nursery brand, Cubs Club, at the show. Designed to fit beautifully within the home, while providing hours of engaging fun and excitement for little ones, the first Cubs Club collection includes foam ball pits, tepees and playmats. Fidget and sensory toys brand Toy Mania will also be showcased with all the latest trend led products for the coming year. As well as visiting the stand, retailers can visit Hunter Price’s brand-new toy showroom at the company HQ in Devon Mill, Manchester.

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2023 Basic Fun! UK

0118 925 3270 | www.basicfun.com | Stand D11

Basic Fun! UK’s dynamic mix of classic ‘newstalgic’ brands and innovative own-IPs will be on show at this year's Toy Fair. The company has unveiled significant development within its Care Bears master toy range following a highly successful relaunch in 2020 that has so far delivered two consecutive years of growth. Autumn will see the line-up celebrate the magic of sharing and caring with the all-new Care Bears Lil' Besties range of collectible mini Care Bears. This new licensed toy line of cute bears with adorable expressions and fun action poses looks set to take over playgrounds in 2023. There are more than 50 Lil Besties to collect across the launch range, from surprise reveal single figures to 360-degree themed worlds. Care Bears will be extending its mission to care for the earth, announcing that all 22cm Bean Plush and 35cm Medium Plush bears are to be made from recycled materials by the second half of the year. This refreshed range promises to be every bit as precious as the original collection but brings with it new eco credentials that better reflect the brand’s ethos of thought and care. The sustainable line-up will include existing favourites and new characters such as Dare to Care Bear, who launches for spring. This vibrant character goes out of her way to show and teach kindness and acceptance. Other new additions for autumn/winter 2023 include Always Here Bear, who recognises that everything is better when shared with those who matter most, and Ocean Bear, who is passionate about protecting the oceans and all the living creatures within them. Cutetitos will be unrolling new opportunities in 2023 with an exciting evolution for the brand. Launching for the first half of the year and hot off the runway is Fashion Puppyitos, a theme which introduces new shoebox style outer packaging. Kids can enjoy the ultimate fashion blogger experience as they unpack the tissue paper to reveal Fashion Puppyitos that are dressed to impress. Each comes with fun, designer-style totes to be wrapped up and carried in. There are 10 fashionable characters to collect from spring and another 10 arriving for autumn/winter. The evolution of Cutetitos continues into autumn/winter with Sleepitos. Kids will unwrap their Cutetitos Sleepitos to find they are ready for bedtime: each character wears cute pyjamas while the box packaging transforms into a bed thanks to unique headboards that become part of the play. There are 10 adorable characters to collect. 2023 welcomes not one but two new waves for Misfittens, one for spring/summer and the other for autumn/winter. Following the phenomenal early success wave one enjoyed in autumn/winter 2022, the new spring series will help drive the collectability of this range. The soft, collectible moggies are wrapped-up in the #IFitsISits internet craze. Heading into autumn, fans can discover new animal friends joining the Misfittens squad. Lite-Brite, the original activity brand that combines peg art with light, has devised what it says is a winning formula for 2023 that will replicate the success it saw last year. Continued innovation within the range sees it move Classic to Super Brite HD. This range features double the LEDs and a high-definition grid to enable more detailed designs. Budding artists can place the templates under the new snap-on grid and let their art shine. With the new Lite-Brite Touch, kids can create art with light (but without the pegs) by simply touching to get the colours, save it, and then play addictive games: Break, Match and Snake. Basic Fun! is celebrating 40 years of My Little Pony in 2023. The commemorative toy collection comprises collectible mini figures complete with real hair tails, putting the ponies back in the hands of pocket money spenders. The 1983 character-design plush feature the authentic original styling of the iconic Pegasus and Unicorn, and the 1983 theme continues with never-before-launched celestial ponies in original, nostalgic packaging. The Construction category welcomes new lines to discover across the K’Nex range. Highlights include the K’Nex Marble Run with Motor and the K’Nexosaurus, the ultimate prehistoric beast. Also new for spring is a sub-£15 set for the first time: the 196-piece Cyborg Creatures kit builds 15 biomechatronic creatures. Tonka will be a brand of choice for the youngest fans in 2023, with the introduction of a new Tonka role-play category. The line launches in spring/summer with the Hard Hat and Building Blocks set that lets aspiring builders don their Tonka hat as they build with big blocks. There are new lines for the second half too, with the Tonka Tough! Toolbelt and Hard Hat Playset as well as the Toolbox Set. For more information about Basic Fun! UK’s brand portfolio, which benefits from the support of a substantial programme of marketing activity, contact Tim Ives or Lynne Swatton-Reed by emailing Tim.Ives@basicfun.com / Lynne.SwattonReed@basicfun.com, or call the number above.

Reydon Sports

0115 938 6444 | www.reydonsports.com | sales@reydonsports.com Upper Level 152 The team at Reydon is very much looking forward to exhibiting at Toy Fair once again in 2023 having exhibited at the show for the first time in 2022 and recently becoming a supplier for the Toymaster group. The 2023 stand from Reydon Sports will see a showcase of Nerf & Franklin Sports ranges with the latest products on display, along with a warm welcome to any retailer looking to explore the full A-Z of Sports, Toy, Leisure & Outdoor from the company. Reydon is located right next door to the Toymaster hub. Working alongside Franklin Sports, Reydon is an exclusive B2B European distributor for the brand including its Nerf Sports range with the full support of Hasbro UK. Exploring a hybrid of Sport & Toy through an innovative set of products from Nerf, the ranges are distributed via Reydon’s UK distribution centre based in Nottingham. Its B2B model allows it to supply and service the world of retail across many sectors, making a huge splash in Europe for Franklin and Nerf with a whole array of marketing support also on offer. The 30+ SKU launch for Reydon showcases a varied set of sporting product lines which fit perfectly into any Toy, Sport, Leisure or Multiple retailer. One of the bestsellers for this year is the Nerf Pro Hoop basketball set which transforms any bedroom or living room into a personal basketball court. This premium quality, over the door hoop fits most standard bedroom doors and assembles quickly. Other products include ball, basketball, golf and tennis sets, along with the iconic Howler range. With a long-term business strategy to develop its sports offering with a toy-like spin, Reydon’s close working relationship with Franklin Sports opens up a great offering of products to the retail sector.

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Cheatwell Games. Creating quality, innovation and fun since 1986

With over 30 new products on display, there’s never been a better time to take a look! Why not visit us at the following international trade shows:

UK Toy Fair Stand E20 • Nuremberg Toy Fair Hall 10, Booth A-03 • Spring Fair, Hall 4 Stand E25 For further information on our great range of games and puzzles, or our exceptional oﬀers on credit and carriage paid, please call our company oﬃces; or contact Steve (National Accounts) or Joe (Independents) using the e-mails opposite.

Steve Asbey, steve@cheatwell.com Joe Rushworth, joe@cheatwell.com Oﬃce: 02392 524098 www.cheatwell.com Unit E2 Heritage Business Park, Heritage Way, Gosport PO12 4BG.

2023 Connetix

+61 8 9330 5151 | www.connetixtiles.com wholesale@connetixtiles.com Upper National 68 Connetix is an Australian, family-owned business creating awardwinning, STEAM accredited magnetic tiles designed to spark creativity and imaginations. Founded by a masters-qualified early childhood educator and an entrepreneur with a background in engineering, Connetix is bringing to market high quality magnetic tiles with a unique bevel design that provides added durability and clearer refractions. Having launched in June 2019, just before the Covid-19 pandemic, Connetix is a first-time exhibitor at Toy Fair London and the team is looking forward to meeting buyers, media and influencers face-to-face and showcasing its uniquely magnetic tiles. The Connetix stand will be full of vibrant colours, hands-on interactions and even some Aussie icons. Visitors can dive into an immersive sensory experience as the team exhibits its innovative designs, including the signature Pastel Range;best-selling Ball Run Packs, containing clear fluted tubes and specialty pieces; the distinctive car bases (with real rubber wheels) and its full range of exciting geometric shapes such as large hexagons. Visitors can experience first-hand the magic of open-ended toys and gain an understanding of how Connetix supports children to learn through play. The company’s play experts will be available to share insight into the rich learning and development opportunities Connetix play promotes. The team will be showing visitors magnetic tiles in three beautiful colour ranges - vibrant rainbow, earthy pastel and the clear range. The tiles are internationally safety rated and made from non-toxic, ABS plastic, free from BPA, lead and phthalates, manufactured with ultrasonic welding and rivets to make magnetic tile play safer for little hands. From the beginning, there has always been an aim to be a respected brand that works in partnership with both consumers and retailers. This involves providing high quality toys that the whole family can enjoy, delivering incredible customer service and cultivating valuable partnerships with retailers. Surpassing expectations in these areas has seen Connetix amass a loyal customer and retailer base, along with a significant organic following on social media. Connetix’s innovative ideas and product range has garnered global recognition, seeing the brand receive both nominations and several coveted awards in the toy industry, including being named Educational/STEAM Product of the Year by the Australian Toy Association in 2022. Connetix magnetic tiles not only spark creativity and imagination, they also provide opportunities for children to discover STEAM learning principles in an interactive way. Connetix also creates and offer free resources, blogs by educational experts, and video tutorials through its website, Pinterest and YouTube channels.

Fabula Toys

020 36 339 684 | www.fabulatoys.com | play@fabulatoys.com | Stand GH10 (Greenhouse) Fabula Toys is driven by a mission to minimise screen time for children between the ages of 0-4 years old. Its range of award-winning toys all focus on bringing nursery rhymes alive through exploring the characters, storyline and narrative, giving children access to their favourite digital content, but through physical toys. In addition, each Fabula Toy also addresses Early Years Learning Goals and key skillsets that are vital to the development of young children within the age frame. This will be Fabula’s second year at the Toy Fair, after a very successful run in January 2022, which saw the start-up meeting retailers from both independent shops as well as large chains. With its focus set firmly on the B2B market, the two-year-old business now has revised wholesale pricing and delivery options for its five very popular toys. A special attraction at the Fabula stand this year will be the concept behind its Humpty Dumpty product which is expected to be launched just before Christmas 2023. Retailers and buyers can place orders for delivery by August, based on samples that can be shared by summer. Humpty Dumpty will be the sixth Fabula toy and will be priced mid-range to ensure it caters well to the cautious shopper, given the challenging economic environment expected this year. Incy Wincy Spider is an ideal way for parents and caregivers to form an early bond with children still getting to grips with the world around them. A ‘wearable storybook’, the washable gloves – one representing the friendly spider, and the other depicting the rain and sun - can be used anytime, anywhere, for developing sensory recognition, imagination and vocabulary, and deepening the bond between child and adult. The Finger Family, meanwhile, is a tool to help children take their first steps towards recognising their loved ones. The finger puppets represent multicultural, adopted/ foster, same-sex and mixedage families, as well as pets including cats and dogs. Finger Family also promotes Early Years learning goals: association, family, imagination, inclusion and observation. The 5 Little Monkeys board game encourages kids to develop an interest in STEM by teaching numbers and colours, as well as essential social skills. By playing this fun game, based on the popular nursery rhyme, kids develop their communication, observation, coordination and group play skills, and learn how to take turns. The large Wheels on the Bus play tent provides hours of engagement based upon the classic rhyme as kids play alone or with friends, and supports the development of imagination, association, vocabulary and group play. Finally, If You’re Happy & You Know It is an inflatable and easy-to-carry dice that offers a fun way to exercise, as well a group activity for toddlers. Perfect for indoors, outdoors and even the pool, kids can enjoy playing with their friends and family as they move around and fuel their imaginations.

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2023

Plus-Plus UK & Ireland www.plus-plus.com | info@plus-plusuk.com Stand N12

Plus-Plus was established in the 80s in Holbaek, Denmark, with the aim of creating a toy which would spark imagination and creativity in children of all ages. Today, Plus-Plus is internationally recognised as a high-quality brand and has won multiple product awards. January sees the launch of Plus-Plus UK & Ireland with Phil Hooper at the helm as managing director. Phil’s new team will be bringing an extensive range of products directly to the local toy and gift market and building a long-term brand partnership with retailers. Supported by the highquality values of the Plus-Plus brand, new product development and a commitment to marketing, Plus-Plus aims to establish an evergreen presence in the UK & Ireland. Many will recognise the versatility of the differing size tubes, ranging from 100-pieces to 240-pieces and the standout one metre tube containing 520-pieces. All options offer open play patterns and creativity, but with so much more to discover - including a new Transportation theme for 2023 - this diverse and creative range offers something for all. From the regular Plus-Plus bricks range for older kids and chunky Big Plus-Plus for younger creative minds to explore, there is a multitude of colours to choose from across the range including basic, pastel, neon, glitter or multi. Themed tubes allow kids to build wild animals, spaceships and aliens, mythical creatures or seasonal characters. Puzzle by Numbers combines paint by number artistry with the satisfaction of puzzle solving and is available in three sizes containing 250- to 800-pieces each. New additions to the range in spring include a Unicorn, Rocket and a beautiful Peacock, increasing this creative and colourful range to nine SKUs. Combining creativity and STEM based learning, and reassuringly sturdy when built, the bright Puzzle by Numbers creations are strong enough to displayed and even hung, with no glue or heat required to keep them together. Learn to Build focuses on three areas: open play for creative minds, an extensive palette of colours for the budding artist and themed packs which come with instructions on guided building ahead of explorative free play. The two new sets are Flags of the World and People of the World, both of which include templates, instructions and stencils. The larger Flags of the World set enables kids make over 80 flags or develop their own which can be flown from the Plus-Plus flagpole, offering a great educational opportunity. The Plus-Plus Big range is perfect for youngsters ready to take their first steps into building. The chunky and bright pieces are ideal for tiny hands to hold and with the help of an adult, little minds can create big ideas. Big Plus-Plus is available in tubes of 15-pieces while the Open Play 100-piece box is a best-seller, packed to brim with bricks and available in basic, pastel and neon colours. Another best-selling range is Travel and Storage. The Big pieces can be packed into a metal suitcase or the larger travel case with a little space left for kids to add to their collection and take it with them wherever they go. New for 2023 is Big Bunny, a cute white rabbit with carrot. A perfect addition to the range, this is also a great seasonal purchase. Plus-Plus is a socially and environmentally responsible company. The factory and headquarters run on 100% green energy from wind power and all products and packaging are 100% recyclable.

Mookie Toys

01525 722769 | www.mookie.co.uk Stand N10 London Toy Fair is always a big event in the Mookie calendar with the stand including the latest introductions across best-selling brands and evergreen ranges. Silverlit will highlight innovative and exciting new products, beginning with Rescue Penguin, an adorable, interactive penguin with an unboxing experience, which teaches children about caring and nurturing as they look after the penguin through play. From the makers of Robo Chameleon is Robo Frog, which hunts for food and moves just like a real frog and includes two games, keeping children entertained for hours. Silverlit’s evergreen range of extreme fighting robots, Robo Kombat, continues to be a success and is expanding in 2023, while Astropod is an exciting new release from Silverlit inspired by outer space; children collect pods, build their toys and complete the mission set out for them. Hydrostrike is a brand-new product for Mookie Toys. The gel blasters are mess-free and eco-friendly and fully motorised to hold 500 beads at a time, releasing up to seven beads per second. Mookie also represents VS World and Pop Art by Cepia. VS World includes the much-loved collector range of Cats vs Pickles, and the cute plush range is expanding with Dogs vs Squirls and Bears vs Donuts. Also launching is Pop Art: plush toys which are covered in bold designs inspired by pop culture and available in three sizes with a variety of designs to collect. From the creators of Pixicade comes Pixicade Pets, which is targeted towards younger children and a game unlike any other. Following booklets, children create their own pet and virtual world and watch as it comes to life on their device, simply by snapping a picture of it. As an introduction to coding, Pixicade Pets is also educational. Mookie Toys will also showcase Palplay which it acquired in 2022. Work has been going on behind the scenes focusing on product and brand development, and moving into 2023 there is a lot of innovation within the range, along with new designs. Active-Tots by TP Toys has had an extremely successful year since its launch, bringing the magic of TP indoors with a pre-school wooden range that encourages active play while helping children to develop their gross motor skills. The range will expand in 2023, continuing to aid development and skills. Mookie’s heritage lines will also be at the show, including household name Swingball and best-selling ride-ons from The Bug Family, which has had a re-brand for 2023. Mookie Toys will also be exhibiting at Nuremberg 2023.

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2023

Clementoni

0203 206 1397 | www.clementoni.com Paul.Fogarty@clementoni.com Stand N14

Posh Paws

01268 567317 | www.poshpawsinternational.co.uk sales@poshpawsinternational.co.uk Stand B60 Posh Paws’ latest licensed pre-school sensation, Gabby’s Dollhouse, has been an instant hit with consumers and demand for the beautiful range of highly detailed soft toys has been phenomenal. New for 2023 are the extra-large 18” Gabby, Cakey Cat and Pandy Paws to complement the existing range of 10” characters in gift boxes and a 7” assortment of five characters in a colourful CDU for this highly sought-after licence. With its number one licensed product range, Jurassic World, showing no signs of slowing down, Posh Paws will be bolstering the range this year. Posh Paws is releasing new Dino Egg mini soft toy dinosaurs from the movie and animated series, including Scorpius Rex, a Brachiosaurus, Bumpy the Ankylosaurus and a Pteranodon. The 10” Blue Baby Raptor and T-Rex have been extremely popular and now kids can cuddly up to extra-large 18” versions of these fan-favourites. For the third Trolls movie that will hit cinemas in the autumn, Posh Paws will once again join Poppy and Branch on their latest adventure with brand new plush toys in small and larger sizes that will be unveiled at Toy Fair. New to Posh Paws’ plush collectibles offering are the cute, cubed characters called Cubies. These soft, squidgy plush toys have been specially developed with the growing trend of collectible plush, launching with a Dinosaur, Unicorn, Giraffe, Sloth, Cat and Fox, each with little feet and fun eye-catching features that can be stacked on top of each other to create various combinations. Inspired by the benefits and fun young children have with exploring mother and baby play patterns, Roomies encourage imaginative play and caring with kids. Made using 100% recycled materials, the Kangaroo, Panda, Sloth, Koala and Penguin Roomies are brightly coloured 2-in-1 animal soft toys that children will love cuddling up with and placing the baby animal in the pouch of its mother. Posh Paw has created the perfect pairing by combining the hugely popular Bubble Tea drinks with on-trend squishy plush and has created an assortment of adorable soft toys. Available in squashy 7” standard plush sizes and 4” mini bag clips, these colourful Bubble Tea characters will appeal to tweens, teens and older fans this year. Gaming and anime have been increasing in popularity and to meet the demand for licensed product, Posh Paws will be showcasing a selection of new plush toys for some of the category’s biggest titles including Dungeons & Dragons to coincide with the April movie release for Honor Among Thieves, DragonBall Z, Spyro and Crash Bandicoot. Posh Paws’ Eco Earth collection of realistic soft toy animals which are made using 100% recycled materials, from the stuffing, outer fabrics and packaging hang-tags, now boasts over 30 different animals across 12” and 6” sizes and collections such as Woodland Animals, Around the World, Arctic Animals, Out of Africa and brand new Cute-Eco animals with adorable big eyes. For tween, teen and adult gifting, the Swizzels Love Hearts soft toys and mug are one of Posh Paws’ biggest licensed gift collections, while for older audiences, Posh Paws’ new emoji licensed plush gifts are sure to be a hit in 2023.

Clementoni is proud to be showcasing a host of new products for 2023 at the London Toy Fair, with increased focus on the Infant and Pre-school category from Baby Clementoni and Soft Clemmy. There will also be new licensed launches as well as exciting products within the Science and Build and Arts & Crafts portfolios. For baby, Clementoni is launching the Harry Potter Infant range: a collection of products themed around the world’s favourite wizard and suitable from birth. Included is the Harry Potter Baby Gift Set, a premium gift box with a soft character with squeak & teether, a comforter and a rattle. Soft Clemmy is the first and original soft play brick range designed to create a soft playing environment and a multi- sensory experience from baby's earliest months onwards. The blocks are made from completely soft material that won't hurt delicate teeth and gums and can also be thrown and stamped on without any risk. Vibrant colours and a soft-touch material have been designed to stimulate baby's senses and encourage them to explore the world. The range expands for 2023 with the introduction of the Clemmy Chair, a fun multisensory chair for little ones which comes with a set of the original blocks that can be popped into the arm rests, built on the base pad or stacked in the legs, all within a fun teddy bear design. In the core Baby Clementoni line, The Montessori range offers a variety of products designed to embrace the Montessori principles of learning: independent play, practical experience and tactile exploration. Montessori Baby Busy Bear is a cute activity centre made with wooden elements for baby to explore. Disney celebrates 100 years in 2023 and the Clementoni My first Montessori Disney Plush Dress Me Up! comes with simple functions to explore - zipper to open/close, button to insert into the buttonhole, crinkle effects and different materials to stimulate senses and manual skills. Now in the 10th year of partnership with the Science Museum, Clementoni has grown the STEM category significantly, achieving a record 60% increase YOY for 2021/22. The range itself has become more interactive and sophisticated over time and now has over 25 SKUs in the offering. Italian-made, the construction range features original models which have been faithfully reproduced to be built and dismantled, giving children a real understanding of the concepts of mechanics and engineering within their own imagination and experimentation. Easy to understand manuals and exclusive digital 3D instructions ensure that learning is fun, and each kit is unique in its creation, ensuring kids learn new skills from each product. Launching in Q3 is the Mechanics Yamaha M1: a construction kit to build the model of the famous Yamaha M1, winner of many MotoGP races. With all parts included in the kit that have been crafted to the smallest detail, children will enjoy building a realistic model complete with gear shifting and a dummy motor that is activated by the movement of the rear wheel while learning the skills of mechanics and engineering. Finally, new for the Arts and Crafts category is Pen Lab, a craft lab which allows children to make lots of colourful pens with choices of ink colour, plastic nib and housing and then the ability to personalise them with embellishments and charms. Pen Lab offers a high level of personalisation, making this a great kit to make solo or with friends.

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2023 Kidicraft

01282 505 988 www.kidicraft.com sales@kidicraft.com Stand B19 Kidicraft has announced the newest addition to its licensed puzzle portfolio, Naruto Shippuden. The anime TV series Naruto Shippuden follows Naturo Uzamaki, a loud, mischievous adolescent ninja who struggles as he searches for recognition and dreams of becoming Hokage, the village’s leader and strongest ninja. Kidicraft’s new Prime 3D puzzles will be available in 300-piece and 500-piece options and will feature fan-favourite characters including the eponymous Naruto himself, Sasuke Uchiha – Naruto’s biggest rival – and Kakashi Hatake, the quiet and mysterious leader of the team. These exciting puzzles capture Naruto’s powerful stories of dreaming big and never giving up and are sure to be popular with anime enthusiasts. Following on from the success of its Marvel collection, Kidicraft is launching an impressive 300-piece Prime 3D Marvel Comic Book Cover range. An art form of its own, the new range immortalises the universal comic book cover design Marvel introduced in the 80s, which included a corner box with unique art. The new range has six eye-catching designs to choose from including a Marvel double feature, featuring Captain America and Iron Man as well as the Mighty Thor, Incredible Hulk, Lethal Protector Venom, Black Panther and Amazing Spiderman. Kidicraft is also adding three new additions to its popular Airfix range. The new 1,000-piece puzzles feature some of the most iconic aircrafts that hobbyists know and love. The range offers something for beginner modellers, hobby collectors and committed enthusiasts alike. Hidden inside just three of Kidicraft’s new Limited Edition 3,000-piece Supermarine Spitfire Mk.Ia jigsaw puzzles is a Golden Ticket. Each of the three lucky winners who discover a ticket will win a one-night stay for two at a 4-star hotel, a VIP tour of the Hornby Hobbies Visitors Centre in Margate and a generous £200 voucher to spend at the Hornby Hobbies Visitors Centre gift shop on the day of the tour. This is the perfect prize for collectors and seasoned modellers, and one that is sure to generate a lot of excitement among the passionate community of Airfix fans. Retailers stocking the Supermarine Spitfire Mk.Ia jigsaw puzzle can expect the Golden Ticket competition to drive consumers into stores. This special puzzle also includes a 1:72 scale Supermarine Spitfire Model Kit, making it a true collector’s items for play and display. Kidicraft’s charming Kevin Walsh Nostalgia range continues to go from strength to strength and is being extended again. The three new designs include At The Garden Centre, A Day At The Fair and At The Golf Tournament. Each eye-catching 1,000-piece puzzle is 70cm x 50cm in size. The new launches take this ever-expanding range to 39 designs in total. Kidicraft also offers specially designed floor units perfect for displaying the Kidicraft ranges. The Kidicraft 3D Floor display can hold a selection of puzzles with various planograms available. This display is supplied with a 3D header for maximum retail impact and comes free with a Super 3D puzzle order of over £300. The company also offers Airfix, Corgi, Hornby, Harry Potter, DC Comic, Marvel and Star Wars 3D Floor Displays which come free with an order of 48 puzzles.  The company is continually adding new designs and ranges throughout the year. Readers are advised to follow Kidicraft on its social media platforms to stay informed. Further details can be found on the Kidicraft website.

The Carat Shop

01279 442 528 | www.thecaratshop.co.uk | info@thecaratshop.co.uk Upper Level 160 The Carat Shop has over 10 years of manufacturing experience in officially licensed jewellery and accessories for brands such as Harry Potter, Fantastic Beasts and Friends: The TV series. The company’s product ranges have continued to grow over the years, and now span everything from novelty and premium jewellery pieces including necklaces, charms, bracelets and earrings, to gifts such as hair accessories, bookmarks, pens, pencils and keyrings. Best-selling lines at The Carat Shop tend to follow the trend of design rather than product type. Examples from the world of Harry Potter include the Golden Snitch, Time Turner, Deathly Hallows, Fawkes the Phoenix, Platform 9/4, and Dobby the House Elf. The Spinning Time Turner necklace, possibly one of the most recognisable items from the Harry Potter franchise, sits at the top of the best-seller list. Last year saw a big expansion of The Carat Shop’s gift collections as the company added a raft of new lines focused on the four Hogwarts Houses. Ranges include lanyards, hairbands, scrunchies, bracelets, pin badges, necklaces, keyrings, and earrings. These new ranges allowed The Carat Shop to resonate with more of the family, with items appealing to fans of all ages and genders. To support new product launches The Carat Shop has created a series of look books and catalogues for buyers to browse. With interactive links and video also incorporated in the digital versions, clients are free to use the content to promote the product once they have it in-store or online. Christmas gifting has become a staple in The Carat Shop’s product launches year on year, and 2022 was no different. Introducing nine new Christmas Baubles with products hidden inside, these best-selling lines once again sold out at pre-order, making them a Christmas must-have for stockists in the lead up to the festive period. Designs showcased the best of Harry Potter, from the four Hogwarts Houses to the Yule Ball, Fawkes the Phoenix and Platform 9 ¾, among others. The company’s Harry Potter Jewellery and Accessories Advent Calendar has been the most anticipated product each year for the run up to Christmas. Each festive season brings fans a different design even more magical than its predecessor. Display samples of the new 2023 advent calendar and baubles will be on show at Toy Fair and will be available to pre-order. At the Toy Fair, The Carat Shop will also be showcasing Starter Pack options across its collections for those unsure of how to introduce the range. Incorporating best-selling items, and available in varying sizes, these packs are a great way of gaining exposure for the product and generating customer interest in shops and online. The Carat Shop also offers a significant amount of POS and display materials such as spinner display stands, high-quality product photography and banners. The Carat Shop will be exhibiting in the Grand Gallery at London Toy Fair 2023 and will be welcoming new and existing customers. For all trade enquiries please email or call the team using the information provided above.

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HEATHSIDE PRESENTS

MANUFACTURER & DISTRIBUTOR

2023 Wilton Bradley

01626 835 400 | www.wiltonbradley.com Stand E89 – E98 Wilton Bradley will be showcasing a whole host of new products at Toy Fair across its range which includes brands such as Xootz wheeled toys and Playhouse, an outdoor creative play brand which encourages children and families to go out exploring and have fun. The new Xootz Bubble-Go Trike is a tricycle which kids can pedal along leaving a cloud of bubble magic behind them. All they need to do is add the included bubble solution to the front mounted Bubble Go machine and watch as hundreds of bubbles blow away as they move. With an easy clip assembly, the Bubble Go Trike can be put together in a matter of minutes, and the sturdy, lightweight frame offers durability. It comes complete with 100ml of bubble solution. The new Xootz Wild Thing LED Scooter sports a deck and handlebar grips with fun leopard print grip tape, plus LED wheels for a fun light show when riding. Perfect for ages five plus, the Wild Thing features a lightweight aluminium frame and an easy folding mechanism making it perfect for transporting. The Power Play 4 in 1 Stand Up Games table is the perfect addition to any party and includes all the party favourites; hockey, pool, table tennis and table football. Players simply lift the games deck and replace with their chosen game. The table also includes handy storage for keeping the included balls, bats and cues safe while not in use. Reaching speeds of up to 10km/h, the new Xootz Eclipse Electric Scooter, Aqua is suitable for kids age three and up and comes with PU wheels, making for a super smooth ride along pavements and in parks. The collapsible bars also make the Eclipse easy to transport. Away from wheeled toys, the 2-in-1 LED Globe encourages kids to learn about the world around them. Built in LED lights allow children to explore both Earth and the constellations at the flick of a switch, and the 25cm globe includes all capitals and major cities across the planet. Mi-Mic Live is an easy-to-use, digital wireless microphone and light system that is designed to capture better quality sound to a range of devices such as mobile phones, tablets or laptops. The clip-on microphone sends live audio to the compact receiver that plugs into the device, allowing the system to deliver live wireless content with up to 15 metres range from the source device. The clip-on ring light features 15 active light settings, that will illuminate content when vlogging or even just taking a selfie. Mi Mic Live helps create the perfect live streaming experience, perfect for tutorials, interviews, live jamming sessions, budding YouTubers, TikTokers , Vloggers and more. With the new Mi Mic MMC3 Bluetooth Karaoke Speaker, which comes with two wireless mics, kids can take the party wherever they go. All they have to do is simply connect their device or insert their SD card and sing along to their favourite hits. With a 10-hour battery life and a carry handle, the speaker can be transported wherever the child goes. Kids can also get creative with the Sew Amazing Sewing Workshop. The sewing machine is a fully functional machine that will encourage children's creativity, while developing their skills and provides the perfect introduction to sewing. Kids will be able to make and customise their own clothes and accessories, producing finished pieces that they can be proud of. The machine is mains or battery operated and features two speed settings and a foot pedal control. Also included are additional threads, fabrics and even a fun clutch bag pattern to get started with. There is a removable table offering support for larger projects. The Sew Amazing Workshop is safe for kids aged six years and over. Wilton Bradley’s portfolio comprises more than 4,000 products distributed in over 40 countries. This depth and breadth of business, as well as continual investment, has enabled the company to trade well despite challenging and volatile times. Wilton Bradley prides itself on being highly flexible and able to adapt quickly, focusing on continuous improvement and sustainability. Product development is at the heart of what Wilton Bradley does, and the company relies on a team of over 200 talented creatives in the UK, Hong Kong and the US.

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2023 Toynamics UK & Ireland

0116 478 5230 | www.toynamics.com | sales@toynamics.co.uk | Stand E46 Toynamics UK & Ireland will be showcasing its range of toy brands including learning toys from Hape, nursery essentials from Skip Hop, magical arts and crafts from Nebulous Stars and new sketchbooks and craft sets from DinosArt. There will also be gadgets from Timio, educational toys from Beleduc, environmentally friendly cork toys from Korko and, from licensed toy brand Nanoblock, the world’s smallest micro-sized building blocks. As brand and business growth continues for the company, it will also be showing its new brand for 2023 – AmbossToys: timeless ride-on toys that combine classic Italian design with the finest craftsmanship. For retailers, Toynamics is offering toys for a mix of ages, from newborn to 6yrs+, and price points spanning pocket money prices on collectibles to big ticket items such as ride-ons. The variety of toys on show will reflect what parents are looking for in extended play value and toys that last. Along with new toys, there will be a showcase of the best-selling evergreen toys that continue to be popular with consumers, in a one-stop shop for retailers with product across multiple toy categories, including games and puzzles, STEM education, outdoor, plush, construction, pre-school, licensed, arts & crafts and collectibles. There will be exclusive show discounts available to retailers, which can be discussed with the Toynamics team, along with marketing support available for each of the brands - from digital, to Shop in Shop installations and attractive display solutions. Some of the highlights expected at Toy Fair include new launches from Hape in role-play, infant, railway, junior inventor, quadrilla, puzzles, arts and crafts. Following the success of the balance bikes unveiled at last year’s Toy Fair, there’s a new addition to the Hape collection: the Hape Cross Racing Balance Bike. This new, sporty balance bike for off road riding is packed with features that make it easy for children to learn to ride. It’s a fun ride for kids aged 3-6 years and is ergonomically designed, with a premium wood and steel frame for safe riding. It also comes with front and rear wheel mudguards and cork wrist holder handle grips to relieve stress on a child’s wrist when riding. The steering limiter makes it easy to learn to balance and control the bike, the seat is soft and slim for added comfort, plus the rubber suspension shock absorber under the saddle protects children’s spines from bumps and jolts. This racing Balance Bike also comes with puncture proof 12-inch rubber tyres. From Green Planet Explorers, the new sub brand under the Hape umbrella, there’s the Hape Green Planet Explorers Organic Greenhouse. A playful eco greenhouse made from sustainable materials – wood, plant plastic (from sugar cane) and bamboo, it’s designed to teach children from 3yrs+ about sustainability and the lifecycle of growing organic vegetables, with the help of a little monkey friend. Children can role-play making compost with the organic waste to fertilise the soil, plant and grow organic vegetables and enjoy organic food. The greenhouse comes with accessories including a rubbish station, rubbish pieces, doll, shovel, watering can, bucket, vegetables and garden rake. This play set also encourages children to make up their own adventures and offers parents a fun way to talk to their child about composting and growing veg from a young age. Retailers will see new stationery, crafts and sketchbooks, with the new Nebulous Stars Shooting Star Maker. With this arts & crafts set, children from 7yrs+ can have fun getting creative and making magical 3D shooting stars. This arts & crafts set contains a shooting star maker, 12 pulp paper stars, star shaped punch, three paint bottles and two ink spray bottles, tissue paper, glitter powder, glue, beads, cords and inspiring message pages. Young creators are encouraged to make them for friends and family, and themselves, to spread a little joy and happiness. The 3D element of the stars means they can be filled with gifts or inspiring messages before they are sealed and decorated. For set longevity, refill packs are also available, so children can keep on making shooting stars. Toynamics will be showcasing a number of new Skip Hop products including an even more extensive Moby bath range, new changing bags and a new Spark Style range, which includes the Skip Hop Stroll and Connect Bladeless Stroller Fan: an innovative gadget designed to keep baby cool when out and about. Toy Fair is its first UK showing, having won an Innovation Award at Kind and Jugend 2022. Skip Hop Spark Style Backpack is a new range of backpacks for kids from 3yrs+, in a choice of themed styles, including ice cream, rainbow, football and space designs. Made from durable materials, these backpacks feature whimsical details and a gorgeous colour palette. There’s an easy-access wide opening, a transparent front pocket with printed lining, an elasticated mesh pocket for drinks bottles, interior slip pocket and adjustable padded straps. Alongside the themed designs, the backpacks come with cute 3D details and novelty materials, such as cherries and whistles on the zip pull.

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2023 United Wheels

0330 912 7543 | www.huffy.co.uk sales@unitedwheels.eu Stand B80 United Wheels UK is unveiling its new line of licensed Huffy bikes, featuring a whole host of Disney, Marvel and Lucasfilm characters. The collection covers all properties and wheel sizes, ranging from balance bikes to 16” wheels, scooters and battery powered ride-on toys and includes family favourites from Disney Princess, Frozen, Spider-Man, Cars, Lightyear, Star Wars and Minnie Mouse. Disney and United Wheels’ affiliate, Huffy Corporation, have worked together in the US since 1996, and this agreement between United Wheels and Disney now includes the UK and EMEA. One of the top lines from the collaboration is the Huffy Spider-Man 16″ Bike, suitable for children aged 5-7 years and for use with or without stabilisers. The bike is made with an easy stepover frame and a comfortable child specific padded seat. The handlebar also boasts a cool Spider-Man plaque to complement the theme of the bike, while front and rear calliper brakes and alloy wheels allow for a safe and smooth ride. The bike is also lightweight, making it easy for parents to carry when out and about. Huffy 16” Bikes will also be available in Disney Princess, Frozen, Avengers, Star Wars Mandalorian, Cars, Lightyear and Minnie Mouse options. Pre-schoolers will enjoy the three-wheeled Huffy Princess 6V Electric Bubble Scooter, which makes bubbles as the child rides. Each battery charge gives 40 minutes of fun, and the bubble scooter is also available in Disney Frozen, Cars and Spider-Man designs. The Huffy 6V battery powered ride-on brings Disney Pixar’s Lightning McQueen Car to life. Flashing lightning bolts, working headlights, great car sounds and the bold designs of Disney Pixar’s 95 Lightning McQueen race car combine for racing fun. The easy-open doors and accelerator pedal allow kids to feel like they are driving their first car, and the easy to ride car moves in forward and reverse, with traction strip tyres to improve control. Influencers are being welcomed to the stand to try out the products and there will also be a very special giveaway. Huffy will also be showcasing its range in Nuremberg.

Geomagworld

07831 886 997 | www.geomagworld.com Stand D34 Magicube, Geomagworld’s innovative play platform, continues to get bigger and better as it now allows kids to learn to build with both blocks and cards. Arriving in spring 2023, the new Blocks & Cards Set provides progressive play activities that will guide children on how to build basic shapes as well as combine different shapes and colours, developing their creativity and space vision skills. The 16-piece Blocks & Cards Set provides an enhanced educational building experience thanks to the six included 1:1 scale double-sided cards, which complement the real size of the 10 included blocks. This makes the set both a perfect pre-school STEM toy and a simple, magical construction system, just like all the magnetic sets created by Geomag. The new blocks are made with 100% recycled plastics

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PLUS-PLUS® is an

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VISIT US AT LONDON TOY FAIR OLYMPIA (N12) SPRING FAIR NEC BIRMINGHAM (5G31)

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plus-plus.com

268 Bath Road, Slough Berkshire. SL1 4DX 00 44 (0)333 050 0144 info.uk@plus-plus.com

2023 Simba Smoby

01620 674 778 | sales@simbasmoby.com Stand B50 Following impressive growth over the past few years, Simba Smoby Toys UK is looking forward to continuing its upward trajectory in 2023, with a strong cross-category mix that will appeal to all ages and interests. The company will be revving up excitement for 2023’s incredible movie slate, with new lines and licences added across the Jada Toys range. A freshened-up fleet in the Hollywood Rides collection will support a year of back-to-back blockbuster releases from powerhouse franchises including Marvel, DC, Fast & Furious, Transformers and more. Jada Toys’ Hollywood Rides range lets film fanatics bring their favourite movie franchises into their homes with miniature scale vehicles and figures. The Transforming Optimus Prime RC has classic retro styling of both the figure and the pack which makes it collector ready. Once removed from the packaging it transforms between Truck and Optimus Prime Autobot form. Offering full function RC, light and sound effects, Optimus Prime measures 34cm tall in Autobot mode. A brand-new segment for the Jada Toys diecast vehicle range is Pink Slips; a new line which takes inspiration from the likes of the Fast & Furious franchise and the driving game Street Racing Syndicate, wherein the drivers are racing for pink slips. If they win the race, they can win an opponent’s car but if they lose, they will forfeit their own. Pink Slips promises the most varied style of licensed, collectible die-cast vehicles, offering a vast selection of unique colours and finishes and styles, on a variety of scales, including 1:64, 1:32 and 1:24, including the Lamborghini Aventador SV and the McLaren 72OS with colour changing chameleon paint. Commemorating The Walt Disney Company’s centenary will also be high on the agenda for Simba, with the launch of the Disney 100 Years of Wonder line-up in the master toy plush collection. This iconic collection will allow fans to immerse themselves in a celebration of the past, present and future of Disney. The D100 Sparkly Mickey and Minnie 25cm lines come dressed in platinum outfits, made from sparkly fabric with embroidered polka dots or buttons. Fans can collect the five characters in the D100 Platinum Colour Series Grog, Dumbo, Pooh, Simba and Stitch are available as 25cm plush pals, with shiny velour, satin and sparkly fabrics. Retailers will also be invited to share in the festivities, with special anniversary FSDUs and CDUs available to showcase the range. Disney’s latest characters will also be present in 2023’s Disney Plush collection. With Star Wars: Young Jedi Adventures released this spring, little fans will be able to cuddle up to a stretchy, squashy, cute version of Nubs from the preschool series. Disney has already revealed that Wish is to be its big Christmas release of the year and there’s a soft toy assortment comprising the three lead characters to tie in with the movie release. Meanwhile, the trusted Smoby brand will continue to offer little ones the most realistic role play experience, with new additions to the range. A Spidey and His Amazing Friends has spun its web in the Smoby portfolio, bringing together two beloved pre-school brands. A hero line will be the Spidey and His Amazing Friends Bricolo Workbench that allows kids to build their own Spidey Crawler vehicle. Smoby will also introduce two new pretend play kitchens this year. The chic new Nova Kitchen is a rounded role play space that features magic functions, including cooking sounds. It comes with 13 accessories, including a frying pan with pancake flipping mechanism. The contemporary vibe continues with the Kitchen Loft: a modular urban kitchen design sure to be popular with modern families. In the doll category, Steffi Love continues to prove popular for affordability and great play value, with relatable themes and proven play patterns at the core of the 2023 line-up. Sport, animals and vehicles can be seen across the range, with fun new lines to include the new-fo-spring Steffi Love Hula Hoop Doll and the second half lines: Steffi Love Pet Doctor and Steffi Love Helicopter. Steffi Love Helicopter will have kids aspiring to become rescue personnel as Steffi wears a rescue outfit, and her helicopter features dramatic light and sound effects. Further innovation comes in the form of the Steffi Love Hula Hoop Doll, which sees a sporty Steffi doing the hula, thanks to her mechanical function. Answering a growing call for eco-conscious toys that offer plenty of play value is BeKind. Made from recycled materials, this sustainable collection of characters each has its own interests that further support the brand ethos of being kind to the environment, animals and to each other. Introduced for autumn/winter 2022 was a smaller, lower priced line of dolls, which at 15cm tall are half the size of the original characters. Now, Simba Smoby is widening this entry point offering with the addition of two new dolls. There’s also a new colourway for the collection that will be introduced for the second half of 2023. Smoby has made a significant investment into marketing with the aim of ensuring brand awareness is at an ultimate high and visitors to the stand will find out what’s in store for the coming months. For more information about Simba Smoby Toys UK 2023 portfolio, contact the team on the details above.

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2023 John Adams Leisure 01480 414361 | sales@johnadams.co.uk Stand N6

John Adams Leisure returns to Toy Fair 2023 with an exciting range of innovative new products on show across all key categories, including Craft, Games, Dolls, Plush and Science. Kicking off the new year with a January launch is ZipLinx. The ZipLinx range provides everything kids need to create high-flying chain-reaction fun. The specially designed spring-loaded ‘linx’ launch into the air in dramatic fashion, and kids can record the action in slow motion to share with family and friends. Plenty of fun can be had as kids create their own amazing designs in just minutes, ready to send flying into the air with one push of a launcher key that guarantees no false starts. There’s no limit to how many ZipLinx can be connected. Doctor Squish, the social media sensation that has racked up over 1b views for her viral squishy videos, has a new range of super squishy and satisfying products coming to the UK this March. The Doctor Squish: Squishy Maker lets fans create and customise their own squishies. First, they use the clever unit to fill and seal their colourful, sparkly squishies, then can squish and squeeze their new toy. Continuing to build on its hugely successful heritage within the creative play category, John Adams has unveiled a number of must-see additions to its core brands. The highly successful Glowpad range continues to expand with a licensed Barbie edition. This Glowpad is in the shape of Barbie’s favourite holiday camper and comes with eight light settings for a colour changing display. i-Doodle is a parent's best friend for keeping kids entertained as they play games, draw and doodle with no ink (or mess). Each new doodle can be started with the simple push of a button which erases the screen like magic, while favourite scribbles can be saved with the handy screen lock. i-Doodle is available in a classic and a licensed Peppa Pig edition. Blopens continues to be a leading colouring brand within the UK. The ever-popular range is being extended with Harry Potter and Scooby Doo licensed sets at key price points. Aqua Gelz, magical liquids that transform into colourful, squishy creations, have proved hugely popular. Joining the range is the Aqua Gelz Magical Mermaids Playset, which allows kids to create over 30 colourful, mesmerising mermaids in a few minutes. Feisty Pets is a collectible line of interactive plush that go from cute to ferociously fun with just a gentle squeeze of each toy’s head. As the ultimate prank and role-play toy, Glenda Glitterpoop, Princess Pottymouth, Sammy Suckerpunch, Sir Growls-a-Lot and the rest of the squad surprise their victims with hidden ‘stuffed attitude emotions’ that suddenly appear when squeezed, complete with raging fangs. Following the success of Don’t be a Scaredy Bear and Race to Escape, Ideal games continues to grow in strength and volume with a collection of new fun action and family games. The new games provide lots of family fun and will be talking points in the press for all the right reasons. The TV show collection welcomes the new BBC gameshow The 1% Club, which challenges players to answer a question that only 1% of the country can get right. The game includes a fold-out gameboard and a rotating question card holder. Rubik’s, the world’s best known brainteaser puzzle, benefits from new additions set to complement the core range. The Rubik’s Eco Cube is a classic 3x3 Rubik's Cube sourced from 100% recycled ABS plastic and 100% sustainably sourced cardboard packaging. Also joining the extensive range is a premium Speedcube and a collectible cube for Disney fans that commemorates 100 years of Disney Wonder. The cube features a metallic platinum finish and iconic Disney characters. The Rummikub range is extended with a City edition featuring bespoke packaging to celebrate the best of Britain. Other new additions include Rummikub XXL – a special version that has extralarge number tiles for a clearer view of the game - and Rummikub 6-Players edition. Meanwhile, the Tetris games range benefits from an exciting new head-to-head strategy game. All players play together using their own Maxtrix tower and flip a Tetris card to reveal which Tetrimino to rotate, move and drop into their tower. All key new launches will benefit from a mix of TV, VOD, Adsmart and digital advertising as well as full PR, influencer and social media campaigns.

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2023 Jazwares

020 3598 5119 | www.jazwares.com Stand N8 Jazwares celebrates the 10th anniversary of its UK office following a tremendous year in 2022, with significant year-on-year growth. Poised to continue the momentum in this milestone year, the company will introduce new brands and product launches from some of the hottest brands across action, collectibles, pre-school and plush categories. Squishmallows propels into 2023 with phenomenal success, promising over 250 new styles, line extensions and huge consumer product launches. The Squishmallows social media phenomenon sees no signs of slowing down as the brand collaborates with best-in-class partners to launch licensed lines from Pokémon, Sonic the Hedgehog and Harry Potter. A limited edition D100 range featuring classic Disney characters in a unique silver style will add some sparkle to the squad. Squishville by Original Squishmallows invites fans to join them in their home sweet hometown in autumn/winter 2023 with new blinds, multipack options, play scenes, fashion accessories and the large Day at the Museum themed playset, plus a new Dream Squad with an plush rainbow and star. JJ and friends from CoComelon join the Squishmallows Squad, with 10-inch, medium-sized CoComelon HugMees plush. Further highlights in the CoComelon range include new style figures, vehicles, playsets and bath toys, and the Peek a Boo JJ and the Dancing JJ Doll with light, sounds, four songs and three dance modes. Brand new launch Bum Bumz are soft, trendy, collectible sensory plush with a slouchy bean bag style offering endless fidget play. Quirky designs with continuous waves of themes, leveraging anything and everything from pop culture, means there is a Bum Bumz for everyone. Available in 4.5” and 7.5” scales, autumn/winter 2023 will see over 36 new characters hit the shelves. Living on the Veg is a unique bunch of fun collectible 6” and 14” veggie plush characters with personalities to match their styles, including a crew of party loving mushrooms,and a funny bunch of corns. Jazwares will bring the excitement of Adopt Me out of the metaverse and into the physical world in 2023. Boasting 29b game plays, Uplift Games' smash hit game has inspired the new toy line which authentically expands the Adopt Me experience beyond digital. A Mega Neon Feature plush standing 12 inches tall with three mega neon light up modes leads the line-up of in-game inspired figures and playsets featuring an array of pets, accessories and more. Pokémon brand engagement is at an all-time high and Jazwares offers an impressive master toy range for 2023. From figure multipacks to new seasonal and select looks for collectors, highlights include brand new 8” to 24” characters as well as Sleeping Plush assortments. New lines within the electronics and role-play categories include The Train and Play Deluxe Pikachu featuring lights, sounds and movement. Popular refresh lines encompass the Pokémon Carry Case Playset, Select Evolution Multipacks, new Holiday Calendars, plus Figure Packs with fan-favourite characters. Jazwares will also introduce new releases from pre-school powerhouse Spidey & His Amazing Friends, with innovative new vehicle and plush launches. New pre-school lines from Blippi and Dino Ranch are on the way as well as additions to powerhouse action brands Star Wars Micro Galaxy Squadron, Fortnite, Nerf and AEW, plus new brand launch announcements including a new disruptive on-trend fashion doll line, coming soon.

Kayes of Cardiff

029 2036 3678 | www.kayes.co.uk orders@kayes.co.uk Stand E10

Kayes of Cardiff will be present at Toy Fair 2023 with Orchard Toys and all the new introductions for 2023, building on the successful range of the popular educational and play products. Kayes began its new distribution partnership with Orchard Toys during 2022 and entered into a special arrangement with Mattel. The company also works with many other branded product ranges which has resulted in Kayes winning a national distribution award. Kayes is servicing a vast amount of independent retailers throughout the UK with branded and pocket money toys through its sales network of company representatives and agents along with its sales team based at its Cardiff HQ. It has large showrooms and welcomes customers from all over the country. The company is happy to report it is experiencing prices coming down on its imported lines, due to price reductions on shipping container costs back to pre-Covid levels and in some cases even lower. In addition to Orchard Toys and Mattel, last year Kayes added Construct It, Sohni-Wicke and Constructive Eating from the US to its growing portfolio. This coming year Kayes will mainly be consolidating its position, apart from the exclusive addition of the Curious Universe Craft and Game range for all ages. These brands sit alongside the tried and tested faithful of Bruder, Britains, Ravensburger, Brio, Falcon, Jumbo, Infantino, Halilit, Lamaze, Tomy, Playmobil, Winning Moves, Schleich, Basic Fun, Playmonster, John Adams and Casdon. Popular characters including Thomas the Tank Engine, Peppa Pig, Fireman Sam, Sooty, Hey Duggee, Bing, Disney Princess, Gruffalo, Harry Potter and Paw Patrol form part of the comprehensive range offered by Kayes. The company specialises in servicing the independent sector, giving retailers the opportunity to access major brands in small quantities at competitive prices. In addition, it has vast experience in supplying Christmas Grottos of all sizes.

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BUILD, DISCOVER, COLLECT

The BEST selling range from TP Toys

COLLECT THEM ACLTL COLLE THEM ALL

LEVEL U P YOUR BLASTE R GAME

S EXPERT IN S ROBOTIC

COME AND FIND US at London Toy Fair!

BLAST R TE GEL WA S! BEAD

24th – 26th

January 2023

Olympia London Stand - N10

2023 Juratoys

020 8878 2133 | www.janod.com | sales@juratoys.co.uk Stand N2 Visitors can take a step back in time with Janod at Toy Fair 2023 as the brand prepares to unveil its most exciting collection yet. Bursting with cute prehistoric characters, Janod’s new Dino range comprises more than 15 beautiful toys, games and puzzles and is destined to be a roaring success. Below are just five of the prehistoric creations being presented by Janod this January. From classic push-along vehicles with a dinosaur twist to an epic activity table with Jurassic appeal, all will spark young imaginations by providing endless play opportunities. Perfect for kids aged 12 months and over, the wooden Janod Push Along Dinos are available in a number of different dinosaur styles including Tyrannosaurus, Diplodocus, Triceratops, Ankylosaurus and Spinosaurus. Each is sold separately. Offering hours of imaginative prehistoric play while also supporting the development of fine motor skills, each character features wooden wheels and cute felt detailing. The set of three wooden Dino Surprise Eggs from Janod has been thoughtfully designed. They come nestled together on a soft felt leaf, so no small parts will go missing. Each egg opens horizontally thanks to its nesting doll closing system, allowing kids to discover a tiny dinosaur nestled inside. The Tyrannosaurus, Diplodocus and Triceratops baby dinosaurs are then ready for adventures. Building on dexterity and fine motor skills, the Dino Surprise Eggs are suitable for 18 months and above. A hero of Janod’s prehistoric range is the wooden Portosaurus Ride On Dinosaur. The colourful unisex dinosaur will quickly become a child’s new best friend as they build on their balance and imaginative play skills. Featuring a removable plush tail for further play options, the dinosaur ride-on is suitable for kids aged 12 months onwards. Putting a Jurassic spin on a classic toy, the Diplodocus themed wooden Dino garage is epic on so many levels. The stunning, natural wood garage features a moving elevator that goes up and down and a sliding ramp that goes down the tail, providing prehistoric playtime possibilities for kids aged two years and above. The garage comes with six wooden accessories (two cacti and four rolling dinosaurs) that will help hone develop imaginative play and dexterity. Another highlight in the range is the Janod Dino Activity Table. Designed to provide eight activities that will engage young minds, the bright and colourful table helps kids develop their fine motor skills and dexterity whilst looking stylish in any nursery or playroom. The inspired table features a circuit for a Triceratops to wiz around, an erupting volcano with an abacus and bell, a rotating dinosaur egg and mirror, a stackable leaf and footprint, a fun twisting ‘cric cric’ egg and a system of three gears as well as a 3-piece stackable palm tree.

Sequin Art

01760 721 390 | www.sequinart.com Upper Level 153

Sequin Art has been trading in the UK for over 60 years and is looking forward to showcasing all its brand refreshes at London Toy Fair. Launching in January 2023 is the Sequin Art Her Majesty Queen Elizabeth II – Memorial Edition. For ages 8+, this special edition commemorating the late monarch provides an exciting design challenge to the more experienced crafter, with the velvet background giving a premium finish. The included wooden frame gives an instant display option. For spring/summer 2023, Sequin Art will be releasing two new designs for the younger crafter in the Sequin Art Red Range with its Red Panda and Ballet Shoes designs, suitable from ages 6+. In early 2023, it will also launch three new Sequin Art sets for the more experienced crafter in its Blue Range: a Cockapoo, Giraffe and Highland Cow, with the designs more engaging and challenging to complete. For autumn/winter 2023, Sequin Art will be launching further lines in the Red Range and Blue Range, including a spectacularly colourful Octopus. Building on the success of Sequin Art’s Diamond Art range, four new designs will also be on show at the fair. Suitable from ages 6+, children and adults can have fun with this on-trend craft by picking up the colourful gems with the included pencil to complete the great designs. Sequin Art’s Painting By Numbers range is getting a revamp in 2023, with the business making adjustments to its products to be more ecological and sustainable. At London Toy Fair, customers will be given a first glimpse of the refreshed 2023 range as well as details of Sequin Art’s plans to shake up this category during 2023 and beyond.

2023 Magicbox Toys

01293 222 500 | www.magicboxint.com sales@magicbox-toys.co.uk Stand E45 At Toy Fair, Magicbox will reveal its all-new ranges for this 2023. Play value, affordability, good margins, small pack sizes, a serious commitment to marketing and the phasing out of plastic packaging all play a prominent role in the Magicbox portfolio this year. Creating a greater presence in toy stores is a key objective for the company. Retailers new to Magicbox’s ranges will have the ability to create collections from smaller pack sizes, enabling them to stock a wider breadth of products with minimal investment. The popular SuperThings collection now comprises a broad offering of price points spanning pocket money right up to big-box gifts. A major launch for autumn/winter 2023 sees the cool Mutant Battle theme join the SuperThings portfolio. Fans can expect all the familiar packs as well as a new, ultra-rare Morph colour-changing figure. This core collectible range will include other impressive colour-changing characters. Two new Superbots and a Tiger Transformer will join the fight for good versus evil. The Superbot Power Arms figures have highly flexible arms. One is created from all things sugar and fun, whilst the other is born of trash and comes ready to lay waste to anything that crosses its path. The Tiger Transformer offers even more robot-themed fun with its big cat characteristics, including ferocious claws and jaw-dropping teeth. In the closed position, it sits back on all fours, but with one simple move it springs up into ‘attack’ position. The Transformer comes with an exclusive SuperThing and Kazoom Kid that can pilot the Tiger from inside its mouth. Kids can choose from two modes of attack: Shoot or Tiger’s Claw. Magicbox’s full marketing support will continue throughout the year. For SuperThings, this includes fresh webisode content to reach kids in a new way, whilst above the line marketing will include digital pre-roll and TV combined with an inventive marketing campaign. The mini-doll collection KookyLoos lets kids change their doll’s facial expression with a simple swipe of the finger. Each doll has three unique faces to discover. There are other new themes and collectible dolls to introduce in autumn/winter 2023, while the all-new Kooky Mermaids are set to make a splash in the Kooky world of play. Spring’s introduction of the Party Time collection will build on the success of last year’s launch season, while autumn/winter will be all about the Glitter Glam Series. The Glitter Glam Series will give the KookyLoos portfolio a generous sprinkling of sparkle as it introduces 12 new dolls. Each expression-changing KookyLoos character comes in newly-shaped box packaging, complete with clothes and accessories in their own paper blind bags. Launching in the second half, kids can dive into the underwater world of Kooky Mermaids. There are four characters to discover: each comes hidden in an iridescent shell. Kids open the shell to reveal a cool play set they can use to play with their Kooky Mermaids. There is a hidden section too, with more surprises in-store, and children will also be able to give their new friends a Kooky Mermaid makeover. Each of the new dolls come with two outfits, a beautiful mermaid tail and stylish dress, plus cute accessories. Because each Kooky Mermaid needs a pet, children will also find a special pet hidden inside a pearl. Once playtime has ended, the shell packaging doubles as a purse for children to take with them on the go. The T-Racers collection of mix and race vehicles and drivers will speed ahead with a trio of fresh themes to discover in 2023 and new larger vehicles to unveil across the year. Hot on the tail of the popular Glow Race Series will be the Colour Rush and Light Speed Series. Both themes will launch in the second half, with each bringing with it eight new cars and racers to collect, unlocking more than 500 combinations. The ultra-rare vehicle with special colour-change effect will be a key chase item in the Colour Rush series. The vehicle changes colour with heat. The ultra-rare Infinity Racing T-Racer will be the centrepiece of the Light Speed Series, with its futuristic gold features and gold fleck panelling. These themes will be bolstered by spring/summer’s larger vehicle additions: Power Trucks and Mega Wheels. The Power Trucks Turbo Digger and Mega Striker vehicles come with an exclusive T-Racer vehicle and driver that can be snapped onto the monster wheels chassis. The T-Racers Mega Wheels T-Shark and T-Rex sets offer two-in-one fun. Each comes with exclusive vehicle and driver, which is housed in a chunky-wheeled launcher. With the driver at the wheel, these vehicles are ready to roll. If a need for speed strikes, kids can fire their T-Racer from the mouth of their Mega Wheels with just the touch of a button. As with all new series, Magicbox’s commitment to delivery means high-impact marketing throughout the year.

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2023 One for Fun

0141 613 2525 | www.oneforfun.com sales@oneforfun.com Stand E49 Stretchy, squishy, spikey, shiny, sparkly, sweet and foody are the overriding themes for 2023’s pocket money lines, says One for Fun, which has collections that feature everything from squishy mesh pets, mesh balls that reveal a dinosaur when squeezed, a gold bear, and a host of ocean friends. New keychains, squishy balls in all manner of shapes, colours and sizes will also be available alongside smiley and cute candy cats with sweet shop related names. Sweet and savoury food is celebrated in the Squish Ball range. The fun Breakfast Squish Ball and Tutti Frutti Squish Ball are joined by the Squeeze Sugar Ball and cute Diddy Squish Balls. The latter come in a 3-pack: one is filled with candy, another with ice cream and the last with cake. Glow in the dark Moon and Stars Squish Balls really light up the night sky while the Mini Neon Squish Balls are available in fun neon colours. Interest in Slime and Putty has never waned. In fact, a resurgence in popularity sees the introduction of Pop Slime in glitter and pearlescent finishes. Lolly Putty is also new; lolly-shaped, sparkly putty tubs that come with butterfly and avocado confetti. Charm Putty, meanwhile, comes complete with a matching charm and rainbow or unicorn confetti. Rocket and games console themes complete the line-up. Light-up Pop Tubes are available in bright flashing colours along with a raft of new pocket money smellies such as a scented rainbow ball and fruit scented keychains. At the other end of the spectrum, the Smiler Face Puke Slime is tipped to be a winner. The company’s range of original Pushpoppers is joined this year by the Mega Push Popper Ball, a squeezy stress ball with pushpoppers all over the surface. These additions strengthen and consolidate the company’s reputation as a one stop shop for all things pocket money. One for Fun will be showcasing a trend setting line-up at Toy Fair 2023. With squishy, fidgety micro toys proving popular, the company is pushing the boundaries yet again with its range of Micro Fidgetz. These tiny toys can really be played with. Far more than static collectibles, the Micro Fidgetz concept combines the mystery of blind bags with the collectability of compelling toy. There are 16 Micro Fidgetz to collect. Each round tub has a see-through panel at the top displaying one fidget toy: underneath, another four toys are stacked in blind bags, waiting to be revealed. Each Micro Fidgetz tub comes with a full list showing the whole range, so kids know what they’ve yet to find. One for Fun is known for its fidget ranges, having produced millions of toys in its ongoing mission to keep interest high and provide new line extensions which cover all price points. 2023 sees even more lines added to the company’s ever-expanding portfolio. The Animigos World of Nature range has won acclaim and awards for its lifelike depiction of the world’s animals in plush form. This year, even more exotic beasts join the family along with some more familiar friends. The Okapi, Arctic Fox, Malayan Tapir, Snow Leopard and Capybara are some of the more unusual additions, whilst the Pointer Puppy, Grey Fluffy Cat, Seal Pup, Dolphin, Hamster and Bat will be better known. All are equally lovable. One for Fun also distributes Dream Beams, glow in the dark plush companions. New waves will continue to be launched in 2023, and full details will be revealed at the show. Zuru is another sell-out distribution line for One for Fun, with the award-winning X-Shot range leading the way. 2023 sees the introduction of a future best-seller: the new Dino Wars range of armoured moving dinosaurs presents kids with the ultimate opportunity to engage in Jurassic warfare. Dino Wars can be seen in action on the stand. Venturing into the great outdoors wouldn’t be the same without the Ozbozz range of outdoor toys. This year sees the introduction of new outdoor lines including a range of mirrored skateboards in a variety of sizes. Stunning design work will to appeal to all tastes. As a distributor of Maisto and Bburago, One for Fun introduces a raft of new vehicles for 2023. Stand outs among the upcoming launches include the Farmland Play Sets, which come complete with tractors, the Combine Harvester and multiple new farm vehicles. Perfect for speedsters, a fleet of new Ferraris including a new SUV is on the way too. Arguably the hero product this year, the detailed 1:43 scale die cast of the RB18 car driven by Max Verstappen in 2022 perfectly recreates the distinctive shape of the F1 car, capturing every aerodynamic curve and line as seen on the real vehicle. The level of detail on the surface is incredible, with authentic sponsor and race decals perfectly recreated. This is a real collector’s item. BB Junior picked up a number of consumer awards in 2022. This eye-catching range brings artistic style and impressive engineering together to create a unique concept in the nursery space. Key lines for this year accelerate the range into the fast lane: the BB Junior first collection of Bugatti and Lamborghini cars join the BB Junior My First Carry Along Garage and the BB Junior Push n Glow F1 Car. Additions to the popular bath time range include the Splash n Play Light Up Sailboat and the Splash n Play Music Tugboat.

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EVERYONE'S FAVOURITE FINGER PUPPETS, PERFECT TO TEACH DIVERSITY AND FAMILY STRUCTURES THROUGH PLAY

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Catty F ing er

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Stand GH10 at the London Toy Fair 2023 Sales contact: play@fabulatoys.com | +44 20 3633 9684 Come play at www.fabulatoys.com

2023 Playmobil

01268 548 111 | www.playmobil.co.uk Upper Level 206 Playmobil will use this year’s Toy Fair to unveil more than 20 new themes and range extensions. A key focus for the brand this year is product from the classic play patterns that Playmobil is so famous for, plus exciting new licensed themes suitable for both little and big kids. At the show, the company will also unveil some exciting developments and plans for the new year. The Playmobil Emergency Rescue range is brimming with products that let little ones experience what it’s like to be a real life hero. The Ambulance features working lights and sounds, while the Air Ambulance can rescue the patient and bring them to safety. Complemented by four additional sets at key price points, this range is set to be a hit this Easter. Emergency Rescue will benefit from in-store support and comprehensive marketing campaigns across the year spanning TV, digital, social and influencer campaigns. The Playmobil Country Farm range has everything needed to create country adventures. With the Farm House and Farm Shop, children can role-play real life farming stories from the comfort of their own homes. No farm is complete without a Tractor, while plenty of animal sets further bring this range to life. Continuing to push forward with its ambitious sustainability targets, the Country Farm range will be made with more than 80% bio-based and recycled materials (on average). The range will be backed with extensive marketing plans and in-store support to ensure a strong consumer focus for this key range. Q1 welcomes a raft of collectible, impulse and gifting sets available from the classic Special Plus, which continues to be a top volume- and value-driver for Playmobil. The everpopular Fi?ures surprise bag series is now in its 11th year. The Playmobil Gift sets, including Karate Training and Pirates, are perfect gifts for birthdays. Playmobil is taking its first steps into the diverse anime cosmos with a fascinating new licence in the kidult sector. By welcoming Naruto Shippuden to its licensed portfolio, Playmobil fans can follow the exciting adventures of the sympathetic ninja Naruto Uzumaki. From January, anime enthusiasts both young and old(er) can look forward to the first 12 beautifully designed figures. Whether destined for the collectibles-shelf or for recreating the most exciting scenes from the series, Naruto Shippuden Playmobil Edition is a must-have range for every anime fan. Playmobil will also be releasing new products across its toddler offering, Playmobil 1.2.3. Arriving in Q3 will be new additions to this popular theme, which helps children learn, play and grow thanks to its three easy-to-understand development stages that have been designed to resonate with parents. The 1.2.3 brand recently announced its first licensing deal with Disney. The launch range comprises six Playmobil 1.2.3 play sets inspired by Disney’s Mickey and Minnie Mouse, as well as Winnie the Pooh, Tigger and Piglet, and is slated for launch in summer 2023. The cute sets will help toddlers explore the world and support them in developing the skills needed for the future by encouraging them to emulate the curious natures of Mickey Mouse and Winnie the Pooh. Play patterns include sorting shapes, stacking blocks, discovering sound effects, counting first numbers, role-play and more. All these features enhance cognitive abilities, fine motor skills and creativity as well as language and social skills. There will also be new launches across Wiltopia, Playmobil Police and School, plus a new theme, Rainbow Castle. During the show, visitors will be able to catch up with the Playmobil Fire Fighter and Playmobil Police Officer as they ‘patrol’ the halls. To arrange an appointment with one of the team at the show, contact your local territory manager or call the Playmobil office on the number above.

TKC Sales

01380 872 950 | www.tkcsales.co.uk Stand E90 TKC Sales is one of the leading specialist distributors of action sports and active leisure products in the United Kingdom & Ireland, supporting the toy trade with best-in-class outdoor opportunities for over 30 years. The company will be presenting its newest brand at London Toy Fair: Wowmazing by South Beach Bubbles. This USA-based company was created by two fathers on a mission to start an outdoor movement by encouraging kids to move away from screens and get back into having fun outdoors. Safe, environmentally friendly, non-toxic and biodegradable, this bubble solution produces giant bubbles up to 8ft long. Wowmazing joins TKC’s existing best-in-class collection of brands, which includes Aerobie, Tech Deck, Nerf, Eolo Kites, Waboba, Rollerblade and Street Sports. The TKC Sales team welcomes anyone wanting to find out more about the many opportunities offered by its line-up to the stand. The company takes great pride in delivering a superb customer experience for each and every brand it represents, so suppliers seeking distribution partners are also encouraged to drop by.

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Stand: UN38

COME AND SEE US!

Hall: 12 Stand: A-04-6

Owned & distributed by Commotion Ltd.

www.commotion.co.uk

2023 Exploding Kittens

(31) 646 437 146 | www.explodingkittens.com sales@explodingkittens.com Stand N5 (Asmodee) New from Exploding Kittens, You Lying Sack is a first-of-its-kind collaboration with Penn Jillette of the legendary magic-duo Penn & Teller. Taking cues from Penn’s career, You Lying Sack is an honest-to-goodness game about lying where players either bluff or tell the truth. Best for ages seven and up, You Lying Sack is a strategic game where opponents are not just playing the game – they are playing each other. Players reach into the Lying Sack, grab either a ‘Good Thing’ or ‘Bad Thing’ in their clenched fist, and then look each opponent in the eye and either bluff or tell the truth. If anyone is convinced to accept the item, then that player’s turn is over, but if no one agrees to take it, that player must keep it. Players who collect 10 Bad Things are eliminated and the last player standing wins the game. You Lying Sack is built on the mischievous joy of outsmarting people, bluffing and getting away with it, and the ‘ah-ha!’ moment of catching onto the fact that someone is lying. The game takes five minutes to learn, 15 minutes to play, and up to five people can join the fun. You Lying Sack includes one Good Thing, 50 Bad Things, the Lying Sack, the dice and a game board. A merciless word-shouting board game, Really Loud Librarians is a lively and loud game in which useless knowledge wins useful points. Players think fast, not hard, in this team party game. Quick and simple to learn, each team has to shout out words that match a category such as ‘breakfast cereals’ or ‘action movies’ that also start with a particular letter. In Really Loud Librarians, there is never pressure on just one player, as everyone on the team is actively shouting out words at the same time. There are various categories too, meaning each player has the chance to excel in different categories throughout the game. The letters are spread out along a track that runs in a circle on the board. The faster players shout answers, the further they will move along the track. Exploding Kittens describes Really Loud Librarians as ‘like Scattergories meets Super Mario Kart’ and says it is the perfect game for adding fun and laughter to any party. Players do not need to know the fanciest or biggest words to be good at Really Loud Librarians; they just need to be able to think fast and creatively. The brand’s three best-selling franchises - Exploding Kittens (core game), Throw Throw (Burrito and Avocado), and Poetry for Neanderthals - continue to be a major focus for development in 2023. In April 2022, Netflix announced an animated TV comedy series based on the Exploding Kittens franchise. The series sees the eternal conflict between heaven and hell reach epic proportions when both God and the Devil are sent to Earth in the bodies of chunky house cats. Visitors at Toy Fair will be able to learn some exciting news about how the content slate is evolving for 2023. Joining the Throw Throw franchise in March 2023, Block Block Burrito introduces giant inflatable Tortilla Shields that add a whole new dynamic to the game. The shields allow players to defend themselves against flying Burritos and Avocados as they enjoy six new battles. The Burrito Battle Pack, meanwhile, launches in August. This fun expansion pack comes with two foam burritos and extra cards. Further launches are also in development throughout 2023, which will continue to redefine the Exploding Kittens brand and content.

Funville

www.funville.co.uk | info@funville.co.uk Stand B85 Funville prides itself on promoting childhood development through innovative and active play. The company is looking forward to meeting both new and existing customers as it showcases its latest and greatest products across myriad categories at London Toy Fair. Kids can unleash prehistoric adventures with Funville’s Dinos Unleashed. Funville continues to develop and market this range of prehistoric predators, which first hit shelves back in October 2021. Realistically manufactured to enhance pretend playtime and articulated so they are poseable, Dinos Unleashed models are designed for kids aged three and up. Funville has introduced two new additions to the range, ensuring Dinos Unleashed covers all play patterns and price points. The 8” Eco Roaring Plushies stand 20cm in height and each species has its own individual roaring sound. Made from recycled plastic bottles, these fun dinosaur plush come in a range of bright colours and styles for kids to choose from. The Bend & Bite Dilophosaurus bites and roars just like the real thing. Kids can push down to watch him chomp and roar whilst his fabulous fins open, putting a fun spin on this popular dinosaur. To schedule an appointment to see the range at Toy Fair, contact Liam Saville (liam@funville.co.uk).

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2023 Trends UK

01295 768 078 | www.trendsuk.co.uk salesadmin@trendsuk.co.uk Stand H42 Trends UK’s new Minds Alive range is packed with learning activities and games. Hands-on play is a proven, engaging and effective way for children to really learn. These electronic learning toys introduce colours, shapes, the phonic alphabet, spelling, counting, music, movement and more, all during play. This can help make learning less stressful or overwhelming when kids are faced with these concepts in nursery or Key Stage One at school. The Minds Alive range launches with three new products. The Flip & Learn Phone encourages toddlers to call 10 animal friends and hear their greetings by pressing buttons. Fun sounds and music, quiz games and pretend picture clicks create an engaging learning experience. The Active Learning Laptop has four early learning modes relating to colours, numbers, letters and word recognition. The classic chunky and rounded laptop shape, with its backlit screen and fun-shaped buttons, is designed to help pre-schoolers navigate and answer questions and challenges. The Laugh & Learn Alphaphonics has handles on either side for left or right-handed play. With seven fun activities based around letters, sounds and words, kids will love to build their early letter and number recognition skills. The development of Trends UK’s Paint Pop Paint Sticks range is ramping up for 2023. The perfect introduction to painting and doodling, creative kids can paint away the mess-free way. The chunky shape is easy for little hands to hold and the smooth, glide-on paint works without water or brushes. Kids simply twist the stick and get ready to paint, whether at home or on their travels. The sticks allow young artists to get creative on a wide range of surfaces including paper, card, canvas, wood and even glass. The range includes a wide variety of colours and finishes plus practical storage solutions which parents will appreciate. Trends UK is introducing new Paint Pop Paint Pens for 2023. The 12-pack of vibrant colours offers the same great fast-drying, mess-free paints but with a finer tip. These are perfect for adding finer details to creative masterpieces. The new Paint Pop Spin & Create Set makes stunning swirly art pieces at the push of a button. Three colours of paint, glitter and a mixing guide help create masterful, vibrant spiral designs. It also comes with paper discs and a frame to display favourite art pieces. The Crayola Silly Scents range offers brightly coloured fun in six fruity scents. The Crayola Silly Scents Sand & Dough feature amazing moulding materials which engage all the senses. With bright bold colours, the fruit scented sand and dough are soft, tactile and respond to manipulation into all kinds of shapes. Crayola Silly Scents Sand and Dough are available in tubs or a selection of themed activity kits with fun moulds. The Crayola Silly Scents Dough Egg is perfect for keeping little ones occupied. The scented dough is stored inside, ready for blending and shaping over and over again.

Mojo Fun

01422 413 674 | www.mojofun.co.uk | sales@mojofun.co.uk Upper Level 144 Mojo Fun will be sharing its rebranding at London Toy Fair with a new company logo and vibrant colour scheme, and is confident that its new look will help 2023 be a great year for the company. The team has been planning many new models and its wildlife range will be extended with an Orangutan, Toucan, Green Anaconda, Giant Anteater and Aardvark. It also expects its new Woolly Rhino to be a great seller. Not content with just adding new models to the ranges, the company is updating older models too including the Octopus, Whale Shark, Badger and Romney Sheep. Mojo Fun has been working hard on new projects and will have new play sets available in the second half of this year to complement the models, widening the scope of imaginative play that children can have with the animals. It is also introducing blind bags, so children can experience the additional thrill of getting their hands on special edition animals only available in the blind bag collection. Mini worlds will also be available later this year offering a slightly more affordable option to the current range. Containing 12 pieces, they give the customer an opportunity to acquire a mini animal collection for a pocket friendly price. Completing the line-up for 2023 is a range of box sets. To accompany its existing POS material, Mojo Fun has designed and implemented a new 1m metal display for those seeking a sleeker look and sturdiness combined with quick and easy assembly. The new display, with easy slotting dividers and great artwork, provides an alternative to Mojo Fun’s natural looking wooden displays and modern looking LED displays. The displays will be available in both single and double-sided versions. Mojo Fun prides itself on its customer service and aims to have orders ready to leave the warehouse inside 48 hours. The company will also be exhibiting at Nuremberg Toy Fair.

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2023

Schleich

01279 870000 | schleich@schleich.co.uk www.schleich-s.com/en Upper Level 175

Schleich enters 2023 with a very strong portfolio of new products, embracing its global strategy and vision of Shaping Storytellers for Life. The year will see the brand consolidate its new positioning, continuing to focus upon igniting the joy of storytelling in children whenever they play with its uniquely authentic characters and sets, further driving brand awareness, recruiting new fans and growing UK market share. It will also continue to invest in and develop its ambitious plans to become more sustainable following its recent commitment to make all figurines recyclable or biodegradable by 2027. The full year will see the Schleich brand launch an incredible 80 new play sets, 80 collectibles, five accessory sets and over 60 figurines, including an exciting new property which will be announced in late January. New international arrivals to Farm World include an Austrian Noriker Stallion, American Camarillo Mare, Scottish Galloway Cow and an American Spotted Donkey, as well as a Valais Black-nosed Sheep and three four-legged friends - a Great Dane, Bichon Frisé and an Abyssinian Cat. These will be followed in March by a Stable Care Accessories set. In July, the property will relaunch its popular Large Farmhouse. The social hub of the farm, the modular barn can be extended in many ways and boasts a host of useful functions including a swivelling rope winch for moving hay to the attic. Also available from July will be the first extension model for the Farmhouse, a Pony Box with Icelandic Pony Stallion, plus a new Tractor and Trailer and a Pet Hotel with pet swing, scratching post and obstacle course. Meanwhile 10 more exotic figurines being added to the Wild Life collection for spring are an Otter, Cheetah Baby, Caracel Female and Caracel Baby, Blue Poison Dart Frog, Aardvark, Harpy Eagle, Thomson Gazelle, an Indian Rhinoceros Baby and the brand’s first colour-changing character: a Chameleon. These will be joined in March by a Gorilla Family and two new National Geographic Kids figurines: a Moose Calf and Cow. The brand’s popular Dinosaurs collection welcomes five new dinos – a Tarbosaurus, Monolophosaurus, Gastonia, Edmontosaurus and Gallimimus, all sure to please budding palaeontologists. A rugged Track Vehicle will be available from July, along with a flying dinosaur, the Quetzacoatlus. Featuring foldable wings, it’s another first for the Schleich brand. Joining Schleich’s best-selling Horse Club range in January will be three new breeds: a Haflinger Mare and Foal; a Paso Peruano Stallion, Mare and Pony; and a Cheval de Selle Francais Stallion, Mare and Foal. In March, a number of new sets will further enrich fans’ collections and extend play opportunities. A Tack Room and Horse Stall Extension will offer more add-ons to the modular Riding Centre launched in 2022, and an Obstacle Accessories set will provide plenty of equestrian themed fun outside the stable. These will be followed in the summer by the introduction of the stunning new Horse Box. The living quarters of the luxurious ride feature a kitchen, bedroom and fold-out terrace plus a rooftop pool. The rear of the Horsebox accommodates up to four horses, and the detachable roof and internal separating walls make it possible to build a covered paddock outside. There are obstacles too and even an external shower for the horses which uses real water. An extension of Horse Club, Schleich’s newest property, Sofia's Beauties, features horses with long silky manes which can be brushed and styled with beads and hair clips. In March, the collection will welcome three new Beauty Horses and two new Styling Accessories sets. Available from June will be a Grooming Station with rotating platform for lots more horse styling play, followed in July by a portable, pop-up Pet Salon. The included horse, Pug, cat and Rhodesian Ridgeback can be painted using colours which easily wash off in the bath with real water. Joining the magical world of bayala in January will be numerous new mystical creatures from elements fire, water, earth and air including a Pink Sapphire Turtle, Llama Unicorn Foal, Elementa Fire Unicorn, Elementa Water Unicorn Mare and Foal, and the Axolotl Discovery Set of Mexican Salamanders with shiny colour gradients. Further additions in July include a majestic Night Sky Dragon with moving wings and an eye-catching Phoenix. bayala’s successful collectible offering will also be further expanded in the New Year with the launch of Series 5 of the property’s Collectible Unicorns featuring seven unicorns each with a different crystal marking on its hind. In March, Series 2 of Magic Collectible Eggs featuring 12 collectible Hatching Baby Plants will launch, following the huge success of Series 1 Hatching Baby Animals in 2022 Series 3 of Schleich’s collectible Eldrador Mini Creatures hits shelves in the New Year and the Eldrador Creatures gains a host of new creatures, including the Granite Wolf, Shadow Raptor and Swamp Monster, along with four new Shadow World Robots. These will be followed in March by the Shadow Monster-Robot with Mini Creature – an updated bestseller - and in May, a Catapult with Mini Creature. A Shadow Monster, Battle Rhino and Magma Lizard will complete the line up in July. The full portfolio of brands will receive marketing and PR support throughout the year.

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2023 Rainbow Designs

01329 227 300 | www.rainbowdesigns.co.uk Stand B21 & B25

Rainbow Designs will be kicking off 2023 by welcoming two celebratory new Disney collections, new additions to The Adventures of Paddington toy range and over 40 new lines to its best-selling classic character toy ranges. 2022 was a momentous year for Paddington, as the love and affection for the nation’s favourite bear continued to grow. This year is set to be just as important for the kind-hearted bear. Rainbow Designs has a Paddington range for every age of child and type of retailer, from the best-selling Classic collection of Paddington bears to the refreshed Paddington for Baby collection. Pre-schoolers will love the ever popular The Adventures of Paddington toy range based on the award-winning TV series. Rainbow has further exciting new additions planned for this year. The new Adventures of Paddington Tea Set has been created to encourage imaginative play and inspire young imaginations. The soft Paddington Bear Toy and 10-piece Tea Set is packaged in Paddington’s suitcase, featuring the familiar P.B. initials, and includes colourful cups, saucers and a teapot: everything needed to create afternoon tea for two. A further inspiring addition to the range is the new Adventures of Paddington Dress Me Up Soft Toy. This new line includes four changeable outfits. Youngsters can enjoy imaginative playtime as they dress up the soft Paddington toy as a doctor, baker or magician. Paddington also comes with his famous blue duffle coat and red bush hat, ready for more traditional Paddington adventures. Also available will be a fun Paddington Bike and Sidecar Play Set. 2023 will see Disney mark 100 Years of Wonder. To celebrate the momentous centenary milestone, Rainbow Designs will release two dedicated collections in spring to commemorate Mickey Mouse, one of the most famous global cartoon characters of all time, and his girlfriend, Minnie Mouse. The new Disney’s Mickey Mouse Memories range is a beautiful, luxury range of fun forever toys and gifts created for newborns and little ones. Delivered in eye-catching, nostalgic packaging featuring iconic Mickey Mouse vintage artwork, the range includes a Mickey Mouse Wooden Ring Rattle, Comfort Blanket and Activity Toy, as well as a cute Musical Lullaby Mickey Mouse Toy. The vibrant new Mickey Mouse and Friends range is a fun baby toy line featuring both Mickey Mouse and Minnie Mouse. Created in the synonymous striking red and black colour palette associated with this much-loved duo, this collection includes Ring Rattles, Comfort Blankets and Activity Toys based on both characters.

Don’t just say your toys are green. Prove it. Consumers are looking for safer, more sustainable toys for their children to cuddle, snuggle and love. Adding validated sustainability attributes to product labels helps brands build consumer trust and avoid greenwashing claims. Our Environmental Claim Validation program can help you provide reassurance around: • Biobased content • Recycled content • Recyclability rate To learn more, contact us at toys@ul.com or visit UL.com/toys-childrens-products

UL Solutions is exhibiting at the London Toy Fair. Meet our team at booth E42!

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2023 Movies Inc.

07958 123 696 | moviesinctoys@gmail.com Stand GH4 (Greenhouse)

At Toy Fair, Movies Inc. will be officially launching its revolutionary new toy concept. Based upon consumer research and demand, the company has created toys with integrated, short, animated ‘movies’. The concept is simple: each toy contains a manually driven device which, when rotated, displays a sequence of engaging illustrations – a single frame on each panel - that combine to become a cartoon movie. The toys represent a tangible step-change in early years products; never before have the optical-illusion curiosities of yesteryear (zoetropes, mutoscopes, thaumatropes, flicker books etc.) been combined with modern toys. The result is a product that is accessibly low-tech, with no batteries required, and although novel, still feels familiar. Babies from the age of 10 months will enjoy hitting or spinning the illustrated frames, causing the movie to begin playing. Alternatively, they can simply appreciate the slower changing of sequential picture. This unexpected benefit came to light during research of the rolling mutoscope. For older children, the cartoon-tech enhances role-play. For example, animated fruits and vegetables could be depicted on the panels of a toy shopping-trolley. Other pictures/scenes could adorn toy windmills, while bath toys would benefit from the added element of storytelling. This simple technology gives each toy a real USP by bringing them to life in a completely new way. It also holds the potential for other applications. Aside from entertainment, it can help kids learn the alphabet, numbers, colours, animals and much more. The scope is endless, with the tech lending itself to all sorts of toys, in all sorts of environments. Parents and children could also create their own artwork on blank panels and watch it come to life before their eyes. Movies Inc. toys appeal to all ages and stages, from babies and pre-schoolers through to children with special educational needs. Consumer focus groups also revealed that the simple highchair spinner could also work as a desk-toy, being both mesmerising and therapeutic. The products could be made from recycled or sustainable eco-friendly materials. The company is working on designs for toys made from bio-plastics, paper, card and wood. The concepts are patents granted and patents pending. Pip Hancock will be hosting and demonstrating several costed prototypes at Toy Fair and can also show the trade the full breadth of options available. Movies Inc. looks forward to meeting toy companies, retailers and distributors during the show, and appointments can be booked on the contact details above.

iDance

www.idanceintl.com cf@idanceintl.com Upper National 60 iDance, which specialises in music-making equipment, lighting, headphones and associated tech for kids, has launched a new DJ station aimed at beginner and intermediate level DJs. The Deejay Station XD301 sees iDance push the boundaries of size. Measuring 52cm wide x 25.5cm deep, this is the biggest DJ station for kids aged 5-16-years-old. Complete with two XXL turntables, plus a scratch sensor on both the left and right, the Deejay Station XD301 comes fully integrated with a range of music content ready to mix, so kids can practise DJing without needing to add any external audio sources. The contents of Player A and B let kids enjoy hip-hop, house, techno, disco, reggae, or funk audio loops. The crossfader, located in the middle, lets kids mix and blend the loops together. Two space control sensors then let young DJs start loops or play sound by simply moving their hands over the top of each sensor, as if by magic. iDance’s Deejay Station XD301 is powered by a rechargeable lithium battery and comes with two speakers. Bluetooth is also built-in so kids can play music from their digital devices. The USB port will be appreciated by those who favour plug-and-play thumb drives. With two high quality aluminium faders for bass boost and volume control, kids can crank the music and rock the party. Deejay Station XD301 will be on show at the fair, where the iDance team will be pleased to demonstrate its complete DJing line-up to visitors.

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We’re heading to Toy Fair 2023!

Come and try out our new kits at Stand UL191 (Grand Hall)

2023 KAP Toys

01423 368 888 | www.kaptoys.com | orders@kaptoys.com Upper National 66 KAP Toys returns to London Toy Fair with an unmissable line up of products from across a number of categories, spanning a wide range of price points and tapping into some of the hottest licences from kids’ and family entertainment. The company is known for its enthusiasm, dynamism and dedication, qualities that continue to be reflected in its portfolio of toys suitable for all retail formats. The aspirational, kawaii Fuzzballs property has earned itself over 1b social media downloads and a global following of passionate fans. Invented by British creator Marc Sach, KAP Toys has developed a full range of plush based on the Fuzzballs characters, from pocket money price points through to giftable goodies, all of which draw on the Fuzzballs’ love of food, gaming and happiness. Any retailers looking to stock products that bring smiles to kids’ faces and make people feel good must not miss this range, which will take pride of place on the company’s Toy Fair stand. The 85-year-old powerhouse property Beano joins KAP Toys’ portfolio. The company is developing a range of toys, including plush, based on the comic founder Nat Southworth (and many others in the UK & Ireland toy industry) read as a child. These toys, which will start at highly attractive sub-£10 price points, will help Beano celebrate its landmark achievement. Toy Fair visitors are invited to find out how KAP Toys can develop Beano product for stores that will capitalise on this truly multi-generational brand. Fuzzballs plush and the company’s new Beano toy range will both support KAP Toys’ existing award-winning line of Among Us toys. The online gaming community continues to seek out new licensed products based on top gaming IP, making this an exceptionally strong year-round category. KAP Toys is further bolstering its already impressive Collectibles category with the addition of YuMe Toys’ Disney 100 Mystery Capsules, the mystery mega-licence hinted at in the December issue of Toy World. The new mystery unboxing experience captures the essence of 100 years of Disney magic. Each capsule opens to reveal clues, cards, accessories and a highly detailed Disney figurine. The toy range’s innovative design means the packaging morphs into a display stand, making this a true collectors’ line and one that will be appreciated by fans of all ages. KAP Toys is also bringing to the market a range of sub-£10 Hello Kitty collectibles that need to be seen to be appreciated. The company has also announced that it is working with Cicaboom of Italy, sister company of Sbabam, to bring its Marvel Mission Arena Trading Card Game to the UK & Ireland. This TCG brings all the power and intensity of the Marvel universe to the world of trading card gaming. Other Cicaboom products related to the Marvel universe include Puniz squishies, three series of 3D Boomez, and Wooblies. Cicaboom has recently been developing its own property by combining flowpack packaging, comics and animated content enjoyed online on both YouTube and TV. The Letrabots brand, a collectible line of letters that transform into robots, has developed into its own universe made up of games, eight different collectible series, comics, animation and cartoons including the Letranimals range, a line of collectible dinosaurs. The Ciccaboom ranges will be available to view alongside KAP Toys’ own brands.

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2023 Dolu Toys

07850 779 797 | www.dolu.com | Sales@SJR-Associates.co.uk Stand B100 Manufactured in Turkey, Dolu Toys is moving from strength to strength in the UK and now supplies more than 85 countries worldwide. The company will once again be showcasing its products at London Toy Fair, on an even bigger stand than ever before. For the first time, the company will also be able to present its full range of Mattel licensed products. The impressive line-up draws on Mattel’s rich brand catalogue and includes a bespoke Fisher Price Playhouse as well as a Sand & Water Table. Both items faithfully represent the Fisher Price brand and its iconic characters: a purpose-moulded Giraffe head pops out of the playhouse and also features on the Sand & Water Table, complete with added water function. The Fisher Price monkeys also swing into action on the table, enhancing the play value. To further elevate its Mattel products, Dolu has made the most of in-mould-labelling (IML) to depict the characters or branding: for example, Barbie and her friends on the Barbie Playhouse and Picnic Bench. IML is not a simple decal that could peel or scratch off from the item. Instead, it is a design that is applied in the plastic itself during production, ensuring the integrity of the product design and strength, and safeguarding it from the elements or little fingers. It is not possible for kids to peel the designs off, a strong selling point of the range. Dolu’s Mattel line-up also includes the impressive Hot Wheels Foot-To-Floor First Moto. The company will also be showcasing an assortment of own-brand ranges, including the company’s new First Car. Unlike anything else on the market, this exciting concept has been three years in the making, with prototypes shown at Kind + Jugend and the Harrogate Nursery Fair as well as the Preshow Noel Deauville in France last year. The reception from the trade has been exceptional. This smart car features a strong and robust design with a working parent brake, removable parent handle featuring a bag hook, a coffee or bottle holder, a movable sunshade, a reclining seat, soft wheels and activities for the baby. The car will also grow with the child: the removable foot plate creates a foot-to-floor car once young drivers are big enough. Much thought has been given to colours. Based upon feedback from visitors to the shows, Dolu will be offering the car in three attractive new pastel colours. Based upon the success of its own-brand trike, which was similarly well-received and remains hugely popular to this day, the company predicts its latest major launch will ultimately become a popular and highly sought-after addition to any outdoor range. Dolu continues to see incredibly strong demand for its products, not just in the UK market but across all 85 countries the company supplies. With sourcing product from outside the Far East now arguably more important than ever before, owning to issues with freight, factory reliability, supply chain transparency and the crash in USD, Dolu is able to meet the needs of a wide range of retailers. Based in Turkey, with its factory just outside Istanbul, Dolu offers an easy option for supply. Customers benefit from a reliable, flexible service from factory to final warehouse, with delivered product priced in GBP, no MOQs per item and short lead times. Dolu has been in its new 65,000 square feet factory over a year and now has double the stock on hand – an increase of approximately 180% from this time last year. The company states that over 90% of its range can be delivered into UK warehouses for less than the products would be bought for elsewhere. Dolu offers far more than just spring/summer lines, manufacturing over 300 products for all seasons. To book an appointment at London Toy Fair, contact Steve Richardson on 07850 779 797 or email sales@sjr-associates.co.uk.

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2023 Alpha Toys

00 353 67 63800 | info@banaghans.ie Stand N21 Siku is a high-quality German range of die cast vehicles covering many categories from farm and construction to emergency services and recreational. While traditionally best known for its 1:32 models, particularly in the farm category, there is now tremendous interest in the pocket money blister models range. With a wide array of models and many new launches, it has become a staple range for many stores and has many fans looking for the newest models at affordable prices. The range covers a wide assortment of vehicles. including cars, trucks, planes, trains, buses, diggers and tractors, with all the main licences such as Bugatti, Lamborghini, Porsche, Bentley, Range Rover and Jaguar in cars; New Holland, John Deere, Massey Ferguson and Fendt in tractors; and construction favourites such as JCB, Liebherr and Volvo. Easily merchandised on a hooked slat wall, the optimal way of displaying the Siku blister range is on a robust Siku branded spinner stand. Siku spinner stands come in different sizes so retailers can pop by the stand to see the best solution for them. Siku die-cast models are available across all categories in three scales - 1:87, 1:50 and 1:32, so whether customers are looking for a pocket money pick up or to spend a little more on a gift, there is something for everyone in the Siku range. New releases, limited edition lines and combination gift sets feature across the year so there is always something new for collectors to look out for.

Moose Toys

01637 882200 | www.moosetoys.com sales@moosetoys.com Stand N15 Moose is proud to have become one of the top performing toy manufacturers in the UK in 2022 and is excited to showcase and reveal the breadth of product it will be launching at London Toy Fair 2023. Following in the footsteps of 2021’s global Christmas sales phenomenon, in 2022 Moose launched Magic Mixes Magical Crystal Ball, which won a Toy of the Year (TOTY) award for Creative Toy of the Year - Moose’s second in a row for Magic Mixies. The magic will continue as the brand continues to expand in 2023. Many Moose products were top of toy wish lists all over the world this Christmas, including the award-winning new Little Live Pets product, Mama Surprise. Little Live Pets will be celebrating its 10-year anniversary in 2023, and Moose has plenty in store to make it the brand’s best year ever. There will be birthday celebrations on the Moose stand, along with the chance to meet pre-school favourite Bluey. A lower priced cauldron, the Magicolour Mixies Cauldron, will be launched from early 2023, enabling kids to create their Magic Mixie Plush by sprinkling dust, adding a naming scroll and water, then watching as the bubbling and fizzing reveals the Mixie and other magic surprises inside. Mystical colour changing magic, including characteristics on the Mixie itself, means repeat play is weaved throughout the product and accessories. The magic will astound and surprise them as they create a new cute furry friend and this potion play element to the line will be extended in an even more magical way into autumn/winter 2023. There will also be further expansion into the games category for 2023, heightened focus on licensed brands and continued innovation in the world of magic.

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2023 University Games

020 7254 0100 | www.university-games.co.uk Stand E50 University Games and The Lagoon Group will be launching over 50 new lines in 2023, including a series of innovative new strategy games from the Kickstarter phenomenon Forbidden Games, an exciting new range of Marble RaceTrax Sets and new innovation within the mystery games category. Mission: Black Hawk takes Mystery Case File Games to the next level with an all-immersive multimedia experience that utilises AI. Black Hawk is a live mission to create and execute a plan to stop a cyber-attack. Using a mixture of physical and digital clues, players race against the clock to put plans in motion, while AI lets them talk to agents and pull the strings behind a high stakes heist, all while working against the cartel. Offering 150 minutes of game play, this interactive Case File game takes mystery games to the next level. The last three years has seen a huge growth in strategy games sales, so University Games has introduced the innovative series of Forbidden Games strategy titles to the UK. Born from a Kickstarter campaign in 2018 and successfully launched in the US since then, the Forbidden Games range has gone from strength to strength in the strategic games market. For 2023 there are four games available: Raccoon Tycoon, a gateway game for players aged eight years and over, as well as Mosaic, Lizard Wizard and Dungeon Party. These challenging but accessible strategy games take approximately two hours to play. University Games will also launch a series of Marble RaceTrax Sets, a completely recyclable marble race option. With four different size sets available, ranging from four to nine metres of track, players can create their own recyclable marble racecourse before watching the marbles take different paths as they race to the finish line. The unique racecourse design means multiple marbles can be released simultaneously, taking different routes to try and get to the finish first. Pointless is one of the UK’s most popular quiz shows. In each episode, contestants dive into the depths of their general knowledge to try and come up with the answers noone else can think of. Board gamers can now enjoy the best-selling Pointless board game, with all-new questions for 2023 as well as the mini replica trophy for the winner. Also available is a scaled-down, mini-game version ideal for travel and camping trips. Also joining the family games portfolio for 2023 is Irritable Vowels, a chaotic, a fast-paced word game that will get everybody on the edge of their seats, trying to create the most words. With the growing popularity of online word games, Irritable Vowels is a great way to make this brain teasing activity accessible for the whole family. Between them, University Games and Lagoon offer games, puzzles and gifts that bring fun and entertainment to the entire family, from pre-schoolers through to adults and everyone in between. Visitors to the stand will be able to see the complete 700-strong product range.

Canal Toys

01904 379 123 | www.canaltoys.co.uk | sales@canaltoys.uk Stand F90 Following the massive success of the original Studio Creator in 2020, Canal Toys continues to keep the Studio Creator brand fresh with the new Studio Creator Podcast and Vlogging Kit and is looking forward to showcasing the range at London Toy Fair. Teenagers enjoy consuming video content and view social media as an essential part of their lives. With the Studio Creator Podcast and Vlogging Kit, creating content to share with friends and family becomes both fun and affordable. Everything needed for podcast and vlogs is contained inside the box, making creating, editing and sharing content easier than ever. This kit is jam packed with everything for influencers, TikTok, YouTube, Instagram and more. It includes a bright LED light for perfect lighting and a condenser microphone for recording clear quality vocals, enabling users to get the perfect content for making TikTok and Instagram videos look more professional in minutes. There’s also a handy tripod stand that can be used as a grip for onthe-move recording. Users just need to plug in their phones and start shooting. The content can then be edited in the user’s favourite app and is then ready for sharing. Visitors are welcomed to the Canal Toys stand at Toy Fair to view the Studio Creator Podcast and Vlogging Kit, which will both be available in January 2023, along with the rest of Canal Toys’ latest products.

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2023 Ravensburger

01869 363 830 | www.ravensburger.com Stand N13 Ravensburger kick-starts the first half of 2023 with new product launches across its portfolio. An early highlight of the year will be the celebration of 100 years with long-standing partner Disney. The much-loved Labyrinth game has a bespoke Disney 100 anniversary edition, and there’s also a new 4-in-1 D100 game which will launch for autumn/winter. Spring will see the launch of a collection of six Disney 100 branded 300pc puzzles celebrating Disney’s most-loved characters, while a Disney Castle Collection of seven 1000pc adult puzzles will also be released, featuring Snow White, Elsa, Cinderella, Rapunzel, Aurora, Jasmine and Ariel. Ravensburger acquired the Brio brand several years ago and since then business has grown year on year in both product evolution and retail sales. After 65 years of success in wooden track railway, the range now includes Smart Tech Sound technology that is fun to use for toddlers. New products will launch throughout the year including the Turbo Train, Brio’s fastest battery-operated train to date, as well as an anniversary track set. In puzzles, new additions for spring/summer 2023 include Paw Patrol, Bluey, Barbie and Marvel’s Spider Man. There are also generic lines launching featuring unicorns, pirates and dinosaurs. In adult puzzles, more than 70 new designs launch across the entire Ravensburger portfolio range including animals, wildlife, nostalgia, cottages and landscapes. More than 50% of the adult range is developed in the UK and the company is an ongoing supporter of local artists and illustrators across the country. That’s aside from the many adult puzzle licences and new lines which will launch across this year. The major 3D puzzle launch for 2023 is the Apollo Saturn V Rocket which stands at over 90cm and will be launched for AW23. Pre-approved by NASA, it includes a base stand and has a STEM approach with educational information included in the packaging. Ravensburger’s games business has grown exponentially in recent years, particularly in the immersive games category where the Villainous brand has become an international best-seller. The Adventure Book Games range continues to be popular, and an exciting new franchise will be announced in February at Nuremberg. Early Memory Games feature Gabby’s Dollhouse and Disney’s Encanto, and there is also a new Peppa Pig camera game. Anniversary editions are always popular and in 2023, Bugs In the Kitchen celebrates 10 years, while Scotland Yard has a 40th birthday. ThinkFun’s product range continues to grow with the new Super Mario Magnetic Travel Puzzle and Mariocart Logic Game. GraviTrax, the construction marble-rolling track system, has exciting developments in place for the second half of 2023. A range of three games, GraviTrax – The Game launched in 2022 as an introduction to the system and a fourth Game, Pro Splitter, launches in March. The first half of 2023 sees four new elements add variety to the gameplay, and the brand has more launches planned for the latter half of 2023.

PMS International 01268 505 050 | www.pmsb2b.com sales@pmsplc.com | Stand F50

Q4 2022 proved a massive hit once again for pranking duo Elfie and Elvie of Elves Behavin Badly. A focused TV and social media advertising campaign across November and December successfully supported the brand’s retail partners. It has been several years since PMS last dipped its toe into the world of TV advertising, but the results this campaign has achieved have been ‘remarkable’, it says. The Elves Behavin Badly YouTube channel, meanwhile, has attracted very strong viewing figures with some videos amassing over 1.5m views within just a month of launching. This year will see continued investment including new licensing partners for the brand. Elves Behavin Badly has cemented itself as a Christmas tradition globally and continues to build hype and excitement at both retail and wholesale. Eco packaging was a buzz topic in 2022 and one that PMS feels will continue to be a focus for the foreseeable. To complement the eco packaging narrative, PMS produces an extensive range of Your Planet eco plush toys manufactured using 100% recycled post-consumer plastics. Your Planet items are proving a success at retail. New for 2023 is the Wobble Bottoms plush range. These bean-filled plush toys always seem to fall on their feet. Very positive product previews have been backed up by solid initial customer orders. This year cannot be discussed without mentioning the coronation of the King, which will no doubt be celebrated with street parties, flag waving, bunting and full-blown patriotism. PMS offers an extensive range of King Charles memorabilia and a fully stocked range of Union Jack products. For Elves Behavin Badly licensing opportunities, contact John CostiMouyia at jcostimouyia@pmsplc.com, and for further information on everything else, contact the team on the details above.

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PRECISE TV LOUNGE AT THE TOY FAIR

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Precise TV is the award-winning world’s first and leading Kid-Safe COPPA certified YouTube advertising platform using contextual intelligence to deliver brand safe, relevant and privacy-compliant video campaigns reaching young audiences and families. We have developed our technology over the last seven years because of the media wastage problems on YouTube. In our research (PARK study), we typically see 40-60% media wastage for toy brands advertising on YouTube. Our solution removes this wastage and improves return on advertising spend by 2-4X across YouTube, TikTok and CTV. This revolutionary new technology also allows us to track the true impact of your online advertising to offline sales using a powerful combination of media mix modeling, sales lift and attribution, leveraging data science-led forecasting.

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Our platform ensures your ads only appear next to videos that are relevant to your audience and safe for your brand, directly impacting your bottom line. With the continued decline of kids audiences on TV, YouTube now has the highest reach with kids. Our PARK research states that 9 out of 10 kids visit YouTube every month. Something not to be taken lightly. This year we will be hosting “The Precise TV Lounge” at The Toy Fair (stand UL130) where you will have the opportunity to learn more about what we do and how we can help your brand with a cup of coffee and slice of cake. Even better, all coffee between the hours of 10am and 11am across all three days will be free!

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2023 ToyTopic

sales@toytopicgroup.com Stand G94 Following a year of significant growth and expansion, ToyTopic is announcing exciting new product developments and sustainable plush options at Toy Fair, establishing itself as a noteworthy player in the toy market. With its strategic partnership with WowWee and strong relationships with leading licensors bolstered by superb retail listings, the company will continue to build on the business in 2023. The multi-territory licence agreement with Hasbro has proven highly successful, with best-selling Peppa Pig toys already in the marketplace. The partnership is expanding by introducing new licensed toys based on a selection of Hasbro’s top brands, including My Little Pony. ToyTopic is also delighted to welcome Peter Rabbit to its portfolio of high-profile brands, showcasing new hand puppets for 2023. Additional licensed introductions include an adorable Peppa Pig & Paw Patrol Snuggzies range, as well as Paw Patrol, Peppa Pig and Peter Rabbit Fun & Learning Mats. More brand licensing announcements that promise to expand the company’s relationships and partnerships are to be made at Toy Fair. Developing its strategy for environmentally friendly and sustainable production, all proprietary plush from ToyTopic is now available as a 100% recycled option. ToyTopic’s strategic partnership with WowWee continues to flourish. The company is growing its product ranges and introducing hot new brands. Introduced late 2022, the My Avastars Fashion Dolls line has proven to be a retail success already and ToyTopic is expanding the range with three new dolls. The Got2Glow fairy play universe enables kids to find, collect and share virtual fairies, and will expand with magical new products and play scenes. Animal lovers will be delighted with a new Meta Cubez launch, to be showcased at Toy Fair. Making waves in the outdoor toys category, ToyTopic is introducing a Nerf Super Soaker range and expanding the Hasbro Splash Games by WowWee range for summer 2023, bringing classic brands into the garden in the form of supersized family games with added water fun. Readers can follow ToyTopic on Instagram to stay up to date with all the latest news and product releases: @toytopicuk.

Bladez Toyz

02392 658 255 | www.bladeztoyz.co.uk | sales@bladeztoyz.co.uk Stand F18 Bladez Toyz has announced the addition of Minecraft to its portfolio of brands and will showcase a preview of the product range at London Toy Fair. Available for autumn/winter 2023, the new Minecraft range will continue Bladez Toyz’ mission to create exciting, innovative and sustainable arts & activities toys, bringing characters to life with well-priced, easy to build kits. Bladez Toyz continues to grow its Batman Radio Control range. One of the new products launching is the 55cm Batman RC Mission Truck; with a removable container to stow all of the mission gear, this jumbo articulated hauler delivers RC fun with Batman graphics and LED headlights. Bladez Toyz will also launch Armoured RC Racers, which come with tough protective guards and can be raced at speeds up to 15m/h. With full 2.4GHz radio control and rubber wheels, they also feature a cool LED underglow for night-time missions. Available in Batman and The Flash styles, this new generation of 24cm RC vehicles offers precision steering experience indoors or out. Visitors to the Bladez Toyz stand at Olympia are advised to look out for the huge pink wall where the new Barbie range can be found. 2023 will be a big year for Barbie and the Barbie Extra Make Your Own Pop-Up Party House is the latest kit from Bladez Toyz that gives kids the opportunity to make fun new play environments for Barbie from sustainable materials and comes at a competitive price. When complete, this easy to assemble, tough recyclable board kit stands at 35cm and can be decorated with repositionable stickers to produce the ultimate customised party house. Ten LED lights have been added for night and day modes. With a new low price point, Science Maker Kitz continue to introduce STEM elements with a Barbie twist. Along with new RC vehicles coming for autumn/winter, this means the Bladez Toyz 2023 Barbie line covers price points and purchase occasions across the board. Still with Mattel, Bladez Toyz is switching up collectible kits with Mini Maker Kitz Monster Trucks. These are Hot Wheels cars that kids can build, now with an all-new hybrid build system. The plastic chassis parts simply pop out from the model kit style sprue and snap together, then rubber wheels are added and powered up with pull-back motor. Then parts to assemble the truck body are popped out from a flat sheet, before the vehicle is customised with stickers. There are eight styles to collect. Bladez Toyz will take Maker Kitz to the next level in 2023 with Advanced Maker Kitz: hobby style kits which use easy to assemble snap together plastic parts to make 23cm RC Hot Wheels. Launching for autumn/winter 2023, Maker Kitz Advanced makes a great project for parents and kids to work on together, integrating tech to sneak STEM elements into the fun. Bladez Toyz also continues to expand its range inspired by the Wizarding World with familiar characters like Hedwig from the Harry Potter series and a Niffler from Fantastic Beasts joining the collection of fun, easy to build kits with a twist. Once the 15cm sustainable cardboard kits are assembled, the finishing touch is realistic ‘doll’ eyes that really bring them to life. Bladez Toyz will also be showing all these new products at Nuremberg.

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2023

PlayMonster UK

01628 488 944 | trade@playmonsteruk.com www.playmonsteruk.com | Stand G10 PlayMonster UK is adding to its expanding games range, introducing the 100% sustainable WWF Wild Scenes, debuting new Glo Friends and getting creative with new FabLab sets in 2023. The new WWF Wild Scenes Grow & Play range, created in collaboration with WWF, the leading independent conversation organisation, is made with 100% recycled materials, 100% recyclable packaging and contains no single-use plastic. The new range, which launches for SS23, identifies with WWF’s mission to create a world where people and wildlife thrive together, and the play sets enable children to grow and preserve amazing green habitats for orangutans, tigers, elephants and pandas. Each set comes with seeds that have been cultivated using no genetic modification or toxic chemicals that can be harmful to the planet. The recyclable lid also doubles up as a propagator, helping the seeds sprout into lush greenery. There are four to collect: Tiger’s Hideout, Orangutan’s Treetop Adventure, Panda’s Bamboo Forest and Elephant’s Watering Hole. The FabLab range highlights include the new Soapy Sculpts and Pamper Party, launching for AW23. Soapy Sculpts feature a unique range of fragranced soaps that can be moulded into a cactus, avocado, pineapple and ice cream scoop and, once set, can be displayed on the included soap stand. Pamper Party is a creative self-care set, full of favourite cosmetics, and children can create four special present gifts for family and friends including lip scrubs, face masks, Jelly soap and a bubble bar. Following the successful launch of Spirograph into the UK PlayMonster portfolio, 2023 will see two new fun and versatile Spirograph lines. Spirograph Window Designer allows children to create and layer amazing spiral designs on windows or mirrors, which can be easily wiped away, while for on-the-go fun, a new Spirograph Electronic Doodle Pad is the first 100% mess free and digital way to create spirograph designs. Both will be available for SS23. PlayMonster UK’s games portfolio goes from strength to strength. The award-winning 5 Second Rule portfolio will be boosted with the introduction of 5 Second Rule Topics, launching SS23, to bring new themes and content in Sports, Entertainment and Family. The new 5 Second Rule Relay, launching AW23, is a fast-paced twist on the 5SR game. Players are challenged to name one thing in under 5 seconds and then pass the relay baton on before they get timed out. However, everyone must answer the same question with a different answer. Pigs on Trampolines, launching AW23, is a new fast-paced and fun game for all the family. Players use the trampolines to bounce their pigs into the pig pen and try to land in the mud puddle. If their pig lands in the mud pit, they get a mud splat; the player with the most at the end of the game wins. The new pre-school Glo Friends range introduces sensory play and reading. With four interactive play modes and over 90 songs and sounds, children can wiggle, hop and stop with Wigglebug, launching AW23. Free Play uses motion sensor technology to react to children’s movements such as spinning or hugging, Active Mode uses dance style exercises to get children up and moving around, and Calm Mode is perfect for a story time. There is also Sleep Mode which plays a lullaby or ambient music to create a calming bedtime routine.

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2023 Tonies

www.tonies.com Stand C42 Toy Fair offers the perfect opportunity for new and existing retailers to experience the interactive magic of the Toniebox and Tonies range. 2022 was a hugely successful year for Tonies, which was named the fastest growing pre-school brand in the UK. This momentum is set to continue well into 2023, with the introduction of even more exciting new products further strengthening the brand’s popularity with retailers and families across the UK. The Tonies 2023 collection includes new accessories and licensed Tonies ranges, plus numerous new story, music and educational content Tonies. A significant launch for this year is the Sleepy Friends collection, which will make its exclusive UK debut at Toy Fair. In a pivotal, brand-defining moment for the company, the Sleepy Friends range includes the first ever Tonies-licensed Tonies range and a new Night Light Sleepy Sheep Tonie. The collection has been designed to support families with bedtime routines, rated as the most popular reason for using the Toniebox by consumers in a recent Survey Monkey study. An impressive 87% of respondents said the Toniebox assists in making bedtime routines easier, inspiring the development of the Tonies Sleepy Friends range. Launching in March, the Sleepy Friends Tonies collection includes three loveable characters: Sleepy Bear, Sleepy Rabbit and Sleepy Sheep. Each Sleepy Friend Tonie has been created to encourage the perfect sleep-inducing environment to help little ones drift off, creating calmness, peace and relaxation to take the stress out of bedtime routines. Sleepy Bear Tonie sets the tone for relaxation, with a feel-good story about bedtime routines perfectly balanced with calming music and songs. Sleepy Rabbit plays warm, classical music, with soothing harps, pianos and violins alternating as the lead instrument. Sleepy Sheep plays lullaby melodies featuring relaxing instrumental music combined with different nature sounds. The new Night Light Tonie will be launching in Q2. This larger-than-life Sleepy Sheep Tonie will quickly become a child’s best bedtime buddy. Harmoniously combining soothing audio content with a calming 4-mode night light feature, the Night Light Tonie creates the perfect ambience for blissful bedtimes and comforting night-time reassurance should kids wake. Versatile and practical, the Night Light Tonie can be used with or without the Toniebox, is easy-to-clean, can be set with a 30-minute auto turn off timer, and boasts an impressive 100+ hours of rechargeable battery life for extra peace of mind. The Night Light Tonie also comes with 90 minutes of music as well as relaxing water and nature sounds. Parents can personalise it using the self-record function to record their child’s favourite stories too, making it the ideal bedtime companion. The Tonies team is looking forward to meeting visitors and talking them through the upcoming collections. For further information or to make an appointment, contact Robyn Relph at robyn.relph@tonies.com.

The Lego Group

01753 495 000 | www.Lego.com Olympia Room At this year’s London Toy Fair, the Lego Group will be exhibiting a whole range of products. The latest additions to Lego Friends will be launching, including Aliya’s Room, Heartlake Downtown Diner and Heartlake International School. With the Lego Friends Aliya’s Room, Aliya’s friend Paisley is visiting for a sleepover. Aliya's bedroom is the ideal spot to write creative stories with the paper, pen and laptop. Aliya and Paisley can have a snack at the cloud table and hang out with Aira the puppy. There is a cosy window seat to sit in and watch a movie or read a story, and when it is time to sleep, there is an extra bed to pull out so Paisley can stay over. The Lego Friends Heartlake Downtown Diner is where Aliya heads to hang out with Liann, who arrives on her skateboard. There are songs to be chosen on the jukebox, or games to be played on the arcade machine. The girls can order Charli’s famous giant sandwich or there are ingredients in the fridge for custom made sandwiches. There are seats outdoors and there is also a mischievous cat who loves to visit the diner. There’s lots to discover at the Lego Friends Heartlake International School. Autumn’s favourite class is Science, where Aliya and Autumn can care for the class pet, Bunsen the hamster. Children can play with Olly and Niko in the cafeteria or climb the rainbow stairs to hang out in the outdoor area. There is an Art room for the Lego friends to get creative, and after class they can go outside to skateboard or play basketball. The Lego Group will also be exhibiting the Lego Bugatti Bolide, the perfect build for motorsports fans. Kids can build and explore the working W16 engine, steering and scissor doors of this Bugatti racing car model. The Bugatti Bolide features a yellow and black colour scheme and comes with sticker details to add the finishing touch. Also new in the car territory is the Lego City Electric Sports Car, where children can build and explore behind the wheel of the lightning-fast Electric Sports Car, with futuristic design, eye-catching neon-yellow detailing, cool wheels and huge rear spoiler. There is a solar-powered charge point for charging the car before taking it to the nearest racetrack. The Lego City Custom Car Garage has a smart configuration wall to create amazing designs. The mechanics can fit cool headlights, rear spoilers and bumpers for rallying and drift racing, and the vehicles can be driven onto the ramps for modification, painting and welding. With the Lego City Emergency Vehicles HQ children can play with the fire, police and ambulance teams: the firefighter helicopter can be launched from the rooftop helipad, the emergency ambulance can race to the rescue and a motorbike can be chased in the police SUV. Visitors to Toy Fair who wish to make an appointment with Lego should do so on the contact details above.

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U.K. sales contact: Sina Erhardt– Export UK & Eire • eMail: s.erhardt@klein-toys.com

2023 Galt

01614 289 111 | www.galttoys.com Stand E9 The JumboDiset/James Galt team will be once again presenting its latest lines at London Toy Fair. Core highlights include everything from the company’s evergreen Playnest to its category-leading science kits. These kits make science fun and adhere to STEM principles, attracting a new audience of future scientists each year by appealing to kids aged five and over. Within its party games catalogue, the company will be launching a new music game. Hitster is bound to be a big hit with music-lovers of all ages and encourages musical family fun across the generations. The company is going through some exciting changes, with new acquisitions promising to change both the way its plays and what it plays with. Visitors to the show will be among the first to hear the latest news on acquisitions and find out about JumboDiset/James Galt’s exciting first-time marketing plans for 2023. The evergreen Galt brand is launching a new pocket money range of Mini Makes as well as new 3D Paint It ranges, while its Infant and PreSchool range also welcomes some engaging new additions. Wasgij - the addictively unique jigsaw brand that tasks puzzlers with using their imaginations to piece together the Wasgij 'solution' - sees six new releases arrive this month. As the host country for this year’s contest, a Eurovision version is also launching in April. Falcon unveils a special edition Kings Coronation puzzle to mark the Coronation on 6th May, giving puzzlers something both relevant and mindful to do on their extra bank holiday off. The team continues working hard to improve the sustainability of its entire product range and is keen to share its progress with visitors at the show. Particularly noteworthy steps forward have been seen within JumboDiset/James Galt’s craft and puzzle ranges, which continue to support the STEAM and educational elements so critical to child development. The team is looking forward to demonstrating the efforts it is making without compromising on the value or quality of its ranges. This, the company says, is why people are always pleased to receive, and proud to give, one of its products.

Melissa & Doug

0800 731 0578 | www.melissaanddoug.co.uk service@melissaanddoug.com Stand E21 London Toy Fair will see leading wooden toy brand Melissa & Doug showcase a range of new product launches alongside its existing portfolio of award-winning timeless toys that spark children’s imaginations and foster open-ended play. In 2022, Melissa & Doug entered the 0-2 years sector for the first time in the company’s 30-year history with the successful launch of its new Infant Toddler range, predominantly made from FSC-certified wood and designed to nurture multiple developmental skills. Hero products in the range include the Melissa & Doug Wooden Shape Sorting Grocery Cart, a multi-dimensional toy that encourages numerous skills, and now there’s another standout item set to delight parents and children. Launching in spring/summer 2023, the Work and Play Desktop Activity Board is an adorable wooden play set that allows toddlers to imitate their parents and pretend they too are busy ‘working from home’ on their ‘laptop’. As with every toy in the range, there are in-built developmental features and sensory play is enabled via a peek-a-boo mirror, spinning pencil and flip-top coffee mug. Also new is the Barber Shop Play Set, designed to develop role-play and social skills among children aged 3+. The play set comes with 16 accessories, so budding barbers can run their salon, trim hair, shape beards, or offer a ‘traditional’ shave with brush and pretend shaving foam. Puzzles are also a key focus for Melissa & Doug this year and the brand is refreshing and relaunching a selection of its most popular items, plus adding new SKUs, including the Gear Puzzle: Underwater and Gear Puzzle: Animal Chase, both featuring dynamic gears which bring the completed puzzle to life. Alongside these 2023 launches, Melissa & Doug will also be displaying its award-winning core range. Top products include the best-selling Wooden Ice Cream Counter and the Super Smile Dentist Play Set. The Melissa & Doug Multi-Sensory Pineapple Soft Stacker Infant Toy will also be on display: a toy that helps babies aged 6+ months to explore textures and sounds through self-led play and moments of discovery.

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Special Feature

2023

Toy Fair Season

The Great Reset? After 2023 gets off to a flying start in Q1 with the London and Nuremberg Toy Fairs, just like everyone else, Team Toy World will be watching closely to see what happens with the rest of the trade show calendar. Publisher John Baulch shares his thoughts.

oy Fair season 2023 is set to look very different from the traditional January/ February period. For starters, the longestablished trip to Hong Kong in the opening days of the New Year is off again this year – at least, for the vast majority of European and American visitors. The Hong Kong Toys and Games Fair will still go ahead, although it is expected to be a largely domestic event this time round, with a reasonable possibility that visitors will also attend from other Asian countries such as Thailand, Malaysia, Indonesia, The Philippines, Singapore and the like. However, not many Chinese visitors are not expected to make the trip, which will inevitably impact the overall attendance. The timing of the show is unfortunate; just before Christmas, it was announced that Hong Kong would be scrapping the ‘0+3’ arrangement, meaning that visitors who test negative no longer need an amber health code and can enter restaurants and other premises previously off limits to them. Sadly, the move almost certainly came slightly too late for travelers from the international toy community to make last-minute arrangements to visit this month. While Westerners struggle to understand why China hasn’t followed the rest of the world in opening up, the situation there is a little more complex: many older Chinese citizens were reluctant to have the vaccine, while there have been many reports that the Chinese-made Sinovac is not as effective against newer variants of Covid (such as Omicron) as Western vaccines. Indeed, many Westerners living in places like Hong Kong waited until they were offered a Western

vaccine, rather than place their faith in Sinovac. While the West has learned to a great extent to live with Covid, the virus is apparently still relatively widespread in China; I spoke to someone recently who told me that as many as one in five businesses in China are either believed be shut, or their operation severely impaired, due to Covid infections. When you take into consideration concerns over the Chinese health service’s ability to cope with a surge in cases, the Chinese conundrum makes more sense. When China and Hong Kong do finally open up to the world, there is a strong chance that Covid cases will soar, placing major strain on Chinese hospitals. Who knows what will happen if that proves to be the case? Nevertheless, there is a strong sense that China has little choice but to accept that lockdown rules need to be relaxed; Chinese citizens watching the World Cup were apparently not shown footage of crowds in stadiums – with no-one

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wearing masks – for fear of further antagonizing them. The November protests showed that public opinion is already turning against draconian restrictions, and the Chinese government will also take into account the ongoing damage to its global reputation and, crucially, its business infrastructure. Assuming, therefore, that most restrictions are lifted next spring, what then? This is where we head into the realm of conjecture, and where events in other territories across the globe come into play. We do know that the showroom buildings in Mody Road are not the hives of activity they once were - many companies didn’t renew leases as they expired, with some formerly thriving buildings described as ‘ghost towns’ by local toy community stalwarts. However, some international companies did maintain permanent showrooms in Tsim Sha Tsui, and along with the Toy Fair at the Convention Centre, they will be open for the second week of January. Of course, some major toy retailers have local buying offices, in particular those retailers who run own label programmes and ranges. Indeed, it is this area which almost everyone I have spoken to acknowledges is hardest to maintain without travelling in person to Hong Kong. The January trip, which started as predominantly an FOB buying trip, had grown to become much more than that; but, post-pandemic, will we see a return to its core function? And will buyers still need to go to Hong Kong several times a year? The jury is out, but the majority verdict from my contacts suggests that one trip a year will suffice – and January is probably the best timing. If Hong Kong can get back to what

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it used to be, providing the perfect set-up for vendors and retailers to see as many customers/ranges as possible in a short space of time, it can yet re-establish its pivotal place in the global toy canon. Never underestimate the resilience of the territory and its people. And never underestimate FOMO – if people start to head back to Hong Kong in numbers, how many others will be able to resist the temptation? However, there are other factors at play, chiefly over in the USA, and in particular, in Los Angeles. US retailers and vendors were always an integral part of the Hong Kong scene, but some believe they are less likely to return than other international visitors, with the growing importance of LA-based events being cited as the principal reason. Indeed, not only is this impacting international travel plans, but is has also had a seismic impact on the US trade show calendar. For the first time in 2023, the New York Toy Fair will move from its traditional timing in February to a new slot at the end of September – just after the LA show finishes. Up until now, I have been reluctant to get involved in any debate about the rights and wrongs of the decision. Toy World is focused predominantly on the UK market – had the London Toy Fair decided to move the show by six months, we would have been perfectly placed to comment. By the same token, such a decision by the US Toy Fair is essentially a matter for US suppliers, retailers and trade magazines. Nevertheless, no show is an island, and every event has an international presence, to a greater or lesser degree. I have had numerous conversations about the move of the New York show and the rise of LA with UK and European suppliers, and whilst I don’t feel comfortable ‘taking sides’, I do feel it might help to offer some thoughts about how the move might impact the toy community outside the US. First of all, it’s important to remember that it is not possible to achieve universal approval for any move

Toy Fair Season

of this magnitude. I have spoken to many people who feel it is categorically the right thing to do, and just as many who are utterly bewildered by the move. Let me attempt to examine the rationale behind the move. There was a growing belief amongst a section of the US toy community that the February Toy Fair timeline was too late. Indeed, the show traditionally marked the very end of Toy Fair Season, some six weeks after the global toy community first met in Hong Kong. But when people remarked that it was ‘too late’, too late for what exactly? Essentially, to influence selections from America’s largest accounts – Walmart, Target, Amazon, Costco and the like. These retail behemoths always started their selection process long before US specialist retailers, and especially post-pandemic, there was a feeling that final decisions were taken long before the show started. Exhibiting at Javits isn’t cheap (I have been told by a contact in the exhibition organizing world that it is one of the most expensive venues in the world), and given the large percentage of the toy business held by a handful of major accounts (for many of the larger US toy companies, up to 80-90% from the four retailers listed above), many questioned the commercial viability of a show which didn’t affect the selection decisions of these major players. So far, so understandable. Canvassing opinion from its members, the Toy Association reached the conclusion that moving the Toy Fair forward from February to the end of September was the best course of action. That way, the show would take place right at the very start of the US major accounts’ selection period, theoretically making key exhibitors feel that investing in the show was worthwhile. However, as I suggested previously, the move was not universally welcomed. Many specialist suppliers and retailers questioned the timing – to start with, the new date will mean moving new product development forward by almost four months, quite a significant task. It also means that the New York Toy Fair will take place long before the holiday season has even begun. Opinion varies as to whether this matters – some feel that has no bearing on selections, while I find it hard to believe that retailers would lock down orders for the following year without having any idea whatsoever as to what did and didn’t work at Christmas. Either way, the move is a bold one; metaphorically speaking, it

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2023 sees New York Toy Fair move from the end of the race to the very start of the race…indeed, not just the start of the race, but almost the walk from the dressing room to the track. Ah, “but what about the LA show” I hear you say? True, that takes place two weeks before New York is scheduled to open its doors. But are a preview event and a Toy Fair the same thing? Or are they two totally different kinds of event, with very different aspirations and strategies? Speaking to some of the companies which exhibit in LA, I was told that significant changes were made to some product ranges as a result of feedback during the previews. After all, isn’t that the whole point of previews? Or at least, it certainly used to be. I suspect part of the confusion arises from the fact that many people refer to LA as the LA Toy Show – when I’m not actually sure it is a Toy Show at all. First of all, the very nature of US previews means that some ranges won’t even see the light of day if the Walmart or Target buyer doesn’t like them. Fair enough, if that’s how the math (sic) of the US toy market works for US toy companies – thankfully, I suspect that not one account has that kind of power or leverage anywhere else in the world. Secondly, unlike a traditional Toy Fair which is open and accessible to all, LA is a very exclusive club – it started out as a group of California-based toy companies (less than double figures in number) showing a handful of very major retailers their lines for the following year. It has, of course, expanded significantly. What began as a largely US domestic exercise has turned into a global event. Major buyers from across the world are invited during the second week (as long as Walmart isn’t in the showroom that day – in which case, everyone evacuate…). It has also extended beyond a handful of suppliers; the trip has now become a major destination for global toy distributors to select ranges for the following year, something many previously did in Hong Kong in October. Inevitably, as LA grew in importance, many smaller suppliers wanted to get a piece of the action, taking hotel rooms nearby in the hope of catching a major buyer while they were in town. That is completely understandable, but also slightly optimistic. Indeed, when speaking to a few people about the LA setup, I got the distinct impression that some of the

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Toy Fair Season

established toy companies are less than thrilled about everyone from the industry showing up and trying to crash the party. In a way, I can understand that: if buyers are only in town for a week, they can only see a limited number of people. Because – and this, as far as I can tell, is the crucial element – LA is not at all a userfriendly location. Full disclosure - I have never been to LA, neither for business nor pleasure. That may change soon, but for now, I have to rely on what people tell me. And

building owner to facilitate such a move for a selection of toy companies, which should see anything up to 20 companies housed in the building come next September. It’s an intriguing option for toy companies that are serious about having a permanent base in the area – not just international companies, but even US companies whose headquarters are located in other parts of the country. It’s not a solution for smaller companies or those looking to take space for just a couple of weeks a year, although facilities like that

what they tell me is that getting from showroom to showroom - on time - is a monumental effort. We’re not in TST anymore Toto; showroom buildings aren’t all within walking distance of each other. You either need a car, or a very large Uber credit limit. Some showrooms are up to two hours’ drive from the main pack; on the basis that most of the bigger companies will want to spend at least half a day with buyers (if not more), it is not easy to see 100+ companies in a week, as would have been the case in Hong Kong. Hence the reluctance of the established toy companies to fight for buyers’ time with an influx of ‘out of towners’. Of course, they can’t stop it; the toy trade has always been quick to follow the circus. If major buyers are going somewhere, anywhere…the seagulls will follow the trawler soon enough. One answer for companies looking to establish or grow their US business is to take a permanent showroom in LA – as many have previously done in TST or, back in the day, in the New York toy buildings at 200 5th and 1107 Broadway. Spider International’s Jonathan Busher has been working with a local

are almost certain to emerge in the coming years. Character Options is one such company looking for a long-term home, having already set up a huge permanent showroom within the building. The aim, as I understand is, is to create a destination that will become a hub for toy companies that aren’t already based in LA. It also ticks the box of helping retailers and distributors maximise their time in LA; it will be far easier to sit alongside the current showroom set-up if one venue can accommodate a number of key companies. On so many levels, turning LA week(s) into a full-blown Toy Fair rather defeats the purpose of it. However, the rise of LA as a draw for the toy community, not just once a year but maybe two or even three times - it seems that the September trip will be supplemented at very least by a further gathering in April moving forward – is likely to have repercussions for Hong Kong, New York and indeed other toy shows around the world. It is, of course, still early days, and I hesitate to make

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2023 any definitive predictions about what may happen in the coming years. Next year will give us an inking as to how well the New York Toy Fair will dovetail with the LA event: will the companies which open their doors in LA also decide to pay to exhibit in New York the following week? Will US and international retail buyers have the time to attend both events? Year two should give us more of a definitive sign, as many people will choose to go everywhere next year, partly to evaluate the different opportunities and partly down to our old friend, FOMO. It's not just the Toy Association which will be watching closely. Both the London and Nuremberg Toy Fairs will benefit hugely this year: with no trip to Hong Kong or New York in Q1, these are the only shows in town. But if the New York Toy Fair move is a success, will the organisers feel pressured in the long term to consider moving their shows earlier? Never say never…but personally, I am not so sure. As I touched on previously, no other global market is dominated by a couple of large non specialist retailers. The US is an outlier in that respect. I still question how many retailers lock down their selections – i.e. put a confirmed order in writing – before assessing their festive sales trends. I wonder how many toy companies will be able to adapt their product development cycles to fit in with the new timing, and I remain intrigued as to how many companies would happily put new products on show nine months before they are due to ship it – I bet those toy companies which like to take inspiration from what other companies are doing (the copycats) would love that. Again, it’s the difference between a preview and a toy fair – is there more chance of controlling the flow of information in a showroom setting than on a trade show booth? Despite the fact that, as far as I am aware, both the London and Nuremberg Toy Fair organisers have adopted a ‘wait and see’ strategy, there was even a rumour doing the rounds in the US recently that the Nuremberg Toy Fair would be moving to August in 2024. I am going to go out on a limb and say that feels like complete nonsense to me: would a major European show really going to move to August, when Spain, Italy and France are still in the habit of taking the whole of that month off as holiday? There are many other reasons why I highly doubt any change will be forthcoming, at least until the effect of the move of the New York Toy Fair from February to September is thoroughly evaluated (and I am not at all sure we will get an accurate picture after just one year). For now, hopefully 2023 will get off to a flying start in Q1 with the London and Nuremberg Toy Fairs. After that, like everyone else, we will be watching closely to see what happens with the rest of the calendar. We have no axe to grind, or specific preference – we don’t have a dog in this particular fight. We tend to go wherever the largest groups of retailers and suppliers congregate – critical mass is the driving factor. I suspect many suppliers and retailers adopt a similar approach when assessing the viability of their own trips. One thing is for sure: just because the toy industry has done something a certain way for many years is no guarantee that it will continue to do the same thing moving forward - witness the rapid decline of TV advertising this year. Nevertheless, it is just as important that we don’t just change things because one event has decided it is best for them, and also important that we don’t use the same criteria when judging different shows and trips. Hong Kong, London, Nuremberg, New York, LA…. each has a different audience and a different reason to exist. Ultimately, I suspect that ‘survival of the fittest’ will be the order of the day.

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Company Profile

Havas Entertainment getting the message across Tristan Brooks, managing partner at Havas Entertainment, takes Toy World behind the scenes of Azure Media’s recent merger with the media, creativity and PR specialist, what it means for both company’s clients, and how Havas can help toy suppliers navigate the continuously evolving media landscape. and set-up in terms of our teams’ capabilities and expertise, with digital media located at the heart of everything. Merging with Havas Entertainment has also enabled Azure to maintain its specialism while bolstering its offering with greater access to the wider group’s full suite of services. We continue to evolve based on shifting market dynamics: this integrated model gives us the flexibility to pivot and pull in the expertise needed to meet our clients’ requirements head-on.

How has the reorganisation unfolded? Have there been any particular highlights?

Azure Media joined forces with Havas Entertainment a little over a year ago. Why was it necessary to make this move?

We’ve been watching the decline of kids’ commercial TV as the market transitions towards digital media. The move was therefore essential to ensuring we have the right organisational structure

It’s been a real success so far, and it’s also been great working with likeminded specialist teams. Sharing knowledge and expertise has helped us create an inspiring environment and a real ‘can do’ culture across the agency. Our enhanced set up seems to be resonating with advertisers too - I’d say the main highlight from the past year has been welcoming a total of four new clients. Tamara Strange joined as client partner back in late 2020, responsible for overseeing our client relationships. She’s made a real impact and is helping us achieve client servicing scores of 9 out of 10 once more. She’s also at the heart of spearheading our innovation, which is vital during the period of change

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we’re witnessing.

What would you say are the biggest benefits offered by Havas versus other agencies in the same field?

Several things make us unique in what we offer. Firstly, as mentioned earlier, our set up stands us apart. We’re a core team of toy media and creative experts, and we only represent toys and games clients. However, we also have direct access to the capabilities and services of the wider group on both a local and international level. Secondly, I’d highlight our culture. We really do go the extra mile for our clients in building servicing requirements around their individual business needs. I’d like to think we’re viewed as trusted partners and advisors to our clients, essentially an extension of their marketing teams. This is what drives us - their success is our success. Thirdly, I’d say it’s my team. I’m extremely lucky to work with such a passionate and talented bunch. We’re all motivated by doing the best for our clients and pushing our thinking forwards, but we also make sure we have some fun along the way.

What is Havas’ evolution strategy for 2023?

We’re continuing to focus on increasing performance in digital media, as that’s where our

audiences spend most of their time. When engaging child audiences, we need to address the ongoing decline of kids’ TV by building awareness wherever children are actually spending their time. Let’s not forget, kids’ TV is quite restrictive in terms what you can run. Digital platforms offer greater opportunities for advertisers to be more creative and engaging, whilst also allowing for much more flexibility. There will also be a greater emphasis on reaching and converting purchasers. This means thinking about the audience first and really getting under the skin of who they are: which media resonates with them, when are they in the market and most receptive, and what are the right messages with which to engage them. We have a wealth of learnings from this last year that will help to advance our performance in this regard. We’re also evolving our services. We’ve recently acquired some brilliant digital performance businesses that really bolster our end-to-end solutions for clients, so continuing to enhance our services for our clients’ businesses will be another key focus moving forward.

Has the team expanded since the merger, and will it expand in the future?

The team has grown. It needed to, as we’ve onboarded more clients since the integration. We always aim to build the right team based upon our clients’ businesses. This means our core team of toy experts is supported by wider media and creative teams that benefit from being integrated onto relevant accounts. As we continue to increase our services, our team will continue to grow too.

What are the biggest opportunities in the media, creative, content, data and eCommerce spaces next year – and on the flip side, what challenges are your clients facing?

Agencies need to maximise cost efficient child audience reach for their clients. Kids’ TV has primarily become a ‘frequency media’ rather than a ‘reach media’. The ability to reach audiences at scale is now challenged, so addressing this reach gap by leveraging the right blend of digital video is critical for advertisers looking to drive awareness of their products. Also, as child audiences become harder to reach via kids’ TV, it will become increasingly important to engage purchasers directly to drive purchasing (as mentioned earlier). Creative and content needs to be tailored to audiences and platforms to maximise on the opportunity to engage. At Havas Entertainment, we have integrated dynamic copy optimisation into our services and have had real success this year by increasing creative performance in social channels. Social commerce will become a growth area of eCommerce as purchasers look for greater convenience, and this selling model lets customers complete purchases without leaving social media apps. Working with content creators will continue to be a core component of marketing campaigns. It’s well proven that if you can get the right creator to produce great content, it really does enhance performance - but you’re dealing with people, not media businesses, and therein lies the challenge. We’ve had a lot of success in this area and will be building on this in 2023 to further support our clients in this sector. Understanding eCommerce performance and how to optimise conversions is vitally important for any toy company. We have a very strong eCommerce and direct to consumer product built around our own proprietary tools with direct API feeds. Enhancing eCommerce performance through tech and data is a great opportunity for this year and one toy companies should be looking at closely.

Do you feel the media landscape is going to continue fragmenting/evolving at the same pace we’ve witnessed over the last few years?

I see no reason to think otherwise. Certainly, when we consider ongoing trends, growing fragmentation seems inevitable - a part of the digital world we live in. There will continue to be new platform and app launches, for example Sky announcing it will be launching a non-commercial kids’ channel. That won’t change. However, with Netflix and Disney+ offering part ad funded subscription services, commercial opportunities will also grow in a fragmented market.

What else do you think is important for our readers to consider as they head into 2023?

There’s a growing divide between when retailers want suppliers to start marketing their products to consumers and when the market is receptive to that advertising. In my opinion, retailers and suppliers either need to align their marketing plans with when consumers are likely to purchase or provide really strong reasons why consumers should be buying early. Otherwise, my advice is to hold onto your marketing investment until shoppers are receptive to the messaging. Last year was very tough for the industry, especially across Q4, when macro-economic factors impacted consumer confidence and businesses. This is likely to continue. Going into this year, the silver lining it that there are plenty of useful learnings from last year that will aid planning. Take the time to go over the data and start building your plans early so you’re best prepared for what comes next. To find out more about what Havas Entertainment can do for your toy business, contact Tristan by emailing tristan.brooks@havasmg.com.

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Audit alone is not enough- how IETP provides the best solutions to support the toy industry

Experts in social compliance audits and remediation, The ICTI Ethical Toy Program (IETP) shares insights into its programmes and explains how it ensures transparency and maintains the best supplier assessment and engagement programmes available to the industry in order to achieve a credible ESG strategy. Aoife McCarthy, IETP executive, tells us more.

he ICTI Ethical Toy Program (IETP), formerly the ICTI Care Process, has operated since 2004. Initially created by the toy industry to oversee the implementation of the ICTI Code of Business Practices, the programme has since developed to reach far beyond audit, providing a number of programmes and assessments to meet the changing needs of workers, factories, and buyers. We know that social audits are not, nor should they be, a complete labour standards oversight strategy for a company. They do, however, provide an important starting point for companies which are serious about respecting workers in their supply chain and meeting their legal obligations. To be effective, audits must be trusted. You must be able to rely on them and this is how the IETP programme differs from most other labour standards audit programmes. Unlike other programmes, our work really begins once the audit report is delivered. At IETP, we remediate and close 100% of all non-compliances found in the audit report. Once all non-compliances are remedied the factory is certified. Certification is very different to audit-only programmes; it removes the risk for the buyer. Commonly used audit-only programmes record the issue, but fixing the issue is left to the buyer and the factory. Fixing compliance issues is not easy, especially when you cannot visit the factory. The buyer is therefore left exposed, aware of the issues, but they remain outstanding. In 2022, we remedied more than 5,000 noncompliances. The three most common noncompliances found related to; Personal Protective Equipment (PPE); worker health checks and

chemical storage. If not addressed, these and other non-compliances will lead to significant issues. Our remediation not only closes non-compliances but builds capacity in the factory to ensure they do not reoccur. Certification from IETP saves money, time and resources for companies, providing peace of mind and enabling you to meet your due-diligence reporting requirements confidently. It provides evidence that your suppliers are operating to the standards required. IETP does not cost more for buyers, licensors and retailers than other programmes; quite the opposite, it saves companies many thousands of pounds. Reducing compliance costs is often a company objective, a review of the cost and value delivered by various programmes demonstrates the cost-effectiveness of the IETP programme. IETP also saves money for suppliers and factories; it removes duplication, provides consistency, helps build their capability and gives them access to programmes designed to meet their business needs. IETP is the best choice value programme for buyers and their suppliers. Audits in all product categories can be subject to criticism, with allegations of corruption or other factors influencing the audit report findings. Central to how we operate are two factors: the quality of our programmes and their integrity. As a certification programme, the risk is on us - we are saying through the certification award that this factory meets the standards required. That is why we do things differently. Firstly, we only allow an approved group of auditors to conduct audits on our behalf. These auditors are from one of our approved audit partners

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and they must be an APSCA certified auditor (APSCA is the professional standards body for social auditors, and you can find out more about them at: www. theapsca.org). The IETP team reviews every single audit report, and we decide the next steps; for example, to award Certification, agree the Corrective Action Plan and any Follow-Up actions. We have channels for reporting integrity issues and our operating methods mean you can rely on our audits; the retailers and licensors trust us. When they conduct quality control reviews of their approved social compliance programmes, we come out on top with zero gaps. This means less challenges for toy companies to manage. We work with major retailers and licensors to ensure the IETP program and their requirements are aligned. This collaboration results in lower costs and less audits. In 2022, we rejected 24.5% of audit reports submitted to us by our audit partners. This review process saves your internal teams time; they receive a high-quality, accurate report the first time. Just ask them how many times they must query a non-IETP audit report… IETP wants to help increase the stability of your supply chain. We do this by supporting factories to maintain their compliance. IETP is the only programme to maintain engagement with the factory after the audit; we do this through our Progress Visits, which are conducted 4-6 months after a supplier has become certified. In 2022, we spent more than 1,000 days in factories conducting capability building training. The Progress Visit is an opportunity for the factory to share with us their challenges, and through training and expert advice we help them

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address those challenges, preventing a potential noncompliance from occurring. We work directly in the factory, we know the management, the workers and, importantly, the customers. We know the toy business better than anyone else, no other programme has the depth of industry knowledge as IETP. With some regions still affected by Covid restrictions, there has been an increase in reports of audit delays, particularity with programmes that allow the factories to select the audit firm they would like to work with. IETP is proud that our members are not experiencing such delays. How are we able to avoid these delays? IETP chooses the audit firms for the factory, we also monitor the lead time of our audit firms to further reduce delays and audit disruption. By working closely with a small number of firms, we are kept notified if expected lead times change, allowing us to reassign audits to firms with shorter lead times and therefore avoid disruption. As standard, IETP operates an unannounced audit policy, audits can occur anytime within a two-month period. Based on input from our Technical Advisory Council, which is made up of global factory, brand and retailer representatives, we recently introduced the option for announced audits. Factories can request announced audits; however, Buyer Members are not obligated to accept them, and we maintain the right to refuse announced audit requests based on a factory’s past audit performance and transparency. We understand the real and pervasive issue of “audit coaching”- that’s why our auditors are highly trained. In a Human Rights Watch report published earlier this year (titled Obsessed with Audit Tools, Missing the Goal), Kashyap recently cited: “[t]here’s an entire consulting industry that helps game the system…consultancies to avoid audit scrutiny were particularly pervasive in China and now common in other countries, including Bangladesh, India and Malaysia”. Our auditors are specially trained to identify when a factory is not being transparent, when they are not showing the real information. When we speak with workers, for example, we ask different

questions on the same topic to verify and gain a true understanding of the standards in place. We triangulate data to confirm we are viewing accurate records: for example, — does payroll match reported working hours? Do workers report the same hours as the payroll? Is the factory able to produce the volume of goods ordered or are they using unauthorised sub-contractors? Does shipping information support production data? This robust approach and our expertise mean our audits are relied upon. Without confidence that you are seeing the real situation in the factory, you cannot have confidence in your audits. Only once the real picture is understood can support be given to improve standards. IETP never terminates a factory from the programme if they commit to fixing the issues found on audit; In 2022, we remedied 4,626 noncompliances and 90% of factories renewed their certification. This renewal rate demonstrates the value IETP delivers to directly for factories. It is a case of understanding the real cost of effective remediation and long-term sustainable improvements, cost versus value. In addition to our robust auditing methods, our online Connect platform increases transparency. Kashyap stated that: “a lack of transparency allows poor-quality audits to thrive unchecked, under the radar” - none of our audits go unchecked, ever, and our Connect platform mitigates the transparency risk. Connect stores the full audit history and compliance data of all the factories in our programme. Once a buyer connects with a factory in the system they can: view their full compliance history, access corrective action plans, download audit reports, receive alerts if zero tolerances occur and even access real-time grievance mechanism information. These features give buyers a clear understanding of the real-time situation in their factories and the confidence that issues which occur will be addressed. Our Connect platform also houses the Environmental Assessment data of our factories,

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allowing connected members to gain an understanding of the environmental performance of their entire value chain. The data is digitised and stored allowing for progress to be measured over time. The IETP Environmental Assessment, helps factories share their impacts and is an efficient enabler of scope 3 GHG Emissions reporting. IETP also offers the Social Impact Assessment which provides a verified assessment of the effectiveness of management systems in place to safeguard labour standards at any supplier, agent or vendor within your value chain. This low-cost, efficient assessment is conducted remotely and can be deployed globally, wherever your supply chain extends to. All IETP programmes can be deployed individually, this means IETP has a programme to support all elements of your ESG strategy and your supply chain oversight objectives. We will work with you to identify who should undergo a full on-site audit and who is appropriate for a remote assessment. Remember, as the only specialist toy industry programme, your supplier may already be working with us, so the data is already available to you. We can also help you find new suppliers. In addition to robust auditing methods and technology platforms helping factories and buyers, we have our Worker Helpline. This is a free-to-access grievance mechanism, a compulsory element of our programme. We ensure all workers have access to this anonymous grievance channel and have operated this Helpline with great success for more than 12 years. The Helpline is a confidential service, and we ensure that 100% of cases are closed. We welcome the due diligence requirements being introduced by governments all over the world, agreeing that such requirements are essential to improve transparency and encourage remediation. No other programme offers this benefit to its users. Implementing effective grievance mechanisms is an increasing regulatory demand; by working with IETP you meet this requirement with ease. IETP Buyer Members are provided with real-time Helpline analytics including data such as the number of calls received from their factories, the reasons for calls and benchmarking against the IETP factory universe. There is no additional charge for Helpline use for IETP members. Another reason why IETP delivers much more for companies than audit-only programmes is our Worker Well-Being programmes. These include our commitment to benefit 30,000 children through the provision of quality childcare by the end of 2025, our Family-Friendly Factory Program, and our recently launched Gender Equality Program. Why is IETP your best choice: • We are more cost-effective than audit-only programmes We are the only specialist programme for the toy industry • |We reduce your risks • We sim plify your reporting • We are your one-stop ESG partner As we start 2023, we are aware of the challenges ahead for the toy industry. Record inflation in key consumer markets and high inventories in Q4 2022 have resulted in uncertainties for all parts of the value chain. IETP reaffirms its commitment to the industry, we will help our members navigate the challenges ahead and fully leverage the opportunities. For more information on how we can support you, please contact Todd Merton, Head of Business Development at: todd.merton@ethicaltoyprogram. org or visit us at www.ethical.toys.

2023 Company

8th Wonder A.B.Gee

Aardman Acamar

Agenda Adapt

All About Games Consulting Alpha Toys Amscan

Asmodee UK Bachmann

Bandai UK

Basic Fun! UK BBC Studios Beano

Big Potato

Bladez Toys

Blue Sky Designs Blue Zoo

Boat Rocker

Brainstorm Toys Bruder BTHA

Canal Toys

Cartamundi

Casdon Toys

Character Options Cheatwell

Chengzhen

Clementoni

Click Distribution Cobi

Coiledspring Games Commotion Connetix

Craft Buddy

Creative Kids

Curious Universe Diamant Toys

DKB Toys & Distribution Dolu

DreamGear Eduk8 EDX Eolo

Epoch Making Toys Etopia

Eurofins MTS UK Exploding Kittens Explosm

Fabula Toys Flair GP

Funko EMEA Funville Galt

Generation Media Gibsons Games Giraffe Insights

Golden Bear Toys Great Gizmos Guidecraft Haico

Happy Line Toys Hasbro

Hasbro Licensing Hauck

Havas Entertainment

Page number 389 243 97 99

112

383 281

152, 153 331, 333 197

217, 219, 221 61, 63, 65 87

109 259

204, 205 141 91

111

207, 209, 213, 214 187 12

279 305 337

67, 69, 201, 203, OBC 321 148 263 283 165 373 349

248, 249 275 227 267 170 301 277 387 379 183

147, 149, 151 113, 115 195 377 257 193 347 223 179 377 367

3,4,5,6,7,8,8,10 273 41

233, 235 343 159

198, 199 168, 169 128, 129 83, 84 167 27

Advert Index Company

Page number

Holotoyz

144, 145

Heathside Trading (Khadou) Hornby (Scalextric) Hornby (Airfix) HTI Toys

Hunter Price Hy-Pro

Hyper Toys Icecat

iDance

Istanbul Toy Fair Jakks

Jazwares

John Adams Leisure Juratoys

Just Play UK KAP Toys

Kayes of Cardiff Keel Toys Kidicraft

KidsKnowBest

Konami Digital Entertainment B.V. Learning Resources Lego

Lisle Licensing Magformers

Marvins Magic Mattel

Maxx Marketing (YuMe Toys) Melissa & Doug

MGA Entertainment Miko

Mojo Fun

Mondo TV

Mookie Toys Moonbug

Moose Toys Movies Inc.

MV Sports & Leisure Naylor Industries Nikko Toys

One For Fun

Orange Tree Toys Orchard Toys Paper Engine Paramount

Pat Avenue UK Peers Hardy

Penguin Random House Playmobil

PlayMonster Playtime PR

Plus-Plus UK & Ireland Pog Unlimited Posh Paws

Precise TV

Rainbow Designs Ravensburger

Reydon Sports

Rhenus Warehousing Solutions

Sbabam

Schleich

155 139 303

136, 137 150 163 231

IMG

Sambro

157

325

IMC Toys

Rubies

329

197 30

33, 35, 37 269, 271 357

45, 47, 106 39

365 353

289, 291 29

117, 118, 119, 120 237 31 95

379

Company

Page number

Sega

103

SES Creative

307

Sequin Art Silvergate

Simba Smoby Toys UK Smart Toys

Smart Zone

Spin Master

Tactic Games Tangle

The Carat Shop

The Desi Doll Company The Source Wholesale Theo Klein TKC Sales Tomy

Tonies

Toymaster

Toynamics Toytopic Trefl Ty

Ugears

UL Solutions

United Wheels Universal

Vivid Goliath

355

VR Distribution

143

Waboba

131, 133

Wilton Bradley

309

Wow! Stuff

17, 19, 21, 23, 25

VTech/Leapfrog

345

Warner Bros.

185

Winning Moves

107

Zapf Creation

351

101 181 317 363

FC, 135 177 146 375 171

286, 287 375 372 127 371 49

16, 210, 211 311

175 71

391 356 315 89

251, 253, 255 293 245 173

73, 75, 77

295, 297, 299 43

123, 125 225

341 79

229 240 14

195

160, 161 239, 241 327 323 359

80, 81 339

Thanks to all our advertisers for their fantastic support.

361 105

55, 57, 59 190, 191 15

335 381 285

If you would like to discuss advertising opportunities for the remainder of 2023, please contact Mark Austin.

369 247

243, 261 264, 265 393 313 319 189

48, 51, 53

Toy World 390

mark@toyworldmag.co.uk tel: 01442 502 405 mob: 07710 532 952

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Allegedly

It appears that Black Friday really is turning out to be a pivotal event to drive festive sales here in the UK. Many said it would never truly catch on here, yet here we are, following the USA in accepting that Black Friday is now very much part of the retail landscape. Perhaps it’s not quite reached the level of importance it takes on in the USA, but with pay day for many consumers falling just ahead of Black Friday, it certainly moved the dial in 2022, prompting numerous retailers to place re-orders with suppliers – something few people thought would happen in the dark days of late September/early October. So, like it or loathe it, it seems that Black Friday is very much here to stay… Retailers did get one major bit of good fortune in December: England getting knocked out of the World Cup. Yes, I did just say that. Of course, on a personal level, I was gutted about the result. Just once, rather than losing valiantly with our heads held high, I would love it if we got absolutely battered but fluked a win with a deflected goal off Harry Maguire’s backside or something similar. Maybe next time? Anyway, why do I describe it as ‘good fortune’? Bear in mind that the final took place on a Sunday afternoon – and not just any Sunday afternoon, the last Sunday before Christmas, when many people will have been paid the Friday before– the very definition of a peak trading day for so many toy retailers. One independent estimated that had England got through to the final, it would have at very least cost him £12-15,000 – and that was assuming consumers still came out to shop in the morning. If they had decided to go full on ‘final crazy’ and make a day of it, he reckoned it would have set him back around £25,000. That’s quite a hit to take for a football match - and imagine that figure multiplied by dozens / hundreds for retailers with multiple branches… More good news came from Hong Kong in December, where quarantine restrictions were scaled back dramatically. This announcement came out of the blue, even for my many contacts who live in Hong Kong – they had been predicting this would happen next spring, but few genuinely thought it would happen this side of Christmas. Who knows what impact the recent protests in China had – but there is a feeling that it was easier for Hong Kong to relax restrictions now that China has finally decided to make concessions. It’s great news for anyone who is heading out to Hong Kong in January - the shackles are now off, and with the exception of taking a few Covid tests and wearing a mask outdoors during their stay, it should be a relatively normal experience. The huge shame is that this announcement wasn’t made a month beforehand – that might have given even more people time to commit to the trip and make appointments. One of my contacts based in Hong Kong told me that he saw an immediate surge in people booking showroom visits after the announcement, with requests from buyers from across the globe, including USA, Australia and Europe (including the UK). It could have been even busier with a little more notice, but it seems like those who wrote off Hong Kong may have been a bit premature…

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While shopping centres felt so much busier in November and December than they have for quite a while, I do have one small bugbear: the proliferation of pop-up stalls selling toys and novelties of dubious repute. There is even stall in the shopping centre in Hemel Hempstead, where our office is based, which is openly displaying knock-off character merchandise (soft toys etc). It reminds me of the sort of merchandise you see at a fairground or in these really dodgy seaside shops – and yet there it is, bold as brass, a few steps away from a branch of The Entertainer. I genuinely can’t believe that the centre owners don’t conduct thorough due diligence on who is renting space from them - especially pop ups that are only there for a few weeks in peak season, taking business away from tenants who pay to be there all year round. Very naughty… Spare a thought for those retailers who aren’t perhaps getting the footfall they used to. Wary as I am to draw conclusions from an individual visit, this picture of an Argos branch in my local Sainsbury’s epitomises the ‘how the might have fallen’ aura surrounding Argos at the moment. The shot was taken on a Saturday afternoon in the middle of December, on a day when Watford town centre was heaving. I actually took two pictures, two hours apart – but basically, the story was the same. One solitary person in a queue – if you can call one person a queue. I fondly remember Argos branches of yore, with long lines of people waiting to collect orders throughout December. Ok, so maybe those people are all having them home delivered these days (Royal Mail strikes notwithstanding), but even so, I just have this nagging feeling that Argos doesn’t quite resonate with the public at Christmas in the way it once did. I heard recently that Argos may even be adopting some infamous grocery practices - putting categories ‘out to tender’…. really? I thought that strategy had been largely discredited in the heavily commoditised food channels, yet alone a category like toys which is driven by innovation and emotion. Anyhoo, I am sure they know what they’re doing.

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