Toy World Magazine January 2025

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EPOCH Making Toys, Rainbow Designs Ltd, myFirst Tech, Robbie Toys Limited, Djeco, Safari Ltd., Coiledspring Games, plus many more!

Contributors

Giraffe Insights

Company Profile: Warner Bros Discovery

Brand Profile: Rainbow Designs/Acamar

Hot Properties

Company Profile: One for Fun

Company Profile: Lego

Company Profile: Golden Bear

Special Feature: Toymaster

Special Feature: Ravensburger

Company Profile: GP UK / Flair

John Baulch - @Baulchtweet

Happy New Year to all of our readers. It feels like I say this every year around this time, but last year was another rollercoaster ride for the toy market. It certainly wasn’t the easiest of years for any retail channel in the UK, and the toy industry was understandably not immune to the economic headwinds which the country faced.

Q4 was particularly brutal, with October and November numbers falling short of expectations until the very last weekend of November, when Black Friday finally kickstarted festive sales. I am writing this column with a week to go until the big day, and I said many times last year that I was anticipating a huge final week – with bank balances bolstered by December pay checks and people breaking up for Christmas with a few days to spare to head to stores, there was hope that a final surge would at least help to mitigate the challenges of previous months.

We’ll find out shortly whether that late spending frenzy materialized, or whether 2024 will go down as one of the trickier years for the toy community.

Whatever happened, we find ourselves at the start of a New Year, with a metaphorical blank page as far as 2025 is concerned. Whether you had a good, bad or indifferent year in 2025, we all go back to zero, and everything is once again up for grabs.

Our year starts a little differently this time round, as by the time you read this, we will have moved into a new office – it’s very much a case of ‘New Year, fresh start’ for the Toy World team. We haven’t gone far –just a few minutes down the road – but you can find our new address on the Contents page (in case you were thinking of dropping in to see us at any point). Our registered business address remains unchanged, however.

Our impending office move did mean that I was not able to squeeze in a trip to Hong Kong to kick Toy Fair Season off this year. If you were one of those who headed out to Asia this time round, I look forward to hearing how it went. Instead, our Toy Fair Season for 2025 kicks off in spectacular fashion in a couple of weeks’ time at Olympia, when the Toy Fair opens its doors for the 71st time. I make no secret of the fact that this is one of my favourite shows of the year – an unmissable event which is full of excitement and anticipation for the year ahead. The majority of our key partners will be exhibiting at the show, and we will do our best as a team to get round everyone to see what new launches they are showcasing this year. As ever, it will be a three-day whirlwind, with hardly a chance

to draw breath (yet alone grab a sandwich or squeeze in a comfort break). But those invaluable three days in London set the year up perfectly, giving us a great opportunity to see all the hottest new introductions that will be hitting shelves later this year.

London Toy Fair also gives the toy community a chance to create great memories – and for this month’s Touching Base section, we have asked a selection of exhibitors to cast their minds back to their first Toy Fair and their memories of what the show was like. We received some fascinating stories, which you can read starting on page 170.

We follow our annual trip to London with an equally intense, whistle-stop tour of Nuremberg – a behemoth of a show where all of the above challenges apply, along with the additional challenge of getting from appointment to appointment on time, given the oftenvast distances between stands. But we’ll do it - as we always do – because between London and Nuremberg, we’ll see the vast majority of our partners and get a real sense of what they are excited about this year.

As ever, this issue is dedicated to making your trips to both shows just that little bit easier and more productive. The main January issue which you hold in your hand brings you an exhaustive round-up of all the best companies exhibiting in London, and their most important new introductions for 2025. Accompanying the main issue is a special standalone supplement, dedicated to showcasing some of the highlights you’ll find in Nuremberg. Between both publications, there are almost 500 pages of compelling content – you will not find a more extensive collection of the best new toys on show in January anywhere else.

And it’s not just a product catalogue – far from it. There is all the latest news, analysis of what’s been happening at retail, a look at the hottest licences that will be driving the toy market this year in our annual Hot Properties feature – plus a look ahead to what lies in-store for everyone in the toy community in 2025, and how we can collectively make the best of the myriad opportunities that will present themselves.

So, grab a brew, whatever snacks you have left over from Christmas and dive in – I promise that whatever kind of retail store, chain or website you buy on behalf of, you will find some great new brands and products to offer your customers over the coming months within these pages.

The Toy World team looks forward to seeing as many of you as possible in London and Nuremberg, as we seek to make 2025 the best year it can be. See you along the trail.

Toymaster May Show 2025 is sold out

Toymaster is pleased to announce the 2025 May Show has sold out. All the stands for the popular event have been filled and the team would like to thank its suppliers for their continued support.

“We have a broad mix of suppliers exhibiting,” commented Brian McLaughlin, Business Development manager. “These are offering all independent retailers attending a wide range of options to select the best ranges and products for their stores.”

The dates for the show are Tuesday 20th to Thursday 22nd May 2025. The largest trade show in the UK & Ireland dedicated to independent toy, gift and model/hobby retailers, the three-day trade event is beloved for its laid-back atmosphere and easy access to top toy suppliers and leading indies alike. The show is arguably one of the most looked-forward-to trade events of the toy industry calendar. Open to all independent bricks & mortar toy, gift and model/hobby retailers in the UK and Ireland, whether they are a member of Toymaster or not, the show offers three unique days of relaxed networking in comfortable surroundings.

To find out more about the Toymaster May Show and discover more on becoming a Toymaster member, contact Brian McLaughlin on 01604 662 922 or brian.mclaughlin@toymaster.co.uk.

Change of managing director at Bandai UK

It was announced at the end of November that John McKenzie would replace Nic Aldridge as the new managing director of Bandai UK. John combines this appointment with his current role as MD of Bandai Namco Amusement Europe, which is involved in the supply and licensing of IP rich content within retail and amusement throughout EMEA. John’s arrival at Bandai UK was timed to enable him to prepare for the coming new year and lay the foundations for the next stage in the growth of Bandai’s toy and hobby business in the UK.

A spokesperson for Bandai stated: “We appreciate the contribution Nic has made to our business as a dedicated and valued leader over the past seven years, including steering the business through unprecedented waters during the Covid years. We wish him all the best in his future endeavours.”

BTHA presents Special Recognition Award to Lyndon Davies

The BTHA is delighted to have presented a Special Recognition Award to Oxford Diecast founder, Lyndon Davies. The award category introduced by the BTHA recognises loyalty, long service, commitment and dedication by individuals within the toy industry.

The award was presented to Lyndon during the National Festival of Railway Modelling at the NEC near Birmingham, in which Oxford Diecast was exhibiting, on Saturday 23rd November.

Lyndon’s loyalty, trustworthiness, dedication and passion for the toy business were celebrated. He received a specially commissioned trophy, presented to him by Roland Earl and Tim Mulhall, at the NEC in Birmingham , where he was also raising funds for the RNIB in the company of his daughter Eloise and grandson Zyan.

During a career which has spanned more than 45 years, Lyndon has worked for a variety of well-known companies and with a wide range of people, including as a management trainee at Mettoy in Swansea, through to Production manager at Corgi and then at its electronics division, Dragon Computing. He is the founder of successful hobby company Oxford Diecast, and a previous long-standing board member of Hornby PLC, where he had served as CEO and then chairman.

Lyndon has overcome many challenges during his career and has been a driving force in strengthening the businesses he has served at, returning them to profitability, growth and staff job retention. He is described by his proposer and seconder as “a consistently honourable and charitable man who stands by his word and is a champion of toy manufacturing and British ownership of companies in our sector”.

Rubie’s Masquerade UK CEO, BTHA Council member and Lyndon’s award proposer, Tim Mulhall, said “I’ve never had a prouder point in my career than when I proposed Lyndon for this recognition. I started working with him at Oxford Diecast, seeing him lead and build a British led, collectible business, supplying enthusiasts worldwide. I’ve never before nor since seen someone keener to help others – family, friends, customers and his community in Swansea. This is an incredible award for an incredible guy”

The BTHA said it was honoured to have presented Lyndon with this very well-deserved Award. Toy World would like to add its congratulations to him.

BTHA Golden Teddy presented to Mattel’s Sarah Allen

British Toy and Hobby Association (BTHA) director general, Roland Earl, presented a Golden Teddy award to Sarah Allen at Mattel UK HQ in Slough. The award was made in the company of many of the Mattel UK team, and BTHA Council member Michael Hick, VP for Mattel UK and Ireland, Benelux and Nordics.

BTHA Golden Teddy Awards are presented to people who have served the industry for more than 15 years and recognise individuals with extraordinary talents, and who have gone over and above expectations in their work within the toy industry. Most importantly, recipients are recognised as the industry’s genuinely nice people who possess a high degree of ‘niceness, honesty and integrity’.

Sarah has worked with incredible creativity, energy and enthusiasm over many years with Mattel and on behalf of the wider industry at large through her membership of various industry advisory bodies such as the BTHA’s own PR and Public Affairs Committee. One of her proposers Phil Ratcliffe of MV Sports and Leisure and the BTHA, said: “If asked to be a character witness for Sarah before a judge, I would describe her as a brilliant all-round person, selfless, kind and generous always, whilst never seeking the limelight.”

Roland said he was delighted and honoured to present Sarah with this award from the BTHA and added: “Not only has Sarah delivered incredible positives to the toy sector, she has always done so with the utmost care for her team and others. This is a rare gift and one which this Association is proud to honour. Sarah is a tremendous source of clear thinking, and someone who works sensitively on all the issues she has given her precious time to help with.” Toy World would like to add its congratulations to Sarah.

Click Distribution (UK) announces rebrand

Click Distribution UK has announced its official rebrand to Click. The streamlined name reflects the company’s evolution, emphasising its commitment to innovation, growth and enhancing customer experiences while continuing to provide the same exceptional service and industry expertise.

Founded in 2009, Click Distribution UK quickly established itself as a trusted partner for global brands and retailers. The new brand identity aligns with the company’s expanded vision to drive progress in a rapidly changing market and reflects its dedication to simplicity, efficiency, and connection with partners and consumers alike.

“Our rebrand to Click is much more than a name change—it’s a reflection of who we are and where we’re going,” said Luke Hillier, CEO of Click. “As we’ve grown and expanded our services, we recognised the need for a fresh, modern identity that reflects our forwardthinking approach. The name Click symbolises how we seamlessly connect products with retailers and consumers, making it easier for everyone to access the brands they love.”

Click has also announced its relocation to new state-of-the-art premises. The new facility features a 30,000 sq. ft. warehouse, designed to significantly enhance the company’s logistics capabilities, streamline operations and support its expanding product portfolio. In addition, a 2,500 sq. ft. showroom has been unveiled, providing a dynamic space to showcase the latest product lines and upcoming launches.

“Our goal is to continue providing a seamless, efficient and reliable service,” added Lewi Hillier, chief operating officer. “We’re excited about the opportunities this rebrand presents and look forward to what the future holds for Click and our partners.”

While the name has changed, the company’s core values and dedication to its clients remain the same. Key aspects of the rebrand include: a modernised visual identity, with a new logo and visual branding elements that reflect Click’s fresh, bold and forward-looking personality; an enhanced digital presence in the form of a revamped website and digital platforms; an expanded product portfolio across toys, collectibles and entertainment categories, with plans to introduce new brands and partnerships; and future growth and expansion into new markets, ensuring Click remains a leader in the distribution sector.

The Click sales team can be reached on 0330 123 2559.

New Toymaster marketing programme to help members thrive in 2025

Toymaster will once again be supporting its members throughout 2025 by providing them with window features and POS kits that showcase key product launches, enabling retailers to create impactful window displays and make their stores stand out by showing customers that they are stocking the latest hot toys.

This year-round programme kicks off this month with POS kits for Ms Rachel, the YouTube early learning sensation with a range of toys from Spin Master, and Dog Man, the new movie released in time for half term.

In February Toymaster’s first full window display of the year will focus on Pokémon from Asmodee, promoting the release of Scarlet & Violet: Prismatic Evolutions which looks set to become one of the most highly anticipated and popular sets in the series and is sure to drive footfall into Toymaster stores.

The March window feature will focus on the new Lego Speed Champions Formula 1 range. The launch brings the world of F1 alive in brick form through a new product range and is anticipated to be in big demand when it goes on sale.

7th March will also see the return of Squishmallows Day, the anniversary of when the first ever Squishmallow was created and the day when fans around the world celebrate their love of Squishmallows. Toymaster will be providing a POS kit to allow members to highlight the range they have in their stores for this occasion.

Toymaster will continue to work closely with its suppliers and member committee to produce more of these window displays throughout the rest of the year, ensuring it is featuring the key brands that will pull customers off the high street and into stores. The support the buying group receives from its suppliers means that it can provide these window features and POS kits to its members at no additional cost. Toymaster is committed to supporting its members, and these window features and POS kits can help them to plan their local marketing activity throughout the year.

If any independent retailer wants to know more about how Toymaster can support them, they can contact Brian McLaughlin at brian.mclaughlin@toymaster.co.uk.

NCS says the new year brings new horizons for toy logistics

As the toy industry moves on from the challenges of the Christmas peak season, 2025 brings fresh opportunities to refine supply chains and embrace smarter solutions. New Centric Solutions (NCS) states that now is the time for toy companies to reflect on the bottlenecks, delays and inefficiencies of the past and rethink their strategies for 2025 and beyond.

“Flexibility, visibility and a joined-up approach to toy logistics will become even more crucial,” said Adrian Levett, Operations director at toy logistics specialist NCS, “The traditional approach of agents and multiple partners simply won’t be able to cope”.

The New Year is an ideal time for toy companies to address some of the recurring issues they face, such as warehouse bottlenecks - a common pain point during the holiday rush. Adrian explained: “Because NCS doesn’t use agents, we can tailor freight schedules to avoid these bottlenecks, either by expediting shipments or delaying arrivals to align with warehouse capacity. That flexibility to fine-tune movements can make a significant difference to operations.”

It’s not just at the receiving end of the journey where challenges occur. Increasingly, managing shipments around Chinese New Year is key, with factories eager to ship stock out before the holiday. “In these cases, we can arrange for slower shipping options, effectively providing free storage at sea and reducing pressure on storage facilities,” Adrian added.

Fellow NCS director, Rob Fort explained how creative solutions before sailing can also reduce costs for toy companies. “NCS offers tailored consolidation in China, so smaller shipments from different factories can be combined into a single container, avoiding the expense of shipping multiple loads and the higher costs of less-than-container-load (LCL) shipments.”

For more information, visit www.newcentricsolutions.com or email info@newcentricsolutions.

Eolo Toys acquires Wicked Vision

Eolo Toys has announced that it has acquired the brands and intellectual property assets of Wicked, a leading UK-based company known for its innovative outdoor toys. This acquisition represents a strategic step forward for Eolo as the company continues to strengthen its position in the outdoor play category and expand its global footprint.

A spokesperson for Eolo commented: “Wicked has faced some challenges recently, but we see immense potential in its product lines and legacy. To ensure a seamless transition and continue the brand’s evolution, we are actively collaborating with David Strang, Wicked’s founder and former owner.

“Our team is already hard at work on the next chapter for Wicked, preparing to build upon its innovative product range while introducing exciting new ideas. With this acquisition, Eolo reinforces its commitment to bringing fresh concepts to the outdoor toy market, inspiring active play and fun for families worldwide.”

The move marks another important milestone for Eolo Group as the company continues to execute its growth strategy.

The statement added: “By integrating companies with exceptional products and talented teams, we’re building a super innovative and dynamic family of brands.”

Eolo looks forward to sharing more updates soon, pledging to continue to deliver groundbreaking outdoor play experiences that delight and inspire.

Maped Helix awarded Employer of the Year at Business Awards

Maped Helix was delighted to be recognised at the awards, which not only recognise employers who excel in developing their workforce and engage employees in company values, but also celebrate companies that promote diversity and inclusion, and clearly support employee welfare and engagement.

Maped Helix undertakes annual surveys to obtain feedback from colleagues on their work-life balance, sense of fulfilment, job satisfaction, psychological safety and financial security. The results ensure the business is always listening to staff, continually improving the place of work for everyone and reviewing processes and policies to support all.

The results revealed that staff feel welcomed when they joined the company and think that the facilities contribute to a good working environment (at 97%, this score is 12% above the industry average). All employees said they feel treated fairly regardless of their race, gender and sexual orientation. Of the 34 strong team, 12 have worked at the company for over 10 years, with seven of them working at Maped Helix for over 20 years.

Gray Richmond, managing director of Maped Helix UK said: “We’re unbelievably proud to have earned the Employer of the Year award at the Black Country Chamber of Commerce Awards. We’re incredibly proud of our team and the work that we do, and it’s amazing to be recognised for our ongoing efforts to be the best that we can be.”

The Black Country Chamber of Commerce Business Awards are the longest-running celebration recognising the achievements of those doing business in Dudley, Sandwell, Walsall and Wolverhampton and have become an important celebration in the local business calendar.

Gray added: “This year has been full of challenges, growth, and invaluable lessons, so this award is a testament to the dedication and hard work of our incredible team. As we look ahead to 2025, we’re reminded of why we’re so committed to breaking boundaries, driving innovation, and maintaining a workplace that’s nurturing, healthy, and enjoyable for everyone.”

BTHA unveils new look for Make Time 2 Play campaign

Make Time 2 Play (MT2P) helps to make play resources more readily available for parents, teachers and carers, whilst highlighting how toys play an important role in aiding children’s development.

As part of the campaign’s commitment to ensuring play is accessible for everyone, MT2P produces research, facilitates expert discussion and provides specialist advice as well as hundreds of free play ideas. MT2P also partners with charities to produce leaflets that provide insights into playing with children who have disabilities and developmental needs.

All of these resources can be found on the MT2P website. Readers can also stay connected and discover more play inspiration by following MT2P on Instagram (@maketimetoplay) and Facebook and by downloading the free MT2P app (available on i0S and Android) for hundreds of play ideas.

The app offers personalised play suggestions based on children’s age, location, time available and specific developmental goals. With over 190k downloads, it continues to be a trusted resource for families everywhere. MT2P invites the toy industry and wider colleagues to support the campaign in highlighting the benefits of play.

This can include:

• Social media partnerships: Participating in social media takeovers, sharing play tips with audiences, sponsoring prizes, or promoting MT2P’s content on digital channels.

• Contributing to the MT2P App: Submitting play ideas to feature within the app, allowing brands to inspire children’s playtime across the MT2P community.

• Website and social media: Amplifying MT2P’s message on company websites and social media to promote the significance of play.

• TV and media: Join the media channels which promote the MT2P campaign.

To find out more about the campaign and to get involved, readers can contact Rebecca Deeming-Mitchell at rebecca@btha.co.uk.

Cobi joins forces with Hobbycraft

Cobi has announced that it has joined forces with arts & crafts retailer, Hobbycraft. This co-operation started in September 2024, with a core range of products having a soft launch into Hobbycraft’s top stores and saw a roll out to all stores before Christmas trade.

The core range in the September soft launch consisted of a variety of classic sets from Cobi’s Historical Collections and the Armed Forces. Highlights from the Historical Collections included the RMS Titanic and the Sherman M4A1 sets, as well as the Bae Hawk T1 Red Arrows and the Eurofighter Typhoon FGR4 sets from the Armed Forces.

Cobi is a manufacturer based in southern Poland and has a global reputation for creating unique and detailed scaled brick models, with historical accuracy and design.

On the announcement, Lee Crocker, Country manager, said: “Hobbycraft and Cobi are perfect partners. The stores offer an excellent range of hobby items, which our products complement. We are both pleased and excited about this partnership.”

For more details, contact Lee via l.crocker@cobitoys.co.uk or on 07584 858 978.

VROOM VROOM

REV SOUNDS

REV YOUR SCOOTER AND BIKE WITH THE SOUND REVVER

REV YOUR SCOOTER AND BIKE WITH THE SOUND REVVER

VROOMVROOM

LIGHT-UP MOTION ACTIVATED WHEELS

LIGHT-UP MOTION ACTIVATED WHEELS

©2024 Mattel

The Witcher’s Gwent is coming to physical tabletops

Gwent, the card game from The Witcher world, is coming to UK tabletops in Q3 2025 after 10 years of demand. It forms part of a new partnership between Hachette Boardgames UK and a brand-new publisher, No Loading Games, whose focus is on bringing the biggest entertainment brands to tabletops. They will be collaborating to bring several other high-profile licences to UK gamers, including Asterix in early 2025.

Gwent, which started life as a card game within The Witcher 3, has been one of the most popular spin-offs from a video game of all time. The Witcher 3 sold over 50m copies, making it the 9th most popular video game of all time. Gwent became so popular that it spawned spin-off titles such as The Witcher: Thronebreaker, as well as a hugely popular app simply titled Gwent, which has reached over 5m players on Android alone. However, until now, there has not been a physical reproduction of the beloved card game.

The game comes with over 400 cards and a playmat, replicating the full experience of Gwent’s iteration within The Witcher 3. It includes several variants for casual play through to recognised tournament rules for stricter competition settings.

Rob Trounce, Marketing manager for Hachette Boardgames UK, said: “Gwent is the biggest ‘game within a game’ in media history. After a 10-year wait, we are proud to be working alongside No Loading Games to bring this beloved game to tabletops in a stunning package. Whether it’s a souvenir for fans of Geralt and his adventures, or a game for competitive card game enthusiasts, Gwent will be one of the hottest games of 2025.”

Gwent will be available to UK retailers in Q3 2025, and Hachette Boardgames UK is now taking pre-orders – contact 07424 900 264 or email floisier@hachetteboardgames.co.uk.

Pop culture specialist Forbidden Planet rises through the Retail Week rankings

Successful pop culture retailer Forbidden Planet has once again proven its enduring appeal, being recognised as one of the UK's fastest-growing businesses and securing the 23rd spot in the prestigious Interpath Retail Index 2024, as highlighted in Retail Week.

This impressive achievement underscores the enduring appeal of comics, games, merchandise and collectibles, as well as the retailer's dedication to creating a truly unique retail experience for fans of all ages.

"Forbidden Planet has been a cornerstone of pop culture for nearly 50 years," says Andrew Staff, managing director of Forbidden Planet. "This recognition in Retail Week is a fantastic tribute to the hard work and passion of our incredible team. We're thrilled to continue fostering a love for pop culture and welcoming new fans to the Forbidden Planet family."

The retailer has enjoyed significant growth in recent years and now has 17 stores across England, Ireland, Scotland and Wales. From a vast selection of merchandise, comics and graphic novels to captivating games and coveted collectibles, Forbidden Planet offers a treasure trove for every pop culture enthusiast. Looking ahead, Forbidden Planet shows no signs of slowing down. With plans in place for further store openings and innovative customer engagement initiatives, 2025 looks to be another strong year of growth for the pop culture retailer.

Hippychick enjoys winning 25th anniversary year

It was a winning 25th anniversary year for Hippychick in 2024. The Somersetbased company announced 14 award wins, not only for its curated range of premium nursery accessories and luxury gifts, but also for its trade relations. Products in the Hippychick portfolio have always been widely recognised for their quality, practicality and ingenuity, by some of the most prestigious parenting media in the country. The Good Housekeeping Institute recently introduced a brand-new parenting category to the mix, and Hippychick’s versatile feeding pillow was awarded ‘Best Nursing Pillow’, scoring 91/100 in the pregnancy pillows category.

On top of this, Hippychick racked up a further 13 awards, including a Gold for its Bumbo Multi Seat from Junior Magazine in the Junior Design Awards and a Gold for its Tum Tum Weaning Sets from parenting platform, MadeForMums. Hippychick is known for its charity fundraising efforts and in 2024, the company was delighted to have done its Charity of the Year, Love Musgrove, Musgrove Park’s Hospital’s official charity, proud. The team worked to raise £2.5k, with further events including an auction for gifts donated by two of its suppliers, Vilac and Classic World, in December.

Julia Minchin, Hippychick’s founder and managing director, said: “There’s no doubt it’s a tough trading environment at the moment, with the continuing squeeze on the cost of living. But thanks to the hard work and commitment of our incredible team, Hippychick continues to triumph, even bucking the trend in its anniversary year, tracking 10% growth year on year to the trade.”

Rainbow Designs and Tikiri Toys announce distribution partnership

In a new strategic distribution partnership for 2025, Rainbow Designs will be joining forces with globally recognised Sri Lankan family-run toy company, Tikiri Toys, to offer its signature lineup of organic, non-organic soft toys and natural rubber toys.

For almost 55 years, Rainbow has delivered an extensive range of high-quality licensed toys, and the addition of the Tikiri infant toys and nursery essentials further enhances and expands Rainbow’s comprehensive offering to the nursery sector.

Tikiri Toys’ products are made in Sri Lanka and Tikiri means ‘precious little one’ in the native Sinhalese language. The toys are exquisitely handcrafted and made with the finest organic material, making them the ideal match for Rainbow’s highprofile portfolio, whilst offering a unique and wonderful point of difference to the infant ranges already available to Rainbow’s customers.

Available from spring 2025 will be the Tikiri My First Safari Collection of organic rubber teethers and comforters, created from the latex of the Hevea tree and cotton materials, in addition to an extensive range of timeless and classic Bonikka Soft Dolls which have been created from the most beautiful fabrics.

Rainbow Designs’ Managing director, Anthony Temple, said: “We are thrilled to be partnering with this unique family-grown business and renowned lifestyle brand. The Tikiri Toys brand ethos is to build friends for life with handmade, high-quality products, which not only echoes our Rainbow Core Values, but what our customers have come to expect from us.”

Managing director for Tikiri Toys, Saroj Perera, said: “Our toys are crafted to provide a multi-sensory play experience. Collaborating with occupational therapists, we ensure that our designs and materials create a truly unique experience. Our partnership with Rainbow Designs reflects our commitment to making this enriching play experience accessible to more customers across the UK.”

Rainbow Designs will be showcasing its full 2025 collection, including the new Tikiri Toys range, at London Toy Fair, Spring Fair and Spielwarenmesse.

Readers with sales enquiries should get in touch at 01329 227 300.

Obituary – Mike Gull

Posting on LinkedIn near the end of November, Mike Gull’s long-term friend and colleague, Simon Poole of Media15, recounted the sad news: “It is with deep sadness that we announce the passing of our chairman, colleague and dear friend, Mike Gull, on Friday evening, 15th November. Mike (Gully) was an extraordinary individual who dedicated over 40 years to the industry. His leadership, wisdom and unwavering commitment left an indelible mark on our business and all who had the privilege of working alongside him.

“Beyond his professional achievements, Gully was the heart of many good times and brought warmth, humour and a genuine connection to every interaction. He fostered relationships that extended beyond the workplace, creating a sense of family within the company that we will always cherish. Gully will be profoundly missed by us all. We honour his legacy and celebrate the incredible person he was, both professionally and personally. Rest in peace, Gully. Thank you for everything.”

Toy World publisher, John Baulch, commented: “This is incredibly sad news. A giant of a man, I first met Mike back in the 1990s, when he was working at GMTV. Tony Norton had introduced us to Mike and his close friend and colleague Clive Crouch, as they were keen to strengthen their direct relationships with toy companies. This was quite a contrast to most media companies of the time, who were content to foster relations with ad agencies and media companies and leave them to deal with clients. Clive and Mike wanted to change this and set out to establish partnerships across the toy community. It was an incredibly smart move, which soon became the blueprint for many other kids’ broadcasters.

“Mike was always tremendous company and enormous fun to be around – but he was also extremely astute, and he knew the media world inside out. GMTV became the leading kids’ broadcaster in the UK, and the partnerships Mike, Clive and Simon Poole forged with the UK toy community were a key element of the station’s success.

“The GMTV presentations in New York and Hong Kong were the stuff of legend. The team threw the most amazing parties; guests were picked up in stretch limos from the toy building on 200 5th Avenue and whisked away to a mystery destination to be wined, dined and entertained. Those of us who were lucky enough to attend those events will never forget them – just as we will never forget Mike. He was a truly larger than life character with amazing spirit who will be missed by the worlds of media and toys alike. But what a life he led.”

Micro Scooters to host exclusive Product Launch Event

Micro Scooters has announced its 2025 Product Launch Event taking place at the Microlino London showroom on Kensington High Street. This exclusive event offers attendees a unique opportunity to explore the world of micro-mobility through interactive experiences and exclusive previews.

The event will showcase Micro Scooters’ innovative 2025 range, including the highly anticipated Microlino electric car. Guests will have the chance to participate in test drives, view product demonstrations and enjoy an evening drinks reception celebrating over 20 years of micro-mobility innovation.

During the event, attendees will get a first look at Micro Scooters' latest products for 2025, and will be able to experience the Microlino electric car firsthand with demo drives.

The drinks reception will provide visitors with the chance to network with industry peers while toasting two decades of innovation.

The event schedule is as follows:

• Tuesday, 21st January: Demo Drives, 10am–4pm

• Wednesday, 22nd January: Demo Drives, 10am–4pm; Evening Drinks Reception, 5–10pm

• Thursday, 23rd January: Demo Drives, 10am–2pm

In addition to the demonstrations and showcases, Micro Scooters will be offering an exclusive show offer of up to £1,000.

Spaces for test drives and the reception are limited. Interested parties are encouraged to get In touch with tradeorders@micro-scooters.co.uk promptly to secure their spot.

Makedo brings cardboard construction systems directly to UK retailers

Makedo has announced that from January 2025, it will be offering its multi-award-winning cardboard construction system directly to retailers across the UK after three years of being managed and distributed through Bigjigs Toys. This move coincides with the launch of an expanded product range and an update to its packaging to better suit the retail environment.

The inclusive tools and connectors are suited to all ages and stages and are safe, reusable and of premium quality. An inexpensive and engaging screen-free way to foster creativity, imagination and open-ended making and play, Makedo is ideal for every home and learning space.

With upcycled cardboard as the building block, the company champions sustainability and encourages the mindset of making do with what is on hand. Dubbed by Treehugger as ‘the world’s most planet-positive toy’, Makedo is redefining how kids think and play. Using nothing but some found cardboard and Makedo, kids can make their own fun and build anything from a flower or a fort to a mask and a maze.

With new products set to hit the market in March 2025, the Makedo range is expanding to allow makers unbounded possibilities in the realms of movement, decoration and ideation. Alongside its growing range of products, Makedo’s online resource Hub (www.hub.make.do) offers a broad and growing library of free activities, guides and inspiration. Meeting the needs of the At-Home and Education markets, its gold-standard resources reflect a commitment to making it easy for families and educators to engage in meaningful hands-on making experiences.

For over 15 years, Makedo has been pioneering cardboard construction, responding to user experience and feedback from makers at home and in classrooms across the UK, US, Canada, Australia and Europe. Today, it is a respected global brand with wide-ranging appeal and a growing global community of over 4m like-minded makers.

To see the system in action and for a preview of the new additions to the range, visit Makedo at Spielwarenmesse, Hall 3, Stand B-40.

MAKE A GENIUS 2025 RESOLUTION!

For too long, toy companies have been trapped in the old ways of managing supply chains - even though they know that means delays, rising costs and last-minute chaos.

But genius-level logistics requires a rethink as we enter the new year.

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Creative and practical solutions - Whether you need to benchmark rates, avoid warehouse bottlenecks, or align with tricky retailer requirements, we craft solutions that work for you.

Logistics shouldn’t be a frustration, it should be your advantage.

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ACTUALLY, IT’S KIND OF AN URBAN MYTH THAT EINSTEIN EVER SAID THIS, ALTHOUGH IT DOES SOUND LIKE THE KIND OF THING A SMART PERSON LIKE HIM WOULD SAY. HE’D PROBABLY ALSO SAY “IT’S TIME TO HAVE A FRESH LOOK AT YOUR LOGISTICS IN 2025.” GENIUS.

Industry Moves

Eolo welcomes Matilde Lombardi as Global Product director

Eolo Toys has welcomed Matilde Lombardi as its new Global Product director, aka the “Product Fashionista”. Known for her creative genius and sharp market instincts, Matilde has joined the company to take Eolo’s product innovation to bold new heights.

Eolo said: “After her last role at IMC Toys, where she spent eight years as Global Marketing manager, Mati led game-changing product launches and crafted killer strategies. She now joins Eolo to shake up the toy industry in style.”

“Mati’s energy and vision are exactly what we need as we push boundaries and dream big,” commented Alex Prieto, director of Fun of Eolo Group.

Established 43 years ago by founder, Rafael Prieto, Eolo’s First Kite Factory set the foundation of what Eolo Toys is today. Now, the company covers a wide range of categories from outdoor toys to novelty, feature plush and electronic pets; all developed by its world class design partner, Toy Zone.

“Eolo’s creativity is unmatched, and I’m so excited to bring fresh ideas to the table,” said Mati Lombardi.

Reydon Sports hires new key partnerships manager

Reydon Sports has announced a new appointment to its team, Sharon McIntyre, Key Partnerships manager, who is running Sales for Ireland.

Based in Dublin, Ireland, Sharon worked within the FMCG industry for an extensive period, having careers within leading brands such as PepsiCo and Haribo. During this time, she grew turnover for key retailers across the country, building strong relationships alongside driving sales in-store. More recently, Sharon spent seven years working for the Boyne Valley Group.

Bringing proven sales and marketing experience to the position, Sharon has now joined Reydon’s sales team to help expand its Ireland reach, strengthening client relationships and achieving projected growth goals.

Reydon’s Ireland customer base is made up of over 300 retail doors, including Elverys, O’Neills, Life Style Sports, Smyths Toys, Great Outdoors, 53 Degrees North and a widespread assembly of key independent retailers. Reydon also currently sells product into retailers from buying groups such as Toymaster, AIS and RSI, with its customer base continuously building.

Sharon has now fully immersed herself in Reydon’s sales processes and has begun working closely with its key retail partners. She can be reached at +353 86 071 5012 or sharon@reydonsports.com.

Character Options celebrates

team success and raft of promotions

During Character Options‘ annual Christmas sales and marketing conference, which sums up the year gone by, Chloe Weston was announced as Salesperson of the Year while also being promoted to Area Sales manager. Chloe joined the company in 2022 and has rapidly become a much-valued member of the team. The award was presented to her on the last day of the conference.

Sales director, David Bramford, commented: “This award and promotion is much deserved for Chloe. In her two years with the company, she has proved to be highly ambitious both for herself and the success of the company. As a highly popular member of the sales force, I speak for the whole team in congratulating her.”

Further promotions were also announced during the event. Brand managers Kathryn Ludlum and Sophie Beard were both promoted to Senior Brand manager. Mark Hunt, Marketing director, congratulated them, saying: “As long-serving members of the marketing team, Sophie and Kathryn have consistently performed above and beyond expectations. It gives me great pleasure therefore in announcing their promotions, as their experience in all areas of the marketing strategy are invaluable to the department.”

Luke Bradley has been promoted to Audio Visual Studio manager. “Over the last few years, Luke’s skillset has generated a wealth of innovative content across multiple brands,” continued Mark Hunt. “The fact that Character has its own in-house studio enables us to create assets and video content on-demand, which keeps us ahead in this digital age; Luke has played an integral part in this, so we are thrilled to be able to acknowledge this with a promotion.”

Marketing World

L.O.L. Surprise! hosts magical Christmas grotto

On Saturday 7th December, doll brand L.O.L. Surprise! by MGA Entertainment, put on a magical Christmas experience at The Bullring, Birmingham. The L.O.L. Surprise! Outrageous Festive Fun Grotto sold out of its free tickets within 72 hours to 750 families, with more than 1000 in total attending on the day and the event bringing festive magic to households across the city.

The L.O.L. Surprise! brand – the No.1 property in Playset Dolls & Accessories, according to Circana – is focused on sparking joy and creating magical memories for families. MGA says the free event was a great way to say thank you to its loyal fans and give back to collectors.

As part of the event, the brand invited popular mum influencer Louise Pentland, who boasts over 3.2m followers on Instagram and showcased L.O.L. Surprise!’s top products for children’s Christmas wish lists.

Visitors to the grotto were treated to themed face-paint makeovers, a wish list writing station, plus one-of-a-kind photo opportunities which were placed into bespoke baubles to take home. Fans were also able to take part in the meet and greet with the L.O.L. Surprise! Lady Diva costume character. The L.O.L. Surprise! festive elves also engaged crowds and handed out goodie bags to all children attending, surprising and delighting visitors on the day.

Head of Marketing for MGA Entertainment, Pamela Justice, said: “Christmas is a special time for families, but we understand it can also be challenging and stressful for some, especially during the ongoing cost-of-living crisis. Our goal was to create an experience where all families could participate, allowing children to feel the magic of Christmas through our exciting activities. Making sure every child goes home with a gift was essential to us, ensuring they feel just as fortunate as others.”

To find out more about the entire L.O.L. Surprise! range, call 0845 0533 333.

Marvin’s Magic brings the magic to Chessington Winter’s Tail

Marvin’s Magic announced its headline sponsorship of Chessington World of Adventures Resort’s Winter’s Tail last month during the festive season. This new partnership brought even more magic and wonder to one of the UK’s most beloved Christmas experiences.

Visitors to Chessington Winter’s Tail experienced live demonstrations of Marvin’s Magic throughout the park and witnessed dazzling illusions up close. Guests also had the opportunity to purchase a range of Marvin’s Magic products, perfect for adding a touch of magic to their own Christmas celebrations.

Tom Hudson, CEO of Marvin’s Magic, said: “We are delighted to have partnered with Chessington on this wonderful Christmas experience. Marvin’s Magic has always been about inspiring joy and amazement, and the Winter’s Tail provided the perfect setting to share our magical creations. We look forward to expanding our relationship with Chessington and Merlin Entertainments this year, delivering unforgettable moments of magic for all the family to enjoy.”

This partnership marks a significant milestone for Marvin’s Magic, as the brand enhances its presence in the entertainment and leisure industry.

Spirograph Design competition hailed a success

Teacher’s Pet saw more than 1000 unique visitors to the Spirograph Design competition page during the launch day of the campaign. 250 free Spirograph kits provided by PlayMonster UK were snapped up within 72 hours of launch and over 500 schools downloaded the free educational Spirograph-themed resource packs, created in association with Teacher’s Pet. More than 220 students submitted entries in the competition inviting primary school pupils aged 7 to 11 to create autumn-themed Spirograph designs with inspiration from the famous Spirograph Girl.

Three runners-up have also been selected and the winning school will be treated to an art session with Spirograph Girl, showcasing her viral Spirograph artwork and teaching pupils how to get even more creative with the Spirograph sets, and a membership to Teacher’s Pet for their school. Winning prizes also include bundles of Spirograph products for the winning design and three runner-up pupils and schools, including the Spirograph Design Set, Spirograph Mandala Maker, Spirograph Neon and Doodle Pals.

Launched by PlayMonster UK and Teacher’s Pet, the Spirograph Design competition was supported by teaching resources that showed how Spirograph patterns can be found across nature, maths, art and in living creatures. Promoting the Spirograph Design Competition to its extensive network of 514,000 educators, the campaign was also promoted to Teacher’s Pet’s 257,000 newsletter subscribers, 230k Facebook followers, 21k X followers and 17.1k Instagram followers.

Justin Clasby, director International Marketing, PlayMonster UK, said: “The competition attracted strong entrants with some highly creative mini-master pieces. I was pleased to see the innovation and creativity in and out of schools throughout the UK as Spirograph continues to inspire new and existing generations to imagine, explore and create.”

Christina Loftus, Creative director, Teacher’s Pet, commented: “Seeing all the children’s autumn creations has been amazing. So much creativity and thought has been put into every entry we received; it was incredibly challenging choosing a winner and we have loved looking through all the entries.”

We stand apart from the rest. We partner well and create hits together. With forty years of experience creating games across multiple platforms, we’ve even pioneered entirely new gaming categories worldwide. Our strength lies in listening and developing unique gaming properties and programs. We don’t just sell you pre-made board game concepts – we believe in 1+1=50. We’re a gamification company for the next generation that at it’s core is creating social experiences between people. Reach out to us for a conversation that might just be the best meeting you’ve had all year.

Contact Will - +44 (0) 7737 229 089 or will@imaginationgames.com

Opinion

New year, new horizons

Jonathan looks at how, for those willing to adapt to the demands of 2025’s audiences, the rewards could be game-changing.

2024 marked the final year in which Generation Alpha were born. Gen Alpha’s media habits have already reshaped how brands interact with audiences in line with technological evolution, developing new challenges and opportunities for marketers along the way. As 2025 ushers in Gen Beta, this will continue at pace. Top tips for keeping ahead in 2025 and beyond include:

1.Disney+ emerges as a key advertising platform

For years, Disney+ has been a premium, subscription-based service, attracting millions of family households across the UK. However, its recent strategic pivot toward ad-supported tiers has opened significant opportunities for advertisers seeking to reach younger audiences and kidults alike. The Disney brand’s enduring appeal among families makes Disney+ a prime platform for toy brands. With its rich ecosystem of content—spanning iconic franchises from Star Wars and Marvel to Disney animation classics—marketers can deliver campaigns that align seamlessly with popular, brand-safe programming.

In 2025, we expect to see further advances in targeting capabilities, which when coupled with the continued growth of ad inventory will make Disney+ a more significant factor in marketing plans. Whilst it might not have the scope to complete with YouTube for scale, we do expect it to challenge the kids’ Linear TV market for share when data is made available via BARB during Q1 of 2025. Indeed, it would not be a surprise to see it deliver more commercial impacts than any of the current kids’ commercial channels.

2. The decline of Linear TV and rise of CTV and FAST channels

The shift away from linear TV has been underway for some time, but in 2025, Connected TV (CTV) and Free Ad-Supported Streaming Television (FAST) channels will fully cement their place as essential media channels for younger audiences. This will be accelerated by Narrative’s decision to replace its linear streams (of Pop, Tiny Pop and Pop Max) on Freeview with equivalent FAST channels to join the host other CTV and FAST platforms available such as ITVX, Pluto TV and Samsung TV. These platforms offer free, easily

accessible content with light ad loads. For brands, FAST channels provide a cost-effective way to reach audiences which are moving away from traditional TV but still enjoy curated, lean-back viewing experiences. We do not expect the recent Narrative news to be the last of this nature within the kids’ market. Paramount+ continues to grow its European user base, and from 2026, Max will also launch in Europe. How long before we see similar announcements regarding the Nickelodeon or Cartoon Network portfolios in the UK?

3. Gaming formats become critical marketing channels

Gaming continues its meteoric rise as one of the most important cultural touchpoints for Gen Alpha. According to recent studies, over 90% of children in the UK regularly engage with gaming content, whether it’s playing titles like Fortnite, Roblox, or Minecraft, or watching gaming streams on platforms such as YouTube and Twitch.

In 2025, marketers should adopt a gaming-first mindset, leveraging both in-game advertising and branded gaming experiences to capture the attention of Gen Alpha. Platforms like Roblox are becoming digital playgrounds where brands can create immersive, interactive campaigns. Success stories from toy companies and entertainment franchises have proven that when done authentically, these experiences drive deep engagement and brand loyalty.

The key will be to balance entertainment and messaging in ways that resonate naturally with Gen Alpha. Traditional advertising approaches simply don’t work in gaming environments, where younger audiences expect creativity, interactivity and rewards in exchange for their attention.

4. Data driven conversion of kidult and parent audiences

Targeting Gen Alpha, and eventually Gen Beta, is rich with possibilities- however there will always be some major challenges. (Rightly) limiting the use of personalised data, as well as limited online spending power, will always make proving advertising effectiveness more difficult.

However the emergence of kidults as a productive market for toys, as well as the increased focus on

Jonathan Chambers Director of AV Investment

marketing spends towards parents, will alleviate some of this challenge. Being able to track conversion to sales (dependent on channel) will lead to more brands executing cost per acquisition focused campaigns online. This will primarily be focused on owned sales channels, but expect to see other platforms, notably Amazon, make it easier for brands to navigate the sales funnel through use of their full portfolio of products (from Prime Video through to Sponsored Ads) and make more informed decisions as to what is and isn’t driving sales.

5. COPPA 2.0 to usher in a greater focus on digital wellbeing

With increasing scrutiny on digital media’s impact on children, ethical marketing practices will be front and centre in 2025. The expected rollout of COPPA 2.0—a significant update to the Children’s Online Privacy Protection Act—will have far-reaching implications for marketers. COPPA 2.0 aims to expand protections for children’s data privacy, setting stricter rules around data collection, targeting and advertising to under-13 audiences.

For marketers, this means heightened responsibility to ensure campaigns are compliant with new regulations. Brands will need to adopt robust data practices and prioritise transparency to maintain trust with parents and regulators.

Campaigns that champion creativity, inclusivity and emotional wellbeing will resonate most strongly with Gen Alpha and their parents. Responsible and regulation-compliant marketing will be key to avoiding backlash, ensuring safety and building longterm loyalty.

The future is digital, on-demand and deeply interactive. For those willing to meet the demands of 2025’s audiences, the rewards could be gamechanging. These top tips act as a holistic prediction of what to expect in 2025, however every brand will have its own unique journey to come out on top. If you’d like to understand more about how your brand can win in 2025 (and beyond), get in touch today.

2025! LAUNCHING2025!IN LAUNCHING IN

Positive signs at the end of the year Insight

Looking at data up to the middle of December, Melissa highlights the strongest performing categories to date, which are also the categories with the highest level of new items.

At the time writing there are still three weeks of toy sales for 2024, so how the year will end is still unknown. The UK Toy market remains challenging with Year-To-Date 7th December sales down -4.6% in value. Q4 sales remain sluggish, with consumers appearing to leave Christmas shopping until after Halloween and often not starting until they receive their November pay cheque, just weeks before the big day. With the way the calendar falls this year, Black Friday moved from Week 47 in 2023 to week 48 in 2024, which also had the effect of delaying the start of Christmas purchasing for those who were waiting to take advantage of the promotions available. The UK is the most heavily promoted toy market in Europe, with 35% of value sales sold on promotion in 2023, compared to 24% in the rest of Europe. Last year, 50% of sales in November were sold on promotion in the UK – the highest promotional month of the year, and 2024 seems to be following a similar trend.

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.

Melissa Symonds

Director UK Toys, EuroToys Circana

the like-for-like promotional periods – Dolls and Youth Electronics.

Most consumers don’t seem to have started their Christmas shopping until these weeks, waiting for the promotions to kick-start the season. This means that, effectively, peak season is shortened into the last six weeks of the year, rather than spread-out over the whole final quarter. In the final three weeks of 2023, sales were worth 12% of annual sales with week 50 and 51 showing the largest weekly sales of the year. This trend is likely to be similar for 2024,

(toy purchases for 12+ years), licensing and collectibles remain strong. Interestingly these are also the categories with the highest level of new items share.

High share of Sales from Promotions in UK

Thankfully, Black Friday week was a strong performing week, showing the first positive signs for the season – it showed an increase of +17% in value year on year and +10% in units on the same week a year ago. Black Friday week saw all supercategories in growth versus the same week in 2023, ranging from +48% growth for Building Sets to a sedate +1% for Dolls. Even more positively, the market as a whole was up +9% in value on Black Friday week in 2023. This continued into week 49, Cyber Monday week, where sales remained relatively stable, down just -1% in value compared to the same week a year ago. This means the two-week Black Friday and Cyber Monday period in 2024 is up +3% on value and +4% in units compared to 2023. Action Figures, Building Sets and Vehicles all showed double-digit value growth, and only two categories were in decline for

due to the calendar shift of Christmas on a Wednesday this year, which means the UK toy market should finish the year stronger than we’ve seen so far in Q4 and showing a positive December overall, with sales expected to continue right up to Christmas Eve. However, overall, the market will still be down in value for the full year compared to 2023, the fourth year in a row of market decline.

With three weeks of sales to go, seven out of eleven supercategories are down year-on-year. The strongest performing categories are Building Sets, Vehicles, Youth Electronics and Plush, where a combination of kidult appeal

Collectibles continues to gain share in UK toy market in 2024, accounting for 15.0% of value and 21.2% of volume YTD 7th December, up from 10.8% and 18.1% respectively in the same period in 2021. This category appeals across both kids and adults with Pokémon, Squishmallows and Funko Pop! the top collectible properties this year. The category also saw strong growth from Adrenalyn, Match Attax, Miniverse and Snackles. Licensing continues to outperform non-licensed toys and now accounts for 35% of sales, growing +2% YTD 7th December. Lilo and Stitch is the fastest growing licence in 2024, ahead of the liveaction film release in 2025. There is also strong growth from UEFA following the Euro Champions over the summer, as well as from Mercedes-Benz and McLaren driven by Lego Technic and Speed Champions lines. Despite a slower box office performance for toy related properties in 2024 than in previous years, there has been growth with Despicable Me/ Minions, Sonic the Hedgehog and Lion King licences, all benefiting from film releases in 2024, as well as the Wicked movie in Q4. The Bluey licence continues to grow in the Pre-school market. January is a great time to review how 2024 performed and what learnings can be taken from the year, but it is also the chance to start the year with a fresh slate, with consumers looking for exciting new properties, as well as proven favourites. 2025 is already looking more promising for film and streaming related properties with superhero movies back at the cinema, as well as the final season of Stranger Things. As always, the toy market looks forward to a stronger year in 2025.

Item Progression:

VTech’s Kidizoom Snap Touch Smartphone Assortment shows the fastest item progression for November, ending up as the No.2 item in Electronic Entertainment for the month, behind Kidizoom Duo DX. November saw sales for Electronic Entertainment pick up significantly from October, with Canal Toys Photo Creator Instant Camera, VTech’s Kidi DJ Drums and Kidi DJ Mix also enjoying strong item ranking jumps ahead of Christmas. Electronic Entertainment is one of the higher priced categories with an average selling price in November 2024 of £24.55 as many of these items are purchased for Christmas presents.

Fastest Growing Subclasses

As 2024 nears the end, Standard Building Sets looks set to be the fastest growing subclass in the UK, growing by +3% YTD November, an additional £6.87m on the same period a year ago. This is now the largest subclasses in value sales, accounting for 17.7% of total toy sales, as well as being the fastest growing. This category has heavily been driven by Kidults, sales of toys to 12+ years, with Lego Technic and Lego Botanicals both performing particularly well in 2024.

Non-Strategic Trading Cards and Collectibles is the second fastest growing category for the year, driven largely by high profile sports events, with the UEFA Euro collection from Topps and the Adrenalyn XL Premier League from Panini proving popular to collect. Collectibles continues to contribute strongly to other growth categories, with Miscellaneous Toys growth driven by Zuru’s Mini Brands and MGA’s Miniverse collectible ranges. Traditional Plush has always had an element of collectability, with Squishmallows continuing to be the top property in the category. 2024 has also seen growth from Zuru’s Snackles, as well as licensed growth from Pokémon and Paddington Bear. The Pre-School Talking & Sound subclass is the third largest growth category, with growth driven by Tonies. The Starter set is the top seller, as well as the Peppa Pig and Gruffalo licensed Tonies. Vehicles has been a solid performing supercategory all year, with three subclasses in the top growth YTD November – Mini Vehicles, Friction/Pump/Pull-Back and Finger/Extreme Vehicles & Acc. Hot Wheels has grown in all three categories and remains the No.1 property in Mini Vehicles and growing. Within Finger/Extreme Vehicles, Tech Deck is top property with Tony Hawk performing well, while for Friction as well as strong Hot Wheel performance, Super Mario Brothers has remained the top property. While the summer weather was not consistent, Playground Equipment is one of the fastest growing subclasses, with growth driven by Trampolines and Playsets. Finally, Robotic/Interactive Playmates has also grown this year, with Robo Alive, Bitzee and Fingerlings all growing by double-digits.

Top 10 fastest growing subclasses - total toys

Top 10 fastest growing subclasses - total toys

We stand apart from the rest. We partner well and create hits together. With forty years of experience creating games across multiple platforms, we’ve even pioneered entirely new gaming categories worldwide. Our strength lies in listening and developing unique gaming properties and programs. We don’t just sell you pre-made board game concepts – we believe in 1+1=50. We’re a gamification company for the next generation that at it’s core is creating social experiences between people. Reach out to us for a conversation that might just be the best meeting you’ve had all year.

Contact Will - +44 (0) 7737 229 089 or will@imaginationgames.com

Talking Shop Starting over

This month, indies tell us why London Toy Fair is such an important date in their diaries, how they make the most of it and why the success of the indie sector is vital to the success of the overall UK toy market.

Krishna Yadlapalli

Booghe Toys, Birmingham

I will be attending all three days of London Toy Fair this year to see the new ranges from each supplier that we’re currently working with and to try and find some new suppliers at the same time. Booghe has around 106 suppliers on board at the moment, and we’re hoping to take that up to 120.

For the majority of brands that we deal with, we already have appointments booked. We’ve pre-booked almost all our time, starting from 9:30 AM on Tuesday all the way to 5 PM on Thursday. Some brands we block half an hour for, and others will take a full hour – or even longer in the case of companies like Character Options, where we carry an extensive range. London Toy Fair is one of the few places where we can see all the items that are coming out ahead of time, all in one place. We sit down with our suppliers, go through everything, discuss the last year and what challenges we faced and talk about what we’re expecting for the year ahead.

This year has been challenging, especially being in competition with some of the bigger retailers. There is a B&M next to us, and it carries toys, games and collectibles, often at heavy discounts. We don’t run nearly as many offers in store, especially not at that level. Bigger retailers constantly (or so it feels) advertising this sort of activity is taking trade away from the independent toy shops that simply can’t compete with that kind of pricing.

We have recently expanded upstairs with our Dragon Fly Café and virtual reality space. They are both going down really well with our customers, and we’re still improving the new café menus. We’ve already had four private bookings so far, two in December and a couple more in January, even though we haven’t started advertising this space in earnest yet. There are still a few small things that we want to get right, and then we will begin much more prominent marketing initiatives. I think it’s important to give customers an experience when they’re in the store, which we aim to do with the café and other spaces.

As we move forward, I have two strategies in mind, in terms of new ranges for Booghe, one for online buying and another for in-store. Just because a product is selling well in-store doesn’t automatically mean it will perform well online, and vice versa. We don’t have as much buying power as some of our bigger rivals, so we need to maximise our offering, ensuring that online and in-store complement each other in order to maximise volumes.

Contact your Territory Manager or the UK office on 01268 548111 to find out more!

71149 Tactical Police Twin-Prop Helicopter

71732 Police Bicycle Patrol

71144 Tactical Police All-Terrain Vehicle

71731 Police Trace Search with Sniffer Dog

71730 Police Figure Set

71729 Police Patrol Car with Flashing Lights and Sounds

Talking Shop

Next year, we will be concentrating more on the licensing side than we have in the past, supporting global movie and product launches, working with suppliers based on their TV ads and making sure we have the right stock at the right time.

Many of our products can be sold 365 days in-store, but licensed products for major movies sometimes need to be brought in a week or two before the movie release date, and then be sold through about eight weeks later, once (if) the buzz has died down again. But we need to tailor our buying strategy for each different movie release, as some franchises have more longevity than others.

To promote the store, we use social media platforms such as Instagram, Facebook and TikTok, as well as paid advertisements. We’ve also started collaborating with local schools to bring the Booghe name to its market demographic, letting them know all about our brand and what we offer. My plan for next year is to increase the marketing side, with billboard advertisements, a local media presence and putting our food and drinks from the café on Uber Eats.

Games and collectibles have performed really well since we’ve opened our upstairs space. Every Monday, we have the Booghe Family Games Club, where from 4– 8pm in-store, there’s a game designer that comes and demonstrates different games to attendees. It’s been a huge success. Interacting with the customers and teaching them how to play the games has been a really fun activity - and has led to lots of transactions. We host the Games Club in the café, which the customers enjoy, especially now we have a wider menu. We also run events for trading card games like Pokémon, Disney Lorcana, Yu-Gi-Oh! and Magic the Gathering. We’re planning to host monthly events for each TCG and continue the Games Club every Monday.

Independents are inevitably going to have challenges while the economy is

Mehak Rauf

Toys4you, Sutton Coldfield, the West Midlands

Toy Fair is an unmissable event, giving indie retailers the chance to gain valuable market insight and start selection planning. With toy manufacturers, designers, distributors, retailers and media all under one roof, Toy Fair is a prime networking hub that allows us to enjoy valuable face-to-face interactions, build relationships, secure partnerships and explore potential collaborations for the upcoming year.

Here's a breakdown of what I’m aiming to achieve, discover and/or order:

• Emerging trends and technologies - With the growing interest in technology, AI and augmented reality (AR) in toys, I’m keen to explore interactive dolls, robots and games that combine physical and digital play.

• Representation matters - Discovering toys that cater to children’s diverse experiences, whether through accessible designs for kids with disabilities or toys that represent various cultures and family structures, will be a key focus.

• Collectibles and action figures – These have been staples of the toy market in 2024, and I hope to discover new ranges based on licensed characters, limited edition toys and creative collectibles that appeal to both kids and adult collectors.

My visit will be focused on discovering the next wave of innovative toys and games, supporting our business and fostering collaborations. Whether it's through adopting sustainable practices, integrating new technologies or meeting the diverse needs of the next generation, I’m hoping Toy Fair 2025 will be full of new opportunities.

Toy Fair is an incredible opportunity to spot new products, network and get inspired by what’s happening in the industry. However, given the scale of the event, it can also be overwhelming.

To make the most of your time at Toy Fair 2025, here’s some practical advice:

• Prioritise your contacts: Identify key people or companies you want to meet - and plan ahead. Some may require appointments or be busy during certain times of the day.

• Leverage social media: Keep your social media updated during the event with posts and behind-the-scenes content, or even make some teaser videos (with permission of the exhibitor).

• Have a plan for follow-ups: After the event, make sure to follow up with the people you’ve met. A quick email or message thanking them for their time will be gratefully received, and if you placed any orders during the show, ask for copies.

• Trendspotting: Pay attention to new trends and emerging product categories at the show. However, don’t get distracted by every shiny new idea. Stick to your store’s core identity and what will sell within your customer base.

I believe the UK & Ireland’s independent sector plays a vital role in the success of the UK toy industry for several reasons:

• Innovation and product diversity: Indie retailers can champion unique, niche and innovative products that might not immediately appeal to large chains. By taking risks in emerging or less conventional products, they help diversify the market and support smaller manufacturers, bringing fresh ideas to consumers.

• Community and customer loyalty: Often deeply embedded in their local communities, indies build strong customer loyalty and offer personalised

struggling, especially when we’re in direct competition with bigger players. When I’m at Toy Fair, I’m planning to discuss with suppliers how they really need to think about who they’re supplying their products to and how they’re treating us. If they plan to support all the big retailers, and of course they have every right to, my buying approach will have to change next year, both online and in-store. Independent retailers are the ones who need more support. I’m very pleased with Booghe’s performance since we opened our first store in Birmingham; the business is supported quite heavily by our online shopping platform, and we’re lucky that our store has been doing so well. You don’t need to lower your prices to attract customers; we’re proof that you can still be successful without doing that. But you do need to find ways to draw customers in.

All suppliers should be focusing on how they can work together with indies more. If you look at Spin Master, it has a separate price sheet for the indies where it gives more support, better margins, etc. At Booghe, I am building a brand, and I want it to have longevity. I believe the whole toy industry needs to change based on our behaviour as a society and how the customer is shopping. Our aim is to satisfy the customers’ needs first.

If suppliers want to work with us, they need to treat us well – if they give us attention and support, then we can successfully promote their brands. Maped Helix and Spin Master do a really good job at supporting the indies, along with several other brands , but there are still quite a few that don’t make any particular effort. When supplying entire ranges to the big stores whose primary focus aren’t toys, they should think about how this is affecting the indies, and in turn the overall toy market, because we can never drop our prices or give the kind of deals that they do. I’d like to see all major suppliers change their attitude towards independent retailers versus the ‘big boys’.

shopping experiences. This customer engagement helps them gain valuable insights into what their customers want, which can then shape broader trends.

• Support for smaller brands: Indie retailers provide an essential platform for smaller or start-up toy brands that might struggle to get shelf space in major chain stores. This support allows for the growth of new brands, which is essential for the overall health and dynamism of the toy industry.

• Trendsetting and consumer testing: Indie stores often act as trendsetters, identifying and promoting new toys that have the potential to become bestsellers. Their agility in responding to consumer preferences allows them to test products in ways that large chains sometimes cannot, providing valuable feedback to manufacturers about what works - and what doesn’t.

• Adaptability and resilience: Indie retailers are generally more agile and adaptable, making them resilient in times of market shifts. Their ability to quickly pivot and adopt new trends can keep the toy industry steady.

Strong indie representation at trade shows like Toy Fair is essential. Such events provide us with a host of opportunities that benefit the entire toy ecosystem. A presence at Toy Fair gives indies a voice in industry trends, ensuring that the toy market remains diverse, innovative and closely connected to consumer demands.

In my opinion, Toy Fair isn’t just a business event – it’s a celebration of play. The show floor is filled with playful exhibits, interactive displays and large-scale installations that make it a truly enjoyable experience; even as a buyer or supplier, everyone can enjoy the fun, whimsical side of the toy world.

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Pirate Harbour with Prison

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Pirates Giant Shark with Biting Function

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Pirate with Ballista

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Floating Pirate Raft with Treasure

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Pirate Galleon

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Skull Island

Talking Shop

Theo Keller

Roys Toys, Hoveton, Norfolk

I am looking forward to heading to London Toy Fair 2025. It’s one of the most useful events in our buying calendar, and, of course, a great way to see new products. It’s helpful to have so many suppliers under one roof, and with my diary quickly being filled, I’ll be there for the entire duration of the show.

We’ve had a great 2024 despite the challenges, and it’s immensely satisfying to see the team’s hard work pay off. More than anything, it means that we’re in a strong position to start the new year, both building on what has already been developed and getting excited about all the newness to explore in 2025.

After Christmas, it makes sense for there to be a shift away from big ticket items, and I have factored this in when approaching the new year plan.

I think it’s key to understand where we are in the year: it’s cold and dark outside, and people aren’t looking to spend in the same way that they are pre-Christmas. But customers are still looking for the joy and escapism that toys can bring, particularly at this time of year, so we are always trying to get our offering just right.

We use social media as a way to show off our toy store and the ranges we stock. With a fantastic shop floor and display team, it’s great to have a platform to celebrate all that they do, and keep customers informed of any offers or competitions that we might be running. Our marketing team is always working to develop our social media presence, exploring how we can use this as a window to showcase our creativity and uniqueness as a store, and to find new ways of engaging with our audience.

There are several exciting new films scheduled for next year, and as always, it’s important that we represent this in our product range. However, it’s also necessary to stay on your toes and gauge public reaction as much as you can, to separate the one hit wonders from the viral licences whose popularity only seems to grow exponentially.

I want to continue to develop areas which are new to us as a store. The kidult market has only been growing, and with the resurgence in popularity of retro licences and comic-cons becoming more mainstream, this shows that the market for toys is even broader than perhaps we previously realised. I think all indies should be making the most of online platforms and popular new media as a tool to help understand what licences, themes and trends are currently strong. Making use of these valuable and generally free resources can give some great insights into what people care about and how that can translate into what customers are buying.

We are always striving to enrich the customer experience in our store. Whether suppliers are supporting with point of sale, window installations, competitions or demo days – any kind of meaningful, proactive support is hugely appreciated. Not only does it drive that all important footfall in store, but it helps our team to create the imaginative, memorable experience of visiting a dedicated toy shop in person.

indie viewpoint

Mark Buschhaus and Stephen Barnes

Toy Barnhaus

Ring out the old, ring in the new

WWith a tea and mince pie in hand, it’s a week out from Christmas as we write this. 2024 has definitely been a very strange year, and December hasn’t felt especially Christmassy so far, but we are sure it will in the coming days. In the penultimate weekend before Christmas, the Saturday was really busy with strong sales and we were trading up on the previous year, which was fantastic. There are two extra trading days this year due to the leap year, so it’s been very hard to judge where we are. We always look at our weather satellite, and after a couple of weekends being disrupted by storms, the final few days before Christmas were looking settled and clear which is good news. But with the kids breaking up from school a week later than last year, at least round here, there are lots of varying circumstances compared to last year.

There have been a few standout stars: the 1% Club Board Game from John Adams has been really popular, and the Pokémon TCG Surging Sparks release has been fantastic. The big movie releases at the end of the year, especially Moana 2 and Wicked, translated into excellent sales.

Without any standout major new lines or crazes dominating demand this Christmas, we focused a lot of our efforts on pocket money and good value lines, which customers have been buying in droves. For higher priced lines, there seemed to be more promotional activity than ever this year. With 20% off deals and 3-for-£20 offers galore, there was lots of clamouring to be heard out on the high street. However, we saw good traction online, and where we still had the stock, we cleared through a lot of it quickly.

Overall, 2024 has been the most challenging year since Covid, which meant we were constantly reviewing everything and making sure we kept on the ball with every facet of the business. In our area, we’ve had anchor tenants closing down and several more national retailers opening up close by, more so than we have had in any other year, which only increased the level of competitive activity we’ve had to keep track of. This meant we had to review every category to see where we need to adjust going into the new year.

Looking forward into 2025, generally we are positive, but we do feel it will be a challenging first quarter of the year. With a late Easter, and the budget impact to come from April, there are a lot of headwinds coming in Q1. But the first quarter releases from Lego look very strong, and we anticipate the F1 partnership across the range of Lego brands being very popular with customers. The new Pokémon TCG Prismatic Evolutions is also released in January, and the hype among the Pokémon community is very strong for this, so we’re expecting that to drive footfall and sales.

We will be heading to Toy Fair and Spring Fair as usual to see what is coming in 2025. This year our buying will be very carefully considered, as we seek to navigate the challenges that 2025 will inevitably bring. We are still keen to try new lines but will be cautious about committing to large quantities until we have some concrete sales data from our end. In the current climate, avoiding marking down products is key, to maintain our margin, so we want to be sure we can sell through a line rather than be left to clear it after buying too much.

Here’s to 2025!

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Opinion America needs a retail toy store reboot!

After 20 years working at A.C. Nielsen/D&B Research Company, Rick opened the first Learning Express Toys franchise in the Chicago area in 1996, and then became a sub-franchiser, opening 10 more stores. Although leaving the corporate environment behind, he has combined his expertise in data and numbers with a passion for the toy retail space. This month, Rick discusses the need for indies to become creative, taking risks and developing a sharp focus to adapt to the needs of its customers.

America needs a retail toy store reboot! I don’t say this lightly or for dramatic purposes. But the data points to a smaller and smaller universe of true toy stores in the US. Consider these facts:

• Online growth is nine points stronger than the flat to down instore toy sales in 2024.

• Amazon, since Covid, has now penetrated 78% of households with Prime membership, up from 47% less than 10 years ago.

• Amazon, Walmart and Target combine to make up over 70% of the US toy market - and this is increasing.

• The advent of AI will favor the online markets more than stores, in my opinion, and that could be a final straw.

Some may find this a very negative outlook. But my concern is, I see no vision or significant changes being made to respond to this tsunami of toy purchasing moving online. I feel it is every store for itself. If you google “toy stores’ future vision”, you will find:

“The future of in-store toy stores is expected to include more interactive experiences, technology and more diverse toy offerings”

Well, this has been said for 20 years now; and toy stores have been putting all of these measures in place, and more. We need change, and in my view, significant changes in order to compete. Some of these changes will require capital, and indies may not be willing or able to fund such changes. It’s important to consider which changes will make the most difference to survival and profitability. And will toy manufacturers be open to new ideas in partnership with brick-and-mortar stores or develop products for that channel effectively?

Letter from America

readers that, in the US at least, if you go back to 2019, toy sales were weak. Then came the pandemic, which saw the closure of many smaller toy stores. Those that came though the crises then hit gold with two hot trends – the Squidget craze (fidgets and Squishmallows) which lasted for three years, an unprecedented length of time for a craze. This made stores comfortable again, believing that consumers love shopping local, will support independent stores and are happy to pay higher prices in doing so. Well, that didn’t last, and we are back to the inevitable; convenience trumps everything for US consumers, and online (particularly Amazon) has continued to gain strength. So, Covid and the recent “hot product trends” just delayed the inevitable - unless we become creative, taking risks and developing a sharp focus to adapt to the most important needs of our local customers. Here are a few ideas:

• Social shopping online. Not a new idea, but many indies are not able to do this profitably. Allowing people to buy items without leaving the social media app they are already using is essentially "shopping while social" by interacting with friends and influencers on these platforms to discover and buy products. Streaming and selling online during the week is critical to maintain eyeballs and educate customers, as well making sales during a slow time for foot traffic.

Before I suggest some ideas we are considering at Learning Express, I want to remind

• Customization of products within the store. Examples could include partnering with existing well-known companies or carving out a niche with mid to smaller companies that have uniqueness that kids desire, like a Slime Sundae Station of exclusive flavours and textures.

• Exploit the Achilles heel of Amazon, purchases of $15 and under, which the platform struggles to make any profit on with shipping. We may need to do away with the traditional categories we all grew up with (plush, science, active toys, games, etc.) in favour of value sections, premium goods section, products not found elsewhere, etc. creating a literal treasure hunt of finds.

• All events, product displays and promotions must be geared toward engagement, and not just be experiential. Sampling slime flavours for kids is experiential in a store, but the real goal is to engage with the joy resulting from the activity.

If you combine all the challenges I just discussed with declining birth rates, a generation of kids that grew up with online selling and Amazon; the mobile phone having become their source of news, social, banking, shopping, researching and gaming; and less and less opportunities to buy toys in a true indie toy store, this challenge is immense and urgent. We all need to participate in a strategy that allows for online and instore toy purchases to coexist. The market is big enough for bothand deserves both.

Figures Playsets Plush Roleplay Electronics

Budget Reaction

touchingbase Retailers weigh in

Does the Budget measure up?

In April, measures announced in Chancellor Rachel Reeves October Budget will come into effect. Ostensibly designed to fund investment and boost the economy through tax rises, her plans have been widely criticised due to the impact they’ll have on overheads, employment rates and more. Here, Toy World sums up what the Budget means for retailers, while four respected voices from the world of Toy retail tell us what the changes will mean for them.

On Wednesday 30th October, Chancellor Rachel Reeves stepped up to the dispatch box to deliver the first Labour budget in 14 years. While many had been braced for the announcement of tough measures – Labour had repeatedly highlighted the £22b ‘black hole’ in the UK’s public finances left by the Conservatives in the days before the Budget was announced – three measures in particular, outlined as part of a plan to generate some £40b in tax rises, have left retailers dismayed:

• Employer National Insurance Contributions (NICs) will increase from 13.8% to 15% from April 2025, while the Secondary Threshold (the level at which employers become liable to pay National Insurance on each employee’s salary) will reduce from £9,100 per year to £5,000.

• The National Living Wage will increase from £11.44 to £12.21 an hour (+6.7%) from April 2025, while the National Minimum Wage for 18- to 20-year-olds will rise from £8.60 to £10 an hour (+16.3%).

• Business rate relief has been cut from 75% to 40% during the 2024/25 financial year, capped at £110,000, before the system is overhauled in 2026/27.

The British Independent Retailers Association (BIRA) has condemned the Budget, calling it the “most damaging for independent retailers in recent memory”, with CEO Andrew Goodacre saying it showed “complete disregard for the thousands of hard-working shop owners who form the backbone of our high streets”. The British Retail Consortium (BRC), meanwhile, has estimated that as a result of these measures, UK retailers will face an additional £2.5b in costs. Multiple retailers have calculated specific impacts on their businesses, with costs ranging from £90,000 to £150,000 per year.

In November, 80 signatories – all of whom are members of the BRC – set out what they believe will be the biggest impacts from the autumn Budget in an open letter to the Chancellor, including ‘inevitable’ job losses and higher prices. The Entertainer has also voiced concerns. Group CEO Andrew Murphy OBE said the new measures have forced the retailer to halt two new store openings, and added that hiring at The Entertainer’s head office had also been frozen. Speaking exclusively to Toy World, he explained: “What the budget has done is basically raise the hurdle for new shops to clear and, sadly, two of our welladvanced candidate stores dropped below the new bar.”

Another retailer (who shall remain anonymous), when

asked how they feel about the Budget, told Toy World: “All I know is it’s going to be bloody hard work.”

What’s interesting is that reactions appear mixed, even if only slightly, across all sizes of retailer. For example, online behemoth Amazon – which paid just £18m of tax on £27b retail turnover in 2023 – was one of the signatories of the BRC letter, raising some eyebrows, while Iceland Foods boss Richard Walker has come out in defence of Rachel Reeves’ measures, telling The Telegraph that it ‘isn’t a time for businesses to wallow’. He added: “There’s been a lot of complaining from business. But actually. what matters much more is how the government invests for the future and looks at long-term solutions, like skills development, industrial strategy, the business rates overhaul. How they spend all the money they are raising is more important.”

Here, an online specialist, two brick & mortar indies and a Toy buying group tell Toy World what the Budget means for their business and what they’re doing to offset its impacts.

LONDON TOY FAIR - BOOTH N8

touchingbase

Budget Reaction

Mike O’Shea Director, Wicked Uncle

To be fair, our new Labour government wasn’t given the best start. The last set of Tories hadn’t done us any favours: the Conservatives raised Corporation Tax by 31% (!), taking it from 19% to 25% of profits, kept a 45% top Income Tax rate for 28 times as long as Blair-Brown did, and ruined our trading relationship with the 450m person superstate next door. So, it was never going to be a budget to make people happy.

Oddly enough, I don’t really object to the increase in National Insurance or the minimum wage. Neither is going to help employment, but rising wages is a function of an advanced, well-educated society. If we’re going to have children educated to 18, not 14, then we have to pay for it. The good news is that extra education means we’ll have smarter, more aware, better-informed people to come and work in our businesses. Can we therefore make better use of them? Sure - give them more responsibility and trust them to work hard and creatively in a more important role, and they may well be worth the extra cash.

In my opinion, where the government has gone seriously wrong is the extension of all employment protections to Day 1, as well as the extra duties on employers it has imposed. Now you need to be a lot more careful. Make an error, hire the wrong person and let them go on day two, and you can easily end up with a claim. You’ll either have to pay them off (AKA: give in to blackmail) or prepare for a huge waste of management time having to defend your actions. Making sure you comply with all the latest employee regulations just piles on more pressure. By the time you’ve ticked all the boxes, filled out your training book and tested your managers, you could have filled most of a 40-hour work week. Good luck fitting in your real job. Under these changes, hiring becomes a minefield. As a result, and after it has already become more expensive, we’ll hire fewer people. That means fewer jobs. Add in the Inheritance Tax changes that kick in if you’re passing on a successful family firm between generations, and overall, you can see this isn’t a business friendly or growth budget. It has been said that not a single member of the Cabinet has ever worked in a small business. It shows.

Stephen Barnes Toy Barnhaus, multiple locations in Sussex and Surrey

The latest Budget is a really challenging one for businesses in general, particularly for retail. It’s a three-pronged attack: the employers’ National Insurance increase, a substantial increase in the National Living Wage and the reduction in Business Rates relief, which will more than double our current rates liability. Having to deal with just one of these measures would have probably been doable, but trying to cope with all three at once, at a time when trade is certainly not easy, means we’re really going to have to look at how we do things going forward.

Although these changes don’t come into effect until April, we’ve already been looking at mitigation measures. For example, we’ve focused on our margins, trying to improve them as a way of increasing gross profit in a flat sales environment. This has involved assessing many of our lower priced ranges line by line, and - where possible - adding a small amount onto the price, especially in pocket money. We’ve already seen an improvement in our margin as a result and will be continuously looking at this going forward. Another step we’ve taken, having already planned our own budget for this year, is to shave some hours off our opening times for 2025 right across our store portfolio. Not a lot, but just enough to help mitigate some of the additional costs.

The announced Business Rates relief measures have been mulled over for a long time, so I’m sceptical about what will actually happen. However, there needs to be some kind of cost levelling of the playing field against large warehouses and the like; the rates on some of our stores are very high for their size. What we also need is for this new system to be done once - and done correctly. The rates relief we’ve had over the last few years has been welcome, but changing it each year, and not knowing until a few months beforehand how much it will change, makes it very difficult to plan for the future. There’s too much uncertainty for such a key overhead.

The open letter sent by the BRC on behalf of its members did cover all the most important points affecting retailers and will hopefully be taken seriously by the Chancellor. A rethink about how these measures are phased in would definitely help businesses to absorb the extra costs.

touchingbase

Budget Reaction

Yogi Parmar Managing director, Toymaster

As we all know, there are three key changes in the Budget that will directly impact all Toymaster members (and retailers in general). While the impact will vary across our membership, we know it will increase the outgoing costs of all our UK Toymaster stores. We were already anticipating that 2025 would be a tough year for independent retail, and the Budget just makes it tougher. In an era where margin is eroding, it’s added to the many challenges independent retailers are facing.

Soon after the Budget was announced, a number of our members sent us their initial calculations of the cost impact; they all estimate it will add a significant sum to their business costs. Our members’ main concern is largely the changes they’ll need to make to their business model to offset these additional outgoings. Most cannot expect that their turnover will increase enough to offset their rising costs, so they need to look at other solutions. This entails examining all aspects of their business, perhaps rethinking their pricing strategy or changing their supplier mix to bring in some higher margin product. Ultimately, it may also mean looking at their staff costs, potentially reducing the number of shifts they can offer to employees, and even reviewing store opening hours. These are tough decisions that no independent retailer wants to make, but the reality is that this could be what they need to do to survive.

We’ve already written to all our members to highlight the impact of the Budget and our new Finance director, Darren Robinson, is available to address concerns. He’s also happy to visit members who would benefit from a review of their business financials and suggestions that could help their cashflow. Some members have already taken advantage of this.

Moving forward, communication is going to be key. It’s essential to have support from our suppliers and we’ve already met with a number of them to discuss what more they can be doing to help our members in 2025. Better margins and terms are obviously central to those conversations. There are, however, many other ways our suppliers can support Toymaster’s members, such as exclusives and first-to-market launches. We enjoyed some major successes in 2024, thanks to suppliers being willing to give indies special promotions, and we’re looking to do more of this, in partnership with our suppliers, to drive footfall into Toymaster stores in 2025. We also continue to offer strong marketing support in collaboration with our suppliers. Our window programme runs throughout the year, giving members the opportunity to create an exciting shop window that showcases new launches and events, and helps their store stand out in their town. In addition, we’ll once again be speaking to our suppliers about featuring their brands in our Christmas Catalogue. Our brilliant catalogue really highlights to consumers that Toymaster stores are a go-to destination for their brands. Toymaster does not have an own brand range; we only sell our suppliers’ brands, and we’re looking to grow our partnerships with suppliers into 2025 and beyond.

We’ll also be supporting our members by helping them to create digital flyers, specific to their own store, that they can promote locally during the year at a time that suits them. Of course, we’re always open to suggestions from our members on what we can be doing to help make their lives easier. Last year, for example, we created an app for our online portal, TIMS, which lets members access many of its desktop features on their phone. This means they’re better informed and less likely to miss important updates. Our members know that we’re here to help them and we remain open to conversations with other independent toy shops who may previously have been reluctant to join a buying group. 2025 is going to be a challenging year for all independents but the services we offer can save them both time and money. We firmly believe that indies benefit from being part of Toymaster.

With this in mind, we would encourage any and all independent toy retailers to come and talk to us ASAP. I’d also recommend chatting to existing Toymaster members so you can hear about the benefits first-hand, retailer to retailer.

The Toymaster lounge at Toy Fair is open to all retailers. We’re located upstairs in the Grand Hall and look forward to meeting with you. Alternatively, contact Brian McLaughlin direct on 01604 662 922 or email brian.mclaughlin@toymaster.co.uk to discuss the benefits of membership and how they could help you navigate the upcoming Budget measures.

Kris Simpson Managing director, SMF Toytown

While the new Labour government claims that October’s Budget is for growth and for the working person, I think it is anything but that. The government that leans too heavily on businesses, instead of supporting them, pushes them to the point where they look for alternatives to employing the working person that they claim to represent. You don’t have to look too far to see the steps larger retailers are taking to help reduce employment costs: self-service tills, robotic warehouse systems and automation software, to name a few.

Over the last few years, I genuinely believe that people have become worse off as a result of each wage increase. While the tax-free allowance stays the same, people pay tax on more of their income and the goods they have to buy are costing them more.

The open letter to the Chancellor covered the bulk of the issues businesses will face. Unfortunately, I’m not sure how much attention the Chancellor will give to it. It feels as though businesses have become a punch bag for the government, with ever-increasing minimum wage rates, pension contributions, sick pay and now a double whammy of increased Employer’s NIC and the lowering of its threshold. The message businesses receive from the government is that: “You’re on your own.”

We’re currently evaluating all the options we have to minimise the impact rising employment costs will have on our business. Make no mistake - there will be some difficult decisions ahead. Toytown is keen to grow, and we had set ourselves the goal of reaching at least 50 stores by 2033. We hope to open five in 2025, but the increased staff costs will make some options unviable. However, we’ll do what we can to keep the business as strong as possible, despite the challenges thrown at us.

Bringing soft toys to life

Toy World spoke to Sami Samiee to discover how the ToyPal brand is bringing something brand new to the tech and plush categories, with an innovative, patented device that can add a personalised story telling feature to any soft toy.

What exactly is ToyPal and how does it work?

ToyPal believes the company is leading the way in what we proudly call the "Toy-volution”, by transforming soft toys into dynamic companions that engage children’s imagination and emotions.

ToyPal brings soft toys to life by giving them a heart to connect and a voice to tell stories. Safely attachable to any soft toy, this patented device transforms cuddly companions into storytellers, delivering personalised tales that feel as unique as the child holding them. Through our AI-powered app, ToyPal replaces generic, one-size-fits-all entertainment with personalised storytelling. It empowers parents and children to explore creative, meaningful stories tailored to their unique worlds, fostering deeper connections and making playtime and bedtime both enriching and magical.

What do you think is ToyPal’s appeal for parents and kids?

Have you ever dreamed of your toys coming to life and talking to you when you were a child? We are making that dream a reality: toys speaking, sharing adventures and being more than just playthings. ToyPal transforms kids’ soft toys into best friends that talk,

share personalised stories, and embark on magical adventures alongside them.

For parents, ToyPal feels like a little parenting superpower. It helps nurture creativity, spark imagination and reduce screen time, all while giving parents a way to connect with their kids through storytelling. Whether it’s helping with bedtime routines or creating moments of laughter and learning, ToyPal makes family life richer and a lot more magical and fun. Tell us more about how users can personalise the stories in the app.

Personalisation is at the heart of ToyPal’s magic. When children hear their names woven into stories, alongside their family members, pets, friends or even favourite activities, the experience becomes uniquely theirs. It’s no longer just a story—it’s their story. This special touch makes kids feel seen, valued and celebrated, turning every tale into a source of joy.

For parents, this feature is a game-changer. Imagine wanting to encourage your child to tidy up their toys, share with a sibling, or be brave at the doctor’s. With ToyPal, you can craft a story where your little one is the hero, happily performing that behaviour and being rewarded with love, attention and affirmation. The chances of the child embracing that behaviour will skyrocket, because stories have a way of planting seeds in their hearts. ToyPal is not just another toy, it’s also a parenting tool, helping parents to guide behaviours with gentle whispers through stories that inspire, nurture and encourage children in meaningful ways. What has been the reaction from consumers since the product launched?

The reaction has been heartwarming. Parents tell us how ToyPal has turned storytelling into something magical that their kids can’t wait for. Children’s faces light up when they hear their own names in the stories, and it’s become a treasured part of their routines, whether it’s bedtime, car rides, or those quiet moments in the afternoon. Kids love taking ToyPal everywhere

with their soft toys, listening to stories where they are the hero.

How do you see ToyPal developing?

ToyPal’s journey is just getting started, and we’re excited about what’s ahead. One of our biggest dreams is to grow our library of stories by partnering with licensed characters that kids already adore. Imagine their favourite heroes and friends coming to life through ToyPal - it’s going to make story time even more magical. We’re also working to make ToyPal more interactive, creating deeper engagement and new ways for kids to connect with their stories. Combined with adaptive technology that tailors experiences to a child’s unique interests, ToyPal will feel like a trusted companion that grows alongside them.

Most importantly, we want ToyPal to make a real difference for every child, including those with special needs. We’re working on ways to use ToyPal to support emotional, social and cognitive development, ensuring it can bring joy and connection to every child who hugs their soft toy close.

As part of our 2026 expansion plan, we’ll be adding new languages and reaching new territories, ensuring that ToyPal’s magic is accessible to families across the globe.

What are your plans to introduce ToyPal to retail channels?

We’re actively working on expanding ToyPal’s presence in retail channels, focusing on partnerships with trusted distributors and retailers in key markets like the UK and US. To make ToyPal a standout product, we’re enhancing its packaging to highlight its unique features. Additionally, bundling ToyPal with wellknown soft toy brands is a key strategy, offering retailers complete packages that combine familiarity with innovation.

If you’re a retailer or distributor interested in bringing ToyPal to your customers, we’d love to hear from you. Please feel free to reach out to us at info@toypal.ai.

Brand Profile Moose Company Profile

Kayes of Cardiff Kayes of Cardiff a gold-standard reputation

The 14th-century English proverb: "mighty oaks from little acorns grow," is a saying that resonates with founder Philip Kaye as he takes us through the success story of how Kayes of Cardiff has evolved from a regional beach goods wholesaler to a national distributor representing some of the biggest brands in the toy industry.

Established in 1985, Kayes of Cardiff began by providing retailers in Wales and the South West with a range of buckets, spades and pocket money toys. At that time, the

As Kayes of Cardiff celebrates its 40th anniversary this year, Gabriela Jiménez García sits down with Philip Kaye to discuss the company’s origins, what make it a standout distributor and the latest ways the company is helping independent retailers thrive in a challenging market.

company operated with a small team: one person in the office, one in the warehouse and one salesperson on the road. “We imported a small amount from the Far East right from the start - and built-up strong relationships with a few brands, such as Matchbox,” says Philip. In its first 18 months, Kayes generated a turnover of around £300,000 and gradually started to distribute more branded product.

“Bruder was our first branded partner, and we initially distributed its products through a connection with Humbrol,” Philip tells Toy World. “When the company lost the distribution rights, we reached out to Bruder directly and were appointed as its UK stockist, which marked the beginning of our expansion.” Since then, Kayes has broadened its scope to supply the leisure attraction sector, work with theme parks and farm parks, and has forged partnerships with renowned household names like Mattel and Orchard Toys. The company has also received various accolades acknowledging its dedication and effort in supporting the specialist independent retail channel, including a Special Recognition Award presented at last year’s Toymaster May Show.

Indeed, a large part of Kayes' ongoing success can be attributed to the successful relationship it has developed

with the Toymaster buying group, which has led to numerous opportunities and partnerships. "We began supporting the Toymaster Christmas catalogue, allowing members to purchase items in smaller quantities, rather than having to order directly from each supplier with full carriage-paid orders. This approach enabled us to build relationships with major companies like Playmobil, Spin Master and Mattel, and to grow our connection with many small indies,” explains Philip.

Today, Kayes stands out as an exemplary distributor due to its genuine commitment to helping small retailers succeed in a competitive market. “We champion the cause of independent retailers because they are integral to our business,” Philip notes. “Purely eCommerce traders take business away from high street stores and create challenges for them, so we decided not to supply online traders and primarily focus on supporting independent high street retailers.” Besides toy shops, Kayes also works with businesses such as bookstores, pharmacies and garden centres looking for something extra to add to their stores, enabling them to purchase branded products in bulk or single quantities at the same price that suppliers charge for larger orders.

The opening of Kayes second warehouse in 1990 by Sir Geoffery David Inkin OBE

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Over 5 million units sold

Brand Profile Moose

Company Profile Kayes of Cardiff

Last January, Kayes announced an exclusive partnership with James Galt, expanding its offering to include the company’s full range of pre-school, stationery and craft items. Following significant success with the Orchard Toys line, Kayes believed that Galt’s collection of crafts and puzzles would sit nicely alongside it in the portfolio. “Both companies target the same customer demographic, and we knew that this collaboration would help enhance our customers’ offering,” comments Philip. “The more brand names we have under one roof, the better it is for the retailer because they can mix and match.”

Although Kayes had previously sold Galt products through the Toymaster catalogue operation, the supplier had always had its own sales team. Once Jumbo acquired Galt, the company discovered that it wasn’t reaching clients in the Scottish region and sought help from Kayes to connect with them.

“Galt wanted to expand its presence in Scotland without hiring another sales agent. As we’d been partners for at least 15 years, they entrusted us with the entire Scottish customer base, which we passed on to our Scotland-based agent,” explains Philip. We are just as pleased as Galt is with this collaboration, and our customers are too.”

Kayes now has an extensive sales team of agents and representatives making its reach even greater and ensuring that most retailers can benefit from its face-toface servicing.

Looking towards 2025 and beyond, Kayes is implementing changes to improve its operations and ensure that customers receive maximum benefits. There will be a more selective approach to the ranges it stocks, solely focusing on products that are best suited to small, independent retailers. Philip explains: “One of our biggest challenges has been selecting products that fit our market

while keeping stock levels manageable, to enable us to maximise our order execution rates. Therefore, we have decided to be more selective about what we stock. Although we still offer comprehensive ranges and get special orders in for certain clients, we are prioritising product ranges that are most suitable for our independent customers.”

This approach is already proving a shrewd move for two of the companies that Kayes works with. With almost 1,500 lines available, managing Ravensburger’s extensive offering had become increasingly challenging, so Kayes has reduced the number of lines it stocks in order to maintain control over inventory levels. The distributor has also streamlined its Playmobil range, focusing on stocking items up to a £30 RRP – a price point that has proved to be the sweet spot for independent retailers seeking products that will sell well throughout the year.

This past Christmas, Kayes also helped its customers by reducing the threshold for carriage-paid orders during the busy period. “Retailers are becoming more cautious about committing to large order volumes and maintaining high stock levels, which is why we decreased carriage-paid orders from £350 to £175 for the busy months of November and December,” explains Philip. This adjustment has significantly helped small independent retailers, who can now manage their cashflow more effectively and have better control over their stock.

The addition of new sales systems and tech has also helped the company keep up with the times and ensure a smoother process with customers. “In the past three years, we’ve introduced a new computer system, and this year we are enhancing it by providing new sales tablets to all our representatives,” says Philip. “These tablets will provide

employees with much more information, including up-to-date stock lists, and will improve interactions with customers.”

Kayes prides itself on its fast turnaround times. The team can react far more rapidly than many larger organisations might be able to, which guarantees that retailers have stock when they need it, even during busy periods. Philip adds: “Often, large companies who rely on third-party distribution centres find it difficult to quickly access information for their customers. Unlike these big corporations, we can respond swiftly to inquiries. When a customer phones up with questions about a particular product, we can go directly into our stockroom, open the product, and provide them with the exact information they need. The flexibility and reliability of our delivery is also a big advantage, as well as keeping good communication with retailers.”

The distributor boasts a large warehouse of around 30,000sq ft, in addition to external storage, and has large showrooms in Cardiff which showcase all the lines it stocks. This allows retailers to view all available products in the flesh before selecting the items to fill their shelves. Kayes no longer participates in most major trade shows (besides Toymaster and AIS) and has focused instead on providing a more personalised shopping experience for its retail partners at its headquarters. “In 2022, we spent £70,000 on a stand at the NEC’s Spring Fair but ended up losing all our orders and more due to Covid,” explains Philip. “The following year, the business became stronger because more people started visiting our showroom. Instead of investing heavily in exhibitions, we now invite customers from regions such as Cumbria, Kent, Cornwall, the Northeast and Scotland, arrange overnight accommodation for them at a local hotel and provide them with hospitality. This allows them to enjoy a more personal and relaxed shopping experience with us, as opposed to being in a busy trade show – and they can see our entire range, which we would naturally have to limit at trade shows due to space constraints.”

Kayes will be celebrating its 40th anniversary during this year’s Toymaster May show in Harrogate, which is one of the key dates in the toy calendar. “I’ll be taking the whole sales team and some office staff to Toymaster, as not all of them have attended before – and this will be a little bit of celebration,” says Philip. However, the most important way the company is celebrating is by continuing to build on its legacy and providing customers with a goldstandard service, helping them reach their potential and ensuring that they can stock a wide range of top-quality products. “From a customer’s point of view, I believe that continuing to do what we’re doing is the true celebration,” affirms Philip. “I’m looking forward to many more years in the industry, servicing and helping all retailers stock the widest possible selection of brands.”

Relevance, personalisation and authenticity in youth marketing Opinion Giraffe Insights

To thrive in this dynamic landscape, we need to put people at the heart of our strategies, moving beyond traditional marketing techniques to truly understand their beliefs, values and passions. At our annual KidSight conference, we explored key trends and innovative strategies to help brands connect with young consumers today. Here, I will introduce three of the themes we showcased, evidenced by our own research studies and collaborations.

Amplifying relevance through communities

Young people aren’t just consuming content—they’re forming identities and connections through communities built on shared passions, values and experiences. From fandoms and gaming groups to cultural movements like the Taylor Swift "Swifties," these spaces offer a sense of belonging and an avenue for meaningful brand engagement. We spoke to Tweens and Teens in our ‘Teen Talk’ study to understand the drivers of community engagement.

Young people gravitate towards influencers and peers who reflect their values. Platforms like TikTok and YouTube enable them to access diverse opinions and cultural moments, moving beyond traditional media for inspiration. Brands that partner with creators who share their audience’s values or support grassroots initiatives can amplify their relevance.

What makes communities a win is authenticity - these spaces foster genuine dialogue and connection; going beyond traditional targeting, as communities provide deeper, values-driven engagement; and support for passions - from Swifties and Sunday league football to Fortnite gaming clans and social movement campaigns, brands resonate on a personal level.

While specific communities may evolve, their cores - shared values and passions - remain constant. Brands that listen, respect and engage meaningfully build lasting connections.

Personalisation in gaming

The future of kids’ media consumption lies in personalisation. Children don’t just want content tailored to their interests - they expect it. In our US Kids & the Screen Study in collaboration with Precise TV, 76% of parents said they prioritise content that aligns with their child’s interests and preferences. Brands that embrace this demand foster deeper connections and earn loyalty.

In an era where audiences have limitless access to content, the expectation of brands has undergone a seismic shift. Maxine Fox of Giraffe Insights explores how kids and young people seek more than eyecatching visuals and catchy slogans - they crave authenticity, relatability and experiences that feel personal to them.

Gaming is a prime example where we have seen unparalleled growth when it comes to content consumption among kids and younger audiences. Mobile gaming is now the second most popular way (after YouTube) for kids in the US aged 6–9 to consume content, with 48% of kids of this age gaming on mobile devices and 26% on consoles. Gaming offers kids both an escape and a way to connect, with playing in isolation (56%) and with others (44%) both popular ways to game.

Brands have a golden opportunity to weave themselves into these experiences through personalised in-game characters, educational tie-ins, or branded storytelling that feels natural rather than intrusive.

Personalisation works because parents notice the difference. 75% are likely to recommend a brand when their child enjoys personalised game content, while 8 in 10 parents value games that teach real-life skills. Plus, aligned values matter; 7 in 10 parents want games to reflect family values like creativity, kindness and sustainability. To succeed, brands must focus on seamless, relevant, and authentic integrations that enhance gameplay without disrupting the experience.

Authenticity in advertising

Kids and teens are savvy; they can tell when they are being sold to. But when a brand communicates authentically, it sparks engagement and builds trust. On TikTok and YouTube, the best adverts aren’t just entertaining, they’re culturally relevant and rooted in storytelling. We conducted an analysis through our ‘Semiotic Sizzles’ of over 100 advertisements to understand how we can really make the most out of our digital marketing.

TikTok thrives on relatability with its short, snappy videos using POV angles, DIY aesthetics, and trending sounds. These elements resonate with young audiences who value realism and humour. But humour is a doubleedged sword. When done poorly, it risks making a brand seem out of touch. Successful campaigns employ selfdeprecating humour, filters, and memes to strike the right balance. YouTube offers a canvas for longer narratives and

collaborations with recognizable franchises. Adverts that empower young audiences showcasing diverse characters, tackling real-world challenges, or promoting inclusion, connect on a deeper level. Familiar settings, historical scenarios, and uplifting language like “make your mark” or “redefine your story” resonate with younger audiences. Meanwhile, YouTube Shorts has also been acknowledged as a key platform for connecting with younger audiences, where ads need to be punchier, more visually engaging, less intrusive and deliver impactful messages within seconds to align with the fastpaced, bite-sized content they consume.

To maintain authenticity online, TikTok content needs to be kept raw and relatable with DIY visuals and trending sounds; YouTube should pair compelling storytelling with messages of empowerment, and across all platforms, campaigns should be rooted in values and experiences that reflect the audience’s realities.

Marketing to kids, young people, and families is no longer about simply being seen; it’s about being understood. Brands that succeed in this space will reflect their audiences’ values, prioritise authentic and personalised experiences, and show up in the moments that matter most.

Young people have grown up in an era of digital interconnectivity and social consciousness. They demand real stories, real people, and real experiences. From sustainability to kindness, aligning with their values is nonnegotiable for relevance. They value genuine connections over staged experiences. Seamless integration across platforms, relatable storytelling and interactive content are crucial for engagement. Understand the platforms and spaces they show up in both online and offline. Whether it’s TikTok trends, YouTube narratives, or in-game experiences, showing up authentically across these layers will build trust and long-term connections.

The secret lies in relevance, authenticity and personalisation - three pillars that when combined create marketing that truly resonates.

Get in touch to find out more about the studies referenced within this article and to understand how research can play a role for you - info@giraffeinsights.co.uk

Why 2025 will be the year of passions and fandoms

Sam Clough is the global head of Strategic Research and Insights at SuperAwesome, an award-winning technology company that powers the youth digital ecosystem. She leads the insights team, empowering the business to dig deeper and build a nuanced understanding of evolving trends. This month, she breaks down the importance of passions and fandoms, going in-depth on how brands can tap into this growing market.

AAs we reflect back on 2024 and gaze ahead to the energy of Toy Fair season and the excitement for the year ahead, some of the toy industry's biggest challenges remain stubbornly unresolved.

When it comes to connecting meaningfully with youth audiences, kids and teens remain vital but elusive, continuing to shapeshift across a hyper-fragmented media landscape, immersed in cultures that are moving faster than ever before. In tandem with the challenge of understanding how to navigate their digital universe, the longer-standing challenge of data scarcity for under-18 audiences is also present.

Simply knowing who our audiences are and where they spend their time is no longer enough. In 2025, brands will need to dig deeper to ensure their budgets are being well spent – deeper than age and gender demographics; deeper even than understanding where they watch, socialise and play to achieve the levels of nuance Gen Alpha and Gen Z audiences require.

In our latest research, we wanted to address these challenges and gain an understanding of how to connect more meaningfully with youth audiences. To do this, we undertook a robust multi-market quantitative study to determine not only where Gen Alpha and Gen Z invest their time, but, more importantly, to understand their passions and fandoms and why these resonate with them. We explored the impact of identity, values and the emotional outcomes of connecting with those passions and fandoms to drive more meaningful connections for brands. The study included almost 4000 respondents and delivered some

interesting findings when it came to the impact of passions and fandoms on brand loyalty and campaign efficacy:

• 74% feel more connected to brands that share their passions

• 73% feel more positive about brands that collaborate with someone or something they’re a fan of

• 67% think brands could do more to make them feel connected

To the untrained eye, there’s very little difference between a passion and a fandom and they do, naturally, share some important similarities. At their core, both passions and fandoms stem from a deep interest in something combined with a commitment to spending time and resources on a particular interest. Three in five respondents in SuperAwesome’s study said that they engage with their passions daily, while over half of kids and teens (56%) engage with their fandoms daily.

However, while similarities exist and many still use these terms interchangeably, passions and fandoms are distinct entities and can act as two powerful levers that brands can tap into to create long-lasting connections with young audiences.

Passions are hobbies or interests that grow a skill or knowledge and often bring joy and personal fulfilment (think gaming, sports or music), while fandoms are built around a community or type of consumable content that people can unite around (think of particular video games or entertainment IPs). Passions shape brand perceptions and can contribute to a child’s sense of self by connecting their interests to physical experiences. When brands align with these passions, they tap into identity, creating a deeper, more meaningful connection with their audience. Fandoms can elevate this further by adding a social dimension. They allow kids to connect and be part of a collective with others who share their interests. This sense of community and belonging can help strengthen the bond between kids and a brand.

To bring this to life in the world of toys, think Lego. The passion point for a Lego enthusiast might be arts & crafts, while their fandoms might be built around gaming and films. When Lego Star Wars was released, this would have deepened enthusiasts’ connection to the Lego brand by tapping into their passion point while creating a new space for their gaming and film fandoms to grow alongside other players.

It’s important to note that a child’s development means that their age and stage remain incredibly important. When it comes to connecting with kids, we can’t abandon demographics completely – especially when it comes to age. But the notion that delivering a campaign aimed at “four to nine-year-olds” is enough to reach a relevant audience is outdated, and the most successful toy brands will understand the need to go much further than this to drive efficiencies. This is in part because kids are evolving so much faster than their older counterparts, and some of the things they like naturally change over time. Knowing when to tap into different passions and fandoms is key to leveraging these correctly.

Data from our research also shows that while both passions and fandoms endure, and in many cases deepen, as kids grow older, fandoms are acquired and shed more frequently than passions which tend to inform the fandoms themselves. On average, young people have four passions at any one time while they have two fandoms – and this makes sense when we consider the financial, social and time investment required for some fandoms.

The first step for brands wanting to lean into passions and fandoms is to know their audience. This means going beyond traditional demographics to understand their values and, alongside this, their passions and fandoms.

SuperAwesome has rich insights from over a decade of research into youth audiences and can draw lessons from tens of thousands of cross-vertical campaigns to help brands build a more nuanced picture of their audience. Once the audience itself is defined, brands need to align with their values in an authentic way to reinforce positive emotional associations that come from brand interactions. This may involve connecting brands with passions by creating content and experiences around a product that embraces these interests. It could be special events or limited edition collabs – the goal here is simply to connect brands with something that their audience loves.

Brands can also leverage the power of fandoms to extend their reach and engagement levels beyond the individual. This might mean partnering with popular creators within a particular fandom, or it could be wider collaborations, themed experiences or even exclusive UGC and merchandise that extend a fandom into new spaces that interact with other interests.

Fandoms and passions are the cornerstone of loyalty and can act as an antidote to the hyperfast trends of the modern age. In 2025 and beyond, the brands that most successfully embody their audience’s values and authentically connect with their passions and fandoms will be the big winners and the brands that build their most meaningful and longlasting connections.

Licensing World

Spin Master and Universal expand agreement for How to Train Your Dragon

Spin Master and Universal Products & Experiences have announced the renewal and expansion of their toy licence agreement for the beloved blockbuster How to Train Your Dragon franchise, launched in 2010 by DreamWorks Animation.

The agreement builds on the more than 15-year relationship between Spin Master and Universal Products & Experiences and includes worldwide rights to the toy licence for dolls, action figures, remote control toys, play sets, vehicles, robotics and feature plush. Spin Master’s toy line pairs with a robust content slate from Universal Products & Experiences, including Universal Pictures’ epic new live-action reimagining of the first How to Train Your Dragon film, which soars into theatres 13th June 2025.

“We have a long history of developing innovative toys in support of this widely celebrated global franchise, surprising and entertaining Dragons fans for well over a decade,” said Doug Wadleigh, Spin Master’s president, Toys. “With the anticipation building for this groundbreaking new chapter in the How to Train Your Dragon saga, we’ve developed a dynamic line-up of breakthrough play experiences that will inspire and delight with elements of flight, interactivity and theatrical realism.”

“Our successful collaboration with Spin Master for the Dragons franchise and Gabby’s Dollhouse continues into 2025, with the team capturing the lore and epic adventures of How to Train Your Dragon’s beloved characters into the new film-inspired line,” said Rafael Macias, executive vice president and global Commercial officer, Universal Products & Experiences. “Together, we’ve brought the Dragons stories to millions of children and adults alike, creating a toyetic brand that has withstood the test of time and sparking multi-generational appeal. In 2025, we expect to reach even greater heights with our renewed agreement.”

Spin Master’s 2025 How to Train Your Dragon toy line will be revealed in February 2025, in advance of Toy Fair New York.

Miraculous teams up with BBC for UK broadcast

Miraculous Corp and Zag have announced that BBC Children’s and Education has acquired broadcasting rights to the global hit animated series, Miraculous – Tales of Ladybug and Cat Noir. The new agreement, which was brokered by Mediawan Kids and Family, encompasses seasons one to six of the series, as well as five Miraculous World TV event specials. Season five debuted on CBBC, bringing the superhero adventures to CBBC audiences across the United Kingdom.

Miraculous Corp’s award-winning series has captured the hearts of millions worldwide with its unique blend of action, humour and heartfelt storytelling. The five Miraculous World TV Event specials expand the adventures of Ladybug and Cat Noir beyond Paris, taking them to new locations and introducing fresh characters.

“CBBC is dedicated to delivering high-quality children’s programming that entertains and inspires,” commented Maria Doolan, head of Content Partnerships and Distribution, Miraculous Corp. “With this agreement, fans can look forward to enjoying the full breadth of Miraculous storytelling on CBBC, from the show’s beginnings to its latest thrilling episodes and special event features.”

In addition to the six seasons which span 156 half-hours, the five Miraculous World TV Events see the superheroes in new locations and meeting new characters, as they travel to: New York, Shanghai, Paris, London and a fifth Miraculous World TV location yet to be revealed.

“We have always loved Miraculous and are so excited to be bringing it to our CBBC audience who we know will love it as much we do,” said Sarah Muller, senior head of Commissioning 7+ at BBC. “The show’s exciting mix of action-packed plots, relatable characters and themes of courage, teamwork and responsibility make it a standout addition to CBBC’s lineup of family-friendly content.”

This news was followed by the appointment of Big Picture Licensing as Miraculous Corp’s consulting partner to represent the Miraculous superhero franchise in the UK and Eire.

BBC Studios and Disney announce Bluey animated feature film

BBC Studios and The Walt Disney Company have announced the first-ever animated feature film for Bluey, the beloved Emmy and BAFTA Award-winning animated series that is 2024’s No. 1 series on streaming. The new deal sees Disney acquiring the global theatrical rights for the film, which will land in cinemas in 2027 under the Disney banner. Following the global theatrical release, it will stream on Disney+.

Joe Brumm, creator of Bluey, commented: “I’ve always thought Bluey deserved a theatrical movie. I want this to be an experiential event for the whole family to enjoy together and am excited to continue to partner with Cecilia Persson, Tom Fussell and the team at BBC Studios, and Dana Walden, Alan Bergman and Disney to bring this new Bluey story to the big screen.”

Alan Bergman and Dana Walden, co-chairmen, Disney Entertainment, said: “Since its debut on Disney Jr. and Disney+, Bluey has become a global phenomenon, uniting families everywhere with its heartfelt stories of play, imagination and connection. We are so proud to expand upon our relationship with BBC Studios to bring the magic of Bluey to the big screen and we are deeply grateful to Joe Brumm for creating a world that continues to inspire and delight families everywhere.”

Tom Fussell, CEO, BBC Studios, added: “We are incredibly excited to take Bluey to cinemas given its extraordinary success on a global scale – it is some of the most popular IP in the world.”

The film will star vocal talent from the hit show including Melanie Zanetti and David McCormack as Bluey’s mum and dad, Chilli and Bandit Heeler, and music created by Bluey composer Joff Bush.

Disney will release the Bluey movie in theatres worldwide, followed by streaming on Disney+. The movie will also air on ABC iview and ABC Kids in Australia post-theatrical release.

With a collection of award-winning tabletop games designed to capture the imagination and create truly memorable game nights, Steamforged Games games (try saying that five times fast!) make the perfect addition to your shelves.

Whether it’s exploring heroic roleplaying journeys with the beginnerfriendly Tales of the Valiant Starter Set, wandering the 16th century streets of Florence with Medici, or embarking on seafaring voyages packed with fearsome sea monsters and piracy in Sea of Thieves: Voyage of Legends, we have something for everyone.

Interested in stocking Steamforged Games? Get in touch at b2b@steamforged.com.

Licensing World

Kennedy Publishing celebrates 20 years of brand collaboration

Kennedy Publishing is celebrating 20 years of creating children’s magazines, having sold 20m copies since 2005. Established with just two titles, Kennedy now has a portfolio of 60 titles across 20 territories and hold licences for over 30 different iconic character brands. Its magazines are stocked in over 33,000 retailers across grocery, convenience and independent.

Pink magazine has been with Kennedy Publishing since day one and remains at the forefront of its success. Loved by young readers today as much as it was then, it is currently the No.1 primary kids’ compilation title in the UK and Australia. Key to its longevity is the popular character content in every issue, combined with gifts that encourage children to use their imagination to play creatively. Pink joins other top 10 titles in the Kennedy portfolio, including Cute and Barbie, which has enjoyed year-on-year sales growth.

Alongside these market-leading titles, Kennedy’s diverse portfolio offers something for every family, from educational pre-school favourites like CoComelon and Blippi, to primary kids’ brands like Hot Wheels and pre-teen heritage brands including the BBC’s Top of the Pops. All titles include dynamic covermounts to further inspire connection with the content and brands.

Kennedy believes magazines can be a vital tool in encouraging children to engage with reading and writing, and that they provide valuable opportunities for learning, play and creativity. This is demonstrated by Kennedy’s pre-school category magazines which support the Early Years Foundation Stage curriculum. Young readers are therefore at the core of everything the company does, with a focus on content that is engaging, educational and exciting across all age categories.

Kennedy Publishing has ambitious plans for its 20th anniversary year, with two new launches already confirmed in the primary category. Above all else, it remains dedicated to providing enriching and inclusive content for all children.

Toikido and Eolo announce multi-IP toy partnership

Toikido, the creative toy-driven entertainment studio, and Eolo, a global leader in innovative toy development, have announced a multi-year partnership to create dynamic, engaging toys based on Toikido’s most promising intellectual properties. This multi-IP deal will span several of Toikido’s creative worlds, debuting in 2025, and promises to set new standards in the world of play and entertainment.

This groundbreaking collaboration allows both companies to leverage their expertise across multiple Toikido brands, diversifying their reach and amplifying their impact in the toy market. By working on several IPs simultaneously, the partnership ensures a wider appeal across demographics, a broader global footprint and a deeper commitment to quality and creativity.

Darran Garnham, CEO & founder of Toikido, commented: “Working with the Eolo team has been an absolute joy. Their passion for innovation and their professional excellence is truly infectious. Together, we’re bringing to market some very special products that are going to spark joy for fans all over the world.”

Alex Prieto, founder of Eolo, added: “This partnership with Toikido is a dream come true for us. The team’s bold and imaginative approach to IP development is a perfect fit for our expertise in crafting exceptional toys. We’re incredibly excited about what we’ll achieve together and can’t wait to see these amazing creations in the hands of fans.”

Rubies secures exclusive deal for Bluey characters

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

“We are thrilled to expand our collaboration with BBC Studios to bring Bluey costumes and accessories to families and fans,” said Fran Hales, head of Portfolio and Marketing at Rubies. “Our partnership aims to capture the charm of the animated series, offering an array of costume options and accessories that reflect the beloved characters while ensuring exceptional quality and innovative design for all who embrace the magic of Bluey.”

“We are delighted to expand our partnership with Rubies,” added Anita Majhu, head of Licensing (Softlines) at BBC Studios. “We are confident that Rubies’ new Bluey dress-up options will be popular with families on this side of the world, after the positive reception they received in Australia.”

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

For more information about Rubies and its wide range of licensed costumes and accessories, please visit www. uk.rubiesmasquerade.com. Bluey costumes will be available soon.

NOW WITH 4 SPECIAL INSERT CARDS IN EACH PACK

Licensing World

Destination The Repair Shop game enjoys successful launch

Rachel Lowe MBE has designed the perfect gift for fans of the hit BBC TV show The Repair Shop. Launched in time for Christmas 2024, Destination The Repair Shop is a fun board game that reflects the warm, wholesome feel of the show. As ‘Guardians of Heirlooms’, players travel in a Repair Shop van between different Destinations on the board collecting precious heirlooms, such as an antique clock or an old train set to deliver back to The Repair Shop barn, gathering stars as they go. The reaction from retailers in the run up to Christmas was extremely positive, and demand is expected to continue in the coming months.

There are obstacles to navigate as players travel around the board, creating a need for strategy and forward thinking. Traffic lights can offer an advantage or a penalty, fuel levels need to be maintained and there are costly implications for landing on another player’s Destination. However, heirlooms ‘revealed’ at The Barn will earn the player extra bonus stars. A 1,000-piece Destination The Repair shop puzzle is also on the way.

David Rodrigues, senior commercial executive at Warner Bros. International Television Production, said: “It has been such a rewarding experience working with the creatives at Ricochet Productions and everybody at Rachel Lowe Games & Puzzles and TVAdsWork, to ensure the values of The Repair Shop are at the very heart of these products. By bringing these talented teams together, we’ve created an experience that truly reflects the craftsmanship, warmth and emotional connection that make the brand so special.”

Rachel said: “The launch of Destination The Repair Shop has been very exciting. It’s been so much fun developing it and everyone involved, including the production company Ricochet Productions and programme owners Warner Bros, International Television Production have been so engaged and supportive. Collaborating with the team at TVAdsWork has been amazing and I am looking forward to continuing to work with the company on future projects.”

IMC Toys puts a focus on licensing for 2025

For over 40 years, IMC Toys has championed the art of licensing, starting with technological products and evolving into a multi-category powerhouse. From plush toys to beloved characters, its journey has been fuelled by innovation and strategic collaborations. A cornerstone of IMC’s story is its partnership with Disney, which has been in place for over 20 years, culminating in its role as a Master Toy partner for Mickey and Minnie.

IMC Toys’ relationship with Disney has set a benchmark for quality and creativity. While timeless classics form the foundation of the portfolio, IMC has expanded into new territories, embracing partnerships with major names like Netflix and La Liga. These ventures allow the company to cater to a diverse and ever-evolving audience, from families who cherish Disney to sports fans and binge-watchers seeking a tangible connection to their favourite teams and shows.

IMC Toys’ co-branding initiatives, particularly with Cry Babies, showcase its ability to combine the strengths of well-loved brands. These collaborations have resulted in products that delight consumers and amplify the reach of both brands involved, creating offerings that stand out in the marketplace.

Looking ahead, IMC’s strategy is to continue growing through thoughtful licensing and cobranding. The company envisions a future where it pushes boundaries, explores emerging trends and maintains its position at the forefront of the industry. This vision is underpinned by a relentless dedication to quality and an unwavering focus on meeting and exceeding the expectations of its consumers.

To find out more about IMC Toys’ latest licensed ranges, contact Cristina Camprubí at ccamprubi@imctoys.com.

Positive Potato becomes PMS International's newest licensing venture

PMS International introduces a new licensing partnership for the new year: Positive Potato, the UK's best-selling affirmation dolls. This partnership will see the creation of an extensive range of products, as licensor and licensee alike embark on a mission to spread positivity and inspiration.

Brought to life by Bex, the visionary behind HookedByBex, Positive Potato emerged from a passion for creating something truly special. Bex's artistry with a crochet hook gave birth to Positive Potato in July 2022, which swiftly became an online success in the UK and captured hearts further afield too.

As the online sensation prepares for its in-store debut, retailers are presented with an opportunity to extend Positive Potato’s uplifting messages to a wider audience. The innovative new range features an assortment of collectible plush dolls presented in charming packaging, giftware, tote bags and keychains, mini figures and stylish stationery. With additional products currently in development, this licensing partnership presents opportunities for retailers to enhance their store offerings and boost their sales.

Positive Potato will debut at Spielwarenmesse, Nuremberg and Spring Fair. For licensing opportunities and to explore the product range, contact jcostimouyia@pmsplc.com or for sales inquiries, reach out to sales@pmsplc.com

Licensing World

Little Brother Books doubles its publishing plan in 2025

Little Brother Books (LBB), one of the UK’s leading Annuals publishers, is set to double its publishing plan in 2025 with a diverse array of new formats and licences designed to engage, inspire and entertain families while providing retailers with unique, consumer-loved titles. LBB’s proven approach now extends to innovative formats, including a board book series, two premium sticker book ranges, expanded Fun Learning titles in partnership with Purple Mash and new Annuals and Advent Calendar formats.

LBB is launching a new fun-filled range of Gaming Guides & Activity titles in time for February half-term. This range includes LBB’s highly successful GamesWarrior Ultimate Guide to Minecraft, Pokémon and Fortnite, as well as Activity titles featuring beloved brands such as L.O.L. Surprise!, Shoot and World of Dinosaurs that will keep kids entertained for hours.

Spring 2025 brings two new additions to LBB’s portfolio with the launch of its Kingdom of Stickers imprint. The first is a Fashion Lookbook Sticker Collection by Sindy, featuring five themed books with over 250 stickers each, allowing fans aged six and above to become their own fashion designers, inspired by British fashion icon, Sindy. The second range, Mega Sticker Scenes with Little Sindy & Paul, targets younger fans (ages 3-6+) with eight fun-filled books combining popular kids’ themes with sticker-based fun.

LBB is set to expand further with a new early years’ interactive board book series, Funny Things Happen, and for back-to-school in autumn 2025, LBB will launch Series Three of its Make Learning Fun education range, developed with Purple Mash, one of the UK’s leading online learning platforms. These unique workbooks combine 100% curriculum-based content with popular characters, making learning fun for kids whilst trusted by parents. In LBB’s 2026 range, the innovative pre-school My 1st Annual collection caters to all ages, from pre-schoolers to teens, and offers retailers a comprehensive one-stop Annuals range.

Complementing the Christmas range, LBB’s new retail display-friendly Advent Calendar format was a complete sell out in 2024 and will expand with more leading brands in 2025. Each Advent Calendar includes 23 mini books and one larger book.

Celebrating 50 years of Maya the Bee

Studio 100 International is celebrating the 50th anniversary of Maya the Bee’s first TV appearance in 2025, a milestone marking her journey from the classic 1970s TV series to her recent CGI-animated adventures. Her charm and cultural impact have also reached the big screen with three feature films: Maya the Bee Movie (2014), Maya the Bee: The Honey Games (2018) and Maya the Bee: The Golden Orb (2021).

To honour this special occasion, Studio 100 International has created a unique anniversary logo showcasing the classic 1970s Maya alongside her contemporary CGI counterpart. A dedicated style guide accompanies the logo, offering international agents and licensees tools to develop anniversarythemed products and activities. To further support promotional efforts, an electronic press kit and social media kit with clips and images will also be available. The global anniversary branding kicks off January 2025.

In Germany, the celebrations will culminate in 2026, commemorating Maya’s 1976 debut on ZDF, which began her journey to becoming a pop icon. For decades, audiences in Germany and worldwide have embraced Maya as a symbol of curiosity, kindness and adventure. Since 2019, she has also championed sustainability and bee protection through her Project Poppy Meadow initiative, reinforcing her connection to nature and environmental awareness.

“Our cherished Maya the Bee has been inspiring and entertaining generations for half a century, and this milestone is a testament to her universal appeal and enduring values,” said Peter Kleinschmidt, director Marketing and Brand Management of Studio 100 International. “As we celebrate her 50th anniversary, we look forward to sharing her joy, curiosity and sense of adventure with even more fans around the world.”

Blokees enjoys success at new Transformers store in Battersea Power Station

Blokees, a leading supplier of collectible action figure model kits, has been working in partnership with Warren Traeger, head of Partnerships, and Kemi Olukiran, junior buyer and merchandiser, at Event Merchandising Limited to create a Blokees destination within the new, world’s first, Transformers Store.

With the full range on display at the London venue, the Blokees Transformers range makes an impactful presence with its high-quality iridescent packaging. Perspex display cases house Galaxy Version and Classic Class ranges, demonstrating the highly detailed and quality nature of these snap fix models.

Each model has varying degrees of difficulty, starting with the new retail launch exclusive of the Defender Version, then Galaxy Version, Classic Class and the ultimate Action Edition Optimus Prime with 188 pieces and 45 points of articulation. The range is fully accessible to all with prices starting at £2.99.

Retail success is already happening, with over 400 blind boxes at around £8 and 23 Action Edition Optimus Prime models at £44 selling through in the first five days. Warren Traeger said: “This is a fantastic result for Blokees and shows the faith we have in the brand, giving it its prominent position in store.”

Mark Ashurst, UK Sales manager, Blokees, added: “To be the number one licensed product sales property is a powerful testament to the Blokees brand, its quality and its affordable positioning. Warren and Kemi have been a pleasure to work with and know this collaboration will continue as it is such a perfect fit.”

To get in touch with the Blokees sales team, call 07585 400 586 or email markashurst@blokees.com.

Company Profile Warner Bros Discovery A super year ahead for Warner Bros. Discovery

Warner Bros. Discovery is preparing for yet another big year, with James Gunn’s new take on DC’s caped superhero resulting in what fans are calling the ‘summer of Superman’ and soaring demand for Kidult products offering unparalleled opportunities for the company’s licensees. Philippe Roucoule, senior vice president of EMEA Consumer Products at Warner Bros. Discovery (WBD), sat down with Toy World’s Rachael Simpson-Jones to chat about all things licensing, the importance of working with the best CP partners in the business and the power of growing up with brands.

Previously vice president, Category and Retail Business Development for Warner Bros. Discovery, Philippe says the 12 months that have passed since he took on his new role have been ‘a whirlwind’. He’s a warm, engaging interviewee with a delightful sense of humour – all good traits for someone whose main remit is relationship building. Speaking to me at an antisocial hour from Burbank, California, where the company is headquartered, the Frenchman tells me that despite its vast scale and success to date, WBD has never underestimated the complexity of the licensing industry, or underestimated the value of strong, lasting partnerships with licensees.

“Some people still think licensing consists of just putting a logo on an item and saying: ‘that’s it’, but most of us are thankfully aware that it’s so much more intricate than that – it’s a vital part of the Consumer Products landscape and an incredible marketing tool for the wider organisation,” he explains. “Every year, hundreds of millions of licensed products are sold, whether in Toys, Fashion, Apparel or Homewares. Since becoming SVP EMEA CP, I’ve mainly been focused on building out and strengthening my relationships, both internally with the incredible team around me, but also with senior execs at some of the region’s biggest toy companies. Most were already in place – I’ve worked with Hedley Barnes at Spin Master and Andy Oddie at Funko for a long time, for example - but I’d say our conversations have become even more strategic this year.”

As the beating heart of the business, WBD’s IP slate boasts some of the world’s best-loved brands and franchises, from Harry Potter, Batman and Superman to

Tom & Jerry and Friends. All have stood the test of time despite the company having seen its fair share of ups and downs, while ongoing storytelling or fresh content within each offers licensees new opportunities, year after year, to produce category-leading consumer products. DC’s Batman and Superman benefit from huge fanbases - the dark knight himself comes in at No. 5 in the global ranking of popular superheroes, while Superman is currently No. 7 (and there’s all to play for this year) – while brand awareness sits at around 94% for both. The Harry Potter franchise is even more impressive. As a character, Harry Potter enjoys 98% brand awareness (yes, even amongst Muggles), a figure that had been climbing steadily since the very first book was published 26 years ago, but really took off in 2001, with the release of the first feature film.

We can’t forget the likes of Tom & Jerry either, which, believe it or not, is actually WBD’s No. 1 for brand awareness across EMEA. The iconic cat and mouse duo celebrates its 85th anniversary this year and continues to entertain fans with the characters’ love-hate relationship and cartoon antics. And if you weren’t feeling old enough, bear in mind American sitcom Friends celebrated its 30th anniversary in September 2024. This, too, has stood the test of time – it remains one of the UK’s most streamed shows, cementing its place in pop culture and our every-day life. Funnily enough, only the other day was I likening my husband’s approach to food to Joey’s, as seen in episode nine of Series 10, The One with the Birth Mother. (Joey doesn’t. share. food.)

For Philippe, working with IP such as this is both an honour and a responsibility. We’re talking about globally

beloved heritage brands with hundreds of millions (arguably billions) of fans across the globe – like a priceless antique, they require careful safeguarding to ensure they can be enjoyed long into the future. Philippe adds: “You can’t assume that we should continue doing things the way we always have. WBD has a big role to play in securing the legacies of its properties. A lot of properties come and goand there’s nothing necessarily wrong with that - but we offer a very strong bedrock of evergreen IP which remains a staple of global licensing programmes year after year.”

It’s worth noting that Warner Bros. is something of a heritage brand itself. April 4th, 2023, marked the company’s milestone centenary, which was celebrated across consumer touchpoints with special programming and content, exclusive products and home entertainment releases, a dedicated programming page on HBO Max, omni-channel social media campaigns, live events and screenings, and fan-focused activations around the world that appealed to all consumers.

This breadth of appeal is one of the biggest USPs of WBD’s portfolio. It’s a source of immense pride for Philippe and his team that the company’s IPs offer something for everyone, from the youngest kids to ‘more mature’ grownups, across all interests and social demographics. Over the past few years, WBD has also started to adopt what Philippe calls a one studio mentality. Teams from Streaming, Gaming, Home Entertainment and other sectors have begun collaborating far more closely on projects, providing enhanced tools and fresh perspectives on how best the company can cater to its audiences. For example, the company was keen to ensure that Beetlejuice Beetlejuice

Company Profile

(the sequel to Tim Burton’s 1988 cult classic) arrived in cinemas at the beginning of September 2024, well ahead of Halloween on 31st October, giving licensees and retailers a good run at product. This approach garnered much praise from grateful partners that benefitted from a double-dip effect: a sales spike at the point of the movie release, and a second one around Halloween, when the movie’s gothic, comedy themes struck a chord with families looking to celebrate the annual occasion by investing in toys, dress-up costumes and more.

Beetlejuice also appealed strongly to Kidults. As we all know, Kidult is one of the strongest (in fact, one of the only) growth categories within Toys & Games at the moment and heading into 2025, it looks like demand for relevant consumer products will only increase. Philippe notes that even though there’s been a period of readjustment from the days of lockdown, when Kidult sales were ‘artificially’ inflated because many consumers had more in the way of expendable/disposable income, Kidult sales now account for around a third of the total Toy market. WBD’s IP slate is perfectly positioned to cater to Kidult audiences and the company works very closely with key partners in Toys & Games to ensure its licensed products resonate with fans. Funko has worked with WBD for many years, as have The Lego Group and Hasbro, and all have uncovered new product pathways leading to older consumers by celebrating the stories, locations and themes within decades-old franchises such as Harry Potter in innovative, fresh ways.

Anniversaries, such as the 30th anniversary of Friends or the 40th anniversary of Gremlins, have also provided WBD with plenty of opportunities to bring classic and Kidult brands back to the fore. After all, a 20-, 30- or 40-year-old brand is likely to have an existing adult fanbase that will appreciate new, yet nostalgic, product launches.

“I think licensors and retailers used to be a bit cautious about moving into the Kidult category, but they’re now realising what a huge opportunity it presents, as long as you connect with the consumer in the right way,” Philippe says. “This shift has required us all to reimagine and reinvent a sector of the marketplace many of us

Warner Bros Discovery

didn’t think had scope to grow. Kidults have the money to buy and display these toys, and just as many want to play with them as collect them.”

He adds: “Very often, a grown-up’s happiest childhood memory will be related to a brand, property or toy; one of mine is of playing with my Playmobil pirate ship. In fact, I went back to France recently and found some of my very first Star Wars figures which brought back some memories. In case anyone is wondering, no, they weren’t in their boxes; they’re toys, so they’ve been played with! Never forget that that’s what a toy is for – they are vehicles of storytelling and should have a special place in everyone’s heart, not just on a shelf.”

At the other end of the spectrum, we’ve seen WBD reposition some of its brands among younger age groups. In 2024, Rainbow Designs launched its Harry Potter collection of nursery toys featuring Harry Potter, Hedwig and Dobby across infant plush, rattles, comforters and activity toys, while the eight Harry Potter films (and three Fantastic Beasts films) can currently be streamed on Netflix. Batwheels, meanwhile, which is also on Netflix as well as HBO Max, has invited pre-schoolers to Gotham City, with toys from Fisher-Price driving the licensing programme. First and foremost, WBD’s strategy is to meet audiences with accessible content on the best platforms. The next step is to gain an understanding

of who’s buying licensed product. Rainbow’s Harry Potter range, as well as baby and infant apparel from other licensees, is unsurprisingly immensely popular among parents and grandparents who want to show off their love of the property (and which Hogwarts house they feel their offspring belongs to).

But, as Philippe explains, there’s then a gap between the age at which children have these kinds of products bought for them, and them becoming interested in the property themselves. Infants won’t be reading Harry Potter and the Philosopher’s Stone any time soon, even if they have been clad in Gryffindor baby-gros since the day they were born; the books are typically recommended for kids aged 9-12. Philippe’s own daughter is nine and is just starting to read them herself. And so another fan joins the fold.

“Our audiences have grown up with our brands and want to introduce their children to them,” Phillipe continues, highlighting how WBD is able to home in on the core elements of a brand’s DNA to ensure consumers continue to find them relevant as they grow up. He adds: “This approach works: Harry Potter, Looney Tunes and DC fans stay with us for decades. But you also have to accept that with some brands, there will be a gap between the parent buying for the child, and that child becoming a fan in their own right. You simply cannot force these things. We’ve had many partners come to us with lucrative Infant and Pre-School licensing deals, based on properties that aren’t Infant or Pre-School. We’ve turned them down because we just can’t make the product bridge that gap, and it’s not worth the risk to our brand trust and consumer perception to try. But when they’re old enough, when those kids become fans… we’ll have product and content ready and waiting for them.”

Company Profile

So, onto the biggest news for 2025 – Superman. (Here, Philippe does a magnificent Superman impression, one arm held out in front in the superhero’s trademark pose.)

James Gunn, CEO of DC Studios and arguably best known for the Guardians of the Galaxy franchise, is at the helm for this summer’s blockbuster Superman movie. Starring David Corenswet as Clark Kent and Rachel Brosnahan as Lois Lane, the new film stays true to the property’s core themes of justice, hope and generosity of spirit. Philippe holds James in incredibly high regard, praising his enthusiasm and the way he engages with fans across social media. During our interview, he also waxed lyrical about the film’s score, by British composer John Murphy.

Arriving in cinemas in July, the movie is generating a huge amount of excitement among consumers, licensees and retailers. The film skews younger than previous iterations have, making it a firmly family-friendly affair featuring comedy, drama and jeopardy – as well as the return of Krypto the Superdog, Superman’s beloved pet. Indeed, James Gunn’s Krypto might just steal the show. Based on his own dog, he’s scruffy yet cute, he’s mischievous, he’s… perfectly toyetic. 2024 might have been the year of Dogpool, but 2025 looks set to be the year of Krypto.

“Since Covid, we’ve seen consumers really reaffirm their love for pets, be them dogs or cats or otherwise, and feedback has indicated that Krypto is a standout character,” Philippe enthuses. “He obviously lends himself perfectly to the Pet and Homewares categories, as well as traditional Plush and more. For now, the studio is keeping its cards under its cape regarding product reveals and other news; at the time of writing, fans were still (impatiently) waiting for the first teaser trailer to drop.

At this point, we head off on something of a tangent, but an important one. Philippe says the Dress-Up category has

Warner Bros Discovery

real thing (Philippe’s aforementioned favourite t-shirt was white – not quite the authentic colour scheme). But a number of respected Dress-Up specialists have gone into administration in the past 24 months, significantly impacting consumer choice – and opening the door to unsafe counterfeit product. This is something Philippe (and presumably many others) finds concerning, and which is why WBD is so keen to champion successful, trusted

When asked about the company’s CP strategy for this year, Philippe tells me WBD’s licensing partners remain crucial to the company’s plans. The Lego Group has worked with WBD for decades and the relationship continues to grow and expand, particularly across Kidult ranges such as Ideas and Technic, while Funko and MGA Entertainment are key partners on Collectibles. It also works with Spin Master and Mattel for Action Figures and Play Sets, and Ravensburger, Clementoni and Trefl on Games & Puzzles. The companies Philippe highlights here are, as he puts it, ‘some of the best in the business’. WBD also wants to expand the presence of its brands in toy-adjacent Kidult categories such as Homewares this

year, with the help of key partners such as Paladone and Pyramid International.

WBD also remains more than open to approaches from speculative licensees. The way kids play and engage with brands is always changing, especially within the fast-paced world of Toys, and innovation – true innovation – is key to staying ahead. And despite its size, Philippe says WBD is actually quite an agile licensor that can move quickly in reaction to emerging trends and consumer trends, thanks to its straightforward decision-making process.

“We may already work with some of the biggest toy companies out there, but you have to remember that even they were little at some point and that innovation turned them into the successes they are today,” he notes. “We’re always looking for new licensing partners that can bring fresh ideas and concepts to the table, even whole new play patterns. It’s very difficult to introduce what I would consider to be genuinely new innovative toys, because innovation goes hand in hand with failure, but innovation is what WBD (and other licensors) needs. You can never stand still, and you must not assume that what you’ve always done is good enough. We are always moving forward.”

“I think 2025 may be another tough year, but the nice thing is that Toys & Games, as a category, is always so resilient,” he finishes. “WBD is open for business and I’m so looking forward to broadening our CP footprint this year. We’re always keen to hear from people that understand our IP and our heritage and want to transform it into groundbreaking product, and we’re very proud to be part of the Toy industry - even if it is by proxy!”

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Brand Profile Rainbow Designs / Acamar Films

It’s a Bing thing for Rainbow Designs

Rainbow Designs has welcomed the lovable pre-school favourite Bing to its portfolio of family-favourite brands. With a refreshed, innovative and enhanced toy range due to hit shelves from Q4 2025, Rachael Simpson-Jones sat down with Laura Clarke, executive director, Global Licensing, at Acamar Films, the studio behind Bing, and Anthony Temple, managing director at Rainbow Designs, to find out how the partnership came about, what it means for both companies, and, most importantly, what it means for Bing fans.

We may only just be announcing Rainbow’s new master toy partnership for Bing, but Anthony Temple’s love for the property goes way, way back. Back, in fact, to his days as a licensing agent 20 years ago, when Bing was simply a series of books by Ted Dewan, and Anthony was in talks with Mikael Shields, the founder of Acamar Films, about representing the property. In the years that followed, various conversations sprung up here and there about Rainbow Designs taking on some elements of the Bing licensing programme, but the master toy deal remained out of reach.

“I’ve always loved Bing and admired it from afar,” enthuses Anthony. “It has wonderful heritage and at Rainbow, we love heritage! We’re ‘The Home of Classic

Characters’. When we found out the master toy deal had become available, we got hugely excited, and knowing Acamar Films wanted us to pick it up was lovely. I felt that it was recognition of the way Rainbow has evolved and an acknowledgement of its presence in, and knowledge of, both the Infant and Pre-School markets.”

Rainbow, too, had been on Acamar Films’ radar for many years, according to Laura, though the two companies had not actually worked together despite their obvious respect for each other. Which begs the question: why partner now?

“Over the past 12-18 months, we’d been asking ourselves some questions too,” says Laura. “Who and what is Bing? What are Bing’s USPs? And what would we like Bing to deliver from a product perspective? Toys are key for the infant and pre-school demographic. We knew that Rainbow really understands that sector and would be able to draw out key content elements in a new master toy range. Bing is a very child-centric brand, and we need its toys to offer the same wow and wonder, the same surprise and delight, that the show does.”

Bing was first broadcast in 2014. Sticking around for a

decade is no mean feat for a pre-school brand, given how difficult the sector is to establish a foothold in, so to have become such an icon is truly noteworthy. Parents love Bing because the show is enormously relatable; parents, grandparents, aunties and uncles will recognise what happens within the show, probably because it’s happened to them at some point. In one episode, Bing’s enjoyment of the swing at the park is spoiled when Pando arrives and wants to have a go. In another, he’s not allowed to join in with a game. And in arguably my favourite episode, Bing helps a lost dog – but is sad when the owner turns up and he has to say goodbye.

This relatability is a source of comfort to many. It provides reassurance to those raising or looking after children that they aren’t alone on what can feel like a lonely journey, and this has helped Bing amass a large, engaged audience. The show has consistently been one of the most watched shows on iPlayer, while Acamar Films’ 37 YouTube channels have racked up over 8b views, 610m of which are on the Bing UK channel. And while the team at Rainbow readies its launch toy range, Acamar Films is currently

Brand Profile Rainbow Designs / Acamar Films

working on new content for Bing that will feature fresh audio and music, as well as entertaining new scripting. This new content will join the 104 7-minute episodes already available.

“Bing celebrates the lovely and imperfect realities of pre-school life, with soft and very welcoming learning moments for both children and grown-ups,” says Laura. “In any episode, Bing might be dealing with emotions such as sadness or jealousy, or he might be facing an overwhelming moment at playgroup or at home. Bing is gently guided by Flop, and by the end of the episode he’s grown a little and learned a lot. This is summed up in his explanation of what’s happened. Viewers will know his summaries are sometimes a little different to what has actually happened –he’s something of an unreliable narrator, in that sense – but he’s a pre-schooler and who are we to argue with his lived experience? This is why Bing helps children as much as he does. The show also sparks conversations between adults and the children in their lives by providing a calming and safe space to explore each episode’s themes together. We say that everything in Bing is around the corner, not far away. Viewers can really relate to that.”

Rainbow Designs’ portfolio already comprises a veritable raft of heritage brands - Paddington Bear, The Snowman & The Snowdog, Guess How Much I Love You, The Very Hungry Caterpillar, Disney, Elmer, Spot the Dog, Peter Rabbit, Harry Potter and more – many of which also have their roots in publishing. Bing is therefore in very good company indeed. The property’s core themes of friendship, discovery and exploration are presented in a gentle, wholesome way, which, in Anthony’s eyes, means Bing skews slightly younger than some of Rainbow’s other properties, giving the company the ability to leverage its extensive expertise in the Infant space. Anthony tells me Rainbow Designs is actually the leading supplier of Infant Plush. He adds: “Bing obviously has enormous appeal among pre-schoolers, but the biggest opportunities for innovation lie with younger fans.”

Both Rainbow and Acamar Films are committed to what they are calling a ‘smooth and seamless’ official transition between the new master toy partnership and the existing one as of 1st July 2025. This, Anthony says, will provide consumers and retailers alike (as well as well-established international distributors) with a sense of continuity even while they discover the ‘fresh take’ on Bing that Rainbow is

putting forward.

“We’ve reimagined Bing with new products and new packaging, and our desire is to take Bing down through the years so children can grow and develop alongside the character,” Anthony explains, when asked what he can reveal at this stage about the new master toy range. “Expect to see innovation in design, new features and developmental benefits such as interesting textures and materials. We’re looking at how sensory play can capture the DNA of Bing; this has been at the heart of all our product development.”

The first refreshed core range will arrive on-shelf from Q4 2025, but Rainbow’s wider master toy range will roll out throughout 2026/27. When I spoke to Anthony, previews were just getting underway, but London Toy Fair will be where the range’s design concept and ‘direction of travel’ are properly revealed to the trade. A more comprehensive look, as well as sampling, will be offered at Spielwarenmesse 2025 and international distributors should make sure to book an appointment.

Laura tells me: “We know that today’s parents are looking for toys that promote open-ended play and help kids become more resilient and independent, and Rainbow’s master toy range will definitely tick those boxes.”

As someone who loves getting stuck into the DNA of a brand and relishes the challenge of turning it into toys, Anthony says the process of taking Bing from screen to shelf has so far been joyous. A little while ago, he saw a video taken by one of Acamar Films’ partners. In it are their two children. One is playing on the sofa, with the TV on in the background, while the younger child is playing behind the sofa. Bing comes on screen and the title music starts up, and within seconds, the child behind the sofa emerges and both sit together to watch the show.

“Bing creates magical moments such as these, so we’re in the process of identifying how our toys can create magical moments of their own,” explains Anthony. “When it comes to our plush ranges, that’s relatively straightforward. The bigger challenge is finding ways to embed the cuddly, friendly nature of Bing in our wooden and plastic play sets. Here, we’re taking moments like I saw in the video, that excitement when the Bing music played, and creating unique features that will spark the same level of joy in kids.”

Although the master toy partnership is still in its early days, Rainbow is already planning how the new Bing

toy range will be supported at retail. Rainbow has long been known for the level of assistance it provides its retail partners, particularly independent retailers, be they garden centres, department stores, toy specialists or newsagents. Many readers will have seen the company’s Paddington movie range fixtures and POS solutions, including CDUs and FSDUs, or spotted one of its in-store installations. This will all be part of the mix, while marketing will also roll out across digital and social media.

Laura reiterates that the transition to Rainbow as master toy partner will be very carefully managed to ensure continuity for all partners and consumers. However, she’s also confident that new retailers will be keen to get on board once they see the new toy range for themselves – and most welcome they would be too.

Rainbow is, of course, not the only Bing licensee to be announced recently. Trends UK is on board for electronic learning toys, Rubies offers Bing costumes, Cloud B has created a plush nightlight, and Hearoes is producing custom Bing skins for hearing aids and cochlear implants. In addition, Pods Play is creating sensory pods and Bubbly Doo is creating personalised story books and accessories. Exploration of the Infant category, in partnership with Rainbow, also gives Acamar Films the opportunity to refresh its creative assets, which in turn will allow the company to pursue new deals in infant homewares and apparel that will complement the core pre-school offering.

“We’re genuinely so excited with the way Rainbow has hit the ground running and the fact it’s able to bring so much fresh thinking and innovation to the Infant & Toddler category,” enthuses Laura. “Our new partnership with Rainbow has given us all a boost of confidence and energy, and I can see that trickling down to our existing licensees, new licensees and retail partners. But, as important as our partners are, our connection with audiences is vital. There’s a lot going on behind the scenes regarding the distribution of Bing content, in the UK and beyond, and we’re incredibly excited to see how all of this comes together to enhance and reinvigorate the world of Bing.”

Anthony adds: “I can see the vision, now we just need to piece it together. We’re delighted to be announcing our partnership with Acamar Films. The longterm growth and expansion plans for Bing offer so much potential and it’s wonderful to be along for the ride. They say: ‘It’s a Bing thing’. And now I fully understand what that means.”

Properties Hot

favourites Forthcoming fan

2025 is lining up to be one of the biggest years for films in quite a while (in part due to the SAG-AFTRA strikes, which saw many movie release dates pushed back from 2024). Toy World takes a look at this year’s movie slate, alongside perennial pre-school properties, games, publishing and more, and ponders how they could shape the world of Toys & Games.

If you’re a fan of films, then 2025 is your year. Disney is releasing some highly anticipated live-action remakes in the coming months. While Snow White, arriving in cinemas 21st March, will be the first to debut, all eyes are on Lilo & Stitch, arriving 23rd May. (Happily, this means we’ll all be back from the Toymaster May Show in time for a trip to the cinema.)

The first teaser trailer was released in late November, showing the titular Stitch – looking reassuringly the same, if a little fluffier – gleefully destroying Disneyesque sandcastles on a beautiful Hawaiian beach. If the fan reaction is anything to go by, the release of Lilo & Stitch could well become one of the toy industry’s most pivotal moments of the year, and licensees are lining up to get a slice of the consumer product action. Toy World has seen a number of licensed Stitch ranges at various previews and can confirm that consumers won’t be short of high-quality product to choose from…

Disney is also releasing Marvel Studio’s Captain America: Brave New World on 14th February –romantic cinema trip for two, anyone? – followed by Marvel Studio’s Thunderbolts on 2nd May and The Fantastic Four: First Steps on 25th July. The studio is also celebrating Toy Story’s 30th anniversary. Being decidedly toyetic, lending themselves particularly well to action figures and play sets, these will all provide new opportunities for licensees.

Other notable live-action releases include How to Train Your Dragon, from Universal’s DreamWorks Animation (13th June). The remake, from Dean Deblois - the director of 2010’s original animation - looks glorious, and with Spin Master expanding its master toy agreement to cover new dolls, action figures, remote control toys, play sets, vehicles, robotics and feature plush, the summer licensing slate continues to hot up.

Universal is also offering audiences another bite at the Jurassic World cherry with Jurassic World: Rebirth, starring Scarlett Johansen as Zora Bennett, a covert ops specialist who ends up decidedly in danger after arriving on an island filled with ferocious dinosaurs (and a few civilians). If this sounds familiar, it’s supposed to; screenwriter David Koepp wrote the first two Jurassic Park movies and says the seventh movie in the franchise will see it return to its beloved roots – much to the delight of fans of the original, who felt the more recent movies strayed just a little too far from the property’s DNA. As they say: “Life, uh, finds a way.”

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According to Warner Bros. Discovery, it’s going to be the ‘Summer of Superman’ thanks to James Gunn’s new take on the caped superhero, Superman: Legacy. The studio hasn’t released much info – the first teaser trailer only landed on 19th December, an early Christmas present to the legions of fans who’d been demanding a proper look at David Corenswet in the role for months – and we can’t yet reveal who’s on board as master toy partner (but feel free to guess; we’re saying nothing). If you want to find out what we can reveal about the movie, turn to pages 82 and 84 to read our fabulous exclusive interview with Philippe Roucoule, senior vice president of EMEA Consumer Products at Warner Bros. Discovery. Of course, the focus isn’t only on the big screen this year; pre-schoolers will be spoilt for choice with new content and CP arriving across a raft of perennially popular properties. Disney is preparing for its latest Marvel pre-school expression to hit screens, with Iron Man And His Awesome Friends debuting on Disney Jr and Disney+ later this year, while Blue Zoo is betting big on Mojo Swoptops, an exciting new animated actioncomedy, and Magic Light Pictures’ Pip and Posy will expand into categories such as Greetings, Stationery, Role-Play, Arts & Crafts and Softlines. Paramount’s Paw Patrol (produced by Spin Master Entertainment) will continue to captivate fans with exciting new themes such as Air Rescue, while a new series of spin-off Rubble & Crew will also launch this year. Dora the Explorer turns 25 this year, the same year seasons three and four

of the new animation arrive (and a live-action Dora film, Dora & the Search for Sol Dorado, is scheduled to premiere on Paramount+ in 2025). And while BBC’s Bluey continues to top the viewing charts in the UK and overseas and welcomes new theme ‘Let’s Play Chef’ for 2025, it’s 2027 that fans are looking forward to, with a new feature length Bluey movie now confirmed (literally as this piece was being written). And over at Hasbro, there is big news for its flagship pre-school brand, as Peppa welcomes… well, we’ll tell you more about that when the embargo finally lifts. But it’s big news and this ‘secret development’ will surely give the franchise a healthy boost in 2025.

In gaming franchises, Rovio’s Angry Birds is flying high following its celebratory 15th anniversary in 2024 and the launch of its new longform series, Angry Birds Mystery Island, on Amazon Prime and Kids+. This year, the franchise will introduce fresh content and extend its licensing programme. From birds to cats, Outfit 7’s chatty feline, Talking Tom, is entering the new year having scooped a number of Guinness World Records. And Sonic is poised to unveil new consumer product collaborations, fresh content releases and surprises slated for 2025, as the brand gears up to celebrate its 35th anniversary next year.

Hello Kitty turned 50 in 2024. As she enters a new year, Sanrio’s kawaii cutie will benefit from a fresh range of licensed products from new master toy partner Giochi Preziosi. With its themes of friendship, kindness and

How to Train Your Dragon

Universal DreamWorks Animation

inclusion, the Hello Kitty and Friends range is poised to be a retail success. Miraculous is also celebrating, as 2025 marks the 10th anniversary of Miraculous - Tales of Ladybug and Cat Noir. Broadcast in over 150 countries, Miraculous will unveil season six in early 2025, with season seven already in production for a 2026 release. In the UK, the show arrived on CBBC late in 2024 after BBC Children’s and Education secured the broadcast rights from Miraculous Corp, bringing the adventures of Marinette and Adrien to even more children across the globe.

In publishing, Beano is celebrating the enduring ‘a-peel’ of Bananaman, which is celebrating turning the ripe old age of 45 this year by releasing a special anniversary issue of the comic on 12th February. Science Museum is also bringing its education and STEM expertise to bear in a new publishing partnership with Farshore, which is publishing the first ever Science Museum Annaul. Mr. Fib and Little Miss Surprise, meanwhile, joined Sanrio’s Mr Men Little Miss line-up in the form of new books in September 2024, while a new deal with French studio Watch Next will see the characters arrive on the small screen in a new animated pre-school comedy series.

Over the coming pages, Toy World brings readers an in-depth look at these properties and many more, as the studios and owners behind them detail everything there is to look forward to in 2025.

From three-time Oscar nominee and Golden Globe winner Dean DeBlois, the creative visionary behind DreamWorks Animation’s acclaimed How to Train Your Dragon trilogy, comes a stunning live-action reimagining of the film that launched the beloved franchise.

Inspired by Cressida Cowell’s New York Times best-selling book series, DreamWorks Animation’s How to Train Your Dragon franchise has captivated global audiences, earning four Academy Award nominations and grossing more than $1.6b at the global box-office. Now, through cutting-edge visual effects, Dean transforms his beloved animated saga into a breathtaking live-action spectacle, bringing the epic adventures of Hiccup and Toothless to life with jaw-dropping realism as they discover the true meaning of friendship, courage and destiny.

On the rugged isle of Berk, where Vikings and dragons have been bitter enemies for generations, Hiccup (Mason Thames; The Black Phone, For All Mankind) stands apart. The inventive yet overlooked son of Chief Stoick the Vast (Gerard Butler, reprising his voice role from the animated franchise), Hiccup defies centuries of tradition when he befriends Toothless, a feared Night Fury dragon. Their unlikely bond reveals the true nature of dragons, challenging the very foundations of Viking society.

With the fierce and ambitious Astrid (BAFTA nominee Nico Parker; Dumbo, The Last of Us) and the village’s quirky blacksmith Gobber (Nick Frost; Snow White and the Huntsman, Shaun of the Dead) by his side, Hiccup confronts a world torn by fear and misunderstanding.

As an ancient threat emerges, endangering both Vikings and dragons, Hiccup’s friendship with Toothless becomes the key to forging a new future. Together, they must navigate the delicate path toward peace, soaring beyond the boundaries of their worlds and redefining what it means to be a hero and a leader.

The film also stars Julian Dennison (Deadpool 2), Gabriel Howell (Bodies), Bronwyn James (Wicked), Harry Trevaldwyn (Smothered), Ruth Codd (The Midnight Club), BAFTA nominee Peter Serafinowicz (Guardians of the Galaxy) and Murray McArthur (Game of Thrones).

How to Train Your Dragon is written, produced and directed by Dean DeBlois. It is also produced by three-time Oscar nominee Marc Platt (Wicked, La La Land) and Emmy winner Adam Siegel (Drive, 2 Guns). How To Train Your Dragon is part of the Filmed For IMAX Program, which offers filmmakers IMAX technology to help them deliver the most immersive movie experience to audiences around the world.

Spin Master holds the worldwide rights to the toy licence for dolls, action figures, remote control toys, play sets, vehicles, robotics and feature plush.

Special Feature

Mattel celebrates its iconic brands in its 80th anniversary year

From humble beginning to property powerhouse, Mattel’s portfolio boasts some of the biggest and most-loved brands in the world. Here, the company takes Toy World readers through some of the company’s landmark moments and outlines what’s to come on the licensing side as it enters its 80th anniversary year.

In 1944, a collaboration between Ruth and Elliot Handler, and Harold “Matt” Matson saw Mattel begin life in a garage. Ruth and Matt were designers and engineers, whose collective focus on creativity and innovation forever changed how kids play. What started as a business selling doll furniture led to iconic toys such as the Uke-A-Doodle and the birth of a global trendsetter - Barbie - in 1959.

The sixties welcomed Chatty Cathy and Rock-A-Stack, and in 1968, Hot Wheels roared onto the scene. Mattel has always been able to respond to popular culture by creating iconic toys and brands but in the 1980s, its toys took the lead. The Masters of the Universe action figures were created in 1982 and were so popular that an animated television series based on them debuted the following year. During the 1990s, Mattel cemented partnerships with designer Bob Mackie and Disney and became the new home for beloved brands Fisher-Price and Polly Pocket.

Barney the Dinosaur and Pictionary joined the brand family in the early 2000s and later that decade, Barbie turned 50 years young. Monster High was then introduced in 2010, quickly becoming a place where everyone belongs, and 2016 introduced the Barbie Fashionista line with more diverse body types to reflect the real world. The 2020s made Barbie an international pop culture phenomenon when Barbie: The Movie hit theatres. In the same period, Mattel also welcomed a whole new audience of adult collectors with the launch of Mattel Creations, while Barney the purple dinosaur got a makeover for a new generation spanning television, film, music and a full range of kid’s products.

Now 80 years old, Mattel continues to inspire generations with iconic toys and experiences. Below, the company details the latest licensing and CP developments within its biggest brands and franchises.

Hot Wheels will provide another year of exhilarating

vehicle play in 2025 and is expanding its franchise with a multi-channel experience through Gaming, Digital, Licensed Apparel and Merchandise. Hot Wheels live events will also return to the stage in 2025, with the Monster Trucks Live Glow-N-Fire Party touring North America and Europe, and the Hot Wheels Legends Tour making another global appearance later in the year. Hot Wheels’ new partnership with Formula 1 will also bring sports fans a full range of Hot Wheels products.

Barbie continues to build excitement with new expansions to the range including the new Barbie Deluxe Style dolls. Each collection offers eye-catching fabrics, fun silhouettes and elevated accessories inspired by the latest fashion trends. Barbie is also offering surprises for fans with the Fantasy Colour Change Fairy Doll and Pop Reveal Shakes Series, plus an assortment of consumer products, gaming and publishing to support Barbie’s franchise-first approach.

Monster High was the No. 1 growing dolls property in 2024. The brand will support the expanding Monster High franchise with a host of new lines across key categories. 2025 will also host another year of the global Monster High Project Belonging programme; the brand will continue its long-term commitment to help young people tackle bullying and embrace their authentic selves.

Polly Pocket will be introduction new content in the second half of 2025, plus some new partnerships. Polly Pocket’s collector segment continues to grow with new products bringing nostalgia to fans.

The No. 1 Infant & Pre-school brand Fisher-Price continues to demonstrate 90 years of expertise with the campaign message ‘Childhood Starts Here’, supporting parents as they navigate their babies’ ‘Smilestones’. New for 2025, and featuring the popular Purple Monkey song from the best-selling Deluxe Kick & Play Piano Gym, the Purple Monkey Musical Storybook and Sing & Go Purple Monkey will keep little ones entertained with sing-along fun.

Thomas & Friends will also be celebrating its 80th Anniversary in 2025, celebrated with the comeback of the Classic Thomas the Tank Engine look, as well as new ‘All Engines Go’ content and a musical film release. Thomas & Friends will support its wider franchise with CP products, live events, publishing and more.

Mattel continues to partner with best-in-class partners to expand the franchise across key categories, with the Barney property featuring in the Infant & Pre-School category. Barney’s World relaunched in October 2024 for the first time in 14 years as a new-animated series. The friendly purple dinosaur and his larger-than-life personality is already captivating audiences.

Special Feature

putting the franchise first Hasbro

As Hasbro heads into what looks set to be another huge year for its iconic family-friendly franchises, the Licensing team gives Toy World the low down on how 2024 – which witnessed a number of anniversary celebrations for some of the company’s most iconic brands – was used to bolster awareness, drive engagement and fuel product development across the portfolio.

In 2024, Peppa Pig celebrated a huge milestone: its 20th anniversary. This beloved brand kept the momentum going with a year full of new releases and fun moments encouraging kid confidence. The 3-part Wedding Special, featuring guest characters voiced by Katy Perry and Orlando Bloom, was a major highlight, along with Peppa’s covers of Katy Perry’s Roar and BTS’ Dynamite. Retail also had its fair share of hits, including the Muddy Puddles Party interactive doll, a charming stamp collection from Royal Mail, and fashion from iconic UK brands like Trotters, Jojo Maman Bebe and Mori. New live experiences continue to open too, with Peppa Pig Theme Parks unveiled in Germany and Florida, plus the upcoming park in Texas. In 2025, meanwhile, the Legoland New York Resort will open the first-ever Lego Duplo Peppa Pig Playground in North America.

Hasbro was also honoured to work with Children in Need (CiN) to make Peppa Pig an ambassador of the charity’s early years segment, alongside a series of events and fundraising initiatives.

Celebrating over 40 years of action-packed fun, Transformers shows no signs of slowing down. The 40th anniversary in 2024 was filled with exciting moments, including a Transformers Night on Fox’s The Masked Singer, the release of the Transformers One film and season two of the Transformers: Earthspark kids TV series. The franchise also teamed up with brands such as SuperX, Converse, Lego, Robosen and Mattel for highly anticipated collaborations.

It’s been a ‘furb-nomenal’ return for Furby. Hasbro has launched the next era for the interactive toy while staying true to Furby’s cute and curious play style. Recent releases included the Furby Galaxy Edition and the introduction of Furblets, which kids can collect and clip to their backpacks. The brand’s big return has led to unique licensed collaborations with Cakeworthy and Dolls Kill, multiple apparel and nightwear launches across UK retailers and an upcoming Tara Toy collaboration for seasonal and core arts & crafts.

Since its launch over 30 years ago, original pet collectible Littlest Pet Shop’s legacy remains strong with over 1b

pets sold worldwide. To celebrate the brand’s retail return, Hasbro kicked off a global campaign including a surprise launch party at Macy’s in Herald Square, New York. The brand has also partnered with Basic Fun! and key distributors to release new pet collections in over 35 countries. Fans can look forward to two new series launching soon.

For nearly 70 years, Play-Doh has been a world leading arts & crafts brand, trusted by kids and families as a source for creativity and imagination. Play-Doh is found in over 80 countries worldwide with over 500m cans shipped yearly. Last year’s hit was the Pizza Delivery Scooter Playset for kids, which let young creatives make 50+ pretend toppings and Play-Doh treats. This year, Play-Doh and Horizon Group USA will expand upon the brand’s vast product portfolio by launching complementary creative play experiences. Fans can look forward to even more going into 2026 (the brand’s 70th anniversary) - Hasbro has major plans across new categories and licensing.

My Little Pony has been enchanting fans for over 40 years, offering everything from toys and games to live experiences and a thriving YouTube channel. In 2024, the brand released new products such as the Mini World Magic Mare Stream and Style of the Day Ponies, inspired by My Little Pony: Make Your Mark. The brand also expanded its licensing partnerships with Reebok, Dolls Kill and more.

My Little Pony continues to grow in the digital space, with the Zephyr Heights Mystery game by Outright Games. And this year, the brand’s Kayou collaboration won the 2024 Outstanding Licensee (Trendy Toys) award at the China Licensing Expo.

The legendary Dungeons & Dragons (D&D) franchise recently celebrated its 50th anniversary with a year full of excitement. Fans saw new core rulebooks, updated D&D Beyond features and plenty of collectibles, from apparel by Converse to a stamp collection by the Royal Mail. The brand also teamed up with Lego for a unique building set and WizKids for gaming accessories. New and existing D&D fans have a lot to look forward to in 2025, including the release of the all-new Monster Manual in February and the Twenty-Sided Tavern theatrical production, which kicks-off in NYC before a nationwide tour in May.

Monopoly celebrates its 90th anniversary in 2025, and Hasbro has big plans to celebrate the iconic game with high-profile collaborations and a growing list of culturally relevant editions.

With so many iconic brands continuing to evolve and expand, 2025 is shaping up to be an exciting year for fans across the globe. Whether it’s celebrating anniversaries, launching new collaborations or taking experiences to new heights, Hasbro’s roster of beloved brands is showing no signs of slowing down.

©2025 VIACOM. SPONGEBOB SQUAREPANTS CREATED BY STEPHEN HILLENBURG. ©2025 & TM SPIN MASTER LTD.

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Monopoly

Hasbro

In 2025, Monopoly will celebrate an incredible milestone: its 90th anniversary. For nearly a century, this iconic game has sparked friendly competition (and the occasional family feud) among players around the world. Hasbro isn’t just reminiscing about Monopoly’s rich legacy; it’s also boldly stepping into the future. 2025 is shaping up to be the Year of Monopoly with a fresh look, new ways to play and cool collaborations that will keep this iconic brand evolving for years to come.

Monopoly isn’t just a board game anymore. From live events to fashion, digital gaming and beyond, it’s become a pop culture phenomenon. With over 300 different versions of the game, Monopoly has celebrated everything from famous sports teams and blockbuster movies to popular TV shows and cities all over the world. In 2023, Monopoly took things to the next level with the launch of Monopoly Go!, a mobile game developed by Scopely that quickly captured the hearts of millions. As the biggest mobile launch of the year, Monopoly Go! has over 11m daily active users.

The love for Monopoly continues to grow. In 2024, Hasbro teamed up with Nike to celebrate sports legend LeBron James by creating special Monopoly-inspired versions of the new LeBron XXII sneakers. The shoes were promoted with a special Monopoly: LeBron James Edition board from WS Game Company, packed with hidden details honouring his incredible career both on and off the court.

Monopoly’s reach doesn’t stop there. Monopoly invites players to step into the game with award-winning global experiences such as the award-winning Monopoly Dreams Melbourne Café. Plus, there are immersive attractions like Monopoly Lifesized in London, Riyadh and touring across the US this year, fans will see even more Monopoly experiences, including the opening of Monopoly Steakhouse in Monterrey, Mexico and the Monopoly Tea Tour in London.

The future for the brand is bright, with a Monopoly film in the works from Lionsgate plus a steady stream of new game editions tied to major pop culture moments and iconic franchises. Fans have already enjoyed Monopoly editions based on everything from Wicked and The Beatles to Barbie, One Piece, Dune and The Super Mario Bros. Movie, and there’s much more on the way.

Today, Monopoly is stronger than ever, blending its timeless charm with exciting new innovations. From the explosive success of Monopoly Go! to brand-new Expansion Packs and the refreshed Classic board, Monopoly continues to evolve while staying true to its roots. Whether players are rolling the dice with family and friends or diving into the game’s digital world, the connection, competition and memories created around a Monopoly board will endure for decades to come.

Dino Mates

Studio 100 International

Studio 100 International has taken on the global distribution and international licensing and merchandising rights for the brand-new animated series Dino Mates (26 x 11 minutes). This captivating and humorous adventure, created in an innovative blend of 2D and CGI animation, is a co-production by Mack Magic, Hamburg-based label Edel Kids, and Kika from Erfurt, with production currently underway at the B-Water Animation Studios in Spain. The series was developed under the leadership of Michael Mack, film producer, publisher, and CEO of Mack One, alongside his producer team, including Anne Tintinger and Tobias Mundinger. Dirk Hampel (Conni, Pettson and Findus) heads production at B-Water Animation Studios, while David Ginnuttis and Oliver Huzly oversee content creation with editorial guidance from Kika.

The series is inspired by the popular family attraction Madame Freudenreich Curiosités at the Europa-Park Resort and the internationally successful picture book series, Dinosaurs in Grandma’s Garden, which has sold over 300,000 copies across eight languages. Targeted at children aged 6-10, the German premiere is scheduled for autumn 2025 on Kika.

At the international TV market MIPCOM in Cannes this October, Studio 100 International unveiled the project to broadcasters and streaming platforms, receiving enthusiastic feedback, particularly for its concept and visual style. Negotiations with several broadcasters are already underway and Studio 100 International plans a cross-platform presence for Dino Mates across all key channels, including YouTube and social media, to maximise reach.

The heartwarming story of Dino Mates follows 10-year-old Sophie and her older brother Leo as they spend their summer holidays with their adventurous Grandma Clara. What starts as an ordinary holiday takes an extraordinary turn when they discover real dinosaur eggs in the legendary Dragon's Cave. The siblings soon find themselves on an exhilarating mission filled with excitement and laughter, forging unbreakable bonds with their newfound dino friends. Each episode celebrates the power of imagination, teamwork and the courage to explore the unknown, while imparting core values such as solidarity, problem-solving and mutual support.

The global licensing rollout for Dino Mates officially kicked off with the Dino Mates Summit on 14th November at Europa-Park. This event offered potential partners and licensees an exclusive look into the development and marketing strategy of the series. Dino Mates is positioned for strong licensing opportunities in categories such as Toys, Publishing, Apparel, and Location-Based Entertainment.

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Paw Patrol

Paw Patrol continues to dominate as the No.1 pre-school property and holds its place as a top pre-school show on Nick Jr. and Milkshake!, with consumption increasing quarter on quarter.

In 2025, Paw Patrol will continue to captivate fans with exciting new themes such as Air Rescue, which will have a Skye-focus and see the pups take to the skies. The content premiered on Nick Jr. and Paramount+ in October 2024 to great success. In the first half of 2025, new Air Rescue products will launch across Toy and Apparel. In the latter half of the year, the Fire Rescue theme will launch, which will see Marshall lead the team. The new themes will introduce new vehicles and locations, including a new airport HQ and fire station HQ in Adventure Bay. This, as well as a whole host of specials, leads viewers to a third theatrical set to premiere in July 2026.

Rubble & Crew, a Paw Patrol spin-off series focusing on English bulldog Rubble and his construction crew family, launched in consumer products last year to great success, featuring in DreamToy’s top picks for Christmas 2024. The show, currently in its second season, is a Top 5 pre-school show on Nick Jr. Looking ahead, a new season will drop in 2025 with an expanding consumer products line.

In the world of location-based entertainment, the Paw Patrol Live! Great Pirate Adventure will return to the UK in summer 2025, bringing everybody’s favourite pups to the stage for an action-packed, high-energy musical adventure.

To round off 2024, the Paw Patrol Pup Talks campaign launched, which saw the pups give humorous and heartfelt pep talks to several high-profile celebrities such as Meghan Trainor, San Francisco 49ers Quarterback Brock Purdy, and Emmy award-winning actor and comedian Kenan Thompson. The campaign culminated with an integration on Jimmy Kimmel Live! on 18th December.

2025 will mark the launch of Paw Patrol’s Global campaign, To the Rescue, a multi-year effort between Spin Master Entertainment and Paramount designed to support parents as they nurture the development of their toddlers with a focus on teamwork, problem solving and imagination. The global campaign will see the launch of all-new meaningful retail activations, partnerships and experiences, as well as the development of existing relationships, such as the ongoing partnership with educational resource provider Twinkl, whose Paw Patrol resources have now positively impacted over 2.1m children in the UK alone.

With its commitment to delivering engaging content and fostering meaningful connections, Paw Patrol remains a beloved brand for fans, ensuring its place as a staple in preschool entertainment. For licensing enquiries, contact Elodie Rivero-Stevenet - elodie.rivero-stevenet@paramount.com

SpongeBob SquarePants

SpongeBob SquarePants celebrated its 25th anniversary last year with a range of exciting collaborations and partnerships. Now, as the franchise looks ahead, a dynamic slate of new content, gaming releases and consumer products promises to captivate fans of all ages in 2025 and beyond.

As part of 2024’s celebrations, Paramount+ brought an exciting SpongeBob SquarePants activation to the F1 Fan Zone at the 2024 British Grand Prix at Silverstone, featuring activities and photo opportunities as well as a SpongeBob-themed F1 show car. In addition, Paramount, in collaboration with Off The Menu, launched a one-of-a-kind Krabby Patty Kollab in October 2024, which saw over 100 renditions of the iconic Krabby Patty come to life in more than 250 local restaurants across New York City, Los Angeles, Chicago, Dallas, Atlanta, San Francisco, Seattle, Miami, Las Vegas, Toronto, London, and Mexico City, including Wendy’s.

On the content front, SpongeBob SquarePants remains a powerhouse. The series consistently ranks as the No.1 non-pre-school show on UK Kids TV, while The Patrick Star Show regularly lands in the Top 5 non-pre-school shows on Nickelodeon UK. In 2024, Saving Bikini Bottom: The Sandy Cheeks Movie premiered on Netflix, debuting as the No.1 kids’ title on the platform globally. Looking forward, the franchise will expand further with the launch of its 15th season, two new greenlit seasons for The Patrick Star Show, and the highly anticipated theatrical release of The SpongeBob Movie: Search for SquarePants in December 2025. Fans can also look forward to Plankton: The Movie, which will give the franchise’s iconic microscopic villain his moment in the spotlight. Gaming continues to be a significant driver of SpongeBob’s success. In 2024, Patrick’s Day Out launched from Outright Games, while the existing SpongeBob SquarePants Simulator remains a Top 10 brand game on Roblox. In the latter half of 2025, the gaming slate will expand further with exciting new launches including a console game.

Consumer products remain a vital part of the franchise’s reach and appeal. In 2025, fans can expect new core and film product launches across Toy, Apparel, Home and CPG, alongside a global high-end designer collaboration set to debut in the first half of the year. These launches will help keep SpongeBob SquarePants a front-of-mind at retail and in households worldwide. For licensing enquiries, contact Elodie Rivero-Stevenet - elodie.rivero-stevenet@paramount.com

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Teenage Mutant Ninja Turtles

Celebrating its 40th anniversary in 2024, the Teenage Mutant Ninja Turtles franchise continues to captivate its core audiences of 6-11-year-olds and grown-up superfan audiences with exciting new content and collaborations. August 2024 saw the launch of the animated series Tales of the Teenage Mutant Ninja Turtles on Paramount+ and Nickelodeon. During its premiere week, the series became the No.1 title on Nickelodeon and the No.2 non-preschool title on kids’ TV, showcasing the enduring appeal of the Turtles among both longtime fans and a new generation.

Building on this momentum, Season 2 of Tales of the Teenage Mutant Ninja Turtles will arrive on Paramount+ and Nickelodeon in 2025, while a sequel to Teenage Mutant Ninja Turtles: Mutant Mayhem is set to hit theatres in October 2026. Additionally, a theatrical adaptation of The Last Ronin is now in development, further expanding the Turtles' cinematic universe. The 2023 release of Mutant Mayhem proved to be a major success, earning over £10m at the UK box office.

Gaming also remains a key focus, with Paramount delivering a diverse line-up for fans. To add to the Outright Games release of Mutants Unleashed in 2024, a new PC game will launch in in the first half of 2025, followed by another console game in the second, along with updates to existing digital experiences, ensuring the Turtles stay at the forefront of interactive entertainment. The existing Teenage Mutant Ninja Turtles Battle Tycoon is a Top 10 brand game on Roblox.

On the consumer products front, Teenage Mutant Ninja Turtles continues to dominate, holding the No.2 spot for licensed action figures in the UK. The 2024 Sidemen x Teenage Mutant Ninja Turtles collaboration, featuring Turtles-branded apparel created with the YouTube group including KSI, was a standout moment for the franchise. Looking ahead, 2025 will see exciting new partnerships, including a global apparel and footwear collaboration launching in the first half of the year, as well as ongoing product launches tied to Tales of the Teenage Mutant Ninja Turtles. Turning to retail, back-to-school is poised to be a key moment.

Digital content is another area of growth, with over 280 new YouTube videos scheduled for release this year. This ‘always on’ approach to YouTube ensures the Turtles remain accessible and engaging to global audiences. For licensing enquiries, contact Elodie Rivero-Stevenet - elodie.rivero-stevenet@paramount.com

Dora Paramount

The CG-animated reimagining of Dora the Explorer, Dora, has become a major success since its debut last year, captivating a new generation of fans aged 3-5 who gravitate towards the show’s themes of adventure, friendship and language-learning.

Now in its second season, the show airs on Paramount+, Nick Jr. and Milkshake!. Following the launch of Season 2, Dora secured a spot in the Top 5 pre-school shows almost immediately. To celebrate International Day of the Girl on 11th October 2024, Paramount partnered with Plan International to launch a global campaign, featuring Dora, to champion girls’ access to education and gender equality. The multiplatform initiative included the establishment of a new Dora fund, providing grants for youth-led organisations dedicated to girls’ education, the provision of Paramount funding for the distribution of backpacks filled with school supplies (coupled with the opportunity for audiences to contribute), and a global 60-second public service announcement that aired across the Paramount networks celebrating the potential of every girl. To add to this, Plan International launched its own resource hub.

2025 is set to be an exciting year for the franchise, with Dora turning 25 years old. The new, highly anticipated consumer products range will launch in July 2025, offering fans apparel, footwear, toys, arts & crafts, puzzles, games and books. In the UK, confirmed partners include Spin Master, HarperCollins, Tonies and Aykroyds TDP. In addition, new collaborations and partnerships are in the pipeline, further cementing Dora’s cultural impact and broad appeal. Meanwhile, a live-action Dora film, Dora & the Search for Sol Dorado, is scheduled to premiere on Paramount+ in 2025.

The back half of the year will also see the introduction of a brand-new marketing campaign across retail that will add to the 25th anniversary celebrations.

The series itself is expanding. Seasons 3 and 4 arrive from 2025, featuring new thematic elements and making it one of the largest multi-season commitments in Nickelodeon’s history. Fans can also look forward to ongoing digital content, with new Dora videos and shorts set to launch across the Dora official YouTube channel, Nick Jr. and Toymation in 2025.

Finally, Dora will continue to feature in the beloved Milkshake! Live tour in 2025. For licensing enquiries, contact Elodie Rivero-Stevenet - elodie.rivero-stevenet@paramount.com

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Bluey BBC Studios

The multiple award-winning animation Bluey airs in over 140 territories, and licensed products are available in over 65 markets, with 450 licensees globally.

Screen-time with Bluey continues to increase. According to Nielsen, Bluey was the No. 1 most-watched series on streaming in 2024 among total viewers in the US, with over 47b minutes watched (783m hours). Bluey holds the No. 1 kids’ show spot on ABC Australia and is the most-watched series ever on ABC iview. In the UK, Bluey is the top performing kids’ show on Disney+ and CBeebies. BBC Studios Kids & Family also produce Supertato and distribute the Top 3 shows on CBeebies, including Bluey and Hey Duggee.

Bluey made headlines when the character featured in a special Strictly Come Dancing sketch that aired on BBC One’s Children in Need in November. Six new Bluey minisodes, written by Joe Brumm and produced by Ludo Studio, premiered on ABC and Disney+ in December, rounding out the collection of 20. The new minisodes include an episode called ‘Butlers’, which features the voices of well-known UK comics Rob Beckett, Josh Widdecombe and Alex Brooker.

Having played to families all over the world, Bluey’s Big Play is coming to television screens. The magic of this live theatrical story, penned by Bluey creator Joe Brumm, was captured on film earlier this month at the Theatre Royal, Sydney, and is anticipated to be broadcast on ABC later this year.

Meanwhile, the official Bluey YouTube channel portfolio, run by BBC Studios Digital Brands, has an incredible 10.6b lifetime views globally, and its digital-exclusive series Bluey Book Reads - featuring a star-studded line-up of readers including Kylie Minogue - has garnered over 75m views. More brand-new Bluey Book Reads are coming later this year. Bluey also boasts TikTok ‘s fastest growing pre-school channel, with 4.3m followers currently.

The huge popularity of Bluey content has driven soaring demand for products inspired by the series. According to Circana, Bluey is the No.1 gaining property in Preschool Toys in the US and No.2 property in Preschool Toys in the UK.

Tapping into BBC’s 2025 ‘Let’s Play Chef’ theme for Bluey licensed product, Master toy partner Moose Toys has developed three hero products. Inspiring children to recreate their favourite food-themed moments from the show, the range includes vehicles, play sets and plush that embrace food, cookery and shopping role-play. These include the Bluey Supermarket Playset, Bluey Chat Mate Figures and a line of Bluey Vehicles. Wooden toy licensee 8th Wonder is bringing a Bluey Ice-Cream Set to market and VTech is launching the Toot-Toot Drivers Bluey Roadtrip Playset. Tomy Toomies’ welcomes the Shower & Scrub Bluey bathtime play set, and Bluey also joins the existing Carrera First slot racing assortment with little sister Bingo. More Bluey card and board games are coming, with Orchard Toys, Asmodee and Winning Moves among new signings, and BBC’s multi-year partnership with Ravensburger is renewed. Rubies, meanwhile, is expanding its existing licensing for Bluey products in Australia, producing and distributing Bluey costumes and accessories in the UK.

Pip and Posy Magic Light Pictures

The BAFTA-winning and Oscar-nominated production company Magic Light Pictures is shining the spotlight on preschool playmates Pip and Posy in 2025, as it heads into the new year with an exciting programme of product launches, live events and promotional activity that will see it consolidate on the brand’s 2024 success.

One of the most-watched pre-school shows on Milkshake! and Sky Kids, Pip and Posy continues to resonate with its young audience. Following the success of the first two series, its educational spin-off exclusively for Sky Kids - Pip and Posy: Let's Learn - has further engaged pre-schoolers.

Expanding beyond the screen, Pip and Posy now boasts a range of plush toys and figurines launched in collaboration with master toy partner Bandai, which hold the rights for the UK & Ireland. Bandai plastic figurines are now available at a range of retailers including Amazon, Argos, Jojo Maman Bebe and Hamleys, while feature plush continues to perform well alongside the figures in Argos, and mini-plush figures are available at TK Maxx. In addition, the toy range is stocked across book specialty retail, including Waterstones (in-store and online), complemented by puzzles from Ravensburger and TV tie-in books published by Nosy Crow.

Recent launches include a sock range from Misirli, two new Tonies characters featuring Pip and Posy stories narrated by podcast and TV star Giovanna Fletcher, and a pyjama range from Aykroyds TDP, available online.

In 2025, the dedicated Magic Light Pictures licensing team is actively expanding the brand into categories such as Greetings, Stationery, Role-Play, Arts & Crafts and Softlines. Pip and Posy will present the brand to buyers and licensees at the Brands and Retail UK Winter 25 Screenings to drive further licensing growth.

With Pip and Posy’s partnership with Milkshake! and Parkdean Resorts continuing to delight young holidaymakers, and a second cinema experience, Pip and Posy and Friends, shown at selected cinemas across the UK in 2024, Magic Light Pictures continues to find new ways for Pip and Posy to meet young fans in person. In addition to appearing as special guests at Hinckley’s Snap Dragon Festival in the summer, the duo took part in a country-wide tour of high-traffic shopping centres this half-term, as well as appearing at a specially themed immersive trail in the Adventure Play area of the Unesco World Heritage Site Blenheim Palace. More live events are planned for 2025.

With strong support from broadcasters and a growing YouTube presence, which has seen two new channels launched in France and Italy with over 31m views combined, Pip and Posy continues to thrive. In 2025, Magic Light Pictures is keen to explore opportunities to further expand the brand into new categories both in the UK and beyond.

Properties Hot

Sonic the Hedgehog Sega

Sonic the Hedgehog burst onto the scene in 1991, revolutionising the world of video games and speeding into the hearts of millions. His lightning-fast moves, daring leaps and infectious energy earned him the nickname ‘the blue blur’, captivating fans of all ages and establishing Sonic as a beloved figure in gaming history.

Sonic is a phenomenon that has endured for over three decades. His ability to connect with kids, teens and adults alike has cemented his status as one of pop culture's most recognisable and enduring characters. Over the years, Sonic has evolved beyond his video game origins to become a global transmedia icon, reaching audiences across multiple formats and platforms.

Sonic's games, including console and mobile titles, have collectively sold or been downloaded over 1.7b times. From classic side-scrolling adventures to innovative 3D experiences, Sonic has consistently delivered thrilling gameplay that keeps players coming back for more.

Beyond gaming, Sonic's presence extends to hit animated series, a successful movie franchise and a treasure trove of consumer products. The Sonic universe offers something for everyone, from action-packed games to collectible toys, apparel, home goods and more. These collaborations allow fans to engage with Sonic's world in countless ways, blending nostalgia with fresh, exciting experiences.

Sonic's journey is far from over. The recent release of Sonic X Shadow Generations has brought fresh excitement to the gaming community, with players now exploring new adventures alongside Sonic's enigmatic rival, Shadow. This latest game is just one part of a larger roadmap of exciting initiatives planned for the brand.

Looking ahead, fans can expect even more from Sonic, with new consumer product collaborations, fresh content releases and thrilling surprises slated for 2025 and beyond. As Sonic gears up to celebrate his 35th anniversary in 2026, Sega is pulling out all the stops to make it an unforgettable milestone.

Sonic's success wouldn't have been possible without the collaborations that have brought his world to life. Sega continues to work with leading partners to create innovative, highquality products that capture Sonic's spirit, such as Lego's imaginative construction sets. These partnerships allow fans to bring Sonic into their daily lives in new and exciting ways.

As Sega explores fresh opportunities in emerging product categories, it says the possibilities for the Sonic brand are endless. Whether through cutting-edge tech, immersive experiences or bold new merchandise, Sonic's world continues to expand, ensuring his legacy will endure for generations to come.

For licensing enquiries, contact Gemma Daniels - gemma.daniels@sega.co.uk

Fuggler Libertas Brands

2024 has continued to be a year of significant progress for the Fuggler brand. Through its partnership with Blue Zoo Studios, the brand has now launched more than 50 three-minute episodes of the liveaction Fuggler series and over 150 YouTube shorts. New content is launching in 2025 including Living with Fugglers, Road Trip with Fugglers, Fuggler Cops and much more.

Fuggler has a broad consumer and fan demographic, appealing to kids and kidults alike with the brand skewing 60% female. The Fuggler TikTok account has seen its followers increase +250% in the second half of 2024. Across YouTube, TikTok and Instagram, Fuggler’s official social media accounts now have more than 200k followers (+92% YoY) with an active and engaged fan base.

Fuggler successfully launched in multiple markets in 2024. Master plush toy partner Zuru will be rolling out in an additional 30+ markets during 2025.

2025 will see the global rollout of various collaborations. Alongside the Gremlins x Fuggler range (which arrived in the UK in November 2024), the DC Comics x Fuggler range is expanding into all markets while the Lord of the Rings x Fuggler collaboration also launches. The core Fuggler range will benefit from the continued rollout of ‘New Fuggs on the Block’: Hairy Fuggs, Gold Fuggs, Love Fuggs, Vacay Vibes Fuggs, Baby Fuggs Series 3 and 4, and Keyring Fugglers Series 4 and 5. Many more new themes will be announced later in the year.

Libertas has already introduced Fuggler plush toys into Tesco stores across the UK as part of The Entertainer and Tesco partnership, and Fuggler plush recently launched in Smyths Toys for the first time. Further distribution across other key UK and Irish retailers will be unveiled throughout 2025.

Alongside Zuru, new licensees have onboarded throughout 2024, including Poetic Brands (apparel, footwear and accessories), PMI Kids World (collectibles), Sinco Pets (pet toys), Hunter Price (stationery), Rainbow Productions (walk around costume characters), Spirit (costumes), Surreal Entertainment (gifting/homewares/stationery), Trends International (posters and stickers), Themed.co.uk (wall decor), Pogo (print on demand), Lake Press (publishing) and Tibles (digital trading cards). Various other categories are currently under negotiation across the UK & Ireland, USA, Canada, China, Japan, South Korea, ANZ and many other markets.

The Fuggler brand is represented around the world by various partners: Retail Monster for the US and Canada, Haven Global for Australia and New Zealand, Creative Minds for Japan, Future of Play for China, Hong Kong and Taiwan, and, for the rest of the world, WildBrain CPLG. Libertas Brands oversees licensing for the UK & Ireland. For licensing opportunities, contact Fugglers@libertasbrands.com

Properties Hot

The Science Museum

The Science Museum Group

The Science Museum Group unveiled its new STEM (Science, Technology, Engineering and Mathematics) badge for licensed toys and games products in August last year. As a respected voice in the informal science education sector, the Science Museum Group is a leader in helping children learn about science through play, welcoming over 5m visitors to its museums each year. The STEM badge offers a mark of quality assurance for science-based products, highlighting toys and games that encourage learning through play.

In a new publishing partnership, leading books publisher Farshore will publish the first ever Science Museum Annual. This will hit the shelves in August 2025 as part of a three-year licensing deal. Farshore is a world-renowned publisher of annuals for children and enjoys partnerships with brands including Disney, Minecraft and Pokémon. Featuring eyecatching layouts to capture imaginations, science content and learning opportunities will be woven throughout the spacethemed annual.

The first lighting product bearing the Group’s STEM badge is the 3” Mini Plasma Ball from new licensee partner Funtime Gifts, which is available in WHSmith and Waterstone’s and was launched in October. The full range of products will be launched in early 2025. The Science Museum Group’s licensing team has worked closely with Funtime Gifts to tease out the scientific principles of each product in the STEM badge packaging. The new range includes eight new products: the Plasma Ball in five different sizes, up to a 14” design, the Fibre Optic Lamp, the Tornado Lamp, the Energy Stick, the Infinity Mirror, the Volcano Lamp, the Night Sky Projector and the Sunlight Jar.

Last year, the Science Museum Group launched its first ever licensed stage production, Science Museum: The Live Stage Show, with Mark Thompson Productions, which had a sold-out tour across the UK. The Science Museum has a long history of engaging children with science through play, from the first Children’s Gallery in 1931 to today’s popular and interactive Wonderlab galleries at the Science Museum in London, the National Science and Media Museum in Bradford and at the National Railway Museum in York. The live show brings fun, hands-on experiments and spectacular demonstrations from the museums to family audiences in theatres around the country. A second UK-wide tour will take place from February to October 2025, with dates and venues to be announced.

The Science Museum Group is keen to collaborate with toys and games creators on licensing agreements that benefit both parties, helping the group inspire and educate new audiences, while licensees can work with one of the UK’s most loved and trusted educational institutions. Potential licensees interested in working with the Science Museum Group are encouraged to contact the team.

For more information on Science Museum Group licensing and the STEM badge, visit www.sciencemuseumgroup.org.uk/brandlicensing

Bananaman and Beano

Beano Studios

There are plenty of superheroes out there, but only one can save the day while also counting towards your five-a-day – Bananaman. Forty-five years after he first emerged in 1980, Britain’s fruit-powered hero is gearing up for a big year in 2025. To celebrate the milestone, Beano is launching a special anniversary issue of the comic on Wednesday 12th February. The highly collectible comic will be supported by national marketing and PR campaigns, making 2025 a brilliant opportunity for partners to join in the fun and tap into Bananaman’s timeless appeal.

Beano’s 2025 plans build on the excitement of Bananaman’s milestone, offering even more opportunities for products, partnerships and experiences that resonate across generations. Following the success of the previous ranges, Beano’s collaboration with Oddballs will continue to grow, with new family-friendly nightwear and pyjamas launching next year.

In hospitality, Beano’s partnership with Apex City Quay Hotel & Spa in Dundee continues to offer themed experiences for families, including Beano-inspired rooms and the exclusive Splasher duck. Beano continues to expand its experience-driven initiatives, such as the popular climbing walls at Clip ‘n Climb centres nationwide, bringing characters such as Dennis and Gnasher to life in a fun, active way. Beano’s community-focused initiatives also open doors for partners seeking purpose-driven collaborations. The Guide Dogs initiative supports visually impaired children, while the Sanofi diabetes campaign helps families create awareness of type-1 diabetes with bespoke, engaging content.

The publishing sector remains a key focus for Beano, with the launch of its first-ever graphic novel, Betty & the Yeti, in 2025. The beloved comic story, which follows Betty and her lovable Yeti companion on their adventures, will introduce the characters to a whole new audience, creating fresh licensing opportunities for products and partnerships.

Beano’s primary schools’ initiative, Britain’s Funniest Class, is back for 2025. The nationwide joke-writing competition celebrates humour and creativity, rewarding young comedians with prizes and recognition. Last year’s winning class had their moment in the spotlight during the Lord Mayor’s Parade, broadcast live on BBC One. Supported by Gulliver’s World, Farshore and Kap Toys, the competition gives partners a chance to connect directly with families and schools and join in the fun.

Looking ahead to Christmas 2025, Beano plans to build on the success of last year’s Merry Mischiefmas campaign. The brand’s cross-generational appeal will be brought to life through festive gift ranges, family content and a campaign that invites parents to ‘share the fun and pass on the laughter’ with their kids. Beano will also be gearing up for Dennis the Menace’s 75th anniversary in 2026, celebrating the ultimate mischief-maker with more partnerships to be announced soon.

Properties Hot

Mr. Men Little Miss Sanrio

The Mr. Men Little Miss universe is growing rapidly, and not just because of the introduction of two new characters - Mr. Fib and Little Miss Surprise - whose books were launched last September. In November, Sanrio and the renowned French studio Watch Next also inked a deal to develop an animated pre-school comedy series, with global distribution rights handled by Paris-based distributor, Kids First. This move will not only expand the brand's licensing opportunities but also allow Roger Hargreaves' characters, created in 1971, to reach new audiences beyond the UK and France, where they hold cultural significance.

A major factor in the IP's success is its extensive character portfolio, boasting over 90 unique personalities that resonate with children and adults alike. These characters' ability to personify human emotions and feelings was highlighted in the Discover You book series by Harper Collins, which promotes meaningful family discussions on emotions, wellbeing and mental health. The brand excels in edutainment, blending education and entertainment, as demonstrated by its collaboration with McDonald’s UK for World Book Day, which saw the characters feature in Happy Meals as both plush toys and books. This versatility extends to the toy industry, proving the characters' adaptability and collectability through various products such as memory games, card games, minifigures and plush.

The brand's charitable efforts further enhance its appeal. The characters frequently champion important causes, such as in the recent collaboration with the British homelessness charity Crisis. The charity introduced two new characters, Mr. and Little Miss Invisible, in a limited-edition range of t-shirts with fashion retailer Uniqlo. In early 2025, the characters will again support those in need via a new collaboration with Comic Relief, which will see the launch of a line of apparel and accessories for TJX.

In 2025, efforts will focus on maintaining momentum in countries such as the USA, Greece, China, the Middle East and Australia, which have shown growing interest in the brand, and expanding into new categories such as Plush with Australian partner Headstart.

There are also plans to enter new markets, including India, where Mittal Sport will introduce a collection of plush and cushions. This initiative underscores Mr. Men Little Miss's ability to transcend cultural barriers and connect with a global audience.

In the next 12 months, Mr. Men Little Miss will enhance its range of toys and games, with licensee Rainbow Designs bringing to market a new line of plush and novelty gifts.

Elves Behavin' Badly

PMS International

Continuing a journey that commenced in 2017, Elves Behavin' Badly, from PMS International, has captivated families worldwide with its blend of mischief and merriment. As it moves into 2025, Elves Behavin' Badly remains steadfast in its mission to spread joy and laughter through myriad new initiatives and innovative products, promising to elevate the festive spirits of audiences worldwide.

2024 marked an unprecedented success for Elves Behavin' Badly, propelling the brand to new heights in the UK and across international borders. Fuelled by this momentum, the upcoming year holds even greater promise as the brand expands its global footprint and forges new partnerships.

Elves Behavin' Badly is set to unveil a range of new products in the coming months, featuring new characters, confectionery, apparel and immersive events that will develop the brand in fresh and innovative ways. These new offerings, coupled with an unwavering commitment to excellence, aim to provide fans with a memorable festive experience.

At the core of Elves Behavin' Badly's success lies a dedication to pioneering marketing strategies that captivate, entertain and ignite inspiration within the brand’s dedicated audience. By seamlessly blending immersive social media escapades, interactive narratives and strategic influencer partnerships, Elves Behavin' Badly has curated a vibrant community of fans that eagerly anticipates each new adventure with the mischievous elves. The brand also provides families with a unique platform on which create their own traditions and meaningful Christmas moments.

One of the most exciting collaborations of 2024 saw Elves Behavin' Badly team up with the acclaimed comedian Josh Widdicombe, who unveiled the magical realm of Elves Behavin' Badly, Elftoria, in his role as its new mayor. The campaign, themed ‘This Christmas Elftoria Rules,’ animated Elftoria across multiple media platforms, inviting families to engage with the charm of Elftoria through content and playful interactions. This included a blend of cinema advertising, out-of-home displays, social media engagements, new games and augmented reality elements. Notably, the campaign coincided with the release of Paddington 3 and Moana 2.

The festive consumer campaign was hugely successful, elevating brand awareness and reinforcing the core message of Elves Behavin’ Badly: using the power of playfulness to spark imagination and creativity, and bring laughter into people's lives.

PMS International will showcase Elves Behavin' Badly's latest innovations and ambitious plans for the year ahead at Spielwarenmesse in Nuremberg and at Spring Fair. To discuss licensing partnerships, please contact jcostimouyia@pmsplc.com

Properties Hot

Angry Birds

Rovio

Angry Birds has gone from mobile game to globally recognised transmedia brand, inspiring dozens of games, billions of consumer products, parks and experiences, several animated series and a movie franchise. The brand continues to invest in the future with strong brand beats and strategic partnerships. In June 2024, the news was announced that The Angry Birds Movie 3 is in production with DNEG Animation. The third instalment in the franchise will follow the continuing adventures of Red and Chuck, voiced again by Jason Sudeikis (Ted Lasso, SNL, We’re the Millers) and Josh Gad (Frozen, Beauty and the Beast). The first two Angry Birds movies have grossed more than $500m in total at the worldwide box office and have performed well on streaming platforms, signalling strong demand for the third theatrical instalment.

The brand has also launched a new longform series, Angry Birds Mystery Island, on Amazon Prime and Kids+. The series captivates audiences of all ages, with comedy and action at its core. In 2024, Angry Birds celebrated its 15th anniversary through numerous activations and partnerships. Angry Birds teamed up with other brands, such as Sonic the Hedgehog and Talking Tom, to bring iconic gaming worlds together. New partnerships were announced in location-based entertainment, including a new arcade machine Angry Birds Boom! from Raw Thrills and Play Mechanix. This video redemption game presents an explosive, competitive twist on the iconic Angry Birds gameplay. A new game mode was launched with NeoXperience allowing consumers to play the Angry Birds Dream Blast mobile game for the first time in real life as an immersive multiplayer experience.

In consumer products, the Angry Birds brand launched iconic products to celebrate the anniversary, including the characters rendered as highly detailed wooden design collectibles with Boyhood, a new line of plush toys with Posh Paws International, Angry Birds in Character Group’s Heroes of Goo Jit Zu and Flying Heroes lines, costumes with Fun.com and educational workbooks with Little Brother Books. The brand was also a finalist in the Licensing International awards, a partnership that brought the Angry Birds game to MercedesBenz E-class dashboard screens. It is is also currently a Kidscreen Awards 2025 finalist for Best Learning App, Branded, for its partnership with Legends of Learning, which helps students learn important STEM concepts by playing educational games.

Looking to the future, Angry Birds continues to invest in new and fresh content, expand its licensing initiatives, and forge strategic partnerships to bring its beloved characters and universe to life in new and exciting ways. Whether through themed merchandise, interactive experiences or digital content collaborations, Angry Birds embraces innovation and creativity to engage fans on multiple fronts. With a new movie in the pipeline, the brand is exploring new licensing opportunities and expanding ways to share the story and world of Angry Birds. Reach out to Adam Steel (adam.Steel@img.com) to find out more and become part of the flock.

Miraculous Miraculous Corp

The globally beloved superhero adventure series Miraculous - Tales of Ladybug and Cat Noir has landed on CBBC, bringing its captivating tales to fans across the UK. BBC Children’s and Education has secured the broadcast rights from Miraculous Corp, a joint venture between Mediawan, Europe’s leading independent production powerhouse, and Zag. The deal includes seasons one to six, and five Miraculous World TV event specials, with season five having debuted on CBBC on 1st December 2024. Miraculous also streams on Disney+, Netflix and Pop TV in the UK.

As the franchise prepares to celebrate its 10th anniversary in 2025, Miraculous continues to enchant millions with its unique mix of action, humour and heartwarming storytelling. Set in Paris, the series follows Marinette and Adrien as they juggle school, friendships and their secret lives as superheroes Ladybug and Cat Noir, protecting the city from mysterious villains. Broadcast in over 150 countries, Miraculous will unveil season six in early 2025, with season seven already in production for a 2026 release.

The next decade promises even greater milestones for the Miraculous universe, with plans for new seasons, spin-offs, immersive digital experiences, special TV events and a highly anticipated second animated feature film. The brand’s expansion is driven by a dynamic new leadership team including CEO Andy Yeatman (formerly of Moonbug and Netflix), chief Content officer Heath Kenny (previously with Mercury Filmworks and Gaumont), global head of Consumer Products Roz Nowicki (formerly of Mattel and Disney), and senior vice president of Marketing & Franchise Ashley Depp (previously with Paramount and Universal Studios). All join Maria Doolan, head of Content Partnerships and Distribution, who has overseen content distribution for the past three years.

The Miraculous franchise is a cultural and commercial powerhouse. With over 400 licensees in every major category, 740m products have been sold globally, generating retail sales of US$1.5b. Miraculous has also become a digital sensation with 41b views on YouTube, 250m downloads of Miraculous Ladybug & Cat Noir - The Official Game app, and over 760m plays on Roblox. Miraculous has been recognised with 40 awards including Best Animated Series in the Kids Programming category at the 2023 Kidscreen Awards.

Big Picture Licensing has recently been appointed as the brand’s consulting partner in the UK & Ireland. Toy partners include Bandai UK, the distributor of toys from master toy partner Playmates Toys, and Playmobil. Rubies supplies costumes across Europe, while publishing partners include Kennedy and Redan. Poetic Brands specialises in apparel, and William Lamb Group is the partner for back-to-school and footwear. Food and beverage partners include Ferrero, Bip, Surprise Drinks and Kandiz. Retail partners include Smyths, Toymaster, Next, Tesco, Asda, Sainsbury’s, Argos, and John Lewis.

To discuss licensing opportunities, contact licensing@miraculouscorp.com

contact us AT: licensing@outfit7.com jb@spideribd.com

Properties Hot

Mojo Swoptops Blue

Zoo

Mojo Swoptops, an exciting new animated action-comedy, is captivating children aged 3-6 thanks to its combination of humour, action and heart with a visually engaging, high-energy format. With its imaginative world and dynamic characters, Mojo Swoptops is quickly becoming a must-have property for toy and licensing partners across the globe.

At the heart of the show are Mojo and Bo, two best friends who tackle every challenge with a positive, can-do attitude. From everyday tasks to major crises in the colourful town of Swoppiton, the duo always find inventive solutions. With Mojo’s amazing swappable tops and Bo’s clever problem-solving skills, their motto rings loud and clear: "Helping you is what we do."

The real magic of Mojo Swoptops lies in the swopping of Mojo’s incredible tops, which forms the core of each episode. Kids love watching Mojo choose the right tool for the job, building suspense as he follows a fun ‘good, better, best’ process before unveiling the ultimate top. This exciting ritual is more than just a plot device: it’s a moment that thrills viewers every time. And when the action calls for speed, the fast-paced Hotswop is an absolute fan favourite packed with energy and excitement.

Mojo Swoptops channels the spirit of classic buddy-cop films from the 90s, blending humour and action in a way that entertains both children and their parents. With high-speed chases, hilarious banter and sharp-witted dialogue, it brings to mind iconic action films such as Die Hard, Lethal Weapon and The Italian Job. The show’s mix of thrilling stunts and clever comedy ensures that Mojo Swoptops is one that families will happily watch again and again. Plus, there are plenty of fun, hidden references for parents to spot, making it a show that offers something for everyone.

With the first 13 episodes already airing on Cbeebies, the buzz surrounding Mojo Swoptops is growing. 13 brand-new episodes will air on CBeebies from 4:15pm on 10th February 2025, with episodes also available on BBC iPlayer. Mojo Swoptops is set to launch internationally in 2025, reaching key markets including Ireland, Finland, Sweden, Norway, Denmark, Belgium, Canada, Israel, Australia and more.

Exciting digital content is also on the way for fans, including monthly arts & crafts activities, sing-along videos, games and clips. The existing free apps will be joined by a new paid app launching in early 2025, extending the brand’s reach beyond the TV screen.

Mojo Swoptops is also expanding into a wide range of consumer products, from magazines and books to remote-control toys, arts & crafts, pocket money toys and greeting cards. With new tops and characters arriving in Season 2, Blue Zoo is actively seeking the perfect toy partner to help bring the Mojo Swoptops brand to life in the real world.

For licensing inquiries, contact Karen McNally at Blue Zoo Licensing - karen.mcnally@blue-zoo.co.uk

Talking Tom & Friends

Outfit 7

The Talking Tom & Friends gaming and entertainment universe is centred around a group of six best friends. They’re kind, brave, creative, adventurous, curious, imaginative and, above all, fun, and their stories – whether in the mobile games or accompanying animated series – are all about friendship. At its heart, Talking Tom & Friends aims to share joy and fun with users of all ages around the world.

The September Guinness World Records: Gamer’s Edition highlighted several impressive Talking Tom & Friends milestones, including the record titles for the most popular virtual pet app and the most-viewed app trailer. In addition to these records, Talking Tom also received more pokes in one year than ever before and managed to eat an extraordinary number of chilies. With more than 20 games available to play and an impressive 24b total downloads, Talking Tom & Friends continues to grow. The brand’s YouTube channels have amassed 109m subscribers, while its animated series has gained over 12b views.

In November 2024, Outfit7 partnered with Rovio for a legendary collaboration in celebration of the 15th anniversaries of both itself and Angry Birds. This partnership united two iconic characters, Talking Tom and Red, for the first time, creating an unforgettable crossover event that fans of both franchises loved.

The crossover event offered exciting activities on multiple platforms. In My Talking Tom 2, players helped Tom and Red as they teamed up to send the mischievous piggies packing. In Angry Birds 2, Talking Tom made his debut appearance, adding new twists to the game in a special one-week event. The collaboration also extended to animated episodes on the Angry Birds YouTube channel and a chili eating challenge video on Talking Tom’s YouTube channel.

Talking Tom also cares about the planet. In September 2024, Outfit7 once again united with game studios worldwide to inspire a million players to take real-world environmental action through the power of play with exciting new eco-friendly features in Talking Tom Gold Run and My Talking Tom Friends.

Talking Tom isn’t the only one to be celebrating an anniversary, with Talking Angela marking her 10th birthday recently. To help fans mark the occasion, Outfit 7 announced an addition to the My Talking Angela 2 game: the Fashion Editor. Giving players the freedom to express themselves and personalise Angela’s look in their own unique way, the addition enabled fans of the franchise to mix & match their fashion designs before enjoying their unique creations throughout the whole game.

In 2025, Outfit 7 will look to expand its licensing programme by welcoming new partners across categories including Plush, Collectibles, Games and more.

Properties Hot

Harry Potter

Warner Bros.

For more than 25 years, the world of Harry Potter has sparked the imaginations of a global community of fans with its deep content universe. With more than 600m books sold, translated into over 85 different languages, and more than $7.7b in global box office sales, the Harry Potter franchise is a modern classic that continues to engage fans while attracting a growing and devoted worldwide following.

Harry Potter has enjoyed an exponential increase in consumer products and licensing deals designed to service a heavily engaged fandom. There are hundreds of licensing partners globally, producing thousands of different products across dozens of categories targeting every age range. The franchise continues to be incredibly popular and retail shelves in countries around the globe are showcasing Harry Potter products every day of the year.

The Harry Potter content slate is ramping up. With the exciting new television baking competition Harry Potter: Wizards of Baking airing in the UK & Ireland on Prime Video from 17th December, the much-anticipated forthcoming HBO original TV series, tipped to be a faithful adaptation of the books, plus 1,588 minutes of content regularly taking top slots on Netflix in the UK, and on Max across EMEA, the franchise continues to provide fresh and trend-relevant content and themes that pave the way for ever more innovative consumer products and experiences.

Warner Bros. Discovery is committed to evolving the franchise with a best in class live events strategy. From theme parks around the globe to more intimate themed light trails and annual celebrations such as the ever-popular Back to Hogwarts, the studio is celebrating the omnipresent IP all year round. Investing in consumer marketing and touchpoint experiences with fans will continue to be a priority for the brand in 2025, which is arguably set to be one of the most exciting years yet to be part of the world of Harry Potter.

The DC superhero Superman returns to theatres worldwide in July 2025, in a highly anticipated new film from DC Studios cohead, writer/director James Gunn.

The iconic Superman S-shield and the character’s heroic ideals continue to inspire fans of all ages around the world, making him one of pop culture’s most beloved figures. With over 80m fans in the EMEA region alone, and ranked among the most universally recognised characters, all new Supermanthemed apparel, toys and more will be at the heart of the licensing programme.

As the new chapter in Superman’s story unfolds, and new characters (including a brand-new look for Krypto), experiences and content beyond this movie release are confirmed, Superman is set to be a hero to licensees and retailers alike this year.

Superman

Warner Bros.

One For Fun in pole position ahead of F1 year

2025 is destined to be the year of Formula One racing, and there are plenty of toys lining up in a bid to be first past the chequered flag. David Mordecai, CEO of One For Fun, is no newcomer to the world of F1 licensing. He has strong personal ties to the vehicle sector in its myriad forms, dating back to the eighties when he worked with Amerang. This longstanding connection, and his deep love of motorsport, makes him even more enthusiastic about the coming year.

The big on-screen story for 2025 is the new movie starring Brad Pitt. With Lewis Hamilton’s own production company, Dawn Apollo Films, at the wheel, F1 will be released in the UK in June 2025. Lewis also stars in the film, and it’s anticipated that several other drivers and principals will also be involved, making it more than likely the movie will be a box office smash hit. And as with any film of this nature, it’s predicted that sales of F1 merchandise, including toys and collectibles, will soar.

Enter One For Fun, the exclusive distributor for F1 licensee Bburago in the UK and Scandinavia. “Bburago works in a different way from other brands in this space,” explains David. “The company holds licences with each individual team, rather than the one overall licence with Formula One. This means the vehicle designs have to be signed off by each of the teams one at a time… it’s a longer process, but it does mean that Bburago model cars are 100% accurate in every way, right down to the last detail. This matters to serious collectors.”

Over the last five years, Bburago has worked hard to build on its connection with the various F1 teams. The company

Summer 2025 sees the release of a new big-screen blockbuster starring Brad Pitt, all about the adrenaline-fuelled sport of Formula 1 racing. Imaginatively titled F1, the movie looks set to rev up fans of motorsport across the globe. In this piece, David Mordecai, CEO of One For Fun, tells Toy World readers why the company’s range of F1 toys will see it top the podium.

started out with Ferrari and then added Red Bull. David tells us One For Fun then requested Mercedes, McLaren and Aston Martin to be added to Bburago’s portfolio, helping to drive its business forward, and in 2023, the company fielded even more vehicles across the teams, both in core vehicles and radio control. “The Maisto and Bburago business has grown rapidly over the last year through One for Fun,” David says.

“I really admire the work that has been done by Liberty Media, the owner of F1, to elevate awareness around it,” he adds, explaining how the image of the sport has been changed to make it far more accessible to families. “Ten years ago, F1 was a sport mainly for adults (usually men). Liberty Media’s efforts have really opened it up to a far wider audience, and the new products we’re seeing come onto the market will only enhance the wider appeal of the sport.”

Formula One is certainly big business. The sport as a whole is worth around $18b, with the 10 F1 teams worth a total of $23.1b. In the US, the sport is enjoying strong growth; there are now three Grands Prix in America, a country traditionally dominated by Nascar racing. The Las Vegas Grand Prix was added to the race roster in 2023, and the addition of a new General Motors team in 2026 will highlight the American connection still further.

On this side of the pond, David is seeing success with toys based on British teams and drivers. In early December, he told us: “This week a major British retailer made a point of telling me how sales of Lando Norris cars and merchandise have gone through the roof, even though the cars are a year behind the current design. McLaren sales have soared drastically.”

It helps that most of the top teams are based in the UK. In fact, six of the 10 teams are based here. David believes individual consumers make their choice of purchase based first on the driver and then on the team, while families are more likely to follow a team rather than a particular driver.

The Bburago range covers a range of price points across all F1 teams and include cars with helmets based on the various drivers. Each driver races under their own number, which they take with them if they move from one team

to another, and they enjoy a high level of freedom when it comes to designing their helmets. This artistic licence means Bburago has an ever-evolving slate of designs from which to work as it faithfully reproduces the cars and helmets as detailed scale models.

May 2024 marked 30 years since racing legend Ayrton Senna died while leading the 1994 San Marino Grand Prix. To commemorate him, McLaren produced a special liveried McLaren, the Senna Sempre, for the 2024 Monaco Grand Prix, taking inspiration from Senna’s iconic helmet and Brazilian nationality. David says: “We will be producing the Senna Sempra McLaren car this year in both 1/43 and radio control versions. One For Fun will be the only place you can get it.”

London Toy Fair will see the introduction of over 50 new lines across die cast and radio control, including Red Bull, Mercedes, McLaren and Ferrari cars - both with and without their respective driver’s helmets - as well as Aston Martin and Renault. Consumers will be able to show their love of their chosen teams by buying exclusive sets. This year also sees the introduction of pit stop dioramas depicting a high-octane pit stop scene, complete with accurate car details and team mechanics.

Visitors to One For Fun’s Toy Fair stand (E49) can also take a selfie with Lando Norris’ real helmet, which will be displayed under glass and guarded by security. Although, we are sure Lando has a spare lying around somewhere.

This is an exciting new board book series that will make kids and parents giggle together at surprising things you wouldn’t expect to happen in each story!

Join Sindy & Paul as they accompany you through each fun-filled scene. Each book has a theme kids adore! (Unicorns, Mermaids, Dinosaurs, etc.)

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Company Profile Lego

Building on the power of play

The Lego Group comes into 2025 off the back of another incredible 12-month performance, buoyed by soaring consumer demand, mutually beneficial retail partnerships and a portfolio that has something for just about every age and interest. Christian Pau, VP and GM of the Lego Group UK & Ireland, tells Toy World what the year ahead holds.

fact, a recent Play Well study revealed that eight in 10 adults feel that playing with Lego bricks increases their confidence when it comes to experimentation and encourages them to explore new interests and passions.

The company has enjoyed some hugely successful years since the pandemic and is currently outperforming the wider UK (and global) Toys & Games market by some margin. In your opinion, what is fuelling this growth?

We at The Lego Group feel incredibly fortunate to be in a position of strength and ongoing growth in what is otherwise a very challenging time for the industry.

The reasons behind our performance can be viewed through several lenses. First of all, the Consumer lens. In this day and age, making time to unplug and play, and to spend time with the people closest to you, is more important than ever. The Lego Group’s portfolio not only offers a huge amount of play value for kids, but our brand is also trusted and valued by adults. In

Then there’s our Portfolio lens. The Lego Group has a broad and differentiated portfolio that offers something for everyone, across all ages and passion points. And we’re constantly bringing new innovation to the range, which keeps each set feeling fresh and exciting.

Thirdly, we have our Retail lens. We simply wouldn’t be where we are without our strategic retail partners. I’m sure Toy World readers will be aware that we lost some points of distribution in 2024, but regardless, we’ve pulled off some incredible things in-aisle, online and in secondary spaces. We’re grateful to still have those opportunities available to us and we’ll be building on this heading into 2025.

How do this year’s new product launches reflect Lego’s ethos and approach to play?

We know than when children play, they develop lifelong ‘20th-century’ skills. Our mission is to inspire and develop the builders of tomorrow, which means

that our sets must build kids’ confidence, creativity, collaboration and resilience. I think we’ve proved beyond any doubt that playing with Lego sets does that, and our 2025 launches will keep this play and development promise at their heart.

Last year’s launches focused on major entertainment and gaming licences such as Wicked, Wednesday and Animal Crossing, all of which will continue for 2025. We also introduced plenty of innovation within core ranges such as Creator, which is performing very well, as well as new themes for adults including our Botanicals range. Looking ahead, we’ll be building on this success with new partnerships and licensing deals.

Chief among the introductions I want to highlight is our new licensed Formula 1 range, which launches early this year. Our first product reveals were made in Q4 2024 and we’re incredibly excited by the response. The partnership with Formula 1 has given us access to all 10 F1 teams, meaning we can bring the full thrill of the sport to the world of bricks in the form of cars, garages and racetracks. We’re sure this range will appeal to everyone, from lifelong Lego fans to new consumers with a love for F1.

We’ll also be continuing to tap into the world of gaming in the second half of 2025, extending it beyond

Company Profile Lego

the screen and into physical play. We’re introducing a multitude of themes across a number of new sets.

In the UK and internationally, we’re seeing huge demand from so-called Kidults –and Lego is a favourite brand. How is Lego ensuring its focus is spread evenly across kidults and core toy consumers: kids?

Children will always be our top priority. The mission I mentioned earlier, to inspire the builders of tomorrow, is ingrained in The Lego Group’s DNA and kids remain at the heart of the business.

We know, though, that families often enjoy Lego play together, particularly when they’re building more complex sets when a little extra support or encouragement might be needed. There are also themes across the Lego portfolio that really resonate with adults and provide them with what we call ‘joyful focus.’ Our world is ever more volatile and uncertain; adults, as well as kids, also need to be able to unplug and unwind. This is something Lego products excel at. Our portfolio contains more than 100 products, in various themes from cars and buildings to sport and flowers, that skew towards older builders and we’re seeing a very positive reaction to them.

Our marketing remains strongly focused on kids, but we’ll also be introducing a decent slate of products across new adult passion points to ensure our assortment caters to all Lego fans, regardless of their age.

How will Lego be supporting its retail partners throughout the year (particularly the indie sector, which so depends on the success of Lego)?

Our retail collaborations are a huge part of our success, and for that we’re very grateful. And as you highlight, this is especially true of the indie sector, which has grown its sales very nicely this year despite overall trading conditions being very challenging.

We’re planning to go even bigger and better at retail in 2025, which means kicking off the year with a strong raft of spring launches. Our January F1 activation will be primarily driven by us above-the-line, supported by below-the-line activations at our retail partners. From in-store materials to secondary placements, we’re working hard to push consumers and shoppers into their local toy stores. We’ll also have a strong presence at Silverstone in the summer, tying in with the iconic British GP.

We’ll also be playing on occasions. This is a strategy that has really worked for us over the past three years; creating mini-spikes throughout the year around adultleaning occasions such as Valentine’s Day, Mother’s and Father’s Day, as well as child-centric ones such as International Day of Play, summer break, Back-toSchool and Halloween.

Q4 is a key shopping period, of course, but we want to lower retailers’ dependence on it by championing major occasions and working with our retailers on how to bring them to life. These occasions can be, and should be, a much bigger thing for kids and adults alike, and I don’t think we’ve even scratched the surface when it comes to how Lego products can be present within this area of the market.

How important are physical brand experiences to the Lego Group – will we see anything new in this sector?

Everything we do is focused on reaching and on inspiring kids. Physical events are a big part of this journey, whether Lego fans are experiencing the brand

in-store or while out and about. Last year we took part in some really interesting and exciting brand awareness activations to tie in with major movie moments.

For example, from November 30th to December 1st, we hosted the Lego Wicked Build event at London St Pancras. This featured life-sized Lego models of Elphaba and Glinda, which fans could take photos with, while the Building Zone invited children to create something that represented the theme of friendship, inspired by the bond between Glinda and Elphaba. Additionally, as part of the event, we showcased a St Pancras Crystal Ball inspired by the Wicked movie, featuring the Lego Wicked range.

Fans can expect more of this in 2025, inspired by another major moment in the content calendar – but sadly, I cannot tell you anything else just yet! We’ve already shown some of our retail partners the materials we’re providing for this, and the reaction has been huge. People are going to have to rethink how secondary placement should look once they see this activation.

So – is it safe to say you’re optimistic about the months ahead?

Yes. We’ve only touched on what’s to come in 2025 in terms of newness and innovation in this interview, but I can promise you there’s a huge amount more on the way. I’m confident our growth journey will continue, in partnership with our valued retailers, and that we will continue inspiring kids (and adults) for many years to come.

Company Profile Golden Bear

It’s game on for Golden Bear

45-year-old Toys & Games specialist Golden Bear has undergone something of an evolution over recent years. Previously best known for being a preschool specialist, the company has diversified into new areas and categories including Games and Sports, with considerable success. As it heads into 2025 with a raft of new launches and an umbrella branding campaign that will consolidate each offering for retailers, Rachael Simpson-Jones sat down with Becky Matthews, Golden Bear’s Sales and Marketing director, Kate Goss, creative manager and head of Games, and Becs Henchey, Product and Innovation director, to discuss the company’s strategy and what they hope to achieve as it moves into a new golden age.

WWhen Becky Matthews first joined Golden Bear, she tells me, the company was 100% dedicated to Infant and PreSchool toys based on The Snowman, Sooty, Noddy and Teletubbies. Its early pre-school plush and play sets were a hit and set the company up for success in the sector, but since thenparticularly over the past four or five years – Golden Bear has gradually expanded its offering with own-brand and own-IP introductions. However, this is a fact some retailers and consumers in the Toy industry remain blissfully unaware of.

Nowadays, Golden Bear stands on four key business pillars: Games, Sports, Girls and, never one to forget its roots, Infant & Pre-School. Thanks to its own-brand ranges, the company is now also able to turn its attentions to global expansion. Previously, its focus was on the UK & Irish markets due to its dependence on licensed toys; Barry Hughes, Golden Bear MD, once told Toy World that the company was “at the mercy of whether licensors

can get content onto the right platforms, in each of the international markets.”

“We’ve undergone a significant amount of change in what is actually quite a short amount of time,” says Becs Henchey. “Our diversification has allowed us to balance the business across all four pillars, rather than only relying on one. This has been a key part of our strategy, as has our international growth. The two factors have had a huge, very positive impact on the company.”

In summer 2020, Golden Bear took a bold step into the Games category with its Trapped at-home escape-room games. Since then, the portfolio has grown rapidly. Among multiple others, the family challenge game Wheel You Dare and Fart Yoga (in which you strap a gassy sloth to yourself, and attempt yoga poses without making it fart) launched last year, demonstrating the breadth of the company’s games portfolio and its family-friendly ethos. Autumn/winter 2025, meanwhile, welcomes Beak & Seek and No Brainer, plus many more.

“There’s an appetite for games out there and a real need for playfulness,” explains Kate Goss. “Our games are all about family fun. Golden Bear’s sweet spot is universally humourous games that are inclusive, bring people together and are easy to play right out of the box. We conduct a huge amount of playtesting to ensure our games are accessible to all.”

According to Becs, the development process of Golden Bear’s games has been quite the learning curve. Each new game is played repeatedly (sometimes down the pub), and the rules are read over and over again by multiple team members to check for clarity and ease of understanding. Everything is refined and stress-tested constantly, which, according to the team, is both the hardest and most joyous part of the job. And for 2025, Golden Bear has created a new sub-brand, Bear Faced Games, under which all its games will sit. The new brand logo will be on all packing for 2025’s new launches – there are seven coming down the pipeline this year - and can be viewed (or played) at London Toy Fair.

2025 PRODUCT LAUNCH EVENT

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Company Profile Golden Bear

One of the company’s best-selling games, the football quiz game Fanzone, neatly brings us onto Golden Bear’s next core pillar – Sports. The company made waves in the sector with Smart Ball Counter Ball back in 2019 and has gone on to expand the range with Skills Ball, Kick Tracker and last year’s major hit, Soccer Bot, which has been a resounding success both domestically and internationally.

The importance and health benefits of physical exercise are known and understood by parents/guardians and health professionals alike, and Becs says physicality plays a core role in the development of Golden Bear’s sports toys. (Some of its action games also focus on physical play, such as Hyper Dash.) At the same time, the Smart Ball range offers kids the ability to practise their football skills whatever the weather – so Soccer Bot was created specifically for indoor use. It was also made to be useable in smaller spaces, so kids living in flats or compact houses have the same opportunity to hone their football skills as those with access to larger areas or training facilities.

“The Smart Ball brand is hugely giftable, and with consumers crying out for giftable sports toys it’s no wonder it has been such a huge success for us,” enthuses Becs. “We’ve brought technology and sports together to help kids elevate their game, to improve their skills and better themselves as sportspeople, whether it’s with Kick Tracker, which is a really small product used for keepie-uppies, or Soccer Bot, our hero line. It takes a long time to bring technical products such as Soccer Bot to market, but we’re pleased to say there’s a huge amount to come from us in this category this year.”

Golden Bear’s Sports category is also set to benefit from

Farty Freddie, for example, combine plush toys with gaming, our brand-new Soccer Dash combines sports with gaming, and TattooMeez, the brainchild of Becs and her team, combines plush with arts & crafts to create something new and unusual. One of our strengths is rooting out these new areas and answering unaddressed consumer needs.”

Behind the scenes, Golden Bear has looked at the structure of the business and created workstreams that allow each team to focus on one specialism and the brands that fall within it. These highly productfocused teams are leaning into the creation of ownbrand and own-IP ranges, which gives Golden Bear the flexibility it needs to decide where to go with its products in terms of development, and where to market and sell them. To use Kate’s words, it makes Golden Bear the master of its own destiny.

Licensing still plays a fundamental part in the company’s ongoing success, with its Infant & Pre-School ranges all based upon beloved properties including the evergreen bedtime favourite, In The Night Garden; Hey Duggee (which is set to benefit from new content this year); Supertato (product launching spring/summer 2025); Mr Tumble; Sooty and Waffle the Wonder Dog, which has seen an uptick in online searches. Multiple conversations are also ongoing with other licensors, which should lead to some great new deals announced in 2025.

As touched upon earlier, Golden Bear has made huge strides internationally in recent years. The company enjoys strong distribution partnerships across a raft of countries, which have helped exponentially expand the retail presence of brands such as Curlimals (the range sold out in 56 territories), while it is also forming direct partnerships in the USA with retailers including Target, Walmart and Amazon.com. The team is also working on enhancing its presence in the German market, as well as its relationships with existing distributors.

Speaking of relationships, Golden Bear works very closely with the inventor community and builds on its ties with it year after year via its internal Inventor Relations team. This approach has borne much fruit for the company both in Games and Toys, particularly in the Girls space. Consumer insight is also vital to product development; very much in line with its specialised workstream approach, there’s a whole team dedicated to monitoring the marketplace for trends and consumer demands. This insight is then fed back to the wider teams, with a view to ultimately transforming it into another best-selling range.

One of the company’s biggest launches for 2025 is Foodibles, an on-trend, collectible scented plush range that sees everyday animals given a foodie twist (the Banana Dog is my personal favourite). The team has very high hopes for this adorable new range, which it says taps into the demand for plush based on both animals and food. The team is also preparing to relaunch Twisty Petz, part of a distribution agreement with Super

Impulse. This is a brand with heritage in the marketplace and Golden Bear feels the time is right for it to make its comeback. Retail feedback for the refreshed range has been very positive.

Heading into the new year, it would appear that the company’s more balanced approach to product development and core categories has set it up for a strong year. Becs, Kate and Becky all speak very highly of the Golden Bear team and believe there are still numerous opportunities out there to go after. On Games, Kate is embarking on a quest to find next year’s games and getting stuck into playtesting, while Becky is excited to see how the Strikesphere brand lands at retail. There are also big plans afoot for Strikesphere consumer awareness campaigns, devised by the company’s in-house content creators and digital marketers, as well as global retail support. Ultimately, the goal is to deliver yet another bestselling brand.

Golden Bear remains committed to its sustainability pledge. The company has been on a long journey to lower its carbon footprint and transition its ranges to more eco-friendly materials. Its plush toy filling has been made from recycled plastic bottles for many years, and the fabric outers are now recycled material too. All packaging is FSCcertified and printed with soy-based ink, plastic windows and blisters have been significantly reduced, internal packaging ties are made of paper The Telford office has solar panels and electric car charging points and has a ‘zero to landfill’ policy. Golden Bear also challenges its suppliers and logistics partners to come up with solutions that will further bring down emissions and its impact on the environment.

Like most things worth doing, change doesn’t happen overnight. This is true of Golden Bear’s sustainability efforts, and of its evolution from Pre-School specialist to committed all-round toy supplier. But when everyone is behind the change – and everyone at Golden Bear is – then good things are sure to follow. And if one thing is sure, it’s that the toy industry should be following Golden Bear’s progress very closely indeed.

Indies – let’s get digital!

Our indie toy retailers are unrivalled, in my opinion. They’re switched on, hands-on and engaged, committed to providing a magical toy shopping experience and able to react much (much!) faster to emerging trends and crazes than grocers and chains are. Many a new toy or game range has found its feet in a Toymaster store, given the space and time required to bed in that is often not given elsewhere, and many a child has experienced the joy of toy shopping at their local independent specialist.

However, it’s tough out there, and indies can find themselves particularly vulnerable to the sorts of challenges seen in 2024: economic pressures and Budget-related impacts, low consumer confidence, the growth of online retail platforms - including the likes of Temu and Shein, who have announced their intentions to significantly expand their Toy offeringand the level of aggressive discounting and promotions, particularly at key periods, that have sadly become all too commonplace. If ever there was a time to adapt and evolve, to look at new ways to get your business out there and promote yourself as an expert, it’s now.

We’re always exploring new ways to help our members, from digital marketing templates that can be customised and shared on members’ own platforms to generic and branded window displays that grab the attention of passers-by and pull them in off the street. We’re also looking at fresh ideas for further promoting our amazing

The £4b UK Toy & Games industry is lucky enough to be supported by a passionate, knowledgeable and agile independent sector that continues to provide consumers with a high-street toy shopping experience that’s as varied as is it welcoming. But with online retail giants continuing to grow, aggressive promotional activity and competition from larger chains and supermarkets, they also face a unique set of challenges. Here, Paul Reader, commercial director at Toymaster, outlines how the power of social media can be used to engage and inspire shoppers before they go elsewhere, and why digital marketing is an essential part of any retail proposition.

indie community, including new ways to generate excitement around the launch of the Toymaster Winter Catalogue and creating accessible marketing tools within our own suite of support options that members can tap into when it best suits them. But one of the biggest changes indies could make, right now, is to embrace the world of social media.

I know, I know. As a gentleman of a certain age, establishing a social media presence can seem overwhelming, even scary. That’s why Toymaster has put together some very simple advice on how to get started and how to make social media work for you.

Pick your platform

One of the most important decisions you can make is where – and how – to put yourself out there. There are various social media platforms to choose from, and which are most beneficial will depend on the nature and size of your business, who you’re trying to reach, and what you’re most comfortable doing. Of course, you don’t need to choose just one. A combination of platforms will allow you reach even more potential consumers. Here is a broad overview of the main platforms that would be useful to indies and the opportunities they offer.

Facebook:

55.9m Facebook UK users (as of November 2024)

Originally a place for people to stay in touch with friends, Facebook has evolved to become a hugely important platform for retailers and businesses of all sizes. Setting up a business page is relatively simple; if you have an existing Facebook profile, you can do it on your lunchbreak. Once set up, the page will display everything people need to know about your shop, including where it is, opening hours, contact details, photos and much more.

Special Feature

On the back end, you can create and schedule posts, and even adverts, that will show your page followers and other Facebook users what you are up to (and why they should visit your store).

Instagram:

35m UK users (summer 2024)

Instagram allows you to post photos and videos (AKA: Reels) with text captions beneath, use tags to drive traffic to other content and pages, and host links on your profile page (AKA: bio) which will take people to a designated website to buy your products. Instagram Shopping takes things one step further, allowing you to create a storefront where shoppers can browse products. You'll need a Business Manager account to set up a shop in Commerce Manager; there’s handy guides online that will walk you through how to do this.

Facebook and Instagram are both owned by Meta, so content can be shared between the platforms and the two sites share many similarities when it comes to setting up pages and creating posts. If you can use one, I guarantee you can use the other.

TikTok

23m UK users (May 2024)

TikTok skews towards a younger demographic (40% of users are 18-24 years old, so great for targeting Kidults) with content shared as videos within a feed. Users can search for keywords and hashtags depending on the content they want to see: there are 192.2k posts relating to #toytok, #380.4k for #boardgames, 425.8k for #toysforkids. Even though it was only launched in 2016, TikTok is a fast-growing platform. Like Instagram Shopping, TikTok Shop allows users to engage potential customers with Lives (livestreamed sales videos), Shoppable Videos and a dedicated Shop Tab within an app.

LinkedIn

42.9m UK users (July 2024)

Ostensibly a business and networking platform, LinkedIn can nonetheless be a great way to share what you’re up to, stay up to date with your suppliers and discuss (or debate) industry news. LinkedIn is often where some of the most knowledgeable and experienced people in the Toy industry (John Baulch, Isaac Larian, Jeremy Padawer, Richard North, Dave Middleton etc.) go to share their views, in the form of articles, posts, videos, pictures and polls. There’s no reason why you shouldn’t join them. Setting up and managing a business page is simple.

Other platforms

YouTube

56.2m UK users as of September 2024.

A community building platform, YouTube users can create and upload videos to their ‘channels’. Rules regarding videos aimed at children are controlled to ensure viewer safety.

Reddit

22.9m UK users as of May 2024.

A social news website where users can discuss a huge variety of topics in forums called Subreddits. Can be a good place to spot emerging trends and consumer demands.

X (formerly Twitter)

22.1m UK users as of May 2024, but this number is declining.

Videos and posts allowed, with varying character limits depending on account status.

BlueSky

16.7m users worldwide but growing very rapidly as an alternative to X.

Users can post, comment, repost and like their favourite things.

Start small – social media doesn’t need to be complicated

Got a hot new line in stock and a smartphone in your pocket? It takes seconds to snap a quick picture and share it to your business page on platforms such as Facebook and Instagram, along with the price and your opening hours. Your followers will see this in their feeds. Is it a Toymaster Exclusive? Even better! Always be on the lookout for ways to highlight that your store is the place to be, the first port of call for that best-selling new toy or awesome trading card game. You don’t have to jump straight into creating videos with special effects and music or invest in lights and microphones for quality. Begin with the basics and take it from there. And don’t forget – a single photo or video can be shared across multiple platforms. This doesn’t need to be time consuming or over-analysed.

If you have younger or more tech-savvy employees and/or colleagues, social media could be something they can take responsibility for. Sit down as a team and devise a strategy for where/when/how/why you want to start posting/advertising and go from there. Even if you only have help on the weekends, there are tools out there such as Hootsuite which allow you to create, upload and schedule posts to go out on the days and times you want. So, a few hours work at the weekend could mean you don’t have to worry for the rest of the week, as everything is taken care of.

Channel your inner American

A couple of years ago, I was lucky enough to attend Learning Express’ annual convention in the USA. What really struck me was how ‘out there’ Americans are willing to be. If those retailers wanted something, they went after it in a big way and they seemed very comfortable to appear in social media posts too. If you don’t already, I highly recommend you follow Rick Derr from Learning Express Lake Zurich, whom many of you will know from his excellent Letter from America columns in this magazine. Rick’s TikTok channel (@ learningexpresstoyslz) has an incredible 141.2k followers and some of his videos have racked up millions of views. Rick is funny, enthusiastic and incredibly knowledgeable, so viewers trust his opinions and this trust turns into sales.

In the UK, we can be quite a conservative bunch. Perhaps we worry too much about what we look like or whether we’ll stumble over words when on camera, but honestly, there’s no need. A few years ago, Toymaster started producing vlogs (video blogs) featuring suppliers that our members can access through our portal, and somehow, I ended up being the face of them. I actually really enjoy making the vlogs and really don’t think anyone cares about my appearance. What they care about is the information we’re providing and how it relates to their needs. So, practise in the mirror first if you have to, or record videos only you will ever see, but start to get comfortable with being on camera. Your social media followers and customers will really appreciate it.

Indie inspiration

Dave Middleton’s combined Midco Toys/Toy Planet/ Freak Treat Facebook business page has a whopping 17,000 followers, his TikTok channel (@midcotoymaster_ toyplanet) has 5,426, and his Instagram page (@ midcotoystoyplanet) a further 1,533. Dave uses Facebook to fuel excitement for upcoming launches, pre-order opportunities and in-store events among his hugely engaged audience, to very good effect.

Emma Dadswell, from Toys ‘n’ Tuck Southend, has also mastered social media. Her Facebook business page has 11,000 followers, as does her TikTok channel (@toysntuck) and her Instagram page (@toysntuck) has 1,895 followers.

If you know of either Emma or Dave, you’ll know they both run very successful retail businesses that are beloved by their local communities. While a lot of this is down to their hard work, expertise and unrivalled toy ranges – Dave in particular has made a name for himself as the indie King of Kidult – much is also due to their social media presences. Please do check out their channels to see how even the simplest posts can drive real in-store or online traffic.

Hopefully this has been useful and given some of you food for thought. We’re entering a new year; why not make it the Year of Social Media for your business? Challenges lie ahead for whole toy industry, and we all need to adapt and evolve.

And remember, Toymaster is always here to support its members and suppliers in any way we can. If you need help or advice, please don’t hesitate to reach out to us. Our entire ethos is that ‘We Are Here to Help’.

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Black Friday – the retail conundrum

Starting in the USA, the infamous Black Friday retail sales event has spread across the globe, although it has evolved considerably in doing so. What began as an opportunity for retailers to hold a sale to clear overstocks on the day after Thanksgiving has turned into a month-long retail extravaganza, which many retailers have embraced – some perhaps more enthusiastically than others. So how did Black Friday pan out in the UK last year, and what lessons can be learnt from what happened.

In all honesty, I suspect many toy companies and retailers have mixed feelings about Black Friday – it’s a bit ‘can’t live with it, can’t live without it,’ especially for many specialist and independent retailers and smaller suppliers.

The original American concept has mutated into a November-long campaign here in the UK – and we don’t even have Thanksgiving as a focal point for the event. Instead, we have over a month of deals, stretching from the start of November and even spilling over into December. “Is this Black Friday…I thought that was last week?” seems to be a common misconception amongst many shoppers. The problem now, of course, is that the genie is out of the bottle – and it is very unlikely that we can put it back in. It would take several years of pain to re-educate consumers – and in the current climate, I just don’t see any retailers being brave enough to accept lower sales for a few years in order to wean shoppers off their discounting obsession. However, I do wonder if some retailers will think about taking a step back and assessing whether Black Friday could be done smarter next year, rather than just unleashing a neverending barrage of deals across the whole month.

According to Circana numbers, Black Friday week was +17% versus last year, and +8% on the same week in 2023. Given the prevalence of retail deals across the whole of November, it is notable that the barrage of special offers only really had a significant impact on sales numbers in the final week of the month. Now, of course, you can post-rationalize that outcome in several ways. Perhaps the relentless onslaught of ever-increasing reductions finally wore consumers down. Maybe the deals were better that particular week, or consumers were finally in a buying mood driven by incessant Black Friday messaging. Or – and this is my suspicion – people had just been paid, so had money in their pocket / bank

account to allow them to splurge. If you go along with this explanation, does that make all the previous offers across the month leading up to Black Friday a bit… well, pointless? I’ll leave you to decide whether that’s the case or not. I will only say that I can’t be the only person who feels the whole ‘Black Friday creep’ – going from a day to a week to a month – has perhaps gone a touch too far.

In addition, I had a very interesting conversation with Circana’s Melissa Symonds at a meeting back in November. Looking at their data, Melissa was struggling to see a correlation between the depth of discounting and the rate of increases in sales. According to the numbers, a 50% reduction generally drove no greater sales uplift than a 10% reduction – the fact that some sort of deal was being offered did move the dial, but apparently much larger reductions didn’t necessarily move it that much further. Food for thought as the toy community reflects on a fairly brutal November from a discounting perspective.

That +17% increase in Black Friday week presumably saw a lot of sales gravitate towards online retailers. I just hope a good percentage of those sales came from genuine toy brands, rather than some of the other – shall we say less reputable –toy ranges that can be found online. And furthermore, I hope that sales weren’t driven by the kind of pricing that can wreck lines for physical toy stores – I felt for our US contributor, Rick Derr from Learning Express, when he posted on LinkedIn that two of the lines he had backed from the start to be amongst his top sellers of the year had both been savagely price cut by Amazon. There’s nothing anyone can do in these circumstances – not even suppliers most of the time. If it was a physical retailer slashing the prices, you at least have a chance of reaching someone in a senior capacity to ask them to reconsider the pricing activity – that’s never going to happen with Amazon, where there simply is no form of redress or opportunity to appeal for some common sense.

To be fair, although the discounting started early in the month, we actually managed to get to the middle of November before the dreaded ‘b word’ started getting thrown around (b is for bloodbath in the toy community, especially in Q4).

It can sometimes be tricky for consumers to decipher which price reductions are genuine, and which are manufactured.

Which stock is current, and which comprises slightly older lines on clearance? Which lines were originally priced to be promoted soon after landing on shelves? Which products are slow moving, which have retailers simply ordered too much stock of and when are suppliers and retailers prioritizing volume / market share over profit?

Of course, whatever the motivation, the problem is that there is nothing illegal about any of this activity. It’s a free market, and retailers are completely at liberty to do whatever they want on pricing – whether that’s for the right reasons or not. That said, I can understand the disappointment when new brands are being slashed in price. This has recently happened on several new movie ranges before the film even launches, although that just seems to be standard practice at the moment. It has also happened on ranges that have just hit shelves, where companies have been previewing extended ranges for next year. Does heavy discounting undermine the excitement generated at previews for these ranges?

And whatever else it does, it educates the consumer to wait until the heavy discounting starts. Every year, retailers and consumers play a game of Russian Roulette – and every year, retailers blink first. While they do that, of course consumers will delay purchasing until the prices start to tumble. Although I have been kicking around the toy industry for a few years, two things never fail to surprise me when the bloodbath starts. The first is the toy industry’s insistence on cutting prices at peak-selling season – something that doesn’t happen with flowers on Valentine’s Day or Mother’s Day, holidays in August or hotels at Christmas.

The second is when one of the retailers identified as driving the price reductions is a specialist toy retailer. There was always a belief that grocers and multi-channel retailers were deliberately taking a hit on toys to generate footfall, believing they could make up the loss by selling other items to shoppers. That clearly isn’t the case when a specialist toy retailer is leading the charge. Nevertheless, this tends to happen every year, and unfortunately there doesn’t seem to be any way of stopping it. Although it does seem mildly ironic that retailers are choosing to give away profit when they are complaining en masse about certain measures in the budget that will affect them.

John Baulch

John is publisher of Toy World magazine

Playing the right cards Special Feature Ravensburger

What’s behind the expansion of Ravensburger’s card games portfolio? What opportunities do you see out there to go after?

Card games are a staple in family life, fitting perfectly with the Ravensburger mission of creating opportunities to make memories and learn new skills. We all remember playing card games on car or plane journeys, and our new lineup will certainly make the time fly. Our card game offering ranges from age 3+ to 100+, so everyone can have fun and be as competitive as they want.

2025 will see a diverse lineup in Ravensburger’s expansive card games portfolio, with new introductions like Level 8, Disney Eye Found It and That’s Not a Hat 3. Richard Collins, Ravensburger’s managing director, tells Toy World all about these latest expansions, what makes them stand out in a very saturated marketplace, how they will be supported at retail and more.

The demand for card games is growing, which is reflected in volume share. The category is really versatile – card games can be gifting, impulse buying or even planned purchases, so we regard this area as an excellent opportunity for growth.

What learnings from your other recent successful introductions are you applying to your new launches to ensure they get off to a strong start?

We have a wealth of learnings from recent marketing campaigns where we have demonstrated the benefit of consumer-generated content. This type of material is effective at communicating the gameplay as well as the fun to be enjoyed, and nothing is quite as powerful as getting product in hands. For this reason, events will continue to be a core feature of our games marketing. Once consumers play our games, they want to play again and again.

Clear on-pack communication is key when it comes to family and party games too. Consumers need to grasp the basic gameplay concept quickly, so having this capture their imagination right away from the packaging is vital. With the sheer volume of offer in the games category, stand-out is essential, and this is where impactful packaging with a clear hook comes into play. Our Oh My Pigeons! game is a great inspiration here.

There’s no shortage of card games out there. What makes your new additions stand out in the marketplace?

Many of our card games offer that fantastic level playing field. Age isn’t a barrier to winning; children can be in charge, and they love that. Our Disney Eye Found It card game takes inspiration from the successful formula of the board game of the same name. Young children can play it straight out of the box and very quickly beat the grown-ups.

We are also introducing some more strategic card games for ages eight and above, such as the Level 8 series. In this rummy-style game, there are a few twists that can change a game’s direction, and players can plot their way to victory. Within the Level 8 series, there are also Disney Stitch and Super Mario editions. In the coming year, we’re also building on established brands with the introduction of That’s Not a Hat 3.

How is Ravensburger going to be supporting these games at retail, as well as raising awareness of them among consumers?

We will support our new card games with a diverse range of marketing activations. Events, sampling and comprehensive digital campaigns including YouTube, influencer programmes and social media all form part of those plans. And, importantly, we’ll be working with retail partners to maximise the opportunity in-store for the ranges. It’s important to emphasise that our activity will not just focus on the short-term. We’ve seen success with card games that have gathered pace over time through word-of-mouth, and, for that reason, we devise our campaigns with a long-term vision in mind.

Where and when will the games be launching – and will toy and hobby stores be supported with these launches, as you have for some of your other games?

The Level 8 Series including the Disney Stitch and Super Mario editions will launch spring/summer, as will Disney Eye Found It and Marvel Eye Found It editions. That’s Not a Hat 3 will launch in the autumn. We’ll be supporting our toy and hobby stores with a special promotion on our card games at London Toy Fair.

You’ve been spending time away from the toy and licensing business in recent years – what was it about this role which tempted you to return to the fold?

I joined the business in September, although I had been talking to them for quite a while about how I could help the company on a pan-European and global basis. I have always been interested in roles where I can make a real difference. I worked really closely with Giochi Preziosi during my time with Disney, and I was impressed by the people, the products and the way they conducted business.

GP is one of the last major European toy companies – it is still family owned and run, and it has very distinct and different values to many of the global corporate toy companies. I passionately believe that having strong European toy companies is important for the health of the toy community.

The company’s potential is huge – there is a real opportunity for growth, not just in the UK and Europe, but globally. There is an incredible array of talent within the team, and tremendous heritage across its brands. For example, GP is the largest doll manufacturer in Europe, yet the company has virtually no business in the doll category here in the UK.

GP should undoubtedly be one of the top toy companies in Europe, and should be strengthening its presence across the globe – and I see the UK as a

A fresh start for

GP UK

Toy and licensing stalwart Edward Catchpole took on the role of country manager at GP UK (formerly known as Flair Leisure) in September, and he has big plans for the UK business. Talking exclusively to John Baulch, Edward shares his vision for the coming years, as the company looks to extend its global footprint and become a major player in the toy market outside of its Southern European heartland.

very important stepping stone into the US market. The company is ambitious, and I have been brought in to help them achieve their ambitions. And everything I do here in the UK market will have both a European and global perspective.

GP has an extensive product portfolio – but does it translate across all global territories?

The breadth of brands in the GP portfolio is enormous, but the company has sometimes struggled with focus in the past. What I want to identify is which brands represent the best chance of transforming this business. You have got to have a strategy – there is no empty shelf space at retail. We have to be able to justify why a retailer should give us shelf space, as opposed to one of our competitors.

We have developed a three-year strategic plan, highlighting where we need to focus our investment, resources and people. The essence of everything we do is aspiring to exceed the needs and expectations of our consumers, this is creating value – and maximising value capture to invest back into the business for the future. How has GP found the UK market in recent times?

It's no secret that Flair has had a challenging time over the past few years. Thankfully, we have delivered great business with some of our distribution brands, such as

Monsterverse from Playmates – it’s a fantastic range, and will remain absolutely core to our operation moving forward. But we can’t purely rely on distribution brands; over the coming years, I see us placing a much greater focus on the brands we own, and particularly where we have high quality content supporting our range, as is the case with Gormiti.

I am delighted that we have just finalized a deal with the BBC to broadcast Gormiti programming next year –and we will also be launching Winx Club on the BBC in 2025.

As someone with extensive experience in the world of licensing, what role will licensed ranges have in the range moving forward?

In addition to our own brands, we have secured a couple of top-tier licences, which we are really excited about. We recently signed a deal to become the master toy partner for Hello Kitty, and we have been having many conversations with Sanrio about how to grow the business and make it a long-term success.

We have devised a multi-layered strategy: we want to drive collectability, partner closely with key retailers, embrace seasonal opportunities, extend distribution and expand the brand’s appeal to a new audience. A key element in that approach will be the launch of a brandnew sub-brand, 4SF. Basically, SF stands for super fans. We want to deliver a range that will appeal to the ultimate

Company Profile GP UK / Flair

Hello Kitty super fan; the kind of people who live and breathe the brand.

We have also signed a deal to become the master toy partner for Smurfs across Europe. I genuinely believe that Paramount has done a great job with the new movie and it has a real chance of connecting. It’s full CGI, and the script and characters are very funny and engaging. There is also five years’ worth of content to follow the movie, so it is set up for long-term success. We are expecting 2025 to be a big year for the brand, with strong foundations in place to drive business over the following years.

The other brand in our licensing portfolio is Masha and the Bear. In the short term, we’ve consolidated the business around Amazon, and we’ll look to nurture the brand, let it grow and gradually build momentum. Hopefully one or two key retailers will want to join us to expand Masha’s retail footprint as we move forward.

Outside of licensing, what do you see as the other gems within the portfolio that are ripe for development?

Flair has always had a great reputation for innovation. We want to bring that reputation back to the fore. Take Plasticine, for example. It’s an amazing brand, and one of the few in the toy market which truly appeals to consumers from 6 -60. And yet it has had zero innovation for over 20 years. That’s all going to change in 2025; we will be initiating a major Plasticine relaunch at Toy Fair, with something that will be seen as very disruptive in this space.

I see great potential to reinvent brands in the new era of social media. Plasticine is a highly creative brand, and it fits perfectly into that space. There’s a real opportunity to segment the brand to appeal to different age groups. This is not just a repack – we are going to give the brand the tools to challenge the incumbent

brands. The UK will be the first territory to launch the new range, after which it will roll out across Europe in 2026 and 2027.

In addition to expanding the product range, what other changes can we expect to see from GP moving forward?

I have adopted a philosophy throughout my career: good design is all about meeting the needs and expectations of our consumers. The first door to get through is retail. Once you have met their needs, you have to meet parents’ expectations. Perceived value is key here: whether they have spent £10 or £100, they want to purchase a product which is good for their child and one that their child will love. Finally, of course, you have to satisfy the end user, whether that’s a child, tween, teen or adult. If you can exceed expectations at each of these levels, that’s what drives success.

I’ve been brought into the GP UK business to address some of these issues and build a resilient robust business – for good and tough times. The UK is an incredibly tough and competitive market, but I have inherited a great team. We will be recruiting more people and building an organization that is structured to deliver our plans. What’s the rationale behind the change of name from Flair to GP UK?

Our ambition is to be one of the major toy companies across Europe, and ultimately across the globe. If we are going to build a global company, is it right to have different names? The advantage of having a single corporate name is huge. So, we’ll be shifting the focus from Flair to GP UK, although it’s an evolution which will probably take 2-3 years to fully transition. The Flair name will live on as one of our core brands, alongside Famosa, Feber, Trudi, Plasticine and others.

The company is starting to think about adopting a global

approach to product development and strategy, which will be an important step on our journey. The owner is a truly inspirational individual. He has built an outstanding business, both in supplying and retailing toys; GP remains the largest toy retailer in Southern Europe. Over the last decade, each individual territory has been in control of its own operation. But with the globalization of brands and consolidation in the distributor sector, the next evolution of GP is to think and act like a global company. I may be running the UK business, but at every turn, I need to think “does this work for the whole of Europe?” Ideally, 70-80% of the product line should be pan-European – then we can move stock across borders and truly chase opportunities when they arise.

We want to retain the best of what Flair did in the past but take it to a whole new level. I can see where this company can go, and the potential is massive. I think it is all going to be great fun. You’ll see at Toy Fair that we’ll be approaching things very differently; we know we’ve got to start thinking and executing in a new way, and we will. I hope all retailers will come along and see for themselves how the GP business is evolving.

Transforming product pages to drive sales with Icecat

As 2024 wrapped up, Icecat celebrated a year of remarkable growth and innovation in the toy industry. With an expanded network of 125 toy brands as sponsors in its catalogue and over 250 retailers syndicating content, Icecat continues to strengthen connections between brands, retailers and customers worldwide.

Enriching product pages with Icecat Studio

This year, an increasing number of brands embraced Icecat Product Stories (A+), transforming their product pages into engaging, below-the-fold experiences. Powered by Icecat Studio, this all-in-one platform integrates a content creation studio, Digital Asset Management (DAM), syndication engine and digital shelf analytics into a seamless workflow.

Icecat Studio is also a centralised solution for creating and managing A+ pages for Amazon and other connected retailers. Instead of building A+ content directly in Amazon Vendor Central, brands can streamline the process by designing pages in Icecat Studio for effortless distribution across Amazon and a wider retail network.

Top brands like VTech, Spin Master, Boti and 999 Games have already adopted Icecat Product Stories, bringing these rich, below-the-fold content pages live on their platforms. Leading retailers such as Smyths Toys and Dreamland have joined the movement, integrating these dynamic pages to offer shoppers an immersive exploration of product features.

The impact? A more engaging, informed buying experience that resonates with customers and drives conversions.

2024 milestones: innovating retail and key partnerships

In 2024, Icecat launched its QR-Code Shopping Assistant in retail stores, with Nintendo as its first pilot partner. Shoppers can access everything they need in an instant—product stories, specs, reviews, videos—just by scanning a simple QR code with their smartphone.

This tool is designed to flip the script on in-store shopping, tackling issues like long lines, lack of staff and outdated displays—all while making the shopping experience smoother, more engaging and packed with upselling potential. It’s fully customisable, so brands have the power to create their content to match their marketing goals.

On top of that, Icecat is proud to announce that it is now a certified Gold Partner at Bol, the leading eCommerce partner in the Benelux. Icecat and Bol have had a longstanding collaboration in providing complete product information. With this Gold Partner certification, brands can be confident that Icecat meets Bol’s strict criteria for PIM tooling partners. This ensures easy product data management and publication across Bol and other major e-Commerce platforms.

Looking ahead to 2025

This year is shaping up to be a game-changer as Icecat is ready to connect with more retailers, onboard new brands and roll out exciting updates to Icecat Studio that will take product content creation to the next level. With a growing team and bigger goals, Icecat plans to keep revolutionising the toy industry. Icecat will be at both London Toy Fair and Spielwarenmesse in Nuremberg, offering brands the chance to explore how they can upgrade their online presence.

To get in touch and learn more about Icecat’s offerings, email René Rozendal at rene.rozendal@icecat.com.

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With over 15 years of experience managing Amazon and eCommerce strategies for brands such as Tomy UK and Melissa & Doug, Asha Bhalsod is the founder of Etopia Con-sultancy, a dedication Amazon agency that offers strategy consultancy, full-service Amazon account management and Amazon advertising. She now helps brands navigate the complexities of Amazon to drive growth. For expert guidance on navigating your Amazon strategy, contact asha@etopiaconsultancy.co.uk

Amazon isn’t the problemyour strategy is

Heading into 2025, those selling on Amazon face an increasingly challenging landscape. Amazon continues to evolve, demanding that brands adapt and refine their strategies to remain competitive. Lessons from 2024 have shown that profitability, diversification and mastery of the basics are no longer optional, but essential. Here are five key focus areas that brands should prioritise to future-proof their Amazon business in the year ahead.

1. De-risking your Amazon business: hybrid models and range rationalisation

One of the most persistent risks we observed in 2024 was brands' overreliance on Amazon’s Vendor (1P) model. Businesses operating exclusively within Vendor Central found themselves at the mercy of Amazon's shifting priorities and policies. From sudden 30-day account closure notices to reduced purchase orders (POs) and increased fees, brands were left exposed to changes beyond their control.

The solution: adopting a hybrid model that utilises both Vendor (1P) and Seller (3P) platforms provides flexibility and control. For example, a leading toy brand experienced declining margins on 1P due to increased freight allowances and penalties for late shipments. By shifting some products to Seller Central, they regained pricing control and improved margins on niche items that Amazon wouldn’t purchase in bulk.

Streamlining your product range is just as essential as diversifying your channels. In Q1 of 2024, overstock issues hit hard as Amazon became more selective in issuing POs. Brands that took a proactive approach by rationalising their SKUs - focusing on high-demand, profitable items -were better positioned to weather the storm. While cutting 20% of your catalogue may seem daunting, the payoff can be significant. Businesses that made these changes saw their overall Net PPM (Per Product Margin) increase by as much as 15%.

Conducting quarterly SKU reviews and focusing on profitable, in-demand products drives operational efficiency, improves forecasting accuracy and strengthens margin positions, ultimately setting the business up for sustainable growth.

2. Profitability: the non-negotiable focus Profitability has never been more crucial. In 2024, Amazon established that vendors failing to meet profitability benchmarks would face consequences, including reducing purchase orders (POs). For brands, the key to success on Amazon in 2025 is understanding and improving their profitability metrics. This requires a comprehensive approach, starting with a review of Net PPM (Per Product Margin) to identify underperforming SKUs and address high operational costs. By retiring unprofitable SKUs or shifting them to a 3P model, brands can protect margins and drive growth. Equally important is managing internal costs - by aligning internal processes with Amazon's requirements, brands can minimise chargebacks and reduce operational expenses. Companies that take a proactive, data-driven approach to profitability are better positioned to maintain healthy margins and stay ahead of Amazon’s shifting requirements.

3. Amazon Advertising: playing the long game

Amazon advertising has become a cornerstone of success on the platform, but the landscape has evolved. Rising CPCs (Cost Per Click) mean brands can no longer afford to run broad, upper-funnel campaigns without a clear focus on return. In 2025, success hinges on targeted, lowerfunnel strategies that drive conversions and foster long-term growth. Leveraging tools like Amazon Marketing Cloud (AMC) provides advertisers with deeper insights into customer journeys, enabling them to optimise campaigns for maximum efficiency. For instance, reallocating the budget towards high-performing ad formats like Sponsored Display Ads has helped brands achieve significant sales uplifts, as seen with a 35% Q4 sales boost during Prime Day. Additionally, the rise of Sponsored TV Ads and Prime TV presents new opportunities to reach audiences in a highly targeted manner, with strategies such as showcasing bestsellers during key shopping moments resulting in a 42% uplift in brand searches. By prioritising data-driven advertising strategies and smarter budget allocation, brands achieve stronger ROAS and sustained sales growth.

expertise

Navigating Amazon’s complexities demands specialised expertise, whether through managing advertising, optimising listings, or analysing profitability metrics. Generalists are no longer sufficient in this increasingly competitive landscape. Brands must carefully assess whether to build specialist teams in-house or collaborate with external agencies. A balanced approach can often yield the best results; for example, combining inhouse management of day-to-day tasks with agency support for advertising and strategic planning has led to measurable success, such as a 50% increase in ROAS within a year.

5. Brilliant basics: the foundation of success

Amid the complexities of Amazon, it’s easy for brands to focus on advanced strategies and overlook the importance of getting the basics right. Yet, it’s these fundamentals that often separate the top-performing brands from the rest. Consistently strong catalogue management ensures that product listings are up-to-date, error-free and aligned with Amazon’s requirements, reducing the risk of suppressed listings or poor discoverability. Optimised listings, complete with relevant keywords, compelling titles and clear descriptions, are essential for increasing visibility and driving conversions. Engaging A+ content further enhances the customer experience by showcasing products with visually appealing, brand-driven narratives that build trust and encourage purchases. Strong review strategies - focusing on generating authentic, positive reviews while promptly addressing negative feedback - help reinforce credibility and improve rankings in search results. The brands that prioritise these core elements as part of their ongoing operations lay the foundation for long-term success, ensuring their strategies are scalable and effective in an increasingly competitive marketplace.

Looking ahead: preparing for 2025

The Amazon marketplace will only grow more competitive in 2025. Brands that take a proactive, strategic approach - focusing on diversification, profitability, advertising efficiency, specialist skills, and the basics - will be best positioned to succeed.

4. Specialist skills: in-house vs. agency

Asha Bhalsod

The toys are back in town

Toy Fair is officially just a few weeks away and excitement for the threeday extravaganza continues to build. Here, Majen Immink, director of Fairs & Special Events at organiser the British Toy & Hobby Association (BTHA), shares everything there is to know about this year’s event.

Toy Fair, the UK’s biggest trade fair solely focused on the Toys & Games industry, opens its doors from Tuesday 21st to Thursday 23rd January at Olympia Events in Kensington. Now in its 71st year, the show has been sold out since September 2024 and is preparing to welcome more than 250 exhibitors across both levels of the Grand and National Halls, as well as a section of the Upper West Hall. These will comprise both big-name returnees – and frankly, there are too many to list here (not to mention the politics involved in accidentally forgetting someone!) - to new exhibitors including Fratelli Games, Small World Toys, 3Doodler, Target Darts and many more.

2024 marked the milestone 70th anniversary of Toy Fair, which enjoyed a particularly celebratory atmosphere. The lovely thing about Toy Fair, though, is that there is always something to celebrate – another Christmas put to bed, the start of a new year, the impending launch of thousands of new products and 12 months of new opportunities to go after.

“I feel that Toy Fair always has this positive buzz and sense of excitement and anticipation, no matter the year or the current climate,” enthuses Majen, who is very hard at work, along with her team, putting the finishes touches

to this year’s event. “Of course, we always set out to plan the very best Toy Fair we can, and by listening to feedback and talking to all our stakeholders we ensure we’re keeping the show both on track and evolving. However, it’s our exhibitors, their stands and their products that create the visual impact and the sense of excitement at Toy Fair. We’re bringing all corners of the industry together under one roof, and the vibrancy and buzz will be tangible as you step into the halls, especially on the first morning.” Day 1, as is tradition, is Press Day, which Majen calls a ‘golden opportunity’ for exhibitors to capture the attention of top tier media outlets (including yours truly, naturally) which will be on hand first thing, complete with photographers and camera crews, to cover the event and seek out reportable topics. Majen explains: “We encourage exhibitors to make the most of Press Day by reaching out to media in advance and being active on social media. At the show, it’s always worth creating interactive demonstrations and challenges on your stand for journalists to get involved with, or arrange giveaways, and welcome all visitors to your stand so media will be keen to approach you. Press Day is a prime opportunity for exhibitors to secure exposure for their new products, making it well worth making an effort to stand out and

make your presence there an unforgettable experience. We also strongly encourage all exhibitors to inform the Toy Fair’s PR agency, Retail PR (toyfair@retailpr.co), about any fun events, celebrity appearances or challenges that will be taking place so they can be added to the event timetable. This will be shared with all registered media and will help drive representatives to your stand.”

Exhibitors are also encouraged to leave media packs - whether a physical paper copy, USB or QR code - in the on-site press office located upstairs on the National Gallery. The advice is to bring these to the Press Office during setup day (Monday 20th January) so the Retail PR Press Team can lay them out. Just outside the Press Office is also where the Toy Fair Hero Toys for 2025 will be on display, having been revealed at a special press breakfast on Day 1. Do be sure to make your way up there at some point to check out this year’s worthy winners. Day 1 will also host the beloved character parade, during the day, and see the winners of the Toy Retailer of the Year Awards 2024 announced at a special evening event.

Back downstairs, this year’s show has seen the Greenhouse rebranded as the Gold Zone to mark the area’s 20th anniversary. Toy Fair has long supported emerging talent at Toy Fair by giving it a dedicated space in which to shine. By rebranding to the Gold Zone, the BTHA is helping highlight and promote the companies exhibiting – as well as the many hidden treasures in this area – even more. If you’re looking for enthusiastic, innovative and talented exhibitors with a huge passion for toys and games and some truly fresh, unique ideas, then you absolutely must visit the Gold Zone.

“The Gold Zone’s (previously the Greenhouse) significance is underscored by its history of nurturing brands that have achieved substantial success over the years, such as Micro Scooters and Bananagrams. Exhibitors in the Gold Zone this year include Kefii, Buddy and Barney, Strong Point Games, Max & Ivy, plus many more. Please do pay them a visit.”

Change is also afoot elsewhere, with redevelopments ongoing at Olympia Events. Majen say these have led to enforced changes to the show’s footprint, which have ‘thrown up some challenges’ this year (mitigated by the understanding and patience of exhibitors, for which she is grateful).

“The Olympia redevelopments, whilst still ongoing for Toy Fair 2025, should largely be finished for Toy Fair 2026 and we can’t wait to see the final site. Toy Fair is such a bright and vibrant show, and the transformation of Olympia will only enhance this experience and offer extra opportunities on site to network and entertain customers. With so many new restaurants, bars and hotels being added to the site, the offering around the show for visitors and exhibitors will be greatly improved. Olympia will become a destination in itself and, looking ahead, we’re really looking forward to hosting Toy Fair 2026 there.”

Majen is keen to reiterate to retailers the importance of visiting Toy Fair with as big a team as possible (and if you want our advice, for as long as possible) in order to cover everything there is to see. But however long buyers plan to attend for, the main thing they should be doing is ensuring their time will be well spent by planning ahead and taking advantage of every available opportunity to network and do meaningful business. After all, Toy Fair is a key meeting place at which to make important purchasing decisions, spot the latest trends and catch up with colleagues, presenting valuable opportunities to forge new connections whilst building on existing relationships.

Majen says: “We appreciate that some retailers will send smaller teams these days, but with the presence of more than 250 exhibiting companies at the show, it’s almost impossible to spend time at every stand. This is why we recommend setting meetings up well in advance - but also leaving a little time for perusing the stands you haven’t got meetings with, and potentially uncovering a gamechanger.”

To help with the planning process, the Toy Fair website has an interactive floor plan and a detailed online exhibitor list. Exhibitor listings and floorplans and can also be found in this issue, on pages 160-162 and 164-166 respectively. These are followed by an exhaustive preview of the new launches which will be unveiled by the leading toy companies at the show – the perfect place to spot some of the hottest new lines coming to your shelves in 2025.

A hugely popular event, last year’s level of demand saw the organisers expand the floorplan into part of the Upper West Hall and as mentioned earlier, exhibitor space at Toy Fair 2025 (unsurprisingly) sold out months ago.

However, the unfortunate demise of a few toy companies, and the acquisition/mergers of several more, have created a level of dynamism that may ultimately create potential last-minute opportunities to secure a stand. Majen advises: “Historically, these changes are dealt with at an earlier stage in the year. We maintain a small waiting list and recommend that interested companies stay in close contact for updates on available spaces. Of course, if any cancellations arise, we move quickly to fill the space where possible. Any companies still wanting to join the waiting list can do so by applying on our website: www. toyfair.co.uk.”

While the show kicks off with Press Day, it ends with Influencer Day on Thursday 23rd. Taking place on what tends to be the quieter of the three days, Influencer Day sees the doors of Olympia Events opened to a select group of Toy & Game influencers with relevant, engaged followings. Although it was greeted with some scepticism when it was first introduced, Influencer Day has now been fine-tuned and proved its worth as an opportunity for the BTHA to connect high-quality influencers with exhibitors in a way that fosters authentic, impactful collaborations.

In order to do this, the BTHA implements a vetting process, prioritising not just follower count (which this year has increased to a minimum of 20k) but also audience relevance and content quality, an approach Majen says is designed to create “genuine experiences and networking between toy companies and quality influencers. Influencer Day is all about forging meaningful relationships that support brand and product exposure throughout the year. We encourage exhibitors wanting to connect with influencers to think about unique ways to engage with them on the Thursday. The influencers will be looking to create standout content at the show, so they’ll likely jump at the chance to get involved in exciting demonstrations or funny challenges.”

Elsewhere at the show, the event’s live, in-house TV channel, Toy Fair TV, will also have a crew roving the show floor, adding to the feeling of positivity and excitement created by the vast array of toys and games being showcased by this year’s exhibitors. Look out for enthusiastic hosts Gavin Inskip and Anna Williamson if you’d like to be featured.

“Seeing faces we haven’t seen for a year is great, but just watching the industry come together in one space creates such a fun and lively atmosphere,” finishes Majen, when asked what she’s looking forward to most about Toy Fair 2025 opening its doors. “From an operations perspective, watching the build-up and then opening smoothly on day one is one thing, but seeing the show through and receiving feedback, both positive and constructive too, is hugely helpful. If I get a free five minutes at some point, I’ll definitely set out around the show to see what new products our exhibitors will be launching for 2025. I wish our visitors and exhibitors all the best for a successful year.”

In the following comprehensive feature, we bring readers a raft of information from this year’s Toy Fair exhibitors, including the ranges they’ll be showcasing and unmissable events taking place across the show. As always, Toy World will be located right at the heart of the event, between the National and Grand Halls (B23). We’ll be out in force for the whole three days; if you want to book an appointment with one of the team, please get in touch ASAP as our diaries are already filling up. See you there!

Exhibitor List

Visit on stand B23

Collect a copy of our January issue, sign up to the daily newsflash service or just come along and say hello.

Please also note our new office address (our registered business address remains the same): Toy World

Gold Zone exhibitors

Ground Floor

Upper Level

“

@LUKETHENUKELITTLER HAS 1.3M INSTAGRAM FOLLOWERS! I WAS ABOUT 18 MONTHS OLD WHEN I GOT A MAGNETIC BOARD... I STILL THINK TO THIS DAY, IMAGINE IF I HADN’T PICKED UP THAT DARTBOARD

”

LONDON TOY FAIR

UPPER GALLERY

STAND 218 VISIT US AT

NUREMBERG TOY FAIR

HALL 12.0

STAND A04-5

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Do you remember the first time?

We spoke to a selection of this year’s London Toy Fair exhibitors to find out their earliest memories of the event and how they think the toy industry has changed over the years. Each was also asked which of their products they would choose to highlight, if they were asked to exhibit only one.

Emma Damerell - Brand manager, Toynamics

My first ‘adult’ job after graduating was in the toy industry and I had only just started working as a Marketing assistant when I got to experience my first ever toy fair. I expected a stuffy corporate type of thing, but as soon as I saw that famous character parade and saw the Powerpuff Girls, I thought, "Yeah, this is pretty cool." Everyone I met at Toy Fair was so friendly, and the buzz at the show left me feeling lucky that I had found such a fun industry to work in.

Over these past nine years, a lot has changed in the world, and the toy industry has evolved to reflect that. Gone are the days of running around the booth like a headless chicken following a buyer around with a pen and paper taking an order, then watching the buyer walk onto the next booth and do the same thing. Now, time is spent discussing unique product innovations and how our company can support retailers with things like drop shipping, to work closer with the retailer as a partner and ensure the success of both parties in this competitive retail environment.

I can’t wait to present our new Pixel Piano from Hape at the upcoming show. Music is already a top performing category for the brand, but this new line offers a new type of innovation to our portfolio that I think will make the product a best-seller for us this year.

Christian Pau - General manager, The Lego Group

I started my current role in the UK in August 2020, with my first London Toy Fair taking place in 2021 following the Covid pandemic. Having previously only seen the Nuremberg Toy Fair, I remember being particularly impressed by how the London Toy Fair was able to create a feeling of togetherness and connection across many BTHA and retailer-manufacturer relationships.

The pre-pandemic phase certainly was, and continues to be, a testing period for the toy industry at large. Consumer and shopper behaviours changed significantly, and this has led to a need for brands to adjust their go-to-market approach.

At Lego, we are excited about many of our upcoming 2025 novelties – one in particular is the upcoming partnership the Lego Group has with Formula 1. We are excited to have Lego sets for all 10 teams – all set across different target age ranges and price points.

Rianne Abul - National and Education account manager, Zimpli Kids

My first time at Toy Fair was so exciting. I’m not sure if it was my first or second Toy Fair, but when the Batmobile came to visit, that was a great thing to see and hear; it was so loud. Another thing I remember was just the sheer size of the show and everything being so vibrant and colourful. I always have fond memories of catching up with longstanding customers and colleagues and meeting new people every year.

There has been huge growth in the Tech, Sensory and Collectible categories that has happened incredibly fast, and I think the level of growth in design and innovation within these categories is exciting to witness. It is extremely exciting for Zimpli Kids to be a part of this industry growth with our Collectible and Sensory products.

If I could highlight only one of our products, although I couldn’t pick between the different styles, I absolutely love our Surprise Baff Bombz. There are so many different collectibles through various themes, from Aliens to Fruity, Dino and Unicorn. I can’t wait for the Care Bears and Miraculous Surprise Baff Bomb release dates to arrive. The little collectible figures for all the themes are so cute. I remember collecting complete sets of collectible toys when I was younger and the joy that brought me, so knowing that we can give that joy to kids everywhere is personally very fulfilling.

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David Mordecai - CEO, One For Fun

My first toy fair was in the late eighties, and I was working for Amerang. I think what stuck in my head from the show was the Sales director’s new mobile phone. He was very proud of it, and it was the size of a house brick.

In terms of changes, I don’t feel that the toy industry is as sociable as it once was, and it has become so much smaller. There are less buyers buying all the products; the buying power lies in the hands of fewer people now than then.

If I could only show one line, it would have to be Formula One – the Bburago range for this year will be a major item for us. It is so on trend and is a massively popular category. Plus, in terms of value, F1 will definitely be the line to watch.

Darren Epstein - EVP Global Business Development, Heathside

My first Toy Fair was in 1992. It was our first trade show, and it was so daunting to be on a small stand in a big show at the time. Everyone must start somewhere!

The industry has certainly changed since our first Toy Fair. There is now a lot more paperwork, a longer decision-making process and – more recently - everyone is playing it somewhat safe. However, those that don't play it safe seem to have grown and gone from strength to strength. If I could only showcase one single line from our entire portfolio it would be our South Park range. The collection was on fire in 2024, and our new range is very strong for 2025.

Lewis FinchManaging director, Baby Republic

My first Toy Fair in 2016 was an unforgettable experience. The energy, creativity and innovation on display were inspiring. I remember being in awe of the intricate booth designs and the sheer passion that industry professionals poured into their presentations. It was a moment of realising the depth of collaboration and imagination in the toy industry.

The toy industry has transformed significantly since my first Toy Fair. We've seen a growing emphasis on sustainability, with eco-friendly toys and packaging becoming a focal point. Digital integration, such as augmented reality and appconnected toys, has also redefined play patterns. Additionally, there's a stronger commitment to diversity and inclusivity, which is wonderful to witness.

If I had to pick one single line to show, it would be our new Little Brian Flip Paint Sticks. This line perfectly embodies the brand’s ethos of innovation, engagement and fun and has been developed to inspire creativity in children, with twice the colours for double the fun.

Chris Lohmeyer - Managing director, DKB Toys

My very first Toy Fair was over a decade ago. The sheer energy of the event, with its vibrant displays and creative booths, left me in awe. I remember being struck by how much passion and innovation went into each product, from handcrafted dolls to high-tech gadgets. It was my very first week in the toy industry, so it was certainly a baptism of fire, but I loved it, and it was so worthwhile.

The toy industry has undergone a remarkable transformation in the last 10 years. Technology has become deeply integrated, with interactive and AI-powered toys becoming much more the norm. Sustainability is also a huge focus, and licensed products are the key to winning now - if you get the right licence and the right product, you are golden.

If I could only show one line, it would be the new Crazy Aaron's Slime collection. This innovative line redefines slime play with a focus on unique textures, vibrant visuals and interactive features that cater to a wide range of sensory preferences. The Crazy Aaron’s Slime line builds on the brand’s reputation for quality and creativity, offering something truly exciting for kids and collectors alike.

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Simon Prest - Sales

director, Orchard Toys

I remember my first Toy Fair being daunting as I had only just been taken on as a Sales rep for Orchard Toys. The halls were freezing on set up day, which made setting up our stand somewhat challenging. I recall thinking that our stand was small compared to some of the other, much bigger brands at the show. I think I was pretty naïve too; I’d only been in the business a matter of days, so I hadn’t secured any customer appointments in advance. However, it was a super successful show both for me and Orchard Toys - I was surprised at how non-stop it was, taking order after order from our independent customers.

The retail landscape of toys has changed dramatically. 32 years ago, at my first Toy Fair, it was a constant stream of penning orders at the show for indies. Now, with fewer indies and a number of bigger players dominating the market, it’s less of an order taking show and more about showcasing the Orchard Toys brand and our new collections, games and puzzles, alongside our best-sellers. This opens doors to new opportunities and partnerships. What hasn’t changed though is how successful Toy Fair is for us.

If I had to show one line, it would be the Under the Sea nesting puzzle from our new Baby and Toddler range. It’s opening a new market for us – the trusted quality and value of an Orchard Toys product, but for little ones from nine months. It’s our first wooden product and packaged in new, soft pastel styling and design. Giving great shelf stand out, it differentiates Baby and Toddler from Orchard Toys’ core ranges. Under the Sea is leading a collection of four products. It’s a beautifully illustrated wooden nesting puzzle that champions the quality and educational fun that is synonymous with Orchard Toys.

Claire Beard - Marketing manager, KAP Toys

My first Toy Fair experience was with Woolworths back in 2002 when London Toy Fair was held at the ExCel Exhibition Centre in Docklands. I was a Buying assistant for ‘Boys Toys, Games and Construction’ which I loved. That year for us it was all about Beyblades, Lord of the Rings, Bionicles, Yu-Gi-Oh and the Trivial Pursuit 20th Anniversary Edition. After walking into the huge halls filled with bright and impactful stands full of toys, I knew that this was the industry for me, and I've never looked back since.

The thing I love about the toy industry is that it is constantly evolving. There might be new technologies, new crazes and fashions and new licences that come and go, but it never changes. It is always full of brilliant, toy-mad people, whose main aim is to get fabulous products in to people's hands. We are all big kids at heart.

If I could only pick one line to showcase it would be the Creativity for Kids Mini Garden range, especially the extra cute Unicorn set. It retails at a great value, affordable price point; it is also made from quality materials and includes everything needed within it. It offers stylish, bright designs and instant, pretty, messfree results and encourages creative play alongside a magical imagination.

Rob Trounce - Marketing manager, Hachette Boardgames UK

My first Toy Fair was very recent. I’m new to the industry, so my first Toy Fair was 2024, in my first month on the job. My background is in the food sector, so I’ve attended numerous expos and shows at London Olympia in the past. Instead of looking at giant bits of industrial kitchen equipment, I remember rocking up to Toy Fair, immediately getting a high five from a giant Mr. Monopoly and thinking “I think I’ve pivoted into the right industry!”

In tabletop gaming, we’ve seen the space go from strength to strength. Our market research and consumer interviews highlight that our end customers are becoming fatigued with digital media; be it overreliance on smartphones and screens or the ever-growing number of subscription models demanded of them. The tangibility of board games brings something more grounded and real, and an opportunity to kick back with friends in the real world. Games are meeting them halfway by providing more accessible systems with strong UX/UI making games more intuitive, and highly approachable, as well as offering relatable themes and an ever-growing pool of licences to bring new gamers to the hobby.

We’ve got some huge new titles coming, including licensed games for One Piece, Squid Game and The Witcher. However, if we could only showcase one line, it would be one of last year’s biggest hits and the game we’re most proud of: Courtisans. This sleek and beautifully designed game combines a simple, accessible ruleset—easy enough to teach in minutes—with a depth of strategy, bluffing and cunning. Players use their hand of cards to manipulate favour with the queen, playing them in front of themselves, other players, or at a central banquet table.

With beautiful artwork and a narrative edge akin to popular fantasy TV series, Courtisans is visually stunning. Featuring a cloth mat, gilded cards and jaw-dropping production, all in a box that retails for just £20, it’s no wonder this game became a breakout hit. It’s become a favourite among hobbyists and non-gamers alike, cementing its place as one of the most played games in recent months.

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Ashley Holman - Managing director, Toytopic

My first Toy Fair would have been in 2007. I was a couple of years into my licensing career then, but I hadn’t really dealt with the world of toys up until that point in time. I remember walking around, thinking that I couldn’t believe I now actually had a job that involved toys based on the cartoons we were licensing out and what an exciting industry to be involved with, particularly as I had almost gone into the insurance industry instead. Telling friends I was off on a work trip to the Toy Fair was hilarious.

The industry used to be very formulaic from a licensed toys point of view. Did the brand have a major movie behind it or was it on free to air? If the answer was yes, then people were interested. Nowadays, there are lots of different ways the brand can be seen and resonate with kids which mean it could be a success. So, it’s much more dynamic and exciting now versus then, even if some of the stats being thrown around are just as confusing as they always were with everything being No.1 in some way, shape or form.

Despite having some amazing brands in our portfolio, including major brands like Sonic, Minecraft, Paw Patrol, Swizzles, Peter Rabbit, Peppa Pig etc, I think my six-year-old daughter would disown me if I didn’t shout about the new Furby plush that we will be presenting for the first time at this year’s fair. The range looks fantastic, is super soft and cute and comes in a variety of sizes. We are very excited for the launch in 2025.

Barry HughesManaging director, Golden Bear

My first experience of Toy Fair was back in 1997 as a visitor, when I worked for Simon Marketing on behalf of McDonalds. I was there to meet toy companies and licensors to discuss Happy Meals and look for inspiration.

Looking at the Toy Awards from that first Toy Fair, Barbie had won Toy of the Year, and I remember working on both Barbie and Action Man Happy Meals. The Best New Toy Range was Corinthian football figures, which is interesting because we’re seeing great success with our football items almost 30 years later in 2024. So, in short, many things have changed but lots of those core trends and interests have stayed the same.

If I could only show one single line from our entire portfolio, it’d be Soccer Dash –running around a toy fair stand playing football all day is a great way to earn a living! It also researched hugely well with kids and parents, so we have high hopes it will be another fantastic addition to our sports range.

Phil Cassidy - Managing director, Casdon

Jamie DickinsonHead of Marketing, Playmobil

When I joined Playmobil, the brand was in a very different space compared to today. We did not have a regular dialogue with the media and journalists due to the history of the brand in the UK, so the days dragged a little. I am pleased to say that, today, the brand is much better known to the media, and my days are filled with lots of meetings and conversations about the year ahead and our great range of products.

The toy industry has had to become a lot more forward-thinking and reactive in its outlook. Children today are very sophisticated, and the products (not just toys anymore) need to appeal to ever-changing trends. The toy industry has moved from the traditional into the revolutionary, whilst still maintaining the excitement.

If we were only allowed to exhibit one product at Toy Fair, I would have to pick our fantastic new Police range. This has always been our number one theme and with the new items for 2025, I’m sure it is set to keep this coveted top spot.

London Toy Fair has always been a big part of my life. Casdon has been exhibiting at the show since the very first event, so it has been firmly on the ‘family calendar’ for as long as I can remember. Even before I was old enough to attend in a work capacity, I was part of the buzz and excitement of heading into London – which as a boy felt like another world away from our Blackpool head office.

When I attended my first Toy Fair as part of the business, it was a surreal moment. Stepping into the exhibition hall for the first time as part of the team was something special. Seeing the stand come to life, packed with products we’d poured so much effort into, and watching buyers interact with them, was a proud moment I’ll never forget.

For Casdon, Toy Fair is more than just a trade show; it’s part of our heritage. It’s where we’ve showcased our growth and innovation for decades and celebrated the legacy my grandad started back in 1946. The excitement of the event has never worn off, and even now, it’s one of the highlights of my year.

The toy industry has evolved significantly since my first London Toy Fair but what remains unchanged is the sense of unity—it’s always been a time to reconnect and celebrate the creativity that defines our industry. Now, what used to be simple displays are now immersive experiences, with interactive elements that bring the toys to life. It’s no longer just about showcasing a product; it’s about what it does and the stories it tells. Every year, the bar is raised, and it’s incredible to see how the industry continues to evolve. It’s a privilege to be part of it.

It’s tough to pick just one product line, but our role-play toys continue to stand out, making up a huge part of our success. We’re proud to hold six of the top 10 bestselling toys in this category. But we’re always looking ahead: in 2025, we’re launching three new licences and exploring a new category. In recent years, our success has come from constant evolution, and that’s exactly what we’ll showcase at Toy Fair 2025.

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David Hawcock - CEO and Creative director, Pop-Up Games

I vividly remember my first visit to the Toy Fair. I wasn’t there as an exhibitor, just as an observer. My background is primarily in publishing— specialising in novelty and pop-up books—but I’ve always had a deep passion for toys and the incredible creativity behind their design. As an inventor, I’ve been working on creating toys that present books and, more recently, books that transform into toys. That first visit was all about exploring and figuring out where I might fit in.

I’m not entirely sure how the toy industry has evolved over the years, as my background has primarily been in publishing. What’s clear to me, however, is that creativity remains at the heart of the toy business, which is fantastic. That’s why I’m so thrilled to be exhibiting for the first time in 2025.

If I could present just one line at the fair, it would have to be the Games from History collection. Currently, we offer Hnefatafl from Viking Scandinavia and Senet from ancient Egypt, with Latrunculi (the Game of Soldiers) from the Roman Empire and Pente Gammai (the Game of Heroes) from the Siege of Troy in production. Researching these ancient games of strategy and reimagining them in a bright, colourful and accessible way has been a lot of fun.

Lewi Hillier - Chief operating officer, Click

My first Toy Fair was a whirlwind of excitement and energy. I vividly remember walking into the hall and being overwhelmed by the sheer scale and creativity on display. The lasting memory for me is the contagious passion of the people – from inventors showing off their latest creations to retailers searching for the next big hit. It was a perfect blend of innovation and nostalgia. I also remember the importance of networking; so many conversations I had back then turned into long-term partnerships that have helped shape our business into what it is today.

The toy industry has evolved dramatically, especially with the integration of technology. When I first attended, toys were primarily physical and hands-on. Now, there’s a huge focus on blending physical toys with digital experiences, from smart toys that connect to apps to physical product with links to digital formats such as DLC. Additionally, the rise of social media and influencer culture has completely transformed marketing strategies. Today, kids discover new toys on platforms like YouTube and TikTok, and trends spread at lightning speed. If I could only show one single line from my entire portfolio at Toy Fair 2025, it would be the Dress to Impress range. This line captures the essence of Roblox's massive global appeal while offering kids a hands-on, collectible experience that brings their favourite digital avatars to life. Roblox continues to be a cultural phenomenon, and the Dress to Impress theme taps into the creative customisation that kids love on the platform. Each toy allows them to mix and match outfits, accessories and styles, encouraging self-expression both online and offline. Plus, the physical toys can integrate with digital rewards, unlocking exclusive in-game items, which adds value and deepens the connection between the physical and virtual worlds. It's a line that appeals to kids’ creativity, love for fashion and their desire to bring their online adventures into the real world—all while aligning with one of the hottest brands in the industry.

Karen Clarke - Brand director, Smart Toys and Games

At my first Toy Fair, I remember being full of excitement and equally trying to not look like a deer in headlights. Meeting so many new people was such a buzz, but I was regretting the new shoes. My first Toy Fair TV experience was a blur of smiles and adrenalin. I remember there were a lot of ‘ums’ said, however after receiving praise from both colleagues and customers, I look forward to the feature every year now. One thing is for sure, you will never catch me watching a rerun.

The level of interaction, theatre and customer engagement in toy shops has increased over the past 10 years, with everything from retailers providing dedicated ‘age’ birthday gift bags, birthday wish lists and gift-wrapping services to engaging social media posts and product endorsements. Here at Smart, we offer our customers complimentary demo samples as well as instore demonstration days and customised TV screens which showcase our eye-catching videos. Shopping for toys and games has been elevated to become as memorable as possible, evoking joy and fun.

An increased focus on supporting positive mental health and mindfulness among adults and children has been great to witness, and it has been fascinating to see the progressive development of stimulating toys, games, crafts and activity sets in this sector. The demand for educational toys and games has increased and our talented team work hard to create innovative and enriching play experiences so everyone can unlock their potential while having a good time.

Society is a lot more aware of the power of sustainability now as well, so seeing how we and many other companies are driving the change to become more sustainable is inspiring for us all.

My top pick to show would have to be our multi award-winning IQ games collection. This range ticks all the boxes for players of all ages who are looking for a puzzle game that they can immerse their minds in. There are 120 puzzle challenges in every IQ game, so the range is excellent value for money, durable and provides many hours of fun learning. With the strength of support behind this brand, we are proud to release at least one new IQ title every year, keeping our fans content.

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Richard Collins - Managing director, Ravensburger UK

My first Toy Fair was not so long ago – 2023 in fact. I remember being impressed by the excitement and enthusiasm of our customers, partly as it was the first ‘real’ Toy Fair after the pandemic, but also because this is an industry that thrives on people and relationships. Our diary was always full, and there was a real buzz about the stand. The show is the perfect showcase for all the new products that the team has worked on and to get that essential feedback. I vividly remember looking at the stand with just 24 hours to go before opening and thinking, “this is never going to be ready on time,” but our amazing team always makes it happen.

There has always been a focus on providing value for money in the industry and that is truer than ever in today's world. Every new Ravensburger product is priced to make sure it meets consumer expectations, but without ever compromising on quality. The growing interest in the kidults audience is driving change too. You'll see this reflected in our offering through our 3D Iconics range, Hylkies collectibles and of course, Disney Lorcana trading cards, among others.

If I could only show one product at Toy Fair, Crash Cats would be my choice. I love a game that has a wow moment, and this new game from our ThinkFun brand definitely delivers that. With its spring-loaded action, Crash Cats inspires players to get involved in a series of brainteaser challenges. I know our Toy Fair visitors will love the excitement this will drive too. All I can say is watch out for the flying cats!

Lee Crocker - Country manager UK & Eire, Cobi

I remember my first Toy Fair vividly. It was 1998 (I had joined Wizards of the Coast in July 1997), and we were exhibiting at Olympia, on the Upper Level. Our Country manager, Steve Wilks, decided that we should attend with Magic The Gathering, Dilbert and some other games, but nobody had heard of us. If I recall, it was a 5-day show. What a baptism of fire! We hardly saw anyone and when we went out sampling with Magic The Gathering cards, we got some very strange looks and found lots of the samples thrown in the bin. The following year (1999) was a complete contrast, we had launched Pokémon Trading Cards in September 1998 and London Toy Fair was a blur (not because of the drinking) but because we all had back-to-back meetings from 8am – 6pm for the full five days. That year has never been repeated.

In truth, I don’t think that the toy industry has changed that much in 27 years. It is still probably the best industry to work in, with some great characters across the board. We have a great way of rebranding and breathing new life into old, stable products (I don’t need to name them); creating new categories from existing categories, like ‘KidAdult’ and evolving sectors like plush with Squishmallows; Mood Bears and Food Bobballs. If I could only show one single line from our entire portfolio, I would have to say Cobi’s Flying Scotsman. It is an Iconic British feat of engineering which has surpassed the test of time. The finished article we have produced looks fantastic and really encapsulates the features of the train.

Gareth Edwards CEO, Farplace Animal Rescue

My first Toy Fair was only last year, when we exhibited in the Greenhouse as a newcomer.

I met some great people and learned a lot. I also realised that the toy trade was a great industry to be entering, and that Toy Fair was the place to be, alongside Nuremberg, to meet the right decision-makers. It has only been a year, but I think that tabletop games have grown a lot in popularity every year since Covid. From wholesale clients’ comments, there is currently big demand for smaller, affordable games due to the cost-of-living crisis. People want their new game fix, but don’t have as much to spend. Although the Days cards have been a roaring success story since its launch in April, I think my top pick would have to be Litter Tray, a push-your-luck game about cats and poo. It was our runaway best seller at Essen Spiel, and it still makes me smile as it links into our animal rescue so well. Everyone who has cats will either smile or groan when they see a game about cleaning out litter trays.

Julie Greenwood - Managing director, Brainstorm

Not necessarily my first Toy Fair but the one I remember most was the launch of StikBot. We were right at the top of the Hall next to the Toymaster office and cloakroom. We had a queue of customers watching the demonstration, there was a real buzz on the stand that I will never forget. We had gambled hard on StikBot with huge amounts of stock and a costly consumer-marketing campaign. I could see from our retailers’ reactions that we had a winner. 2025 will be StikBot’s 9th anniversary at Toy Fair and the little articulated, collectible figures are as popular as ever – and we continue to support them with consumer marketing. In the toy industry, we have recently seen a fair amount of consolidation with larger companies absorbing smaller brands, or mergers creating larger companies. Although Brainstorm is not standing still, we want to remain with our core family of colleagues and owners. In recent years, we have diversified our product offering both with our own brands and with those we distribute. We have always had our eye on craft and with Eugy, we must have the UK’s fastestgrowing, intelligent, craft collectible. Our Product manager, Lucy, developed My Very Own Fairy Jar from concept to finished product and I love it. Especially the little secret compartment and the jingle sound effect. It encompasses many features that characterise our home brand, Brainstorm Toys. Interactive with elements of craft, sound and light-up features, it then becomes a piece of room décor. As a little girl, I would have loved to have been gifted this item.

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FIRST TIME EXHIBITOR

Gillian Hauxwell and Simon Evans

Co-owners and designers, Strong Point Games

It is important for us to be at Toy Fair this year because it will be our first. We really wanted to make our first Toy Fair appearance because, over the last 12 months or so, we have been working extremely hard to develop and extend the range of our catalogue. In previous years, we really only had one product: Strong Point Trivia Game. Following a lot of work this year, not only are we adding two expansions to the Strong Point range, but we have also undertaken a couple of design tweaks that we believe make the original Strong Point and its forthcoming expansions an attractive and striking collection that will bring something genuinely exciting and different to the trivia/party game market.

Our hope is that the Strong Point range will prove as intriguing and exciting to retailers as it is already proving to be with the thousands of customers who already play and love the game. We are new to this, but we are fast learners, and we would love retailers to find out for themselves that a partnership with Strong Point Games can be a positive and long-lasting one. Standing out in a crowded market is a challenge, particularly for smaller, independent publishers. However, retailers looking to add to their range of trivia/party games, and looking for something fresh and fun, should add our stand to their itinerary. Strong Point already has thousands of players, who love the core concepts of inclusivity, ease of play and player control, but the addition of Stronger Point Expansion One and Stronger Point Junior Expansion is sure to elevate the range of games further into consumer consciousness. With the stronger and bolder new designs, Strong Point is sure to catch the eye. If retailers aren’t sure, they should call by our stand at GZ16 and face off in a trivia head-to-head with a colleague, to find out just why the game is getting so many five star customer reviews.

Gray Richmond

Managing director, Maped Helix UK

Justine McGovern Managing director, Reydon Sports

I remember my first Toy Fair like it was yesterday. The instant buzz and atmosphere made Toy Fair stand out from all the other trade shows we’d exhibited at before. Knowing celebrities were going to be there along with the mass number of leads and customers walking the halls was exciting to see. Year on year we’ve always tried to better our stand presence.

We’re traditionally a sports wholesaler that’s been adapting more and more into the toy sector, and it’s been so rewarding to see trust continue to build between Reydon and its suppliers - and customers stocking additional products from our huge catalogue they have most likely never had tried before. Diversification and adapting to new types of products feels like a more recent, and very positive, development in the toy trade.

If I could only show one line, it would be our PrecisionPlay Skills Trainer Ramp. This is a fantastic concept suitable for all types of retailers and the perfect training aid for kids. It’s a three-in-one product with a rebound return ramp, skills net and rebound board on the rear of the product. It offers hours and hours of fun and we’ve built up some superb marketing content around it. This uses kid influencers and is accessible for retailers to use to enhance the credibility of the product. It is available online from our portal now and has been a huge seller for Christmas 2024.

My first Toy Fair was in 2006. I remember it vividly and being blown away by the scale of the show. I had come from FMCG and would attend many regional shows which were your classic shell scheme shows, and I couldn’t believe the stands at Toy Fair had companies coming in to build them. The visitor numbers were through the roof and the amount of press that would come onto the stand was quite incredible. I was only one month into my job as an account manager at Jumbo, but that show ignited my passion for the industry.

In terms of how the industry has changed, I think you get less time to make a product a success now. Everyone is more impatient for the next big thing, so it’s hard to grow things organically. In addition, back in 2006, we didn’t have social media which can be your greatest friend but also a cruel enemy. In fact, I think Twitter only started that year. Many job roles didn’t even exist back then. Wow, I feel old now…. If I had to choose just one line to show, it would have to be the new Maped Creativ Stories Maker which allows children to create, record and listen to their own stories. It’s such a wonderful idea for children to use their imagination and be able to share the stories they have created with friends and family. There isn’t anything else like it and we’re excited to share with everyone at the show.

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Denis Crushell

CCO, Precise TV

The first time I attended Toy Fair was in 2023 and this was the first year we had the Precise TV lounge on the first floor. I remember thinking how amazing it was to have the world’s largest toy brands all under one roof at one single time in London. This year will be our third year of having the lounge and it’s going to be bigger and better with more free coffee for everyone this year. Our Precise TV lounge provides our clients and anyone else attending with a space to grab a coffee and some cake whilst meeting with their peers or a member of our team to learn about the KidSafe+ COPPA Compliant YouTube and Mobile Gaming solutions we provide.

It was great to see all the characters as well - I managed to get a picture with my daughter’s favourite character at the time, Bluey. It feels like the Toy Fair is now back fully to pre-Covid times, or what I have heard about the fair before 2020. All the halls are open and packed with the world’s largest toy companies on full exhibition.

My highlight would be our Mobile Gaming solution. Our network can reach up to 400 million kids, teens and families, and run COPPA compliant ads in the form of in-app videos or custom mini-games across a portfolio of kids’ safe publishers. The playable ads we have created are thumb stopping in nature, and we’ve had some great results this year for advertisers such as Playmobil, Panini and Moose Toys.

Suzie Howes Head of Marketing, Magicbox

I went to my first Toy Fair back in 2002. At the time, I was working on a doll brand called Sassy Secrets and a game called Gooey Louie, which I know is still around today. It’s always interesting to see what endures and what doesn’t.

I think the industry is much more competitive and challenging today. There are many more companies selling products, but there are less mainstream toy retailers out there these days.

Everybody is competing for the same space, so it’s important to be original, creative and provide excellent support.

If I had to pick just one of our lines from 2025, I think it would be our brand-new Piratix King Shark, part of our new Piratix range that is proving very popular. This fantastic playset has character, it has cuteness, and it has a tummy jail. What more could you want?!

Ben Hogg Head of Marketing, Simba

Smoby

Guy Rooney

Managing director, Pat Avenue UK

My first Toy Fair was also my very first day working in the Toy trade, having just been employed by Jon Gregory at IMC Toys. It was a great way to start the new job, and I had to learn about all the products quickly. I still vividly remember having to demonstrate a Peeing Dog to Ian Gibbs from Harrods and in the process getting his shoes wet.

For many years, Toy Fair felt like a final opportunity to lock down selections and maybe squeeze one last line onto a range plan. Since Covid, we seem to meet more buyers who are just starting out their buying cycle. The potential for showing more newness successfully is much greater, but it makes it more of challenge to get them round the stand in the allotted time.

With Pat Avenue and Trends UK in the process of merging, I am still learning about all the wonderful lines in Trends’ catalogue. It’s hard to pick just one, but I would have to go with the Stomp Rocket, as who doesn’t want one of those?

I organised Toy Fair for Esdevium Games/Asmodee for 10 years. My first one was five months after I had joined the company in 2011. When I first walked into Olympia on the Tuesday, I just remember being taken aback by how big the industry felt, and how little I knew about it. It felt like a real showcase of the entire UK industry, alive with colours and branding. I’m still excited even 14 years later to see Olympia on the first day of the show.

The toy industry has evolved in many ways. The retailers we work with have changed. The way we market toys is much more fragmented – I don’t think we were using the term ‘influencer’ in 2011. TV almost always guaranteed volume, and I spent most of my days begging magazines for editorial features. The kidult market was a lot smaller, the preserve of gamers and geeks, but these days there are many more adult toy consumers.

To highlight just one of our lines, I would choose the Smoby Life Mud Kitchen. This is the first Mud Kitchen on sale in the UK made of recycled plastic, rather than the traditional wooden options, and provides a ton of accessories and play value at a very reasonable price. Plus, it won’t fade in the sun or warp in the rain, and you can wash it clean with a hosepipe.

STICKER CREATOR

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Anna May

Managing director, The Carat Shop

I first exhibited at the London Toy Fair Olympia in 2017, and it left a lasting impression. Back then it was a smaller show in just one hall and felt more intimate, yet showed massive potential in an ever-growing industry.

The toy industry has experienced a transformation with a much stronger emphasis on digital play and interactive toys, however I believe the Toy Fair has remained true to the more traditional toys, maintaining its appeal for tactile products that people can pick up and play with. Officially licensed product is now a much more prominent feature at the show. Spanning now into two halls, rather than one, reflects the expansion of the Toy Fair over the years and reflects the industry’s growth and diversification.

If I had to choose one product to showcase at Toy Fair 2025, it would be our Harry Potter Diagon Alley Advent Calendar. Our product design team have already been working tirelessly on a new concept which will be launching autumn/winter 2025. This captivating advent calendar offers customers an opportunity to explore the famous Diagon Alley, featuring shops such as Ollivanders, Flourish & Blotts and Weasley’s Wizard Wheezes. It is a must-have for fans of all ages and embodies the spirit of the Harry Potter franchise and aligns with the current trend of nostalgic and immersive play experiences.

Jenny Leung Founder, Smart Zone (HK)

Maddi Tiscoe

Head

of UK Marketing, Moose Toys

My first Toy Fair was in 2019 and was such a thrilling time, especially as we introduced our Fortnite Battle Royale portfolio to the market. The buzz around the launch and the energy of the fair are memories that have stayed with me. It’s incredible to reflect on how much Moose UK has grown since then.

The Toy Fair has truly become a pivotal moment for the industry – serving as both a platform to showcase creativity and a stage to generate excitement. It’s evolved into more of an immersive experience where storytelling comes to life, capturing the retail imagination of everyone who attends. More than just a trade show, it’s the official kick-off of the year for the toy industry, and it feels bigger, bolder and more dynamic than ever.

If I could highlight just one line, it would be our Mama Surprise Families. Building on the rich heritage of the Little Live Pets range, this line takes innovation and excitement to a new level. It introduces kids to a delightful micro-scale play experience that’s bursting with surprises, joy and creativity. Growing up, I always wanted to be a vet, so this product would have been a dream come true for me – and it will be a pleasure to see it spark a similar sense of wonder and happiness in kids today.

Although I have been in the toy business with Smart Zone for several years, my first visit to the London Toy Fair finally took place in January 2022. Upon arriving at Olympia on opening day, I was amazed at the huge displays of hundreds and thousands of toys and related products. It was fantastic to experience the wide range in every imaginable category. I knew that Smart Zone had made the right decision to exhibit its lines at the show and we have been ever-present since.

Unlike many other industries, the toy business is constantly evolving to both survive and thrive, and the industry constantly brings new and exciting products to the marketplace. Since my first London Toy Fair, I have seen the toy industry evolve by incorporating new and exciting technologies, new materials and new ways of reaching the consumer, such as the use of streaming platforms and greater use of influencers.

Smart Zone is known for its Mighty Wheels line of steel and plastic toy construction vehicles, and my top pick is the new Mighty Rally line of soda can themed vehicle launchers. The set consists of a 1/64 die cast metal vehicle which sits in a soda can with a spring-loaded launcher. After removing the pop top lid, a release button causes the vehicle to shoot out at blazing speed. With a unique combination of a fun product and clever packaging, this is a fantastic expansion of the Mighty Rally line.

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David Kelly VP Sales and Marketing, Skillmatics

The Toy Fair holds so many great memories. I remember one year, a company behind us was demonstrating its karaoke machines and I was forced to turn to a colleague from our overseas HQ and say: “Wow, someone is absolutely murdering Sweet Caroline. Maybe I should show them how it’s done?" They were laughing and said, “Yeah, let's go and take a look Dave." When we approached the booth, we couldn’t see who the culprit was and then they turned round – it was our CEO. He asked what I thought, and I said quietly, "I think the machine is faulty," whilst the rest of the staff were crying with laughter.

In the toy industry today, everything is moving so much faster, from product development to in store plans. Companies are getting more creative to help boost sales. Technology is playing a big part in this change because as consumers’ buying habits change, we have to change our approach to marketing to help get product in front of consumers.

If I could exhibit only one highlight, it would have to be our Foil Fun range. It’s such a brilliant, mess free arts & crafts product that has won so many awards, The sets are jam packed with content, enabling kids to get really creative for hours and hours. We've recently been running some demo days using Foil Fun and the results have been outstanding.

Mike Lynch Senior brand manager, VTech

James Connolly Managing director, Mojo Fun

Our very first London Toy Fair was in 2022; it had a buzz about it, especially after the Covid period. Everybody was enjoying the chance to talk face to face with suppliers and customers again.

The industry has suffered somewhat over the past couple of years, but the toy community is nothing if not resilient. It will always evolve and adapt to the current market conditions and come through the other side stronger and wiser.

Without a doubt, I would choose our new Enthusiast range of Garden Birds and Koi Carp fish to showcase. This is so much more than another range of new products; it’s about broadening the appeal of the figurine category to a whole new audience of adults, collectors and enthusiasts. This enables existing retail stockists to broaden the appeal of their offer, and will bring in new retailers, such as garden centres, pet stores and visitor attractions, to take advantage of this opportunity. We are hoping this will invigorate and redefine the appeal of the whole figurine category, and put a smile on people’s faces along the way.

I remember my first Toy Fair very well. It was the 2013 show and I’d only been at VTech for six months but was tasked with organising our return to the London Toy Fair after a five-year hiatus. It was the year VTech launched the InnoTab 3S that went on to be the No.3 item in the Total Toy Market for the year, selling just shy of 200,000 units. My lasting memories are just of how buzzing the whole show was; it was such a great atmosphere and was brilliant to have VTech back after being away for a few years.

The industry has changed a lot since my first show. 2013 was the heyday of the kids’ tablet market with the LeapFrog LeapPad and VTech InnoTab being the No.2 and No.3 items in the total Toy market in 2013. Since then, we’ve seen the rise of collectibles, and licensed toys also go from strength to strength.

We have over 80 brand-new items to showcase and I love all of them. But if I had to choose just one item from our entire portfolio, it would be the First Steps Baby Walker. It is the No.1 Infant/Toddler toy in the market, and, for me, it perfectly embodies what VTech stands for – blending fun, education and developmental support. This iconic product grows with children, combining a sturdy walker that encourages physical development with a detachable activity panel that captivates babies with lights, sounds and educational play. Its enduring popularity reflects its versatility, durability and ability to bring happiness to both children and parents, making it the ultimate showcase of our commitment to innovation and quality.

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Nick Thomas General manager, Vivid Goliath

When you’ve been in the industry as long as I have (I started young), it is hard to single out early Toy Fairs, but Vivid always had the ‘go-to’ brands and licences of the moment, so Toy Fair memories are of a packed out stand with some brilliant brand launches, from Captain Scarlet and Thunderbirds through to Puppy In My Pocket and Rhythm Stix – we should bring that one back.

There’s been a huge amount of consolidation in the industry, including for Vivid when we were acquired by global games giant, Goliath, over six years ago. It means that no Toy Fair is ever the same, as companies continue to merge and evolve. What is great to see is the consistent energy, innovation, buzz and enthusiasm for the following Christmas season that suppliers industry-wide bring to Toy Fair every year.

We have so many new, exciting launches across Toys, Games and Crayola, but if I had to single out one new innovation, it would be the Suite Spaces Dolls House which is the first fully customisable and modular dollhouse programme. It has been designed to deliver on-trend and aspirational room sets that kids can customise, unleashing their inner interior designer; feedback from retailers globally has been hugely positive. There are one or two other big launches that I’d have loved to have mentioned, so please come and see us on stand B70.

Emma Hanlon

International Account manager, Thames and Kosmos

My first Toy Fair was in 2014. I was a total newbie to the industry, and this was my first trade fair of any kind, however everyone I met was so friendly. We still always catch up with the friends we made that year.

In the toy trade, there has been a shift in thoughts regarding sustainability and how toys and games are promoted, even in those (short) 10 years since my very first Toy Fair. In many ways, the industry has probably evolved a lot less compared to the 30 years prior. Perhaps it’s little steps but with a bigger conscience and a continuous positive outlook, even when times are tough. People are always smiling when they are at Toy Fair.

We’ve got a very exciting, licensed Exit Game for 2025, which would be my highlight of our stand, but any of the new lines from the Gecko Run range are strong contenders too. They offer endless hours of entertainment, with infinite options for never ending fun.

Glynn Davies

Commercial director, The Noble Collection UK

Kate Gibson

Managing director, Gibsons Games

I was about 12 years old when I first visited Toy Fair. Gibsons Games were distributors of Uno at the time and had a competition to see how many games of Uno you could fit into a Fiat Uno. Trevor and Simon from Saturday morning TV were helping us promote it! As a child, it was a real spectacle seeing all the toys and also beginning to understand where Gibsons fit in.

The toy industry has changed a huge amount. It’s become much bigger and more professional with so many more big stands and all the characters attending, but it’s always retained the spirit and sense of community that everyone in the toy industry brings.

If I could only choose to show one single line at this year’s Toy Fair it would have to be our new game Swapple, which we’ve developed as part of our partnership with the RHS. It’s quick to learn, great fun to play and looks beautiful, not only on shelf but also when playing it, which is no surprise considering it features stunning artwork from the RHS. We have loved developing such a strong range of RHS games and puzzles and working with a brand that is so well aligned with Gibsons.

My first ever Toy Fair was a few decades ago now when I worked in the promotions industry. I walked around my first ever trade show looking for the latest and greatest ideas to stimulate me and in turn be the inspiration for a premium for a cereal box or kids burger meal.

Since that first show, the licensing industry has gone from strength to strength and entertainment licences play an even stronger role in toys. Adult collectibles and blind boxes have emerged and developed to become categories in their own right, allowing the concept of being a ‘collector geek’ to become a badge of honour.

The Noble Collection is well known for its long-standing relationships with power properties like Harry Potter, DC, Minecraft, Jurassic Park and more. If I was forced to just show one line this time then I think I’ll go for our new Wicked line, our most recent property, to show everyone how we are evolving into new areas. It's a perfect opportunity to show how we can bring quality to the market in our sub-£20 roleplay products alongside the superb prop replicas we are launching for adult collectors. We’ve been known for years for our wands, and with this launch we have some fantastic new ones, for witches as well as wizards.

Brainstormltd brainstorm-ltd brainstormltd BrainstormLtd

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Lynne Swatton-Reed General sales manager, Basic Fun!

Long ago, when I was working at Mattel, we were exhibiting at Olympia, right before it made the bold decision to pack up and move to ExCel (and then return). It was such a vibrant Toy Fair, and I was blown away by how massive our stand was. It was so professional. And there I was, a proud member of Mike Barrat’s ‘Boys’ Team with the legendary Vicky Lacy and Rob Nunn. We worked very hard, but we also knew how to party. Barbie was on fire, and Aqua’s I’m a Barbie Girl was all the rage. On our way back to the hotel, we stumbled into the actual Aqua group in the lift. Now, imagine this: four very enthusiastic toy people + one very confused 90s pop band = pure chaos. They didn’t know what hit them! I felt incredibly proud to be part of such an amazing team.

The toy industry has evolved dramatically over the past three decades, with technology playing a major role. Furby and Tamagotchi were just emerging when I first came to play, introducing kids to the first real interactive toys, although Fur Real will always be my favourite. The integration of video games into the toy industry marked another major shift, as popular characters in video games began to appear in toy form, driving the sales of licensed products like Minecraft and Super Mario. Then came eCommerce, which forever changed the way we buy toys (and everything else). There have been so many phases—like the huge surge in the popularity of collectibles and the expansion of licensed toys. But I do miss the crazes, like when you couldn’t get a Buzz Lightyear for love or money. So many changes, but the one thing that has remained constant is the vibe of the people. The enthusiasm, passion and creativity continue to shine through, making this such an amazing community to be a part of.

If I could only show one single line from our entire portfolio at Toy Fair 2025, it’d be our new Stretch Armstrong, because I’m a bit retro myself, although not as old as Stretch. He’s the strong, silent type and no matter how much you stretch him, he’ll always bounce back. He’s also your ultimate stress ball, and after the couple of years I’ve had, I’ll need him and all his licensed friends to keep my stress levels in check. In short, he’s the toy that just keeps giving… literally.

Felipe Noriega Vice president, YuMe Toys

My first Toy Fair was at London Olympia some years ago and it was the seemingly impromptu parade of mascots down the main corridor of the fair that stuck in my memory. They all seemed so genuinely jolly.

The rise of the Kidult market is perhaps the most meaningful change that has taken place in the industry since then. Toys were really only meant for kids when I first visited Toy Fair, but today, teens and adults are key constituents when it comes to product design and marketing communications.

If I could only show one line at the show, I would pick our Squid Game Piggy Bank Capsules because they capture what we do best: packing a fun, sharable consumer journey that is heavily inspired by the property’s storyline into a pint-sized collectible that fans of the show can then keep and display to demonstrate their fandom.

FIRST TIME EXHIBITOR

Mira Kraleva-Greener COO, CwazyLeigh Creations

I vividly remember my very first Toy Fair. It was an overwhelming yet exhilarating experience. Walking into the venue and seeing the incredible variety of toys and games on display was like stepping into an entirely new world. The character parade left a particularly lasting impression—seeing life-sized characters interacting with the crowd brought so much joy and energy to the event. That moment gave me a newfound appreciation for how creativity and storytelling blend seamlessly in the toy industry. It wasn’t just about products on shelves; it was about the experiences and emotions they could inspire.

The toy industry has evolved significantly, with a strong emphasis on immersive and engaging experiences. It’s no longer just about standalone toys but about creating ecosystems of play that tell stories and foster connections. Technology has played a huge role, with augmented reality and interactive features becoming more common. Sustainability is another major shift, as brands increasingly focus on eco-friendly materials and practices. There’s also a growing spotlight on diversity and inclusivity, ensuring children see themselves reflected in the products they play with. The industry feels more innovative, inclusive and conscious than ever before.

If I had to choose one line to show from our range, it would be the CwazyBean Aliens plush toys. These quirky, imaginative characters perfectly encapsulate the playful and immersive world we’ve worked so hard to create. Their vibrant designs and unique personalities make them stand out, and they resonate with both children and adults. More than just toys, they represent the storytelling and connection we aim to bring to our audience. Showcasing this line would highlight our commitment to creativity, innovation and emotional engagement, making it the ideal choice for our first Toy Fair.

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Patrick Downs Head of Design, Keel Toys

I remember my first Toy Fair like it was yesterday. It was well over 15 years ago now, and I walked into Olympia with a mix of nerves and excitement, clutching a notebook full of ideas and sketches. What struck me immediately was the sheer scale of it—the stands were like miniature worlds, each one bursting with creativity and storytelling. One moment that has stayed with me was seeing a design I’d worked on showcased for the first time. Watching buyers and attendees engage with something I’d helped bring to life gave me an incredible sense of pride and reaffirmed that this was the industry I wanted to dedicate my career to.

That experience wasn’t just inspiring—it was a masterclass in how innovation, design and passion come together to create toys that bring joy to families. It’s a feeling I’ve carried with me ever since, and it’s a big part of why I’m still so passionate about everything we do at Keel Toys.

The toy industry has undergone incredible changes in the past 15 years, and the pace of innovation shows no signs of slowing. One of the most exciting developments has been the industry’s growing commitment to sustainability. Consumers are looking for products that align with their values, and that’s driven a shift toward more responsible manufacturing. At Keel Toys, we’ve embraced this evolution with our KeelEco range, which isn’t just about reducing waste; it’s about ensuring that our toys leave a positive impact on both children and the planet. For us, this isn’t just a trend; it’s a responsibility. We’re proud to lead the way in making sustainable toys the new standard for our industry.

At Keel Toys we’re always at the forefront of innovation in the soft toy market and 2025 is no different. We’re thrilled to unveil the most comprehensive collection of bag charms on the market. From Keeleco Sealife and Wildlife to Jungle Cats and Farm Animals, these mini masterpieces include a premium metal clip and exclusive Keel Toys logo spinner. Paired with a specially designed display spinner stand, these charms will steal the spotlight in any store. This collection represents everything we stand for at Keel Toys: innovative design, high-quality craftsmanship and a commitment to a better future for our planet.

John Styring CEO, Curious Universe

I still remember the excitement of my very first Toy Fair vividly. It was a whirlwind of creativity, energy and inspiration. Walking into the venue for the first time, I was struck by the passion and innovation, with every stand showcasing something magical. Our first fair felt like an introduction to this industry and was full of learning opportunities.

The toy industry is always changing and, right now, it’s all about mixing classic play with modern tech, sustainability and inclusivity. People want toys that are interactive, creative and good for the planet. It’s incredible to see how innovation keeps raising the bar, all while holding onto the simple joy that makes play so special.

If I had to choose just one line to exhibit, it would have to be Nano Tape Magic - it perfectly encapsulates the creativity and hands-on fun that defines what Curious Universe stands for. It’s versatile and engaging and encourages kids to use their imaginations in endless ways. It’s a standout line that truly represents the innovative spirit of our brand.

John Mariani Game developer, Big Sky Games

Anil Boodhoo Director, Asmodee

My first Toy Fair was in 2006, and I remember it very fondly. We were a much smaller business back then, with a much smaller stand. I had been brought into the company to expand our reach into national retail. My abiding memory is an unscheduled meeting I had during the last hour of the last day of the show.

A well-known department store, which we didn’t deal with at the time, dropped by. I had been chasing the Buyer for months to get an appointment, without success. She said that she only dropped by because of my persistence. Unfortunately for me, at the time, our range wasn’t right for her, and it took a couple more years for us to begin trading but it started with that first chat. What it taught me is that every minute of the show counts – you never know who is going to walk on, so you better be prepared.

From my point of view, I feel the energy differently nowadays. We want to talk to everyone and the buzz from a busy stand is very different from our early years when we weren’t quite so lucky.

I am extremely excited about the upcoming game Brick Like This. It’s the second game in our Lego collaboration and, being a family party game, it offers fun to a broad audience. It looks brilliant and I’ve loved it since the first time it was mentioned to me at concept stage. Visitors should come and see us at our stand to see what I mean!

The very first Toy Fair that I attended was with Tom White and our newly formed company Upstarts, which presented its very first game, The Really Nasty Horse Racing Game. Our booth was tiny – only a small table and a couple of chairs. I think we received our first order of 15 games from Hamleys and we both felt that we had ‘arrived’.

What was memorable about that first fair was meeting so many great people, many of whom were starting out at the same time, and many international visitors who have since become very good friends.

Toy Fair and the toy industry has evolved over the years, as does life. Many companies now present new ideas and new products that reflect the innovations in our world. However, the dreams always remain the same for so many of us, which is launching a new product that you hope will become successful and enjoyed by many.

We have many great licensed products in our range, but the game I feel most passionate about is Quizingo. I have been involved with trivia questions my whole games life since Trivial Pursuit in the 1980s, through to Who Wants to be a Millionaire? and more recently Logo. We wanted to develop a whole new way of playing a trivia game. The result is Quizingo - a Bingo and trivia mix. It’s fast, it’s clever and it’s frantic.

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Claire Coekin

Commercial director, Plus-Plus

My first Toy Fair was in 2010, on day two of a new job, and it was a complete joy to be at a show surrounded by toys and be able to get hands on and play with them. It reignited my inner child and I’ve been captivated ever since. The camaraderie in the toy industry is like no other and the people I met on the supplier and retailer sides remain friends to this day. One of the biggest take-aways from my first visit was the vibrant exhibitor stands showcasing an abundance of new ways in which to delight and enthral children’s imaginations.

Whilst there are more and more interactive and immersive electronic toys in the market, the toy industry also looks to be investing in the comfort that nostalgic and classic toys bring to children and parents. I predict that the sales of classic toys will continue to increase as an alternative and soothing play experience that parents are seeking for their children.

Retailers are constantly evolving their sustainability criteria which in turn directs how suppliers and brand owners develop and manufacture products. More and more consumers choose products and packaging that are recyclable and produced responsibly in a more planet and people friendly way. Improving in this area is a continual advancement for PlusPlus which prides itself as a socially and environmentally responsible company. The factory and headquarters in Denmark run on 100% green energy from wind power, it is produced in zero waste facilities and all products and packaging are 100% recyclable.

My highlight is the Plus-Plus Activity Pads - a brand-new concept for 2025 that we’ve had an unprecedented level of interest in and is opening new sales channels to us. These pads contain 125 Plus-Plus pieces, kept safely in a secure box, and include six pages of activities containing twelve 2D and 3D builds, where two items can be built at one time. They are sure to be a hit for entertaining children whilst travelling, folding neatly away when it’s time to go. The four themes are Space, Ocean, Fairytale and Transport and they are available now.

Ria Grover

FIRST TIME EXHIBITOR

Founder, Max and Ivy (Big Eyes Entertainment)

It’s our first Toy Fair and we are super excited to be at such an iconic show and in front of such a huge number of high-calibre visitors. We are a small company with big ambitions and a product range that has the potential to grow and grow and so we want to introduce the Max and Ivy brand to as many people as possible. As well as making valued contacts, we are looking forward to seeing the response to the collection.

Many consumers are looking for toys and gifts that offer not only added value but also educational benefits and our innovative Read, Play and Learn concept ticks all those boxes and more. Children, especially fussy readers, are encouraged to read our books with the motivation of bringing those stories to life thanks to the related toys or activities that are paired with each storybook. Whether it’s practising magic alongside our characters or learning new sports or hobbies, our products offer great value in terms of cost and open-ended play.

SEE US AT TOY FAIR 2025 STAND E20

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Andy Kay Head of sales, John Leisure

One of my lasting memories of an early Toy Fair is when I had to wear a huge Churchill mascot costume to cover our temp who was running late, Andy Oddie snuck behind me and tripped me backwards, ripping the head off the suit and Robyn Cowling, armed with her phone, caught everything on camera as Andy rolled me off the stand and down the aisle.

2024 was a big moment in John Leisure’s history. Being acquired by John GMBH this summer allowed us to offer a much wider range of products. Previously, we were known only for our range of Playballs, which are available in licensed and nonlicensed formats, and footballs. We have had an incredibly strong spring/summer 2025 preview season and have planned significant growth with both existing and new accounts. The London Toy Fair really is a great place to regroup, catch up with everyone and share our latest news.

Over the next year, we will introduce many new product categories and channels, including branded bays in one major supermarket and a bespoke ball stand in another. I am also excited to announce that we have started a partnership with Simm Toys as its exclusive UK distributor, plus I am very much looking forward to reintroducing Lena back to the UK with its high-quality European-manufactured construction vehicles, trucks and boats.

Amy Saunders Country manager, Just Play

My first Toy Fair was in 1996 with Bandai, and I remember being utterly astonished as the stand was more of a theatre where actors were hired to demonstrate the Star Trek and Power Rangers ranges. Seeing them all dressed as the characters, I remember feeling like I’d arrived in Hollywood.

The world has changed a lot in the last 29 years but, I would say we have seen the evolution of the high street where we lost great retail partners like Woolworths, Greens and Toyworld. Toy Fair had to be five days back then to squeeze all our retail and trade partners in. On the plus side, innovation now is sometimes mind-blowing. I was lucky to be at Bandai when we launched Tamagotchi and we thought that was space-age technology, and here I am now selling walking, talking twirling Monkeys at Just Play!

If I could only show one single line from our entire portfolio, it would be Slinky – it’s such a simple toy that in 2025 has been around for 80 years. It’s been a must-have for hours of fun for generations. This year, we take the Slinky challenge to the next level, all I can say is practise those pelvic thrusts!

Chloe Bagshaw

Product Development manager, MV

Sports

I remember my first Toy Fair very well, as I’d only entered the wonderful world of toys one week prior after joining MV Sports – talk about a baptism of fire. From the very cold Sunday setup to that iconic purple carpet being rolled out, I recall the unmistakable sounds of tape guns and products repeatedly being rearranged until perfection has been reached. Inevitably, the sales team arrived on stand at precisely 5pm on Monday and proceed to swap products around until satisfied! Standing atop the balcony on Tuesday morning, with a freshly brewed coffee in hand, a sense of pride and purpose washed over me as I surveyed the vast, colourful stands below, awash with buyers, licensors, influencers and the odd famous face or two. After months of preparation, logistical configuration, cost negotiation and the slight fear you’ve forgotten something very important, there is no finer feeling than seeing your products on display, having a cheeky photo with a character favourite and catching up with toy industry colleagues.

The whole world seems to have changed post-Covid, and with most businesses still working from home to an extent, Toy Fair is a refreshing opportunity to catch up and, in some cases, actually meet face-to-face with those purely in our address book. Trends seem to be changing quicker than ever, all whilst maximising value-for-money and container fills. Safety has remained top priority; we strive to ensure all products are child-friendly and age appropriate and highlight those few who choose not to conform to standards.

We have so many great new products to show this year but my top pick for 2025 would have to be the Wicked 14” Bike, part of the newly designed Wicked range. Inspired by the film, this bike is truly unique in design with contrasting pink and green components, wheel discs, crash pad and tassels for a wonderfully Wicked ride.

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Florian Loh Area Sales manager UK and Northern Europe, Bruder

I vividly remember my very first London Toy Fair in 2017. It was held at the Olympia exhibition centre, a historical cultural property which, even today, creates a very special atmosphere when our beautiful toy category is exhibited there. This will probably always be my most remarkable memory of this trade event.

There is no doubt that the UK toy market is a very particular one, being characterised by strong licences and hypes. This has become increasingly the case over the years. It makes me very proud that a long-standing and quality-orientated brand like Bruder keeps on leaving its sustainable footprints in the market.

If I could only show one single line from our entire portfolio, it would be the Heavy Tow Truck with Light & Sound Module. This is a standout product amongst Bruder´s 2025 novelties, thanks to its exceptional colour scheme, and can be used with other Bruder vehicles. I think it’s an outstanding toy.

Samantha Clapham Senior director, Product, Funko

Richard

Belford Sales director, Toys & Activities, Hunter Price International

I’ve been attending Toy Fair for 15 years and one thing which hasn’t changed since my very first show is the pure excitement and adrenaline you get trying to ensure you get quality show time with each of your customers – organised chaos at its best! Even though we’ll regularly welcome customers to our headquarters, there’s a special show buzz which I get when walking them through our latest new launches in Olympia.

The toy retail landscape continues to evolve – beyond recognition in areas. With fewer retailers in the market, whether you’re a supplier, brand owner or retailer, the competition is fierce. That being said, there is a lot more in terms of collaborations; more people coming together and investing in brand awareness by innovating and creating brands and products which really connect and adapt to new consumer demands.

The growth of digital channels of course continues each year, yet the retail fundamentals of bricks and mortar stores simply can’t be overlooked and getting the right combination of stores and digital presence is absolutely key. With stores providing that level of differentiation in the industry, it’s a focus for us as a business to support our retail partners when it comes to experiences and activations.

In Q4 2024 we launched our reusable vending machines – a really creative concept which we are continuing to roll out throughout 2025. This is the range I would highlight. Toy Mania’s Sensory Toybox vending machine, full of the latest fidgets, and Ooozey Goozey’s slime-filled vending machines have flown out of retailers this festive season. They command a presence in stores, and influencers and social media have loved these debut launches. So, we have a lot more to come along these lines in 2025.

My first Toy Fair seems like a lifetime ago. I was working for a licensor, so it was a different kind of show for me back then. I remember it being smaller and most of the booths were completely closed so it wasn’t as pretty. At one of my first shows I have a lasting memory of a photo of me and some colleagues with one of the gladiators in full Lycra – very memorable!

The toy industry has evolved in the sense that there is more opportunity and competition whether you are a licensor or a licensee. There are more licences than ever looking to secure new deals across all categories, plus more toy companies are coming up with innovations, so there is always something new and exciting that everyone is talking about. I think technology has played a part in innovation; with more consumers glued to tablets, lots of traditional toys are incorporating smartphones/tablets into the play function to enhance the user experience. I think the rise of the kidult market has been interesting, as there is now a huge focus on nostalgia as well as new IPs, especially in anime. The toy market was much more focused on kids when I first started in the industry. Another interesting shift for me is that the toy market has always been very heavily reliant on new content releases. With the writer strikes and the uncertainty around what was going to be released in 2024 and beyond, everyone had to think outside the box more.

If I could only show one single line from our entire portfolio at this year’s Toy Fair, it would have to be Bitty Pop! We launched Bitty Pop! at Toy Fair two years ago and it has gone from strength to strength as we continue to build on the brand and bring new iterations within the Bitty world to market. We recently launched Bitty Towns and Bitty Rides for autumn/winter 2024 which have been a phenomenal success so far. In 2025, we are continuing to build on what we have started with so many new launches throughout the year. It’s an exciting time for Funko.

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Scott Eden Product director, Wilton Bradley

My very first Toy Fair was in 2014 and felt like stepping into toy heaven. It was an incredible experience that transported me straight back to being an eight-year-old on Christmas morning. The sheer excitement, the buzz of innovation and the chance to see so many amazing products in one place left a lasting impression. I vividly remember walking the aisles and admiring the creativity and passion in the industry. It was so inspiring to see how toys bring joy to kids and adults alike.

The toy industry has undergone a significant transformation since then. One of the biggest changes has been the rise of online purchasing, which has revolutionised how consumers access toys. While it’s made shopping more convenient, it has also brought some challenges, particularly for traditional high street retailers, who have seen a decline in sales. Additionally, toys themselves have evolved, with a strong focus on technology, sustainability and inclusivity shaping the products we see today within our range at Wilton Bradley. It’s an exciting time to be part of such a dynamic industry.

If I had to pick just one line to showcase, it would undoubtedly be the Xootz Electric Range. Our collection of electric wheeled toys has seen phenomenal growth throughout 2024 and is set to continue this in 2025 with exciting additions like the Cobolt E-Bike and the Stinger Electric Trike. These products perfectly capture the thrill and innovation we strive to bring to our audience. The range delivers the ultimate in fun and adventure, offering something for every young thrill-seeker. It’s a testament to how we’re pushing boundaries in active play.

Brea Brand CEO, Connetix

Heather Welch General manager, EDX Education UK

My very first Toy Fair felt like stepping into a wonderland of creativity and innovation. The energy was electric, with aisles bursting with vibrant displays and exciting product launches. What stood out most was the sense of camaraderie among attendees—everyone from global toy brands to independent creators shared a passion for play. I vividly remember how inspiring it was to see the industry’s impact on children’s education and happiness, which ignited my own passion for educational toys.

The toy industry has come a long way since then, particularly in terms of inclusivity, sustainability and the integration of technology. Toys are now more inclusive, catering to diverse abilities and interests, which is something EDX Education strongly advocates. Sustainability has become a key focus, with brands innovating to use eco-friendly materials and packaging. What remains constant is the importance of toys as tools for learning, creativity and connection.

If I could only showcase one line, it would be The Very Hungry Caterpillar My First range. This collection beautifully combines the beloved, timeless charm of Eric Carle’s story with our expertise in early childhood education. The range encourages sensory exploration, fine motor skill development and early learning through play, making it ideal for young learners. It’s a perfect synergy of storytelling and educational value, resonating with parents, educators and children alike, and it highlights our commitment to playful learning experiences.

Our first Toy Fair was in 2023. Connetix was fairly new to the world of toy fairs at that stage having only participated in a handful previously. One memory I won’t forget for a long time is winning the Best Stand award. It was such an honour for our whole team - from the creative team who designed the stand and the product builds to the team on the ground who put the stand together. I also remember the enthusiastic Toy Fair TV hosts and crew that stopped by our stand to play with the ball run and knock over the giant magnetic tile tower. When we first exhibited at Toy Fair, we were welcomed with open arms and enjoyed connecting with likeminded people who love being in this industry as much as we do. The construction toy category has flourished, and we have seen a wider recognition of both STEAM and MESH toys over the last 12 months which is fantastic. We recently launched our new Roads range, and it has been so well received by customers and retailers that we are excited to show it off this year at Toy Fair. But I can’t leave out our best-selling Ball Run packs. These STEAMaccredited packs have been included in our best-sellers since they launched and can be used in so many different ways - it is inspiring to see what our community come up with on our social channels. We have some incredible ball runs on our stand this year so encourage everyone to come and have a play.

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Simon Tomlinson Managing director, Learning Resources

My first Toy Fair was in 2018. I remember being energised by the atmosphere in the halls and the innovation and passion of the people I met and spoke with in the industry. London Toy Fair is always a hive of activity and creativity, and that first year made me glad I had joined this wonderful industry. I soon realised that I was part of something very special, and I still feel that every year. It was also fun to do my first-ever Toy Fair TV slot and get a selfie with Deadpool.

There is no doubt that eCommerce has risen in prominence over the last few years. This has undoubtedly been driven in part by the impact of the pandemic, but also by manufacturers and retailers embracing the channel and capitalising on marketing vehicles such as social media to help drive that growth. But we also see innovation continuing in bricks and mortar with in-store activations and experiential strategies returning and supplementing the integrated consumer journey. Overall, it’s a really creative time for brands and retailers alike in terms of identifying and engaging shoppers in an increasingly diverse marketplace. It’s all great fun!

Cooper is the latest addition to our range of STEM and coding robots, a category in which we have built a strong reputation over the years and won multiple awards. I would choose to showcase this clever bot, which is fun and easy to use. Because they can communicate with each other, children are going to love that they can program multiple Cooper robots to solve STEM challenges while having fun learning and playing together with others. We expect it to be a big hit in 2025.

Jonathan Phillips CEO, Fratelli Games

Gary Wadhwani Director, Craft Buddy

When we first attended Toy Fair five years ago, we were a very different business – much smaller, with less to invest in a professional-looking stand. So, we were all the way upstairs in a corner, with our homemade stand, and unsurprisingly we didn’t get a huge amount of traffic that year. I remember thinking “this fair is amazing” and wanting to be a part of the toy industry. The booths were more beautiful than at any other fair I’d attended; the toys were amazing; the sun was streaming into the hall through the beautiful skylight window;and all the licensed characters were walking around the fair, posing for photographs. It just made the whole event seem more like a fun fair than a corporate event!

Nowadays we are a bit more established, selling into the likes of Smyths, The Entertainer, Toymaster, etc. The toy industry has had ups and downs since our first appearance, with Covid being a notable challenge, and then the rise of the kidult. One trend that’s benefited us is the rise in prominence of kids’ crafts since Covid. This has meant that the industry has embraced us and going into 2025 we’re better represented in the toy industry than we ever have been at any stage in our company history.

If I could only showcase one single line at this year’s Toy Fair, it would be our new Crystal Art Pin Badge product. It’s a market first – arts & crafts meets collectible pin badges – and the finished products, which take around 15-20 minutes each to make, look absolutely stunning. We can’t wait to show them off, and we think kids and collectors alike will love them.

FIRST TIME EXHIBITOR

This is my first Toy Fair as an exhibitor. I attended last year as a visitor to see if I should be exhibiting myself and, I’m here this year so the answer was a resounding ‘Yes!’. I was struck by how friendly people were and how willing they were to offer guidance and advice to someone just starting out in the world of toys and games. In particular, Matt Edmundson of Format Games, Mark Austin from Toy World Magazine and Andrew Brown from MGA Entertainment, were really supportive.

Toy Fair is the premier trade show in the UK for the toy and game industry. As a newcomer, it presents a fantastic opportunity to get to know the people, the industry and the opportunities available. I hope to be able to make meaningful connections that I can take forward on this new adventure into the world of toys and games (much more fun than architectural lighting - my former life). There is such a strong offering, I can understand how difficult it is for people to choose who they visit. Our brand, Racing Line, ties into the fastest-growing sport in the world, Formula 1, whilst remaining accessible to those without motorsport inclinations. The opportunities for growth through licensing, expansions and non-game related markets are huge, so I’d invite people to come along and see for themselves.

Racing Line has the potential to engage with not just every F1 fan but every motorsport fan in the world which is a huge initial target market. It also has the potential to transition outside of the traditional board game format into digital games, merchandise and other areas. Such a smorgasbord of possibilities is exciting and I’m looking forward to growing it over the coming months and years.

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Paul Dearlove

Trade Marketing manager, Target Darts

FIRST TIME EXHIBITOR

My first Toy Fair was a long time ago, as a fresh-faced Crayola product manager. I remember all the prep and deadlines for catalogues, price lists and samples, dressing the stand and it being a very colourful, exciting and noisy show. There were also some nerves as to how retailers would react to the new products, but I was hooked. Which is why I’m still excited to be a part of this wonderful industry and this year, getting ready for Target Darts’ first ever Toy Fair. There will be no suit and tie this time, and the nights out won’t be quite as late or boisterous, but the buzz of kickstarting the year ahead remains the same.

In many ways, the industry is very different now, with advances in technology, the growth of online retailers, no Argos catalogue, a massively different media landscape, social media and the increasing need to adapt to ever changing trends and consumer needs. Everything feels so much more complex, and yet the fundamentals remain the same; innovative new products that meet retailer requirements and resonate with consumers are the lifeblood of everything we all do.

Without a doubt, my top product to highlight is our Luke Littler Magnetic Dartboard Set, which has helped to introduce a whole new generation of young fans to the sport and has proved what a great sales opportunity darts represents for the toy industry. Luke Littler began his incredible darting journey with a magnetic dartboard at just 18 months old, so without that defining moment we probably wouldn’t even be exhibiting at Toy Fair.

Pritesh Davé

Sales director, Xplore Brands

My first Toy Fair seems like a very long time ago, although it was only seven years ago for me (with a different company) and even longer for Ravi Mashru, our CEO, who has been attending since 2012. This was in a time before Teams and Zoom, so it was a fantastic opportunity to meet with retailers and put a face to name and of course, really feel a buzz that was relative to the time. So much has happened since that Toy Fair.

The industry is a very small world and that’s what we love. There are many faces that we’ve formed successful relationships with over the years, whether these are professional, friendships or in many cases, both. These relationships almost always endure, even when people move jobs. This means knowledge and experience doesn’t leave our industry and is invested in new people entering, something that is invaluable. To select one line to highlight is difficult given the depth of our portfolio and the vast number of incredible products within our product catalogue. I will be very cheeky here and choose a range – our brand new for Q1 2025, Sonic licensed Electronic Arcade collection from our partners at Merchant Ambassador. This will include table-top pinball machines and retro funfair games such as Electronic Air Hockey, Alleyball and Basketball, and we’re expecting big things.

Steven Russell Marketing manager, Posh Paws

My first Toy Fair in 2010 seems like a long time ago now, but I remember it taking me back to being a kid and walking through Toys ‘R’ Us, star struck by all the toys and games and just how many amazing companies and products there were. Then when I saw the character parade, I got a bit too carried away and wanted a picture with them all.

The growth and development in toys and games aimed at the kidult market has grown significantly over the past years and is only getting bigger. My first Toy Fair was very much about kids, but the industry has now expanded and opened out to embrace a strong focus on adults. As a result, at Posh Paws, we have been developing more plush ranges like our Kawaii Kuties, Swizzels Love Hearts, Emoji, Friends, DC Batman, Bullseye and Anime licences like One Piece and Doraemon, so we have an offering for all ages.

It’s hard to choose a favourite line because we have so many fantastic new products to showcase, but I would pick our new How To Train Your Dragon plush for the live action movie. I can’t say much more, but if you come to our stand at B60, we can show you these adorable new plushies.

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Hannah Cornish National account manager, Big Potato Games

My very first Toy Fair was in 2017, and I just remember thinking how insane and hilarious the whole thing was.

I believe that environmental impact is definitely having an effect across the entire toy industry; buyers are looking for more plastic-free items and more customers are demanding less single-use plastic in the toys and games they buy ,which is great to see.

If I could only showcase one single line at this year’s Toy Fair, it would be Chicken vs Hotdog. We have had this game in the office for a long time, but it has only been on the market for a few years. It is increasing in momentum every year, so it isn't one to be missed. This game also just sums up Big Potato; it's fun for all ages, a bit tongue-in-cheek, stands out on the shelf and gets the party started!

Kirsty Mackenzie Head of Marketing, Bandai

My first Toy Fair was back in 2008 with Vivid Imaginations. I remember the huge team effort that went into pulling it all together and then the first day nerves trying to remember all my brand facts and figures!

A lot has changed in this time. Retailers have come and gone, it feels like there are fewer 'mass' customers but bigger opportunities with independents and of course, eCommerce. Marketing has changed significantly and the ways in which we promote are completely different. The days of quoting a 'TVR level' are long gone.

If I could only show one single line from our entire portfolio it would be Tamagotchi Original – it continues to be the hero of our range. It's such an iconic item and has seen so much love and support from consumers and retailers. We have lots of news coming in this area which we are excited to share with everyone attending the show.

Sarah Fisher

Head of Sales, UK & Europe, WobbleWorks (3Doodler)

I am excited to attend my first Toy Fair to experience the event's buzz, meet new contacts and showcase WobbleWorks' game-changing 3Doodler 3D printing pens for children and adults alike. Something I’m looking forward to is gaining insights from others as to how the industry has changed. I plan to use these insights to leverage how WobbleWorks can continue supporting the industry to flourish and grow.

If I had to choose one line to showcase, it would be the 3Doodler Start+ for children between 6-13 years. Besides being our most popular line, it’s also a fantastic product that enables children to bring their imagination to life by drawing in 3D. I would demonstrate the 3Doodler Flow as it allows young adults and adults alike to bring their 3D creations to life and experience fun, achievement and joy. The Flow's precision and speed enable even less experienced artists like me to create incredible designs. It is a perfect addition to the kidult category.

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Michael Sacks

Vice president, Small World Toys

FIRST TIME EXHIBITOR

My very first Toy Fair was way back in the early 1980s. What really stands out to me from that time is the dress code. It was all about fancy suits, bow ties and everyone looked very smart. There was a certain formality and professionalism that you don’t always see today. Another memory I have is the prevalence of pipes and cigars. They seemed to be part of the atmosphere, almost like a cultural norm among the exhibitors and attendees. It was definitely a different time, and the ambience at the fair felt like a mix of business and old-world charm.

When I first started attending Toy Fair, the Far East wasn’t as dominant in the industry as it is today. Back then, sourcing toys from there was much more challenging. We had to make difficult trips to the Far East, which were often time-consuming and complicated. But there was a positive side to this: it allowed for more unique toys to be found that weren’t as mass-produced or easily accessible. Fast forward to today, and it’s a totally different landscape. Globalisation and modern technology have changed the game. Now, every product, from every corner of the globe is on display at the Toy Fair. The vast representation of toy makers and manufacturers from across the world is impressive, but the industry has also become much more competitive and fast-paced.

If I could only choose one line to showcase at this year’s Toy Fair, I would choose our Design Kits. We were among the very first to introduce such kits, and what made them unique was that they were complete start-to-finish kits, teaching the entire design process—from design and pattern creation to sewing with real materials and an actual sewing machine. The level of detail in the instructions and the quality of the materials made them stand out. We didn’t just sell a simple toy; we created an entire crafting experience that allowed kids to develop practical skills while having fun. The appeal of these kits lies not only in the end product but also in the process of creation. It’s about learning and growing through hands-on activities.

Steve Richardson Owner, SJR Associates (agent for Dolu)

My first Toy Fair was Earls Court with Bontempi in the late 70s (this makes me feel old). I remember that all stands had a bar and provided food. 5pm became happy hour, with buyers from all sides of the retail sector and other suppliers coming on the stand and socialising. On a Sunday evening, 30-40 companies with various buyers would all go out for fish and chips and mix happily together and have a great evening. This was a great way for buyers and suppliers to meet up, perhaps for the first time in a casual way that wasn’t business related.

I believe that the industry has evolved in various ways. The way of interacting with buyers and other competitors has changed, it isn’t quite as easy and sociable as it used to be. It is much harder to even get to speak to buyers, especially those you are not dealing with, to let them know you have something they should be seeing. There are also fewer buyers than there used to be, we’ve lost a fair few big toy retailers over the years.

It's difficult to select one single line to showcase at Toy Fair, as Dolu has a fantastic, wide-ranging offering for 2025. However, if I had to choose, it would have to be the playhouses, featuring different colour options at a quality and cost our competitors cannot match. I don’t think these will ever go out of style.

Zara Grindrod

Sue Lockey

Owner and co-founder, The Puppet Company

Our first Toy Fair was a long time ago now, but I still remember the buzz and the energy in the hall. At the time, I remember noticing a focus on licensed products, which we didn’t feature back then, so I’m really excited to be coming back this year with our new collections. Whilst the toy industry has naturally evolved over the years with developments in technology and the changing digital landscape, it is still fundamentally about helping children play and have fun. There are of course new variations and toys that are coming out each year, but the industry as a whole evolves with the market to find new ways to engage.

If I had to select just one of our lines, it would be our Striders Puppets. Designed specifically for children, to bring imaginations to life, these really showcase the power of puppets. We know that being interactive and easy to use is a really important feature; and with these delightful creatures, kids can easily create a huge range of movement - I love seeing them in action.

Sales and Brand director, Rainbow Designs

I believe my first Toy Fair was around 2002. It was a new show for the company I was working for at the time, as was Spring Fair. These shows ran back-to-back in those years, and we didn't even get a chance to head home in between. We had a huge amount of fun, but it was absolutely exhausting. When I look back at my old address book, so many retailers have sadly disappeared, and not just independents. Selling online wasn't established, and everything was done face to face, which made it far easier to establish and maintain that important relationship with retailers. Nowadays you have to work harder to get your company noticed and products listed, and this is especially the case for smaller brands. High quality products and exceptional customer service are a must in today’s business environment, something that Rainbow works hard at and takes pride in achieving. If I could only showcase one line, it would have to be our Classic Paddington Bear with Boots. Paddington really is the nation’s favourite bear and loved across generations, and this best-selling soft toy, which heads up our Classic Paddington collection, is just irresistible, both to little ones and collectors.

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Judith

Stark Managing director, Halilit

I remember my very first Toy Fair, fresh out of university, new to the industry, responsible for organising our whole presence at the show and not a clue what I was doing. I had never even visited a trade show before, so it was pretty terrifying. Despite all that, it was a hugely successful show, and we came away with lots of new customers and orders, so we must’ve got something right.

Everything moves at a much faster pace nowadays, and the buying seasons are less defined with more opportunities for selections at any time for strong lines. I think the most transformative change is the ability to create demand for a product directly with consumers. A product’s success used to be down to whether it was on the shelves of the majors and those decisions were very much influenced by TV advertising. Today, through digital marketing tools and online sales, it’s possible to create consumer demand for an item from the ground up. It is also much easier to present meaningful demand data to buyers to help them with their buying decisions.

I am genuinely proud of all our products, but if I had to choose just one to showcase at this year’s Toy Fair, it would be our newest light-up sensory cubes line Glo Pals. The concept is truly original and the whole team is so excited about it.  We did a very soft launch at the end of the year and were wiped out of stock within weeks – even flying in extra stock in December wasn’t enough. We can’t wait to see the reaction at Toy Fair this year.

Tom Hudson CEO, Marvin’s Magic

Vishnu Chandran

CEO, Wild Republic

Toy Fair is one of the most significant events on our calendar and this year, Wild Republic is focused on strengthening relationships with our existing partners while showcasing our newest, eco-friendly and innovative products to a broader audience. We hope to engage with buyers who share our passion for creating meaningful, educational toys that inspire a love for wildlife and nature in children. What sets Wild Republic apart is our unwavering commitment to combining realism, education and sustainability in our products. Visitors to our stand will experience first-hand our unique collection of realistic plush and toy animals that inspire curiosity and learning about the natural world. Our products stand out because they not only spark joy in children, but also serve a greater purpose: fostering a connection to wildlife while supporting eco-friendly practices. We take pride in our use of sustainable materials and packaging, ensuring that playtime doesn’t come at the cost of the planet.

My first London Toy Fair was 2015. The BBC filmed me performing one of our magic tricks and the clip went viral on their social pages, quickly followed by trolls saying, “I know how he did it.” But hey, publicity is publicity. In the toy trade, channel management has had to change. When we develop products now, we are mindful of where we will be selling it; is it for an eCommerce customer or a big box retailer that may need promotional pricing support, for a high-end department store or an independent retailer? You need to protect the pricing as there is so much visibility on products now with technology. Consumers can shop anywhere with the swipe of a finger, and it is important that we as brands understand this and are cognisant of our products and which channels we supply, so we can protect ourselves and our retailers. I think the product I’m most excited about showing is ZipString. We launched it in 2024 with a select group of retailers and it has had phenomenal success. There are some cool new innovations like colour changing strings and light up strings that retailers and customers are going to go crazy for. I’m also looking forward to sharing our new Marvin’s Magic Distribution ranges which showcase brands such as FAO Schwarz, Sharper Image, Discovery and Clixo.

Iain Morgan CEO, Bladez Toyz

My first Toy Fair would have been in 2010, having set up Bladez Toyz a few years prior to that in 2007. That first year was extremely daunting, but we were excited to showcase our range to a wider audience. I remember it being a very long few days as Emma and I had to do the setup, meetings and break down all by ourselves, but the buzz around Olympia kept us going. Our range consisted mostly of radio control and particularly flying RC back then, and we caused a fair amount of mayhem with our demos during the show. But a highlight was making industry friends that I still connect with every year at various events around the world.

The toy industry is constantly evolving with the constant battle to find the 'next big thing'. We have been lucky enough to do just that over the years, especially with our Inflatable RC and our Maker Kits which is still one of our top-selling ranges today. However, what always remains the same is the fun - and there has been lots of that over the years.

We have a fantastic new RC brand launching this year - Bladez RPM, which stands for real performance machines. RC is where the business started all those years ago and so is a category that we know well. The team have worked tirelessly over the last year to create an exciting, fresh and innovative range that will pop on shelves and we are really excited to share it with our global retail partners.

Flair Leisure Products (GP UK)

Originally launched in 2005 by Giochi Preziosi, Gormiti grew into a dream property for children across the world and has been distributed in over 50 countries, selling over 500m figures. One of the most popular toy franchises of the last 15 years, Gormiti is back as an original TV live-action series to thrill global audiences. The next chapter of Gormiti will be an unprecedented reboot, mixing live action with top-quality CGI and making it one of the most anticipated properties to be released in 2025. The new series Gormiti – the New Era has been created and produced in collaboration with Rainbow, an Italian company that specialises in content production for kids. The series will feature two seasons of 10eps x22 and is aimed at children aged 6-11 years old. Not just a reboot, the series is a whole new concept enhanced by a top-quality US direction, a global cast and CGI effects.

The new chapter of Gormiti will take the property to an even more aspirational level and widespread market presence. The TV show will be developed by Giochi Preziosi into an unprecedented collection of consumer products. Visitors are encouraged to see the brand-new range at Flair’s stand.

Also new for 2025, Winx Club has enchanted fans for years, and Flair has announced a new range of dolls to accompany the brand-new series launching in September 2025. The new line will feature the Winx fairies in all-new outfits and accessories, allowing young fans to bring the fairy world to life. Collectors will be treated to a fresh take on their favourite characters, each with unique magical powers and themed accessories that capture the spirit of the Winx universe.

Flair is also unveiling new additions to Monsterverse, bringing even more legendary creatures into the spotlight. New figures and play sets will expand the world of Godzilla, King Kong and other iconic monsters, allowing fans to create even more battles and explore new adventures. The new Monsterverse figures come with enhanced articulation and more intricate details, making them perfect for both play and display. In addition to the figures, the new Monsterverse play sets allow children to create larger-than-life scenes and relive the excitement of the blockbuster movies. With a combination of new characters and play features, the Monsterverse collection promises to keep fans of all ages engaged and entertained.

The Giochi Preziozi Group has been appointed as the master toy distributor for the Hello Kitty range across the UK And Europe. With products across all categories from plush, figurines, children’s electronics, nursery, cosmetics and dolls, the range is packed full of innovation and style, and also includes the company’s new Plasticine line. Flair is transitioning to the name GP UK in 2025 and will host interactive demonstrations of all the latest products at its stand, giving attendees a chance to explore the features and play value

Simba Smoby UK

Simba Smoby UK’s Toy Fair stand invites visitors to discover Stitch as a real-life surfer dude, as well as all that’s new in the Disney Plush range.

Simba Smoby UK is the official UK licensee of Disney Plush and offers a selection of beloved characters. A new addition to the range is the Disney Munchlings plush offering. These popular Disney characters have been reimagined as colourful treats. The Munchlings collection comprises 12 different characters, including Olaf as ice cream and Minnie as a chocolate strawberry. Each plush from the Munchlings range is around 10cm tall and has intricately embroidered facial features. Perfect for cuddling and irresistibly collectible, they make the sweetest of Disney displays. Moana fans were taken along on a new adventure at the end of last year with the release of Moana 2. To celebrate the new film, Simba steps into 2025 with a brand-new look and feel for its plush pals – Moana, Pua the pig and Hei-Hei the rooster. Perfect for gifting and ideal for cuddling, these toys are made from the highest quality materials with soft textures.

The Carat Shop

01279 442 528 | info@thecaratshop.co.uk

Stand Upper Level 160

Simba’s plush collection features many other Disney properties, including its Classics assortment, Star Wars, Marvel and more. Each season brings with it new additions to the range, which celebrate both the heritage brands as well as the newest offerings from Disney. Already available in the Disney Plush collection is a selection of plushies inspired by Lilo & Stitch, and with the new live action movie coming this May, fans can look forward to a very special item that will be previewed at Toy Fair.

On the sustainability front, Smoby prepares to transition almost all its outdoor toy lines to Smoby Life branding this year. The range will be showcased on Simba’s stand, so buyers and retailers can see first-hand how each item offers the same great quality, durability and aesthetic for which Smoby is renowned, whilst also giving families a greener choice, with each item made in large part from high-quality recycled materials.

Coming this spring, the Smoby Life Mud Kitchen is made from 89% recycled plastic, has a trendled colour palette and is easy to clean and resistant to outdoor conditions. The work area includes two large mixing trays, a lid to extend the work surface or store ‘food’, a cooking zone and a low shelf for organising. The slatted backing conveniently holds the water tank, removable containers, hanging pots, utensils and more.

The Lilo & Stitch live action movie is coming in 2025 and is expected to drive volume sales throughout the year for Jada Toys’ RC Surfer Stitch. Available from January, RC Surfer Stitch stands on a surfboard with red paddle in-hand. Kids can control Stitch’s board to make it look as though he’s catching waves wherever he goes. This RC item spins 360-degrees and is self-righting.

The Carat Shop is set to return to London Toy Fair for its third consecutive year. With a new-look exhibition stand and more brands to showcase for 2025, The Carat Shop is striving to become the go-to business for officially licensed jewellery, accessories and gifts.

Its brand portfolio continues to grow and its displays at Toy Fair are set to showcase the very best of what The Carat Shop has to offer, with a host of best-selling existing ranges featuring brands such as Harry Potter, The Lord of The Rings, Pusheen and Barbie.

The Carat Shop has recently launched a collection of Wicked jewellery and gifts in celebration of the highly anticipated film which was released in November. The collection showcases designs inspired by the motion picture, including Elphaba and Glinda, as well as the Emerald City, the Wizard of Oz and many more themes and symbols instantly recognisable to fans of the franchise.

The company is also branching out from fantasy franchises and characters. The Carat Shop has announced new licensed collections for members of the ‘Big Six’ Premier League football clubs, featuring premium jewellery and gift lines that will appeal to all demographics of loyal fan-bases. This collection expands The Carat Shop’s reach within the licensing space, and the team is keen for new clients to see the massive opportunity with these ranges, which are constantly growing.

As usual, The Carat Shop will be bringing its extensive range of Starter Pack solutions across its portfolio of brands. Whether clients wish to grow their existing range of items or are trialling a new set of products for their store, there is a Starter Pack option that will suit the needs of both trade customers and consumers.

For the first two days of Toy Fair, The Carat Shop will be welcoming a magician to its stand to perform tricks to visitors and gain an understanding of their needs and where the Carat Shop can help fulfil them.

Visitors are welcome to come and see what The Carat Shop has been working on and its wider plans for 2025 at London Toy Fair.

Stand E46

Toynamics makes its return to Toy Fair 2025 with over 50 new products to add to the Hape brand and showcasing ranges from SkipHop, Ambosstoys, Do-U-Play, Trelines, Baby Einstein and Korko. Toynamics’ flagship brand, Hape, is set to unveil an array of new products spanning multiple categories at the show. These categories include infant toys, puzzles, role play items, railway sets and more. A core collection for Hape is its railway range; this year will see its expansion into the Hape World. Young minds can explore their creativity and curiosity with high quality pieces that can be used in conjunction with the existing range. Designed for ages three years and above, the new Portable Train Set helps children take their favourite toys on the go, transporting their imagination to different locations as they go.

The Hape role play segment has seen significant innovation with the introduction of multiple 20-piece plus playsets. Each set has been carefully curated to foster unlimited pretend play. A standout piece, the Little Dentist Playset features over 30 pieces of toy dental equipment, including a set of pretend teeth, vibrating toothbrush, toothpaste tube, polishing tool, water floss, dental mirror, syringe, tongs, top and bottom braces, food pieces of sweets and a pretend ID badge. There are also double-sided reusable activity cards, tooth decay sticker, changeable teeth, a tooth bag and a stylish storage bag.

To complement the significant success of last year’s puzzle category, this year, Hape will unveil its Mormels and Peppers collection. This range is made up of a variety of mathematical based games, each having its own unique design to develop addition, multiplication and memory skills.

A new highlight will be Hape’s All-in-One Easel, for ages three years and above. This has been designed to provide the upmost convenience with a built-in paper cutter, washable tray, easy folding mechanism and adjustable height.

Hape will also expand its Nature Fun outdoor toy range with the Multifunctional Sandpit, big enough for several children to play with. Made with metal framing, anti-corrosion wood, black board and FSC certified treated timber, this durable outdoor piece is built for longevity and outdoor protection with additional waterproof Oxford cloth for sunshade. The sandpit comes with 10 additional pieces such as flowerpots, netting and sides of the sandbox to support its multi-functionality.

Toynamics will showcase new additions to last year’s debut brand, Do-U-Play Games. Bamzball and the Pickleball Starter Set are fun, active games that are ideal for days out. Suitable for multiple players, these sets are convenient to transport and use, with easy to learn instructions and quick assembly.

Retailers visiting the Toynamics stand can take advantage of exclusive show discounts and explore various marketing support options.

Precise TV

Stand Upper Level 130

Precise TV is an award-winning, leading KidSafe + COPPA-certified YouTube, Meta, TikTok and Mobile Gaming advertising platform using contextual intelligence to deliver brand safe, relevant and privacy compliant video campaigns reaching young audiences and families.

After launching its mobile gaming solution at Toy Fair 2024, Precise TV will be attending again to meet brands and walk them through how it can help them emulate its successes so far for the likes of Cartoon Network and Moose Toys. Through its access to a network of mobile games, Precise TV can reach up to 400m kids, teens and families and run COPPA compliant ads in the form of in-app videos or custom mini-games across a portfolio of kids’ safe publishers.

Precise TV’s most recent report, uncovering media consumption habits about Gen Alpha, revealed that gaming is the third most popular way kids consume content after YouTube and Video on Demand. This media can be impactful and effective in getting toy brands in front of the right audience.

Precise TV will be hosting the Precise TV Lounge at Toy Fair where visitors will have the opportunity to learn more about what the company does and how it can help brands - with a cup of coffee and slice of cake. Visitors are also invited to drop off a business card in the dedicated boxes to be in with a chance of winning some free digital media placements for their brand in 2025.

Paddington Letters to Aunt Lucy

Paddington Kitchen Adventures

Smart Zone (HK)

At the 2025 London Toy Fair, Smart Zone (HK) is set to present new toy vehicle lines in addition to its long standing and highly successful Mighty Wheels and Mighty Man principal brands.

Smart Zone has earned a reputation of developing, manufacturing and marketing well designed and durable toy vehicles of all types, with particular emphasis on its real steel/metal and plastic toy construction vehicles, all of which had been sold under the Mighty Wheels brand for more than 25 years.

In 2024, Smart Zone began working to develop new products that fit nicely into the Mighty Wheels brand. The result is the Mighty Rally line of soda can themed containers and launchers. This concept joins together two classic products – toy vehicles and soda cans – into one fun filled toy.

The Mighty Rally set features a 1/64 die cast metal vehicle which is inserted into the soda can designed and spring-loaded launcher. After removing the ‘pop top’ lid, children can press a release button at the bottom of the plastic soda can, and the toy vehicle shoots out.

Building upon its recent success with Dino Mytes, a line of dinosaur themed vehicles spring launched from dinosaur egg-like launchers, Smart Zone has expanded the line with vehicles that shoot out of the mouth of a ferocious looking dinosaur.

In 2023, Smart Zone launched Season One of its Mighty Man animated series, featuring the construction hat wearing and hammer wielding hero, Mighty Man, who, with his Mighty Wheels team of animated construction vehicles, battles a host of bad guys and their evil cohorts. Currently, two seasons are available on numerous streaming platforms, and plans are already underway to expand digital distribution. Season Three, with new storylines, characters and enhanced animation, has already been green lit for a 2026 launch.

Smart Zone is currently implementing its longterm plan of expanding both awareness and distribution for its Mighty Wheels line and core brands. The company is continuing to invest in sophisticated marketing and promotional efforts to enhance sales.

DKB Toys & Distribution

www.dkbtoys.com | james.luff@dkbtoys.com

Stand Upper Level 128

In 2025, DKB is set to introduce more new products that promise to be big hits in the market, including collectibles and new imaginative and creative lines that will engage a wide audience.

Scentos will be joining DKB Toys at its stand. Known for its vibrant colours, fruit scents and high-quality products, Scentos continues to lead the way in sensory and creative play. Globally renowned for turning everyday colouring and crafting activities into imaginative sensory adventures, and celebrating its 15th anniversary in 2025, Scentos continues to inspire creativity and delight kids with its range of scented stationery and arts and crafts.

Wow! Stuff is known for bringing iconic brands to life, and 2024 saw the best-selling Stitch Puppetronic truly bring the mischievous alien to life. With even more surprises planned for 2025, Wow! Stuff promises to continue delivering cutting-edge toys that captivate audiences and push the Real FX line to new heights. At Toy Fair, DKB Toys will be sharing some topsecret products that are sure to make an impact in 2025.

Monogram is back at Toy Fair, showcasing best-selling lines from Stitch to Chainsaw Man, Nightmare Before Christmas to Deadpool. Whether it is a cute money bank or collectible bag clips, the Monogram offer for 2025 is thrilling.

Crazy Forts is a staple of DKB, and strong sales continue across both independent and national retailers of the award-winning, original fort builder. In 2024, Crazy Forts introduced two new sets—the Master and Mega sets—which have been well-received by consumers.

Stor, a recent addition to DKB’s catalogue, brings high-quality seasonal tableware and drinkware featuring popular licences such as Disney, Pokémon, Bluey and Marvel. 2024 saw the brilliant XXL rambler drink range sell out in several licences, including Stitch. Crazy Aaron’s continues to grow in popularity year on year with continual strong support from both independent retailers and national chains. In 2024, DKB Toys introduced new putty varieties across the mini and larger tins with impressive pre-order sales, cats, puppies and magic dragons. Additionally, the highly anticipated Slime Charmers were introduced, offering squishy, stretchy and satisfying DIY slimes with unique scents and exceptional textures. In 2025, Crazy Aaron’s will continue to innovate with new putties that will further excite fans. Visitors to DKB’s stand will also be able to take part in its Crazy Aaron’s Experience where they can create their own unique slime pots at the DIY station. This will be the first time this has been seen outside of the US.

To book an appointment with DKB Toys, get in touch with James Luff via the contact details above.

Stand G10 and G20

Attendees at London Toy Fair 2025 can look forward to an exclusive preview of Funko releases for the upcoming year including the latest from Funko Pop!, Bittyverse, Loungefly and Mondo.

Following his UK debut at Comic Con in 2024, Funko’s iconic mascot, Freddy Funko, will be making a special appearance at London Toy Fair. Visitors to the Funko stand can look forward to surprise encounters and an opportunity to explore the Funko universe more

Across its multiple categories, Funko will reveal new products from licensor partners such as Disney, Marvel, Star Wars, Warner Bros, Universal, Netflix, as well as hugely popular anime properties including One Piece, Jujutsu Kaisen, Chainsaw Man and many more. 2025 marks an exciting year for Funko as its product portfolio will expand across existing and all-new fandoms. No matter the age of the collector, Funko will have something for everybody. One of the main attractions at Funko’s stand will be all-new Funko Pop! product from fan-favourite franchises such as Disney’s Moana 2, Marvel’s Captain America: Brave New World, Star Wars: Skeleton Crew and Universal

Another highlight will be Funko's expanding Bittyverse, featuring its ever-growing lineup of Bitty Pop! collectibles. These charming Bitty-Pop collectibles shrink fan-favourite characters into mini figures, and Bittyverse enthusiasts can look forward to new additions across Bitty Towns, Bitty Displays and Bitty Rides. Fresh releases will span iconic franchises across DC Comics, Harry Potter, Star Wars, Marvel, Disney, Teenage Mutant Ninja Turtles, Lord of the Rings and more.

Funko’s wearable fandom brand, Loungefly, will also take the spotlight at the Funko stand, offering an exclusive first look at its latest lineup of accessories for the year ahead. With a new assortment of licences set to launch, Loungefly is poised to captivate an even broader audience. These high-quality, stylish and functional pieces are designed to resonate with collectors and fans alike, celebrating a wide range of beloved franchises while expanding the brand’s reach like never before.

Funko’s premium collectible brand, Mondo will also preview high-end, artistically driven statues, ahead of being rolled out across key European markets later in the year. With far-ranging titles such as X-Men, Godzilla and The Thing to choose from, these incredible statues blend

Gibsons Games

Stand E15

Gibsons continues to inspire with an exceptional lineup for 2025. With over 50 new puzzle releases crafted in collaboration with talented artists and two new brand licences, RSPB and RHS, this year promises something special for every puzzler and gamer.

In collaboration with artists Val Goldfinch and Claire Comerford, Gibsons will release two RSPB-licensed titles featuring British wildlife in all its glory, available in a 500-piece circular puzzle and a 1000-piece puzzle.

The exclusive RHS collection features two 1000-piece puzzles, a 500-piece gift puzzle and Swapple, a family card game. They all showcase stunning botanical illustrations from the RHS Lindley Library, brought together by the Gibsons in-house design team. Swapple is an inventive card game where players create flower beds for bees to pollinate, blending strategy and nature into a fun, educational experience.

The ever-popular range in collaboration with fellow British family business, The Art File, has two new additions for January with more to follow later in the year. This brings the current line up to 11 puzzles, with Into the Forest leading the way as the top seller.

2025 marks a return to Gibsons’ roots in family games, with four brand-new releases launching at Toy Fair and previews to present seven more games due for release in July. These games combine traditional gameplay with modern twists to captivate new and loyal audiences alike. Highlights include Tegula, a relaxing yet competitive tile-laying game that crafts a mosaic, Grab Bag: Jungle, a fast-paced cooperative challenge to restore animals to their habitats, and Bean Counters Inc., a hilarious office-humour-themed counting game where no one wins. Perfect for all ages, each game offers a unique experience.

This year also celebrates the 50th anniversary of 221B Baker Street, Gibsons’ iconic detective game. To mark the milestone, Gibsons will hold events and competitions throughout the year to delight fans and immerse new audiences in the world of Sherlock Holmes. A refreshed edition of the company’s much-loved Sherlock Holmes card game will also launch in 2025. Featuring updated gameplay and an innovative new box design, it’s the perfect addition for fans of the great detective.

To support independent retailers, Gibsons has expanded its sales team in 2024, will release monthly exclusive puzzles for independents and has a refreshed loyalty scheme. These investments, combined with targeted marketing campaigns, highlight their dedication to fostering strong partnerships with stockists.

As a certified B Corp company, Gibsons remains committed to sustainability and making a positive impact, introducing paper puzzle-piece bags to reduce plastic waste and deepening partnerships with UK and EU manufacturers in 2025. These efforts ensure quality and conscience go hand-in-hand, creating products that customers and retailers alike can feel good about.

The full 2025 range launches to trade on 6th January. Interested readers can visit Gibsons’ Toy Fair stand to explore its latest innovations and catch a sneak peek of the July games releases.

2025

Epoch Making Toys

0208 049 1377 | www.sylvanianfamilies.com

sales@epochmakingtoys.com

Stand N7

Toy Fair 2025 will see Sylvanian Families showcase a host of new sets for the year ahead, kicking off with the release of Volume 16 of its popular blind bag series. Featuring a seeding Flower Fairy theme, the Blooming Baby Friends Series will feature seven characters plus a secret figure to collect. Series 17 will hit shelves in July.

New families joining the line-up for spring will include the Deer Family with interchangeable flower accessories and the Sea Otter Family dressed in nautically themed outfits. They will be joined in the autumn by the Snow Leopard Family with fluffy white fur and long bushy tails.

Offering plenty of opportunities for imaginative role-play, new play sets include the Village Cake Shop Starter Set. Launching in the New Year, it features 40 accessories for baking, decorating and selling sweet creations. Also available from this month are the Bath Time Bubble Siblings, Sleepy Dream Siblings and Flowering Princess Set. In July two new nursery sets join the lineup; the Dip Dip Donuts Wagon - this food stall in the Sylvanian Families Amusement Park transforms into a passenger vehicle; plus, six news sets which will make up a new Flower Fairy area in the park including the Sylvanian Families Skytop Fairy Castle. The glistening fairy utopia invites fans to play amongst the clouds and comes with two baby figures including the first-ever tiny Flower Fairy with iridescent wings. Vines can be used to move between the interactive rides which include a fairy gondola, sparkling waterfall, twirling flower boats and a fairy spring.

Epoch will be introducing new sets to its Aquabeads offering this spring. Designed for those just starting out on their Aquabeading journey, the Beginners Craft Studio comes with 900 beads in 25 colours, all housed in a handy, portable carry case for easy storage and transportation. The case can also be personalised with the finished creations. In addition, fans will be able to create treatinspired keyrings and rings with the Sundaes & Sweets Craft Kit, featuring 700 beads in 31 pretty pastel colours. Also new for 2025, Watercolour Beads, in a mixture of shades, will be available in a variety of shapes and colours.

Launched in 2024, Pati-School, will be adding new patisserie-inspired crafting kits to its collection, including the Macaron Craft Kit and the Disney Princess Creations Kit. Featuring everyone’s favourite princesses, it includes two keyrings, a ring, a trinket box, beads and paper decorations.

Epoch Games will launch two new Super Mario Games – Super Mario Question Block Game and Super Mario Cap Stacker. Cap Stacker features the iconic caps and crowns of the most wellknown characters from the world of Super Mario, players place the hats on the wobbly tower being careful not to topple it over and send them flying. Spring also sees the release of two new Jurassic World movie tie-in games, followed in the autumn by Jurassic World Heat Wave Tornado in which players rescue the dinosaurs with the helicopter and save them from the erupting volcano.

Blokees

Blokees specialises in creating highly detailed, fully articulated, delicate model kit figures with different sizes suitable for all age groups. Blokees collectible snap-fix models are based on powerful licensed properties, working with famous brands including Hasbro, Disney, Pokemon, Transformers, Hello Kitty and Minions.

Following on from last year’s launch, Blokees will continue to support the development of Transformers with range extensions and new segments – starting with its popular Galaxy Version. Transformers Galaxy Version 5 saw the introduction of the movie-inspired Transformers One,w and 2025 will see the launch of Version 6, Parallel Universe. The more detailed Classic Class starts the year with the introduction of Bumblebee and Starscream, each with exclusive weapons and accessories along with 20 moveable joints that allow for character-like action poses. Action Edition, the most detailed and largest Transformers, launched with Optimus Prime, and new for this year is Megatron along with his throne that can also be used as a mobile phone holder.

2025 will also see the launch of Blokees’ smallest ever Transformers figures standing at 5.5cm –Defender Version. These pocket-money figures retain the same great attention to detail, exclusive weapons and 14 moveable joints for action poses. Launching this month, series 01 Galaxy Shining includes eight figures and four signature vehicles each with around 6-23 parts. Further releases are also planned for each quarter to inspire collectability.

In addition to Transformers, Blokees will be launching ranges for Minions, Sesame Street and Ultraman, with more licences to be announced.

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Maison Battat

With over 125 years of legacy selling in 70+ countries, Maison Battat’s focus remains to create toys that help develop children’s unique personalities and express their individuality. The company’s wide range of well-designed, high-quality and affordable toys fit all ages and play patterns, across a portfolio of 11 brands.

In 2024, Battat celebrated Our Generation’s 30th anniversary. Our Generation is a brand of award-winning 46cm dolls and accessories that have been inspiring children around the globe, teaching them about the importance of inclusion and empowering them to tell their own stories.

On the pre-school side, Battat and B.toys brand offerings have expanded with screenfree indoor active play lines. From modular foam play sets to balancing beams, Battat provides a diverse range of pre-school essentials to encourage kids to be more active.

In 2025, the Driven brand is celebrating 10 years of play, with tough toy trucks, rugged work vehicles and speedy race cars that come with working components such as lights, sounds and high-performance remote-control functionality. Battat expanded Driven’s exposure in 2024 in the UK and looks forward to celebrating the anniversary throughout 2025 with specific marketing campaigns, giveaways and in-store events and demos. Battat prides itself not only on its commercial design of some of the best-selling toys in the world, but also on its focus and approach to its customers. The company provides its partners with the point of differentiation they need, understanding how to curate product ranges within an extensive brand portfolio to support their position in the marketplace.

Stand E16

Halilit will be showcasing its product ranges, including new launches, award-winning toys and timeless classics at this year’s London Toy Fair. The company is introducing Glo Pals, its newest range that’s already lighting up bath times and playrooms and is loved by children and parents alike. These engaging characters and cubes glow brightly in water, encouraging sensory development and imaginative play. Glo Pals come in handy CDUs with larger display units available, making them a standout feature in any retail space. Retailers will also benefit from a wealth of high-quality marketing support, including photo and video assets as well as social media campaigns designed to drive both in-store and online sales.

This year, Halilit is celebrating 50 years of Halilit Music, a range loved by parents, teachers and children for inspiring creativity and supporting early development. Halilit offers a range of merchandising solutions such as CDUs, FSDUs and shelf strips to help retailers showcase this timeless collection. The company’s focused marketing campaigns highlight the cognitive and developmental benefits of music-making, targeting new parents to help spread the joy of musical play.

The Fantasy Bloom Collection is the latest addition to the Taf Toys range, creating a floral wonderland designed especially for babies. This enchanting collection is brought to life by a cast of characters, each with unique personalities and quirky accessories. Key products include the Fantasy Bloom Gym, Newborn Luxury Kit and more - all designed to stimulate sensory exploration and development. With stock available from Q1, this collection is a must-see for retailers looking to inspire parents and delight babies.

Other standout ranges include Jellystone Designs, featuring the award-winning DIY Calm Down Bottle, which continues to impress with tactile toys and gifts, while Edushape offers its ever-popular sensory ball collections and more. Buki France features award-winning educational toys, including the Wizard Chemistry set and Arcade Cabinet, both celebrated for blending hands-on learning with interactive experiences. Perfect for older children, these innovative toys are designed to spark curiosity and foster a love of discovery.

From sensory play to music-making and developmental toys, Halilit UK’s carefully curated collections are designed to inspire children. While the company provides merchandising tools and marketing assets to support its ranges, the focus remains on delivering high-quality, thoughtfully designed products that will stand out in any store.

2025

Character Options

0161 633 9800 | sales@charactergroup.plc.uk

Stand N16

Character Options is getting ready to showcase its 2025 ranges at the London Toy Fair 2025, where buyers and retailers will be invited to have a ball with its Toy of the Year Award-winning line Ollyball, as well as being offered a first look at all that’s new across its existing and new ranges.

Ollyball is the ultimate indoor play ball; a 12-inch reinflatable ball with Patented KrunchCOR construction, that absorbs the impact from full-speed hits and kicks, meaning kids can now play ball in the house without causing chaos. Users can hit it hard and kick it full speed indoors without breaking windows, marking up their walls, or leaving a nasty bruise. The outside cover can also be coloured in to personalise it, with any coloured pen, marker or crayon.

Sticki Rolls, one of 2024’s Christmas DreamToys rolls into 2025 with an all-new second series, plus licensed drops. Series 2 brings with it 1,200 brand-new stickers to discover and collect. There’s a fresh series 2 box with bracelet, 70 stickers and a S2 Sticki Book, and coming in spring are licensed Disney Stitch and Anna & Erin SKUs. Anna & Erin are the stars of one of the fastest-growing channels on YouTube, with over 700m views of new content in 2024, and already have incredible brand affinity with Tweens in the UK.

Autumn will see the launch of the Sticki Rolls Sticki Studio. This ultimate way to organise and showcase Sticki Rolls sticker collections comes with 50 Sticki Rolls - each containing 10 unique, Kawaii-themed designs, meaning kids will have 500 stickers to pull, twist and stick to their favourite accessories for the ultimate customisation. Also included are five Mega giant stickies and a host of accessories, all contained within a cylindrical carry case.

In the ChillFactor range, the latest Colour Shock Slushy Makers are the same widely loved ChillFactor, with a cool makeover. The new Colour Shock cups are bright, bold and colourful, with a lightning bolt pattern. The new stand-out packaging has a retro-inspired graphic style print and will give the brand a refresh as it steps into the New Year.

Brand-new Fingerlings Pinkies are cute mini characters, with surprise, fluffy tails. Each Pinkie is packaged in a heart-shaped jewellery box, with a surprise bestie. They sit right on the little finger, and kids will love wearing their Pinkies as fluffy friendship bracelets. There are so many Pinkies and mini besties to collect, including an ultra-rare sparkly iridescent unicorn bestie.

With Teeny Weeny Duckeez, the fizzers included in each box are dropped into the ducky bathtub, then the water fizzles to reveal a mini collectible duck. Each set comes with a coloured bathtub, two fizzers, a surprise Ducky and a surprise accessory. There are more than 100 accessories to discover, which can be used to stylise the ducks and a mini duck surprise to be revealed in every single box.

GET A PIECE OF THE ACTION

Stand Upper Level 120

At Toy Fair 2025, the latest in interactive play, digital collectibles and entertainment-inspired toys will take centre stage on the Click stand, with powerhouse partnerships and new product reveals from leading toy manufacturers. Click rebranded from Click Distribution this month, with its streamlined name reflecting the company’s evolution and emphasising its commitment to innovation and growth, while continuing to provide the same high level of service and industry expertise.

Visitors will be able to experience the magic of the metaverse with the launch of the Roblox Dress To Impress master toy line. Inspired by the hit Roblox game that lets players design and customise outfits, this collection features highly detailed figures, play sets and fashion accessories. Fans can mix and match to create their own looks, bringing their favourite in-game avatars to life.

Fans of the popular Blox Fruits game on Roblox can now bring their adventures to the real world with a dynamic line of series 2 mini-figures, collectible plush and bundle items. Each SKU comes with unique accessories and a collectible DLC code that unlocks exclusive in-game content.

Also on show at Toy Fair will be the new Rainbow Friends toy range, which includes soft plush figures, interactive play sets and mystery blind boxes, perfect for fans of the spine-chilling yet charming Roblox experience.

The world of virtual pets is expanding with Pets Go, a new line of collectibles that combines physical figures with interactive digital play. Each pet figure comes with a DLC code that unlocks new adventures and features in the Pets Go gameplay, blending hands-on play with digital fun.

The highly anticipated Netflix movie Electric State is already creating buzz ahead of its release. Click will unveil a master toy range including mini figures and plush, inspired by the film's futuristic aesthetic and gripping storyline. Exclusive previews of this range will take place at this year’s Toy Fair.

Panini's newest lineup of stickers and trading cards will feature iconic franchises from sports, entertainment and pop culture, designed to appeal to both new collectors and seasoned enthusiasts.

2024 proved itself to be yet another successful year for Plus-Plus as the brand continues to make significant gains within retail and recognition by consumers, with awards received both in the UK and globally.

With another year of product launches planned, spring 2025 kicks off with eight new tubes of six of the most popular animal tubes – Lion, Gorilla, Manta Ray, Sea Turtle, Elephant and Dolphin. They will all have new colour refreshes in child-appealing, fun colours rather than traditional life-like tones. Two further tubes will also launch for spring, including I Love You, the perfect colours for Valentines Day in red and pink tones, and Botanica, a subtle mix of colours in mulberry, lemongrass, sage, avocado, vanilla and burnt sienna, perfect inspiration for sculpting floral creations and plants. As part of the Botanica range, six new seed packets will be available, with single builds in a variety of succulents and shrubs, ideal for collecting and building miniature gardens.

Later in the year, Plus-Plus will release a mesmerising spectrum of colours to reflect the ever-changing illusion created by the Northern Lights, including dark blues, purples and greens with a little hint of glow in the dark.

A new concept for the travel market is Activity Pads. These pads contain 125 pieces, kept safely in a secure box, and six pages of activities containing twelve 2D and 3D builds, where two items can be constructed at one time. The pads are perfect for on the go fun and entertainment and are ideal to entertain children whilst travelling, folding neatly away when it’s time to go. The four themes are Space, Ocean, Fairytale and Transport, with more themes launching later in 2025.

Plus-Plus Big has added two new playsets to the range. The popular themes of Farm and Food let little ones develop their imaginative role play skills. The Farm Activity Set contains a selection of pieces for kids to create a simplistic cow, pig, sheep and vegetables within a white picket fence, while with the Food Activity Set, they can create edible treats such as sushi and burgers. Simple stacking, sorting and matching games can also be played with these sets and each one contains a guidebook for inspiration. A larger Big set, ideal for Christmas gifting, will launch in the second half of the year.

Plus-Plus will continue to increase and develop its instore POS and activity support for retailers during 2025, as well as attending shows and events to showcase its expanding range, giving retailers and consumers the opportunity to get hands on with Plus-Plus.

FIRST TIME EXHIBITOR

CwazyLeigh Creations

www.cwazyleigh.com

welcome@cwazyleigh.com

Stand GZ4

CwazyLeigh Creations is making its debut at London Toy Fair 2025, inviting attendees to explore its imaginative and heartfelt product ranges designed to inspire creativity and connection. Showcasing its flagship projects, CwazyBean Aliens and CwazyHog, the brand will also present plush toys, puzzles and books that seamlessly blend entertainment with education.

Toy Fair will mark the first introduction of the full cast of 11 lovable plush characters in the CwazyBean Aliens project, each with distinct personalities and adventures that promote themes of unity, friendship, curiosity and fun. The company’s colourful plush toys, vibrant puzzles and engaging storybooks celebrate the joy of individuality and the importance of meaningful connections.

The CwazyHog range highlights the adventures of Sir Laurence Huffington, a domesticated hedgehog on a mission for adventure and fun, while incorporating an educational element about responsible pet ownership and why not all wild animals can be pets. This project is highlighted by the popular CwazyHog plush collectible, Wally the Disguise Master, an awardwinning fan favourite. Paired with delightful books that both captivate and inform, the range resonates deeply with children and parents alike.

What sets CwazyLeigh Creations apart is its commitment to creating products that, besides entertaining, also foster empathy, creativity and community. Every item is thoughtfully designed with high-quality materials and vibrant, child-friendly visuals, ensuring they stand out in the market. The brand’s first-of-its-kind character, Wally, further affirms its dedication to boundless creativity.

Visitors can look forward to an unforgettable experience, as the company showcases a total of 12 plush toys from both the CwazyBean Aliens and CwazyHog projects, each designed to captivate audiences of all ages. The company’s co-founders will be on-site to bring the stories to life in an engaging way.

Retailers can take advantage of exclusive Toy Fair offers, including a range of flexible deals designed to support them in launching CwazyLeigh Creations and make testing the products easy and risk-free. The highly anticipated launch dates for these ranges are just around the corner, with the CwazyBean Aliens collection arriving in March 2025, followed by other CwazyHog products later that year.

Magicbox UK

Toy Fair visitors can discover a brand-new world at the Magicbox UK stand with Piratix. The Magicbox USP is creative, collectible-driven pocket money ranges that offer an exciting point of difference in the playground.

Piratix is a completely new addition to Magicbox’s brand portfolio, offering collectability, pirates, action play, discovery and value. This range brings pirate-themed collectible figures to the market, inviting kids to discover 60+ funny pirate figures, including the ultra-rare one with an exclusive accessory. Throughout Piratix toys, kids will find gold coins that carry the magic of the Piratix treasure. Using the coins, they can activate powers, weapons and mechanisms for forts, cannons and ships, experiencing first-hand a world of fun and adventure. Along the way, they’ll meet extraordinary characters and discover their powers, their cartoon episodes and more. The full product range has a variety of SKUs, including mystery packs and pirate ship playsets.

A core volume line for the range is the Piratix Fortress. There are six to collect; each with a fortress to begin building the play world, a Piratix figure, a coin and more. This will be joined by the Piratix Pirate Ship Assortment. Each affordable item comes with a Pirate ship in the form of a crab or an eagle, captained by an exclusive Piratix Captain figure, offering one pretend play possibility after the next. Kids can use the captain’s treasure coin to activate the claws or wings, load the projectile and shoot the cannon.

Piratix’s hero line is the Piratix King Shark. With this new playset, kids use the power of King Shark, whose origin is from the King Shark’s Treasure that he accidentally swallowed, to navigate deep and treacherous waters. Only with the treasure will Piratix fans be able to free the unwary who have fallen into its jaws.

The Piratix Kraken Ship playset is another key item in the range for next Christmas. On the Kraken’s ship, kids can use the treasure to aim and fire the cannon, open the prison to free the trapped Piratix and wake up the Kraken, which will appear at the back of the ship, throwing all the treasure inside its mouth into the air. There’s a functioning catapult, which can be employed to hurl the Piratix rivals into his jaws. There’s room for a crew on board, as well as holders throughout the ship to stash treasure coins.

With mystery packs, pirate ship playsets and a Piratix eating King Shark, this collection is a playground for the imagination, and will be supported by significant, high-impact marketing throughout spring/summer 2025.

Maped Helix

01384 286 860 | scott.goodman@mapedhelix.co.uk

Stand N2

Maped Helix, a leader of school and stationery supplies, will be exhibiting at Toy Fair for its second year. Launching at the show, and brand new for 2025, is the Maped Creativ Paint By Number range – the perfect set for budding artists to develop creativity, concentration and relaxation. With clear lines and numbers, which disappear as they’re painted over, each set gives children from age seven a guaranteed breathtaking result. Coming with two numbered cards, two numbered models,12 pots of acrylic paint, one brush and one frame in each box, there is everything needed to create a masterpiece. There are four designs to choose from, including Jungle, Animals and Kawaii Food, offering something for everyone.

Another set that has recently launched and will be showcased at Toy Fair for the first time is the Stories Maker. Inspiring children from the age of six to develop their imaginations, each set includes three story books to customise, an audio recorder and a voice changer. Allowing children to turn each book into their very own story, the books can also be customised by colouring, writing and using the stickers provided. The true highlight of the Stories Maker is the Voice Recorder/Changer, which is exclusive to Maped. The kit offers 80 minutes of recording time across eight independent tracks, so children can not only record themselves over and over again, but can also listen to it endlessly and share with family and friends. A voice distorter with seven voice modifiers means they can embody different characters, bringing their story to life.

Maped Helix will also showcase two hero products, the Lumi’Board and Heishi Bracelet Maker, both of which have been awarded IndyBest Best Buy this year by The Independent. The Lumi’Board encourages creativity and gives children the confidence to develop their drawing skills from beginner level, supporting them as they progress. The ultimate lightbox set comes with 250 picture templates and a set of 12 felt tips to aid artistic developments. The board also doubles up as a carry case, so kids can work on their creations wherever they please. The Heishi Bracelet Maker allows kids to create their own bracelets: with easy-to-follow steps, they can cut beads from the EVA sheets, producing over 1,700 beads. When it’s time to assemble the bracelet, it is put it together with clever patented technology, allowing kids to simply thread the needle through the beads in one go. Coming with six tassels, four golden charms, 12 Heishi golden separators and 10 round golden beads, they can mix and match to make endless possibilities.

Maped Helix will be showcasing the best-sellers from its Maped Color’Peps range, including the Magic Felt Tip Pens, Oops Pencils, Glitter Felt Tips and the Infinity Pencils. Made entirely of lead, the Infinity Pencils can be used from start to finish and as a result, last 10 times longer than a standard colouring pencil. They also produce no waste, making them a sustainable choice.

Stand UN78

Sports

Reydon Sports is set to exhibit at London Toy Fair once again in 2025. Reydon first exhibited in 2022, showcasing its sporting goods lines as a newly developed entry into the toy sector. Since then, it has built partnerships with flagship brands in the industry and has become an Official Trusted Supplier for the Toymaster group.

This year, Reydon Sports has expanded its stand space, in order to showcase a wider selection of products for 2025. The PrecisionPlay range will be showcased along with an impressive collection of team merchandise and the continued exclusive partnership with Nerf. Visitors to the stand will be able to explore the exclusive Nerf branded range as well as the company’s full offering of sports, toy, leisure and outdoor lines.

All ranges Reydon offers are distributed via its UK distribution center. Its B2B model allows the company to supply and service retail across many sectors, making an impact in Europe for Franklin and Nerf in the last two years with a whole array of marketing support on offer. The 30+ SKU offering for Reydon showcases products which fit perfectly into any toy, sport, leisure or multiple retailers.

A best-seller is the exclusive Vortex Howler which whistles as it flies. The Reydon team will also be highlighting its flagship Precision brand which continues to evolve into PrecisionPlay, a junior-based range of training essentials for up-and-coming sporting enthusiasts, which is now available to all retailers. With goals, rebounders, footballs, mini sets and skills-based games, PrecisionPlay is suitable for any sporting goods or toy store.

Alongside its own brand products, Reydon continues to strengthen its third party offering, working with brands such as Hypro and Foco. This vast range of products has been a great addition to the SKU offering and fits perfectly with the retailers Reydon works with.

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, aiming to open and develop even more opportunities for 2025.

MV Sports

01217 488 000 | www.mvsports.com | info@mvsports.com

sales@mvsports.com

Stand E75

At Toy Fair 2025, MV Sports is set to showcase a line-up of brand-new licences, including Hot Wheels, Moana, Star Wars and many more. From show-stopping ride-ons to scooters and bikes, MV Sports’ innovative range is designed to captivate children and drive retail success.

Hot Wheels is becoming one of the most exciting licences on the market, with a host of products that bring the brand’s iconic energy to life. The Racer Ride On is designed for children who are ready to race into action. Featuring Hot Wheels flame decals that streak across its blue frame, this ride has a large steering wheel for functional play, smooth wheel motion and realistic horn and engine sounds, delivering a fun and immersive driving experience.

Also in the range, the Hot Wheels Inline Scooter with Light-Up Wheels and Revver features a fully printed stem wrap adorned with Hot Wheels graphics. The handlebar revver adds turbo-charged fun, while the motion-activated light-up wheels create a dazzling effect as kids zoom around. With a robust steel frame, antislip footplate and puncture-proof tyres, this scooter is built for adventure and ensures a smooth and confident ride every time.

The Hot Wheels 12” Bike is another highlight, showcasing a combination of style and practicality. This first bike features the iconic Hot Wheels flames across its sturdy steel frame, complemented by a blue and red colour palette. With a handlebar revver for added excitement, stabilisers for balance and soft-touch handle grips, this bike is perfect for kids building their riding confidence while staying true to the thrill of Hot Wheels.

Rounding off the range is the Hot Wheels Safety Helmet, which combines bold design and essential protection. Adorned with graphics of Hot Wheels cars, this lightweight and comfortable helmet is as stylish as it is practical.

MV Sports delivers products that ignite children’s imaginations while providing retailers with standout opportunities. Alongside Hot Wheels, MV Sports will showcase its latest collections from Moana 2, Star Wars and much more; each product range has character, innovation and play value.

To experience the full range of MV Sports products, be sure to stop by its stand.

Spring 2025 will see new additions to the VTech range, with brand new products joining the Toot-Toot Drivers and Pre-school ranges, plus much more.

With the Toot-Toot Drivers Repair Centre, children can lift, fix and learn. The set includes a repair base with moveable claw so they can move the included SmartPoint car around to ‘fix’ it. The car lift moves the car from floor to floor to reach the interactive tyre roller or to the role-play carwash. Three SmartPoint locations add to the fun by triggering fun phrases, sounds and songs when driven over. The Repair Centre can also connect to other Toot-Toot Drivers play sets. It encourages language development, imaginative play and helps develop essential motor skills. The Mix It Up DJ set will introduce little DJs to the world of mixing music. Featuring 25 buttons to interact with, it plays sounds, music and more, and has fun DJ activities and games with animations on the backlit display. Kids can record and play back their DJ tunes and control the volume and tempo as they play, pressing the eight piano keys to play piano, character and animal sounds, and spinning the DJ turntable for fun sound and light effects.

LeapFrog’s spring/summer 2025 season will launch new baby toys packed with developmental features.

Children can explore Science, Technology, Engineering, Art and Maths with the LeapFrog My First STEAM Tablet, packed with scientific learning activities to encouragesyoung minds to develop scientific thinking. Animated characters Dr Frankensteam and SteamBot help kids discover simple science words and learn how to grow a seed from soil, water and sunlight. Kids will learn about tools and their uses and build robots and machines by matching shapes to missing parts, while practising counting using dinosaur bones, magnets and test tubes.

The pet themed 4-in-1 Discovery House is perfect for learning and exploring. Little ones can explore the house and practise hand-eye coordination, dexterity and fine motor skills. There are 10 play pieces included, with three colourful fabric tissues for pulling play, four colourful shape sorters that promote early colour and shape sorting and three textured balls for sensory and early number learning. Stretchy strings and spinning gears promote hand-eye coordination and strengthen finger muscles. The interior kid themed décor, opening the post box, front door and window all encourage role-play fun.

The Noble Collection UK

020 7580 4442 | www.noblecollection.co.uk

wholesale.uk@noblecollection.com gdavies@noblecollection.com

Stand UN52

The Noble Collection UK is set to return in 2025 for its third Toy Fair with an even bigger stand and new lines added to many of its licences, including its new range of licensed roleplay, gifts and collectibles from Wicked. Individual lines and CDUs are available in vibrant, shelf-ready Wicked packaging, and there will be a Wicked photo op with Glinda’s Bubble Crown and Wand or Elphaba’s Hat and Broom at The Noble Collection stand.

The Noble Collection has added to its Minecraft range with a set of four collectible Inventory Chests. Gaming fans can bring their digital inventory into the real world with Series One: Biome Discoveries, with each chest (sold separately or as an eight-piece CDU) holding four unique items housed in four removable slots, specific to the in-game biomes Caves, Forest, The End and Plains. The sets include items never seen before commercially, like the Compass and Flower. These chests join The Noble Collection’s award-winning Chess Set in the Minecraft range. The blocky, textured set allows players to choose between the Overworld Heroes or Hostile Mobs and is perfect for family fun.

The Noble Collection has also expanded its offerings from Middle-earth with two new sculptures. From The Lord of the Rings is the dark lord Sauron, and from The Hobbit is Smaug, the dragon lurking under the Lonely Mountain. Both are presented in The Noble Collection’s tried and true diorama format, already well-established in its Harry Potter and Jurassic Park ranges.

The company continues to leverage on the popularity of Horror properties with an addition to its range of Toyllectible Pufflums in the form of Pennywise the Clown from IT. These stylised collector squishies bring to life characters and props as slow-rise foam toys. Existing lines include Harry’s Birthday Cake and Dobby from Harry Potter, with more IPs including SpongeBob SquarePants and Shrek on their way to cater to the nostalgia-filled kidult market.

Visitors to the stand will be introduced to The Noble Collection’s ever-expanding range of collectible 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. Recently released is a brand-new trio of wands known as the First Wands collection. Sold separately in Ollivanders’ wand shop style-boxes, these wands belong to Harry, Ron and Hermione as seen only in the first two Harry Potter movies and have been incredibly popular with fans. Contact the team for meeting availability or head on over to The Noble Collection stand for licensed collectibles, toys and replicas at a wide range of price points.

Canal Toys has announced a vibrant lineup of new launches for spring 2025 that highlight its continued innovation across Arts & Crafts and Youth Electronics. Leading the charge are two standout products: the Photo Creator Pop Colour Digital Camera and the So Chill Mini Fridge Infinity, both designed to fit seamlessly into the lives of today’s trend-savvy kids and teens.

The Photo Creator Pop Colour Digital Camera is set to redefine how kids and teens capture memories. Available in two bold, trendy colours, this compact digital camera is perfect for the modern generation of budding photographers and creators. Whether they’re documenting their adventures, creating mini films, or snapping vibrant selfies, the Pop Colour camera combines style with functionality. Designed with ease of use in mind, the camera is small enough to take anywhere, making it the ultimate accessory for school trips, family outings and hanging out with friends. Supplied with a memory card ensures users can start capturing moments right out of the box, while the eye-catching colour options let kids showcase their personalities.

For tech-savvy kids aged 8–14, the Pop Colour camera offers a creative outlet that balances fun with functionality. With its simple, intuitive design, it empowers young users to express themselves, building their confidence and creativity. The Pop Colour camera is designed as a tool for storytelling and self-expression.

Complementing the Pop Colour camera is the So Chill Mini Fridge Infinity, the ultimate lifestyle accessory. Designed with a contemporary look, it’s perfect for tweens, teens and influencers. The Mini Fridge Infinity keeps drinks perfectly chilled while doubling as a stylish addition to bedrooms or study spaces. Featuring cool infinity effect LEDs that can be customised to taste, a modern-styled mirrored door and customisable stickers, this mini fridge brings both functionality and flair. Whether for late-night study sessions, gaming marathons, or sleepovers, the So Chill Mini Fridge Infinity is an ideal addition to any kid’s personal space.

While the spotlight is on the Pop Colour camera and Mini Fridge Infinity, Canal’s spring 2025 lineup also includes newness in Arts & Crafts. The Style 4 Ever Stationery Maker lets kids create personalised mini stationery sets, combining creativity with hands-on fun. From decorating pens to designing notebooks, this set lets kids craft their own unique school supplies. Also launching this season is the Airbrush Plush - Hair’iffic Squish Pals, a fresh take on creativity and imaginative play. With a fun hair-play feature, decorating with chalk airbrushing tools and accessories, these squishy pals blend tactile play with artistic expression.

With a wealth of innovative products in the pipeline for 2025, Canal Toys is committed to shaping the future of Arts & Crafts and Youth Electronics.

02392 524 098 | www.cheatwell.com |

Stand E20

Cheatwell Games is launching an impressive range of games, jigsaws and puzzles for 2025. Following on from the success of Spot The Intro, Cheatwell’s top-tune guessing game, the company will be launching two new editions in 2025 – Spot The Intro 80s and Spot The Intro 90s. Making use of players’ preferred music streaming providers, Spot The Intro challenges users to name tip-of-thetongue tunes from just a snippet of a song.

Die Laughing asks players to step into a darkly hilarious world where twisted humour collides with frantic fun. As the Grim Reader, players will tackle tongue-twisting epitaphs that could leave them tripping over their own words while Diggers scramble to find the matching Body from the Coffin Cards.

In To Do or To Don’t, the goal is for players to be the first to clear their To Do list, but some of those tasks might just be fibs. Players roll the die, reveal their tasks and use their best bluffing skills to get ahead. If players get caught fibbing, they’ll have even more tasks to tackle. In the brand-new card game Karate Grannies, players collect granny’s favourite items - Knitting, Slippers, Teapots, Flowers and Cookies - by outsmarting their opponents or unleashing the power of the Karate Granny. This, That & Everything is the fast-paced, easy-to-learn, crowd-pleasing party game where players race to describe a wide variety of famous people, things and places for their teammates to guess in less than 30 seconds. A random list of six items makes winning a challenge.

Word Stars is a rapid race to solve a mystery word before the timer runs out. Players must crack the clues from the clever cues, and the mystery word will start to emerge. The faster it’s solved, the more stars are won. With hundreds of hidden words to guess and oodles of creative clues to solve, Word Stars is ideal for all quick-witted word lovers and lively lateral thinkers.

Trivia is another area where Cheatwell excels, with the company offering a wide range of quiz games covering many popular categories. New for 2025 are Horror, Movie and Christmas Trivia editions. 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. Pub Quiz Local Editions, stand-alone pint-sized quiz challenges ,have been a top-line since launching last year. Red Lion, The Crown, White Hart and Kings Arms editions are joined by The Ship and The Star for 2025.

The Professor Noggin series of educational card games encourages kids to learn interesting facts about their favourite subjects. Each of the eighteen game cards combines trivia, true or false and multiple-choice questions. A special three-numbered die is included which adds an element of unpredictability, and easy and hard levels keep kids interested and challenged.

Each title in Cheatwell’s IQ Buster Card Collection is a great mental workout. With everything from logic puzzles to number crunchers, each pack contains a brain-baffling set of cool conundrums.

The arrival of the extensive Cobble Hill range of jigsaw puzzles has been a formidable addition to the Cheatwell portfolio. The quality of each jigsaw cannot be questioned, with fabulous images, blue-board puzzle pieces and sturdy puzzle boxes with linen print finishes. Additional images are being launched for 2025, bringing the range up to over 180 styles, covering every interest. Roll-away mats, sorting trays, glues and other puzzle paraphernalia are also available.

Six new images have been added to the popular World’s Smallest Jigsaws range. Each puzzle comprises 1,000 pieces and is just A3 in size, making them hugely collectible. Cheatwell has reduced its box sizes and removed single-use plastics as it continues its efforts to drive down its carbon footprint.

sales@toytopicgroup.com

Stand G94

This year at London Toy Fair, ToyTopic will be showing its latest licensed ranges, all available now, across its plush and plush accessories categories. Key licences include Paw Patrol, Peppa Pig, Furby, Teenage Mutant Ninja Turtles, SpongeBob SquarePants, Sonic The Hedgehog, Minecraft, Swizzles and Peter Rabbit, as well as several new ones to be announced at the show.

From 2.5cm collectible Mini Palzzz plush, up to giant 100cm super soft plush and everything in between, ToyTopic has a wide offering designed to suit retailers of all kinds. With RRPs from £2.99 up to £69.99, the range offers exceptional value to customers and consumers alike, whilst always keeping the highest of product standards.

In addition to core and seasonal plush, ToyTopic’s ranges now include mini collectible plush, snap bracelets, backpacks, 2D cushions and pillow and blanket sets.

Readers can get in contact via the details above to arrange an appointment at ToyTopic’s stand.

Ravensburger

01869 363 830 | www.ravensburger.com

Stand N13

2024 was a year of evolution for Disney Lorcana TCG as the brand celebrated its first anniversary and launched the hotly anticipated Disney Lorcana TCG Gateway. Designed to recruit new players through simple, easy-to-follow gameplay, this game opens up the magic of Disney Lorcana TCG to families across the UK and Ireland. Ravensburger’s first dedicated Disney Lorcana TCG lifestyle ad campaign was introduced to drive awareness. Spring 2025 will see the launch of Set Seven and the World Championships taking place.

Ravensburger is set to double its offering in the card game category over the coming year. The popular board game, Eye Found It, has been translated into a handy card-game format, while Level 8, which has already demonstrated international success, will be available in the UK and Republic of Ireland for the first time, with Disney Stitch and Super Mario Bros editions.

Ravensburger has recently launched the Oh My Pigeons! party game, and the company’s social game category will expand further this year with a new game that challenges players to read the minds of highly unexpected items. There will be a first glimpse of this new introduction at Toy Fair.

Mycelia’s illustrated, fungus-themed play captured the imaginations of gameplayers and award judges alike in 2024, and Ravensburger will reveal a new addition at Toy Fair. Developed by the same team, Gloomies offers two-phase gameplay, with players taking on the role of intergalactic beings who love to grow flowers. With its captivating illustrative style, this worldbuilding game is designed for players from age ten to adult. Fans of the Villainous game franchise should watch out for a series of exciting new editions at the fair too.

Bridging games and puzzles, Speedy Puzzle reflects the growing interest in speed puzzling across the world. Speedy Puzzle challenges children to be the first to complete a puzzle and press the buzzer. The launch offering will also include Disney Stitch and Pokémon editions.

The puzzle story continues with the introduction of 120 new puzzles in 2025 across jigsaw category offerings. In licensed puzzles, Ravensburger aims to continue the momentum that has seen it achieve all ten top spots in children’s licensed puzzles. Among the new properties joining its portfolio this year are Rubble & Crew, Hello Kitty and Unicorn Academy.

The infant & toddler line, Play+, continues to grow with new additions offering developmental pretend-play ideas, while the Brio brand will launch further items to the popular Brio World Dinosaurs range. The Brio World Mega Spiral Set will enable children to build multi-level tracks like never before. In Builder, the fun heads to outer space with the first NASA-licensed introduction – the Brio Builder Apollo Saturn V Rocket Set. With 91 pieces, budding engineers and astronauts will love exploring their construction skills. Spring-loaded learning fun comes in the form of Crash Cats from brainteaser brand, ThinkFun. Players can work their way through 40 challenges as they tilt and turn the playing grid, trying not to make the cat fly into the air. A new ThinkFun Friends collection will introduce pre-schoolers to early logic play.

The new GraviTrax SkyTrax is set for an autumn launch. This format is compatible with other GraviTrax products and introduces an evolution of the action tile format that will offer new ways to play.

07517 610 209 | sales@fratelligames.com

FIRST TIME EXHIBITOR

UK games publisher, Fratelli Games, debuts at Toy Fair 2024 with its Formula One-based maiden title, Racing Line. Riding the wave of a surge in the F1 fan base since the launch of Netflix’s Drive to Survive series, Racing Line incorporates a feature-rich board and real-life racing incidents to engage motorsport fans from the get-go. The accessible gameplay and a non-technical approach to the game mechanics mean it will appeal to the whole family.

The playing pieces are modelled on a classic F1 car silhouette and the stripped-back, minimalist gameboard aesthetic draws attention to the track - the game’s principal feature. The track will be familiar to motorsport fans, as they notice features such as the DRS Zone and the pits, before learning about the gameplay-enhancing Speed Trap and the opportunity to thwart their opponents by orchestrating an oil spill or dropping debris on the track. The incident cards will have players battling it out with no remorse, using all tools at their disposal to leave their opponents lagging behind as they speed around the bends with the podium in their sights.

In addition to the standard version of the game, additional race-track game boards and alternative versions set to launch this year will showcase the depth and breadth of the franchise.

Having enjoyed excellent early reviews on online B2C marketplaces, as well as strong engagement across social media, Toy Fair 2025 marks Fratelli Games’ first foray into commercial markets, allowing retailers to take advantage of the momentum built up over the Christmas 2024 period.

Show attendees can experience the world of Racing Line for themselves at the Fratelli Games stand. For more information or to book an appointment, please reach out to Jonathan Phillips via the contact details above.

2025

Vivid Goliath

01483 449 944 | www.vividtoysandgames.co.uk

Stand B70

From January 2025, Vivid Goliath is set to be the UK/Eire distributor of PlayMonster, and Toy Fair 2025 will showcase its diverse range of power brands. Spirograph will be celebrating its 60th anniversary and introducing the first ever Spiro machine to complement the range. Fab Lab followers can take their creative skills to the next level with the Colour Spin Bracelet Maker, an experience that takes seconds to make, with no threading needed, and follows the popular Heishi style trend. Off the back of the Taylor Swift friendship bracelet phenomenon and a sellout success in the US, Loopdedoo lets older kids create shareable bracelets with the patented Loopdedoo spinning loom.

PlayMonster games continue to provide families with fun to play, fun to watch and fun to share moments, from the 5 Second Rule brand through to Pigs on Trampolines and the classic 5 Crowns card game.

At Vivid Goliath’s stand, visitors can build their own Suite Spaces dolls house, the first fully customisable and modular dollhouse programme that delivers on trend and aspirational designs, allowing kids to create the dollhouse rooms of their dreams and unleash their inner interior designer.

There will also be new Tasty Tinies Cakes, which will only take 25 seconds to bake at the stand. Joining the cake collection that was a sellout success in autumn/winter 2024 is the Petit Bakery Playset, which comes packed with cakes and cookies to make and bake along with a working mixer, water dispenser and room to store all the miniature baking equipment.

Sensory sensation, Jelly Blox, was also a success in autumn/winter 2024, with its patent-pending unique building system. The range will now feature Farm Friends, including sheep filled with fuzzy balls as well as a stylised Tractor Set with a farmer driver.

Hyper Burst is inspired by battle royale gameplay, and this vehicle racing set changes the objective from being the fastest to the last one standing with obstacles to knock out opponents. With striking brand aesthetics and built in danger zones and interactions in the track, this racing set includes quick charge technology to supercharge players’ chosen race car.

Crayola’s mess free play is joining forces with the Paw Patrol Pups to create a range of Washimals. The lineup includes the heroes from pick up price points through to the Fire Hydrant playset, which has a kid-powered fire hydrant that sprays water to rinse the pups clean. From July, Colourwhirls will bring colouring fun by simply placing in a Crayola Marker, pulling the rip cord and seeing a spinning sensation as the pen creates mesmerising patterns. Users can even duel with friends in the Colourwhirl arena to see who will last the longest.

The Goliath Games range is packed full of new games this year. For budding cold case detectives, Unsolved Case Files, Psychic’s Wallet offers a unique game experience using a wallet overflowing with clues and evidence to crack the crime. Fans of true crime can join the residents of the Arconia building to solve the murder mystery in Only Murders in the Building, based on the critically

Moose Toys

Stand N15

In 2024, Moose Toys reinforced its position as one of the UK’s Top 10 toy manufacturers, with several of its products ranking among the Top 10 best-sellers across a range of key categories. Demonstrating its continued market strength, three of Moose’s toys earned prestigious spots in the DreamToys Top 20.

Building on this success, the brand will showcase a range of new products at London Toy Fair, including Cookeez Makery Yum Yumz. This collectible combines sensory play with scented plush toys and a surprise reveal. The Twin Pack includes two adorable plush pets in an ice cream cone. Children can twist the cherry key to reveal surprise plush pets, with over 30 characters to collect, including Common, Rare and Ultra Rare. The Single Pack offers a smaller, shareable surprise for fans. Also debuting at Toy Fair are Bibi-Chibis, the collectible baby figures bringing positivity through sensory play and unique emotions like happiness and gratitude. With 36 characters across Dream, Foodie and Wild teams, plus a limitededition Bibi-Chibi, they are available in Single Packs and Five Packs.

New to the UK, expanding the collectible line up is XOX Kweenie, figurines that celebrate individuality and selfexpression. Each Kweenie has a premium finish and unique personality, with a bio card and a stackable display case to showcase the collection. Available in two series—Quirky and Fearless—the Single Pack and Deluxe Figures offer multiple ways to build a one-of-a-kind collection. The line includes two Limited Edition Kweens for added exclusivity.

Moose Toys is also expanding its Mama Surprise range with Little Live Pets Mama Surprise Families. This micro-scale edition reveals surprise puppies by wiping Mama’s cheeks and opening the door, each with its own unique personality. With 80+ characters in Series One, it promises endless imaginative play. Also available is the Mom and Baby Pack, Adoption Pack and Hospital Playset.

With Bluey continuing to be a hit as the UK’s No.1 kids’ show on CBeebies, BBC iPlayer and Disney+, Moose Toys has unveiled Bluey Mini Figures. These collectible one-inch figures, featuring Bluey, Bingo and more, let fans recreate their favourite moments and offers eight characters to collect. Toy Fair visitors can enjoy themed treats inspired by the Let’s Play Chef Bluey range and a special appearance from Bluey herself.

In an exciting collaboration with YouTube sensation, MrBeast, MrBeast Lab Swarms are the ultimate collectible experiment. Ranking in the Top 5 action figure toys in September 2024, these fizzing characters emerge with just a little water and a shake. With over 100 unique one-inch characters across teams like Home Horrors and Techno Terrors, each pack brings an exhilarating surprise. Available in Two Packs, Five Packs and 12 Packs.

To elevate the Toy Fair experience, Moose Toys will unveil a collectible wall at its stand, showcasing the diversity and innovation of its collectible ranges. This eye-catching feature will serve as a focal point, highlighting Moose’s leadership in the collectibles space.

FIRST TIME EXHIBITOR

Stand Upper Level 218

This year, Target Darts will be making its first ever appearance at London Toy Fair. Target Darts was founded in 2006 and has since built a reputation for fresh, innovative designs and premium product quality and craftsmanship. By creating strong products and working with the very best darts players in the game, Target Darts aims to inspire players of all ages and abilities.

Teenage darts sensation, Luke ‘the Nuke’ Littler, has risen to fame and had an amazing influence on the popularity of darts, broadening the game’s appeal to a whole new generation of fans. In the past 12 months, he’s risen to a Top 5 World ranking and won The Premier League Darts title and many other tournaments, whilst amassing over £1m in prize money. His appeal to a wider audience is also being driven by TV appearances and his presence on social media.

Target Darts has seen incredible demand for its Luke Littler darts range, as he continues to inspire a whole generation, including young children who can relate to this down-to-earth teenage star.

Target Darts’ goal is to open a few eyes with the potential that darts offers the toy community, encouraging retailers to think creatively about this new opportunity. The hero line is the Luke Littler Magnetic Dartboard Set, which allows young children to emulate Luke, and the range also includes the award-winning Cabinet Set, which featured as a 2024 Top Toy on This Morning, as well as a range of darts, wallets and other accessories.

There will be no shortage of darting activity at the Target Darts stand, as the team will be joined by Glen Durrant, the 2020 PDC Premier League Darts winner, who is now a darts commentator and runs his own coaching business. He will be holding a darts masterclass on the first day for anyone who’d like to improve their darting skills. Target Darts is also hoping that Luke Littler will make a guest appearance, schedule permitting.

Looking ahead to 2025, Target Darts predicts even further growth in the darts market, kick-started by the PDC World Darts Championship Final, and the darts fever that helps to make January the single largest sales month in the darts market.

Smart Toys and Games

01903 885 669 | uk@smart.be

Stand F42

Smart Toys and Games will be returning to Toy Fair this January for its eleventh year, showcasing a number of new launches. Visitors to the brand’s stand will also be able to get involved in a fun Genius Battle challenge.

Smart Toys and Games is home to twelve award-winning educational brands including SmartGames, a worldwide leader in multi-level logic games; SmartMax, the pioneering pre-school magnetic construction system for young children and GeoSmart, the future of geomagnetic play. Other award-winning brands in the portfolio include Wow Toys, Foooty, Smartivity, Rockeees, Happy Cube, Yatzy, MiMiQ and All Jigsaw Puzzles.

Smart Toys and Games caters for children as young as one up to all ages and stages, and each product in the extensive range features an engaging and educational mechanic to stimulate the mind. Focusing on game-based learning, Smart Toys and Games ensures every toy and game is educational, fun, colourful, durable, reflects good value for money and is designed with a uniqueness to delight children and create happy memories.

As always, the team will be exhibiting lots of newness across all its brands. From SmartGames, spring 2025 launches include Graveyard Shift, a brand new one-player puzzle game where players must plan a route for the girl and her cat to try and escape the skeletons. They aim to reach the exit by moving and rotating the puzzle pieces to an adjacent empty spot - one by one - to create a path. This sequential puzzle comes with 80 spooky challenges. Another arrival is Apple Puzzler, suitable for ages eight and above. This game challenges players to fit all the worms inside the three-sliced apple by stacking the different layers on top of each other, finding the correct position for the worms and arranging the slices to close the apple and complete each of the 80 challenges. It tests players logic, visual perception, problem solving, spatial insight and concentration. Counting Sheep is a new compact puzzle game suitable for all ages seven and above. The aim of the game is to find the right position for the flock of sheep. As players progress, the challenges will become more difficult.

The IQ range is a popular category for Smart Toys and Games and the team has unveiled IQ Bubbles for spring 2025. In IQ Bubbles, players have 120 challenges to solve. Players choose a challenge from the game booklet, place the transparent bubble puzzle pieces on to the game board to match the picture shown and then fit the remaining bubble shapes so it is complete. Every puzzle piece is a double-sided combination of large and small bubbles, and each piece will only fit on half of the positions on the game board, creating a stunning checkerboard pattern of big and small bubbles.

Brand-new for autumn 2025 comes an IQ range especially designed for adults. Showcasing at Toy Fair, the new collection will launch with four titles including IQ Pentagon – a puzzle game for discerning players. Inside the booklet and packaging awaits 120 challenges that will intrigue even the most demanding puzzler. Players must skilfully fit all the transparent pieces on the pentagon game board.

Brand-new from SmartMax’s bestselling My First range, an engaging range that teaches children aged one and above all about the world of magnetism is Animals of the World

and Flowers and Senses. My First Animals of the World introduces a Gorilla, Wolf, Camel and Dolphin to the collection. Little ones aged one to five will love these easy to build animals, especially mixing and matching them to create crazy combinations. The soft animal parts simply click on to the magnetic bars, making them ideal for little hands. In My First Flowers and Senses, children will love to shake, rattle and build these four flowers.

Smart Toys and Games is also looking forward to showcasing the 2025 range from its recently acquired brand, Wow Toys. Established 27 years ago, Wow Toys has become renowned for its strong, safe, battery-free toys for toddlers. Each toy from the range is compatible with each other, made from high quality materials and built to last so families can confidently pass them down from one generation to the next.

Visitors to Toy Fair 2025 should stop by the stand and enter the Genius Battle competition where they will be invited to play a round of the ever-popular Genius Square game against the clock. Either solo or head-to-head with a colleague (or a member of the Smart team), players roll the dice, place the seven wooden blockers on the game board accordingly and complete the square using the nine puzzle pieces. Everyone who completes the grid will have their Genius time score recorded, and the person with the fastest time at the end of the show will win a Genius Family Bundle.

07584 858 978 | l.crocker@cobitoys.co.uk

Stand N21

Cobi has a wide portfolio of products to showcase at this year’s London Toy Fair, including the iconic Flying Scotsman that joins the Steam Railway Collection. As one of the most celebrated historical steam trains, the Flying Scotsman is a perfect fit for the company’s growing railway category.

With the addition of the Flying Scotsman, Cobi now offers a collection of 12 steam railway products, each capturing a moment in history. This expansion reflects the company’s commitment to historical accuracy and the joy of building. The Flying Scotsman model will be released in April 2025 and will be available in a 1:35 scale. While the exact brick count and retail price are still to be confirmed, Cobi is promising a model that captures the distinctive features of this machine in remarkable detail.

Also joining Cobi’s portfolio in April are two variants of the Citroën H-Type vans; the Cobi-24631: Citroen Type H in 1:35 scale featuring 200 pieces and the Cobi-24630: Citroen Type H Police in 1:35 scale featuring 206 pieces. In the mid-1940s, as Europe was recovering from the catastrophic consequences of World War II, Citroen started developing a practical, strong, durable and technologically advanced light commercial vehicle to cover the ever-increasing needs of the growing market - the Citroen H-Type. They are notable for their industrial design, using many corrugated metal outer body panels to save material, weight, and costs.

During its 34-year production run of 473,289, the Type H served in many forms as a specialised vehicle for the police, the post office, hospitals (ambulance), bakeries, groceries, mobile shops, camper vans and minibuses. Today, some examples are still in use as retro-style food trucks or as advertising vehicles around Europe.

Also present at this year’s Toy Fair is the new Cobi Roman Empire collection. Each set offers users the opportunity to immerse themselves in ancient history; from gladiator arenas to mighty warships, this collection brings the grandeur of ancient Rome to life like never before. These sets offer endless possibilities for creativity, play and education. Sets featured in this collection include Cobi-20071: Roman Warship in 1:48 scale including 1810 pieces; Cobi-20070: Gladiator School in 1:35 scale including 583 pieces; Cobi-20068: Roman Onager including 173 pieces; Cobi-20069: Roman Chariot including 93 pieces, Cobi-20066: Gladiators including three figures and Cobi-20067: Romans also including three figures.

To find out more or book an appointment, please contact Lee Crocker via the details above.

Stand Upper Level 141

Mojo Fun has unveiled its new 2025 product line-up and will be showcasing its new Garden Birds and Koi Carp fish ranges. Mojo Fun believes these will help invigorate the figurine category by appealing to a wider consumer audience, both in terms of age and interest, and to a new genre of collectors and enthusiasts.

Birdwatching is incredibly popular in the UK, with an estimated six million people regularly engaging in this hobby, and more than 650,000 people actively taking part in the BBC’s Big Garden Birdwatch every year, highlighting the huge interest in this subject matter.

Mojo Fun’s Garden Birds range features eight popular birds: the Robin, Blue Tit, Kingfisher, Sparrow, Red Cardinal, Eurasian Bullfinch and the American and European Goldfinches. This colourful assortment is sure to stand out on any display. The initial reaction has been very positive, and Mojo Fun has already started work on Series Two, with a further eight birds arriving later in 2025.

With retail pricing at under £10, this eye-catching range has widespread appeal for garden centres, visitor attractions, bird sanctuaries and pet stores, as well as Mojo’s core market. Similarly, fish, garden ponds, aquariums and angling are popular with millions of enthusiasts around the world, but this subject is rarely represented in the figurine category. Mojo’s first product launch in this category will be the iconic Koi Carp, featuring six classical Japanese patterns, including the Tancho- Koi and Asagai-Koi.

Fish enthusiasts represent a vibrant and growing audience. Koi are admired not only for their striking colours and patterns but also for their association with peace and prosperity, making them a popular symbol for home décor and gifts.

Alongside these brand-new ranges, Mojo Fun has some standout additions to its current ranges, including the Axolotl and Cryptoclidus dinosaur, as well as repaint styles for some of its most popular items, including the Golden Retriever, Raccoon and Grizzly Bear, as it aims to continually improve. As with all Mojo figurines, each new product demonstrates the brand’s commitment to quality, authenticity and attention to detail.

Mojo’s popular Mini Worlds tube sets will now be available in a new 6pc version, offering a lower SRP, as the company continues to work closely with its customers to help them maximise retail sales in a difficult market.

Mojo Fun will be holding

Playmobil

2025

01268 548 111 | www.playmobil.co.uk

Stand Upper Level 206

Playmobil is set to showcase new theme ranges and updates at the London Toy Fair 2025. Renowned for its innovative designs and timeless appeal, the brand is raising the bar with a group of new launches. From Police adventures to Pets stories and Pirate escapades, Playmobil’s latest offerings promise to captivate children and retailers alike.

With a comprehensive 360-degree marketing strategy and extensive retail support, Playmobil is not just introducing new lines, but creating worlds of play that encourage storytelling, creativity and imagination.

Playmobil’s Police range has long been a staple for action-loving kids, and this year’s additions deliver even more thrilling scenarios. Leading the charge is the Police Patrol Car – a sleek, dynamic vehicle equipped with functional lights and realistic sound effects. Perfect for dramatic chases and heroic rescues, the Patrol Car comes with detailed accessories and a Playmobil Police Officer, making it an ideal starter or expansion set. Playmobil continues to emphasise quality and interactivity, with innovative features like working lights and sounds bringing unparalleled realism to play. Available from January 2025, the Patrol Car benefits from comprehensive support, including media and instore opportunities.

Playmobil’s new Pets range brings animal care and companionship to the forefront of play. Anchored by the Animal Hotel, this set invites children to care for a variety of pets in a colourful setting. Whether welcoming guests or creating a fun play zone, this set offers endless opportunities for creative role play. Other key additions include the Puppy Parlour, a grooming studio complete with adorable dogs and accessories, and the Cat Café, where customers and cats alike enjoy cosy café vibes. For little collectors, the range also features six unique dog breeds, ideal as standalone pieces or add-ons to the larger sets. The Pets range emphasises nurturing play, a growing trend in the toy industry. Each set blends charm and functionality, making it perfect for younger children exploring empathy and responsibility. Launching in February 2025, the range is backed by a tailored influencer campaign and social media contests, ensuring strong visibility and consumer interest.

Playmobil’s Pirate Harbour comes with a bustling outpost complete with docks, hidden compartments and working cannons. Adding to the excitement is the Giant Shark, a dramatic centrepiece featuring snapping jaws and Pirate character. The Pirates range taps into kids' love for adventure with modular designs and action-packed features. These sets are highly collectible and compatible, encouraging expansion and repeat purchases. Available from January 2025, the range is supported by a summer marketing blitz that includes cinematic video campaigns and immersive in-store POS materials.

Playmobil’s 2024 product launches are underpinned by a robust 360-degree marketing campaign designed to build excitement and drive sales. From digital advertising and social media to influencer collaborations, Playmobil is ensuring its new ranges are seen and celebrated across all key channels.

The stand at London Toy Fair is poised to be one of the most dynamic exhibits at the event. With immersive experiences and exclusive fair-only offers, it’s designed to attract retailers and inspire attendees. Visitors will be among the first to explore the complete Pets range and the larger-than-life Giant Shark, offering a glimpse of what’s coming in 2025. Retailers can also take advantage of special deals, including branded FSDUs and carriage-paid orders for qualifying purchases.

In an increasingly competitive toy market, Playmobil stands out not just for its high-quality products but for its commitment to supporting retailers. The brand’s approach to marketing, in-store engagement and consumer outreach ensures its products remain top-of-mind for parents and children alike. Each range combines timeless appeal with modern play trends, ensuring long-term relevance, and by leveraging the power of digital platforms and influencer partnerships, Playmobil guarantees robust visibility for its new launches.

©Squid Game:™/©Net

Used with permission.

©Eiichiro / Shueisha, Toei Animation

© Hajime Isayama, Kodansha/ "ATTACK ON TITAN" Production Committee. All Rights Reserved.

©H.Furudate / Shueisha,”HAIKYU!!

© Tatsuya Endo/Shueisha, SPY x FAMILY Project

Orchard Toys

01953 859 539 | www.orchardtoys.com | sales@orchardtoys.com | Independent sales enquiries: orders@kayes.co.uk

Stand E10

Orchard Toys will be unveiling a new Baby and Toddler collection at Toy Fair 2025, featuring all the trusted quality and value of an Orchard Toys product, but for little ones from nine months. Orchard Toys will also debut new lines in its core portfolio of fun, educational products. Following the successful launch of its The World of Peter Rabbit collection at the 2024 show, there are new additions to the collection.

New hero launches include Under the Sea in the Orchard Toys Baby and Todder range. In soft pastel colours, the pack and product design deliver shelf stand out, while differentiating Baby and Toddler from Orchard Toys core ranges. Leading the collection is the beautifully illustrated Under the Sea, which introduces young learners to the unique nesting puzzles experience and champions the quality and educational fun that is synonymous with Orchard Toys. Designed for ages one and above, this engaging wooden set features a chunky puzzle board and five sturdy, illustrated pieces, perfect for little hands, and designed to endure the rigours of everyday play. Featuring a whale, shark, octopus, turtle and starfish, each piece nests within the next, allowing children to explore size differentiation while strengthening fine motor skills and hand-eye coordination, and promoting independent learning and early problem-solving.

The range also includes Match and Feel. Designed for toddlers from 18 months, this set comes with five chunky, two-piece puzzles, each featuring unique textures, providing a multisensory experience to support children’s early development in a fun, playful and engaging way. The jungle animal puzzles include a lion, zebra, snake, giraffe, elephant and crocodile. Each animal has its own unique texture; there’s the soft mane of the lion and the leathery skin of the elephant, making this touch and feel collection stimulating and appealing for babies and toddlers.

Following the successful launch of The World of Peter Rabbit collection at last year’s Toy Fair, Orchard Toys is bringing to life the tales of Beatrix Potter with three new products in the collection of games and jigsaw puzzles. The World of Peter Rabbit 50-Piece Puzzle introduces young children to the timeless charm of the beloved characters and iconic locations from the Beatrix Potter stories. This detailed scene is inspired by The World of Peter Rabbit, showcasing Mr. McGregor’s garden, Jeremy Fisher’s pond and the hidden rabbit burrows. A poster and a Learning Guide are designed to encourage discussion and observation, to extend learning fun. The 50 pieces are all chunky and wipe clean, for added durability.

New to the Orchard Toys portfolio is Dinosaur Number Eggs, an engaging early number game that blends education with fun. Designed for children from the age of three, players race to hatch the most baby dinosaurs while avoiding the T-Rex wild card. The game helps develop number recognition and counting skills, while promoting social interaction and friendly competition.

For retailers there will be an exclusive Toy Fair offer from Orchard Toys.

| www.kaptoys.com | orders@kaptoys.com Stand UN66

KAP Toys will be launching its new arts and crafts range, Creativity for Kids, at the London Toy Fair 2025. This range is perfect for arts and crafts buyers, as well as Educational STEAM categories and pre-school. Creativity for Kids, owned by Faber-Castell, has had huge success in the US. It prides itself on creative experiences to nurture children’s confidence in life. Creativity for Kids products are designed to be imaginative, nurturing, inclusive and thoughtful. Highly rated by parents, they are designed by developers with training in education, play and child development. The range uses only the best quality materials to build creative confidence and foster a love for creating. With a huge back catalogue in impulse, grow/ garden, sensory, fashion, building, bubble gems and more, this range has something for everyone. Another KAP Toys launch at Toy Fair will be the Magnetic Creations range. Portable play is available in a wide variety of licences and themes, allowing children to create from anywhere. The super handy tin doubles as play space and storage for magnetic play pieces. Available in various hot licences including Paw Patrol, Peppa Pig, SpongeBob, Barbie, My Little Pony, Disney Princess, Hot Wheels, Spidey & Friends and Teenage Mutant Ninja Turtles, there are two magnetic sheets, 40 pop-out magnet pieces and full licensed content included in each set. Each tin also includes a Tic-Tac-Toe grid for added play value. These affordable, value-for-money toys encourage creative thinking on the go.

KAP Toys also features a range of extensions on several of its core 2024 ranges and has injected newness into already established ranges proven to drive sales. The company has incorporated fashion bag additions to its Hello Kitty collection, alongside key chains and beauty collectibles.

Forming part of the Beano range is the Beano Whoopppee cushion, which features a fart whistle and a snake in the can and should make the birthday and Christmas lists of every aspiring prankster. Fuzzballs is also expanding with the new launch of collectible Fuzzball bag clips and Squishii plushies.

KAP Toys works hard to create profitable, sales-driving ranges and is keen to support its partners to achieve their required deliverables. The company features a fast responsive approach to business and promises to find a way to make it work successfully for all involved. Visitors to Toy Fair can find out more at the stand.

Stand F16

United Wheels EMEA is gearing up for 2025, unveiling a collection of Huffy bikes and ride-ons guaranteed to capture attention. Visitors to London Toy Fair will be among the first to see this year’s new range, packed with innovation, style and beloved characters.

Leading the line-up are the Huffy 10-inch Vintage Balance Bikes, available in pastel matte green and glossy blue. Featuring a low stepover frame, they are perfect for little ones learning to ride. The range also includes 12-inch, 14-inch and 16-inch versions, designed to grow with young riders and keep the fun rolling for years.

For budding adventurers, the highly anticipated Pro Thunder and So Sweet collections are back with fresh designs. Available in 12-inch, 16-inch and 20-inch wheel sizes, these bikes come in a range of bold, vibrant colourways, combining style with durability for riders ready to tackle the next stage of cycling.

Huffy is also expanding with a collection of licensed favourites. Fans of Spider-Man can look forward to the dynamic 12-inch Spider-Man bike, complete with a light-up mask and sound effects, alongside a larger 16-inch version. Disney Princess and Frozen fans will love the 12-inch and 16-inch bikes, alongside 6V ride-on bubble quads, featuring lights, sounds and bubblemaking magic. The Frozen and Spidey and His Amazing Friends converting bubble scooters, equipped with optional fold-down seats, offer versatility and charm in equal measure.

There are Stitch balance, 12-inch, 14-inch and 16-inch bikes, while the Frozen Ice Cream Cart 6V ride-on comes with themed sounds, storage compartments and endless opportunities for imaginative play.

Huffy’s partnership with Universal Studios introduces a range of Gabby’s Dollhouse bikes, available in 10-inch, 12-inch, 14-inch and 16-inch sizes. With vibrant colours and creative designs, these bikes bring Gabby’s world to life and are expected to be a hit across Europe.

With innovative designs, captivating characters and exciting features, Huffy’s 2025 collection, which promises to inspire the next generation of riders, will be available to view in person at London Toy Fair, as well as at Spielwarenmesse.

Tonies

At London Toy Fair, show attendees can explore the Toniebox — a unique musical storybox — and discover the fun and learning potential of Tonies’ range of over 240 Tonie characters, featuring stories, songs and educational content for children aged three to eight and above. Visitors will have an exclusive preview of Tonies new launches for Q1 and beyond, including new licensed ranges and Tonies original collections.

The Sleepy Friends range was created by the Tonies portfolio team to help make bedtimes easier for parents and has been a very popular collection since it launched back in 2023. In 2025, Tonies is launching a limitededition Sleepy Sheep: Lullabies from the Meadow Tonie. This Tonie features a gentle mix of melodies and nature sounds, designed to calm little minds and help them drift off. Sleepy Whales from the Ocean features relaxing ocean lullabies to fill children’s bedrooms with serene ocean sounds and songs, while Sleepy Penguin White Noise from the Ocean plays sounds of waves crashing on the shore, bubbling waters springing up from the whale's back and soothing winds that bring sunsets to the seaside.

After the successful launch of the original Sleepy Sheep Night Light in 2023, Tonies will be unveiling a new Sleepy Bear Night Light at this year’s show. The new night light offers the same user functionality as the Sleepy Sheep Night Light, such as a timer option, dimmable light settings and the ability to use the night light with or without the Toniebox. Sleepy Bear comes with 75 minutes of preinstalled sleepy melodies, with 15 minutes of space for parents to record their own content using the MyTonies app. Alternatively, parents who would like to upload more of their own content can remove all the audio, freeing up 90 minutes of recordable space.

Tonies will also be unveiling a new Tonies original collection called Lalalinos at Toy Fair, which is aimed at the three-to-six-year age range. The Lalalinos are a new band, composed of three best friends - Cosmo, Scout and Akio - who go on a series of musical adventures together. Lalalinos: The Best Band in Bumbaloo (Akio) and Lalalinos: Move and Groove in Bumbaloo (Scout) feature four stories and eight songs on each Tonie, which centre around the friends as they rehearse and prepare for shows. A Cosmo Lalalinos Tonie will also be launching as part of the collection later in the year. Lalalinos is a celebration of the power of friendship, with valuable lessons on the importance of kindness & fairness, individuality & self-esteem and perseverance & collaboration to achieve common goals, while encouraging children to sing, dance and pick up an instrument.

Hunter Price International

0161 653 1306 | www.hunterprice.co.uk |

home@hunterprice.co.uk

Stand Upper Level 110

Hunter Price International is getting ready for London Fair 2025 with a bold new look following a brand refresh. The consumer product playhouse is preparing for a strong start to the year. The award-winning team will be unveiling a series of new own-brand and licence partnerships with the world's leading toy and entertainment brands and cross-category opportunities across the new collections.

From slime to squishies, surprise balls to seasonal, Hunter Price’s Toy Mania brand is becoming a destination for sensory, pocket money and impulse purchases. Hunter Price will showcase Toy Mania’s Sensory Toy Box brand refresh and a new stationery offer, along with four new sub-brands under the Toy Mania umbrella. Toy Mania’s Oozey Goozey & Putteez, the home for slime & creative compounds, will also present its new playful packaging offers and on-trend colour combinations.

Hunter Price has been developing a series of new own brands across stationery and arts and crafts. Three new brands will be launched publicly for the first time at Toy Fair – each of the brands has been developed following demand and market insights within these categories.

Love the Look, the trend-led accessories brand has undergone a brand makeover and will be presenting its refreshed look and new collections across hair accessories, jewellery, gifting and more.

Following a host of new arrivals in Hunter Price’s licenced portfolio, there’s a wealth of collections to be shown in London. Newcomers to the company’s Toy Fair stand will include Mood Bears, Stitch and Fugglers. The award-winning Crayola Kraft collection will present new themed product collections and back-to-school offers, including collaborations with Sonic and Hot Wheels.

To book a meeting with the team at Olympia, email the Hunter Price team via the contact details above or reach out to your national account manager.

Thames and Kosmos

After a year of new arrivals, expansions and extensions to current games and science sets, Thames and Kosmos has set the bar high for 2025 and is ready to deliver. There will be a variety of new products that visitors can expect to see at London Toy Fair.

The Essential STEM range remains an important part of the Thames and Kosmos offering, and a highlight of this is the new TK Telescope. It has 100x magnification and a build quality that puts it up amongst its more expensive peers. The new desktop or student microscope comes complete with a smartphone app for obtaining deeper knowledge, and a 45-piece accessory set, to help users to fully utilise its impressive capabilities and observe their collected samples.

Later in 2025, Thames and Kosmos will be further adding to the range with a Rock Tumbler and Metal detector. The whole range has a strong appeal for kidult market.

Gecko Run recently won a place in Time Magazine’s 100 best innovations, is shortlisted for the TOTY awards and has enjoyed strong media coverage. The range has gained a deluxe starter kit and will have four new expansions to keep the excitement and experimentation going. Visitors are invited to try the Gecko Run for themselves at the upcoming show.

Spy Labs has a new filled CDU which will be on show at Toy Fair. It features five tinned pocket money products from the range which have been proving to be very popular, especially with the indies.

Thames and Kosmos is releasing a Harry Potter range in 2025 which includes a make-your-own wand kit and a craft set to produce Hogwarts sealed parchments, Tom Riddle’s diary and even howlers.

One of the most successful escape room series, Exit, is expanding. To further satisfy the growing legion of fans, Thames and Kosmos will be releasing two new Exit puzzles at the show, namely The Alchemists Garden and The Key to Atlantis. These 500-piece puzzles each contain seven riddles which need to be solved by following the clues in the storybooks.

Amongst the new line-up of board games, visitors will be able to try out Marbleous - one of the early 2025 launches. Also on display will be the Masters of Crime series, a recent addition to the Thames and Kosmos game library. There are four titles in this series, each exploring a different crime, and combining day to day tech in an interesting way to solve the mysteries, with more to come in 2025. Launching in Q2 will be the family-friendly game, Australis, which is easy to learn and fun to play.

Brainstorm

2025

01200 445 113 | sales@brainstormltd.co.uk

Stand E79

2025 marks Brainstorm’s 30th anniversary, and the commemorative year will see more new launches than ever before at Toy Fair.

The STEM-focused Brainstorm Toys collection will be expanded with Colour Your Own Stickers which will initially launch with two themed sticker sets: Sea Creatures and Fairytale. Each set includes 55 stickers that are easy to paint with pre-drawn lines and four coloured paint pens. Kids can use the stickers to decorate stationery, storage and more. Also new is the Brainstorm Toys Outdoor Adventure Explorer Tool Kit; a handy 5-in-1 product comprising tweezers, trowel, brush, angling mirror and whistle.

A raft of new science toys will also launch for the first time in London including the Dazzling Dig Kit, a 17+ piece set which features 12 real stones that wannabe geologists will love to discover. Kids can use the chisel to dig down and the brush to clean their treasure. There’s also a Cool Chemistry kit that has eight mindblowing experiments that involve chemical reactions and the magic of acid and alkali. The bumper set has over 42 pieces making it great value for science-mad kids.

Create Crazy Bubbles is a new addition that combines the fun of bubbles with science skills and tricks. Children can discover if bubbles have colours and make bouncing bubbles with nine bubble activities. Fun with Slime, a make-your-own slime kit that teaches children about slime science, includes six slime activities including slime behaviour and glow-in-the-dark slime. Like most Brainstorm Toys products, each new set comes with a secret code to unlock educational facts online, along with an instruction manual and useful online tutorials.

Continuing its longstanding partnership with World Alive, Brainstorm is excited to announce the UK launch of Freak Marbles, an innovative spin on the traditional game. Freak Marbles have characterised 360º decoration, trading points, epic gameplay and skins that convert them into figurines for imaginative play or display. As well as the core range, rare freaks will also be available including sought-after glow-in-the-dark, glitter jelly, silver and colour-changing Freak Marbles - plus the super rare gold marble.

Half Toys will spark curiosity with a minimalist design that belies its play value. The open-ended play range provides a multi-sensory experience and features dinosaurs, forest, Savana and ocean creatures. Each Half Toy has a tactile, soft-hued skin which includes safe magnets seamlessly embedded into each half so they can be opened and closed easily to reveal their skeleton within. As well as being highly collectible, kids will love to play, fidget and role-play with their Half Toys and they can even display them too.

The award-winning Water Art was hugely popular in 2024, and a Water Art Sticker Creator pack will be added for 2025. Kids can use themed stencils to create a design on the ceramic spoon, dip it in water and watch the picture magically float away before grabbing them with a sticker to wear. Each pack includes two themed stencils, 10 magical water markers, 40 sticker papers and a ceramic spoon.

The innovative Zingring is one of four new launches from creators Zing and will be a popular outdoor toy for spring/summer 2025. Easy to throw and easy to catch, the foldable ring can be folded down to pocket size for fun on the go. Also launching is Roomerang – a soft, indoor boomerang that is furniture-friendly and circles 2-10 feet. Mega Jumpz is a pocket money line with popping fun also set to join the portfolio. Users can push, pop and watch them fly. Meanwhile, Pop Rocketz are air-powered foam rockets – the harder the base is squeezed, the higher they will blast off achieving heights as far as 15 metres. StikBots continue to enjoy phenomenal global sales, and a new 3-pack metallic set will be added.

Also under the Sensory Trend Hub brand will be a new Trend Hub Magic Cube – a mind-boggling cube with extensive formations featuring a mesmerising design to invoke imagination and develop handeye coordination.

Budding Palaeontologists will enjoy the Natural History Museum Dinosaur Projector Watch. This product is a working digital timepiece and projects 24 dinosaur images onto walls and ceilings. Users can also remove the strap and the watch face, and use it in hand-held mode or as a bedside clock.

Greepz is a new creepy, horror-themed collectible plush based on the popular Creepypasta craze and is aimed at older children as well as adults. According to the latest report from Circana, the toy market aimed at teens and adults now represents 28.5% total market share and Greepz is perfectly targeted for this demographic. Greeplingz is a smaller version of Greepz and each packaged plush character features a changing lenticular face and collector card which gives their creepy back story and links to creepypasta.

The Eugy craft collectible craze continues to be hugely popular with children of all ages and fans will be delighted with the new characters planned for 2025. New models to collect, create and keep include Kingfisher, Beaver, Capybara, Pachycephalo and Manatee. Made from environmentally friendly, biodegradable card, children follow a simple number sequence to assemble their 3D Eugy figure with non-toxic glue. New POS will also be showcased at Toy Fair.

One For Fun

01416 132 525 | www.oneforfun.com | sales@oneforfun.com

Stand E49

The start of 2025 sees the release of One For Fun’s new range of exclusive Bburago F1 products, covering all the teams with a focus on the winning drivers. Collectors and fans alike can be guaranteed accurate vehicles for both die cast and remote control. McLaren driver, Lando Norris, has allowed One For Fun to borrow his race winning helmet, which will be at the stand to launch a range of vehicles and playsets. Aimed at serious collectors and the die cast vehicle market, this collection has something at the right price point for everyone. Bburago’s cars are fully approved by the individual teams, guaranteeing accuracy for serious collectors and fans alike.

HGL is set to release Micro Fidgetz Series Two, which brings even more tiny toys to the market. This 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, and underneath, another four toys are stacked in blind bags, waiting to be revealed. There is also a cross-sell leaflet showing the whole range in every tub. Each toy is playable and a real micro version of a larger toy.

Concert bracelets were massive in 2024, and the range has only continued to grow. New additions will see more jewellery with sensory themes coming to London Toy Fair. HGL is introducing Pick n Pop Bracelets, which have creative, sensory fun. Silicone pads are backed with brightly coloured beads in a variety of designs, from hearts to happy bees, for children to make and gift their very own bracelets.

Axolotls and Capybaras are growing in popularity, and more lines will be added in 2025, along with a Fidget Burger and Fidget Hot Dog to be launched at Toy Fair.

2025 will see more foodie themes from Tobar’s Scrunchems range. With an added a focus on sensory trends, there will be new sensory Scrunchems at impulse buy prices and over a hundred new designs. 2024 saw One For Fun pick up many consumer accolades, in particular for its sensory range and focus on ASMR.

As ASMR sees increasing social media engagement, One For Fun has continued to develop its portfolio of sensory winners. The ASMR ball, designed to trigger the Autonomous Sensory Meridian Response, has been described as a brain massage. This 6cm ball is filled with beads that create satisfying sounds and textures when squished. Available in four bright colourways, its perfect for creating sensory calm and the unique feel of the beads provides an ASMR experience.

The Happy Little Squish Ball is great for stress relief and reminding people to smile; at just 6cms, it puts a smile in the palm of the hand. For a winning combination of sensory play and food, there is the Make Your Own Slime Pizza, Slime Burger, Slime Pancakes and Slime Ice Cream. All the ingredients are packaged separately with instructions on how to combine them to make different slimy foods.

The Animigos range of plush is a firm consumer favourite and this year, Animigos Funky Friends brings a collection of soft toy companions for everyone. These 24cm plush pals have smiley faces and come in a wide variety of guises, from a Sunflower, Daisy, Tulip and Succulent to an Aubergine, Pineapple or Avocado. Fans of fast food can also choose anything from a Burger, Bubble Tea, French Fries, Pizza or Taco. This new collection is set to complement the existing Animigos World of Nature range, which focuses on lifelike depictions of the world’s animals in great detail and with educational information included.

In 2025, the Ozbozz range of outdoor toys sees the introduction of new lines including a new collection of scooters and pogo sticks, all at great prices and designed to maximise display space.

BB Junior won multiple, popular consumer awards last year. This range continues to bring artistic style and engineering together to create a unique concept in the nursery space. It introduces nursery versions of cars, trucks, fire engines and boats, as well as a Scandi style range of bath toys.

NEW SOUNDS!

NEW LIGHTS!

Hachette Boardgames

www.hachetteboardgames.co.uk | flosier@hachetteboardgames.co.uk

Stand Upper Level 123

Hachette has new licensed products being showcased at this year’s London Toy Fair. One Piece is being showcased in both an escape room game and a party game and brings Monkey D. Luffy and friends to life in two different formats. One Piece continues its relentless growth in popularity, and these games are ideal for its fans. A party game based on Squid Game is here just in time for season 2, letting players undertake challenges from the show - without the risk of death!

Hachette is also working with The Witcher franchise, launching the first officially licensed copy of Gwent. Existing only in digital formats before now, Gwent is a card game that featured within The Witcher 3– a game that sold over 50m units and became the 9th biggest-selling videogame of all time, spawning spin-offs including an app with over 5m players. Now it’s coming to tabletop form in a package with over 400 cards and a playmat, tying in with the upcoming announcements about The Witcher 4 videogame.

Asterix is also coming to tabletops in a brand-new card game. This ties in perfectly with the release of 2025’s new Netflix series and is a love letter to the comic book series with over 70 unique cards and battles that take place over some of the most memorable comics from the franchise.

For younger audiences, Gigantosaurus: The Adventure Game is now available for players as young as three. The biggest highlight is a large Gigantosaurus piece; players can hop on its back and ride it.

Wednesday: Creatures & Outcasts has been taking fans of the hit Netflix show, Wednesday, by storm. This is a fast-playing small box card game designed for 2-6 players and featuring the creatures and characters from the series. It ties in perfectly with upcoming announcements about season 2, one of the most hotly anticipated shows of the year.

Pac-Man is also chomping around tabletops as part of the Quoridor series. Quoridor itself has secured over 1b impressions on TikTok, making it a modern abstract classic, and this new edition sees gorgeous wooden Pac-Man pieces bring the game to life in a new way.

On the non-licensed side, Courtisans is a deft card game with gorgeous illustrations and cutthroat gameplay. It’s light and fast (around 15 minutes a game) but is packed with bluffing and strategy, helping it secure a place in the pantheon of great modern card games.

Spy Guy, a unique exploration title from Trefl, is launching through Hachette in the UK. It sees players exploring the board and trying to find specific objects and makes for an ideal kids' title.

Oink Games has several new publications distributed by Hachette. These small-box titles consistently appeal thanks to their their accessible rules, deep gameplay and big-game-smallbox approach.

MicroMacro is also getting relaunched under Hachette. The innovative system which blends Where’s Wally? Style gameplay with detective puzzles has been a huge hit and is getting both a jigsaw puzzle edition and a kids’ version.

For sales enquiries, please reach out to Flavien Loisier via the contact email above.

Maped JuraToys

020 8878 2133 | www.janod.com

Stand N2

Children can unleash their imaginations with Janod’s expansive Play Mat. Featuring four designs: City, Enchanted Kingdom, Countryside and White Valley, these play mats promote storytelling and enhance vocabulary through engaging visuals. Each mat can also be connected to any other in the collection for endless creativity. Key features of the multipurpose mat include an anti-slip surface for safe play and a seek-and-find function that encourages learning in three essential areas.

Janod also features a collection of Wooden Push-along Vehicles. Users can explore six unique city-themed vehicles, each available for individual purchase. The collection includes a red family car, a police car, a sleek green city car, a classic taxi, a food truck and a fire engine. Each vehicle is designed with an innovative Janod wheel design and is crafted from high-quality beech wood and durable plastic.

Adding to the collection is the set of Wooden Blocks for building and storytelling on the Play Mat. The set includes 24 vibrant stacking cubes, 10 chunky characters and animals for imaginative play plus a sturdy wooden storage box to keep everything organised.

Clementoni

Clementoni will be showcasing a host of new products for 2025 at the London Toy Fair.

Soft Clemmy is a soft play block range designed to create a sensory play environment from the baby's earliest months onwards. The blocks are made from a completely soft material that won't hurt delicate teeth and gums and can also be thrown and stamped on without any risk.

The range expands for 2025 and features the Soft Clemmy Washing Machine. Children can spin them, insert them into the drawer or flower hole, see them turn through the door and press the pop-it or wavy band. The Clemmy Sensory Roller Vacuum lets children not only play with their blocks but also pretend to vacuum them up. The handle can be removed for babies from six months and then older children can stroll and vacuum as they go.

Baby Clementoni is a complete range designed to provide children with nurture and developmental support as they grow. New for 2025 is My Arctic Bunny, which projects a relaxing Northern Lights show from its tummy along with soothing sounds and white noise. Ollie is a new interactive animal friend that is packed with different activities. Ollie’s eyes are interactive screens which express emotions and feature lots of animation. A sensor recognises cuddles, while another recognises a shake to dance together. When lying down, Ollie will switch to night mode with sounds and lullabies and children can pretend-feed Ollie and it will respond.

Following the success of the Idea! Pen Creator Studio, the concept is evolving for 2025 with Message Pen Creator which takes pen creation to the next level. Children can not only make a decorative pen but can endlessly redesign it to incorporate different decorations and their own personal messages. A separate workstation aids in designing and planning compositions and simplifies threading the beads.

With the heart of Idea! being all about design and creation, the brand is expanding with new kits for Christmas 2025. My Beauty Routine not only provides kids with a face mask kit, but it lets them experiment with ingredients and fragrance to customise their product. Crystal Jewellery Creator enables children to create crystals and turn them into fashion jewellery and trinkets, combining science with fun. Clementoni’s fun and educational Science and Play collection allows children to experiment with STEAM principles engagingly, all endorsed by The Science Museum. AiRo is an innovative robot equipped with artificial intelligence that allows it to recognise gestures and voice commands. Six motors work independently to perform any type of 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, as well as command it in real-time with their own gestures and voice so AiRo learns and follows, grasps and moves objects accurately, launches or hits a ball and dances – all with full coding programmability.

Among the many science launches is the new Digital Microscope with an integrated Wi-Fi camera. This is a 2-in-1 microscope that allows users to observe in analogue and digital mode. It includes six slides with QR-code (front and back) and two empty slides to be able to store samples for observation and analysis. The interactive app allows access to video content, games/quizzes and scientific insights.

Heathside has announced its new product lineup for 2025, debuting at London Toy Fair. Building on its reputation for delivering high-quality collectibles inspired by beloved franchises, the company is introducing a range of fresh products designed to appeal to fans of all ages.

Leading the lineup is the all-new South Park collection, showcasing the show’s iconic humour and characters in innovative formats. The South Park Micro Figures in School Bus Capsules offer a fun unboxing experience, with each capsule designed as the series’ classic yellow school bus and containing mini versions of popular characters. For a nostalgic twist, the 6" 8-Bit Figures (2-Pack) reimagine the characters in a retro-inspired design, blending classic style with modern appeal. Completing the range are the 2.5" Backpack Hangers, allowing fans to carry a piece of South Park wherever they go. These collectibles are perfect for both long-time followers of the show and new fans.

Heathside is also introducing the Sonic pull-back cars, a must-have for fans of Sonic the Hedgehog. These dynamic vehicles come in two sizes—7cm and 9cm—and feature Sonic and his friends in action-packed designs. Both sizes include a magnetic figure that powers the car's movement, while the 9cm cars enhance the experience with lights and a chrome finish. With vibrant colours, intricate detailing and fast-rolling wheels, the Sonic cars capture the energy of Sonic’s adventures, making them ideal for fans of all ages.

Additionally, Heathside is presenting The Amazing Digital Circus Squishme range, inspired by the imaginative world of the hit series. These ultra-soft, slow-rising squishies are perfect for stress relief or as collectible items for fans. The range is further expanded with 10" Plush, Jumbo Plush and Action Figures, all designed to bring the unique characters of The Amazing Digital Circus to life. Together, these products deliver an engaging way to celebrate the series.

Toy Fair visitors are encouraged to visit Heathside’s stand to experience these new releases firsthand.

Connetix

2025

07718 091 489 | 07803 877 158

www.connetixtiles.com

wholesale@connetixtiles.com

Stand UN68

Connetix brings to market high-quality, STEAM and MESH (Mental, Emotional and Social Health) accredited magnetic tiles designed to spark imaginations and nurture children’s development. Featuring an exclusive bevel design, the awardwinning Australian brand offers beautiful, clear refractions whilst allowing children to build bigger and expand the limits of construction play.

Connetix offers an entirely compatible and innovative range of packs all thoughtfully designed to grow with children as they learn and develop. From building mega towers to creating zooming racetracks, puzzles and board games, Connetix is a toy that transcends generations appealing to a wide range of ages, interests and abilities.

As a STEAM and recently MESH-accredited product, children can freely explore developmental and learning concepts, while also building essential lifelong skills that promote wellbeing and resilience – all through the important work of play.

The company’s immersive stand will highlight the educational focus and quality of its innovative range, and how partnering with Connetix creates unique opportunities for retailers as a toy that appeals to both new and loyal customers seeking to expand their collections.

Showcasing at this year’s Toy Fair, the new Roads Range has been widely embraced across the globe as customers and retailers alike immerse themselves in the nostalgic charm of small-world play and the art of storytelling. This range debuts a sleek black shade tile and a dynamic selection of shapes including quarter circles, arches and intersections – plus short and long ramps. Featuring signature strong magnets with multiple connection points throughout each tile, including the curved edges, this range reimagines the possibilities of magnetic tile play.

The smooth black tiles are free from markings to align with the Connetix philosophy of harnessing the power of open-ended play - inspiring the creation of roads and bridges, architectural wonders, speedy ball runs, arching flowers and so much more. Featured in this collection are the 48 Piece Roads Creative Pack, a standalone pack and the 16 Piece Roads Ramps & Intersections Pack to seamlessly add new dimensions and level up Connetix collections.

Also new is the Connetix 50 Piece Pastel Transport Pack, designed to take construction play and STEAM learning up a gear, sparking imaginations as children create their very own vehicle-inspired designs. Showcasing the award-winning Connetix pastel colours, and featuring an exclusive light grey reversible transport base and two clear motion bases with real rubber wheels - plus a carefully curated selection of tiles, the Transport Pack inspires endless creativity and hands-on learning, whichever direction play may take.

The best-selling Connetix 92 Piece Rainbow Ball Run Pack takes ball run and magnetic play to new heights. Children can create elaborate ball runs and watch the balls fall, spin and zoom through the exclusively designed clear fluted tubes. This pack features vibrant rainbow connector square tiles, six wooden balls, collector bowls and signature pieces - including special effect stair soundscapes, S-bends, slides and split tubes. With endless open-ended play possibilities, children and adults alike can challenge their design, creative and engineering skills, providing hours of interactive family fun. This product is also available as a 106 Piece Pastel Ball Run Pack.

Also showcasing at this year’s Toy Fair is the best-selling Connetix 102 Piece Rainbow Creative Pack. Designed to encourage hours of limitless creativity, fun and learning through play, this pack will bring children’s eye-catching masterpieces to life, featuring all the foundational shapes, including small and large squares, three types of triangles, plus fences, windows and doorframes in every rainbow colour. This pack is the ideal size for sibling and family play, as children stretch their imagination to build bigger, from castles and rockets to towers, coin drops, mandalas and so much more. This product is also available as a 120 Piece Pastel Creative Pack.

According to a recent shopper insight study, the Rectangle Packs – also available in clear and pastel - are a customer favourite for repeat purchases. The best-selling 18 Piece Rainbow Rectangle Pack features three rectangle sizes exclusively designed to be the same length as two, three or four standard Connetix squares connected together, in every rainbow colour. This add-on is a game-changer for construction play, offering extra stability and structure to transform collections into tall towers, colossal bridges, multi-level carparks, zooming ramps and more.

To find out more about partnering with Connetix, get in touch via the contact details above.

2025

Farplace Games

07736 776 690  |  gareth@farplace.org.uk  |  www.farplacegames.com

Stand B41

At the London Toy Fair, Farplace will be showcasing its 2024 released games and launching three new titles. The company’s Days series of games, which launched in April with Woof Days, Dino Days and Cat Days and continued in October with Dungeon Days, Space Days and Pirate Days, has sold over 22,000 units in the UK in seven months. These games make for a great stocking filler or travel gift, and Farplace has already localised several editions into three other countries.

Litter Tray, the world’s number one game about cats and poo, launched in Essen and was Farplace’s best seller there. The game has been successful even at dedicated game shows like Warfare and Dragonmeet.  A push-yourluck game where players decide when to bank their poo and when to risk poo-ing in an already dirty litter tray, this is a game everyone laughs about and enjoys both the gameplay and the terminology.

Farplace will also be bringing its Euro game about animal rescue, Farplace the Game, which was the company’s first game in October 2023, to the show, with three new expansions that launched in 2024. All the above games are available now for wholesale.

New games launching at London Toy Fair and available from May 2025 (launching at UKGE) are Tile Wars, Clean the Castle and Best Spot in the House. Tile Wars is a brutal abstract game, playable in three levels of tile placement with vicious attack cards. The game is playable competitively with a cooperative and solo version, and with a pack of board expansions for additional varied play. Clean the Castle sees teams of castle cleaners burying bodies and cleaning other mess from the castle to earn the most gold. Along the way, a player’s cleaning meeples can die of the plague and become a resource to be cleaned or be attacked by other cleaners who want to bag all the gold. Best Spot in the House is a colour-matching card game for ages four to adult with a second play mechanism for ages six to adult. It is based on matching-coloured cats to the different spots in the house they like to sleep in, and is perfect for all the family for Christmas 2025.

All games are produced by Farplace Animal Rescue charity so every game helps animals, and the company can work with retailers to make the most of this in marketing the games to customers. When Farplace localises, it donates 50% of its profits to local animal shelters in each country for games sold there.

The company can also develop bespoke games for its customers – either short card games or more substantial abstract or Euro games and is open to IP approaches for new games too. CEO and lead game designer Gareth Edwards will be at Toy Fair with all games, including copies of 2025 launch games.

Winning Moves

Winning Moves is ready to attend yet another London Toy Fair, in what looks to be a sell-out show. The company will be unveiling a host of new products, along with placing an emphasis on its merchandising units and how best it can support stores. One of Winning Moves’ biggest successes for the year has been the introduction of its World Football Stars Top 200 range. This range includes six collectible Top Trumps packs and features the top 200 players from the sport, including both male and female players. This introduction into the World Football Stars range now pushes the number of SKUs to thirteen.

For 2025, Winning Moves will be introducing two new World Football Stars products to its catalogue: a Waddingtons Number One Playing Cards version and also a World Football Stars Whot!, which sees players match their cards and race to get rid of them all as fast as possible. To support this entire range, Winning Moves has produced a football-themed shipper/FSDU that offers retailers an evergreen, year-round football store within a store, making it perfect for football fans, regardless of what league they follow or who they support.

With the explosion of the kidult market, Winning Moves has turned its attention to target this broader demographic. It hopes to achieve this by securing the right licences kidults love for its games, including the likes of Stranger Things Risk, Hello Kitty Monopoly, One Piece Cluedo and Naruto Trivial Pursuit. With a big focus on all things nostalgia, anime and manga, Winning Moves has everything for the kidult market. In particular, Top Trumps has over a hundred titles, covering everything from dogs and skyscrapers to Disney Princess and Viz. There is something for everyone, and its mission is to add fun to the fandoms.

Another focus for Winning Moves in 2025 will be enhancing its pre-school range with the likes of Peppa Pig, Bluey and Spidey and His Amazing Friends. Each of these licences will be featured at the show on games including Peppa Pig Guess Who, Spidey and His Amazing Friends Top Trumps Junior and Bluey Top Trumps.

Winning Moves will be running its usual show discount. All the products mentioned above, and even more that remain top secret for now, will be available to view at London Toy Fair.

Hippychick

01278 434 440 | sales@hippychick.com

Stand F20

Hippychick is bringing its award-winning portfolio to the London Toy Fair this January. With an impressive lineup of brands and new product launches, this is the perfect opportunity for retailers to explore products designed to delight children and parents alike. The Hippychick team will be showcasing its selection of brands, including Crocodile Creek, BS Toys, Wheely Bug, Moover, Trybike, Vilac and Classic World. These brands cater to a wide range of age groups and play styles, offering everything from puzzles and ride-ons to indoor and outdoor toys.

This year, the spotlight is on the BS Toys range, which boasts innovative, active play solutions. Among the highlights is the beautifully designed Pull Crab, a charming pull-along designed to engage little ones’ curiosity and motor skills. Also making waves are the Bounce Rackets, already a best-seller. Featuring soft balls to ensure safe yet active play, both indoors and outdoors, this is a perfect solution for keeping kids entertained during winter months or when out in the garden.

Fans of Crocodile Creek can expect a delightful array of beautifully illustrated puzzles and games, ideal for inspiring creativity and family bonding. Meanwhile, Vilac’s timeless wooden toys, with their chic French designs, promise to enchant both children and adults alike – with many becoming collectors’ items.

The Wheely Bug, known for its robust, ride-on design that encourages balance and mobility, will be available for ride-on demonstrations, and the latest editions to the Moover and Trybike collections combine Scandinavian aesthetics with durable functionality, making them perfect for both gifting and long-term use. Classic World have listened to retailers and most of its offering is now FSC-certified, featuring a collection of eco-friendly toys promoting sustainability without compromising on fun.

Not only will visitors get an exclusive first look at new products, but Hippychick will also offer a range of special promotions for Toy Fair attendees. Visitors are encouraged to ask about the competitive carriage-paid deals, low MOQs and free FSDUs that make stocking these items even more rewarding.

The Hippychick stand will also feature interactive experiences, including live product demonstrations and exclusive meeting opportunities with the 2024 Best Distributor-winning team. Hippychick is committed to supporting retailers every step of the way. Along with its superb product ranges, the team provides comprehensive marketing materials, in-store displays and ongoing sales support to ensure its toys reach their full potential on the shelves and online.

Visitors to Hippychick’s stand can quote the code TW10 to get 10% off their next order.

To learn more or to arrange a meeting, contact Alan or Mike via the contact details provided above.

Stand F10

Keel Toys is bringing enchantment and innovation to life with its 2025 range. Known for pushing the boundaries of design and sustainability, Keel Toys continues to lead the way with its Keeleco collection made from 100% recycled materials.

Each Keeleco soft toy is crafted from 100% recycled polyester derived from plastic waste, giving it a second life and reducing energy consumption. For instance, 10 recycled water bottles (500ml) can produce enough fibre for an 18cm toy. From FSC-certified hangtags to recycled shipping cartons sealed with paper tape; every detail reflects the company’s commitment to a greener future.

Since launching Keeleco five years ago, Keel Toys has recycled over half a billion water bottles (as of the end of 2024 stock production). With over 500 products in the range and counting, the supplier is just getting started. Visitors of the London Toy Fair are invited to preview and pre-order over 100 brand-new items, including expanded Christmas and Halloween collections.

The company will be showcasing reimagined seasonal ranges that highlight the cuttingedge of fabric innovation. Featuring eco-friendly fabrics, Keel’s festive reindeer, penguins and huskies are ultra soft and charming. Users can also add whimsical charm to their shelves with soft toy treats like a plush yule log & Christmas cake, or bring some spooky fun with Halloween bats, spiders, skeletons and pumpkins. Keel Toys is also unveiling a comprehensive collection of bag charms; From Keeleco Sealife and Wildlife to Jungle Cats and Farm Animals, these mini masterpieces include a premium metal clip and exclusive Keel Toys logo spinner. Paired with a specially designed display spinner stand, these charms are set to become the centre of attention in any store.

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

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

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

Zimpli Kids

sales@zimplikids.com

Stand D2

Zimpli Kids is set to display an exciting showcase at the London Toy Fair 2025.

The company is known for its high-quality pocket money bath and multi-sensory toys, and its brand-new releases are no different. Visitors to the stand can expect to see brand-new products from world renowned licences, as well extensions of its best-selling ranges – Baff Bombz Magic Brush and Doodle N Dip. There might even be a special appearance by a Glow-In-TheDark Gellifish, Glowy.

Zimpli Kids is bringing new additions to its collection, including Miraculous and Care Bears licensed Surprise Baff Bombz, with collectible figures and rare characters to discover. In addition to its collectible bath bombs, Zimpli Kids will also have its Miraculous licensed Slime Baff with Glow-In-The-Dark figures, offering fans a whole new way to interact with this beloved brand.

Back by popular demand, the upgraded Sensory Corner will continue to provide an exciting and interactive area, packed with products like the National Autistic Society approved Gelli Play, as well as Slime and Snoball Play, guaranteeing hours of squishy fun for sensory seekers.

Zimpli Kids is offering a 15% discount on all orders placed at the show. Visitors are welcome to stop by and check out all the new additions to the Zimpli Kids range at the show.

2025 is set to be a huge year for the new Jurassic World Rebirth, How To Train Your Dragon and Gabby’s Dollhouse movies, and Posh Paws is the official plush partner, supporting these releases with brand new toys to complement its existing ranges.

The first big release for Posh Paws is the live action How To Train Your Dragon movie that will be flying into cinemas on 13th June. The new movie will be supported with brand-new plushies in a variety of small collectibles, 10” plush and extra-large plush dragons. Posh Paws’ current range consists of the 7” plush Toothless and Light fury assortment, a 10” Thunder and an extra-large 17” Toothless plush toy that continue to be strong sellers in the range.

Jurassic World Rebirth is arriving at cinemas on 2nd July and Posh Paws will be releasing new dinosaur plush of characters that make their big screen debut in the movie. Posh Paws’ current Jurassic World plush toys remain a favourite among children following the success of the Camp Cretaceous and Chaos Theory Netflix series, with best-sellers being the 10” and 18” Blue Raptor and T-Rex. Also available now for retailers are the collectible Plush Dino Eggs, 7” Raptor and T-Rex Assortment and the 10” Bumpy and Brachiosaurs plushies.

The Gabby’s Dollhouse movie will bring everyone’s favourite feline friends to the big screen in September and Posh Paws’ leading licensed range has all the show’s leading characters in 7” and 10” sizes, including the new Marty Party Cat and Hamster Kitty, which will be joined by new characters from the movie. New product releases for January include the plush dollhouse playset, which comes with two mini squishy cats inside that children can play with in each of the decorated dollhouse rooms and garden floor. The plush dollhouse is perfect for children to take with them on-the-go with the carry handle, and Posh Paws has released a mini squashy cat plush pack with three characters inside that can be played with in the plush dollhouse playset.

Kawaii Kuties was Posh Paws’ stand out new brand for 2024, and on the back of a successful launch year with heavy-weight marketing investment across digital platforms and in-store retail activations, the company will be increasing the product ranges and expanding its appeal to offer plush toys for kids, tweens, teens and adults. Focusing on popular consumer trending animals, design styles and play-patterns, new releases will include a vibrant assortment of colourful axolotls, penguins in a variety of cute costumes, surprise dumpling bag clips and two-in-one plush Kawaii foodiez surprise noodle pots, where fans can mix ‘n’ match the Kawaii plush animal with different plush noodle pots.

Posh Paws licensed plush gifting ranges include the new Friends Lobster, Coffee Cup and Thanksgiving Turkey which are sure to be a hit with every fan of the hit sitcom. Its best-selling Swizzels Love Hearts collection sees the addition of the pink, fluffy Axolotl with the message ‘Love You Alotl’ and the Moon and Stars that features the message ‘Love You To The Moon & Back’.

At the London Toy Fair, visitors can also check out Posh Paws’ brand-new plush toys for Batwheels, Harry Potter, DreamWorks fantasy properties, Wicked II, The Electric State, Emoji and many more.

FIRST TIME EXHIBITOR

Strong Point Games

07538 916 634 | www.strongpointgame.co.uk | gillandsi@strongpointgame.co.uk

Stand GZ16

Strong Point Games is a board game designer and publisher, founded in 2021 by co-owners and designers Gillian Hauxwell and Simon Evans. This will be Strong Point Games’ first time exhibiting at Toy Fair, and the company will be taking the opportunity to showcase its hero game, Strong Point, and its expansions, Stronger Point and Stronger Point Junior.

Strong Point is a trivia game that has a unique twist. It features 200 different categories, each with five questions for a player to answer. Once a card is chosen for a player and the category is revealed, the remaining players use a set of counters to secretly predict how many questions that player will get right. Players collect a points card for the number of correct answers they give, and all players who correctly predict collect an extra Strong Point card.

In contrast to some of the more traditional trivia game concepts, one of the game's USPs is the predicting element. This mechanism allows every player to be involved at all times, even when it’s not their turn, and can also result in points being collected without having to answer a single question. Another USP is how the game length can be varied to suit each game group, as the game ends when the players choose. When everyone has had an equal number of turns, each player simply adds together the points cards from the correct answers they’ve given and the number of Strong Points they’ve collected. The player with the highest total is the winner. The game is suitable for two to six players or teams, and game length is variable, typically 45-90 minutes.

With thousands of games already sold in the UK, 2025 is the year the company plans to make Strong Point bigger, bolder and stronger.

In addition to Strong Point, the company will also be showcasing Stronger Point Expansion One, which launched in December 2024, and Stronger Point Junior Expansion, which will launch in Q2 2025. Stronger Point features 100 additional category cards and two extra sets of counters to expand the game to eight players or teams. Strong Point Junior will feature 100 category cards on subjects chosen from suggestions collected from 120 children, and with questions targeted at a younger audience of 8-18-year-olds.

This Toy Fair is the first opportunity for Strong Point Games to show to the retail world that Strong Point can become a great addition to any trivia or party game catalogue, with new ideas already in the works for further additions to the range. Over the course of Toy Fair, Strong Point Games plans to hold trivia showdowns, where guests can show off their own trivia expertise and predict how good (or bad) their colleagues might be. To take part, companies can either arrange a time beforehand or stop by the stand.

Orange Tree Toys

Orange Tree Toys, a leading designer and manufacturer of high-quality wooden toys, is set to launch several new products for 2025, marking a significant milestone as the company celebrates its 25th anniversary. Since its founding in 2000, Orange Tree Toys has been committed to creating beautiful, safe and educational toys that inspire creativity and promote learning through play.

In 2025, Orange Tree Toys will unveil a range of new products that reflect the brand's dedication to quality, sustainability and imaginative play.

There will be a selection of Playsets along the themes of Farmyard, Zoo, Fairies, Adventures, and Camping, as well as a Peter Rabbit Playset. These innovative, interactive playsets will encourage cooperative play, allowing children to engage with one another and develop social skills while enjoying imaginative scenarios.

Orange Tree Toys will release an extension to its original Animal range with a Balancing Crocodile, 3D Puzzles and Mini Puzzles, as well as Lion Scribble Boards, Magnetic Games, Memory Games, Croquet and a new Tumbling Tower for the 0- to 99-year-olds. Additions to the Woodland Collection include Hoopla, a Bat and Ball, and new Stitching and Threading Kits to encourage fine motor skills.

There are further expansion to the Peter Rabbit Collection with the Radish Express Puzzle Train, Four in a Row, 3D Puzzles and Stitching Kits with fun characters.

Alongside the development of new ranges and the celebration of 25 years, Orange Tree Toys has welcomed on board new distribution partnerships with Japan, Australia, Greece and France in 2024, and created a Canada fulfilment warehouse to look after its Canadian and USA customers.

To see these new ranges and more at London Toy Fair, stop by Orange Tree Toys’ stand or get in touch to schedule an appointment.

Ty, the UK’s No 1 plush brand reinvents the ball - Ty Beanie Bouncers bring a revolutionary twist to the traditional plush! Maintaining a soft, colourful fabric but bouncing sky high – you have never seen plush like this. Available while stocks last!

2025

Baby Republic sales@babyrepublic.co.uk

Stand F72

Baby Republic distributes some of the most recognisable brands in the UK and Toy Fair 2025 will see the company celebrate globally renowned The Lumistella Company with the 20th anniversary of The Elf on the Shelf. As well as launching new limited-edition products to the range, The Lumistella Company, which recently unveiled the epic storytelling world of Santaverse: The Enchanted World of Santa Claus, will also take over the entrance foyer at the show with a surprise installation to welcome new friends and commemorate The Elf on the Shelf Scout Elf’s important milestone.

New products will include a 24-Day Elf Ideas Super Set which features official Santa-approved elf props and a 24-day planning calendar. The company will also introduce a 20th anniversary The Elf on the Shelf: A Christmas Tradition box set with a limited-edition posable Scout Elf in special packaging with an original storybook, anniversary edition pyjamas and a collectible keepsake ornament.

Little Brian Paint Sticks is a multi-award-winning pre-school craft brand, beloved by celebrity mums and parents thanks to the diverse range of colours as well as being easy to store and mess-free. In 2025, there will be new launches including Flip Sticks – the world’s first double-ended Paint Sticks for twice the creative fun. Users simply pop off the lid and twist the paint like a glue stick. The bright colour paint sticks can be used to paint on paper, card, canvas wood and glass. Water Doodles will let children create Little Brian art that floats on water. Kids can doodle on a spoon, dip in water and watch their drawings float away. The ever-popular Little Brian Bath Paint Sticks will also launch in a handy 12-pack.

Zorbitz has a range of collectible fidget toys that promote sensory play as well as developing and stimulating imagination. The new impulse price point squishies are great for fans of mini brands and include Bento Box Buddiez, Mini Squishy TakeOut and Boba Buddiez. The adorable Squishy Capybara and Squishy Axolotl come with surprise babies and additional accessories for increased collectability.

Okto Sensory Art is manufactured in Ukraine and distributed exclusively in the UK by Baby Republic. The brand’s 3D painting sets are aimed at children and adults of all ages and challenge budding artists to create inspiring works of art using sensory clay. New sets launching at Toy Fair include Little Worlds and Manga which will appeal to fans of the popular genre.

The Simply Toys bath range aims to revolutionise bath times. The colourful Surprize Bombz come in different themed packs including Dino Eggs, a Space Combo Pack and Surprize pack and a Mega 20-piece Combo Pack. Each bath bomb is soft safe and gentle and will fizz and change the colour of the water. Once each bomb dissolves, a surprise-themed sponge toy will magically appear that children can collect and use again and again. Bath Dropz is available in bumper 36 packs with primary-coloured drops to colour bath water.

Stand B42

Known for its innovative approach and diverse portfolio, Left-Field Toys will showcase fresh offerings from its popular brands, including My Kawaii, Squashables, Hubble Bubble and Foam Flyerz, as well as introduce its new brand, Magnetics. As the exclusive UK and Ireland distributor of Blokees, the highly detailed model action figure brand, the company expects to build on the sell-out success of 2024 with extended collections from Transformers and to exclusively reveal new licences at London Toy Fair.

My Kawaii has rapidly grown from its launch in spring 2024, with new developments across a wide range of categories. New Okashi Plushies depict favourite sweet snacks in plush form. The range will include a Bubble Tea plushie range and new dessert plushies. Fruity Cuties are cute, cuddly and squishy with attractive scents, and BaoFun was a best-selling squishy line in 2024. Left-Field is also launching Squishy Sushi to accompany the range, with each steamer holding three mini sushithemed squishy stress relievers.

Vending machines are a cultural phenomenon in Japan and to accompany the successful Mini Claw Range, Left-Field is launching two new claw machines. London Toy Fair will also see the debut of its Mini Capsule Machine; these come with 12 or 18 capsules which hold a variety of squishes, mini plush and pencil toppers.

There are new characters in the Kawaii Clay range and Toy Fair will see the launch of the Kawaii Clay charms range, where users can make highly detailed jewellery and charms from air dry clay. Creativity and cuteness continue in the form of the My Kawaii Amigurumi range. Amigurumi is the Japanese art of knitting or crocheting small objects. Each set comes with everything needed to create a Kawaii Amigurumi character.

Squashables will see some new developments to the already impressive range of sensory squishy toys. Built on the success of Sugar Shimmer Balls, Left-Field Toys will showcase new sensory shapes that have a textured surface for soothing sensory sensations. Stick-ozz are a viral sensation, with a three-pack of squishy balls that can stick together and glow in the dark.

Hubble Bubble captures the fun of playing with bubbles. There are various SKUs, from Bubble Wands to Blasters. Building on the success of 2024, Foam Flyerz introduces a new Rocket launcher, Plane launcher and LED Copters. Magnetics is a new range of magnetic tiles, designed to inspire creativity, learning and fun. The collection offers innovative designs and is very durable and safe.

Leftfield Toys is the exclusive distributor for Blokees. With 2024 being a sell-out success, the company is keen to present new offerings from Transformers and Ultraman. It will also be revealing (under closed door) two brand-new licensed properties to further enhance the offer.

Skillmatics

2025

Stand Upper Level 152

Skillmatics will return to London Toy Fair for the second year running to showcase its award-winning range of games and activities, with products across card and board games, pre-school learning aids, puzzles, STEM toys and arts & crafts.

Following on from a successful launch year, Skillmatics has supported its popular portfolio with effective marketing campaigns, PR strategies and in-store activations. High impact promotions include consumer PR campaigns, earned family influencers campaigns, gold toy award wins for its hero game Guess in 10 and Foil Fun and in-store demo days across leading destinations including Toymaster and well-known garden centre groups.

Skillmatics is introducing innovative new products in the Arts & Crafts category. Sand-tastic Art Unicorns and Princesses and Sand-tastic Art Animals feature a new way to get creative with sand. Children will design colourful picture boards featuring palaces, princesses, chariots or wild animals and sea creatures with just a sprinkle of sand. To make stunning pictures, they simply add bright and colourful sand to stickers, while a special tray and magical rainbow pen make the process easy and mess-free.

Poke-in-Art is a mess-free craft activity range that encourages creativity. With the new Poke-in Art Magical Princesses, kids can create beautiful DIY princesses by poking fabric squares into foam to decorate the gowns and use a magical DIY wand for fairytale play.

Super Strings are mess-free, fun and easy craft activity kits that create impressive pieces of art. Kids can create magical pictures by snapping pins into the pre-punched holes, twirl colourful, shiny strings around them and dazzle up the pictures with foam stickers. Super Strings Unicorns and Super Strings Bugs and Butterflies will be available in early 2025.

With Roll-up Beads, kids can design and make friendship bracelets with the roll-up tools, creating over 200 paper beads of different shapes and sizes. For some extra dazzle, they can add cute charms and bauble beads when stringing the DIY beads into bracelets.

Skillmatics will continue to support its best-selling Foil Fun range which includes 10 colourful canvases and 100 foil sheets to create original art. New launches in the range will include Foil Fun Magical Greeting Card and Foil Fun Holiday Magic. Introducing Disney licences into the range for the first time, Foil Fun Frozen and Foil Fun Disney Princess will also be available.

Grasper Global, the parent company of Skillmatics, has further expanded its portfolio with Gouda Games, focusing 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. New titles for 2025 include Dare to Ding, a first of its kind, fast-paced game of riddles and quick reflexes.

In 2025, a year of planned expansion and growth, YuMe Toys is stepping up its game at the London Toy Fair with an expanded stand showcasing its largest collection yet. The award-winning brand will spotlight a line-up of licensed collectibles and original designs.

Building on its direct-to-retail strategy, YuMe Toys continues to grow across the EMEA region, with fresh ranges launching throughout the year, promising opportunities for retailers. Following two years of streamlined operations and upgraded distribution networks, YuMe has solidified key partnerships, enhancing its presence in major markets. Its commitment to fostering stronger retailer relationships is supported by year-round open showrooms, encouraging closer collaboration.

YuMe Toys’ portfolio features some of the biggest names in licensing, including flagship lines Hero Box and Zoom Hero, alongside its renowned plush collection, DZNR.

In the UK, YuMe is partnering with Bandai UK to launch Season Two of Hello Kitty and Friends collectibles in spring 2025. Celebrating Hello Kitty’s 50th Anniversary, the expanded range introduces new characters and fan favourites with creative features. Highlights include 5cm and 7cm figurine collections in blind-box packaging, innovative keychains, light-up designs and memo stands, blending nostalgia with modern flair for the growing kidult audience.

The DZNR plush range will also include Hello Kitty alongside new favourites from Stranger Things, Squid Games and Jujutsu Kaisen. Combining unique fabrics, tactile 3D details and eyecatching packaging, these 7.5” designer plush continue to captivate collectors and families.

Debuting in 2024, Hero Box has become a standout collection, featuring global icons like SpiderMan, Lilo & Stitch, Harry Potter and The Nightmare Before Christmas. These collectible figurine boxes capture each character’s essence in a creative, collectible format, winning fans worldwide.

YuMe Toys will also showcase complementary ranges across leading IPs from Disney, Marvel, Jujutsu Kaisen and others through its own lines, Zoom Hero, Pocket Hero, Squish Hero and Bobble Hero, ensuring something for every collector.

2025

Coiledspring Games

Stand N10

Ridley’s Games has announced a new partnership with Coiledspring Games for the games retail channel in the UK, beginning January 2025. With a sense of humour, gameplay that gets everyone laughing and eye-catching designs, Ridley’s is the perfect way to add both fun and inventiveness to a product range. Whether it’s a family gathering, a party game night or a gift that keeps on giving, Ridley’s Games is the ultimate crowd-pleaser.

Coiledspring has brought in many new titles to its range and welcomed new partners. The OP Games brings Hues and Cues, Telestrations and new releases such as Flip 7 and Gnome Hollow. The whole Carcassonne range will be featured for the first time on the Coiledspring stand and has already demonstrated strong growth in 2024.

With an ever-increasing range of high-quality jigsaws, Schmidt Spiele is releasing brand-new titles for 2025, including additions to the Thomas Kinkade Disney range like Moana, Brave and The Little Mermaid. Schmidt Spiele also sees an addition to the new 1000-piece wooden puzzle range with Puzzle Charms, which will also be available to see at the show.

Gamewright continues to release the highest-quality light strategy games with Wrath of Fire Mountain and a Bunch of Fun Guys, while also producing fun and accessible family games with Deduckto and Feed The Kitty.

The Unmatched universe continues to grow with the inclusion of the critically acclaimed Witcher series, with two new sets. The Steel and Silver set features iconic characters Geralt of Rivia, Ciri and the Leshen. The Realms Fall set features the magically enhanced Eredin, Philippa, Triss and Yennefer. The Loki Games 3D interactive Pop-Up Storybook series has been designed to offer something unique for retailers that want to bring something new to their customers for story time.

Two new Helvetiq titles join the popular pocket collection – Taco Loco and Nin Jan. Players will support bug habitats in Bugs Buddy and try to tame the elements in Strato; two new games that continue Helvetiq’s games range themed on nature.

The new 2025 catalogue will be ready to collect at Toy Fair, showcasing the entire Coiledspring Games range, and exclusive offers for those attending the show will also be available.

The Puppet Company

01462 446 040 | sam@thepuppetcompany.com

Stand Upper Level 122

At this year’s Toy Fair, The Puppet Company will be showcasing its new licensed collections alongside Paddington and Elmer licensed puppets, as well as a host of new Puppets, Wilberry Soft Toys and flagship ranges.

Designed in collaboration with global conservation charity ZSL, The Puppet Company will introduce the iconic new Animal Backpacks collection at London Toy Fair. This collection of lifelike Backpacks has been created for animal lovers of all ages to help support the vital wildlife conservation work that ZSL does around the world. Combining realistic plush design with practical functionality and exceptional attention to detail, the bags have been carefully designed to be worn on either the front or back. Available now, the collection includes some of the most loved animals – Tiger, Panda, Sloth, Red Panda and Chimpanzee.

The Puppet Company will also be showcasing its upcoming Jumbo Friends Puppet collection, designed in association with ZSL and combining its joint passion for animals and product expertise. Large animal head puppets, these combine working mouth movement with attention to detail and finishes. Suitable for adults and older children, and with further product collaborations underway, the new ZSL collections are now firmly part of the Puppet family. They are produced as sustainably as possible, made from 45% recycled materials and manufactured to the highest possible safety and quality standards, ensuring long lasting products. Launching in spring 2025, the collection includes an Elephant, Giraffe, Gorilla, Lion, Red Panda and Tiger.

This year's show will feature the new Paddington Puppets. Encouraging language development, creativity and imaginative play, these interactive puppets have been designed to be as accessible as possible. Paddington joins Elmer as part of The Puppet Company’s growing licensed puppets programme, and there will be more news about upcoming partnerships to share on the stand.

The much-anticipated Striders range of colourful, wacky characters and large striding feet to create a range of movement has been very well received. Versatile and highly functional, these stand-out full-bodied puppets have been specially designed to be easy for children to use with excellent mouth movement. With individual characters, these unique puppets take imagination to the next level. Available now, the range includes Codswallop-Cow, Balderdash-Dragon, Doodad-Wolf, Gizmo-Bird and Stompy-Rabbit.

More newness will include The Puppet Company’s new Micro Monsters, Reptiles Finger Puppets and Transport Finger Puppets, plus the company’s growing Baby collection, with the new My Puppet Comforter Finger Puppets already proving to be a huge hit with retailers and the new My First Dinosaur Puppets range launching spring/summer 2025.

The Puppet Company will also be showing its latest Wilberry Soft Toys collections, including Wilberry Eco Classics, Wilberry Dressed Animals, Wilberry Minis, Wilberry Eco Comforters and more.

2025

EDX Education

www.edxeducation.com | heather@edxeducation.com

Stand B36

EDX Education has announced the launch of a new collaboration with the World of Eric Carle for London Toy Fair 2025. The new collection brings Eric Carle’s iconic story to life through play-based learning and launches with four products. To celebrate the launch, Edx Education’s stand will be brought to life with a vibrant The Very Hungry Caterpillar theme, with live product demonstrations and exclusive goody bags for press visitors.

The Very Hungry Caterpillar My First Stamp Art Set is suitable for ages 18 months and up and has been designed to help young children with colour recognition, as well as encourage creativity and develop their fine motor skills. The set includes a colourful rainbow stack of easy wash, non-toxic inkpads, which have been thoughtfully designed for little hands to hold easily. An activity booklet accompanies the set and features illustrations from the original book, alongside engaging art-based activities.

The Very Hungry Caterpillar My First String Art set includes two baseboards which can be joined together to create string artwork designs, using the cleverly-designed string pen and accompanying colourful laces. The set includes six double-sided activity cards featuring illustrations of creatures for children to recreate. Suitable for children aged three years and up, this toy helps to improve fine motor skills and hand-eye coordination, and encourages creative thinking and problem-solving, while making art a playful adventure.

The Very Hungry Caterpillar My First Construction Cubes is a great introduction to maths for younger learners. Suitable for children aged 18 months and older, it includes 26 large linking cubes in six colours and six double-sided activity cards, which help children learn and understand number concepts while teaching them how to construct shapes and forms. This is another excellent toy for aiding fine motor skill development and children can also get creative with constructing their own unique models.

Edx Education’s bestselling Junior Rainbow Pebbles has been reimagined with a The Very Hungry Caterpillar twist. The set is suitable for ages 18 months and older and includes 12 tactile Rainbow Pebbles in three colours and three different sizes, with six easy-to-follow activity cards featuring iconic illustrations from the book. Children can learn about sorting and counting while improving their fine motor skills as they build structures and create designs.

Readers wishing to book an appointment should contact Heather Welch via the contact details above.

Tactic is launching a variety of board games for players of all ages at Toy Fair whilst also celebrating 35 years of Alias, unveiling fresh packaging designs for some classic games and introducing an extension to the globally popular Mölkky brand. A new addition to the Seek & Find observational puzzle games is Seek & Find Toys. This game comes with brightly coloured and tactile puzzle pieces and wooden toy figures for players to collect. Let’s Learn Our Amazing Body offers a journey through the human body. Children aged seven and above can learn interesting facts and answer questions about vital organs and how they work whilst moving their way around the body shaped board.

New themes to appeal to board game enthusiasts include Botanical Bliss, Snarf and Seek & Find Hazzle. Read My Mind is coming to the UK to test how well a group of friends know each other. Wanna Bet Jackpot challenges players to bet on their opponents’ moves and race for the jackpot, whilst music lovers will be able to have fun with their favourite tunes in DJ Music Party Game. There are also new additions to the Crime Scene detective series including Tokyo 2000, Lazio 1356 and Palermo 1985.

Alias is being refreshed for its 35th anniversary with new words and updated packaging. There will be a more modern feel to the box designs in the Of The World series, including the best-selling Flags title. Draw Out Original is also returning this year with a new look and box size.

Mölkky continues to grow in popularity in the UK. New for 2025 is a lighter version of the wooden crate made from 100% pine to make it easier to carry, and an updated box design for Mölkky Go.

There will also be a stronger focus on Tactic’s puzzle collection in 2025 with an offering of 500- and 1000-piece puzzles featuring both classic themes and latest trends. The Vintage Posters selection includes a choice of different city designs and a nod to retro cinema and movies. The LifeStyle puzzles feature pleasant colours and serene themes, and the Hygge 500-piece puzzle collection will appeal to those with a keen eye for interior design.

Mighty Jaxx

www.mightyjaxx.com | sales.europe@mightyjaxx.com

Stand Upper Level 126

Mighty Jaxx is known for producing high-quality collectibles, primarily in the form of blind boxes, limited-edition art toys and designer figures. Collaborating with artists and entertainment brands from various creative fields, such as illustration, street art and pop culture, Mighty Jaxx brings unique and contemporary art pieces to a wide audience.

The past two years has seen unprecedented growth with the company selling to major retailers across EMEA and North America, riding the wave of interest in blind box products that are blazing a trail across Asia.

Toy Fair 2025 will give Mighty Jaxx the opportunity to preview its newest collections to buyers and distributors including line extensions for its Kandy Sanrio line and new blind box and window box releases for its best-selling One Piece series.

Mighty Jaxx has a number of innovative takes on fan favourites including the iconic XXray style for brands including One Piece and My Little Pony, its Kwistal Fwenz range offering a cute, chibi style for Warner Bros properties and Avatar: The Last Airbender, its Kandy line combining characters such as Hello Kitty and Care Bears with favourite sweet treats and an expansion to its 2024 Arcade line.

The company’s unique take on collectibles doesn’t stop with blind box products. Single release, limited-edition toys are also available for entertainment brands including Warner Bros, Netflix, Disney, Paramount and Universal through to Formula 1, Manchester City and for the first time, the NBA. 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 window box collectibles, which will bridge the gap between the blind box and premium, limited-edition figures and statues. This gives customers an opportunity to own something unique and special for an affordable price.

The company has established itself as a leader in the art toy industry, bringing contemporary design to the world of collectibles and attracting a growing community of collectors and fans. Coming off the back of another year of triple digit growth. Mighty Jaxx products are now available throughout the UK from independents, toy stores, department stores and high street favourites.

To book an appointment at the stand, email sales.europe@mightyjaxx.com.

The University Games and Lagoon stand will have over 60 new lines joining the extensive and best-selling games, puzzles, toys and gifts range this year. New lines include the TV classic Bullseye Board game, new educational build and play STEAM 3D science toys in partnership with National Geographic and a range of games starring Roald Dahl’s Matilda, as well as many more.

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

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

Joining University Games’ best-selling Roald Dahl games collection will be the Matilda, The Extraordinary Challenges Board Game. The game’s spinner is the famous Amanda Thripp and her rule breaking pigtails; players spin to move around the board, undertaking mental and physical challenges in order to collect all the books before Miss Trunchball catches them. There is also a new Swashboggling Story Telling Dice Game, and a Roald Dahl Find It Fast game.

University Games’ ever-popular children’s range, headed up by the evergreen Core 4: What’s Up, Charades for Chicken, Don’t Say It and Yes! No!, will be joined this year by Easy Cheesy. This amusing and entertaining game revolves around cheese and a small biting mouse. Players try to find the mouse hiding in the cheese and avoid getting nibbled if they disturb her hiding place. 2025 is also set to be a big year for Dave Pilkey’s Dog Man, with the global DreamWorks theatrical release of the animated Dog Man movie in January 2025. In celebration, University Games will release the brand-new Dog Man Big Jim Begins dice game that will join the best-selling Attack of the Fleas and Dog Man Twenty Thousand Fleas Under the Sea board games.

New to University Games’ family games is Buying Time, a Game of Risk and Reward. Players decide how much time they and their team need to answer the questions, and what they’re willing to bet to earn more money. This is a smart thinking game for the most competitive board game players.

Asmodee

01420 593 593 | www.asmodee.co.uk | info@asmodee.co.uk

Stand N12

Asmodee UK is back at Toy Fair with the mission to get more people playing more games more often. With over 40 years of experience and an offering of over 5000 games across a range of tabletop, RPG and TCG there’s something for every style of gamer. At Toy Fair 2025, the best of the best will be available for visitors to get their hands on and try out.

Asmodee UK has had a transformative year, with the move to a new state-of-the-art warehouse in Bordon, Hampshire, the company is now equipped to better serve the growing list of over 2000 hobby and national retailers up and down the UK. From classic household names to newcomers to the market in 2025, there is much to be expected from Asmodee UK at this year’s Toy Fair.

As the distributor of the Pokémon TCG in the UK, Asmodee will be showcasing the latest expansion in the global sensation from The Pokémon Company; Scarlet & Violet 8.5 - Prismatic Evolutions. Eevee & Friends Light Up with Stellar Colors. From fluffy and fiery to freezing and fanciful, Eevee and its many Evolutions hold a special place in the hearts of Pokémon Trainers across the land. Users can discover their unique new powers as Stellar Tera Pokémon ex and look for treasure of their very own across a grand gathering of Pokémon ex from Paldea and beyond. Prismatic Evolutions is available now across a variety of SKUs including Booster Boxes, Trainer Boxes and other sets that will be available to check out on the Asmodee stand.

Dobble, the widely loved classic fast-paced matching game is now bigger and bolder with Dobble Giant from Zygomatic. This giant version takes everything that makes the original game fun and turns it up to the next level. The giant version includes four unique games in one box. In Dobble, each card features a set of symbols, and between any two cards, there’s always one matching symbol. The goal is for players to spot the match faster than their opponents. Dobble Giant is coming to retail in April, for players 6+. Other amazing Dobble products and licences like Dobble Super Mario, Dobble Stitch and Dobble Connect will also be present at the fair.

The Asmodee UK stand will be showcasing everything that Star Wars: Unlimited from Fantasy Flight Games has to offer. From the inaugural release of Spark of Rebellion, the eagerly anticipated Shadows of the Galaxy and the recently debuted Twilight of the Republic, Toy Fair visitors will be able to check out all the action from Star Wars: Unlimited including the amazing range of official accessories available from Gamegenic. 2025 is gearing up to be another exciting year for Star Wars: Unlimited with the next expansion Jump to Lightspeed launching this March.

Middle-Earth; The Fellowship of the Ring: Trick-Taking Game from Office Dog is one the standout franchise-licensed games that Asmodee distributes. In this game, players must follow the key story beats of the iconic fantasy tale by J. R. R. Tolkien, starting with Bilbo Baggins’ Eleventy-First birthday party in Bag End. Players are taken through eighteen total chapters chronologically, focusing on big story moments and the beloved literary characters among them. Each chapter introduces new challenges, characters and items; slowly revealing cards that build toward the forming of The Fellowship. The Fellowship of the Ring: Trick-Taking Game is out now.

Fresh from exploding onto the market in the US and quickly generating viralability on TikTok, Piles! from The Lost Boy Entertainment is a fast-paced set collecting game designed for kids and families. This easy-to-learn, free-for-all game is ideal for consumers who enjoy classic games like Speed and Spoons. Average playtime is under 10 minutes making the game highly replayable and addicting. This frantic, fast-paced party game will be available from February 2025 at retail and is suitable for players 8+.

As well as these upcoming titles and many more, the Asmodee stand at Toy Fair will also be highlighting some of the collections that will serve as the basis of eye-catching marketing campaigns such as the Summer Travel Games Campaign. Debuted in 2024, the games under the headline “Sun? Maybe. Fun? Guaranteed!” received a stand-out campaign of billboards in key travel destinations as well as digital media and retail support with bespoke POS kits. Portable, family-favourites like Dobble Waterproof, Taco Cat Goat Cheese Pizza, Bananagrams and the new title, Piles! will all be receiving the Summer Travel Games glow-up across the UK in Summer 2025 with a campaign that promises to be bigger and better than the last.

Basic Fun! UK

Stand D11

Visitors to Basic Fun!’s Toy Fair stand will be invited to discover brand-new themes, fresh formats and even more newness for retail shelves in 2025.

The company is set to launch a new and improved Stretch Armstrong Next Generation Figure based on the original figure that was launched in 1976. The new-gen Stretch Armstrong is a thoughtful blend of nostalgia and modern appeal that resonates with today's aesthetics. There are also new pop culture licensed Stretches for fans to discover.

Basic Fun! has long been home to the Care Bears master toy line and continues to drive demand by regularly introducing fresh formats and characters. New bears for spring include Sweet Serenity Bear, which is an extra-special addition promoting personal wellness. This Care Bear is the first to have a sensory belly badge designed to help neurodiverse fans manage their anxiety through stroking the badge to help support a feeling of calmness. The team will also be introducing Blossom Heart Bear, which encourages all to be their best selves, with an eye-catching multi-coloured, wavy plush fur design and never-seen-before blooming flower belly badge.

This year, Basic Fun! is combining the classic with the micro trend to bring more Micro Teenies. This range of novelty-sized collectibles already spans many best-loved Care Bears. As of spring/summer 2025, SpongeBob SquarePants fans can get their hands on SpongeBob and his friends as Micro Teenies. Each character will be available as a teeny character in a tiny box.

New things are also coming from My Little Pony, with the new licensed line My Little Pony Stranger Things Rockin' Robin Pony. This pony is characterised by her musical theme, complete with a charming bird symbol on her flank, perfect for a Stranger Things makeover. The pony is 21cm in size and comes with a headphone-style comb.

Basic Fun!’s Arcade Classics Games bring the magic of classic retro gaming to life with meticulously crafted mini arcade games to captivate young gamers and nostalgic collectors. These Handheld games feature the original graphics, sounds and gameplay that defined the arcade era. Handheld WWE Wrestle Mania, TMNT and Mortal Kombat, to name a few, have colour graphics like the original and are designed to evoke childhood memories while introducing a new generation to the timeless excitement of retro gaming.

Tonka is evolving for the new generation with new play patterns and vehicles. Lite-Brite introduces new concepts that harness the brand’s winning light-up formula, offering creative kids a novel way to play. Lite-Brite Touch Mini is pegless and provides all the fidgety fun of Lite-Brite Touch in a mini size, with additional games. This autumn/winter 2025 also sees innovation for ColorPop and new licensed creative fun with Stitch and Elf on the Shelf.

There will be a first look at Threadz, the company’s latest one-of-a-kind, fashionable, collectible plush line for autumn/winter 2025. Focused on celebrating uniqueness, Threadz comes in bright patterns and individual character designs, each with their own cute and quirky look. Fans will need to snag them while supplies last, as each Threadz character will be available in limited runs.

For more information about the Basic Fun! UK’s 2025 portfolio, which benefits from the support of a huge programme of marketing activity, please contact UK Sales via the details above.

John Leisure will be back at Toy Fair for the first time in a few years. The company had a strong end to 2024, and has a big year planned for 2025. Having recently celebrated its 50-year partnership with Disney, John Leisure also has strong partnerships with Paramount, Universal, Mattel and Hasbro, with lots more in the pipeline.

A growth area for John Leisure is its pocket money range, which is available on either PDQ or clip strips. Within this range, licensed play balls remain the key volume driver, followed by 2.5” and 6” licensed PU balls. The company also boasts a substantial range of unlicensed PU balls that offer great value, along with a highly popular licensed bubbles range and classic licensed chalks and water fun games that achieve the perfect SRP and recently attracted plenty of attention in Deauville.

Footballs are a massive part of the business, coming in a range of different weights and sizes. The feedback from this year's preview season hails the collection’s quality, and prices which deliver outstanding value for the end consumer. John’s 9” playballs are available in an array of licences. Heritage brands such as Shoot and World Star are well-established and amongst Europe's highest volume playball brands. The Super Derby ball also delivers enormous volumes and fantastic retail margins.

John Toys has also announced a partnership with Simm Toys as its exclusive UK distributor. The products, which are made in Europe and the Czech Republic, feature innovative, non-fading paint and sturdy build quality for maximum durability. This partnership represents a significant achievement for the supplier, as it will allow it to reintroduce top-quality construction vehicles and trucks to the UK and Irish markets.

Curious Universe

www.curiousuniverse.co.uk | sales@curiousuniverse.co.uk

Stand D38

Building on the success of previous fairs, the Curious Universe team will be presenting a line-up of new and returning favourites, designed to inspire creativity and imagination.

Curious Universe will be unveiling its bestselling Nano Tape Magic collection for 2025, now available in new themed packs that elevate imaginative play to a whole new level. This innovative, transparent, double-sided heavyduty tape has captivated kids and social media alike, inspiring endless creativity and artistic expression. With Nano Tape Magic, children can craft creations like bubble animals, window charms and squishy bubble tea. The expanded range introduces fresh themes, unlocking even more possibilities for kids to bring their ideas to life in unique ways.

Fans of Crystalverse, a sparkling fusion of toy and crystal customisation, will be pleased with the debut of new collectible blind capsules, each containing a captivating character from this everexpanding universe. Among the treasures to discover is the ultra-rare Crystalcorn, Rokket, which will be a coveted addition for collectors. These pocket-sized surprises are designed to spark joy, inspire imaginative storytelling and fuel hours of creative play for young fans of the Crystalverse world.

Visitors will also get an exclusive preview of a new plush brand that combines adorable designs with hands-on fun: Colour Me, Cuddle Me. This creative range offers two pack sizes to suit every child’s preference. The Colour Me, Cuddle Me: Cuties feature smaller, lovable plush companions, while the Colour Me, Cuddle Me: Big Hugs provide larger, huggable friends. Both options let children unleash their creativity by colouring directly on the plush and then simply washing the designs off to start anew.

To support retailers, Curious Universe offers comprehensive marketing campaigns, including engaging social media initiatives, eye-catching POS and promotional materials to drive consumer interest.

In addition to its range of brands, Curious Universe will showcase its latest licensed offerings. Visitors can explore collaborations with beloved names such as Squishmallows, CoComelon, Paw Patrol and My Little Pony.

For Curious Universe UK, Toy Fair is an opportunity to celebrate the creativity and innovation that drive the toy industry forward. With a strong commitment to delivering quality, originality and joy to every product, the company invites everyone to explore its 2025 range.

For further information, reach out to the sales team via the email address above.

2025 is set to be a successful year for Bladez Toyz, with multiple new brands making their Toy Fair debut and the company’s biggest and best stand yet in a new location.

London Toy Fair will see the official launch of Bladez RPM, the radio control brand with a fresh new look. Bladez RPM stands for Real Performance Machines and this brand delivers quality, high-performance vehicles with some eye-catching designs. From rugged off-road XL monster trucks to stealth racing drones and sleek, street-racing cars, the Bladez RPM range delivers high-speed action play and real working motorised vehicles. Designed with precision handling, easy-to-use controls and shock-resistant builds, thanks to the cool Exo-Guard Armour, these RC vehicles promise entertainment for enthusiasts of all ages. Whether users are looking to conquer challenging terrains in the 1:10 Mega Monster Truck, complete with rechargeable battery, run time of 25 minutes and added turbo mode, or race around the streets in the 1:20 Armoured Racer with its sleek design and cool undercar glow, the Bladez RPM range is the perfect combination of style and real performance.

Bladez Toyz will also bring a sneak peek of its first-to-market toy range for Mojo Swoptops, the hit new pre-school animation from Blue Zoo Animation which debuted on CBeebies in October 2024. The innovative new range includes Radio Control vehicles alongside arts & crafts and a pocket money vehicle range that will continue the ongoing initiative of Bladez Toyz to develop more sustainable toys. With vibrant designs, endless combinations and a focus on problem-solving and friendship, the new range will capture the essence of this pre-school licence. Stock will be available for autumn/winter 2025.

Golden Bear

www.goldenbeartoys.com

customerservices@goldenbeartoys.co.uk

Stand E69

For over four decades, Golden Bear has been sparking joy through play for children and families everywhere with a variety of innovative products. This year at London Toy Fair, the company will debut an incredible lineup of new products.

Golden Bear will be taking its sports game to the next level after phenomenal success in this category. Strikesphere is the company’s hotly anticipated new, innovative sports brand for 2025. Following the sell-out success of Soccer Bot, the team will be debuting two products that combine the universal love of football with cutting-edge tech. The Power Launcher is an impressive high-tech gadget packed with smart sensor technology designed to supercharge football skills. Whether users are perfecting their striking and scoring or sharpening their ball control and footwork; with just three claps the Power Launcher can fire multiple-sized balls for players to master their football skills. Footie fans of all levels can play, train and elevate their game with this innovative product. The Power Launcher can be seen in action at Golden Bear’s stand.

Another addition to the 2025 sports and outdoor lineup at Golden Bear is Soccer Dash: the addictive and competitive football reaction game. With three different game modes, AI learning and a water-resistant ball, the fast-paced Soccer Dash game is designed for play anytime, anywhere. This product is suitable for both seasoned pros looking for a challenge and beginners just starting out.

Elsewhere at Golden Bear, after three years in the family games market, the team is welcoming new brand, Bear Faced Games. This fun and contemporary brand will see a variety of new additions set to launch this year, all designed to guarantee giggles and unforgettable game nights. Forming part of the portfolio is Beak & Seek, a family party game where players grab their beaks and pick up the worms to fill their nests and be the best. Another new addition is No Brainer – a hilarious game of quick-fire trivia designed to test the knowledge and reactions of players. This addictive game of knowhow can be played solo or as a team. Also launching in spring/summer is Birdy Call, a game in which users must find their matching mate through bird noises to collect eggs and win.

Hot on the heels of the global success of Curlimals, Golden Bear is set to bring another new plush brand to life.

Foodibles is a pocket-money pick-up product for kids and kidults alike. This new brand features an on-trend, quirky plush mash-up of popular animals and mouthwatering foods that look, smell and feel amazing and are extremely collectible. With a colourful bunch of characters to choose from, Foodibles is set to take social media by storm in

a successful entry into the

FIRST TIME EXHIBITOR

Max and Ivy (Big Eyes Entertainment)

0843 122 4212

info@enjoywithmaxandivy.com

Stand GZ11

Max and Ivy, part of Big Eyes Entertainment, will be exhibiting at Toy Fair for the first time in 2025 and showcasing its innovative and inspiring Read, Play and Learn concept. The unique range, aimed at children aged 3+, features siblings Max and Ivy and combines storybooks with related toys, activities, or games – bringing stories to life through hands-on fun.

Max and Ivy creates an immersive and interactive reading experience by bringing books and stories into the real world. By engaging in experiential learning, kids are playfully introduced to big ideas, sparking curiosity and helping young learners explore, develop and expand their minds.

The award-winning collection includes Max and Ivy enjoy Sports Day, which pairs a storybook with a fun-filled sports kit allowing young children to recreate Sports Day whenever they want; Max and Ivy enjoy Magic, which puts a child’s wizardry skills to the test with a set of easy-to-learn magic tricks paired with an entertaining storybook; Max and Ivy enjoy Spending, Sharing and Saving, which teaches money management to children through an encouraging storybook and set of colourful spend, share and save money boxes.

In 2025, the newest addition to the series - Max and Ivy enjoy Dinosaur Day will be launched and is ideal for any young dinosaur fan as they explore an interactive set full of dinosaurs and fossils, paired with a fact-filled storybook.

Max and Ivy continues to grow its collection and inspire children from a young age by encouraging them to read, play and learn in a fun way.

While role-play lines remain at the heart of what Casdon does, 2025 will be a year of growth and innovation for the brand. From July 2025, Casdon will be launching three brand-new licences and breaking into new territories outside of its traditional pre-school role-play space.

Adding to Casdon's existing portfolio of instantly recognisable and well-loved global brands, Build-a-Bear will be the latest addition with a collection of six SKUs including a miniature Stuffing Station - allowing children to enjoy the experience of building their very own bears from the comfort of their own home. The Build-a-Bear Stuffing Station will be supported by additional SKUs such as a Cashier Counter Set, Furtastic Bear & Outfit packs and the Pawfect Adventure Bear Carrier, all designed to bring hours of play.

To mark the launch of the new licence, Casdon will be offering visitors to the London Toy Fair the opportunity to create their very own bear - complete with an exclusive Toy Fair branded t-shirt.

Another new launch for Casdon in 2025 sees the introduction of the iconic brand Heinz. Another collection of six SKUs brings together the company's tagline to always 'live playfully' with a range of role-play food toys including an American Diner Set as well as a Fish & Chips Takeaway Set. The sets comprise clever designs for children aged 2+ years to learn through play including flip-ndip sauce pots as well as the iconic bottle of Heinz Tomato Ketchup - complete with surprise sauce. The Heinz range has been crafted to mimic real-life food and designed to bring a touch of authenticity to any child's play kitchen, introducing the basics of meal preparation and imaginative play. Casdon will be introducing a third licence for 2025 with the Toxic Waste Hazardously Sour Candy brand, allowing children to bring the iconic sweets home and recreate an interactive candy store experience. The Casdon Toxic Waste Candy Store is one of two SKUs in the range, designed for ages five and above, complete with a rotating candy tray and scoop, play money storage area, play money and Toxic Waste candy. The Casdon stand will also be home to a Bottomless Barrel of Toxic Waste Candy, playing on the brand’s social presence through video platforms such as TikTok, encouraging audiences to take the Toxic Waste challenge. Visitors will be invited to see where they land on the Toxic Head scoreboard, with an Instagrammable photo opportunity to commemorate their success (or failure).

All three new licensed ranges are launching next summer and will be supported through PR, strategic influencer and celebrity partnerships, social media and marketing.

1:50 scale hybrid gaming system for unlimited racing

Race in person or online

Control cars via smartphone/tablet* using free iOS/Android app

Officially licensed vehicles with working lights & authentic sound

Suitable for all, Rookie through to Hero

Individually set speed, tyre grip, braking effect and much more

Quick assembly/disassembly AIintegrated track sections

No slots, overtake anywhere and anytime you want

* Smartphones/tablets not included

2025

The Lego Group

www.lego.com

Stand UW10, UW20 and UW30

The Lego Group returns to London Toy Fair 2025 with a diverse range of new products for builders of all ages. With additions to already beloved ranges, brand-new partnerships and fresh gaming SKUs, The Lego Group races into the new year with a playful product portfolio.

London Toy Fair attendees will be able to glimpse the highly anticipated Formula 1 partnership, just ahead of the World Championship’s 75th anniversary. The launch of the Lego Group’s 2025 product range marks the first step in the new multi-year partnership between the two brands. For the first time ever, all ten F1 teams will be featured across the product portfolio, including sets from Lego Speed Champions, Lego City, Lego Duplo and Lego Collectibles.

The Lego City F1 range will be on display, comprising six different sets, offering the ability to recreate race weekend scenarios, from vehicle transport and repairs in the team garage to the race start and even super speedy pit stops.

Enthusiasts will get a glimpse of several products like the Lego City F1 Garage & Mercedes-AMG & Alpine Cars, releasing early this month. This portable F1 model play set folds out to reveal a toy car garage and workshop, equipped with six minifigures and a launch bay for the cars. The set also includes digital instructions in The Lego Builder app where kids can zoom in and rotate models in 3D, track their progress as they build and explore other play sets.

Off the back of the successful launch of Lego Fortnite, 2025 will usher in a much deeper and diverse range of gaming IPs, tapping into the undeniable growth of the gaming industry. Lego fans can expect a year full of play-ready launches, with many of their favourite scenes, maps, tools and characters brought to life straight from the screen.

Gaming and Lego lovers alike can expect to see some interactive additions to some of favourite games such as Minecraft.

Lego Minecraft The Baby Pig House is the ideal toy for those with a passion for home-building, animals and farms. This hands-on Minecraft toy for girls and boys includes several figures from the video game, along with a house, farm plot and crafting table. Kids can replicate action from the game, like saddling up the adult pig and dangling a carrot in front of it to take a ride around the pig-shaped house and garden. The Lego Builder app will also give kids the chance to use their device to zoom in and rotate models in 3D, providing both physical and digital opportunities for play.

The calendar year is full of special occasions and gifting opportunities. Whether it’s Valentine's Day, Mother’s Day, Father’s Day or a personal gift for a special occasion, the Lego Group is passionate about helping fans find fresh and creative ways to surprise their loved ones. Adding to one of its fastest-growing product ranges, Botanicals, the Lego Group has announced several giftable new sets. Toy Fair attendees will be able to immerse themselves in an array of Lego flowers and fauna decor, including the new Pretty Pink Flower Bouquet.

Lego Botanicals Pretty Pink Flower Bouquet consists of 15 Lego flower stems, including daisies, cornflowers, eucalyptus, elderflowers, roses, ranunculus, cymbidium orchids, a waterlily dahlia and a campanula, each with moveable stems so builders can make their perfect arrangement.

For those with a passion for films, the Lego Group will be showcasing its new film related sets, perfect for Disney, Star Wars and Harry Potter fans. Attendees will be able to have a first look at the new Lego Moana’s Adventure Canoe set supporting the recent release of Moana 2. This is a buildable set that includes minifigures of main character Moana alongside Loto, Moni and Pua and has a beautiful, decorated textile sail that is the same as the one in the film.

The Lego Malfoy Manor is another one to add to the forever-growing collection for Harry Potter fans. The iconic set will include the grand drawing room with its long table, stairs down to the cellar and the chandelier as well as 10-character minifigures including Harry Potter, Narcissa Malfoy and Hermione Granger.

Star Wars fans will be able to have a deeper look into Lego Grogu with the Hover Pram set. This build and display model makes a playful room decor and includes a Grogu Lego minifigure in a small buildable hover pram. This set also comes with step-by-step instructions for Lego fans to engage further with the Lego Builder app for intuitive, 3D zoom and rotate viewing tools which enhances the creative experience.

Funko is the #1 corporate manufacturer in EU5 in Action Figures & Accessories supercategory*

Attendees can visit Funko at the London Toy Fair, located at Stand G10 & G20, Grand Ground. Appointments are required — contact funkolondontoyfair@funko.com to schedule a meeting.

2025

Craft Buddy

trade@craftbuddyltd.co.uk

Stand E2

Craft Buddy will be present at London Toy Fair with a showcase of new product launches that highlight the company’s innovative approach to arts & crafts. Building on the success of an outstanding 2024, the company is bringing its most expansive range yet to the show, featuring new launches to its renowned Crystal Art lines with licensing partners that include Disney, Warner Bros. Discovery, Peter Rabbit, Marvel, Star Wars, LOL! and DC.

Alongside its signature Craft Buddy original designs, Craft Buddy has four stunning product launches slated for the first quarter alone.

Leading Craft Buddy’s spring 2025 launches is the enchanting Harry Potter Crystal Art Sticker Album, a product designed and developed in-house, that brings the magic of Hogwarts to life. Building upon its special partnership with Warner Bros. Discovery, the Harry Potter Crystal Art Sticker Album sets a new benchmark with this covetable and collectible product.

The Starter Pack includes a captivating 102-sticker album and two blind bags (three stickers in each). Additional blind bags can be purchased to complete the series. Fans craft each sticker with sparkling crystal gems and place them in the 16-page special collectors’ album featuring iconic locations, from the Sorting Hat ceremony to playing Quidditch. Crafters can immerse themselves in the familiar themes of friendship, bravery and magic. This experience is supported by a dedicated HP102 Crystal Art Sticker Album Facebook Group; a Harry Potter wizarding world community for sharing inspiration, swapping stickers and conversation.

This year also sees the launch of Craft Buddy’s first-ever range for younger crafters. Perfect for the 4+ age group, Crystal Art Junior has been developed with a specific focus on supporting the hand-eye coordination of young children and little fingers. With bigger 10-12mm gems and a larger pick-up pen that makes it easier to pick up and place, the bright introductory range features five favourite characters. Each kit comes ready to make with family and friends, and on completion can be hung or displayed.

Leveraging the surging popularity of collectibles and blind bags, Craft Buddy is launching its Crystal Art Pin Badge Collection, an innovative 2-in-1 Crystal Art product that taps into the latest must-have trend. Adding sparkling flair to jackets, bags and accessories, blending style and creativity, this blind bag collection showcases 15 Disney characters including Mickey & Minnie Mouse, Aladdin, Stitch, Pinocchio, Simba, Elsa and Olaf. Each 6cm product can be displayed as a collection when not being worn.

Also new for 2025, the Crystal Art Buddies series will expand with a Crystal Art Wildlife Buddies range featuring 20 original animal designs across five habitats: Safari, Ocean, Jungle, Down Under and Misunderstood. Pairing dazzling animal designs with fact-filled EduCards, each 11cm Buddy comes with fun facts and a QR code which links to a webpage for more discoveries. Combining sparkles with learning, this collectible series offers a creative and educational twist, making it a standout addition to the best-selling Buddies range.

Stand N20

Big Sky Games develops board games and card games from top TV and radio licences and from its own collection of ideas. The games developed by the company closely follow the format of the shows that they represent to emulate the experience of being on the shows, with an emphasis on all players being engaged in the games throughout.

Licences include Deal or No Deal, Gladiators, Catchphrase, Who Wants to be a Millionaire? (Brands and Logos Edition), Wheel of Fortune, TalkSport, Blankety Blank, Password, Lingo and James O’Brien’s Mystery Hour.

The company’s game for the hugely popular Gladiators TV show allows the whole family to take part in various challenges against the Gladiators before they all try to be the first player to complete the Final Eliminator. New to the portfolio is Quizingo, a game that offers a new way to play Bingo with a trivia question element. Additionally, there's Describe 7, where the more words guessed in the description, the higher the player scores.

Stephen Mulhern, the host of many of the games which the company develops, will once again be supporting Big Sky Games on its stand, with other media celebrities also expected to join throughout the show.

To make an appointment, contact John Mariani via the details above.

Jazwares

020 3598 5119 | www.jazwares.com

Stand N8

Jazwares propels into 2025 with new brands and product launches across its vast portfolio.

Squishmallows maintains a strong position as a best-selling toy item, plush item and plush property in the UK. Winning the US Toy of the Year (TOTY) Award three year s in a row and recently awarded Best Children’s & Tween Licensed Property, for 2025 Squishmallows will introduce over 500 new styles, A+ licensed collaborations from the hottest properties and cross-category consumer product launches. The rapidly growing franchise has now hit over 14.7b completely organic social impressions to date, as multigenerational fans of the brand continue to collect deeper into the line.

The new Squish-a-longs by Original Squishmallows launched in autumn/winter 2024 with huge success, offering 1” Mini-Squish in blinds, multipacks and play sets. 2025 holds anticipation for the growth of this line. Micromallows by Original Squishmallows, the 2.5” Squishmallows that also launched in Q3 2024 is also set for further growth with collectible refreshes across all multipacks for 2025.

A new extension to the Squishmallows family will be Fig Bands, which allows fans to transform their favourite Squishmallows with a 2-in-1 solution, unfolding into a fun wearable accessory and folding back into a display figure, available in blind 2 packs.

Atamas, Japanese for ‘The Head’ will join the already expansive plush offering from Jazwares. The super-soft, huggable plush, detailing the most iconic characters from Harry Potter, DC and Stranger Things is set to be a firm favourite for kids, available in 3.5” and 12”. In addition, iconic plush styles from Warner Bros will launch, with offerings from Harry Potter and Superman, including the 18” sleeping plush.

Jazwares welcomes consumers to Kutie Corner in 2025, home to new 1” collectible figures, Kutie Kups: an assortment of Lil Kuties, each one a playful blend of curious animals and unique objects. Embracing a unique reveal and with over 50 to collect at launch, Kups are added to Kutie’s, kids press the tummy and out pops their new Lil Kutie. Jazwares’ new Five Nights at Freddy’s portfolio will expand through toy products across numerous categories including figures, world-setting play sets, plush and even pet toys. The full line will include character figures of varying scales, world-setting play sets, plush, pet toys, one-of-a-kind collector's items and more.

As global master toy rights holder, Jazwares will produce figures, vehicles, dolls, plush and play sets for Nickelodeon's hit franchise, Avatar: The Last Airbender, bringing a pop culture range to fans in autumn/winter 2025.

Jazwares’ all-encompassing master toy range for Pokémon in 2025 includes new world locations and expansions to popular lines for kids, tweens/teens, adults and collectors alike. From refreshed figure packs, plush and seasonal lines and Select sets for collectors, highlights include a brand new 360° play set with over nine play areas and a play and display case to show off fans’ catches. Jazwares will also introduce several new scales of fan-favourite Pokémon Squishmallows. The latest raft of toys will be supported by the release of Pokémon Horizons: Season 2 - The Search for Laqua on the BBC and Netflix and the upcoming Pokémon Legends ZA game. Jazwares continues to bring Adopt Me! out of the metaverse and into the physical world. This line features game-inspired figures with various pets, accessories and more; each set comes with a virtual item code to redeem in the Metaverse.

After the highly successful autumn/winter 2024 launch of an all-new toy line for Royale High, Jazwares will further expand the product offering in autumn/winter 2025. Following the new game themes for 2025, the 3” doll line will offer a mermaid theme, with each doll showcasing sculpted tails and magical fins that can be worn as wings or as rings for added play value. The Sunset Island play set will bring another game environment to life, including 15 different fashions and accessories, multiple areas of play and an exclusive virtual item code that can be redeemed in-game.

Following the 2024 launch of Total Anime, a cross-category portfolio of fan-favourite anime properties in partnership with Crunchyroll, Jazwares will bring additional iconic anime IPs to life through a collection of figures and plush. Content-rich titles Black Clover, Hell’s Paradise, Toilet-Bound Hanako-kun, Kaiju No. 8, Solo Leveling and Re:Zero will join the range alongside Attack on Titan and Chainsaw Man and more from Jujutsu Kaisen, My Hero Academia and Spy x Family, expanding the offering across multiple fandoms. Jazwares’ portfolio encompasses four scales of figures and stylised plush, bringing each character to life with incredible detail.

Star Wars Micro Galaxy Squadron will expand with more highly detailed, fan-favourite micro-scale vehicles spanning the entire Star Wars saga. Vehicles feature details including opening cockpits and retractable landing gear and each includes at least 1 x 1-inch micro-figure accessory. Each vehicle is compatible with all other Star Wars Micro Galaxy Squadron vehicles and figure accessories for added play and display value.

In Jazwares’ Spidey and his Amazing Friends lines, the Amazing Metals segment will see the addition of new die cast vehicles, as well as the action-packed Construction Chaos Track Set, featuring multiple play zones and additional vehicles. The core vehicles line sees further expansion with a new Transforming Web Wave Cruiser, featuring web launchers and sounds, as well as the addition of the Amazing Flip Spidey plush, featuring lights and sounds.

Jazwares’ CoComelon toy range brings to life the pre-school franchise with highlights that include include HugMees by Squishmallows plush, figures, vehicles, plush and bath toys.

In 2025, Jazwares Pets is set to expand its pet product lineup with a selection of themed products across Squishmallows, Pokémon and Disney. Jazwares Pets will introduce Chewmees by Original Squishmallows - durable 3.5” dog toys that each come with unique character names and bios. The Disney and Pokémon ranges will feature character-themed pet beds, collectible and burrow plush as well as walking gear and wearables.

2025

Carrera Revell

Stand Upper Level 100

Carrera Revell will have a vast assortment of licence-led products in slot racing, radio control and model building of all kinds. Marrying many of these disciplines is the new Carrera Hybrid range, an AI-integrated race track system at a perfectly formed 1:50 scale. Users can drive detailed replicas of officially licensed Porsche 911 GT3 R race cars using their smart device around a modular track that can be set up in seconds and reconfigured (even expanded) as desired. With this system, however, there are no slots so users can drive and overtake at will.

Consumers can start as a Rookie and end up a Legend as they progress through a series of gradually harder race challenges to unlock the full potential of this highly interactive and addictive system. Users can also adjust tyres, gearing, brakes and a power boost to help them take the chequered flag and the win – a demonstration will be available at Carrera Revell’s stand.

The company will also preview its new Bluey-themed Carrera First 2.9m slot racing set for pre-schoolers with action elements and racers based on Bluey and her sister, Bingo. Also in the First range are Mario Kart, a re-vamped Paw Patrol assortment, Batwheels and Spidey and his Amazing Friends. Speed Arena joins the Carrera slot racing line-up to offer a race track in a case. Users can take it wherever they go and set it up when they’re out and about. Battery-powered as standard for onthe-go convenience, Speed Arena can even run using a conventional power bank.

McLaren Formula 1 and drivers Lando Norris and Oscar Piastri have been added to the Carrera Go!!! F1 slot racing line-up of Oracle Red Bull Racing, Mercedes-AMG and Ferrari. Carrera RC radio control will see additions to the Sonic the Hedgehog range with a skateboard and flying versions of Sonic, plus the ever-popular Mario Kart range will see the addition of a 1:50 scale tabletop race set featuring brothers Mario and Luigi.

The book nook craze has captured the imagination of builders/crafters and especially the kidult category. Revell’s Tiny Adventures wooden range will grow in 2025 to add Lord of the Rings and Disney’s The Lion King and The Jungle Book-themed versions to the already launched Harry Potter and Game of Thrones: House of the Dragon versions, with beautifully crafted bookshelf displays featuring additional mood lighting via strategically placed LEDs.

In Anime/Manga, Revell will continue to launch products in 3D Puzzle, Revell Control RC and plastic model kits for Naruto and One Piece to captivate fans. Revell’s extensive plastic model kit range will see new additions marking the 10th anniversary of Star Wars: The Force Awakens, Star Wars: The Mandalorian, Stranger Things, World of Warcraft, Red Arrows, Iron Maiden and others, with RC Gabby’s Dollhouse and Harry Potter items joining the Revell Control assortment, plus so much more.

Learning Resources

www.learningresources.co.uk | salessupportuk@learningresources.com

Stand D30

In 2025, Learning Resources is kicking off its fourth decade of bringing exceptional educational toys, with the launch of over 90 products designed to inspire learning through hands-on play.

The company is introducing new additions to its early years range including the Shape & Colour Garden, Seymour the Counting Shapes Sea Turtle and the Seaside Pounding Bench, all made from recycled materials. Learning Resources is also featuring more wooden products, adding a tactile quality to its fine motor Pattern & Sequencing Wooden Boards and Count & Match Wooden Set, as well as its new Mindful Maze Fidget Boards.

In an expanding range of social-emotional learning (SEL) aids, latest additions the Express Your Feelings Sensory Bottles and the Soothing Space Sensory Fidget Set give even more opportunities for children to explore mindfulness and understand their emotions.

Both children and adults will enjoy the Critical Thinking challenges offered by the best-selling Kanoodle, Scramboozle Puzzle Ball, Brainometry Cubed and Upzzle The Strategic Stacking Puzzle Game. Plus, BrainBolt Boost introduces younger players to the memory training magic of its best-selling BrainBolt. With their compact sizes, these games are perfect for travel and are ideal for keeping curious young minds engaged whether at home or on the go.

This year also marks Learning Resources’ fifth anniversary of bringing the world of CBeebies Numberblocks to life with an expanding collection of beloved and award-winning toys. By popular demand, the company is introducing the new MathLink Cubes Numberblocks 21–30 Activity Set, allowing children to use the MathLink Cubes to create Numberblocks One to Thirty and build on what they’ve learned from earlier sets.

Younger fans will be captivated by the Numberblocks One to Five Sensory Bottles, love cuddling with Playful Pals Six, Seven, Nine and Ten, and enjoy learning with the new Sing-Along Superhero Octoblock interactive plush toy. Children will also enjoy the tactile experience of the Numberblocks One to Five Wooden Blocks as they explore early number sense through hands-on play. The company is also introducing the new Add It Up Mini Market Figure Playset and a fresh twist on a childhood classic with the Numberblocks Dominoes Set.

In 2024, learning Resources achieved its best-ever PR and social media reach. With two features on This Morning, and Kanoodle continuing to grow on TikTok, the company is kicking off 2025 with even more innovative content projects on the horizon. There is more to come, including partnerships with education experts and parenting influencers that will deliver engaging content to further expand the company’s reach and connect with its audiences.

Learning Resources looks forward to collaborating with its trade customers in 2025 to create tailored marketing campaigns that support their online and in-store promotions and activations. For more information, visit the company’s stand or reach out via the contact details above.

2025

Wilton Bradley

01626 835 400 | www.wiltonbradley.com

Stand E89 and E98

Wilton Bradley will be showcasing a host of new products this year at London Toy Fair.

The Xootz Cobolt E-Bike is designed with young riders in mind, packed with features that make it a thrilling and enjoyable experience for kids. Complete with robust 12” inflatable off road tyres, this E-Bike allows kids to confidently ride across both paved paths and uneven terrain. Powered by a reliable chain-driven motor, the Xootz Cobolt E-Bike can reach speeds of up to 8.2km/h and the easy-to-use twist throttle adds an element of fun while giving young riders control over their adventure.

Kids can experience the thrill of racing with the Xootz Stinger 3 Wheeled Go Kart. This go-kart reaches speeds up to 14km/h, delivering a ride with an 8km range for extended fun. With an easy-to-use twist throttle, the Stinger gives riders precise speed control, while its reliable mechanical brake ensures smooth stopping power. The tilt & turn technology lets kids navigate corners with ease, enhancing stability and safety on every turn.

The Xootz Dino Bumper Car combines prehistoric adventure with modern fun. Easy joystick controls let kids steer with ease, while parents can use the remote control for added safety. The adjustable seatbelt ensures secure rides, and with speeds up to 1.2 km/h, it's perfect for indoor and outdoor play. The Xootz Unicorn Bumper Car sparks imagination and provides hours of entertainment. Its eye-catching design features colour changing LED lights that add an extra layer of excitement to every ride. Featuring a protective rubber bumper and a light-up horn and eyes, this ride-on car offers thrilling 360-spins and adventures.

The Mi-Mic Live Media Maker Kit is designed for aspiring young journalists. This complete kit includes a Mi-Mic Live microphone, a pair of receivers and a rechargeable ring light, giving kids all they need to look and sound professional. The sturdy microphone handle and windshields ensure clear sound quality, while customisable flags add a personal touch to every report. Perfect for interviews, video reports or fun news segments, this kit helps kids build confidence and creativity on camera.

Funrise will be showcasing new developments in its licensed portfolio and new extensions to its own IP ranges at Toy Fair. Funrise launched Furlings this past September with a robust marketing plan that was comprised of influencers, YouTube pre-roll, Disney Plus streaming and a massive out-of-home nationwide campaign. Furlings are packed with over 80 interactive features, and the more a child interacts with their Furling, the more it interacts back. The body of each character is fully plush, which makes Furlings appealing as they enable cuddles and cosy play. Other interactive feature plush items have a hard body shell to house the electrical components. Funrise will launch a brand-new line extension for Furlings at a lower price point, that complements and offers another solution across retail channel distribution.

Funrise will also be showcasing new extensions to its TMNT range at the show, with all new lines tied into the Tales of Turtles series. Also on display will be a range of SpongeBob vehicles which have performed well this past year.

Fart Ninjas continues to perform well for Funrise and ranks within the top 20 action figure items in Circana. This year will see an all-new theme extension which has received positive reactions during the September LA and UK previews. The ninjas have a motion-activated feature that makes fart noises as people walk by. A motion sensor FSDU and motion clip strip can be supplied to createsretail entertainment and support sales. A CDU option with a motion sensor attached has also been developed, providing further retail solutions. Burp Zombies, which launched for Halloween, will also see a new Series 2 unveiled at London Toy Fair.

Funrise is a top 10 supplier in the vehicle super category, with CAT products a key driver behind Funrise’s growth. The Mini Crew 3 pack at £9.99 is a solid seller, enabling consumers to pick up a big box line at a good value price.

Funrise will be showcasing an all-new capsule within the CAT range, which will be supported by AV media.

Following on from the live TV broadcast football LED campaign Funrise ran on Gazillion this past year, new additions to the Gazillion lineup include lower-priced machines and blasters. Gazillion was the No.1 bubble brand last year in the UK, and the Gazillion 2L solutions was the No.1 item in bubble solution. With Funrise continuing to step up marketing efforts, Gazillion is an ideal addition to the outdoor toys bay.

Trends UK

www.trendsuk.co.uk | sales@trendsuk.co.uk

Stand E66

Trends UK has successfully merged with Pat Avenue, creating a stronger and more diverse company that combines the strengths of both. The newly unified company is set to showcase its expanded product range at London Toy Fair. The merger brings together complementary product lines, ensuring continued growth and the delivery of high-quality toys designed to inspire creativity, learning and fun for children of all ages.

In Early Learning and Pre-school, Trends UK will feature a collection of beloved brands and characters. The Bing Flip and Learn Phone is perfect for toddlers who love role-play, while the Peppa Pig, Paw Patrol, Hey Duggee and The Adventures of Paddington ranges continue to captivate young audiences. The Numberblocks and Alphablocks collections also foster early learning in fun, interactive ways. These products are designed to enhance essential developmental skills through engaging, screen-free play.

In creative play, Trends UK is introducing new products from popular brands. Colourblocks, new to Trends for 2025, includes a range of items such as Character Paint Sticks, a Stamper Set and an Activity Set, providing children with endless opportunities for hands-on art and fun. The Paint Pop range is expanding with five new items, allowing even more opportunities for creative exploration. The Crayola Silly Scents line, with three new items, offers a scented twist on classic art supplies. Cutie Stix continues to delight with a unique twist on crafting, while the Hama Beads range introduces new products including creative sets for both beginner and advanced crafters.

The Slida range, featuring 3D sequential puzzles, continues to offer a new level of challenge for all ages, while the Drench game adds excitement and suspense, as players try to avoid getting drenched on their turn. That’s Magic delivers an interactive, illusion-filled experience, keeping kids entertained while encouraging imaginative play.

For hobby enthusiasts, the Machine Works range continues to inspire with build-your-own mechanical models. Trends UK’s Science Mad! range continues to spark curiosity and creativity with a selection of new products for 2025, such as the 10-in-1 Excavation Kit and 2-in-1 Plasma Globe & Energy Stick. Additionally, SpyX introduces new gadgets, including the Night Ops Glasses, featuring high-tech LED glasses, ideal for young secret agents. These ranges encourage children to engage with science and technology through interactive play.

In the outdoor category, Stomp Rocket remains a best-seller, launching rockets up to 400 feet in the air. Meanwhile, the Keyriders collection offers a range of animal-themed safety helmets and scooters, promoting outdoor fun and adventure.

01773 570 444 | www.abgee.co.uk | sales@abgee.co.uk Stand B40

At the London Toy Fair, attendees can look forward to a selection of new ranges from Zuru with a focus on collectibles and pocket money priced rangers plus the unveiling of strong play-toprice options across key ranges including Mini Brands, Pets Alive, Smashers, Snackles and XShot, plus a new era for Fugglers with Love Fugg and Vacay Vibes making their debut. Continuing to dominate the miniature collectibles space, Zuru’s Mini Brands launches Mini Brands Kawaii. Embracing the popular Japanese culture of cuteness, nostalgia and positivity, there are 30 intricately detailed Minis to collect featuring inspirational license partners and interactive elements. Spin Master product will feature heavily with new launches from Paw Patrol, How to Train Your Dragon, plus the hugely popular Ms Rachel range. Ms Rachel continues its phenomenal growth as both the fastest growing top 10 children’s property and US search term on YouTube. Key items in the collection include the Speak & Sing Doll and the Surprise Learning Box.

As Mattel enters its 80th year, visitors can expect to see new product from Barbie, Monster High, Fisher Price, Disney Princess, Hot Wheels and Jurassic World as well as core classics from Thomas and Friends, Imaginext and Mega Bloks.

Hasbro will not be exhibiting at Toy Fair this year, so A.B.Gee will be representing the brand with a larger presence than usual, including lines like the new Mix Mashers, Play-Doh Blooming Flower Garden Playset and some new Monopoly expansion packs, spicing up the classic game and enabling faster play.

A.B.Gee’s exclusive wooden range from Tooky Toy is still a firm favourite year after year. Just one of the new items showcasing this year will be the wooden breakfast tray. Designed in soft, soothing hues, this charming set encourages imaginative role-play as kids pretend to serve and enjoy breakfast. The tray includes 27 wooden pieces, all painted with non-toxic, child-safe finishes. Its sturdy construction ensures durability for hours of creative fun, while the pastel palette adds a touch of elegance, making it a beautiful gift or nursery decor piece when not in use. The set is perfect for inspiring creativity and social play.

The World’s Smallest Range has seen demand more than double in 12 months, and customers will now be able to get their hands on new additions including Bop It and playing cards, plus the classic Rubik’s Cube and more.

In addition to the above, visitors can view ranges from Funko, Make It Real, Science4You, Ravensburger, Just Play, Kidicraft and Fubbles.

Stories Maker

DRAWING

MACHINES

“Great for independent play”

“Provides hours of fun”

Fashion

“It looks impressive in the box, ticking off that initial wow factor”

“Best overall gift for 5 year olds”

ANIMAKER

“It’s child-powered rather than battery-powered”

“Best overall gift for 7 year olds”

Pop-Up Games

www.popupchess.com www.hawcockbooks.com   david@hawcockbooks.co.uk

Stand GZ15

Pop-Up Games came in to being when David Hawcock pitched his pop-up chess set on the BBC’s popular business show, Dragons' Den. The concept was a hit, sparking the creation of a whole series of pop-up games that have delighted game enthusiasts ever since. These games are not only innovative and fun, but also blend creativity and practicality.

FIRST TIME EXHIBITOR

Since its inception, Pop-Up Games has expanded to include a diverse range of offerings. Fans of classic board games will find new versions of favourites like Go, Solitaire and Draughts. For history enthusiasts, there are unique adaptations of ancient games, including Pente Gammai, played during the siege of Troy, and Latrunculi, a strategic game popular across the Roman Empire. Each game has been designed to preserve its historical roots while introducing a fresh, modern twist.

What truly sets Pop-Up Games apart is the pop-up design—all games fold completely flat at any stage of play, making them easy to store and ideal for travel. Whether players are midgame or have finished playing, these games slip neatly onto a bookshelf without taking up unnecessary space. This thoughtful design doesn’t just enhance convenience; it’s also aligned with sustainability. All Pop-Up Games are made without the use of plastic, making them fully recyclable and environmentally friendly. By choosing these games, players are not just embracing fun and innovation, they’re also supporting sustainable practices.

Another aspect of Pop-Up Games is its adaptability to licensed themes. On display at its stand is the Harry Potter Wizard Chess set, a magical addition to the collection that brings the world of Hogwarts to life in a uniquely interactive way.

Pop-Up Games has something to offer for everyone, whether it’s a family looking for engaging activities, a collector of unique board games or someone passionate about sustainable design. The quality, versatility and charm makes the range standout and capture the imagination of players young and old.

Visitors to Toy Fair are invited to Pop-Up Games’ stand where they will have the chance to see the games up close.

Big Potato Games

Big Potato Games has teamed up with Tuesday’s Child and ITV to create the board game of the hit show, The Fortune Hotel. The show, hosted by Stephen Mangan, was a major success in 2024, with 5.9m views of each episode across all platforms. ITV quickly commissioned a second season to be broadcast in 2025. The game does a great job of recreating the cat-and-mouse skulduggery and case-swapping that players would experience in real life and capturing the drama, mind games and random challenges they would get as a contestant but from the comfort of their front room.

Like the show, each day in the game is split into three parts: Discussion, Challenge and The Lady Luck Bar. To start, each player is handed a random briefcase, one of which contains the fortune. In part one, players are given a discussion card to vote on. A few cases might get swapped here but they must remain closed. Then it’s onto the first challenge. The quicker a player completes the challenge, the better the room key they get to grab. If a player comes last, they must swap their case with someone at the Lady Luck Bar. Only after all the players have swapped cases (or not), can they look inside their case to see what they’ve won, or lost. It’s similar to the three upturned cups and ball trick, players have to try and follow the fortune as it moves around the table.

Unlike the show, players don’t win cash but points. After each day, the Fortune Holder secretly banks that day’s maximum points, The Unfortunate gets zero and the other players get a few points for being Fortune Hunters. After three days, the player with the most points checks out as the winner. The game not only recreates the tension felt in the show, but adds to the holiday vibes with cocktail stirrers, a swimming pool, rubber rings and the chrome briefcases.

Another two new additions to Big Potato’s portfolio are Tilt ‘n’ Shout and That’s Totally You! Both games have that light and breezy Big Potato DNA: easy to learn, quick to play and filled with quirky content. But now these two new party games also come with added flair in the form of two eye-catching centrepieces.

Tilt ‘n’ Shout can be described as a marble maze meets a seesaw. A ball bearing is dropped into the middle of the seesaw and the game aims to capture the ball. To do that, teams shout out answers to random categories. After a team shouts out their answer, they flip the seesaw their way so the ball trundles towards them. The rival team has to come up with an answer fast and flip the seesaw back towards them before the other team captures the ball.

Joining Tilt ‘n’ Shout in the ‘show-off party game’ category is That’s Totally You! The gameplay is very simple, partners are faced with weird questions, will they agree with each other without conferring? What brings the visual action to the game is two comedy hands that swing around and point at each other when players press their buttons. If the hands point at the same person, both partners are through to the next round. If they don’t, they’ve disagreed, and they’re out.

WobbleWorks (3Doodler)

www.the3doodler.com | uksales@the3doodler.com

Stand H42

FIRST TIME EXHIBITOR

3Doodler offers a range of 3D printing pens for creators of all ages to take their ideas to new heights by designing anything they can imagine. New to the brand’s portfolio is 3Doodler Chef.

3Doodler Chef features a pen that lets users create with candy. This innovative culinary tool makes it simple to turn candy into edible creations. Traditional candy sculpting methods are cumbersome and time-consuming. Designed for every baker, in every home, the 3Doodler Chef pen makes the process of working with candy both fun and easy. The 3Doodler Chef includes everything needed to make stunning 3D sculptures, elegant candy rings, or beautiful flowers. The pen is packed with valuable features like machine-washable parts and intuitive controls.

The 3Doodler Start+ combines art and design with technology in a creative way. The set includes a wireless 3D pen, colourful strands of safe and environmentally friendly filament and an activity guide with ten new hands-on projects to ensure immediate success right out of the box. Kids can get started with different projects, including a bookmark, glasses, a butterfly and a rocket.

Recognised by the New York Times as the best 3D pen on the market, the 3Doodler Flow jumpstarts creativity by providing users with new ways to design things, make art and customise their space. This hands-on artistic tech tool is ideal for creators aged 14+ to begin crafting DIY solutions to everyday problems. Whether freehand drawing or using one of the hundreds of free online projects, this screenless activity helps reduce stress while mastering new skills. 3Doodler Flow puts a creative spin on the universal pastime of drawing and can be used repeatedly for creative, unlimited play.

3Doodle’s easy-to-use, uncomplicated technology provides hours of inventive, educational play. Kids, teens and adults find inspiration from hundreds of stencils and projects available online to open their minds to creative problem-solving. With all these tools at their fingertips, creators of all ages will enjoy hours of hands-on fun designing candy treats or crafts. For an exclusive sneak peek of upcoming product releases in 2025, visitors are invited to check out 3Doodler’s Toy Fair stand.

Rainbow Designs

Bing, Paddington, Harry Potter, Mr Men, Peter Rabbit and Disney’s Winnie the Pooh are just some of Rainbow Designs’ best-selling and new licensed character ranges of toys that will be on display at London Toy Fair this year.

Joining Paddington in Rainbow’s pre-school toy portfolio for 2025 is a new master toy licence: the multi-award-winning pre-school property, Bing. Adapted specially for television, from the original books by Ted Dewan, Bing celebrates the joyful, messy reality of pre-school life and finds the big stories in the little moments. The Bing range from Rainbow will be available from Q3 and will focus on Bing and his friends Flop and Sula in both plush and playset formats. A new My First Bing and Giant Bing soft toy will also be available later this year.

Paddington continues to go from strength to strength following the release of Paddington in Peru, which will be available for streaming in Q1. Rainbow’s new Paddington Movie range, featuring a Paddington Soft Toy and Talking Soft Toy, as well as a Giant Paddington, has been highly sought after. The Adventures of Paddington toy range also continues to be a firm favourite amongst pre-schoolers and includes the award-winning Tea Set, the Paddington Talking Soft Toy and the Campervan, Bus and Bike and Side Car playsets. There will also be new mini playsets joining the range this year, including Paddington’s Football Fun and Paddington and Lucky’s Rainy Day. In addition, Rainbow’s best-selling Classic Paddington collection offers a Paddington for every age, with the youngest of enthusiasts looked after by the Paddington for Baby range that will see a fresh new look unveiled this year.

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

The Wizarding World collection of nursery toys and gifts, featuring Harry Potter, Hedwig and Dobby, is proving incredibly popular. The range includes My First Soft Toys, Rattles, Comforters and Activity Toys, as well as comfort blankets for the Hogwarts Houses: Gryffindor, Slytherin, Hufflepuff and Ravenclaw. There will also be new additions this year including the Hogwarts Express Soft Book and a Harry Potter Activity Cube.

Retailers will not want to miss all these new and best-selling licensed character ranges, alongside the ever-popular Peter Rabbit, Disney’s Winnie the Pooh and Lion King, Guess How Much I Love You, The Very Hungry Caterpillar and many more.

Just Play

2025

www.justplayproducts.com | uksales@justplayproducts.com

Stand B90

Just Play UK hits the ground running in 2025 with a one-stop-shop portfolio comprising brand-new creative IPs, new doors opening for the beloved Doorables brand, newness for the Disney Stitch range ahead of May’s upcoming live-action movie, plus so much more.

Knotz Animal DIY kids’ toys let kids make their own friend. This hot new range from Just Play invites kids to unwind the yarn-ball blind capsule to find everything needed to create one of 12 soft pals with lots of personality. Kids can follow the included step-by-step instructions, or use the QR code to unlock video tutorials, to knot, twist and style a cute animal out of bendable faux fur stems and accessories. Series One includes 12 animal characters, including Bobo Bowtie, a trendy pooch with red glasses and Ice Ice Beary, a chill blue teddy bear with a fluffy scarf. Each Knotz figure comes with a ruler to help measure the right length of fur stem arms and legs, chalk for applying blush or spots on fur, a hang tag to personalise, accessories and more. Users can collect multiple Knotz toys to share, play with and display. These are the perfect pals for Gen Z crafters and creative Gen Alpha kids.

Just Play will be carrying forward its bestselling lines from the Disney Stitch range ahead of the live-action film that will be released this May. Fans will be able to add to their lineup of Disney Stitch That’s So Stitch figures. Like the ones that came before, each surprise 2” figure will come in a pineapple-shaped blind capsule, depicting Stitch or Angel in a fun new pose, based on Stitch’s favourite hobbies.

Just Play will build on the growth of Disney Doorables collectibles, with more innovation and new captivating experiences to discover in 2025. Fans can expect a fresh theme for spring – Remember When Lil’ Moments – which will come in a new format. When the camera door is opened, a strip of four connected bags is ready to be pulled. Each strip contains two special Doorables figures in one of two sizes – both with Doorables signature style and glittery eyes. The 1.5" figures depict classic characters kids know and love – like Disney Stitch. All large figures feature a point of articulation for dynamic poses. Smaller Moments figures give a glimpse into the past. For example, users can find Disney Lady as a sweet puppy, and after the reveal, they can open the camera capsule to create a unique display. Consumers can stack multiple capsules together to create large dioramas.

Visitors to Just Play UK’s stand will also be offered a first look at another new offering joining the lineup this year: the Tara Toy range. The extensive licensed arts, crafts and activities range from the recently acquired Tara Toy, will be available through Just Play UK later this year. The comprehensive collection includes jewellery-making sets, sticker kits, vinyl painting kits and so much more. Perfect for creative fans of all character brands, the range spans a whole host of properties.

Just Play will be swinging into the new year off the back of a sellout launch of 2024’s Dream Toy, FurReal Peanut the Playful Monkey and her four-legged friend – FurReal Daisy the Yoga Goat. Peanut is the lifelike, cuddly monkey that walks alone or whilst her hand is held, with more than 100 different reactions to captivate the imagination of children, whilst FurReal Daisy the Yoga Goat is the tail-shaking, tooting goat that flows into yoga poses. More innovative and interactive pets will be joining the collection soon.

2025 will also bring many product refreshes across Just Play’s portfolio of brands, including Disney Munchlings, Disney Doorables Adoorbs, Disney Duckalooz and pre-school ranges including SuperKitties, Sesame Street and Disney Minnie Mouse. Retailers can view Sesame Street Nom Nom Cookie Monster – the interactive plush pal who shakes and makes cookie monster munching sounds when his belly is pressed – as well as Disney Junior’s SuperKitties Oopsie Kitty Bitsy Feature Plush toy that dances and sings along to the Oopsie Kitty tune, just

FIRST TIME EXHIBITOR

2025

Small World Toys contact@smallworldtoys.com

Stand G92

Small World Toys will be presenting at the London Toy Fair for the first time to showcase all its latest products and innovations, as well as to connect with industry professionals and learn from the global trends shaping the toy market.

Small World Toys has been a trusted name in the toy industry since 1962 and is committed to offering children of all ages innovative, safe and enjoyable products. Over the years, the supplier has built a strong reputation for quality and reliability, adhering to the highest international safety standards. This ensures that every toy created is both fun and safe for young users, giving parents peace of mind while their children play and explore.

Small World Toys is dedicated to creating toys that are both educational and entertaining. From fostering creativity and motor skills to sparking imagination, each product is intended to support children’s developmental growth while providing them with hours of entertainment. Each toy and game is thoughtfully crafted with easy-to-follow instructions and all necessary components, ensuring that children can jump right in and enjoy their playtime without hassle.

This year, Small World Toys is introducing a new cosmetics line, further expanding its selection of hair and nail products. This new addition complements the company’s existing offerings and provides children with even more opportunities to express themselves through creative play. Whether it’s styling their hair, painting their nails, or experimenting with new looks, Small World Toys’ cosmetics line encourages creativity and self-expression while remaining safe and fun.

Small World Toys is also highlighting its small boxes of toys at affordable retail prices. These smaller, budget-friendly options allow parents to choose from a wide range of toys without compromising on quality or safety. Each small box contains a carefully selected assortment of products that provide great value while keeping the fun and educational benefits intact. The company aims to ensure that every child, regardless of budget, has access to high-quality toys that support their development and spark their imagination.

Small World Toys’ diverse portfolio of well-known brands includes Small World Creative, Small World Fashion, Science and Learning Brands, Ryans Room, IQ Baby, Neurosmith, TechArt, Gertie Balls and Small World Living. This broad range of brands allows the company to cater to a variety of interests and developmental needs, ensuring that there is something for every child.

As Small World Toys continues to grow, it is actively seeking new markets and exploring product innovations through global distribution partnerships. The company is dedicated to expanding its reach and making its toys available to children and families around the world, bringing joy and education to the next generation.

Bruder’s new Roadmax series is gaining popularity for its functionality and intricate detail. This range, which is designed for children aged 2+, also features an attractive price point and the outstanding quality which Bruder is known for.

Stand B100

Dolu is celebrating its 50th birthday. The company has reported an 18% increase over 2023, attributed largely to sales generated from September onwards. Besides Outdoor Toys, Dolu manufactures over 300 different items including Kitchens, Desks and Easels. The company also covers the pre-school sector and offers a licensed portfolio of Mattel brands, including Barbie, Fisher-Price and Hot Wheels.

Dolu continues to expand its range of products with innovative additions, whilst maintaining and strengthening its existing range by refreshing its portfolio. For 2025, the company is offering houses and slides in a unisex design to meet market trends and demands, whilst still guaranteeing outstanding quality across all its lines.

The company has revamped and renamed its baby section, now offering a wider array of new items in lighter colours, and some featuring a stylish matt finish. All items can be mixed in the same container since there are no minimum order quantities.

All Dolu items are offered at affordable prices with reliable supply and shortened lead times of 28 days.

On several occasions this year, lead times have been as short as 14 to 16 days, with an additional shipping time of approximately 18 days. Retailers find having no minimum order quantities per item a distinct advantage. A 40ft half container has an average cost of £12,000, and credit facilities are available. All delivery costs are included in the cost prices, which apply directly to warehouses in the UK. Additionally, buying from Dolu in GBP covers any increases in freight or exchange rates.

For 2025, Dolu will be introducing a new colour range of toys for the garden which includes playhouses, slides, sand and water tables and trikes. The company looks forward to showcasing its new designs and colours for 2025 and continues to demonstrate its commitment, helping it remain a leading supplier in the UK and Ireland in both the toy and baby sectors.

The company looks forward to welcoming all new and existing customers to its stand. To book an appointment please contact Ria via the first phone number above, or Steve via the second phone number above, or email.

Stand Upper Level 142

This year, Xplore Brands will be showcasing its portfolio from over twenty brands. There will be newness from existing manufacturing partners and announcements during London Toy Fair of new collaborations and product launches across a wide spectrum of categories.

In the Youth Electronics, Audio and Smart category, Xplore boasts full ranges from the likes of OTL, Quest, eKids, Bitty Boomers and Miko. It will showcase a full spectrum of licences from these brands with the likes of Sonic, Super Mario, Bluey, Minecraft, Ms Rachel, Disney and Marvel. Xplore offers products that suit multiple toy channels, whether it be online or bricks and mortar, with newness ranging from Walkie Talkies, Wireless Headphones, TWS Earbuds, Karaoke Microphones and Bluetooth Speakers, which will all be on show at the stand. Miko adds a whole new dimension to the Smart category. Similar to Alexa, it is safeguarded for kids to learn and develop their skills. Xplore will have experts giving demonstrations of Miko on the stand.

In the figurines and collectibles category, Xplore has recently partnered up with YuMe Toys and PMI Kids’ World. More will be revealed before and during the show. Xplore will also have newness from its existing partner, Comansi, to round off a thorough product offering in this category.

Adding to the diversity of its portfolio, Xplore has announced that further manufacturing partners will be joining its portfolio, with products in Pre-School, Role Play and Arts & Crafts from DeQuBe, Bildo and Make It Real. DeQuBe specialise in infant and pre-school, with licences such as Peppa Pig and Fisher Price. Bildo brings to market ranges including kitchen play sets through to playdough, with bespoke opportunities. There is also Reig, a specialist in the musical play category, whose range is evolving with further newness for 2025. Xplore will also have Tiesto endorsed and branded The Next Beat turntables and headphones on stand.

In Retro Gaming and Arcade, Xplore’s My Arcade has a growing range of leading handheld games. Pac-Man, Atari and Street Fighter are leading the way with big announcements on the way in the new year. Xplore is also working closely with Merchant Ambassador and Iconic Arcade. Merchant Ambassador’s well-known and sought after Electronic Arcade products are now available with a Sonic licence and are available through Xplore from Q1. Iconic also brings a world’s first – a 3-in-1 customisable cabinet that can download countless games with Raspberry Pi.

Xplore also looks after core gamers. Oniverse has seen success and growth from its quality and innovation and has partnered with Xplore to bring this to the UK.

Unico is the brains behind the design and manufacturing of many household gaming manufactures, from anything handheld to full-size and licensed programmes from NeoGeo and SNK to bespoke programmes for all retailers. Visitors to Xplore’s stand will also have the chance to see a new gaming brand unveiled.

SHOWINGAT: HONGKONG SHOWROOM:6-14JAN NUREMBERG:LONDONTOYFAIR:STANDS:E89&E98-21-23JAN STANDS:B81-C80,HALL7,28JAN-1FEBSPRINGFAIRNEC:STANDS:5G30-H32,2-5FEB

SCAN ME

2025

John Adams

01480 414 361 | www.johnadams.co.uk

Stand N1 and N6

John Adams Leisure will showcase its diverse product ranges at Toy Fair 2025, across key categories, including Toy, Collectibles, Dolls, Arts & Crafts, Vehicles, Games, Magic, Science and Outdoor.

Due this autumn is Alot– O–Lotls, an axolotl mummy that reacts to a user’s touch, bringing surprise babies to life that she’ll recognise and adore time after time. With interactive sounds, kids can watch as Mama Axolotl delivers her little ones repeatedly. Each set includes one Mama Axolotl and three Baby Lotls.

Also joining John Adam’s portfolio is the new Of Dragons, Fairies and Wizards Interactive Wand. The Fairy Wand lights up as users cast spells with dazzling lights, beautiful colours, sounds and interactive animations, all while a fairy guide resides inside the wand. This interactive wand is available in two different fairy characters.

The original Zhu Zhu hamsters are back in the Zhu Zhu City. Users can build and connect a Zhu Zhu world filled with play sets for endless exploration. With a fire truck, police car and a ferris wheel – there's so much for kids to explore. The city can be expanded by connecting with other Zhu Zhu sets and accessories.

Wave two of Decora Girlz is available now with six bold new 5” collectible fashion dolls with colourful rooted hair, bright outfits and surprises. New window packaging will allow Decora fans to see and choose their favourite characters on the shelf. Four new 11” Fashion dolls will be available in autumn too. The Decora world is also expanding with the Decora Ponyz. These 3.5” Ponyz feature glitter wings, customisable stickers and fully styled manes, which are perfect for posing and collecting with Decora Girlz dolls.

John Adams Leisure continues to build on its successful heritage in the creative play category with several must-see launches in 2025. Users can create their own squishy fun accessories with Puffy Pouches, which can be filled with cute decorations. Users can also laminate their designs and wear them or share them with their friends. This set includes everything needed to make and personalise food-themed Puffy Pouches.

Following the popularity of the Lockitz and So Squishy jewellery sets, brand-new editions will be launching. Users can create personalised bag charms and necklaces by mixing and matching cute decorations in the Lockitz Bag Charms and Lockitz Besties sets. Kids can also discover a positive, uplifting message when they look through the magic zoom bead. Users can also make super squishy jewellery with the So Squishy Style Set and Station. Kids can turn cute and colourful beads and noodles into bracelets, bag charms, necklaces and rings, and they can mix and match, then

Following a successful year of multiple viral social moments, the Ideal games range is expanding with new launches in the family, party and children's games categories. The classic Magic Tooth Fairy Game is returning. In this game, players spin the spinner and journey around the gameboard. When the fairy is pressed, she will flutter her wings and magically transform a tooth into a gold coin. The first player to swap four teeth for golden coins wins. This game includes a redesigned magic bed with a tooth-swap mechanism, a new fairy character with fluttering wings and refreshed packaging. Don’t Panic, the classic quick-thinking naming board game is back with a brand-new board, new timer, sounds and digital display. Players pick a category, start the timer and give the required answers before the time runs out. Meanwhile, the Dyce games range, known for 5-star best-selling adult and family party games like Pick Your Poison, Bad People and Hot Seat, is expanding with multiple additions. These new games will be just as cheeky, provocative and socially driven.

The John Adams pre-school category is also expanding with the new Play Tots range, which is designed to nurture and support tots as they grow. Each product has key developmental benefits, bold packaging in primary colours and lots of play value.

Classic vehicle brands Motorzone and Classic Country have a fresh new look, with additional styles and new visual and digital assets, and there will be new developments for outdoor heritage brand Brookite too, with new popular Disney licences, FSDU options and high-performance, eye-catching character kites.

All key brands will be supported by full marketing plans across TV, digital and social platforms, plus integrated PR and influencer campaigns.

DINOSAUR

SHOWINGAT: HONGKONG SHOWROOM:6-14JAN NUREMBERG:LONDONTOYFAIR:STANDS:E89&E98-21-23JAN STANDS:B81-C80,HALL7,28JAN-1FEBSPRINGFAIRNEC:STANDS:5G30-H32,2-5FEB

SCAN ME

Bandai

Stand N17

2025

Bandai UK will be showcasing a host of new licensed, own IP and distribution ranges for the year ahead.

Offering an immersive experience packed with classic features and added connectability through infrared technology, the Tamagotchi Connection enters 2025 with a range of Japanese-inspired styles. Making a comeback for 2025, the Tamagotchi Angel, an Original Gen 3 device, first seen in 1998, includes unique features such as angel-themed Tamagotchi pets and embossed angel wings. The device will sit alongside eight new styles of Original Tamagotchi Gen 1 and Gen 2 styles, four of which will be revealed in late spring. In addition, a new seasonal chase plan has been announced to introduce Original Tamagotchi shells inspired by the four seasons, with one style introduced per calendar season.

A relaunch of the iconic Littlest Pet Shop brand introduces Series 3, including the best-selling single blind packs, Pet Pairs and Trios. The Grooming Spa is added to the themed play pack collection with three pets and an array of pampering accessories. A new range of plush will expand the brand footprint, with 12 Mini Blind Plush Pets to discover and six Plush Beanie Pets.

For Miraculous, the new pocket-money collectible Shack Stack has six to collect in wave one; each with its own themed environment for the Kwami inside. With a strategy to maintain the core Miraculous Fashion Doll assortment as a Top 10 Fashion Doll property, Bandai continues to refresh the range with new characters, complete with QR codes on the pack to bring to life iconic moments and original content.

Dragon Ball continues to reach dual audiences of younger children and anime fans and collectors of all ages. A Top Action Figure property, best-sellers and hero characters are regularly refreshed across the 5” toyetic Evolve Action Figures, and 6” highly detailed collector favourite Dragon Stars Action Figures. New Dragon Stars Power Up deluxe Action Figures complete with accessories, and dual-packed Dragon Star Battle Packs, have been introduced.

Converting Pip and Posy fans of the best-selling books and award-winning TV series to the popular toy range, Bandai will refresh and introduce new lines and collaborative partnerships to create stand-out brand moments.

Equine scale model provider Breyer will celebrate its 75th Anniversary in 2025, and Bandai continues to expand its signature collection of sculptures, play sets and collectibles. The Stablemates 1:32 scale die-cast vehicles, wooden play sets and assortments of popular horse breeds and legendary unicorns dominate the portfolio, including the best-selling Unicorn Stable Playset and 15cm Paddock Pals collectibles.

Following 2024’s 50th Anniversary buzz, Hello Kitty taps into a new generation of fans and collectors with various collectible keepsakes for play and display. New lines include a fresh series of Keychains such as the new Peach and Raincoat themes. Mini dolls are refreshed with new outfits and bedside Star Lights will launch to sit alongside the best-selling Moon Lights range.

The pocket-money-priced miniature Shokugan Anime and Kawaii figures see a new line-up for 2025. The collection includes Super Mario 3D Charamagnets, Mascot Charms,

Wild Republic

For over forty years, Wild Republic has been dedicated to instilling a love for wildlife and fostering curiosity in young minds. Since its inception, it has built a diverse and thoughtfully designed line of toys and plush animals that inspire children to explore the wonders of nature. That founding mission remains at the heart of the company as it introduces its 2025 collection—each plush is carefully crafted to offer comfort to those who might need a little extra support.

Launching in 2025, Wild Republic has unveiled a lineup of sensory-friendly, eco-conscious and innovative plush toys that carry forward its commitment to sustainability and joy-filled play. Each new addition, from Luxury Snakes to Poppykins, has been thoughtfully handcrafted to inspire young minds, encourage hands-on interaction and bring comfort through plush companions designed for today’s children and families.

Earkins are sweet-faced plush animals that have exaggerated ears that stay up and out due to foam lining, which also adds to the sensory play value. Weighted bottoms keep them sitting in place while they show off their big ears. The packaging is made from recycled materials and contains no singleuse plastic. Earkins will be available in January 2025.

Available February 2025, Poppykins are not only super cute, but also great for sensory play. Children can cuddle up to these soft animals while playing with their fidget popper feet.

Mellowkins come in marshmallow colours and are sweet-faced plush animals. They are ecofriendly, with fabric and fill made of recycled water bottles and embroidered eyes.

Mellowkins will be available in February 2025.

Ecofuzzies’ fabric and fill are also made from recycled water bottles and come with embroidered eyes. They are the perfect new cuddly ecofriendly friend coming in February 2025.

This year, Topps will have a variety of premium trading card sets on its stand at London Toy Fair.

Topps has recently released the new highly anticipated 2024/25 Fan Set Trading Card Collections from Chelsea, Liverpool FC, Arsenal, Manchester City and for the first time ever, Manchester United.

Football fans can collect cards of some of the biggest superstars of the Premier League, including Cole Palmer, Bukayo Saka, Mohamed Salah and Erling Haaland alongside fan-favourites from over the years such as Ian Wright, Didier Drogba, Sir Kenny Dalglish and Sergio Agüero. Providing one of the biggest lures are the highly sought-after Autograph Cards, including hand-signed cards from the likes of Arsenal legend Thierry Henry, Man City’s Kevin De Bruyne, Liverpool captain Virgil van Dijk, Chelsea midfield-giant Frank Lampard and former Man United talisman Cristiano Ronaldo.

All 28 stars from each current respective first team are available with the base card set. Fans will also have the chance to collect one-ofa-kind cards featuring superior designs and finishes including sequentially numbered limited editions and chase cards such as the 1 of 1 Golden Treasure cards. There are 28 cards per box, which are priced at £19.99.

Topps has also launched a new season of the UEFA Club Competitions (UCC) 24/25 Flagship collection. This premium hobby set showcases footballing icons, modern-day superstars and the brightest emerging talents from Europe’s top leagues.

The latest collection features an array of unique, autographed cards from football legends including Cristiano Ronaldo, Zinedine Zidane, and Lionel Messi, capturing unforgettable moments and celebrating their iconic careers. As well current stars including Vini Jr, Erling Haaland and Jude Bellingham, the collection also pays homage to one of the hottest prospects in football, Real Madrid forward Endrick, who features on a SSP (super short print) card named “Hype”, with only 30 copies available to collect worldwide.

The Ultimate Chase Card this year will be an Endrick 1/1 autographed ‘Rookie Arrival’ relic card that promises to be one of most sought-after cards for UCC collectors, featuring a unique “from Brazil to the Bernabeu” inscription from the player himself.

Topps is also releasing an array of new version cards including Dual Autograph Teammates as well as the popular Marks of Excellence On-card Autograph cards fronted by legends including Ronaldinho and Zlatan Ibrahimović. As well as a limited selection of 1/1 Sketch Cards, collectors can get their hands on new rookie cards featuring the likes of Tottenham Hotspur’s Lucas Bergvall and Spanish superstar Lamine Yamal in his second Hobby Season, alongside short printed Team Logo Border Variations leading all-new chase cards to the offering.

Each different level of box will include specific cards guaranteed, including the Hobby box, Value box and Hangar box.

To see these sets and more, stop by Stand F38 and speak to a member of the Topps team

Marvin’s Magic

Stand G60 and G90

Marvin’s Magic is bringing its signature entertainment to London Toy Fair 2025. Renowned for delivering award-winning magic sets, creative entertainment and innovative products, Marvin’s Magic will be presenting its extensive collection at two locations: Stand G60, showcasing its range of engaging products, and Stand G90, the all-new Marvin’s Distribution stand featuring a portfolio of globally celebrated brands.

For over 35 years, Marvin’s Magic has been a trusted name in entertainment, blending appeal, craftsmanship and creativity. At Stand G60, visitors can immerse themselves in an experience that offers something for everyone — from budding magicians learning awe-inspiring tricks to families and anyone looking for fun, unique ways to explore new hobbies and spark creativity.

There will be live demonstrations by the Marvin’s team, bringing magic to life with interactive experiences, illusions and clever tricks, all designed to captivate audiences of every age. Visitors can try it for themselves and uncover how Marvin’s Magic’s entertainment sets provide an easy and fun gateway into creativity, playful pranks and hands-on learning. Retailers can also enjoy exclusive show deals to help bring exciting, high-quality products into their stores and delight customers.

Making its Toy Fair debut, Marvin’s Distribution is showcasing a lineup of globally celebrated, award-winning brands that inspire creativity, education and play. Visitors to the stand will discover hands-on demonstrations and experience first-hand why these products are generating buzz across the toy industry. Featured brands include FAO Schwarz, Clixo, Sharper Image, Discovery and ZipString.

This stand highlights Marvin’s Distribution’s commitment to bringing exceptional, must-have products to retailers across the UK and Ireland.

Marvin’s Magic and Marvin’s Distribution offer unique opportunities to experience live product demonstrations that showcase the wonder and fun behind its products; to discover new categories that engage customers and spark joy; and to access exclusive show deals and exciting opportunities to elevate product offerings.

Visitors to the Marvin’s Magic and Marvin’s Distribution stands are invited to discover new products, live demonstrations and exclusive show opportunities that bring value and fun to stores. For more information or to arrange an appointment, get in contact via the details above.

01628 535 000 | www.spinmastertoys.co.uk

Stand UW50

Leading global children's entertainment company Spin Master continues to create exceptional play experiences with award-winning brands across multiple toy categories.

Toys and games set to be revealed in 2025 include the latest in cutting-edge technology blended with what’s trending in pop culture, delivering imaginative play experiences across interactive pets, action figures, arts & crafts, RC and more. A wide and varied cast of names from Spin Master’s Paw Patrol and Vida the Vet to Nickelodeon's Dora, DreamWorks Animation’s Gabby’s Dollhouse, Universal Pictures’ How to Train Your Dragon and DC’s Superman promise exciting launches filled with playtime potential.

Spin Master recently announced a new partnership with Paramount Consumer Products for Dora, an upcoming, all-new animated Paramount+ original pre-school series joining the awardwinning Dora the Explorer franchise. Marking the return of the groundbreaking Latina heroine, Spin Master’s diverse toy collection will include figures, dolls, play sets, vehicles, plush, role-play, games and puzzles, all inspired by Dora, her companion Boots and other beloved characters and locales they explore.

In December it was also announced that Spin Master and Universal Products & Experiences have renewed an expanded toy licence agreement for the blockbuster How to Train Your Dragon franchise in advance of the new live-action film. The agreement builds on the more than 15-year relationship between the children's toy and entertainment company and the studio's products and experiences division and includes worldwide rights to the toy licence for dolls, action figures, remote control, play sets, vehicles, robotics and feature plush. Spin Master's toy line pairs with a robust content slate from Universal Products & Experiences including Universal Pictures' epic new live-action reimagining of the first How to Train Your Dragon film, which arrives in theatres 13th June 2025.

Spy Guy Fantasy

Wednesday: Creatures and Outcasts

One Piece: Treasure Hunt! Escape Game & Become King of the Pirates!

SquidGame: Ultimate Battle

Courtisans

Gwent: The Legendary Card Game

Asterix & CO.: The Strategic and Family-friendly Card Game

Micro Macro

Jigsaw: Funfair & Kids: Crazy City Park

Potion Express

Gigantosaurus: The Adventure Game

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: Hornby, Imagination Gaming, Love Writing Co, Mattel, MGA, Micro Scooters, PMS & Topps.

fresh

RainbowHighCreative CrystalsFashionDolls

MGA Entertainment

0845 0533 333

www.mgae.com

Rainbow High is on a mission to spark colourful, creative confidence in kids this season by introducing exciting new characters and play patterns, bringing more sparkle, colour and creativity to the range than ever before.

Destined to be the must-have doll of the season, the Rainbow High Creative Crystals Fashion Dolls introduce a brand-new play pattern to the doll category. Bringing back fan-favourite character Bella Parker, and new doll Iris Bow alongside top-selling characters Amaya, Skyler and Violet, each doll comes with everything kids need to make five DIY crystal fashion accessories. Fans can pour the colourful resin into moulds and allow them to set in sunlight for a few minutes before placing in the accessory hardware to create their own crystal accessories for their doll. Children can also make and wear their very own crystal ring to match.

The brand is also introducing an exciting extension to the Rainbow High Littles line-up, which was a huge hit following its launch last year. The two brand-new play sets, the Rainbow High Little Pool Day with Blush Playset and Rainbow High Little Dessert Shop with Kandy Playset, each come with their own exclusive Littles doll and supporting accessories for extra play. The Little Pool Day play set includes Bella Parker’s little sister, Blush, complete with a pool that can be filled with water, a slide, smoothie stand and cute accessories. With the Little Dessert Shop, fans can create sweet treats for their doll - Kia Hart’s little sister, Kandy - alongside an ice cream machine and mini cupcake kit, using the colourful rainbow dough.

With over 1.5m subscribers worldwide, fans can keep up with the adventures of the new characters this season with a brand-new series of Rainbow World coming soon to YouTube.

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

Scalextric is reimagining its entry-level offering with the launch of Let’s Play, a rebranded set designed to introduce children aged three and above to the excitement of slot car racing. This refreshed version retains the core features that make Scalextric a household name while incorporating new elements aimed at making the product more engaging, user-friendly and environmentally conscious.

The Let’s Play set features an easy-to-assemble track, perfect for young hands. Two new Hypercar models, with eye-catching blue and yellow Scalextric livery, offer the durability needed for energetic play. Paired with colour-coded, adjustable power hand-controllers, these cars ensure even the youngest racers can quickly get up to speed.

The traditional box has been replaced with a compact, pizza box style design, resulting in a 40% reduction in size. This change isn’t just about aesthetics—it offers tangible benefits for both retailers and consumers.

The smaller box allows for more sets per shipper, optimised shelf space and easier storage at home. Additionally, the reduced packaging size lowers shipping costs and contributes to a smaller carbon footprint, aligning with Scalextric’s commitment to sustainability.

The updated box features clearly designated information panels, including lifestyle imagery, set contents and key features, ensuring customers can quickly understand the product’s appeal.

The Let’s Play rebrand reflects Scalextric’s ongoing focus on engaging a younger audience while addressing modern retail and environmental challenges. By blending the excitement of racing with thoughtful design and sustainability, Let’s Play is set to capture the imagination of a new generation of racers and their families.

SoftlingsFoodies

PMS International • 01268 505 050 • www.pmsb2b.com sales@pmsplc.com

Softlings Foodies, by PMS International, is building upon its success in 2024 with an array of new product launches, all of which reinforce the company’s steadfast commitment to offering premium quality at accessible prices.

Since its debut in 2023, Softlings Foodies has rapidly become a top-performing brand in the market, captivating toy enthusiasts and gift-givers alike with its enchanting collection of high-quality, food- and drink-inspired plush toys. Each meticulously crafted plush is intricately designed and utilises soft yet durable premium fabrics.

With over 60 styles to choose from, Softlings Foodies appeals to anyone seeking a fun addition to their plush toy collection, a unique gift, or a quirky twist to their home decor. Available in various sizes and pack quantities, including 16cm for onthe-go fun, 27cm for snuggling and 12cm clip-ons for accessorising, Softlings Foodies offers an option for every preference and occasion.

Following the successful release of the Christmas Foodies range, PMS International presents a new collection of multipacks featuring irresistible treats including a box of adorable smiley eggs, vibrant green pickles in a jar and cuddly chicken nuggets. Additionally, a series of blind bag mini plush surprises, boasting 16 characters, and collectible mini figurines in a blind box, with eight charming designs to discover, will appeal to collectors of all ages.

A new series of plush confectionery and ice lollies is also on the horizon, bringing a fresh wave of creativity and novelty to the collection. As 2025 unfolds, Softlings Foodies shows no signs of slowing down, with a pipeline of additional new collections poised to further elevate the brand's status among audiences worldwide.

JuniorLuggageScooter

Micro Scooters • 01206 381 320 tradeorders@micro-scooters.co.uk

For over two decades, Micro Scooters has set the standard for excellence in the travel and luggage market, earning the trust of millions of families worldwide. Known for its pioneering spirit and dedication to quality, Micro Scooters consistently delivers products that simplify modern family life while inspiring joy and adventure.

The Mini Micro Suitcase Scooter is a travel companion designed for children aged 2–6. Combining a lightweight 3.3kg frame with an impressive 13-litre capacity, this clever design ensures kids can pack all their holiday essentials, from clothes and swimwear to treasured teddies and games. Its weatherproof concealed zip and premium solid outer shell offer peace of mind by keeping contents safe, dry and clean, whether on the road or in the air.

The scooter’s innovative lean-to-steer design ensures intuitive control for little explorers, while an adjustable handlebar with height settings grows with them, making it a reliable partner for years of travel. Light-up LED wheels – requiring no batteries – also ensure kids are visible and entertained on the go.

Engineered with families in mind, the Mini Micro Suitcase Scooter boasts a smooth pull-to-unfold mechanism that prevents pinched fingers and ensures ease of use. A clever stabilising wheel keeps the luggage upright and freestanding when folded, while the flush kickplate design maximises internal space. Compact dimensions allow the suitcase to fit snugly into overhead lockers or car footwells, ready for any journey.

Kids can wheel their luggage effortlessly using the extendable handlebar or scoot to the gate with the flip-down kickboard. Every feature has been thoughtfully designed, from the hidden third wheel acting as a kickstand to the durable, easy-clean materials built to withstand years of use.

As the luggage market embraces multifunctionality and sustainability, the Mini Micro Suitcase Scooter positions Micro Scooters as a category leader, with its eco-conscious build, intuitive design and focus on family-friendly solutions

2024/25FanSetTradingCard Collections

Topps • 01908 800 100 • www.uk.topps.com

Topps, the premier trading card brand of Fanatics Collectibles, has announced new highly anticipated 2024/25 Fan Set Trading Card Collections from Chelsea, Liverpool FC, Arsenal, Manchester City and for the first time ever, Manchester United. The epic new sets follow last year’s highly coveted releases and were launched in time for the festive season.

Football fans can collect cards of some of the biggest superstars of Premier League including Cole Palmer, Bukayo Saka, Mohamed Salah and Erling Haaland, alongside fan-favourites from over the years such as Ian Wright, Didier Drogba, Sir Kenny Dalglish and Sergio Agüero. Providing one of the biggest lures in this season’s Fan Sets are the highly sought-after Autograph Cards, including hand-signed cards from the likes of Arsenal legend Thierry Henry, Man City’s Kevin De Bruyne, Liverpool captain Virgil van Dijk, Chelsea midfield-giant Frank Lampard and former Man United talisman Cristiano Ronaldo.

The cards are a must-have for any fan or budding collector, with all 28 stars from each current respective first team available with the base card set. Fans will also have the chance to collect one-of-a-kind cards featuring superior designs and finishes including sequentially numbered limited editions and chase cards such as the 1 of 1 Golden Treasure cards. There are 28 cards per box, which is priced at £19.99.

EarlyLearningCollection

Love Writing Co. • www.lovewritingco.com • info@lovewritingco.com

Love Writing Co. has unveiled a new chapter in early childhood education with an innovative collection designed for young learners. Expanding its presence in the early learning literacy sector, Love Writing Co. has partnered with characters from Spin Master’s Paw Patrol and StudioCanal’s Paddington to bring a whole new level of innovation to early learning with a bright and bold retail ready range.

With 50% of under 11-year-olds not meeting literacy guidelines and requiring support at home, Love Writing Co. understands that today’s parents are seeking engaging and fun screen-free resources that can easily support to help improve literacy skills and academic results. The sustainably sourced range of handwriting systems is developed to fit perfectly in little hands, making writing not just easier, but also fun. The new collection is not just about writing; it’s about sparking joy and imagination by transforming beloved characters into a hands-on experience that resonates with both parents and kids.

The excitement surrounding Love Writing Co.’s unique writing systems has already made a big impact with educators and families, with the newly launched range selling out over the festive period. With a mission to support over 1.5b children by 2029, Love Writing Co.’s resources are making their mark in homes and educational settings around the globe. Born from a personal need for effective handwriting tools, the company has collaborated with education experts to develop best-selling funintegrated handwriting systems. It is a range that retailers are eager to stock and parents are thrilled to discover, with resources that truly make a difference.

From building essential pre-writing skills to mastering the art of letter formation, the high-quality, ethical resources have been developed to ignite a lifelong passion for learning whilst ensuring all children—including those with special educational needs and left-handed learners—can thrive.

BarbieDeluxeStyle

Mattel • 01628 500 000 www.mattel.com

Barbie continues to bring innovation to the doll aisle, kick-starting 2025 with the launch of the new Barbie Style dolls range. Each collection offers eye-catching fabrics, fun silhouettes and elevated accessories inspired by the latest fashion trends.

Kids and collectors alike will love styling Barbie Deluxe Style dolls for all sorts of glitzy occasions. The dolls feature bendable joints allowing them to strike poses worthy of any runway. Dolls come with gorgeous outfits and each Barbie channels the overall theme of the collection. The dolls’ outfits feature details including cut-outs, trims, layering and luxuriously textured fabrics. Accessories include statement jewellery, handbags and heels to complement the dolls' stunning fashions. This launch will be supported by an extensive marketing campaign running across March.

Popularitygame

Imagination Gaming • 07737 229 089 •

sales@imaginationgames.com

Popularity is the party game where social influence is everything and reputations are built or broken with the flip of a card. Players can win by becoming the most popular player among a group of 2-8. With a 30–60-minute playtime and a unique game mechanic inspired by Truth or Dare, Uno, Snakes & Ladders and a dash of Cards Against Humanity, Popularity is all about making socialising fun again, getting people chatting and making memories. It is teachable in under 30 seconds and features 139 cards, eight player tokens, one board and one rule sheet.

Players must play their cards right with tactics, luck and social clout. Action cards can also be used to gain points by being nice or to take people down a peg or two. Reaction cards are played tactically to boost advantages or foil bestlaid plans. Landing on a Twist of Fate space means flipping over a game-changing card that can be either good or terrible.

Players can also compete or cooperate to climb the social ladder through sheer force of personality - they can choose to boost their own reputation with favours and friendships or trash their rivals with grudges and gossip. The frontrunner might betray their allies to become the last one standing, or the group outcast could leap to victory at the last second. The game is all about creating personalised drama: alliances, betrayals, laughter and outrage.

Dates for your diary!

January 2025

Hong Kong Toys & Games Fair

6th January 2025 – 9th January 2025

Hong Kong Convention and Exhibition Centre, HK

London Toy Fair

21st January 2025 – 23rd January 2025

Olympia, Kensington, London, UK

Spielwarenmesse

28th January 2025 – 1st February 2025

Nuremberg Exhibition Centre, Nuremberg, Germany

February 2025

Spring Fair

2nd February 2025 – 5th February 2025

NEC Birmingham, Birmingham, UK

International Istanbul Toy Fair

25th February 2025 – 28th February 2025

Toy World pulls together the most important dates in the trade show calendar so readers can make sure they don’t miss any important events

May 2025

Toymaster

20th May 2025 – 22nd May 2025

The Majestic Hotel, Harrogate, UK

Licensing Expo

20th May 2025 – 22nd May 2025

Mandalay Bay Convention Center, Las Vegas, USA

Distoy

27th May 2025 - 30th May 2025

St James’ Court & St Ermin's Hotel, London, UK

TÜYAP Fair, Convention and Congress Center, Istanbul, Turkey

March 2025

New York Toy Fair

1st March 2025 – 4th March 2025

Jacob K. Javits Convention Centre, New York City, New York, USA

Australian Toy, Hobby & Licensing Fair

2nd March 2025 – 5th March 2025

Melbourne Convention & Exhibition Centre, Australia

April 2025

Toy & Hobby China

7th April 2025 – 9th April 2025

Shenzhen, China

Licensing China

7th April 2025 – 9th April 2025

Shenzhen, China

LA Previews

Dates – Anybody’s guess!

Various locations, LA, USA

September 2025

INDX Toys

2nd September 2025 – 3rd September 2025

Cranmore Park, Cranmore Avenue, Solihull, UK

Autumn Fair

7th September 2025 – 10th September 2025

NEC Birmingham, Birmingham, UK

LA Previews

Dates – Anybody’s guess! Various locations, LA, USA

October 2025

Brand Licensing Europe

7th October 2025 – 9th October 2025

London Excel, London, UK

Spiel Essen

23rd October 2025 – 26th October 2025

Messe Essen fairground, Germany

November 2025

Pre-Show Noel Toys & Games

17th November 2025 - 21st November 2025

Deauville, France

2025 Product Preview

Seasonal Deddy Bears ranges help swell Innov8 Academy’s offering

Following the reaction to its sellout Christmas Deddy Bears range, creator Innov8 Academy has announced a number of exciting and cute new additions due to launch in 2025 across the UK, Australia, USA, China and South America.

“We couldn’t get over the demand for our Christmas Deddy Bears,” CEO Gavin Lawler told Toy World. “We had people reaching out to us, desperate, as their kid had our bears on their wish lists. Seasonal stock has always been a tough call for distributors: how much is enough? No one wants to be left with a warehouse full of Christmas-themed stock, and we don’t want that either, but none of us could have anticipated just how many people wanted – no, needed - these bears.”

Based on this enormous demand, the company is now releasing four new seasonal Deddy Bears ranges. Kicking things off, the Valentines edition arrived 6th January and comprises six unique characters perfect for a special someone. The Easter assortment will land soon after, introducing six new characters ideal for giving as an alternative to chocolate. Halloween will also see the launch of a further six new characters while Series 2 of the Christmas bears (six festive characters) will make their way to stores for November. All seasonal bears will be limited edition. The Valentines, Easter, Halloween and Christmas Deddy Bears will be available alongside the latest core Deddy bears launch, with Series 4 due to land in UK stores in the second quarter (USA Q1), followed by Series 5 later in in the year.

Deddy Bears is also set to be joined on shelf by other highly collectible, fun, quirky and unique brands. Gavin explains: “We have several other brands launching this year alongside the Deddy Bear range, including: Axe-Alotls, axe wielding, war mongering Axolotls which are both cute and scary; Bad Habbit Rabbits, crazy silly rabbits out to have some fun; and Limbz, longarmed, long-legged collectible that are a little terrifying to look at but also rather cool.”

New PMI Kids’ World launches push boundaries of creativity

PMI Kids’ World presents an impressive lineup of toy collections this year. As a global leader in toy innovation, it remains dedicated to fostering creativity, delivering exceptional quality and promoting inclusivity.

The global phenomenon, Fuggler, is back with its signature blend of hilarity and chaos. These delightfully ugly monsters, cherished for their quirky antics, now come as collectible figures with 44 unique designs, each boasting its own personality. Highlights include Feature Fugglers offering hidden surprises when their arms are twisted or their tongues are pulled, Customisable Fugglers for mix-and-match fun, Motion-Activated Farting Fugglers and a range of collectibles with varying rarity levels. Following the success of Series One, PMI is expanding into licensed Fugglers inspired by SpongeBob SquarePants and Tales of Teenage Mutant Ninja Turtles, set to launch in autumn 2025.

With over 300m copies sold and 140m monthly players, Minecraft is the best-selling video game of all time. PMI Kids’ World is bringing this iconic universe to life with a new collectible line and, building on its massive global appeal, PMI will unveil its Special Movie Edition collection, launching spring 2025.

As the master toy licensee for the USA’s fastest-growing sport, UFC, PMI is stepping into the Octagon with a new collection launching in spring 2025. Featuring UFC legends like Max Holloway, Jon Jones and Amanda Nunes, the range includes articulated action figures with fighter-specific accessories and the UFC Collectible Punching Bag Capsule. Each capsule contains one of 12 mini fighters and a connecting Octagon base, allowing fans to build their own arena. With UFC’s enormous global audience of 700m fans across 175 countries, this collection captures the thrill of the Octagon in collectible form.

Booksy, the patented and trademarked collectible toy line, combines tiny books with action figures, making literacy fun and engaging. Launched in 2024, the collection began with PMI’s original IP, Booksy Monster Tails, followed by licensed series like Booksy Paw Patrol and Booksy Teenage Mutant Ninja Turtles Tales. Each set features an action figure paired with a 40-page miniature book filled with vibrant illustrations and meaningful life lessons. Designed for interactive play, these toys blend entertainment with education. At the Spielwarenmesse, PMI will reveal new collaborations launching in autumn 2025.

"At PMI Kids’ World, we’re entering an extraordinary year of growth and innovation,” commented Omer Dekel, CEO of PMI Kids’ World. “Our upcoming launches span beloved global licences, groundbreaking original IPs and cutting-edge collaborations that push the boundaries of creativity and play. We’re proud to create products that resonate with fans of all ages while staying true to our commitment to quality, inclusivity and educational value. 2025 is shaping up to be one of our most exciting years yet, and we can’t wait to share it with the world."

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Special Feature

Retailer of the year

Toy Retailer of the Year 2024 finalists

This year’s winners of the prestigious Toy Retailer of the Year Awards will soon be revealed at the annual evening event on 21st January at London Toy Fair, along with a host of other BTHA Toy Industry Awards recipients. And the nominees are…

Independent Toy Retailer of the Year (single store)

• Argosy Toys

• Jadlam Toys & Models

• JJ Toys

Multiple Toy Retailer of the Year

• SMF Toytown

• Smyths

• The Entertainer

Independent Toy Retailer of the Year (Multi Store)

• David Rogers Toymaster

• Starlings Toys

• Toy Barnhaus

Omnichannel Toy Retailer of the Year

• Argos / Sainsburys

• Smyths

• The Entertainer

Toy Department of the Year

• Daniel Department Store

• Jarrolds of Norwich

• Thompson Bros (Esher) T/A Garsons Garden Centre

Online Excellence Award

• Amazon

• Argos

• The Very Group

Independent Toy Retailer of the Year (single store)

Argosy

Toys, Westcliffe-On-Sea

Based in Essex, Argosy Toys is a 3,600 sq ft shop just 25 minutes from London, run by Paul and Thomas Wohl. Spread across two floors, the shop has been family owned since it opened in 1947. Thomas’ family are the fourth owners of Argosy, after his grandparents bought the property in 1987.

A model steam train runs around the ceiling of the store, with 14 metres of Lego on the upper floor, including a large range of pre-loved sets, and a wellstocked collection of Pokémon behind the counter. Argosy sells primarily in-store, covering a wide selection of categories, including Arts & Crafts, Science & Nature, Outdoor Toys, Collectibles, Plush, Role Play and Baby & Pre-School.

Paul recently spoke about the trials that Argosy has experienced in 2024, stating that it was one of the toughest years for the business. However, he has said that the store’s dedicated customers are what have kept the business afloat.

Jadlam Toys & Models, Glastonbury

Russel Rowe and the team at Jadlam Toys & Models have successfully turned an empty warehouse space into a successful toy and model store, which sells a large selection of products and serves its local community.

Jadlam has traded online for many years and had planned to open a physical store for some time. With the purchase of its HQ, which could accommodate its entire online infrastructure, office space and a 4,500 sq ft store, the team could make this a reality. This new space allows Jadlam to focus on hands-on and interactive experiences for its customers from many brands across the toy and hobby industry. There is even ample off-street parking for easy access to the store for shoppers.

As a cross-channel retailer, the store provides its customers with the ability to shop in-store and online, with thousands of products to look at in-person and a further in-depth online inventory.

JJ Toys, Gerrards Cross

2024 was a strong year JJ Toys, following the shop’s move to a bigger and newer storefront in the centre of Gerrards Cross in Buckinghamshire. JJ Toys has been serving customers for 33 years, and with this move, the team hopes to bring even more to its community.

A new gelato counter at the front of the store has been a hit with locals, attracting new customers and increasing footfall. With this addition, JJ Toys hopes to expand its shopping demographic and age range.

The new store gives customers access to better and closer parking, and the expanded space makes it easier to showcase products and brands. The new layout gives shoppers access to more brands, ranges and choices, and there are more FSDUs, discovery tables, and pop-up ‘quiet spaces’ as a result. JJ Toys has even been able to introduce new outdoor play tables.

JJ Toys takes pride in offering its customer a handpicked range of toys, dolls and games that focus on quality, safety and sustainability. Working in partnership with Buckinghamshire-based eCommerce business, Yipp-e, JJ Toys now has a much more effective way of selling these products to online customers via its upgraded website (www.jj.toys).

Special Feature Retailer of the year

Independent Toy Retailer of the Year (Multi Store)

David Rogers Toymaster, Banbridge

David Rogers Toymaster is the leading toy shop in its area, selling the best brands and latest toys for all ages. Since opening 45 years ago, the David Rogers team continues to implement its founder’s success ethos.

The store prides itself on its range of products, customer service and dedicated team of toy industry veterans, as well as its use of social media to interact with its customers.

David Rogers has a total of three shops, each as different as the next and unique in its own way, located in Banbridge, Portadown and Kilkeel. The stores are currently owned by Jonathan Rogers, the son of the founder of David Rogers Toymaster.

The store provides both in-store and online shopping options to its customers, covering a variety of categories such as Nursery, Outdoor, Dolls, Collectibles and a selection of licensed products.

Starlings Toys, Norfolk

Starlings Toys was established in 1912 in Sheringham and has since become a specialist source of quality toys and games. After 112 years, Starlings remains a family business with a strong focus on customer service, value for money and a passion for toys present across its five stores.

The team is not afraid to make changes to the business, introducing new categories and processes, piloting most of them on a smaller scale prior to implementing company wide. Recent new categories have added significantly to the bottom line, helping to attract a new set of customers.

Starlings prides itself on its customer service and believes this sets the business apart. This is achieved through the company’s enthusiasm for toys, expert product knowledge and willingness to go above and beyond for its customers.

The company also continues to invest in its staff through external training courses, government schemes for the young and those 50+ who are unemployed, apprenticeships for warehousing, customer service and team leadership, and work experience students.

Toy Barnhaus, West Sussex

Toy Barnhaus was established in 2009, after founders Mark Buschhaus and Stephen Barnes were both made redundant from Woolworths, and there are now seven stores across the southeast of England. Each store is in a high footfall location within a shopping mall, is well laid out and uses the same fixtures that Woolworths used. Mark and Stephen use their key gondola ends to highlight their new and promotional lines, acting as a crucial part in value perception.

Toy Barnhaus is in its 16th year of trading and has been exploring adding to its ranges and supplier list this year, as well as increasing its margins. There has been a major focus on pocket money priced items, as the team has seen growth in sales for these products and an appetite for the price point due to tighter customer budgets.

To work more closely with suppliers this year, the store has started to put a focus on in-store events which have driven footfall and generated excitement. Toy Barnhaus’ online business has also grown this year, moving to a 24-hour tracked delivery service for its parcels, which has led to over 40,000 orders in 2024.

Special Feature Retailer of the year

Toy Department of the Year

Daniel Department Store, Windsor

The Toy Department in Daniel Department Store offers children, families and kidults a carefully curated selection of toys and games, as well as an array of engaging events.

This year, the Toy Department had a number of standout campaigns. Among these was the Easter Paw Patrol campaign, which filled the shop’s window displays with beloved characters. The campaign extended across platforms, with website banners, in-store posters and social media promotions. There were also themed shop fits for brands like Eugy and Funko Pop, Sylvanian Families was brought to life through character visits and there was even a Numberblocks Weekend, featuring interactive character-led activities.

Daniel Department Store partners with organisations like the Salvation Army and Windsor Methodist Church to ensure that toys reach families in need, further strengthening its connections with its community and local families.

Jarrolds, Norwich

At Jarrolds in Norwich, the team strives to try to always be different, adapting and pushing boundaries of what it can do to keep customers in stores. To do this, Jarrods has started promoting more experiences for people to get involved with, including a special plush Afternoon Tea in its newly refurbished restaurant. It also sold out its festive breakfast event this Christmas season.

Jarrods continues to give back and recently gave away £3000 worth of toys via a free competition that parents and children could enter by trying to guess a four-digit code on a padlock to win. This was all kindly funded by a selection of suppliers and brought increased footfall into the store during half term. Those who didn’t win the grand prize were given a 10% off toys voucher to spend on the day, which proved to be extremely successful.

Thompson Bros (Esher) T/A Garsons Garden Centre, Surrey

Garsons, located in Esher, Surrey, offers consumers the best toys, merchandised in a way that is visually attractive and easy to shop. With in-store experiences and activities, Garsons makes sure it provides shoppers with mindful and educational experiences.

Garsons works hard to be eco-friendly and is a supporter of a number of charities that are local to its community.

It supplies products from a selection of categories – Baby, Pre-School, Education, Construction, Plush, Wood and more – and each item is carefully chosen for its originality, creativity, educational and sustainable elements.

Top Drawer

12th - 14th Jan | Stand M47

London Toy Fair

21st – 23rd Jan | Stand E15

Spring Fair

2nd – 5th Feb | Hall 4, Stand G29

Nuremburg Toy Fair

28th Jan – 1st Feb | Hall 10, Stand F24

Contact us to book your appointment! sales@gibsonsgames.co.uk +44 20 86618866 our

Editorial Index

A.B.Gee 247

Acamar Films 111

Asmodee 179, 181

Australian Toy Association 129

Baby Republic 307

Bandai UK 257, 259

Basic Fun! 297, 299, 301

Battat 67

BBC 97

Beano 119

Big Potato Games 237, 239

Big Sky Games 133

Bladez Toyz 202, 203

Blue Sky 81

Blue Zoo 113

Brainstorm 183, 185, 187, 189, 191, 193

Bruder 319

BTHA 8

Canal Toys 251

Carrera Revell 309

Casdon 171, 173, 175

Character Options 39, 41, 155, 157, OBC

Cheatwell Games 201

Clementoni 271

Click 216, 217

Cobi 317

Coiledspring Games 357

Connetix 30, 31

Craft Buddy 273

Curious Universe 261

CwazyLeigh Creations 200

DKB Toys & Distribution 293

Dolu 283

EDX Education 351

Epoch Making Toys 138, 139

Etopia 32

Farplace Games 255

Flair (GP UK) 229, 231, 233

Fratelli Games 205

Funko 311

Funrise 275

Generation Media IFC, 1, 2, 3, 4, 5, 6, 7

Gibsons Games 355

Giraffe Insights 59, 61

Golden Bear 197, 199

Hachette Board Games 339

Halilit 63

Hasbro Licensing 98, 99

Heathside 263

Hippychick 315

Hornby Hobbies 135

Hunter Price 269

Icecat 151

Imagination Gaming 37, 43

IMC Toys 127

Innov8 Academy 44, 45

Jazwares 53, 55, 57

John Adams 285, 287

John Leisure 251

Just Play 163, 165, 167

KAP Toys 235

Kayes of Cardiff 68, 69

Keel Toys 335

Kennedy Publishing 87

Konami Digital Entertainment B.V. 147, 148, 149, 150

Learning Resources 245

Left-Field Group 305

Libertas Brands 103

Little Brother Books 123

Love Writing Co. 35

Magic Light Pictures 123

Magicbox 176, 177

Makedo 28

Maped Helix 321

Maped JuraToys 337

Marvin’s Magic 345

Mattel 13, 15, 17

Max and Ivy (Big Eyes Entertainment)

Allegedly

In an open letter to the chancellor authored by the British Retail Consortium (BRC) and signed by 79 retailers, the membership body called on the government to phase in the introduction of the new lower earnings threshold on national insurance, delay the timelines for implementation on packaging levies and bring forward the timetable on business rates reform to make the Budget fairer for retail. The letter suggested that failure to address these concerns would result in higher costs being passed on to shoppers, while claiming that it would also have a huge impact on both employment and investment in the retail sector. There was just one small problem with the letter: one of the co-signatories was Amazon. Yes, that Amazon… the one whose retail services division paid just £18m of tax on a £27bn turnover last year (perfectly legally of course). Just as the Farmer’s cause was arguably undermined by Jeremy Clarkson bowling up, having admitted in print a few years back that he only bought his farm to avoid Inheritance Tax, so I can’t help thinking that Amazon’s signature rather weakens the retailers’ case. I am just amazed all those brick and mortar retailers agreed to include them on their team, when they have repeatedly made the point that Amazon pays so much less tax pro rata for its giant warehouses than they pay for their stores. Yes, I know Amazon employs a lot of people, and NI contributions will impact its bottom line – but surely the point is that it is harder for any business to avoid paying that tax, as opposed to other forms of taxation. While I completely understand some of the arguments against the increase in NI, the counterbalance is that the government needs to raise more revenue so hospitals and schools can function, and little things like that. So, every company and individual needs to contribute their share. If some avoid doing that, the burden on others is heavier. I am afraid my tiny violin needs to make another appearance if Amazon’s Retail Services division is protesting over a modest increase in its UK tax burden…

Another growing topic of debate in toy circles is the active courting of the toy industry by Temu and Shein. Make no mistake, these online platforms want the toy community onboard. And some companies have already acquiesced – I saw a sales email from one of the sites to a toy retailer before Christmas, which specifically cited several established toy companies as collaborating with them. Clearly, this is a choice for every individual toy company to make – suppliers and retailers will have to balance the need to find new avenues to reach consumers with the very real risk of being caught up in the debate about safety and counterfeits. It is easy for me to sit here and say that toy companies should be steering clear, but you can see the attraction. 39% of consumers bought a toy on one of these sites in the first nine months of 2024, while for youngers consumers that figure rose to 60% – and the final figure will almost certainly have increased in the run-up to Christmas. Like Aldi and Lidl, these sites initially appealed to customers on lower incomes, but over time, the stigma of the ‘digital dollar store’ will surely give way to a wider group of bargain hunters.

Some of those bargains will no doubt be genuine, but others… unfortunately, it doesn’t take long to find fakes, counterfeits and potential safety risks amongst the toys listed for sale on these sites. And is that likely to change? I hope I am wrong, but let’s just say that I remain sceptical. So, should the toy community endorse this behaviour by listing their products on these sites, alongside products of questionable provenance, conferring on them a legitimacy which some might question whether it is merited? Personally, I do wonder if this will all end in tears. One person pointed out that these sites are already having a devastating impact on Eastern European markets. It is hard enough for many specialist UK retailers as it is – having to compete with the likes of Shein and Temu will really test their perseverance. So, while there may well be gains to be made by toy suppliers, at what cost

Another development that slightly bemuses me is the attempt by an ‘online trade show’ to muscle in on the established physical trade show circuit. Although the toy channel doesn’t seem to be a key focus for the event (it appears to be more aimed at gift companies), several toy companies have enthusiastically signed up to ‘The Gift Fair’ (even the name seems wildly presumptuous, using the definitive article for something there are numerous iterations of). Of course, each to their own. The main attraction seems to be how cheap it is, so it has appealed to some companies. My own view is simple and unequivocal – I hope it fails. The thought of replacing physical trade shows with soulless events in the ether like this fills me with dread. I thought we left all that nonsense behind after the pandemic – virtual shows didn’t work then, so I am not sure why anyone thinks they will work now. I seem to remember how thrilled everyone was to get back to meeting in person and seeing products in the flesh. I recall how buyers told me how difficult (nay, impossible) it was to evaluate a product that someone was holding up to their laptop camera. We have plenty of great trade shows. Maybe too many, but that’s a discussion for another day. But I’m sorry, I really can’t get onboard with this idea. And as for the magazines which gleefully took the digital event’s money – one gift magazine even put it on their Front Cover – how incredibly disloyal. The best trade shows and the best trade magazines have a symbiotic partnership that benefits both parties. The numpties who put that ad on their Front Cover clearly forgot the percentage of advertising revenue they derive from trade show preview issues (and how much they could lose if trade shows were replaced by digital events). If I was a trade show taking place in the gift channel, I doubt I would be happy at seeing this on a Front Cover – presumably that will be an interesting conversation with the magazine in question further down the line. Thankfully, they didn’t approach us – but if they did, we would have politely declined to take their money or promote their event. Good luck to them, but it’s not for us. I guess we are lucky that as a small business, we can sometimes afford to make a decision based on our conscience and what we believe is the right thing to do, not out of desperation.