Toy World Magazine January 2023 - Part 2

Trefl SA

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.

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.

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.

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 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

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.

Brainstorm Toys

01200 445 113 | www.brainstormltd.co.uk

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.

Hall 12, Stand B-03-2 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

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.

Nuremberg Preview

Mattel

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.

Hall 12.2, Stand P-15 IMC Toys

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 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

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

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

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

www.hauck.de/en

Learn to Repair Alpha+ Play Tray

Sort N Tidy

Wow! Stuff

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.

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 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.

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 |

Hall 12, Stand F-13

info@yumetoys.com

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.

One For Fun

0141 613 2525 | www.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 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.

WELCOMETO VISIT US AT

LONDON TOY FAIR

24th to 26th of January

WILL YOU MAKE IT OUT IN TIME?

Choose wisely and make your escape!

NUREMBERG INTERNATIONAL TOY FAIR 1st to 5th of February

FIND

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

Find the clues, solve the puzzles, REVEAL THE CRIME!

Spin Master

01628

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

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).

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.

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.

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

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.

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.

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,

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.

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.

we’re BIG

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

Viewpoint

New year, new movies. Will the toy industry benefit?

WWe 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.

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.

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.

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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.

A Some predictions for 2023

As 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.

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

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:

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

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.

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.

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,

Richard Gottlieb

Viewpoint

AmazonPay 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.

2022 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,

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.

By Bachmann

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.

If 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

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.

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

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.

Exhibitors List

Greenhouse Stand Names

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January 2023

January 2023

Grand Hall Ground Level

Grand Hall Ground Level Olympia

January 2023

Grand Hall Ground Level Olympia

January 2023

Grand Hall Ground Level Olympia

Trending 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.

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.

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.

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.

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 meand 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.

Chloe Burrowes Senior brand manager, Vivid Goliath

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.

Grant Gie Managing director, Creative Kids

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.

Patrick Downs

Head of Design, Keel Toys

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.

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.

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.

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

Graham Gardiner, 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

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.

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.

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.

Bev Cochrane

National account manager, Orange Tree Toys

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

July 2023 will see the Airbrush Plush Magic Dark Unicorn join our

The Airbrush Plush Unicorn is an adorable soft toy that gives kids the perfect blank canvas their design creativity. It couldn’t be easier to turn the unicorn into a piece of art: simply use

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.

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.

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

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.

Mayur Pattni UK marketing manager,

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

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

The KidzMaker range is fantastic for learning the basics of practical skills with hands-on and engaging, colourful crafts that allow young minds to

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 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.

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

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.

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.

Roy Greenwood Owner and director, Kidicraft

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.

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.

Verity Page

Head of Marketing, Flair GP

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.

Eva Verhaak

VP of marketing and business development, Funko

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.

Christopher Fok

Managing director, iDance International

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.

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

necklace, which

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.

Debra Tiffany Marketing manager, Brainstorm

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/

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.

Holly Lackey

Head of Marketing & Licensing, Basic Fun!

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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.

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.

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.

This 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

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

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

Come and join us on stand B40 where we will be showcasing our exclusive ranges

New Distribution

For 2023

You will also see our new distributions and a selection of the top brands we support

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

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 rightSquishmallows 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 babymy

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

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.

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.

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.

Bandai’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

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

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

Jack Sturman Dan Wilkes Leanne Royce Ben Austin

TOYS FOR EVERY STAGE...

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

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.

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.

Gunpla

Pop culture mainstreamgoes

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.

BHeathside 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

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.”

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.”

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.

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.

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.

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

Creative Kids

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 |

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.

Smart Zone

+852 9096 6119 |

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.

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

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

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 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

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.

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.

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.

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 |

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.

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.

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.

Character Options

01616 339 800 | www.character-online.com |

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.

sales@charactergroup.plc.uk

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

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.

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

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.

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

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.

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

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 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.

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 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.

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

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

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

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.

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 Wholesale

sales@thesourcewholesale.co.uk

Internationalenquiries@thesourcewholesale.co.uk

www.thesourcewholesale.co.uk

Upper Level 147

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.

VR Distribution

0330 0880 941 |

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

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

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.

SPRINGNUREMBERGGERMANY:HALL7STAND FAIRNECBIRMINGHAM: HALL5STANDG20-H21/HALL4STANDG26B11-C12

SHOWINGAT: TOYFAIRTOYFAIROLYMPIALONDON:STANDE89–E98

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.

SPRINGNUREMBERGGERMANY:HALL7STAND FAIRNECBIRMINGHAM: HALL5STANDG20-H21/HALL4STANDG26B11-C12

SHOWINGAT: TOYFAIRTOYFAIROLYMPIALONDON:STANDE89–E98

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.

Casdon Toys

Stand E30

Rubies

08453 070 707

www.rubiesuk.com

Stand N25

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.

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.

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. Limited-

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.

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 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

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

020

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

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

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

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.

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.

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.

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.

Marvin’s Magic

marvinsmagic.com |

Stand H65

magic@marvinsmagic.co.uk

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 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

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 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

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

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

Curious Universe

01225 614 310 | www.curiousuniverse.co.uk

sales@curiousuniverse.co.uk

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

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.

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 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

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

Fidget and sensory toys brand Toy Mania will also be showcased with all the latest

As well as visiting the stand, retailers can visit Hunter Price’s brand-new toy showroom at the company HQ in Devon Mill, Manchester.

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

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

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

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 |

Upper Level 152

sales@reydonsports.com

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.

+61

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

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.

Plus-Plus UK & Ireland

www.plus-plus.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

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.

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

0203

Paul.Fogarty@clementoni.com

Stand N14

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.

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.

HEATHSIDE PRESENTS

MANUFACTURER & DISTRIBUTOR

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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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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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.

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

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 SeriesGrog, 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.

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.

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

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.

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.

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.

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

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.

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.

Playmobil

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.

Stand: UN38 COME

Hall: 12 Stand: A-04-6

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).

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.

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.

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

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!

Movies Inc.

07958 123 696 |

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

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

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,

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

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

volume

where the iDance team will be pleased to demonstrate its complete

and

control, kids can crank the music and rock the party. Deejay Station XD301 will be on show at the fair,

DJing line-up to visitors.

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.

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.

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

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.

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.

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.

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.

PRECISE TV LOUNGE AT THE TOY FAIR

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.

As our most recent report, PARK: PRECISE ADVERTISER REPORT - KIDS, revealed “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 it has never been more important to ensure your ads are appearing on the most relevant brand-safe videos.

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!

FREE COFFEE!

AT THE PRECISE TV LOUNGE EVERYDAY FROM 10AM - 11AM

The contextual video company driving business outcomes for brands

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

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.

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.

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.

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 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.

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.

Toy 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

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

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

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

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

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,

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

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).

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

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.

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

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

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.

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.

commercial TV as the market transitions towards digital media. The move was therefore essential to ensuring we have the right organisational structure

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

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.

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

The 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

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

McCarthy, IETP executive, tells us more.

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,

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.

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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…

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.