Touching Base - Toy Fair 2023

Trending at Toy Fair

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

We also asked if they would be kind enough to send a photo of themselves proudly displaying their chosen item. Some entered fully into the spirit of the request and embraced the idea with gusto. We’ll assume the others were far too busy in the run-up to Christmas, ensuring the trading year finished on a high and making preparations for their Toy Fair stand. All of the items selected will be on display in London, along with thousands of other great new products from over 150 companies.

Anita Card - Key account manager, Commotion

My Emotions Wooden Tiles is the standout product for me. We know the importance of supporting mental health and well-being, so I am thrilled we have developed this set for our TickiT range. These chunky wooden blocks have real images of children showing different emotions and reactions and are designed to help the user recognise emotions, to understand their own feelings and to build emotional intelligence by seeing the world through another person’s eyes.

We have had wonderful feedback from customers. The design of each tile has been carefully considered so users can interact with them to develop emotional skills. I particularly love that this is perfect for non-verbal communication, as users can demonstrate their feelings through the images. Visual reminders are also known to help process feelings, so this is a clever way to foster learning about emotions. My Emotions Wooden Tiles are a fabulous addition to our TickiT range.

Becky Matthews - UK sales and marketing director, Golden Bear Toys

Farty Freddie is one of our hero toys for 2023 and our latest offering in the hugely competitive family games market, which is so important to our business strategy at Golden Bear.

Let’s face it, trumping makes everyone laugh, and we realised we were onto a winner when Farty Freddie had all our consumer research groups in stitches throughout the sessions. They loved Farty Freddie’s simple concept – the last person not to get ‘farted out’ is the winner, and the integration of burps to skip a player and giggles to reverse the direction of play also causes much hilarity. The idea was simple to develop, and we had so much fun internally with it.

Farty Freddie appeals to all ages, has no complicated rules so can be played straight from the box and is a real disrupter on the shelves. We are looking forward to his arrival in the market in AW23.

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.

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.

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.

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.

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.

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.

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+.

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

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.

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?

Neil Montgomery - UK commercial director, Juratoys UK

I knew there was something special about the new Janod Dino range the moment I saw the images – the designs are stunning and it's bursting with engaging features, gorgeous colours and cute dinosaur characters, not to mention the fact it’s made from the highest quality, sustainably sourced materials.

The play value is endless across the entire Janod Dino collection of games, puzzles and toys, but the standout item for me (although it was hard to pick) has to be the Dino Activity Table. Featuring eight activities to engage young minds, this bright and colourful table will keep little ones entertained for hours. Whether they’re whizzing around the circuit with the Triceratops, watching an erupting volcano or playing with the rotating dinosaur egg, it’s plain for all to see just how action-packed this immense activity table is.

Anthony Grimaud CEO - Canal Toys

July 2023 will see the Airbrush Plush Magic Unicorn Glow in The Dark Unicorn join our best-selling Airbrush Plush range.

The Airbrush Plush Unicorn is an adorable soft toy that gives kids the perfect blank canvas on which to express their design creativity. It couldn’t be easier to turn the unicorn into a piece of art: simply use the battery-operated airbrush to decorate and style the plush with our washable chalk-based coloured markers, either by spraying directly onto the fur or choosing from over 100 stencils designed to help young artists create wonderful patterns and designs. The ‘spray, wash and repeat’ play pattern means the possibilities are endless.

As the name suggests, the Airbrush Magic Unicorn has a great new feature - the wings and area around the eyes glow in the dark. It also comes with its own LED flashlight to make the glow last even longer. Airbrush Plush Glow in The Dark Unicorn will be supported by a fully integrated media campaign including linear TV, YouTube, TikTok, Meta and influencers to ensure strong sell-through.

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 know this is going to be massive.

Sarah Dayus - Sales director, Great Gizmos

I am most excited about our brand-new KidzMaker Dino Rub Art Studio. Children will be able to have endless fun creating dinosaur themed pictures by rubbing different coloured crayons on top of the textured plates. The kit includes an art scroller machine and an 8-metre roll of paper, so the fun goes on and on and on.

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

Suzie Howes - Head of Marketing, Magicbox

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.

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.

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.

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.

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.

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.

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.

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.

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

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/

Holly Lackey - Head of Marketing & Licensing, Basic Fun!

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.