Toy World Magazine January 2024

January 2024 Volume 13 Issue 05

© 2024 Spin Master Ltd. PAW PATROL and all related titles, logos, characters; and SPIN MASTER logo are trademarks of Spin Master Ltd. Used under license. Nickelodeon and all related titles and logos are trademarks of Viacom International Inc.

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23 RD - 25 TH JANUARY 2024 OLYMPIA LONDON Pre-register for your FREE visitor badge at toyfair.co.uk

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

The Team...

John Baulch

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

CONTENTS January 2024 Volume 13 Issue 05

78 Retail Profile: Pocket Planet

70 Retail Profile: Toymaster

Mark Austin

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

Anita Baulch

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

New

Regulars

13 From the Publisher 14 News 32 Industry Moves 40 Marketing World 44 Licensing World

22 Generation Media 54 Circana 59 Talking Shop 74 Letter from America 90 Letter from the Middle East 94 Fresh 100 Generation Media 112 Viewpoint 382 Allegedly

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

Contributors Marianna Casal

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

Features

70 Retail Profile: Toymaster 78 Retail Profile: Pocket Planet 82 Special Feature: Retailer of the Year 88 Company Profile: Xplore Distribution 104 Opinion: SuperAwesome 106 Opinion: Giraffe Insights 108 Company Profile: Mattel 114 Hot Properties 158 Touching Base: 70 year reflection 179 Feature: Toy Fair 2024

Circana | Mark Buschhaus | Stephen Barnes | Rick Derr | Asha Bhalsod | Norman Macdonald 114 Hot Properties

108 Company Profile: Mattel

Caroline Tonks

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

Alakat Published by

Gabriela Garcia

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

Mark Crowford

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

www.toyworldmag.co.uk @toyworldmag @baulchtweet

toyworldmag

Toy World 11

Toy World Magazine

61 Maxted Road, Hemel Hempstead, Herts, HP2 7DZ

H

appy New Year. I hope you all had a wonderful festive season – both personally and professionally – and you’re ready and raring to go for Toy Fair Season.

I am writing this column with just under a week to go until the big day, so I can’t definitively say how Christmas sales finished up in the UK and across the globe. After a slow start to the festive season, I did see an increasing number of encouraging social media posts over the final weeks, indicating that things were finally picking up. That late surge was almost certainly too little, too late – I think most people had resigned themselves to the fact that it would be impossible to make up the ground lost in October, November and early December.

from the publisher

John Baulch - @Baulchtweet

Nevertheless, hopefully we finished the year on a high, and with as clean stock levels as possible – we really want to be heading into 2024 without the excess inventory which blighted the first half of last year. It won’t be long before we find out where everything ended up, as we catch up with the toy community at the various trade shows being held over the coming weeks.

By the time you are reading this issue, I will be in Hong Kong for the first time in four years. It is the 50th anniversary of the Hong Kong Toys & Games Fair this week, and I am delighted to be joining the show to celebrate this milestone.

That is just the start of a frantic month, with our two main Toy Fairs in London and Nuremberg coming up in the next few weeks. London will be celebrating a tremendous milestone of its own in 2024, as it hits its 70th anniversary. This bumper issue gives you everything you need to know ahead of the show: not least who will be exhibiting, and what exciting new launches those companies will be showcasing at Olympia. Our editorial team has pulled together the most comprehensive round-up of new products you will find anywhere, so those retailers looking to make the most of their trip to the show should turn to page 177 and dive straight in. Having read through the pages in recent weeks, there is certainly a lot to get excited about.

To celebrate the show’s 70th birthday, we also asked a selection of people from the UK toy community to share their memories of the event with us, and we received some lovely submissions. Our ‘Toy Fair Reflections’ article starts on page 160, and I am sure you’ll find the recollections of fondest and funniest moments from shows of years gone by as fascinating as I did.

For many years, I used to refer to the collective ‘UK toy industry’, but I have come to the conclusion that ‘UK toy community’ is a far more apt description – because we really are all part of a close-knit eco-system. Toys is more than just a market or a retail category – it’s a group of people who share the same passion and enthusiasm for our wonderful trade, and many of those people have been part of it for a long time. And, of course, Toy Fair is an integral meeting place for the community – it’s where we come together to be excited by new ranges, to network with our friends and colleagues, to talk about our shared experiences and learn from each other. Long may that continue.

If you’re coming along to the show, you can find Toy World on stand B23 – although physically catching members of the team on the stand is always something of a lottery. That’s largely because we are all visiting other stands to catch up with our customers and see as many new products as we can over the three days. If you’d like to see us at the show, drop us a line and we’ll add you to our packed schedules.

After London, we hardly get a chance to catch our breath before many of us head on to Nuremberg to join the global toy community in bringing Toy Fair Season to a close. This year, for the very first time, we have published a standalone preview to the Spielwarenmesse, which has been mailed alongside this issue. A visit to Nuremberg never disappoints; with so many companies and new products on show under one roof, there is always something new to discover. Our preview gives you a taste of what you can expect to find in Nuremberg, and where you can find key exhibitors.

In recent weeks, I have seen the word ‘reset’ used repeatedly when discussing prospects for the toy market in 2024. In many respects, the start of every year represents a reset. Wherever you ended up at the end of the previous year, the dial is turned back to zero and we go again. Retailers have a blank canvas and can reconfigure their product offering based on what happened in the run-up to Christmas, and where they see opportunities for growth or differentiation moving forward. Just as a music artist promoting their latest album will always describe it as their “best-ever work”, so toy companies will be full of boundless enthusiasm for their new introductions. For me, that’s the most wonderful time of the year – when you start afresh, and anything is possible. And who knows, maybe we’ll get the chance to work our toy magic on consumers who aren’t watching every penny this year…? 2024 – bring it on!

Making lives more playful Contact us today to find out how our exclusively-senior expertise, deep market knowledge and unique FOCUS methodology ensures we deliver playful-yet-transformational results for clients. www.playtimepr.com | 01908 032 700 | tw@playtimepr.com

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Toy World 13

News The Toymaster 2024 May show is officially sold out In a press release circulated to the trade, Toymaster announced: “All the stands for the May Show have been filled and we thank our suppliers for their continued support. We have over 100 suppliers exhibiting, offering all independent retailers attending a wide range of options to select the best ranges and products for their stores.”

The group also said it ‘looks forward to welcoming everyone back to Harrogate for another fantastic show’ when it returns to the DoubleTree

by Hilton Harrogate Majestic Hotel & Spa dates from Tuesday 21st – Thursday 23rd May 2024.

The three-day Toymaster May Show attracts independent retailers from across the country, regardless of whether or not they are members of the Toymaster buying group, and is very popular within the trade thanks to its laid back, yet professional, atmosphere and evening entertainment.

The 2022 show included a fabulous Irish Night as well as the traditional awards evening, when top members and suppliers are recognised for their contributions to the toy industry.

As always, the Toymaster team will be on hand at the show to discuss the many benefits of membership with interested retailers. Ahead of the May show, the team will also be hosting its traditional Toymaster Lounge at London Toy Fair (Upper Level 149) where visitors will be able to discuss Toymaster’s free window display programme, catalogues, central invoicing system and much more.

To book an appointment, contact Brian McLaughlin, development manager: brian.mcLaughlin@toymaster.co.uk.

It’s the back of the net for Golden Bear’s Soccer Bot Golden Bear Toys is celebrating the unprecedented success of its 2023 launch, Smart Ball Indoor Soccer Bot, which became a sell-out line weeks ahead of the peak festive season. Barry Hughes, managing director at Golden Bear, says he’s been blown away by Soccer Bot’s sales figures – and that the company had to blow the whistle on its marketing activities mere weeks after the campaign for the range first started.

The innovative football training robot, which allows sporty kids (and grown-ups) to practise their footwork and dribbling skills was showcased in Golden Bear’s Los Angeles showroom space in September 2023, where it generated huge excitement. It then arrived at independents and multiples, where sales almost immediately skyrocketed, thanks in part to a partnership with two of the world’s best football freestylers – Billy Wingrove and Isabel Watkins – who both created content and shared it across their respective social media channels.

Independent toy store Fagan Toys made a video of Gary the security guard going up against Soccer Bot in store, which went viral. Carol Glennon, manager at Fagan Toymaster, told Toy World: “We first picked out the Soccerbot as a top toy at London Toy Fair: it immediately stood out as something that would appeal to all ages.

We decided the best way to market the product was to demonstrate it on video. We then roped in our security guard, Gary, who stepped forward and showed off his skills. After uploading the video to our social media platforms, we were inundated with queries and orders for the Soccerbot. Our TikTok video alone has millions of views and thousands of likes and shares, and sales haven’t slowed down since. It has driven sales in all departments on our website and increased footfall in store; proof that with an excellent product, and the correct marketing, we can drive significant sales in our small independent toyshop.”

While Golden Bear worked hard to restock key retail partners ahead of Christmas, the next major shipment of product arrives this month, and the company is urging all interested distributors to get in contact to secure a slice of the football action for themselves.

“Some of our more established distribution partners have jumped on Soccer Bot already, having seen it in LA in 2023, but there is huge scope for distributors across most of the globe to get a foot in the game ready for the big New Year restock,” Barry explains. “Football is a year-round sport and Soccer Bot is a year-round product with huge potential. We’re inviting distributors to get in touch - our goal is to see Soccer Bot’s success replicated in retailers around the world, because so far, we’re having a ball.”

To find out more, readers are advised to contact Claire Vernon (c.vernon@goldenbeartoys.co.uk).

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News The UK's hidden gem in toy packaging innovation With nearly 55 years in business, family-run company Midland Regional Printers (MRP) is thriving. The award-winning manufacturer, based in Nottingham, produces printed products, labels and packaging.

With in-house CAD, creative design, new product development and production, from concept to completion, everything is handled under one roof. The company has co-packing and fulfilment facilities too.

Specialising in printed cardboard of a variety of thicknesses and labels, the company’s range includes cardboard model kits, characters, terrain and buildings; colouring books and sticker sheets; young children’s large piece jigsaws up to 12 pieces; and punch boards, game boards and game parts.

MRP has an open mind in term of what it can deliver, and clients can rely on the company to help them to develop a prototype for an idea completely new to the market. An open-door policy allows clients to visit the printworks in Nottingham to see the manufacturing process first hand and meet the team behind the process.

New investments have incorporated a state-of-the-art mounter, specifically designed for sheet-to-sheet mounting of paper to board, both solid and corrugated, creating thicker end products. Alongside this, MRP has also recently installed a new Sanwa 1060 Axia blanking and die-cutting press and two advanced packers for the gluing machines. All these new investments improve efficiency, whist still delivering the quality their clients expect.

Sustainability is core to MRP's mission. As proud partners of Ecologi, MRP plants a tree for every order, with more than 7,000 trees planted so far. Ecologi collaborates globally for impactful reforestation, carbon offsetting and supporting initiatives that align with the principles of environmental conservation. In addition, MRP has recently installed 290 solar panels to its site to reduce its carbon footprint, working towards more carbon reduction. FSC accreditation means all the cardboard is sourced from certified, sustainable forests which are managed with regard for the people, the wildlife and the environment. MRP also holds ISO 14001 and ISO 9001 accreditations.

Recognising the significance of minimising plastic, MRP has dedicated extensive efforts to craft sustainable alternatives. This includes substituting laminates and UV with equally effective, plastic-free options. The creative team at MRP is enthusiastic about developing custom cardboard alternatives to plastic vacuum form packaging, ensuring client’s vision aligns with eco-friendly solutions.

With a commitment to excellence in toy product and packaging manufacturing, coupled with a reputation built on trust and a personalised service, the company is an ideal choice for brands seeking a dedicated partner.

To get in touch with and explore how MRP can bring your vision to life, call 0115 955 1000, email sales@mrp.uk.com or visit www.mrp.uk.com

Mojo Fun partners with Quercetti in exclusive distribution deal Quercetti is an Italian company with 70 years’ experience creating exciting educational and creative toys for children of all ages with quality and value for money at the heart of its ethos. All products are 100% sustainably manufactured in Italy, including the eco-friendly plastics PlayBio and Play Eco+ product ranges.

The pre-school and educational product range is popular throughout Europe, and will now be distributed in the UK exclusively by Mojo Fun. Mojo Fun says it is committed to enriching children’s imaginative play, and Quercetti adds that it shares this passion.

James Connolly, chief executive officer of Mojo Fun, commented: “This is a very exciting development, and we are looking forward to representing the Quercetti range in the UK.” The full range will be available in the region from March 2024 and will be showcased at London Toy Fair in January. Buyers can find the range on Stand UL141.

For more information about Quercetti and its products, visit www.quercettistore.com, and for UK sales enquiries, contact sales@ mojofun.co.uk or call 01422 413674.

The Sidemen co-create new card game Hit Send Hit Send, the high-risk game of text roulette, is a new card game co-created by the Sidemen. With a combined following of 240m fans, the Sidemen are made up of JJ (KSI), Harry (Wroetoshaw), Simon (Miniminter), Vik (Vikkstar123), Josh (Zerkaa), Ethan Payne (Behzinga) and Tobi Brown (TBJZL).

Supporters tune in daily to watch them play games on their YouTube channels Sidemen and MoreSidemen, which rake in tens of millions of views per week. With Hit Send marking the Sidemen’s first venture into the games industry, Harry (W2S) announced: “We’ve played hundreds of games, it’s about time we made our own”.

The company behind Hit Send, Hot House Games, was co-founded by the Sidemen to develop ‘outrageously fun and dangerously social games for a gen-Z audience’. Hot House’s first release, Hit Send, was available to buy online in limited numbers from the 28th November 2023.

Hit Send asks players: “How far would you go to win a card game?” The game rewards risk, asking players to send twistedly funny messages to random contacts on their phone, and was originally inspired by Karen North, whose house burnt down in 2014. When Karen messaged her friends to say that her home was destroyed, the replies she received were not what she was expecting. Everybody thought she was joking. This sparked an idea, which her son and daughter subsequently developed into a game.

Players win points by sending awkward messages picked by their friends to create ridiculously fun drama. Recipients are chosen by a random contact generator, which could come up with their mum, their ex, or their boss. Players can still win without even sending messages by playing the right text, if their opponent backs out.

Hit Send was presented to the Sidemen in 2023, who proclaimed it to be one of the best games they’d ever played. Wanting to get more involved, the Sidemen put their own spin on the game, twisting the rules and writing their own set of messages. They played the game on the MoreSidemen YouTube channel.

Co-founder Harry North of Hot House Games added: “We got tired of playing games designed for a different generation. We wanted to create something that resonates with a fresh audience and the culture surrounding them.”

Hit Send is distributed in the UK by Golden Bear Toys -contact customerservices@goldenbeartoys.co.uk

Toy World 16

News Steve Pasierb to step down from The Toy Association The Toy Association has announced that president and CEO Steve Pasierb is stepping down from his role at the organisation this spring. His current contract will expire in April, following nearly a decade of leadership with the trade organisation.

“It has been a distinct honour and privilege to serve in the role of president & CEO of The Toy Association, and I count myself fortunate to be among those over the past 107 years to hold this position,” commented Steve. “It has been a wonderful journey of strategic actions, change management, legislative wins and accomplishments working alongside our dedicated board, more than 1,000 members and a passionate and talented professional team. I look forward to collaborating with the executive committee and our staff to make certain of a smooth and effective transition over the coming months.”

Aaron Muderick, chairperson of the Association’s board of directors, said: “Steve’s impact was significant during tumultuous times as he led staff in delivering on priority actions, strategic planning, rebranding and expanding the Association’s regulatory and legislative impact on an international scale, among many other transformative accomplishments. The association remains focused on the evolving needs of our diverse members, the changing role of trade shows and market events, and is poised to continue its service to members under new leadership.”

A transition committee has been put in place to identify and hire a new chief executive. A leadership advisory firm, Spencer Stuart, has been retained to assist in the search, and Andy Keimach, former president of VTech North America and chairman of JPMA, will step into a role of interim president. Aaron Muderick will fill Andy Keimach’s role on the board executive committee as well as nominate an additional role on the executive committee to ensure that the Association will have full member participation under the bylaws during the transitional time.

Trends UK to distribute Original Stomp Rocket Trends UK has announced a distribution deal for the Original Stomp Rocket, the marketleading foam toy rocket launcher with over 30 years of quality and expertise. A portfolio of Original Stomp Rocket sets will be available from March, empowering kids to run, jump and stomp, blasting missiles up to 400 ft into the air. The collection will include the best-selling sets as well as refills, all at family-friendly prices, including the super high-performance Stomp Rocket X-treme Rocket, which is available at a very affordable £16.99 SRP. The original 100% kid-powered rockets encourage physical activity and screen-free play. The multi-award-winning Stomp Rockets are sturdy and designed for the most active stompers, allowing for hours of outdoor fun.

The line will be supported by a comprehensive marketing campaign reaching parents, gift givers and youth audiences through exciting digital marketing and social media placements across YouTube, Facebook, Instagram and TikTok. Lifestyle PR, kids magazine placements and influencer campaigns will also promote the range, showcasing the products through organic reach, features and reviews.

Graham Spark, Sales director, Trends UK, commented: “We are very excited to introduce the market-leading Official Stomp Rocket range into our portfolio. The well-known and high-quality Official Stomp Rocket collection will be a fantastic addition to our popular creative play, ELA and science ranges. It’s a fantastic toy for kids to utilise their energy to run, jump and Stomp, sending rockets high into the air, and who hasn’t dreamt of that?”

Independents interested in stocking the range should contact Wind Designs on 01353 724140 or sales@wind-designs.com, while National Accounts should get in touch with Trends UK on 01295 768078 or salesadmin@trendsuk.co.uk.

Heathside Trading announces distribution of Strawberry Shortcake and Rainbow Brite Since its launch 45 years ago, Strawberry Shortcake, from The Loyal Subjects, has evolved into one of pop culture’s most enduring icons. With over $4b in global sales and millions of dolls sold, the brand continues to captivate both new and longstanding audiences alike.

The new range will include an array of Strawberry Shortcake scented fashion dolls, plush, play sets, collectibles and more. The traditional collection will also be expanded with the inclusion of new features such as fashion play, hair play, a 29-part articulated doll and five multiple surprise accessories with each fashion doll.

Strawberry Shortcake joins the recently announced Rainbow Brite range, also from The Loyal Subjects, which has joined Heathside's portfolio and will include a collection of dolls.

First introduced in the 80s by Hallmark, the Rainbow Brite franchise is remembered by many as one of pop culture’s most successful, uplifting and inspiring brands. The Loyal Subjects has developed a new classic Rainbow Brite product line that will be enjoyed by fans of all ages. The new collection will feature various products such as the 5.5” Rainbow Brite Articulated Fashion Dolls and the 12" Rainbow Brite Plush Doll. Also included are mini figures and other assorted collectible play patterns.

Max Nelson from Heathside Trading commented: “The timing is perfect, not just because nostalgia is so hot, but also because both brands remain super-relevant in today’s world. Strawberry Shortcake is wholesome, inclusive and feel-good with an undeniable message of kindness, and Rainbow Brite is also on point in the current pop culture classic brands ripe for revival.”

Dave Hughes, SVP of Global Sales at The Loyal Subjects, added: ''We are extremely excited to have Heathside, through its Khadou distribution arm, as our official partner in Europe and the UK. The team's extensive knowledge of markets, pop culture and the overall toy industry is tailor-made for delivering these toy lines to loving fans."

To find out more, visit www.heathside.biz or get in touch with Heathside at on 01282 775778 or sales@heathside.biz.

Toy World 18

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News Generation Media transitions to Employee Ownership Trust (EOT) Generation Media has announced its induction into an Employee Ownership Trust (EOT) scheme. Its new EOT status is a significant milestone in the evolution of the company and a decision taken by CEO and founder, Dean Weller, who has moved over 50% of his shares into the Trust, Generation Media Enterprise Trustees LTD (GME Trustees Limited). The new scheme is rooted in the agency’s core philosophy that the team are not just stakeholders but the ‘heart and soul’ of the organisation.

Dean commented: “We have always been a ‘people first’ company since the launch of Generation Media in 2008, and we’re determined to carry this mission into our future. In the new scheme, our team members will play an even more influential role in shaping the way our business operates and I am dedicated to ensuring that every single employee feels not just involved, but truly a part of our journey. Without them, the company wouldn’t be where it is today, and their hard work and loyalty deserves to be recognised.”

Key benefits of the EOT scheme for Generation Media include: • Advancement of company global offering; allows expansion into new markets, spaces and territories.

• Stability and continuity: the existing management structure remains intact, providing a seamless transition and strong succession plan for senior management.

• Rewards for dedication: recognises the hard work, service, and loyalty of the company employees, offering them a tangible stake in the company’s future and tax-free annual bonuses.

• Empowerment and engagement: employees will have a direct say in shaping the company’s strategic direction.

All team members will participate in the EOT scheme, becoming ‘co-owners’ who will share in the company’s success. The Trust Board will be formed from across the organisation and board members will become trustees.

These trustees will act on behalf of team member employees, representing their views, and will assist senior management in making decisions based upon the best interests of clients, teams and the best interests of the company.

MD Lisa Morgan added: “This ownership transformation signifies an important chapter in our company’s evolution and advancement of our offering. Our team is fully focused on building on our successes from the last 15 years through expansion into new markets, services and territories and continuing to ensure we are meeting the growing needs of our clients and prospects.”

Seasoned toy expert Graham Gardiner launches Linked Partnership Graham Gardiner, former Rubies commercial director, has recently launched a training company known as Linked Partnership.

Using his experience and knowledge from many years in the toy and FMCG Industries, the business is focused on providing expert advice, support and involvement on several core business disciplines.

The highest demand which the business is receiving comes from companies seeking support to train sales teams, with the aim of helping to improve productivity. Sales provides the revenue which is the lifeblood of any business, and a well-trained sales team will outsell its competitors, at the same time building relationships for future business.

To be successful in the sales world, salespeople need diverse skills. People are chosen for entry-level sales jobs based on their potential and natural characteristics, which creates a need to fine-tune their skills - this is where sales training comes in. With professional training, sales teams can learn the skills and techniques that help them become better salespeople. By incorporating sales training into a business, entrepreneurs will improve their sales team and their sales process, and ultimately their company will record drastic improvements.

The Linked Partnership programme covers six key modules from Essential Selling Skills, Key Account Management through to Sales Management. Each module can be run individually or as part of an employee development plan. The programme is designed to train individuals instead of simply teaching them. While teaching is more theoretical and abstract, training is more hands-on and practical. Teaching seeks to impart knowledge and provide information, while training is intended to develop and embed skills and abilities, and that’s why all training is done face to face and not online.

For further details, contact Graham Gardiner on 07850 362272, or linkedpartnership@outlook.com, or visit www.linkedpartnership.com.

Spin Master’s Unicorn Academy secures top spot on Netflix The magical fantasy adventure series has racked up more than 30m hours of watch time since first airing on 2nd November 2023.

Supporting a broad, multi-platform approach to franchise building, Spin Master Entertainment released supporting content beyond Netflix with in-game activations on Roblox and short-form videos on TikTok and YouTube, amassing 37m views on the Unicorn Academy YouTube channel. Reviews for the new series are also positive, including from Common Sense Media, which gave Unicorn Academy 5/5 stars and said that: “the magical world is exquisitely imagined” and that “the non-unicorn creatures are equally fantastical”.

“As storytellers, we put our audiences at the heart of everything we create and it’s the biggest reward for our team to see this overwhelmingly positive response to Unicorn Academy,” commented Jennifer Dodge, Spin Master’s president, Entertainment. “Beyond the series, we’re creating an entire fan ecosystem that will allow Unicorn Academy enthusiasts to more deeply connect with the characters they love and explore their unique stories and epic adventures.”

The largest IP launch in Spin Master Entertainment’s history, Unicorn Academy premiered with a 72-minute movie premiere along with eight 22-minute episodes reaching audiences on Netflix globally and in 30 languages. The series is adapted from The New York Times bestselling book series originated and published by Nosy Crow, written

by Julie Sykes and published in North America by Penguin Random House.

Spin Master will roll out a toy line, a digital game and licensed consumer products programmes across multiple categories, having signed a raft of premier licensees in the US and UK, launching at retailers at the beginning of this year.

Toy World 24

News Wilton Bradley unveils 10th anniversary range for Xootz Xootz, Wilton Bradley’s dynamic wheeled toy brand dedicated to encouraging outdoor play, is preparing to celebrate its 10th anniversary this year. In honour of this achievement, Xootz has announced the launch of an array of new products designed to captivate the imaginations of kids aged 2-14.

Xootz has been on a mission to break away from the ordinary and set new standards in the world of wheeled toys. With a commitment to encouraging outdoor play and exploration, the company says Xootz is redefining the landscape of fun for kids, moving them away from screens and into the great outdoors.

To mark its 10th year in the industry, Xootz presents a line-up of innovative new wheeled toys: Cyclone Drift Trike: The Cyclone Drift Trike is designed for adrenalinefueled drifts and spins, offering a thrilling experience for older children.

Enigma E-Scooter: An electrifying addition to the Xootz family, the Enigma E-Scooter combines style and speed for an exhilarating ride.

Dragon Ball Super Double Kick Skateboards: Fusing the excitement of action sports with popular culture, the Dragon Ball Super Double Kick Skateboards feature eye-catching designs inspired by the beloved anime series.

Ride-On Unicorn: Kids can spark the magic of imaginative play with the enchanting Ride-On Unicorn, designed to whisk young adventurers away on fantastical journeys.

Aprilia Ride-On Bike: A sleek and stylish Ride-On Bike inspired by the renowned Aprilia brand, perfect for aspiring young bikers.

Xootz will unveil these new products at London Toy Fair in January 2024.

Attendees are invited to join in the 10th-anniversary celebration by visiting Wilton Bradley at stand E89 – E98 for a chance to win prizes and view the full range first-hand.

Toy World 26

News Kammac acquired by Elanders Group in £100m deal Kammac has been acquired by the Elanders group, a Swedish stock market listed business which offers global supply chain management solutions. Elanders operates in 20+ countries around the world and employs more than 7 000 people.

Elanders’ acquisition of Kammac is in line with its strategy to constantly develop its offering and broaden its customer base. As a result of the acquisition, the UK will become Elanders’ fourth largest market. The UK is also one of Europe’s largest logistics markets.

Kammac has developed a unique 3PL concept which has grown, evolved and improved continuously over several years. Now that Kammac is part of the Elanders group, the services that Kammac offers will support expected further growth. One of Kammac’s competitive edges, cited

by Elanders, is that the start-up time for new customers is only 1-2 weeks. Kammac is also well positioned to support businesses across a number of sectors. Several of its warehouses offer services such as customs bond, helping importers with their cashflow.

Ged Carabini, chief operations officer at Kammac, commented: “I am very proud of the growth journey that we have made and the unique platform that we at Kammac have created in recent years. With the global footprint that Elanders has, we will be able to grow further in the UK by being able to offer Elanders’ current customers our solution”.

Joining the group brings Kammac into a worldwide group with unique partnerships in Asia, North America and South America which they will be offering to their customers. Combined with Kammac’s own quick onboarding and obsession with finding the right solution for its customers, Elanders plans to bring the benefits of a worldwide footprint to its customers.

Joking Hazard announces acquisition of Lay Waste Games In a statement to supporters of Lay Waste’s Heads Will Roll and Dragoon Might and Magma Kickstarter appeals, Joking Hazard has announced its acquisition of Lay Waste Games, as well as its intention to finish fulfilment of any outstanding games and its goals to cultivate the brand moving forward.

The statement read: “In October, we were approached by Lay Waste Games with an offer to acquire the company. In our discussions, the Lay Waste team made it clear that its top priority during the transition was to take care of its current Kickstarter backers. We are happy to announce that we have now begun the process of getting your games out to you. What’s next for Lay Waste?

Moving forward we hope to bring you more classic Lay Waste Games by working with the same designers and artists that you have grown to love.”

The Lay Waste catalogue includes Dragoon and all its expansions, Heads Will Roll, Human Era and Life Siphon.

Dragoon is an action strategy game where players take on the role of dragons attempting to claim and control villages and cities which pay gold tributes to them over the course of gameplay. Players work to populate the map, move and claim areas and acquire and steal gold in a race to fill their hoard before their friends. They must dominate the humans, battle rival dragons and strategize card combinations to win.

Human Era is a social deduction game where players take on the role of humans, machines or cyborgs, as they all compete to either sabotage, save or muddle up space and time.

Players take turns placing cards to repair or break different eras in time, all while working towards personal win conditions. They need to create paradoxes and chain reactions to outwit opponents without getting found out.

Life Siphon is a combat strategy game where players must use their own life force to fight each other, and use quick thinking to ensure survival. Each player’s personal goal is to defeat the player to their left, requiring everyone to both attack and defend simultaneously on limited resources. They do so by summoning powerful creatures, strategizing with different abilities and fighting to survive.

Eurofins receives VAP accreditation from RBA The Eurofins Assurance network of companies has announced that it has received accreditation from Responsible Business Alliance (RBA) for its Validated Assessment Program (VAP) to drive the social and ethical performance of electronics, retail, auto and toy industries.

Formerly known as the Electronic Industry Citizenship Coalition (EICC), RBA is the world’s largest industry coalition dedicated to responsible business conduct in global supply chains, with more than 500 member companies which represent in total an annual turnover of more than 7.7 trillion US dollars.

RBA’s mission is to improve working and environmental conditions and business performance through leading standards and practices among members and stakeholders through different programmes and initiatives. Validated Assessment Program (VAP), RBA’s leading standard for onsite compliance verification and effective, shareable audits, assesses businesses’ performance against Labor, Health and Safety, Environmental, Ethics and Management Systems areas.

With this first-time accreditation from RBA on VAP, Eurofins will join other approved audit firms on the accredited list, supporting the industries in driving their social, environmental and ethical improvement. The approval also serves as a testimonial to the company’s robust capabilities and expertise built in the past few years since its establishment.

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News Playmobil to celebrate 50th anniversary in 2024 The iconic toy brand is turning 50 and will be celebrating at London Toy Fair – and toy retailers from all over the country are invited to join in on the fun. Adam Moore, marketing communications manager, commented: “We want toy shops everywhere to be able to join in on the Playmobil 50th Anniversary festivities. We have lots of exciting opportunities that will allow retailers to ‘join the party’ and give their customers a memorable experience.”

As part of its anniversary celebration, Playmobil has planned a series of ‘amazing’ offers and in-store activities for toy stores.

Retailers will have the chance to engage their customers with the Playmobil range which has captivated children’s hearts and imaginations for five decades.

The company told Toy World that London Toy Fair will feature an extensive and diverse collection of Playmobil toys. Retailers can look forward to exclusive previews, interactive displays, demonstrations of the very latest additions to the Playmobil family as well as some exciting announcements. Playmobil’s stand will host some of the new ranges and licences that are planned to make 2024 a year of imaginative play. There will be brand new editions of some classic evergreen ranges, alongside brand-new theme concepts. New licensed ranges will also be on display with new products from Playmobil Colour featuring Crayola, Playmobil 1.2.3, Disney and a brand-new licence.

“We encourage all toy retailers to join in on this monumental occasion and be a part of the Playmobil 50th anniversary celebration,” added Adam. “Do drop in and see us on Stand 206.”

For more information, or to book an appointment for Toy Fair, Readers should contact their Territory manager or the UK sales office on 01268 54811.

Creative Kids set to continue global growth – see the range at London Toy Fair It’s been a journey of more than 25 years so far for Creative Kids and there’s no sign of slowing down. Family-owned and operated, Creative Kids started as an arts and crafts company with a few SKUs up its sleeve. The company is now taking the global market by storm by keeping a focus on its two core values: family and toys. As a leader in the arts & crafts, compounds and novelties space, Creative Kids says it is on a path for exponential global growth and an increasing footprint throughout the world.

In a market of turmoil, Creative Kids has buckled down to continue development and expand its product availability in more than 45 countries to date. Plans for 2024 and beyond include relocating the London-area office and showroom to Manchester, a move that will help visibility to be more centrally located to trade. The new space will feature an interactive showroom, allowing retailer customers first-hand experience with the products and great immersive experiences that truly bring Creative Kids brands to life.

Creative Kids will not only be expanding its retail distribution footprint, but also its team as the international business grows. Creative Kids will be growing its international headcount and will align a new leadership and operational team in the UK to further demonstrate its commitment to the local market. The path into the end of 2024 and 2025 includes expanding office capabilities and opening a Latin America office in Mexico.

Creative Kids has set goals: build confidence, harness creativity and unleash imaginations. At the start of 2024, the year ahead is looking bright for the Creative Kids team. As the business grows, this will bring further opportunities for retailers, licensors and those interested in joining the Creative Kids family.

Creative Kids products will be showcased on DKB Toys & Distribution’s stand at London Toy Fair at Upper Level 128.

Obituary: Tony Trickett Tony worked for some of the industry’s most prominent toy companies during a long and distinguished career which spanned five decades.

His former Palitoy colleague John Nicholas told Toy World: “Tony was my friend and mentor. He and I worked together at Palitoy through the seventies, which was a golden era for the company. Tony was initially promoted to area manager, then to export sales manager and finally to other head office duties. I remember some fantastic times at Toy Fairs over the years, particularly one snowy night in Harrogate when we had a snowball fight around the island outside the Crown hotel, as well as many other Palitoy nights going back to the Brighton Toy Fair days. He was well-liked by all of his customers and his fellow reps: he was someone you knew you could trust and he always had a joke to tell. I am proud to have called Tony a friend and we will miss him.”

Most recently, Tony spent many happy years at Character Options, and managing director Joe Kissane told Toy World: “Tony was a wonderful man. He was hilarious, kind, generous and a true professional. I remember when he joined Character: we were in our early years and we were looking for a NAM to join Mike Rowe. Tony was recommended to us by Jo Hall – he had been made redundant and was working in a bakery. Mike tracked him down to where he was making bread, offered Tony the National Account Manager’s position and the following week he was selling toys again. It was undoubtedly one of the best decisions we ever made.

I can honestly say he was a true gentleman in every sense of the word. The customers loved him, he spent many happy years with Character before he retired, and he is still talked about within the company.”

Sales director David Bramford added: “By all accounts, Tony was a truly lovely guy who earned legendary status amongst the Character team and naturally mastered the art of selling.”

Toy World joins all of Tony’s industry friends and colleagues in sending our condolences to his wife Marie and children Gary and Jackie.

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GLOBAL LICENSEES AND COUNTING CONTACT WILL OCHOA FOR MORE INFO will@toikido.com Piñata Smashlings™ is a trademark and copyright of Toikido Ltd.

Industry Moves Toy World expands editorial team Two new assistant editors, Caroline Tonks and Gabriela Jimenez Garcia, are now working alongside Toy World editor Rachael Simpson-Jones and Marianna Casal.

A graduate of Indiana University, Caroline is a trained ballerina who has also completed a master’s degree with Merit in the MA Magazine Journalism programme at City, University of London. While at City, she honed her journalistic skills as the deputy editor of student-run digital magazine, Spark, and also wrote for the course’s journalism alumni magazine, XCity.

Prior to joining Toy World, she has undertaken roles at News UK (Fabulous magazine) where she wrote content for ‘Fabulist’ and attended the cover shoot.

Caroline said: “I am very excited to be joining the team and starting my journalistic career with Toy World and Licensing.biz, as well as meeting everyone who works in the industry.”

Gabriela brings with her a background in journalism and copywriting. She is a graduate in Journalism from the University of Westminster, where she particularly enjoyed working on a social issues magazine project. Since then, she has held various journalist and copywriter roles at a range of publications and is now happy to be working with the Toy World team and using her skills.

Caroline Tonks Gabriela Jimenez Garcia Gabriela said: “I’m thrilled to become part of the team and immerse myself in the world of toys, and perhaps interview some of the companies that made my childhood such an enjoyable time.

Publisher John Baulch commented: “We are delighted to welcome Caroline and Gabriela to the team. Their writing skills, positive attitude and enthusiasm for the toy trade are sure to be huge assets to the company. We look forward to introducing both of them to the toy industry over the coming months.”

To contact Caroline, email Caroline@toyworldmag.co.uk, and Gabriela can be reached on Gabriela@toyworldmag.co.uk. The editorial team can also be reached on 01442 502 406.

Both new assistant editors look forward to meeting everyone at Toy Fair this month.

Xplore Distribution welcomes Kevin Griffiths Kevin has joined the Xplore Distribution team as national account manager for the toy division, as the company continues to expand its presence in the toy market.

Kevin Griffiths brings with him a wealth of experience within the industry working for the likes of Funko and Ickle Bubba. He is keen to meet with both previous and new contacts during toy fair season, to showcase some of the products he will be managing.

The recently launched Xplore Distribution has already secured a range of top retail partners and signed exclusive distribution deals with international toy companies for the various markets that include the UK and Ireland. The company was set up by experienced industry stalwart Ravi Mashru, and his team Pritesh Davé and Katrina Daley, and is working on introducing a number of international brands to the UK market where the team has signed multiple exclusive deals.

Ravi commented: “We are delighted to welcome Kevin to the team and are sure he will fit in well and be a great asset to the company as we continue to build our innovative distribution business.”

Sambro strengthens UK sales team with new hires Sambro International has strengthened its commercial sales team with several new hires and internal moves to help boost the company’s UK sales operations.

Richard Dinham, who joined Sambro in early 2023 as business development director, has been promoted to UK sales director and will now head up the UK national account management team, providing new direction, focus and strategy. His role will include driving Sambro’s plans to increase domestic trading in the UK by working collaboratively with retail partners and licensors, aligning closely with their key sales and promotional periods.

In support of Sambro’s UK growth plans, the business has recently appointed Robin Dent and Angie Goosen as senior national account manager and national account manager, respectively, who will support the delivery and growth of key client accounts.

Robin has over 15 years of experience in the toy sector, having previously worked for Rubies, Hornby and Mattel. Robin will predominantly look after key retailer partnerships and will use his knowledge to harness expansion opportunities with existing and new client relationships. Angie Goosen has stepped across from buyer to national account manager after spending 15 years at Blue Diamond Group and Mr Price in South Africa in various buying roles. Robin and Angie will support fellow senior national account manager Ben Bridgen.

UK sales director Richard said: “These new hires will bolster our already successful UK sales team. Robin and Angie have already hit the ground running for some of our key retail partners, proving they share the same hunger, drive and tenacity as the wider team. We now have a diverse team in place who have fully bought into the new direction that we are taking Sambro in the UK.” “Robin and Angie can now get fully up to speed before we show our exciting line-up at the London Toy Fair and Nuremberg. With six new licences, over 200 new SKUs, and a new direction and strategy, AW24 previews have been extremely well received and we are very confident of having a busy and rewarding Toy Fair. Buyers are very enthusiastic about our new collaborative approach, and we have moved to a stand four-times bigger than in 2023.”

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Industry Moves David Voss becomes executive vice president at Spin Master

Wow! Stuff welcomes new hires as distribution expands

Spin Master has announced the appointment of David Voss as executive vice president, Global Toy Design and Development. The newly created role builds on Spin Master’s commitment to creating disruptive play experiences and highlights plans to reinvigorate toy innovation and elevate design for continued growth within the industry.

David will oversee the co-creation of a best-in-class product development vision and manufacturing strategy, while overseeing all inventor relations, advanced concepts, design, engineering, visual branding and packaging, reporting to global president and CEO, Max Rangel.

“David has worked within every aspect of the kids’ entertainment businesses and brings an immense understanding of breakthrough product design and development for world-renowned franchises and brands,” commented Max Rangel. “We are excited to have him join Spin Master to supercharge our innovation and continue to build on our legacy of creating magical play experiences and “wow” moments for children globally.”

David has been immersed in the play and entertainment business for more than 20 years. Most recently, he served as senior vice president of Global Product Design, Consumer Products and Parks & Retail at Comcast NBC Universal. During his career, he has brands including Hot Wheels, Nerf, Toy Story, WWE and Barbie entertainment. He also has deep experience bridging show to shelf having collaborated with Warner Brothers, Pixar, Disney, Dream Works and Cartoon Network.

“My entire career, I’ve focused on a single mission, which is to spark imagination and inspire play”, added David. “This opportunity to work with the talented team at Spin Master brings together many of my passions from disruptive innovation and cutting-edge design to ultimately inspire kids and create meaningful play moments for iconic brands both new and evergreen.”

David will be based in Spin Master’s LA office from this month.

Toy innovation company Wow! Stuff is delighted to announce two new hires in quick succession. Tony White joins as general Sales Manager, having had a very successful and lengthy career in roles at both Character Options and latterly at Moose Toys. Also joining Wow! Stuff, as head of European Sales, reporting into Tony, is Valerie Leuzy. Valerie has more than 20 years’ experience in the nursery and toy industry, working with market leaders such as Mamas & Papas, Summer Infant and Silver Cross. Most recently, she was working as European Sales manager for Plum Play.

Tony’s toy industry tenure started at Worlds Apart, which grew significantly during his five years as Sales director. He continued in this position for another five years following the acquisition of the business by Moose Toys. Prior to finding his vocation in the toy industry, Tony’s training and experience in consumer products was gained at Adidas, Mizuno and Wella.

Wow! Stuff managing director, Dawn Lavalette, commented: “We’re bucking the trend right now, and our product sell-through remains strong, so we’re excited to welcome Tony and Valerie and expand our distribution. They are real professionals and bring a wealth of experience to Wow! Stuff.”

Tony said: “I’ve seen the innovation Wow! Stuff develops, the vision for the business, and I believe my knowledge and support will add real value to the team. I’ve also seen the next two years of product line up, and it’s on another level.”

Valerie added: “I’m delighted to be joining the team; I love Wow! Stuff product and innovation and can’t wait to share it.”

Tony, Valerie, Dawn and the team will be welcoming visitors to Hall 4A at the Nuremberg Toy Fair. To book an appointment, readers should contact ella.wood@wowstuff.com.

Toynamics appoints new agents to support indie sector Toynamics UK & Ireland has appointed two new sales agents to increase its reach in the North of England and Scotland. Des Docherty will take responsibility for Scotland and Ian Rice will cover the North of England.

Lisa Fuller, senior sales manager commented: “We are excited to expand our team as independent retailers are very important to our business. These latest appointments mean we can now offer more coverage with regular visits, helping retailers with re-orders, marketing initiatives and introducing new lines.”

Ian Rice Des Docherty Toynamics UK and Ireland is dedicated to enriching the lives of children by delivering a wide portfolio of toys and games, promoting cognitive development and providing hours of entertainment. The team offers a full 360-degree service, from toy distribution to private-label manufacturing, offering support in all areas related to the toy business.

Retailers interested in becoming a stockist are invited to get in touch with Des Docherty (Scotland) – des@elbasales. co.uk. Phone – 07368357869 or Ian Rice (North) – ianmrice77@yahoo.com. Phone – 07971569091.

As a multi-brand distributor, Toynamics has a wide variety of products to offer retail partners, and visitors to London Toy Fair are invited to visit the company at Stand E46, where there will be exclusive show discounts available.

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Industry Moves Funrise appoints James Xuereb as European account manager for e-Commerce James Xuereb joined the growing Funrise International team in November last year with 10 years of experience in planning and directing diverse e-Commerce businesses.

James said: “I am very excited to join Funrise at this stage in its journey and am looking forward to joining a strong team, the growth opportunities presented and using my skills to develop an e-Commerce strategy.”

Having served as head of e-Commerce at Wow! Stuff, he brings to Funrise a deep knowledge of online business and marketplaces, combined with extensive experience in the toy industry.

“James has a distinguished track record implementing e-Commerce EU strategies and growing Amazon revenues, and we are thrilled to have him join the Funrise team,” said Annie Sullivan, GM, Northern Europe. “James will play an integral role in continuing to build the business even further and grow our e-Commerce business.”

James will lead all e-Commerce activity for Funrise’s portfolio of brands in all key European territories.

Bev Cochrane joins Halilit as national account manager

Hyve Group announces leadership team appointments Hyve Group has announced the appointment of two new leaders to the team – Jackson Szabo as portfolio director for Spring Fair and Autumn Fair and Soraya Gadelrab as the new event director for Spring Fair and Autumn Fair. Hyve Group says the two senior appointments to the team will strengthen and revitalise the leadership team for the wholesale shopping destinations, shaping the future of the industry.

Nicola Meadows, divisional managing director for the retail, manufacturing and engineering division, said: “We’re thrilled to introduce our two new leaders, Jackson and Soraya; their fresh perspectives and wealth of experience will undoubtedly invigorate our sector. Jackson and Soraya are brimming with exciting ideas that will inspire. Their vision and creativity will shape our future endeavours, fostering growth and excellence. With their arrival, we’re embarking on an exciting chapter; together, driving positive change and achieving remarkable results.”

Jackson Szabo added: “I’m absolutely delighted to be joining Spring Fair and Autumn Fair, brands that are aspirational for anyone in the UK events industry. I very much look forward to working with this incredible community to ensure that the shows do everything they can to drive value to retailers and suppliers alike while serving and supporting both exciting, new businesses and institutional incumbents.”

Soraya Gadelrab added: “I’m incredibly excited to be joining the team at Spring Fair & Autumn Fair. I look forward to working with this passionate team to drive forward these heritage events, ensuring we evolve them to reflect the ever-changing retail sector which we serve.”

Spring Fair takes place on the 4th – 7th February 2024 and Autumn Fair from 1st – 4th September 2024, both at NEC Birmingham.

Lois Stewart joins the Plus-Plus team

With lots of industry experience, Bev Cochrane joins Halilit at a time of growth for the company. Halilit has recently announced that it is taking on the distribution of Buki France’s range of educational and activity toys, following its latest brand launch, Jellystone Designs.

Commenting on the move, Amy Wildman, sales and marketing director at Halilit, said: “We are delighted to have Bev join the team with her years of industry knowledge, particularly knowing how well respected and valued she is by her customers. With our popular brands going from strength to strength, Jellystone Designs having seen an impressive launch and new ranges in the pipeline, we want to ensure that our valued customers are continuing to receive the personal care and attention that they have come to expect from us. We’re confident that Bev will add this, plus much more, to our friendly team.”

Bev commented: “I am thrilled to be joining the Halilit family and working closely with Judith and Amy. Halilit has such a beautiful range of products; I can’t wait to start working with retailers. I am sure the future holds great opportunities and I’m really excited about 2024.”

Halilit is a specialist supplier of developmental, sensory and educational toys, and has serviced the UK retail market for nearly 50 years. Its full ranges, including top sellers such as Halilit Music, Taf Toys and Edushape Sensory, will be on display at stand E16 at London Toy Fair, along with the brand-new ranges – Jellystone Design and Buki France.

For more information, please contact sales@halilit.co.uk.

Vivid Goliath bolsters Marketing team Alesha Khan has joined Vivid Goliath and will be instrumental in helping the Marketing team advance its plans to support numerous category launches. She has been appointed as Brand manager for the group to support a turbo charged portfolio of new developments on track to launch in autumn/winter 2024.

“We’re delighted to announce that Alesha has joined the Toy Marketing team,” said Marketing controller Chloe Burrowes. “Alesha recently joined us from Panasonic, where she has worked across its electronic brands portfolio. She is well equipped to help us advance our marketing plans to support numerous exciting category launches which have been revealed to retailers during our autumn/winter previews.”

Vivid Goliath continues to drive global innovation in the Toy and Games space with more than 50 new products in development for launch in 2024.

To see the company’s full range, visit www.vividtoysandgames.co.uk/. The sales team can be contacted on 01483 449 944.

Plus-Plus has announced the appointment of Lois Stewart as national account manager, Plus-Plus UK and Ireland. Lois joined at the end of November and brings a wealth of experience to her new role of managing all major retail accounts across the UK and Ireland. Her key responsibilities will be to build and maintain long-term relationships with customers, coordinate retailer marketing initiatives and oversee inventory management.

Lois said: “I’m thrilled to be taking on this new role at Plus-Plus as we head into 2024. It’s wonderful to be working with such a creative and inspiring brand that values open play and has received a number of prestigious accolades and awards this year. There is plenty of opportunity to build upon and I look forward to expanding our retail activations further into the UK & ROI markets.”

Lois joins Plus-Plus from Spin Master. Prior to a career in sales, she also worked in the buying team at Toys R Us. Claire Coekin, commercial director, added: “We are so excited to have Lois join Plus-Plus, she’s going to be a terrific asset to the sales team and we know that she will bring fresh insights and great contributions. Lois brings a wealth of toy industry sales experience that will serve our clients well. We look forward to many successes together.”

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Marketing World Panini unveils first ever Women’s Super League sticker collection Panini and The Football Association (The FA) have proudly launched the first ever Women’s domestic football sticker collection with a celebratory evening in Manchester.

Taking place at Manchester’s National Football Museum, the event brought together key opinion leaders, Barclays Women’s Super League club representatives and the local grassroot community to celebrate an iconic moment for women’s football as Panini’s first ever Barclays WSL sticker album was exhibited for all to see. Guests in attendance were treated to a panel event with Manchester City and Manchester United stars, Chloe Kelly and Nikita Parris, who were interviewed by former Liverpool and Everton Goalkeeper Rachel Brown-Finnis.

After the success of similar women’s football collections celebrating international tournaments, Panini announced the release of the physical Barclays WSL sticker collection in December 2023, starring Barclays WSL players and icons of the game for the first time. The collection features nearly 350 stickers, including the all-important ‘shinies’ for collectors to chase from all 12 Barclays WSL teams in the English topflight. Collectors will be able to kick-start their sticker collection with a starter pack, which includes an album and five packets of stickers.

Katie Gritt, head of Marketing of Sport at Panini, commented: “We are so proud to have created the first ever Barclays Women’s Super League Official Sticker Collection. The response to the collection has been incredible and it’s a real privilege for us to play our part in bringing the women’s game even closer to the fans. Coming together to celebrate this moment in football history at the iconic National Football Museum has been extremely special, and this is just the start.”

Manchester City’s Chloe Kelly added: “Growing up, I have always loved Panini sticker collections, and to feature in the first ever women’s domestic football album is amazing. It’s a huge moment for us as players to have this kind of recognition and hopefully it can have a positive impact on the future of women’s football and further inspire the next generation of girls to become football players.”

Plus-Plus partners with Tumble Tots For Christmas 2023, Plus-Plus formed a partnership with Tumble Tots, seeing over 15,000 packs of Plus-Plus Big being gifted to Tumble Tots members during the seasonal festivities.

Plus-Plus Big is specifically aimed at kids aged one to six years of age, but perfectly safe from birth, due to its BPA-free and phthalate-free plastic construction. It’s a perfect size and tactile for small hands to grasp, and means children can start to learn about fixing pieces together and creating from a young age. It can also be put in the dishwasher or washing machine to clean.

The Big range is available in colourful mixed tubes or animal builds of 15 pieces, boxed sets of colours and a variety of play sets which encourage building, exploring and dexterity. The soft shell Travel Case and the Metal Suitcases filled with the chunky pieces are ideal for travel or taking out and about to keep kids entertained. Tumble Tots has now also become a Plus-Plus retailer, listing a range of Big on its online store.

Claire Coekin, commercial director, Plus-Plus UK & Ireland said: “Plus-Plus is thrilled to have partnered with Tumble Tots and given away Plus-Plus Big sample bags to its members. We have great admiration for how Tumble Tots supports children to develop new skills through challenge and activity, and have an appreciation for how its classes inspire learning through play. This is an important partnership for us, and together we have delighted in bringing the joy of playing and exploring Plus-Plus to a key new audience.”

Charlotte Bedford, technical director added: “Tumble Tots (UK) is proud to partner with Plus-Plus. Its approach to developmental play aligns perfectly with our philosophy of providing children with skills for life. By using Plus-Plus bricks, it is evident that the fine motor skills developed in our class settings can be refined further whilst building upon creativity skills to create unique structures as well as specific models. The key to learning and development at such a young age is to engage in playful activities. We are certain that our Tumble Tots will thoroughly enjoy engaging with their Plus-Plus samples.”

Nerf Action Xperience launches in Manchester Nerf Action Xperience, an action-packed entertainment attraction, has officially opened its doors at Trafford Palazzo – making Manchester the location for its first-ever European launch. Following a soft opening period when trailblazing Nerf fans could try out the new adrenaline-fuelled entertainment venue, the site has now fully opened seven days a week.

Situated on the ground floor at Trafford Palazzo and spanning 35,000 square feet, the Manchester indoor entertainment centre is the first in Europe. Furthermore, one of the centre’s combat zones uses the highperformance Gelfire blasters – a new product from Nerf, suitable for children aged 14+, not currently in play anywhere else. The hydrated rounds burst on impact to offer a high-level experience, eliminating the need to reload as often.

The centre features four action-packed Nerf zones, including thematic blaster battlegrounds, training activities and a Nerf sports arena. The venue is managed by Manchester-based entertainment specialists Rocafella Leisure, under licence from Hasbro.

Chris Hayes, Rocafella Leisure’s chief executive officer, said: “We had a clear vision of what we wanted to achieve, and I’m incredibly proud of our team for bringing that to fruition. The initial feedback has accelerated our plans to expand the concept into further regions throughout the UK.” For more information about Nerf Action Xperience, and to buy tickets, visit www.nerfax.co.uk.

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Licensing World Licensing Expo opens 2024 registration Licensing Expo, a world leading event dedicated to brand licensing, IP extension and collaborations, has opened 2024 registration and hotel bookings with new dedicated attendee programmes delivering elevated value to its attending audience of global consumer product manufacturers and retailers.

Organised by Informa Markets’ Global Licensing Group and sponsored by Licensing International, Licensing Expo plays host to the world’s biggest brands from Hasbro to Pokémon, BBC’s Bluey to the Coca-Cola Company, all looking for new partners to develop best-in-class officially licensed consumer product ranges.

With Brands at Play set as the core theme for this year, the event will spotlight the power play holds in every stage of life and the creativity it fosters when building brands. Manifesting across a range of new immersive brand experiences, new educational content and new catered networking spaces, the theme will also continue internationally into Brand Licensing Europe (BLE) later the same year. (September 24th-26th at ExCeL London).

“Licensing Expo and Brand Licensing Europe continue to exceed all expectations with record high retail attendance,” noted Anna Clarke, SVP Licensing, Global Licensing Group, Informa Markets. “As we enter the next stage of Licensing Expo’s evolution, we continue to strive to facilitate the highest quality of new business opportunities for our industry and invest in the development of exciting advancements for the future.”

Maura Regan, president of Licensing International, added: “The business of brand licensing is constantly evolving, and we are thrilled to partner with the Global Licensing Group at Informa Markets to take Licensing Expo into the next stage of its development, meeting executives where they are with what they need. The licensing community is looking for insight into emerging trends, new business opportunities and new ways to connect. Licensing Expo remains a key global destination for anyone looking to achieve all of this under one roof.”

Registration is now open for visitors and exhibitors. Admission is free of charge for qualified retailers, press and exhibitors. 2023 attendees can benefit from a limited time discount enabling free of charge registration until January 31st. General admission will be $50.

Early registration is encouraged, and advanced hotel room bookings are also now available; discounted rates include the Four Seasons, Luxor, Mandalay Bay, Delano, Park MGM and NoMad.

Mattel Films announces American Girl movie Mattel Films, Paramount Pictures and Temple Hill Entertainment have announced plans to develop a live-action feature film based on the American Girl doll line.

American Girl will be distributed by Paramount Pictures and produced by Mattel Films, Paramount Pictures, and Temple Hill Entertainment. Lindsey Anderson Beer is attached to write the screenplay and produce.

Robbie Brenner, president of Mattel Films, said: “American Girl is a beloved franchise, rich in history and storytelling with millions of devoted fans. Through dolls, books, live experiences and television movies, the brand has captured hearts for decades. We are excited to continue Mattel Films’ momentum and collaborate with Paramount Pictures, Temple Hill Entertainment and Lindsey Anderson Beer to bring American Girl to life on the big screen.”

Daria Cercek, co-president, Paramount Pictures Motion Picture Group, said: “We’re thrilled to be partnering with Mattel Films, our friends at Temple Hill and the incredibly talented Lindsey Anderson Beer to bring American Girl, one of the most iconic doll brands ever, to moviegoers everywhere.”

Lindsey Anderson Beer added: “Growing up, my sister and I were American Girl girls. I had Kirsten and she had Molly. They didn’t feel like dolls to play with, rather real people whose worlds we got to imagine ourselves in. They are historically accurate toys and accessories that feature elaborate and immersive backstories uniquely suited to bring to screen. I am so excited to tell a story that tackles the issues of girlhood in a real and compelling way, and proud to partner with Mattel Films, Paramount Pictures and Temple Hill to create the American Girl movie I have wanted to see since childhood.”

Heathside’s Khadou brand signs licensing deal for Godzilla Heathside Trading has established an agreement with Toho International to become a licensee for Godzilla. The agreement was brokered by Rocket Licensing and KJG. The Godzilla licensed line, which will launch in spring 2024 through selected retail partners as well as direct-to-consumer through MasterReplicas.com, will include 3D Keychains, Squishes, Mini Stickees and Slime based on the Godzilla portfolio.

Darren Epstein from Heathside commented: “We are so thrilled to be working with Toho International and Rocket on this series of pop culture and gifting products. As big fans of the films and TV series, we are excited to offer new ranges of product under our Khadou brand.”

Toho International, the Japanese studio’s US-based subsidiary, has brought the classic Godzilla property to audiences around the world through a comprehensive licensing programme spanning toys and collectibles, gaming, apparel, accessories, publishing, seasonal, housewares, food & beverage, and many more categories. With over 25 live-action films, numerous animated films and series, and more action-packed new content to come, Toho has captured the love and attention of Godzilla fans from all across the globe.

Toy World 42

Giraffe Insights, leading global kids, youth and family insight agency specialising in real connections.

Licensing World Mattel outlines expansion plans for top properties 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 2024.

It’s set to be another landmark year for the company. In March, Mattel kicks off a year of celebrations to mark Barbie’s 65th anniversary, shortly followed by the unveiling of an exciting programme on Hot Wheels, which Mattel says is the brand to watch in 2024. As it moves further into the year, Mattel will celebrate launches for Monster High, Fireman Sam’s evolution and a new programme for Thomas & Friends, Uno, FisherPrice and Scrabble, and anniversaries for Barbie and Polly Pocket. Plus, at the end of 2024, Mattel will bring back Barney, an iconic 90s brand which has been reinvented for kids both young and old.

The No. 1 Infant & Pre-school brand, Fisher-Price, continues to amplify the power of childhood. The 2023 Smilestones campaign to help parents celebrate the little victories will continue in 2024 alongside world-class existing partnerships across all categories. A new style guide will enable the brand to develop fresh partnerships in new categories.

Fireman Sam is the No. 5 pre-school character brand in EMEA, enjoying 360-integration including content which is licensed to air in over 100 countries, 80+ licensed partners, a strong show-to-shelf toy line, 300+ live events across Europe, an extensive book and magazine portfolio and +520m EMEA channel views and growing. Mattel also continues to partner with best-in-class toy companies to expand the franchise across key categories, with Character Options and Simba continuing to lead the master toy programmes.

Monster High is the No. 1 new dolls property, the No. 2 new dolls item and the No. 2 new property total market property YTD. Monster High: The Movie, was the No. 1 kids and family movie on Paramount+ and Nickelodeon during its launch week, and the ghouls came back for a sequel in October 2023 with Monster High: The Movie 2 arriving on Nickelodeon and Paramount+. The Monster High animated series is now available on Nickelodeon and Paramount+ and is also available free to air on Pop. Content is confirmed for 2024 and 2025. Mattel will expand the Monster High franchise with a host of new lines being launched across key categories.

Finally, 2024 is a milestone year for Polly Pocket as the brand celebrates its 35th anniversary with new CP partnerships.

Peppa Pig celebrates 20th anniversary with Peppa’s Cinema Party Hasbro has announced that Peppa Pig is coming to cinemas for the character’s 20th anniversary and biggest cinema celebration ever, beginning February 2024.

The hour-long cinema release, Peppa’s Cinema Party, will screen in English, in cinemas in Australia, Canada, Ireland, the United Kingdom and the United States, offering ten exclusive never-before-seen Peppa Pig season ten episodes, including a three-part Wedding Party Special, of which one episode features the voices of Katy Perry as Ms. Leopard and Orlando Bloom as Mr. Raccoon.

A party bus bonus episode will also be included, as well as new interactive entertainment featuring Peppa and her friends breaking into the real world through a mixture of animation and live action, with five brand new songs to sing along and dances to move to.

The entire family will be able to have the ultimate cinema outing and celebrate along with their favourite onscreen characters. The fun continues outside cinemas, with the allnew music available to stream at home, in the car or on the go “As we celebrate 20 incredible years of making memories with Peppa, our team is proud to bring Peppa’s Cinema Party to the big screen across the globe, enabling fans to come along and join in the party,” said Esra Cafer, SVP global brand management, Hasbro. “Peppa encourages kids and families around the world to jump in together with confidence, and this new cinema experience will bring those beloved characters to life in a new way.”

All new music will be available on music streaming platforms on the 2nd February, 2024.

Favourite characters come to life in IG Designs’ latest launches IG Designs has unveiled a raft of new licensed arts & crafts products that will allow kids to create stunning scenes featuring their favourite characters from the world’s hottest pre-school properties, as well as express their emotions in a fun new way.

The company’s new Sticker Play Scene packs invite kids to relive scenes from many of the world’s most high-profile kids licences, such as Disney Princess, Spidey and his Amazing Friends, Peppa Pig, Paw Patrol and Gabby’s Dollhouse. Each Sticker Play Scene set comes complete with three different scenes for each character and contains one sticker sheet and one reusable puffy sticker sheet.

Alternatively, budding artists can grab their crayons and pencils before embarking on a magical colouring adventure starring Spidey and his Amazing Friends, Disney Princess, Peppa Pig, Paw Patrol and Gabby’s Dollhouse. The brand-new Colour In Scene packs contain one colouring in scene, two sheets of pop out and colour in standees, one sticker sheet and six mini pencils to keep kids entertained at any time of year.

Parents and grandparents can encourage positive behaviour in their children with IG Designs’ new Reward and Emotions Chart.

The chart allows caretakers to create their own challenges according to the needs of their child/ family with the A3 wipe clean reward chart. The pack also includes an A3 wipe clean emotions chart, three sticker sheets and one pen. Like the Sticker Play Scene and Colour In Scene ranges, the Reward and Emotions Chart is available in a variety of favourite kids characters including Peppa Pig, Paw Patrol, Disney Princess, Gabby’s Dollhouse and Spidey and his Amazing Friends. The familiarity of these characters and positive associations they inspire will help kids to manage and express their behaviour and emotions in a positive and healthy way.

The Sticker Play Scene, Colour In Scene and Reward and Emotions Chart packs are all available from this month.

Toy World 44

Licensing World Mattel and Amazon MGM Studios announce Wednesday licensing partnership Mattel has announced a multi-year licensing deal with Amazon MGM Studios to create and sell co-branded dolls and collector sets inspired by MGM Television’s Wednesday.

This year, Mattel will release co-branded Wednesday dolls and collector sets through its Monster High and Fisher-Price Little People Collector properties respectively, fusing the iconic characters from the Netflix original series with Mattel’s cherished toy brands.

Mattel says its Monster High and Little People Collector brands have much in common with Wednesday, having ‘a finger on the pulse of social trends and a commitment to inclusivity’. Both Monster High and Wednesday centre on high schools full of monsters and the supernatural – not to mention the chicest of fashions – making the two an even more perfect match. While the immense popularity of The Addams Family spans generations, there has been a recent spike in fandom thanks to the hit series, Wednesday, which is available to watch on Netflix.

Wednesday follows Wednesday Addams’ misadventures as a student at Nevermore Academy, a unique boarding school located in deepest New England. The series marked the first-time fans got to see the character of Wednesday as a teenager, launched in November 2022 at No. 1 in 83 countries. Shortly after launch, Wednesday also became the No. 1 most watched Englishlanguage series of all time on Netflix.

L.O.L. Surprise! celebrates 50th anniversary of Hello Kitty with new collection MGA Entertainment has announced a collaboration with global lifestyle brand Sanrio to honour Hello Kitty, in celebration of her 50th anniversary in 2024. The newly released L.O.L. Surprise! Loves Hello Kitty limited-edition collection features two L.O.L. Surprise! tots, styled in Hello Kitty-inspired outfits and packaged in a brand-new Hello Kitty shaped ball, complete with her ears and a 50th anniversary bow.

“L.O.L. Surprise! is proud to partner with Hello Kitty in celebration of this momentous anniversary, bringing together two iconic brands that share a common message to children and adults around the world,” said Isaac Larian, founder and CEO, MGA Entertainment. “The L.O.L. Surprise! Loves Hello Kitty collection is the perfect way to celebrate both beloved brands.”

The special limited-edition L.O.L. Surprise! tots feature Hello Kitty-themed fashions and accessories in a pastel colour scheme, chosen by Sanrio especially for the 50th anniversary. The tots, Crystal Cutie and Miss Pearly, have seven surprises to unbox, including an outfit, shoes, two accessories, a purse and a sticker.

“For five decades, Hello Kitty has inspired generations, and her message of friendship, kindness and inclusivity transcends cultures and continues to resonate with fans of all ages,” said Craig Takiguchi, chief operating officer of Sanrio. “In celebration of Hello Kitty’s milestone year, the new special edition L.O.L. Surprise! dolls are a symbol of friendship, creativity and self-expression, and we hope they inspire kids across the globe to be themselves and embrace their individuality.”

Hello Kitty’s core message of friendship is an integral part of the L.O.L. Surprise! brand and has been since it launched more than eight years ago. This celebratory collection joins the growing portfolio of new releases from L.O.L. Surprise! that are aimed at engaging both kids and kidults.

Sambro and Toikido join forces on Smashlings range Global toy and gaming studio Toikido has joined forces with Sambro International to roll out its latest Piñata Smashlings collectibles and toys collection.

Under the new three-year partnership, which was facilitated by Toikido’s licensing representative IMG, Sambro will deliver an extensive range of arts & crafts, stationery, bags and novelty toys. The products, priced between £1.99-£8.99, will be widely available across EMEA territories.

The new range will reflect the core brand DNA of the Smashlings universe and aim to excite children with hidden characters. Some of the key compound products include the Surprise Sand Eggs, Great Tree Crystal Growing Kit, Slurping Smashling, Bash Sand Eggs and Squelchum.

Sambro is also developing a range of stationery backpacks shaped like popular Smashlings characters, filled with a variety of collectible stationery products. Additionally, the company will also deliver an exclusive range of Smashlings Piñata Puzzle Palz, its IP range of collectible puzzle erasers, giving children a chance to build, play and erase while collecting their favourite characters.

Will Ochoa, chief commercial officer at Toikido, said: “Our studio’s success has been built on great ideas and talented partners who can bring them to life, which is why we’re so thrilled to be working with Sambro, a company internationally renowned for its award-winning licensed merchandise, and ability to make it accessible in stores globally.”

Will added: “Since its release, Piñata Smashlings is building a global fanbase and is generating much interest in the media, as well as across toy, retail and gaming industries. The announcement will further build on this, and we can’t wait to see how fans of our loveable IP react to all the great products that Sambro has in store for them over the next three years.”

Clare Rix, brand and licensing director at Sambro, added: “The teams at IMG and Toikido have been brilliant to work with in getting this deal across the line, and I can’t wait to see our product launch alongside the master toys ranges. We are excited to start working on the franchise and see where team Toikido takes Smashlings, and the programming and marketing support is huge.”

Toy World 46

500+ new styles in 2024

@Squishmallows ©2024 Kelly Toys Holdings, LLC. All rights reserved.

Licensing World PMI Kids’ World to showcase new ranges across various stands at London Toy Fair At London Toy Fair, PMI Kids’ World will present a unique variety of upcoming 2024 toy lines. The global toy partner of popular gaming and entertainment licences, PMI will be bringing toys based on newly acquired licences Stumble Guys and The Creature Cases. By popular demand, PMI Kids’ World will also be showcasing series two of the smash-hit Pudgy Penguins, Pinata Smashlings and Sonic Prime toy lines, all launching in 2024.

True to form and loyal to the IP’s original character designs, PMI’s Stumble Guys toy line will bring collectible figures and plush to gamers and fans of one of 2022’s most downloaded mobile games. From the world of one of gaming’s most popular battle royale games, this toy variety will be distributed through Click Distribution in the UK, launching in spring 2024.

Reaching Netflix’s global top 10 shows in 2022, The Creature Cases is an endearing TV series that will have its first range of toys based on the beloved show created by PMI. To be distributed by Bandai in the UK, fans can find the Multi-Terrain Motorcycle, Mice Squad Van, the R.O.N Jet playset and more on shelves for winter 2024.

Back by popular demand, PMI’s Pudgy Penguins, Pinata Smashlings and Sonic Prime toy lines will expand with series two for each of these three brands. These toys from Pudgy Penguins, the breakthrough in web3 and toy innovation that topped Amazon charts as the number one hottest release, and fan-favourite products from the iconic Sonic Prime Netflix series will be distributed in the UK through Bandai. Series two of the Piñata Smashlings Roblox game that ruled summer 2023 with an 86% game rating and 1m total players online in its first month, will be distributed in the UK through Character Options in 2024.

"As partners with leading global brands in gaming, entertainment and digital realms, PMI eagerly anticipates unveiling our 2024 lineup," commented Omer Dekel, COO at PMI Kids’ World. "We're excited to reconnect with familiar faces and ignite the toy passion among new connections at this upcoming event."

PMI Kids’ World’s latest new ranges can be found at London Toy Fair at Bandai’s stand, N17, and Click Distribution’s stand, Upper Level 120.

newsanalysis

Toikido forges ahead Toikido has unveiled its ambitious plans for the upcoming year, with an imminent animated series, a Roblox integration with UEFA for Euro 2024 and a plethora of new partnerships and IPs in the pipeline.

Established in 2020, Toikido initially explored third-party IPs before gaining recognition with its first in-house creation, Piñata Smashlings, introduced last year. Among its triumphs, a collaboration with Among Us, the wildly popular multiplayer online game by Innersloth, proved to be a success. Toikido's role as the master toy partner resulted in the sale of 30m toys across 100 countries, underscoring the brand's global appeal.

The Piñata Smashlings game found its virtual home on Roblox last summer. Collaborating with P.M.I Kids World, Character Options, IMG and Retail Monster, Toikido launched a range of licensed toys globally. The brand now has over 30 licensees, including industry heavyweights Penguin Publishing and Panini. Toikido and Piñata Smashlings are in the process of crafting a full music album set to elevate the brand's presence, produced by Grammy award-winning music producer Jason Perry. Will Ochoa, chief commercial officer at Toikido, told Toy World: "Toikido is determined to weave music and full album launches into the fabric of all our upcoming brands, presenting an innovative blend of entertainment, music and merchandise."

Toikido's growth is reflected in its expansion from a small team to 15 UK-based employees, complemented by a dedicated USA team led by Darryl Lai. The recent addition of seasoned creative lead Johnny Taylor, formerly of Mind Candy, King and Meta, has served to further solidify Toikido's creative prowess. Will added: "Johnny's arrival fortifies our team and propels our creativity."

Amidst these milestones, Toikido inked a deal with Nelvana to produce the Piñata Smashlings animated series. The highly anticipated series, slated for a major platform launch with 52 x 11-minute episodes, explores the whimsical Piñataverse world.

Nelvana's prelude shorts on the Keep It Weird YouTube channel generated positive feedback, setting the stage for a promising reception.

In the lead-up to Euro 2024, Toikido, in collaboration with UEFA, is preparing to launch an official game integration within the Piñata Smashlings game on Roblox.

Toikido also designed the official Euro 2024 mascot in collaboration with Fanatics, UEFA Euro 2024 master licensee. The teddy bear mascot has already been used for school-based participation programmes to encourage kids to get active and build up anticipation for the tournament. The mascot will also appear in the official game.

Most recently, Toikido proudly announced a new pre-school IP, PeaKeeBoo, in partnership with the award-winning studio Moonbug. Will said: "PeaKeeBoo is a stunning animationled brand that focuses on sounds and visuals from nature. We are all incredibly excited to build our new IP with the pioneering Moonbug and will be announcing more news on this brand and our consumer products plan early this year."

Toikido is also set to reveal two brand new IPs this year, each accompanied by video games and animations, ready for global toy line launches in 2025.

Toy World 48

Available in 4.5" & 7.5"

OVER 170 STYLES FOR 2024 INCLUDING BEACHBUMZ, SNACKBUMZ, BAKERBUMZ, & TEATIMEBUMZ

Licensing World Retail Monster focuses on expanding the Pudgy Penguins huddle In 2024, Pudgy Penguins will continue to be represented globally by Retail Monster for all licensing opportunities. Pudgy Penguins started as a block chain digital collectible brand, engaging with a global community and racking up impressive NFT sales of more than $400m, resulting in it being the first block chain digital collectible brand mentioned in the New York Times. The property has become enormously popular thanks to its key attributes - happiness, diversity and inclusion - which makes Pudgy Penguins extremely relevant to consumers today. The property continues to dominate social media across several platforms including Twitter and Instagram, with over 10b impressions making it the most viral IP on social media.

The combination of strong brand awareness and the cuteness of penguins means numerous partners and potential licensees want to be part of the Pudgy Penguins huddle. Plush and collectibles were obvious product lines for the primary launch: P.M.I. Kids World developed a line of adorable plush and sales have been impressive to date in the USA, UK and ANZ, making Pudgy Penguins one of the fastest growing Kidult brands.

A unique element of the brand is that every toy comes with a birth certificate for users to scan. They can then enter Pudgy World, an immersive MMORPG experience accessible only to those who have a unique certificate for entry. In Pudgy World, users can customise their own penguin, play with friends and enjoy mini-games, amongst other activities. Partners, licensees and collaborators also have the opportunity to be part of the exciting evolution of Pudgy World.

Pudgy Penguins resonates with a wide demographic. Retail Monster’s initial focus has been on signing licensees and collaboration partners for the core NFT owners and fans, targeting ages 18-34 with product launches in 2023/4. Following this, Retail Monster will focus on Pudgy World, allowing the agency to widen the licensing programme and target demographic. Retail Monster will look at a younger audience which will include kids, tween and teens, with the goal of launching a range product late in 2024 at specialist retailers before a broader roll out in 2025.

Retail Monster will initially build on the Toys & Games category, followed by other key categories such as Stationery, Fashion, Apparel and Accessories, then Homeware and FMCG. As Pudgy Penguins lends itself to seasonal and key calendar events such as Valentines Day, Father’s Day and Mother’s Day, Retail Monster will also prioritise the gifting category.

Publishing, promotions and retail activity are fundamental for the licensing programme. Retail Monster will continue to focus its efforts in these key areas of the business. These will be supported by relevant style guides which will be regularly updated to continue to keep Pudgy Penguins fresh and relevant as trends continue to evolve.

Liesa Dornan and Rich Woolf will be attending key trade shows in 2024. Readers wanting to be part of the expanding Pudgy Penguins licensing programme are invited to reach out to find out more about the huddle. For all licensing and retail enquiries, contact Liesa Dornan: l.dornan@retailmonster.com.

Asmodee Entertainment’s licensing slate plays on for 2024 Ticket to Ride is a board game most readers will have played or at least seen on store shelves over the past 20 years. With more than 15m copies sold worldwide, including multiple expansions and the acclaimed new Ticket to Ride Legacy: Legends of the West, this iconic brand has become one of the biggest names in the tabletop gaming scene. As Asmodee Entertainment enters the game’s 20th anniversary year, this enduring popularity, along with its global fanbase, makes Ticket to Ride a primary focus of the company’s licensing initiative.

Published by Days of Wonder, part of the global Asmodee Group, Ticket to Ride is a family game in which players compete to build railroads, with all the classic “I was going to do that!” and “One more game!” elements that have seen it remain a best seller for the last two decades. Winner of the prestigious Spiel des Jahres (game of the year), Ticket to Ride plays an integral role in helping Asmodee Entertainment realise its ambition of establishing a cross-category licensing programme. With new releases across publishing, interactive gaming, merchandise and apparel, 2024 will see this title expand beyond the realm of board games, giving retailers and consumers exciting new ways to engage with this beloved brand.

“When we set out to create our licensing programme in 2020, we knew we were building up to the anniversary in 2024,” said Ness Jack, Licensing manager at Asmodee Entertainment. “Creating a comprehensive range of products that allows fans to enjoy their favourite game both on and off the tabletop was a clear focus: we knew we had to start straight away with the planning to ensure we could do justice to the brand.”

Kicking off the release of licensed products, Fanattik recently launched a range of limited-edition metal collectibles including the Ticket to Ride North American Open Tour Ticket and Collectible Train Coin. “As with all Fanattik’s products, these beautiful renditions of classic designs from the game make brilliant trophies or home decorations for fans of the game series,” said Alexander Thieme, Licensing manager at Asmodee Entertainment. “The quality of these pieces is truly stunning. If you get a chance to see them at Spring Fair, I really recommend it.”

In the interactive gaming space, Marmalade announced its Ticket to Ride game. Released on Steam in November 2023, with other platforms scheduled in early 2024, this digital edition promises to elevate the core gameplay with immersive graphics and high production values.

Heading into 2024, fans can show off their love of the game with apparel from Difuzed. “Our collaboration with Difuzed is really exciting,” commented Alexander. “Its creative approach, combining the core elements of the brand with current trends, has resulted in some fantastic original pieces that we think fans will really engage with. The first collection of Ticket to Ride apparel is due to be available in January 2024.”

April, meanwhile, will see Ticket to Ride depart on a very different journey. Following the success of the Catan cookbook in 2023, Ulysses Press will take fans on a culinary journey with the official Ticket to Ride Cookbook. “Food and eating go hand in hand with gaming, and the way Ulysses explores recipes across North American cuisine really keeps with the spirit of travelling cross-country,” added Ness. “What’s fantastic about a brand like Ticket to Ride is how it seamlessly transitions across categories. Whether you’re an existing fan, or just starting your Ticket to Ride journey, there really is something for everyone.”

Toy World 50

© 2024 Jazwares. All rights reserved.

GlamBuddies © 2024 TigerHead Toys Ltd. / Tiger Head design S.L.

Amscan is proud to be celebrating with PART OF

Amscan International UK

©Amscan 2024. All Rights Reserved.

World Book Day®, 7th March 2024 Amscan are proud to be working with the charity, World Book Day, who are helping to change children’s lives through a love of books and reading.

5% of the sales of World Book Day costumes goes directly to supporting the charity’s work.

Find out more at worldbookday.com.

Insight

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

For more information visit www.circana.com.

Stiff upper lip!

Tough economic conditions in 2023 mean that the UK Toy market has struggled to reach growth, but as everything is reset for 2024, there is potential for the year ahead.

I

t’s challenging to write a review of 2023 UK Toy market performance when, at time of writing, the biggest sales weeks of the year are still to come; week 50 and 51, which can account for up to 11% of annual toy sales. Given the tough economic conditions in 2023 across all industries, even a strong last three weeks will not be enough to push the UK Toy market into growth for the year. Based on the sales data available, the UK Toy market is down -5% in value YTD November 2023 and -9% in volume. This is not only in-line with the rest of the Europe, which is down -5% in value, but also represents a stronger performance than the US toy market, which is down -9% in value for the first eleven months of the year. In addition, UK toys is still up +1.6% on YTD November 2019, which was pre-Covid, as the average selling price (ASP) increased from £8.70 to £10.32 over the same time-period.

This increase in ASP is not purely down to inflation, but also as a result of product mix changes in the UK toy market over the last four years. Building Sets is a key category which has grown from 12.7% of the UK toy market to 17.2% and has the highest ASP for a supercategory in the UK. One of the strongest declines for the UK market in 2023 was in the Outdoor and Sports Toys supercategory, which is down -16% in value, due to the wet weather impacting sales in July and August, usually the strongest months of the year for the category.

to outperform the rest of the market, accounting for 32% of all toy sales. This strong performance spanned many categories, especially Building Sets, Dolls, Plush, Vehicles and Explorative and Other Toys where licences have gained share. Overall, Pokémon, Disney All Other (including Disney 100 lines), Star Wars and TMN Turtles have all performed well, while in the pre-school arena, Gabby’s Dollhouse and Bluey continued to grow.

Melissa Symonds

Over the last four years, properties with TV/DVD/Digital Streaming content remain the top entertainment source, accounting for 18% of sales in 2023. Pre-school properties dominated this area of the market with Paw Patrol, Peppa Pig, Gabby’s Dollhouse and Bluey top performers along with Disney Princess and Monster High. Properties with movies have also grown in the last three years, with Barbie and TMNT the top winners in this space for 2023, alongside DC and Marvel Universe constant offerings. The biggest growthf- not in the last year but over the past four years ;FQZJ –only >9) 3T[JRGJW [X - has been from Video/Digital Games properties, which has more than doubled its share within UK toys. Pokémon and Minecraft remain the top properties in this sector.

a smaller share of the market, Sports related Although

properties have seen consistent growth, particularly with

football related items.

Director UK Toys, EuroToys Circana boosted the category in 2023 with MGA’s Miniverse one of the top new properties of the year.

Another area of the UK toy market that saw a strong performance last year was Kidults (sales of toys for consumers Aged 12+). Kidults accounted for 31% of sales in the first three-quarters of the year, up from 25% in the same time period in 2019 and growing +10% in value in 2023.

Kidult growth has driven some the stronger performing specifically Plush, Games and Building categories in 2023, Sets.

UK Entertainment Type Attributes

While the top-line performance for UK toys is down versus 2022, there were several areas of the market which saw a strong performance last year. Licences continued

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Toy World 54

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Property Progression: In Q4, new launches and innovative new items start to pick up momentum and sales, as demonstrated by Golden Bear’s Smart Ball Soccer Bot. This item leapt into the top 20 best sellers across the total toy market for the month of November and was the number one item in the Sports Activities and Games category, despite weighted distribution of just 49%. Other Sport Activities & Games performing well and growing in November included Golden Bear’s Smart Counter Ball, Hy-Pro’s Top Air Hockey 20” and Character Option’s Stay Active Jump It Wipe Out.

Item Description

Corporate Manufacturer #

Oct 23 Rank #

Nov 23 Rank #

Smart Ball Soccer Bot

Golden Bear

482

37

Fastest Growing Licences Across the UK Toy market there were 28 subclasses that gained value in 2023 compared to 2022 sales, with the largest value gain in Traditional Plush. Within the category, Squishmallows was the largest gaining property, as well as the largest gaining property across total toys YTD November 2022. However, there was also growth from Zuru’s Rainbocorns brand and the Keeleco range from Keel Toys, as well as licensed plush growth with Pokémon, Bluey and Paddington Bear all gaining sales.

Strategic Trading Card Games also enjoyed a strong year, with Pokémon cards continuing to grow, while Magic the Gathering and the new release from Ravensburger, Disney Lorcana, also contributed to category growth. Non-Strategic Trading Cards and Collectibles Stickers saw growth with both Adrenalyn and Match Attax from Topps, as well as Super Mario stickers from Panini.

Standard Building Sets grew for the fourth year in a row with licences such as Star Wars and Harry Potter continuing to perform well, in addition to Lego Icons and Lego Speed Champions growing in 2023. The Mini Vehicles category has grown for the past four years, with both Hot Wheels and Monster Jam contributing to growth, as well as Matchbox.

Although a small category, Electronic Handheld Games had a good year, up +56% with the TapTap Smart Fidget Assortment from Character Options and Beat Blast from Vivid Goliath driving growth. Pre-school Talking and Sound is a category that has more than doubled sales in the last three years, largely due to the growth of Tonies. Miscellaneous Toys has also seen growth over the last four years, with MGA’s Miniverse driving sales in 2023, as well as Oosh and LankyBox contributing to sales gain.

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Talking Shop

How was it for you?

Marianna Casal speaks to indie retailers to find out how the last few weeks before Christmas ended up – and how they are making plans for the year ahead.

Lynda Bartlett - W & J Walker Toymaster, Ballymoney, Northern Ireland

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e’re located within a department store and Christmas 2023 went really well for us. We ran a Christmas Club and customers were already popping in around August to find out what the best-sellers were. Once the kids were back to school in September, the Christmas Club purchases began.

Bitzee was the standout seller among Christmas Club users. At the Toymaster show last May, we were told that Bitzee would be big, and they were right. Kids who come into the store already know all about it, so it seems as though Spin Master did a good job with its marketing and really got the product into children’s minds. Tonie boxes were another best-seller for Christmas Club. Although Tonies have been around for a while, they seemed to really pick up last year, and now we’re getting repeat purchases of the different, individual Tonies.

We are based in a farming community, so our toy tractors are popular. Models can be discontinued quite quickly when new ranges come out so customers grab them when they can. We stock the Tomy’s Britains range and Bruder. Other best-sellers which don’t get put onto Christmas Club because they are a little cheaper are Polly Pocket and Squishmallows.

Usually, there’s a top Christmas toy at quite a high price point, but this year Bitzee was a more affordable £34.99, which I’m sure has helped account for its popularity. It seems as though parents welcomed cheaper products - but they were still spending, buying more items overall. We achieved slightly more sales than last year which was very positive. Since Covid, sales have been good and steady, and we have also able to reach more people via Facebook. I’m sure a lot of local people didn’t know we existed inside the department store.

We reopened after Boxing Day and had the kids coming in to spend their Christmas money. For the rest of January we tend to have a lull. We will have deals on and take the opportunity to do some rearranging before

business picks up again in March.

In 2024, we’re looking forward to the Toymaster show in Harrogate, and I am hoping to source more boys’

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ranges. Currently there seems to be plenty for girls, especially at cheaper price points, and I’m looking to redress the balance.

Talking Shop Paul Carpenter - Totally Toys, Bristol

2

023 was a rocky, bumpy road – one day good and the next bad, but overall we managed to improve on sales from 2019. In November, the Christmas rush began which was great. Kids will always be looked after at Christmas, and toys are one of the last things to be affected when money is tight. People were looking for classic toys and things that would last, often going for trusted brands such as Lego and Meccano.

We saw terrific sales from Ty plush, in particular the new Squish A Boos. We do great business with Ty and the team is a pleasure to deal with – when we place an order, it arrives two days later. Eugy from Brainstorm is also a top range for us. We stock the entire collection; not only are they a perfect arts & crafts activity, which is a sector that always does well for us, but the range doubles up as a collectible which keeps people coming back for more.

Other arts & crafts lines that stand out include Tomy’s Hey Clay and DKB’s Air Clay.

Board games seem to have been rediscovered. The traditional big box ranges that cost more have declined in sales but £10 games – things like travel games and card games - are making up a lot of the lost ground. Asmodee’s Dobble has been in high demand, and quirky games like Taco Cat Goat Cheese Pizza from Big Potato have also been popular. I’m not sure the £30-£40 board games which are only played on Christmas and Boxing Day are something people are prepared to invest in anymore.

Nowadays, they just want something fun to play with the family all year round. The simpler the better, and if it can be played on the go or easily taken to a friend’s house,

that’s a plus.

Since the pandemic, we’ve been having absolutely incredible Christmases. We’ve been comparing each year with 2019 as that was a pretty uneventful year (other than the small matter of Brexit). After the Covid lockdowns, customers have been so excited and enthusiastic that sales rose dramatically. Even taking inflation into account, Christmas sales have been higher.

The average spend throughout 2023 was 5-8% down from the previous year, and people were spending more on toys for events and celebrations rather than impulse

buys. We expect things to be much slower this month and could really do with a new craze right about now. Thank goodness for Lego – there’s always something new and always something that people want. It’s nice to have new stock post-Christmas and Lego always has plenty to offer.

I’m looking forward to the year ahead. Independents aren’t going anywhere; if there’s one thing we’ve learnt, it’s that we’re really good at adapting and reinventing ourselves, even during times of adversity. We can get products on our shelves quickly when we find something new that customers want. Bring on 2024!

Tim Evans - Toys & Games of Worcester

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e had a bumper Christmas, and I think this was because of our strong 2023 line-up. Disney Lorcana has been extremely successful since its release, and the huge demand for it at

Christmas meant we had to secure as much stock as we could. In fact all of our trading card games like Pokémon and Yu-Gi-Oh! were very successful last year too. We secured an exclusive Worcester version of Monopoly which had fantastic pre-orders in November and gave

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sales a great lift for Christmas.

A new range for us last year was Cobi, which really boosted sales. We’ve stocked all sorts of Lego for years but that doesn’t touch the military category. Airfix military planes are hugely popular, so Cobi’s military construction products seemed like the perfect brand to bring in. The range sits nicely between the two and has performed really well. It’s nice to introduce a brand-new range that doesn’t cannibalise sales elsewhere.

We had a really strong year overall, but the Christmas rush seems to be coming later and later. The week before Christmas and the two weeks after represent the most important period to be on top form and fully focused. It’s not until the kids go back to school that things quieten down. Late December and early January is our golden period.

Sales have been strong in every area of the shop, which we’re really pleased about. Often, there are one or two quiet categories but last year, there wasn’t an area which wasn’t working. Hot Wheels sales have been strong all year, and another ‘low-profile’ line we’ve been really pleased with was Smart Games’ fidget-type box puzzles such as IQ Puzzler. Those have been selling well as they’re low cost, take up no space, work the brain and get people off their phones.

We had quite major disruption to footfall last year when a nearby building collapsed and had to be covered with scaffolding. But once that was taken down in May, sales picked up again and remained encouraging for the rest of the year. We’ve focused on keeping our social media presence strong, to help us connect with customers and stimulate sales. Overall, we’re pleased with how things are going.

71466 Fire Motorcycle & Oil Spill Incident

71467 Firefighting Mission Animal Rescue 71465 Firefighter with Air Pillow

71463 Firefighting Sea plane with extinguishing function

71468 My Figures: Fire Rescue

71464 Fireboat with Aqua Scooter

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Talking Shop Katie Eckley - The Old Railway Line Garden Centre, Brecon

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oy sales were up 6-7% last year compared to 2022, which is really positive. Some of our top suppliers including Lego and Sylvanian Families were offering promotions in the lead up to Christmas, which was great for catching customers’ attention.

Lego sales were significantly up last year; towards Christmas, the most popular were Lego Harry Potter Dobby and the Lego Piranha Plant which we couldn’t keep in stock – maybe we have the John Lewis Christmas ad to thank for that. Orchard Toys’ educational games and puzzles also sold fantastically well. Tonies Tonies went very well all autumn/winter. We had to do several top ups and the special offers worked really well in store and online. We have extended our selection of Keel Eco plush which has been popular, and we’ll continue to build on the range. Keel’s Eco ocean range, snakes and Christmas collection have also been the stand out lines.

Advent calendars from the likes of Mattel, with Barbie, and Lego were a great success pre-Christmas too.

Other than a few special gifts, items under £30 were getting the most orders. Educational and science-focused toys were particularly popular – a lot more than we have been used to. We work with Kayes of Cardiff to bring in stock from companies such as Britains, Tomy and Mattel.

We’ve noticed an increase in sales of die-cast vehicles like Hot Wheels and Dickie Toys cars. Cheaper plastic cars are no longer what people want – they’re looking for affordable but good value items. We also saw a rise in sales of game and puzzle sales and interactive products, things that can be used time and time again, offering better value.

In January, we’re reflooring which will mean that some sections of the garden centre will be closed, creating some disruption. The month of January has been getting busier over the last few years, but this one will certainly be a challenge. We plan to refresh the toy section to try and keep customer flow coming. Toys used to be just an ad-on to a visit to the garden centre, but we’re trying to make our toy department more of a destination. We decorate it with themes - last year we had a fun animal theme that proved popular – so the kids want to come and have a look.

We will be attending Spring Fair, and this year are particularly interested in how companies are developing the eco side of things. We would like all the companies we work with to make long-lasting products and have more eco-friendly packaging, so that we’re known as good value for money and stepping in the right direction for sustainability.

Dan Lovett - The Toy Box, Beccles, Suffolk

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he bulk of Christmas shopping came last minute because of Christmas Eve being on a Sunday and pay day for many being the Friday before. I think sales were slow to pick up in November because people were waiting for Black Friday first to see if prices would drop.

Customers were coming in just to take a picture of items to look up online to see if they could find them cheaper.

We do price match where we can, though, for people who ask.

We had a cracking year last year, but it took a lot of effort and it’s not been easy. The average price point dropped and now we’re selling a lot more under-£20 products, but it’s important they are still value for money

and are going to last.

Our best-sellers were Pokémon, Lorcana, Squishmallows and Hot Wheels. Lego also sold solidly but didn’t quite reach the numbers from previous years because of the price points. For Christmas, classics like Sylvanian Families and Playmobil still performed well.

And as we’re in a farming area, Britains tractors are always popular.

We haven’t had a craze in a very long time so it would be great to see an innovative craze this year. Word on the street is that Scoobies will make a comeback.

January is usually quiet, but we have some instore events planned, including a Pokémon day and a Games day to help attract customers – and hopefully sales.

Andy Tipping - Bagatelle Toys, Henley

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most games, as families want something they can all play together.

We brought in a great range of stocking fillers from various sources including One for Fun, which has a fantastic selection. Any fun and jokey pocket-money items - things like stretchy aliens, light up items and squishy carrots - have all gone down well. Fidget toys were very popular for stocking fillers, in fact fidget toys continued to be the top items all year for pocket-money purchases.

The average price that customers wanted to pay dropped last year, so we reviewed our ranges to see how we could accommodate that. In our Lego range, for example, we made sure we were offering options between £9.99 and £30, which is where people were looking. For their children’s friends’ birthdays, parents seem to want £9.99 lines.

People generally come to spend their Christmas money or vouchers in the New Year. January is traditionally the month to do stock taking after Christmas and make plans for the year ahead, but last year it surprised me quite how busy we were, so let’s see how it goes this month.

hristmas footfall increased after Black Friday and right up to the week before Christmas when people were receiving their final pay before Christmas. Late night shopping events in Henley and Marlow, where we have another store, along with the switching on of the Christmas lights, the Christmas market and all the bright Christmas windows, really helped locals get into the spirit of things and feel like it was time to buy all their gifts.

Spin Master’s Bitzee sold very, very well in both all our stores, greatly exceeding our forecasts so we had to order more for Christmas because they were selling out. It’s the interactive element that children love – it takes them away from social media and phones but they’re still getting interaction.

Squishmallows was also very strong. The selection of price points and the fact that that the characters appeal to a wide age range made it a go-to purchase for all kinds of different budgets. We’ve also been seeing Spin Master’s Tech Deck doing really well. Pokémon has always been a steady range and Ravensburger’s Disney Lorcana was absolutely full-on in all our stores.

Christmas is of course the time of year that we sell the

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71419 Battle with the Giant Octopus

71420 Treasure Hunt

71418 Pirate Ship

71421 Cannon Master

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Talking Shop Katharine Butcher - Wigwam Toys, Brighton

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took over Wigwam Toys with my family in November after the shop had been shut for months. I have experience in retail but I’m new to the world of toys, so it’s all been a learning curve.

Initially, I used the stock which remained in the store from the previous owners and have tried to rebuild

relationships with the suppliers. There are many items that are different to those found in larger retailers, and we stock a lot of craft products from small or non-mainstream companies. We can’t compete with the likes of Argos and Asda.

For Christmas, we brought in some colour-in tablecloths

from Eggnogg which are excellent quality and a great mindfulness activity for both kids and adults. There are lots of different themed cloths such as world maps, unicorns, dinosaurs and Christmas. We also have a lovely range from Clockwork Soldier which does paper crafts. Made from FSC paper and card, with an included template, the kits produce a 3D product like a T-Rex head, animals, a solar system, fire engine or a map. They are low cost, very stylish and mess-free so they make a great gift for any age.

We stock Sylvanian Families, many types of fidget toys, plush and a wonderful selection of wooden toys such as pull-along trains and puzzles. Our wide range of puppets has been popular from the first week of opening. There’s a variety of price points to accommodate different financial circumstances and occasions but they are all really visually appealing.

We are situated in a very popular area of Brighton and the store has been here for over 20 years. I used to shop here for my kids so when they opportunity came to reopen it, I took it. Thanks to local papers, primary schools and parent groups in the area, plus social media, it wasn’t long before everyone knew we were back up and running.

Our Christmas window when we opened caught people’s attention, and they seem glad that the toy shop is back.

To engage the local community, we have run events such as a games night in conjunction with a local game store, giving out cupcakes, letting people colour in a dinosaur tablecloth and scribble challenges. We’ve been visited by Mary Poppins as well as a mermaid, and we ran a raffle.

A Christmas market just outside our store also meant we could network with other independents in the area.

Julia Wingate - The Trading Post, Kingsbridge

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hristmas will always happen for toy shops as parents will always make sure their children have a good Christmas. Sales last year were similar to 2022, so it was great to see that despite changes in spending, toys are still thriving. People were being cautious though, planning more and sticking to a budget. Customers have become a lot more thoughtful about what they’re spending their money on, looking for the right toy at the right price, which I think is a good thing. Bigger box items were affected with parents focusing more on £30 and under price points. We adapted and made sure our stock mix catered to this trend.

Lego is always one of our better sellers, and Harry

Potter Lego Dobby was particularly popular at Christmas.

Other popular Christmas gifts were VTech Toot-Toot Drivers; Barbie, which rose in sales thanks to the movie and Aquabeads from Epoch. Throughout the year, Airfix and Revell kits were great sellers – people have carried on the hobbies they took up in lockdown.

The New Year is a great time to sell games for all ages – from family games to teenage to adult titles. These get played at get togethers while the weather is cold. Everyone has enjoyed playing games at Christmas and wants to carry on the fun. Footfall does get quieter in January, but business is still steady – the kids have spending money and people still have birthdays.

Brian Buckby - Blewetts of Hayle, Cornwall

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fter three years of being affected by Covid, things pretty much returned to prepandemic levels in 2023, which meant that Christmas was more positive.

In our Christmas Club which people have been adding to since the end of summer, the top product was Sylvanian Families for which Epoch offered a great deal. We do good business with Epoch, and its products always sell well.

Other best-sellers were Squishmallows from Jazwares, Brainstorm’s Eugy creatures, Craft Buddy’s Crystal Art and Lego, which is a classic. Top Trumps is always a steady seller too, so we made sure to bring in plenty of stock from Winning Moves for Christmas. Following the film this summer, Barbie became even more popular. So did Transformers, and demand really picked up – even

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for the older, non-movie related figures. Moose’s Little Live Pets range has been a great success, and so were Bluey and Octonauts licensed products. Keel’s Keeleco plush has been popular, so this year we hope to expand our offering. We’re also looking forward to seeing any new Craft Buddy releases.

Once the cold weather started in earnest and people began staying in more, our jigsaw collection sales rose and remained high right up until Christmas - for both adults and kids. We had some lovely, cosy winter Christmas scenes which are always a best-seller.

We expect sales to continue to be strong this month until the kids go back to school. Things usually quieten down for a while, and then there will be a bit of a surge for February half-term. We do our stock-taking on 1st March so we can still be productive during the quiet period.

NEW SWEET TWEETS BIRDIES HAVE ARRIVED!

indie viewpoint

Talking Shop Usman Ahmed - Toys4You, Sutton Coldfield

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lot of customers left Christmas shopping until the last minute because of the cost-of-living crisis. Another change we saw in the lead up to Christmas was parents buying gifts for their kids to play with straight away, rather than opening them at Christmas, but still classing it as a Christmas present.

The main thing was that people were looking for was cheaper ways to do Christmas - budget gift ideas or any deals on offer. Everybody was looking for something a bit different - still exciting but at a lower cost.

We are located in a shopping centre, and unfortunately the centre isn’t exactly thriving right now. Because of this, the management has been making some changes to try and attract customers, rather than them going to a retail park. Christmas events included a live reindeer, Santa’s grotto, a booth to take Christmas photos and a giant snow globe. Thankfully these measures did increase footfall, which was helpful for us.

We sell online but have more deals instore, because we can’t make the same margins online. Customers have started to realise this and have been keener to come instore, which is good. We also sell sweets, so even if kids don’t leave with a toy, they don’t leave empty handed and there’s more reason to visit. We have been building our social media presence which has paid off. On our TikTok and Instagram accounts, we showcase our latest products - and we’ve had millions of views on some videos. TikTok is a new thing for a lot of retailers, but it’s a great place to build your brand.

Squishmallows was the top seller at Christmas along with Pokémon, Lego, Spin Master’s Bitzee and Ninja Turtles figures. We’ve also seen huge sales from impulse buys and arts & crafts or DIY interactive toys which keep kids busy; things like cars with changing wheels and Eugy from Brainstorm, which has been a great seller.

Once kids get a taste for this sort of thing, they will come back for more.

January is always a very positive month because kids have Christmas money to spend, and we hope to have strong sales again this year. At New York Toy Fair last year, I saw new trends in Funko Pop! Figures as well as several toys which incorporate AI, such as interactive robots and pets. We haven’t really focused too much on hot licences or trends so far, sticking to more traditional lines, but I have my eye on products from YouTubers such as LankyBox and Ninja Kidz, as well as popular Netflix shows such as Gabby’s Dollhouse. I’m looking forward to the year ahead.

Mark Buschhaus and Stephen Barnes

Down to the wire

Toy Barnhaus

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here are just 11 sleeps to go to Christmas as we write this article – where has the time gone?! Sales up to now have been a bit behind last year, but not too disappointing, given we had an extremely strong Christmas in 2022. In the penultimate week, it feels like things are delicately poised; but we have an extra full weekend before Christmas to come, which we are hoping will be very busy.

Customers have been spending less, with average spend down about 5% year on year. At the end of last month, Black Friday was definitely affected by the fact that it fell earlier than most people’s payday.

Reviewing our bestsellers for Christmas, one stand-out has been Bitzee from Spin Master, which has sold through well, probably because it’s something new and different at an attractive price point. The second wave of Lorcana gave us a good boost when it came out, and Squishmallows is still performing well. Bluey continues to be strong, especially the plush. As last-minute stocking fillers, the Hot Wheels single cars and 5-packs sold really well, and there’s a Stretchy Grinch that has been a great, low-priced pick-up line. A late new line that arrived just prior to Christmas was Furblets, mini Furby electronic toys from Hasbro. At £9.99, they are a great buy and have sold really well. Our clearance lines have also been very successful, and that is reflective of the current market conditions.

The last two weeks always see massive sales on pocket money and our till impulse sales. In the final few days, the uplift on this section is massive as people look for last minute stocking fillers. It’s a category that the nationals struggle to keep on top of - especially when it is so busy – and it’s one which offers fantastic margin as well. The good old Whoopee Cushion remains our bestseller in this area.

We put a lot of planning into the last two weeks before Christmas, before closing on Boxing Day to give our staff a break over Christmas. We re-open on 27th December, and those days up until New Years Day are big business, the equivalent of a good Saturday for each day. We keep our focus on this period and take some time off in the New Year once the kids have gone back to school.

After the buzz of Christmas, it is always nice to look forward to Toy Fair in the New Year.

We have been planning our appointments, and our first one was booked with one of our favourite stands – Character Options for lunch. We are keen to see what new ranges and innovations are coming through, and to see how 2024 will pan out. We’re looking forward to catching up with people in the trade we haven’t seen for a few months, and feeling the excitement start to build as we find out what’s coming in the year ahead.

We are realistic in our expectations for the first quarter of the year and expect business to be challenging until we get to Easter. We will of course be on the lookout for new items at Toy Fair, but will take a relatively conservative approach, trying small quantities rather than committing big straight from the off. However, we do need to keep new stock coming in to keep the store fresh and appealing to customers.

See you at Toy Fair!

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Brand Profile Retail Profile

Moose

Changing the game at

Toymaster

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The independent toy buying group Toymaster is planning some changes to the way it operates, placing greater emphasis on its FOB programme and shifting internal roles to better reflect the strengths of its team members. Paul Reader, Toymaster’s commercial director, paid a visit to the Toy World office to chat with Rachael Simpson-Jones about what these changes will mean for members and suppliers, how the group is helping indies overcome challenging trading conditions and why a one-size-fits-all approach doesn’t always work.

oymaster has been around since 1989. The buying group helps independent toy retailers compete in the marketplace. Its mission is to help members trade more profitably by building strong relationships with suppliers, working closely with big name brands and products, securing indie exclusives, and working on a full 12-month marketing programme including window and in-store display materials, promotions and loyalty schemes. It also produces an annual consumer Christmas catalogue in three different page configurations to suit every member’s needs and offers advice on all aspects of toy retailing when required. Its bespoke Toymaster Information Management System (TIMS), meanwhile, streamlines members’

accounts and invoicing, freeing up more time to spend on the shop floor and allowing the retailer to run their business efficiently.

It’s a popular, well-respected, well-run group. Yet despite this, Paul, ever the pragmatist, says the group has had to face up to the challenging retail sector. Recruiting new bricks & mortar retailers remains a priority to strengthen the group’s position in the market: a stronger independent sector is both important and necessary. Toymaster recognises that it must adapt, improve its current offering and continue to support its existing members and suppliers.

To this end, Toymaster is turning its attentions back to its FOB (Free On Board) programme. Long a successful

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mainstay of the group’s strategy, it has always been about the best performing brands and mostly hinged upon a spring/summer range previewed in October, delivered in January/February, and an autumn/winter range previewed in March and delivered in August. Paul credits Zuru for changing the group’s outlook on FOB. Its ever-changing, trend-led assortments mean Toymaster needs to take a more year-round approach to FOB lines that, in turn, will provide its members with a higher turnover of new product to tempt shoppers back again and again.

Brian McLaughlin - an experienced buyer with a background at Toys R Us and Early Learning Centre and the group’s development manager of some five years will be transitioning to a new role overseeing the group’s

Retail Profile

reinvigorated FOB programme, working alongside the Member Committee. He will also continue to support the group on new business development and play an integral role in supporting the management team at Northampton.

“Brian moving to a role that better utilises his skill set means we can free up time to get more involved in the retail side of the group, something we’ve wanted to do for ages,” explains Paul. “We still have the enthusiasm, energy and desire to make a difference and we want to make a more serious contribution to helping our members trade more profitably. As a team, we’re proud of how much we’ve listened to our members over the past couple of years.

Our regional meetings and our May Show in Harrogate are great for bringing people together but it’s hard to pin everyone down and canvas them on the things that really matter, especially when everyone is so busy. Being at (and understanding what is happening at) the coalface is so important: we want to be getting out there into our members’ stores and hearing that feedback first hand.”

At the same time, Paul is upfront about the fact that being at the coalface means taking a step back from other areas of the business, especially the product side. He still finds it

hard to let go, but, he says, the time is right.

He is also effusive in his praise of his colleagues: clearly, the problem is not a lack of talent. He says: “We’ve got a strong team looking after the members, suppliers, product, marketing and graphics, not forgetting analysis and data collection. All these areas of the business are important, and we’re looking to build, grow and develop this year together with the help of our Member Committees.”

If there’s one thing that its decades of experience have taught the group, it’s that a one-size-fits-all approach does not always work. With its vastly diverse membership, focusing on the different retail types within the group is going to be a real focus for this year.

Toymaster’s approximately 140 members, who between them own and run 280 stores, span everything from high street single stores, shopping centre and out of town retailers (including several garden centres) to so-called ‘seasiders’ and truly niche specialists. These different stores have different needs. “What we are seeking to do is better understand every one of our members and devise bespoke support solutions for each,” Paul says. “For our seasiders, for example, July and August can be the equivalent of Christmas, whereas those might be quiet months for members in areas that don’t see much tourist footfall. We know traditional ‘mom and pop’ retailers very well, but even here there is more to learn: we need to layer on the knowledge of what everyone else requires from us. We can only do that by getting out there and asking them what it is they need.”

Paul and I also discussed the nature of the indie sector in terms of recruitment. He says: “It can be difficult. There appears to be little in the way of fresh blood coming in, and stores are rarely being passed down through the generations when owners reach retirement age. However, there is a silver lining: indies that close in lucrative locations leave a gap into which an existing member could insert a second (or third or fourth) store of their own.”

Toymaster is analysing these opportunities carefully and drawing on the extensive knowledge of its members to exploit the situation in a way that benefits the industry and its members. After all, older indies = more experience.

But perhaps the answer here isn’t new indies, necessarily, simply more of them?

Without the luxuries of an own label brand or other commodities to fall back on, and dealing only in toys and games, Toymaster’s relationships with suppliers are crucial. It seems that for some, though, the myth persists that the indie sector is too difficult to work with because there are too many individual stores. This is clearly a bugbear for Paul, who’s very keen to dispel the falsehood.

He says that once suppliers start working with Toymaster and its members, they quickly realise the group is laser

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focused on ensuring their success. Toymaster’s members, he tells me, have a very important role to play in brand building, as has been proven time and again: when Spin Master’s Paw Patrol range first launched, for example, it was indies which gave it the exposure it needed to shine.

But the support must go both ways. One of Paul’s frustrations is that exciting product viewed at international trade shows and previews, which the Toymaster Committee will offer positive feedback on, often doesn’t make it to London Toy Fair. When asked why, the answer is usually that ‘it wasn’t right [for the market]’. Reading between the lines, the assumption is that it just didn’t receive enough interest from the major toy retailers, even though it would have been perfect for indies. “If you’ve got an opportunity and other majors have passed it by, then talk to us,” he implores. “We really can make it work - or at the very least give it a chance.”

During the past couple of years, there’s been much discussion of who should get new launches first.

Toymaster’s position has always been that no one can react quicker than an indie, especially on emerging trends, and that its members are passionate about raising the profile of new launches on social media. Some suppliers have offered superb support as a result, including Ravensburger, which launched (and continues to launch) its Disney Lorcana TCG at Indies and hobby stores a fortnight before it arrives at the nationals. Paul would like to see more suppliers debuting new ranges with indies first, ideally. He says: “As individuals, indies might not shout the loudest, but as a collective we can make a heck of a lot of noise.”

A more recent area of debate has been the aggressive pricing activity witnessed in the run up to Christmas, with several majors slashing RRPs on toys tipped to be Christmas best-sellers as early as October. The extent of the sales activity - and the brands caught up in it - certainly raised a few eyebrows from many in the industry, but Paul says some Toymaster members held firm on pricing regardless – and did very well. Other members opted to compete on price, which you could say is just as bold a strategy.

“It’s getting harder to maintain margins,” Paul explains, noting that the group’s margins have declined two years in a row, something that will be addressed and is apparently a top discussion priority with suppliers. “We have this saying: ‘it’s only margin when it sells’. You could have a product on the books with a 55% margin but if you can’t sell it, well, there’s no margin at all. Indies must buy the right lines at the right price point; it’ all about buying smarter. For this we will need the support of all suppliers if we are to improve our profitability. 2024 is the year we all should be looking to buy better.”

Elsewhere, the group will be guiding its members on better ways of stocking big name brands and allocating sufficient space in store. In a nutshell, there are instances when too many indies are trying to offer too much, when instead they would perhaps benefit from narrowing down the SKU count and focusing instead on key price points and best-sellers. Pokémon remains a huge brand for the Indies and Disney Lorcana has got off to a very strong start. Paul hopes the momentum of the TCG will be maintained as each successive chapter in the story is released. He’s also expecting big things from Asmodee’s Star Wars Unlimited TCG, which the group is helping to launch at Toy Fair. If you fancy a sit down, a cold drink and a card game at the show, head to the Toymaster Lounge on the Upper Level. The team will also be on hand to catch up with members and speak to prospective new ones about the benefits of joining the group.

In 2024, it’s clear we’re going to see a different approach from Toymaster, with an enhanced focus on FOB, a more tailored approach to member support and an internal reshuffle that’ll allow the team to serve its members even better. For 35 years, the group has set out to help its members trade more profitably – and coming into the New Year, this promise has never been so important.

Opinion

Rick Derr

Looking forward

Letter from America

to 2024…

After 20 years working at A.C. Nielsen/D&B Research Company, Rick opened the first Learning Express Toys franchise in the Chicago area in 1996, and then became a sub-franchiser, opening nine more stores.

Although leaving the corporate environment behind, he has combined his expertise in data and numbers with a passion for the toy retail space.

This month, Rick shares with us how the year has ended up for indie retail in the USA and tells us his personal highlights.

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id I see the grumpy old Grinch lurking in the shadows of Christmas? We have no time for a furry, green mean-spirited personality here, although we love green, as long as it’s dollars.

While the first 10 days of December started off with promise - and sales roughly on a par with a year ago - we then experienced a marked drop in footfall and dollars spent. As someone who’s been a retailer for the past 28 Christmases, this one certainly ranked near the bottom in terms of excitement, both from a product perspective as well as from a human perspective. The atmosphere has been very low-key here in Chicagoland and I’m not sure whether this is because of the warmer than usual weather patterns; because of the economy (although November had showed strength in consumer spending); because of world events or even the many other concerns right now. It’s anyone’s guess. Writing this in December, my prediction is that the year will end up with about a 5-10% decline in dollar sales year over year for the month, and that would mean an overall decline in the 10-12% range for 2023.

On a brighter note, 2022 was in the top four all-time sales years, so at least such a drop will reflect a resetting of a new normal baseline. Volumes are still 25-30% up versus pre Covid levels. Our goal is to maintain this level and start a steady growth from these new levels. Here’s to a solid and more exciting 2024.

Looking ahead, I do see headwinds continuing to affect the toy industry. Hasbro has already demonstrated that with the cutbacks it announced back in December. My two biggest concerns for the year ahead, here in the states, are a slowdown in new products (perhaps still the lingering effect of the Covid pandemic?) and the massive credit card debt the average American consumer is undertaking right now. This is not sustainable and there will be a correction at some point.

Looking back, 2023 did bring great joy for me personally, as I grew my network of toy friends and was able to keep learning globally. Here are several memorable highlights for The Toy Man:

I hope all Toy World readers had a happy and healthy holiday, and my wish for you is that you start the year 2024 with the positivity and joy that the toy industry brings to us all. Thank you for making me feel a part of your community as well.

• W orking with the Incubator Mentor at our local High School • T esting the Zigazoo platform for social media during 2023.

• A ttending the Toymaster Harrogate show in the UK, where I found my No.1 seller.

• A ttending ACD Games Days and learning about true game stores and their growth.

• M eeting with several inventors and testing out many new concepts/products in store.

• J oining the MESH (Mental Emotional Social Health) advisory board.

• A ttending ASTRA (Association of Specialty Toy Retailers) in June, where I was also given the opportunity to be a speaker.

• L eading Franchise Council for the 10th year at Learning Express Toys and talks at our Convention in June.

• C ompleting Certified Expert Play Training in July with certification.

• B eing one of five Indie toy stores to host the YIC (Young Inventors Challenge) by People of Play.

• A ttending LA showcases and New York Toy Fair.

• B eing nominated for a Tagie Award as Indie Toy Retailer along with Midco Toys (UK) • B eing awarded the President’s Lifetime Achievement Award for Volunteer Service working with Kidz Korna in the city of Chicago. Signed by Joe Biden.

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

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Retail Profile

It’s a small world after all…

Pocket Planet, an indoor miniature world attraction, will be arriving at London’s Oxford Street in 2025. A retail store is set to open beforehand, this summer. Toy World sat down with Pocket Planet and Event Merchandising, the company behind the retail operation, to talk about what the immersive miniature experience will offer visitors.

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he idea of Pocket Planet was born seven years ago, after Mark Vlassopulos, the founding director, was fascinated by an exhibit in Hamburg called Miniature Wunderland.

He recognised the opportunity to develop something similar in the UK and spent several years planning, finding the right partner to run the retail operation, and eventually securing a vibrant location on London’s Oxford Street.

Mark, who is a veteran leisure developer, says: “This gives us a great opportunity to create an amazing indoor miniature world, which we describe as an immersive

Warren Traeger

journey. We have secured a triple-A location which we hope will attract 1m visitors per year from our third year.”

The Covid pandemic put plans on hold for a while, but work is finally underway to welcome visitors to the retail space this summer and to the miniature world experience itself in Q1 2025. The attraction will span 20,000 square feet, with an additional 10,000 square feet of retail and food & beverage.

“Normally these sorts of exhibits have a gift shop that you pass through after you've been through the ticketed attraction, but we’ll have at least 6000 square feet of retail which customers don't need a ticket to visit,” Mark adds.

“We're both a primary retail destination, as well as a place that visitors will pass through after the attraction. 1m visitors per year to Pocket Planet should give us a massive additional throughput for the shop, but also an amazing opportunity to present products as part of our exhibit. As you pass through the attraction, you'll be seeing all kinds of amazing things – and hopefully will be stimulated by the miniature exhibits and motivated to purchase when you eventually get to the shop. Of course, the 150-200m people who visit Oxford Street each year and can just wander into the shop without a ticket may also be inspired to buy a ticket for the attraction. We recognised that we needed a really excellent retail partner and that's why we have formed a partnership with Event Merchandising.”

Pocket Planet will be the UK’s largest indoor miniature world and will take visitors on a journey through the UK and around some of the world’s most iconic buildings and landmarks. The miniature world experience will be held on

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the first floor, alongside a café overlooking Oxford Street.

The largest section of the attraction will be based on the UK, with a large and interactive model of London, both the north and south banks. A miniature airport with a 20-metre runway where planes will take off and land every three minutes is sure to be a highlight, and the remainder of the exhibition space will take visitors on a journey around the world. Visitors will see a mountain region showing Alpine scenes and a waterfront area will comprise everything from huge freight vessels with cranes loading containers on and off, to cruise liners and pleasure craft. There will even be safari, jungle and volcano scenes to enjoy. Many more scenes, small and large, will complete the journey and each of the scenes will feature movement and action – with many of the vehicles and characters to be found in the shop on the way out.

A host of stimulating elements in terms of lighting and sound will transform the attraction from daylight to nighttime every 10-15 minutes, giving visitors different experiences throughout. They will also be able to push buttons to interact with the models right in front of them.

Behind the miniature models will be projected visuals and localised sound, adding another layer to the immersive experience.

Pocket Planet’s ambition is to be “London’s favourite attraction”, and Mark believes that Pocket Planet can only achieve the “favourite status” if there is a great retail offer to allow the visitors to take home a piece of the journey they have just enjoyed.

Downstairs in the basement, the retail area will be

X

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Retail Profile located next to a broadcast studio where content will be created for a Pocket Planet YouTube channel. Influencers, celebrity model makers and enthusiasts from the world of modelling and crafting – from artisan model makers through to those in animation – will be invited to talk about their craft. A make-and-take space sits adjacent to this area to incorporate education and community into the project, something Mark tells us is an important aspect of the attraction. School groups can arrange a trip to the exhibition and end the day by creating their own model products to take home, inspired by what they saw.

Warren Traeger, head of partnerships at Event Merchandising, comments: “This won't just be restricted to plastic model making either. The crafting sector is a huge growth area at the moment, and we want to ensure that Pocket Planet retail embraces all forms of crafting - we will be a Mecca for making your own product.”

Also situated on both retail floors will be 3D scanners to enable visitors to take home their own replica models of themselves, an item or even their pets, printed fully in colour, from as small as a £1 coin to as large as 10-12cm.

Warren adds: “You can recreate your own scene or your own piece of artwork using your figurines. It's going to be an integral part of the Pocket Planet retail experience. Train enthusiasts can create a model of themselves to sit and lean out of the engines in their own train set. This is going to be innovative and different to anything else that currently exists, and hopefully we are going to be creating generations of new crafters and modellers.”

Event Merchandising’s responsibility to the project is to not only create the look and feel of the shop, but also to determine the merchandising mix and build a retail operation which is capable of real success - even before the attraction launches.

“It's both exciting and incredibly daunting at the same

time - the prospect of a new flagship retail location on Oxford Street,” remarks Warren. “Jeremy Goldsmith [managing director at Event Merchandising] and I recently went to Hamburg to visit Wunderland and found it’s a concept that fascinates everybody. The demographic of visitors ranged from school groups of 6–7-year-olds to people on their own, young couples, old couples, to hobbyist nerds & geeks and everyone in between. It’s a concept with such broad appeal.”

Event Merchandising is currently in talks with a range of

toy companies which fit into the miniature, modelling and collectibles categories to discuss ranging their products in the store. Hornby, Ty, Funko and MGA are just a few of the big names already in discussions, and at both Nuremberg and London toy fairs, Event Merchandising will be focusing its attention on further companies which are a good fit to become part of the Pocket Planet world.

To get in touch with Event Merchandising, contact warren@eventmerch.com

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Special Feature

Retailer of the year

Toy Retailer of the Year 2023 finalists The winners of the prestigious Toy Retailer of the Year Awards, including Overall Toy Retailer of the Year 2023, will be announced, along with other special BTHA awards, on Tuesday 23rd January at an evening function of the first evening of London Toy Fair.

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THA chairman Simon Pilkington commented: “Congratulations to all 2023 Toy Retailer of the Year finalists, all of whom have demonstrated outstanding commitment, excellent collaboration with suppliers and dedication in difficult trading conditions over the past 12 months. They are all very deserving of our shortlist for 2023. We look forward to announcing this year’s winners during Toy Fair 2024 alongside the Toy Retailers Association (TRA), which will also announce the Toy and Supplier of the Year winners for 2023.”

The finalists shortlisted are as follows, and you can find out more about them below:

Independent Toy Retailer of the Year (single store)

Independent Toy Retailer of the Year (multi store)

Multiple Toy Retailer of the Year

Omnichannel Toy Retailer of the Year

• Fagan Toys, County Mullingar, Ireland • Toys ‘N’ Tuck, Southend on Sea • Toytastik, Chepstow • SMF Toytown • Asda • Smyths

• David Rogers Toymaster • Toy Barnhaus • Midco Toys • Smyths • Argos/Sainsburys • The Entertainer

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Online Excellence Award • Argos • The Very Group • Amazon

BTL DIFFUSION UK Ltd. Graeme Hargreaves contact@btl-diffusion.co.uk +447399 511 290 London Toy Fair - Upper Level - Stand UL 190

Special Feature

Retailer of the year

Independent Toy Retailer of the Year (single store) Fagan Toys, County Mullingar, Ireland Fagan Toys is a family-run business in Ireland which first opened in 1979.

The store has become an integral part of childhood for families in the Midlands as a go-to destination for a wide range of toys and games, including popular brands like Lego, Barbie, VTech, Play Doh, Playmobil, Kinetic Sand and the largest collection of board games in Ireland. The knowledgeable staff at Fagan Toys help customers to find the perfect toys for different ages, interests or special needs. The toyshop also offers toy demos every weekend, allowing children to try out the toys before making a purchase. The company takes pride in its gift-wrapping service, with a nominal fee that goes towards supporting a local charity. Fagan Toys is deeply involved in the community, sponsoring local children-related raffles and organising an annual Shoebox toy appeal.

During Christmas, the store transforms into a festive wonderland, with a Santa post box, visits from Santa and a late-night shopping experience for parents. This special event includes exclusive offers, party food, drinks and the famous Fagan’s Christmas Raffle, where guests have a chance to win €5,000 in prizes and goody bags. The bright yellow shop in the heart of Mullingar town stands out with its eye-catching window displays. Designed and installed by a talented in-house team, the shop window has won numerous awards, including the best display in town during Christmas. In 2022, Fagan Toys received a national award for the best window display during Fleadh Cheoil, a popular music festival that attracted 650,000 visitors to the town.

Toys ‘N’ Tuck, Southend on Sea Toys ‘N’ Tuck first opened in South Woodham Ferrers in 1993 and operated five stores across Essex at its peak. Today the company is based at its flagship store in Queens Road, Southend.

Last year, Toys ‘N’ Tuck hosted the most supplier instore events it ever has and also worked more closely with suppliers on increasing window support to entice customers. The toyshop has been integrating further into the community, most recently by sponsoring the local Christmas light switch on event which saw thousands of people enter the town to support the local businesses.

Toys ‘N’ Tuck won the award for Toy Retailer of the Year in 2022, in a year which was its best ever for trade.

Toytastik, Chepstow Since opening its doors in 2015, Toytastik Toy Shop has been more than just a retail space; it has become a vibrant hub for the community in Chepstow, South Wales. The family-run store is dedicated to community engagement. The team actively supports local School PTA's, nurseries, charity and organisations by participating in various fundraising initiatives. The team also hosts regular family and adult games days and evenings, creating opportunities for social interaction and friendly competition, along with showcasing the many great games on offer from the games’ suppliers. Toytastik has a dedicated play area and demonstration area allowing customers to interact with the toys first-hand, gaining a deeper understanding of their features and benefits.

Store staff are passionate about ensuring that every customer leaves with the perfect toy, game or gift, and are always on hand to offer personalised recommendations. The store also actively engages with its customers on social media by responding promptly to inquiries, addressing concerns and fostering a sense of community. It posts fun and valuable content, runs engaging contests and collaborates with suppliers and social media influencers to connect with its target audience and build brand loyalty.

Toytastik’s commitment to environmental sustainability is also deeply ingrained in the business practices. The team works closely with suppliers to source eco-friendly products and ensure that their manufacturing processes align with the Toytastik values. Toytastik believes that environmental responsibility is not just a choice; it is an essential part of being a responsible business.

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Hasbro Enhances its Licensed Products Offerings with

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etherlands, 27 November 2023 – Hasbro, a leading toy and game company, and content service provider Icecat has collaborated on creating rich product content for product pages. This rich content is created for the beloved licensed brands Peppa Pig, My Little Pony, and Transformers. Hasbro has been working together with content service provider Icecat since 2021 to syndicate its product content in multiple countries via Icecat. All the product content of Hasbro’s brands is available for its channel partners for free on the Icecat platform.

Hasbro has now enhanced its licensed product offerings with Icecat Enhanced Product Stories.

An Enhanced Product Story is a below-the-fold content page with a custom layout of multimedia and messaging assets that give the best product experience to an online shopper. These dynamic

Product Stories have a wide selection of multimedia assets. For example, a Product Story can include videos, feature logos, explanations, 3D objects, hot spots, and an image gallery.

The enhancement of licensed products Peppa Pig, My Little Pony, and Transformers helps brand owners create a better online experience, resulting in increased revenue. Integrating an Enhanced Product Story for channel partners is easy with just adding a few lines of JavaScript to a product page. A recent case study by Icecat and Disney, with licensed Marvel products, where Hasbro was involved, showcased that when Product Stories are integrated on a product page, conversion can grow by 11% and revenue by 34%.

“I am excited about how Icecat is assisting us in strategically positioning Hasbro character branding online, thereby enhancing the online visibility of our licensees. The valuable insights that Icecat provides leave a positive impression on our online presence,” said Simone Hulst, Licensing Manager EMEA Agents - Benelux & Israel at Hasbro Consumer Products EMEA. “I have observed a growing inclination among brand owners to empower their licensees by enriching online product pages through Icecat Enhanced Product

Stories. As a result, our user network is steadily expanding. More importantly, we have the capability to establish a comprehensive database for brand owners, allowing them to monitor the online presence of their products effectively,” said René Rozendal, Director Toys and Entertainment at Icecat.

Icecat will be attending ToyFair in London and Spielwarenmesse.

For more information or to book an appointment please contact René Rozendal: +31 (0) 6 2717 8700 rene.rozendal@icecat.com www.icecat.com

Toy World 1

Special Feature

Retailer of the year

Independent Toy Retailer of the Year (multi store) David Rogers Toymaster David Rogers Toymaster, run by Jonathan Rogers, has three stores with a vast range of toys, games and baby products.

According to Jonathan, the business’s customers always mention the size and scope of its shops along with staff knowledge, customer service and helpfulness serving customers near and far. David Rogers has a large social media presence with regularly updated videos explaining products and other vital information while also working alongside influencers to promote its brands and products. A live blog is also run with a local blogger with a half hour podcast showing and talking about the latest toys and the toyshop’s favourites. The business has more than 40 years of experience serving thousands of customers each year. In the leadup to Christmas, David Rogers also ran several evening shopping events, opening up its Bambridge and Portadown stores until 9pm on Fridays to allow for Christmas Club and late-night shopping, which went down very well with the local community.

Midco Toys/Midco Toy Planet/Freak Treat Having opened its third store, Freak Treat, in January 2023, Midco Toys has seen massive expansion since coming out of the Covid restrictions, with turnover doubling and profits being at an all-time high. Midco, owned

by Dave Middleton, aims not only to stock traditional and popular toys but also to excite customers with new and different products they will not find anywhere else. The business interacts with more than 30,000 followers on social media platforms on a daily basis, usually several times per day. Demos run instore every week to show customers how to use different products and allow them to experience them before they commit to buying. Character visits and instore activities are also run regularly in collaboration with companies including Paramount to bring the Ninja Turtles in and Jazwares for Squishmallows events. The growth of the business has meant a new management team has been implemented, with over 50 years’ experience in toy retail combined. All employees have an active interest in the products sold and have their own areas of expertise. Midco works closely with suppliers to operate a monthly window programme to highlight and promote products. Throughout 2023, Midco worked with suppliers to achieve exclusives and first to market opportunities too, not only for the business but the whole independent trade, most recently with Bandai on Littlest Pet shop. Every year, Midco works with local charities and schools including working with local charity Derek’s Tree every Christmas, giving to children who otherwise would not have Christmas presents.

Toy Barnhaus Toy Barnhaus was born in 2009, founded by Mark Buschhaus and Stephen Barnes after both had been made redundant from Woolworths. There are now seven Toy Barnhaus stores in the southeast of England which are all located in high footfall locations in shopping centres. The business uses its key gondola ends to highlight new and promotional lines. The team looked carefully at price points last year, along with prices from suppliers, and focused on key ones, such as £9.99, £14.99 and £19.99, even if this meant taking a tighter margin. 2023 also saw the business put more emphasis on events in the shopping malls including several Lego Take & build Events, which were inundated with visitors, along with Giant Figure Hunts, which have driven footfall into stores and generated excitement. Toy Barnhaus opened a new online warehouse last year, to help grow its online operation. It is all integrated with the Crawley store which has helped to send out more than 4,000 parcels in November alone. Already, the business is looking for potential upsizing of two of its stores over the next year. For Mark and Stephen, a key part of their business is their people, and they have ensured to invest in staff over the past year, paying in excess of the minimum wage, with managers also receiving similar percentage rises. Toy Barnhaus began working with a local charity at Christmas to help them source toys for underprivileged children, worth over £60,000.

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Company Profile Exploring all

Xplore Distribution

avenues with

Xplore

Mere months after starting up in late 2023, Xplore Distribution already has a broad selection of brands in its portfolio, with the capacity to provide international manufacturers with full sales and distribution support within the UK. As it prepares to showcase the range in January, Toy World takes a look at what its brands have to offer.

My Arcade

My Arcade takes retro gaming to another level by turning retro classics into handheld portable games to be played at a desk or on the go. The range includes iconic titles such as Pac-Man, Ms Pac-Man, Galaga, Street Fighter II and Space Invaders alongside a full Tetris line-up and an Atari50 version.

The long-awaited Wireless Gamestation Pro will soon be coming to market.

Oniverse

Oniverse gaming accessories seamlessly blend innovation, quality and affordability. Debut products, such as the 12-in-1 Switch Sports Pack and Onipad LED controllers, received stellar reviews during the 2022 festive season. Oniverse is not just a brand: it's a commitment to redefining the gaming experience and crafting the future of gaming innovation.

Kangaru

Kangaru Toys manufactures unique licensed toys and stationery including scented markers, gel pens, stickers, colouring books, activity sets, creative colouring kits, novelties, arts & crafts, scented back to school products, STEM Kits and much more. Kangaru partners with famous brands including Care Bears, Miraculous, Hershey’s, Twizzlers, Jolly Ranchers, Reese’s, Mike and Ike, Haribo and more, in addition to own-brand Scentimals, Scenticorns, Scentems, Bubble Bellies and Flipzers.

MC Group

MC Group specialises in the world of licensing, collaborating with world famous brands such as Disney, Mattel and Warner Bros. The company produces licensed toys, stationery, back to school products and gifts.

CYP

A specialist creator and manufacturer of licensed products, CYP’s mission is to reflect the values of famous licensed brands and turn them into quality products. Offering a wide range of products and solutions within back-to-school and stationery, as well as toys, pet accessories and gift homeware, brands include

Bluey, Gabby’s Dollhouse, Paw Patrol and Peppa Pig as well as some of Europe’s top football clubs.

Reig

Established in 1934, Reig offers a wide range of musical products. The company started out producing toy harmonicas with just eight or 12 notes, reaching a range of 80 notes after years of development. The company then began producing musical toys such as pianos, guitars, trumpets, saxophones, clarinets, xylophones and percussion instruments carrying leading licences such as Bluey, Hello Kitty, Peppa Pig and Disney.

EXG Pro

EXG Pro is the ultimate destination for passionate pop culture fans. Its purpose-driven ‘functional-first’ collectible sub-brands are carefully curated to showcase tech while celebrating consumers’ fandoms, catering to the gaming, toy and mobile markets. The award-winning range of Cable Guys, Ikons and Powerstands are highly detailed figures made to hold gaming controllers, smart phones or anything else users can think of. The portfolio includes licences from industry giants such as Netflix, Disney, Marvel, Warner Bros, Lucas, Sega, Sony and Microsoft.

Halloween, Easter, Christmas and Carnival, the company teams accessories with high quality costumes in perfect for almost any occasion.

OTL

OTL designs and manufactures licensed audio accessories and consumer electronics. Carrying licences for iconic brands such as Pokémon, L.O.L. Surprise!, Harry Potter, Baby Shark, Hello Kitty, DC Comics, Super Mario and much more, products range from true wireless earbuds to wireless overear headphones and gaming headsets.

Rubber Road

Numskull is a leading name in pop culture. The company creates innovative products for some of the biggest brands in the world, such as DC Comics, Xbox, Teenage Mutant Ninja Turtles and Lord of The Rings. Numskull’s unique product ranges include Tubbz Cosplaying Rubber Ducks, Quarter Arcades and Gaming Lockers.

Cayro

Cayro has 70 years’ experience developing and producing board games and puzzles and has one of the widest offerings of games in the market. All are developed to offer the highest quality at a competitive price.

Karnival Costumes

Comansi

Comansi is a leading manufacturer of licensed and collectible figurines. With sales topping 1m pieces last year, Comansi offers an extensive range of figurine collections including Peppa Pig, Naruto, Sonic, Hello Kitty and Colour Monster. Comansi is also well known for its collection of summer and outdoor toys and arts & crafts ranges including Sticker Art.

Ciao

Providing everything kids need for the world of dress-up, Ciao started up in 90s Italy with a team of internal tailors that developed original licensed garments. Shapes, designs and patterns give life to the most famous characters in the market.

All costumes and accessories allow children and adults to dress up as their favourite characters, experiencing magical adventures whenever they want with the likes of Warner Bros. and other top brands.

Atosa

A specialist in costume manufacture since 1946, Atosa provides fun dress-up outfits for children, teenagers and adults. Focusing on themes and events such as birthdays,

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Established in 2014, Karnival Costumes was formed by a group of creatives from the USA, Europe and Asia who wanted to establish an international brand of fancy dress and Halloween costumes. The vision was to produce innovative, quality costumes and the latest packaging designs. This has resulted in Karnival becoming one of the fastest growing companies in the fancy dress and Halloween market.

Finally, Xplore brings Black+Decker, Wolf Garten, Char-Broil, Tasty Junior, Oklahoma Joe’s and Goodyear to life with a range of role play toys for 2024. Adding a whole new dimension to the portfolio, evergreen brands see work and play intertwined, enhancing and strengthening the connection between parents and kids through mutual activities that are challenging, educational and, most importantly, a whole lot of fun.

These ranges will be on show at the London Hilton Olympia from 24th-26th January in the 110 square metre Kensington Suite. To book an appoint to view them, contact Pritesh Dave, sales director, on pritesh@xploredistribution.com.

Opinion

Letter from the Middle East

Middle East challenges remain Norman Macdonald, vice president of Toy Triangle, based in the United Arab Emirates, gives us an overview of the Middle Eastern toy market and what challenges and opportunities exist in the region. suspicion about online payments and a focus on luxury shopping malls, some of the largest and most impressive in the world. The Covid pandemic was a game changer, as many consumers found it easier to shop online and stayed with it, happy to avoid traffic jams and full car parks. On top of that, the high number of malls in the Middle East has also led to overcapacity.

The Middle East has struggled to recover post Covid, but it would be too easy to blame the current situation solely on the effects of pandemic, as that would ignore all the other factors that are in the mix. These include: • I nventory – which remains high and, like the rest of the world, this has had an impact right across the supply chain. Stock in both retailers and distributors warehouses is above levels that would be considered healthy, and that has been the state of play for most of 2023. High inventory is normally as a result of overbuying or underselling - or in the Middle East’s case a combination of both. Higher stock levels at retail means lower levels of local purchases, resulting in a build-up of stock in the distributors’ warehouses.

• C ashflow - over the years, as has happened all around the world, retailers have come and gone in the region.

Every time one of them closes, it causes repercussions amongst suppliers. The toy retailers that remain active are competing to secure extended payment terms from suppliers, asking for consignment or goods supplied on a sale or return basis as they try to balance the books. This uncertainty can create a strained relationship between distributor and retailer, as they end up having far more conversations about terms than they do about sales. Healthy cash flow has remained a challenge in 2023 for all parties, with a few exceptions.

• C hanging shopping habits - e-Commerce took a lot longer to take hold in the Middle East for a variety of reasons: no street addresses for deliveries,

• D iscounting - inventory, cash flow and changing shopping habits are all significant challenges, but if you add into the mix a high volume of distributors bringing in speculative product, this invariably leads to discounting, longer payment terms and panic sales to try to balance the books.

• O versupply - it’s not uncommon to see, for example, multiple brands featuring practically identical product; I counted over eight brands of remote-control cars in toy retailers recently. The retailer won’t sell any more than if it had two brands, so this creates dead stock. In reality, there are too many distributors in the region chasing too little business.

• E conomic factors and war – in a climate of fear, people tend to become savers rather than spenders. In addition, rising bills and expenses has led to a change in shopping habits on a wide variety of products including toys.

So, is it all doom and gloom? Not at all – on the plus side, the Middle East has higher disposable income, large families, a high percentage of the population under 18, oil wealth and now government adopting longer term economic strategies.

Looking at individual countries within the region: • E gypt: has currency issues and extra admin on imports but for those with patience, it can be a decent market.

• S audi Arabia: is the largest market in the GCC (Gulf Cooperation Council), but toy retailers are closing and delaying payments which is creating a challenging trading environment for distributors. However, the relaxing of visa requirements and increased tourism and sporting activity should help in years to come.

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• U AE: remains stable and is benefitting from increased tourism from Russia and Israel. Christmas is expected to help the toy market here.

• K uwait: used to be the third largest market in the GCC but has now been replaced by Qatar. The malls here are well established, and excellent toy retailers ensure this is still an important market for toys.

• Q atar: enjoyed a boost from the World Cup and an increased emphasis on tourism, the country is on the up but still relies heavily on UAE importers.

• L ebanon and Jordan: the ongoing conflict in Palestine and Israel has created uncertainty in both markets.

• B ahrain/Oman: make up relatively small markets serviced mainly out of the UAE. It looks very likely (at the time of writing) that a number of Middle Eastern distributors will return to Hong Kong in January. This used to be the norm as part of an annual visit to meet suppliers in China; now, for the first time in a few years post Covid, Hong Kong appointments are being made.

However, Nuremberg remains the go-to trade show for Middle East distributors and key retailers.

In terms of brands, whatever is working in the USA and Europe will invariably work in the Middle East, albeit often with a three/six-month lag. Suppliers need to be aware though of cultural differences; there should be no rainbows on product or packaging, for example.

Brands such as L.O.L. Surprise!, Squishmallows and Barbie all delivered a very healthy performance in 2023 and Gaming, Collectibles and Arts & Crafts have also had a good year. However, TV driven properties are in decline, while app and Gaming licensed properties are grabbing a greater market share.

I expect to see improvements in the toy market throughout the region in 2024 compared to last year. The wise companies will have learned lessons and applied those learnings into strategies, as they look to the future. I look forward to seeing friends and colleagues from the toy community at the London and Nuremberg Toy Fairs, ahead of what I am sure will be another fascinating year’s trading.

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The Winning Strategy

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© SuperAwesome Ltd 2013 - 2023

fresh FRESH THIS MONTH:

Each month Fresh sets out to find the latest products that will have toy retailers reaching for the phone.

Here are new releases from: Amscan, Lego, Panini, Pat Avenue, Revell, Ravensburger, Warlord Games, YuMe & Zuru.

ABC Warriors

Warlord Games • Newbusiness@warlordgames.com • 0115 678 8939 • www.tradehub.warlordgames.com This January, ABC Warriors (Atomic. Bacterial. Chemical.) is coming to tabletops. Supreme robots, built to endure all forms of warfare, the ABC Warriors are locked in a perpetual struggle against their enemies, the Volgans. The robotic heroes aim to “increase the peace” on the battlefields of a near-future alternate Earth, and beyond, to a terraformed, inhabited Mars.

The latest licensed 2000 AD game follows in the footsteps of Judge Dredd and Slàine. Similar to those titles, ABC Warriors is a quick, easy-to-learn skirmish game that focuses on frenetic, fast-paced action borne straight from the pages of 2000 AD. Besides allowing favourite storylines to play out on the tabletop, what marks this game apart is the cast of robotic personalities, including the stoically heroic Sergeant Hammerstein, the dim but destructive Mek Quake and the terrifying KRASBO spider bots, amongst many others. ABC Warriors supplies the tools to command a collection of highly detailed and highly characterful robot miniatures.

The new game has been penned by well-known industry stalwarts Andy Chambers and Gav Thorpe, and features fast-paced, character-driven skirmish gameplay with a relatively low model count, which is entirely compatible with Warlord Games’ previous 2000 AD game ranges, such as Judge Dredd.

The game launches with a two-player starter set, Increase the Peace, which contains everything needed to get started playing – miniatures, scenery, tokens and a full colour rulebook, with comprehensive character profiles and an immersive campaign system.

Additional boxed sets are also available at launch, featuring the likes of the monstrously large and powerful Mongrol, a close combat monster with a heart of gold, and the treacherous General Blackblood, leader of the villainous Straw Dogs in service to the Volgan war machine. This is just the start of Warlord Games’ journey with ABC Warriors, and fans can expect to see plenty more in the coming months.

For more information, contact Craig Nixon, new business manager at Warlord Games, as above.

Hello Kitty Range

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

YuMe Toys, the globally acclaimed toy business celebrated for its design excellence and play innovation, is set to launch a Hello Kitty range later in the year. Commemorating Hello Kitty's 50th anniversary, the company has encapsulated the joy and playfulness of the iconic character in a range that will captivate all Hello Kitty enthusiasts, hitting shelves across Europe, the Middle East and Africa markets in spring 2024. In her illustrious 50-year history, Hello Kitty has become a global phenomenon, consistently bringing smiles to friends and fans worldwide.

Peppa Party range

Amscan • 01908 288500 • www.amscan.co.uk Amscan is proud to be celebrating 20 years of Peppa Pig throughout 2024 with its new Peppa Party celebration range. The design features Peppa and friends celebrating this milestone surrounded by confetti, presents and balloons.

Comprising party, balloons and a special birthday costume style, Amscan has the entire celebration covered. The party range includes core tableware featuring Peppa and her friends, alongside candles, bunting for the birthday cake and a table decorating kit of build-your-own Peppa characters. Additionally, an all-over print character party bag accompanies the ensemble, which comprises a gold wand, stickers and snap bracelets. The decoration assortment includes hanging swirl décor, character paper bunting, an illustrated letter banner and a reusable fabric scene setter background for party pictures.

This ensemble also features a coordinating foil balloon specifically for the celebratory year, and a new costume style including a printed party dress with characters echoed in the partyware design, as well as a matching party hat headband.

YuMe's celebratory-inspired range of collectible products perfectly encapsulates this legacy, seamlessly blending the past with the present, featuring both classic and new Sanrio characters such as Hello Kitty, Kuromi, Cinnamoroll, and My Melody. Two doll collections, four ranges of keychains with hand straps and an assortment of Little Moon Light figurines will be included in the collaboration between the two companies.

The dress-up Hello Kitty figurines, which come in a surprise blind box, will be available in 5cm and 7cm sizes. YuMe's Little Moon Light figures, an innovative addition to the Hello Kitty and Friends range, glow at the touch of a button, cycling through colours every few seconds and creating a unique and captivating collectible. The keychains with hand straps allow fans to integrate their keys and their Hello Kitty fandom. With a variety of characters and colours, the collection caters to every style and mood.

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fresh Mini Brands Sneakers & Books

Zuru • www.zurutoys.com • sales@zuru.com Mini Brands Sneakers and Mini Brands Books have released new collections featuring some of the most iconic global footwear brands and best-loved novels as miniature replicas. Mini Brands Sneakers includes collectible real miniature sneaker bands such as Skechers, Reebok, Airwalk and Prince.

Over 30 iconic Minis have perfect tiny detailing including real shoeboxes, plus an Ultra-Rare Gold Reebok heightens the chaser element and repeat purchase opportunities. Mini Brands Books consists of real book brands and includes over 40 classic and popular modern replica minis such as Diary of a Wimpy Kid, A Christmas Carol, Stranger Things, Roald Dahl favourites and a rare glow-in-the-dark edition of Goosebumps Night of the Living Dummy. Each Mini Book has real readable pages and accessories such as bookmarks and a mini magnifying glass to help see all the mini details.

Zuru’s Mini Brands is the most liked collectible toy on TikTok, and appeals to a cross demographic of children, teens, kidults, retro collectors and self-confessed Miniacs. The UK’s number one property in Miscellaneous Toys YTD (Circana, UK Retail Tracking, value sales, YTD October 2023), continues to drive the business and category growth with most recent ranges such as Mini Brands Disney 100 and Mini Brands Foodies reaching three times the predicted sales targets.

The Mini Brands capsules have been given a new, updated look, with packaging designed to reduce the impact of virgin plastic and plans to save one ton each year. Zuru reports three Mini Brands items sold every minute and the hashtag #minibrands amassing six billion views, with 800 million impressions delivered in the UK across TikTok, YouTube and influencers since the brand launched three years ago.

New Lego Icons Botanical Collection Lego • 01753 495 000 • www.lego.com

The Lego Group has unveiled the latest addition to its timeless collection: Lego Icons Bouquet of Roses. The Lego Icons Bouquet of Roses depicts a dozen red roses, including four in full bloom, four blooming and four in bud, plus a scattering of small white flowers. The bouquet can be kept in a vase for a touch of elegant decor that brightens a room, whether displayed at home or in the office.

The Lego Icons Bouquet of Roses can be a thoughtful gift, as an indulgent present or as a treat to a loved one to celebrate a special occasion. The building process has been designed to be enjoyable and easy, and the set comes with separate instructions for the three flowering stages, for a mindful solo project or as a bonding group activity with friends and family.

The Lego Icons Bouquet of Roses joins Lego Icons Tiny Plants, which was also recently added to the Botanical Collection. The building set contains nine plants, each from arid, tropical and even carnivorous species, each nestled in its own terracotta coloured plant pot. A great gift for gardening fans and plant lovers, this set is a project to enjoy with friends and family, with different models for easy, medium and advanced builders.

There is also a digital version of the building instructions available in the Lego Builder app. Here, there’s a space for relaxation with a range of Lego creative building projects designed specifically for adults. These have been introduced after finding 80% of adults are actively seeking new ways to unwind, with the vast majority (87%) adding that play helps them relax and feel calm (Play Well Study 2022 research). The new Lego Icons Botanical lines are available now.

The Panini Premier League Official Sticker Collection

Panini • 01604 877 888 • www.paninigroup.com The Panini Premier League Official Sticker Collection arrived at retail in December. The team at Panini worked around the clock to make the collection, which launched at least three weeks earlier than usual, bigger and better than ever before.

All 20 Premier League teams are featured in full, from squad shots and shirts to Next Gen stars and Elite picks. The sticker album is packed full of facts, stats and info graphics for collectors and fans alike, making it a real collector’s item. With a total of 636 stickers to collect including shinies, plus parallel stickers too, collectors can really get stuck into the latest Premier League season. The album is premium quality and makes a perfect gift.

Panini ensured there was something for every budget for Christmas, with products ranging from individual packets for the perfect stocking filler, to the stunning Collectors Tin, all the way through to a box of 120 packets including two special parallel stickers.

With Premier League footballer and Panini Ambassador Declan Rice fronting the ad campaign, the collection was a hit at Christmas and the company expects this success to continue throughout the new year.

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®

is proud to Present...

ABC Warriors: increase the peace starter set A skirmish tabletop miniatures game for two or more players based on the legendary 2000 AD comic series ABC Warriors: The Volgan War written by Pat Mills and lavishly illustrated

by Clint Langley. Supreme military robots, created for a conflict that ended centuries ago, the ABC Warriors are built to endure warfare in all its deadly forms – atomic, bacterial and chemical.

®

Judge Dredd: i am the law starter set The Judge Dredd miniatures game is a tabletop battle game for two or more players set in 2000 AD’s longest running universe – the world of Judge Joseph Dredd. In Judge Dredd: I am the Law players take control of small teams of Judges and criminals to fight out street rumbles, raids and ambushes on the mean streets of Mega-City One.

Judge Dredd

Tel: +44 (0) 115 978 4202 Email: newbusiness@warlordgames.com © 2024 Warlord Games. All Rights Reserved. Warlord Games and the Warlord Games logo are either ® or ™, and/or © Warlord Games Limited, variably registered around the world.

2000 AD® is a registered trademark. ABC Warriors™ copyright © 2024 Rebellion 2000 AD Ltd. All rights reserved.

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fresh Disney Lorcana Into the Inklands Ravensburger • 01869 363 830 www.ravensburger.com

The third instalment of the wildly popular Disney Lorcana TCG, Into the Inklands, introduces location cards that feature beloved Disney story settings and offer players special abilities and interactions. The set also debuts new in-game mini-stories and expands featured characters. Into the Inklands will be released first at local game stores on 23rd February, followed by mass market retailers on 8th March.

For the first time since the game’s launch, players – known as Illumineers – will be able to have their character glimmers visit locations from popular Disney stories, such as Motonui from Disney’s Moana or the Jolly Roger from Disney’s Peter Pan. Locations are a new card type that opens up new strategies and will be included among more than 200 totally new cards when Into the Inklands launches. This new set also introduces additional narrative across cards as stories unfold through quotes and descriptive text (flavour text), allowing players to discover even more links between cards.

A bevy of beloved Disney stories and characters will be making their Disney Lorcana TCG debut in Into the Inklands. Players will now be able to quest for lore alongside fan-favourite dogs such as Disney’s Pluto and 101 Dalmatian’s Perdita, as well as characters like Scrooge McDuck from DuckTales, Kit Cloudkicker from TaleSpin and Jim Hawkins and the RLS Legacy crew from Treasure Planet, bringing late-90’s nostalgia to the game.

Gabby’s Dollhouse Hama Beads

Pat Avenue • 01604 678780 • www.patavenue.co.uk sales@patavenue.co.uk Arts and crafts bead brand Hama meets the popular DreamWorks pre-school series Gabby’s Dollhouse with a new licensed lineup that is now available exclusively at Pat Avenue UK. Hama sales are significantly up YOY, and this success looks set to continue with big developments for the collection, including the newly launched Gabby’s Dollhouse offering, and plenty in the pipeline for this year.

Gabby’s Dollhouse is one of the latest properties to be added to the Hama collection. The lineup launches with three SKUs that will allow fans to create designs, including Gabby and her lovable cat characters.

There is the 900 Bead Maxi Tub for ages three-plus, and two Midi kits for children aged five and up, who want a more advanced project. The smaller 2,000 Midi Bead hanging box is a great pocket money item, whilst the 4,000 Midi Bead set is more giftable and will provide hours of creative entertainment. The latter not only comes with pegboards to form beaded designs, but also all the pieces needed to create a kitty headband.

James Bond model kits

Revell • 01296 660 291 • www.revell.de office.uk@carrera-revell.com The new assortment of James Bond model kits from Revell includes a range of glue kits for fans to assemble.

There’s the 1:72 scale Eurocopter Tiger helicopter from GoldenEye, the 1:24 scale BMW Z8 from The World Is Not Enough, the 1:24 scale Citroen 2CV from For Your Eyes Only, the 1:25 scale Ford Mustang Mach 1 from Diamonds Are Forever and the 1:144 scale Moonraker Space Shuttle from Moonraker, which can be finished as any one of the six shuttles featured in the movie. All gift sets include Contacta Professional glue, a paintbrush and selected Aqua Color water-based acrylic paints.

James Bond’s Aston Martin DB5 in 1:24 scale is offered in its original Goldfinger configuration. The kit includes all the iconic James Bond DB5 features including turning number plates, tyre shredders, bullet-proof shield, forward firing machine guns, rear mounted oil sprayers and front/rear extending bumper rams.

In the car’s interior, there’s an in-car telephone, navigation display, armrest defensive box and the gear lever contains the ejector-seat button. Whilst the seat won’t fire, the roof panel above can be removed, which also affords better views of the interior features.

The DB5 kit is from Revell’s easy-click range, so parts are pre-coloured, and no glue is required. The user has a choice of internal/external markings as self-adhesive stickers or waterslide decals, as preferred.

The gift set includes a paintbrush and selected Aqua Color waterbased acrylic paints for those who want to add colour or detail. All Revell James Bond gift sets also include a reproduction boxart poster.

The collection is available now.

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Opinion

New year, new marketing strategy?

As marketing decisions need to be weighed more carefully than ever, Jonathan explores how the latest trends should feature in toy companies’ plans for their 2024 strategy.

I

n the ever-evolving world of entertainment options for children and parents alike, marketers are facing exciting challenges and opportunities when it comes to capturing attention and conversion. As we enter 2024, there are several noteworthy trends that will reshape how the toy industry approaches marketing, leveraging cutting edge techniques and embracing new platforms. Toy companies should be considering how these should feature in plans for 2024 marketing.

The power of Short Form content More children aged 2-12 use YouTube Shorts (33%) than TikTok (31%) to consume short form content (Giraffe Insights, Little Voices, 2023). The popularity of Short Form content should not come as a surprise to anyone. TikTok’s restriction on targeting children’s audiences has meant that up to now, Short Form video has not been a substantial portion of marketing spend. With YouTube Shorts now firmly established, and in terms of children emerging as the market leader, we can expect that to change. Beta testing of advertising formats on YouTube Shorts took place during 2023 with a full launch expected in 2024. With YouTube already dominating viewing behaviour, and accounting for the largest proportion of toy marketing spend in the UK and globally, diversifying this investment across new formats is a sensible option (dependent on objectives and KPIs) especially when you consider that the latest research from Giraffe Insights indicates that as much as 20% of total YouTube viewing now takes place on Shorts (2-12 year olds).

One of the challenges in adopting short form content will be ensuring that brands have creative that fits. Longer form style TVCs aren’t designed for Short Form platforms and can negatively disrupt

viewing experiences, whereas the benefits of adapting creatives for a specific platform are clear.

For example, TikTok reports that TikTok-first ads result in an average +3 seconds watch time, +25% in completion rate and provide a 1.2x multiplier on positive sentiment.

Harnessing generative AI to enhance creative output 37% of advertising and marketing professionals (globally) have seen their work impacted by generative AI, the most of any industry polled (Exploding Topics, November 2023). Designing creatives specific to platform may appear to be some form of marketing utopia, given the additional admin and costs this usually incurs. However in the age of generative AI, we can expect this process to become smoother and more cost efficient in 2024 and beyond.

Major platforms such as Google and Meta are continually updating their suite of tools to help marketers adapt existing creative, or even build from scratch using proprietary generative AI tech.

Perhaps more important is the advent of independent technology companies providing a more unilateral approach. Adoption of such technologies will allow marketers to execute more sophisticated Digital campaigns in multiple ways, including reduced costs, increased speed of execution and distribution, bespoke adaptation to platform requirements and micro adaptations to allow for enhanced A/B testing and reporting through dynamic creative (i.e. background colour changes, text adaptations, etc.)

We have been working with and testing a number of partners in this space over the past few months and will be partnering with the best of these in 2024 to launch Optimus Create, the latest addition to our Optimus AI suite of planning and buying tools.

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Jonathan Chambers Director of AV Investment Deflation in “TV” pricing and incremental reach opportunities Linear TV is the lead media for the morning timeslot, which accounts for 28% of all ad recall by 2-12 year olds (Giraffe Insights, Kids and the Screen, 2023). Investment in Linear TV has steadily declined year-on-year-on-year, with viewing declines and the resultant inflation in costs the primary driving factors. However when conducting sales analyses for toy brands, one of the most consistent inclusions in the marketing mix for successful brands is Linear TV. 2024 will not yield a significant growth in viewing, and overall coverage will still be limited to 25%35% dependent on target audience and investment.

However, demand for airtime has reduced to the point where we are expecting the cost of Linear TV to decline in 2024. This will not result in huge percentage shifts in spend away from YouTube and other Digital platforms but may increase TV’s share of overall spend by as much as 5 percentage points, compared to the low point of 2023 when it is estimated to have accounted for around 30% of total toy ad spend.

In the modern media landscape, “TV” accounts for a lot more than Linear. Streaming services such as Disney+, Amazon Prime and Netflix will feature more heavily as ad funded subscriptions - and therefore inventory levels - increase. FAST (Free Ad Supported Television) channels such as Moochi are launching, replicating the linear experience on screen and increasing eyeballs on the TV set. Then there is also the already plentiful AVOD market (Kidoodle, Ketchup and the like) and Broadcaster funded propositions like ITVX (which according to Giraffe’s Kids and the Screen data enjoyed a very strong launch in Q4 2023), meaning accessibility is increasing all the time. With many households

Opinion On average, an ad requires 8+ attentive seconds in order to have a significant impact on purchase intent (Lumen, Teads, Attention Outcomes Report, 2023). Capturing and retaining attention is the ultimate challenge in the Digital age. Studies from companies such as Lumen are providing evidence that in order to impact higher and lower funnel metrics, different levels of attention are required.

For example, spontaneous brand awareness can be achieved with as little as one second of attention paid to an ad. However to impact purchase intent it takes on average eight or more seconds. In 2024, expect to see more media providers include attention studies in their sell, or even sell inventory based on attention metrics, in order to differentiate the value of their impression or view. This new way of assessing the value of media will gain more traction in 2024 and beyond, but brands need to beware the pricing premiums often associated with purchasing media in this way. Brands also need to determine the right type of attention for their objectives pre-campaign and align channel selection with this. For example, audiences viewing short form content are looking for entertainment in short bursts of intense attention, whereas audiences on streaming platforms are more likely to be paying passive attention, meaning messages need to be tailored accordingly.

Data, data, data cutting the cord and opting out of expensive subscriptions, usage of these free services is on the rise, providing incremental reach to advertisers compared to when they were in their infancy as frequency drivers.

Amazon to protect retail media dominance through Social partnerships Amazon’s advertising business is predicted to turnover $53b in 2024 – larger than the global Audio and OOH media markets combined (WARC).

The digital retail media landscape, dominated

by Amazon, continues to expand beyond its traditional roots in sponsored product ads. By more effectively leveraging its rich first party data to enhance targeting on its DSP product, Amazon is commanding a larger share of total marketing budget. However, beyond its own real estate, Amazon has been making moves through a series of partnerships with Social Media giants to ensure it emerges victorious in the Social Commerce space too.

TikTok Shop demonstrated strong growth in 2023, providing younger audiences with a less disruptive e-commerce experience, which is why Amazon has moved fast to announce partnerships with Meta, Snap and Pinterest, allowing for in-app purchase experiences. This allows Amazon to enter the Social Commerce space without the expense of launching a Social Media platform. By linking Amazon with a Facebook or Instagram account for example, users will be able to shop through the Social apps, checking out with saved Amazon payment information. This will allow advertisers to directly attribute sales to these platforms and design increasingly efficient campaigns.

Level up your engagement with Gaming Over 80% of 7-9 year olds play video games, with more than 50% of boys 7-9 playing for more than 10 hours per week (Youth TGI, 2023). This means the advertising world has opened up to Gaming as a media channel worthy of attention and investment.

The advantage for brands targeting children’s audiences is that the majority of the most popular games offer fully formed commercial propositions.

According to Childwise’s The Monitor Report 2023, Roblox and Minecraft are the two most played games for 7-10 year olds. Both offer brands multiple ways to legitimately engage with audiences. At the most cost-effective end of the spectrum, in-app video provides brands with incremental reach for video campaigns. Programmatic display opportunities using in game Digital billboards will also become more commonplace for branding campaigns.

At the opposite end of the cost scale, we can expect to see more bespoke, immersive experiences appear on Roblox and Fortnite. Lego Fortnite might be the extreme (and for most, unattainable) version of this, but brands with global reach should be considering creating branded games where budget allows (and targeting makes sense). Seven of the top 10 branded games on Roblox in November 2023 were associated with kid focused brands; Barbie took the top spot with almost 40m monthly visits and an average playtime of 16 minutes (Metaverse Marcom). It might be expensive, but that kind of attention is becoming increasingly hard to achieve in the fragmented world of Digital media.

Attention: the new currency for the Digital age

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Google accounts for more than 90% of global searches (Similarweb.com). At long last, Google will finally retire third party cookies in 2024 (unless there is yet another delay) and for those targeting children, there should be little change as a result, given that children’s audience do not officially exist online.

This is why we have built sophisticated contextual targeting strategies to minimise wastage for our advertisers. In many ways, toy brands will have an advantage over other industries when it comes to Digital advertising in this regard.

Modern targeting strategies for toy brands encompass much more than kids, with parents and gifters increasingly targeted due to the ability to drive online conversion. In 2024, marketers should ensure strong partnerships with platforms with an abundance of reliable first party data (such as the Social platforms), and programmatic partners that leverage data from multiple sources such as Search intent from Captify or Automatic Content Recognition (ACR) from Samba TV. The richer the data source, the greater the ability to identify the right consumer, at the right time.

Media fragmentation is inevitable, and 2024 will present more opportunities than ever before for advertisers. As the year will also provide challenges for many at retail, marketing decisions need to be weighed more carefully than ever. However there are some calculated strategic risks that will be worth taking, dependent on budget and objectives. To help tailor your approach to 2024, get in touch with Generation Media to learn more.

Tel: 0207 307 7906 Email: jonathan.chambers@generationmedia.co.uk

Opinion

SuperAwesome

Unlocking the toy purchase funnel SuperAwesome’s Charlie Brownless examines how to connect kids' requests to parental purchase decisions.

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he kids' media landscape has undergone remarkable transformation in recent years, and this evolution shows no signs of slowing down. Amidst these shifts, the foundation of toy advertising remains rooted in the idea of visibility - ensuring your products are seen enough by your target audience to secure a spot on the coveted wishlist.

This traditional approach often leans on the notion of 'pester power,' a term that now feels somewhat antiquated in our industry and belittles the often complex negotiation that goes on between parent and child.

Moreover, it's essential to note that encouraging children to pester their parents to buy them something is prohibited under UK kids' advertising regulations, underlining the importance of working with specialist partners who understand the complexities of responsible marketing to children. Ultimately, success for toy brands lies in ensuring child appropriateness whilst harnessing the persuasive dynamics and collaborative decisionmaking processes between parent and child.

Strategic toy marketers aim for efficient, omnichannel reach and frequency to generate excitement among younger audiences and their parents. However, a fundamental aspect often overlooked is the pivotal role childrens' requests for a toy play in influencing parental consideration and motivation for purchase. How does the frequency of these requests impact a parent's decisionmaking process?

In our quest to unravel the subtle nuances of the toy purchasing funnel, we recently launched our proprietary

Family Democracy Tracker. This builds on our previous research and allows us to gauge the role of children in household purchase decisions, monitoring shifts over time to discern how and why these behaviours fluctuate. The revelations are striking - among all product categories, the data in the tracker reveals toys as the least likely to be purchased after the initial request. This highlights again the challenge of creating effective ads while remaining appropriate for the vulnerable youth audience that is particularly susceptible to sales pressure. When compared to items like electronics, personal care products, or event tickets, toys seem to face a unique challenge, and as such our industry marketing best practices have developed into something more intricate. The days of relying solely on TV commercials and tied-in shows to ensure a toy's success are long gone. Today's environment demands a more nuanced approach - one that goes beyond surface-level strategies and fosters deeper connections beyond mere product promotion.

Building enduring relationships with both children and parents has become the cornerstone of success. With that in mind, navigating this ever-evolving space effectively requires brands to highlight the intrinsic value of toys enabling brand-to-consumer connections that transcend fleeting excitement and cultivate long-term engagement with young consumers and shoppers.

How do we do this? Of course gaming fosters engaged interactivity and immersion, but our campaign data consistently highlights the efficacy of visibility and engagement across multiple platforms to drive success.

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Charlie Brownless Head of Toys & Entertainment, SuperAwesome When planning, it's crucial to explore ways to engage audiences across various passion points and channels, driving genuine brand affinity via a long-term engagement strategy. If a product requires multiple requests before purchase, how do you ensure it remains top-of-mind for kids over a prolonged period of time? And crucially, how do you do that in a way that is appropriate for them?

Interestingly, the Family Democracy Tracker data shows YouTube as the most likely platform for advertising to be noticed by kids aged 4-9 in the UK - almost four times more than traditional linear TV advertising (the data shows 86% of kids aged 4 - 9 notice ads on YouTube vs 33% on connected TV and 22% on linear). And as gaming continues to dominate leisure time, TV viewership and attention is likely to diminish further, paving the way for toy brands to further accelerate their shift from TV to digital platforms.

But as we look at how these purchasing trends change over time, the tracker indicates that in Q4, the number of requests made before a toy is bought actually increases significantly. This shift during the key gifting season underscores the need for brands to work even harder to cut through the marketing noise to create substantial impact and excitement. Whilst this might not sound like a groundbreaking revelation, it demonstrates the importance of brands intensifying their marketing strategies not just at launch but maintaining that momentum well into Q4 - as we know savvy consumers are now more likely to shop around for deals late into December.

In the dynamic realm of kids' toy discovery, the enduring truth is clear: adaptability, fueled by data-driven insights, is the linchpin of success for brands within our industry. Understanding the regulatory guidance, the complexities of children's requests, deciphering parental motivations, and harnessing the potential of digital channels such as YouTube and gaming are pivotal steps towards building lasting connections and fostering brand loyalty. The landscape might evolve and trends may shift, but the guiding principle remains the same - embrace change and leverage research and insight to ensure you understand every aspect of this audience to meet their ever-changing needs. In this age of flux, the brands that navigate these waters with an intelligence-informed approach are the ones poised for lasting success.

SuperAwesome’s Family Democracy Methodology: monthly tracker in the US, UK, France and Germany, served bi monthly in each market. Sample, n=500 parents and children aged 4 - 18 per wave, self served online survey (Sample provided by Walr)

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Opinion

Giraffe Insights

Future thinking…

powered by real connections Giraffe Insight’s Maxine Fox looks at strategic approaches which brands can employ to thrive in the world of Generation Alpha.

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n the shifting landscape of consumer engagement, Generation Alpha provide us with a lens into the future, demanding innovation in how brands connect with them. As we look forward to 2025, with Gen Alpha set to make up a global cohort of 2.2b, brands are recognising the need for an evolution in their approach. As part of this shift, brands should remember that while technology and the digital world continues to evolve, real-life connections remain irreplaceable.

As experts in kids, youth and family research, Giraffe Insights helps brands to inform their future thinking by connecting with younger audiences. There are three key pillars of exploration that we have identified that can make the difference in ensuring brands stand out among Gen Alpha: unlocking the moments that resonate, uncovering the fundamental needs steering decisions and using language as a tool for forging lasting connections.

The Hobby Hole As the afternoon unfolds, The Hobby Hole moment gains significance, especially with the rise of online viewing, and is often a solo viewing occasion for the child. Brands can tailor their content to this moment, recognising the potential for more detailed and personalised advertising. This moment represents an opportunity for brands to resonate with Gen Alpha by tapping into their individual interests.

The Family Favourites Evenings is the time when co-viewing is most prevalent. This is a prime time for brands to address both child and parent simultaneously, maximising the persuasive impact of their message. A product seen during this moment is twice as likely to be requested by a child.

ones they consistently seek out in story arcs and role-play, transcending short-term trends.

Digitally diverse not digitally independent While technology has introduced new opportunities for connection and support in their development, Gen Alpha feel less reliant on their digital devices than their millennial parents. Despite being born into a digital world, the role of family time and traditional play remains a key part of who they are and what they need, underscoring the timeless importance of play and exploration outside of the digital world.

Speaking the language Language is a powerful tool that can either strengthen or weaken brand connections. Understanding how to resonate through language involves navigating the delicate balance between authenticity and relatability. It's about speaking their language without trying too hard, creating a narrative that resonates across generations.

Authenticity over mimicry Speaking the right language involves authenticity rather than mimicry. While humour is appreciated, attempting to use the same vernacular as Gen Alpha can backfire.

Brands should focus on being genuine, direct and unique in their communication. Authenticity is what Gen Alpha looks for in a brand and language is one of the strongest tools to demonstrate this.

Direct communication

Here we utilise insights from our award-winning proprietary research studies to delve into these three pillars and the strategic approaches which brands can employ to thrive in the world of Gen Alpha.

Unlocking moments that matter In the fragmented media landscape that Gen Alpha experiences, understanding why they choose to view and not just how and what they view - is crucial for brands to instigate a lasting impact. Magic Moments are times in a child's daily routine where viewing is at its most impactful for the viewer. The Breakfast Club, Hobby Hole and Family Favourites emerge as cornerstone moments, constituting a staggering 83% of all advert recall.

The Breakfast Club Mornings, characterised by child-led content, represent a unique space for supporting emotional intelligence. Brands can align their strategies with content that explores emotions, showcases teamwork and reflects relatable scenarios. Bluey, Paw Patrol, and Peppa Pig top the list of shows watched in this moment, playing to the need for connection and relatable narratives.

Fundamental needs steering decisionmaking Routine as a North Star The significance of routine in Gen Alpha's decisionmaking process cannot be overstated. As an example of this, short-form content has become increasingly popular as it fulfils a need for quick and targeted experiences at certain points of the day. However, there is also an enduring appeal for longer form content, such as whole episodes and films, and this highlights the need for diverse entertainment experiences. Brands that understand the rhythm of Gen Alpha’s daily lives are most successful at seamlessly integrating into their routines, allowing them to become an integral part of their world.

Emotional intelligence The need for narratives and products that support and develop emotional intelligence is a powerful motivator for Gen Alpha and their parents. The success of winning content and products among this generation lies in their ability to tap into themes around emotions, relationships, teamwork and relatability. These timeless themes are

info@giraffeinsights.co.uk •

Born into a world of instant connectivity, Gen Alpha values direct communication. Messages that are clear, concise and easily digestible cut through the noise and ensure that a brand's essence is conveyed without ambiguity.

Building trust through language Language contributes to brand integrity, and trust is vital. Gen Alpha connects with brands that showcase an understanding of their values, emphasise product quality, diversity and customer connection. Building trust through language creates a foundation for longer-lasting brand connections.

Connections The role real-life connections play in informing future thinking has never been more important. Placing research and insight at the heart of any decision-making process is the only way to truly stand out.

Unlocking moments in time, uncovering fundamental needs and mastering language are pivotal for brands aiming to create lasting connections. By strategically aligning with these elements, brands can navigate the current landscape and lay the foundation for a resilient and influential future in the world of Gen Alpha.

www.giraffeinsights.co.uk

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Company Profile

Mattel

Mattel - always raising the bar It’s fair to say that Mattel enjoyed a stellar 2023, with the pop culture phenomenon that was the Barbie movie bolstered by strong performances with hero brands including Hot Wheels, Polly Pocket and Monster High, and categories including Games. Toy World editor Rachael Simpson-Jones paid a visit to the company’s Slough UK HQ to catch up with Michael Hick, vice president UK & Ireland, Benelux & Nordics, and Kelly Philp, senior director marketing, to find out what comes next.

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t's something we’ve heard a lot from our contributors and interviews in this issue, but when even Mattel notes what a challenging year 2023 was for the toy industry, you know it’s true. Michael says: “Following +22% growth from 2019 to 2022, the global toy industry was down in the third quarter 2023, per Circana, and we expect the industry to decline mid-single digits for the full year. However, we believe the toy industry is a growth industry and expect it will continue to grow over time: after all, toys and play remains a significant part of life for kids and families.”

As tough as it may have been for the industry, 2023 was the Year of the Barbie Movie. While everyone at Mattel knew all along that Greta Gerwig’s blockbuster was going to be something special, it’s fair to say both Kelly and Michael were taken aback at just how hard Barbie-mania gripped the nation. Unsurprisingly, for anyone familiar with Greta Gerwig’s previous directorial successes (2019’s Little Women and 2017’s Ladybird among them), the movie tackled big themes of equality, love, parenting and beach, and, in line with the brand ethos, becoming anything you want to be. At the time of writing, Barbie – the highest grossing movie of 2023 - had just been nominated for a staggering nine Golden Globes, making it the second most-

nominated film ever.

“We could never have enjoyed this moment without re-engaging with our brand purpose,” explains Kelly, when asked how Mattel, which partnered with Warner Bros. on the film, managed to pull off such a remarkable feat. “This movie has been years in the making, ideating and waiting for the right talent and partners. There was no better combination of talent, creatives and leaders to have delivered this incredible movie. As one of the world’s most recognisable icons, Barbie has never been more relevant than she is today. The work we’ve done allows us to speak to Barbie as more than a doll.”

She continues: “I don’t think anyone could have foreseen the way the world embraced Barbie in the summer, to have predicted the cultural phenomenon the film became.

When you hand over your IP to such talented people you have to trust their creative vision and allow them the space to do what they do best: we had to get comfortable with being uncomfortable. Greta, Noah [Baumbach] and Margot [Robbie] had their own Barbie story to tell, and we knew the brand was in a place where telling that story would resonate with fans and underscore our own brand values, as well as welcome a whole new audience to the brand.”

Mattel’s senior leadership has spoken previously about

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the company’s desire to be successful in a way that creates a bigger pie for the whole toy industry to have a slice of, and the movie has certainly done just that. Anecdotally, Michael tells Toy World that he heard from multiple retailers following the release of the movie that consumers were visiting to shop for Barbie, then purchasing products across multiple other categories too, both online and in-store. A carefully curated ‘surround sound’ approach to brand awareness, encompassing the entire cinematic release window, drove footfall to retail: as reported on by Toy World last year (check out our September 2023 issue to see the full article), this included over 160 retail partners, multiple innovative activations and live events that, combined, made the phenomenon impossible to miss.

“We pride ourselves on working closely with our retail partners,” says Michael. “Our dedicated retail activation team comes up with some of the most innovative campaigns in the world, which bring our brands to life at retail in ways previously unseen. This is a key focus for us: the opportunity to introduce theatre and magic to the retail experience.”

Of course, 2023 wasn’t just about Barbie, despite her ‘She’s everything’ strapline. Kelly highlights the rollout of the company’s Monster High toy range and TV movie Monster High 2 (currently available to stream on Paramount+) as a particular high point of the year, saying the property picked up some serious momentum last year thanks to the fantastic results generated by the content, which continues to capture new fans. Hot Wheels, meanwhile, continues to go from strength to strength, alongside Mattel’s licensing partnerships with Pokémon and Jurassic World. Games has also been a top performing category for Mattel. The company has seen phenomenal success with Uno: Uno No Mercy was a sold-out smash hit.

Mattel’s growing position as a partner of choice to major entertainment companies will see new introductions from Disney and Universal as well as ongoing development within Mattel’s Pokémon, DC Super Friends and WWE licences. There’s also an exciting new launch on the way for Batwheels, based on Warner Bros.’ new animated preschool content.

Mattel’s rich portfolio of brands offers plenty more besides for the months ahead. Early this year, an all-new animated children’s series, Hot Wheels Let’s Race, will debut on Netflix, and Hot Wheels Legends, the ultimate car competition, returns as Mattel continues to excite its adult collectors (a growing segment for the company, and indeed the industry in general). A new ‘Challenge Accepted’ brand campaign also promises to engage even more parents

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Company Profile

and kids. Additionally, the company will be bolstering its successful Fisher-Price Smilestones and Thomas & Friends Laying Tracks to Success campaigns, as well as launching Fisher-Price Wood, Planet Friends, Sensimals Newborn ranges and My First Thomas.

There are also anniversaries on the horizon for two of Mattel’s doll brands, as Polly Pocket prepares to celebrate her 35th anniversary and Barbie her 65th. “There is so much more coming for Barbie,” says Kelly. “Having long defied the 3-5-year life cycle of a typical toy’s popularity, Barbie has inspired three generations of girls, celebrated 250 careers, and sold more than a billion dolls – all before the movie even came out. In her anniversary year, we will be leveraging this moment to fuel the Barbie franchise and answer growing demand from our new, much broader audience.”

Always one to celebrate in style, Barbie will have her own exhibition at the Design Museum in London as part of the anniversary celebrations. The exhibition will draw upon the extensive archives of the Barbie brand, promising to be a unique experience that will delight Barbie enthusiasts of all ages. Mattel is also planning even more incredible marketing activations as it attempts to build upon what was undoubtedly the brand’s best year ever. It’s a tough act to follow, but Michael and Kelly seem unfazed, noting: “2023 will always be a memorable year, but we’re constantly raising the bar. With the talent of our product designers and marketers behind it, the entire Mattel team has lots to be excited about for 2024.”

Mattel

One of the biggest opportunities for the year ahead, Michael and Kelly explain, is the gap created by the Hollywood writer’s strike and the subsequent slowing of movie releases: this means core brands, such as those within Mattel’s portfolio, will be required to step up and keep providing consumers with the content they want.

The growing Kidult market offers further possibilities. The spending power of Kidults (buyers aged 12 and over) is now worth ~29% of the UK toy market, making this an area that Mattel will be developing further as it leans into exciting new opportunities. Under the Mattel Creations platform, the company produces high-end collectibles which give older consumers plenty of room for self-expression. Mattel Creations aims to connect adults to toys and toys to art, creating an unrivalled experience in terms of what’s possible for adult collectors. The Kidult pound (or dollar) is also powerfully linked to nostalgia, meaning own brands such as Polly Pocket, as well as partner brands including Super Mario, Ninja Turtles, Star Wars, Disney Princess, Friends and WWE all drive sales among parents keen to share their love of these toys with their own children and grandchildren.

Kidult will be a big focus for Mattel at this year’s Spielwarenmesse, where the show’s Life’s a Playground and Game-Playing Adults themes will represent these growing demographics. Featured brands and toy ranges will include Masters of the Universe (MOTU), Jurassic World and Turtles of Grayskull – a unique assortment of Teenage Mutant Ninja Turtles and MOTU crossover action figures – alongside movie-licensed Barbie and Ken

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collector dolls and the new If You Were adult party game.

Hot Wheels Premium and Pop Culture collectibles, based on popular movies, TV shows or video games, will also be showcased.

As powerful as the Kidult spend is, the pressures on consumers’ expendable income are unlikely to change in the near future. Guided by the knowledge that roughly two-thirds of its sales stem from sub-£20 lines (according to Circana), Mattel is addressing pricing head on and working closely with its retail partners to build strong plans and strategies that will keep its brands and products front of mind with shoppers, even when belts are being tightened.

The company is introducing a raft of new products across several categories that offer the same level of play value for the important sub-£20 price tag. In fact, spring 2024 welcomes over 200 new lines, 175 of which fall within this price bracket. What’s more, a third of these new launches are completely new for spring/summer, while the rest are brand expansions. Barbie, Hot Wheels and Fisher-Price are each welcoming over 20 of these lines.

All new launches will be supported by a varied, farreaching and inventive slate of marketing campaigns and activations. Kelly says Mattel is always trying to stay one step ahead, reviewing consumer trends and shopping habits, and analysing where the company gets its information from. She adds: “The continued fragmentation of the media landscape means we must constantly evaluate the most effective way to reach, and engage with, our target audience. We need to find creative ways to generate stand out in all channels and inspire meaningful conversation with consumers.”

Retail support will also continue throughout 2024.

Michael says: “Every retailer has different challenges to overcome this year, from online and brick & mortar to indies, hobby specialists and grocers. What we’re seeing is stores being much more creative when it comes to attracting shoppers and an influx of alternative destinations versus the more traditional. As the high street evolves, we’re also seeing more in the way of creative collaborations, with retailers and manufacturers alike working hard to develop opportunities that encourage consumers to support their local toy stores. And of course, we’ll continue to support independents and toy specialists, ensuring our products have a presence on the high street 365 days of the year. We want to remain the No. 1 strategic partner for our retailers by listening and working in partnership with them to find solutions to any problem they face.”

As we head into what looks destined to be another huge year for Barbie, bolstered by healthy investment in what Michael refers to as ‘bigger and better’ bets that will expand the categories Mattel plays in, the company looks set to outpace the challenging market. Sure, the company has set the bar high, but it always has: Michael says the Barbie movie was simply the first step in Mattel’s mission to drive significant growth in its IP-driven toy business. After all, what are glass ceilings for, if not to smash through?

“That movie was an unprecedented moment in Barbie’s history and shone a light on the cultural resonance of our IP, our ability to attract and collaborate with top creative talent, and the capabilities of our franchise team,” Michael says. “I think it’s clear there’s a lot more to come from Mattel.”

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Viewpoint Unwrapping Q4 2023 trends in Amazon’s Toys and Games 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.

Throughout the past year, Amazon made the news frequently, talking about new strategies - including only working with approved distributors in 1P - and laying off more staff. These changes affected everyone doing business with Amazon. Distributors who worked with different brands were stuck when orders stopped coming in because they didn't have the necessary approval. Dealing with automated systems instead of talking to people also made matters more complicated. Even with these challenges, Amazon still managed to perform well in the last quarter of 2023.

As we move into 2024, Etopia has been taking a closer look at what's been happening with Amazon's Toys and Games category. We all expect consumers and shoppers to start their Christmas shopping in early October, but one of the standout features of Amazon's Q4 performance in Toys and Games is the staggering increase in weekly sales. In October, the average weekly sales hovered around £44m, but the Black Friday period witnessed an unprecedented spike, reaching an impressive £100m.

Amazon Germany has consistently held a prominent position as a larger market. Recent data indicates that Amazon Germany experienced estimated sales in Q4 of over €1b for Toys and Games, surpassing the figures observed in the UK, where Toy sales peaked in Q4 at around £765m. Lego maintained its market dominance across all regions, securing a leading position in both value and unit sales.

Amazon UK witnessed robust sales from other major players, such as Funko and Amscan. In Germany, the dynamics were distinct, with Ravensburger and Playmobil emerging as key drivers of strong sales on Amazon DE. These brands played a pivotal role in capturing the attention and wallets of German consumers, showcasing the importance of understanding regional preferences and tailoring strategies accordingly.

The rest of Europe also saw uplifts in sales from November onwards, as the European markets continue to develop

on Amazon, with Amazon Spain Toy sales in Q4 being bigger than Amazon Italy Toy sales.

Top Performing categories in Toys & Games – Amazon UK The top 3 performing categories (value) in Q4 that make up 38% of total Toy sales on Amazon UK are Pretend Play & Dress Up, Games & Puzzles and Building & Construction Toys. Naturally the spike in dress up was driven by Halloween, but it was interesting to see the strong sales continue into December.

Hasbro continued to dominate the Games & Puzzles categories and the brand’s traditional Black Friday deals would have contributed to this success.

Arts & Crafts was in the top three categories for Amazon UK Toys in units, selling over 4.5m units across Q4.

Average Selling Price (ASP) Over the last 12 weeks, the average selling price (ASP) of toys on the UK marketplace stood at £26. This midrange pricing strategy appears to resonate well with consumers, striking a balance between affordability and value.

In Germany, the ASP stood at €45. The Building and Construction category was dominated by Lego, however the ASP in this category surpassed any others at £58.

Top search terms and emerging trends: In November, the top search terms in the toys and games category revealed fascinating insights into consumer preferences. Lego and Barbie maintained their perennial appeal, while searches like "elf," "Squishmallow," "board games," and "Pokémon" gained significant traction. The diversity in search terms highlights the broad interests of consumers, creating opportunities for both traditional and innovative toy manufacturers.

One standout trend that emerged during the peak period was the surge in Plush Toys. Weekly sales in this category jumped from an average of 1.6m to an impressive 4.5m over the peak period.

Despite the high demand, the category remains competitive, with the top seller,

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Squishmallows, holding the strongest share.

Fake Friday the new Black Friday?

We also observed a rising trend known as Fake Friday, occurring on the Friday preceding Black Friday. Fake Friday has gained prominence in the UK over the past few years, serving as the day when deals typically kick off on Amazon.

Consumers may perceive it as Black Friday or simply choose to start shopping for deals early. This was notably evident in the UK, where 'Black Friday Deals' became a trending search term at least a week before the main event.

Given the heightened activity on Amazon during the Black Friday period, brands and products run the risk of getting lost amid the multitude of promotions and discounts. Brands that initiate their deal discounts as early as Fake Friday might discover a viable approach to success, considering data indicates a surge in traffic on this day.

What should we expect to see in 2024?

As more brands are compelled to engage in self-service operations on Amazon, without direct access to Amazon representatives, it is crucial to formulate a well-structured strategy for driving profitable growth on the platform, whether operating as a Vendor or Seller.

Given the persistent challenges related to Amazon's profitability, brands involved in 1P transactions with Amazon must adopt a comprehensive perspective of their market share within their respective categories. This understanding becomes instrumental in enabling vendors to grasp the significance of their brands and products to Amazon, proving advantageous during annual negotiations.

A pivotal element for success on Amazon involves investing in Amazon Advertising, coupled with a meticulously planned funnel of activities. Brands that have already implemented cohesive Amazon Advertising strategies and established strong brand awareness are poised for continued success in navigating the platform.

Hot

Properties

Hot Properties 2024 With almost one-third of UK toy sales coming from licensed ranges, it’s important for licensees and retailers to choose wisely when it comes to which properties to work with. Toy World is here to lend a helping hand with a look at the key licences for the year ahead.

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et’s start with the positives. 2023 was a good year for sales of licensed toys. According to Circana, licensed toys outperformed the rest of the toy market last year, accounting for 32% of all toy sales. The toy category remains the cornerstone of the vast majority of kids & family entertainment-based properties, and it is more often than not the category which spearheads the licensing programme – in some cases, the success (or otherwise) of the master toy range can make or break the property.

properties continue to provide great opportunities for toy suppliers and retailers, with the younger audience arguably consuming more content than ever before – albeit perhaps on slightly different platforms rather than just linear TV. Keep an eye out for some pre-school favourites returning from years gone by this year, including Paramount’s Dora the Explorer, while I am also genuinely excited for Warner Bros’ Batwheels, which takes the iconic Batman brand into the pre-school arena.

Of course, there are exceptions to the rule. One of the most ubiquitous properties in recent years has been Disney’s Stitch. Lilo & Stitch has always been one of my personal favourite Disney movies, and Stitch has long transcended his role in the movie to become an icon to many kids who have never even seen the film. Much of the credit for that transformation has to be given to Primark and the groundwork it did via its fashion and nightwear ranges. Suddenly everyone wants a piece of the action, including many toy suppliers – I have already seen one incredible new interactive toy line due to launch this summer (on 26th June, naturally…. for the uninitiated, Stitch was Experiment 626) which looks set to be one of the hottest toys for next Christmas.

As children get older, the allure of gaming inevitably starts to take hold, and we have unsurprisingly seen a greater number of licensing success stories emanating from that medium in recent years. Iconic gaming brands Angry Birds and Minecraft both celebrate their 15th anniversaries this year, proving that this is not strictly a new phenomenon – but the breadth and scope of new gaming properties grows every year. Many people are predicting that Stumble Guys is a hot new ‘one to watch’ in 2024, while the ongoing popularity of Sega’s Sonic the Hedgehog and Pokémon show that gaming-based IPs can undoubtedly have long-term success if managed well. And if you include brands such as Pudgy Penguins, which originally came from the NFT space, it is clear that the digital arena remains fertile ground for toy companies looking for the next big licensing hit.

This is interesting on several levels; firstly, because it’s a hot toy based on a movie from 2002, over two decades ago. Secondly, because it shows that a character can soar in popularity without having a brand new multi-milliondollar movie or 24-part TV series behind it. Sometimes, in this brave new social media driven world, a great character can just catch fire, almost out of the blue.

That said, many of last year’s other big success stories follow a more traditional path. In the pre-school arena, BBC’s Bluey and Universal’s Gabby’s Dollhouse continue to provide stiff competition to more established brands such as Paramount’s Paw Patrol, Moonbug’s CoComelon and Hasbro’s Peppa Pig. On the whole, pre-school

Girls remain incredibly well-catered for in terms of licensed toys: hot on the heels of last year’s groundbreaking Barbie movie, the brand celebrates its 65th anniversary in 2024. Celebrations kick off in March, and after the incredible impact created by the movie marketing campaign last year, I suspect Barbie will be everywhere again this year. There’s plenty of competition from the likes of Zag’s Miraculous and Princess Sam’s Tara Duncan, while Jazwares’ Squishmallows brand shows how well a core toy brand can translate to licensed merchandise.

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Over in the Boys’ aisle, Transformers is another iconic brand celebrating a milestone anniversary in 2024, when it turns 40, while Teenage Mutant Ninja Turtles is set to follow this year’s success with another strong year, driven by the new animated TV series. In addition, Anime brands continue to have a real impact across the board. There is also a nice buzz building around the new Godzilla x Kong: The New Empire movie, which launches in April, while Lord of the Rings: The War of Rohirrim promises to be an interesting addition to the iconic LOTR canon next December.

And looking ahead to 2025, the new Superman Legacy movie should emphatically silence the doubters who are concerned about potential ‘super-hero fatigue’, after the underwhelming performance of several movies in that genre this year.

Movie-wise, 2024 has a number of kids & family films based on established, successful franchises that should generate strong toy sales, including Despicable Me 4, Paddington 3, Kung Fu Panda 4, Garfield (the trailer featuring a tiny baby Garfield is adorable) and Sonic 3.

There are also some movies which may not at first glance appear overly ‘toyetic’, but which I think may pleasantly surprise a few people – Beetlejuice, Mean Girls and Wicked all look like being excellent films that I believe will not only appeal to Kidults, but potentially to older kids and teens too.

SpongeBob will be turning 25 in 2024, a monumental milestone for the property. When you throw other classic brands like Doctor Who, Beano and Hot Wheels into the mix, there is a huge selection of licensed properties for licensees and their retail partners to choose from – and picking the winners from the losers is more important than ever. Over the following pages, we round up the latest information on a selection of the key licensed properties that will be driving the toy market in 2024 to help you make the right decisions.

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KAP Toys - Beano

Special Feature

This is going to be ‘BLAM!’

As Beano continues to entertain generations, the company has partnered with KAP Toys to launch a new toy range. Marianna Casal spoke to Rob Glenny, head of Commercial & New Business at Beano Studios, and Nat Southworth, MD at KAP Toys, to hear about the power of Beano and the opportunities the new toy line offers to retailers.

“

Beano has always celebrated kids”, explains Rob, “so at the heart of Beano is fun, mischief, and the joy of being a kid.” The Beano comic publishes weekly, which allows the writers to adapt each issue to what’s currently of interest to kids. Each issue reflects pop culture, with references to the latest games, music stars such as Taylor Swift and new film releases among others, while maintaining its Beano core.

The team at Beano speaks to children every week, thanks to the research provided by the Beano Studios insights agency, Beano Brain. With children’s lives always reflected in the editorial content, the comic gently yet constantly evolves with its audience. This is one of the reasons Beano has been able to remain relevant and popular for 85 years, while staying true to its core DNA. “We have a 200-page ‘Bible’ of how to do Beano, and there are rules for all the artists who create the comic,” explains Rob. “It’s the ultimate book of mischief, which allows us to offer the

same entertaining experience to the kids today as we did for their parents and grandparents. Adults who subscribe for the young people in their lives often mention that they want their children or grandchildren to have as much fun as they had while reading the comic. They also tell us Beano is a cross-generational bridge that unites them in laughter and pranks, regardless of age.”

Readers of the comic are aged between 6-12 years. Kids can start with Beano from as young as six, often an age where reading is still a work in progress. As the comics are very visual in their storytelling, they are also highly accessible, serving a ‘scaffolded’ reading experience in which the images support digestible text. This aids younger children with their reading. As they grow, they understand more of the humour and start making their own illustrations or comic stories.

“Our audience is extremely creative, and they love to see their creations in the comic,” adds Rob. The team takes

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great pride in listening to its target audience and answering these kids’ creative needs, Beano recently partnered with KAP Toys for a licensed Build-a-Comic Kit, offering Beano stencils, frames and stamps with which they can hone their skills and talent. The new kit is part of a range launched

Special Feature

in Sainsbury’s nationwide in November2023, which also includes a joke box with pranks from the comic as well as Minnie, Dennis and Gnasher Squishii plush.

KAP Toys MD, Nat Southworth, says: “What the Sainsbury’s experience has shown us is that with a property like Beano, you can merchandise all the products together in one FSDU. A challenge that we often have in the toy industry is that you sell the plush to the plush buyer, you sell the comic book kit to the arts & crafts buyer and then the joke box kind of falls into this no man's land of jokes and gags. The FSDU has shown us is that you can sell Beano as a package, and it can sell anywhere.”

Rob tells us that few IPs can take as much pride in connecting generations, friends and families together the way Beano does. This was proven by the comic’s 85th anniversary, which was celebrated by fans, press and licensing partners alike last summer and was followed

KAP Toys - Beano

by Minnie the Minx’s 70th anniversary in November.

“Beano’s characters are iconic, and we were thrilled to team up with kids’ role-model, Euros winner, Lioness and children’s author Leah Williamson to celebrate Minnie the Minx”, adds Rob. “Minnie’s anniversary went brilliantly.

From ITV News to Woman’s Hour and beyond, Minnie was everywhere and it really was a special moment”.

To mark the occasion, Leah guest-edited the comic’s special issue, and publisher Farshore launched Minnie’s first-ever ‘boomic’ (an adventure book told with funny pictures). A fan-favourite, Minnie is described as a ‘true trailblazer’ who has shown generations of kids that it’s okay to carve their own path.

This is a recurrent message in the comic. Originality and humour are key drivers for the artists who create the comic, as well as for the readers. Beano has a readership of half-a-million per week and 59,000 kids watch the Dennis

& Gnasher: Unleashed! TV show, which was released in 2017 and has remained one of the top five shows on CBBC. The property also has its own website, Beano.com, which attracts 1m users per month with a variety of quizzes, jokes, games and fun facts. The brand also partners with organisations to create fun family days out at local attractions.

“Beano fans were very excited about the toys: we had a very positive reception,” says Nat, who recounts how, following the Sainsburys FSDU weekend launch, the KAP team returned to the office on Monday to a deluge of voicemails and emails from customers asking which branches of Sainsburys stocked the Beano toys. He adds: “This has encouraged us to press forward with new prototypes, which are already in the works, and we hope to be able to share more details on the upcoming Beano products at London Toy Fair.”

As a weekly subscriber to the comic himself, Nat is very excited to be partnering with the brand. He explains: “The beauty of Beano is that it works for all ages. The level of parent and grandparent recognition is unbelievable, and Beano triggers memories of happy times. I’d find it very, very hard to give an example of another brand that has a similar recognition level – we’re talking Harry Potter level.

Even just the Beano annual on its own could support a toy line with the sales it achieves. Then add in the weekly comic and it’s a no-brainer for retailers to support the toys.”

Since 2016, when Beano Studios was created, the brand has continued to see sustained growth in its audience each year. The latest collaboration with KAP Toys, which sees the team share its enthusiasm and appreciation for Beano, is now set to fuel the continued expansion of a brand loved by, and for, generations.

Now for2024 2023 Nowbooking booking for

√ Redesigned, revamped, re-energised √ Fresh content approach √ Greater traction & engagement via the website & social media channels

For more details contact: Advertising: Mark Austin mark@toyworldmag.co.uk 01442 502 405 Editorial: Rachael Simpson-Jones rachael@toyworldmag.co.uk 01442 502 406 Toy World 120

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Company Profile

Scopely

Game on at Scopely Gen-Z gaming sensation Stumble Guys has climbed the ranks to become one of the Top 10 most downloaded apps in the world, benefitting from a hugely engaged fan community, a strong social media presence, a growing licensing slate and expanded ways to play for 2024. Naz Amarchi-Cuevas, senior vice president and general manager at Scopely, the studio behind the game, tells Toy World what makes Stumble Guys such a hit and why emotional experiences keep players coming back time and again. their very own challenges and experiences in the game, which is already delighting fans all over the world.

We also have tournaments and events hosted by top creators and influencers, and our players can invite their friends to all of their adventures.

Can you tell us a little about Scopely as a developer and publisher – what is your company ethos and how do you aim to bring it to life?

Scopely is one of the global leaders in free-to-play games and is now the No. 1 mobile games company in the US. We’re home to one of the most diverse portfolios of games today, including Stumble Guys, Marvel Strike Force, Star Trek Fleet Command, and our newest game Monopoly Go!, one of the most successful mobile game launches ever.

I am always inspired by our mission, which is to ‘inspire play, every day’. Our players are the driving force behind everything we do at Scopely. More than 100m players immerse themselves in our imaginative game worlds every month and our teams work tirelessly to delight them with new experiences that keep them coming back for more. We’re also proud that our games foster a strong sense of community among players, allowing them to connect with existing friends and make new ones while exploring, chatting or competing together.

Scopely is home to over 2,000 employees across more than a dozen cities. Some of our key hubs include Los Angeles, Spain (Barcelona and Sevilla), Dublin and Bangalore.

What combination of factors makes Stumble Guys the hit it is with gamers?

Stumble Guys has built a massive following, staking its claim as one of the Top 10 most downloaded apps in the world in 2022. The game is enjoyed by tens of millions of players every week and is one of the most played games in 50+ countries. It’s a Gen-Z sensation: I always think that behind every beloved brand and IP there is a secret - emotion. The thrill of winning after many rounds of intense competition through our unique levels is incomparable, and it’s an absolute blast no matter your skill level.

We’re always evolving the game with varied events, tournaments, imaginative experiences and fun new game modes. Our community loves to face-off against their friends on foot, in vehicles, or in the high-stakes first-person Stumbler mode.

We pride ourselves on inviting our community to create their own Stumble Guys experiences and enjoy the game on their own terms. For example, we just launched the Stumble Workshop, where our user generated content allows players to create and design

Our fans love how Stumble Guys delivers endless possibilities for self-expression. The game is filled with colourful, memorable characters called Stumblers.

Stumblers can be humanoid, animal-like, object-like – their uniqueness speaks to all audiences, and there is a Stumbler for every mood or season. .

We’re aware of your current licensing deal with P.M.I. Kids World, but what other consumer product categories are you exploring from a licensing perspective?

We’re very excited to start delighting our fans around the world and are looking for partners that align with the Stumble Guys audience and values. We’re delighted with our partnership with P.M.I. Kids World, which is transforming our fan-favourite characters into a colourful and creative toy line. Some other key areas that we’re interested in exploring include Apparel, Home Goods, Board Games, Food & Beverage and BackTo-School, to name a few. However, we are open to other categories that will resonate with our player community and allow them to experience the Stumble Guys IP in new and unexpected ways.

What does Stumble Guys offer licensees – is it the way the content translates to licensed product? The engaged player fanbase? The constantly evolving game?

First and foremost, Stumble Guys has one of the most engaged and loyal player communities in the world. Our players are always looking for new ways to display their love of the franchise, whether creating Stumble Guys videos on TikTok, jumping into in-game events and tournaments, or collecting Stumble Guys trading cards.

After 20 years of experience in entertainment and consumer products, I can say that Stumble Guys is more than ready to expand into the physical world. The immense collectability of the characters, the massive and engaged fan base across the world, and the virality of the content we release each month are just some of the factors that make Stumble Guys so attractive.

Plus, we have more than 500 characters, which is a dream for the collectability factor, as well as 50 maps which give licensees plentiful opportunities to create unique and diverse products.

What is it that makes Scopely a good licensor to work with?

A key part of Scopely’s success is our ability to become a partner of choice and translate globally recognised IP into beloved universes. Many major IP partners (including MrBeast, Paramount, Hasbro and more) continue to trust Scopely’s expertise in creating franchise-based experiences that players want to return to for years on end.

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Besides being in the digital landscape for over a dozen years, I have a consumer products and franchisebuilding background, so have the ability to build effective teams that support the entire supply chain, from game production and multi-platform strategy to social/community engagement and physical merchandise retail distribution. I have been a licensee, a licensing agent, a marketeer and a licensor. This 360 degree view allows us to be agile, collaborative and intensely passionate about supporting our licensees.

I believe that when working with digital-based IPs, it’s extremely important to work with folks who speak phygital and understand both sides of the same coin.

Finally, what can we expect from Stumble Guys over the next 12 months?

We’re thrilled that the game will soon be available on consoles, starting with Xbox and followed by PlayStation. This will allow our players to experience Stumble Guys like never before, with a controller in-hand. Most of our fans have been dreaming of this moment for months.

Players can now create their own experiences with Stumble Workshop, and we can’t wait to see the levels and challenges they will design in 2024 with the brand-new tools and options we have in store. The initial response has been amazing. We are so inspired by the creativity of our community, and we believe we can expand their imaginations even further with new features and new products, both online and physical.

Our team is constantly transforming the game with new ways to play, including partnerships with iconic brands like Barbie, SpongeBob SquarePants, Nerf, and more to come. Readers can follow us on StumbleGuys.com or on our social media channels for all the latest and greatest news from the Stumbleverse.

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Personal property Licensors pick their favourite property and tell Toy World what it has to offer and what makes their company a good licensor to work with.

Marianne James - VP, EMEA and Asia, Licensed Consumer Products at Hasbro What makes Peppa Pig so special is its enduring affinity with pre-schoolers and families alike from across the globe. For 20 years, Peppa has been a lifelong friend to kids and encourages them to jump into life and explore the world around them, giving them the confidence to treat every first step as a new adventure, from the everyday to the epic. This sense of friendship Peppa cultivates with fans can be seen through the brand’s widespread footprint, from toys to location-based entertainment offerings and more.

Over Hasbro’s 100-year history, we’ve built an impressive portfolio of more than 1,500 iconic brands and franchises that attract a diverse and multigenerational fanbase. Our consumers are at the centre of all that we do, and we’re making an all-in bet to be the best in the business at understanding them. That’s why we’re investing in state-of-the-art consumer insights and data analytics capabilities, supported by a network of partner-based data feeds. Informed by these insights, we’re expanding our leading play brands through a blueprint of storytelling, experiences, licensed merchandise and digital games, with valued partners that add value to our brands. We not only want to work with best-in-class partners, but we want Hasbro to be a partner of choice for the top inventors, licensors and retailers in the industry. Togetherness and collaboration lead to successful programs, not just for us and our partners, but for the fans.

Alex Gomez - Senior director, Licensing and Partnerships, Sega Sonic the Hedgehog is one of the biggest and most well-known brands in the world. With roots as a pioneer in the early days of gaming, Sonic today continues to reach fans of all ages with new content across multiple platforms including games, mobile, film, TV and metaverse. Today’s fans see Sonic not as a legacy brand, but instead a triple-A family-friendly brand that they regularly engage with through various media. With a near 35-year history, the brand continues to be a pioneer in the gaming and entertainment space.

A top performer across dozens of categories, Sonic connects with boys, girls and fans of all ages, from kids to adults who played the original games. We like to say Sonic is “edgy, but safe”, which gives our licensees a lot of creative freedom when it comes to planning and development.

Unlike other entertainment brands, Sonic also has a large cast of characters that have high awareness with fans and allow us to develop a wide variety of products within any category.

As a licensor, Sega offers a partnership that I believe few others can offer. We like to lean in with our partners at every step of the way, from strategic ideation, to development, to go-to-market planning. We want to be part of the process and provide the support that will give our programmes the best chance of being successful in every aspect. We are also very creative-focused and not afraid to push the limits with the brand to break new ground or reach fans in new ways. We like to build programmes that will drive buzz, headlines and create cultural topspin.

With a huge slate of content planned for Sonic the Hedgehog in the next few years, not to mention Sega’s other great IPs, it is a great time to be a Sonic the Hedgehog licensee.

Luca Schnetzler CEO, Pudgy Penguins

Since Pudgy Penguins is a new brand, we have a lot to prove. With that, we have a unique willingness to collaborate and go above and beyond for our partners. Our influence in the digital world, both as a collectible item and social media powerhouse, allows us to bring awareness and eyeballs to our partners that few people can give.

More importantly, we can also add layers of technology to products and experiences that simply make what we're selling a better value proposition than what's out there. It's for this reason that I think partnering with us is better than partnering with almost anyone else.

Andrew Carley

Global Licensing Director, BBC Studios First and foremost, Bluey’s storytelling is brilliant. It transcends age groups, cultures, and most interestingly gender. 50/50 gender splits on viewing audiences are relatively commonplace, however it’s rare, if not unheard of, to see that translate onto product. For example, our apparel offering is split evenly across both boys and girls.

Bluey’s storytelling is engaging with adults, parents and carers at a level rarely seen with a pre-school property. We have first-hand experience of swathes of adults on social media dedicated to discussing the various elements of Bluey.

At BBC Studios, we are always focused on building for the long term, and this translates into building deep partnerships with our licensees that balances brand needs and commercial needs. At the same time, our direct control of marketing, social channels, TV distribution and consumer products across our global structure means the business and our partners are completely aligned.

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To learn more about licensing opportunities for our digital-first brands, please email licensing@moonbug.com © 2024 Moonbug Entertainment. All Rights Reserved.

Company Profile

Paramount

Paramount - the hits just keep on coming 2023 was a big year for Paramount, witnessing the release of Teenage Mutant Ninja Turtles: Mutant Mayhem and Paw Patrol: The Mighty Movie alongside numerous collaborations that invited fans to celebrate the company’s rich portfolio of kids and family properties in fun new ways. Here, Jamie Drew, executive vice president, Consumer Products & Experiences, Paramount Global, tells Toy World why 2024 is set to be even bigger. enter the year laser focused on go-to-market strategies for all our key franchises, working in lockstep with all parts of the business as part of our ‘One Paramount’ strategy. From content to marketing to consumer products, we’re ensuring that we’re always serving fans at any touchpoint, whether it’s watching the movie in the theatre, streaming it on Paramount+, experiencing a live stage production of Paw Patrol, or creating family memories over a TMNT pizza night while playing with the kids.

for the 2023 holiday season. Finally, our Rolling Stones x MTV collaboration, timed to the 60th anniversary of The Rolling Stones’ last February, broke new grounds, bringing together two legendary music brands with a limited-edition collection of apparel and accessories.

Other highlights from 2023 included the March launch of our Paramount direct-to-consumer shop with an expansive range of products across all Paramount brands, including CBS, Comedy Central, MTV, Nickelodeon, Paramount Pictures and more.

What were the biggest bright spots for your portfolio in 2023?

Finally, in partnership with divisions across Paramount, we debuted an innovative Star Trek activation at MCM Comic Con in London last May. Fans could turn themselves into a hologram and beam up in true Star Trek fashion, with an exclusive t-shirt sold via the Paramount DTC Shop allowing fans to further mark the occasion.

Coming into 2024, what kind of position is Paramount in?

Last year was a defining one for our business. We continued to raise the bar with respect to content investment, retail placement, franchise collaborations and industry impact. On the collaborations front, our team spearheaded high profile global partnerships such as Paw Patrol x Puma, SpongeBob SquarePants x GCDS, Yellowstone x Wrangler, and Star Trek x Kid Cudi, to name a few. Additionally, our amazing UK team spearheaded several high impact, first-ever collaborations that elevated our franchises and drove meaningful sales. We partnered with Lush for a limited-edition collection of eco-friendly and plastic free products connected to SpongeBob SquarePants: Operation Sea Change, a sustainable initiative launched in June 2023. For the Teenage Mutant Ninja Turtles, meanwhile, we partnered with Tottenham Hotspur Football Club on a new apparel range, with some of the products selling out within 24 hours. We also had exciting in-stadium activations to further ignite the theatrical release.

Paramount+ is delivering meaningful growth. With over 63m global subscribers, the platform has become an integral part of the Paramount distribution ecosystem for our Consumer Products priorities. Most importantly, we

And we didn’t stop there; we had a pizza truck traveling around London in partnership with Smyths and launched a three-way collaboration with TMNT, Primark and Pizza Hut. This included a limited-edition range of adult leisurewear which reached over 12m people across 16 markets, ahead of a second product drop

Paramount Consumer Products & Experiences is kicking off 2024 with strong momentum. We’re coming off the back of blockbuster movies for two of our biggest global franchises, Paw Patrol and Teenage Mutant Ninja Turtles (TMNT), which drove huge statements at retail, unprecedented partnerships and saw TMNT once again become the No. 1 action figure in the US and UK for August. We’re also seeing success for adult brands such as Yellowstone, Emily in Paris and Star Trek, among others.

Looking to the year ahead, what do you expect to be stand out moments for Paramount?

2024 is going to be an exciting year for Paramount Consumer Products & Experiences. We’re doubling down on our biggest franchises, Paw Patrol and Teenage Mutant Ninja Turtles, and setting the stage for two long awaited reinventions - the cult classic Avatar: The Last Airbender and the most beloved pre-school heroine of all time, Dora the Explorer. In the same year, the Garfield theatrical is going to reignite this more than 40-year-old franchise, and we’re also looking forward to the new John Krasinski and Ryan Reynolds movie If, which is all about imaginary friends.

There’s also a lot of excitement for the movie adaptation of the Mean Girls musical, launching this month, and for the next season of Yellowstone. We have retail and partner interest for both and are actively signing UK partners. And of course, there’s something special happening for our iconic SpongeBob too.

As SpongeBob celebrates his 25th next year, how will you be marking the occasion? And what makes this such an endearing property?

SpongeBob turning 25 is a monumental milestone.

We’re celebrating by painting the world yellow with a global marketing campaign that gives fans the opportunity to ‘be a little more SpongeBob’. SpongeBob is a brand (and character) that people gravitate towards for its optimism and positivity: we will celebrate this all year long.

We’ve had a lot of interest in Operation Sea Change and have just announced our latest partnership with Ecoegg, the environmentally friendly laundry brand, which is launching a range of products in support of this initiative. We’re also currently signing defining

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global partnerships with some of the biggest brands and we have an exciting UK initiative aligned to one of the biggest sporting events of the summer. Stay tuned for more info. New SpongeBob content will also roll out in the future, with the next theatrical release coming in 2025.

How will Paramount be working with key partners on other campaigns and activations that will engage and excite fans of its core kids’ brands?

We have a lot in the works for Paw Patrol in 2024, which, after 10 years, continues to be the No. 1 global pre-school toy property. Firstly, in partnership with Spin Master, we’re kicking off a year-long franchise campaign called Heroes in Training. The messaging will focus on core attributes of the show and reinforce Paw Patrol as a brand that parents can trust to teach children how to become everyday heroes. The campaign will include a retail extension across several classes of trade. We will also launch the newest theme, Jungle Pups, which we’ll support across Toy, Apparel and Accessories.

We have a girls-focused campaign arriving in the latter part of the year. With half of the Paw Patrol audience being girls, and coming off the Skye movie focus, we see an opportunity to super-serve our Paw Patrol girl fans across key categories such as Apparel, Accessories, Novelty Toy and Arts & Crafts. We’ve worked with the leading mindfulness app, Calm, to create Calm x Paw Patrol. The pups will reinforce the message that looking after kids’ mental health is important while supporting parents with the bedtime wind down routine. Launched successfully last year, more content is coming this year as well as some cute retail activations developed in

partnership with Hunter Price, which has come on board to provide a truly cross category offering. We’re also expanding the Paw Patrol universe with a new line of consumer products connected to Rubble & Crew, the first spin off series produced by Spin Master Entertainment which launched last year to amazing ratings. Rubble & Crew will be heading to Milkshake! early this year followed by CP in the latter half of 2024.

TMNT momentum will continue throughout 2024 as we celebrate its 40th anniversary and launch the new series, Tales of the Teenage Mutant Ninja Turtles. This 2D animated series is based on Teenage Mutant Ninja Turtles: Mutant Mayhem and is produced by the same team at Point Grey Studios and Nickelodeon Animation.

This means fans can expect the same humour and brotherhood they loved in the film.

While we celebrate the TMNT anniversary, we’re laser focused on serving the new generation of fans, so expect to see a number of retail marketing and experiential plans. We’re continuing to expand ranges: we launched with core toy, limited apparel and a small number of secondary toys, but this year is all about expanding, especially around Back To School season, where we see a real opportunity for Teenage Mutant Ninja Turtles. After an amazing slate of gaming integrations for last year’s launch, including Roblox, Minecraft and Fortnite, we’re continuing in 2024 with a new release with Outright Games.

What makes Paramount a licensor of choice for so many toy companies? What do you bring to the table in terms of both your content and your licensee support?

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Our consumer products and experiences team is immersed in the mindset of each of our hit franchise’s fandoms. Our biggest priority is making sure that our products and experiences are an extension of what you see on screen, and another way to bring fandom to life.

We’re also relentlessly focused on the consumer. Insights inform everything we do. We bring our partners into this process to ensure that we stay true to the essence of our brands. As a content creator for kids and audiences of all ages, races and ethnicities, it’s our responsibility to accurately reflect our audience in all that we do.

From how we represent our characters on screen to the products we sell at retail, kids tell us that they not only expect representation of their skin and hair colour, but authenticity in every detail. Our audience is global and diverse, and is turning to us to be seen, understood and represented.

Which of Paramount’s kids and family properties is your personal favourite – and why?

It is hard to pick favourites since I’m a huge fan of all our franchises. That said, not only am I a long-time TMNT fan through and through, I also was part of the team that acquired it for Nickelodeon back in 2009. It has been an incredible journey working on this franchise and reinventing for the next generation. In fact, I’ve been at Nickelodeon/ViacomCBS/Paramount for 20 years and continue to be energised by the incredible content, creative vision and talent I get to work with day-in and day-out. Our people and culture are the foundation of our business - our commitment to creative excellence, DE&I and the consumer really are Paramount.

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Rob Bentley

Laurent Taieb Head

I am in no doubt that Gabby’s Dollhouse will continue to rise in 2024, underpinned by significant cross studio investment in new content and themes, consumer products and retail. Less than two years since its EMEA launch, the brand has established itself as a pre-school franchise of the future, setting new standards in the highly competitive category which has been dominated by a small pool of the same brands for decades. This year, we will continue to expand the licensing programme into new categories, working with existing partners including Spin Master which will be refreshing its range to reflect the new content theme around celebrations for 2024. We will continue to be responsive to what parents and kids want, whilst always prioritising the quality of our partnerships over quantity.

Gabby's Dollhouse is a brand that possesses that rare alchemic ability to capture the hearts of pre-schoolers. Its growth has been, at least in part, organic and in my experience, it’s often the brands that kids feel like they’ve discovered themselves which are the ones they love the most. Gabby is of course the hero of the show, but it also has cats, unboxing and a miniature world. In a sense, Gabby is a gateway into these current and cool consumer trends, and a first experience of these aspirational aspects of pop culture. We’ve worked hard to secure broadcast platforms that meet families where they are today, and we have the full suite of Netflix, local free to air partners and YouTube. This ensures not only that we’re fully on demand, but that we also can continually update the content stream and create demand for official licensed products too.

The Tara Duncan animated show was produced relatively recently and has already been released on a large scale to an excellent response. That means we are at the early stages of the consumer product programme of a property that has enormous potential it’s an attractive situation to be in.

That said, as far as Tara Duncan is concerned, we are still on something of a learning curve. We are therefore keen to exchange ideas and strategies with our TV partners. With their help, we aim to ensure strong visibility for the show, which in turn will support our growing roster of local agents selling into their various markets.

We are looking at licensing development with a local and regional focus.

We want to be near our core target audience and ensure that the products they want and need are close to them too. A strong network of local licensing agencies can make this happen, is helpful for licensees, and is being developed.

That’s why we’re a good licensor to work with. We already know we have a great property with a massive potential market. Our aim now is to be licensee-friendly – to avoid over-complicating things. In short, we want to do deals that please fans and delight our licensing partners.

Regional Director UK, MENA and RSA, Universal

of Licensing, Princess Sam Consumer Products

Aidan Taylor-Gooby - Head of Licensing - Magic Light Pictures Our aim is to bring wonderful stories to the screen that will be cherished for years to come and Pip and Posy fits that bill, continuing our strong history of producing quality family entertainment. The show has been proving hugely popular with viewers since its launch in 2021 and is now in its second season, available on Milkshake!, Sky Kids and Nick Jnr. Based on the wonderful and much-loved illustrations from Axel Scheffler, the series focuses on the importance of friendship and play and helps young children forge lasting friendships of their own.

When it comes to developing consumer products, we put quality and authenticity at the heart of everything we do. We’re known for our work on The Gruffalo and Friends, which has a thriving and dynamic programme of over 50 licensees in the UK, with all of our licensing and marketing managed in-house. For the launch of Pip and Posy this spring, we have appointed a group of best-in-class licensees and with Bandai as Master Toy partner, we are certain that the Magic Light mark of quality will be at the centre of our Pip and Posy licensing programme as we grow through 2024 and beyond. We will always balance commercial imperatives with creativity and sustainability to ensure we deliver a range of products that we and our audience can be proud of, and we want to match with partners who share our values.

Francesca Gianesin - Head of Consumer Products, EMEA ANZ, Moonbug CoComelon is a fantastic property to work with. Not only has it captured the imagination of its target audience and is hugely popular, but it is also very versatile and fun. The diverse nature of its characters and their rich backgrounds and stories allows us to incorporate great storytelling into our consumer products offering. High awareness, high affinity and the fact that little ones can see themselves reflected in the characters and experiences portrayed in the show, all adds up to guarantee a strong affection for the brand.

We also need to remember that this show helps kids learn and supports them in their foundational years through creativity. These two qualities, educational and creative, are key elements when it comes to product development and planning. We know that these qualities are important amongst parents when choosing the right toy or product for their kids.

Our internal team of licensing experts is a key ingredient in the success of this brand and the rest of the Moonbug portfolio of IPs. We all have a passion for our properties and a deep knowledge of the licensing industry. We love to innovate, push boundaries and think outside the box, and always look forward to working closely with our partners to deliver best in-class results.

Moonbug is a next generation global kids entertainment company, and we pride ourselves in our ability to innovate and be agile when required. With our content always-on and visibility across the world 24/7, we are well positioned to respond to trends and feedback in a seamless way to ensure we meet our customer needs.

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touchingbase Pietro Pinetti - CEO, Studio Bozzetto The Game Catchers is rich and diverse in characters, worlds and stories, giving it exceptional potential in the licensing market by opening the door to the creation of figurines, interactive games and much more, all inspired by the stories in each episode. The endless merchandise possibilities merge both education and entertainment, further expanding the opportunities presented by collectible toys and offering a lasting bond with consumers.

Studio Bozzetto stands as legacy, guaranteeing the reliability and excellence of creativity to ensure that the vision of the show is embodied and reflected in these products. Our successful global partnerships through the years demonstrate our growth mindset when it comes to relationships, while our licensing deals see our innovative vision rendered in physical form.

Having enjoyed a successful performance on Cbeebies and Rai Yoyo, The Game Catchers acts as a well of inspiration from which licensees can draw endless inspiration and provide fans with the consumer products they really want.

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Liesa Dornan - Acting international

managing director (VP, International Licensing & Brand Management), Retail Monster Without doubt, my favourite property has to be Pudgy Penguins. This brand is the most universal, inclusive and friendly brand in web3 and offers a truly enhanced experience for the consumers, no matter the product, by bringing the digital to life in physical form and then back to the digital once more.

Not to mention it's super cute and allows you to associate yourself with a brand that’s all about positivity, uplifting people and making a difference.

What makes Retail Monster a good company to work with?

Well, it's in the name - our retail experience, not only in the UK, but our vast European and International experience as well.

We’re experts in developing and delivering family brands to retail shelves across the world, and that’s exactly what we’re doing right now on Pudgy Penguins, focusing first on the Toys & Games category, followed by other key categories such as Stationery, Fashion, Apparel and Accessories, then Homeware and FMCG. We’re so pleased to be part of the huddle.

Properties Sonic the Hedgehog Sega

In 1991, Sonic the Hedgehog sped into the lives of millions of video game fans across the globe, leaping, spinning and catapulting himself into their households. Resonating with kids and adults of all ages, Sonic – or the 'Blue Blur' as he is affectionately known – has evolved into a global leading evergreen transmedia brand.

Sonic has enjoyed significant momentum across various platforms, including iconic video games and mobile games, with over 1.6b sold or downloaded, exciting animations, a hit movie franchise and a host of consumer products and collaborations. This gives fans countless ways to experience and enjoy the Sonic universe while retaining the core attributes of the much-loved character, his playful attitude, aptitude for perseverance and success and signature spin dash, at their centre.

With the recent launch of the Sonic Superstars video game, new and exciting consumer product partnerships and a raft of content slated for 2024, including Sonic the Hedgehog 3, Paramount Pictures' feature film, it is clear there is more to come from everyone's favourite hedgehog for many years to come. Sega continues to ensure it drives the brand's momentum, reflected in Sonic consumer products worldwide with countless key programmes, including master toy partner Jakks Pacific and the recent partnership with Lego, as well as exploring new opportunities in innovative product categories.

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Properties Garfield

Paramount Pictures Viewers should prepare for a lasagne-filled extravaganza as Garfield, everyone's favourite sarcastic feline, takes centre stage in an all-new movie set to hit screens in May next year.

As the iconic orange tabby celebrates his timeless charm and wit, the upcoming film promises to be a ‘purr-fect’ blend of humour and heart, with Chris Pratt starring as the eponymous cat. Garfield - known for his love of naps, disdain for Mondays and insatiable appetite for lasagne - is set to bring his signature brand of feline mischief to the big screen.

The animated feature introduces new characters to comic creator Jim Davis' universe, including Samuel L. Jackson as Vic, Garfield's father.

Paw Patrol

Paramount Pictures After celebrating its monumental 10th anniversary in 2023, Paw Patrol continues its reign as the No. 1 pre-school property, according to Circana, capturing hearts worldwide. Content is reaching new heights with captivating themes such as Jungle Pups and Rescue Wheels, promising fresh and thrilling adventures for its young audience. Paw Patrol: The Mighty Movie is also coming to Paramount+ and Sky just in time for the Easter holidays, giving fans even more opportunities to celebrate.

In 2024, Paramount’s campaign theme is ‘Heroes in Training’, focusing on bringing new fans to the franchise, while the back half of the year unveils a special girls-focused marketing plan that will ensure all Paw Patrol enthusiasts feel the magic of the show.

Last year's partnerships were just the beginning and Paramount is expanding its collaborations in 2024. Joining forces with Twinkl, Calm and Dogs Trust, Paw Patrol is set to deliver even more engaging content and meaningful connections for fans of all ages during a year filled with bravery, friendship and endless tail-wagging fun.

Rubble & Crew Paramount Pictures

Rubble & Crew, the highly anticipated spin-off series from pre-school franchise Paw Patrol - produced

by Spin Master Entertainment - follows the adventures of fan-favourite English bulldog Rubble and his construction crew family. This new series expands Rubble’s world with storytelling that digs into amazing construction projects and the importance of family, combined with fun adventures and messy demolition that pre-schoolers will love. The show was an overnight success when it launched on Nick Jr. and Paramount+ and comes to Milkshake! in Q1, with toys launching later this year.

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SpongeBob SquarePants Paramount Pictures

Fans are invited to dive into a Bikini Bottom celebration as SpongeBob SquarePants turns 25 in 2024. The positivity of SpongeBob is embraced with Paramount’s new campaign hook, ‘Like a Sponge’, which encourages everyone to channel their inner SpongeBob and sprinkle a bit of his sunny optimism across their lives.

The brand-new toy line captures the essence of SpongeBob's playful spirit.

SpongeBob is also breaking new ground with exciting collaborations and partnerships that embody everything SpongeBob, spreading laughter, embracing differences and soaking up the good vibes.

Fans are invited to dive into a Bikini Bottom celebration as SpongeBob SquarePants turns 25 in 2024. The positivity of SpongeBob is embraced with Paramount’s new campaign hook, ‘Like a Sponge’, which encourages everyone to channel their inner SpongeBob and sprinkle a bit of his sunny optimism across their lives.

The brand-new toy line captures the essence of SpongeBob's playful spirit.

SpongeBob is also breaking new ground with exciting collaborations and partnerships that embody everything SpongeBob, spreading laughter, embracing differences and soaking up the good vibes.

Teenage Mutant Ninja Turtles Paramount Pictures

Last year the Teenage Mutant Ninja Turtles made a triumphant return with the theatrical release of TMNT: Mutant Mayhem.

This year is set for more excitement as the franchise celebrates its 40th anniversary.

Paramount kicked off its Show Your Shell campaign at the end of last year, offering fans the chance to show which Turtle they most relate to. In February, TMNT: Mutant Mayhem will be landing on Paramount+, bolstered by even more pizza-powered partnerships. Paramount is celebrating all year with new weekly content drops on the TMNT YouTube channel, which already boasts nearly 3m subscribers, while the much-anticipated new series - Tales of the Teenage Mutant Ninja Turtles - launches in Q3.

There will also be an entire year of expanded product ranges, significant back-to-school programmes and exclusive activations that will have fans old and new alike shouting ‘Cowabunga’.

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FOR ALL LICENSING ENQUIRIES: THE AMERICAS : Alex Gomez Email : alex.gomez@segaamerica.com APAC REGION : Ken Lai Email : t_lai@home.segasammy.co.jp EMEA REGION : Gemma Daniels Email : gemma.daniels@sega.co.uk www.sonicthehedgehog.com

@Sonic

@sonic_hedgehog

/sonicthehedgehog

/sonic ©SEGA

Celebrating 20 years of Muddy Puddles!

©2024 ABD Ltd/Ent. One UK Ltd/Hasbro.

streaming now

now showing on BBC, Nickelodeon & Paramount+.

Series 2 coming soon.

Transformers EarthSpark ©2024 Hasbro/Viacom.

‘TRANSFORMERS ONE’ ANIMATED MOVIE COMING LATER THIS YEAR.

©2024 Hasbro

EU: FROM 12TH SEPTEMBER // UK: 11TH OCTOBER

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Peppa Pig Hasbro

Celebrating its 20th anniversary, Peppa Pig continues to dominate the pre-school category and bring joy to fans and families across the globe. A multi-award winner, boasting three BAFTA awards for pre-school animation, Peppa Pig is the third most demanded kids TV show in the world and first in kids on Netflix. Now streaming on Disney+ and airing in over 180 markets across over 100 broadcast platforms, the queen of pre-school’s global exposure is simply unrivalled.

As the first best friend of many, Peppa Pig encourages kids to come together and explore the world around them.

In doing so, the brand instils a powerful confidence to treat every first step as a new adventure, from the everyday to the epic. Since Peppa Pig launched in 2004, the show has been rooted in reflecting the real lives and first life lessons pre-schoolers will encounter, like learning how to count numbers and the value of saying sorry after a quarrel.

A testament to the series’ lasting impact, Peppa Pig has expanded to wide-ranging categories and new formats for families everywhere to enjoy. From immersive in-person attractions and dazzling live shows to premium fashion collections, high-quality toys and games, music releases and so much more, there’s something Peppa Pig for every fan. To celebrate the beloved brand’s milestone anniversary this year, Peppa Pig consumer offerings are getting an upgrade with even more products and experiences.

In February comes Peppa’s cinema party, an hour-long adventure that offers 10 exclusive never-before-seen Peppa Pig season 10 episodes, including a three-part Wedding Party Special, with one episode featuring the voices of Katy Perry as Ms. Leopard and Orlando Bloom as Mr. Raccoon. Additionally, 2024 will debut the first-ever Peppa Pig podcast content, which brings Peppa and her diverse playgroup to new platforms with rich storytelling whenever and wherever families are.

Adding to Hasbro’s line of innovative toys, like the popular Peppa's Cruise Ship Playset, and licensed products such as LeapFrog’s Peppa Pig’s Big Day video game console, are brand-new Peppa products dropping throughout the year. Trotters London and JoJo Maman Bébé will create Peppa Pig-themed children’s clothing lines, while Peers Hardy will deliver Peppa Pig-inspired jewellery.

This year, Peppa Pig will be the first pre-school property in the UK to enter the immersive sector through Peppa Pig: Surprise Party, from Immersive Everywhere. Europe’s first standalone Peppa Pig Theme Park is set to open in Germany, along with a second North American location in Texas. Meanwhile, two popular Peppa Pig Play Café experiences in China are open now in Hangzhou and Chengdu, with additional locations set to open soon.

So many Peppa Parties are happening throughout 2024 to commemorate the franchise’s 20th anniversary, inviting little ones and families to get involved in the fun in exciting new ways. Peppa Pig has so much more planned for the next 20 years and beyond.

Transformers Hasbro

Since 1984, the battle between the Autobots and Decepticons has come to life through movies, TV shows, comic books, innovative toys, in-person attractions, digital media and so much more, bringing incredible experiences to fans of all ages. As the iconic brand celebrates its 40th anniversary this year, Transformers is treating kids, fans and families to even more action, adventure and thrill with an all-encompassing lineup of consumer experiences.

Coming to theatres later this year, fans can look forward to the franchise’s first-ever fully CG-animated movie, Transformers One, which features a star-studded voice cast, including Chris Hemsworth, Brian Tyree Henry, Scarlett Johansson and more. Transformers: Earthspark, the original kids animated series, is also returning this year for a second season and will continue to follow the adventures of a new generation of Transformers robots, the first to be born on Earth. In addition to availability on Paramount+ and Nickelodeon, the series has expanded its distribution across various broadcast and streaming partners around the world, including Netflix and Gulli, as well as CBBC where it ranked as the number two show on linear in the UK and in the top 10 on BBC iPlayer last year. The brand-new entertainment trails 2023’s summer blockbuster, Transformers: Rise of the Beasts, which drove $439m at the global box office, bringing the total franchise box office to $5.3b.

What started out as a toy brand still garners great success in the category, with diverse toy collections for fans of all ages that deliver nostalgia from the legacy of the franchise to current trends. Already available are extensive toy lines based on Transformers: Earthspark, such as the One-Step Flip Changers. This year, fans can get brand-new 40th anniversary-branded Transformers figures that nod to each celebration period.

Beyond Hasbro’s toy line, Transformers’ licensed product portfolio has seen an impressive expansion, with state-of-the-art robots from Robosen Robotics and advanced short-distance vehicles by Segway-Ninebot. Along with premium offerings, consumers in the UK can show off the fandom with fashions from Bobby Abley’s apparel line and footwear from Irregular Choice. New toys and games for 2024 include Transformers Uno from Mattel, Transformers: Earthspark plush from Sambro, Flying Heroes from Character Options and more.

The world of Transformers has allowed the brand to develop in-person, location-based entertainment. Recently opened is the co-branded Transformers and My Little Pony Playlodge in Shanghai, a first of its kind mega resort complex which will include an indoor entertainment centre, themed hotel, retail outlets and catering. Last year, Transformers: The Ark launched in Hong Kong as the world’s first Transformers-themed restaurant, offering premium fast-food dining with a retail area, all crafted in architecture themed to The Ark spaceship.

For decades, Transformers has attracted multi-generational fans who’ve embraced the brand and passed the fandom off to loved ones. 2024 is just the beginning for Transformers, as the world’s favourite robots embark on the next 40 years of adventures.

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Dino Ranch Boat Rocker Dino Ranch, the successful animation from independent, integrated global entertainment company Boat Rocker, continues to recruit young ranchers around the world with its unique and imaginative blend of two preschooler passions, dinosaurs and cowboys. A show where adventure, friendship and family unite in a dynamic Wild West location, Dino Ranch features the action-packed exploits of the tight-knit Cassidy family and their pack of personable dinosaurs.

Season three launched in the US on Disney Junior in September 2023 and rolls out internationally from 2024. To date, the show has been sold to over 170 countries and is available in over 15 languages across major international broadcasters, including Disney +, Gulli in France, Boing in Italy, TVP in Poland and Tiny Pop in the UK. Excitement reaches a new peak in season three, with the thrilling Mountain Roar tentpole, a 22’, two-part special with four supporting episodes, which premieres in the US in 2024 and is set in a brand-new location, Dino Mountain. This T-Rex shaped peak is filled with preschoolers’ delights, such as construction trucks, rails, trails, gadgets and beautiful gems.

The theme of construction runs through the new season, but the Dino Ranchers are not just building structures, they’re also forging lifelong bonds with their friends and neighbours.

Family is at the heart of the show, and season three extends family to include the whole community. There will also be three seasonal episodes, with more dino friends and exciting new characters that celebrate diversity and inclusion, making sure everybody feels at home on Dino Ranch.

Children can immerse themselves in the world of Dino Ranch at home with a range of products across a growing number of categories such as toys, apparel, publishing, homewares, apps and video games. With more than 60 licensees worldwide, Boat Rocker has a rapidly growing CP programme in over 18 territories including the US, Canada, LATAM, the UK, France, Germany, Spain, Italy, the Nordics, Poland and Australia.

Fans have been thrilled by the latest licensee additions of Microids and Tonies Microids’s Dino Ranch, Ride to the Rescue for Nintendo Switch, the first-ever Dino Ranch video game, plus Tonies’ absorbing audio tales that take listeners on an immersive trip down to the ranch with the Cassidy family and their dino buddies.

The latest European licensees include two in Italy, Meet N Greet experience partner Inscenando, which will be hosting costume character events with Jon and Blitz, and ICAM, with Easter eggs for Easter 2024. In the Nordics, a new promotion with Hesburger restaurants in Finland and the Baltics for next summer joins current strong programmes from Egmont for publishing and Skybrands for apparel and home.

Fans can also immerse themselves in the show through Dino Ranch’s hugely successful official YouTube channel, which continues to grow, clocking up more than 400m views since launch, and is now available in both English and Spanish.

Pip and Posy Magic Light Pictures Pip and Posy, the first-ever pre-school series from Magic Light Pictures, is emulating the success of Magic Light’s beloved half-hour family specials, based on the picture books by Julia Donaldson and Axel Scheffler. Proving a big hit with its young audience since its debut on Channel 5’s Milkshake! and Sky Kids in 2021, Pip and Posy has attracted more than three million viewers on Milkshake! and is one of its top-rated shows. A hugely successful second series launched in early 2023, on Milkshake! and then on Sky Kids, and the exciting educational spin-off series, Pip and Posy Let’s Learn, launched on Sky Kids last autumn.

Pip and Posy are best friends whose lives revolve around a wonderful world of play.

Packed with warmth and humour, the series is a joyful celebration of their great friendship, its laughter and games and its highs and lows. As the endearing pals continue to work through the ups and downs of their relationship through their creative play, they show young viewers how to forge lasting friendships of their own.

The show is also winning friends worldwide, with over 32 international broadcasters and streamers covering over 100 countries worldwide and being translated into 29 local language versions. Pip and Posy is also proving massively popular on its growing social media platforms.

Magic Light Pictures’ in-house licensing team has already secured a strong list of licensees and is now looking to expand the brand into other categories, including arts & crafts, role play, wheeled toys and greetings, as well as soft lines categories, including home textiles and accessories.

The company recently announced Bandai as master toy partner for the UK and Ireland, with the first toy range launching for February’s half-term break. Heavyweight marketing and PR support includes a cinema campaign in February across four chains, an influencer campaign and on-air support with Milkshake! with characters in the studio and an on-air competition. Additionally, a standalone Pip and Posy magazine launches in February.

Other leading licensees include Amscan (dress up and party), Aykroyds TDP (nightwear, essentials), Bandai Namco (amusement toy and plush), Blues Group, (apparel), Brand Alliance (apparel, special channels), Kennedy Publishing (magazines), Rainbow Productions (costume character), Ravensburger (puzzles and games), Star Editions (online gifts) and Tonies (audio). Nosy Crow is the publisher of both the classic and TV tie-in Pip and Posy formats.

Nightwear has already launched with Asda for Christmas 2023 and further apparel ranges are in development, with Asda and Sainsbury's developing ranges for World Book Day in March.

Pip and Posy have also been to wildlife trails last Easter at Whipsnade Zoo, summer appearances at the Bristol Harbour Festival, celebrating playday at Hinckley’s Snapdragon Festival and headlining Parkdean Resorts’ Milkshake! morning and appearing live on stage in the Milkshake! Live theatre tour.

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Pudgy Penguins Pudgy Penguins In just two years since its inception, Pudgy Penguins has redefined the landscape of digital collectibles and soared to unprecedented heights, establishing itself as the new generation’s IP. The brand's transformative journey includes partnering with esteemed toy licensors PMI Kids and Retail Monster, amassing an Instagram following from zero to a staggering 1m, earning a spot in Walmart's prestigious pallet programme and achieving global shelf presence at Smyths and Toys R Us. Notably, it secured the title of Toy Insider’s Top Holiday Toy of 2023, marking just a glimpse of the numerous milestones reached in this successful year.

Pudgy Penguins’ meteoric rise is no accident, eclipsing others in the digital space. It has garnered attention from major media outlets like NBC Daytime, New York Times, Forbes, Coffee with America and Bloom TV. It's not waiting for mass adoption: the property is catalysing it by democratising IP, toys and family-friendly content.

Drawing inspiration from universally beloved brands such as Disney, Pudgy Penguins emulates classics while carving its own path, redefining brand-building beyond its origins. It strives to shift the narrative from brand and consumer to brand and participant. This approach hinges on the mass appeal of toys, content, games and, most importantly, community, linking individuals to characters, each other and the unfolding narrative within Pudgy World.

Within a year, Pudgy Penguins has reached over 1m followers through lovable animations. With over 382m views on Instagram, more than 72m views on TikTok, and 10b views (and counting) on Giphy, the numbers speak for themselves. Pudgy Penguins brings smiles to faces, gives people an opportunity to connect with their loved ones, and provides a few seconds of levity and positivity.

Alongside its lovable characters, Pudgy Penguins introduced Pudgy World, an immersive online game where everyone can customise their own penguin avatars, play mini games, explore the world and meet friends. The key to customising avatars is tied to the physical Pudgy Penguins toy. Each of these toys features a QR code that unlocks a trait box, allowing users to personalise their avatars in creative ways. Innovation is a constant companion in every facet of Pudgy Penguins' journey, elevating the overall experience for its dedicated audience.

At the core of Pudgy Penguins is its mission to transcend gender, ethnicity, interests and professions.

Each penguin embodies unique traits, creating emotional connections for a diverse audience. While not the first digital art project acknowledged by the public, Pudgy Penguins boasts several groundbreaking achievements, and there’s a lot more in store. Beyond accolades, the brand's essence is to spread joy and to be a friend in a world where friends are diminishing. Pudgy Penguins’ vision surpasses individuals, embracing a collective spirit of positivity, love, and togetherness.

Gabby’s Dollhouse Universal

Gabby’s Dollhouse is prime licensing real estate, with partners and retailers crediting the brand for rocking the foundations of the highly competitive pre-school category.

Just 18 months on from its EMEA launch, the brand has cemented its position as a franchise of the future, underpinned by incredible viewing figures, product sales and industry accolades. The brand is currently tracking as the number one new property based on toy sales in the UK, France and Italy.

Building on the launch success, 2023 saw an expansion of the consumer products into other categories including soft lines, homewares, partyware, food and drink, personal care and Back to School. Spin Master has also expanded and refreshed the toy range to reflect the latest content themes, and Lego has moved in, adding a new dimension to the brand’s toy offering.

Universal is an exciting place to be in 2024; it is a fan focused business that is committed to building and sustaining franchises through investment. Its commercial vision is long term, always prioritising quality over quantity and working with best-in-class partners which understand the DNA of its brands, whilst always trying to innovate and set new standards. In 2024, the brand continues to grow with new licensees coming on board in South Africa and MENA across plush, publishing and bedding. In the UK, it adds HTI, Sambro, Canal Toys, VTech, Smoby and Lexibook to the mix of toy licensees and Paladone for home and gifting.

A steady rollout of new episodes continues on Netflix, with the launch of Gabby’s Dollhouse series eight in August 2023, reaching No. 1 in all priority markets within the first three days of launch. The property will continue to expand internationally, with new free-to-air broadcasters to be added in the coming year.

Gabby’s Dollhouse also benefits from a fan-first ecosystem that includes popular YouTube channel Gabby and Friends, which has amassed over 1.3b total views, with growth of 150% up to February 2023, and the Gabby’s Dollhouse app, which has over 26m downloads and is the No. 1 creativity app for kids. The pre-school sensation has also made waves with music content, with over 180m streams across Google Play, Spotify and Apple Music.

With an ever-growing global fanbase, Universal, in partnership with DreamWorks Animation, has directed significant investment towards consumer marketing in the past 12 months including Gabby on the Go!, the brands first-ever global retail tour. Investing in consumer marketing and touchpoint experiences with fans will continue to be a priority for the brand in 2024.

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Thomas & Friends Mattel

Properties For over 79 years, Thomas & Friends has introduced children to the bigger world around them through the wonder and awe of trains, providing a trusted friend for adventure and discovery. A purposeful brand with friendship and teamwork at its heart, the famous little blue engine has made hundreds of new friends since 1945, embarked on global adventures and visited new countries.

Thomas & Friends content, with its 2D animation look and updated style, is a favourite with the next generation of fans, while still retaining easily recognisable continuing characters and the Island of Sodor. The consistently refreshed content, reflecting the changing times, remains relevant with pre-schoolers and parents and helps them relate to the journeys that Thomas embarks on. The new content, All Engines Go, is a huge rating success and is continuing into 2024 with exciting new episodes including a Christmas special set for autumn/winter.

Mattel continues to partner with the best-in-class licensees to expand the Thomas & Friends franchise across key categories including Toy, Apparel, Dress Up, Publishing, Creative Play, Outdoor & Sport Play, Home Furnishings and more.

Bolstered by the success of the Thomas National Autistic Society and Bruno character, consumer products programmes will lean into this important segment across Softlines, Hardlines and Publishing.

Barbie Mattel

2024 is shaping up to be an exciting year for Barbie as Mattel builds momentum for the brand’s 65th anniversary.

Since 1959, as the original girl empowerment brand, Barbie has shown girls they can be anything. By providing purposeful play with over 200 careers, highlighting global role models, showcasing diversity and inclusion, and leading the mission to close the Dream Gap, Barbie continuously strives to help kids reach their limitless potential.

This year Barbie will turn 65. The brand will have a full year of exciting birthday activity to mark the milestone and celebrate the icon. Fans should look out for even more Role Models, more purpose, more fashion, more retail and brand new tentpoles. It’s Barbie’s Birthday party and everyone’s invited.

Mattel has signed some truly world class partners across apparel, accessories Home, Stationery, Arts & Crafts, FMCG & Hardlines in 2024 to celebrate a true franchise-first activation.

Hot Wheels Mattel

Hot Wheels die cast cars are the No. 1 selling toy in the world, with the brand having sold 8b cars since 1968 (and still selling 16.5 cars per second) while also making 10m cars per week. For over three generations, Hot Wheels has provided exhilarating vehicle play that challenges kids to develop new skills while having fun with the most outrageous and innovative cars and track systems on the market. The Hot Wheels ethos, ‘Challenge Accepted’, ignites and nurtures the challenger spirit that lives within every kid and is at the heart of the Hot Wheels brand. More than just a toy, the brand has evolved into a franchise and multi-channel play experience with segments in gaming, digital, automobile parts to licensed apparel, merchandise and live events.

Hot Wheels Monster Trucks Live Glow Party will return in the first half of 2024, debuting new truck '5-alarm' to 29 markets in North America and 10 markets across Europe starting in Madrid, Spain, and - for the first time ever -featuring dates in Australia.

The Hot Wheels franchise approach will continue with strategic partnerships across hardlines, soft lines and publishing throughout 2024.

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Hot

Properties

Miraculous Zag

Miraculous burst onto the scene in 2015 with the TV Series Miraculous - Tales of Ladybug and Cat Noir. The show has achieved phenomenal success, spanning five seasons and broadcasting across 120 countries, while three new seasons promise to keep the excitement alive.

Summer 2023 saw the launch of the blockbuster animated movie Miraculous: Ladybug & Cat Noir, The Movie, directed by Jeremy Zag. The movie originally launched theatrically in Europe in early July, and became the No. 1 movie in France, with over 1.5m tickets sold in the region. On 28th July the movie launched on Netflix, becoming a top-ranked movie on the platform’s Top 10 Global Movies list in 49 countries. Autumn saw the launch of two Miraculous specials: Miraculous Action, produced in collaboration with The Breteau Foundation to raise awareness about the global plastic crisis, and Paris: Tales of Shadybug and Claw Noir.

A high-voltage collaboration with Volkswagen saw the electric ID family of vehicles take the spotlight in the Miraculous movie. The synergy with Volkswagen continued with the launch of Marinette’s Volkswagen e-Beetle from Playmates Toys and Zag. Also new from Zag and Playmates are the Miraculous Chibi Mini Playsets inspired by the viral Miraculous Chibi Shorts on YouTube. Global partner Playmobil launches a new toy range in 2024, Kodansha has added kid-friendly manga this summer, Hallmark is launching a line of greetings cards in 2024, a bespoke plush line just launched with LankyBox, and Miraculous bears are available from Build-A-Bear Workshop.

Fans are also interacting with the brand across gaming. Miraculous - Just Dance 2023 Edition is now available on all consoles and earlier this year, a new mobile game, Miraculous Life (available on iOS, GooglePlay and Amazon) surpassed 6m downloads with 38m minutes played in three months. A second console game is coming from GameMill Entertainment and there have been over 550m plays of the Roblox game Miraculous RP: Quests of Ladybug & Cat Noir. Additionally, the official Miraculous app has been downloaded 250m times.

Zag has amassed over $1.5b in retail sales for Miraculous to date, with more than 280m products sold globally. The Miraculous phenomenon continues on digital platforms, garnering over 28m subscribers and 35b views on YouTube, and over 500m views on TikTok. Plus, fans can look forward to the first-ever global Miraculous Day in September 2024, with multiple partnerships and promotions already in the works.

The Wombles Wombles Operations 2023 marked the 50th anniversary of The Wombles’ first television appearance; the show went on to become one of the most popular children’s programmes of all time.

Right from the beginning, The Wombles adventures involved recycling and reusing the discarded things left behind by humans, so they were undoubtedly ahead of their time.

Since being brought out of hibernation in 2020, The Wombles have inspired a new generation with their positive environmental message. They believe that no action is too small to make the world a better place. They have featured in campaigns for the Great British Spring Clean, recycling, tree planting, beach cleaning, plastic waste reduction and upcycling, and were the UK government’s mascots at COP26.

As befitting the environmental story underpinning The Wombles, the company wants to become a standard bearer for sustainability within the licensing industry. It wants to work with brands and manufacturers which are bringing innovative environmental products and services to the market. It is also keen to support the sustainability efforts of larger companies – helping them tell their environmental story much more effectively.

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Angry BirdsTM & © 2023 Rovio Entertainment Corporation.

All Rights Reserved.

COMING THIS YEAR!

COMING IN ANIMATED SERIES!

Hot

The Game Catchers Studio Bozzetto

Properties

The Game Catchers, the space-themed pre-school TV series, is rising as a sensational hit in the children’s entertainment sector, particularly following its acquisition by the BBC for broadcast on the CBeebies channel. This pivotal partnership underscores the show’s remarkable impact and allure, establishing it as a top pick in the children’s television landscape. The project, born from a collaboration between Studio Bozzetto (Italy) and Sphere Animation (Canada) and supported by RAI Kids and ICI Radio-Canada Télé, was specifically designed with a sharp focus on toy development and play experience.

In addition to CBeebies, The Game Catchers has captured the attention of other international broadcasters, including RTÉ in Ireland, YLE in Finland, TVO, Knowledge Kids and Canal Panda. These broadcasting agreements emphasise the series' broad appeal and international reach, making it accessible to a global audience. The international distribution is handled by Banijay Kids & Family. .After achieving going viral on many of the world’s TVs, the producer of The Game Catchers has decided to carry on with a new season. Season 2 is coming soon with 52 new episodes, which means 52 new worlds and many new characters. Having this diverse range of characters with eye-catching features merged in these visually appealing worlds will multiply further the diversity of toy possibilities.

With two content-rich seasons, The Game Catchers presents 104 varied planetary settings and more than 400 imaginative characters, conjuring a vast and fantastical universe that is perfectly suited for an array of collectible products and toys. The series not only entertains but also ignites learning and curiosity in children, merging education with adventure in a captivating format.

Angry Birds Rovio

In 2009, Angry Birds was released on some of the first touch screen mobile phones available and ended up both completely transforming mobile gaming and laying the foundation for a franchise. The Angry Birds brand has since evolved into a thriving and popular media franchise which has expanded into merchandise, animated series, movies, amusement parks, digital experiences and more, all supported by a dedicated global fanbase. Angry Birds’ evergreen appeal has grown from its endearing characters and unique stories, as well as its immersive gameplay, which resonates with fans of all ages, making for one of the most interesting IPs in the licensing industry.

This year, the brand turns 15. To mark the occasion, Angry Birds has planned a series of special events throughout the year including celebrations within Angry Birds games, gaming collaborations, social media activities, OOH advertising and exclusive releases. In collaboration with its global licensing and publishing agency, IMG, Angry Birds will benefit from new consumer products and experiences that will be released through licensees to celebrate the brand. Angry Birds fans will see toys, high end collectibles, fashion collaborations, F&B partnerships, promotions in location-based entertainment venues and even new, thrilling arcade rides. The franchise also continues to evolve with new animated series and storylines and is expanding its location-based entertainment offering in the coming years. The exciting milestone is not only a celebration of the successful history of Angry Birds but the promise of an even more exciting future.

In June 2023, it was announced that Prime Video and Amazon Kids+ had ordered a long form series for Angry Birds Mystery Island: A Hatchlings Adventure, from Eric Rogers (Futurama) and animation studio Titmouse. The upcoming series will introduce three new Hatchling characters that must cooperate with a foreign-exchange piglet to survive on a strange, deserted island. The show promises a lot of fun, mystery and adventure over the course of 24 episodes in the first season, including irreverent humour and pop culture references the whole family will enjoy. The animated series features an ensemble cast that includes Harvey Guillén (What We Do in the Shadows), Kate Micucci (Scooby-Doo!), Dominic Monaghan (The Lord of the Rings) and Nasim Pedrad (Saturday Night Live).

The Angry Birds YouTube channel is a growing platform for the brand, with a focus on short form animated series and fun content videos. The channel’s latest animated series release was a third season for the popular Angry Birds Slingshot Stories, which focuses on telling the story of what happens behind the scenes in games. The next release will be a new season for Angry Birds MakerSpace that will be airing later in the year. Angry Birds content continues to engage kids of all ages, as well as families, on YouTube, as its series and movies are perfect for co-viewing.

Looking back over the years with touchpoints in all media areas and the plans for the future, Angry Birds has not only sustained its success but has thrived through innovative collaborations and strategic partnerships. Whether it's teaming up with other popular franchises or exploring new media, the brand has consistently pushed boundaries, keeping its content fresh and exciting. Rovio continues to look for opportunities to collaborate with innovative partners to build on the brand’s narrative. To set up meetings or find more information, reach out to IMG through imglicensing.com/clients/angry-birds.

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NE W B RA N D E X T E NSI O N ed Cherish od Childho es memori

d

ran b d e t s Tru status

Cute & adorable

UNIQUE & DIFFERENT

INTRODUCING

Celebrating the best of childhood

Multi generati ona APPEAL l

& Little Sindy and Paul bring a complimentary brand extension to the iconic Sindy brand. Introducing Sindy and Paul at around five years old before they grew into the teenage icons, we best know them for.

This new look represents everything special about Sindy and Paul in a ‘softer’ early childhood way.

Ground Floor, 23 Southernhay East, Exeter, Devon EX1 1QL | www.pedigreetoysandbrands.co.uk

Hot

Properties Tara Duncan

Princess Sam Consumer Products The popular kids animated adventure-comedy-fantasy series, Tara Duncan, is now the focus of a licensing programme.

Tara Duncan is already making an impact, notably in the toy category. This is from key strengths of the property in several areas. This original series about an ordinary girl from Earth with extraordinary powers, making friends and fighting evil on the magical planet OtherWorld, is already well-known as a big publishing success, adapted from a series of books by Sophie Audouin-Mamikonian that has sold tens of millions of copies worldwide.

The animated series, with total sales in over 80 countries, is taking the story to another level. It uses state-of-the-art, 3D CGI motion capture technology, with more than 170 artists recruited from the global feature film industry and advanced innovations to deliver an experience like no other.

The visual appeal will be an important part of the development process for all categories, including back to school, stationery, home textiles, apparel, fashion accessories, beauty & personal care, food & beverage and gifts. The toys, however, will remain a prime licensing target and the PSCP vision, inspired by the look and themes of the show, will continue to drive style guides and imagery that will inspire a strong licensing presence in toys and games for Tara Duncan in the coming months and years.

PSCP, a division of Princess Sam Entertainment, the company that oversees the property, launched its own range of Tara Duncan figurines, playsets and dolls at retail in France in the autumn, thanks to its French distributor WTT. More territories are to follow soon. The Tara Duncan licensing campaign has also awarded a licence in the French market to Tonies.

While it’s too early to exhibit at Spielwarenmesse, Princess Sam will be visiting Nuremberg to pitch to distributors for the Master Toy line that will be completed this year, with about ten new products on the way for 2024.

Importantly for potential partners, agents have already been appointed for the UK, Spain and Portugal, Benelux, multiple territories across Latin America and the Caribbean, Italy and, most recently, Canada and Mexico. More appointments are imminent.

On the broadcasting side, international distribution company Superights represents the worldwide rights distribution for the show, except in Mainland China, although expansion plans for China are underway thanks to a partnership with Reesee Entertainment.

With a second season already in production, Tara Duncan enjoys reach and awareness, as well as boasting characters, situations and themes that lend themselves well to toy-focused output. With Princess Sam’s strong network of TV partners and regional agents, it is well placed to build toy partnerships that build on the key strengths of the property.

Pokémon

The Pokémon Company Pokémon continues to post substantial growth across its wide-ranging pillars of video games, mobile apps, the Pokémon Trading Card Game, animation and movies, Play! Pokémon events and licensed products for all tastes and budgets.

2023 saw Pokémon’s highest-ever UK Circana position: No. 1 YTD (March 23), with sales up a remarkable 51%, reflecting the huge popularity of the Pokémon TCG and its varied toy range.

Highlights included Jazwares’ award-winning range of innovative new products such as Battle figures, 8-inch plush and Squishmallows; and Mattel’s MEGA Construx Motion Pikachu set. The Pokémon TCG UK sales also continued to break records, with the latest hit expansions Scarlet & Violet—Paldea Evolved and Scarlet & Violet— Obsidian Flames.

There were new additions to Jazwares’ toy line, including plush of Pokémon from the Pokémon Scarlet and Pokémon Violet video games Sprigatito, Fuecoco and Quaxly, as well as Pikachu; and a new wave of plush from the Squishmallows x Pokémon collaboration. Additional products include Pokémon Funko Pop! figures, Ravensburger puzzles and Labyrinth board game, Wand Company collectibles and a range of Abysse products, including Pokémon breakfast and gift sets.

The iconic animated series airs in the UK on Pop, Netflix, BBC iPlayer and Amazon Prime with series 26, Pokémon Horizons, having launched in April 2023. Featuring innovative stop-motion animation, the Netflix series Pokémon Concierge expanded the Pokémon world with a new storyline. Animated online web series, Pokémon: Path to the Peak was joined by Pokémon: Paldean Winds, which brings the Paldea region to life in an all-new way.

New events and experiences across Pokémon’s gaming titles have boosted its success further. The first adventure in The Hidden Treasure of Area Zero, the new DLC for the next-generation video games Pokémon Scarlet and Pokémon Violet, launched in September, with Part 2: The Indigo Disk due next year. The Detective Pikachu Returns video game launched exclusively for Nintendo Switch in October.

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As seen on

NEW Licensing LAUNCH!

Meet The 8 Mood Bears Based on colour psychology reflecting the eight important human emotions.

Master Toy Partner

“I originally created the bears from doodles that I was doing when struggling with my own mental health.

I decided to have one made and when it arrived, I knew that I had created something that could support others.”

Joanna Proud Founder & Creator

Where your brand deserves to be.

Hot

Properties

CoComelon Moonbug

CoComelon is a pre-school entertainment franchise that aims to help kids navigate early life lessons with confidence. Its mission is to inspire positivity and nurture a growth mindset for kids across the globe.

The show is the most watched pre-school brand in the world with more than four billion monthly views across platforms including Netflix, and over 290m subscribers on YouTube.

CoComelon songs are a highlight of the brand, aiding its mission to support kids in their foundational years. The show gives important early life lessons a soundtrack, helping children laugh, learn and grow, whilst also helping parents and carers navigate all the daily challenges of parenting.

The CoComelon brand has shown rapid growth over the past year with new spin-off shows that expand the CoComelon universe and provide a deeper insight into the lives of JJ, his family and his friends. New shows Nina’s Familia and CoComelon Lane also launched during 2023.

Nina's Familia is an extension of the CoComelon universe. Featuring the same style of three-minute songs and nursery rhymes that made CoComelon a worldwide phenomenon, children view stories involving family, social-emotional learning, positivity and healthy habits, but through the lens of a bilingual multigenerational Mexican American family.

CoComelon Lane, which launched back in November 2023, is a brand-new Netflix original series that provides the opportunity for a longer narrative format. The series allows audiences to hear the Melon Patch kids speak to each other for the first time. In each episode, the characters of the show embark on imaginative adventures as they explore feelings and the world around them.

Aside from content growth, the brand has expanded further into other industries such as gaming, live entertainment and music. This year, Moonbug launched a mobile port of the CoComelon: Play with a JJ video game which received over 125,000 downloads on Apple iOS and Google Play in its first two weeks.

The brand has also established itself as one of the biggest licensing properties in the toddler and pre-school market due to its high awareness and affinity with its audience.

Characters such as JJ, Cody and Nina are incredibly beloved and popular with kids who enjoy expanding the shows’ storylines beyond the screen and into their homes.

CoComelon boasts a strong consumer products programme with offerings in all major licensed categories including toys and games, apparel, party goods, FMCG, arts & crafts, home and more. In 2023, Moonbug launched successful fashion collaborations with sports brand Puma and footwear company Crocs, and more recently, the company announced a fashion collection for infants with UK retailer George at Asda. The My First CoComelon collection was developed in collaboration with licensee Blues Group and to support the release, Moonbug launched a three-week marketing campaign that included social media, influencer relations and inclusion in the CoComelon magazine.

On the toy front, the brand has seen the launch of products including CoComelon HugMees by Squishmallows from global master toy partner Jazwares, the Tonies CoComelon audio, as well as award-winning dolls and playsets.

2024 will not slow down, with more content, music, products, live entertainment and fun moments in the pipeline.

Little Sindy and Little Paul Pedigree

Pedigree, the owners of the Sindy brand, is proud to announce a new brand extension for Sindy in 2024: introducing Little Sindy and Little Paul in the baby and toddler category.

Little Sindy and Little Paul are younger versions of the aspirational teenage icons that fans know them to be today. They are around five years old and represent all that is unique and special about the characters, but in a cute and adorable childhood way. The new designs feature Sindy and Paul in popular themes that appeal to kids, such as unicorns, ballerinas, fairies, mermaids, dinosaurs and astronauts. Combining these popular kid’s themes with an iconic brand will deliver a delightful combination at retail for parents who make those key purchasing decisions.

Baby and toddler is a natural category for Sindy, as the brand has always been an adult driven decision purchase, simply because of her long-standing and trusted heritage. Sindy has an unrivalled trust with millions of parents and grandparents that hold cherished memories of their own childhoods with her.

Little Sindy and Little Paul bring a complementary brand extension to Sindy’s iconic heritage in a softer, early childhood way. Sindy is uniquely placed to offer parents and grandparents a trusted and much-loved baby and toddler range of products for their own children, and the cute and adorable look has been designed to appeal to both boys and girls.

Pedigree has published a comprehensive new style guide with new Little Sindy and Little Paul illustrations. The launch will also be supported on Sindy’s official social media pages where there is a large and loyal fanbase for all things Sindy.

Contact Matthew Reynolds from Pedigree at sindyfans@sindy.co.uk to discuss licensing opportunities.

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Hot

Properties

Mood Bears Lisle Licensing In December 2023, Lisle Licensing was appointed as agent for the fast-growing Mood Bears brand. The range initially launched as a line of plush toys, each of which have individual personalities, and was showcased on the acclaimed 2023 series of BBC2 Dragon’s Den. The Mood Bears founder, Joanne Proud, achieved a rare deal in securing investment in her business from all five dragons.

Mood Bears resonates with people young and old and has diverse appeal. This appeal reaches beyond age groups because of the personalities of the eight adorable and vibrant bears.

The media exposure and brand recognition achieved by Jo following her brand’s first appearance on Dragons Den (which extended far beyond the toy industry) offered Mood Bears a great platform for launch.

Less than a year on, Jo has now secured the expertise of Tomy to manage her production and distribution. Lisle Licensing is focused on bringing the Mood Bears to life via a licensing programme in both the UK and Europe that has no creative boundaries. These bears have names - Happy, Sad, Silly, Calm, Nervous, Angry, Love and Hope - are empathetic to individual personalities without judgement and are caring to all. The personality of each plush bear, which is reflected in their individual colours, offers support and comfort to anyone and everyone.

The universal appeal of Mood Bears is what immediately attracted Lisle to the brand. To help grow Mood Bears, the team will draw upon its wealth of expertise in taking new children’s IPs into licensing. It will also seek out new partners who want to work alongside Lisle in delivering innovative product ranges and routes to market. Lisle’s role is to ensure it is working with a broad variety of best-in-class licensees across all relevant categories.

The joyful Mood Bears present Lisle with an opportunity to create a Europe-wide programme covering multiple consumer touchpoints thanks to their diverse appeal.

As an agency, Lisle prides itself on being easy to work with, approachable, creative, and open to negotiating and delivering realistic partnerships for all its clients as it brings their IPs to consumers through licensed products that strengthen their overall brand value.

Bluey BBC Studios Bluey has seen tremendous momentum through 2023, and 2024 is looking even stronger. After taking the Australian market by storm in 2019/20, the IP has built momentum in the US. The animation’s storytelling and script, coupled with the animation, is also building audiences globally. With licensing for Bluey now moving into its third year, the gears are shifting from a very toy focused offering to one that encompasses the full gamut of product. The meteoric rise of the series includes it being the most-watched series for pre-schoolers and kids in the US, and topping the Nielsen streaming charts for overall viewing. Additionally, book sales are like no other and there is a move into the immersive, including the live stage show Bluey’s Big Play, which recently began its premiere tour of the UK and Ireland, and Bluey x Camp in LA, which is Camp’s fastest selling experience ever.

Although unquestionably a pre-school property, Bluey’s storytelling and animation has opened up audiences that go way beyond the core demo. Parents are engaging with the content, noting it’s wry take on the relationship between sisters Bluey and Bingo and their mum and dad. Moments that all parents are familiar with are called out in a manner that is both endearing and very funny. That level of humour is attracting commentary beyond parents and carers. BBC Studios is seeing engagement on multiple social channels from adults who don’t necessarily have children, and this is also includes older teens; a few minutes on TikTok quickly demonstrates the extent of that following. The gender split of viewing audiences is broadly 50/50 girl-boy, which isn’t unusual, however, what is unusual is the licenced product offering, most notably on apparel, is also split 50/50.

In under four years, Bluey already has close to 160 episodes and has been broadcast in over 60 territories around the world. 2024 will see the additional series three episodes launching on Disney+ in January. In April, BBC Studios will launch the much anticipated 30-minute special extended episode, The Sign. To support that, there will be a global marketing campaign. 2024 will also see over 300 pieces of content on You Tube, including clips, shorts, stop-frame and compilations. There are 18 Bluey local language YouTube channels, bolstered by social media channels, including TikTok. As the momentum builds, Bluey will see increasing presence across multiple platforms, including experiential, theme parks, stage shows and immersive, along with some very exciting collaborations. BBC Studios is putting particular emphasis on FMCG/food and promotional partnerships, along with further immersive and collaborations.

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touchingbase

70 year reflection

Remember the time…

Although not many of our readers will have attended all 70 years of Toy Fair, the event has provided a host of wonderful experiences and memories for attendees in all capacities over the years, which we share here.

John Baulch - Publisher, Alakat Publishing (Toy World)

I attended my first Toy Fair in January 1981, six months after I had started work on Toy Trader magazine. I have never missed a single day of any London Toy Fair held since then. The show was held at Earls Court – I had missed the previous Brighton / NEC eras. It was a very different show in those days – for starters, it was five days long, which allowed a lot more time for what we now refer to as ‘networking’ (i.e. drinking). I was young, fresh out of school and had a lot to learn about trade show etiquette. On the first morning, my boss, a grizzled Irishman by the name of Pat Sinnott, asked me to get him a drink. I replied perkily: “Sure Pat, tea or coffee?” “He rolled his eyes. “Don’t be daft young Shaun, I’ll have a pint of bitter.” It was 9.30 in the morning. Welcome to Toy Fair, 1981-style.

The early 90s were something of a golden era for me in terms of milestone moments in my personal life, many of which actually took place during Toy Fair. In 1991, I went on my very first date with the assistant toy buyer from Makro, a certain Ms Anita Watson. We had to make sure someone invited her boss Colin Fox out for dinner, so we could go our own way (thanks Waddingtons). The following January (1992), Anita and I returned to the same restaurant where we had our first date and got engaged. Two years later, we announced to my colleagues in the bar of the Kensington Hilton that we were expecting our first daughter (who returned the compliment earlier this year and made us grandparents for the first time).

There was another big night out which didn’t happen because of Toy Fair, in the early 1980s. I was in a band and acquainted with a few successful pop stars of the day, some of whom frequented the same nightclubs as me, my band mate and our manager. One said he would meet us one evening, so we could hand over our demo tape, which he agreed to pass on to his record company, and at the same time give us a few pointers on a career in the music business if we were successful. His schedule was quite booked up, leaving him only one night to meet up with us - unfortunately for me, slap bang in the middle of Toy Fair. So I wasn’t able to enjoy the night out with George Michael, who took our demo tape away as promised. We later received a kind reply from the record company saying that while they liked the songs, they were too close to Wham’s for them to be interested in signing us. So it was that a few years of fleeting music stardom never came to pass – and I couldn’t be happier.

I would have left the toy business and missed so many amazing memories - and more importantly I would never have met my wife. Thank you, Toy Fair.

Rachael Simpson-Jones - Editor, Toy World magazine Although we don’t have products to showcase, I’m nonetheless really looking forward to returning to London Toy Fair, sporting a copy of our enormous January issue and catching up with all the clients that continue to make Toy World the UK’s leading toy trade magazine: it’s so nice to be able to see everyone in person and get hands on with the product we’ve all read so much about these past months.

At Toy Fair 2023, the Toy Retailer of the Year awards was held in a slightly different way, with a small selection of media representatives and awards winners gathered upstairs on the gallery following the close of the show for the prize-giving and photos. Afterwards, an even smaller selection of us remained behind to ‘network’ over the copious amount of leftover prosecco (doing our bit to tackle food waste, I say!) until we realised it was getting very late, and we needed to head to our various dinner reservations. Unfortunately, it quickly became apparent that we were stuck within the Grand Hall: all the entrances were shut and locked, and we appeared to be the only souls in the venue. In our slightly merry condition, various plans were hatched – John was preparing to scale the gates, a senior person at one of the buying groups was searching for a bobby pin to attempt some lockpicking, others were squabbling over who nabbed the Elmo-themed bed on the Just Play stand.

Luckily, before any minor criminal activity or acrobatics became necessary, we were discovered by a security guard doing the rounds. He was slightly bemused to find us all still there, but kindly freed us for the night after we explained our predicament – with a reminder to leave on time the following day…

Toy World 158

Alan R. Moon

TRAVEL THE WORLD WITH 100 OFF –THE–RAILS PUZZLES

Based on the hit board game that has sold over

10 million copies

RICHARD WOLFRIK GALLAND

Great Games.

Amazing Stories.

Infinite Possibilities.

For Licensing Opportunities: licensing@asmodee.com To Sell Licensed Product: LPsalesenquiries@asmodee.com

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4/25/23 1:47 PM

touchingbase

70 year reflection

2024

Anita Baulch - Director, Alakat Publishing (Toy World) I’m always excited for Toy Fair; it’s a happy place, a wonderful mix of re-connecting with friends and colleagues and meeting new contacts. It’s fantastic to meet in person those that I’ve only spoken to via email, and to see first-hand all the products we’ve been writing about (or will be writing about). There’s a buzz in the air and a sense of excitement for the year ahead, which all adds up to make me feel very fortunate to be part of the wonderful toy community.

Many memories make me smile, but this one stands out. Back in the 90s, as a fresh-faced buyer’s assistant, I was taking notes at Toy Fair for my boss, the inimitable Lord Cave. He was negotiating an order for some clearance stock and asked how much for a case. The supplier answered: “A pony, mate!”. Noticing my bemusement as a ‘Northern Lass’, I was instructed: “Oh, just write down a pony”. The pair of them went on to price further lines which I dutifully noted down as “a leopard”, “a baboon”, etc. I think they were having a giraffe…

Of course, my favourite overall memory has to be a first date during Toy Fair ’91 with a guy I took quite a shine to.

At Toy Fair the following year, we announced our engagement, and the rest is history. It’s so fantastic that we both still attend every year, but now with our very own company.

Geoff Sheffield - Chief Commercial officer, The Entertainer London Toy Fair continues to play a pivotal role for UK toy market. As one of the largest markets in Europe, I feel it’s vitally important to have this event. It’s a shame some of the bigger suppliers have withdrawn from the show or choose to have off site rooms to showcase their product. Whilst you can understand the challenges of budgets and intensity of the schedule, as an industry we should all be backing our home show.

This will be my 18th toy fair as either visitor or exhibitor, so I have experienced the event from both sides. In my current role, seeing all the new innovation come together after early views in the run up to Toy Fair is always great. My fondest memory is meeting all the costume characters - and the reaction the pictures get from my friends and family on social media. Things like this make you remember how lucky we are to work in such a wacky, fun industry.

Mark Austin - Sales director, Toy World

Lesley Singleton - Playtime PR I bloomin’ love London Toy Fair! The whole Playtime PR team comes to town armed with a packed diary of media and influencer appointments for each of our clients’ stands – for us, it’s all about ensuring slick management of stand visits from media contacts while keeping the clients free to crack on with the important business of selling toys. But that aside, it’s always a great place to catch up with everyone and reset at the start of a new year – I love the impromptu catchups in the aisles as well as the chance to discover hidden gems.

Once every few years, I’ll have a handful of people texting me or finding me in the walkways or coffee queues to tell me about an amazing toy or game I “really must see”. One of my fondest memories of exactly this was when eleventeen different people all bombarded me about “these two brothers and their brilliant game, you’ll love it!”. It was The Sock Game and there was a real buzz around the show about it. I had a great chat with the brothers, helped them make sense of things as well as making a few key introductions, and have enjoyed seeing the game hit shelves globally in the years since.

Toy World 160

I have so many fond memories of London Toy Fair.

I recall the first time I attended the show back in 2012, new to the industry with a list of companies as long as my arm to introduce myself to (and play with their toys). My little boy at the time was five months old; as you can imagine, I took so much inspiration and learnt so much about what goes into making a toy.

One of the kindest people I met on my first day at the show, (who I still speak with today) was a gentleman called Peter Seager, launching his new game, Where is Moldova? It was during that conversation that I really understood how much time, effort, money, blood sweat and tears go into the creation of children’s products. I soon realised that the board game companies in the industry were so supportive of one another, always willing to give advice and support to newcomers, which is so refreshing and certainly not the case in other industries.

I have found that there are so many people in the toy trade that are willing to help one another, including the whole team at the BTHA. The UK toy industry is a wonderful community, and the London Toy Fair allows that community to all come together.

Over the years the show has become stronger and stronger. This is the only show that I’ve said needs to go on for four days rather than three! There are just so many incredible launches every year across hundreds of companies – how can I possibly have a go with every product in just three days?!

INCLUSIVE DIVERSE COLOURFUL EMOTIONAL NOSTALGIC HUGGABLE

For more information about Care Bears UK’s impressive brand portfolio please contact Tim Ives or Lynne Swatton-Reed by emailing Tim.Ives@basicfun.com / Lynne.Swatton-Reed@basicfun.com, or by calling 0118 925 3270.

touchingbase

70 year reflection

2024

Paul Reader - Toymaster The London Toy Fair is the most important trade show in the UK; if you’re serious about the toy business, there is no better place to understand the sheer scale and the vast selection of suppliers and product. Two days at the show and you will be in a better position to start the planning process for the rest of the year. If you miss it, you’re missing out.

It was back in the early 80s, as a young Beattie’s of London store manager, that I had the pleasure of visiting London Toy Fair for the first time. I really was a kid in a sweet shop; I wanted to play with everything and by the end of the day, I was exhausted, and my head was buzzing. At the follow-up meeting with the buying team, I think I overwhelmed them with my ideas and excitement.

A few years later, I joined the buying team and although my energy and enthusiasm did not wane, I needed to be a lot more focused. I recall being very proud of my first Toy fair appointment itinerary and what a jam-packed diary it was. I expected my buying controller to be impressed. He looked down at my proposed schedule - and it was a five-day show back in those days - and with a little grin, simply said, “Good luck with that.” By midday on the first day, I knew exactly what he meant.

40 years on, I still get a real buzz from the anticipation of seeing new products, meeting new people, finding new suppliers and looking for something different, that gem that nobody else finds.

We should all treat people with the respect they deserve and remember everyone is trying to do their best. Looking back, I wasn’t always that nice. Once, a supplier asked me what I thought of an item. I replied that the product looked good, but whoever chose to put that child on the box? They look like they don’t want to be there! He simply turned around and walked away. Another chap came over and said: “That was his daughter.” Oops… I didn’t do that again.

Another unfortunate trait of mine is that I still want to pick up and try the products. Many a salesperson, brand manager or demonstrator has jumped to attention as I approach to ensure that their £3000 prototype doesn’t fall into my hands.

I would like to recognise the contribution of the BTHA and all the people who make the show what it is. Being there for set up and seeing firsthand just how much work goes into the event is a privilege. I have often looked out over the balcony at around 5pm the day before and thought there is simply no way it will be ready for day one, but it always is.

I haven’t been on the buying side for many years, and now help and ensure the survival of independent toy retailers with Toymaster, which is all about facilitating the relationship between suppliers and retailers. London Toy Fair is a great starting point, and I am going into my 44th London Toy Fair with pure excitement.

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Joel Silverman - KidsKnowBest

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At Toy Fair 2019, we were still finding our feet as a business, weaving our way through the aisles of innovation. A standout memory unfolded at the Wow! Stuff stand, where the charismatic Richard North beckoned us in. His eyes gleaming, he disclosed a secret room and a tantalising invention shrouded in mystery. The condition for entry? A non-disclosure agreement, adding an air of intrigue.

We were posed with a question, “Are you Harry Potter fans?” Sian’s eyes lit up, confessing her allegiance to the Wizarding World. With eager anticipation, we stepped into the hidden chamber, and there it was, Wow! Stuff & The Wizarding World’s masterpiece: The Harry Potter Invisibility Cloak. A magical illusion unfolded before us, and in that moment, we weren’t industry players; we were wide-eyed children captivated by the wonder of play.

Fast forward to 2024 and we’re itching for more of those moments. As Toy Fair approaches, we’re ready for fresh memories, the latest gadgets and the enchantment that defines this industry. It’s not just about products; it’s about joy, camaraderie and endless possibilities. Here’s to creating more unforgettable moments and finding inspiration in the whimsical world of toys.

Mike O'Shea - Wicked Uncle Wicked Uncle loves Toy Fair. We go to lots of fairs: Spring Fair, Autumn Fair, Nuremberg, New York Toy Fair and ASTRA. This year we are even thinking about Istanbul – and not entirely for the location, fantastic Turkish food and a sight of the Bosphorus.

But the one we love the most is Toy Fair. It is the real thing, the heart of the UK toy trade, and for everyone from the big brands with their super-secret, can’t possibly let you in here stands, to the guys from down the road at our local (excellent) toy shop. It’s a great place to meet and catch up and get all the information about what is really happening. We get to do deals and see all the suppliers in one place. We aim to cover every stand and especially love to walk the edges of the show. We don’t stop everywhere, some of them just aren’t for us. But we want to find the inventor with the clever idea.

This is where we found things like Hornit – an electronic bicycle bell that can have 25 different sounds from a roaring lion to a motorbike exhaust to a horse’s neigh. We’ve also discovered Unicorn Poo, Stinky Pig and my absolute favourite of all time, Dave the Monkey.

We have had a few embarrassing moments. Launching the Stomp Rocket with a bit too much enthusiasm led to it soaring high over the stands and crashing down spectacularly, luckily too far away for anyone to know who had done it. Then there was the z-bow with the rubber head that hit one of the overhead lights and melted on to it, possibly coming down several hours later.

The best day is always the last day. All the exhibitors have smiled and been nice from early in the morning until late at night and once they start to tuck into the hospitality wine is a good time to strike a deal, or to get given a very large teddy bear. (Who still sits in his own chair in my hall. Or occasionally on the sofa).

Toy Fair is a place to meet friends, do business, find new stuff and most of all reignite that spark that makes running a toy business special. We all wanted to go into a business that is more magical, more fun and brings more happiness than just about any other.

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Stand D11 is a MUST-SEE for our dynamic mix of

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touchingbase

70 year reflection

2024

Gary Grant - Founder and executive chairman, The Entertainer I visited my first Toy Fair in 1982, when it was held at Earl’s Court, and I have attended the vast majority of shows since then. The early 80s was a great time for the show: there were hundreds of suppliers and the choice for retailers was vast.

There were also many flamboyant characters in the industry at that time.

Over the years the business has changed dramatically, and in particular we’ve seen consolidation on both sides of the fence – but Toy Fair is still important, and we always send a strong team there. It’s a shame that some of the major players are absent, especially for those independents who don’t have the luxury of conducting previews. I always think that a scaled back presence is better than not being there at all, and I applaud those major suppliers that are returning this year.

On the other side of the coin, if a few of the big players aren’t there, that works in favour of the smaller suppliers, who have a better chance of being seen by retailers. I think it is really important for retailers to walk all the aisles to make sure you haven’t missed anything; you will often find something off the beaten track that can make a difference to your year.

I hope toy retailers of all sizes continue to support the Toy Fair – the concentration of buyers in one place ensures that suppliers will continue to invest time and money in the show.

My fondest memories are of the many events over the years. I’ve attended many fantastic dinners and award ceremonies. I’ll never forget the year that Martin Grossman and I were asked to present the Toy and Retailer of the Year awards: I enjoyed it tremendously, and we both decided we would approach it with a smile on our faces – you’ve got to have a laugh. Although we were never asked back to do it again!

As an industry, I think it is important to celebrate our successes and reward those suppliers and retailers who are performing well in a tough trading environment – the ones who are pushing the boundaries and doing something different. It’s not just about the big boys either, many smaller suppliers and retailers have won awards over the years. It’s our gala night, when we look back over the past year and celebrate the best of it. London Toy Fair is the perfect place to host the celebration of all that is great in our industry, and we really shouldn’t devalue it. I would love us to get back to the scale of award events we had in years gone by.

David Martin - Head of Business Development, Curious Universe The London Toy Fair is the heartbeat of the UK toy trade and remains the most important fair for the UK industry.

It's compact, easy to get around, in most cases not difficult to get on to stands and, above all, is a really friendly environment. It’s a great showcasing opportunity, plus people from all facets of the industry - retailers, suppliers and industry colleagues - can also enjoy socialising each evening when the show closes. I’ve been to many trade events around the world, and this happens nowhere else on the same level.

I have been attending London Toy Fair for many years and have so many wonderful memories. While working at Funrise, on one memorable occasion in 2017, Mel C's daughter (yes Sporty Spice) managed to spill Gazillion bubbles solution all over the stand. It was absolute chaos, but we all had to keep smiling!

Another very fond memory was having a beer with Mark Slater-Hyndman a few years ago. Such a lovely guy, who sadly passed later that year. Mark always had time for everybody and was toy trade through and through. He is very sadly missed.

Roger Dyson - Non-executive director, Toymaster My first experience of Toy Fair was driving a Merit Toys van from Potters Bar to Brighton, in either 1969 or 1970 with my fellow trainee Sales representative, Bill Haste. We set off at the crack of dawn to set up the Merit showroom in the Metropole hotel, but I had limited experience of my first Toy Fair as we had to return to Potters Bar late that evening.

That was the first of over 50 Toy Fairs for me (this year will be my 54th or 55th). I attended several more with Merit before moving on to Airfix in 1973. The Airfix showroom was in what must have been the ballroom of the Grand Hotel, Brighton, which was to be bombed in 1984 by the provisional IRA, during the Conservative Party Conference. The Airfix Showroom was the busiest I ever worked, there were queues at reception from well before it was open; everyone wanted an Airfix account.

Three years later I had relocated to the Corn Exchange, Brighton. Palitoy set up a Games and Hobbies Division and I was offered the job to cover Wales. At the time, Palitoy had Action Man, Girls World and Tiny Tears, all on allocation and often sold out before Toy Fair even began. What a wonderful scenario! Palitoy was renowned for its post Toy Fair parties. We always stayed on in Brighton the night Toy Fair ended, and it was very much a case of what happened in Brighton, stayed in Brighton. The parties were outrageous, but they were great!

Although I was to remain with Palitoy, Toy Fair moved on. The opening of the NEC in Birmingham offered the opportunity for Toy Fair to be held under one roof, rather than across myriad venues, so it left its spiritual home in Brighton and moved to the NEC - a decision that was universally unpopular. Although the NEC had many advantages - easy access, plenty of parking and a more central location - it didn’t have anywhere near enough accommodation. Palitoy stayed at the Esso Motel just outside Coventry, not exactly handy for the NEC or conducive to meeting or entertaining customers. We were bussed into Toy Fair in the morning and back to our ‘exclusive’ accommodation in the evening.

Thankfully someone saw sense and moved Toy Fair to Earls Court, where it was to remain for many years, until it moved to Olympia. Both excellent venues, without doubt universally popular and easy for overseas buyers to access and attend. Then Toy Fair moved to ExCeL, which brought back memories of the NEC; many advantages as a venue but many of the same disadvantages, and probably just as disliked.

However, the move back to Olympia was a resounding success and undoubtedly reinvigorated Toy Fair. I was a BTHA Council Member and chairman of the Toy Fair Committee at the time, but credit for the move goes to Natasha Crooks, Roland Earl and the staff at the BTHA. I have always considered Toy Fair integral to the toy industry in the UK. Olympia is very much part of the success that Toy Fair is today, and long may it continue.

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touchingbase

70 year reflection

2024

Rita Rowe - PR managing director, Mason Williams I don't want to say how long I have been attending Toy Fair, but it has been pretty much every year since it started, and it is always firmly placed in my diary. There is nothing else quite like it. It is a chance to showcase the best of the best with the brands we're working on, connect with new people and reconnect with old friends and colleagues, and of course catch up with all our media. I love the face-to-face part and I wouldn't miss a show!

My fondest memory of Toy Fair must be creating Winnie the Pooh’s birthday party a few years back, which was a very special moment. Another would be having a £2m Gold Monopoly Set on the stand one year, alongside the creator Sidney Mobell and a tonne of security guards - that's another year I will never forget.

As a PR there are so many things we are asked to do, or crazy ideas that we come up with, but one of my funniest Toy Fair stories has to be training two ducks, appropriately named Hoddle and Waddle, to play Subbuteo on the Hasbro stand. There are not many people who can say they have achieved that…

Nick Gibbs-McNeil - Kidzcoolit.com My first memories of Toy Fair come from my childhood. My cousin, Dean (Weller), has been a well-known character in the toy industry for many years. As a kid, I’d always grab the magazines he brought back from the event and see what was coming out that year – months in advance of any other child knowing the planned releases. Stand out toys one year were a Knightrider K.I.T.T with a Michael Knight figure, and also the Street Hawk bike with figure. I remember proudly telling my friends the toys we were all so desperate to own were on their way, as I’d ‘actually’ seen them!

Fast forward twenty odd years and now actually being part of this experience myself is a very special thing, and one I will never take for granted. It’s not just work being there – I’ve made so many close friends over the past 15 years through this event.

Many of them are people who were innovators in creating the toys that helped mould me into the man I am today, or worked hard ensure that, as a child, I knew about them and could pop them on my list for Santa or my birthday.

My cousin gave me my first taste of the industry with work experience at his agency when I was 15 years old. You can’t learn how to work or, more importantly, how to make a difference, unless you have hands-on ‘shop floor’ experience and get to meet the people who were there doing it before you. Toy Fair is a place where you can interact with people who have a huge amount of experience and learn from their well-seasoned knowledge. Every year I learn something new that’s always useful to what I do – and Toy Fair guarantees I get to see Dean at work at least once a year!

Neil Mitchell - Senior buyer, BargainMax I’ve been attending London Toy Fair for the past 20 years and still get just as excited as I did the first time. I’m really looking forward to Toy Fair 2024 as myself and the BargainMax team will have over 50 meetings across the three days. There’s no better toy show: Toy Fair allows you to meet with toy suppliers of all sizes whilst really getting a feel for the big trends and licences for the coming year. Nothing beats meeting with people face to face and getting to touch and feel new products.

One of my fondest Toy Fair memories is the first year that Shop Direct won Online Toy Retailer of the year. It was back in 2014 when Smyths and Argos would dominate the retailer awards (and rightly so). However, after several years of being shortlisted we finally won. Andrea and I were in shock as we accepted the award in a packed Science Museum gallery and received very generous applause and a few cheers. To get this recognition was a really proud moment for us all.

One of my funniest memories is a meeting with Ross McDonald of Drummond Park. This would usually be one of the highlights of the fair as Ross always presented a fantastic range of games, getting everyone involved and having a laugh.

One year, on the final morning of Toy Fair, Ross greeted me looking a little different to his usual self, sporting what is most commonly known as a ‘skinhead’. Late the night before, after a few beers, Ross had been convinced by others in the trade to shave off his hair. In true Ross style he was able to smile about it and even managed to raise a few hundred pounds for charity.

Wendy Munt - MD, Be Inspired Consulting Having worked extensively as a toy buyer, I have many fond memories of Toy Fair. Years ago, whilst buying for Argos, I was on a stand with my Account manager, discussing the company’s great new range. I heard a loud voice I recognised coming from the other side of the high display, ranting about Argos and how much we were affecting their business.

Minutes later as I left the stand, I walked past the ranter, smiled and said hello. Their face was a picture, and rather sheepish, knowing I’d heard every word they'd said.

One evening during Toy Fair, a supplier very kindly took me for dinner at The Ivy. As we walked in, he held the door open for a very glamorous lady on her way out, which was none other than Dame Joan Collins! She thanked him, he replied: “It was my pleasure Joan,” to which she smiled and struck up a brief chat - whilst I stood there completely starstruck and lost for words. When we got to our table, he commented: “Who would have thought we’d see Joan Crawford tonight!” We fell about laughing as the actress Joan Crawford died in 1977.

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Special Feature

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touchingbase

70 year reflection

2024

Toy Fair Team - British Toy and Hobby Association (BTHA) The organisers of London Toy Fair naturally Kerri Atherton Majen Immink have many memories to share (and probably some they can’t) but have selected their favourites here.

Kerri Atherton, head of Public Affairs, recalls the final day of Toy Fair 2018 as a personal highlight: “That year definitely comes to mind as Becky and I got the chance to relax in a hot tub on one of the stands for Toy Fair TV”. Meanwhile, Majen Immink, director of Fairs & Special Events, says her favourite memory is when Toy Fair returned post-Covid. “Putting on Toy Fair in 2022 and seeing so much of the industry back together face to face was truly wonderful,” she told us.

Becky Deeming Offices & Services manager, Tracey Butcher, was amused by the sight of a well-known TV Tracey Butcher character riding a scooter through the aisles.

“They were going back and forth outside the organiser’s office causing mayhem and knocking everything everywhere, until they were escorted off the premises,” she explains. “I don’t think our Toy Fair organiser at the time had expected that to be in their job description!”

Becky Deeming, Communications & Events Manager has fond memories of the fun the team manages to have, despite all the hard work they have to do. “One of my favourite memories from was a few years ago when myself and Kerri both wore giant inflatable balls and had to run at each other at pace to try and knock the other one over,” she said. “Kerri bounced right off me and got wiped out, it was great fun!"

The team is looking forward to this year’s Toy Fair, celebrating 70 years of the event and making many more happy memories with the toy trade.

Sarah Atta and Hayley White Toy buyers, B&M Retail

We love Toy Fair! It’s a great way to catch up with suppliers we’ve not seen in a while. We spend the rest of the year emailing so many of the people there on a weekly basis, so it’s lovely to catch up again face to face.

Our fondest memory is probably the first Toy Fair after Covid. The buzz around the hall was incredible, everyone was so excited that the atmosphere was unreal; it was so good to be back.

We always overcommit ourselves, booking in far too many suppliers in one day.

We end up running around like headless chickens, often running late and moving suppliers’ appointments around - they must hate us. We laugh every year about how we always seem to get lost down the aisles. We swear the letters and numbers of the aisles and stands aren’t always laid out in alphabetical and numerical order, as you would expect, but then, we’re easily confused! See you there, and if we’re running a bit late, now you know why.

Graham Gardiner - Linked Partnership Despite the show changing in size and location, Toy Fair remains fundamentally the most valuable time for manufacturers and retailers to get together and take in the future opportunities for the forthcoming year. Manufacturers are able to see so many buyers across a very short time frame, and buyers can visit so many manufacturers across a few days in a single location. How good is that for valuable use of time?

My fondest memory from Toy Fair is from the very first one I ever attended. I was with Kenner, Parker, Tonka and was blown over by how in just one day, an empty hall could be transformed into a Toy Mega village. As for my funniest Toy Fair story, that was at my 3rd or 4th Toy Fair when I was presenting a new R/C car live on the Big Breakfast at around 7.30am. My 10 seconds of fame created a problem at home though; my two year old son saw me on TV and was thoroughly traumatized. He was convinced Daddy had been eaten up by the TV and was never going to come home.

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touchingbase

70 year reflection

2024

Tristan Brooks - Managing partner, Havas Entertainment London Toy Fair is fantastic for our business for a number of reasons. Firstly, we get to reconnect with our partners and the wider industry, following the Christmas sales season, to get their perspectives on performance as well as getting a read of their confidence for the year ahead.

Secondly, the fair’s a great opportunity for new businesses, from meeting new clients and talking to them about how we can help grow their business, to impromptu opportunities that only come from having the industry together in one place.

Finally, we get to see product, which is what it’s all about really. It’s always great to see innovation and uniqueness and doing so starts to get the team thinking about how we can bring these products to life in marketing campaigns.

Trying to think of my fondest memory really is a hard one as there have been so many over the years. But that feeling as you walk into the hall, first thing on opening day, really cannot be beaten. The optimism, energy and friendly faces all around really makes you appreciate being part of such a vibrant, innovative and welcoming industry.

Another fond memory is having a lovely chat with Justin Fletcher (aka Mr Tumble) one year on the Golden Bear stand. I later found out he doesn’t often allow photos to be taken but he let me to take a selfie to show my daughter who was a massive fan. I got loads of Daddy credits that year.

Last year, I managed to break a prototype game within an hour of the show opening. It was a game which requires two people to stamp repeatedly on different ends of the product, and the fastest stamper wins. In my enthusiasm, I stamped a bit too hard! The client was actually very gracious, considering I’d broken their only prototype when the show had hardly begun. But my team found it hilarious and still reminds me of this to this day.

Julie Pittilla - Owner, Pittilla PR Toy Fair is very important, its where we all meet under one (spectacular) roof and swap gossip, meet customers old and new, and just connect with others from all sides of the industry. Yes of course it’s about doing business and seeing what’s out there, but I just love seeing everyone.

Fondest memory? There are so many. The latest was receiving a Golden Teddy Award last year, along with Michele Norton, competitor and great friend. At last, a moment for the contribution of PR to the sales success of so many products to be recognised. Also, a shout out for the creativity and graft that goes into getting a media buzz around a product.

Funniest story? I’d better be careful here! I suppose that most of them took place in the Hilton Bar. Caroline McNulty from HGL making a chicken out of a bath sheet and then a smaller version was photographed at toy fair venues all over the world; someone would take Hamish, as he was known, to all the different venues.

Lianne Bertelli informs me that was 1999.

In 2003, a massive snowfall shut Manchester airport and all the trains were cancelled too. No problem, we rang our local taxi company and the poor bloke had to drive a load of very chatty women down the M6 (which was down to one lane) all the way to ExCeL. ‘How did you get here?’ ‘We called a cab.’ ‘Of course, you did!’.

These stories are not that funny, the really funny ones are unprintable and possibly actionable! Come and see me on the One for Fun stand (E49) and I might just tell you a few. See what I did there..?

Rosie Marshall -

Head of Toys & Children's Gifts, Playroom Toy Fair is a must for buyers who are serious about toys and want to see what’s new and exciting for the coming year as almost every toy supplier exhibits there. It provides an opportunity to engage with senior execs, network, find new products and new suppliers and discover what is trending for the year.

For me, the character parade officially marks the start of Toy Fair, but I love seeing people who I have known for years, either as buyers or suppliers. Sometimes we meet unexpectedly on a stand or very often we bump into each other in the aisles. The show very much feels like an annual toy industry reunion.

Last year, I ended up getting locked in Olympia at the end of the first day of Toy Fair with John and Rachael from the Toy World team and a few others, and my luggage was being escorted away until I intercepted the cloakroom attendants. Fortunately, the cleaners let us out via the tradesman’s entrance. I will do my best to ensure that there are no further repeats of this in 2024!

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touch & play

touch & play

Puzzle

UK Toy Fair – Stand N14 Nuremberg Toy Fair – Hall 12, Stand G-07, F-10 For more information please contact: clemuk@clementoni.com

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touchingbase

70 year reflection

2024

Ann-Marie Edwards - Category manager Toys, The Very Group

Toy Fair is one of the most exciting events of the year. We take our whole team as it’s such a significant part of the range-building process and helps us identify new trends and products that will delight Very customers.

I love feeling the buzz of so many people from the toy industry being under the one roof, seeing lots of familiar faces and spending quality time with our suppliers. Aside from that, one of my favourite parts is seeing all the characters walking around and sending photos back to my six-year-old daughter, who can’t believe this is what I get to do for work!

Lisa Morgan - MD, Generation Media The real highlight for me at Toy Fair is building up an extraordinary network of colleagues and friends in our amazing industry. Thinking back to my first ever Toy Fair in 2004 and not knowing anyone, to Generation Media becoming a staple in the industry and seeing someone you know at every turn is a privilege.

Supporting the event post Covid through our coffee shop sponsorship has helped us continue this journey, providing a place for the industry to meet and come together as one. Whilst 2023 has been a challenge for many, Toy Fair is a great reminder of the joint resilience of this market and I am personally excited to see the innovation coupled with the classics the toy industry has to offer, coming together to kick start another year.

Andrew Barrett - Director of European Product Development & Licensing VTech Electronics Europe London Toy Fair comes at a great time of year. After the December and Christmas rush has past, it’s great to see all our customers, and other toy industry suppliers, at the Toy Fair in January. I really look forward to the fair and being able to present our new product lines for the coming year. It’s a key opportunity to showcase all our new products, to explain to buyers and visitors the rationale behind their development and the key features of each.

My first London Toy Fair was 30 years ago, way back in 1994, at Olympia. I have enjoyed every single toy fair since (even during the time that it moved to ExCeL). The toy industry is a wonderful trade to be a part of, and London Toy Fair is its pinnacle event. I am grateful to still be a part of it all and am looking forward to my 30th Toy Fair at Olympia this year.

Alex Woolfstein - CEO, BargainMax The London Toy Fair holds a special place in the hearts of retailers like us. It's not just an exhibition; it's a hub where the pulse of the industry beats. The significance of this fair lies in its ability to gather all suppliers under one roof, fostering collaboration, idea sharing and offering a preview of what's to come in the toy market for the upcoming year.

What makes this event truly exceptional is the sense of community it cultivates within the industry.

Despite being competitors throughout the year, there's a unique camaraderie during the show. The shared experience of engaging with suppliers, exploring innovations and envisioning future product ranges creates a bond that transcends competition.

The evening gatherings across the road after a bustling day at the fair symbolize this unity beautifully, where suppliers and retailers alike, who might spar in the market all year, come together over a drink or two sharing stories and experiences and just having a good time.

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Happy to be back at London Toy Fair

Come join us on stand UW50

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2024

CONTENTS Toy Fair Preview 180 184 190 194 230

Toy Fair 2024 Preview Exhibitor List Show Floor Maps Touching Base - Looking Ahead Touching Base - Retailers

240 New Exhibitors 244 Company Profile: Ravensburger 248 Company Profile: Jazwares 378 Editorial Index 380 Advert Index

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2024

70 years of Toy Fair come and join the party!

London Toy Fair celebrates its 70th anniversary this year, proudly staking its claim as the biggest and most beloved toy trade show in the UK. Toy World takes a look at what’s happening at the 2024 event before catching up with the BTHA’s Roland Earl to find out what makes the show so special.

T

he toy trade is once more gearing up for Toy Fair 2024, which opens its doors from Tuesday 23rd to Thursday 25th January at Olympia London. This year’s show is a very special one, marking the 70th anniversary of Toy Fair. To celebrate the occasion in its own way, Toy World has put together features in which we asked exhibitors and visitors to share their fondest and funniest memories of the show from across the decades.

Some were too risqué to print, but those that did make it into this issue reflect what makes Toy Fair such an incredible show: its atmosphere of fun and friendship, the way it gathers the very best of the toy trade under one roof, and the superb networking opportunities it offers.

As is traditional, the first day of Toy Fair is Press Day, which sees the doors thrown open to TV, radio, newspapers, news channels and consumer press.

Numerous exhibitors will get the chance to showcase their toys to media outlets while, the important back-toback meetings we’ve all got in our diaries get underway.

Press Day will also be bookended with awards: The Toy Fair Hero Toys of 2024 will be revealed in the morning, while in the evening there will be a ceremony to announce the winners of the prestigious Toy Retailer of the Year and Toy of the Year Awards. In addition, during the day, the Best Stand Awards will also be handed out to those whose designs have really stood out.

For many, Toy Fair marks the start of a busy yearly trade show calendar filled with multiple events, while for others, it might be the only show they’re appearing at. This year sees Tomy, Spin Master and HTI return to the event after a brief absence, while first timers include Slime Party UK, Konami, Skillmatics and Click Europe (all of whom are featured in this issue). Indeed, there was so much demand for a space on the show floor this year that the footprint of Toy Fair has been expanded to allow even more companies to exhibit their toys and games: over 200, this year.

Around the show, there’ll be the usual smorgasbord of things to see and do, from toys and games to see and

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play to the popular character parades and numerous photo opportunities for those wanting to capture their experience on camera. Big Sky Games, which this year showcases on its own stand for the first time as well as Asmodee’s, is truly going big with a raft of celebrity appearances on Tuesday 23rd: Stephen Mulhern will be making light of the situation by levitating visitors, LBC’s James O’Brien will be promoting the new Mystery Hour Board Game, and representatives from Love Island and TalkSport will also be in attendance. Readers can find out more on p. 366.

Of course, the recently expanded Toy World team will also be out in force this year. You can try and find us on Stand B23, but it’s far more likely you’ll find us dashing through the aisles, heading to our next meeting. If you haven’t yet set up an appointment with one of the team, please do drop us a line – slots are filling fast. We look forward to seeing you all there.

In the meantime, here’s Roland Earl to tell us even more about London Toy Fair 2024.

2024 Roland Earl, director general of the British Toy & Hobby Association (BTHA), shares valuable insights into the upcoming Toy Fair 2024, providing exclusive information about the show's preparations, special celebrations and tips for attendees. vibrant and exciting atmosphere. The show acts as a crucial platform for face-to-face meetings, fostering collaborations and showcasing the importance of the toy industry under one roof. It's an event that truly unites this vibrant and brilliant industry and leaves everyone with a sense of excitement and camaraderie.

At this point in time, how is the show shaping up – we know exhibitor space is sold out, but what about visitor registrations?

We are thrilled that exhibitor space for Toy Fair 2024 sold out, serving as a testament to the industry's confidence in the show. As for visitor registrations, the registration window opened in October, and we have been pleased to see registrations come in thick and fast. We welcome the whole wider toy industry to the show, from buyers, retailers and licensors to journalists, inventors and influencers. Our exhibitors value seeing high quality visitors and each year we’re fortunate to welcome back familiar faces who attend year after year (as well as equally valued new ones, of course).

Is the improvement work at Olympia ongoing, and if so, will it cause any disruption to this year's show?

Indeed, the improvement work at Olympia is still underway and is expected to be completed by autumn 2025. However, I want to assure you that we are working closely with the venue to ensure minimal disruption during Toy Fair 2024. We want to ensure a seamless experience for both exhibitors and visitors. Once the construction is complete, it will be an even more impressive site.

2024 marks the London Toy Fair's 70th anniversary.

What does this mean to the team behind the event and how will you be celebrating the special occasion?

The 70th anniversary is a great achievement for the show and for our team. We’re taking this opportunity to celebrate the show's rich history and its impact on the toy industry over seven decades. In the weeks leading up to Toy Fair 2024, we invite both visitors and exhibitors to check out our Toy Fair social media channels, where we’ll be posting special memories shared by industry insiders and showcasing the remarkable moments that have shaped the event throughout its 70-year journey.

We will have interviews with industry stalwarts giving attendees a glimpse into the past, present and future of Toy Fair. Additionally, we're incorporating elements that pay homage to the nostalgia of the show, creating a memorable experience for all.

Why do you think London Toy Fair is still such a beloved show after all these years?

There’s only one word for it: community. Unwavering support from exhibitors and attendees has turned Toy Fair into the cherished event it is today. It brings together industry professionals from all over, creating a

We've been busy asking exhibitors to share their funniest or fondest memories throughout the years, and we've had some hilarious stories back... but what are yours?

There have been so many memories and certainly too many to choose from - though one occurrence which has stayed with me was during Toy Fair a few years back. We had an exhibitor turn up at our old office building at Camberwell Road looking for the Toy Fair.

They hadn’t read any of the paperwork! Sadly, it was the one time we weren’t in Camberwell. There are many more stories to share, but those are perhaps better told over a meal…

What can visitors look forward to this year in terms of character visits, awards or anything else that is a bit more special that might be taking place?

We have some exciting elements planned for Toy Fair 2024. On the first evening, in collaboration with the Toy Retailers Association, we will be hosting the renowned Toy Industry Awards, honouring innovation and excellence within our industry. Visitors can also expect character visits, with our popular photocall and parade commencing on Tuesday. For our digitalsavvy attendees, Influencer Day will take place on the final day, providing exhibitors a unique opportunity to engage with influential voices. Additionally, on day three, we have exclusive offerings for the licensing and inventor communities (by invitation only).

We know the UK toy industry faced a challenging 12 months last year. What role do you think shows like London Toy Fair have to play in mitigating and overcoming these hurdles?

In challenging times, events like the Toy Fair have never been as relevant and are more crucial than ever.

The show brings our industry together under one roof, providing much-needed support and fostering collaboration. The fact that exhibitor space is sold out indicates the industry's recognition of the importance of in-person events like Toy Fair. It is a platform that allows us to collectively navigate hurdles, share insights and create a path to a brighter future.

Toy Fair facilitates not only valuable industry connections but also offers a unique opportunity for media and key social media influencers to uncover exciting innovations within our industry. This platform ensures that brands can captivate their attention and maximise exposure to drive awareness for the year ahead.

What top tips do you have for making the most of your time at London Toy Fair 2024?

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Whether you're an exhibitor or a visitor, effective planning is key. For visitors, I recommend utilising the floorplan and exhibitor list available in this issue and on the Toy Fair website to schedule your time efficiently.

Leave room for unexpected discoveries, such as visiting the Greenhouse in the Grand Hall, where you can explore innovative up-and-coming companies.

Exhibitors would do well to reach out to retailers and buyers proactively in advance to arrange meetings and make sure to create an eye-catching stand that attracts visitors. We know exhibitors know this already and do so every year, of course. With proper planning, Toy Fair 2024 will be an optimal opportunity to network, showcase your products and forge new partnerships.

Finally, is there anything else you'd like our readers to be aware of regarding the show?

We want to express our gratitude to everyone who has attended, exhibited and supported Toy Fair throughout its incredible 70-year history. It is the industry’s showcase, and the efforts of all participants make it a joy to be a part of. We couldn't have reached this milestone without your contributions, and we're excited to continue to support the industry together.

Thanks to all the team at BTHA, our Toy Fair Committee and our contractors, as well as the loyal and special venue team and suppliers, without whom the event could not happen and would not evolve as it has.

We look forward to welcoming visitors and exhibitors to Toy Fair 2024 and joining us in what is to be another exciting event that celebrates the toy, game and hobby industry in all its creativity and innovation.

2024

Exhibitor List 1 Two Kids 66BMSBrands 8th Wonder A.B. Gee of Ripley AAA Merchandise Aleto Games Alley Cat Games Alpha Toys Ample Source & Profit Co. Asmodee UK Aurora World Baby Republic Banana Panda Bandai UK Basic Fun! Battat BBC Studios Lounge Big Potato Games Big Sky Games Bigjigs Toys Bladez Toyz Bliss Distribution Boldcube Scooters Brainstorm Toys BTHA Exhibiting Members' Lounge Bubblegum Stuff Buildarmy Bureau Veritas CPS Canal Toys Carrera Revell UK Cartamundi Entertainment Casdon Character Options Cheatwell Games Circana Group (UK) Clarendon Games Clementoni UK Click Distribution (UK) Click Europe Cloudb/Little Big Friends Cobi Coiledspring Games Collect & Display Connetix Craft Buddy Crafty Ponies Curious Universe DKB Toys & Distribution Dolu EDUK8 Worldwide

UN79 B41 N11 B40 UN74 GH2 GH14 F66 GH18 N5 D35 F72 UN82 N17 D11 UN62 UL 180 D21 N20 H39 F18 E100 UL 192 E79 UL 205 UN35 UN30 B20 F75 UL 100 E35 E30 N16 E20 UL 146 UN61 N14 UL 120 UN59 UL 190 N21 N30 UN53 UN68 E2 GH1 D34 UL 128 B100 F1

EDX Education Epoch Making Toys Eurofins Fabula Toys Farplace Animal Rescue/Farplace Trading Flair Leisure Products Floss & Rock Funko Funrise Funville Games Workshop Gen42 Games Getretro.co.uk Gibsons Games Golden Bear Toys Great Gizmos Hachette Halilit Hasbro UK Heathside/Khadou Heo Hippychick House Builder Game House of Marbles HTI Toys Huffy (United Wheels) Hunter Price International Imagination Gaming EMEA IMC Toys Insect Lore Iron Studios James Galt Jazwares John Adams Leisure Juratoys Just Imagine Toys Just Play KAP Toys Keel Toys Kiddesigns KidKraft Netherlands B.V. KidsOut Kitfix Konami Digital Entertainment B.V. K-Play International Learning Resources Left-Field Toys LeMieux Lexibook LullaBaby

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B36 N7 GH8 GH10 GH9 E39 UL 110 N3 G90 C42 N1 UN49 H36 E15 E69 G20 UL 123 E16 UL 144 F22 B92 F20 UN31 H50 E42 F16 UL 102 UN78 E94 G30 UN42 E9 N8 N6 N2 B35 B90 UN66 F10 UN56 UN70 UL 202 UL 153 UN55 GH15 D36 UN64 UL 140 F90 UN43

See the full 2024 toy range at Toyfair stand N16 ™ & © 2023 Blujay Studios, Inc. Aphmau, CatFace and all related titles, logos and characters are trademarks of Blujay Studios, Inc. All Rights Reserved

2024 Magformers UK UN51 Magicbox E45 Make Time 2 Play Lounge UN50 Marvin's Magic H65 Melissa & Doug E21 Mighty Jaxx UN36 Miss Nella UN84 Mobi GH11 Mojo Fun UL 141 Mojo Nation B38 Mookie Toys N10 Moose Toys N15 MV Sports & Leisure E75 N Smith & Co. UL 154 National Hall Lounge N4 Nestlums UN86 One For Fun E49 Orchard Toys E10 Our Generation UN48 Paper Engine UL 195 Paper Projects GH3 Papo UL 184 Pat Avenue E66 Pavilion Distribution UN40 Peers Hardy UK UN76 Pilsan Toys Professional UL 162 Playmobil UL 206 PlayMonster UK G10 Plus-Plus UK & Ireland N12 PMS International Group F50 Posh Paws International B60 Precise TV Lounge UL 130 Press Office & Toy Fair's Hero Toys Display UN80 Professor Puzzle B19 Progressive Preschool B39 Rachel Lowe Games & Puzzles GH7 Rainbow Designs B21 and B25 Ravensburger N13 Razor USA B85 Red Robin Toys F36 Reydon Sports UL 152 Ridley’s Games and Petit Collage H40 Robbie Toys Limited UN72 Robotime Europe GH12 Rubies Masquerade Co. (UK) N25 Sambro International B80 Sandart H46 Schleich UL 175 Science4you UL 155 SES Creative H1 Simba Smoby UK B50 Sinco Toys UL 218

Skillmatics Slime Party UK Smart Toys and Games Smart Zone (HK) Smiffys Spin Master Toys Splat Planet Star-Images Tactic Games UK Teleview Marketing Thames & Kosmos The Carat Shop The Generation Media Café The Lego Group The London Toy Company The Mystery Agency The Noble Collection The Puppet Company and Wilberry Toys The Source Wholesale The Toy Project The Toymaster Members Lounge The Watering Hole Café by Giraffe Insights ThreadBear Design Tiny TKC Sales Tokidoki Tomy Tonies Toy Fair TV Silverstream Toy Trust Lounge Toy World Toymaster Toynamics UK & Ireland Toys 'n' Playthings Toytopic Tree Toys UK Trends UK Ty University Games Vivid Goliath VR Distribution (UK) VTech/LeapFrog Wild Card Games Wilton Bradley Wind Designs Winning Moves Wow Toys Yookidoo YuMe Toys Zapf Creation Zappies Zimpli Kids

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UN46 UN45 F42 UL 126 F65 UW40 G65 E40 F25 UN57 F15 UL 160 E113 UW30 B75 UL 200 UN52 UL 122 UL 147 GH6 Dark Room N18 GH20 UN37 E90 UN44 UW50 G23 UL 156 UL 161 B23 UL 149 E46 E1 G94 B18 H42 UL 119 E50 B70 N9 N19 B37 E89 and E98 H52 F40 UN47 G25 UN39 B45 UL 105 D2

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STAIRS TO/FROM GALLERY

STAIRS TO/FROM GALLERY

STAIRS TO/FROM GALLERY

UL123 UL110 UL100

UL102

Precise TV Lounge

UL126

UL122 UL119

UL105

UL128

UL120

UL144

UL130

UL140

HASBRO

GALLERY SUITES

UL141

UL218 UW50

UL146

UL206

UL147

UW40 STAIRS TO/FROM GALLERY

UL149

Toymaster

THE TOYMASTER MEMBERS LOUNGE DARK ROOM

UW30

UW20 UL152 UL205 UW10 BTHA Exhibiting Members' Lounge

UL156 TFTV Silverstream

UL202

UL195

UL200

UL192

UL190

UL180

UL184

UL175

UL155

UL162

ORGANISERS OFFICE UL153

Access

UL154

UL160

BBC Studios Lounge UL161

STAIRS TO/FROM GALLERY STAIRS TO GROUND FLOOR

Toy Trust Lounge

GRAND GALLERY UN56

UN62

UN64 UN66 UN59

UN57

UN70

UN68

UN72

UN74 UN76

UN78

UN61

UN79

UN55

UN80

UN53 Press Office & Toy Fair's Hero Toys Display

UN52

KEY: Catering

UN51

UN82 UN84

Info desk

UN86 UN50

Charging point

CHARGING ZONE

Cloakroom

MAKE TIME 2 PLAY LOUNGE

Seating area

UN49 UN48

UN47 UN46 UN45 UN44

UN43

UN42

UN39

UN40

UN37

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UN35

Stairs Passenger lift

NATIONAL GALLERY

First aid

STAIRS TO/FROM GALLERY

STAIRS TO/FROM GALLERY

STAIRS TO/FROM GALLERY

H52 G94

GH20

GH01

E94

H42

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G23

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GH03 GH08

H65

H46

H1

G65

GH12

G90

F75

F66

F42

F40

G25

F22

F16

F10

UN31 UN30

CHARGING ZONE

Cloakroom

MAKE TIME 2 PLAY LOUNGE

Seating area Stairs

UN49 UN48

UN47 UN46 UN45 UN44

UN43

UN42

UN40

UN39

UN36

UN37

UN31 UN30

UN35

2024 NATIONAL GALLERY

Passenger lift First aid

STAIRS TO/FROM GALLERY

STAIRS TO/FROM GALLERY

STAIRS TO/FROM GALLERY

H52 G94

E94

H65

H46

H42

H36

H40

H39

H50

G30

G23

G20

G10 H1

GH01

GH18 GH15

G65

GH12

GH03 GH08

G90

F75

F40

F42

F66

F72

GH09

G25

E75

GH10

E113

F50

F1

F25 F18

E30

OLYMPIA ROOM Character Changing Room

E2

F15

E20

GH07 GH11

E90

STAIRS TO/FROM GALLERY

E70

E100

The Generation Media Café

F36 E42

F90

GH14

F10

F20

GH06 GH02

F16

F22

F65

E98

E89

E79

E66

E69

E50

E46

E49

E45

E40

E39

E35

E21

E16

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E15

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VISITORS ENTRANCE

GH20

E1

D2

D36

B90

B92

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D34 D35

D21

D11

C42 B21 Access

B70

B80 B85

B60

B50

B45

B35

B40

B75

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STAIRS TO/FROM GALLERY

B25 B18

B23

B37

B19

B39 B38

B20

B36 FLAT SHELF

GRAND GROUND N2

N3

N4

N1

National Hall Lounge

N5

N11

N7

N6

N10

N8

N9 N12

N13 N17 N30

GREENHOUSE EXHIBITORS GH01 GH02 GH03 GH06 GH07 GH08 GH09 GH10 GH11 GH12 GH14 GH15 GH18 GH20

Crafty Ponies Aleto Games Paper Projects. Ltd The Toy Project Rachel Lowe Games & Puzzles Eurofins Farplace Animal Rescue / Farplace Trading Ltd Fabula Toys Mobi Robotime Leisure UK Limited Alley Cat Games K-PLAY INTERNATIONAL LTD Ample Source & Profit Co. ThreadBear Design Ltd

N15

N19

N16

N14 N18

N20

Issue Number: Issue Date: Updated by: Scale:

97 19 Dec 2023 Phil N.T.S.

NATIONAL GROUND

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N21

The Watering Hole Café by Giraffe Insights

N25

VISITORS ENTRANCE

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2024

My Toy Fair As Toy Fair celebrates its 70th anniversary this year, exhibitors tell Toy World what they are looking forward to and share their favourite memories of the show.

Malcolm Ottley - Senior vice president, Funko For Funko, 2023 has been all about our amazing launch of Bitty Pop! These micro-sized collectibles of some of the world’s favourite properties have been a huge success and really resonated with our fanbase around the globe. We’ve seen tremendous growth and excitement with this category release. In fact, we’ve seen Bitty Pop! rise to being the fifth brand in Action Figures and Collectibles subclass across the UK in October 2023 and eighth in the category YTD, after a release in only July. In 2024, we’re expanding the range to feature even more licences and form factors to ensure fans can continue to grow their Bitty Pop! collections in new ways.

I always look forward to the social side of Toy Fair, getting to see former colleagues, industry contacts and customers alike makes London Toy Fair a richly rewarding experience. Having side chats during coffee or reconvening after the show for a stronger drink in the evenings is a real pleasure. There are so many wonderful and talented people working in this industry and we often don’t get to meet as much as we’d like, so London Toy Fair is a fantastic opportunity to regroup and come together to both catch up and do business.

Kate Gibson - Managing Director, Gibsons Games I am extremely excited to launch our new comic range of puzzles, Jokesaws. Featuring comedy moments in every corner, there are three fantastic designs to choose from, with more to follow later in the year. With 1000-pieces, themes include Midsummer mayhem and all the mishaps of a country fair.

My fondest Toy Fair memory is our centenary year in 2019 - any opportunity for a bottle of bubbly on the stand! As well as being interviewed live for BBC London evening news, we had a lucky dip for customers and a special display of our games from the 100 years we had been trading. It was an extremely proud moment for our company. This year’s show will be just as special, as it is our first as a certified B Corp, meaning we are part of a global community of businesses that meet the highest standards of social and environmental impact. At Gibsons, we provide quality with a conscience and will continue to use our business as a force for good as we enter this new era.

Chris Lohmeyer - Managing director, DKB Toys & Distribution The range I am most looking forward to showcasing at this year’s Toy Fair must be Crazy Aarons Thinking Putty. We have come a very long way in 18 months with this brand, and we are only just touching the surface. We will be showcasing new designs, new product types, even an entirely new segment. Buyers will 100% want to stop by the DKB stand to see this and all the other awesome things we have on show.

The fondest memory I have of Toy Fair is seeing all the hard work from my excellent team come together. DKB is such a tight group of people; we love working together and achieving a united goal, and Toy Fair is just one of those goals. Bearing in mind that DKB Toys has only been around for three years, the scale of our Toy Fair stand really is something to behold. I can’t wait to welcome everyone to the stand to see all our brilliant ranges - plus a couple of new ones we are set to unveil.

David Kelly - VP Sales and Marketing, Skillmatics At London Toy Fair, I'm most looking forward to showcasing our Guess in 10 range. It's simple, fun and the kids can develop many key skills like problem solving, decision making and creative thinking, as well as social and communication development. Our Guess in 10 range also boasts great licensed products such as Marvel and Harry Potter.

Although this is probably a funny moment for your readers, it wasn’t so much for me at the time, but nevertheless it's a lasting memory. Many years ago, at a previous company, I was showing a couple around our stand, and I referred to the gentleman as the lady’s father. She turned to me and said, "That's not my father, that's my husband." At that moment, I had an out of body experience as the ground opened beneath me, and I slowly fell into the abyss. Luckily, they saw the funny side and ended up becoming good customers.

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Paul Blackaby - CEO, Sambro If I had to pick from my top three lines that we’ll be showing at Toy Fair this year, the Ooze Station for TMNT, the MH Journal or the launch of an extended plush range, it’s got to be the Ooze Station. As a seven-year-old, that would have kept me entertained for hours, and we can’t wait for customers to see it.

Returning to the Fair in 2022 was the launch pad for a year of 25th anniversary celebrations for Sambro, but more importantly, the moment when we could showcase our evolving business to our customers and licensors. I recall turning the corner to see our stand for the first time and thinking, “Wow, we’re a toy company.” The evolution continues and we can’t wait for this year’s event.

Andy Griffin - Marketing Director, Reydon Sports Mayur Pattni Marketing Manager Europe, Funrise

At the London Toy Fair, Funrise will be launching a brand-new, feature rich interactive plush that I can't reveal to much about at the moment. We will unveil the brand in a special secret room in our booth and I encourage retailers to make an appointment – they won’t want to miss this.

My fondest memory is exhibiting at my first ever Toy Fair in 2011, when I showcased the Match-Stars football player action figures, which were officially licensed with top Premier League clubs and FC Barcelona.

I am looking forward to showcasing the Nerf Howler and the sports range at London Toy Fair. Reydon has successfully secured exclusive distribution on this product going into next year, so I’m excited to maximise business and opportunities surrounding the range.

2021 was our first year exhibiting and I was really excited by the scale of the industry. I would also say seeing a number of celebrities, as well as the army of costume characters walking around the arena, was terrific fun and excited all of the Reydon team. They made sure to grab some photos for their youngsters whilst they were away from the family.

Nanzeen Yasin - Founder and director, Fabula Toys This year, I am most excited about Fabula’s new range of licensed, pop-up tents. The first is an S L Benfica Club Bus tent, and I might just have a few more clubs to show by the end of January. This is a new concept in the world of licensed toys and has received a very warm responses from some of the biggest football clubs in the world. I am excited to see the reception from the industry and most importantly, young fans globally.

My fondest memory has to be the first time I exhibited at the Toy Fair - the wide-eyed wonder and excitement at joining a brand-new industry and surrounded by absolute stalwarts in the business. I expected the magnitude and the adrenaline, but what I did not expect was to see so many new, but friendly and approachable, faces who I am proud to say have been supportive and instrumental the entire time I’ve spent in the UK toy industry.

Patrick Downs - Head of Design, Keel Toys The upcoming Toy Fair offers one of the very first opportunities to preview and pre-order the completely new 2024 Keeleco Halloween, Winter and Christmas collections. We’re very excited about these ranges, which will feature over 50 beautiful soft toy creations featuring exclusive, 100% recycled fabrics and finishes.

My fondest and proudest memory of Toy Fair was back in 2020 when we won the Hero Toy Award for our Keeleco range. The reaction and demand for Keeleco has gone from strength to strength since then and exceeded even our wildest expectations. The 100% recycled range now features well over 450 products and 85% of the entire Keel Toys collection is made from 100% recycled materials. Keel Toys commitment to expanding this collection will continue throughout 2024 and we’re looking forward to showcasing it at Toy Fair.

Rachel Lowe - Director, Rachel Lowe Games and Puzzles I am excited to showcase my 20th Anniversary range of Destination Board Games. I have recently launched the Destination Portsmouth 20th Anniversary edition a year early so I can show buyers how the new editions will look. We will roll out a whole load of them in 2024.

My funniest memory from Toy Fair was at my very first. Following the successful launch of Destination London in Hamleys during Christmas 2004, my Dragon's Den episode was screened in the January during Toy Fair week. I was ripped apart by the Dragons, particularly for getting confused with the numbers, but it was great to hold my head high knowing my launch plans were a success.

My brother bought me a giant calculator to keep on my Toy Fair stand. It was a bit of a gimmick, as I was made to look as though I couldn't add up on national telly. When the buyers of Debenhams asked me if I could do three exclusive regional editions of Destination for them, I got flustered and said I didn't think I would manage three in one hit. As they walked away, I got that giant calculator and worked out what three full container loads of Destination games would be. I don't think I've ever run so fast, chasing them down the hall saying, "Yes! Yes! I can make those for you!"

That Christmas we launched Destination Sheffield, Destination Birmingham and Destination Cardiff as Debenhams’ exclusives.

The stores even took pride of place as Destinations on the box art - and in the game as Destinations on the board. I will always be thankful for the support Debenhams gave me and my brand.

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Fran Hales - Head of Portfolio, Rubies Rubies couldn’t be more excited to showcase our World of Walliams range to customers and licensors at Toy Fair. Not only are the products brand new and available in time for Book Day 2024, but they also represent the innovation Rubies has become known for in the industry. I’m looking forward to our customers discovering the high play value, and the accessory sets and full costumes which tick all the boxes for budget, adaptability and fun. The range features much-loved characters from the book series

by David Walliams, including Spaceboy, Gangsta Granny and Fing, who are already beloved by millions of little ones across the country.

Kerry Tarrant - Marketing Manager, IMC Toys When thinking about the product ranges IMC Toys will be showcasing at Toy Fair, the one I’m most looking forward to has to be our new Be Loved dolls. I would have loved these as a little girl, from their realistic features and newborn poses to the gorgeous boo hoo styling, which is allowing us to explore new avenues within our marketing plans for reaching both parents and children.

I have lots of lovely Toy Fair memories with different toy companies over the years, but my fondest has to be designing the new look stand for IMC at London Toy Fair 2022. This was IMC’s first appearance in the ‘new era’, which was the start of a cracking show and growth year for us.

Phil Ratcliffe - Managing director, MV Sports I am looking forward to the launch of our new MoVe brand at Toy Fair, bringing both licensed and non-licensed wheeled toys under one descriptive brand name based around the MV logo. This will give MV Sports’ ranges and brands more critical mass, will make consumers more aware of the MoVe brand and provide us with a platform on which to build our marketing and social media campaigns.

There are so many memories, but perhaps the funniest was when, after a night out with Woolworths, I arrived at Toy Fair the next morning feeling a bit fizzy. A giant mouse in costume said in passing, “Hello Phil, how are you doing?” I thought I was hearing things, but I didn’t know at the time that it was an old friend from Bolton (who was a jobbing actor) inside the Biker Mice from Mars suit. Or was it…?

Jon Tilley - General manager EMEA, United Wheels I am particularly excited to be showcasing the new Disney-themed battery-powered ride-ons along with some new kids’ bikes that we are launching. Our team will be on hand to support independents on stocking bikes through our new independent dealer programme.

I have been attending the London Toy Fair for around 15 years and have created many happy memories. It’s always one of my favourite times of the year. I enjoy the character parades on Press Day, which gives you the chance to get your photo taken with one of the characters. For me, Toy Fair has always been a place to catch up with old friends.

Kirsty Mackenzie - Head of Marketing, Bandai UK Bandai has lots of brilliant ranges to show at Toy Fair, but I am most looking forward to showcasing Dragon Ball again. This property is benefitting from the growth in the popularity of Anime and this year will be huge for the brand with new content confirmed. There will be tentpole moments in Goku Day and, as 2024 is the year of the Dragon, the Shenron Dragon will be key for marketing activations. We have new products and lots of exciting marketing plans to support the brand in 2024.

I have attended 15 Toy Fairs now and my fondest memories have been from the last four shows with Bandai. The feeling of satisfaction, pride and relief at seeing the stand and team come together after that first day of set up is wonderful. Managing the Toy Fair set up is quite a stressful process that I took for granted in my previous companies.

Katy Fletcher - Head of Marketing & Product Development, Ravensburger UK

It’s tough to pick just one product to shout about as we have such a lot of newness to present at Toy Fair. I might cheat and say our entire games range: it’s packed with some brilliant new releases, from family fun right through to complex, immersive games for tabletop fans. Mycelia stands out for its beautifully illustrated style.

Set in an enchanting forest world, the game introduces deckbuilding, which is a nice segway into the biggest launch in the history of Ravensburger - the Disney Lorcana Trading Card Game. It has already generated much excitement and I'm looking forward to showcasing more from this incredible launch at Toy Fair.

I have many fond memories of Toy Fair from over the years. Probably my favourite was launching the Hovertrax hoverboard from Razor during my time at re:creation. There was certainly a lot of hand holding going on at that show and a few spectacular falls too! Or perhaps it was the year we invited Team Razor to perform its awesome stunt scootering outside the fair and enticed a famous BBC sports presenter to put on knee and elbow pads and have a go on the half pipe.

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Charlotte Harvey - Senior National Account manager, Bladez Toys I am really excited about our new Monster High range. The styling is very different to a lot of other girls’ licences, and we have a fantastic product line up, including a Make Your Own High School playset, which measures over 1 metre high. The Make Your Own School Bus is also super iconic and I’m sure will be popular.

This will be my 10th Toy Fair and I never get bored of the excitement and buzz around Olympia. It is always a great opportunity to reconnect with industry friends and see some great innovation throughout. I have been extremely lucky to work for some great companies, including Bladez Toyz, who is always at the forefront of innovation, so I am sure it will be a great week.

Alys Dawson - Director of Product, Creative and Marketing Services, Rainbow Designs

We have a lot of fun, innovative new products launching in 2024 that I am very excited about. In my role, it is always an incredible feeling to see a product come to life, from initial conception through to the final unveiling of the finished product at Toy Fair. This year, the range I’m really looking forward to showcasing is our new Disney Baby Lion King collection, in celebration of the 30th Anniversary of the Lion King. Available in February will be the My First Soft Toy, Comforter and Ring Rattle, as well as the adorable and stimulating Lion King Sensory Play Mat. Hot off the press, we also have a magical new brand range that we are yet to announce, which we are super excited about.

Dennis Blackmore MD, Learning Resources

It’s only been four years since we started working with the creators of the award-winning CBeebies TV series Numberblocks, yet we now offer 26 products inspired by and supporting this successful approach to maths learning. This year there’s even more to explore on our stand, and I’m especially excited to show visitors our innovative new Numberblocks Blockzee Balance Activity Set. Children use the set’s Numberblocks MathLink Cubes to make the Numberblocks One to Ten, place them in Blockzee’s balance buckets and then watch to see if her mouth makes the greater than, less than or equal to symbol right in front of them. This clever balance helps children grasp this tricky area of maths learning and is one more way we’re bringing the on-screen maths magic of this successful series to life for young children.

In 2018 we launched our very successful Botley coding robot. It was voted a Toy Hero at that year’s London Toy Fair and caught the eye of BBC’s Breakfast presenter Steph McGovern. She requested that we present it on the following day’s feature on BBC breakfast, which was broadcast live. The prospect of appearing on live national television gave my then marketing manager, Simon Tomlinson, the worst of sleepless nights as he rehearsed in his head what he would say and pictured all the possible catastrophes that could occur. As the time of the broadcast approached, Steph wanted to confirm Simon’s name and position in the company. “Oh,” she said, “I thought you were the MD - where’s the MD?” At that point, with 15 minutes to broadcast, I learned that I would be appearing on live television…

David Lubliner - Head of Customer Marketing Europe, Melissa & Doug

We have had many fantastic Toy Fairs to remember as Rainbow has exhibited at Toy Fair since the 70s, but memories from recent years spring to mind. We’ve often celebrated character anniversaries, such as Paddington and The Very Hungry Caterpillar, with press and influencer parties on the stand. There is nothing like seeing little ones with a toy in one hand and cake in the other, causing a little bit of stand chaos. This year we are looking forward to creating even more memories with our Elmer Party, to celebrate 35 years of the little patchwork elephant.

I'm particularly enthusiastic about presenting our Sticker Wow! range at London Toy Fair this year. It's a fusion of artistry and imagination, to encourage hands-on, screen-free, fidget-fun play.

Sticker Wow! is an innovative new product that combines creativity and collectability with excitement, surprise and fun. Parents will appreciate it just as much as kids, as we've carefully designed the range to not only bring joy, but also to protect home interiors with its re-peelable stickers.

Our Barber Shop playset being recognised as a Hero Toy at Toy Fair 2023 was a proud moment for me and the team and will always be a great memory. The award and recognition highlights our product innovation and emphasises how Melissa & Doug continues to develop toys that spark children’s imaginations and deliver moments of wonder through open-ended play.

Barry Hughes -

Managing director, Golden Bear I am most looking forward to showcasing Soccer Bot at London Toy Fair because it gives me the opportunity to play football whilst selling. I’ve been blown away with the sales figures. The idea was to create a football toy parents would let their kids play indoors, and we landed on a product that does just that, ensuring that it is accessible for younger players. We’ve maintained the £50 RRP price tag, despite parents saying that they’d pay more for the product. This, combined with Golden Bear’s marketing efforts and support from its retail partners, has created massive demand and incredibly strong sales that look set to continue long into 2024. We’re having a ball.

I’m really excited to be going back to London Toy Fair. It’s just great getting to catch up with old friends that you may not have seen for a year, as well as connecting with new people, in such a fun environment.

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Kerrie Corrigan - General manager - Coiledspring Games We are most looking forward to showcasing Orbito from the FlexiQ range. FlexiQ was a brand-new supply partner from the beginning of 2023 and has grown in the UK market since. Orbito is its most popular product, a two-player puzzle game that went viral on Tik Tok in November 2023 which resulted in its popularity soaring to new heights. We can’t wait to show more of Orbito at Toy Fair 2024.

My fondest memory of Toy Fair is 2022 when Coiledspring unveiled its brand-new stand. It represented the next step for the brand, and it was a fantastic moment in my career and for the business. Though we have made a few tweaks since, the stand still holds this design for 2024, with the main feature being a jigsaw wall, which always attracts attention.

Emma Damerell - EU Brand manager, Toynamics Toynamics is launching a brand new Hape Dinosaur Adventure Railway set, which is unlike any other railway set, with lots of cool details like a dinosaur skull shaped railway tunnel that glows in the dark. I think it’s a really modern take on what is known as a classic category.

One standout memory from Toy Fair is when I was chatting with a customer and out of nowhere a work colleague (not to name anyone, but I still work with her) came whizzing past on a ride-on bike down the central aisle of the hall. The ride-on was designed for an 18month old, so you can imagine the size ratio between her and this little bike. Just at that moment, an Elf of the Shelf character came around the corner, and she lost control and crashed into the character's legs. The customer was quite confused when I suddenly burst out laughing, as his back was turned and he’d missed the whole incident.

Stewart Middleton - Director, VR Distribution The range that I am most excited to showcase at Toy Fair is Shenanigrams. I think it’s a great concept! It’s a game you really need to think about, but it still has lots of fun elements. Based on the success of the inventors’ previous games, (Beat That and Gutterhead to name just two), we believe that it will be a hit. I think that when demonstrated, buyers will absolutely love it.

I always enjoy London Toy Fair; the atmosphere is amazing and it’s so great to catch up with people you don’t often see. I realised it’s my 22nd London Toy Fair which probably makes me a long termer in the toy industry. My first was at ExCel with Ty. I feel privileged to have worked with all the teams and customers I have; whether it was as a KAM, NAM, SD, MD, or now working for myself, my Toy Fair journey has been very different over the years, but it’s always remained fun. Most importantly, it’s good for business.

Tim Ives - UK General manager, Basic Fun My favourite line that will be unveiled at Toy Fair is one that I think hits all the right spots for 2024 but I’m afraid I’m sworn to secrecy on this new IP. For now, all I can say is that it’s pocket money-priced, collectible, has cross-generational appeal and, even though it’s teeny, we have partnered with some giant and iconic licences.

My funniest moment happened when we were all much younger, while celebrating a successful Toy Fair back at the hotel. Someone decided it would be a good idea for the team to have flaming sambucas. Everyone took part, but one person (who shall remain nameless) decided it was not for them. Wanting to be a team player, they pretended they had downed the shot, but in reality, they had blown it out and turfed it behind them. Unfortunately, the flame hadn’t gone out and the net curtain behind them quickly caught fire. Luckily, the team all acted quickly and averted a major issue; you’ll be glad to hear the hotel is still standing. We still laugh about that night to this day.

Richard Belford - Toys & Activity Sales director, Hunter Price As part of our Toy Mania brand family, our creative compounds brand Oozey Goozey has gained huge traction this year with our retail customers. We’re driving high level innovation with this brand, from creative concepts to packaging and promotional opportunities – and the new Oozey Goozey Putteez range will lead the way in 2024. I can’t wait to show it to customers, they’re going to love it.

My funniest memory is that I once dressed up as Santa – the red suit, hat, beard, the lot – and walked through the halls in full character. Nobody knew it was me.

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Amber Elliott - Website, Marketing & Social Media

Marketing Communications Manager, Playmobil

manager, The Noble Collection UK

I am looking forward to being able to show everyone the new Pirates ranges.

Pirates are always such an evergreen range for Playmobil, and as the brand is celebrating its 50th anniversary in 2024, it really resonates that children still love to use their imaginations. The really nice thing is that parents also get to re-engage with their own childhood and can re-discover how to play again. There are two launches of Pirates happening this year which will feature heavily for the brand communication in 2024.

It's hard to narrow down to one specific memory of Toy Fair. I think what I enjoy the most is the feeling of being involved in an industry that comes together in such a friendly way. Toys is such a fun and engaging industry to be in, and it is great to be able to bring joy to families.

As a licensed collectibles company dedicated to creating screen-accurate prop replicas and collectibles, it can take some time to bring new lines and ranges to life, which is why The Noble Collection is so excited to be bringing its brandnew Minecraft collector replica range to Toy Fair 2024. To give it the fanfare it deserves, we recently coordinated a dual launch with our US family at New York Comic Con and our store in London for the first time ever.

Minecraft is our first licensed property from the gaming market; we’re used to film and TV properties which allow us to replicate props in exact detail. This is what we hope we’ve achieved with these products, crafted with unique textured finishes inspired by wood, stone and ores from the various worlds within the iconic sandbox game. Minecraft may be our first gaming partnership, but with the continued growth of the gaming industry and the opportunities it offers us to bring these incredible worlds to life, hopefully it will not be our last.

One of the funniest memories I have of Toy Fair is the first time I attended as a visitor. My colleagues and I were scoping out the fair as we were looking to exhibit for the first time the next year. Unaware of the various events put on by the organisers, we experienced what I can only describe as delightful bewilderment as the annual mascot parade suddenly began and characters including the Teletubbies, Blue and Peppa Pig began strutting through the hall. It’s not to be missed!

Andrew Hardwidge - Sales manager, A.B. Gee We have some fantastic ranges to present at Toy Fair, but we are particularly excited about showcasing Zuru's latest Mini Brands ranges. The brand is a global phenomenon and next year's new licensed collections are ingenious. We know how well the brand performs on TikTok - it has its own account - and for us, Mini Brands Books is one to watch. The explosion of #BookTok across the platform, combined with the popularity of Mini Brands with real, readable books in miniature couldn't be timelier. Mini Brands Sneakers is also first-rate and includes mini versions of some of the most exceptional trainer brands out there. The property continues to soar and next year will see a fresh look, new licence partnerships and heightened digital and social presence.

Kate Scott - CEO, HoloToyz I’m most excited to showcase our new Paw Patrol HoloCubez at London Toy Fair. These magnetic cubes, featuring six sides with unique puzzles, bring the beloved Paw Patrol characters to life through the magic of our Awesome Reality technology. Seeing the pups in mesmerising 3D animation, accompanied by the beloved theme tune and barks and yelps, is an enchanting experience for kids.

Exhibiting at London Toy Fair 2022 is a very fond memory for me, as it was the first time we met the toy industry in person, having launched our business during lockdown. At the time, our brand colour was the exact same as the carpet at the fair, which meant all roads led to HoloToyz. We received an incredible reaction and were chosen as second-best toy at the fair as part of the Editor’s Choice Awards, which was an incredible accolade for us.

Karen Clarke - UK Brand director, Smart Toys and Games

The range that I’m most looking forward to showcasing at Toy Fair has to be Smart Toys’ new SmartGames line-up, which is not to be missed, with new innovative themes that will make your brain smile. We will also be launching some brand-new ranges that are top secret until the show.

A fond Toy Fair memory is having my photo taken with Darth Vader and Minions at my very first Toy Fair some 10 years ago, which was pretty cool. Even now, the buzz that filters through the hall as the show opens every day is a moment that I always look forward to. See you there!

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Lucia Kreuzer - General manager, Tonies We’re really excited to be showcasing our new range of Clever Tonies at Toy Fair this year. We launched our Podcast Tonie as the first in the range in November 2023 and it has been met with so much love from children and parents alike that we can’t wait to unveil what we have coming next. Clever Tonies is a brand-new style of Tonie, and we have some amazing new ranges coming in 2024 from collaborations with Rachel Riley and Twinkl to own brand series like Big Bright Feelings.

One of the fondest memories I have from Toy Fair would have to be from last year. At previous Toy Fairs, Tonies was always seen as the new kid on the block and most of our time was spent introducing people to the magic of the Toniebox. Last year was the first time we saw people coming to the stand already knowing what we do – it was a real turning point for us as a team. Hearing people tell us how much they love the Toniebox and how it has revolutionised their family life makes all the hard work worth it, and to hear so at Toy Fair was a real pinch-me moment for the team.

Nancy Fielden - Marketing manager, HTI

Lee Crocker -

UK and Eire Country manager, Cobi Toys We have two ranges that we are really looking forward to showcasing this year. The first one is our entry-level scaled aircraft and tank models. These have been specifically designed to encourage new modellers into the military modelling and construction markets. The second one is to mark the 80th anniversary of D-Day, which is coming up in June 2024.

My fondest memories of exhibiting at London Toy Fair come from when I was working with Wizards of the Coast. In 1998, we exhibited high-up in the clouds of Olympia, showing Magic the Gathering and the Dilbert card game from a gallery location. My recollection is that we only saw half a dozen people over those five days. But roll on 12 months later (the release of Pokémon Trading Cards had taken place in September of the previous year) and we were in a prime location on the ground floor, with back-toback meetings from 8am to 6pm, even before and after our official show times. Then in the evenings, we were briefly stopping to nip to the loo and refill with coffee or beer. What a show, what a year!

Due to the immense popularity which Beast Machines has had, there’s a certain level of anticipation surrounding new season launches, and it’s always thrilling to witness the response generated by newly introduced product lines.

We’re incredibly enthusiastic about the upcoming Beast Machines Pirate Ship for 2024. Every aspect of its design is exceptional, from its impressive and versatile features to its size and aesthetic appeal. The initial reaction has been outstanding, and we can’t wait to showcase it, and other Beast Machines lines, at Toy Fair.

This will be my first ever visit to Toy Fair, and I’m eagerly anticipating the experience as both an exhibitor and a visitor. There’s something refreshing about stepping out if the office and engaging with industry professionals face to face – it truly does wonders. It’s particularly special that my first time coincides with Toy Fair celebrating its 70th birthday. Interestingly, 70 also played a role in my first position in the Toy Industry, as HTI marked its 70th birthday this year. Having previously worked in the nursery and education industries, my transition to toys has been immensely enjoyable, and I look forward to sharing in more milestone toy birthdays in the future.

Nick Thomas General manager, Vivid Goliath Group

It’s difficult for me to choose one single product range. There are 50 new SKUs being launched for AW’ 24, taking us into new categories and play experiences – it’s an exciting time to be in the Vivid Goliath family.

If I had to choose one though, I think it would be Teeny Tinies Bakeshop. As we know, the miniature trend is huge right now and Teeny Tinies Bakeshop is a first to corner the collectibles market allowing children to create edible mini bakes. The initial reaction from our retailer partners has been fantastic and we’ve got some great marketing ideas in the mix for the launch.

When you have been in the industry for as many decades as I have been, it’s really hard to share one specific memory from Toy Fair. At Vivid, we’ve been privileged to work on some of the industry’s hottest brands over the years, making our stand a mustsee destination which is always buzzing with retail partners, licensing friends and exciting press moments.

One of these was having One Direction to launch their doll range, which was a bit surreal!

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Simon Prest - Sales director, Orchard Toys The product range that I am most looking forward to showcasing at Toy Fair has to be Peter Rabbit Don’t Wake Mr. McGregor. It’s a board game in our new range featuring The World of Peter Rabbit and our first ever licence, so it’s very exciting. This range blends the unique creative style, engaging gameplay and educational values of Orchard Toys, with the iconic characters from one of the world’s most beloved brands. In Don’t Wake Mr. McGregor, Peter Rabbit is having great fun, children are going to love playing it, and for retailers the collection is a great sales opportunity.

My funniest memory of Toy Fair is jumping into bed with Toy Fair’s TV host Gavin Inskip for the launch of our Sleepy Sloths game. It was an unforgettable moment. I’ve been interviewed in some unusual places over the years, but this is the most bizarre – at least we got to keep our clothes on!

Will Stewart - UK Managing director, Imagination Games It is extremely hard for me to pull out one single product with our line-up of games for 2024, but if I had to choose, it would be the launch of Movie Scene It? It is bringing back a fan favourite from when the game first launched in the earlier 2000s. Back then, the game was played alongside a DVD that ran the movie clips, but our latest version launching uses our games-on-demand platform Gamestar+ available on all mobile and tablet devices as well as TV – Game night has just got better!

There really are too many fond memories of Toy Fair. I have always loved the show as a chance to catch up with everyone from the industry and showcase what’s new for the year ahead. It’s a great place to reconnect with everyone after Christmas trading. A funny moment that sticks out for me is while working for a previous company. We had locked up the stand for the night, but when I got to the front door, I realised I had left my keys on the stand. Flash forward a few minutes and I was trying to crawl under the security screen sucking in my belly to retrieve them as security was alerted and the guards came running and shouting after me. I did eventually get my keys back though!

David Mordecai - CEO, One For Fun Games I’m going to cheat and pick two products I’m really excited to be showcasing: our brilliantly trend-led new Concert Bracelets range and Bburago’s officially licensed F1 model vehicles line.

I’m tipping Concert Bracelets to be one of our most popular lines at this year’s Toy Fair as the concept is all over social media at the moment, thanks to a certain very famous pop star, and – like so many of our new and existing lines – it’s affordable, hugely collectible and perfect for creating your own social media content.

Our Bburago F1 range, meanwhile, is performing almost as well as Max Verstappen is on the track. This range just keeps finding new gears.

I’ve got a lot of great memories from the days when all the best business was carried out in the bar at Olympia (and after that, in the bar at the Hilton down the road). Absolutely everyone would be there and honestly, I think it was where some of the best deals were finalised. There’s a lot to be said for the power of a pint when haggling over figures!

But overall, my fondest Toy Fair memory is probably when we showed under our new One For Fun branding for the first time ever and won Hero Toys Craze of the Year with our hero Budget Fidget Box assortment. As many of your readers might know, we used to trade under the name Tobar, but rebranded to One For Fun about four years after we acquired H. Grossman in an effort to simplify our structure and bring all our best-selling brands under one roof. Winning a Hero Toys accolade the following year as One For Fun, when it was usually Grossman going home covered in fidget toy glory, proved to everyone that even though the name had changed we’d retained the same excellence in product selection and trend identification. That was a really good show for us and one I’ll remember for a long time.

Lauren Shipman - Brand & Marketing director, Posh Paws I’m most excited to see everyone’s reaction to our brand-new Swizzels Love Hearts Pairs Plush.

I absolutely love working on this licence and seeing how people react to seeing our new product developments, and these cute little pairs are no exception. We’re launching the new collection which includes a Sushi & Soy Sauce with ‘I Love You Soy Much’; a Lemon & Lime with ‘Zest Friends’ and Bacon & Eggs with ‘Better Together’. I’m sure buyers will love them and their adorable messages, as well as our popular Love Hearts plush.

My fondest memory is catching up with friends and buyers, but more importantly seeing reactions to our new launches, particularly the ones that have been created by our own product development teams. We know the blood, sweat and sometimes tears that goes into them, and it really makes me happy to witness the positive reactions. Our recent own brand ranges have delivered this, and we have no doubt that our new Bubble Tea and Kawaii Kuties will elicit the same reactions at the 2024 show.

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Luke Hillier - Chief executive officer,

Emma Hanlon - International account manager, Thames and Kosmos(UK)

Click Distribution (UK)

At Click Distribution, we’re so lucky with the brands available to us this year.

I’d be doing an injustice if I picked only one. Come and see us at London Toy Fair and you will understand why.

I have so many fond memories from London Toy Fair. I was 18 years old when I attended my first, and now this will be my 22nd year. I’ve been fortunate to meet some incredible people at the show over the years, but our first Toy Fair as Click will always be close to my heart. It was this show, 15 years ago, that gave us the confidence and reassurance in the company that we needed. We had a tiny little stand downstairs that we had to make huge sacrifices to fund. To think about where we were then compared to what we have to offer today, it’s very satisfying and I’m very proud.

Amy Wildman - Sales and marketing director, Halilit

The single product range I am most looking forward to showcasing at London Toy Fair is Gecko Run. Our brand-new range, Gecko Run, is fun, flexible and irritatingly addictive. The Gecko pads use nano technology to stick to any smooth surface time and time again and there are multiple expansion sets so it’s really fun. I am sure all of us on the stand will be trying to create the perfect marble run whilst we are demoing the products.

One of my fondest memories of Toy Fair is from my very first year meeting retailers like Tony Duffy and others, who all welcomed me into the industry and we still see and speak with regularly.

Jamie Mabbs - Managing director, Carrera Revell UK There are so many ranges that I’m looking forward to showcasing at Toy World. Our Carrera Slot Car Racing Sets represent better value than ever, achieving new key price points not previously seen, then there’s the addition of two major new licences: DC Batwheels and Spidey and His Amazing Friends to our First range and in our Go!!! range.

We are very excited to welcome SpiderMan, and the very latest cars and drivers appear in our thrilling, officially licensed F1 sets.

More recently, we returned to our regular, more spacious area at Gallery 100 to launch for the first time the extensive range of Carrera Slot and RC alongside Revell Model Kits, 3D Puzzles and RC. Two great brands under one roof and a vast array of key licences should add up to an exciting event for all involved.

Wow, this is like being asked to choose between your children! Although we are excited by our new Jellystone Designs sensory range which fits so well with our other brands, we are most looking forward to showcasing Buki, the most recent addition to our portfolio. It is so different from anything we’ve ever done, but Buki products align perfectly with our ethos of offering high quality, good value, developmental toys that provide lots of learning opportunities in a fun way. It’s enabling us to widen our categories and extend our age ranges, covering all kinds of things from craft kits to telescopes. We are very excited to see the reaction from customers old and new.

A favourite memory is when we were getting to the end of a particularly busy Toy Fair day a few years back. My feet were hurting, my voice was going, and I hadn’t stopped for food all day. Then I realised we had lost Judith! I’d thought she was with a customer on the other side of the stand, but it seemed not, nor was she answering her phone which was unusual. It wasn’t long until the announcement for the close of the show was made, but still, no Judith. Suddenly, we heard a commotion and cheering; I spun around just in time to see Judith flying down the aisle on a scooter she must have commandeered from another stand, rocketing past at some considerable speed. It was an absolute ‘blink and you miss it’ moment, but I don’t think some of our team members were expecting to see their usually poised and professional MD being shouted at by security for racing through the aisles on a kids’ scooter!

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touchingbase

2024

Mark Hunt - Marketing director, Character Options My favourite product for this year has got to be Terror Fried, our new horror, gross out collectible that combines highly detailed yet scary figures and multiple tactile compounds, allowing kids to fizz, squish, crack and ooze as they work their way through multiple layers of discovery and jump scare reveals. I think this combination of surprise reveal, ASMR play and horror, all wrapped up in iconic and on-trend food themed packaging, makes this range a nobrainer for retailers looking for fun new pocket money ranges that will keep kids coming back to their stores again and again.

My fondest memory of Toy Fair is launching the HM Armed Forces Range in 2009. It was my first Toy Fair and, considering the amount of publicity we got on the day, I was very much thrown in at the deep end – somewhat like a new Armed Forces recruit, ironically.

Sergio Anna - Head of product, Craft Buddy The product range that I am most excited to showcase at Toy Fair is Crystal Art Bag Charm. This is a brand-new licensed product range that we are presenting for the first time. It is a perfect combination of DIY craft kits and apparel accessories, and the idea came when I travelled to Germany with my family. We had such a nightmare trying to identify our bags at the baggage claim, so I decided to create unique Crystal Art Bag Charms. They're not just for kids but also for kidults who love the iconic franchises from Disney, Marvel, DC Universe, Wizarding World, and Warner Bros. Kids can put them on their backpacks with the clip-on hanger., and they’re perfect to be used as luggage tags for parents.

It always feels great to see familiar faces at the London Toy Fair. It felt exceptionally special to reconnect with industry folks again at LTF last year, after Covid, and was also the first time we presented our Disney100 Crystal Art Sticker Albums to the world. We were so excited to present this to our partners that we rushed out thousands of stickers to ensure we could showcase the amazing product concept at the trade show.

There's really no place like the London Toy Fair to proudly debut our product.

Ben Hogg - Head of marketing UK,

Simba Smoby Toys

The Simba Smoby Toys team is very excited to launch a brandnew licensed range from the hit Netflix show, Wednesday. Visitors should keep an eye out for our RC Thing, which is both creepy and delightful at the same time – we can’t wait to show it to the trade.

There are too many fond memories to choose from at Toy Fair, but I really enjoyed launching a new game with actor Warwick Davies a few years ago. He zoomed through Toy Fair on his electric scooter, with the Toy Fair paparazzi in tow, then storming our stand clamouring for the winning shot. He was a real gent and gladly posed for pictures with everyone.

Amy Saunders - Sales director, Just Play I am really excited about showcasing our all-new FurReal Range. In spring, we will be refreshing the evergreen Walkalots to a brand-new breed. I mean, who doesn’t want their very own Bernadoodle? Plus, the launch of our super cute My Mini’s where you can take a Pig, Pup or Kitty anywhere for on-the-go nurturing play. Autumn is when the FurReal fun starts for kids and adults alike. Not to spoil the surprise, but visitors must be prepared to participate in either a one-legged crow or a downward-facing dog pose when visiting our stand.

This will be my 28th Toy Fair and I have funny and fond memories from each one. Having attended 24 Toy Fairs with Bandai UK, I can honestly say every fair is different and special, but Toy Fair 2023 beat all others. 2022 was Just Play’s first year as a direct supplier to retail in the UK, and being a new supplier came with many challenges. But in 2023, from our very first meeting to the very last at 4pm on the Thursday, the vibe, positivity and support given to us was staggering and I came away from the show so excited for what we were about to achieve in the year ahead. Now I can look back and reflect that those meetings at Olympia were the springboard to delivering our goals for 2023.

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2024

Alex Neal - Managing director, Mighty Jaxx At Toy Fair, our new range of One Piece collectibles is sure to be one of our biggest yet.

We actually had to delay the UK launch due to the level of preorders we've had. Following on from the success of the live-action show on Netflix, there's been an ever-growing interest in anime in general, but One Piece has been a particular stand out among UK consumers. We experienced this first hand at the recent MCM Comic Con where we sold out of all One Piece products we brought to the show.

My fondest memory of London Toy Fair is from last year’s show. This represented the first time the company had previewed at a toy fair anywhere and set us on the path for what has been a huge year of growth for the business. I was incredibly proud of the team to pull off a major show like this with minimal preparation, but it all came together, and we opened some fantastic accounts. It was wonderful to feel the energy from the industry after all the struggles of Covid over the past few years.

Jason McKenzie - Sales director, Paper Engine We’re most looking forward to showcasing our new licensed BYO kits at London Toy Fair.

These have been developed in partnership with Aardman and build on the success of our first range of Wallace & Gromit kits. We’re incredibly proud of what we have created together.

Our Wallace & Gromit Rocket won the Toy Fair Hero Award in 2023, featured on ITV’s This Morning show shortly afterwards and has since gone on to win multiple awards. We’re excited to see what is in store for our new kits. There are two fantastic kits joining our Wallace & Gromit range – Wallace’s much-loved loyal sidekick, Gromit, and criminal mastermind, Feathers McGraw. The mechanics of these innovative kits are cracking fun, and each is made from sustainable cardboard and paper.

Outside of showcasing new products and making new connections, I think one of my fondest memories would have to be winning the Best Designed Stan’ award in 2022. Our clever paper engineers designed and made our stand entirely from cardboard: we even had built-in cupboards for storage.

It was a proud moment for the team as newcomers to the industry, and it was also amazing to be commended at Toy Fair for our eco-credentials. We’re excited to return in 2024 with a new innovative, sustainable stand design that will offer visitors a fun and engaging experience at the show.

Tom Hudson - CEO, Marvin’s Magic I’m most excited about our new Wicked Pranks range, which includes pranks that everybody knows but with some new innovations to bring them up to date and enable the surprises to keep on coming. We’ve had great fun putting this range together – and, of course, quite a few pranks were played along the way.

When I was a youngster, I started out as a demonstrator in Hamleys. I then got the opportunity to work Toy Fair one January and perform magic for the kids who were judging products for Toy Fair TV. Our products went down a storm and they gave me a 10 out of 10 every time. I was very happy, but I’m not sure the person who had to follow me was.

Rory Kelly - Senior Sales Director U.K & Eire, Hatchette Boardgames

For me, my favourite has got to be Pac-Man. We have been looking forward to getting our hands on this product for what has felt like forever, so to have it live and ready to demo is going to be so much fun to share with our buyers.

This is Toy Fair number 10 for me, and there have been so many memories with amazing companies.

Launching Happy Salmon with Coiledspring Games is a particular highlight, but for me personally, launching my own company in 2018, being given that space and opportunity as a new toy business, is something I will be forever grateful to Toy Fair for.

Scott Eden - Design director, Wilton Bradley Among the standout products we are looking forward to showing, my top pick is the Mi-Mic Live Vlogging kit. This award winning pocket-sized vlogging kit allows young creators to capture their best moments in a higher quality was the Winner of the Tech category in the Big Christmas Wish List at this year's Big Christmas Press Show. It has also been shortlisted for the Nuremberg Toy Awards in the Teenager and Adults (10+ years) category, so we’re very proud of it.

Toy Fair attendees can see hands-on demonstrations and engage with the team behind these innovations, which not only showcase the latest advancements in toy technology, but also emphasise the importance of fostering creativity, exploration and joy in the lives of children.

My fondest moments are from special guest appearances on our stand. Firstly, there were two Yo Yo World Champions performing demonstrations on display plinths – and one successfully broke the Guinness World record live on the stand.

The second was when Nadia Hussain visited the stand to endorse her Bake Me a Story cooking ranges and closed off the aisles for an hour. We won’t mention when one of our staff might have fallen off a Hover Board into the Lay-Z-Spa hot tub…

Toy World 218

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touchingbase

2024

Ashley Holman - Managing director, ToyTopic We will be introducing Cubezzz at the show, which is a highlight for the company as its our very first in-house developed brand. It’s an exciting collectible plush concept that has some of the biggest licensed brands within it. We have already had strong retailer support ahead of its launch in spring 2024.

Our fondest memory takes us back to London Toy Fair 2022, which was the very first year ToyTopic exhibited. We’d just launched and pulled everything together very last minute, but the response we got from everyone as a new business was phenomenal.

Steve Asbey - UK Sales director, Cheatwell Games It's with much excitement at Cheatwell Towers that we are looking forward to showcasing our new eco-friendly Cobble Hill jigsaw puzzle collection at the London Toy Fair. There are over eighty 1,000-piece puzzles and twenty 500-piece puzzles, across 13 different themes, making each set very collectable. We’re sure that our customers will be highly impressed by the quality of these puzzles. Made in America, they are manufactured using thick blue board, have a linen finish and feature a random cut.

My funniest memory of Toy Fair took place on the Waddingtons stand back in about 1993. We were launching a game called Dark World which was a fantasywarrior type game to rival Hero Quest by Hasbro. As was the norm back in the day, we had a demonstrator, very fit and muscly and dressed in not much more than a loincloth. He had a dark and mysterious booth which you entered and where he would act all warrior-like and demonstrate the game. One late afternoon near closing time, our Irish agent, the wonderful Ian McIlroy, was walking around the stand and the demonstrator decided that it would be funny to jump out and scare him as he approached the booth. He told a few of us to watch and see what his reaction would be. Ian was so startled that, without thinking, he spun around and punched the guy right in the face! The demonstrator was shaken but he wasn’t hurt, and fortunately, he saw the funny side. Life lesson learnt for me is to never mess with the Irish…

Ruby Sheldon - Managing director, Slime Party We are thrilled to be a part of the London Toy Fair. This year marks our first time exhibiting at the show, and we couldn't have chosen a better occasion to launch our brandnew collection of sensory putties, the Putty Pals. The anticipation is building as we prepare to showcase our range in front of a diverse audience of toy industry professionals. It's an incredible opportunity to connect with retailers, both new and familiar, and to share our passion for innovative and engaging toys.

As a self-proclaimed toy fanatic, I am personally looking forward to immersing myself in the vibrant atmosphere of the London Toy Fair. It's a chance to not only present our own creations, but also to explore the incredible offerings from other brands. If you're attending the show, we can't wait to meet you and share our excitement. We’re so looking forward to being part of this incredible event, which hopefully will be the first of many to come.

Andrew Brown - Marketing director, Northern

Europe - Cartamundi

I’m looking forward to showcasing our re-launched Shuffle range which will be debuting this year. Our 2024 collection is a true celebration of creativity and innovation in gaming. We've revisited classics, infusing them with fresh twists and new challenges. Alongside these, you'll discover entirely new games including the hotly anticipated new Surrounded By Idiots. Shuffle's commitment to quality and entertainment shines through in every game. Whether you're a strategy guru, a trivia whizz or just love a good old family game night, our catalogue has something for everyone.

One of my first Toy Fair memories is not the dazzling array of toys, but a forgotten pair of shoes. In a last-minute scramble, I borrowed a colleague's pointed shoes, so sharp they could have been James Bond's weapon of choice. Navigating the fair in these shoes turned every step into a slapstick routine. Despite the mishaps, the show was fantastic and left me with a memorable lesson: always pack your shoes first, and perhaps, keep a pair of clown shoes handy for emergencies.

Ranson Ma - Business operation manager, Smart Zone At the 2024 London Toy Fair, Smart Zone will be proudly showcasing its number one best-selling brand for the last several years: the Mighty Wheels line of toy construction vehicles. The reason for our decision to present Mighty Wheels as the principally promoted range is quite simple. Although Mighty Wheels has been sold and marketed for more than thirty years in both the UK and internationally, it has only been within the last few years - and under Smart Zone's guidance - that this line has emerged to become a full-scale brand that is gaining sales and market share wherever it is sold and promoted.

There are lots of remarkable memories and it is quite difficult to choose just one; I have enjoyed meeting up with friends and buyers in the industry every year, and I hope to have many more memories to come in 2024 and beyond.

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2024

Mike Lynch - Senior Brand manager, VTech

Felipe Noriega - Vice president, YuMe Toys

In 2024, we're introducing more than 70 new items at Toy Fair, featuring exciting additions to our main collections, including VTech Baby, Kidizoom, Toot-Toot Drivers, Switch & Go Dinos, Marble Rush and more.

I'm particularly looking forward to showcasing the Toot-Toot Drivers range.

Since its launch, Toot-Toot Drivers has evolved into a well-known household brand that consistently brings innovation year after year.

My fondest memory is of Toy Fair 2018, when we were finally able to showcase LeapFrog products alongside the Vtech range. It was a great feeling to be able to have two well-established, market leading brands under one roof at such an iconic trade event, and the reception was fantastic.

Picking a favourite launch is tough, almost like picking a favourite child, but I'm excited about our new Squid Game range, in particular the Surprise Piggy Bank Capsules. Our creative team has packed the product with lots of cool features and Easter eggs from the smash hit Netflix show. The items are designed to let consumers relive the excitement of the original story every time they open a capsule. We'll be launching it to coincide with Season 2’s premiere on Netflix later in 2024 and buyers worldwide are already sharing our excitement.

My fondest memory is from five years ago. I think it’s fair to say that we are known for our speed to market and our first excursion to Kensington was the embodiment of this. We had signed our first licensing deal with a major entertainment studio in November, becoming their global plush toy partner, and by January, we were eager to display our new product line at the London Toy Fair – though by that point, there were no available booths to found. So, we decided to rent a suite at the Hilton across the street, doing whatever it took to build our early business network. The effort paid off: within six months, we had distribution partners in several key markets including the UK. Of course, we’re delighted that we’ve now secured a stand at Toy Fair itself and can take part in the event alongside everyone else. We always knew we had to be there - it just took us a little longer than expected.

Max Nelson - Sales director, Heathside We are especially excited to present the Deddy Bears range. Heathside will be showcasing action figures, dig kits, squish, hangers and more. The fantastic style of the range has already generated a great reaction during initial conversations.

Deddy Bears has really burst onto the scene, and we are delighted that there’s already a massive hype around it; having it on our roster is a great addition.

There isn't one specific memory that stands out among the many over the years, but for me, London Toy Fair highlights the incredible journey of Heathside's evolution over time. The Toy Fair has become a witness to the changing landscape of our industry and each January, everyone comes together with so much energy and passion for the year ahead - the atmosphere is amazing. Every Toy Fair has become a new chapter in the evolving story of our brand and this upcoming fair will be no different. We can't wait to see what unfolds.

Lewis Finch - Sales director, Baby Republic

Baby Republic will be showcasing a variety of products and ranges at London Toy Fair. I don’t think I could possibly name a favourite.

It’s impossible to single any one out, as they are all new and great, and I’m looking forward to seeing the trade’s reaction.

I have lots of fond memories, thinking back about past Toy Fairs. I would have to say my favourite moment would be when we heard we had won the Best Designed Shell Scheme Stand a few years ago for The Elf on the Shelf.

That was a very proud moment, and it’s always great to have your efforts rewarded.

John Briggs - Commercial director, Canal Toys The product line that I am most excited to showcase at this year’s London Toy Fair is our Sugary Crush range, new for AW 24. The range is made up of assorted SKUs and sits under our already successful So Slime brand. Users can mix, create and decorate milkshakes, doughnuts, cakes and other sweet treats, which they can keep or crush to create their own bespoke compound. These have uniquely satisfying sensations and varied textures.

In what has been 20 plus years attending London Toy Fair, various things make me smile: the double decker stands for the ubiquitous drinks and nibbles, the last-minute sales meetings to try and finalise the ‘specials or exclusives’, the secret locked room under NDA on some stands with more bouncers than a nightclub, the old-school, black-tie Award nights - and guessing who would still be OK the following morning. Then there’s the queue mingling on the morning of the first day, waiting for the doors to open and feeling the excitement and positivity for the coming days, the show walkarounds (when and if you can spare the time) to see what’s going on, the conversations in the aisles and the amazing feeling of the return after Covid, which was embraced and hugely successful after the hiatus forced onto us.

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2024

John Styring - CEO, Curious Universe The product I’m most excited to be showcasing at Toy Fair has to be Crystalverse. We had lots of fun bringing this IP to the market. This past October, Hobbycraft hosted the launch of Crystalverse, with social media and YouTube personality Harlow Luna White in attendance. It was a fantastic way to kick off our marketing programme for the brand and proved to be a perfect launch partnership so kids could get hands on with the range. This was just the beginning for Crystalverse, and the team at Curious Universe and I can’t wait to share our expansion plans for 2024 at the fair.

With last year being Curious Universe’s first time attending the fair, our debut has got to be my favourite memory. It was brilliant to attend and showcase our products within the space. Toy Fair was very exciting for the team and as the company grows, we can’t wait for even more excitement at this year’s fair.

Lindsay Hardy -

Maddi Tiscoe -

Marketing director, Trends UK

Head of marketing, Moose I’m most looking forward to showcasing BioMites, our new pocket-sized collectibles range from the world of Beast Lab, an impactful DreamToy brand we launched at the end of 2023. I love how we’ve incorporated empowerment play even at micro size. BioMites will be launching from late SS24 and will offer low to mid-entry price points to the Beast Lab brand, which will be a welcome extension for a wide range of retailers.

We are very excited to introduce a new range from The Official Stomp Rocket. It’s the market-leading foam toy rocket launcher, with over 30 years of experience, and we will have a fantastic new range available, including a very exciting space-themed licensed launch, which we will showcase at Toy Fair. Our range will include best-selling sets and refills at family-friendly prices, plus the new super high-performance Stomp Rocket X-treme Rocket.

There may not be many who would remember this, but the furore when, during my time at Tomy UK, we launched Barcode Battler in 1993 was extraordinary. There were TV crews and media types all over our stand and the coverage was phenomenal. Some media speculation suggested that somehow this game gadget was capable of driving children to make their parents buy really expensive goods to gain access to more powerful barcodes, which was, of course, complete nonsense. A basic understanding of how a barcode number is derived could prove that it’s not possible to muck about with a product barcode. Plus, what makes a powerful barcode wasn’t discernible just by looking at it.

The majority of the coverage at Toy Fair was really positive, but it was so bizarre dealing with this media frenzy and hullabaloo. Was it worth all the fuss? I’m not sure but it was one heck of a Toy Fair.

Julia Minchin - Founder, Hippychick My fondest memory is from last year’s London Toy Fair, where our Little Live Pets Mama Surprise product won the Most Innovative Toy of the Year’accolade. It summarised everything we’ve been working towards as a company, and was a fantastic achievement for a toy which our product team based in the Cornwall office had a huge part to play in.

The team at Hippychick and I are most looking forward to showcasing Crocodile Creek’s diverse range of puzzles, playballs and creative art sets at this year’s Toy Fair. The vibrant and engaging themes and packaging make this lovely US brand stand out in the ultra-competitive toy market.

Crocodile Creek offers that unique combination of entertainment and education that resonates with both children and parents alike.

My father had a wooden toy business called Tiger Toys, and I remember him saying his stand was built over a huge swimming pool when Toy Fair used to be at Earls Court. As children, we were worried he might fall in. He also used to come back from Toy Fair with very realistic cuddly toys for us, so we always looked forward to it every year.

Elliott Peckett - Director, Smiffys We’re looking forward to showcasing our new Trolls Band Together costume and wig at The Toy Fair. This is an exciting new licence we’ve added to our portfolio and London Toy Fair is the perfect place to launch our debut Trolls range, amidst the hype of the latest film launch. The Trolls are pop culture icons known globally, and we’re delighted to have Poppy, Branch and the Crew as part of our range.

Smiffys returned to London Toy Fair in 2023 after a hiatus of many years. We may have been new to the show last year, but we were welcomed back with open arms. All the staff at the BTHA were more than helpful with any queries we had as we got used to our new surroundings. The standout memory from last year was the friendly atmosphere of the show, all the new friends and customers we met across the 3 days – and of course the character parade!

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Gray Richmond - Managing director,

Maped Helix

We are really excited to launch our new Maped Creativ Animaker Studio range at this years’ show. We can’t wait to showcase and demonstrate these products, which are brand new concepts and exciting additions to our range for 2024. The Animaker range allows 6–12-year-olds to create their own animations. Each set includes everything needed to decorate and complete the storyboards included, or users can create their own, ready to transform into real cartoons using the free Animaker app. They can share them with friends and family and choose from three different themes.

I haven’t attended Toy Fair now since 2015, so I am having to go back in my archives a bit, but I think one of my favourite memories was when I worked with Jumbo. We had Peter Shilton on the stand for the launch of a range of collectibles called Soccer Suckers.

We set up a goal on the stand and got to take penalties against the former England keeper, which was great fun and lots of laughs. He did mention Maradona a lot though!

I’m really looking forward to being back after so long.

Leanne Perry - UK account manager,

Brainstorm

Brainstorm has a really fun new range launching at Toy Fair and it’s something a little different for us. Water Art combines creativity and sensory elements and it’s instantly recognisable as a viral craze. Children can use special water markers to draw onto a spoon, then place it in water and watch the images float away. There will be three initial sets, plus an additional themed pack with stencils, launching at the show.

I love Toy Fair and 2024 will be my 10th show. It’s such a supportive, fun environment and because we are such a tightknit team, we always have a great few days together. I had my photo taken with Anna Williamson from Toy Fair TV at last year’s show; I am a huge fan of her podcasts, so I ran over to say how much I loved her show. It was a real fan girl moment and nothing to do with toys. She was really lovely, and I am sure I am not the only fan who stopped her for a pic.

Hannah Cornish - National account manager, Big Potato I'm looking forward to having the final version of Dumb Questions To Ask Your Friends with us on the Toy Fair stand. We play this in the office, and it's so funny hearing everyone's answers and watching one person guess the question. If you like ‘how well do you know your friends’ games, then you'll love this new twist on the genre. One player can’t see the dumb question but gets to hear all their friends’ answers. They then have to work out what the question was from a choice of five. The player must rank each question from least likely to most likely, and might end up backing a question they later come to regret. It's great fun and always ends with lots of laughs.

My fondest memory is probably my first Toy Fair with Big Potato after I had been away from the toy industry for a while. The industry is quite a small community, so it was great to see some of the people I used to work with again from the international side and see how everyone was doing.

Lynette Leet - Marketing manager, John Adams We’re so excited to be reintroducing the Zhu Zhu Pets range in the UK and Ireland. Zhu Zhu Pets took the world by storm 15 years ago and now they’ve returned in a new aquatic form. The original interactive pets without the mess are back with a big splash, in the Zhu Zhu Aquarium. The Gen Zhu appeal is going strong on TikTok, with nostalgia from the noughties really growing in popularity. We can’t wait to launch the Zhu Zhu Aquarium and celebrate this iconic brand to new and existing ‘fins’ in the UK (sorry!) with disruptive marketing, influencer and PR plans to really make some waves.

The launch of Silly Sausage in 2016 was super memorable. We had a life-sized Silly Sausage costume character greeting guests on our Toy Fair stand and in the character parade, which got people talking and taking photos and selfies. It kickstarted a year of sausage mayhem with lots of activity, including coverage in national press, making it onto the Top 12 DreamToys list and a character meet and greet in central London.

Silly Sausage, to this day, continues to be one of our bestselling games in the family category and has become a classic amongst competitive families.

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Phil Hooper - Managing director, Epoch Making Toys

The Sylvanian Families Nursery theme for spring 2024 has received incredible feedback from previews so far. The new styling brings a pop of colour to the Sylvanian world and with a range of price points, any child can build their dream nursery. We are also excited to launch our new activities brand Pati-School, which takes the on-trend theme of food decoration to a new level.

My first Toy Fair in 1997 was shortly after I joined the industry as a brand manager for Mattel. I don’t think anything had quite prepared me for the scale and duration of the fair, which ran for longer than it does today. Having my birthday fall within the Toy Fair week means that I’ve received all manner of toy branded cakes, some of which I’ve actually shared.

Mary Wood - Managing director, Tomy I am looking forward to showcasing AirToobz, from our Fatbrain range, at London Toy Fair. AirToobz is flying in the US, so we can’t wait to launch in the UK and across Europe in 2024.

My fondest Toy Fair memory has to be my very first one when I joined Mattel and entered the industry. I still remember the smell of the freshly printed catalogue and the excitement of seeing all the products set out on the stand. I had no idea then that the toy industry would capture me in the way that it did, and that I would still be a part of such an amazing industry so many years later, having made so many very firm friends along the way.

Graeme Hargreaves -

Managing director, BTL Diffusion UK

Jonatan Olander - Sales manager, Waboba

Waboba will be showcasing a number of new ranges this year at London Toy Fair. Although I am really excited for them all, I am most looking forward to Flungle, our new Bocce-like game. It’s Bocce with a tail; the set comes with a flying Tailball target and six balls for a simple 2-6 player game that’s enormous fun. Players can take it anywhere, it’s suitable for the beach, the garden or even indoors and I believe that it will be a huge seller next year for Waboba. I can’t wait for buyers to see it.

This is Waboba’s first time exhibiting in London, and my own, so I don’t have any memories to share yet, but I’m really looking forward to the event and creating new memories throughout the week.

This is our first year exhibiting at London Toy Fair and we are extremely excited to launch some fantastic European brands into the UK toy market.

One brand that we are particularly excited to introduce is Flipetz evolving plush. We believe Flipetz is a completely unique concept being introduced to the market. We are launching this brand in March 2024 and so far, the feedback has been phenomenal across all channels. We’re really looking forward to showcasing it at this year’s Toy Fair and seeing what even more retailers think about it.

Buyers can also find Cloud B, Little Big Friends and Les Ptipotos ranges on our stand, so it’s well worth a visit to find something new and fresh for their stores.

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Come visit us

at

London Toy Fair StandrdE49 th Jan 23 -25 2024!

touchingbase - Retailers

2024

We’ll be there!

As Toy Fair celebrates its 70th anniversary this year, exhibitors tell Toy World what they are looking forward to and share their favourite memories of the show.

Dave Middleton -

Midco Toymaster/Midco Toy Planet/Freak Treats I’m taking a scattergun approach to Toy Fair this year – I’ve got appointments from 9 to 5 all three days with a huge range of people, from the big brands such as Lego and Hasbro to smaller companies with some really exciting stuff that we’re just getting started up with, like Heathside Trading and YuMe Toys. Us indies know we can’t compete with the nationals on volume or RRP – that much became very clear in the run-up Christmas - so we need to be searching for toy ranges that fly under the radar a little bit (but not so far under that they’re invisible) and offer us the chance to take them and run with them.

Even if they’re from big suppliers, we need those niche toys. We’re looking for the stuff indies do better than anyone else and that indies either aren’t doing or aren’t doing very well. When you’re dealing with massive brands in supercategories, you’re only able to take a tiny slice of a really big pie. I’m after a smaller pie, but I want all of it.

Pop culture lines were massive for us at Christmas, so we’ll definitely be looking at what’s new there. Anything fan-driven is performing well, so we’ll be after licensed ranges for gaming, anime, manga and movie franchises, no matter whether its collectibles, plush, figures, play sets. With the diary I’ve got lined up, I’m sure I’ll see plenty of new stuff worth a go.

Tim Evans -

Julie Logan -

Toys & Games of Worcester

The Olive Branch, Castle Donington

Disney Lorcana has been a great success for us so I’m looking forward to seeing what is happening with that for 2024.

I have no idea what Ravensburger will do next with it so I’m excited for the reveal.

Lego ranges are always really interesting; Lego never fails to give us very, very strong sales, so that’s a stand I always like to visit.

Hopefully I’ll find some surprises too. We like anything that stimulates repeat purchases to keep people coming into the store every week rather than only for one-off gifts. So I’ll be looking at more blind bag collectibles and things like that.

London Toy Fair is a great opportunity to get away from the day to day and think about what we want to offer in the future. We will be looking for new and innovative wooden and sustainable toys in particular, as well as sensory toys for little ones and interactive toys for older children.

Julia Wingate The Trading Post, Kingsbridge

At Toy Fair, we’re always on the lookout for new lines and new inventions. Any lines which are more ethically sources with less plastic and more recyclable materials will grab our attention, as this is what many customers are looking for. We also want to see what fun outdoor products we can find. Outdoor toys sell well for us because we’re the by the beach and the countryside and people are increasingly wanting to be outdoors and active.

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touchingbase - Retailers

2024

Andrew Garthwaite -

Rexys Reviews – The Dino Den, South Shields We first attended Toy Fair in 2022 when we were in the process of taking Rexys Reviews to the next step. We were opening a brick-and-mortar store and moving from online only to a permanent home where dino fans of all ages could come and visit us.

As I entered the show, my eyes lit up and I was once again like an excited child being taken to their favourite toy shop for the first time, surrounded by character mascots and toy stands as far as the eye could see. It was at that point I knew my journey had really started. As I explored every aisle, one stand after another, hunting for the best dinosaur products the toy world could offer, I distinctly remember the shocked look on each rep's face when I explained who we were and that I was only going to be selling dinosaur product. I won't lie, some were very apprehensive about it at first but that gave me the chance to explain my vision and only made it all the more exciting for me. Our strategy has worked - we have become an established destination store for all things dino.

Now, as I prepare to attend our 3rd Toy Fair, I will once again be on the hunt to find the newest and most exciting dinosaur-themed products from around the globe. I’ll be meeting up with existing suppliers to see what we have to look forward to throughout 2024 as well as hopefully finding yet more new suppliers so we can continue to grow and bring our customers the newest products in the market. Through attending Toy Fair, we have been lucky enough to be involved in assisting a number of new manufacturers and suppliers to introduce their products to the UK market for the very first time, which is exciting For anyone that hasn't attended Toy Fair yet, what are you waiting for? It's exciting, mesmerising, overwhelming (in a good way) and thrilling, as well as a great networking opportunity all at the same time.

Stephen Hartfield Kids Stuff, Sussex & Surrey

This year, I’ll be looking at non-licensed pre-school ranges which is an area we’re planning to expand. As prices from suppliers have gone up, we’re looking for new lines at good prices where we can still make margin.

We are keen to check out Lego’s new lines for 2024. We have already placed an order for the January launches which will be coming in early this month.

Pokémon sales have declined a bit, but we’d like to see what’s new for the brand for its big anniversary year.

I’ve been going to Toy Fair for 24 years now. It’s a good place to meet new suppliers and people in the trade to chat about what’s gone well, future lines and what’s new. It’s always a nice way to start the year. opportunity all at the same time.

Ciaran Fitzpatrick Banba Toymaster, Dublin

At Toy Fair, we’ll be looking for bargains, deals and discounts!

Our next-door neighbour is ‘Mr Smyths’ and we try to offer more than he has.

We still stock the major brands but focus on having a wide range; where Smyths will focus on the bestsellers of a range, we can provide a much wider selection – for example they carry around 80 Sylvanian Families products while we stock over 200. We also look at products and brands that our competitors won’t have at all.

Lego is always an interesting stand; they show you black boxes with no pictures on them as they can’t reveal them yet – that’s always a funny one.

Ravensburger’s Disney Lorcana has been selling well so we’ll see what’s new there, and we’ll also be checking out Asmodee’s new Star Wars trading card game.

Toy Fair is an important show. It’s a great way to start the year as we meet up with other retailers and suppliers and talk about the previous year and what we learned from it.

We do most of our buying at the Toymaster show, but it’s good to see what’s new and what’s coming up before we actually place orders.

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OUR AWARD WINNING RANGE

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London Toy Fair StandrdE49 th Jan 23 -25 2024!

touchingbase - Retailers

2024

Brian Buckly -

Karen Haynes -

One of the things we’re most looking forward to seeing at Toy Fair is Bayblade X. We’ve been in business for 40 years and stocked Bayblade the first time when it was a massive craze. Now that the new version has been announced, lots of customers have been asking for it so I’m excited to see what happens with that.

It’s always good to be able to build on a successful range with new stock; customers know what they’re getting and, if they enjoyed it, they want more of it. Craft Buddy’s Crystal Art is a range that has been growing with us over the last year, so we will be checking out that stand to find fresh lines we could bring in. We’ll also be seeing what’s new with Keel’s Keeleco plush range, which has been a strong seller.

At Toy Fair this year, I’m looking forward to placing a pre-order with Lego which is one of our best-sellers. We are also on the lookout for more arts & crafts type products; we did very well with Craft Buddy last year so we could do with bringing in something else of that type that our customers will enjoy. I’ll be keeping my eyes open for anything different that I think will stand out and can’t wait to see what’s new and exciting this year.

Blewetts of Hayle, Cornwall

Framlingham Toy Shop, Suffolk

Dan Lovett -

The Toy Box, Suffolk I’d like to find a new craze at Toy Fair; a decent one, not just one which lasts a couple of months. A lot of innovation took a pause when Covid hit and last year, everything was a bit same-y, so I hope this year suppliers will return to creating truly interesting product. I understand it’s difficult now that many things have become so digital, but there must be some ideas out there.

I’m looking forward to seeing what’s new with Pokémon as that’s our top seller. Our collectibles offering is very strong so it would be great to discover something new that we could bring in to build on that range. If we can stock items that the big boys don’t, all the better.

Carol Glennon -

Fagan Toymaster, Westmeath, Ireland

Joseph Yap -

QT Toys and Games, London We attend Toy Fair for two reasons – to see our existing suppliers and what’s new with them, and to look out for any new companies we haven’t worked with before. There seem to be fewer new companies emerging at the moment though, but we still go with an open mind.

Best-sellers for us at the moment are Lego and Squishmallows so we will be very interested to see any new collections, and fidget toys from Character Options – most recently the Tap Tap Smart Fidget – have sold well, so we’ll see if we can add any new lines in that area.

Last year’s Toy Fair was extremely positive. After Covid, it was the first year that things felt back to normal. The show felt really busy and stands were much bigger; now everything has settled down, I’m looking forward to seeing the turnout this year.

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Our best-seller last year was Soccer Bot which we put up on TikTok and reached about 4.5m views. It was the first innovative toy for that category and age group we had seen in a long time. Older boys are difficult to cater for unless they’re into collectibles or craft, so we will have our eyes out for sporty and innovative toys along the lines of Soccer Bot. Using TikTok really helped us to push particular lines, and Biggies was another range which took off after we posted a demo on social media.

Toy Fair is always a great experience. All the new things you see in January stick in our heads and help us to plan and stock for the rest of the year. It’s always preferable to see the products in person and find out what newness is coming.

THE NEW SEASON OF DIE-CAST RACE COLLECTABLES IS HERE

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London Toy Fair StandrdE49 th Jan 23 -25 2024!

touchingbase - Retailers Debbie Maloney Austins Department Store, Devon

We’ll be visiting the Lego stand to see its new launches which are always exciting and kick off our year of new stock. We will also be looking to expand our store’s offering of gifts so we will have our eyes open for gifting products for older teenagers and adults.

2024

Usman Ahmed - Toys 4 You, Sutton Coldfield At Toy Fair, I’m hoping to see something innovative, interactive and different which could become a trend. I feel like there wasn’t a lot of innovation in 2023 launches. It’s essential as an independent toy shop surrounded by big competitors to stock things that no one else has - or be the first in the market before a line hits the big guys like supermarkets.

We also want to build on our party range, to offer more variety and shopping for special occasions, so I will also be looking at fun party bag fillers and party ranges.

Andy Tipping -

Bagatelle Toys, Henley This January, we will be looking for some niche and new toys which are interactive. A good price point and good margin are also very important. A lot of toys get tested in the US before releasing into the UK so we also like to hear what the response was in the US and have evidence that they will do well here.

One range which we’ll be targeting is pre-school. We already stock VTech, so we will see what is new for them, although the Toot-Toot Drivers range is always going to sell because they continually bring out different variations. We’ll also be looking for anything we can add to our pre-school wooden toys offering; this always sells well because customers know they are getting longevity at accessible price points.

Katharine Butcher - Wigwam Toys, Brighton

Sarah Borastero - Kids Stuff Toymaster, Wells

I’ve never been to Toy Fair, so I don’t know what to expect. I’m hoping to be absolutely blown away. We stock a lot of art & craft lines and I find that much of the packaging is quite feminine and can put boys off, unless they are particularly artsy. I’d like to see some more gender-neutral packaging. We don’t seem to have quite as many options for boys in our shop so I would love to build some relationships with suppliers who can help us expand this offering a bit more.

It’s our first time back since 2020 so we’re excited to see people face to face again. We recently took on Big Potato Games and Kluster has been our most popular game along with Herd Mentality, True Crime Stories and Colour Brain. It will be brilliant to meet them and see what other games they have. We also stock Asmodee games, and Pokémon is a best-seller, so we will be visiting thatstand, along with Orchard Toys which has been an amazing company for us for the last 8-10 years.

Amanda Alexander - Giddy Goat Toys,

Manchester

Based on our demand at the moment and what we think will continue this year, we will be looking for fun and interesting lines under £20, as big-ticket items really haven’t been selling.

We have booked appointments with Orchard Toys, which is always a good supplier for us; Character Options, which has a great range of new pocket-money items; Lego, always a bestseller and AB Gee. The latter has such a variety of products to see, the stand is always worth a visit.

I really enjoy Toy Fair. We will meet with current suppliers and see their new lines and check out new potential suppliers too. It’s always better to see products in the flesh rather than online or in a catalogue, and events like Toy Fair remind us of the strength of the toy community which is really important for independents. It gives us a lift and sense of belonging.

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London Toy Fair StandrdE49 th Jan 23 -25 2024!

Plush Friends!

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Europe's Number 1 Sports, Leisure, Toy & Outdoor Wholesaler

Reydon Sports are exhibiting once again at Toy Fair London for 2024!

Supporting:

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Stand UL152 sales@reydonsports.com +44 (0) 115 938 6444

2024

First time exhibitors

Making the

first move

Among the many established names at Toy Fair, each year introduces a slew of new companies.

Toy World spoke to a selection of first-time exhibitors to find out what they are hoping to get out of the show.

BTL Diffusion - Graeme Hargreaves, managing director We have heard nothing but glowing reviews about the Toy Fair from previous exhibitors and customers, and our products are perfectly suited for this show. Our previous UK shows in different sectors in 2023 have exceeded our expectations, so the team is geared up and excited for Toy Fair. We have four fantastic brands on display at the show: Cloud B is a pioneer in the creation of products designed for children’s well-being and good sleep; the Little Big Friends range is made up of adorable soft animals made from vegan leather; Flipetz are the next (R)evolution in plush toys with a unique two-in-one concept of a fruit or vegetable turning into a soft plush animal and Les Ptipotos is a collection of beautiful soft stuffed animals in monochrome tones.

We have recently launched our business into the UK market and whilst we have had great success across Europe and the US, we are hoping for the same reaction in the UK. Many of our products offer something completely different, and we are excited to be exhibiting at the Toy Fair for the first time, especially on the 70th anniversary. Our team cannot wait to meet everyone.

With numerous brands under our umbrella, we give our customers the opportunity to be selective for their marketplaces in terms of price points, with good, better and best options, as well as offering low MOQs and carriage paid orders. Our products are beautifully designed, premium products at competitive prices and our design and development team are constantly working on new ideas to bring something fun, cute and different to the Toy and Gift industry.

We ‘ve experienced great success with our brands globally in 2023, showcasing our products at multiple exhibitions worldwide. Our recent direct operation in the UK has already seen some phenomenal results and growth in such a short space of time. The feedback from customers has been overwhelmingly positive with some fantastic projects and announcements coming in 2024. Our aspirations are to see the UK business continue in its upward trajectory, whilst focusing on supporting the independents, department stores and garden centres.

Edx Education - Heather Welch As the UK’s largest toy trade show and must-visit destination for buyers, exhibiting at Toy Fair has been on our radar for a few years now. 2024 stood out as the perfect time to make this dream happen, as we have our sights firmly set on building our relationships with toy retailers and becoming a brand families can rely on for high-quality educational toy ranges that make learning fun and engaging this year. We are so delighted that we’ll be there for the 70th anniversary celebrations too.

We started Edx Education more than 25 years ago, with a primary focus on designing and manufacturing educational toys for schools around the world. The boom in home schooling following the pandemic kickstarted a trend for affordable toys that also offer educational value, and so it became apparent that there was a real need for us to extend our offering to consumers and toy retailers.

With this in mind, we have expanded our maths, construction, active play and sensory toy product range for 2024, and launched www.edxeducation.co.uk, which is a trade website for UK buyers. We have also opened a local fulfilment centre, to provide a quick and easy ordering process for customers in the UK and Ireland. We are really looking forward to using this opportunity to strengthen and build our relationships with buyers and introduce them to our extensive learning through play ranges.

Edx Education is far more than a toy brand – we are incredibly passionate about learning through play. We work very closely with educational experts from around the world when designing our product ranges to ensure that we bring education to life in a fun and engaging manner that will instil a lifelong passion for learning.

We design and manufacturer our ranges in our own factories, using original moulds, to ensure consistently high-quality products. We only use the best quality plastics and materials too, to ensure product longevity. Using our own factories also means we are able to keep wholesale costs down for retailers by cutting out the middleman. We are very conscious of our impact on the world, so sustainability is a priority, from our manufacturing processes right through to the end product. We continually seek out innovative new eco-friendly materials for products and packaging, and regularly review manufacturing processes to ensure minimal impact on the environment, while also supporting local ecological charities.

We have become a highly trusted and well-known educational toy brand for schools in more than 110 countries over the past 25 years and are very excited to replicate this reputation in the consumer retail space this year. Our new fulfilment centre will enable us to offer a much wider product range to retailers, with lots of new launches planned throughout 2024. The new trade website and our reliable, helpful and knowledgeable sales team will enable us to offer a seamless service to toy retailers. With more retailers taking on our ranges, we are looking forward to becoming a much-loved toy brand with families around the UK.

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Come and visit us at stand E69 at Toy Fair SUPERTATO TO THE RESCUE!

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Modular Sets Stack!

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2024

First time exhibitors Click Europe -

Steve Finch Managing director We’re so pleased to be exhibiting at Toy Fair for the first time this year; we’ve always visited so we know what a fantastic show it is. Throughout 2023 we’ve been working really hard on expanding our new boppi range of toys for kids aged 18-months to eight-years-old, and as we’re based in London it seemed only right that this be the year we finally took a stand at Toy Fair. We can’t wait to launch our new products and show everyone what we’ve been up to.

Our overriding aim at the show is to meet new buyers and show those that we already work with what we’ve been developing in the background. Our products are always the hero when we exhibit. We’re known for our striking Tiny Trekker luggage cases and beautifully illustrated puzzles: they’re what attracts people to our stand.

But in addition to our own brands, we’re also official UK distributors of Playmobil, Hasbro, Squishmallows and many other well-known brands. We’re keen to explain more about this to buyers at the show when they come and visit us.

Thinking further ahead to the whole of 2024, our aspiration is to make boppi a household name. With new games being added to our range in 2024, along with a Unicorn Round puzzle and new display units, we’re excited about the fact retailers to have something fresh and different to take to market.

Imagination Gaming Will Stewart

This year will be Imagination Gaming’s first full year in the UK market, we see Toy Fair as the perfect launch pad for the business and to get in front of as many retailer partners as possible. Being our first London Toy Fair, our biggest goal is market awareness, showing the industry we are here and highlighting all the great games we are creating and bringing to the UK market.

Our partnership with the online gaming platform Gamestar+ makes us stand out in the market – I think of it as Netflix for game night. It really bridges that gap between the physical and digital game play. Come along and play them for yourself – we will have plenty out to show you with lots of interactivity.

As for our aim this year, we have appreciated all our retailer partnerships in 2023 and have been blown away by their support, so now we are looking to really strengthen these partnerships as well as cultivating new ones in 2024.

Skillmatics -

David Kelly VP Sales & Marketing Skillmatics was only launched in the UK in November 2023, so London toy fair is the perfect platform from which to ‘officially’ launch to the trade. We’ve already had a great response from those that have seen some of our ranges, but we’re keen to speak to as many retailers as possible. Our products are very diverse, cover many categories and have mass appeal regardless of whether you’re a major multinational group or an independent store serving the local community. We have something for everyone.

We create new and exciting kids’ games, family games, arts & crafts and learning activities and everything is designed and manufactured in-house. Because we manufacture in our family-owned facilities based in India, we can design, develop and bring products to market in just a couple of months, making us very versatile and adaptive to the latest trends and fashions.

Along with our award-winning products we also partner with major licences, underpinning our intentions to be a progressive supplier. We’re passionate about what we do and we genuinely want to work with as many retailers as possible. We want consumers to instantly recognise that Skillmatics products offer great value as well as great design. These high-quality products help kids develop and learn as they become young adults whilst also having loads of fun. That's what we are about, and we can only do that if retailers speak to us and give us an opportunity to really make a difference.

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Company Profile

Ravensburger

What’s

on the cards at

Ravensburger?

In May 2022, Ravensburger announced the appointment of Richard Collins as UK & Ireland managing director. A toy industry outsider with a wealth of omnichannel retail experience, he’s wasted no time in putting into action his vision for the Ravensburger of the future - and his hard work is definitely paying off. Rachael Simpson-Jones caught up with Richard to chat about his entry into the world of toys, his approach to retail and consumer-facing events, and why 2024 looks set to be Ravensburger’s best yet.

I

t will come as no surprise to anyone (particularly fans of trading card games or Disney, or both) that 2023, for all its challenges, was a good year for Ravensburger. For a start, the company has maintained its position as the UK’s No. 1 Puzzle supplier, thanks to the hard work of its in-house product development team and the talents of its raft of contributing artists. The company’s Limited Edition Christmas Puzzle, by Roy Trower, was a 2023 bestseller for the 27th year in a row and 2024 marks Roy’s 20th anniversary designing the festive scenes. Eleanor Tomlinson joined the company’s slate of artists with her Coronation Capers design, GraviTrax introduced a new top-selling starter set, and then, of course, there was the launch of Disney Lorcana… but we’ll come back to that.

For Richard, it’s been a very strong start to his career in the toy industry. When we spoke, he’d been with Ravensburger for around 18 months: if he were a collectible action figure, in the grand scheme of things, he’d still be Mint In Box. “In the world of toys, a year and a half is nothing,” Richard laughs. “I think I’ll be a newcomer for a decade at least. I’ve really noticed the longevity of service in this industry and within

Toy World 244

Ravensburger itself, where we have a colleague, Pete, who’s been with us for over 40 years. Then there are others at 20 or 30 years. When I joined, someone said to me that you’re either in the toy industry for three months or you’re in for life. I guess that means I’m in for life, then?”

Richard has spent pretty much his whole career in retail. His approach to the ‘Theatre of Retail’ – wowing consumers through storytelling, meeting them in different areas of the marketplace and gaining first-hand insight into their product wants and needs - has run like a seam throughout his varied roles and he’s brought it with him to Ravensburger. Over the past 18 months, Brio, CreArt and GraviTrax have all enjoyed a presence at more consumer-facing events than ever before, and the UK’s tallest GraviTrax marble run was unveiled at the Eureka! National Children’s Museum in Halifax back in November, with the help of science presenter Greg Foot. Richard explains that Ravensburger wants to help kids create memories, which is the reason those visiting the Children’s Museum were invited to get as hands-on as possible in rolling the marbles down the run and creating their own tracks. The company also returned to the UK Games Expo in 2023, where its The Lord of the Rings Adventure Book Game went down a storm, alongside Disney Lorcana. Other events included MCM ComicCon and the Creative Craft Show, the latter of which was a new venture.

The other purpose of all this activity is to help boost product awareness and drive traffic to Ravensburger’s retail partners. As we all know, the marketing landscape

Company Profile

is ever evolving, and the company is constantly seeking new ways to get its products in front of as many eyeballs as possible. Katy Fletcher, for example, the company’s head of Marketing and Product Development, this year launched in-app interactive gaming for Bugs in the Kitchen, giving players a taste of the game and teasing the enjoyment promised by the physical version.

The team at Ravensburger, under Richard’s leadership, is also working on channel-specific products tailored to both nationals and indies, giving each sector what he describes as a ‘good run’ at the products in question. He adds: “This has been a really popular way to further support our retail partners. Our new launch GraviTrax Bounce is a channel-specific product, but our best example is Disney Lorcana, which launched with UK indies and hobby stores two weeks earlier than everyone else.”

From the start, Ravensburger made it very clear that the success of Disney Lorcana would hinge upon the careful creation of a passionate player community desperate to get its hands on the trading card game the moment it launched. One element of this was a highly successful organised play programme that met a huge response from retailers. This all-encompassing approach worked. On August 18th 2023, the day Disney Lorcana: The First Chapter hit shelves, pictures began pouring in from indies showing queues of eager fans out the door (and down the street, in many cases). The same happened when Rise of the Floodborn arrived at retail in mid-November; in fact, if social media is anything to go by, the rush for product was even more intense. Into the Inklands, the third instalment, arrives in February.

Richard says the Disney Lorcana execution was the culmination of a huge team effort involving everyone from Sales and Marketing to Operations and Finance and it was exciting for everyone to see it launch with such success across the country.

“We wanted Disney Lorcana to be a really inclusive and welcoming trading card game, and its designers, Ryan Miller and Steve Warner, did an absolutely incredible job of bringing everything together,” Richard explains. “We’ve had feedback from retail and gaming communities telling us they’re seeing a diverse demographic arriving on the TCG scene because of Disney Lorcana: there are more families wanting to play the game which is great to see as they’re spending quality time together and, most importantly, having fun.

In the game, players collect ‘Lore’ as they go, so rather than being attritional it’s far more about doing the best you can. And of course, the artwork is stunning.”

As we know, Disney Lorcana is not the only thoroughbred in the Ravensburger stable. Brio, a brand very close to Richard’s heart, last year celebrated the

Ravensburger

65th anniversary of its Wooden Railway range with the limited edition 65th Anniversary Set and an initiative which asked people to nominate early learning settings they felt would enjoy their own Brio play table. There were thousands of entries, out of which 65 were drawn: the tables were being sent out when Richard and I spoke.

As mentioned earlier, Ravensburger’s The Lord of the Rings Adventure Book Game has been a best-seller within the licensed games portfolio, alongside Disney Villainous and Alien: Fate of the Nostromo, while Upside Down Challenge has proved a hit within kids and family games. All will continue throughout 2024.

Looking ahead to this year, perhaps the biggest news for Ravensburger is the 50th anniversary of the company’s iconic Blue Triangle logo. To mark this special occasion, Ravensburger is developing anniversary products that will be launched throughout 2024. The company’s puzzle boxes are also being redesigned and adapted, partly to help the stunning artwork really pop, and partly to help Ravensburger’s big push to further improve its sustainability credentials.

The work doesn’t stop there though. By the end of 2023, Ravensburger’s internal operations were C02 neutral, and the footprint of its end-to-end supply chain will be reduced by -40% by 2030. This year, the company is moving to Rhenus Logistics’ sustainable warehouses in Nuneaton, Warwickshire, known as the Rhenus Campus. The site, which also makes an appearance in this issue, is certified BREEAM Outstanding.

2024 also sees Ravensburger introduce a new category with the launch of its Play+ Infant and Toddler range. The offering will encompass both books and toys, focused on child-led learning and be educational, rewarding and fun – all under the Ravensburger brand that is already recognised and trusted by parents. The Play+ range makes its debut at London Toy Fair.

At the show, the company is also looking forward to strengthening its existing partnerships and forging new ones, something Richard prides himself on. He tells me: “We work collaboratively with our partners and have regular meetings which are a fundamental part of our approach to business. We’re always upskilling our data analysis but all roads lead back to the relationships we have with our partners, having that connection with our consumers and understanding their needs. Only then can we really deliver.”

As touched on earlier, Ravensburger is so serious about diversifying its marketing efforts that 2024 will see the company place its biggest marketing spend ever behind its brands. New marketing tactics will excite consumers on a range of platforms, be them gaming apps, VOD sites such as YouTube or social media.

Toy World 246

This year will also welcome the launch of a new B2B portal which Richard says will put Ravensburger partners in control of their buying journey: they can order product 24/7, view the latest inventory holding, see their invoices, you name it. The platform, as Richard describes it, will be a one-stop shop. Importantly, it will also be used alongside, not instead of, Ravensburger’s existing network of highly skilled reps and agents, who will continue to get out there and meet retailers across the country. Richard stresses that the B2B portal is additional and complementary to the company’s other supply tactics, noting that the portal will be ideal for some retailers, while others may prefer to continue with their current buying process. Readers who want to find out more can see the portal on display on Stand N13 at London Toy Fair later this month, alongside all the company’s existing best-sellers and new launches.

As our interview draws to a close, I ask Richard what he wants to achieve in 2024. His goal is a big one: for Ravensburger to once again be a Top 10 Toy Supplier in Circana. Having achieved this during the pandemic, the aspiration to get back within the Top 10 is shared by the whole team. With Disney Lorcana, the strength of its wider games portfolio and a move into Infant & Toddler, the goal looks achievable - but Richard acknowledges that it’ll only be possible with the support of the company’s partners and customers and the ongoing efforts of the Ravensburger team to take those relationships to the next level, year after year. To support this aim, Ravensburger won’t be raising its prices in 2024, noting that the prevailing economic headwinds are unlikely to drop any time soon and that its retailers and consumers alike both require as much help on pricing as it can offer.

“Hopefully, if we speak in a year’s time, we can tick off each of these launches or goals as a success – the new B2B portal, the Play+ launch, the warehouse move, the 50th anniversary Blue Triangle celebration, the Top 10 position – but all these things can only be achieved through the power of product and people,” Richard finishes. “And speaking of people, I have to extend a huge thanks for the very warm welcome I’ve received from everyone over the past 18 months. This really is a fantastic industry to be a part of and there are still plenty of people I want to get out there and meet properly, hopefully in London. Please, come and say hello and take a look at everything Ravensburger has to offer.”

Company Profile

Jazwares

Cuddle up with Bolstered by yet another standout year for Squishmallows, Jazwares comes into 2024 on a strong footing and with a slate of licensing deals that’ll offer something fresh and new to fans of the brands it works with. Toy World’s Rachael Simpson-Jones sat down with Holly Oldham, managing director UK & Nordics at Jazwares, to discuss how the company’s collaborations, new launches and focus on both people and culture continue to provide opportunities for retailers and consumers alike.

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n a year like 2023, you’d have wanted a brand like Squishmallows in your portfolio: an award-winning, year-round, global best-seller with a huge, passionate fan base and massive retail presence. Against the backdrop of an undeniably tough 12 months, with its particularly challenging Q1/2, surprisingly hard back end and very late Christmas, Squishmallows played a big part in delivering Jazwares’ 11th consecutive year of growth.

“Although it’s not come easy, we’re absolutely delighted to have outperformed the industry in 2023: we wrapped up Christmas in great shape,” says Holly. “There’s no doubt a significant portion of our growth stems from Squishmallows: in fact, as I sit here today, we’re close to selling our five millionth unit of Squishmallows and Squishville here in the UK, which, once again, represents massive year-on-year growth. We’ve had amazing support at retail, with our partners throwing themselves into experiential activations. We’ve invested in amazing displays for Squishmallows and taken a varied approach to marketing, including bespoke digital campaigns and exclusive launches. Our retail partners have also really helped us expand our out-of-aisle presence, which has been a massive driver of success for the brand.”

Squishmallows has also had a huge year on the licensing side, with new Disney, Pokémon and Harry

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Potter ranges launching in 2023, while Squishmallows HugMees, which skews towards a younger demographic, partnered with pre-school favourites including CoComelon in 2023. Bluey launches in the UK in 2024.

Holly calls these the ‘cherry on the cake’ (the cake being the core range) - and speaking of food, Squishmallows’ tie-up with McDonalds on seasonally-themed Happy Meal campaigns went down a treat with fans, while Panini’s Squad Vibes! Sticker Collection likewise sold out at record speed. There’s also more to come from the Jazwares Pet division, which recently partnered with Pets at Home for the exclusive launch of its sell-out Squishmallows dog bed range. You could say Squishmallows was at the ‘pawfront’ of the pet industry.

“Social media really is behind all this: it’s where the fans live and Squishmallows culture thrives,” Holly explains. “To date, there have been over 13b social media impressions across all platforms and the fanbase is growing all the time.”

In January 2023, Jazwares unveiled BumBumz, a range of cute plush with weighted bottoms Holly refers to as ‘the cheeky younger cousins of Squish’. The response during previews was overwhelmingly positive, but trend-led plush is a competitive category and Jazwares knows it has to nurture this range, to build it out in an authentic,

Company Profile

considered way to ensure longevity in the marketplace.

Wave 3 arrives in the first half of this year, followed by Wave 4 and a new scale that joins the existing 4.5” and 7.5” sizes. All will be supported by substantial marketing that will captivate newcomers to the brand as well as existing fans. Let’s face it: the company’s team has a wealth of knowledge and experience when it comes to building out a collectible plush brand and if anyone can ensure BumBumz becomes the next big thing, Jazwares can.

So, what else does 2024 hold for Jazwares? Firstly, the company’s Pokémon range, which in 2023 enjoyed double digit YoY growth in the UK (in part due to the Squishmallows collaboration), welcomes a ‘magnificent’ 24” Charizard plush for autumn/winter this year. Holly says those who saw the new toy in LA were ‘absolutely blown away by it’. Plush makes up a decent portion of the Jazwares Pokémon range, which tends to lean into collectability. That said, an upcoming brand extension will see a new battling play-pattern introduced in the form of a Battle Spinner Arena that gives fans a new way to engage with the brand - one that is very true to the core of the property.

“The Pokémon Company International does an amazing job of unapologetically protecting its brand and doing right by it, which is why licensees such as Jazwares continue to see such huge success with it,” says Holly.

“Yes, our product development is amazing, but behind that is the absolutely brilliant relationship we have with Pokémon. We’re united in ensuring everything we add to our toy range is purposeful, meaningful, and reflects what Pokémon stands for.”

Total Anime, the result of a partnership with Crunchyroll, sees Jazwares move into a whole new area with a whole new demographic. Product development is spearheaded by a global team of ‘superfans’ that have injected their passion for all things anime into the new autumn/winter 2024 launch of high-end collectibles. As anime continues to grow in popularity, so too will the Total Anime range.

Elsewhere, Jazwares’ Spidey and His Amazing Friends pre-school toy range is performing very well in a challenging category and will expand significantly this year. Bolstered by the evergreen appeal of superheroes and top-notch animated content, which can be streamed on BBC iPlayer and Disney+, product innovation is paired with value offerings that make the toys accessible to even the youngest fans.

Jazwares

One of Jazwares’ most highly anticipated recent launches was Adopt Me!, based upon one of Roblox’s biggest games. The gaming space is crowded and complicated, with numerous games all vying for a piece of the action and the toy industry racing to keep up.

Jazwares has been a Roblox licensee for over five years.

It knows how to navigate its way around the platform and its games to offer exactly what fans want. Adopt Me! is all about collecting pets and playing with them in a nurturing way and so is the toy range, which has been developed with a close eye on faithfully translating digital play to physical play. The range has been advertised within the Adopt Me! Roblox game, while future product launches will tie into game updates as they roll out.

“We’ve got a proven track record of working with gaming properties, including Fortnite and Roblox, and we’ve always been ahead of the curve in terms of bringing those games to life in toy form,” Holly says, when asked why Jazwares is so widely considered a licensing partner of choice. “Naturally, great product is at the heart of a strong licensing partnership, but we’ve earned ourselves a reputation for being brand managers. We’re always thinking about how to drive longevity while also keeping licensed toy ranges fresh and we often outperform expectations and our competitors. Credit must go to our licensing team for building amazing partnerships and bringing in fantastic new opportunities year after year.”

These qualities are the reason Jazwares was recently appointed master toy licensee for another Roblox game, Royale High, the biggest fashion-based property in gaming. The deal will see Jazwares develop a new range of game-inspired collectibles and fashion dolls for autumn/ winter 2024, which will let kids lean into fashion role-play and style expression. Royale High has a huge social media following, boasting 9b digital impressions, which make it a unique proposition. This will also be a huge boon when it comes to promoting the toy range at launch.

Jazwares sits on both sides of the licensing table, being licensor as well as licensee. The company’s ambition has always been to transform Squishmallows into a global lifestyle brand and 2023 bore witness to the first major steps toward this goal. Partnerships covered everything from Apparel, Accessories and Beauty to Homewares and FMCG. One of the most exciting collaborations announced in recent weeks has been the 42-piece Squishmallows x H&M capsule collection of clothes and accessories for kids and pre-teens. Holly explained: “The launch exceeded all our expectations and we look forward on building on this in 2024”.

Further high-end licensing collaborations are also coming through for 2024: one of them is with the iconic global sports apparel and accessories brand Puma.

Several major deals were borne off the back of Brand Licensing Europe 2023. The booth was made up to look like a high-end boutique and demonstrated to attendees not only how stunning the brand is, but also the wealth of areas into which licensees can take it. Holly says Squishmallows has reached the point where people ought to be thinking of it as far more than just a toy, and that the new partnership with H&M will demonstrate to prospective licensees the scope of the brand.

With that scope comes aspirations for further significant growth. To achieve this, Jazwares is placing a renewed emphasis on collectability and really leaning into #squishmallowshunting. The Squishmallows retail tour is also coming to the UK following a successful US debut, which Holly tells Toy World will take the brand to fans like never before. As alluded to earlier, there will also be a great many more licensing collaborations announced. Holly adds: “We’ve got the blueprint; we

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know what works. Now it’s just about going wider and deeper.”

Saving the best till last, Holly then reveals that Jazwares will be kicking off 2024 with Squishalongs, the range Holly is most looking forward to showcasing at Toy Fair.

An extension of the Squishmallows brand, and slated for launch in autumn/winter 2024, Squishalongs is billed as a reimagined Squishmallows world in a completely unique format: 1” soft and squidgy Squishmallows characters based on Jazwares’ extensive back-catalogue. There will be hundreds of these adorable toys to collect, trade and play with on the go, which will appeal strongly to younger Squishmallows fans and collectors of all things tiny.

At the same time, Jazwares anticipates 2024 will be another challenging year at retail. With consumer spending remaining more considered than ever, the company will have to ensure its retail partners have the right offering at the right price. But it’s also operating under the old ‘if it isn’t broken…’ adage, by, quite simply, doing more of what’s working and introducing newness into existing hit brands that will keep consumers coming back time and again.

Jazwares is also continuing to put people front and centre of its business strategy. Holly says the company benefits from a highly talented team that’s laser focused on doing right by Jazwares’ partners, which have built up a high level of trust. After all, it takes a huge team effort to deliver some of the licensing collaborations we saw from Jazwares in 2023: these things don’t happen by chance.

Holly also explains how Jazwares is centralising some of its functions to improve its planning and agility. This will mean the company can react to emerging market trends more quickly, and pivot to meet consumers ever-evolving needs. Coming into 2024, operational improvements will become part of the company’s success story – a story that promises significant growth for a 12th consecutive year.

“While some of our competitors are cutting back, Jazwares is pushing forward, which makes this a very exciting place to work,” Holly says. “I think it’s that excitement that fuels our team. Our team is the beating heart of Jazwares. We know things are tough out there and we’re constantly grateful to have a portfolio of powerhouse brands and incredible partners on both the licensing and retail side that continue to support and enhance everything we’re trying to do. We cannot thank them enough for their continued support as we grow together.”

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2024

Character Options

01616 339 800 | www.character-online.com | sales@charactergroup.plc.uk Stand N16 Character Options’ Toy Fair stand will have cross-category appeal, with new IPs like Smooshzees and Terror Fried joining exciting innovation for existing Heroes of Goo Jit Zu and Stay Active ranges, a sweet treat for young foodies and a new interactive pet, Teksta Purro.

Character Options will be introducing Smooshzees. These squeezable stretchy characters are cute and highly collectable. Smooshzees are based on trending and exotic characters, each with its own colourful personality to stimulate kids’ imagination through play. The combination of super-soft filling covered with a velvety, stretchy outer skin means Smooshzees offer the softest hugs. There are many different characters to collect, across three sizes. At the smaller end of the scale are the 3.5” Cutezees, while 4.5” mid-sized Luvees are that extra bit smooshier, and Snugzees come in at almost 8”. Each scale includes two chasezee characters, and all pets come in stackable try-me packaging so customers can feel the softness and see the characters peeping out of the pack.

Heroes of Goo Jit Zu is a cornerstone property of Character Options’ portfolio and introduces the all-new Stretch Strikers product line-up for AW24. The team has revealed an extra-special launch coming later in the year: the Heroes of Goo Jit Zu Hero Creator Pack, based on the TikTok trend (which has generated over 100m views to date), whereby people challenge themselves to see how far they can inflate their GJZ toys. The kits come with all fans need to create their very own Goo Jit Zu Hero straight from the pack. Included is a dispenser unit, a Blazagon or Thrash skin, removable head and three different compoundfillings to create a unique hero. Not only can the Goo Jit Zu character be emptied and re-filled, but kids can also get creative with their fillings, adding their own liquids, compounds and slime to customize their heroes again and again.

Meanwhile, Character’s Stay Active collection will remain a go-to and trusted brand for fun active toys that can be enjoyed by the whole family, and played both indoors and out. The new Stay Active Get Low Balance Board is a full-body workout and fun challenge game in one.

Launching late spring, the aim of the game is to follow the instructions accurately and do so in good time. There are three modes of play: challenge, lightening and chill.

Terror Fried is a ‘horrifyingly’ fun range that delivers unsavoury compounds and collectability. Packed with repulsion, it’s filled with appeal for kids who love gross stuff. Terror Fried’s food-themed line-up includes Nasty Nibbles, Horror Burger and Slimy Box, as well as the all-encompassing Gross Bucket.

With each set, kids will discover horrifying critters and creatures as collectible figures, hidden among foul compounds. Crispy cockroaches, battered rats and more can be found within slimes, gloops and lumpy foams. Kids can drop burgers and nuggets into the fry bucket to enjoy the fizz‘n’fry dissolving effect, rip open foul and stinking milkshakes to splat-out lumpy foam slime, crack open packs of fries to reveal the slimy squelch within, and peel-and-reveal smelly, oozing condiment sachets - as well as so much more.

From AW24, Character’s portfolio will also be home to Teksta Purro. This interactive kitten has impressive functionality and has no need for apps, WiFi or Bluetooth. Not only can she move around avoiding obstacles, but she also dances, raises her head and chases after her mouse. Kids will always know how she feels with emotive eyes and 100+ sounds including purrs, laughs and burps. With haptic touch sensors, Purro responds to petting, and kids can watch her ears wiggle and react to music and voices. She’ll respond to yes or no questions, eat, and sing back songs in meows. She also comes with accessories to further extend play value.

From autumn-winter, families can use the 1-Minute Cotton Candy Machine to create all the spun sugar fun of the carnival at home, using standard table sugar and will delight in the magic of making their own cotton candy in just 60 seconds. The portable, handheld machine is the perfect size to take to parties and sleepovers and has a rechargeable battery to ensure the fun will never end.

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2024

Bandai UK

020 8324 6160 | sales@bandai.co.uk | www.bandai.co.uk Stand N17 Toy Fair 2024 sees Bandai UK showcasing a host of new licensed, own IP, and distribution ranges for the year ahead.

The show will provide the backdrop for the relaunch of the iconic collectible range, Littlest Pet Shop. Following Bandai’s recent appointment as distributor for the UK and key EU markets, the company will add a new range of collectible pets and playsets to the legacy toy collection, appealing to a new generation of collectors and superfans. With classic bobblehead motion and personalised accessories, there are 60 cute characters to collect in series one. From blind Single Pet Packs to Pet Pairs and Pet Trio Collector Tubes, through to the Pets Got Talent and Fun Factory Playsets, the range offers pocket-money purchase options and affordable gifting, with impactful FSDU choices to maximise in-store visibility.

As master toy licensee for popular pre-school property Pip and Posy, Bandai’s initial collection of plush lines and articulated figures includes the Clip-On Plush, the 23cm Plush, collectible figure packs and the Pip and Posy Feature Plush, complete with sounds, phrases and a clip of a theme from the show.

Bandai continues to invest in and strengthen its own IPs, like Tamagotchi and Dragon Ball, with innovation, newness and extensions to ensure a rolling collection of solid, fresh ranges. The best-selling Tamagotchi introduces six new styles for the spring and summer period, alongside a new colourway for the Tamagotchi Uni. A host of licence deals for the Nano merges two hugely popular worlds to create customised Tamagotchi play. Licences include the highly anticipated Spy X Family, plus existing lines such as Tiny Tan, Demon Slayer, Star Wars and Jurassic World.

Increasing its character range and broader price-point choice for iconic anime franchise, Dragon Ball Super, Bandai’s best-selling action figures, offer a robust collection for both the mass toy and specialist collector markets. Hero collections include the highly detailed and poseable 15cm Dragon Stars and the Evolve 12.5cm action figures. New characters will be introduced across both ranges while continuing an always-in-stock strategy for best-selling characters. A strong marketing programme spanning YouTube, TikTok and CrunchyRoll advertising, TV and digital sponsorship of kids’ channel POP, through to events and retail activities, will be implemented for the year ahead.

As the home of anime action figures, Bandai’s Anime Heroes line of 15cm figures also includes Naruto, One Piece, Jujutsu Kaisen and Bleach, while its Ultimate Legends action figures provide 12.5cm character versions of fan-favourite series Naruto and Naruto Shippuden. Entry price-point collectibles range Chibi Masters will showcase existing anime lines Dragon Ball and Demon Slayer, alongside the introduction of new Spy X Family and Chainsaw Man waves planned for 2024.

The Shokugan range brings some of the most loved characters from across anime and gaming to life in miniature collectible form. With plans for an extensive IP portfolio roll-out for the international market, the UK is braced for the return of the hugely popular Kirby Friends collection. A restock of the series kickstarts the year, followed by an all-new wave of characters for the Q2-Q3 period.

Extending its hold within the mass arts and crafts category, Bandai UK will launch two new brands for 2024. Looking to grow the Diamond Painting subcategory within the arts and crafts market, Bandai is expanding the adult hobby craze into the kids' market with its Dotzies range of kit and canvas box assortments. Each set comes complete with a stylus to pick up individual dots for placing onto the corresponding square and includes everything needed for a fun and creative activity.

FidlBitz brings a new way to play using its toy foam cubes. Combining open-ended sensory and interactive play with creative and STEM benefits, children can stack, link, shape and build endless creations with the FidlBitz cubes, which only stick to themselves. The brand also taps into the popular ASMR trend with the cubes creating satisfying sounds when squished together.

Bandai UK’s Nanoblock range offers miniature construction bricks and kits boasting a portfolio of popular themes and licences including Pokemon, Kirby, Dragon Ball, Naruto and Hello Kitty. The nano-block technology allows for a superior building experience, resulting in highly precise, detailed miniature sculptures, accessible for everyone from beginners through to dedicated builders.

The all-new Sanrio range from YuMe Toys offers collectibles which have never before been available outside of Japan. Bandai UK will be showcasing its range of character keychains and light up collectible characters depicting a full cast of Sanrio favourites such as Hello Kitty and Cinnamoroll.

Bandai will also be unveiling new product lines and marketing plans for some of its most successful long-term partnerships, including Miraculous, National Geographic and The Original Sea Monkeys.

For all Bandai UK sales enquiries, please get in touch via the contacts above.

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Secrets to find, BLOCKS to

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2024

YuMe Toys

emeasales@yumetoys.com Stand UN39 YuMe Toys has announced its debut at London Toy Fair 2024, where the global company will showcase its latest trend-led toys and collectibles. With a reputation for speed to market and launching new product lines at the height of a given brand’s popularity, YuMe's primary business objective for 2024 is to expand its direct-to-retail presence in the UK, working closely with national retailers and wholesalers.

YuMe is introducing the YuMe Hero Box, a collectible figurine range featuring some of the most iconic global entertainment brands. With a fun twist on character designs, which projects the characters’ DNA to the fore, each Hero Box series is made up of numerous (usually between six and eight) collectibles. The spring-summer Hero Box ranges include Spider-Man, Deadpool, Stitch, Harry Potter and The Nightmare Before Christmas.

Moving into autumn-winter, the range broadens with the introduction of a collectible series of 6” statuettes that sit on 360° diorama stages. The lineup includes collectible sets from Marvel and Disney.

YuMe will be joining in on the 50th-anniversary celebrations of Hello Kitty. Available from early spring, YuMe’s collectibles range includes two blind box figurine collections, four ranges of keychains with hand straps and an assortment of Little Moon Light figurines. These unique collectibles glow at the touch of a button, change colour every few seconds and are a perfect addition for Hello Kitty enthusiasts.

Last year, YuMe proudly launched its own range of plush toys, DZNR. DZNR is a highly stylized, premium-quality collectible plush range that celebrates the heritage and artistry of entertainment IPs. For 2024, YuMe is introducing a new wave-driven approach, designed to appeal to a wide range of gaming, anime and content streaming fans. YuMe plans to launch upwards of three waves per year, featuring characters that align with tentpole entertainment releases.

In the second half of 2024, Netflix will launch the highly anticipated Squid Game season two. To celebrate the latest instalment of the global streaming sensation, YuMe Toys is launching a series of toys. The range is made up of Squid Game Piggy Bank Mystery Capsules, Squid Game Bobble Hero, Squid Game Squish Hero and Squid Game mini DZNR Clip-on Plush. There are nine different Piggy Bank Mystery Capsules to collect, each featuring a key character along with accessories and background cards for display. Once opened and the character is removed, the capsule can be resealed, placed onto its display plinth and used as a conventional money box with the figurine on top.

In the world of anime, and following on from the success of its Jujutsu Kaisen ranges in 2023, YuMe will launch figurine keychains and squishies for Dragon Ball, as well as figurine keychains for One Piece.

Simba Smoby Toys

01620 674 778 | sales@simbasmoby.com Stand B50 With a second series of Wednesday on the cards, Jada has a cool range of items for the year. The Jada Wednesday RC Thing - the infamous disembodied hand - is 18cm and comes to life, crawling across surfaces. Instantly recognisable with its realistic design and creepy stitched detailing, two-channels means fans can control both speed and direction via a controller. Jada’s Wednesday 2.5-inch Coffin Deluxe Blind Boxes each include a stylised 100% die-cast figurine, as well as two blind-bag surprise accessories from the show.

Jada’s signature 2.5-inch Metal Figures will enjoy an expanded range across a range of pop culture licences. Fans can discover figures from Harry Potter, Marvel, Disney Pixar, Sonic the Hedgehog, Godzilla vs Kong, Minecraft and more, available in single and four-packs. Superaffordable and highly collectible, 2.5-inch Metal Figures are perfect for all fans of character brands, offering great playability and displayability.

Jada’s Street Fighter Deluxe Collector Action Figures will see continued extension throughout 2024. Popular characters from across the video game franchise, including Ken Masters, M. Bison, Dhalsim, Cammy, Guille and Deejay, will all be added for spring with more on the way for autumn. The figures come in arcade-game-style boxes and have 25+ points of articulation. Each comes with alternate head, hands and power pose accessories.

The autumn and winter season will also see a new addition to Simba’s comprehensive range of Disney Wish Plush. The Disney Wish 25cm Star Plush lights up and makes sound effects matching those featured in the movie when squeezed.

From the Smoby collection, a new range of roleplay items is inspired by one of the fastest growing licences on Circana: Gabby’s Dollhouse. Available from SS24 is Gabby’s Dollhouse Ice Cream Factory. Ideal for pretend play, kids can create their own ice cream and waffles with the ice cream maker, waffle iron and accessories included. Gabby’s Picnic Basket, with a handle and two-part lid, comes with pretend food and picnicware, including cups and plates with Gabby and Pandy Paws on them.

Smoby’s Flower Market range includes the new Flower Creations Kit which lets kids design and construct flowers using the manual flower press and the included flower parts. Once created, children can create floral decorations and giftable creations. Petals can later be taken apart to create new flowers, and top-ups can be purchased with Flower Deco Refill packs.

The ScreamerZ range of prank plush offers three cute characters to collect: a monkey, rabbit and bear. Whilst ScreamerZ may seem like ordinary soft toys, they can be squeezed to hear sweet noise or squeezed harder for a hilarious scream. When given a squeeze and shake they emit a funny, wobbly scream. The built-in mechanism makes them a fun way to play pranks.

Screamerz will be backed with a comprehensive marketing plan across TV, digital, influencers and social media.

For more information about the full brand portfolio, please enquire through the contacts above.

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A BBQ Party and Alien

Abductions to KEEP you awake …

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2024

AB Gee

01773 570 444 | www.abgee.co.uk | sales@abgee.co.uk Stand B40 AB Gee will be kicking off 2024 with more new launches than ever. After securing an exclusive distribution partnership with, Zuru, it will be showcasing new lines for some of the company’s most popular and best-selling ranges. These include new launches for Mini Brands, which continues to be named as the No.1 most-liked collectible toy across TikTok, and XShot, TikTok’s No.1 most-liked blaster brand. Latest introductions will also be unveiled for Rainbocorns, Smashers, Robo Alive, and Snackles, alongside seasonal brands, Bunch O Balloons, and XShot Water, both of which will see additions for outdoor summer ranges.

A brand-new segment for this year is a range of bubbles exclusively available from AB Gee. Fubbles are no spill bubbles which mean less mess and more fun. There are a selection of price points starting at £2.49 retail for the mini tumbler, to big buckets and the Fun-finiti bubble machine which offers up to an hour of non-stop bubble play.

It was a big year for AB Gee’s exclusive World’s Smallest range, after debuting at 2023 Toy Fair and being backed by a sustained influencer outreach coordinated by Norton PR. This extended range of fully functional, miniaturised, collectible toys continues to be an enormous hit with adults and children alike. AB Gee has responded to increased demand by offering a new FSDU, designed specifically to showcase the collection at retail.

Showing for the first time with AB Gee will be the Kidicraft range of puzzles. With licensed collections from Hornby, Airfix and Corgi and nostalgic designs by Kevin Walsh, enthusiasts can explore a new dimension to their hobby whether that be historical moments, picturesque landscapes, or vintage scenery.

A returning favourite to AB Gee’s extensive portfolio is the Science4You range. This range offers scientific and educational toys for STEM play, helping kids to gain knowledge in the fields of science, technology, engineering and mathematics. The range is sold in over 40 countries around the world.

Collectible figurines from Bullyland have been a top performer since being introduced earlier in 2023. There are over 400 figures in the range plus FSDU/CDU options to maximise instore presence.

In addition, the company has a new distribution partnership with Aurora for branded and licensed plush toys and gift products. Visitors can also expect to see new ranges from Mattel, Hasbro, Moose, SpinMaster, Funko, Ravensburger, Just Play, Tooky Toys and Make it Real, plus much more.

Keel Toys

01233 506363 | www.keeltoys.com | sales@keeltoys.com Stand F10 Keel Toys has been at the forefront of design innovation within the gift market for many years, and its sustainability journey has been no different.

The company’s goal has been to create sustainable fabrics and products that are softer and even more beautiful than ever before, and in the Keeleco range, it has achieved its desired outcome. Every Keeleco soft toy is manufactured and filled with 100% recycled polyester made from plastic waste.

Keel Toys has announced that, four years after launching Keeleco, it has recycled more than 250 million water bottles in the manufacture of the range (figures correct to the end of 2023 stock production). With over 450 products and counting, Keel Toys remains committed to expanding this eco-collection, and at Toy Fair, the brand is offering customers an exclusive opportunity to preview and pre-order over 100 brand new items from the 2024 range, including all new Halloween and Christmas ranges. Ranges will include Wild, Farm, Sealife, Dinosaurs, Teddy Bears, Puppies, Kittens, Nursery, Seasonal and the Keeleco Adoptable World collections.

The whimsical Keeleco Pink range continues the enchantment with beautifully designed, textured toys. Exclusive fabrics and embroideries bring Unicorns, Seahorses, Mermaids, Starfish, Octopuses and even a Clam Shell to life, complete with eye-catching gold crowns and pink tutus.

Keeleco Baby, launched in 2021, welcomes new friends Squish Starfish and Percy Penguin to add to the natural range of Marcel Monkey and Ezra Elephant. All come complete with a variety of retail solutions and POS. Customers can also experience the playful magic of Wild, Farm and Dinosaur hand puppets, accompanied by a striking multi-sided floor standing display unit. There is also a new collection of standing and sitting Keeleco Puppies which come complete with fashion-focused dog outfits, all made from 100% recycled materials.

Consumers will be able to indulge their senses with the Bakery range, an exquisitely designed collection of scented cupcake character Sloths, Leopards and Mice. The theme continues with soft and stretchy cake and patisserie characters.

Keel Toys’ commitment to building a sustainable future doesn’t end with its products, making Keel Toys an eco-centric business partner.

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3D Creations and glowing

sensations for all to make!

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2024

Sambro

0161 765 2600 | sales@sambro.com Stand B80 Sambro International will be returning to London Toy Fair 2024 to showcase its extensive range of licensed and own-brand toys, with some exciting new ranges and licences to be unveiled. The company holds strong partnerships with key global licensors including Disney, Marvel, Hasbro and Paramount, and will share news and updates on some of its most recent licensed contracts including Universal, Acamar Films and Toikido.

New for 2024, Sambro will launch a range of products from popular children’s TV show and franchise, Bing, as part of its three-year contract with Acamar Films. The range being rolled-out across the UK and EU retailers includes toys that encourage self-expression and exploration, as well as sensory, creative and imaginative play. Messy play sand sets and My First art sets, along with make, mould and paint figures, will form part of the arts & crafts range, whilst outdoor play items include waterfall sets, bubbles and inflatables.

Sambro further strengthens its licensed offering with a range of collectible toys featuring Gabby’s Dollhouse, Trolls and Minions, in partnership with Universal. Further newness comes in the form of the extensive range of arts & crafts, stationery, bags and novelty toys, themed around Toikido’s Smashlings, which will be widely available across EMEA territories.

2024 will be a year of anniversaries and celebrations for some of the world’s biggest brands including Barbie who turns 65 this year, SpongeBob SquarePants with a 25th anniversary, Teenage Mutant Ninja Turtles and Transformers who both celebrate a 40th anniversary milestone and Peppa Pig with her big 20th celebration bash. Hero products from these anniversary ranges include all new Peppa Pig arts & crafts ranges and celebration glitter plush, SpongeBob Puzzle Palz, the Teenage Mutant Ninja Turtles Ooze playset and novelty lines, plus Transformers plush and Puzzle Palz.

Toys inspired by the latest pamper and make-up TikTok trends are expected to be big for 2024 and Sambro will be working closely with Mattel as it expands its already successful range of Monster High arts & craft and creative play ranges, including a new Monster High Secret Journal packed full of spooky surprises.

Following a successful year of sales across plush, in which Sambro has gained traction in the special feature plush category, the company will also unveil its own range of plush products featuring collectible fruit-scented soft toys, nostalgic rag dolls and cute sleepy pets, which will launch with retailers in AW24.

Show attendees can hear more about the new launches and ambitions for 2024 at the Sambro stand and can make an appointment with Sambro’s sales team at the contacts above.

Gibsons Games

020 8661 8866 | www.gibsonsgames.co.uk sales@gibsonsgames.co.uk Stand E15 Gibsons, the family-owned jigsaw puzzle and games company, is bringing multiple product launches to the market in 2024. The all-new designs will be available to view and order at London Toy Fair.

2024 will see the launch of the Jokesaws range, which consists of comedically themed puzzles with cheeky designs from talented artists like Andy Tudor, Phil Dobson and Gerald Como. The colourful 1000-piece puzzles are jam packed with hidden gems and jokes that aim to bring with them a host of grins and giggles. New designs and artists will also be added to the range later in the year.

Meanwhile, the traditional Gibsons puzzle packaging has undergone a modern refresh for 2024. The new design has been adopted in response to customer feedback and includes new features like 1:1 puzzle piece graphics alongside imperial and metric measurements.

Additionally, the company has been revamping its XL puzzle range. These products feature extra-large pieces for puzzlers who have visual, motor or cognitive impairments. It has added several new puzzles to the XL line as an initiative to remain inclusive and contribute to positive social impact.

Gibsons has partnered with aviation artist Matthew Emeny and Help for Heroes to launch the Portsmouth Flypast jigsaw. 6th June 2024 marks the 80th anniversary of D-Day, the largest naval, air and land operation in history which departed from Portsmouth in 1944. Gibsons is commemorating the bravery and sacrifice of those who took part in the D-Day landings with the puzzle and is donating 7% of the selling price to Help for Heroes, registered charity number 1120920.

Becoming a B Corp certified company has been a key focus for Gibsons and is only awarded to companies who use their business as a force for good. Gibsons is delighted to announce that it has achieved this award and is now part of the B Corp family.

Gibsons has taken several steps to show its commitment to social and environmental responsibility. The latter includes the launching of special edition jigsaw puzzles where a percentage of profits is being donated to charities including the Great Ormond Street Hospital. Furthermore, it is also localising its manufacturing by moving away from production in China and working with UK and EU-based factories.

The company will also be installing solar panels at its offices, as well as recycling 85% of its waste, and will continue providing first class customer service to all consumers in 2024.

These efforts align with the B Corp framework and demonstrate Gibsons’ dedication to creating a more sustainable and equitable world.

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Plus-Plus

0333 050 0144 | www.plus-plus.com info.uk@plus-plus.com Stand N12 Plus-Plus, based in Denmark, creates toys which spark imagination and creativity in children of all ages, with the aim to ‘Set Play Free’. Plus-Plus is internationally recognised as a high-quality brand and the winner of multiple prestigious product awards across the globe.

2023 saw an extensive range of products introduced directly to the UK toy and gift market, building long-term partnerships with retailers by supporting with instore POS and events to get consumers hands-on with the products. This approach has seen a considerable increase in national and independent store listings within toy retailers and the leisure sector, with fantastic feedback and buy-in from consumers.

A new January launch, and exclusive IP, is the Hexel. An engaging fidget toy, consisting of six large Plus-Plus pieces interconnected by an elastic cord, players of any age can release their creativity to shapeshift each piece to make a wide array of structures and combinations, or for more excitement, incorporate additional Hexel sets. Hexel is a new venture into the novelty category and can be enjoyed by all ages – by anyone who like to fidget and stimulate their senses. At Toy Fair, visitors can meet the Hexel expert, learn the moves and put the line through its paces.

Building on the established tubes and playsets range, a new Pearl colour theme will be available in both 100pc and 240pc tubes and soft pearlescent tones, focusing on open ended play. Alongside the wide range of colours and builds, spring 2024 celebrates Everyday Heroes with a collection of three, 100pc tubes – Police, Fire and Medical. Meanwhile, Plus-Plus is also introducing the Nordic Hero collection of Viking, Viking Ship and iconic The Little Mermaid. The company will also release the 100pc Glow in the Dark Axolotl set; whilst critically endangered in the wild, this kit makes the cutest pet for kids to keep safely at home.

Two new Learn to Build sets join the range this year – Robots and Pets – both featuring refreshed, eye-catching packaging and including a carefully curated 275 colourful pieces for open play. Kids can also use the included guides for inspiration. Each box contains a large selection of bright pieces and accessories to explore and build fun, quirky and interchangeable characters.

Encouraging youngsters to take their first steps into building can start from as young as birth. Bloom and Breeze soft coloured, big and chunky pieces in gentle tones of pink or blue hues are perfect for tiny hands to hold and, with the help of an adult, they can start to create simple shapes and creations. Bloom and Breeze are both available in tubes and box sets.

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.

Orchard Toys

01953 859539 | www.orchardtoys.com orders@kayes.co.uk Stand E10 At this year’s Toy Fair, Orchard Toys will unveil its brand-new range for young children featuring The World of Peter Rabbit, its first licensed collaboration with Penguin Ventures. The company will also announce innovative new products in its expanding portfolio of best-selling educational games and puzzles loved by parents, teachers and children.

The World of Peter Rabbit line features six games and jigsaws for children from the ages of three and beyond, with one SKU for little ones from 18mths+. The range blends the educational and engaging gameplay of Orchard Toys with the iconic characters from one of the world’s most beloved brands, to bring Peter Rabbit to life.

The new collection of educational games and jigsaws is a creative hybrid of The World of Peter Rabit and Orchard Toys, representing the very best of both brands and their shared values of quality, learning and fun. The beautifully designed range evolves the narrative of Beatrix Potter’s original Tale of Peter Rabbit, with its garden setting, and creates a new way for families to engage with the story through imaginative play.

The collection features: Fish and Count, a charming number counting game; Don’t Wake Mr. McGregor, a board game where players race to collect vegetables; 4-in-a-box-puzzles, a set of progressive puzzles to help children learn about the seasons; Rabit Race, a fun matching and memory game where Peter Rabbit and friends race through the burrow; Veg Patch Lotto, a fun lotto game where players race to fill their board before Mr. McGreggor builds his scarecrow. Finally, the collection will also include Hands and Tails, a first all-in-one matching activity and game featuring Peter Rabbit and friends.

Further releases by Orchard Toys will include Giant Alphabet, which consists of a massive 1.7m floor puzzle. Designed for children aged three and over, the Giant Alphabet jigsaw is a wonderful introduction to the alphabet that will help kids learn their ABCs in a fun and engaging way. Each letter of the alphabet features a different design including a goose playing a guitar, a hippo wearing a hat and a king flying a kite, giving children lots to discover and talk about. The jigsaw comes with 26 chunky letter pieces to assemble in alphabetical order, plus extra cut out letter tiles that can be used interactively, and a giant wall poster.

Bursting with literacy entertainment for children aged five and over, Buzz Words is another one of this year’s releases. Buzz Words features four different games to play, offering consumers jam-packed fun and great value for money. There’s a literacy game, word lotto, grab the words and pairs. In the fun, fast-paced literacy game, children race against the timer to make the most words, turning over the friendly bees to find the letters to spell three, four and five letter words.

Orchard Toys will also be showcasing its new Doggy Doggy Woof Woof! and Fun Food Bingo games, as well as extra-long jigsaw puzzle Giant Number.

For retailers there will be Orchard Toys exclusive show offers.

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Pat Avenue

01604 678780 | enquiries@patavenue.co.uk Stand E66 Pat Avenue’s portfolio of brands for 2024 delivers a mix of evergreen ranges, guaranteed performers and new IPs. As the exclusive UK&IE distributor of Hama, the original arts and crafts bead brand, Pat Avenue will continue to offer a creative challenge for all in 2024. Buyers can expect fresh licensed and unlicensed lines for all budgets, including the Gabby's Dollhouse Large Hama set. New for spring, this 4,000-bead set will allow children to create Gabby and Kitty designs with pegboards. They can also string beads to make a Kitty headband. For big value and practicality, the Hama 10,000 Beads and 5 Pegboards Bucket set comes with everything needed to create flower, animal, car designs and more, plus a handy storage bucket. For the littlest crafters, My First Hama offers a great introduction into maxi beads. Kids can place the transparent pegboard over their design and create directly over it, making it easier to replicate.

An award-winning, next generation brain teaser, Slida is the world’s first three-dimensional, sequential interlocking puzzle for all ages. To solve any Slida puzzle, players slide and interlock the pieces in the correct sequence. The Classic Sphere is great for on-the-go puzzling and launches this spring, with more in the pipeline for AW24 to keep playability fresh. Slida’s Classic Egg and Cylinder are affordable, palm-sized puzzles, whilst the Snap ‘n’ Wrap offers a next-level challenge, snapping around the Classic Sphere as an additional sequential puzzle.

Its difficulty can be increased by adding world globe transfers. There’s also Puzzle in a Puzzle that adds a challenging dimension by surrounding it with another puzzle, and the Interlock Game that is expected to become a games night staple.

For pre-schoolers, Motor Town is not to be missed. This super-cute, push-and-go vehicle and playset line fills a missing price point in the category, offering quality, value, collectability and great playability for all pockets. There’s a host of free-wheeling cars to collect plus an array of playsets. A great place to start with the range is My First Garage with One Car. This threelevel garage features a lift to transport cars up and down, slopes to race cars around, a fun roundabout, barriers to crash through and a car wash. It’s also easy to transport with its fold-up design.

Drench Soda is a fun, suspense-filled game, where a soda can is filled with water. The game begins with the roll of the dice, which determines the number of shakes and whether the player keeps, skips or picks another to take their turn. Then the can is shaken, and the tab is pulled. It could go off at any time; the last to stay dry wins.

Meanwhile, fun in the Danger Zone continues, with a second Battle Heads series. The jaw-firing collectibles are back with more cool characters to collect, including a glow-in-the-dark clan. More playsets will further extend imaginative play, alongside the Power Bike and Battle Quad.

For more details on the Pat Avenue 2024 portfolio, which also includes a bigger than ever Keyriders collection of animal-themed safety helmets, scooters and inline/roller skates, a visit to the Pat Avenue London Toy Fair stand can be arranged by getting in touch through the contacts above.

Funrise

www.funrise.com | salesuk@funrise.com Stand G90 Funrise is preparing to unveil four new brands at London Toy Fair.

Following consumer products success at retail, aided by the Mutant Mayhem movie, Funrise will be showcasing new extensions to its Teenage Mutant Ninja Turtles (TMNT) range at the show. The hero items from the range are the Sewer Shredders, pull-back TMNT figures on a skateboard. These come in the classic style, as well as the Mutant Mayhem stylisation, and feature all four turtles in both versions. Also included in this release is the Half Pipe RC assortment, with RC powered skateboards that are linked to the all-new follow-on series airing on Paramount+ later this year.

Fart Ninjas had a strong year, with a retail sell through and obtaining wider retail distribution partnerships. They will have new theme extensions, as well as a motion activated feature that makes fart noises as someone walks by. The retail solution is a motion sensor FSDU and motion clip strip that creates retail entertainment and supports sales.

Funrise will be revealing three new brands at London Toy Fair, featuring a craft meets fashion doll range and an interactive robotic plush toy, which gained retailers interest during the September 2023 LA show and recent UK previews.

Funrise is planning to level up its marketing investments in 2024, with mid to heavyweight marketing plans across its new girls’ brands, as well as significant front facing and retail marketing across Fart Ninjas, TMNT, CAT and Gazillion.

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Magicbox

01293 222500 | www.magicboxint.com sales@magicbox-toys.co.uk Stand E45 Magicbox’s Toy Fair stand will present exciting new themes and cool new playsets for its bestselling ranges SuperThings, Kookyloos and T-Racers. SuperThings enters 2024 off the back of a solid year, and early Spring will see the latest Evolution series hit shelves.

At Toy Fair, visitors will be given a first look at the autumn/winter Legends series. Fans have long been asking to get their hands on original SuperThings from previous series and the new Legends series offers exactly that opportunity, with value packs, bundle packs and endless inspiration for storytelling.

Another range that will be showcased is Turbo Warriors. These robots offer two-in-one, battle-ready fun, converting easily from robot to vehicle, and there are two to collect. Rallying for the hero’s side is SuperThings Turbo Warrior Power who will go head-to-head against his arch nemesis Turbo Warrior Speed. Turbo Power can be piloted by the included, exclusive SuperThing Lancelord, with his double blade weaponry. Users also have the option to transform him from heroic robot to super car. Turbo Speed will never be far behind. Piloted by Morgus Laser, and armed with his shooter, this robot transforms into a rapid motorcycle.

Kookyloos are sporting a new look this year. Individual window boxes that show off the characters will allow people to try out the fun of flipping between the dolls’ three unique faces, changing their expression with a swipe of the finger. Spring’s Pet Party Series will soon launch in this new packaging, as well as the autumnal theme, Fashion Princess. Like all Kookyloos series, this new theme introduces new dolls to collect – there are eight, each with new hairstyles, facial expressions, and fashion outfits inspired by looks straight off the runway: diamond, butterfly, flower styles and more.

Meanwhile, T-Racers is sporting an evolved look, keeping the original essence of the brand concept, but with a modern twist. The logo and name have been refreshed, whilst new hangtag window packaging delivers extra wow factor at retail. T-Racers Mix ‘N Race, the latest offering from T-Racers, presents a unique system that retains the brand’s status as the only collectible vehicles with Mix ‘N Race function and brings new, sleek car designs with an improved feel. Kids simply interchange the pieces to customise their own cars. T-Racers Mix ‘N Race launches this month, with 36 new super-detailed car designs to mix and match. Wave 2 is set to launch this autumn, bringing a further 36 cars for even more vehicle combinations. The T-Racer Mix ‘N Race cars are to be available as single and triple car blister packs, all at a very competitive price.

An all-new prehistoric-themed playset is coming to the T-Racers range this autumn, the Mix ‘N Race Track Playset: Volcanosaurus Loop. Emulating the interchangeability of the original Mix ‘N Race brand, this playset has multiple features including T-Rex jaws of terror, an exploding volcano and a 360-degree fire loop. Kids can create their track in whichever sequence they like.

As with all new series launches, Magicbox’s commitment to deliver means high-impact marketing across all three brands.

Asmodee

01420 593 593 | www.asmodee.co.uk Stand N5 Asmodee will be showcasing its new licensed Dobble, the newest Format Games launch and the all-new Star Wars trading card game.

Asmodee has added to its Dobble collection with a new Super Mario licence following the success of the Super Mario movie last year. Dobble Super Mario will be launching in April this year, and visitors to the Asmodee stand will get a sneak peek.

Based on the ever-popular Dobble game play, this Super Mario edition includes many symbols from the iconic Super Mario video games that fans will recognise easily and enjoy. The small tin box makes it perfect to bring along and play anywhere, and Asmodee is expecting the game will be in high demand and a collectible. The launch will be supported by marketing and PR, including targeted influencer outreach alongside games demonstrations and event attendance.

Visitors will also be treated to the newest game from Radio One DJ Matt Edmondson’s company Format Games, 13 Beavers. This game is set for launch in June. Players of the game must guess if the next card will be higher or lower to move their beaver along the river, but a wrong prediction will sweep them back to their dam. Bursting with bonus fun including fishing, rapids, lava, wolves and more, the game is different every time it’s played. This launch will be supported by marketing and PR alongside games demonstrations and event attendance. Matt Edmondson will be on the stand showcasing his latest game inventions.

Those who visit the stand will also have the chance to play an exclusive giant version of the new DobbleGo app and enter into a competitor prize draw.

Visitors will also be able to see a demonstration of Asmodee’s upcoming Star Wars Unlimited TCG game.

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Basic Fun!

0118 925 3270 | BFUK@basicfun.com Stand D11 Basic Fun! UK will be introducing new formats and characters to the Care Bears collection. Fans can expect brand-new friends who care, including the uniquely designed True Friend Bear, who celebrates long-lasting friendships with multi-coloured accents and script wording around its front and back midsection. This 35cm Care Bears bestie shows her care for the earth and is made from 100% recycled materials, with 12 plastic bottles being repurposed in every bear. Also made from recycled bottles, Be Me Bear has vibrant fuchsia fur and inspires everyone to be true to the person they know themselves to be. These two new Bears will join the new spring addition, Flower Power Bear, who is unique with a pink and blush swirled fabric outer that resembles little roses throughout her plush fur.

The classic Lite-Brite brand will welcome two of the highest grossing media franchises of all time to the classic light-up peg art brand for AW24, and these will be announced officially in due course. Basic Fun says these new additions complement the innovation seen in 2023 with the new Lite-Brite Touch and Mini-X Connect, which are both continuing into 2024 following sellout success.

Following the continued growth and success of the Misfitten brand, a new Gemstone Misfittens theme is launching in the core collection, with sparkly embellishments and something special for summer, the Mini Misfitten Kitten Fishbowls. Made of soft, squishable plush, there are eight characters to collect, each squeezed inside fishbowl capsules with just their tail peeping out. A second theme is already in the pipeline for Mini Misfitten Kitten Fishbowls: Mer-Kittens, with fun mermaid tail designs to find.

Visitors to the stand can also find out more about two hugely exciting brands launching for AW24. Both are inspired by popular culture and deliver collectability to fans of fluffy things and micro things, both being huge trends at the moment. To make an appointment or for more information, get in touch with UK Sales through the contacts listed above.

Mojo Fun

01422 413674 | www.mojofun.co.uk | sales@mojofun.co.uk Upper level 141 2024 will see Mojo Fun introducing new animals to its range which will be shared with attendees at London Toy Fair. The new figures include a European Hare, Atlantic Puffin, Hereford Cow Family, Geckos, Pot-Bellied Pigs and an iconic Emperor Penguin with Chick. In addition to the new animals, the company has remodelled some of its existing animals, such as the Lion, Lioness, American Bison and Clydesdale Horses.

This year will also see the launch of a new range, Mini Worlds, which consist of 12pc sets of mini figures in six styles. Packed in clear tubes with a fabric handle, they make an affordable starter pack for future collectors and great pocket money items packed with quality. Alongside the range, several styles and sizes of POS to display the product will be available. Whether retailers are looking for a natural wood effect, popular in book and gift shops; brightly lit LED displays, most popular in toy and department stores; or stylish and durable metal displays, there is a wide selection to choose from. All POS materials including consumer collecting booklets are FOC subject to minimum order values.

In addition to the Mojo launches, from January 2024, the company will be distributing Quercetti of Italy. This new range offers various pre-school and educational toys, all 100% manufactured in Italy. The product line is hugely popular in Europe but until now has had limited exposure in the UK, but Mojo Fun thinks it has huge potential. The eco-friendly lines Play-Bio and Play-Eco, made from bioplastics and certified recycled materials, are amongst the brand’s best-selling ranges.

The Quercetti range is good quality and is fresh and affordable for both buyers and consumers alike. An added advantage to manufacturing in Italy is the quick lead times: 14 days from order to arrival in Mojo Fun’s UK warehouse. This will reduce supply chain waiting times and offers almost 100% stock availability throughout the year. The new range will be available from March 2024.

Mojo Fun’s commitment to delivering great customer service is a main point of focus. With its high-quality figures increasing in popularity, shelves are in constant need of replenishment, and the team aims to turn all orders around within 48 hours.

Despite mounting pressure on margins, Mojo Fun will maintain its current trade pricing for 2024. Customers who visit the stand at London Toy fair will receive an additional 10% discount on orders placed and delivered before 31st of March.

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DKB Toys

07813 725 480 | www.dkbtoys.com | info@dkbtoys.com Upper level 128 DKB has spent 2023 building on its successes and will push the company forward in innovative ways by developing its portfolio of brands and products and introducing newness along the way.

Crazy Aaron’s continues to grow with support from the industry and customers alike.

Retailers, from indies to some nationals, have got behind the product, and in the last 18 months DKB has broken some impressive milestones - the biggest being the sale of over 300,000 units in the UK. Crazy Aaron’s is returning to Toy Fair this year with an even bigger selection, tons of newness and a completely new segment.

The Monogram collectibles range will develop further as the blind bags of cute pop culture idols continue to make a huge splash with DKB’s customers. The range has grown with new Disney lines, including the popular Stitch collection which sees the fan favourite character running rampant, not only in blind bag form but also as an adorable money bank. This is alongside other popular ranges which sell out incredibly quickly. Toy Fair visitors can also expect a peek at DKB’s hot new licences that will be introduced this year; these include some exciting anime lines and additional well-known pop culture licences.

The Uncanny Brands range has grown with the introduction of Warner Bros. Appliances exclusively in the UK. The partnership that brought the UK the bestselling Star Wars and Pokémon will now debut exclusive Harry Potter and DC Comics appliances. With these highly anticipated collections, fans of all ages will have the chance to immerse themselves in their favourite universes like never before.

Crazy Forts continues to gain momentum. The brand is experiencing excellent sales across small independents as well as some of the larger nationals. The award-winning, original fort builder has seen two new lines in the form of the successful Multi-coloured and Camo sets in 2023, and 2024 will see another two huge sets added to the range. Crazy Forts is aimed at kids with a big imagination. There is so much to build from just one kit, and by adding more, then the sky really is the limit.

New for 2024, a range of hot licensed products from Wow! Stuff will include Nano Pods, the Wednesday and the Wizarding World lines of innovative toys and collectibles, as well as other hot licences that will be available at the show.

Stor will also be joining DKB’s catalogue of brands, with a wide range of high-quality tableware and drinkware featuring licences from Disney, Pokémon, Bluey, Barbie, Marvel and Sonic. DKB will be the exclusive distributor in the UK with bespoke exclusive opportunities on these lines.

VTech/Leapfrog

01235 555 545 | www.vtech.co.uk | www.leapfrog.co.uk Stand N19 Spring 2024 will see some great additions to the VTech line-up, with new products joining the Kidizoom and Marble Rush ranges, plus much more.

At the show, the company will be introducing the Kidizoom Duo FX. Kids will be able to capture memorable moments with a dual 8-megapixel camera perfect for videos, selfies and group shots. The innovative features let kids transform themselves into a playful cartoon with Cartoon Me effects, have fun with the new Chin Puppet Show mode and unleash their creativity with My Avatar Creation. Live AR filters invite users to dive into a world of fun as they explore over 20 entertaining games and activities. Kids can also elevate their photos and videos with 75 effects, filters and frames using the built-in photo editor, record their voice and add a touch of humour with funny effects, capture breathtaking panoramic photos and expand their storage with a microSD card (not included).

Players can challenge family and friends to some red vs. blue head-to-head gaming action with the Marble Rush Game Zone by VTech. This exciting colour-coded play set features all the pieces needed to create a Marble Rush play set ready for multiplayer gaming. The two marble catapults allow for players to launch marbles and hone their targeting skills. With 12 marbles included and 62 building pieces to assemble, there is plenty of fun to be had. Marble Rush Game Zone includes a double-sided game mat and six tokens for the four fun games to play, as well as easy-to-follow assembly instructions. It is also compatible with other VTech Marble Rush items.

LeapFrog’s spring/summer 2024 season welcomes some exciting new baby toys to the range, all of which are packed with developmental features. The learning can be stacked up with the Nest & Count Turtle Tower. The friendly turtle character introduces children to emotions and nurturing themes, whilst introducing colours, shapes and numbers through fun nesting play, and comes bundled with five turtle shell ‘babies’. These bright and characterful turtle shells all feature different colours, numbers and shapes and show different emotions on their faces. They can be stacked on top of Turtle’s shell to create a fun tower for stacking play and counting fun. Kids can watch what happens when all the turtle shells are stacked on top of Turtle before pulling her string and watching her wobble along.

The LeapFrog Channel Fun Learning Remote is a pretend-play remote that introduces ABCs, colours, numbers, basic language phrases and more. With lots of songs, tunes and learning responses to discover, the Channel Fun Learning Remote helps children tune into early learning concepts as they imitate what they see the adults around them do.

Finally, kids can Ro-Bop to the Music with the Sing-Along Song Bot by LeapFrog. As they listen to popular tunes and groove on down, the fun voice recording feature, complete with robot effects, promotes speech development from babbling to first words.

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IMC Toys

01904 720908 | www.imctoys.com info.uk@imctoys.com Stand E94 Best-selling nurture doll brand Cry Babies offers innovation and focus on age-appropriate nurturing play patterns and evergreen themes, across different ages and stages, and the direct link between content and products continues to drive consumer awareness and demand. Over 49m users have access to Cry Babies content across official YouTube channels and global TV networks, and with new Cry Babies Magic Tears content launching in May 2024, the series will introduce the characters within a realistic day care setting, paving the way for IMC to reignite both the nurture doll and smaller collectible doll brands.

From AW24, Cry Babies Playtime will move the 100% collectability focus to greater playability via dollhouse play, connecting playsets and endless stories. Themed around the new day care content, the first line of collectible Playtime Day Care Babies dolls will be available in non-blind, baby bottle-shaped packaging. Comprising eight dolls in total, four baby dolls and four crawlers, complete with mechanical crawling action, each character includes personalised accessories and cries real tears which reveal a cute design on their cheek. The chaser element continues with exclusive rare features to be discovered, such as surprise golden accessories and a golden tattoo on the dolls’ cheek. Two mini sets will be available at a pocket-money price point and include themed accessories and connectable playmats. Three further mini playsets: Maddy’s Playroom, Chloe’s Kitchen and Bella’s Bathroom, will each include an exclusive toddler doll, real tears activations and extendable and connectable features. The Cry Babies Playtime Day Care Playset has a host of rooms to discover, along with water-reveal elements, interactive features, accessories and an exclusive Jenna baby doll.

Cementing the ages and stages strategy, Toy Fair will showcase the company’s new Cry Babies Newborn, Babies and Toddler dolls. Cry Babies Tiny Cuddles introduces its Tiny Cuddles Day Care collection of five new characters to collect. The Tiny Cuddles dolls are smaller, soft-bodied versions of Cry Babies dolls. Also smaller, soft-bodied and lightweight, the new Newborn Bathtime dolls are even waterproof. With two characters to choose from, each is dressed in a bath-suit that changes colour once placed in water and includes a personalised hoodie towel and dummy. The dolls react when wet and feature over 20 baby sounds. The Newborn My First Bath doll comes with its own bathtub and accessories, including a rinse cup and rubber duck. The bathtub includes suction cups on its base to stick to the bath for replica bath time routines, further tapping into realistic role play.

The Cry Babies Day Care Babies sees Jenna, Dreamy and Jake dressed in lifelike baby outfits; with include a dummy and baby bottle, each makes over 10 baby sounds. As with all Cry Babies, they cry real tears and have new heart shapes in their eyes which light up when they cry. The Cry Babies Morning Routine doll captures the toddler stage and features new character Bella for children to interact with. Bella claps and dances each time she finishes a routine, encouraging positive behaviour for everyday activities. Bella features light-up hearts in her eyes, cries real tears and makes 24 realistic sounds, including a new song. From day to night, Goodnight Starry Sky Hannah is the perfect soft-bodied sleep comforter to aid with bedtime routines. In addition to crying LED light-up tears, children can press Hannah’s belly for a starry sky projection and hear her play lullabies and make baby sounds.

Toy Fair will see the unveiling of IMC’s Be Loved Babies, a new traditional doll brand that features realistic-looking and feeling babies for a more authentic nurture role play experience. Complete with modern design and gender-neutral colour scheme, the babies have a unique soft-touch skin texture throughout their bodies with extra in the cheeks for an additional natural squishy feel. The Be Loved Babies come with articulated heads and limbs and lie in a realistic newborn position.

Baby Paws welcomes new Labrador and Cat characters, a collection of Mini Baby Paws, and an interactive Labradoodle puppy. The Baby Paws Interactive Labradoodle is a larger version than the core Baby Paws line and offers more functions, including eyes that open and close, a breathing feature when it sleeps and over 15 sounds and noises. Labradoodle also includes a blanket that transforms into a backpack for children to take their new pup wherever they go.

The company continues to build on its successful global Club Petz brand, with the introduction of Koala Mama, an interactive plush with lights and sounds features and a surprise magical function. Feed her, take care of her, and watch her belly grow, ready to reveal her babies. Lights and sounds will be activated once she’s ready to have her babies, and children can open the heart shape on her belly to discover the newborn koala joeys. Perfect for repeat, imaginative and nurturing play, Koala Mama produces her babies one at a time and each can be played with in silo or as a family.

Heritage bath time play brand, Bloopies, will also display newness for the year ahead, along with Turbo Champs, MixIt Makes and outdoor ranges, further driving the IMC business into further categories. In addition to the global content-led programme, robust marketing campaigns planned for all UK launches include TV, sponsorship, digital, social, PR, bespoke content creation and strategic partnerships.

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Amazon Reviewer

If you’d like to find out more about That Sound Game or any of our other games then get in touch with us at trade@bigpotato.co.uk or pay us a visit at stand D21 at London Toy Fair.

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2024

Cheatwell Games

02392 524098 | sales@cheatwell.com www.cheatwell.com Stand E20 Cheatwell Games’ latest range includes new games and puzzles, complementing old favourites and covering all popular categories.

Walk Like a Chicken is a cross between hide and seek and charades. Players search for character discs hidden around the house, but there’s a twist. If kids are looking for the chicken, then they walk like a chicken; if it's the robot, they need to start doing their best robot dance. This game exercises both body and mind.

How Do You Doodle? is a drawing game with a difference. If the card selected reads ‘draw a boat’, some players might draw a ship, while others draw a cruiser. The aim of the game is to guess what the others have doodled from the choices on the card - everybody’s drawing the same thing, just differently.

In the game of Act Fast, one Guesser attempts to guess the charades that the Actors are miming, but all players are acting at the same time, against the clock. Inter-Galactic Plumber sees the galaxy become gridlocked with hazardous asteroid fields, and players are tasked with de-clogging the space lanes using their plungers to remove asteroids and gaining points along the way.

New additions to the Games for Gifts series include Word Stars, a rapid race to solve a mystery word before the timer runs out. Players must crack the clues to see the mystery word start to emerge, and the faster it’s solved, the more stars are won. With hundreds of hidden words to guess and lots of creative clues to solve, Word Stars is ideal for word lovers and lateral thinkers. Also joining Games for Gifts will be the ever-popular song-guessing game, Humm Bug and Cheatwell’s fun party game, Pickles to Penguins.

With It Fits… , players dream up answers to given statements. The aim is to choose an answer that fits the selected card and as many face-up cards as possible – and convince opponents that the answer truly fits.

Next 5 Words is a quick-fire lyric guessing game for all the family. Players appoint a DJ, open a streaming service and choose the genre to begin. The DJ stops the music at a random point and then it's a race to roll a musical note and sing, or say, the Next 5 Words correctly.

Complementing the ever-popular Top Trivia Ultimate, 5,000 trivia questions on a wealth of general knowledge topics, the new Decades Edition will cover the fads, fashion and facts from the 1960s to the 2010s.

Cheatwell is now the distributor of the Opoly range of games. Each Opoly covers a different interest, from dogs to dinosaurs, wines to zombies, and cats to Christmas. Each Opoly comes complete with a themed playing board and cards, piles of cash and the obligatory themed metal playing pieces.

The extensive Cobble Hill range of jigsaw puzzles has joined the Cheatwell portfolio of puzzles, with fabulous images, blue-board puzzle pieces and sturdy puzzle boxes with linen print finishes. There are over 130 styles to choose from covering every interest, and roll-away mats, sorting trays, glues and other puzzle paraphernalia are also available.

Three new images are being introduced to the popular World’s Smallest Jigsaws range. Each puzzle comprises 1,000 pieces but is just A3 in size, making them highly challenging and hugely collectable.

Cheatwell is also reducing its box sizes and removing single-use plastics in its continuing efforts to drive down its carbon footprint.

The Carat Shop

01279 442 528 | info@thecaratshop.co.uk | www.trade.thecaratshop.co.uk Upper Level 160 The Carat Shop has announced the expansion of its brand portfolio with the launch of Barbie, Pusheen and Lord of the Rings jewellery and accessories for 2024. The move marks a significant step forward for the company as it continues to diversify its offerings and cater to a wider range of customers.

Barbie will be brought to life in a collection of stylish and playful jewellery and accessories. The collection will capture the essence of Barbie's fun and vibrant personality, offering a range of pieces that are perfect for everyday wear and special occasions.

Pusheen, the internet-famous cartoon cat, will also be joining The Carat Shop's family of brands. The Pusheen collection will feature a variety of charming and whimsical jewellery and accessories that are sure to delight fans of all ages.

Lord of the Rings will be honoured with a collection of intricate and detailed jewellery and accessories. The collection will capture the magic and wonder of Middle-earth, offering fans a way to show their love for the beloved series.

In addition to its new brand launches, The Carat Shop will unveil a new exhibition stand build and layout for 2024.

The new stand will be showcasing the company's extensive product range in a brand-new way and will be first seen at London Toy Fair, where The Carat Shop will be exhibiting its new brands and products.

Alongside its new offerings, The Carat Shop will continue to showcase its best-selling Harry Potter jewellery and accessories. London Toy Fair will be one of the first shows that The Carat Shop will be unveiling its 2024 offerings for the festive period. The company remains committed to providing fans with a wide range of products that celebrate the magical world of Harry Potter.

The Carat Shop is committed to providing high-quality, licensed products that appeal to a diverse range of customers. With its exciting plans for 2024, The Carat Shop is poised for continued growth and success.

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If you’d like samples of our three new games to help your customers from falling off the party game wagon, email trade@bigpotato.co.uk, or pay us a visit at stand D21 at London Toy Fair.

BiG

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2024

Toynamics

01164 785230 | sales@toynamics.co.uk www.toynamics.com Stand E46 Toynamics, a subsidiary of Hape Holdings, is making a return to Toy Fair 2024 with over 85 new products across eight brands, including Hape, Baby Einstein, Korko, Skip Hop, Amosstoys, Trelines, Do U Play and Tidy Books.

Hape, a core brand for Toynamics, will be showcasing a wide range of new products across several categories, including infant toys, puzzles, ride-ons, role play, railway and more. A hero category for Hape is Green Planet Explorers. The range teaches children about sustainability and eco-intelligence through the toy play pattern, while also being made from a minimum of 80% sustainable material. For 2024, there will be several new additions to the range, including the Milo & Melody set. Designed for ages three years and up, children can role play a music show with the two tiger figures and six music accessories included in the set. Made from sustainable materials, it also includes an educational leaflet on upcycling, with ideas for children to make their own musical materials from household waste.

The puzzle category saw 30% growth in 2023 for Hape. On the back of this success, a new collection of 18-month aged puzzles is being introduced. Each comes with 10 different smaller puzzles in each set, with different shapes and themes, including forest animals, vehicles and wild animal sets, all designed to help children develop fine motor skills and problem solving.

Hape’s new bamboo portable easel is designed for ages four years and up and can be adjusted to floor height, table height and even packed away to carry in a backpack, complete with a plastic paint cup, canvas and adjustable tray.

New from Korko, a CO2 negative brand made from cork, Magical Mood Acorns is a three-tier stacking toy. The three acorns have different facial expressions, teaching children about moods and feelings, and is suitable for those aged two years and up. Toynamics will also be showcasing a variety of toys from Korko at a new lower price point for 2024.

The company will present two new outdoor brands for 2024. Do U Play Games offers a range of larger outdoor games, including an oversized blowup football, ring toss games, outdoor chess and more, all designed for ages three years and up. Alongside this, Trelines is a new range of more advanced outdoor toys, from zip wires to tree swings, all designed to fit in a back garden.

There will be exclusive show discounts available to retailers, which can be discussed with the Toynamics team, along with marketing support available for each brand, from digital, to Shop in Shop installations and attractive display solutions.

JuraToys

020 8878 2133 | sales@juratoys.co.uk Stand N2 French toy brand Janod will share a sneak preview of its upcoming launches across the Sweet Cocoon Collection at the upcoming Toy Fair. Ideal for keeping young minds active and senses engaged whilst encouraging learning and discovery through play, the new products being unveiled at Toy Fair 2024 aim to delight both children and adults alike.

This collection presents a contemporary twist alongside the charm that traditional wooden toys offer. Featuring 12 brand new toys, suitable from ages 12 months up to two years, there is a wide selection to choose from. All available in a scandi-inspired colour palette, the collection of unisex early learning toys is set to inspire the senses and engage little minds, developing imaginations during play.

Included in the collection is the colourful Activity Leaf with five fun activities that offer hours of play whilst developing fine motor skills in the process. It features turning cogs and gears, mirrors, a magnifying glass and a spiral loop with movable beads.

The Multi Activity Board aims to keep little hands busy exploring its many activities and functions. With everything from an abacus to mirrors and flower shaped gears, it is a toy that will help infants grow and develop.

The Ant Balance Game offers a fun way to learn about balance, developing the dexterity and concentration of toddlers. With 20 coloured leaves to stack, this game can be played with older siblings and other family members too.

For a musical option, the Caterpillar Music Stand is a fun and resourceful way to make the most of sound activities that all neatly fit within the caterpillar when playtime is over. The sticks are stored in the head of the caterpillar, whilst the body is made up of maracas, a xylophone, a bell, a rain stick and a textured scratch board.

Other new items in the collection include Stackable Ducks and a Sensory Stackable Snail, Pull Along Ducks and a Pull Along Snail Cube Trolley, a Multi-Activity Table and a Giant MultiActivity Cube, a Bird House Shape Sorter, Bird Beads as well as nature-inspired furniture.

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2024

One for Fun www.oneforfun.com Stand E49

One for Fun is starting 2024 with a sensory line up, designed to cultivate impulse buys and build on its award-winning portfolio of pocket money winners.

New additions include everything squishy, soft, playable and pliable. Micro Fidgetz Wave 2 brings tiny toys that can be played with, rather than static collectibles. The award-winning concept combines the mystery of blind bags with the collectability of a range of 25 additional Micro Fidgetz. Each round tub has a see-through panel at the top displaying one fidget toy. Underneath sits four more toys that are stacked in blind bags, waiting to be revealed. There is a cross-sell leaflet showing the whole range in every tub. Every toy will be playable and a real micro version of the larger toy.

Friendship bracelets have been around for a while and have seen a resurgence this year with the added top popstar push that has been lighting up social media. Brand-new Concert Bracelets have been designed with differing themes in mind, and with plenty of retailers already buying into the concept, HGL expects this range to be one of the stars of the show.

Stretchy, squishy, emoji, shiny, sparkly, cute and foody are all themes for 2024’s Scrunchems range from Tobar. There are lots of new sensory Scrunchems at impulse buy prices, from Vegetable squishy buddies and Fruit (all packed with no plastic), to a Mystic Squeeze Mushroom and a unique Christmas advent calendar packed with foodie squishy buddy favourites.

There are sugar balls and sugar shapes with the Scrunchems Sushi set, three characters with cute kawaii faces that are good enough to eat. The Emotions ball is imprinted with emojis, which surface when squeezed. There are squeezy cute sausage dogs, unicorns, diddy kittens and diddy bears, all in glittery squishable colours.

One for Fun’s fidget range will be focusing on the axolotl. This salamander stars as an axolotl fidget, with a body that twists and turns and there will be stretchy sand axolotls, as well as Snaxolotls, combining the fake foodie snack trend with cute soft and squishy axolotl characters. The award winning Animigos World of Nature range is known for its lifelike depiction, in plush, of the world’s animals. This year, even more exotic creatures such as axolotls and a naked mole rat join the range. Educational information about each creature is always included, making them more than just a soft toy.

One for Fun also distributes Dream Beams, glow-in-the-dark plush character companions, with a website full of resources for children and parents. New waves will continue to be launched in 2024, and full details will be available at the show.

2024 sees the introduction of a host of new Ozbozz outdoor lines, including a Parent Pole scooter and a complete restructuring of scooter pricing, which takes the prices to pre-Covid levels.

The majority of One for Fun’s offerings this year are at pre-covid pricing, to support consumers with the current cost of living challenges. Further affordable options in outdoor include water games like the dinosaur and unicorn bubble fans, water guns, splashy octopus and playground chalk.

As distributors for Maisto and Bburago, One for Fun is introducing a host of vehicles for 2024. Some stand outs include the fan favourite tractors and many new farm vehicles. There will also be Radio Control with a wide range of price points and the best of Formula One. Arguably, the hero product for 2024 is the highly detailed model of the RB18 car, driven by Max Verstappen in 2023.

This 1:43 scale diecast replica recreates the distinctive shape of the F1 car, capturing every aerodynamic curve and line as seen on the real vehicle. There is a high attention to detail, with authentic sponsor and race decals perfectly recreated. One for Fun is the only distributor of the Verstappen cars in all their various liveries.

BB Junior has picked up many consumer awards in 2023. The range brings artistic style and great engineering together to create a unique concept in the nursery space and introducing nursery versions of cars, trucks, fire engines and boats, as well as scandi style detailing, to a whole range of bath toys.

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Company Profile

Something for everyone at One for Fun One For Fun is preparing to return to London Toy Fair with an even bigger and better range of impulse lines, fidgets, squishies, collectibles and pocket money toys, alongside standout best-sellers from the likes of Maisto and Bburago and unique new distribution lines. Rachael Simpson-Jones sat down with David Mordecai, CEO of One For Fun, to find out what the company’s latest introductions bring to the table and how it continues to stay on top of the latest trends.

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ever before have I started an interview by comparing hot drinks with the participants, but David seems unusually interested in what’s in my mug (it’s peppermint leaves), having recently returned from a business trip to China laden with ‘proper’ loose leaf green tea. He’s also come back full of enthusiasm for show season, more specifically London Toy Fair, at which he and his team will be presenting a raft of affordable new novelties – the type of products One For Fun is arguably best known for.

The company has witnessed a strong 2023 performance from both its HGL and Tobar impulse and pocket money lines, particularly new launch Scrunchems from Tobar. This varied range comprises squishy, squeezable toys across a huge variety of themes: animals, glow-in-the-dark, emotions, shapes and food, the latter of which David says is still a huge trend within the category. Food fans can get their Scrunchems in shapes such as sushi, doughnuts, cakes, fruits and vegetables, while the Scrunchems Fun Brunch Squish Balls contain cereal-inspired shapes.

“Scrunchems has been a huge success for us across the globe, enjoying a stellar year that started with an

appearance on ITV’s This Morning back in February and culminated recently with an Editors Choice Award from Made for Mums for our Squishy Neon Scented Bears,” enthuses David. “Our 2024 line-up for Scrunchems is just fantastic, bringing in hot new themes and providing even more tactile, sensory experiences.”

One For Fun’s HGL brand is also launching plenty of new impulse lines – no less than 50, to be exact, all of which will provide price-conscious shoppers - or kids with pocket money burning a hole in their pockets - with an enormous amount of choice. HGL has long been adept at jumping on emerging trends with startling speed, allowing retailers to capitalise on both fleeting consumer demands or enduring play patterns. For example, HGL was one of the first global companies to bring push-popper products to the UK market, and its Time Pop push poppers light-up game was recently highlighted as a hot seller by Midco Toys.

For 2024, it looks like axolotls – a species of strictly aquatic salamander that’s beloved in the pet trade for its perpetually smiling face – will be the Next Big Thing.

From relative obscurity, axolotls have gone global and will be a fundamental feature of HGL’s 2024 toy line.

Animigos, Tobar’s plush brand, also welcomes an adorable axolotl character to the range.

“While we’re on the subject of impulse lines, I have to tell you how excited I am for the launch of our new Concert Bracelets range,” David adds. “This is another very trend-led line that we’ve developed to offer a combination of crafting , social media presence, themes and collectability, with that lovely element of gifting too: once kids finish a bracelet, they can give them to friends or family. We’ve already had lots of interest in the run up to the show.”

“I’m also really excited about one of our new distribution lines, Dino Collecto,” he continues. “This is a collectible dinosaur themed range, so it ties into the evergreen theme so many kids love, but it also introduces some unique points of difference you won’t see in dinosaur ranges elsewhere. All the dinosaur characters are female and some of them have long hair you can brush and style. Honestly, they’re brilliant and I think they’ll be a huge talking point at Toy Fair because there’s simply nothing else quite like them. Of course, one of the biggest USPs of all these new ranges is the incredibly affordable price points. We know things are tough out there, which is why the majority of our current pricing is at pre-pandemic levels, and our impulse lines are proving popular with consumers seeking a little light relief without breaking the bank.”

One For Fun will also be debuting new and continuing lines for Maisto and Bburago. David tells me sales of tractors, in particular, were through the roof in 2023 – the impact of Clarkson’s Farm, perhaps?

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- and that Bburago also enjoyed huge success with its F1 range of model cars, particularly those based on Max Verstappen’s vehicle, by far and away the most successful driver of the 2023 season. Bburago has the exclusive rights to Verstappen vehicles every time the livery changes or a new model is released, which fuels collectability. BB Junior, a Bburago sub-brand, is also set for another strong year, and will be debuting a number of new SKUs that will continue to bring the magic of cars, trucks, trains and planes to younger kids.

All of these new launches will be strongly supported by reactive marketing campaigns. Social media will play a big role in the success of 2024’s product ranges, especially as so many of One For Fun’s lines tap into enduring trends such as ASMR (Auto Sensory Meridian Response), which continues to drive huge engagement on TikTok and Instagram: #asmr has racked up 1005.5b views and counting on TikTok while there are some 16m Instagram posts relating to the hashtag. There’s huge scope for One For Fun to partner with more social media influencers this year, as it did in summer of 2023 for Scrunchems and Micro Fidgets. With wave two of Micro Fidgets arriving in 2024, David promises even more in the way of viral social media content that will drive footfall into stores as well as repeat purchases.

Behind the scenes, One For Fun is also celebrating the establishment of its first ever American subsidiary, which David says will help the company to massively increase its presence in the region with national chains and, especially, among US indies. Utilising a sales team of over 70 highly experienced reps, the registered Delaware office supports a distribution centre in Maryland.

David finishes: “Overall, we’re really pleased with both our performance to date and where One For Fun as a company is going. We’re really looking forward to showing everyone round Stand E49 at Toy Fair later this month.”

2024

Playmobil

www.playmobil.co.uk | sales_uk@playmobil.de Upper Level 206 In a tribute to five decades of sparking imaginations, Playmobil is set to showcase an array of iconic toys that have defined play for generations at London Toy Fair. As the brand commemorates its 50th anniversary, the ranges on display promise an immersive journey through time, unveiling new products, revisiting classics and celebrating what has made Playmobil a household name.

Playmobil’s stand will host some of the new ranges and licences that are planned make 2024 a year of imaginative play. There will be brand new editions of some classic evergreen ranges such as Pirates and Horses, alongside brand new theme concepts such as the new Living House range.

In celebration of its anniversary, Playmobil is reintroducing select classics that have left a mark on the hearts of generations past. These sets will be reintroduced with a modern twist, ensuring that the magic of Playmobil endures for generations to come. There will be new launches for Pirates which will include the Pirate Vessel with firing cannons, and country fun will be available with the new Farm range, including the Vegetable Garden with Grandparents. This is made from sustainable materials.

New licensed ranges will also be on display with new products from Playmobil Colour featuring Crayola, Playmobil 1.2.3, Disney and a brand-new licence, the popular Playmobil Miraculous.

With full 360 marketing support around key ranges, visitors will be able to talk to the team about in-store prospects, with a host of stand, window and point of sale opportunities available across the year.

To honour the loyal community and collectors who have been an integral part of Playmobil’s journey, exclusive anniversary editions will be revealed at London Toy Fair. These limitededition sets pay homage to the brand's rich history and its commitment to delivering exceptional play experiences.

As part of its 50th-anniversary celebrations, Playmobil invites attendees to join in the festivities. There will be opportunities for retailers to discuss with their account manager how they can ‘join the party’ and get involved with the celebrations. Playmobil has even created a way for visitors to share their Playmobil memories on social media, using the hashtag #Playmobil50.

Bruder

(353) 67 63800 | www.bruder.de Stand F66 (Alpha Toys) Bruder is looking forward to starting the new toy fair season with London Toy Fair. This year, on the Alpha Toys stand, Bruder will be presenting a selection of new launches for 2024 alongside a huge range of best-sellers from the company’s existing assortment.

Bruder will be presenting the three new models of the Range Rover Velars, which will be in stock in the UK from January onwards: a leisure version in elegant blue, a Police vehicle with Police officer figure, and an Emergency Doctors vehicle with driver figure. Offering iconic design, efficiency and innovative technology, this British SUV stands out in the world of large cars: in 2018, a jury of international automotive journalists voted the then new Range Rover SUV model ‘World Car Design of the Year’. These same elements are seen in Bruder’s 1:16 scale model version, which makes its entry into the world of small cars. True to the original and technically sophisticated, Bruder Spielwaren’s latest addition brings Range Rover luxury into children's rooms.

With its all-terrain sprung axles, the Velar from Bruder Spielwaren is ready for any playtime activity young adventurers can throw at it. The newly developed wheel rims, with their sporty SUV design, stand out visually and the Bruder-typical steering wheel extension allows the front axle to rotate. All four doors, as well as the tailgate, can be opened, offering plenty of space for bworld figures and equipment. The highlight is the fold-down rear seat bench, which can be used to create additional storage space.

Bruder is pleased to announce three new products due to launch in the first two months of the year (these will also be shown at Spielwarenmesse). The first product arriving for 2024 is one of the world’s ultimate leisure vehicles: the Jeep Wrangler Rubicon Unlimited with Kayak and Kayaker. This impressive model combines off-road fun with the advantages of getting up close to nature by taking to the water.

Perfect for all agricultural fans, February will see Bruder launch a new, indispensable agricultural accessory: the Lemken Cultivator Koralin 9. The Bruder 3000 and 4000 series tractors are the perfect companion for this impressive combined disc harrow cultivator.

Bruder will be showcasing the MB Sprinter Police Emergency Service Vehicle, a new addition to the Bruder police force. This vehicle comes complete with a bworld Policeman so kids can role-play of a wide variety of police operations, from traffic controls to search and rescue operations. Suspects can also be taken into custody using the cell in the back of the van.

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2024

MV Sports

01217 488 000 | www.mvsports.co.uk | customer.services@mvsports.com Stand E75 At this year’s Toy Fair, MV Sports will unveil new wheeled toy brand MoVe, which aims to bring together all wheeled ranges under one umbrella. MoVe will be the new logo which graces all MV ranges across both licensed and non-licensed wheeled toys to create one powerful brand.

Prioritising quality and variety, MoVe aims to enhance brand awareness and affinity, offering meticulously crafted products that meet the highest industry standards. The emergence of MoVe consolidates MV’s position as a one-stop shop for wheeled toys, with an unparalleled range of ride-ons, scooters, bikes and more. Innovation will also feature prominently in the MoVe aesthetic with the introduction of scooters and bikes incorporating soft squishy purses and mini backpacks. Additionally, many of MV’s products have been upgraded to include additional features such as lights and plaques to make active play more fun.

MV has expanded its portfolio with six new licences. Batwheels will be one of the pre-school additions, with its growing popularity boasting over 32m views on YouTube. Disney's beloved character, Stitch, is experiencing an unprecedented resurgence in demand, and MV has carefully crafted a line of bespoke wheeled designs. These are complemented by a range of wheeled and outdoor toys based on Disney’s latest blockbuster release Wish, which will sit alongside existing evergreens such as Disney Princess and Frozen.

New Teenage Mutant Ninja Turtles products have striking designs and exciting character graphics, and the Sonic the Hedgehog range has sleek design and cool prints ahead of the much-anticipated 3rd movie in 2024. The Spider-Man range continues to grow and will only expand further with the highly anticipated release of the next movie instalment.

Spidey & His Amazing Friends, Peppa Pig, Paw Patrol, Bluey and CoComelon are already firm favourites amongst preschoolers and MV’s expanded ranges and enhanced products are set to deliver further growth in 2024. The addition of light up wheels and additional functionality are aimed to enhance consumer value and are expected to increase sales accordingly.

The Barbie range will also be undergoing a complete makeover, as well as welcoming additional products to the range. The Dreamhouse tent is the ultimate haven for Barbie fans.

Other lines to look out for include the company’s brand-new bumper cars with LED lights, new Roll-a-Cases and much more. Meanwhile, established category leading brands Hedstrom, Stunted and Kickmaster will continue to deliver as the year goes on.

Posh Paws

01268 567317 | www.poshpawsinternational.co.uk | sales@poshpawsinternational.co.uk Stand B60 On the back of another fantastic year for its best-selling and award-winning Gabby’s Dollhouse plush range, Posh Paws will be introducing new feline core characters like Carlita and Hamster Kitties in 10-inch sizes, and adding to its Squashy Podgies collection with new Mercat and Pandy Paws options joining the fan-favourite Cakey Cake squishy plush.

The next chapter in the chart-topping Netflix animated series Jurassic World: Camp Cretaceous will arrive this year, with Chaos Theory. Ready for the series launch, Posh Paws will have a new core character dinosaur plush to add to its existing range.

Batwheels is the newest pre-school addition for Posh Paws this year and riding on the success of the animated series, the company will be launching a plush assortment featuring Bam the Batmobile, Redbird and Batman himself, all available for summer.

Following a successful year for its trend-led, own-brand plush collections, Posh Paws will be showcasing new Animal Bubble Tea, an Eco Earth Baby range (designed for newborns and toddlers) and new Kawaii Kuties, Sushi & Fruity Kuties plush.

Kawaii Kuties, Sushi & Fruity Kuties are Japanese-inspired, soft squishy plush which combine popular animals and foods with the hottest trending soft squishy plush fabrics. The collection will include adorable animals in nine-inch and five-inch bag clips, launching with animals popular within Japanese culture and trends. The squishy Sushi & Fruity Kuties nine-inch plush combine the most popular animals from the Kawaii collection, with sushi and fruit body wraps that can be mixed and matched for added play-value as consumers collect them all.

The new Godzilla vs Kong: The New Empire movie premieres this April and a new and refreshed range of soft toys will include an eight-inch and 12-inch assortment of Godzilla, Kong and a brand-new character that will be unveiled in the movie, alongside a giant 17-inch Godzilla. Celebrating 70 years in 2024, Posh Paws also has a Japanese-inspired Chibi assortment of classic style Godzilla plush.

The Minions will return to cinema screens this July with the brand-new Despicable Me 4 movie and Posh Paws will be onboard with a new range of plush assortments across 10-inch and mini four-inch sizes, featuring fun new costumes from the movie.

Kung Fu Panda returns for the fourth instalment in the successful animated franchise this March and fan-favourite Panda Po is available in a new soft and cuddly 10-inch size.

At Toy Fair, visitors can also check out Posh Paws’ Swizzels Love Hearts, Emoji, Eco Earth, Ragtales, Wednesday, Anime and Pop-Culture collections, and the company will be showcasing new properties exclusively at the show.

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2024

Paper Engine

07484 543387 | www.buildyourownkits.com Jason@paperengine.com Upper level 195 Paper Engine is the creator of Build Your Own, an award-winning range of eco-friendly children’s toys that users can build themselves. Made from sustainable cardboard, the company’s innovative, STEM-inspired kits are great fun to build and provide hours of entertainment. Assembled using simple slot-together techniques, there’s no glue, no mess and no fuss.

Everything needed is provided in the kit.

Paper Engine will be showcasing its new licensed kits at Toy Fair this year, launching in March 2024. These have been developed in partnership with Aardman, building on the success of the company’s first range of Wallace and Gromit kits. The Wallace and Gromit Rocket won the Toy Fair Hero Award in 2023, featured on ITV’s This Morning show shortly afterwards and has since gone on to win multiple awards, including best licensed product at the Gift of the Year awards. There are an additional two kits joining the Wallace and Gromit range featuring Wallace’s much-loved loyal sidekick, Gromit and criminal mastermind, Feathers McGraw.

The mechanics of these innovative kits are fun to play with. Gromit has a rotating head, expressive moving ears and a tail-wagging mechanism for a walking legs action, while Feathers features walking legs and blinking eye action. Suitable for ages 10 years – 100, each kit is made from sustainable cardboard and paper and is 100% plastic-free.

The company will also be showcasing its new range of Junior Builder kits. Launched in autumn 2023, these award-winning kits have been designed to introduce younger children to imaginative construction. Built in under 20 minutes, children can let their imaginations roam free as they construct their kit. Each comes with accessories and a trinket chest for a fun-filled play experience. Packed with value, there’s also a ready-to-colour picture inside the packaging for creative young artists to enjoy. Made from 100% sustainable cardboard, these kits contain zero plastic; both kit and packaging are fully recyclable.

Toy Fair 2020 was Paper Engine’s very first show and the launch platform for Build Your Own. At that time, it had a single kit in the marketplace – its (now award-winning) Telescope. The company has since gone from strength to strength and this year will return with an innovative, sustainable stand design to offer visitors a fun and engaging experience. Super-sized versions of its kits will be on display for stand visitors to play with, plus there are many other surprises to look forward to.

VR Distribution

0330 088 0941 | www.vrdist.co.uk | sales@vrdist.co.uk Stand N9 VR Distribution has experienced yet another year of double-digit growth, as What Do You Meme and Cards Against humanity have continued to grow, especially the Family versions. Brand awareness is now huge, and the gameplay and humour of both titles has proved to really resonates with consumers.

For 2024, VR Distribution is forecasting another double-digit YOY increase, with extended ranges, increased stock levels and more focused marketing campaigns that will help drive the company to its goal. Although it received double the amount of stock of What Do You Meme Squishmallows Take 4 game in 2023, the company sold out quickly. More stock will be arriving in February and VR Distribution expects demand for the Squishmallows game to remain high through 2024.

The recently launched Storytime Chess game had a small amount of stock arrive in October, which was quickly snapped up. The game teaches how to play chess with a story book and characters on a chess board and is from an American Chess teaching technique that has been used successfully for decades. This technique is now available for the first time in a game format which has already picked up numerous awards and been recommended by the Good Toy Guide.

For spring and summer, the company is expecting its new Get Wet Game to be popular. The game is inspired by the Tik Tok trend of answering trivia questions or song lyrics: players take turns to be put on the spot to answer questions; If they answer correctly, they’ll stay dry, but if they get it wrong, they’ll get wet.

Shenanigrams, the tile-based word game from the makers of the huge hit game Beat That! Is easy to learn and lots of fun, travel-friendly and perfect to grab-and-go, keeping everyone entertained for hours. Players battle headto-head, racing to build, tag and steal words from their opponents using stealth, strategy and ‘wordy wickedness’.

They aim to be the first to use all the tags and shout “shenanigrams!”. Suitable for users aged eight and over, the game can be enjoyed by two or more players. It’s 100% carbon neutral, and the creators strived to make it as environmentally friendly as possible, while durable enough to endure years of play.

Another key launch for SS24 is Lacuna, from the makers of hit game Monikers. Lacuna a cosy game of mystical geometry where players draw imaginary lines in their minds to collect the most flowers. It takes one minute to learn, and gameplay takes around 10 minutes. Ideal for players aged eight and over, this is a good game for families to play together.

VR Distribution will also be extending its range of Duncan Yoyos and Puzzles for 2024. The initial range has gained significant pace over the past two years, especially with indies and key retailers.

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2024

Vivid Goliath

01483 449944 | www.vividtoysandgames.co.uk Stand B70 With over 50 new global toys and games launching in AW24, Vivid Goliath is expanding into new categories, new play patterns and new experiences for all ages.

Capturing a gap in the infant market for fidget and sensory play, Jelly Blox is the patent-pending, unique and imaginative toddler building system featuring soft, safe sensory play. The range offers inquisitive pre-schoolers the chance to explore, assemble and squeeze their Jelly Blox as they discover this unique building system. After a successful launch in the infant aisle with Modimi last year, new development sees the introduction of a baby Dino at an entry price point, through to vehicle play with Teddy the Train which has soft touch wheels and rattle blocks.

Animagic continues to offer feature plush with surprise reveals, unique features and humorous moments. Baby Garfield is the star of the new Sony movie slated for May 2024 and the range of plush and feature plush is set to appeal to fans both old and new of the lasagna-loving cat.

The fun loving, selfie-star marsupial, Quinn B Quokka, will bring smiles with his Nick Jr music video and ‘ear worm’ smiley song incorporated into the dancing feature plush. The super trending salamander has also made its way into the company’s Animagic line with Lets Glo Axolotl, offering a unique water-based light up feature, along with a tactile squishy body to squeeze.

Born from nature, and a little bit of fairy dust, Secret Findees make their homes in the most unexpected places, hidden in plain sight; places the world tends to overlook, like mailboxes. Kids can personalise and post tiny letters into the mailbox, pull the lever and a magic package is delivered to be unboxed, revealing the first clue to discover which special Findees have been found. With four total packages to be delivered and 10 surprises to discover, kids collect Findees accessories and then reveal her room, with a two-inch doll also magically appearing. There are four Secret Findees to be discovered, with a way to play over and over again, repeating the unboxing experience. A full global marketing plan will be in place for launch in AW24.

Taking to the skies is a new range of stylish Sky Dancers, which introduces Candy Cutie and Lovely Luna, in fashion-forward colours and designs to excite new fans of this magical and enduring play pattern.

Tasty Tinies Bake Shop is equipped with everything needed to create, bake and decorate edible miniature cakes. With a range starting at giftable price points, kids can chose from various flavours and toppings, along with a Unicorn Party Pack option. The global marketing plans include a social media campaign, influencers, a celebrity press event and partnerships.

In Ryan's World the Movie: Titan Universe Adventure, Ryan takes to the big screen on an epic adventure. The live action and animated movie is coming in 2024, celebrating a new range of the popular and bestselling Ryan's World products, from Micro Mystery and Squishy Figures to Teeny Treasure Chests and Mystery Mini Eggs.

Crayola is lighting up 2024 with Light Ups and Colour Bubble. Light Ups can be personalised and decorated to make the perfect bedside companion, while Colour Bubble sees kids decorate the interior plates and external dome, and then moves to animate the design and project it onto the ceiling.

Personalisation also remains key to Washimals and this AW will see the Spray Boutique, with a motorised marker spray and stencils included to decorate the pet cats and dogs. Big Wilbur, the posable giant Washimal, will be joined by a Cat for an on-shelf companion for AW. As with all Washimals, the pets and can then be washed to start again. All new products are supported with a colourful and creative marketing plan, including TV, VOD, digital and socials.

From avoiding a Shark Bite, a floor full of lava or dodging an alien invasion, the Goliath Games range has many new, energetic and laugh out loud games this year. In Alien Invasion, aliens are invading and it is the player’s job to grab farmyard animals for the alien pilots. Each fast-paced game has players launching super stretchy UFOs, aiming back down to earth to pick up an animal. Pre-school game MooMoo Achoo sneezes and blows bubbles if too many flowers are put under her nose. Vivid Goliath’s BBQ Party is back at an everyday low price and packed full of favourite BBQ foods that are magically grilled when turned over, but the food can pop off at any time.

After the sell-out success of the game last year, The Traitors has already hit the screens for season two. Season three is back in 2024 to keep fans hooked and raring to discover who is faithful or a traitor at their very own round table. Also in the adult trend category, Unsolved Casefile has a new entry-priced case that still packs a punch, with piles of crime scene photos to analyse, while following the familiar, three-phase play mechanic of the core game.

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2024

Rubies

01491 826500 customerservices@rubiesuk.com uk.rubiesmasquerade.com Stand N25 At London Toy Fair, Rubies will offer a fresh new look and approach to dress-up for 2024. The Rubies stand will give visitors the opportunity to find out more about its focus of play value all year round through 365 roleplay product, upcoming retail solutions, new product lines and plenty more.

Rubies is also excited to announce the showcase of its brand-new licenses, including the David Walliams range, all new for 2024. On top of new licenses, Rubies is also delighted to showcase its 365 and seasonal range product for 2024.

The team will have previews of exclusive product for upcoming theatrical releases including Deadpool and Wolverine. Buyers are advised to book an appointment to experience the full scope of the upcoming range.

For retail partners from national chains down to independent shops, Rubies will be presenting new and innovative POS solutions. For the first time, visitors will be able to preview the plans and designs to take their in-store offering to new heights. From FSDUs to new packaging, the design refresh is planned to enhance product offering and elevate consumers shopping experience. Rubies will be offering marketing partner packages in 2024 to support consumer campaigns for all occasions.

For more information, please get in touch with Rubies’ customer services team at the contact above.

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

As experts in the industry since 1997, 8th Wonder prides itself on delivering high-quality, innovative and timeless products that parents and children alike will adore. As part of its commitment to sustainability, all products are 100% FSCcertified and plastic-free. 8th Wonder believes in prioritizing the well-being of the planet, while creating products that inspire creativity and playfulness in children.

8th Wonder’s new range of Gabby's Dollhouse wooden role play and craft toys includes beautifully designed toys which allow children to immerse themselves in the world of Gabby's Dollhouse and engage in imaginative play. From the Cakey Cat Café serving the most delicious treats and ice creams to Gabby’s Mega Craft Pack, there is so much to see.

Following the success of its character plush chairs across other licences, 8th Wonder is now introducing Bluey and Bingo plush chairs. Inspired by the popular animated series, these plush chairs are not only comfortable, but also a delightful addition to any child's bedroom or play area. Since launching in 2023, 8th Wonder’s Bluey wooden range has been a triumph and seen huge success. The new additions to the range for 2024 on show at London Toy Fair are inspired and based upon episodes of the show, allowing children to emulate their favourite scenes from Bluey and her family.

8th Wonder will also present an array of products featuring Spidey and his Amazing Friends. Among them, visitors can try out the new slingshot Spidey; pull him back and see him fly across the stand. There is also a Spin and Ghost version, so the friends can fly together. Buyers can also get ready to rumble with the Plush WWE John Cena and Hulk Hogan heads and hands, the ultimate accessory for young wrestling enthusiasts. These soft and comfortable plush toys allow children to transform themselves into their favourite wrestling superstars.

In addition to these licences, 8th Wonder’s stand offers a wide range of beloved characters and brands, including Hey Duggee, Barbie, Peppa Pig, Paw Patrol, Great British Bake Off, Paddington and many more.

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2024

Carrera Revell

01296 660291 | office.uk@carrera-revell.com Upper level 100 Carrera’s first 1:50 scale slot racing range, for ages three and up, sees new additions with Spidey and His Amazing Friends and DC Batwheels.

Batwheels’ Bam (Batmobile) is represented in the pre-school 1:20 scale Carrera RC, as well as both Bam and the sidekick Redbird in Pull and Speed 1:43 scale pullback-and-go ranges.

Sonic the Hedgehog is back in a detailed 1:43 scale Carrera RC for ages six plus, full-function and under £20.00 retail. Sonic is also in the larger 1:18 scale RC, plus Carrera Go!!! 1:43 scale slot racing sets and pre-school Pull and Speed, with multiple Sonic and Shadow subjects to choose from.

A new Nerf product will be launched, with a 2.4GHz radio-controlled Nerf system that allows dart firing either from the multi-directional vehicle or the controller itself.

Action plumber Mario (Kart) will see multiple new launches in Carrera RC, with a variety of vehicles and scales to complement existing assortments, established assortments in preschool Carrera First and Carrera Go!!! slot racing systems, plus pre-school Pull and Speed Mario, Luigi, Yoshi, Peach and Toad are all featured.

There will be new releases in Formula 1, with 1:43 scale Carrera Go!!! for ages six plus, offering the latest cars from well-known teams and drivers, with fans of the brand seeing the Bone Shaker join the Hot Wheels assortment, as well as in Carrera Go!!! slot racing.

Revell’s extensive hobby range of self-assembly model kits and accessories sees no shortage of exciting new subjects. There will be anniversary gift sets to mark 25 years since the release of Star Wars Episode One: The Phantom Menace, new releases for the Disney+ favourite Star Wars: The Mandalorian, iconic vehicles from sci-fi horror drama Stranger Things, famous cars and spacecraft gift sets from James Bond and figure-kit gift sets from World of Warcraft.

From static display kits to functional battery-operated models to build, the new Cyber Beast range, for ages eight plus, combines dinosaur themes with mecha to create fantastical creatures with great play value.

There will be multi-category releases for the Manga science-fantasy pirate series One Piece in 3D Puzzle and Revell Control RC, plus action-Manga Naruto-Shippuden releases in Hobby and Revell Control RC. The Revell 3D Puzzle for ages ten plus will also see multiple releases for House of the Dragon, Elden Ring and Ghostbusters. Revell: Tiny Adventures for ages ten plus combines the love and imagination of books with popular culture and model building, allowing users to create tiny scenes that sit among the favourite titles on their bookshelf, including subjects from Harry Potter and House of the Dragon. This is all supported by Revell’s extensive accessories range of glues, paints and tools, which also lend themselves to many other craft applications.

Reydon Sports

sales@reydonsports.com | 0115 938 6444 www.reydonsports.com Upper level 152 The Reydon Team is looking forward to exhibiting at Toy Fair once again. Reydon first exhibited at Toy Fair in 2022, showcasing its sporting goods lines with a newly developed entry into the toy sector. Since then, Reydon has built partnerships with flagship brands in the industry and is an Official Trusted Supplier for the Toymaster group.

In 2024, the Reydon Sports stand will continue to showcase Nerf with the latest range of products on display. It will be located right next door to the Toymaster hub area on the upper gallery, where visitors can explore the exclusive range, as well as the full A-Z of sports, toy, leisure and outdoor offerings.

The ranges Reydon offers are distributed via a UK distribution centre based in Nottinghamshire. Its B2B model allows Reydon to supply and service the world of retail across many sectors, with big success in Europe for Franklin and Nerf in the last 18 months, with a whole array of marketing support on offer. The 30 plus SKU offering for Reydon showcases products which fit perfectly into any toy, sport, leisure and multiple retailers, like the exclusive Vortex Howler which whistles as it flies.

The Reydon team will also be showcasing its flagship Precision brand, which continues to evolve with the development of Precision Play, a junior range of training essentials which is perfect for up-and-coming sporting enthusiasts and will be available in 2024. Goals, rebounders, footballs, mini sets and skills-based games are suitable for any sporting goods or toy store.

Along with its own brand, Reydon continues to strengthen its third party offering and work alongside brands such as Hypro and Foco to distribute team merchandise. The vast offering of products has been a great addition to the SKU offering that fits well with retailers offering toy, sport and leisure goods.

With a long-term business strategy to develop its sports offering with a toy-like spin, Reydon Sports will continue to work closely with the toy sector to open up many more opportunities for 2024.

To find out more information, please get in touch through the contacts above.

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UK’s No.1 Plush Brand

Ty, the UK’s No 1 plush brand is excited to welcome your favourite Star Wars characters to the Squishy Beanie family. Made from colourful, cosy fabric, we have two sizes of this highly collectable range available while stocks last!

Get in touch with us: E: Sales@tyuk.co.uk T: 02393 876 600

2024

HoloToyz

01937 586218 | www.holotoyz.com Stand UN66 (KAP Toys) Bridging the gap between physical play and digital learning, HoloToyz gives children the chance to engage in the real world with Augmented Reality (AR) characters that magically spring to life. Part of its successful ranges includes The Paw Patrol line, specifically aimed at pre-schoolers. The range includes stickers, tattoos, puzzles and more. Children can also choose to bring a dinosaur to life and hear it roar, or learn all about sea creatures and watch them swim and splash around. This is all made possible by downloading the free kidSAFE HoloToyz app and scanning a desired theme.

One of the latest additions to the HoloToyz range is the Paw Patrol HoloPuzzlez. Children piece together the puzzles, then scan to see the magic happen as the characters come to life in 3D animation, jumping off the puzzle and into the child's world. Users can join Chase, Marshall, Skye, and Rubble on an exciting adventure that combines traditional puzzle solving with innovative technology. Kids can also tap to place their favourite characters in their room and take photos and videos beside them.

For a more challenging puzzle experience, the Paw Patrol HoloCubez is the ultimate innovative puzzle. This set includes six magnetic cubes, which when pieced together include a favourite character on each side, making it highly interactive and engaging. The characters can be seen coming to life through Awesome Reality technology, using the app to witness and hear animations, sound effects and interactive elements. This puzzle also enables children to tap and place their preferred characters within their playing space to take pictures and videos with them.

Paw Patrol Tattoos and Stickers will also be showcased at Toy Fair. Kids can apply the tattoo to their hand or place a sticker onto their bag, notebook, or any preferred surface and scan using the app to witness these beloved characters come to life in stunning animation, accompanied by the Paw Patrol theme tune. Users also have the option to take things further by tapping the screen to seamlessly place the characters in their surroundings, allowing them to capture memorable photos and videos with their favourite pup that can be shared with family and friends. Each pack includes 10 tattoos or 10 stickers.

The Paw Patrol Wall Decals featuring Chase, Skye and Rubble are designed to transform any child’s play space. When scanned, Paw Patrol pals will be seen jumping off. With a tap, these animated characters can be placed in the room for photos and videos. As a bonus, each set includes additional character-themed wall decals.

In addition to Paw Patrol, HoloToyz offers Augmented Reality Stickers and Tattoos with an array of themes, including magical creatures, pets, dinosaurs, monsters and vehicles.

Dinosaur, Mermaid and Unicorn Wall Decals are also available as well as interactive Jurassic Dino, Sea Creatures and Household Pet Story books, where each page can be brought to life in 3D animation. The AR technology enables the read-aloud audio feature and includes sound effects.

HoloToyz is dedicated to safeguarding young children from the open web and social media. This is achieved by providing them with a safe and secure space to explore cutting-edge technologies while emphasising the significance of hands-on, physical play. All HoloToyz products will be available for S/S24 and will be supported with social media and influencer campaigns.

Maped Helix

01384 286860 | scott.goodman@mapedhelix.co.uk Stand N2 (Jura Toys) Maped Creativ will be unveiling its exciting and innovative range of craft toys and activities at the London Toyfair in January, where the well-known stationery brand, and winner of the Business Excellence Stationery and Creative Toy Manufacturer of the year award will be exhibiting for the very first time.

Launching at the show, and brand new for 2024, The Animaker range allows 6–12-year-olds to create their own animations, just like the professionals. Each set includes all the drawing and colouring tools needed to decorate and complete the storyboards included in the pack, or to create unique designs. They can be transformed into real cartoons using the free Animaker app, before sharing with friends and family. Both Animaker Flash and Animaker Flip come in three different themes to inspire creativity, whatever the interests.

The Creativ range also includes a wide selection of modelling kits with everything needed to create a variety of creatures. The Maped Creativ Dino and Unicorn factories offer two activities in one. Kids can start off by building the skeleton of a dinosaur or unicorn figurine using the numbered wooden 3D puzzle.

When it’s ready, they can cover the wooden skeleton with light dough - a lightweight, flexible dough that hardens in four hours.

For the youngest artists in the family, Maped Creativ’s My First range gives parents the perfect opportunity to immerse themselves and their toddler in messy play whilst developing their fine motor skills and love of art. Aimed at those aged one to three, it features products that are specifically designed with the youngest artists in mind and are both easy and safe to use.

The range includes the My First collages set, including a set of super safe scissors to introduce young children to cutting and sticking for the first time. With an array of coloured paper and cute animal templates also included, little ones will love completing brightly coloured collages. Also available is the My First Stamps set, with two patterned stamps with an ergonomic design, making them ideal for young children learning how to grip. For babies and toddlers that are more hands on, My First Finger Paints set includes three bright colours that are dermatologically tested and have a smooth texture that doesn’t drip.

For young artists learning to draw, The Lumi Board uses tracing templates on a light projector, and includes a pack of brightly coloured Maped felt pens and over 250 images covering five levels of difficulty, ranging from easy to challenging, to support development.

Samples of the bestselling Maped Creativ range will be available on the stand to try, along with live demonstrations from a craft toy expert.

For more information about Maped Creativ products, speak with the team at London Toy Fair or get in touch via the contacts above.

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London Toy Fair Stand UL141

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2024

Thames and Kosmos

0158 071 3000 | www.thamesandkosmos.co.uk sales@thamesandkosmos.co.uk Stand F15 Thames and Kosmos has been exhibiting at London Toy fair for 13 years, but 2024 will see the debut appearance of its mascot. The bright and colourful (and slightly cheeky) Dodo will be making an appearance as a celebration of the success of the children’s game of the same name. Dodo Game is designed for families, it has a great table presence and the ‘wibbly wobbly egg’ has been designed to keep both children and adults entertained.

Thames and Kosmos will also launch a brand-new vertical marble run. The innovative Gecko Run is a fun new challenge for all ages and can be placed over obstacles, on doors, glass panes, tiles - or even on Toy Fair exhibition walls. With flexible units, each track can be created with fast curves, and the clever connecting units means that each marble run is completely unique. The use of nano technology is suitable for any home as there is no sticky residue, and the tracks can be rearranged countless times.

Visitors to Toy Fair will be invited to create their own Gecko Run and test how well the marbles whizz down their design. The range is available as a starter kit, alongside four expansion packs, each providing more track and a special piece; these include a trampoline, whirlpool and even a loop-the-loop, adding even more possibilities to the design of the marble runs.

After the success of KAI (Kosmos Artificial Intelligence robot) receiving both Nuremberg and New York TOTY awards, another product will be joining this range in 2024. Hero, a sound sensing robot has four modes of play all of which help children learn about sound waves and spatial hearing. Hero is assembled from over 100 pieces and once that's done, the robot can be programmed to be controlled by sound and even dance in time to music. Children can also play games of sound tug-of-war or hide and seek. The innovative design includes a giant illuminated eye, which can be given different facial expressions. Buyers can take a first look at Hero at Toy Fair, and pre order for the Q2 launch.

Spy Labs, a range that provides an exciting way for kids to explore the world of spycraft and investigation, will also feature on the stand. Product lines for Spy Labs have expanded, including Forensic Investigation Kit, Night Vision Goggles and a Voice Changer which perfectly complement the bestselling Master Detective Toolkit. Spy Labs will continue to grow as a range throughout 2024.

Offers will be running during the show, allowing customers to save up to 10% on trade prices for 2024.

Learning Resources

01553 762 276 | www.learningresources.co.uk sales@learning-resources.co.uk Stand D36 The colourful characters from the BAFTA award-winning CBeebies TV series, Numberblocks, are deeply embedded in the way young children learn about maths. Under the global master toy licence, there will be even more ways to play and learn with these fun-loving characters in 2024. The colourful Numberblocks Rainbow Counting Bus vehicle set, with seven figures, is ready to bring Numberland to life with 12 songs, sounds and lots of colourful number features.

Blockzee is the friendly monster who loves big numbers and comes to life as the Numberblocks Blockzee Balance Activity set. As children use the interactive balance, her mouth moves to show greater than, less than and equal to signs.

Joining these launches are two new Numberblocks MathLink Cubes sets: the MathLink Cubes Numberblocks Counting Sheep Farm and MathLink Cubes Numberblocks Express Train. Each is based on a popular episode and, as with other best-selling Numberblocks MathLink Cubes Activity sets, makes the onscreen learning magic real for children as they build the Numberblocks and recreate the lessons from these episodes. Rounding off the first half of 2024 is the new Numberblocks Playing Cards, which has two new card games, as well as updates on four classic ones.

Kids can take the #KanoodleChallenge and become the Kanoodle Ultimate Champion. Kanoodle logic puzzle games are engrossing tabletop games that encourage spatial reasoning, problem-solving and critical and strategic thinking skills. Kanoodle has become a hit on social media with over 627m views on TikTok, where fans around the world share and engage with its distinctive puzzling qualities. Players solve 2D and 3D puzzle challenges by placing the colourful and uniquely shaped puzzle pieces on the Kanoodle game board. Challenges start off simple and become increasingly complex as players progress through the Puzzle Guide.

The Early Years offering continues to grow with the Growing Garden Greenhouse Colour and Number playset and Peekaboo Gnome Homes, both made from recycled materials. Like last year’s Hero, the Design & Drill Rivet Pop workshop, the new Rivet Pop Café set gives children the opportunity to design their own pizzas.

Learning Resources is a go-to for early screen-free coding and has launched the Space Rover Deluxe Coding activity set, packed with missions that will develop children’s understanding of simple coding as they solve Stem challenges. There are more challenges in the new Stem Explorers range, while young scientists will be dazzled by the Rainbow Reactions Preschool Science Lab. Buyers can book a meeting with Learning Resources’ sales team for a personal tour of its stand to preview the more than 80 new launches for 2024. (See contacts above). They can learn more about Learning Resources’ exclusive show offers and find out how to benefit from trade customer support that will help to grow sales instore and online.

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2024

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

Smart Toys and Games will be returning to Toy Fair this January for its tenth year, with exciting new launches being showcased. Visitors to the stand will also be able to get involved in a fun Genius Battle challenge.

Smart Toys and Games is home to ten exciting, award-winning educational brands, including Smart Games multi-level logic games, SmartMax, pre-school magnetic construction system for young children and GeoSmart geomagnetic play. Other award-winning brands in the portfolio include Happy Cube, Smartivity, Go Genius, True Balance and The Happy Puzzle Company.

Catering for children as young as one up to all ages and stages, each product in the extensive range features an engaging and educational mechanic. The brand ethos is to encourage children to learn through play, and the company ensures every toy is colourful, durable, value for money and designed with a unique theme to delight children and create lots of happy memories.

The team will be exhibiting a host of new products across all its brands including 5 Little Birds, which challenges little ones aged five plus to clip the birds to their correct location in the wooden tree using the clues provided. 5 Little Birds is a game of logic and deduction for both kids and adults.

Brand new from SmartMax’s bestselling My First range, My First Stacking Rings teaches children aged one plus about the world of magnetism. Magnetic rings split in half and connect in quirky ways, bringing funny figures to life, and the dual-sided base introduces a delightful wobble, adding an extra layer of excitement and challenge. From one-year-olds to older kids, this set fosters hand-eye coordination, balance and fine motor skills.

The IQ range is an immensely popular category for Smart Toys and Games and the team will be unveiling IQ Gears and IQ Waves for 2024. Each game boasts a unique and innovative game mechanic offering varying levels of difficulty, meaning that these educational games are perfect for both adults and children as young as six.

IQ Gears has been designed to put players’ brains in high gear as they try to fit all the gears on to the game board. When players have the correct solution, the pieces will connect and the big wheels on the sides of the gameboard will spin together. The game includes 120 challenges, from easy to expert. Players fill the grid by placing the soft-touch puzzle pieces in the correct location and orientation. Both titles come in a compact format with lid, making them easy to play anywhere.

Smart Dog is the brand-new compact game for dog lovers (young and old) with 60 challenges, while Gnome Sweet Gnome is wooden puzzle game which includes 48 challenges. The game supports the development of logic and deduction skills, as well as cultivating toddlers’ talents by stacking, counting, hiding or playing with the little figurines.

Skillmatics

01244 940 200 | 07764 369 245 www.skillmaticsworld.com David.kelly@skillmaticsworld.com Stand UN46 After achieving resounding success in North America, the global educational toy brand Skillmatics is set to launch its award-winning range of games and activities in the UK at Toy Fair 2024. Skillmatics develops innovative toys and games that enable children to build core skills through the joy of play. It has a wide range of products across card and board games, pre-school learning aids, puzzles, STEM toys and arts &crafts. Its team of global educators is actively scaling the brand with fresh games and learning activities, as well as expanding into new categories, such as outdoor and pretend play, arts & crafts and puzzles.

Skillmatics’ breakout product in arts & crafts is a magical stickering activity set called Foil Fun. The line was named a finalist for a prestigious Toy of the Year, Best Creative Toy 2023, a winner for Best Toys by Good Housekeeping and was featured on Good Morning America in the US. Skillmatics Foil Fun includes 10 colourful canvases and 100 foil sheets to create original art. Parents love that it has all the sparkle and none of the mess. Available in popular themes like space, animals and unicorns and princesses, Foil Fun has already ranked number three in the toy and games category on Amazon.

Games to look out for include Who Knows You Best, a family bonding game; Poop Wars, a strategy card game for a stinking good time; Magnetopia, an interactive pretend play set with over 60 magnetic pieces to decorate thematic backgrounds and Fun with Foam, a mess-free stickering foam art activity set. These are joined by Dot it Magnets, a mess-free repeatable art activity of magnets; Rank up, an exciting trump card game that tests memory and challenges knowledge and Piece and Play, a giant floor puzzle and a game all in one.

Grasper Global, the parent company of Skillmatics, has further expanded its portfolio by launching new brand, Gouda Games, which will focus on party games for teens and young adults. Gouda Games promotes social interaction, laughter and light-hearted competition, making it a popular choice for social events or gatherings. Titles include Uncoated, an entertaining adult party game all about unfiltered opinions and exposing truths; Baffling Bowl, a fun and fast-paced game of quick thinking and hilarious moments and Big Bad Bowl, an adult version of the same Baffling Bowl game.

Skillmatics will also be exhibiting various Point of Sale (POS) and Free-Standing Display Unit (FSDU) options to assist retailers in showcasing their products effectively and offering a special offer where retailers placing orders above £500 will receive an additional 10% discount on their purchases. This promotion has been designed to incentivise larger purchases and increase profit margins or enable better deals for customers. After partnering with over 10,000 retail stores in the US, Skillmatics is looking at partnering with progressive retail outlets for a bespoke Skillmatics branded zone in stores.

To find out more about Skillmatics, get in touch with David Kelly, VP sales and marketing UK, at the contacts above.

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Brainstorm

01200 445 113 | www.brainstormltd.co.uk Stand E79 Brainstorm will launch a wide range of new products for 2024 and customers can expect even more innovation and new licensed ranges as well as a raft of brand-new arts and crafts products.

The Brainstorm Toys range will now include the Erupting Volcano Lab, helping children learn about the fascinating science of volcanos. By combining two safe chemicals with water, children can create realistic red lava that will ooze down their volcano. A secret code is included to reveal more facts about the natural phenomenon. The kit contains the chemicals to carry out the experiment, volcano base, safety goggles, measuring cup, spoon and syringe and is suitable for ages eight and up.

Budding Detectorists will love the new Outdoor Adventure Metal Detector, part of the Outdoor Adventure range. Lightweight and easy to use, the hand-held product extends to 795mm and has light and sound alerts.

The new Pocket Torch measures 11.6cm long and features a white LED light that can be used in the dark or for nighttime reading, plus a useful key chain accessory which attaches to belts or bags making it great for school trips and outdoor adventures.

Creative kids will have hours of fun with the Sketch & Glow range. The no-mess arts and craft sets come in two initial themes, Fairytale and Space, and include nine themed images to trace and colour. A multi-coloured light effect brings the images to life which can then be wiped clean to start another creation. The handy lanyard makes this perfect for on-the-go fun.

The successful Paw Patrol licensed range has extended and will delight fans old and new. The Paw Patrol Room Projector & Nightlight projects 24 exciting and colourful images of the Paw Patrol pups up to one metre wide on walls and ceilings. At the touch of a button, it also becomes a comforting Paw Patrol Night Light. The Paw Patrol Glow Shapes & Chase is a cute addition to any Paw Patrol fan’s bedroom. Kids can decorate rooms and accessorise their belongings with glow-in-dark stickers in Paw Patrol designs. The set includes 30 plastic Paw Patrol shapes as well as eight colourful Chase and friends glow cards.

The Paw Patrol Chase Head Torch which launched in autumn/winter 2023 continues with the addition of a Paw Patrol Skye Head Torch, which lights the way and also makes a fun helicopter sound. There are two angles – straight for outdoor adventures such as walking or camping and tilted for catching up on Paw Patrol books and comics. The Head Torch comes with an adjustable strap from pre-school children and upwards. Also in the range is the pocket-money Paw Patrol Torch & Projector and the creative Paw Patrol Drawing Projector which enables pre-schoolers to project and trace drawings of their favourite characters.

Brainstorm’s own brand, The Original Glowstars Company, will launch a Glow Stars 24-piece CDU which is perfect for gifting. Each pack includes eight high-quality plastic glow-in-the-dark stars to create a magical night sky, supplied with self-adhesive pads to attach to walls and ceilings.

Combining creativity and sensory elements, the new Water Art packs come in sets of three, six and 12. Distributed exclusively for Toymonster

by Brainstorm, the viral creative craze lets children create art that magically floats away in water. Each set comes with a ceramic spoon that can be squiggled on with water markers. When the spoon is dipped in water the pictures float away.

There are also a selection of themed Water Art six packs launching at Toy Fair including Safari, Fairy Garden and Galaxy. Each comes with magical water markers, ceramic spoon and two themed stencil sheets.

Toymonster’s Sensory Motion Bubbler range is also distributed by Brainstorm and has proved popular with customers looking to extend their Social Emotional Learning toy offering. Spring/summer 2024 will see more SKUs added including the Sensory Egg Volcano, a calming accessory for the home, classroom or office. When users flip the egg, there is an eruption inside followed by falling coloured snow. Like the Sensory Egg Volcano, the Sensory Shakers, which come in six different colours, are reminiscent of lava lamps and are great for use in classrooms, sensory rooms, the office and at home.

Create N Colour is a new addition to Brainstorm’s arts and crafts selection. Children can construct 3D Models from FSC certified materials then paint them with the refillable water brush and watch the colourful design magically appear. After drying, they can be designed again and again with no mess. The safe, non-toxic range can even be used on car journeys and comes in three initial themed packs: Fun Farm Friends, Sea’Sational and It’s My Nature.

The multi-million-pound eco-friendly phenomenon Eugy continues to soar, and new additions will join the 59 strong collection in early 2024. The company distributes Eugy exclusively in the UK and Ireland for Dodoland, with recent additions including Tortoise, Badger, Sasquatch Bigfoot, Stingray, Armadillo, Puffin and Highland Cow. The collectible Eugy models are built by following a simple number sequence to piece together the high-quality recyclable FSC-certified card using non-toxic glue. The resulting 3D models are sturdy enough to make an imprssive display. Brainstorm has also developed a selection of FSC-certified POS including FSDU and CDUs. Brainstorm will support all new launches with comprehensive marketing and PR campaigns that encompass digital advertising, influencer outreach and traditional PR.

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Just Play

www.justplayproducts.com uksales@justplayproducts.com Stand B90 From the beloved Disney Stitch inspired collection to the all-new Disney Junior Ariel toys, as well as the exciting Disney’s Munchlings and refreshed FurReal pets ranges, there's something for everyone at the Just Play stand at Toy Fair.

Under licence from Hasbro, Just Play’s FurReal interactive pets range features old favourites as well as fresh innovations to continue the legacy of pet and nurture play.

Highlights of the FurReal range include the adorable FurReal My Minis, featuring palm-sized pets that magically move their heads and tails, and make cute animal sounds. The FurReal Newborns respond to feeding accessories and bops on the nose with contented sounds and closed eyes for an interactive playtime experience.

Joining the collection, the all-new Bernadoodle from the FurReal Walkalots line has an automatic lead for children to push along as they watch the pup wobble and make realistic sounds. The Wagalots Ragdoll Kitty swishes its tail and makes fun cat sounds while being walked. Autumn/winter will see the launch of even more innovative and imaginative pets. The FurReal range is designed for children aged four years and over and will be available from February. Just Play has a comprehensive 360 marketing campaign in store, including digital activation, influencer partnerships and PR activities.

Just Play will be presenting the highly anticipated Disney’s Munchlings toy range at Toy Fair. Inspired by the beloved treats found in Disney Parks, Munchlings are adorable characters that have taken TikTok by storm, amassing over 60m views since their launch in September 2022. As a key partner with Disney for Munchlings, Just Play aims to ignite the collectible craze with these charming characters. With the official launch set for autumn 2024, Just Play has an exciting campaign in store that aims to engage superfans and broaden reach through TikTok, engaging social content and influencer partnerships. The food-first approach of Munchlings will also be highlighted by offering product sampling opportunities. The Munchlings toy range features a variety of exciting options, including collectible feature plush, water-activated colour reveal mini-figures and elaborate playsets.

To build on the Doorables brand, Just Play will be establishing an official fan club for superfans of Doorables – the Adoorbs. Not only do they collect Doorables toys, but they also have Doorables inspired outfits and accessories. With exciting line expansions in 2024, Just Play is planning on taking over retail doors to emphasise the unboxing element of Doorables.

Another launch from Just Play is the new Disney Junior Ariel toy range. This range is inspired by the upcoming Disney Junior Ariel TV series set to premiere in 2024. The Disney Junior Ariel toy range offers a variety of engaging toys that capture the enchantment of the underwater world and the Caribbean flair of the show. The Groove and Glow Doll is an 11.5-inch doll with a mesmerising rainbow water skirt feature that illuminates and dances to Ariel's signature song when her shell necklace is pressed. Complementing the doll is the Bubbles Fun Doll, which creates a cascade of bubbles when dipped in the bubble solution. Additionally, the Pop Tails Doll & Case provides customisation options with various tails, fins and accessories. To support this launch, Just Play has devised a comprehensive global marketing campaign. Activations include Atlantica at the Aquarium launch events, featuring influencers, media, toy demos and giveaways.

Finally, Just Play’s Stitch toy range will be expanding in 2024. The successful Stitch range includes the That's So Stitch Blind Capsule Figures, That's So Stitch Large Figure and the Stitch Mystery Capsule. In addition, Crack Me Up Stitch feature plush will debut in Autumn Winter. To support the Stitch toy range, a marketing campaign will target teens, tweens, collectors and millennial parents, with social media content, influencer partnerships and interactive experiences.

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Clementoni

020 3206 1397 | www.clementoni.com uk@clementoni.com Stand N14 Clementoni will be showcasing a host of new products at the 2024 London Toy Fair, with increased focus on the infant and pre-school category from Soft Clemmy and Baby Clementoni, plus a host of new launches within Arts & Crafts and Robotics.

Soft Clemmy is the first and original soft play brick range designed to create a soft sensory playing environment from an infant’s earliest months onwards. The blocks are made from a very soft material designed to prevent hurting delicate teeth and gums during play, and they can also be thrown and stamped on without any risk. This range also features vibrant colours to stimulate the senses of babies and encourage them to explore the world.

The range will expand with the introduction of the Clemmy Cube, a five-sided activity cube with multiple textures to encourage sensory development and manual dexterity. The Sensory Path contains four tiles, each with a different textured surface to stimulate the child’s tactile perception. Soft Clemmy will be supported in 2024 by an increased level of marketing investment covering digital and social media, VOD, PR and partnerships.

The Baby Clementoni range is designed to provide children with developmental support and fun as they grow, offering the right products for each development stage. New for 2024 is Ollie – My Interactive Friend, which is packed with different activities. Ollie’s eyes are interactive screens which express emotions and feature animation. One sensor recognises cuddles and another recognises a shake to dance together. Ollie also knows when it is laying down and will switch to night mode with sounds and lullabies. Children can even ‘feed’ Ollie when it’s hungry and it will respond.

Following the success of Pen Creator Studio in 2023, the range will expand in 2024 with Pen Mini Studio collector packs. Available in a CDU, these packs offer three themes (Fantasy, Monster and Tropical), and nine pens to collect. Also launching in 2024 is the Fragrant Flower Creator, which consists of paper flowers that users can make and decorate to create an original scented arrangement. The kit includes everything needed to create different coloured flowers and by spraying a few drops of perfume on the petals, the flower will give off the desired fragrance.

Clementoni’s educational robot collection lets kids experiment with STEM principles in a direct and engaging way. The robots are easy to assemble and come alive to help develop children’s logical thinking and manual dexterity. Game dynamics and wireless interaction have been developed to help kids experiment with the basic notions of coding and communication with robots in a new and exciting way.

AiRo, an innovative robot coming out in 2024, is equipped with artificial intelligence that allows it to recognise gestures and voice commands. Six motors work independently to perform movement, and a Bluetooth connection interacts with the app which is equipped with an algorithm for recognising the child's language and gestures. Children will be able to customise and build the robot, then can command it in real time with their own gestures and voice so that AiRo learns and follows, grasps, moves objects accurately, hits a ball and dances – all with full coding programmability.

The Noble Collection

020 7580 4442 | wholesale.uk@noblecollection.com www.wholesale.noblecollection.co.uk Stand UN52 The Noble Collection UK will return in 2024 for its second Toy Fair and will be proudly presenting its newest range of licensed collectibles, the Minecraft collector replica range, alongside existing fanfavourite franchises, including the Wizarding World, Jurassic Park and Lord of the Rings.

Recently launched simultaneously at New York Comic Con and The Noble Collection’s global flagship store in London’s Covent Garden, the Minecraft range was created to imagine what the favourite in-game objects might look like brought to life. Featuring unique textures and blocky aesthetics merged with touch-activated LED features, including a flickering, wall-mountable Minecraft torch, glowing ores, a colour-changing potion bottle and a replica Diamond Sword, The Noble Collection has brought its unique touch to a well-established property to create a range unlike anything else on the market.

While Minecraft marks The Noble Collection’s first partnership within the gaming world, it continues to expand its existing TV and film properties with new products, including a new Harry Potter collector wand belonging to Gilderoy Lockhart and the return of an intricate, newly reimagined sculpture of the Goblet of Fire. The team is also developing relationships for new, as-yet unannounced properties.

Visitors to the stand who are unfamiliar with The Noble Collection’s star lines can be introduced to its ever-expanding range of collectible Wizarding World replica wands. Nearing 100 unique character wands across the Harry Potter and Fantastic Beasts franchises, the magic of these replica wands continues to shine year after year.

The Noble Collection has also added to its range of finely sculpted licensed chess sets with the blocky textures of Minecraft, where users can choose to play as Overworld Heroes or Hostile Mobs. Other bestselling sets include the Harry Potter Wizard Chess set, Jurassic Park (which won the For the Big Kids category at The Big Christmas Wishlist Awards in 2023) and a mind-boggling Tri-Dimensional Chess set from Star Trek.

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Cobi Toys

07584 858 978 | www.cobi.pl Stand N21 June 2024 will bring the 80th anniversary of D-Day, when major international commemorative events on both sides of the channel will mark the anniversary of the Normandy landings. This year’s D-Day anniversary will be a large-scale celebration and Cobi will be marking the occasion with a collection of six scaled models.

One of the key products to be launched is the Higgins Boat (LCVP – Landing Craft, Vehicle, Personnel Carrier), a landing craft that was used during World War II and D-Day on a massive scale in Operation Overlord.

The landing craft which was designed by Andrew Higgins and built mainly of wooden plywood, was cheap to manufacture and extremely light, but it could also hold up to 3.6 tonnes of cargo and could reach speeds of up to 12 knots (14mph). The Cobi model of the Higgins Boat faithfully replicates its historical prototype in 1:35 scale. It has movable elements such as two machine guns with covers and a mechanism for lowering and raising the front ramp.

Another range being launched at London Toy Fair is a collection of entry level scaled aircraft and tank models. These have been specifically designed to encourage new modellers into the military modelling and construction market. A range of planes in 1:48 scale will be available and includes Mustang P-51, Mitsubishi A6M2 Zero, Yakovlev YAK 3, Yakovlev YAK1B, Hawker Typhoon Mk.IB and Supermarine Spitfire Mk.XVI. The tank ranges in 1:72 scale will be available in two different CDUs. Another important release is the Lockheed F-22 Raptor which attendees will be able to see in its full glory for the first time at the show before it goes on sale the week after. The high-quality brick model with 695 pieces has been designed in a 1:48 scale, complementing the rest of the Cobi Armed Forces collection. Cobi has developed new bricks which are characteristic of the F-22, such as the aircraft nose, the cabin, and vertical stabilisers.

The model is perfectly finished, smooth like its real counterpart with Stealth technology. It includes an opening cabin and a detailed pilot figure wearing an oxygen mask. The plane's landing gear can be easily dismantled to showcase the model on the display stand, which also includes a plate with the plane's name and the US flag printed on it. The detailed model has been designed to be a real treat for collectors and enthusiasts of military technology and brick modelling.

Hunter Price International 0161 653 1306 Upper Level 102

Hunter Price International kicks off its 15th anniversary year with its most impactful Toy Fair to date. The business has taken a fully integrated approach to this year’s event to showcase the wide-ranging cross category opportunities available under its own brand portfolio and licensed partnerships. A series of new in-house brand propositions will also be unveiled for the first time at the 2024 show.

Toy Mania, Hunter Price’s hero toy brand, had a record-breaking year in 2023 and will open the show with a host of brand extension stories, including creative compound brand, Oozey Goozey, with its brand new Putteez range and Sensory Toy Box. Both brands have contributed greatly to Toy Mania’s recent successes and the 2024 ranges are full of new and exciting tactile innovations.

The team will also launch Block Mania – Flora Bricks. The proposition is built around creativity and collectability, through innovative connecting blocks which allows users to create their own floral displays.

Visitors will also be welcomed to the world of Artistry, the new, innovation-led in-house arts & crafts brand from Hunter Price. Two of its children’s focused sub brands will be unveiled at Toy Far: Artistry Squishlings and Artistry Junior.

Artistry Squishlings, where imagination takes shape through character-led clay creations will squish onto the Toy Fair stage for the first time. With their soft and pliable nature, Squishlings can be moulded into anything imaginable, from delightful creatures to fascinating forms.

Artistry Junior aims to inspire, engage and nurture creative talent in children. The debut product range includes high quality art supplies, complete craft kits and DIY kits.

Love The Look, the kids’ accessories brand which promotes friendship and creative collectibles will also be making its first appearance at Toy Fair. Its 2024 trend-led looks will be presented ahead of a year of development for the up and coming brand.

Crayola ImagiPals will roll into Olympia too. The new product concept was developed by Hunter Price and Crayola to bring children’s imaginations to life through enchanting worlds of collectible character erasers. Following the successful launch in 2023, the brand-new ranges will include some high-profile brand collaborations to be announced at the show.

As a showstopper finale, Hunter Price will release details of a giant collaboration between Crayola and L.O.L. Surprise! with the business presenting a full cross category retail offering across craft, arts & stationery, lifestyle and accessories.

Hunter Price has also announced its first ever showcase at the Nuremberg Toy Fair following the London show, where the team will unveil even more ranges and brand collaborations.

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Ravensburger sales@ravensburger.com www.ravensburger.com Stand N13

2023 was a big year for Ravensburger and a raft of new additions are set to continue the momentum through the coming year, with a new brand and category launch, introductions for ongoing success stories and the celebration of 50 years of the Blue Triangle.

This year has been an outstanding launch year for Disney Lorcana. The enthusiasm received from retailers and consumers alike has exceeded Ravensburger’s expectations on every level. Disney Lorcana players take on the role of Illumineers and wield magic ink to summon a team of Disney characters known as Glimmers, who appear in both familiar and fantastical ways. The game was designed to be easy to learn for TCG newcomers while still offering strategic depth for experienced players. Featuring hundreds of original pieces of Disney art, the game is already a winner with beginners, expert TCG players and Disney fans.

As a result of its overwhelming popularity, the first two chapters have been reprinted and future print forecasts starting with Chapter Three from February have been increased. Into The Inklands is the title given to the third instalment and brings further excitement for fans. From location cards featuring Disney story settings to new in-game mini stories and over 200 more cards, Disney Lorcana will get off to a great start in 2024.

The year will also see a widened approach targeting families, children and Disney fans, reaching beyond the initial TCG audience-base. A return to UK Games Expo, Comic Cons and additional consumer events is also on the cards, as is the introduction of tournaments and local events in partnership with retailers.

Providing opportunities for togetherness is at the heart of the Ravensburger philosophy; the company’s growing games portfolio provides an unrivalled demonstration of just that.

Among the nine new games launching this spring is Mycelia, a beautifully illustrated game introducing players from age nine to deckbuilding. In this enchanting adventure game, players collect leaves and befriend mushrooms to help clear the board of dewdrops. New introductions complement the portfolio of core game brands that continue to inspire and engage games fans, including Labyrinth, Scotland Yard and Memory. With a growing portfolio of high-quality immersive games from Ravensburger, visitors to Toy Fair will discover news from the Villainous series, Council of Shadows and more.

There is more newness to be seen from logic game brand ThinkFun, with the Flip ‘n’ Go series of handy, take-along games delivering classic challenge-based play in flip-open cases. In Goats’ Day Out, goats are on the loose and rampaging around the town. Players need to apply problem-solving skills to help the goat eat everything in sight.

The 50th anniversary of the Blue Triangle logo has provided the perfect backdrop to re-present and celebrate some classic bestsellers from the Ravensburger puzzle portfolio. 3D puzzle fans will welcome the anniversary-edition Glow-in-the-Dark Eiffel Tower with 216 pieces, and for those who love to enjoy a classic puzzle as part of the festivities, the anniversary will be marked with a very special Christmas puzzle launch. With the UK puzzle team continuing to foster collaborations with UK illustrators, there will be a wealth of vibrant and captivating puzzles on display at the show. Among them is The Artist’s Shed, the eleventh in the best-selling My Haven series of puzzles designed by Essex-based artist Steve Read, and a second puzzle from artist Eleanor Tomlinson will also delight fans of her work. The recently launched Wooden Puzzle range will grow with several new introductions to the shaped puzzle offering. In children’s puzzles, new licensed ranges for spring include Disney’s Stitch, Spidey and his Amazing Friends, Batwheels and Despicable Me 4.

The GraviTrax interactive marble run construction system extends its reach this autumn with GraviTrax Junior. Ideal for children aged three and up, this range has been developed to provide an age-appropriate entry to the GraviTrax universe, introducing fun themes for dynamic building and imaginative play opportunities. The launch of GraviTrax Junior will complement the wider GraviTrax offering, which for spring includes two GraviTrax Go sets, offering a try-me entry point to the system or take-along fun for existing fans. These compact sets each contain over 35 components, including an action element, enabling children to create mini marble run tracks and experience the flexibility of the system, with more exciting news to be announced for this system at Toy Fair.

Toy Fair will provide a first look at the new infant and preschool brand launch, Play+. Developed following extensive research among parents, this range of infant toys and books applies Ravensburger’s know-how and quality to deliver engaging play experiences for the youngest of children. Items in the range include activity toys, interactive toys, activity books and more, with a range of price points.

From Brio, a new addition to the Trains of the World series is the London Underground train. Including a tunnel and sign with the iconic underground logo to set the scene, this battery-powered train, featuring lights and sounds, is complete with wagons and two figures. 2024 will see the launch of a dinosaur-themed Brio World range, which includes playsets and accessories such as the fun smoking volcano with safe-to-touch steam.

Smaller tots can experience the excitement of a real steaming engine with the Steam and Go Train, a chunky, battery-powered push ‘n’ go train suitable for children aged 18 months and up.

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Get rid of all your cards as quickly as possible by playing the right color, the right word, or both!

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RE-LAUNCHED IN 2024 New look & extra crazy, wild, and furious cards!

Twisted History is an award winning, laugh-out-loud, conversation-starting party game that takes you on a journey through the seven twisted eras of history, where life and death was weird and rather gruesome.

RE-LAUNCHING THIS YEAR WITH NEW AND IMPROVED QUESTIONS. Stay ahead of the executioner while you answer multiple choice questions about bizarre and gory forgotten bits of history. It’s definitely not what they teach at school. Nine wrong answers, and you’re dead. Twists introduce strategic choices to get ahead or fast-track your opponents on their way to execution.

The past can be deadly. Can you make it out alive? Not just for history buffs, this gruesome game is for anyone

Eager to stock these highly anticipated games?

Reach out to nigel.kay@cartamundi.com, Director of Sales, Cartamundi UK

Live different, play different.

2024

Waboba

01380 872950 | www.waboba.com Stand E90 Waboba is a Swedish brand known for its innovative outdoor recreational toys and sporting goods, and this year will be a first-time exhibitor at London Toy Fair. Visitors will be able to see its newest game-changers and creations, some of which can be tried out, such as Flungle and Battlebird.

Flungle is Waboba’s twist on bocce – it’s bocce with a tail.

The set comes in a bag packed with one flying Tailball target and six colourful bocce sand balls for a multi-player game. The Tailball features a long tail sewn to a weighted sand ball, with fabric-covered bocce balls which are also filled with sand and designed to be smaller, making the game more travel-friendly. To play, players launch the target by the tail and use the tail to measure distance too. Flungle is perfect for playing on sand, grass or indoors. The new game launches for spring 2024.

Waboba’s exclusive new pool toss game, Dunk or Dive, features a floating ring and four dive balls designed to sink. Made for pool play, players compete to see who can dunk their balls to land in the net first. Missing the shot means players must then dive.

Given the success of the innovative, patented silicone Wingman disks, Waboba set out to see what other disks it could create to continue to change the frisbee game. The company’s mission is to make throwing and catching disks easier and way more fun than rigid plastic disks. The new Bigwing features a full fabric wrapped disk with a tube-like rim, which gives it a lightweight design and allows for a slow spinning flight. Bigwing is super soft and easy to throw straight, plus, it features two mesmerising designs on one disc. Since Bigwing is designed to fly both ways, players can throw it from the top side or bottom side. Last year, Waboba also invented a super flying disk that is designed to float on water called Flobo.

The stand will showcase the full range of Waboba’s beach and backyard offerings. The brand is looking for new retail partners to join its sales distribution network in the UK. Waboba also has a wide range of resources and offers a variety of best-selling displays to help retailers sell products in stores.

Big Potato Games

020 3620 9495 | www.bigpotato.co.uk | trade@bigpotato.co.uk Stand D21 Big Potato Games has created five brand new party games, enlisting the help of the spirit world, gravity and a miniature seesaw.

The aim of Ghosts Can’t Draw is to work out what the ghost is trying to draw via the glow-in-the-dark ghostly doodler. It’s a bit like taking part in a seance, with spooky music and atmosphere thrown in with the help of the free Ghosts Can’t Draw app.

Cards vs Gravity Pro is an indestructible, dexterity-building game that can be taken on the go. Players simply attach the stopper to any open bottle and try to get rid of the cards by successfully balancing them. In this game there is always one winner, gravity, so players must try not to be the one to knock the bottle over in this super-portable, waterproof game.

Dumb Questions to Ask Your Friends is a clever twist on ‘how well do you know your friends’ games. One player can’t see the dumb question but gets to hear their friends’ answers. The player then has to work out what the question was from a choice of five. In the numbers category, questions can range from ‘How many times did you wash your hair last week?’ to ‘On a scale of 0-10, how dark do you like your toast?’. Other categories include players, famous people, food and animals.

The centrepiece in Tilt ‘n’ Shout is a marble run seesaw. Two teams go head-to-head at listing answers based on a category, tilting the seesaw after every correct answer. If a team runs out of answers, or track, the other team captures the ball and wins the round. The better a team does, the more time the other team gets to make a comeback.

Rolly’s Mini-Game Party is loaded with 101 inventive minigames and all the parts needed to play them. The games are an eclectic mix of physical, skill, luck and mental challenges. Minigame Party is a two-team game, but the twist is that the teams change every single round, so ultimately a player is playing for themself. The only way to be crowned Minigame Star Player is to keep winning minigames, no matter which team a player finds themself on.

Conceived in lockdown by a couple in Melbourne, Australia, That Sound Game has evolved from cut-up strips of paper in jam jars to a well-loved party game. It is even a part of the Friends of Big Potato catalogue.

The gameplay is super simple, silly and fun. Players just grab four or more participants and then get noisy.

Using any combo of sounds and movements to emulate and describe objects, people, places, events and actions, no words are allowed, and hands must be kept behind the back. Each category has cards with different difficulty levels, so one, two or three points can be up for grabs at one time. A team must guess as many answers as they can in a minute. The first team to reach 30 points wins, and if it’s a tie-break, it’s all-play time. The game is aimed at age 14 plus but has an x-rated expansion pack if players are after some outrageous adult fun.

To learn more about Big Potato’s new 2024 games, get in touch using the details above or visit the Big Potato stand at London Toy Fair.

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for 2024 Rainbow Counting Bus

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Playing Cards

New for 2024

MathLink® Cubes Activity Set Sheep Farm

New for 2024

New for 2024

MathLink® Cubes Activity Set Express Train

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Blockzee™ Balance Activity Set

2024

Canal Toys

01904 379 123 | www.canaltoys.fr/en Stand F75 At London Toy Fair 2024, Canal Toys will unveil new expansions to the Photo Creator lineup. Following a phenomenal second year, Canal Toys is ready to captivate the teen and tween market with fresh, innovative products being introduced to the brand.

The original Photo Creator is a pocket-sized instant camera that comes with up to 700 prints in each pack which also include stickers sheets and marker pens – perfect for scrap booking, school projects or fun with friends.

Budding photographers can personalise and edit shots on the camera with filters and fun effects, then print instantly and customise with stickers and marker pens.

Canal Toys is looking forward to announcing the Photo Creator Instant Pocket Printer, an impressive extension to the already successful Photo Creator line up. This new instant printer will provide hours of fun and allow users to get creative with their prints. The USB-charged printer enables consumers to send photos to print from their mobile phones and comes with three paper rolls, one sticker paper roll, one sticker sheet and three markers so that users can have fun personalising their prints with friends.

The Photo Creator Instant Pocket Printer will be a key addition to the Photo Creator brand and captivate a new audience for this market. To complement this expansion, Canal Toys has crafted an extensive marketing strategy, blending traditional and digital approaches. Live events and influencer-led challenges will be key components, creating a dynamic and interactive platform for fans of Photo Creator.

The Photo Creator Instant Pocket Printer will be launching for Easter 2024. Canal Toys will also be adding a junior range to the Photo Creator brand later in the year. With several exciting future lines planned for this fast-growing brand, the team at Canal Toys looks forward to working with all retail partners to capitalise on the success that has been achieved so far.

Smart Zone

+852 9096 6119 | info@smartzone-hk.com Upper level 126 Smart Zone’s 2024 line of Mighty Wheels construction toy trucks will be showcased at London Toy Fair in full force. Mighty Wheels has been sold in the US for nearly 30 years and is well known to both the domestic toy trade and the consumer market. Its reputation for highquality production—real steel, die-cast metal and plastic—remains unchallenged.

Mighty Wheels construction vehicles are always applauded for their detail, authentic working features and play value that allow aspiring builders to duplicate the fun and excitement of real construction vehicles, either inside at home or outside in the garden. All new 2024 products will be available from autumn/winter.

The 16-inch Construction Vehicle line consists of dump trucks, front loaders, cement mixers, mobile cranes, tractors and school buses, each with realistic working features. Next, the 3.5-inch Construction Vehicle Line is an affordable line of all plastic dump trucks, front loaders, cement mixers, mobile cranes and bulldozers while the 4.75-inch Construction Vehicle Line is a detailed truck line made of durable steel and plastic, consisting of a dump truck, front loader, bulldozer and cement mixer. The final seven-inch Construction Vehicle Line is an expanded and larger line consisting of a dump truck, front loader, roller and forklift.

The 26-inch Fire Engine is a feature-packed toy fire engine, while the 20-inch Line-Tow Truck and Recycle Waste Truck both have realistic truck sounds.

Finally, the Mighty Man Action Figure is the hardhat-wearing hero of the animated cartoon series, featuring articulation, a removable hammer and voice phrases taken from the Mighty Man episodes currently available on numerous children’s streaming platforms.

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Game Night just got better!

Grab some popcorn and come experience Gamestar+ at London Toy Fair!

Launching in 2024 come and see us at London Toy Fair Upper Level National Hall Stand UN78.

Book in a time with Will at Imagination Games to see what’s new. will@imaginationgames.com or call +44 (0) 7737 229 089

2024

Cartamundi

01268 511 522 | www.cartamundi.com Stand E35 Cartamundi has announced an exciting line-up of games and products set to debut at London Toy Fair 2024. With a refreshed approach to the Shuffle gaming brand, Cartamundi continues to push the boundaries of fun and engagement for all ages.

The revitalisation of Shuffle is more than just a facelift; it's a reimagining of what a gaming brand can represent. Shuffle, already known for its engaging licensed games, is evolving through the introduction of new original titles. At the heart of this relaunch is an overarching commitment to crafting experiences that bring people together. Shuffle is set to become synonymous with spontaneous fun, light-hearted entertainment and inclusive play. Whether it's a family game night, a gathering of friends or a casual play session, Shuffle can add an extra spark of excitement.

One of the new Shuffle brand titles being introduced into the range is Surrounded by Idiots, a game that turns wordplay into a race against time. Players quickly find opposite words and construct sentences in an action-packed race of wit and association.

In addition, Cartamundi is proud to reintroduce bestsellers from previous years with refreshed new editions. Twisted History, an award-winning, hilariously macabre game, takes players through bizarre historical events. For those who dare, there is a new 14 plus Twisted History: After Dark edition, which brings to life some of the truly weird, often bizarre, but always twisted facts from the past. The past can be deadly, and it can also be outright outrageous.

Unpopular Opinion challenges players to gauge the popularity of Brits’ various opinions. Featuring new questions and an updated design to enhance player engagement, it’s the perfect game for those who think they know what makes Brits tick, offering a mix of humour and insight into the British public. Colour Addict tests colour-word associations in a fastpaced, visually tricky card game. This addictive game is now more accessible than ever, with its new packaging designed for on-the-go play. With clear, dedicated support and a strong future focus, Colour Addict is set to become a staple in game collections for 2024.

Cartamundi is particularly excited to showcase its new Disney range within the established Bicycle Playing Cards collection. Perfect for Disney fans and card collectors alike, these decks feature enchanting designs inspired by the iconic characters and stories that have captured hearts around the world. Each deck in the Disney series is a piece of art, promising to bring a touch of magic to card games.

Readers can make an appointment with the Cartamundi team to visit the stand at the Toy Fair via the contacts above.

HTI

01253 778 888 | www.htigroup.co.uk | info@htigroup.co.uk Stand E42 This January, HTI Toys will be returning to London Toy Fair to present its extensive product lines. Since HTI’s last appearance at Toy Fair, existing ranges have expanded, and new brands have been introduced. The company is looking forward to showcasing these developments and sharing its latest designs.

The Teamsterz brand has again shown incredible growth in the last 12 months. The huge investment in developing new toys for the vehicle brand and the introduction of new innovative lines means Teamsterz will form most of the stand. Showcasing for the first time at Toy Fair will be the new Beast Machine hero line Pirate Ship, setting sail for 2024. This product is jam-packed with features, including a chomping jaw that launches die cast cars, a hidden racetrack, a 360-degree working cannon and more.

The ever-growing Teamsterz Colour Change sub-category launches a new playset, Brain Wash, which includes a Colour Change Beast Machines car. Fill the translucent, squishy brain with water and load the Colour Change car to the back of the skull, release the water by squeezing the brain and pull down the lever to watch the skull’s eyes spin and the Colour Change car fly. Colour Change cars are temperature activated, changing colour in warm water and back again in icy cold water.

HTI will also be introducing the Cobra Carnage playset and the T-Rex Transporter. The Teamsterz Beast Machines Cobra Carnage is packed with highly engaging features. Kids can press the button on the Cobra’s head to activate the light and sound functions, watch as the eyes light up and listen to the serpent sound effects. They can also use the hand crank to control the corkscrew elevator and lift the Beast Machines car to the top level, whilst also launching cars out of the snakes’ jaws down and around the spiral track to the bottom of the playset. The four-story garage playset allows the playset to store 35 vehicles.

The Teamsterz T-Rex Transporter is designed to perfectly transport up to 20 cars. This prehistoric carry case is feature-filled; light and sound effects are activated at the touch of a button, and it also includes a built-in speed ramp, a missile launcher and a carry handle, making this the perfect playtime companion when on-the-go.

HTI is consistent in introducing new and innovative products into its ranges, season on season. Like other areas of Teamsterz, the pre-school ranges have also seen continuous expansion, with 2024 seeing the addition of new pre-school category, Chunky Trucks.

Chunky Trucks is an ideal play mate for every car enthusiast aged 18 months and above, featuring chunky plastic rescue team designs.

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01244 940 200

2024

Halilit

01254 872454 | sales@halilit.co.uk Stand E16 Halilit has taken on two new brands since Toy Fair 2023 and is looking forward to showcasing these in full at this year’s show.

The company has taken over distribution of Buki France’s range of science and creative toys from January, and the collection will be on display at the show.

Well known for its expert level science aids and activity sets, the brand offers multiple options within each category, allowing retailers to select the products and price points that will appeal most to their customers. The Buki Mini Sciences range offers an introduction to creating experiments, with the Bouncy Ball and Crystal kits being particularly popular, plus newer lines such as Build your own Solar Car and Yucky Science set to become firm favourites. Microscopes and Telescopes are evergreen favourites, whilst the scientific skeletons provide excellent educational opportunities. On the crafting side, there is a wealth of choice across the many bracelet, jewellery and craft kits, whilst Halilit is particularly excited to demonstrate the professional level pottery wheel and intricately detailed styling head at Toy Fair, where buyers can even demonstrate their skills.

Launched in October 2023, Jellystone Designs hails from Australia and is an award-winning, tactile sensory brand, offering a variety of silicone toys for a wide age range. The Rainbow Stacker and Teethers come in an assortment of stylish colourways, specially designed to ease sore gums at the same time as developing coordination skills. The Colour Wheel and Triblox provide enhanced opportunities for developing cognitive and early educational skills. Already proving incredibly popular, the innovative Calm Down Bottles range is perfect for children and adults alike, providing a sustainable visual and auditory experience with many themes to select from. Rounding off the collection are soothing sensory pendants, both funky and discreet, allowing children with additional needs to meet their sensory requirements while out and about. The range is presented in black and white gift packaging which further aids sales, and Halilit has been overwhelmed with the positive reaction the brand has seen so far, from both retailers and consumers.

Alongside the new brands, Halilit is proud to showcase its popular Halilit Music range, with a new additional collection of Tummy Time instruments, perfect for tiny ones to explore the joy of creating sounds whilst simultaneously developing their core strength. Top sellers such as the Baby’s First Birthday Band and the impulse led assorted musical FSDUS, will also take pride of place.

Edushape is expanding its popular sensory collection with a new stylish Boho Chic colourway and Halilit is also excited to unveil even more innovation from the delightful Taf Toys, a brand which has seen phenomenal success and consumer demand through 2023.

Halilit is ready to make visitor appointments; please get in touch with the team through the details above.

Click Distribution

0330 123 2559 | www.clickdistribution.co.uk | click@clickdistributionuk.com Upper Level 120 Click Distribution is delighted to be welcoming customers to visit its stand at London Toy Fair.

Following on from the successful launch of Pet Simulator 99, the company is presenting an all-new series of toys and collectibles. The new Pet Simulator will consist of an extensive range of figures, all new plush, collector bundles and more. All toys include downloadable content codes (DLC) to enhance the in-game experience.

Blox Fruits is currently one of the biggest games on the Roblox platform. Currently tracking as the number one property on Roblox, both in player ranks and the top earning game on the whole platform, averaging over 50m plays per day and over 25b visits to date, Click Distribution is delighted to exclusively offer the UK and Ireland all new Blox Fruits toys, all of which include exclusive DLC codes.

Following on from the launch in 2023, Click Distribution will introduce a brand-new range of Rainbow Friends Series Two toys this spring. In February, another monster gaming brand will launch on Roblox called Doors, which will see the release of all-new plush and mini figures.

In the coming weeks, Click Distribution will be introducing all new figures and plush for the hugely anticipated Garten of BanBan, which is not only tracking at an impressive rate on Steam, but has become a YouTube sensation, generating hundreds of millions of views.

This spring will also see the release of the master toy portfolio for the highly anticipated Stumble Guys brand. Scopely’s Stumble Guys is hitting tens of millions of players every week around the world, with over 45b engagements across channels like TikTok, YouTube and Discord. This battle royale format, known for its fast-paced and highly social experience, will be brought to life with all new toys this spring.

Following on from its successful launch in 2023, the Biggies XL plush line is expanding further with the release of all new characters in 2024. Click Distribution will also launch Little Biggies, all-new mini-inflatable plush characters for 2024.

Click Distribution’s portfolio of Panini licences not only includes the official Premier League Adrenalyn XL collection, which had the biggest year in its history, but also the all-new Premier League Sticker collection, which has got off to a strong start. Click will also be introducing all new collections throughout the year for licences such as Disney’s Stitch, Sonic, Mario, Bluey and more.

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2024

John Adams Leisure 01480 414 361 | www.johnadams.co.uk Stand N6

John Adams Leisure will be showcasing its new product ranges at Toy Fair 2024, across key categories, including toys, dolls, craft, games and science.

Zhu Zhu Pets are back; the award-winning legacy toy range is ready for new aquatic adventures with the Zhu Zhu Aquarium. Kids can watch them zoom around (no water needed) and collect them all this spring. These vibrantly coloured plush are perfect imaginative toys, with nostalgia to excite fans of the original collection, as well as a whole new fanbase. Additional accessories and playsets are available, including a Bubble Ball and Surfboard, Starter Set, Speedboat, plus many more.

Decora Girlz is a colourful, highly detailed range of self-expressive fashion dolls which come with multiple accessories and stickers for endless personalisation. Each doll has a unique character and high-quality hair to style. There will be nine five-inch dolls this spring, with more styles and 11” fashion dolls coming in autumn.

Children will enjoy creating a mini moving world of action with the Micro Systemz range. These micro vehicles deliver big fun, with die cast metal chassis and super realistic details. The cars can be taken to the Micro Systemz Pit Stop Raceway for a thrilling race, where kids can push the button to choose pit lanes and use the turbo launcher for rapid action.

John Adams Leisure continues to build on its successful heritage in the creative play category with a number of new launches, including the Sequins collection and the Natural Finger and Face Paint range. Following the success of Doctor Squish, the range is expanding with a double set of DIY Magic Slime, which can be used with the Doctor Squish Squishy Maker.

To celebrate the 50th anniversary of Rubik's, a special collector's Retro 3x3 Cube will be available, with the infamous tile stickers and the satisfying signature crunch, all presented in a recreation of the original 1980s packaging.

The Ideal games range is expanding with new launches in the family, party and children's games categories. Bubble Ding brings a head-to-head bubble bursting contest, launching this spring. For Squishmallows fans, there are two new games that are available now. The party games range is expanding with many exciting additions, including Srirach'ya Problem, Am I A Dirtbag? and Killer Questions.

Prime 3D Puzzles has a new range; each puzzle piece has multiple layers that bring it to life from different perspectives, which gives an incredible 3D effect. The range features popular licensed sets, including Star Wars, Disney Princess, Marvel, DC, Harry Potter and many more.

All key products will be supported by full marketing plans across TV, digital and social platforms, plus integrated PR and influencer campaigns.

Connetix

wholesale@connetixtiles.com www.connetixtiles.com Stand UN68 Connetix is an Australian, family-owned business creating award-winning, STEAM accredited magnetic tiles designed to spark creativity and imaginations. This year, Connetix will return to Toy Fair London for the second year running.

Since visiting Toy Fair London in 2023, Connetix has had an amazing year of growth, bringing on hundreds of new retailers and expanding into new territories. The brand has released 11 new packs that have seen immense success. Heading into 2024, the team is looking forward to revealing new innovations, with new product announcements set to be showcased on its stand in London.

Visitors can expect to see the Connetix product range on display, showcasing epic builds, the newest shapes, all three colour ranges and more. There is hands-on fun to be had with the popular Connetix ball runs ready to try. Visitors can send wooden balls racing through exciting designs and experience the signature clear fluted tubes, specialty pieces and strong magnets that allow for bigger builds. They will see and feel the unique bevel design that Connetix is known for, adding durability and strength without the need for internal and external bracing.

The Connetix stand will bring an immersive and engaging STEAM learning experience to Toy Fair, combining STEAM learning with open-ended play to spark creativity and curiosity.

Play Experts will be available to share insight into the rich learning and development opportunities Connetix play promotes.

Targeted marketing initiatives mean Connetix is making an even greater global advertising impact this year, engaging social media channels and the ever-growing Connetix community and Connetix club, all while maintaining the joy and passion for open-ended play. The company’s innovative ideas and product range has garnered global recognition, having received both nominations and several coveted awards in the toy industry.

Connetix is proud to bring to market unique, high quality magnetic tiles. Made from non-toxic, ABS plastic, free from BPA, lead and phthalates, Connetix is internationally safety rated and manufactured with ultrasonic welding and rivets to make magnetic tile play safer for little hands. The unique bevel design provides added durability and clearer refractions. Connetix is a toy where play and learning connect.

The team is looking forward to showing Toy Fair London attendees its uniquely bevelled magnetic tiles in three colour ranges, vibrant rainbow, earthy pastel and the clear range.

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Come and see us at Toy Fair!

Stand E66

sales@patavenue.co.uk 01604 678780 www.patavenuetoys.uk @patavenuetoysuk

2024

Golden Bear

www.goldenbeartoys.com customerservices@goldenbeartoys.co.uk Stand E69 Ranked as one of the top manufacturers in the Sports Activity Toy industry, Golden Bear kicks off London Toy Fair with Smart Ball, the company’s football-focused brand which has grown 60% year-on-year since launch. Smart Ball’s Soccer Bot, the ultimate indoor football trainer, received unprecedented success in Q4 of 2023 and surpassed the company’s sales expectations; it tripled projections, selling out nationwide weeks ahead of Christmas. This sell-out line will become a staple in the business’ portfolio and will continue to be a priority throughout 2024.

Continuing to bolster its offering in the football gifts arena, Golden Bear is adding to the Smart Ball portfolio in SS24 with Kick Tracker. Using Smart Sensor Technology, Kick Tracker is a foam, palm-sized ball with an LED screen that cleverly counts and records kicks. As well as a pocket-sized design for portability, it includes a retractable cord to help improve close control and hand-eye coordination.

Golden Bear’s Counter Ball, another hero line for the company, will now be available in licensed versions thanks to partnerships with Arsenal FC and Liverpool FC. Launching in AW24, both retain the core Counter Ball functions and include iconic football club branding.

Central to Golden Bear’s ongoing business growth, the company has continued to build on their licensing portfolio. Launching a range of new products in the pre-school category, Golden Bear’s long-term partnerships with Acamar, Wildbrain and the BBC continue to thrive.

New for 2024 will be playsets and character gifts at accessible price points across Hey Duggee, In the Night Garden and Bing. For AW24, Storytime Bing is a huggable plush, suitable from birth, made from textured fabrics and a tactile bean filling. When kids press the left hand they can listen to it narrate five favourite moments from the smash-hit pre-school show.

In the Night Garden’s popular Ninky Nonk Musical Activity Train is back by popular demand. Previously one of the brand’s top performing SKUs, the train features 14 fun activities and character songs from the show. Children can enjoy colourful carriages, soft glowing lights, sounds and a pull-along cord for those on the go. Hey Duggee playsets promote imaginative play, hand-eye coordination and problem solving. Playsets link and stack so children can play, build and collect all the items within the range and build the world of Duggee. Hey Duggee Playsets will launch AW24, with three different price points and more scheduled for release in 2025.

Joining the roster of Golden Bear licences, Hasbro, Moonbug and Paramount will help Golden Bear launch Hide and Seek Favourites. New for SS24, Peppa Pig, CoComelon and Paw Patrol ergonomically designed, egg-shaped characters are great for little hands. Children simply twist the toy and hold the button to activate, and then listen for sounds to help seek a character. Sold individually, each character promotes problem solving and develops hand-eye coordination, as well as providing an ideal way for parents and children to play together.

Golden Bear has also extended its partnership with the BBC. The company has secured the master toy licence for Supertato, a much-loved supermarket superhero. Golden bear will create a range of Supertato character plush toys which is launching AW24.

Little Long Legs stand at an impressive 5ft tall. Featuring telescopic legs with two adjustments, these loveable pets can walk with or without a leash, wiggling their body and wobbling their head as they go. Little Long legs play big, but pack away small, and include a remote that doubles up as a favourite snack. Children press it to the pet’s mouth and watch it munch.

Pressing the poop button will even make the pet do a poop scented poo. Little Long Legs launches in AW24, with introductory characters Fairycorn and Bubblemingo.

Since its launch in summer 2022, Golden Bear’s animatronic plush range, Curlimals, has gone from strength to strength, superseding sales forecasts within the first 12 months of launch by 100%. This interactive plush brand continues to grow, with a new hero SKU for AW24: Mommy and Mimi. An adorable hedgehog family, kids can watch Mommy uncurl to reveal a surprise baby hedgehog nestled on her tummy. Responding to touch, with over 100 sounds and reactions, the pair can interact with children and one another. Children can stroke Mommy’s head, rock them gently or place baby on Mommy’s tummy to hear them interact with loving words, sing songs and blow kisses. An exciting new feature of Curlimals, Mommy’s cheeks light up and Mimi’s tummy glows when they’re both content and happy.

After a successful 2023 launching into the games arena, Golden Bear is set to launch more lines in 2024. Family, party and tabletop games will be unveiled, including Lynx, Wheel You Dare, The Psychopath Test, What’s Your Favourite Toe, Fart Yoga and Glow Games. An exciting set of new launches, these games offer a strong mix of entertainment from quizzes, challenges and skillbased and interactive games.

Following the successful launch of the hilarious pass-theparcel game Farty Freddie, Golden Bear is set to launch a Minion version with Universal in 2024. Farty Minion Stuart is full of cheeky trumps; children can press his tummy to switch him on and hear him giggle and fart his way round the circle. Lynx is expected to be a hot property for the company in 2024, with over 5m units sold worldwide already. A new distribution line for the company, the picture-based tabletop game is about sharp eyesight and quick reactions. Simple rules and fast play make it a fun, family game. Expanding on the range, Golden Bear will release Lynx Family Edition, plus My First Lynx and Lynx Junior.

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2024

Fabula Toys

020 3622 9684 | www.fabulatoys.com play@fabulatoys.com Stand GH10 At London Toy Fair 2024, Fabula Toys will be introducing its first licensed product, the S L Benfica Champions Express. This is a special pop-up tent in the shape of the official bus of the celebrated football club, in an adaptation of Fabula’s very popular Wheels on the Bus play tent.

Benfica is the most supported Portuguese club and the European club with the highest percentage of supporters in its own country, having an estimated 14m supporters worldwide and over 250,000 members, making them the largest sports club by membership in Portugal and second largest in the world.

Fabula Toys is expanding its licence agreements to include some of the top football clubs in the world, which will be announced, and samples put on display, at its stand in the Greenhouse area of London Toy Fair. The rapid growth of the licensed portfolio is a testimony to the strong potential leading football clubs see within Fabula and is sure to generate excitement among young fans of the sport.

In addition to the licensed portfolio, Fabula will continue to offer its core range of toys that bring nursery rhymes to life. Designed around the Early Years Learning Goals and aimed at children from birth to four years old, these awardwinning toys have already proven successful across both small and larger retailers.

Keeping the current market scenario in mind, Fabula is offering good margins across its entire range, as well as special discounts on bulk orders at its stand across all days of the fair. Fabula promises quick delivery time, with a five working day turnaround for the existing range, while the licensed range is expected to be delivered by March 2024.

Epoch

08435 574 062 | www.sylvanianfamilies.com www.aquabeads.co.uk sales@epochmakingtoys.com Stand N7 Toy Fair 2024 will see Sylvanian Families unveil its new forest theme for autumn/winter, building on the brand’s key pillar of nature. Launching in July, the hero product within the range is the Secret Forest Falls featuring 16 different adventures and secrets to uncover and a Husky baby figure. The set can be connected with the Exciting Exploration Set, also new, and historical Family Adventure Sets. As a precursor to the launch, available from January will be Volume 14 of the brand’s Baby Collectibles, the Baby Forest Costume Series, featuring eight different characters each in a unique woodland-themed outfit.

Also available from January and following the success of a raft of Sylvanian Families baby sets, will be the reimagined nursery range with a new, bright, fresh finish. Designed to be connected and offering plenty of play value, sets include the Sunny Castle Nursery, featuring multi-use furniture and a weather window which can be changed from rainy to sunny to nighttime to inspire play scenarios; the Rainbow Fun Nursery Bus, seating 28 babies and with removable seats which can be converted into strollers, seesaws, swings and a merry-go-round; Nursery Swing; Nursery Sandbox and Pool; and four complementary Nursery Friends Sets.

New families for 2024 include the on-the-go Latte Cat Family and Flora Rabbit Family, both launching in January, plus the Seal Family, available from summer. The Amusement Park range will also be extended with the addition of Hamburger Stand and Baby Mermaid Shop to complement the Baby Mermaid Castle. Both will be available from July.

Epoch’s original stick-with-water craft brand, Aquabeads, will have several new sets on display including Ocean Splash Scene and the Pretty Pets Craft Kit, both launching this year.

In addition, following the successful launch of the Aquabeads Nail Studio sub-line in 2023, several new sets will join the range in July, including Aquabeads Nails Design ‘n’ Display Set, Disney Princess Nail Designer Kit and two new Refill Kits.

Epoch Games will be showcasing several new additions for this year including three new Junior Games for spring. Plus, following huge growth in the Children’s Games sub-category, Epoch will be launching two iconic new licences – Minions and Jurassic World, with eight action-packed games joining the portfolio.

Finally, Epoch will also be launching a new arts and crafts brand later in the year with more details to come.

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2024

PMS International

01268 505050 | sales@pmsplc.com Stand F50 PMS International is proud to present its diverse lineup of successful brands at London Toy Fair 2024.

One of the must-see brands at PMS International’s stand is Elves Behavin’ Badly. Since its debut in 2017, Elves Behavin' Badly has become a beloved Christmas tradition, bringing joy and laughter to countless households. These mischievous characters have captured the hearts of parents and children alike with their unique blend of mischief and cheer. Building on the brand’s success, PMS has introduced new products and strategic licensing partnerships, making Elves Behavin' Badly a go-to choice for holiday entertainment. Its innovative marketing strategies, including dynamic social media campaigns and collaborations with influential figures, has further enhanced the brand's outreach and engagement.

Another addition to the lineup is the Softlings plush collection, Foodies. These fruit and vegetable-shaped toys and other fun food and drinks offers a unique addition to any plush toy collection. With over 50 styles to choose from, this range appeals to anyone looking for a special and entertaining plush toy.

At London Toy Fair, PMS International will also be showcasing Minecraft, Shoulder Pets and Your Planet. Its Minecraft range offers a variety of themed toys that cater to the immense popularity of the game. Shoulder Pets brings adorable and interactive companion animals to life, while Your Planet introduces an exciting line of eco-friendly plush toys made entirely from recycled plastic. With over 40 ultra-soft animals to choose from, these eco-friendly toys make the ideal gift for all ages and contribute to reducing plastic waste.

In partnership with Innov8 Creative Academy, PMS International is also delighted to introduce the multiple award-winning Deddy Bears. These spooky, yet adorable, bears come in eight unique designs and are beautifully presented in their own colour-coordinated coffins, body bags or even surprise blind bags.

Visitors to PMS International’s stand will also have the chance to explore its specially curated selection of collectible plush toys, inspired by the hottest anime properties, including Naruto, My Hero Academia and One Piece and its new ranges, Fullmetal Alchemist, Hunter x Hunter and Death Note. With the growing popularity of anime in the UK and the success of One Piece's Netflix series, this collection has already become a huge hit in 2023.

With over 50 years of experience in the global industry, PMS International stands as a premier manufacturer, importer, and wholesale distributor. Its commitment is to provide its customers with the absolute best when it comes to toys, and it is thrilled to present a wide range of products at Toy Fair that consistently delivers on that promise.

Professor Puzzle

0203 829 0844 | www.professorpuzzle.com Stand B19 Professor Puzzle will be launching all its new 2024 development at this year’s Toy Fair. Ranges being showcased will include the quick-thinking board game Einstein: The Game; crime-solving puzzle game, Crypto Killer; chilling murder mystery, Murder in Tinseltown and puzzle adventure game, Unclaimed.

In recent years, Professor Puzzle’s true crime obsession has resulted in the creation of various crimesolving games in a range of formats. The company has seen fantastic success with its existing puzzle games and has been exploring new ways to keep products unique, combining intriguing narratives and intricate puzzles for a totally immersive experience. In its latest creations, Murder in Tinseltown and Crypto Killer, players become detectives in high profile cases, working together to piece together the evidence and solve the crime.

Einstein: The Game is fast-paced, fun, and features a variety of challenges to test all ages and IQs. Another new party game that Professor Puzzle is looking forward to launching is Queen of Farts. The company labels this fast-paced card game as the perfect move-on from its bestselling May Contain Butts.

As well as bringing a bunch of fresh games into 2024, Professor Puzzle has new puzzle collections to share. For physical puzzle fans, the company will be launching two ranges of wooden and metal brainteasers, Lost & Found and Einstein, as well as a compact trilogy of logic puzzles. Inspired by ancient civilisations, the Lost & Found puzzles have been designed to celebrate the rich history of some of the world's most symbolic landmarks and prominent designs.

The four new puzzles being introduced into the bestselling Einstein Collection are reinvented classics and new puzzles encased in brightly coloured, modern packaging that has been designed to make an impact on shelf. Inspired by one of the greatest minds of the modern world, Professor Puzzle felt that it was only right to expand this complex range.

Brain Train, Lost Treasure and Happy Camper are new logic puzzles. Each one features 40 increasingly difficult challenges and sees players using the grids to work out the correct locations of trains and camper vans, or pathways to buried treasure.

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THE NEWEST AND COOLEST WAY TO SUPPORT YOUR TEAM

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2024

Moose Toys

0800 731 0578 | www.moosetoys.co.uk sales@moosetoys.com Stand N15 Moose Toys will introduce a host of new innovative products at London Toy Fair this year.

A big focus on the stand will be new Beast Lab BioMites – Moose Toy’s latest extension to the hugely successful Beast Lab (a Dream Toy) which launched in autumn/winter, immediately becoming the second best-selling item in action figure playsets for October 2023 (per Circana).

Launching from June this year, Moose expects Beast Lab BioMites, which has a range of price points starting from pocket-money, to be the next big collectible range to disrupt the Action & Adventure category. The range comprises pocket-sized ‘chaotic collectibles’ – designed to empower children to engage creatively by using a unique fizz compound to create and reveal a miniature beast. The range fosters imaginative play and comprises over 100 characters including Commons, Rares, Ultra Rares, Special Edition Hard Heads, and the coveted Alpha Shark.

Adding to the excitement, 25% of the new Beast Lab BioMites are ‘Berzerker’ beasts with an unpredictable nature that must be contained back in the tube. A significant global sampling campaign, rolling out from launch in local territories including the UK, will amplify the range’s market presence to help cement this collection as the hottest collectible craze.

Continuing to revolutionise the surprise-reveal sector, the rest of the portfolio showcased at Toy Fair includes Moose’s new Treasure X Mega Alien Dissection, which invites children to embark on an interstellar quest. Dissecting aliens, saving Treasure Hunters and unearthing hidden treasures is all on the menu, with the exciting possibility of uncovering real golddipped items.

March 2024 will also see Treasure X expand its universe with a licensed line of Teenage Mutant Ninja Turtle figures. Each turtle in the collection offers a unique Treasure X twist, with kids having a 1-in-24 chance of finding a special gold-dipped treasure. As they delve into the mutagen ooze-filled playset, young adventurers can piece together their favourite turtle characters and discover their distinct weapons.

This collection is further enhanced by a rare Golden Leonardo figure, elevating the total number of collectible figures to seven. The innovative design of the sewer pipe playset allows its pieces to be connected, creating an extended play environment for the turtles to navigate. Whether used for assembly or display, these sewer pipe pieces are a fantastic way to showcase the collectible TMNT figures, making them highly sought after for young collectors and fans of the franchise.

Moose Toys will also be inviting visitors to experience the Cookeez Makery Toasty Treatz range at its stand. Following a complete US sell-out of the first series, and with UK stock in high demand, these friendly-faced plush introduce tactile features and provide a delightful surprise reveal. As children pop up their pretend-play toaster, they discover the scented plush friend shaped like a classic breakfast treat. The initial Toasty Treatz collection includes 12 plush friends across Seasons 1 and 2.

After a successful launch in 2023, Moose Toys is expanding its Magic Mixies Pixlings range for spring/summer 2024. Season two will see the land of Pixia grow to introduce two new characters: Faye the Fairy Pixling and Amber the Dragon Pixling.

Complementing the Pixling’s promise of “magical creation”, the collectible Magic Mixies Mixlings are expected to be popular with retailers this year. In spring/summer, the new Party Magic Collector’s Cauldron will unleash a Mixling with magical powers that places the child at the centre of the creation process.

From the heritage micro-collectible brand Real Littles, Moose Toys presents Tiny Tins. The new range is a collector’s dream, blending style with play. Each themed tin contains four stationery surprises and a jelly strap, perfect for accessorising bags. Themes like Unicorn and Ice Cream will entice kids to collect, trade and style with flair.

Moose Toys remains dedicated to fostering creative play for all children, creating ‘wow’ moments, with new toys spanning numerous categories at multiple price points. By keeping a keen eye on market trends and demonstrating its deep understanding of what excites children, Moose Toys continues to shape the future of play, bringing joy, creativity and innovation to children, whilst underlining its reputation as a pioneer in the toy industry.

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2024

KAP Toys

01423 368 888 | www.kaptoys.com orders@kaptoys.com Stand UN66 KAP Toys is excited to show visitors its Beano toy range at London Toy Fair 2024. Beano is a brand full of nostalgia and fun and has been around now for 85 years. Kap Toys will be launching the Beano Build-a-Comic kit, Beano Box of Tricks and Beano Squishii plush, featuring Dennis, Gnasher and Minnie.

Children will be able to create their own Beano story with the Kap Toys Build-a-Comic kit. Perfect for any budding Beano comic creator, the kit includes everything children could possibly need to design their own action-packed comic, with blank comic pages, stamps, stencils, pens and ink pads.

Box of Tricks is filled with prank-tastic jokes to play, making it an ideal gift for any joker. It is jam packed with hilarious fun, with a classic whoopee cushion, nail through the finger, fake snake, scary teeth, phoney parking notices and much more.

Collectible, squeezy and irresistible, KAP Toys is releasing Beano Squishii Characters, including everyone’s favourite mischievous characters, Dennis, Minnie and Gnasher.

In eye catching packaging and available in practical display units, this collection is one of KAP’s core ranges, and any retailer who sells the Beano annual will find this range to be a perfect partnership. At Toy Fair, buyers are invited to visit the KAP Toys stand, where they will also have the opportunity to speak to Nigel, the official Beano illustrator, to find out more about this evergreen brand.

2024 is Hello Kitty’s 50th Birthday. The iconic character has become a symbol of all things kawaii, a hugely popular trend across the globe. Hello Kitty is loved by people of all ages, with her Roblox game hitting number one, consistently achieving 27m monthly visits, and already featuring in 50th celebrations at My Hello Kitty Café. KAP Toys has a collectible Hello Kitty range consisting of the Tik Tok sensation Hello Kitty Cappuccino collectibles, Hello Kitty Little Bags, Hello Kitty Purse and Hello Kitty Squishii plush.

The Hello Kitty Cappuccino cups simply need a splash of water to ignite the magic and reveal the Hello Kitty squishy within. With eight different characters to collect, the simple reveal adds a magical element to the kawaii-style collectible. Kids are delighted as they watch the squishable, scented Hello Kitty character pop up from the colourful coffee cup. As seen on Tik Tok, the Cappuccino Cups are enjoyed by adults and children alike.

Hello Kitty Little Bags have lots of cute Hello Kitty inspired surprises hidden within, including pens, notebooks, stickers, colouring pencils, rulers, highlighters, washi tape and more.

There are five surprises hidden within each bag and six different bags to collect, plus each bag comes with a handy clip to attach where desired.

KAP Toys’ new Hello Kitty and Friends purses add a touch of cuteness and fashion as wearers take Hello Kitty on the go. The soft touch purses can even be personalised, with four surprises included, from puffy stickers to colourful bracelets or a soft and colourful pom pom.

The Hello Kitty Squishii plush is packaged in a bowed box, in true Hello Kitty style, with eight adorable, scented characters to collect. Made in exceptionally soft plush, this product is also super squishii, slowly rising back to its original form.

Fuzzballs continues to build a following both via digital and physical events. More and more engagement with fans is fuelling collectability, and the collectible plush has achieved sell out at recent events. In 2024, KAP Toys will expand the line with Squishii plush and the introduction of a Comikit, to encourage Fuzzball fans to create their own comics just as Marc Sach did in 2013.

Since Marvel is an evergreen brand and TCG is a classic play pattern, the Marvel Mission Arena trading card game delivers a perfect storm of character universe, collection and gaming. With over 219 characters to collect, an app in support and strategic gameplay, the fanbase continues to build. The range combines the appeal of the most globally loved superhero brand with deep, multi-level play, ideal to satisfy both children over the age of six years looking for fun as well as the expectations of the most demanding gamers. Appealing to Marvel fans and TCG fans alike, each card is simultaneously a collector’s item and a game tool.

New for KAP Toys, HoloToyz is a range of kid’s products that comes to life, inspiring creativity and imagination through the power of augmented reality. With never-before-seen animations, HoloToyz products will bring a moment of surprise and awe to people of all ages.

HoloToyz Paw Patrol AR stickers and tattoos have been a huge hit since launch and new for 2024, Kap Toys has magic wall decals and puzzles; the Paw Patrol four-in-one HoloPuzzlez and the Paw Patrol HoloCubez. HoloCubez is a groundbreaking 3D magnetic Paw Patrol cube puzzle and is the latest innovation from HoloToyz. The 3D magnetic cubes bridge the gap between physical toys and the digital world, providing an experience that combines the best of both. What makes these cubes really stand out is the added reward of children seeing their creations come to life through the Awesome Reality technology. Animations, sound effects and interactive elements make the cube jump to life, providing an exciting, engaging and immersive experience once built and scanned with the HoloToyz free, kidSafe certified app. Kids can also tap to place characters in their room to take photos and videos beside them.

New product, Splats, has also been introduced by KAP Toys. When Splats is dropped on the table or the floor, its weight will transform it into a new crazy, funny shape. Available in 12 characters, kids can choose from Piecy, Skilfy, Bracy, Bamboo, Dotsy, Pudgy, Dulli, Sheddy, Smoon, Laful, Angri or Pompo, and squish and splat them for endless amusing creations.

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Coiledspring Games

07789 755 015 | www.coiledspring.co.uk marketing@coiledspring.co.uk Stand N30 Toy Fair 2024 will see the launch of the brand-new Coiledspring catalogue – the guidebook to its entire range of games, jigsaws and puzzles for 2024. Having teamed up with Asmodee, the Coiledspring stand is now located alongside the Asmodee stand. It will feature a dedicated Coiledspring Heroes product space, a revolving Wrebbit3D puzzle display and a jigsaw wall with 18 stunning jigsaw designs - including the Thomas Kinkade range.

This year will see Coiledspring expand some of its ranges with new family games. Among the notable inclusions is the Cockroach Poker by Schmidt, a card game that sees players trying to bluff their way to victory. The Heroes range also features staples like Sushi Go! By Gamewright, Kingdomino from Blue Orange and Qwirkle by Mindware. The company looks forward to continuing to support and grow this range with key marketing activations.

Coiledspring sees huge value in supporting the minds of people through the fun of boardgames. FlexiQ produces a range of games that focus on improving adaptability. These games target skills such as working memory, problem solving and marking connections. The range has demonstrated its quality and fun through TikTok, with Orbito gaining huge popularity and going viral.

A standout in the upcoming lineup is Sky Team by Scorpion Masque, where players can take on the roles of pilot and co-pilot working together to skilfully land commercial airliners – an innovative concept that has captured the imaginations of many enthusiasts. The Unmatched universe from Iello is set to broaden its horizons with its first cooperative version, Tales to Amaze, making the series even more accessible for those who love teamwork. Sushi Go! and the Forbidden series by Gamewright continue to create fantastic new games with Sushi Go! Spin Some for Dim Sum and Forbidden Jungle adding to the repertoire of games offered by Coiledspring.

Additionally, the highly anticipated new release King of Tokyo: Origins from Iello is a standalone game in the King of Tokyo universe which focuses on new players and entry into the board gaming hobby by being more compact and affordable. The game will include four new monsters for budding collectors and includes the same accessible and enjoyable gameplay.

With an ever-increasing range of high-quality jigsaws, Schmidt Spiele is releasing brand new titles for 2024 including additions to the Thomas Kinkade Disney range with The Little Mermaid Celebration of Love 1,000 pieces and Snow White and the Queen 1,000 pieces. Breathtaking scenes and fantastical imagery are supplied with the new Paradise on Kilimanjaro 1,000 pieces and Dragon Mail 1,000 pieces, to name just some of the expanding original designs.

Coiledspring’s 2024 marketing strategy will have a key focus on retailer campaigns, promoting new releases and continuing to support the Heroes range. The company is planning to attend more events in 2024 than ever before, beginning with London Toy Fair.

Imagination Gaming EMEA 07737 229 089 | will@imaginationgames.com Stand UN78

Newcomer Imagination Gaming EMEA is looking forward to its first London Toy Fair. After launching the company in the UK in 2023, Imagination Gaming will be welcoming retailers to its stand and showing off all of the new games launching in 2024. The company is working hard to bring together the best games for retail for the year ahead.

Movie Scene It? is set to launch in early spring 2024 and will invite players to put their movie knowledge to the ultimate test. With a full marketing campaign and the relaunch of the classic DVD game, Imagination Gaming is now bringing Movie Scene It? into the modern era with the gaming on-demand platform, Gamestar+.

The company is proud to offer something unique with its social games on demand platform, Gamestar+, and its other digital games included within the physical games. Imagination Gaming wants to ensure that every customer feels that they are getting value for money and that their spending is worthwhile, to enable the creation of special memories with family and friends.

With family favourites such as the Family Fortunes board game and Disney Game Night, as well as an array of adult party games designed to add a refreshing change to retail shelves, visitors to London Toy Fair are invited to book a meeting with the Imagination Gaming team to discuss partnerships for 2024.

Disney Game Night, already a huge hit in Australia, is a 10-pack of games offering great value and featuring favourite Disney characters. The box includes five physical games as well as five digital games. Games include having to guess the names of Disney characters, dominoes, spin up a villain, recreate Disney princess pictures and the international award-winning Ruckus card game. There are also five PowerPoint Party games, which are Disney editions of classic family favourites like Family Feud, Bingo, Silhouettes, Toy Story Trivia and the playalong Out Doo game.

Imagination Gaming will also be launching a number of exciting new games next year. To get a first look and exclusive show offers, readers should visit Imagination Gaming’s Toy Fair stand or get in contact via the details above.

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E10

2024

Flair Leisure Products benn.bramwell@flairgp.co.uk www.flairgp.co.uk Stand E39

Flair’s brand-new stand design at London Toy Fair 2024 will be a testament to the innovation and the newness contained within. Flair is redefining what it has done before by embracing an open concept; the stand beckons visitors into inviting social spaces, strategically nestled amidst an array of vibrant displays. The space encourages engagement with the product, fostering connections and collaborations. At the heart of this dynamic setup lies a private room, where the most coveted and exclusive ranges will be showcased.

Flair will be piling up plush into corners and against walls with its fun new squishy range, Cubeez, stackable, collectible squishies. With licensed options including Marvel and Disney, as well as animal characters, Flair is excited about the neat way these soft and tactile plush tower atop one another.

Flair’s new range, Godzilla x Kong: The New Empire, will bring two iconic titans together. New meticulously crafted action figures will feature new characters and new masks that capture the raw power and majesty of these legendary creatures.

Night Buddies plush, cosy slippers tilluminate the darkness; the whimsical, cute range of slippers and mother and baby paired plush not only keep wearer’s feet snug, but also provide comfort in the darkness with a gentle glow. Perfect for unwinding at bedtime, Night Buddies is the ultimate companion for kids seeking a touch of reassurance after dusk.

Ooshies, the charming, squishy pencil toppers, join the Flair range after selling over 200m globally, this time featuring licences from renowned franchises such as Harry Potter, Marvel and Disney. Packs that include trading cards and innovative Pop and Top packaging will add an extra thrill to the hunt, and the Christmas season gets a sprinkling of Ooshies magic too, as advent calendars join the fold.

Flair upholds a proud heritage steeped in creativity and nostalgia, and its enduring lineup, which encompasses timeless classics like Mr. Frosty, Stickle Bricks and Plasticine, remains a testament to its commitment to inspiring and educating generations.

Mega Chomp is the mega-sized great white shark RC toy users control on land. A swishing tail and half submerged body turn any floor into shark-infested waters. Its teeth continuously chomp as it chases and attack anything in its path. A great gift for ages four plus, RC cars stand no chance against this shark with mega chomp action.

Poe The Wonder Bear, by brand Playi, launches as a groundbreaking new Chat GPT AI-powered toy, designed to craft captivating and tailored storytelling experiences. Through the Playi app, users can select from a repository of over 1000 diverse icons, allowing for the creation of uniquely imaginative narratives on each occasion. The potential for content and creativity is boundless, drawing from a vast, yet safe, network of information and cutting-edge AI technology. Leveraging advanced text-to-speech capabilities, coupled with a fully articulated mouth and an endearing personality, Poe breathes life into every story he presents. Offering four distinct play modes, story-creation, fill-in stories, choose-your-adventure and joke-telling, Playi ensures endless entertainment.

For appointments, contact Benn Bramwell, sales and marketing director at Flair, at the email above.

Rainbow Designs

01327 227 300 | www.rainbowdesigns.co.uk Stand B21-25 Rainbow Designs will be presenting best-selling licensed character ranges of inspiring toys at this year’s London Toy Fair.

Much-loved collections include Peter Rabbit, Paddington, Disney’s Winnie the Pooh and Mickey Mouse. Alongside these special collections, Rainbow will unveil a host of other new product additions and mark numerous significant character anniversaries lined up for celebration in 2024.

Paddington is the nation’s favourite bear, and 2024 is set to be a huge year for this adored character, with the highly anticipated release of a new movie and the third series of the award-winning TV pre-school show, The Adventures of Paddington. This year will also see new product launches across all three of Rainbow’s best-selling Paddington ranges. Joining the renowned Classic Paddington collection will be the Cuddly Paddington wearing a Union Jack Scarf, Paddington in Boots presented in the classic Phone Box-style packaging and the Classic Collector Paddington in a beautiful keepsake box, decorated with the classic Peggy Fortnum illustrations.

There will also be new mini play sets joining The Adventures of Paddington toy range including Paddington’s Favourite Foods, Paddington’s Letter to Aunt Lucy and Paddington’s Football Fun. The cute and cuddly Paddington for Baby range, featuring the recently launched My First Paddington soft toy and Bedtime Cuddles with Paddington Night Light, is certain to keep the youngest Paddington fans very happy too.

To commemorate the 30th Anniversary of Disney’s The Lion King in February, Rainbow will welcome their new Disney Baby Lion King range, that will include the My First Soft Toy, Comforter and Ring Rattle, as well as the stimulating Lion King Sensory Play Mat, with peek-a-boo flap and baby safe mirror. There will also be new On the Go Mickey Mouse and Donald Duck Activity Toys, to celebrate Donald Duck’s 90th Anniversary in June.

Joining Rainbow’s well-received Bedtime Cuddles Nightlights range for autumn/winter will be the Bedtime Cuddles with Winnie the Pooh Nightlight Soft Toy. Rainbow Designs will also be celebrating the 35th Anniversary of Elmer, a key sponsor at Toy Fair this year. The complete nursery toy collection on display will include the ever-popular Elmer Soft Toy, Unfold and Discover Activity Toy and the new Play and Go Squares.

2024 also marks the 30th Anniversary of Guess How Much I Love You and the 55th Birthday of The Very Hungry Caterpillar. New lines joining The Very Hungry Caterpillar range include The Tiny and Very Hungry Caterpillar Soft Book and the new Activity Caterpillar, with plenty of textures and activities to stimulate babies’ senses and encourage their early development.

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noblecollection.co.uk wholesale.uk@noblecollection.com +44 (0) 20 7580 4442

2024

Funko

020 3376 3223 | www.funko.com Stand N3 Funko has once again captured the attention of enthusiasts and collectors alike as it gears up to showcase its latest releases at the 2024 London Toy Fair. The pop culture collectibles company known for its iconic Pop! figures, is set to exhibit an eclectic array of products across its various lines and categories, including Funko Pop!, Bitty Pop!, Loungefly and the newest additions from the recently acquired pop culture brand, Mondo.

With a commitment to delivering unique and high-quality collectibles, Funko is eagerly anticipating the opportunity to connect with both long-time partners and newcomers alike at this premier industry event.

Funko Pop!, the cornerstone gem in the Funko crown, continues to be a global phenomenon. The 2024 London Toy Fair will serve as a stage for the unveiling of the latest additions to this ever-expanding line. From the highly detailed to the adorably stylised, these figures have become a cultural phenomenon, capturing the essence of beloved characters and personalities from movies, TV shows, video games and sports in a compact and collectible form. With collections across Jumbo, Keychains, Deluxe and Town, the expansive and alluring world of Funko Pop! offers something for everyone.

Attendees at the London Toy Fair will also get a further look at Bitty Pop!, a newer line from Funko that takes the charm of Funko Pop and condenses it into micro-sized collectibles. Perfect for those who crave collectibles that fit into smaller spaces without compromising on personality, Bitty Pop! promises to be a delightful addition to the Funko family for youngsters and adults alike. With incredible success across 2023 featuring properties such as Disney Classics, Marvel, Five Nights at Freddy’s, Star Wars, The Nightmare Before Christmas and Harry Potter, 2024 boasts upcoming releases from Toy Story among many others, as well as an expansion of the form factor.

Beyond the realm of vinyl figures, Funko has established itself as a force in the world of fashion accessories with the ever-popular Loungefly. The brand is renowned for its stylish minibackpacks, wallets, crossbodies and accessories adorned with intricate and eye-catching designs inspired by the world’s most iconic pop culture titles. Now, at the London Toy Fair, attendees can explore the latest evolution of Loungefly with the latest Pets range featuring harnesses, collars, leashes and treat bags. Loungefly’s fusion of fashion and fandom creates a unique and appealing selection of products for fans to explore and submerge themselves in.

Funko has recently acquired the Mondo brand, known for its premium collectibles. Mondo's dedication to craftsmanship and innovation aligns seamlessly with Funko's commitment to delivering top-tier products for collectors. The 2024 London Toy Fair will debut the latest Mondo Collection under the Funko umbrella, introducing attendees to a curated selection of limitededition pieces that showcase the convergence of art and pop culture. Funko’s acquisition of the Mondo brand speaks to aspirations of connecting to new and exciting audiences.

2023 has been an exciting year for Funko with outstanding growth in the face of challenging economic times across the market.

With yet to be announced surprises for press on the Tuesday of the event and Funko’s annual drinks reception scheduled for the Wednesday, the company is buzzing with anticipation and excitement. London Toy Fair provides an invaluable opportunity for Funko representatives to connect with both long-standing customers and new partners who may be encountering the brand for the first time. Engaging with the community, sharing insights into the creative process, diving into 2024 strategy and goals, and unveiling the latest releases are all integral parts of the experience that Funko looks forward to at London Toy Fair 2024.

Marvin's Magic

01582 849 000 | www.marvinsmagic.com Stand H65 Marvin's Magic, which specialises in magical toys, games and gifts, is building excitement for London Toy Fair in January 2024. The company is set to launch its latest range Instant Magic, aimed at captivating the Gen Z and Instagram-savvy generation. This new line promises to redefine the world of magic tricks and engage tech-savvy youngsters in awe-inspiring illusions tailored to the digital age.

The company continues to expand its Magical Arts and Crafts ranges to include innovative additions to this fast-growing category. Among the most anticipated is the introduction of 3D Pop Posters, a fusion of colouring sheets and construction toys. These posters are not only canvases for kids to unleash their creativity, but also double as a hands-on construction activity, allowing children to transform flat colouring sheets into captivating 3D animal figures.

The new Wicked Pranks range is poised to delight pranksters and jokesters of all ages from spring 2024.

The collection promises to infuse laughter and entertainment into households, offering a diverse array of hilarious pranks and jokes, tailored for kids and adults alike.

A highlight of the London Toy Fair will undoubtedly be the presence of Marvin Berglas himself.

Attendees are invited to witness firsthand the mesmerizing world of close-up magic, as the newly elected President of the Magic Circle showcases incredible illusions at the Marvin's Magic booth. Visitors can immerse themselves in the enchanting realm of magic, gaining insight into the artistry behind these spellbinding tricks.

At Toy Fair 2024, Marvin's Magic aims not only to exhibit its latest creations, but also to inspire and captivate audiences, showcasing the magical possibilities that lie within its diverse and imaginative toy collections. Attendees are in for a treat with a glimpse into the future of play that seamlessly merges tradition with innovation, ensuring smiles, wonder and endless fun.

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London Toy Fair - Stand E16 | Nuremberg - Hall 5 C35 | Spring Fair - 5M02

2024

Wilton Bradley

01626 835 400 | www.wiltonbradley.com Stand E89, E98 Among new standout products from Wilton Bradley at this year’s Toy Fair are the MiMic Live Vlogging kit and the versatile Playhouse Playtray, along with the Cyclone Drift Trike, Enigma Electric Scooter and the Magical Unicorn ride-on from Xootz.

The pocket-sized Mi-Mic Live is an innovative kit that empowers young creators to capture their moments in style. Winner of the Tech category in the Big Christmas Wish List at this year's Big Christmas Press Show, this all-in-one kit includes a clip-on ring light with 23 customizable settings, ensuring the perfect lighting for any scenario. The clip-on microphone, equipped with noise-cancelling technology and an impressive 30-meter range, delivers crystal-clear audio for captivating content creation. Available with both USBC and Apple Lightning connections, the Mi-Mic Live kit is compatible with a wide range of devices, and the product has already proven popular with creators.

The Playhouse Playtray takes centre stage as a multipurpose sensory tray designed to elevate kids' playtime experiences. Made from premium food-safe plastic, the Playtray is perfect for edible sensory play, allowing children to explore their creativity without limits. Easy grip edges and a rectangular shape make it simple to move from room to room, as well as indoors or outdoors. The Playtray offers a versatile platform for a wide range of activities. The Playhouse Playtray is set to become a staple in households, schools and play settings, revolutionising the way kids engage with sensory play.

The Xootz Cyclone Drift Trike, for ages 7-14, is a reimagined version of the popular Xootz Typhoon. The Cyclone can reach speeds of up to 16 km/h, providing an exhilarating experience for riders. Its cutting-edge design and improved lithium-ion battery allows for 360-degree spins, giving riders the ability to perform daring manoeuvres. The addition of an adjustable seat means the Cyclone can grow with children, and with its sleek aesthetic and powerful performance, the Xootz Cyclone Drift Trike is expected to be a popular choice in 2024.

Designed for ages 7-13, the Xootz Enigma Electric Scooter enjoys top speed of 10 km/h and is the perfect blend of speed and safety. Powered by a hub motor, the Xootz Enigma ensures a smooth and efficient ride, while its easy-fold system enhances portability, making it a convenient choice for on-the-go fun. With a quick charging lithium battery, the Enigma boasts an hour of continuous run time, and the adjustable handlebars make this scooter the perfect option for growing kids. The Enigma sets the standard for electric scooters, providing a thrilling, yet safe, experience for young riders.

The Xootz Magical Unicorn is a whimsical ride-on experience tailored for children aged 18 months to 3 years. This enchanting unicorn features a light-up horn that adds a magical touch to every adventure. With unicorn noises and accessories, including a carrot for feeding and a hairbrush for styling, the Xootz Magical Unicorn sparks imaginative play and creates unforgettable moments for little ones. The delightful ride-on boasts a continuous run time of an hour, and when play time is over, the included accessories can simply be packed away into the handy in-seat storage.

As Toyfair 2024 unfolds, attendees can expect to witness these exciting new products in action, with hands-on demonstrations, interactive displays and the opportunity to engage with the team behind these innovations. These products not only showcase the latest advancements in toy technology, but also emphasise the importance of fostering creativity, exploration and joy in the lives of children.

Casdon

www.casdon.com | casdon@carouselpr.com Stand E30 Known for its reputation in creating miniature versions of well-known household items, Casdon is set to showcase a brand-new licence at its 70th appearance at London Toy Fair.

Following from its best-selling lines of roleplay Dyson vacuum and hair styling products, the classic Henry and Hetty cleaning products and the latest De’Longhi Barista Coffee Machine, Casdon will be launching a new pizza oven and topping station under the new Ooni brand licence.

Being showcased at Toy Fair London for the first time in the UK, the collection will include the Casdon Ooni Koda Pizza Oven and the Casdon Ooni Pizza Topping Station.

Always working closely with licence partners, the toy manufacturer has worked closely with Ooni, and the new toys are exact replicas of the real-life version, featuring a real flameeffect light to fuel imagination and make pretend play come alive.

The charmingly realistic Ooni Koda Pizza Oven includes a miniature toy Pizza Oven, made from recycled plastics, Pizza Peel and Pizza Cutter Wheel, all crafted to mirror their life-sized counterparts. The oven is the star of the show that little ones can slide the six-slice circular pizza in and out of, making their pretend pizzas into perfection.

Alongside the Pizza Oven, the Casdon Ooni Pizza Topping Station is perfect for those who need more on their pizza, a must-have accessory for budding pizza enthusiasts. The set is made from recycled plastics and includes a Pizza Peel, four-slice Square Pizza and a removable topping lid section, to keep the topping options fresh. With a choice of six pizza toppings, mozzarella, pepperoni, basil, pepper, mushrooms and pineapple, plus removable sauce pieces, little ones can mix and match flavours to create their dream pizza every time.

As well as the new Ooni licence, Casdon is set to showcase a range of updated products from existing ranges, staying true to its ‘live playfully’ motto. From new features and accessories added, to brand new products, the Casdon stand has been designed to impress once again.

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Curious Universe

01225 614 310 | www.curiousuniverse.co.uk sales@curiousuniverse.co.uk Stand D34 2023 saw the highly anticipated launch into the UK market of Curious Universe’s new IP Crystalverse, a magical, creative fusion of toy and craft. The company’s inaugural toy line was supported by a wealth of experiential, PR, Influencer and promotional activations, which propelled awareness of the new range ahead of the key Christmas buying season. Q4 saw the Crystalverse launch and influencer meet and greet at Hobbycraft, Poole, swiftly followed by an immersive demo event at BlogOn Kids.

Working in partnership with Havas and Norton PR, the range is bolstered by a dedicated gaming integration initiative, paid social incorporating influencer content and girls’ print media partnerships. 2024 will see this range continue to grow with exciting new classic characters, deluxe packs and blind bag options.

Curious Universe Games is launching in Q1 with four games that spark imagination and foster essential development skills. The range consists of two immersive 3D board games, which allow the player to move up a space rocket or climb the unicorn rainbow. The Giant Road Race combines jigsaw building and track-based gameplay, offering a host of cognitive benefits. Finally, the Pirate Quest game brings a fun, swashbuckling adventure in which players turn the cards to collect treasure and buy equipment. Throughout 2024, the Curious Universe Games range will continue to grow with the introduction of new games that encourage adventure and creativity.

2024 will see Curious Universe introducing new products to its toy and craft portfolio, plus the expansion of the company’s successful Busy Baby brand into the Early Years toy category.

Currently in the very early stages of development, the Busy Baby range will incorporate interactive puzzle and toy products that build on essential learning skills and focus on building dexterity.

Having announced a number of high-profile licensing partnerships in 2023, Curious Universe has also confirmed expanded licensed product rights for Squishmallows into 2024, including launching a new range of publishing titles.

Bladez Toyz

02392 658 255 | www.bladeztoyz.co.uk | sales@bladeztoyz.co.uk Stand F18 Bladez Toyz will add brand-new licences for 2024, and will be showcasing new ranges at Olympia for Monster High and Batwheels, both launching in AW24.

The Monster High range has iconic styling and will have a 10-foot-high display on the Bladez stand. Hero line, the Creative Maker Kitz Make Your Own High School, stands at over 1.2 metres tall and 1 metre wide. Made from tough recyclable board, this easy to assemble kit is doll compatible and includes stickers to customize rooms to suit children’s favourite characters. There will also be Make Your Own School Bus and Bedroom kits, so kids can recreate the world of Clawdeen Wolf and her friends. Furthermore, the Crystal Dress set will allow kids to help the girls get ready for the school prom; they simply assemble the card dolls, add the special crystal growing formula and leave overnight to produce a magically spooky gown. These low-priced sets introduce children to STEM elements in a fun, colourful and engaging way.

Bladez has used its extensive experience in RC to create a fun and interactive pre-school range for Batwheels, featuring the much-loved characters from the programming. This pre-school range is the perfect introduction to Bladez’s extensive range of Batman RC vehicles.

The Batwheels range includes the Gotham City Flexi Track set, which allows children to build their own track so they can send Batman whizzing over bridges and through tunnels, My First Radio Control vehicles with easy-to-use handsets that are perfect for little hands and STEM inspired Motorised Track playsets.

The momentum on Barbie will continue into 2024 as Bladez launches the Barbie Make Your Own Horse and Stables, a great activity line for the budding equestrian stars, inspired by the Olympics. The recyclable, easy to assemble kit builds on the success of Bladez’s Make Your Own Dreamhouse. Bladez will also introduce a new Science Maker Kitz Make Your Own Lip Balm, to sit alongside its other STEM sets.

Following the successful launch of Hot Wheels Mini Maker Kitz Monster Trucks in AW23, Bladez will be showcasing its new Monster Trucks Make Your Own Crash n Bash Stadium.

The super-size arena is constructed from tough flat panels and allows kids to perform tricks and jumps with their Maker Kitz Monster Trucks, which will even be glowing in the dark with the new AW24 styling.

With the successful addition of Minecraft to its portfolio last year, Bladez Toyz will be showcasing its extended range for 2024. A particularly eye-catching line with its bright and vivid decor is the Make Your Own Llama and Wandering Trader. These easy to build cardboard kits are completely plastic free and bring iconic characters from the game to life in 3D form. There will also be the addition of the low-priced Stamp n Stick Customization kits and Sticker Activity sets, so that kids can get crafty with their favourite characters.

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Melissa & Doug

0800 731 0578 | www.melissaanddoug.com Stand E21 Melissa & Doug, one of the UK's leading wooden toy brands, will be at London Toy Fair 2024 showcasing its wide range of open-ended play-inspiring toys and games, with special focus on a new puzzle merchandising concept, affordable pretend play toys and new additions to its award-winning infant toddler range.

To truly unlock the potential of the pre-school puzzle sector, Melissa & Doug will debut its visually engaging puzzle spinner, a space saving way for retailers to merchandise items from the best-selling puzzle range that also provides a brand focal point for consumers instore. The spinner will showcase puzzles in the Melissa & Doug range as they go through a refresh in autumn and winter, bringing branding elements to the fore and highlighting the wood accents of the products.

The brand invites visitors to the stand to try out the new Sticker Wow! range at its interactive demo area. Launched initially at Toymaster stores last year, the new arts & crafts innovation that combines elements of collectability, creativity and sheer fun, is slated for wider distribution in early 2024.

Melissa & Doug’s range of pretend play, food-themed toys grows with the introduction of two new, lower priced SKUs, the Play to Go Ice Cream and the Cake & Cookies Play sets. Both offer an imaginative, food-themed play experience, packaged in an appealing way that’s perfect for taking play on the go. Further enriching the pretend play collection, the newly individual Food Groups Play Food sets in Dairy, Protein, Produce and Grains now boast updated designs which come in Melissa & Doug's classic wooden storage crates.

Another addition to the Pretend Play Food range is the Candy Conveyor Chocolate Factory which unlocks the imaginative play and fun of running a chocolate assembly line with over 30 pieces, complete with fidget buttons, chocolate shells and numerous fillings, toppings and gift boxes.

Later this year, the Match and Push Spinning Tops will launch in the developmental toys range. Kids push the plunger to see the colourful tops drop and spin on the wood base, developing fine motor skills, teaching cause and effect and helping colour matching in the process. The Daily Routines Chart makes daily habit formation fun through vibrant, engaging play.

In spring summer 2024, Melissa & Doug is set to enhance its infant toddler range with the new Peek-A-Boo Berry Take Along Toy, a friendly faced strawberry with tactile and visually stimulating slices, which can be attached to a pram and more. The Tummy Time Triangle – Ocean offers three fold-out panels for tummy play. Babies will be engaged by black and white ocean-themed graphics for newborns, then it can be flipped to reveal full colour designs for three to six months.

Autumn and winter 2024 will see the launch of the Ocean Easy-Fold Play Gym, an innovative premium play area, fashioned from high quality materials that adapts as babies grow, featuring wide wooden arches and an array of developmental toy accessories to stimulate babies through various developmental milestones.

Tonies

www.tonies.com Stand G23 At Toy Fair, Tonies’ stand will be bigger and better this year and has been thoughtfully designed to showcase the interactive magic of the Tonies range, with multiple private meeting areas for an extra-personal sales service from the knowledgeable Tonies team. Visitors to the stand will experience the multi award-winning Tonies toy range, which includes the Toniebox – a softly padded and robust musical storybox – and the collection of over 200 hand-painted Tonie characters, which are preloaded with stories, songs and educational content, from the most sought-after licences in children’s TV, film and literary entertainment.

Renowned for its screen-free, speech and sleep benefits, the Tonies collection has taken the world by storm since it was created back in 2016.

Applauded by parents and educators looking for screen-free options for improving speech and literacy in the early years, the range has also been commended for its ability to help families with bedtime routines, making it a standout toy at the top of gift wish lists. 2023 was a phenomenal year for Tonies with a record-breaking Christmas sales season for UK retailers. The brand’s top selling Tonies included Disney’s Frozen (Elsa), Peppa’s Bedtime Stories, CoComelon, Spidey and His Amazing Friends and Disney’s Encanto.

Tonies also introduced its first-ever own brand range of Tonies, which included the Sleepy Friends Tonie range and the Sleepy Sheep Night Light Tonie, which can be used with or without the Toniebox. Boasting 100 hours of rechargeable battery life, four dimmable light settings, an optional timer, comforting lullabies and the ability to record a child’s favourite stories onto the Tonie, the Night Light quickly became a bestseller.

Tonies is expecting 2024 to be yet another successful year, with even more leading licences joining the extensive portfolio of titles. Following the enormous success of the Sleepy Friends collection, the own-brand range is expanding with the introduction of Clever Tonies, retailing at a lower price point than regular Tonies and featuring content aimed at older children aged four to eight, to extend the play potential of the Tonies range. The Clever Tonie range debuted in late 2023 with the launch of Today with Tonies, which was the brand’s first every podcast Tonie, delivering fun and engaging new content every day of the year to young listeners.

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Smiffys

0800 590 599 | www.smiffystrade.co.uk | sales@smiffys.com Stand F65 Smiffys is pleased to be back at Toy Fair for a second year, in the show’s 70th anniversary year. The independent dress up and party company with over 125 years of heritage will be showcasing its latest designs.

The latest additions to Smiffys children’s licensed portfolio will be on show, including family favourites from Julia Donaldson. The Gruffalo and friends have continued to be amongst the most popular children’s lines and 2024 sees the launch of new characters. Zog is joined by Princess Pearl, the Princess turned doctor who features in the book series, with a costume featuring the character’s dress and doctors coat along with a gold crown and stethoscope. Other new additions include The Gruffalo’s Child and Mouse, whose cute plush onesies and character hoods make the perfect kids costumes.

Bringing seasonal mischief to life, Smiffys Elves Behavin’ Badly range is expanding for 2024. The existing range consists of adults’ naughty elf costumes, and the addition of a children’s style featuring the classic red elf tunic and stripey leggings means the whole family can get involved in Christmas pranks.

For Halloween, Smiffys continues to expand its offering of spooky season costumes. As well as the classic evergreen Halloween styles, Smiffys has added on-trend designs to the collection including Gamer Zombie, Butterfly Skeleton, Preppy Werewolf and many more. Licensed Halloween costumes will also be on show including new Beetlejuice designs for all the family and the everpopular Ghostbusters range.

Toy Fair will also give buyers the first chance to preview Smiffys’ brand-new licences set to launch in 2024. Poppy, Branch and crew are back with the launch of the new movie, Trolls Band Together, and a Poppy costume and wig celebrates the movie release.

Featuring the new character artwork, the Poppy dress has a glitter skirt and ruffle sleeves.

Also launching at the show is a Pinocchio and Friends animated series costume which includes a digitally printed all-in-one, featuring Pinocchio’s iconic dungarees and a matching character mask, perfect for Book Day. From Disney’s latest animated offering, Wish, Smiffys is expanding its Disney range with the launch of new character costumes. The range includes Basic Plus and Deluxe styles of Asha’s iconic purple dress featured in the film.

The Smiffys Unicorn Academy costume range will launch in 2024. Based on the animated series adapted from the bestselling books by Julie Sykes which launched on Netflix Q4 2023, the collection is set to be a hit for Book Day and year-round. The initial launch will feature character costumes of Sophia, Ava, Isabel & Laya, and Wildstar, Leaf, Glacier and River Unicorn tutu dresses, with all the colourful, sparkly detail expected from the show.

Smiffys will have exclusive special offers for show customers, as well as over 5,000 price reductions across the range of up to 30%. The company is looking forward to being back showcasing its portfolio of over 100 licences and more than 7,000 lines.

Hippychick

www.hippychick.com | 01278 434 440 sales@hippychick.com Stand F20 Specialising in everything baby and toddler, Hippychick has an impressive stable of toy brands, designed to last and be handed down through the generations. The company is delighted to be returning to London Toy Fair 2024 to showcase its collection of highly sought after toys from some of the best toy brands in the market. From cuddly toys that are perfect for the tiniest of hands, to spectacular ride on toys for bigger kids, Hippychick offers something for everyone.

The company offers a range of wooden toys from renowned brands like Vilac and Classic World, that have all been chosen for their wonderful open-ended play possibilities, as well as being environmentally friendly.

One of the latest additions to the Hippychick family is US brand Crocodile Creek, which specialises in beautifully illustrated puzzles, playballs and creative art sets that are specifically designed to encourage young minds to take an active interest in the world around them.

The Crocodile Creek Let’s Begin Two-Piece Puzzle is suitable for children aged two and up, making it the perfect beginners puzzle. It includes 10 two-piece puzzles which are colour coded to make it easier for users to learn and find the matching pieces. Available in multiple designs, these puzzles are illustrated with fun and playful characters to inspire children’s imaginations.

As well as puzzles, Crocodile Creek also offers Giant Colouring Posters for ages three and up. With charming illustrations of different days out, the scenes are brought to life with a burst of colour. A creative activity for both individuals and groups, once coloured in, the user has a decorative poster to hang on the wall.

Also in the Crocodile Creek range are the 5” and 7” Playballs, the perfect way to take playtime to another level and let imaginations run wild. Suitable for ages three and up, these balls are perfect for both outdoor and indoor play and are available in a range of playful designs.

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Craft Buddy

0203 417 6565 | www.craftbuddyltd.co.uk trade@craftbuddyltd.co.uk Stand E2 Following the huge success of the first two series of Crystal Art Buddies and the Disney 100 Crystal Art Sticker Album last year, Craft Buddy is gearing up for another exciting product presentation at London Toy Fair. Introducing new product ranges and some brand-new product concepts that perfectly blend the love of fan-favourite characters with the joy of crafting, the new ranges will not only be a hit among hobby crafters but will also capture the hearts of pop-culture lovers and collectors across all age groups.

Craft Buddy has announced new licences including the Wizarding World, DC Superheroes and many more Warner Bros franchises. The Crystal Art Buddies Series 3, Craft Buddy’s flagship kids' crafts collectibles range, will include beloved characters from the Harry Potter world and the DC Superheroes universe. Apart from collectible craft kits, the licensed range will also include diverse products like Crystal Art Cards, Scrolls, Canvas, Planners and Keyrings kits to ensure that there's something for every kind of collector. Additionally, for Friends fans, there’s the introduction of the new licensed Crystal Art Hanging Decoration featuring the infamous Central Perk.

A brand-new product concept set to make its debut at London Toy Fair is the Crystal Art Bag Charms, a perfect combination of craft and fashion to add a touch of sparkle to daily life. These licensed bag charms are not only fun craft projects but also stylish accessories. The kit includes everything needed to create a dazzling charm, featuring characters and icons from Disney, Marvel, the Wizarding World, and the DC Universe. With the inclusion of a clip-on hanger, these charms are ready to add a personal touch of bling to any bag, backpack, pouch or luggage.

Leveraging on the successful launch of Craft Buddy’s collectible licensed ranges in 2023, the team plans to utilise a robust digital and social media marketing strategy to reach its target audience, primarily millennials with a strong affinity for licensed products and a love for quality DIY craft kits. Following a successful streak at the BlogOn Awards, influencer programmes will be a key strategy in the company’s marketing efforts, aiming to engage with kids and young parents who enjoy family crafting projects. On the retail front, retail POS materials like CDUs, FSDUs, window stickers and posters will be available to retailers, targeting shoppers, thus ensuring that Craft Buddy's products are not just seen but experienced at multiple consumer touchpoints.

Heathside (Khadou) www.heathside.biz 01282 775 778 sales@heathside.biz Stand F22

Heathside, operating under its Khadou brand, will be showcasing its ranges at the upcoming London Toy Fair, which will serve as a landmark occasion to unveil its newest ranges of innovation and creativity.

Using brand new IP and formats for 2024, Heathside will present an eclectic mix of iconic brands across pop culture. Heathside’s expansive portfolio extends across some of the biggest franchises and brands in gaming, TV, film, anime and manga, including Godzilla, Minecraft, Sonic, South Park, TMNT, Five Nights at Freddy's, Dragon Ball Z, Emily the Strange, Deddy Bears, Hatsune Miku, Blue Lock, Stumble Guys, Jujutsu Kaisen, Only Fools and Horses, Harry Potter, Rainbow Brite, Strawberry Shortcake and DC. Heathside will be using formats that have become a staple of Khadou’s brand, using further innovation that will strengthen its offering to retail partners. Each collection is developed to highlight the unique themes and characters that define these franchises, as Heathside takes iconic brands and reimagines them in formats that celebrate both nostalgia and contemporary trends.

South Park continues to drive momentum in 2024 with a new video game and new series launching. Heathside’s South Park collection, including plush, figures and figure sets is focused on embodying the show's humour. South Park stands as one of the leading animated series, and its recent seasons have gained widespread acclaim from fans worldwide due to the show’s humour and satirical take on societal norms. With the first product launch for 2024 landing in April, Heathside will see further updates and development with new characters and formats throughout the year and beyond, ensuring a fresh and engaging experience for collectors.

There is an exciting year planned for Teenage Mutant Ninja Turtles in 2024, featuring a new series and video game to expand on the success of 2023. Heathside’s Turtles collection showcases plush, figures, squishies, capsules and figure sets in the classic style. The company will have milestone launches through the year and is committed to further development on the range.

Heathside’s Only Fools and Horses collection, featuring figures, bobble heads and figure and gift sets, will be bigger and better for 2024. Each design serves as a nod to the beloved characters and memorable moments from this classic British sitcom, making it an ideal addition to any fan's collection. Heathside’s ongoing efforts include developing new formats featuring the most popular characters, and it is eagerly anticipating the opportunity to showcase these latest additions.

At London Toy Fair 2024, visitors are invited to join Heathside and Khadou, where passion meets affordability in the world of collectibles.

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2024

Trends UK

www.trendsuk.co.uk | 01295 768 078 salesadmin@trendsuk.co.uk Stand H42 Trends UK’s new Science Mad! Crime Lab helps young detectives become forensic experts by methodically and carefully analysing vital clues and fingerprints. Children will learn to use the tools of a sleuth with 67 activities, acquiring the techniques to use and reveal the science behind them to nail the guilty culprits.

SpyX is an evergreen property with over 10 years of heritage, offering a range of popular spy themed gear and gadget toys with real working features at everyday prices. The new SpyX Night Ops kit is the newest launch in the range, kitted out with cool High-Tech LED glasses, featuring white light to see 15 feet in the dark and red, green and yellow light effects so spies can send coded signals. There is also a plus motion alarm, invisible ink pen and micro listener, making this the ultimate set for night-time missions.

A portfolio of Original Stomp Rocket sets will be available, empowering kids to run, jump and stomp, blasting missiles up to 400 ft in the air. With over 30 years of quality and expertise, the Original Stomp Rocket is the market-leading foam toy rocket launcher, providing decades of outdoor fun. The multi-award-winning Stomp Rocket is sturdy and designed for the most active stompers, with 100% kid-powered rockets encouraging physical activity and screen-free play.

The Original Stomp Rocket collection will arrive in the UK in March 2024. It will include the best-selling sets and refills at family-friendly prices, including the super high-performance Stomp Rocket. Sets for the youngest fans include the Stomp Rocket Jr. Glow Rockets and the Stomp Rocket Ultra LED Rockets.

There will also new product news in Paint Pop Paint Sticks and pre-school learning toys.

To find out more about Trends UK’s upcoming launches, please get in touch by the details above.

Winning Moves

www.winningmoves.co.uk | sales@winningmoves.co.uk Stand F40 Winning Moves is pleased to see ongoing success with its World Football Stars product range and is expecting continued growth going into 2024. With World Soccer being recognised as the second fastest growing property in toys and games in 2023, this ever-popular range is well placed ahead of Euro 2024, which starts in June. Conscious of consumer insights data on the average spend on family games in 2023, there will be a new Top Trumps Match format within the World Football Stars family, as well as recognition of the growth of the women’s game and the introduction of an evergreen England Women’s Football Stars Top Trumps pack that complements the best-selling World Football Stars Top Trumps pack. Toy Fair 2024 will also see the grand reveal for more exciting football-based products.

Harnessing long standing relationships with the world’s top entertainment providers, key Winning Moves products have enjoyed top toy industry accolades, such as Squishmallows Monopoly which has been a phenomenal success alongside its Squishmallows Top Trumps and Top Trumps Match, labelled as the Crazy Cube Game.

Another new licence Winning Moves has recently added to its range is Universal’s Gabby’s Dollhouse, with the late Q4 2023 release of Monopoly Junior, Junior Top Trumps and Top Trumps Match. The top 10 kids TV show has become increasingly popular in the UK over the past twelve months; with more new series coming to Netflix in 2024, that growth looks set to continue.

After the well-received release of the Sonic the Hedgehog movie in February 2023, and with the third cinematic instalment slated for December 2024, the hype around Sonic continues to build. In November 2022, Winning Moves released a version of Sonic the Hedgehog Top Trumps, which has risen into the top five Top Trumps of 2022 and 2023. This year, Winning Moves is adding more to its Sonic range with the likes of Sonic Monopoly, Sonic Whot and Sonic Top Trumps Match. Sonic Monopoly will include bespoke tokens, while Sonic Whot is a twist on Britain’s original favourite card game, with the Whot range growing over 500% year on year thanks to the introduction of licensed options such as Super Mario.

All the products mentioned above, and even more that remain top secret for now, will be available to view at London Toy Fair. For more information on Winning Moves’ products, please get in touch via the details above.

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ToyTopic

sales@toytopicgroup.com Stand G94 ToyTopic will be announcing new product development at Toy Fair, with an impressive portfolio of high-profile brand launches, built from strong relationships with leading licensors. Competitive price points, combined with an expanded distribution network across the UK, Europe and into the US, continues to fuel growth for the company.

ToyTopic is delighted to showcase new licence partners at Toy Fair, continuing to build the company’s successful range of seasonal plush, interactive plush and hand-puppets. Highly anticipated by retail, a new collectible Cubezzz plush range is launching for spring/summer 24, which incorporates some of the leading licences in the market and will also be available across Europe.

Toy Topic is welcoming Hello Kitty into its portfolio. Celebrating its 50th anniversary in 2024, the Hello Kitty brand will be promoted with world-wide digital and physical brand activations.

Boosted by this enormous brand awareness, demand for ToyTopic’s Hello Kitty range, available from spring 24, is already soaring.

ToyTopic will also introduce new launches from Paw Patrol Seasonal Plush. Supporting its strategy for environmentally friendly and sustainable production, all proprietary plush from ToyTopic is also available as a 100% recycled option.

ToyTopic has continued to extend its UK reach and is now supplying some of the largest names. Recently, it has expanded its sales into key European markets and the US, and has plans for even further growth in additional market places.

Baby Republic lewis@babyrepublic.co.uk glen@babyrepublic.co.uk Stand F72

Baby Republic is set to return to London Toy Fair 2024, marking the occasion with a showcase of revolutionary toys designed to redefine playtime.

Okto Clay is a new, artistic fun kit. Okto Clay introduces a unique sensory air clay, offering a clean and mess-free creative experience. Launching for the first time in the UK, this innovative product encourages the creation of lasting keepsake works of art.

Attendees at London Toy Fair will have the chance to explore the durability and excitement of Mighty Wheels at the Baby Republic stand. Durability meets affordability with the Mighty Wheels range, which presents heavy-duty toy trucks made of real steel and durable plastic, providing strength at an accessible price.

The Bean People is transforming bath time. The surprise sponge bath toys turn daily routines into fun and explorative adventures for young children, and parents are fans of the products for making bath time easy and enjoyable for their little ones.

Zorbitz is an award-winning USA-based company that showcases a wide range of fidget, on-trend and squishy toys. Collectors of these products are sure to love the great quality, affordability and excellent packaging that Baby Republic has to offer.

Imagination Starters presents No-Dust Chalkboard Colouring Mats, the mats are double-sided, easy to clean and nearly indestructible. Compatible with chalk crayons or chalk markers, they offer endless creative possibilities.

Open The Joy brings toys designed by therapists, backed by science, fostering confidence, resilience and happiness in children. Users will explore a range of toys contributing to the holistic development of young minds.

Baby Republic will be presenting special fair offers at London Toy Fair. Fairgoers will be able to take advantage of carriage paid £100 and free FSDU for selective brands.

Baby Republic invites visitors to explore, play and be inspired by its innovative and exciting range. For more information, get in touch with Lewis Finch, sales director, or Glen Marsh, national account manager, via the details above.

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BTL Diffusion

07399 511 290 contact@btl-diffusion.co.uk Upper Level 190 BTL Diffusion is a specialist in the distribution of brands in the children’s market and will be showcasing four brands on its stand. These include Cloud B, a pioneer in products designed for children’s well-being and good sleep; Little Big Friends offering vegan leather soft animals available in a whole range of products; Les Ptipotos, a collection of beautiful soft stuffed animals in monochrome tones; and Flipetz with a unique two-in-one concept of a fruit or vegetable turning into a soft plush animal.

BTL Diffusion’s products have been beautifully designed with meticulous detail whilst ensuring premium quality. With every brand, the company’s inhouse Marketing team has developed POS materials, FSDUs and CDU displays to provide customers with various options to display these products in their stores.

Since 2002, Cloud B has been a pioneer in the creation of products designed for children’s well-being and good sleep. Cloud B’s mission is to educate, empower and inspire families to find peaceful sleep. The company’s products have earned a reputation for quality and innovation over the past 20 years, with musical toys and nightlight collections designed to help calm and soothe children at bedtime. The products have been designed to become a part of every family’s bedtime ritual to make it a pleasant and magical moment.

Little Big Friends are adorable soft vegan leather animals available in a whole range of products designed to amuse and delight toddlers. Little Big Friends was born in 2020 with Vincent the Elephant, the first musical friend made of vegan leather. Since then, the Little Big Friends family has grown into a whole range of characters. Little Big Friends animals have their own universes: Jungle, Farm, Forest, Ocean and Dinosaurs. More than just toys, Little Big Friends are beautiful objects that perfectly fit into children’s room and interior decoration.

Les Ptipotos, founded in France, is a collection of beautiful soft stuffed animals in monochrome tones. The Ptipotos collections are a mixture of fun sea and land animals, including a mother & baby concept, in an adorable plush assortment. The fabrics and colours have been carefully selected to create an on-trend, soft and cuddly range that children can cherish for years.

Finally, BTL Diffusion will be introducing Flipetz, the next (R)evolution in plush toys with seven different cute and cuddly plush in the range. More characters and series will be added to the range later in the year.

Dolu

07877 443 733 | 07850 779 797 | sales@sjr-associates.co.uk Stand B100 For spring/summer 2024, Dolu is introducing a number of new items including an affordably priced entry level sand & water table with a lid that doubles as a handy desk for creative kids.

Also launching early next year is a first slide complete with a fun water feature. The product is the result of a totally new mould and is available for 30% less than Dolu’s first slide offering from this time last year. New playhouses, both with and without fences, are also on the way, with all models benefitting from additional features that enhance play and inspire kids to embrace adventures in the great outdoors.

Dolu manufactures over 300 outdoor play items, including 57 Mattel products under licence. Of these, 21 are available for the UK market including a Barbie playhouse and picnic table, a Fisher Price playhouse, sand & water table and first slide, a Hot Wheels 4 Wheel pedal ride on quad and moto, and many more.

Everything Dolu manufactures is made at its factory in Istanbul, Turkey, and there are no MOQs. Everything is delivered direct. Due to the free trade agreement between the UK and Turkey, Dolu can offer delivered prices in GBP. Feedback indicates that 90% of Dolu’s product range can be delivered for less than buying from China while a container can be as little as £10,000. Due to reduction in raw material and freight pricing, this year’s trade pricing is similar to that of 2020.

Dolu customers can benefit from ease of supply and quick turnaround, meaning they can bring in items quickly when forecasts improve. Dolu holds stock of 75% of its entire product portfolio at all times, with no overstock of spring/summer product.

As well as London Toy Fair, Dolu will be presenting its full range at global trade events including Hong Kong and Spielwarenmesse (Nuremberg). Readers wishing to make an appointment with Steve or Ria Richardson, of official distributor SJR Associates, are invited to get in touch using the contact details above.

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AVAILABLE NOW 4" Vinyl Blind Box No repeats in a tray / CDU

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2024

Edx Education heather@edxeducation.com Stand B36

Edx Education is eagerly anticipating its inaugural participation at Toy Fair and feels incredibly honoured to contribute to the 70th anniversary celebrations of the UK’s premier toy show, an event that has become a cornerstone on the trade show calendar.

Edx Education's learning through play toys are meticulously designed to spark children's imagination and foster creative thinking.

The ranges not only promote collaboration, problem-solving and creativity, but also instil confidence in key areas of STEAM education. By encouraging exploration and experimentation, they offer a dynamic platform for learning a wide range of concepts through play.

The team is very excited to introduce the sustainable Green-n-Learn and Green-n-Play ranges, along with the new Junior String Art, Maths Cubes, Empathy Pet Counters and My Gears construction toy ranges. Visitors can also explore the expanded award-winning Rainbow Pebbles, Geostix and construction kit ranges, enhancing Edx Education’s STEAM offerings.

Edx Education’s STEAM accredited My Gears collection marks an exciting chapter in the brand's expansion in the construction toy category. The range teaches early principles of gears, movement and force, with easy-to-follow instruction booklets for maximum educational value. Ideal for nurturing early engineering skills, the sets stimulate creative thinking, curiosity and problem-solving while enhancing fine motor skills.

The new sustainable Green-n-Learn and Green-n-Play ranges mark another significant step for Edx Education, offering eco-friendly options for buyers. Crafted from recycled plastics and employing FSC certified paper, these collections include sand and water play sets, maths manipulatives and educational ranges designed to teach the importance of environmental stewardship to children.

With a legacy of over 25 years, Edx Education has been a pioneer in designing and producing innovative educational products. In collaboration with educational experts, they create learning through play ranges supporting children and caregivers in all aspects of play-based learning and development, from early years active play to mathematics.

To schedule an appointment during Toy Fair with Edx Education, please contact Heather Welch at the email above.

Rachel Lowe Games & Puzzles www.rachellowe.co.uk | rachel@rachellowe.co.uk Stand GH07

Rachel Lowe Games & Puzzles is looking forward to announcing a new release for 2024 with The Repair Shop Board Game and Jigsaw Puzzle range. The BAFTA award winning BBC TV show has captured the hearts of the nation with a workshop filled with expert craftspeople, bringing beloved pieces of family history and the memories they hold back to life. A heartwarming antidote to throwaway culture, the new board game stays true to the theme as players step into the barn with their heirloom for restoration. A collection of 1000pc jigsaw puzzles will complement the range and make an ideal gift for fans of the show.

Also launching in 2024 is a 20th Anniversary range of the Destination board game series. Featured on the first ever series of BBC’s Dragon’s Den, the award-winning, fast-moving taxi game will take players on a journey through the streets of their city in their very own cab. For the 20th Anniversary, a selection of regional editions will include Destination Portsmouth, plus further capitals and country editions such as Destination Dublin and Destination Ireland. Retailers will have a first come first served opportunity for regional exclusives.

The Destination game is also a hit with tourism as it doubles up as a souvenir.

Starting at the taxi rank, players plan their route around the board without running out of fuel or losing their driving licence, negotiating traffic lights and making decisions such as upgrading to a Turbo Taxi to race to their destinations in half the time or making use of a Log Book Loan to bail themselves out. The player with the most money at the end of the shift is the winner.

2024 also brings a special edition of Destination Christmas with Mission Christmas HQ replacing the Taxi Rank. In this edition, Santa’s reindeer have broken free and left him stranded with all the presents, looking for six top elves to help him save Christmas. Players pick their elves, collect their Snow Cabs from Mission Christmas HQ and race to Santa to help. Fast-paced and fun, this game is perfect for the whole family to play all year round. The game is beautifully illustrated and the artwork will also become a 1000pc jigsaw puzzle.

Destination Christmas will be supporting Cash for Kids Mission Christmas, the biggest charity Christmas gift appeal in the UK, which makes sure that hundreds of thousands of children who are at risk of having nothing under the tree on Christmas Day get a gift from Santa. 10% of all net sales from the board game will be donated to support the appeal.

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Spin Master

01628 535 000 | www.spinmastertoys.co.uk Stand UW 40 Spin Master is delighted to be returning to Toy Fair with a host of new launches, from hugely popular brands such as Paw Patrol and Kinetic Sand, as well as showcasing debut toy ranges for new pre-school property Rubble & Crew and brand-new Netflix hit Unicorn Academy, which ranked number one in Children’s TV Programmes on Netflix in the first week of launch.

Perfect for fans of the Netflix show, Spin Master has launched a full range of toys dedicated to Unicorn Academy, including its hero product Rainbow Light Up Wildstar, a perfect replica of main character Sophia’s trusty right-hand unicorn, Wildstar. Rainbow Light Up Wildstar responds to children’s touch with magical lights and unicorn sounds. Kids can recreate iconic moments from the show, such as when Sophia and Wildstar bond, which then showcases the full range of rainbow lights in her body and horn and unlocks two songs from the show, Follow Your Heart and There is a Light.

Hot off the back of the Christmas best sellers list, Bitzee, the first digital interactive pet that kids can really touch, is back with a bang for 2024. This autumn will see the launch of a new Disney-themed pet with 30 characters to unlock.

Also new for 2024, top UK pre-school property Paw Patrol has introduced two new themes. Spring and summer spotlights Jungle Pups with a themed toy line launching January 2024, featuring vehicles with unique animal designs, transformations and a deluxe scale Marshall elephant vehicle, perfect for wild rescues at home. With Paw Patrol’s autumn and winter theme, Rescue Wheels, the pups take on immense missions with their mighty-sized wheels. The Paw Patrol Rescue Wheels tower stands at over three feet tall, with lights and sounds, a Chase Rescue Wheels figure and vehicle and an impressive loop-the-loop vehicle launcher, providing endless fun and adventure.

Paw Patrol fan favourite Rubble now has his own spin-off series with his family, Rubble & Crew, now streaming on Paramount+, with an accompanying toy range launching in AW24. Spin Master’s Rubble & Crew Barkyard Tower is the ultimate playset for pre-schoolers to recreate construction adventures as seen in the show. With lights, sounds, a working crane and a unique way to play with kinetic build-it compound, the set is packed full of exciting features to light up little imaginations.

The ever-popular Kinetic Sand range welcomes the fantastically fun Kinetic Sand Squishmotion playset. The Squishmotion playset is a new way to play with Kinetic Sand. Kids can experience all the fun of the magical moving sand with the new Squishmotion set and the new Squish pad, taking sensory play to a whole new level.

www.thamesandkosmos.co.uk

01580713000

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sales@thamesandkosmos.co.uk

From the HIT GAME QUORIDOR...

QUORIDOR... with ONE BILLION VIEWS on social media and TWO MILLION COPIES SOLD! SOLD

Rory Kelly - Sales Director 07539 109 569 rorykelly@hachetteboardgames.co.uk

Pre-order now for SUMMER 2024!

2024

PlayMonster UK

www.playmonster.co.uk | 01628 488 944 | trade@playmonster.com Stand: G10 PlayMonster UK will showcase a new line-up at UK Toy Fair 2024. Strategically growing its pre-school category in 2024 and beyond, the company will have on show an extended portfolio from the iconic Playskool brand by Hasbro. Expanding the UK portfolio, PlayMonster will introduce a host of fun new games with hilarious ways to play. The company’s creative ranges include new FabLab sets, creative Spirograph products and going back to its roots with My Fairy Garden.

Ambitious strategies are in place for the relaunch of the much-loved Playskool range. The brand retains its strong recognition for quality baby and pre-school toys, and PlayMonster’s new range encompass innovative new product development and a collection of Playskool's most beloved, nostalgic brands and products, reimagined to engage millennial parents and a new generation of kids.

Playskool Glo Friends, a collection of glow-in-the-dark bugs that illuminate from morning to night, is already successful in the US, with strong sell through, high brand awareness and over a million organic views on TikTok. Launching in spring 24, the Classic Glo Worm has a new design and lullaby sound features. A selection of new Active Play Pre-school toys will also be available, including On-The-Go Dress ‘N Play Puppy, Stack ‘N Sort Bento Box, Roar ‘N Ride Stacker and Touch ‘N Explore Alphabet. The famous Sit ‘N Spin classic activity toy for toddlers is also joining the PlayMonster portfolio, with new licensed launches planned. The Original MagnaTab is a Montessori-learning, sensory-based drawing tablet that uses magnets and a stylus to teach letters, shapes and numbers.

The best-selling FabLab range portfolio enables young fashionistas to create on-trend looks and jewellery. A new collection of pocket-money friendly FabLab Fruiti Tuttis is made up of three sets which feature scented hair lights, nail art or glitter tattoos, all packaged in a cool handbag where the handle doubles up as a bracelet. The FabLab spring collection also features new sets with glow-in-the-dark glitter tattoos, hair lights and nail art. The AW collection introduces two unique new sets; FabLab Airbrush Artist enables stylish fans to add stencilled colour, patterns and freestyle shapes to their hair and body with an electronic professional spray machine and FabLab Jelly Glow Jewellery creates resin-based light-up jewellery and hair accessories. Fully compliant, PlayMonster continues to use cosmetic bio-glitter in the FabLab range and test to cosmetic standards.

The iconic Spirograph brand is more popular than ever, with a loyal nostalgic audience continuing to buy into the range and new family audiences engaging in the new creative play-patterns. Two new sets are joining the range in 2024. At an entry price point, Spirograph Doodle Pals are perfect gifts, featuring fun animal designs to create the famous Spirograph patterns and character art.

Spirograph Draw-Rings features four stencils, pens and design gears to create amazing spiral-shaped designs, with the perfect combination of art and mathematics.

Returning to its roots, PlayMonster is introducing new playsets to the magical My Fairy Garden Grow and Play range, featuring large growing areas, more creative activities, decorations, lights and sounds, adorable animals and articulated fairy dolls. Encouraging children to interact with nature and develop a love and care for the environment through open ended, imaginative play, new sets are available at price points to suit impulse buys and gift givers. The new My Fairy Garden Unicorn Garden features two growing areas, a unicorn, wishing well, bridge and fairy.

PlayMonster UK’s games portfolio has new games concepts joining the ranks. Fast Blast is a frenzied on-trend game that is quick, easy and fun.

The aim of the game is for players to get rid of all their cards to win, while keeping watch for the Fast Blast Card. Flying Squirrels - Feeder Frenzy is a frantic action game where players fling squirrels in a race to hit targets and collect the most nuts, and Order Up Fish Market is a fast paced, intense fish throwing collaborative game where teamwork helps players succeed under time pressure.

The award-winning 5 Second Rule portfolio has sold millions of copies in more than 50 countries.

In collaboration with Warner Bros. Discovery Global Consumer Products, PlayMonster has launched two new Harry Potter 5 Second Rule board and mini games featuring hundreds of bewitching questions focused on the wizarding world.

Players must come up with a trinity of answers in five seconds or less to win.

Play<onster will also showcase its extended product portfolio at Toy Fair, including Ann Williams, Charm Jewellery, My Living World, Koosh and Fuzzikins.

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Jazwares

020 3598 5119 | www.jazwares.com Stand N8 Following a record-breaking year, Jazwares continues its momentum into 2024 with new brands and product launches across its vast portfolio. Jazwares will showcase new 2024 releases from hit brands Squishmallows, BumBumz, Pokémon, CoComelon, Adopt Me!, Spidey and His Amazing Friends, Star Wars Micro Galaxy Squadron, DevSeries, Jazwares Pets, and a first look at the new Royale High, Micromallows, Squish-a-longs and Total Anime lines.

Squishmallows is the number one plush item, plush property and overall toy. Winning the US Toy of the Year (TOTY) Award three years in a row and DreamToys two years in a row, Squishmallows propels into 2024 with phenomenal success. With over 500 new styles, A+ licensed collaborations from the hottest properties and cross-category consumer product launches, 2024 is set to be another bumper year for the franchise. With over 13.7b completely organic social impressions to date, fans of all ages collect by squad, style, colour, personality and scale. Followers will be impressed with the many variants of Squishmallows, including the latest additions to the Squishmallows family: Squish-a-longs, 1” collectable toys that can be brought anywhere with wearables like rings and backpack clips, and Micromallows by Original Squishmallows, a 2.5-inch size that can be easily carried anywhere.

Bum Bumz, the super-soft, uniquely trendy, slouchy, collectible plush, offer endless fidget play. Continuous waves leverage anything and everything from everyday life and pop culture. Available in 4.5”, 7.5” and 12” scales, AW24 will bring over 100 new characters with unique bios and stickers, making BumBumz as diverse as the people who collect them.

Pokémon continues its five-year streak as the number one grossing media franchise of all time, and Jazwares’ master toy range for 2024 includes figures, playsets, plush, environments and other collectibles for kids, tweens/teens, adults and collectors alike. From figure multipacks to new seasonal and select looks for collectors, highlights include brand new 8” to 24” characters and Sleeping Plush assortments. Jazwares will also introduce a whole new way to battle with Battle Spinner Figures and Stadium Playset, where trainers pull to release a 2” figure from a Poké ball to battle against other competitors.

Jazwares continues to bring Adopt Me!, the top-played game on the Roblox platform, out of the metaverse and into the physical world in 2024. This line features game-inspired figures and playsets with various pets, accessories and more. Each set comes with a virtual item code to redeem in the Metaverse. Expanding into more playsets in 2024, The Pet Salon Spa will feature 10 accessories, two figures, four pets and colour-changing reveals.

With more than 105m users and nine billion play sessions, Royale High offers players a fun environment. Jazwares is spreading the themes of creativity, self-expression and the promotion of play to the real world in 2024 with an all-new toy line of game-inspired fashion dolls, collectibles, playsets and accessories with exclusive game codes for virtual items.

Collaborating with more of the world’s biggest game developers, Jazwares is extending its line-up of licensed gaming toys, including new figures, vehicles and playsets from Brookhaven, Murder Mystery 2 and Jailbreak. Jazwares’ 2024 anime launch, in partnership with Crunchyroll, Total Anime, crosses multiple product categories and price points that deliver collectors and casual fans authentic, on-brand experiences from the most in-demand and evergreen titles. Jazwares’ highly detailed portfolio encompasses 2"-11” Figures, Plush, Novelty and more for all demographics across the global retail landscape. The initial suite of products celebrates fandom across numerous anime series, including Attack on Titan, Chainsaw Man, Jujutsu Kaisen, My Hero Academia and Spy x Family.

Star Wars Micro Galaxy Squadron will expand with more highly detailed, fan-favourite microscale vehicles spanning the entire Star Wars saga. Each vehicle is compatible with all other Star Wars Micro Galaxy Squadron vehicles and figures.

Inspired by the hit animated series for pre-schoolers, Jazwares’ innovative Spidey and his Amazing Friends vehicles and plush lines expand across the recently launched Amazing Metals segment with new diecast vehicles and action-packed Super Loop and Web Quarters track sets.

Jazwares’ CoComelon toy range brings to life the pre-school franchise that is topping all the charts. The brand-new Discover N Play JJ doll featuring different lights and sounds will help pre-schoolers discover the alphabet, numbers, shapes, colours and the body through music. Further highlights include HugMees by Squishmallows plush, new-style figures, vehicles, playsets and bath toys.

Glam Buddies is expected to be the latest craze to hit the collectible aisle. With six styles to collect, fans can unbox pets with trendy bags filled with 10 unique surprises. Jazwares Pets continues to promote bonding through energetic, interactive and comfort play. The line brings boundless joy through innovative balls, discs, tug toys, beds, plush from Wham-O and Squishmallows.

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16 to collect!

www.slimepartyuk.co.uk

2024

Tomy

01392 281 927 | www.tomy.com Stand UW50 Tomy returns to London Toy Fair in 2024 after a short hiatus and will unveil its latest creations as the company reaches a milestone anniversary – 100 years of producing innovative, high-quality toys. Tomy will be reflecting on its rich history, but will also be looking ahead to the future and evolving the business to meet customer and consumer needs.

Following Tomy's recent acquisition of Drumond Park, the games category will remain a key focus at this year’s show. Best-selling lines Articulate and The Logo Board game will be showcased alongside classic Tomy games such as Pop-Up Pirate, Screwball Scramble and Greedy Granny. Tomy is also poised to present new games including 5-Up, the addictive push-your-luck dice game, which launches in SS24, and new kids and family games Sandcastle Splat, Hide and Squeak, 5 Trax Move, Clued Up and Pop-Up Bluey.

In addition, Tomy will be introducing the eagerly anticipated titles from its partnership with Identity Games. This includes Medical Mysteries and Battle Royale: Last One Standing, both scheduled for an early 2024 launch.

With London Toy Fair serving as the perfect stage to unveil the latest products and innovations, visitors will be able to enjoy the first glimpse of the latest Fat Brain Toys lines, already capturing the imaginations of buyers and children alike in the United States, namely Air Toobz and Foosbots.

Positioned at the forefront of Tomy's stand, the all-new Fat Brain Toys Air Toobz is expected to be a big talking point at the event, having already captured early interest in previews. Air Toobz is creating an impact in the US, becoming a Toy of the Year Finalist and being STEAM accredited. The toy features a kid-safe turbine that sends foam balls flying through a network of modular tubes and connectors, which can be arranged in any way kids can imagine, creating loops and swirls.

Another best-selling US line, Foosbots, will also be making its debut on the Tomy stand. Foosbots is table football reinvented with intense, fast-paced gameplay and a portable, collectible design. When kids squeeze the Foosbot’s arms, it spins to kick the ball fast.

Also taking pride of place at the front of the Tomy stand will be Mood Bears. In summer 2023, the brand signed a partnership with Mood Bears, the female-founded toy brand that captured the nation's attention thanks to its success on the BBC's Dragons’ Den. Through the partnership, Tomy has acquired the worldwide rights to future manufacturing, sales and distribution of Mood Bears products, which will be on display at the show. Visitors can learn about the bears, which are designed to promote mental health and well-being, empowering children and adults to express themselves and navigate their emotions.

Beyond unveiling products, Tomy and Mood Bears will be prioritising connections. The Tomy stand will be keeping visitors entertained with the cuddly addition of life-size Mood Bears from the Mood Bear range, set to draw in curious onlookers, industry professionals and playful spirits of all ages at the show.

Plans for the fair also include a spotlight on the growing kidult category and the new ranges that Tomy is introducing specifically for this space. Building on the huge success of the addictively huggable plush toys from Club Mocchi Mocchi range, which has been boasting remarkable growth numbers and showing no signs of slowing down, the range for 2024 will have characters from TMNT, Kirby, Sonic, Halo, Yu-Gi-Oh! and Super Mario licences.

Alongside this, Tomy will be revealing its highly anticipated Warhammer plush, based on the tabletop miniature medieval fantasy theme war game which will debut next year. Characters in the line will feature the Warhammer Sacrosanct Gryph Hound, Nurgling Little Unclean One, Gnasha Squig and Spanna Grot plush.

Tomy will also be showcasing, for the first time, its dynamic programme of stylised collectible figures directly imported from Japan and the Takaratomy-Arts team, Twinchees. With proven success in Japan, the US and ANZ, this range promises to capture the UK’s attention in 2024, with the collection to include trending anime properties like Demon Slayer, Spy X Family, Chainsaw Man and more.

Across the infant/pre-school category, Tomy will be showcasing the newest lines for its trusted Lamaze and Toomies brands. Building on its strength in bath toys, the revamped Foam Cone Factory Deluxe will be on show alongside bestselling bath lines, Bath Barista and Bubble and Bake Bathtime Kitchen. Top-selling Swimming Bluey line will be expanded with Bluey Floats, Pourers and a delightful Bluey canoe.

A favourite brand amongst new mums, Lamaze, will be showing the latest additions to the range including five new animal characters for spring/summer, and a little boy doll, My Friend Lucas, which will be available in AW24.

Another key pillar in the Tomy portfolio is its arts & crafts ranges, with products that promise mess-free solutions. Best-selling lines from the Aquadoodle, Megasketcher and Hey Clay brands will be on show. Tomy will be showcasing, for the first time, its shining bright new creative toy, Lights Alive. Perfect for children who love to be creative, with limitless design options using the pen and roller, along with templates.

The exciting new craftivity brand Stakimos will be presented at the show. Soft, pliable pieces of recycled foam are magically layered together to create loveable kawaii characters. Creators will pop, stack and stick layers together to form cute characters.

Finally, brand new to the Tomy portfolio in SS24 is a multi-functional action sports line, Band-it Ball. Set to take the outdoor space by storm next year, this flexible ball can be transformed from a ball, into a rugby ball and a frisbee by using a simple wristband. This brightly coloured ball is a must-have for the outdoor category in 2024.

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Big Sky Games

07830 182 501 | info@bigskygames.co.uk Stand N20 Big Sky Games was set up in 2019 to develop board and card games both from licences and from its own collection of ideas.

The company prides itself on developing games that closely follow the format of the shows they represent, with emphasis on all players being engaged in the games throughout to create the experience of being on the TV show. At previous Toy Fairs, Big Sky Games products were exclusively presented on Asmodee’s stand, but as the company has evolved, it has opted for its own stand to best represent its expanding range of products.

Big Sky Games is the licensee for a number of prime TV and radio branded games, which are all being presented at Toy Fair.

These include Catch Phrase, Blankety Blank, In for a Penny and James O’Brien Mystery Hour.

In addition, there is an array of new products that will be exhibited, with the Deal or No Deal card and board game, Wheel of Fortune card and board game, the Love Island card game, TalkSport Football Trivia game, Max Magic (Stephen Mulhern Magic) and Quingo, the family game of quizzical bingo.

Stephen Mulhern, the host of many of the games, including the new reboot of Deal or No Deal, will once again be supporting Big Sky Games throughout the show this year with his levitation table. If visitors would like to be levitated, please make an appointment with Big Sky Games ahead of the show.

James O’Brien will be in attendance to promote the Mystery Hour Board Game, a spin off from his LBC radio show Mystery Hour.

His show has 1.46m listeners with the highest audience of any commercial radio host in the UK. James will be on the stand from 2pm to 4pm on Tuesday 23rd January and will be pleased to engage with retail buyers. Please make an appointment ahead of the show. In addition, visitors can meet TalkSport presenters and representatives of Love Island on the stand.

Blue Sky Games’ products can also be seen on the Asmodee UK Stand (N5), as the company continues to partner with Big Sky Games on distribution.

Big Sky Games will be demonstrating the games at the show and the team will be on-hand to offer exclusive deals on FOB and domestic trade terms. Interested parties should make an appointment with Greg Collier via the details above.

University Games

www.university-games.co.uk | 02072 540 100

Stand E50

University Games and The Lagoon Group will be launching over 50 new lines for Lagoon in 2024, including a raucous Rocky Horror party game to celebrate the 50th anniversary of the iconic show. There will also be innovative new games, featuring pre-school favourite Mog and Dav Pilkey’s Dog Man, as well as new family games and puzzles, unveiled at London Toy Fair.

Fans can relive the brilliance of The Rocky Horror Picture Show with the new party board game, available this February. Players pick their favourite character from the show to sing the songs, quote the famous one-liners and lyrics, laugh with charades and dance the Time Warp’s famous moves, to build Rocky in the lab and be the first player to escape the castle.

Joining University Games’ pre-school portfolio is a new board game and card game featuring the beautiful illustrations from Judith Kerr’s best-selling children's classic books, Mog. The new double-the-fun, double-sided Mog and the Big Bad Dog board game has been specifically created for preschoolers and features two different games. On one side, players help Mog escape the Big Bad Dog, then can turn the board over to reveal the Matching Dominoes game. Both will be available in February.

There will also be new additions to The Very Hungry Caterpillar range, which is celebrating 55 years in 2024. A new Rainbow Picnic board game and double-sided floor puzzle will join the successful range.

Oh No! The Dog Ate My Homework! is a new addition to University Games’ children’s range. Once the doggy has chewed (and pooped out) the drawn or chosen homework, it’s a race to place the jumbled pieces back together and guess what the image was. The adorable artwork is crowdsourced from children all over the world. A further fun new line, arriving in 2024, is Dogman 20,000 Fleas Under the Sea Game, that follows the Supa Buddies on their latest adventure to save the world.

In University Games’ strategy portfolio, recent arrival Prometheus, a striking and dynamic two player game where no two games are ever alike, is joined by Faeries & Magical Creatures and Art Gallery.

The latest release in the renowned Forbidden Games collection, Faeries & Magical Creatures is sure to sprinkle some magic on games night. Players can dive into a magical world to gather resources, build homes and be the first mortal to enter the faerie realm. In Art Gallery, players take on the role of a tour guide, studying the paintings and choosing the best route through the galleries using strategy and skill to collect the most valuable paintings for their collections.

Also on display will be the popular Marble RaceTrax series, which has had a phenomenal 2023 following its launch at Toy Fair last January. Evergreen best-seller Subbuteo also had ongoing success throughout 2023 and 2024 is set to be another big year for the brand, with the UEFA Euro 2024 kicking off in June and the Official Subbuteo World Cup taking place in the home of Subbuteo, Tunbridge Wells, in September.

University Games and Lagoon will also release new and refreshed lines for some of their most popular licences, as well as additions to the established Project Genius range.

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THE RECREATION STATION

VISIT US AT LONDON TOY FAIR FOR ALL TRADE ENQUIRES Mail: sales@tkcsales.co.uk Phone: 01380 872950

23.01.24 – 25.01.24

TO LEARN MORE Contact info@waboba.com

STAND E90

2024

Hachette Boardgames

www.hachetteboardgames.co.uk | 07424 900 264 floisier@hachetteboardgames.co.uk Upper Level 123 In what is promising to be another bumper year for Hachette Boardgames UK and Ireland, the company is delighted to announce a fully refreshed range and catalogue for its customers.

2023 was a very successful year for Hachette’s abstract games range and was led throughout

by Quoridor. The game went from strength to strength each quarter, with some huge successes with high street retailers and becoming a fan-favourite on social media. Hachette is thrilled to share the long-anticipated news that Gigamic has now agreed to its first licensed agreement with Bandai to release Quoridor Pac-Man, which will arrive in the UK early summer 2024. The game will include the ability to play the original much-loved game, but now up to five players that can take part. Four players will be able to control the games instantly-recognizable ghosts to lay traps and let chase ensue, recreating the retro-arcade energy at home.

Hachette and Gigamic will continue to build on the award-winning abstract line with an addition to the Katamino range, called Katamino Tower. This new 3D version of the game encourages players to work to build and recreate the challenge towers based on the cards they turn.

As with the previous Katamino titles, the difficulty levels increase as players perfect their game. Katamino Tower will merge the best features of abstract games with logic puzzles and should prove perfect for summer days as well as a perfect learning tool for all ages.

Last year, Hachette continued to add numerous games to its product listing, which helped to further diversify the range, ensuring that every retailer found a title that worked for them and in the games space. Party Games proved a successful growth area, with Crack List leading the way. To add to this range, Hachette is delighted to have localised one of Canada’s leading party trivia games, CDSK, for the UK market and its Q4 2023 launch has been a hit. In the game, players must first choose a random object to play as their character piece on the board, and then work their way through the various category cards, rating themselves from one to ten on how confident they are on their chosen subject.

Other titles include Faraway, Dream Dragon Dream and the 3D glasses inspired heist game, Accomplices. This is an ideal listing for any toy store, as it merges the best elements of play with gaming, as players work to outsmart mazes, lasers and traps with multiple levels of difficulty.

Mighty Jaxx

www.mightyjaxx.com | sales.europe@mightyjaxx.com Stand UN36 Mighty Jaxx, a designer toy brand originating from Singapore, has had a storming year following its debut at London Toy Fair 2023. Offering art toys and collectibles for every wallet, the company has seen a huge increase in accounts since the inception of the UK company in 2022. Mighty Jaxx products now have distribution throughout the UK, from independents to high street favourites, all predominantly stocking its range of blind box figures.

Toy Fair 2024 will give Mighty Jaxx the opportunity to preview some of its newest collections to buyers and distributors alike. New licences include an expansion of its anime brands with Jujutsu Kaisen, a retro look for Teenage Mutant Ninja Turtles and new editions for bestselling brands such as Sanrio, One Piece and Minions.

The new line of One Piece collectibles focuses on the main protagonist from the hit anime, Luffy and provides figures for all of his iterations throughout the story to date. It has already driven record preorders and will be launching in the UK just after Toy Fair 2024.

Mighty Jaxx continues to disrupt the market with its innovative take on fan favourites including the iconic Hidden Dissectibles with New York designer Jason Freeny for brands including One Piece and My Little Pony, its Kwistal Fwenz range offering a chibi style for Avatar: The Last Airbender and Line Friends, and its Kandy line combining characters such as Hello Kitty with sweet chocolate treats.

Mighty Jaxx also offers single release, limited-edition collectible toys for entertainment brands including Netflix, Disney, Paramount and Universal through to Formula 1, Manchester City and for the first time, the NBA. These collector products elevate the brand to a different level and tap into fandoms that are traditionally underserved by the collectible category. This complements the range of own IP and collectible art toys, which sit well with lifestyle and fashion retailers looking for toys with a twist.

Mighty Jaxx will be previewing a brand-new line of six-inch collectibles, which will bridge the gap between the blind box and premium, limited-edition figures and statues, giving customers the opportunity to own something unique and special for an affordable price.

Offering low minimums, display solutions, merchandising kits and flexibility for independents to trial new lines, Mighty Jaxx is committed to helping retailers take advantage of the growing trend for designer blind box collectibles, and expects 2024 to be another special year.

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2024

Petit Collage

info@abramsandchronicle.co.uk 020 7713 2060 Stand H40 The latest toys, puzzles and games from Petit Collage have been thoughtfully designed to create maximum fun. With a dual primary focus on sustainability and development through play, the range is on sale from the 8th February 2024.

The highlights for spring are the two new On-the-Go Game Duos, which are made almost entirely from waste materials. Launching with Space Adventure and Garden Friends, this format has been designed for truly portable fun, with two games in one handy travel bag. Made from recycled PET with a recycled PP cord, the bag not only houses the game pieces, but also becomes the game board. Players move their planets and rockets or bees and bugs across the grids in these fun themed versions of Noughts and Crosses and Snakes and Ladders. Perfect for ages four and up, inside the on-the-go pouch players will find 10 chunky play pieces made from recycled wood, as well as a wooden die and instructions made using FSC materials.

The latest addition to Petit Collage’s Baby range is the Nursery Counting Puzzle: Five Little Speckled Frogs. Sing-along with the included nursery rhyme book and place the chunky frogs in their numbered spots as an introduction to counting. Little ones can enjoy playing with the characters on the colourful lily pad. With five wooden frogs, a wooden board and a nursery rhyme booklet all made using FSC materials, this is a great puzzle for children over 12 months. ​ In the Early Years category, the Busy Bunny Pull Toy encourages little walkers to wander with a new friend. This is a cheerful take on a timeless classic with an adorable twist, because this bunny is always nibbling on a carrot. There is also the Lion, Tiger and Bear Wooden Stacking Puzzle, which includes mix-and-match prompt cards for an added challenge, and the You Are My Baby Reveal Puzzle, where the baby animal pieces are nestled behind their parents for an extra cute layer of puzzling. Finally, the Petit Friends Puppet Theatre set offers hours of creative play for budding performers and directors. Children can make the double-sided stage and ten characters totally unique using the three sticker sheets of features and decorations for maximum storytelling potential. All made using FSC materials, packaged using 75% recycled materials and printed with vegetable inks, this range offers an environmentally conscious choice for retailers and consumers.

There is a host of pocket and planet-friendly products in the Puzzles and Games and Crafts and Activities ranges, including the new Woodland Wobble wildlife stacking game, Market Match-up memory game, fast-paced Pet Jumble matching game, Funny Faces Sticker Activity set, 50 Calm Ideas for Busy Minds and much more.

Ridley’s

info@abramsandchronicle.co.uk 020 7713 2060 Stand H40 Ridley's Games is set to introduce its new range which will launch the 8th of February, and visitors to London Toy Fair will be able to get a sneak peek.

Having sold over 250,000 copies of Selfish, the card game where only the ruthless survive, Ridley’s is thrilled to announce the release of a new series of mini games, A Little Selfish. Whether players are lost in the darkness of the Space Edition or crossing the vast wasteland of the undead in the Zombie Edition, they must race their former friends to safety, because only the first player to get there will survive. These Mini Editions can be played over a smaller surface and come packaged in a portable box. They’re ideal for introducing the devious strategy game to new players or for taking the fun on-the-go.

Tortoise Tumble is ideal for quick, interactive fun. Players roll two rubber tortoises across the jigsaw-style garden to score. How and where they land decides how many points win, and the first player to reach 500 is the Top Tortoise Tumbler.

Ridley’s will also be sharing two new pet-themed games, Disney Cat Naps and Disney Lucky Pups. Players will try to win tricks, treats and top spots.

Ridley’s will also launch the second title in its escape room game series, Timescape: Cleopatra's Curse. Players embark on a thrilling journey through Ancient Egypt in this captivating experience and must work together to solve challenging puzzles, break centuries-old curses and discover hidden treasures as they delve into the mysteries of Cleopatra's tomb. They use the powers of logic, cunning and courage to solve the puzzles and save the future.

No new Ridley's season would be complete without a fresh puzzle. The Bird Lover’s 1000 Piece Jigsaw features stunning illustrations of over 100 birds flying along their migration routes around the world. Inside the iconic tube packaging, puzzlers will also find a map of the eight migration flyways, as well as interesting facts about the birds and their flight patterns.

Finally, to celebrate the brand’s 15th birthday in 2024, the team has put together a brand-new collection of 100 Birthday Jokes. Featuring classic jokes that will be enjoyed over and over again, ideal to get the party started and keep everyone laughing.

Abrams & Chronicle Books distributes Ridley's Games into the UK market. To become a stockist, please get in touch via the contacts above. Carriage is free, and there's no minimum order quantity.

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The Source Wholesale

01306 646 885 | www.thesourcewholesale.co.uk Upper level 147 The Source Wholesale will be returning to London Toy Fair, with new lines launching in 2024.

The team will launch Punchkins in 2024, with stocks available from June. Punchkins is a new brand of collectible plushies that are filled with personality. Each plushie is created to be a highly relatable gift to give to a favourite person; from cute and cuddly to smart and sassy, there’s a Punchkin to give for any occasion. Each Punchkin features a punny punchline that’s tailored to its personality.

As well as witty wordplay, the plushies have expressive eyes and dangly legs to make them even more lovable. Each plushie has a weighted bottom, which allows it to sit upright no matter where it is put.

This makes them a great accent piece for any home, office, bedroom and more.

Besides its wide range of toys and games, The Source Wholesale offers an extensive choice of decorations and novelty and sensory lighting for children’s bedrooms. From realistic jellyfish lights and twister lamps to rainbow pin art and smiley neon lights, it has a variety of products to offer. The company range of 3D Marvel lights is set to attract a lot of attention. This range of bedroom night lights features favourite Marvel superheroes and is one of The Source Wholesale’s bestselling ranges in Europe, with further developments planned for 2024.

With distribution centres and business branches in the UK, the Netherlands and the USA, The Source Wholesale can supply swiftly and efficiently, no matter how big or small an order.

Its Red5 brand stands for quality and affordable tech and electronics and is home to a wide range of electronic gifts, such as remote-control drones, vehicles and robots, but also electronic gadgets, audio and electronic games and toys. The ever-evolving Red5 range never stops pushing the boundaries of possibilities.

The Source Wholesale also has gifts for teenagers and big kids of all ages. There are electronic gadgets, retro games, remote control and teenage stress products, and a range of STEM construction kits that have been well received by this audience. The company offers a wide range of innovative novelty, yet affordable, impulse and stocking fillers.

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UT CK O 2 4 E H 0 C 2 UE O U RTALO G A !

UK C HERE

COME VISIT US AT TOY FAIR & SPRING FAIR 4H14-J15 Stand B19

Find us on social media 0203 8290844 | www.professorpuzzle.com | ContactUs@ProfessorPuzzle.com

2024

United Wheels

sales@unitedwheels.eu | 01525 664 041 www.huffy.co.uk Stand F-16 United Wheels EMEA has announced an array of new Huffy products and licences for the upcoming year.

The much-anticipated 16-inch Pro Thunder comes in a vibrant new green colourway for AW24. Boasting a Junior ATB decorated seat with an integrated seat post and an oversized steel frame, this revamped bike with its updated design is expected to be very popular.

United Wheels is introducing the all-new 20-inch Green Machine for 2024. Featuring a quick-adjust seat, 20-inch pneumatic tires and integrated LEDs, the Green Machine comes in cool packaging complete with a QR code for tips and tricks, making it the ideal for thrill-seekers.

Huffy will roll out three new Disney and Marvel ride-ons for 2024. The Spider-Man ride-on Motorcycle features webbed tyre details, a 6V battery, a slow start feature for ease of driving and automatic headlights that turn on as children ride. Huffy will also be introducing Disney Frozen and Princess ride-on bubble quads, complete with push-button lights and sounds, a bubble maker, traction wheels and themed accessories.

United Wheels has also announced several new licensing partnerships for 2024 and beyond. From the gaming giant Microsoft, there will be the launch of the 16-inch Minecraft bike, adorned with cool graphics, light up stabilisers and a front plaque featuring the iconic Creeper. Expected in the latter part of 2024, this bike is set to be a smash hit with both boys and girls.

Another licence United Wheels will be adding to its ever-growing portfolio is the world-renowned Universal Studios. Venturing into the world where imagination and reality collide, United Wheels introduces a captivating lineup of bikes from Gabby’s Doll’s house, featuring various sizes and features. For dino enthusiasts, Jurassic World takes centre stage with the release of a 14-inch Bike for AW24, featuring dino colours, a padded saddle with the Jurassic logo and graphics showcasing velociraptors on the chain guard.

For more information, please get in touch with United Wheels via the contacts above.

James Galt

0161 428 9111 | SalesUK@jumboplay.com Stand E9 Galt Toys will be presenting a wide range of products at London Toy Fair, including adult party games, creative jigsaw puzzles, award winning baby toys, market leading science kits, arts & crafts sets and some new ranges.

Hitster, the global hit music party game, returns in 2024 with Hitster Bingo.

Players can challenge themselves to order songs through time by spinning the disco ball, then guess the year, decade, artist or song title. They scan the top card to hear the song and mark off colours on the bingo card. The first to complete a full line wins.

Launching in AW24, the Jumbo, I Learn educational pre-school range includes I learn, Maths, Reading, Writing and Music. All four lines come in a take-along briefcase that transforms into an interactive tutor, supporting children learning through play.

Kids can also step into magic school with Fabulus Magix. The first in the line of Fabulus items, this is a race for two, where players create experiments and master spellcasting. During play, they will study the grimoire, pronounce incantations and move the magnetic wand with an integrated UV lamp for visually impressive magic infused with cool science.

New for SS24, the Natural History Museum Let’s Learn collection features dinosaurs, tiny creatures and NHM animals. Every set encourages early STEAM learning, with six projects to complete. From building a model of Tyrannosaurus Rex to learning about the world’s animals, there is so much to learn and discover.

For AW24, Racing Rabbits Super Slides offers an interactive marble track; easily constructed, kids aged three and up can build their track and send rabbits racing. The range will expand with a Speed and a Deluxe Set that players can collect to make an even bigger world.

Infini Fun has electronic keys, a remote control and a steering wheel. Wit the addition of the all new Infini Fun Home Office set, children can now join in working from home.

Party & Co - Shock You promises a dynamic party experience. Each player holds the Shocknut and completes challenges before time runs out, or they’re in for a literal shock.

The farm themed Playnest and Gym and wooden Pop-Up Toy with the award-winning Flower stacker are favourites in the company’s pre-school range, while Charm Bracelets, Monster Magnets, Paint-a-Tea Set, First Sewing and Water Magic kits offer variety in the arts & crafts portfolio.

The Wasgij unique puzzle brand, which keeps growing year-on-year, will now include the first-ever Wasgij Advent Calendar.

For more information on any of its ranges, email the company at the details above.

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Funville

info@funville.co.uk | +852 3963 9866 Stand C42 Funville is a renowned toy manufacturer that specializes in dolls, dinosaurs, board games, plush and many imaginative toys. With a strong presence in the global market, Funville's products have gained immense popularity among retailers and consumers worldwide. The company is known for its commitment to quality and innovation, offering a wide range of creative and engaging toys at market-leading value.

New for 2024 will mark the return to a familiar category, with the global launch of Dreameez. These dolls aim to spark creativity and encourage imaginative play with children, bringing both fashion and fantasy to life. The range offers unbeatable value, detail and quality across over 25 SKUs, focusing on key price points ranging from £2 all the way up to £15.

Another addition to the doll category and a key product launch for 2024 will be the Sweetyz range. These beautiful dolls bring ice cream, donuts and candies to life. With beautifully designed dresses and expressive faces, Sweetyz are a treat for the eyes.

The ever-present Dinos Unleashed, Cutekins Plush and Game Time ranges have received a fresh packaging outlook for 2024, along with a multitude of new SKUs across all ranges. With these new ranges, Funville plans to offer something for everyone.

To schedule an appointment at London Toy Fair, buyers are advised to contact Liam Saville via the details above.

Zuru

www.zurutoys.com | sales@zuru.com Stand B40 (A.B.Gee) Zuru’s current and new line-up of Snackles will be among the many toy ranges presented at Toy Fair 2024 by the company’s official distributor, A.B.Gee. The licensed, collectible plush IP, which combines cute characters with replicas of some of the world’s hottest licensed snack brands, welcomes three new characters along with all-new combinations, licences and size options.

Major Mini Brands launches for the year ahead include the upcoming Mini Sneakers, Books, Fashion and new licensed Make and Create lines. With #sneakerstok and #BookTok trending across TikTok, Mini Brands further taps into this space through its own brand channel.

The Smashers Dino Island Mini T-Rex Battles debuts a new battling-play and surprise collectibles unboxing experience for the long-standing Smashers IP, while the launch of the new Smashers Junior sub-range further drives mass reach for the brand. New Robo Alive lines, meanwhile, comprise the core offerings of technology, theatre and value. Hero SKUs for the year ahead include the Volcano Dino Fossil Find and a water-activated Great White Shark, fully articulated to swim and stalk just like the real thing.

XShot will present its move into the girls’ market, introduce newly themed skins, and an all-new combo range, tapping into the success of the recent XShot Insanity launch. The XShot FastFill Water range features the best value blasters in the market. The patented fast-fill technology enables users to refill each blaster in just one second, allowing more time to play and resume water-blasting long before their opponents. The XShot Fast-Fill Hydro Cannon has a 1,000ml water capacity, can blast up to distances of 10m and comes complete with a shoulder strap for increased portability and assisted use.

The Minis have been given a new look with fresh branding and a host of new inspirational licensing partners adding to the appeal amongst all ages and interests. Intricate detailing has been applied to each of the collectibles which include the likes of Reebok, Sketchers, Airwalk and Prince trainers for the Sneakers line, complete with real laces and shoeboxes for storage. Mini Brands Books include tiny, readable versions of classics by Dickens, CS Lewis and Roald Dahl, alongside modern literary hits such as Diary of a Wimpy Kid and Dog Man. Fresh packaging design has also been applied to 5 Surprise, plus a new brand platform for the 2024 range to provide a streamlined approach for the themed, pocket-money priced, evergreen surprise collectibles.

Bunch O Balloons expands its seasonal and outdoor portfolio with new lines including a Tropical Pool, the Shark Bite Slide, Octopus Splash Pad and Bunch O Balloons Reusable Water Balloons with magnetic technology that allows the water balloons to be used multiple times and with up to 1,500 reusable splashes per balloon.

Plush IP, Rainbocorns, reveals new themed ranges including Monstercorns, Kittycorns and Eggzania Fariy Mania. New webisode content produced in partnership with Moonbug, plus the introduction of a new Rainbocorns Roblox game, will further increase the brand experience and consumer reach.

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For more information:

Spring Fair

Slime Party

www.slimepartyuk.co.uk | www.puttypals.co.uk | paul@slimepartyuk.com Stand UN47 Slime Party developed and launched its sensory putty in 2022, marking a significant milestone for the company. After its last two collections proved to be extremely popular, Slime Party UK has announced its debut at London Toy Fair, showcasing its latest collection, the Putty Pals.

The Putty Pals collection boasts an impressive range of 16 new designs of sensory putty, each accompanied by a unique charm to collect. This concept not only provides endless hours of entertainment, but also offers a sensory experience that engages and stimulates the mind.

One of the highlights of the collection is the introduction of seasonal duo boxes. These specially curated sets will allow children to explore the different textures and scents of Slime Party’s putty, while also embracing the spirit of various holidays and occasions throughout the year. In addition to the duo boxes, Slime Party will also be unveiling its Countdown Calendars. These calendars will not only build anticipation, but also encourage children to engage in a daily sensory experience. Each day, they will discover a new surprise, whether it be a unique charm or putty, adding an extra layer of excitement with each interactive element.

At Toy Fair, Slime Party will also be offering a sneak peek of its plushies. These adorable companions are designed to complement the sensory putty collection, providing children with a comforting and huggable friend. With soft textures and vibrant colours, Slime Party’s plushies are on track to become cherished companions for children of all ages.

The team at Slime Party UK believes that playtime should not only be entertaining, but also provide a valuable learning experience. The sensory putty engages multiple senses, promoting creativity, focus and relaxation. It is a toy that transcends age and appeals to both children and adults alike.

Slime Party is committed to making a positive impact on the environment. It understands the importance of reducing waste and minimizing its carbon footprint, and so all tubs and packaging are reusable and recyclable. Slime Party has also taken a step further by ensuring that its containers are made with a minimum of 30% recycled plastic.

Editorial Index 8th Wonder A.B.Gee Asmodee Baby Republic Bandai Basic Fun Big Potato Games Big Sky Games Bladez Toyz Brainstorm Bruder BTL Diffusion BYO (Paper Engine) Canal Toys Carrera Revell Cartamundi Casdon Character Options Cheatwell Clementoni Click Distribution Cobi Coiledspring Games Connetix Craft Buddy Curious Universe DKB Toys Dolu EDX Education Epoch Making Toys Fabula Toys Flair Funko Funrise Funville

294 258 266 352 254 268 314 366 342 304 284 354 288 316 296 318 340 252 276 308 320 310 334 322 348 342 272 354 356 326 326 336 338 264 376

Gibsons Golden Bear Hachette Boardgames Halilit Heathside Hippychick Holotoyz HTi Hunter Price Imagination Gaming IMC Toys James Galt Jazwares John Adams JuraToys Just Play KAP Toys Keel Toys Learning Resources Magicbox Maped Helix Marvin's Magic Melissa & Doug Mighty Jaxx Mojo Fun Moose Toys MV Sports One For Fun Orchard Toys Pat Avenue Playmobil PlayMonster Plus-Plus PMS International Posh Paws

260 324 368 320 348 346 298 318 310 334 274 374 362 322 278 306 332 258 300 266 298 338 344 368 268 330 286 280, 282 262 264 284 360 262 328 286

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Professor Puzzle Rachel Lowe Rainbow Designs Ravensburger Reydon Sports Ridleys/Chronicle Books Rubies Sambro Simba Smoby Skillmatics Slime Party Smart Toys and Games Smart Zone HK Smiffys Spin Master Thames & Kosmos The Carat Shop The Noble Collection The Source Wholesale Tomy Tonies Toynamics ToyTopic Trends UK United Wheels University Games Vivid Goliath VR Distribution VTech/Leapfrog Waboba Wilton Bradley Winning Moves YuMe Toys Zuru

328 356 336 312 296 370 294 260 256 302 378 302 316 346 358 300 276 308 372 364 344 278 352 350 374 366 292 288 272 314 340 350 256 376

1 0 adap 0% tabil ity 100% fun

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Advert index 8th Wonder 309, 311 A.B.Gee 289 Abrams & Chronicle Books 351 Active Pictures 34 Amscan 52, 53 Asmodee 219, 221 Asmodee Licensing 159 Baby Republic 293 Bandai 195, 197, 199 Basic Fun! 161, 163 BBC Studios 133, 135 Beano 145 Big Potato Games 275, 277 Big Sky Games 357 Bladez Toyz 305 Blue Zoo 147 Boat Rocker 157 Brainstorm 205, 207, 209, 211, 213 Bruder 171 BTHA 10 BTL Diffusion 83 BYO (Paper Engine) 377 Canal Toys 265 Carrera Revell 191, 353 Cartamundi 313 Casdon 269 Character Options 65, 67, 185, 187, OBC Cheatwell Games 325 Clementoni 173 Click Distribution 202, 203 Cobi 369 Coiledspring Games 379 Connetix 38, 39 Craft Buddy 175 Curious Universe 71 DKB Toys & Distribution 287 Dolu 321 EDX Education 375 Epoch Making Toys 176, 177 Etopia 26 Explosm 99 Fabula Toys 329 Flair 223, 225 Funko 263 Funrise 81 Funville 372 Generation Media IFC, 2, 3, 4, 5, 6,7 8, 9 Gibsons Games 381 Giraffe Insights 41, 43 Golden Bear Toys 241, 243 Hachette Board Games 259 Halilit 339

Hasbro 188, 189 Hasbro Licensing 138, 139 Havas 35 Heathside 167 HippyChick 95 Holotoyz 273 Hornby (Scalextric) 103 Hunter Price 261 Icecat 85 IG Design 101 Imagination Gaming 317 IMC Toys 227 Innov8 Academy 79 Istanbul Toy Fair 82 Jazwares 47, 49, 51 John Adams 281, 283, 285 JuraToys 343 Just Play 247, 249 Kammac 55 KAP Toys 45 Kayes of Cardiff 349 Keel Toys 371 KidsKnowBest 37 Learning Resources 315 Lego 245 Lisle Licensing 153 Magic Light Pictures 155 Maped Helix 341 Marvin's Magic 279 Mattel 15, 17, 19 Melissa & Doug 301 MGA Entertainment 25, 27 Midland Regional Printers 57 Mighty Jaxx 355 Mojo Fun 299 Mood Bears 113 Moonbug 125 Moose Toys 181 MTS (Eurofins) 191 MV Sports 12 One For Fun 229, 231, 233, 235, 237 Orchard Toys 335 P.M.I Kids World 20, 21, 22, 23 Pat Avenue 323 Pedigree 151 Playmobil 58, 61, 63 PlayMonster 267 Plus-Plus 295 PMS International 87, 89, 91 Pocket Planet 75 Posh Paws 303 Precise TV 193

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Princess Sam Consumer Products 123 Professor Puzzle 373 Pudgy Penguins 128, 129 Rachel Lowe 361 Rainbow Designs 253 Ravensburger 214, 215 Retail Monster 141 Reydon Sports 238, 239 Rhenus Warehousing Solutions 169 Rovio 149 Rubies UK 333 Sambro 251 Scopely 115, 116, 117, 118 Sega 137 Simba Smoby 201 Skillmatics 319 Slime Party 363 Smart Toys and Games 345 Smartzone 347 Smiffys 365 Spin Master FC, 183 Studio Bozzetto 121 SuperAwesome 92, 93 Thames & Kosmos 358 The Carat Shop 80 The Noble Collection 337 The Source Wholesale 290, 291 Toikido 31 Tomy 178 Tonies IBC Topps 76, 77 Toymaster 59 Toynamics 270, 271 ToyTopic 331 Ty 297 United Wheels 327 Universal 143 Vivid Goliath 255, 257, 259 VR Distribution 307 VTech/Leapfrog 217 Waboba 367 Warlord Games 97 Warner Bros.

131 Wilton Bradley 105, 107, 109, 111 Winning Moves 73 Wyncor 29 Xplore Distribution 68, 69 YuMe Toys 165 Zuru 33

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For the first time in four years, I am heading back to Hong Kong in the first week of January. It will be the 50th anniversary of the Hong Kong Toys & Games Fair this year, and I am very much looking forward to joining the show to celebrate this milestone. The Fair was paused for a couple of years, and although it returned in person last year, it was largely a local Asian-focused event. So, this month will realistically be the first opportunity to assess how many people from the international toy community will return to Hong Kong for the January trip. Speaking to a couple of companies based out there, their diaries have been filling up nicely…

After returning from Hong Kong, we have both the London and Nuremberg shows to look forward to.

London will be celebrating a milestone of its own in 2024, as it hits its 70th anniversary. Then it will be on to Nuremberg to bring things to a close, as the traditional finale to Toy Fair Season – the New York Toy Fair – is on hiatus for this year (at least). From London and Nuremberg’s perspective, the fact there is no US show can only be a positive: in the past, some of the larger US companies held new launches back to be unveiled in New York. Now that the US event is on a temporary sabbatical, suppliers can reveal the hot new lines in London and Nuremberg instead…

Don’t forget to register to visit all the Toy Shows – and while you are about it, if you are planning on visiting the Licensing Expo in Las Vegas in May, you might want to sign up soon too. Amongst a raft of new initiatives announced just before Christmas, there will be an admission fee of $50 which will apply to many attendees for the first time, including licensees, licensing agents and service providers (but not retailers). There is a limited time discount enabling free registration for people who attended this year's show - as long as you register by 31st January. After that, the admission charge will apply. It’s all part of the shows 'Pathway to Reimagination', which will see even bigger changes coming for Licensing Expo in 2025.

More on that in due course…

Hasbro has announced 1100 further job losses, on top of the 800 roles that were already lost earlier in 2023. It goes without saying that it must be hugely disappointing news for those people affected, especially hearing about it just before Christmas (presumably so it is off the books before Q1 earnings are announced). I am not going to dwell on this latest development or pontificate about what has led to the decision. I have been around the trade long enough to see the fortunes of the global toy giants ebb and flow: it wasn’t that long ago that Mattel was having a hard time and look at it now. Clearly Hasbro does need to make some changes, but I hear good things about the people at the helm, and I believe it will bounce back from adversity…

Sainsbury’s has revealed that it will be moving to a new head office. After nearly two decades at its current location, the retailer will be moving to the sustainable JJ Mack Building in London’s Farringdon after the lease at its present head office on Chancery Lane expires in 2025. Hopefully its buying team will be so

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impressed with the new facility that it will want to spend a bit more time there…

As I first picked up during the New York Toy Fair, Toy Association president Steve Pasierb will be stepping down from his role when his contract ends in April.

We wish Steve all the best with whatever comes next, and we wait with interest to see who his successor will be. Whoever it is will have some big decisions to take on the future of the US Toy Fair and what role the Toy Association can play in the whole ‘LA situation’…

Over in Canada, Mastermind Toys has been saved from closure after a bid from Unity Acquisitions was accepted. The new operation will maintain 48 stores and close 18 – which should see a good portion of the 800 employees kept on. Prior to the deal being finalised, there was a story which suggested that Toys R Us had been in talks with Mastermind about a takeover several months ago, but that the Canadian equivalent of the Competition & Mergers authority intervened on the grounds it would reduce meaningful competition in the market. Quite how they reconcile that nebulous possibility against the loss of 800 jobs would be interesting to evaluate…

Don’t underestimate the power TV still has to bring product to the attention of the masses – as is evidenced by the impact of several slots on ITV’s This Morning show in December, as well as Ireland’s phenomenal Late Late Toy Show. Suppliers saw an immediate impact on sales and online searches, after 1.7m people tuned in to watch the show. Why we don’t have a UK equivalent is completely beyond me – surely that’s a gap for some enterprising broadcaster to exploit…

This meme got a great reaction when I ran it in the Friday Blog just before Christmas: I reprint it here for all the toy companies who post on LinkedIn how proud they are to be one of eight companies nominated for one of twenty awards and haven’t quite twigged what is going on yet…