Toy World Magazine June 2024

FULLY PRINTED WHEEL DISCS

FOLDS FOR EASY STORAGE

FULLY PRINTED DECK AND GRIPTAPE

SKATEBOARD

QUICKRELEASE BUCKLE

SAFETY HELMET

400+ CUTE PETS 13M FOLLOWERS ACROSS SOCIAL CHANNELS

1.2B SINCETRADES2022

35B+

John Baulch - @Baulchtweet

from thepublisher

This is one of the more complex Leader columns I’ve ever had to write – in some respects, I feel rather like Doctor Who, because of the whole ‘timey wimey’ nature of proceedings. Basically, although you won’t be reading this issue until the very end of May, I have to write this column before I head to Harrogate for the Toymaster Show and before our sales director Mark jets off to Las Vegas for Licensing Expo. So, while I would love to report on what happened at both of these important events, I am afraid my lack of a fully functioning time machine precludes me from doing so.

Anticipation ahead of both events was high, after what might best be described as a ‘stuttering’ couple of months from a trading perspective. Easter provided some respite, but either side of the holiday, sales have dipped below what many toy retailers would ideally have been hoping for at this time of year.

People have been hoping that the Toymaster May Show would help to kickstart the year and lift the mood in the toy community. If you read my Friday Blog last week, you will know whether that indeed proved to be the case.

Of course, it’s important to remember that the first half of the year is not ‘make or break’ for the toy market – so let’s not panic just yet. That said, the latest Circana numbers are not pretty, and I am certainly not doubting the ongoing economic challenges that consumers are still facing. If you go round your office and talk to your staff, I bet it won’t take you long to find someone whose mortgage payments have risen sharply, or whose car insurance is costing £500 more this year. This directly impacts consumers’ disposable income, and results in the quieter high streets and shopping centres that many retailers have been seeing.

There have been murmurings in the press about potential interest rate cuts over the summer, which would certainly help to put money back in consumers’ pockets and make them feel a bit better off (it’s not just about cold hard cash - consumer confidence could undoubtedly do with a boost right now). However, inflationary pressures have not gone away overnight: it is well worth reading this month’s Viewpoint column by Stephen Garrity from shipping company Warrant Group, who discusses the recent increases in container prices. Stephen looks at some of the factors behind the rises and how this might impact both the toy market and the wider UK economy in the coming months.

Hopefully the special deals and incentives on offer at the Toymaster May Show will have at least helped specialist retailers to keep stock topped up at advantageous prices. Meanwhile, major retailers are negotiating harder than ever: one supplier told me that he had a buyer come back to

him on three separate occasions after initial selections had been agreed, each time asking for a lower price in order to save the listings. That’s the territory we’re currently in – but all I know is that it will pass…. at some point (hopefully sooner rather than later).

In the meantime, there is plenty going on in the toy market for us to get our teeth into in this month’s issue. We were delighted to sit down with The Entertainer’s group CEO Andrew Murphy and chief commercial officer Geoff Sheffield a few weeks back, so they could update us on the progress of the rollout of The Entertainer toy zones across Tesco’s store estate, which some have described as the most pivotal development in the UK toy market for decades. We also took the opportunity to raise some of the points that suppliers have been talking about in recent months, some of which could arguably be described as ‘thorny.’ To their credit, they answered every question we put to them – even the contentious ones. Unlike some of the more corporate retail operations associated with the toy market, The Entertainer has always been refreshingly open, honest and approachable – and there are no labyrinthine approval processes or comms people taking all the interesting stuff out of the article before it’s published. What you get to read is pretty much the unexpurgated version of the frank and fascinating conversation we had on the day – and I will always love The Entertainer for that. They’re a journalist’s dream, and that can’t be said of a lot of larger players on all sides of the fence – toy company, retailer or licensor. Turn to page 38 to read what I believe is one of the most interesting toy retail articles you will read in a long time.

Elsewhere in this issue, there’s a truly exhaustive feature on the Arts & Crafts category, featuring a host of interesting new creative play launches coming your way very soon. We also cover the Infant Toys, Wheeled Toys and Action Figure & Kidult sectors in this edition – each of these categories has a vital role to play in attracting consumers into toy stores, making sure their customer base covers the widest possible demographics, from birth to a more mature audience (and, of course, everything in between).

On top of this, we round up all the latest news and developments from the world of toys and licensing, speak to a selection of retailers about their hopes for the summer months and showcase a host of new products which will be hitting shelves in the coming weeks – all lovingly curated by a great team which knows and understands the toy market. Enjoy this edition and we’ll be back next month with reports from the Toymaster May Show and Licensing Expo, more interesting retail content and even more great toys.

Toys R Us seeks partner for eCommerce site as new locations open

Simon Cartey, commercial director at Toys R Us UK and VP Store Design & Innovation at Toys R Us, has confirmed in an email to suppliers that it is ‘transitioning to a non-transactional website’ as it seeks a new eCommerce partner.

The email, which has been seen by Toy World, also states: “The website will continue to promote the Toys R Us brand including our much-loved mascot Geoffrey, while also fully supporting the opening of Toys R Us stores at WHSmith throughout the UK.”

Toy World can also reveal that at least one major online specialist has already been approached by Toys R Us to take over the eCommerce business. Talks are ongoing.

It has also been announced by WHSmith that the first 17 locations for the slate of new Toys R Us stores, out of an agreed 30, are due to open throughout the summer, which will bring its total shop-in-shop portfolio to 39.

The 17 new Toys R Us shop-in-shop locations set to open this summer are as follows:

• Hereford

• Fosse Park

• Leamington Spa

• Guildford

• Sutton

• Shrewsbury

• Salisbury

• Nottingham Victoria

• Maidstone

• Woking

• Hastings

• Thurrock

• Newton Abbott

• Halifax

• Lancaster

• Richmond George Street

• Taunton

These will join the nine existing Toys R Us shop-in-shop locations situated in York (Monks Cross), Canterbury (St George Street), Chelmsford (High Street), Cheltenham (High Street), Cwmbran (The Mall), Oxford (Cornmarket Street), Poole (Towngate Shopping Centre), and Reading (Broad Street).

Sean Toal, managing director at WHSmith, said: “Our partnership with Toys R Us shows exactly what we are about. We’re known for being the Hub of the High Street by providing customers with a range of great products and services, from books and stationery to Post Office services across 200 locations. With Toys R Us set to be in a further 30 stores by the end of August this gives customers even more reasons to shop with us.”

Character publishes half year results to 29th February 2024

The Character Group Board has reported an increase in pre-tax profit to £2.1m from £0.5m, despite turnover remaining constant at £57.6m. These results show that in spite of the continuing economic challenges, Character’s products sold well, especially during the all-important Christmas period. Key licensed properties such as Teenage Mutant Ninja Turtles, LankyBox, Moriah Elizabeth and Aphmau were standout performers, while strong domestic and international sales were seen across ChillFactor and Heroes of Goo Jit Zu.

As a result of the strong half year figures, Character is maintaining its interim dividend at 8p, and continues its share buy-back programme.

Acknowledging the efforts of the Group’s personnel, the Board commented: “The Board very much appreciates the unwavering commitment and dedication from its personnel around the globe and is looking forward to another successful year together launching its new products, especially new collectibles Terror Fried and Smooshzees.”

Hasbro and Playmates partner on Power Rangers toy range

Playmates is debuting its first Power Rangers collection with a kid targeted Mighty Morphin Power Rangers toy line in 2025.

As part of the agreement, Playmates holds licensing rights to develop additional cross-category Power Rangers products, including action figures, blasters, plush, role-play, vehicles and accessories. The deal encompasses global distribution across all regions excluding Asia.

“We are honoured to work with Hasbro on the reimagination of this iconic franchise’s toy line for long-time fans and a new generation of children,” said Karl Aaronian, Playmates’ SVP of Marketing. “Playmates and Hasbro speak the same toy language and share a passion for Power Rangers, a multigenerational phenomenon that has stood the test of time.”

Hasbro will retain all entertainment rights and will continue to drive global strategy and growth for the Power Rangers franchise by strategically working with licensees across multiple categories, including publishing, fashion and footwear and promotions. Hasbro will also further activate the brand across its direct-to-consumer channel Hasbro Pulse and as part of its presence at major industry events like San Diego Comic Con.

“Playmates’ ability to interpret character-based story telling in highly detailed, innovative and affordable products has revitalised several iconic brands: it is the perfect fit to fully expand the Power Rangers franchise,” said Casey Collins, president of Licensed Consumer Products at Hasbro. “While we’ll continue to provide oversight and direction on future Power Rangers product ranges, Playmates will leverage its action figure and accessory design, development and marketing expertise to create an entirely new play and collecting experience for fans of all ages. With two powerhouse companies coming together to support a powerhouse brand, the potential is limitless.”

Celebrating 30 continuous years on air, Power Rangers has become one of the longest-running kids’ live-action series in television history, with more than 900 episodes aired to date.

Created by Haim Saban and launched in 1993 with Mighty Morphin Power Rangers, the series celebrated its 30th year in 2023 with Mighty Morphin Power Rangers: Once & Always, an anniversary special streaming exclusively on Netflix. The most recent season of Power Rangers, Power Rangers: Cosmiu, is currently available exclusively on Netflix.

Neil Shinner announces retirement from Moose

After an illustrious 32-year career in toys, Neil Shinner will retire as CEO, UK and Europe for Moose Toys in June, as Emily Maclennan takes the helm.

A highly respected and established leader at Moose, Neil has been instrumental in developing the capability of the UK and European teams, supercharging the company’s growth over the past five years as CEO.

Neil started his career at Worlds Apart, which he was leading in 2018 when it was acquired by Australian toy company, Moose Toys. While at the helm of Moose, the UK office has been recognised as one of UK’s Best Workplaces by Great Place to Work three years in a row.

With Neil’s departure, Emily Maclennan will lead the UK and European business for Moose in the newly created role of general manager – UK & Europe.

“On behalf of the entire Moose family, we’d like to give the greatest thanks to Neil for the remarkable contribution he has made to the toy industry for the last 30+ years. Moose in the UK and Europe would not be what it is today without his calm leadership, exceptional relationships and his innate ability to rally the team towards a common goal. Neil will leave a great legacy not just at Moose, but the toy industry as a whole, and we wish him the best for his retirement; he will be truly missed,” said Paul Solomon, CEO & co-owner of Moose Toys.

Based at Moose’s EU Hub in Cornwall, Emily, who has been with Moose for six years, will commence her new role on 20th June and will be responsible for all facets of the UK and European business.

Neil said: “It has been a truly remarkable journey, and I am incredibly proud of the many successes and milestones that have been achieved in my time at Worlds Apart and Moose. I have had the honour of working with and been supported by the most incredibly talented, committed and loyal group of people over the years. I can’t thank the entire Moose team enough for their unwavering passion and to all our industry partners who believed in us and contributed to our growth.”

Wow! Stuff to distribute Magna-Tiles in the UK

Magna-Tiles has appointed toy innovation company Wow! Stuff as its new sales, distribution and marketing partner for the UK. “Magna-Tiles’ fun culture and consumer-centric approach to new products and brand-building really drew us to the brand,” said Wow! Stuff managing director, Dawn Lavalette. “It resonates with our own core mission of ‘working until our brains hurt’ to deliver toys that are really innovative, on brand and in universe – always. This, plus our own mantra of ‘Great Brands brought to Life!’ will guide our sales aim to bring the Magna-Tiles brand to life at retail stores and through marketing initiatives in our home market.” Magna-Tiles sets inspire young minds and help kids develop skills they’ll use in everyday life. Invented by an educator, for educators, the brand was born in the classroom in 1997. From these humble beginnings, Magna-Tiles has grown to become America’s No. 1 Magnetic Building Sets Brand, an essential tool for every child’s growing mind and a staple of the modern toy box.

Tony White, Wow! Stuff’s general sales manager, added: “We are so pleased that the Magna-Tiles brand has become our very first distributed line in the UK. Wow! Stuff is known for creating innovative toys with a real ‘Wow!’ factor. As that continues to be our global focus, we have a domestic growth plan with a mission: to carefully select top-tier complementary brands, replicate the passion of the brand owner, and ensure we duplicate their success in the UK market. As a No. 1 brand, Magna-Tiles has massive untapped potential for expansion here. We will be committing substantial time, effort and of course marketing investment to create great demand for a brand that’s not only No. 1 in its own category, but also an overall Top 3 construction brand.”

“The team at Magna-Tiles is excited to make this announcement with Wow! Stuff,” said Michael Valenta, president at Magna-Tiles. “Wow! Stuff is an ideal partner to help us realise our brand’s full potential in the critical UK market. Its proven success in the UK Toy market is unmatched.”

Sambro International achieves King’s Award for Enterprise

Sambro has been recognised for its excellence in International Trade with the King’s Award for Enterprise. A total of 257 awards are made, with five companies being recognised with two awards.

Paul Blackaby, Sambro CEO, said: “To be honoured with a King’s Award for Enterprise is a milestone achievement for Sambro and the highest honour that we could receive for a UK business. We now join over 7,000 other UK enterprises who have received this recognition, and it is a testament to everything that our team has worked so hard on recently. Sambro has a people-led approach to business, and I am beyond proud of everything our teams have accomplished in the UK, Amsterdam and Hong Kong.”

Paul continued: “The award recognises a period of growth for Sambro spanning the last three years and the expansion of our European business. We continue to focus on innovation, service provision and differentiation through strong design. Our award comes at a time when trade is challenging and is a resounding endorsement of how our business has evolved and will continue to change as we meet market demand. It is recognition of how we have continued to professionalise Sambro and all that we stand for – a UK-based business with strong international trade.”

The King’s Awards for Enterprise, previously known as The Queen’s Awards for Enterprise, were renamed last year to reflect His Majesty the King’s desire to continue the legacy of HM Queen Elizabeth II by recognising outstanding UK businesses.

The award programme, now in its 58th year, is the most prestigious business award in the country, with successful businesses able to use the esteemed King’s Awards Emblem for the next five years.

Online toy retailer Booghe to open flagship Birmingham store

Booghe, a specialist online toy retailer with eight year’s eCommerce experience and a yearly turnover of £10m, has unveiled its plans to open a flagship physical location this year.

Billed as the ‘UK’s first experiential toy-scape’, the two-storey toy shop will play host to a raft of big-name brands, as well as play zones, demo areas, photo and drawing walls, and a dedicated VR/arcade space. Booghe is partnering with Atrio Design and FB Holdings on bringing the store concept to life, with bold colours and uniquely shaped displays guiding shoppers through the two floors and helping the huge range of toys and games on offer stand out on-shelf.

The Fort retail park, where the store will be located, is one of the UK’s premier out-of-town shopping locations, attracting approximately 4.8m visitors a year.

Krishna told Toy World that what sets Booghe apart is its commitment to offering not just a wide range of products, but a curated selection that reflects the latest trends, innovative toys and unique brands.

Online, Booghe currently offers a wide range of toy brands as well as licensed toys based on popular properties. Krishna says most of the suppliers to Booghe’s eCommerce site are committed to supplying the new physical store, though negotiations with some are ongoing.

The flagship Birmingham store is slated to be the first of a number of new Booghe locations, with the retailer planning to open a new store every 6-12 months, focusing first on the West Midlands. In closing, Krishna added: “I believe in creation, not competition. We are not doing this to take the market share from someone else – our main objective is to see the smile on every kid that walks out from the Booghe door.”

Readers interested in finding out more about the new Booghe store, or becoming a supplier, can contact Krishna by emailing krishna@booghe.com or calling 0333 344 6474.

Mojo Fun now available through Faire

Speaking exclusively to Toy World magazine, James Connolly, director of Mojo Fun, said the decision to partner with Faire was based upon the results Mojo’s US distributor was seeing in the US, particularly among smaller, independent retailers. With the UK’s own independent sector facing a raft of challenges this year, including a reduction in travelling reps/salespeople, the site gives buyers at more than 250,000 retailers access to over 100,000 independent brands. Mojo Fun now has its own page on the site, offering over 400 items to choose from.

“The beauty of Faire is that you can integrate the platform with your own website, which is exactly what we’ve done, allowing you to give buyers all the information they need regarding RRPs and margins (which in our case are very attractive),” explained James. “Faire members get free delivery, 60-day payment terms and up to £150 off their first order – which is fantastic for indies without a huge amount of buying power – and Faire guarantees the payments, which gives smaller businesses that much-needed peace of mind when working with new customers. It’s a perfect solution for those small toy and gift shops in small UK towns and villages.”

Mojo Fun has been enjoying a very strong start to 2024, with consecutive double-digit growth leaving the team optimistic for what the rest of the year will hold. The company’s range of high-quality, hand-painted figurines continues to enjoy success in the marketplace everywhere from independent retailers such as Starlings Toys to more specialist gift shop locations such as Twycross, Dudley and Colchester zoological parks.

Alongside its product range, which offers collections including Farmyard, Wildlife, Fantasy, Prehistoric Life, Woodland and Sealife, the company prides itself on its unrivalled customer service – something James is passionate about.

“We aim to be as nice and helpful as we possibly can, and dispatch and deliver orders within 48 hours (with an 85% fill-rate),” he said. “Our customers are growing all the time and we’re welcoming new ones all the time too, which reflects how valued our approach is. Independent retailers need quality product on their shelves, quickly, and at good margins – and that’s exactly what we offer.”

Get in touch with Mojo Fun on 01422 413 674 or at sales@mojofun.co.uk.

Amazon to launch new online store in Ireland, Amazon.ie, in 2025

Amazon has announced the 2025 launch of a new dedicated store in Ireland, Amazon.ie. The online specialist says that while many people in Ireland already shop on Amazon stores in other countries, the new Ireland store will offer a localised shopping experience providing over 100m products (including even more from Irish businesses), low prices, and fast and convenient deliveries and returns.

The store follows the launch of Amazon’s first fulfilment centre in Dublin in 2022, which created 500 new jobs and has provided faster delivery for customers across the country including One-Day Delivery on hundreds of thousands of products. Customers will also be able to browse products with clearer, local pricing, and without additional customs charges.

“The launch of Amazon.ie will be great news for Irish customers and we’re looking forward to opening its virtual doors in 2025,” said John Boumphrey, Ireland & UK country manager at Amazon. “This underscores our continued commitment to Ireland and will bring a wide selection of great value products with fast delivery to Irish customers, as well as provide great opportunities for small and medium-sized Irish businesses to reach a bigger audience at home and abroad.”

Over 1,000 small and medium-sized Irish enterprises (SMEs) already sell on Amazon, with these SMEs generating over €150m in export sales in 2022 alone. From 2020 to 2022, Amazon has invested over €20b to help European SMEs reach new customers across the European Single Market and international export markets, achieving more than €8b in export sales in 2022. The new store will also be supported by the new five-year agreement that An Post and Amazon announced last year, which will lead to more convenient, faster deliveries and returns.

Amazon currently employs around 6,500 people in Cork, Dublin and Drogheda in a diverse range of roles including data engineers, operations management and finance, supporting an additional 9,000 jobs in the wider Irish economy. Amazon has invested more than €17b in Ireland since 2020, and Amazon Web Services’ (AWS) investment in cloud infrastructure has expanded Ireland’s economic output by almost €11.4b over the last decade.

More details about the new store and ways for Irish brands and SMEs to register will be announced in the coming months.

Fifth edition of Play for Change Awards open for submissions

Toy Industries of Europe (TIE) is calling on all toy suppliers with a vision for change to enter the fifth edition of the European Play for Change Awards.

The awards celebrate purpose-driven toy companies which promote positive societal change through their toys and initiatives. The awards welcome applications in three categories: Diversity & Inclusion, Sustainability and Life Skills.

The Diversity & Inclusion category recognises toys and initiatives which promote diversity in terms of gender, race, status, religion and ability, fostering an inclusive play environment where every child feels represented and valued. Sustainability celebrates efforts to reduce the environmental impact of toys, from eco-friendly materials to innovative packaging solutions and sustainable processes, or to inspire children to become stewards of the planet. The Life Skills category will be awarding toys and initiatives which equip kids with essential skills for the 21st century, such as emotional resilience or coding, preparing them for success in an ever-changing world.

This year’s awards introduce a significant change in eligibility criteria to allow for a wider range of entries. Toys and initiatives launched on the European market from 1st January 2023 up to the moment of application in 2024 are now eligible.

Catherine Van Reeth, TIE’s director general, said: “Our Play for Change Awards celebrate ambition and commitment to making a meaningful impact on society. They highlight the toy sector’s key role in shaping our children’s lives and future and its excellent ways of doing so. Year by year, I am impressed with the sector’s dedication to innovation and social responsibility. I can’t wait to see what this year brings.”

Toy suppliers can submit their entries until 21st June. Winners will be announced at a ceremony in Brussels on 5th November. Full category details and entry requirements are available at playforchangeawards.eu.

Autumn Fair to be supported by online marketplace

The UK’s largest retail marketplace for Home, Gift & Fashion, Autumn Fair, returns from 1st- 4th September at NEC Birmingham, offering toy retailers the opportunity to shop over 800 of the leading and most imaginative brands in the marketplace.

As the largest event for retail’s peak season, welcoming over 12,000 purchase-ready buyers, Autumn Fair is billed as an unmissable seasonal showcase for buyers looking to top up their toy offering and stock up their shelves. With a wealth of new and captivating products from the most coveted brands in retail - over 30% of which show exclusively at Autumn Fair - buyers can not only discover the latest innovations in the Kids, Toys & Play sector, housed within the Gift destination, but also 10 definitive product sectors including the latest gifts, greetings, stationery, candles, home décor and accessories, and fashion.

Autumn Fair has also announced a partnership with Faire. As Autumn Fair’s online marketplace of choice, Faire will help hundreds of exhibiting brands take orders on its platform from retailers attending the show. This collaboration will bridge online and offline wholesale for the first time in the UK and simplify the buying process for up to 20,000 independent retailers.

Retailers at Autumn Fair will gain access to Faire’s extensive global network of brands, helping them to discover unique products, streamline their buying process and benefit from 60day payment terms available on Faire. Faire will also be offering new retailers a 50% discount on their first order to help them easily shop at the show and beyond.

Exhibitors who use Faire will be featured in a new collection on Faire’s website, increasing their visibility among Faire’s hundreds of thousands of global retailers. A coordinated campaign will take place throughout the summer to show retailers and brands how to leverage this collaboration most effectively.

24 to collect in S1

The Fence Club celebrates record fundraising achievements

The Fence Club has cemented its position as a force for good, with the organisation celebrating record fundraising achievements in 2023. As it continues to evolve, The Fence Club is remaining true to its original purpose – representing all sides of the fence of the UK toy industry.

The Fence Club’s 44 members, plus 47 retired Wall members, bring together a mix of influential figures in the toy sector, including retail, supplier, licensor and third-party service providers. Meeting regularly at exclusive gatherings and industry events, the club’s members throw themselves into a range of ambitious and fun activities (enlisting the support of colleagues and friends) to raise valuable funds for children’s charities. The club remains united by the same traditional values upon which the organisation was founded, but continually strives to do more by adapting its approach, seeking out new faces and keeping pace with the demands of the modern day.

This objective has paid dividends in the past year, with record funds being raised since the summer for its charities through the introduction of new venues and events, while keeping the traditional occasions that are at the heart of the club.

The relocation of the Christmas Ball reaped rewards with great food, great company and a great auction. The new style party for the London Toy Fair was a fresh event where a good time was had by all, creating much conversation in the aisles the next day. A Normandy Walk with Wall members and the much-loved Golf Day all added to the roster of high-achieving charity collections.

Jon Gregory, chairman of The Fence Club, said: “All in all, since summer last year, over £130k has been raised for the children-based charities that we support. As the organisation approaches its 75th year, it is heart-warming to see the club develop into the new era, with new faces and fresh ideas, and I can say on behalf of all that we are very proud of what has been achieved.”

Obituary: Jane Garner

Licensing PR guru Jane Garner, of Kilogram Media, recently passed away after a short illness.

Jane spent her career in the PR side of the licensing community. She initially ran the PR department at Copyright Promotions (now CPLG) before setting up her own agency, Kilogram Media, which specialised in supporting licensors and licensing agents from both the UK and international market.

Throughout her career, Jane was ever-present at licensing shows and events across the globe, and numerous people from the licensing community will have spent many an enjoyable evening in her company.

In her personal life, Jane was a big animal lover, with both dogs and horses playing a huge part in her life – Jane often proudly shared the latest pictures of her animal friends before starting to talk business at the shows.

A respected professional, Jane has made many friends within the licensing community over the years. Our thoughts are with them, as well as her family and Kilogram colleagues, at this sad time.

Marvin's Magic unveils Wicked Pranks at Selfridges Pop-Up Joke Shop

Marvin's Magic is expanding its award-winning range with the introduction of Wicked Pranks, an assortment of pocket money pranks that promise to deliver mischief and mayhem. Wicked Pranks made its debut at Selfridges’ pop-up Joke Shop, where it received a warm welcome from visitors.

Marvin’s Magic CEO Tom Hudson said: "We were honoured to be a key part of the Selfridges Pop-Up Joke Shop, coinciding with the launch of our new Wicked Pranks ranges. As you can imagine, the team here at Marvin’s Magic HQ has had a lot of fun pulling this project together, and we are all very excited to bring the Marvin’s Magic flair to the Pranks & Jokes category."

Marvin’s Magic has a history of creating sets that combine magic with prank props. Now, the company is expanding its investment in this category by broadening the range to include beloved classics that spark feelings of nostalgia. Tom explained: "In the past, we have produced many sets that have infused magic and prank props and they have always been very popular. With this new range though, we are taking our investment in the category further by broadening the range to include the classics we all grew up with - pranks and jokes that younger generations will love to be introduced to.”

The Wicked Pranks collection offers a diverse array of classic jokes and pranks, all elevated by Marvin's Magic's trademark quality and innovation. From timeless favourites such as whoopee cushions to realistic fake insects and hand-buzzers, there's something to tickle everyone's funny bone. To support retailers, Marvin’s Magic is providing comprehensive assets and content for social media and in-store promotions, along with retail solutions such as peggable CDUs.

Wicked Pranks is now available for pre-order, with deliveries expected in August. For more information, contact magic@marvinsmagic.co.uk.

Industry Moves

Neil Leah to leave KAP Toys

Neil Leah has chosen to leave KAP Toys after joining the company as head of sales in 2018. KAP Toys founder, Nat Southworth, told Toy World that Neil has ‘driven the business’ sales to new heights’ but, having agreed to work with KAP Toys for an initial period of three years, he is going to once again attempt to get his work-life balance in order – six years down the line.

A year ago, Neil was awarded a coveted Golden Teddy at the Toymaster May Show 2023, and today, KAP Toys is a significantly different business to the one Neil joined in 2018. Nat explained: “Neil is an absolute professional and a total gentleman, as many in the international toy community know. A very worthy Golden Teddy recipient, I first met him (fully suited) in a very hot Dallas Trade Centre for an Asda FOB appointment during the SARS outbreak of 2003. I went on to buy a lot of WWE from him and subsequently worked with him when I joined Vivid Imaginations.”

He added: “Neil is a brilliant human being and what he has helped us achieve at KAP Toys since 2018 is nothing short of remarkable. As the company has grown and migrated to more domestic business, we’ve needed to ask more and more of Neil. I am genuinely delighted we convinced him to work with us beyond that initial three-year period, but at the same time we have to respect his wishes and reluctantly accept he will be leaving KAP Toys. I am not sure how we can ever thank him enough for everything. If anyone needs sales orders and can offer Neil the flexibility he craves, then please don’t hesitate to contact him.”

Neil is interested in supporting growing businesses who can accept him operating independently. Interested parties can get in touch by contacting: NSL/CN Sales Consultancy –  neil@ cn-sales.co.uk / 07887 998 528.

Expansion for Rainbow Designs’ Key and Nationals Account team

Kristina Sundby joins as a National Account manager, bringing strength and depth to the team with more than seven years of retail experience in categories including party and celebrations.

“I’m eager to embark on my journey in the nursery, gifting and toy industries, working with these true heritage brands, and bringing joy into little ones’ first years,” said Kristina. “It’s hard not to fall in love with our products, and I’m looking forward to working closely with existing and new retailers in the nursery and toy categories.”

Gary Hughes, National Accounts controller for Rainbow Designs, said: “Kristina’s ambitions align with ours, and coupled with her experience, make her the perfect fit for Rainbow. We’ve so much to offer retailers that she can cultivate, and I’m looking forward to seeing the impact she will inevitably make.”

Rainbow Designs has been developing and creating high quality soft and wooden toys for the nursery, toy and gift industries for over 50 years. Rainbow’s licensed portfolio and collections include Harry Potter, Paddington Bear, Peter Rabbit, Disney’s Winnie the Pooh, Mickey Mouse and The Lion King, The Very Hungry Caterpillar, Guess How Much I Love You, Elmer, Spot the Dog, Snoopy, We’re Going on a Bear Hunt, Bagpuss, Maisy, Giraffes Can’t Dance and The Snowman and The Snowdog ranges.

AIS welcomes new interim director of Fashion, Toys and

Sports

Devlin Lindeque brings more than 20 years of experience to AIS, including at Disney, Mothercare and Merlin Entertainments, with expertise in leading buying and design teams, as well as constructing and developing ranges across multiple product categories.

Devlin, who will be leading the Fashion, Toys and Sports product areas, said: “I am delighted to have joined AIS, the largest retail buying group for independent retail across the UK and Ireland. I look forward to working with the team and developing the Fashion, Toys and Sports product areas, and I am excited to meet and collaborate with AIS members and suppliers.”

Sue Kemp, managing director of AIS, added: “I am thrilled that Devlin has joined the AIS senior leadership team, bringing his wealth of experience and expertise to the organisation and our members. I am very much looking forward to working with him and welcome Devlin to the AIS community.”

At AIS, plans are well underway for the INDX Toy & Gift show taking place at Cranmore Park from Tuesday 3rd September to Wednesday 4th September 2024, this year with a Heritage theme.

New national account manager joins Toynamics

Katie Bird joins Toynamics‘ growing sales team as national account manager for the UK & Ireland, bringing with her over eight years of experience as a national account manager for the VTech and Leapfrog brands.

Lisa Fuller, senior sales manager, commented: “We are delighted to have Katie join our team during this exciting growth period. Her previous experience will help to excel our portfolio of brands and will be instrumental in achieving our growth strategy for UK & Ireland.”

Toynamics UK & Ireland’s portfolio consists of award-winning brands including Hape, Skip Hop, Baby Einstein, Korko, Ambosstoys and Trelines. All are supported with a variety of in-store-display solutions and full marketing support. Katie can be contacted at: Katie.bird@toynamics.co.uk.

Marketing World

John Adams celebrates Decora Girlz dolls collection launch

John Adams is celebrating its first big launch of the season as the firm reveals a huge marketing drive for the highly anticipated Decora Girlz dolls collection. Created by Cepia, the brand benefits from global marketing support for all territories and launched in the UK in late April.

The Decora Girlz are a bright, colourful and super-quirky group of tween friends who love to dazzle and decorate themselves in the bright and expressive Decora Kei style from Japan. This brand allows children to customise their dolls and make them just as unique as themselves.

There are six bright and colourful Decora Girlz 5-inch Dolls to collect, each with their own style, super soft hair and 44 accessories. Each Decora Girlz character has her own personality.

A collection of four 11” collectible Fashion Decora Girlz dolls will also be launching. Each has a unique character, super soft locks that are easy to style, with 75 accessories, including fabric outfit, shoes, hair clips, stickers, bag, puffy clip charm, comb and a doll stand. Consumers can collect Decora, Luna, Celestia and Sweetie.

A marketing drive will ensure the brand’s presence across all media platforms: traditional TV advertising, coupled with VOD on the Sky networks. Advertising spots are delivering the essence of the Decora Kei movement that is at the heart of each character in the collection.

Influencers such as Jemma Solomon and Helen Flanagan are also engaging with their own girls and the brand over several activities in coming months. In addition, YouTubers Rhia Official and Little Lady C will be giving their own unique take on what girls can come to expect from the Decora Girlz brand.

The spring activity culminates with a four-day pop-up event at the gallery@oxo on London’s Southbank. There will be a VIP reception with Rhia, Jemma and Helen attending, as families explore the world of Decora Kei with art workshops, dress-up and photo opportunities. Advertising for the event across LED screens up and down the Southbank will add even more to the awareness.

Casdon announces partnership with Little City

Thousands of children in the UK attending Little City sessions this year will be able to enjoy playing with a wide range of Casdon’s bestselling pre-school role-play toys including the company’s Dyson vacuum cleaners, Henry & Hetty cleaning lines, stylish Dyson Hair Styling tools and much more.

Casdon is a third-generation, family-focused business that believes in the power of play, creating mini versions of well-known household items that adults use in the home. Placing Casdon toys in Little City mobile play sessions will give children (and adults) the tools to learn through play, ultimately helping to develop social and language skills, core motor skills as well as coordination and numeracy.

Simone Inskip, Marketing manager at Casdon said: “We’re so excited to be collaborating with Little City, the partnership feels like such a natural fit with the cities and our toys giving children the opportunity to be just like the grown-ups, where nothing is off limits. Whether they want to be a chef, barista or baker – anything is possible.”

The mobile role-play city for kids under six uses bespoke backdrops and selected high-quality toys and equipment to create an environment for local children to come along and play in assigned zones such as hospitals, vets, hairdressers, supermarkets, fire stations and building sites.

All visitors to the Little Cities will also be given an exclusive discount code to redeem on Casdon’s consumer website, giving parents the opportunity to purchase toys so that play can continue in the home too.

“Our pre-schoolers are our biggest observers, and Little City offers an inclusive pretend-play experience for our community’s younger children and their parents and carers,” said Vicki, Little City owner. “The team and I are absolutely thrilled to have Casdon on board and I’m sure many of the children will recognise the toys from everyday household items they see grown-ups using in and around their homes. The toys will help to boost the overall interactions and imitations of real-life, and I know that they will receive lots of attention with plenty of visits to each of the zones.”

Interested parties can visit the Little City website for information on venues and session dates as well as party and school hire.

Aston and Sarah Merrygold share their love of Simba Smoby

The team at Simba Smoby Toys UK has announced a year-round partnership with celebrity couple Sarah and Aston Merrygold (571k and 192k followers respectively), which will see the popular family post content across all its social channels throughout 2024.

The five-stage activity kicked off in April on Instagram, with collaborative reels and stories showing the couple’s boys – Grayson and Macaulay – having fun at home with the Smoby Garden Playhouse. Despite the difficult spring weather, a break in the rain allowed for a fun time for both the boys and dad Aston (who at the end of the video had to be told to leave the playhouse).

More activity is planned through the summer for the brand’s outdoor toys, including a YouTube video arriving next month for the new Smoby Activity wall. Later in the year, the family will take the activity indoors with some of the brand’s best loved role-play items. Sophie Bryan, Smoby’s brand manager, said: “From the start of the year we have been planning this partnership with the Merrygolds, as they fit the core family values for the brand perfectly. We are delighted with the first stage of the activity and the humorous spin that Sarah and Aston added to the storyline.”

“This key piece of celebrity content is just a small part of what’s in store for the brand this year to support our retail partners. Our return to the Gloworm Festival in August will be bigger and better than ever, and throughout the year we have influencer content and social media drives taking place. Added to this, our above-the-line advertising on TV and VOD, and ads across Instagram, Facebook and TikTok, will ensure high impact awareness when we need it most.”

For more information, email sales@simbasmoby.com or call 01620 674 778.

Opinion

What do Boris Johnson and Ryan Reynolds have in common?

Lauren Whyman explores how leveraging Pre-School parent mindsets can be instrumental in informing media planning and buying strategies.

In today's dynamic marketplace, where consumer behaviour is constantly evolving, understanding the mindset of different buyer personas is paramount for successful media planning and buying. This is particularly true in the realm of Pre-School parents, a diverse group encompassing a variety of attitudes and approaches to purchasing. For example, even though Boris Johnson and Ryan Reynolds are both parents to children under the age of five, it doesn’t mean the way we would target them is automatically the same. We need to delve into the nuances of the mindsets, so that plans can tailor media strategies to effectively engage and influence the target consumers.

Following in-depth analysis this Spring, we have used Target Group Index survey to home in on five key Pre-School shopper mindsets: the Savvy Browser, the Impulse Buyer, the Unassuming Shopper, the Bargain Hunter and the Cautious Clicker. The reason it is important to highlight ‘mindset’ and not ‘segmentation group’ is because, at any one time a parent can move between the five mindsets, never being limited to one group indefinitely.

The Savvy Browser

Firstly, the Savvy Browser epitomises the modern consumer who navigates the internet with ease, seeking credible information and safeguarding their finances. For marketeers, understanding this mindset's digital habits and preferences is essential. Targeted advertisements placed strategically on reputable social platforms can capture their attention while emphasising product reliability and value. Additionally, investing in search engine optimisation (SEO) to ensure visibility on relevant search platforms can enhance brand visibility among Savvy Browsers, maximising the impact of marketing efforts. Interestingly, nearly a quarter (24%) of this mindset will wait until November to start planning

their Christmas present purchasing for their children, perhaps to tie in with Black Friday and Cyber Monday. In contrast, 29% of Impulse Buyers will be focusing mostly on October, starting a month earlier.

The Impulse Buyer

Next, the Impulse Buyer represents a mindset prone to spontaneous purchases driven by fleeting desires or external influences. Media planners can capitalise on this mindset by employing persuasive messaging in their creative ad copy and compelling visuals in assets. As this mindset is 27% more likely to be high users of social media, platforms such as TikTok, with the ability to create immediate engagement and trigger impulse buying behaviour, serve as valuable channels for reaching this group. By leveraging targeted ads and sponsored content on Meta platforms, media buyers can effectively tap into the Impulse Buyer's propensity for instant gratification.

The Unassuming Shopper

In contrast, the Unassuming Shopper highlights a more reserved approach to purchasing, prioritising simplicity and practicality. For example, this mindset is 165% more likely to be buying Toys & Games from Amazon versus other Pre-School parents. For this shopper mindset, subtle and unobtrusive advertising tactics are key. Placing ads in relevant online print publications or incorporating influencer led activations can resonate with unassuming shoppers without overwhelming them. Emphasising product reliability in messaging can also align with their preferences for straightforward purchases.

The Bargain Hunter

Meanwhile, the Bargain Hunter is characterised by their diligent pursuit of deals and discounts. Your media campaigns can leverage this mindset by strategically targeting bargain-oriented platforms and eCommerce channels. Promotional campaigns, copy highlighting discounts and

exclusive deals can attract the attention of bargain hunters, driving that ultimate conversion. Furthermore, featuring promotional codes in advertising copy can incentivise purchases, while catering to this cost-conscious mindset. This is backed-up by the fact that 32% of this mindset are mostly buying their Christmas presents online vs in-store.

The Cautious Clicker

Lastly, the Cautious Clicker exemplifies meticulous consumer behaviour, prioritising product research and quality assessment before making any purchase decisions. Marketeers can appeal to this mindset by providing comprehensive product information, user reviews and comparisons across multiple channels. Content should centre around establishing trust and credibility with Cautious Clickers. So, it is little surprise that 26% of this mindset say that they pay most attention to social media advertising versus other platforms.

In conclusion, leveraging Pre-School parent mindsets can be instrumental in informing media planning and buying strategies. It allows us to tailor brand needs to the different buyer personas. By understanding and effectively engaging with the Savvy Browser, Impulse Buyer, Unassuming Shopper, Bargain Hunter, and Cautious Clicker, media professionals can optimise their efforts to drive engagement, conversion and ultimately, business success in this increasingly competitive marketplace.

If you would like to see the research in full or understand which mindset could be most effective for your brand, please don’t hesitate to reach out to us at contact@generationmedia.co.uk.

Source: TGI GB 2024 March (Feb 2023 - Jan 2024) - PMAA

Lauren Whyman - director of Client Services/deputy MD, Generation Media

Licensing World

Moose Toys releases new range ahead of Despicable Me 4

The Ultimate Fart Blaster, a 14-inch-long fart-making weapon, has always been a fan favourite, but this is the first time that it has lights, fart sounds and shoots scented fart rings that travel up to six feet away. The blaster comes loaded with two fart formulas that produce rings which smell of banana or farts. Each bottle of fart formula produces up to 5,000 fart rings and blasts. There is also the Minion-inspired Mini Fart Blaster.

A Minion has been reimagined in mega form, and in the Transformation Chamber playset, kids load an AVL agent version of Jerry and his accessory rock into the chamber’s hatch, turn the levers and the door will open to reveal a five-and-a-half-inch mega Jerry figure. When discs are placed in Jerry’s mouth, he’ll spit at a variety of targets located throughout the playset.

Four-inch versions of fan favourites Dave, Tim, Gus and Mel each include an accessory which allows them to exercise their power, just like in the movie. Mega Dave comes with an attachable smoke cloud, Mega Mel comes armed with a projectile, Mega Tim has tornado arms and Mega Gus launches from his display stand.

Despicable Me Minions Dave and Tim have joined the licensed line of Heroes of Goo Jit Zu figures. These two stretchy figures are already in their Mega Minion form and can stretch up to three times in size, always coming back to their original shape.

Mini Mayhem Figures is a cast of 20 two-inch collectible characters from the upcoming movie which arrive in a single- or themed four-packs. Core fan favourite characters and new figures strike movie moment poses for kids to recreate scenes from the movie or imagine new mayhem.

AVL Deluxe Minions Mel and Dave are sporting their AVL suits with unique detailing. Mel comes with a grappling hook and goggles, while Dave has a blaster and AVL coffee mug. Measuring more than five inches tall, these oversized Minions feature glass eyes and 10 points of articulation.

The Despicable Me 4 line is available now, ranging from £2.99 to £32.99 in the UK. For more information on the new collection and more from Moose Toys, visit www.moosetoys.com.

Scalextric reveals latest licensing agreements

The latest licensing agreements from Scalextric bring beloved characters and vehicles to the racetrack and enhance the overall racing experience for enthusiasts worldwide.

By partnering with iconic franchises like Harry Potter, James Bond, John Wick, Shaun the Sheep and Batman, Scalextric offers fans the opportunity to immerse themselves in their favourite worlds like never before.

Harry Potter fans can now embark on a magical racing adventure with the Ford Anglia 105E Harry Potter Edition, capturing the charm and enchantment of the beloved film series. With its iconic design, the Anglia 105E promises an unforgettable racing experience that will have fans reliving their favourite moments from the Wizarding World.

Scalextric has also unveiled the James Bond Aston Martin DB5 in the 60th Anniversary Gold Edition. Celebrating six decades of 007's adventures, this iconic car from Goldfinger boasts timeless design and detailing.

The John Wick Ford Mustang Boss 429 is straight from the film series. This iconic muscle car combines classic American styling with modern performance for an adrenaline-fueled racing experience.

Joining the lineup is the charming Shaun the Sheep Land Rover Series One, capturing the playful spirit of the beloved character. With its rugged design and eye-catching details, this Scalextric car promises delightful adventures for fans of all ages as they navigate treacherous terrain and tackle challenging obstacles alongside Shaun.

Scalextric is also introducing the My First Scalextric Batwheels Batman vs Robin Battery Powered Race Set. Featuring Batwheels from Warner Bros, this micro set allows racers to choose between Bam or Redbird and battle between Batman and Robin on the racetrack.

Hasbro unveils two brand-new versions of Monopoly

Hasbro has announced a House of the Dragon Edition of Monopoly, in partnership with Warner Bros. Discovery Global Consumer Products and a Disney Stitch Edition – ahead of the forthcoming second season of the HBO Original drama series House of the Dragon, set to premiere Sunday, 16th June, and the highly-anticipated Disney movie release. Monopoly players and fans can choose unique tokens and be fully immersed in the world of House of the Dragon and Lilo & Stitch. They can then travel around the themed boards, trying to claim as many properties as possible.

In the Monopoly: Disney Stitch Edition, properties are replaced by Stitch’s favourite activities, such as Hula Show and Chillax and beach rentals. Players can get a colour set to add beach huts and lighthouses and charge even more rent. They can also draw 626 and Ohana cards for game-changing actions. This strategy board game is great for family time and makes an ideal gift for kids aged 8+.

In the Monopoly: House of the Dragon Edition game, a civil war is raging to claim the most powerful seat in the Seven Kingdoms. Players can pledge loyalty to a house by choosing one of six themed golden tokens, then move around the board to travel through Westeros and across the Narrow Sea to Essos and take control of strongholds, lands and bays. The game board, packaging, tokens, money, cards and game pieces are all inspired by the popular TV series. The game is designed for consumers aged 17+ and makes a perfect gift for fans of Game of Thrones and House of the Dragon.

Licensing World

Rubies unveils Deadpool line-up ahead

of

July movie release

With the highly-anticipated third Deadpool movie on the horizon - Deadpool & Wolverine, starring Ryan Renolds and Hugh Jackman - Rubies is pleased to unveil its new line-up of costumes and collectible plush.

Fran Hales, head of Marketing and Portfolio at Rubies, told Toy World: “Deadpool mania is here: the hype is very real, with the trailer alone racking up 365m views in 24 hours, making it the most viewed movie trailer of all time. We are strongly encouraging customers to start stocking up on our core range and the highly anticipated new Deadpool & Wolverine styles, including Dogpool. We’re more than a little excited to release our newest Marvel Studio costumes this summer, with both Wolverine and Deadpool set to be the undisputed adult costume choices of Halloween.”

The Deadpool Adult Costume allows fans to step into the world of Marvel's wisecracking antihero, in time for the UK cinematic release of the ‘threequel’ on 25th July. This costume includes a high-quality jumpsuit and snood, allowing wearers to become the iconic, red-suited mercenary. Rubies’ Deadpool Weapon Kit completes the look.

Inspired by Wolverine’s X-Men comic suit and the new film release, Rubies’ Wolverine Adult Costume features a high-quality yellow and blue jumpsuit, gloves with detachable claws, and the exciting addition new half-face mask. This costume is perfect for watch parties, Halloween, or themed costume gettogethers.

Deadpool fans can also add some humour to their toy collection with the Sexy Deadpool Plush and X-Force Deadpool Phunny plush. The two contrasting designs are a perfect gift for any Marvel fan and are billed as must-stock toys ahead of the upcoming film release. The Sexy Deadpool plush adds a playful twist to any décor, featuring ‘the merc with the mouth' in his iconic black and red outfit, holding a rose and striking a cheeky pose. Alternatively, get ready for action and an attitude with the X-Force Deadpool plush, which features Deadpool’s black and grey suit from the original X-Force comics.

Lego reveals Despicable Me 4 range featuring new Mega Minions

The Lego Group, Illumination and Universal Products & Experiences have revealed the full Lego Despicable Me 4 line-up.

The new sets capture special moments from the Despicable Me franchise featuring Gru, his family and the beloved Minions. The sets are packed with exciting details, functions and new characters including Mega Minions and Anti-Villain League (AVL) Minions, as seen for the first time in Despicable Me 4. The AVL Minions, who look like secret agents in their suits, help capture and arrest villains. Mega Minions are not only larger versions of the well-known Minions, but they also have secret superpowers, including the ability to stretch to surprising lengths or fly through the sky.

The Minions and Banana Car is a 136-piece set featuring the banana vehicle from the movie with a driver seat and removeable engine as well as tools, gadgets and a bunch of beloved Minions.

The Minions’ Music Party Bus is a 379-piece model including functions such as a push-along feature and the ability to transform into a Minion Party Playset once opened, featuring a hot tub and DJ station.

The Brick-Built Gru and Minions set, made of 839 bricks, shows a large Gru figure with jointed and moveable arms, hands and fingers, surrounded by five Minions and their accessories. The set also include rotating features and brand-new characters.

Finally, the 868-piece Minions and Gru’s Family Mansion set includes the growing family of six with Gru, Lucy, Gru Jr. and the girls, Margo, Edith and Agnes, alongside the iconic house, a gadget-filled laboratory and three Mega Minions.

The new Lego Despicable Me 4 sets are available now ahead of the movie which arrives in cinemas worldwide on 3rd July.

Moose Toys announces partnership with WWE

Moose Toys has announced a new global partnership with World Wresting Entertainment (WWE) for a series of Heroes of Goo Jit Zu (HGJZ) stretchy action figures, launching in August 2024. Four of WWE’s biggest Superstars — John Cena, Rey Mysterio, Roman Reigns and The American Nightmare Cody Rhodes — have been reimagined as ultra-stretchy HGJZ figures. Heroes of Goo Jit Zu action figures are squishy and stretchy action figures, packed with gooey fillings, allowing them to stretch up to three times their size while always returning to their original form.

Hollie Holmes, vice president of Global Franchising, Moose Toys, said: “As Moose Toys continues to aggressively expand its licensing programme by tapping into pop culture, we presented WWE with a new way for kids to engage with their favourite WWE Superstars, in a way that is true to their characters and, at the same time, authentically Moose.”

Going around the trend

This month, Rory looks at key trends in toy markets across Europe, and examines how these compare to the UK market.

You will often see a trend number given for European toy markets, and the latest data reveals that trend is currently down -4% in value for YTD April 2024 versus 2023. Of course, Europe is made up of several countries - the -4% quoted represents seven countries added together. When we look at these countries individually, there is a range of differing trends from +6% to -7%, and of course, each country varies in size quite dramatically. The smallest European country in value size so far this year is Belgium, which is €128m, and the largest is Germany, which is €1.1bn. It's interesting to examine the current European toy trends and see what is driving the growth or decline, paying particular attention to any key differences to the UK market.

The best performer in Europe so far this year, and the only country in growth, is the Netherlands. This territory is growing in value terms by +6% compared to last year, though it is also the third smallest country in value size and makes up around 6% of the European toy market. When looking at supercategory trends, there are many similarities with other European countries, but also two big differences - The Netherlands is the only country where the Action Figures and Infant/Toddler & PreSchool Toys categories are growing. The top property in Action Figures - growing at +16% - is Funko Pop! There

is also strong growth from Super Mario Bros, Pokémon and Smashers, and the growth from these properties is outperforming other European countries. In Infant/ Toddler & Pre-School Toys, Little Dutch wooden toys are one of the top performers. The Netherlands is the key market for this brand, and it is adding value versus last year, outperforming many of the properties around it in this category. Paw Patrol is growing with double digit value growth too, and although there is growth in other countries, the trend in the Netherlands is the strongest across Europe.

ahead of any other country by some distance.

EU7 Toys Trend by Country

France is the second largest country for toy sales in Europe, making up nearly a quarter of European toy sales. It is also the second-best performer in terms of trend, being flat versus 2023 in an overall European market which is down -4%. Two of the best performance areas in France are Games/Puzzles and Youth Electronics, with the growth for both supercategories being strongest in France. In Games & Puzzles, Pokémon is far and away the top property, with €50m in sales already in the first four months of the year and a trend of +15% vs. last year. Disney Lorcana is also a strong performer in France, which is the second largest country for sales behind Germany With over €1m Lorcana sales in the UK too, we are not far behind France. Within the Youth Electronics supercategory, Tamagotchi is growing strongly at +78%,

EU7 Toys Trend by Country

The other countries are all in decline, with Germany and the UK in the strongest decline at -7% for Germany and -5% for the UK. These two countries represent the largest and third largest markets, so these numbers are a significant contributor to the overall -4% figure for Europe.

One thing that all countries have in common is that the timing of Easter in 2024, which had an impact on sales. Europe had an overall trend of +5% in March, driven by growth across every country, with strongest growth in Belgium and France. However, the trend in April has been -15% collectively, with only the Netherlands not in decline at +1% growth versus April 2023. The Easter date has surely had an impact here, but it can’t be the sole reason for major declines in some countries; Germany, for example, is down -23% versus April 2023. One of the key losers in April was the Outdoor Toys category, with double digit decline across all countries, and we saw similar trends in Dolls and Games & Puzzles.

It will be interesting to keep an eye on these country trends as the year progresses, and there are potential factors that could influence some countries more than others. Could a strong Euros tournament for England (or even Scotland) boost stickers sales in the UK and help us a little more than others? How will the Olympics in Paris impact sales in France? And could we see a new product arrive out of the blue to boost sales in one particular country?

Licence Progression:

The European Soccer International licence has moved up 23 places in April 2024 compared to the previous month. This licence is effectively a collection of all Euro 2024 football items, primarily stickers and cards from Topps. As we move closer to the tournament kicking off in June, sales are starting to build steadily each month and the total licence was worth over £1m in April. The UEFA Euro 2024 Sticker Collection Multipack from Topps was the top item in April, with the Match Attax UEFA Euro 2024 Mega Starter Pack - also from Topps - at No.2. Although this type of item takes up most of the top spots, there are also significant sales for Topps Euro 2024 I Love Football Figure 6.5cm Asst, in the Action Figure Collectible category.

Top 10 Fastest Growing Properties - UK Toys

Ranked by value gained

Top 10 Fastest Growing Properties - UK Toys

Top 10 Fastest Growing Properties - UK Toys

Lego Icons has been a standout performer in 2024 and is the top gaining property for the year so far, adding nearly £5m in value versus the same period in 2023. The property had large sales peaks in February and March, with Valentines Day and Mother’s Day driving purchases of the botanical ranges in those months. Sales in both months were over £3m and although they dropped down to £1.3m in April, that performance was still enough for the range to be the No.13 property for the month. The Botanical range is the key driver of growth, although there were also strong numbers from licensed items from Ghostbusters and Dune in the latest month. The Lego Group has two other properties in the top gaining list: Lego Creator 3-1 and Lego Disney Classic.

Miniverse from MGA Entertainment is the third top gaining property in 2024 so far, with the total property adding around £1.9m in value versus 2023. Food based items have proved popular this year, and the top item for the brand is the Miniverse Make It Mini Food Diner Minis Asst, with an average price of £9.03. Miniverse is also the top performing collectible property in 2024.

and Sonic the Hedgehog at just over 45%. Building Sets now makes up nearly a third of all value for Sonic the Hedgehog, significantly up from around 10% at the same time last year.

Gabby’s dollhouse is the No.7 best performing property in 2024, with Pre-school Toys still making up the largest proportion of sales at 55% of all value. This is another property where Building Sets have grown in share, up to 15% of value this year.

The properties that take the next two spots both have a large share from Action Figures, with Teenage Mutant Ninja Turtles having 87% of value coming from this supercategory

Talking Shop Up to the challenge

This month, Toy World caught up with a selection of indies to find out how the year is going so far, what have been the highs and lows, and how they have capitalised on opportunities as well as dealt with challenges.

Julia Wingate - The Trading Post, Kingsbridge, Devon

So far in 2024, Lego has sold very well, especially the adult sets. The Lego Botanical Collection has been very popular. Sylvanian Families has also had a bit of a surge, with both the blind bags and the bigger sets in high demand.

The continuous bad weather in the first few months of this year reduced footfall, but the sun is out now at last, and we’re hoping for an increase in customers coming through the door. Compared to 2023, sales in January, February and March were on a par with last year, but April was a bit disappointing. With the long Bank Holiday weekends in May, and the weather picking up, foot traffic has been much improved, and hopefully that continues.

We have been fortunate not to have had many problems with shoplifting. I haven’t seen any change in the situation here, although it’s an issue that is currently being talked about a lot. To combat any potential theft, we have CCTV, mirrors in blind spots and well-trained staff located throughout the shop floor.

When choosing stock for the shop, it’s a balancing act of carrying all the staples, like Lego, Playmobil and Sylvanian Families, to be a credible toy shop, while also stocking the up-to-date crazes that the kids are asking about, whether that be bead kits or fidget toys. You have to get the mix right, for the adults to buy for their kids and for the children to come in and want to spend their pocket money. Earlier in the year, we saw increased demand for lines like stress balls and sensory toys; this seems to be a growing category.

It can sometimes be hard to compete with the bigger stores, but I don’t think that’s a reason to be negative. I think we need to think about doing things better and differently and see it as a challenge. We have a new craft range from Epoch coming soon that I am very excited

about, called Pati-school, where children can make cakes and decorative things. I am looking forward to that and expect it to sell well. I believe that it is launching with Toymaster and independent stores first; it’s always great to be supported by suppliers in this way.

Coming up, we are hosting an in-store birthday party for The Trading Post celebrating 25 years. We will have instore promotions and visitors will receive a party bag. We’re also holding a raffle, with tickets going to everyone who buys something, and then prizes will be handed out. We have mascots visiting the store, including Freya the Chocolate Rabbit from Sylvanian Families. We’ll use Facebook and Instagram, as well as the local press and big posters in the shop windows, to promote the anniversary celebrations, and there will even be some birthday balloons. It’s gone very quickly; I can’t believe that it’s already been 25 years. Time flies when you’re having fun!

After running a toy shop for 25 years, I’ve seen many crazes come and go, but steady sellers and good customer service are what it’s all about and I’m optimistic when

looking at the year ahead. Because it has been a long, wet winter, it can only get better from here. Everyone is keen to come out into the town and shop, rather than being stuck inside, and I expect the high street to get much busier soon. We rely on in person transactions for the majority of our sales; even though we also have a presence online, customers do appreciate the personal touch.

Talking Shop

John Bentley - Howleys Toymaster, Weymouth, Dorset

2024 has been a challenge so far. The general economic situation means that retailers are trying to do their best in difficult circumstances. There’s no doubt that disposable income is currently at the lowest level it has been for some time. We once thought kids and the toy industry were immune to the effects of this, but right now, we are struggling as well.

Looking at the year, sales are currently tracking slightly down. We had a successful March with the earlier Easter, but business inevitably dropped a bit in April as a result of this. With higher overheads, margins are challenged, so we have to look at improving them. We are also cutting back on waste and reviewing all overheads. Whether you’re in the toy trade or any retail trade, getting this balance right is crucial at the moment. If sales simply aren’t there, then you have to look at other ways to maintain the bottom line. We have to maintain over a 40% margin to cover costs and

staffing. Going forward, what I’d like to see from suppliers is the ability to match our margins. We have discussed cost saving ideas and encouraged our staff to come up with ideas as well - at the end of the day, you have to stay profitable. We’re ready for the rest of the year, and hopefully things will start to pick up.

In terms of merchandise, we’re currently stocking some strong lines, but we’d love to see a craze to give us a lift. The ranges we’ve bought in are doing well and we’re happy with that. We just really need to create more footfall.

Lego is still a top 10 bestseller. Plush, as a category, is strong because of several lines: Squishmallows from Jazwares (especially its Pokémon range) and Ty, which is always a winner, with good margins and attractive products. Collectibles is another strong category; we’ve done particularly well with Funko so far this year, and another area that brings in customers is action figures. The Godzilla vs Kong film gave us an excellent lift over Easter, with a fantastic range.

Over the recent long Bank Holiday weekend, we were quite busy, although we didn’t hit the same numbers as last year. We have two stores in coastal locations; I’m currently at our Weymouth branch, and we have one in Paignton in Devon. Both stores performed well over the Bank Holiday with plenty of day-trippers and people who came down for the long weekend. As there were lots of people enjoying the weather, we’ve been able to sell a fair amount of beach gear. We also have two locations further inland, in Dorchester and Bridport, both market towns, which were also quite busy; we made the most of the people who came through the door.

Over the upcoming summer season, space restrictions mean we can’t host big events, much as we’d like to. Our layout doesn’t lend itself to a crowd, plus staffing numbers to support an event can be a challenge, but we do our best with activities like Lego Make and Play, as well as colouring competitions. Companies such as Plus-Plus also supply us with samples that we can give away. It’s really useful when a supplier can support us in this way, we love to interact with everybody who visits our stores, so we’ll always get behind initiatives like this.

Shoplifting is an issue, and sadly, we have seen an increase recently. It’s probably the biggest challenge we

Mandy Harrop - Gosling Toymaster, Marple

We saw improvement in footfall during the sunny early May bank holiday weekend. People have started buying outdoor toys and we’ve seen strong sales for Reydon Sports footballs. The big brands continue to do well in our store, including the 7.5” Squishmallows which remain a popular product amongst our customers, and all our Lego lines are also seeing success – especially the sets priced at £20 and below.

We’ve recently brought in the Zhu Zhu Aquarium from John Adams as one of our latest additions and we’re looking forward to seeing how it will perform; we have been very impressed by the latest products from the company. The Toymaster Show enabled us to have a close look at many of the new products coming out this year and has given us lots of inspiration. It is always such a great show for us, as we’re able to speak to people face to face and see different companies and their products all in one place, especially those smaller suppliers that might otherwise be missed. The risks we take depend on the brands we’re dealing with. Some companies are worth trying because if something doesn’t go as well as hoped, they’re willing to

face currently. Petty theft is on the rise; we have lots of kids who think that taking a small item is perfectly acceptable, and it’s hard because you don’t want to stop young kids coming into the shop. But the worst shoplifters tend to be recognisable in a town like this, so we can spot and follow them on camera. We do our best, but there must be some that we miss, and that’s the worst possible scenario. All our staff have to be alert, focused and able to identify potential shoplifters – while at the same time being friendly! We’re here to sell people things, be welcoming and be proactive to with customers. You can’t go around suspecting everyone of theft, but you need a bit of a sixth sense when it comes to these things.

New products that I’d like to get in-store include One For Fun’s concert bracelets; those look fun and very on-trend. Anything relating to film and TV usually sells; Godzilla vs Kong was brand-new, but we knew the film was going to be good. Although we are planning cautiously at the moment, there will be more new products as we move further into peak summertime and Christmas.

Currently, the key thing is to not make a mistake, as this can be costly. You can’t afford to have stock on your shelves that isn’t performing and everything has to earn its place. It’s a balancing act between the tried and trusted and newer products, and we are leaning more towards the tried and trusted right now. We know that certain lines are going to deliver, like Lego, so they are the backbone of the store, along with favourite licensed products. Paw Patrol and Bluey are still strong, along with Barbie. Spin Master’s Tech Deck is also a great seller. Every section of the store is underpinned by these core bestsellers. That is essentially what we deliver – the best lines at the right price.

In the second half of 2024, there might be external factors like the upcoming elections that change people’s mindset. We’re hoping for a hot summer and lots of visitors to our coastal stores. We still have quite a bit of summer stock left from last year, so it would be good to get that sold through. Although we’ve had the Toymaster May Show, where we started to plan for the back end of the year, I’m not thinking much beyond the summer at the moment. We know what we’re going to buy to a certain extent, to support the Toymaster catalogue, but first, the focus is on summer, people being happy and the sun being out.

help and support you as much as you support them. As well as basic, evergreen products, as a retailer, it’s important to keep the range fresh with new products; that way we can cater to all kinds of customers and meet individual needs.

As eCommerce continues to grow in popularity, independent retailers face a tough challenge in competing with online prices, and it becomes harder for us every year. We predict this will be a difficulty that we will face in the second half of 2024. However, we’re based in a friendly

community and have been here a long time which means we’re well-established and have a loyal customer base. Thankfully shoplifting isn’t a prominent issue at our store due to being a small shop based in a village. We may have the occasional incident, but it’s not a concern for us as we’re able to stay vigilant and ensure that it doesn’t become a problem.

We’re looking forward to the Marple Carnival taking place this month. It gives us a great opportunity to engage

Karen Christie - Fun Junction Toy Shop, Perth

We recently had our best Saturday since before Covid, but that’s because I was recently interviewed about the challenges facing my business (and countless others) by The Courier. Generally speaking, trading has been a bit slow this year, but for a week or two after the piece was published, things did pick up. Shoppers have delighted in telling me they’d seen the article and wanted to show their support, which was lovely - but I do wish we could see that level of support all year round. People need to get out there onto the highstreet and return to in-person shopping. If I felt that people in the local area didn’t want or need a toy shop that’s one thing, but everyone tells me they love Fun Junction and want it to remain in business. There’s a level of disconnect between what people say and what they do. It’s become far too easy to sit at home and order what you want directly to your house, or pick up toys at the supermarket when you’re doing your grocery shop.

I actually have two Fun Junction locations: the main store in Perth and a smaller one up the road in Crieff, which is a more of a tourist destination. While the former was quite quiet over the early May bank holiday weekend, the

latter was much busier. There’s a large hotel in the area, Crieff Hydro, which attracts a lot of families because there’s loads to do. A visit to the toy shop is a popular activity for people staying there.

Obviously, we aim to offer a great range of really high-quality toys, but beyond that we have extremely knowledgeable staff that know far more about toys and play than staff at non-specialist stores. Our staff are here to help and are quite happy to spend a lot of time assisting customers. Because of the nature of the toy industry, consumers are faced with so much choice in terms of play patterns, developmental benefits, features and so on, and it can be quite overwhelming for parents or grandparents trying to buy a gift for a loved one. It can be such a relief to be met with staff that really care and will go above and beyond to help you find a toy that’s just right for the child, regardless of their age, gender, interests and so on.

We’re doing really well with Eugy from Brainstorm, which is bringing the same shoppers back again and again. They’re not the biggest sale in terms of RRP, but they are just so collectible that people can’t get enough. Without a doubt, Eugy is our biggest repeat business driver; kids come in to buy them with their parents in tow, and a week

with the local community and attract new customers to our store. Besides opening our shop, we will have a special stall along with our Playmobil and Sylvanian Families characters. We’ll also be setting up a stall in a village nearby for the first time this year, which will hopefully help raise awareness of our store. The Maple Carnival gives us the chance to expand our presence, as we’re going out and promoting ourselves. We’ve had quite a lot of success in previous years, so we’re excited for this year’s carnival to come around, especially if the weather is pleasant.

later the parent is back to buy one for themselves because they’ve seen how fun they are. They’re super-affordable, and all contained within a handy wee box. We’ve got an FSDU spinner here to display the range, which looks great. Ravensburger is another top supplier for us. Between the Brio railway brand, which is one of our best-sellers, and its jigsaw puzzles, you really can’t go wrong.

The overwhelming majority of our products are under £25, which seems to be the sweet spot in terms of price. Bigger-box items aren’t really something we sell too much of anymore – between the price of larger play sets and the logistics of actually getting them home, I think a lot of sales have gone online. We used to sell quite a few dolls houses and the like, but now I see places like Ikea and supermarkets offering them much more cheaply.

We had a serious issue with shoplifting a while back. It got really bad: we almost became obsessed with following people around the shop. The problem has calmed down recently, but we have CCTV cameras up, a sign on the door warning people that we’ll prosecute shoplifters, and a list of people banned from entering the store because of their ‘sticky fingers’. It’s a shame to have to do all this, but it does seem to have helped. I think people are stealing for the sake of it rather than from necessity. The people we’ve caught definitely weren’t stealing out of desperation or to fund addictions. But we have to keep moving forward and not let it deter us.

We’ve always held play days and in-store events over the summer, but much depends on supplier support and staffing levels. Our Crieff store, for example, is a one-man operation so it’s tricky to host anything there. We’re planning a few things at the Perth store for this year though. Playmobil is supporting us again this year, the team is very helpful when it comes to these things: in the past, we’ve worked with them on Ghostbusters days, pirate themed events and so on. In fact, we might go for pirates again later this summer. We also find it really helpful when suppliers provide us with a little bit of free stock we can use in giveaways and competitions, plus we like to make use of show offers laid on at the major toy fairs.

I’m not yet stocking it, but I would love to start offering the Kapla range of natural wooden building sets. They’re so simple, comprising literally just pine planks, and they’ve been around for years, but I want to bring them into our offering. I love Kapla because it encourages kids to use their imaginations. You should see some of the creations kids make with them, these really extraordinary huge builds. Kapla is top of my wish list for this year.

We work really hard, and it can be disheartening when things are difficult. My two daughters, Jenny and Joanna, work at Fun Junction alongside me and the plan, all being well, is for them to continue the business after I retire. They absolutely love working here – in many respects it’s a dream job – but we don’t know what the future holds. I’ve run the business for 20 years and I’ve recently stepped back a little to let my daughters do more. I hope that in the years to come, they will take over the shop fully and continue to keep it open for the local community.

Talking Shop

Paul RothwellBig Top Toys, Rowsley, Bakewell

Lego is our most notable standout bestseller this year. We’ve seen plenty of success with the kidult rangesincluding Speed Champions, the Botanical Collection and Star Wars - which all continue to perform well in our store. The Pokémon TCG started strongly but sales have tailed off a little. I’m hoping it will improve later in the year, as this can be a great footfall driver.

Although March was a tough month, sales picked up during the Easter holiday period, and May has been a strong month, especially given the warm, sunny weather during the Early May Bank Holiday weekend. This turned out to be a nicely busy period for us. We continue to see high demand for outdoor toys; being based in a tourist area means we see sales for this type of product all year round. Even in the colder winter months, visitors want to treat their kids.

I’m not one to spend long hours overthinking what to stock; my approach is to order product ranges that I think will do well and wait to see how they perform before ordering more. There will always be evergreen, staple lines you can rely on as a core range, but it’s interesting to bring in something new and different to see how it’s received. One of the products I have recently stocked is the John Adams Zhu Zhu Aquarium range, so let’s see how that goes.

Shoplifting has become a growing issue in our store. People seem to think it’s easy to steal from our shop and they frequently attempt to do so. Many of our products are security tagged and we also have CCTV and an alarm system to help prevent robberies. What’s certain is that we don’t hesitate to take action against shoplifters if we catch them.

I’m personally feeling optimistic about the second half of 2024. Although we don’t make use of any social media platforms to advertise, the year has been working out well for us so far, and I put this down to our standing in the local community and word of mouth. I believe it’s because, as well as a loyal base of customers who value having a local toy shop, we are fortunate to receive plenty of tourist footfall all year long, and thanks to our local reputation, they know where to come.

indie viewpoint

Mark Buschhaus and Stephen Barnes

Keeping a weather eye on the toy market

AAs we write this, we are planning our final appointments for next week’s Toymaster show – including who we are meeting at the bar and where we are eating for dinner. Once we had those important things out of the way, we thought we had better make some appointments on stands with suppliers. We are very much looking forward to our trip to Harrogate and are sure that the show will live up to our expectations; we will have a recap for you next month.

Sales over the last few months have been ok, although they’ve been skewed by the early Easter. This certainly affected the second half of April, when sales seemed slower. However, looking at March and April combined, sales were flat, which we were very pleased with.

So far this year sales have been steady, rather than anything new really flying out. Brands that have been popular over the last few years, such as Pokemon and Squishmallows, continue to perform well, but are in decline if we compare year on year. The issue is that there is nothing that has really offset these declines. Customer’s budgets are still being squeezed, and this has been getting worse for the last 18 months. Although inflation has slowed, items are not going down in price, they are still remaining significantly higher than where they were a few years ago.

In light of this, we have noticed a huge uplift on non-branded items which offer a big box at a good price. Kandy Toys has been one of our top suppliers so far this year - a lot of their products have high margins and offer great value to customers. We are also being offered a lot of good deals at the moment, which means we can pass on some very attractive special offers to our customers to help drive footfall. We are expecting conditions to improve later in the year but, being realistic, have more modest expectations for the next few months.

As you know, we like to talk about the weather, and it hasn’t been great, with umbrella sales leading the way! We have just had the first warm spell of the year, which gave a nice boost to outdoor sales, although it wasn’t quite hot enough to sell many paddling pools. Wheeled toys have been selling well so far this year. Scooters have always been big business for us, with the Nebulus range from One for Fun being our best seller. We also stock some of the younger ranges from Dolu; their First Trikes and Sit’n’rides offer great value options.

The largely inclement weather means we have been doing well with craft products, to give people something to do indoors. The arrival of Taylor Swift for her concerts this year has created uplifts on the Shimmer N Sparkle ABC Fashion Bracelets from Character and Concert Bracelets from One for Fun. Slime is still very popular, and Slime Party is selling very well, along with the So Slime range from Canal Toys.

A big growth area for us has been Kidult collectibles. A lot of this has been driven by Lego, but action figures make up a good proportion of sales too. One of the few bright lights so far this year has been the Godzilla vs Kong film, and the Playmates figures from Flair have been really popular. We hope that other films this summer will lead to strong product sales; we are most looking forward to the Minions movie, Despicable Me 4.

We are off now to find our Red Devil kits, as our local team Crawley Town heads to Wembley for the first time ever on Sunday. Come on you Reds!

Toy Barnhaus

The Entertainer

The Entertainer

Special Feature rolling out opportunities

Following a successful 35-store trial, The Entertainer is now rolling out its curated toy zones to all UK Tesco stores and several larger stores in ROI. Toy World’s John Baulch and Rachael Simpson-Jones paid a visit to The Entertainer’s Amersham HQ to find out more about the rollout’s progress – and address some of the rumours that have been swirling around the toy industry – with the help of Andrew Murphy, Group CEO of The Entertainer, and Geoff Sheffield, chief commercial officer.

AAs we arrive at The Entertainer’s head office for this catch up, a screen in the foyer informs anyone stepping through the revolving door that the retailer is now on Week 7 of its Tesco rollout. 130 stores down, 675 to go. A softspoken Scot who weighs each statement carefully before sharing it with us, Andrew Murphy says progress so far has been remarkably smooth, with only two store installations delayed by logistics challenges.

The scale of the rollout is a far cry from the 35-store trial

The Entertainer successfully undertook in October 2022, leading the team to adopt a ‘learning mentality’ that will persist throughout. “We’re essentially keen students,” Andrew explains. “The key lies in understanding the realities of how supermarket trading environments differ from specialist store environments, how the seasons play out, how impulse shoppers behave versus destination shoppers. To be perfectly honest, this year’s rollout is really all about blowing the doors off 2025.”

The Entertainer’s ability to adapt to new learnings as they arise depends on individual circumstances. The pace

of the rollout cannot be altered – the completion date is set for October half-term, for obvious reasons – and while the number of bay installations varies hugely (between one and 47, depending on the size of the Tesco in question), Andrew doesn’t foresee any ‘hiccups’, as he refers to them. He’s the epitome of quiet confidence.

When The Entertainer’s staff were first informed about the move, the initial kneejerk response was (understandably) one of anxiety. Concerns regarding the cannibalisation of the retailer’s specialist stores had to be addressed promptly and pragmatically: it’s not like Tesco wasn’t already a part of the toy retail landscape, so going in and producing an improved offering means the Tesco deal runs adjacent to, not instead of, The Entertainer’s existing store portfolio. That elephant in the room dealt with, everyone is undeniably excited about what the rollout will mean for the success of The Entertainer moving forward.

Those selected to include the new Tesco departments as part of their remit are likewise delighted with the deal, which has finally released a slew of career development opportunities. Store managers are now able to become area

managers, assistant store managers can move up to fill the gaps left by the store managers, and so on. For those that have spent the past 15 months working exceptionally hard on turning the trial into a longterm strategic partnership, as well as those who’ve been patiently waiting in the wings for their turn to move up the career development ladder, seeing it all come to fruition is both satisfying and exciting.

Geoff, too, seems pleased with how the rollout is going, though he notes that thus far, installations have largely been in smaller format Tesco stores and therefore easier to execute. The Entertainer has been working with eXPD8 as well as other third-party partners, some new to Toys, with the retailer leveraging its expert oversight to ensure everyone understands what’s expected of them and the high standard of installations required.

When asked how The Entertainer’s suppliers have reacted to the move, Geoff smiles somewhat ruefully and replies: “Well, as you can imagine, I’ve had a lot of conversations since the news broke on 4th January.” Indeed, it was the topic on just about everyone’s lips at London Toy Fair 2024 and reactions were varied, to put it mildly, even

Special Feature The Entertainer

though, as Geoff sees it, it was not beyond the realms of possibility that Tesco could have exited the toy industry altogether – and that would have been disastrous.

“I think everyone just needed a little time to get their heads round what the deal would mean for them,” he adds. “As time has passed and suppliers have realised the opportunities the rollout offers, we’re seeing tangible engagement. Conversations are becoming more encouraging and new commercial thinking is being unlocked. Yes, there are pinch points for some of our partners when you look at what they were previously doing with Tesco, but the choice is to get on the bus – or not.”

Andrew furthers the bus analogy here: according to him, some suppliers are seated, belts fastened, guidebooks out. Others are making their way down the aisle, looking for a seat, and yet more are waiting at the bus stop for their turn to get on. “We need the right type of participation and support from our suppliers, so if you don’t believe in what we’re doing, then this isn’t the journey for you,” he says, matter of fact. “To some extent, suppliers need to forget what came before. Take the example of retail landlords versus post-pandemic. The days of being charged pre-pandemic amounts for your space were over when lockdowns came into effect, landlords just didn’t realise it straight away (or didn’t want to admit it). By and large, it’s irrelevant what happened before. We’re obviously on the positive side of the equation, but the question is whether suppliers want what’s available to them in the future. And by the way, that’s not set in stone: we can shape partnerships together. The Grants’ business is founded on relationships, and deep investment in the Toy industry and its longevity. People know by now that we’ll get to any reckoning much faster, and with much less BS, than could arguably be expected from some other retailers.”

To date, one of the biggest learnings from the post-trial partnership has been the difference in customer visit frequency: many consumers do their grocery shopping weekly, whereas a visit to a toy shop might be once or twice a month. In the supermarket setting, range refreshes suddenly become much more important versus specialist stores, so ranges don’t become stale in the eyes of the consumer. Staff discounts and Tesco Clubcard deals have also become part of the picture (they weren’t during the trial). Tesco’s Clubcard programme is vital to incentivising

customer loyalty and monitoring behaviour, though Andrew points out that as a totally new dynamic, The Entertainer is still working out how to maximise on the opportunities it offers.

“Going by some of the commentary on this deal, it seems some observers don’t fully appreciate just how little information we receive from Tesco because of commercial law,” Andrew explains. “When we talk about this year being a learning year, it’s not just because we’re taking a suck-it-and-see approach. We can triangulate from publicly available information, but we just don’t have big files coming our way, shedding light on the answers to our most pertinent questions.”

Within the industry, the topic of margins is one that keeps coming up. Andrew says it’s no secret that The Entertainer is looking to achieve different margins on Toys than those

Tesco has historically, though obsessing over percentages means nothing until volume sales have translated into cash. The Entertainer, says Andrew, retains flexibility when it comes to product mix and margin requirements. Whilst on the topic, we asked Andrew and Geoff whether rumours regarding suppliers being asked for higher margins on Tesco lines versus The Entertainer ones were true or unfounded.

“Our intent is very much to run one business,” Andrew offers, by way of addressing the question. “We’ve no desire to make channel-specific deals – it’s just not helpful for us. But the reality is these aren’t ‘apples with apples’ comparisons; a 3,000 square foot store that we wholly own needs to be traded very differently to a supermarket aisle that two or three times a year gets an additional fabulous opportunity on 20 out of aisle pallets. So, ultimately, yes, sometimes outturn margins will be different and therefore so too will be the related deal structures we agree with suppliers. However, like I said, we’re here to run a single business and only when specific complexities within that need to be managed will there be variation between the deals we seek.”

Another hot topic of conversation in the industry is what the average product mix is going to look like once the rollout is complete. Of course, much depends on individual store formats. While The Entertainer stores carry an average of 4-5,000 SKUs, the biggest Tesco superstores can only carry around 1,000 (perhaps less), meaning lines must be condensed out of necessity. Decisions must be made on what makes the cut and what doesn’t, what the mix needs to be in order to cater to the demands of Tesco shoppers. The Entertainer’s own-brand Addo Play range forms a strong part of the retailer’s value proposition. After that, the merchandising teams are taking a straightforward top-down approach, looking first at best-sellers within The Entertainer stores – those that would make most sense to also stock at Tesco – and working through other brands from there. For those wondering, Geoff confirms that shoppers will no longer see some brands or types of toy that Tesco previously offered, in line with the Christian principles of The Entertainer founder Gary Grant.

When pressed, Geoff says the average Tesco toy aisle will be approximately a 50/50 split between Addo Play/ELC and brands from outside suppliers, a balance he believes suits the retailer, its partners, and its customers. Addo is a brand that offers both value for money and play value too, and Geoff feels this is what Tesco shoppers are looking for (not that other brands don’t offer the same, of course). The 50/50

Andrew Murphy

Geoff Sheffield

Special Feature The Entertainer

split comes with a caveat though: that it’s not to be viewed as indicative of what the split will be once the partnership has bedded in and matured. After all, The Entertainer is a business, run by businesspeople, and it will do what it must to make the partnership work.

“One of the biggest changes has been to our forward planning,” adds Geoff. “Our commercial team has brought conversations forward: starting conversations about spring/ summer 2025 in April 2024 is maybe not something you would have expected of us, but here we are. Times change. Our suppliers need to be able to plan if we’re going to land the right product mix.”

Sitting across the table from Andrew and Geoff, we can’t pass up the opportunity to also address one of the more outlandish rumours that’s been circulating – that some toy suppliers are intending to use a loophole to circumvent The Entertainer entirely and supply Tesco directly instead, thereby securing a presence outside of The Entertainer aisles. Is there any truth in that?

“None at all,” states Andrew, though he does concede that the nature of adjacent categories means shoppers could find toys outside of the retailer’s branded aisles: plush for Valentine’s Day with the cards and wrapping paper, collectibles with the magazines, certain lines in the stationery department etc. “But in the spirit in which your question is meant, no, absolutely not. It may not come as much of a surprise that some suppliers have tested this for themselves, only to then come back to us two weeks later.”

Indeed, considering that Tesco’s strategic rationale in bringing The Entertainer in in the first place was to have an outside team of dedicated experts looking after this complex category, what would be the point in it leaving the door open in such a way, meaning it would have to retain some level of oversight, systems and supply chain capacity?

The deal with Tesco also gives The Entertainer a foothold in Ireland, previously an untapped market for the retailer. Despite being ‘Smyth’s back yard’, as Andrew describes it, the team feels competition will be a positive thing in the

region; in January 2023, Argos closed all of its 34 stores in the Republic of Ireland, leaving a void into which The Entertainer, via Tesco, can move. While only around 10% of Tesco’s total store portfolio, the opportunities on offer are nonetheless exciting for Andrew and Geoff.

“We went out there six weeks ago to assess the marketplace, which is very different to over here in terms of density and competition,” says Geoff. “Our Irish Tesco installations should be up and running in June or July. The whole rollout is a lot of hard yards, but it’s very rewarding when you start to see the finished stores.”

With our meeting drawing to a close, there was just time to ask Andrew whether he wanted to offer comment on Poly Toys. Teal Group, The Entertainer’s parent company, acquired the Spanish toy chain - which owns some 30 stores across the country - from an administrator in 2018, but in March this year announced it had put forward a ‘request of liquidation’ in the face of the ‘inviability of the business’. In the days that followed, the story evolved, with Poly’s Pablo Merino, country director at Poly Juguetes, getting in touch after reading John’s initial Friday Blog. We therefore felt it was only fair to give the team at The Entertainer a chance to put across its own take on the matter, which Andrew was happy to do.

“The Grants are businesspeople,” he explains, noting that their commitment to commercial success means their backing out of something should be taken as a sign it simply cannot be done. “We reached a point, not long after I joined, where it became clear that what it was going to take to realise the opportunities we wanted to realise simply wasn’t financially viable. When we took Poly on, it was a serial loss-maker (even pre-Brexit), and while we significantly improved its position in the market, unfortunately we just couldn’t improve it enough – not in a sensible way. The energy and resources it would have taken would have choked off much bigger, more strategically important parts of our business. It’s sad, it’s not something we’re happy about, but we’re not conflicted about it either. The decision made was 100% the right one.”

However readers feel about The Entertainer’s deal with Tesco, and regardless of the rumours and gossip they hear, it’s patently clear that from where Andrew and Geoff and the rest of the team are sitting, the retailer is embarking on a transformational journey to which it is unassailably committed. The wheels on this particular bus are very much in motion – all that remains to be seen is how far it can travel.

“I’d like to thank all our partners and suppliers for their support,” finishes Geoff. “It’s been a choppy first three months of the year for all sorts of reasons, but everyone we work with has been incredibly engaged and willing to work with us on overcoming hurdles and making the most of the opportunities ahead. We pride ourselves on our relationships. We know we’re not the easiest to deal with sometimes, but we’re never anything less than completely honest and transparent with our partners and as a result we enjoy really close relationships with our suppliers. I want to recognise that.”

“The Tesco deal is huge, but it’s not opportunistic: it’s a strategic response to how difficult it is to run a toy retailerhaving to own all your own property, cover all that ground, pre-commit all those costs,” Andrew adds. “This is a new business model for us moving forward - we call it the 'Total Toy Platform'. We’re never going to move away from having our own stores, they’re the backbone of our business and mean we're always fully connected to everything that’s happening in the market between suppliers at one end and customers at the other, but we’ve recognised a huge opportunity for us in the difficulties multicategory retailers face in sustaining a compelling toy offering. We can make those economics work - for them and us. Very few toy businesses across the world would be capable of plugging in to a massive supermarket chain like Tesco in the way we have, and we can do the same for department stores, discounters, garden centres or pureplays, in the UK and internationally. We're well on our way to making this a way of life for The Entertainer – not just a one-off event.”

Special Feature Solving the labour shortage could be child’s play for companies with Family-Friendly Factories

Ethical Supply Chain Program

Carmel Giblin, CEO and president of Ethical Supply Chain Program, explain how ESCP’s Family-Friendly Factory programme operates, its ambitions, and why the organisation is looking further than audits alone to improve labour standards in the supply chain.

Labour shortages are a global issue for manufacturers, with many having to work harder to both hire and retain workers. There are many reasons for this, including a widespread skills deficit, but one factor increasingly cited by workers is a lack of childcare support.

This is an issue that the Ethical Supply Chain Program (ESCP) has been seeking to address. The organisation is helping factories and communities to resolve childcare issues by working directly with them to create childcare spaces for working parents through its Family-Friendly Factory programme. At the end of 2023, ESCP had already opened 52 spaces, with a further 15 expected to open in 2024. The programme is also set to open four communitybased childcare centres for the first time this year, helping to significantly increase access to childcare for many more families.

How does ESCP’s Family-Friendly Factory (FFF) programme solve problems for businesses?

The FFF programme builds on ESCP’s certification and audit programme, which has helped suppliers to identify and remedy compliance issues for almost two decades.

We saw that labour shortages were negatively affecting companies’ performance in terms of labour standards, operating costs and their ability to grow. To help them, we had to go ‘beyond audit’ and help them to understand and address the reasons why they were suffering these shortages. We found that a lack of affordable, safe and accessible childcare was the No. 1 reason factory workers were leaving their jobs.

Our programme helps working parents and caregivers to remain in or return to work. This can be beneficial for so many: the individuals, their children, their community and their employers. 70% of managers in the factories that we work with say worker retention has increased due to our programme, while 92% of workers tell us they intend to stay longer.

Are these problems shared globally?

We’re currently implementing our FFF programme

in China, Vietnam and Mexico, and this year we’re expanding it to Indonesia. We’re finding the same issues in all countries, which is why we’re looking to make the programme global.

Can you tell us about the ‘beyond audit’ approach and why it matters in global supply chains today?

Social audits have been commonplace for companies and their suppliers for over three decades. They provide transparency on supply chain performance as well as inform businesses about non-compliances.

However, while an audit provides data and evidence to highlight issues, it’s not enough on its own. In the worst cases, non-compliances identified during an audit are either never remedied or simply dealt with in the short term. This is why audits are often criticised, as some businesses invest huge amounts to make slow - or no - improvements.

By taking a ‘beyond audit’ approach, companies can gain a deeper understanding of issues and their root causes, enabling them to make positive changes in the long term.

What are some of the typical challenges that businesses and workers face, that can be solved by this approach?

They vary of course, but I would highlight four key challenges businesses and workers face:

• Cost vs. value: auditing should be seen as a long-term positive investment rather than a tick-box exercise or even a cost to cut. As an example, if labour standards improve because changes are made following an audit, so will supply chain performance.

• Supplier and buyer relationships: there can often be mistrust and a lack of communication between the two, with blame freely exchanged. Instead, the relationship needs to remain open and transparent so that the two parties can work together to build on the outcomes of an audit.

• Lack of expertise: buyers often don’t have the resources to resolve compliance issues on their own – but with the ‘beyond audit’ approach, they can work together with a third party like ESCP to remedy any issues.

• Creating scalable, fit for purpose solutions: businesses should think globally if they want to make sustainable changes, but act locally. This local expertise is critical.

What is ESCP’s ambition with the FFF programme?

The success of the FFF programme to date has inspired us to launch our 2025 ambition. Together with our supplier and buyer members, we will benefit 30,000 children through 100 childcare spaces and recognise 50 factories as being ‘Family-Friendly.’ We are on track to achieve these targets and even go further with our new community-based childcare centres.

The toy industry has led the way in its response to this global issue, inspiring other sectors to follow suit. Companies in apparel, electronics, footwear and home appliances are now joining us, and through the programme are better meeting the needs of their workers and their business.

The UN’s inaugural International Day of Play, which aims to champion and protect children’s right to play, takes place on June 11th 2024. In your opinion, why is play so important to a child’s development?

The importance of play for children should come as no surprise to the toy industry. We know it improves their cognitive, physical, social and emotional well-being. Through providing childcare and training for parents and educators, the FFF programme is enabling children with the fewest opportunities to access play and be children. It’s fantastic to see the UN adopting an International Day of Play and we congratulate our FFF programme primary funder, Lego, for its involvement in its creation.

What advice would you share with factories if they want to create a familyfriendly working environment?

My top tips are:

• Engage your workers and listen to their needs.

• Identify which family-friendly policies are best suited for your business to implement.

• Collaborate with a third party, such as the Ethical Supply Chain Program.

To find out more about how the Family-Friendly Factory program can work for factories, suppliers or your business, get in touch with the Ethical Supply Chain Programjoin@ethicalsupplychain.org

Opinion Opening a new toy store in 2024 in America Rick Derr

After 20 years working at A.C. Nielsen/D&B Research Company, Rick opened the first Learning Express Toys franchise in the Chicago area in 1996, and then became a sub-franchiser, opening nine more stores. Although leaving the corporate environment behind, he has combined his expertise in data and numbers with a passion for the toy retail space. This month, Rick takes Toy World readers behind the scenes of his latest Learning Express store opening.

By the time you read this, the grand opening of our new store will have taken place on May 17th in Naperville, Illinois. A suburb of Chicago, this area had a Learning Express from the mid-2000s until early 2021, but we closed this location after a death in the franchisee’s family was followed by the pandemic, along with unviable rent increases. Coming out of this uncertain period, I was in no hurry to sell a new franchisee on retail in the toy business. Then the ‘squidgets’ craze happened, and 2021 and 2022 flew by with record sales in our indie channel. Finally, at the beginning of 2023, I began vetting potential candidates who could reopen a successful Learning Express store in an aboveaverage demographic area. This process takes time: in fact, it took nine months before we finalised a franchise agreement and started to look for a location. Space became available in a high-traffic strip centre in an area we knew. We jumped at the chance and finalised a lease in just three months.

Once we obtained the space, a retrofit needed to occur, based on our specifications. In the US, permits are a major time drain. Each community sets their own standards of construction requirements: demolition permits, electrical and sewage permits, framing permits, sign permits, etc. At the time of writing, we have a sign permit outstanding as well as a final inspection - I guess they want to check that we do actually sell toys.

So, what is our Learning Express process? Once our build-out design is completed, we submit purchase orders to approximately 120 vendors for an opening order. Our standard opening order runs to around $150,000 and the first order is guaranteed for the franchisee. We submit the orders about five weeks before the opening date, with products arriving three weeks before the grand opening. Prior to the opening, I dispatched 2-3 team members to work with the new owner, who has also hired and trained local team members. During these three weeks we receive products, merchandise products by category, build displays and double check all barcodes for quality and easy check out. We teach our computer POS system and begin analysing data. The marketing machine, which has already been set up - Facebook, website, TikTok, Instagram, etc. - also ramps up as we collect emails and offer raffles online, as well as other incentives, to build a database of potential customers before we open the doors.

Why do customers choose Learning Express? We have unique products and services in both fun and convenient locations.

Products/services

We canvas the globe to find the finest merchandise selection - the toys kids want and surprising gifts for all ages. We jump on hot product quickly and have established Learning Express as the best place in the US to find trending items, through our active and engaging social media programme. Kids and shoppers love our birthday gift registry and our knowledgeable team members wrap presents free of charge, making each shopping experience a reason to come back.

Letter from America

We attract an affluent family demographic with disposable income and a demand for quality. Our typical shopper has 1-3 kids or grandkids and a lot of birthday parties to organise and attend. And of course, kids love shopping with us, too!

• $120,000+ - Average household income

• 100,000+ - population within a 5-mile radius

• 20% - Children aged 0-14

Our locations

Our development team delivers innovative, fun and cost-effective store designs. We typically target shopping centres featuring an upscale grocery anchor and high foot traffic that customers visit multiple times per week.

• 1,500 – 3,000 square feet - typical store size

• 30 feet - typical store frontage

Investment

In the US, a franchise must update the Franchise Disclosure Document each year with the most relevant data. Learning Express estimates the initial investment for new Learning Express stores to be $200,000-$400,000 in 2024, with the two biggest unknowns being leasehold improvements and opening inventory value. Our newest location will be well within these ranges as the franchisee starts their journey with 37 years of support from the largest chain of toy stores in the US (90 locations and counting).

Our business model is simple but powerful: the ‘owner’ is the key. Even above location and product mix, they are the engine. Our strategy is known as T, P, W: hire the best team, curate the best local selection of products, and provide a wow in all you do, both in-store and online, with social media a key component of your success. Wish us luck, as nothing is a given. But with good research, solid planning and flawless execution, as well as delivering on our passion for serving our local communities and their children, we have a good chance of success. Stay tuned for updates on our newest store’s journey.

Shopper profile

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A piece of the action

Action figures – the perfect way for fans of brands and franchises to immersive themselves in the worlds of their heroes, to display their love of a chosen TV show, film or game, and to role-play the excitement and adrenaline of the death defying rescues and ‘taking down the bad guy’ action seen on-screens both big and small. Rachael Simpson-Jones looks at the licences dominating the category this year and asks a selection of leading suppliers how stockists can grab a piece of the action for themselves.

The Action Figure category is inextricably linked to the Character Licensed Toys category, with suppliers and manufacturers leaning heavily into evergreen or on-trend TV, film and gaming licences. In 2024, this means they can tie into some major anniversaries for steady, evergreen brands as well as a few that are enjoying a major resurgence thanks to new content.

Let’s start with the evergreens. According to Martin Rowe, senior Marketing manager at Hasbro UK & Ireland, 2024 is set to be a huge year for Transformers, with the brand turning 40, the highly anticipated Transformers One movie dropping in autumn, and an array of marketing activations taking place throughout the year. Hasbro revealed its new Transformers One action figure line-up in April, to a very positive reception: readers love the highly toyetic style of the figures and the variety offered by the range. The Transformers Studio Series Deluxe Class Optimus Prime figure is joined by the 11” Mega Changer figures and 5” Prime Changer figures, as well as two 9.9” figures that convert to wearable role-playing masks.

“Many of our action figure ranges are supported with integrated marketing and retail activations,” says Martin.

“For example, for Transformers we will be kicking off a global campaign on 17th September - International Transformers Day - which marks the official 40th birthday of the brand. From this date, we’ll be ramping up towards the movie release on 11th October with a fully integrated marketing campaign, in collaboration with Paramount. The movie will delight kids and adults alike and puts us in a great position to build sales momentum going into peak season.”

Transformers isn’t the only franchise celebrating its 40th anniversary this year, with Teenage Mutant Ninja Turtles also marking four decades since the heroes in a half shell first appeared in comic book form. Since then, the property has spawned a raft of games, TV series and films, the most recent of which – Teenage Mutant Ninja Turtles: Mutant Mayhem – will be followed this summer by Tales of the Teenage Mutant Ninja Turtles. The new content has been bolstered by a strong line of action figures, not least of which is Playmates Toys’ range. Distributed in the UK by Character Options, 2024 additions include figures with interchangeable heads and limbs. Blind-bag collectibles specialist Mighty Jaxx is also enhancing the toy selection on offer for fans with its brand-new Arcade: Teenage Mutant

Ninja Turtles collection, which brings a touch of gaming nostalgia to the market with its 8-bit pixel style.

Fresh content is also breathing new life into other existing franchises, and in turn leading to the launch of multiple new action figure ranges. Disney continues to churn out Star Wars content on Disney+, with Star Wars: The Acolyte, Star Wars Skeleton Crew and (maybe) Andor Season 2 all arriving this year. Anyone who celebrated ‘Star Wars Day’ on May the 4th will know that Hasbro supported the annual fan event with a raft of new action figures across its across its Black Series, Vintage and Retro lines. And Flair GP’s action figure range for Godzilla x Kong: The New Empire - the critically acclaimed 2004 blockbuster from Warner Bros. - has been highlighted by multiple retailers this month as a bright spot in an otherwise challenging few months, including by Toy Barnhaus and Howley’s Toymaster.

Heathside, meanwhile, has been named European distributor for Syndicate Collectibles’ Fallout range, following huge demand for product from fans of the new Amazon Prime TV live-action series. (Amazon is the latest studio to bet big on a high-profile console-to-TV adaptation, with Paramount+’s Halo first airing in 2022 and Netflix’s

Feature Action Figures & Collectibles

highly anticipated Horizon series slated to air in 2026.) Heathside has reacted quickly to this demand – which is to be expected from a company that bills itself as a ‘go-to destination’ for action figures, prides itself on its extensive product knowledge and aims to always stay abreast of pop culture trends. Max Nelson, Sales director at Heathside, told Toy World: “We continuously update retailers on the hottest properties, even if we don't have licensed products ourselves. Having this relationship with our customers is really important to us as pop culture experts.”

“Heathside focuses on strategic pricing and a compelling product presentation for all our launches, emphasising volume sales,” adds Max. “Our focus on hot properties reduces the reliance for extensive marketing spends, as the properties are widely regarded and sought-after. As we gear up to enhance our marketing efforts, our exciting, licensed products stand out on-shelf, enticing customers with their value and appeal.”

Alongside Fallout, Sonic the Hedgehog, South Park and other licensed ranges, Heathside is seeing success with the likes of Hatsune Miku and Dragon Ball Z. Indeed, anime remains a major subsector within the action figure category, particularly when it comes to collectibles. Mighty Jaxx’s MD of Europe, Alex Neale, tells Toy World: “One Piece is on fire, further fuelled by the Netflix live-action show, with our recent Luffy Gears series the No. 1 selling product in many large retail chains both in Europe and the US and our new Jujutsu Kaisen line already sold out purely on preorders.”

Bandai UK’s Ciaran Chivers-Procter, Collector & Hobby Brand manager, says anime licences have been a real standout over the past few years, and that sales of anime toys show no signs of slowing this year.

He says: “With Netflix expanding its anime library, properties such as SpyxFamily and My Hero Academia have kicked off the year generating significant buzz. Additionally, the increasing popularity of One Piece, celebrating 25 years since its debut, along with the anticipation surrounding the upcoming Netflix Live Action series and new anime re-imagining, make it one to watch. Meanwhile Dragon Ball, arguably the most recognisable anime of all time, is also gearing up for another new series at the tail end of the year with Dragon Ball Daima, which has a lot of exciting surprises in store for both new and old fans alike.”

Indeed, Action Figures is one toy category that really caters to both ‘new and old’ (or should that be young and more mature?), with the kidult pound continuing to account for a substantial percentage of sales. So, is the category at risk of being taken over by the grown-ups? Max at Heathside doesn’t think so: he says that while he’s witnessed a surge in adult collector spending, the opportunity to sell action figures to children is still huge. He adds: “We try to adapt our approach based on licence: mass market licences can easily appeal to both demographics, boosting sales volume. Balancing appeal between kids and adults maximises both the market reach and product uptake.”

Martin at Hasbro, meanwhile, says that while the Action Figures category over-indexes on adult purchases, the majority of purchases are still made by kids. “In our experience, the split between adult and kid purchase varies by brand and in some instances, adults are

the majority purchaser,” he explains. “Our action figure offering caters to fans of all ages, from pre-school all the way up to adult collectors, and our insights show that the way consumers play with action figures changes as they get older. Our product ranges cater to all milestones.”

The Action Figures category is benefiting from new formats that are providing even more choice to all collectors. For Star Wars, Avengers and Spider-Man, Hasbro is introducing the 4” Epic Hero Series, which lets kids collect their favourite heroes in a new scale and bring their stories to life with action-packed vehicles, play sets, and accessories. Jazwares showcased the latest additions to its Star Wars Micro Galaxy Squadron range at London Toy Fair and Spielwarenmesse 2024. The line brings Star Wars fans 1” scale action figures and detailed, highly collectible vehicles and ships at accessible price points. Funko’s Bitty Pop! line also continues to bring fans collectibles in micro scale, including the most recent addition to the range, Lord of the Rings Bitty Pop!. The company is also introducing display solutions for collectors seeking fresh ways to show off their collections: readers can find out more about this on p. 52.

At the other end of the size spectrum, Spin Master has gone big with its new DC Giants action figures. Although the typical 12” in height, the figures are super-chunky, easier for smaller hands to hold and perfect for role-playing battle scenes between Batman and King Shark. Elsewhere, gaming continues to make its mark on the category. PMI Kids’ World continues to be a leader when it comes to collectible figures based on big-name games. This year, the company is launching its muchanticipated Minecraft range, which includes blind-bag figures and figure sets, as well as its new Stumble Guys range of Mr. Stumble Caps, newly designed 2-figure blind boxes based on the iconic green hat worn by Mr. Stumble himself. Mattel’s Minecraft range is expanding with the introduction of the Mini assortment, including the Mini Mode Spawn Egg Assortment and Mini Mode Mini Mining Pack, as well as the 3.25" Feature Figure Sniffer. Meanwhile, Simba Smoby’s Jada range is launching a new range of 6”

the iconic arcade game.

With so much to get behind this year, fans are certainly spoilt for choice and retailers have much to keep an eye on in the coming months (not least of which is Marvel’s Deadpool & Wolverine, which is expected to fuel huge demand for licensed toys, including new action figures from Hasbro). While choice is a great thing for consumers, it can pose something of a headache for retailers, which – as Ciaran Chivers-Procter notes – have to both keep abreast of the latest trends and be reactive to emerging properties. For indies, that means knowledge is power.

“HMV, for example, has done very well at pivoting its business to have a greater focus on pop culture and collectibles and has proven to be very reactive and open to new brands and products,” he says. “I think keeping an open dialogue with manufacturers and distributors, as well as looking at what is working in the more niche retailers, can help inform specialist toy retailers as to what is resonating with consumers. Enhancing the retail experience with in-store displays, activations and activities really resonates with consumers positioning retailers as an authentic destination for their favourite brands.”

Mighty Jaxx works with just about any kind of retailer, including independents who buy direct from the company or via one of its distributors. Alex would like to see toy retailers is to expand their vision beyond what they've always sold to try something different, particularly if they hope to become destination stores for action figures and collectibles. Mighty Jaxx might be new to the UK market, with just one full year of trading behind it, but it’s been running for over 10 years internationally – very successfully - and the blind box category accounts for billions of dollars each year in South East Asia.

He says: “We’re way earlier in the lifecycle in Europe, so whoever gets on board now is going to enjoy the ride for longer. We may not (yet) be a household name, but we're certainly a brand for retailers to look out for over the next 12 months - we have some incredibly exciting releases coming up.”

He adds: “We appreciate that many retailers remain unconvinced by blind box products or associate them with low-priced, lower quality specs. To change this mindset, we’ve taken a different approach and tried to put a unique twist on every product we release. We also make it easy to trial new lines with low MOQs and offer POS materials, such as FSDUs or display cases, for those retailers with enough space to accommodate them.”

To help support stockists, Hasbro works closely with them on release timings, ensuring retailers can meet fans’ needs with the latest product information and the tools to offer global pre-order and on-shelf dates. The company also collaborates on in-store and online activations, with valueadded promotions such as ‘Buy 3 and May the 4th be with You’ helping them celebrate Star Wars Day, or Gift with Purchase opportunities making these stores a top destination for action figures.

Martin Rowe tells Toy World: “We recognise that across the fan channel, each retailer appeals to different types of fans and collectors. We prioritise range optimisation to ensure they have the best product for their shoppers, working with them on retail activations for key moments, marketing support and promotional tools to drive sales and encourage consumer purchase.”

Over the following pages, Toy World takes a closer look at the Action Figures category, bringing readers everything they need to know about this year’s major new launches.

Brand Profile Small but mighty Funko

Despite their diminutive size, Funko’s Bitty Pop! have been a huge success for the company, playing straight into the hands of Pop! fans and lovers of miniature toys alike. Andy Oddie, chief commercial officer at Funko, tells Toy World what’s behind the growing demand for the range, how the company is expanding the line-up with new solutions for collectors, and what’s on the horizon for Bitty Pop!’s big sibling.

Since launching a year ago, how has Bitty Pop! performed – and how has it been received by consumers?

Bitty Pop! has been a resounding success across all markets, becoming our most successful product launch in the last five years. We were all pretty excited to hear that Bitty Pop! is now the leading new brand launch in the Action Figures Supercategory throughout Europe.

Why has Funko chosen the licences it has so far for Bitty Pop!? Are you aiming for widespread appeal, generational appeal, or new and trending properties?

Our goal is not to limit the licensing opportunities for Bitty Pop! products. The strength of our licensor library and the rich history of Funko Pop! inspire the variety that sets this new line apart. While planning upcoming Bitty Pop! releases, we of course look back at the success of the Funko Pop! lines to ensure an engaging product experience for consumers.

Are the new Bitty Pop! Display Units launching this year a result of consumer demand, or have they always been part of the brand strategy? What will they offer collectors?

Incorporating display units has always been a big part of our plan, as they play a key role in what makes our products so appealing to collectors. Collectors want a cool and convenient way to showcase their Funko products, both for

themselves and their visitors. Bitty Pop! offers a great spacesaving option, and we’re thrilled to soon launch the new Bitty Pop! Display Units. These allow fans to display their collections in themed settings, such as Hogwarts for Harry Potter, the Death Star for Star Wars, and the Bat-Signal for DC. These units are kicking off the range.

How important do you think the RRP of Bitty Pop! has been to its success, given that many consumers are watching the pennies?

In today's market, price is a critical factor, and micro figures have emerged as a popular trend. As consumers tighten their belts and seek more affordable toy options, research and data indicate a shift towards value-conscious shopping. Bitty Pop! has gained significant traction, ranking as the 5th fastest-growing collectible brand across total Toys in Europe. We believe the attractive price point contributes to this success.

Do you find the mystery/blind element seen in the Bitty Pop! 4-pack is still the driving force behind sales of the range, or do you think the miniature form-factor is the more desirable element?

I think both factors really boost the appeal of the 4-pack. Miniature collectibles are super popular right now, and everyone loves the excitement of a blind item. We've been really smart about picking our blind items, making sure to include fan favourites that will leave consumers happy.

Away from Bitty Pop!, how is the ‘classic’ Funko Pop! performing these days?

The classic 4" Pop! line keeps going strong, especially as we strengthen our licensing partnerships. We’re giving our fans access to a bigger and more diverse range of products than ever before. We've seen spectacular growth in the last few years in lines such as Anime, which have become major parts of the Funko Pop! business. This rise in popularity shows how well we adapt to different fan interests, making sure our catalogue has something for everyone.

What major developments have there been in Funko Pop!?

Bitty Pop! is our most significant innovation since the 4" Pop! line was first introduced. We have a ton of properties available now, with many more coming soon. We're also expanding the range's form factors to keep up with consumer interest and ensure the collection continues to evolve and grow.

How big an impact is the Kidult market having on the success of ranges such as Bitty Pop! and Funko Pop!

We closely track Kidult data as it's a key part of Funko's DNA. Major partners want to tap into this market, and we're often leading the trend—our consumers know us for it. However, we don't let it define us. Funko offers much more: the range and popularity of our categories and product lines demonstrate our commitment to producing a diverse array of collectibles for all.

How is Funko going to ensure the longevity of both lines moving into 2025 and beyond?

Our audience is growing faster than ever, thanks to our creative and licensing innovations, along with our unique Pop! Yourself platform. With Pop! Yourself, fans can design custom Pop! figures of themselves or their friends and family. This interactive feature makes our offerings more personal and engaging, expanding our appeal and our connection with fans.

Meanwhile, Bitty Pop! is quickly becoming a staple in the Funko family, playing a key role in bolstering the business. Its popularity and appeal help strengthen our overall portfolio and contribute to our ongoing success.

Is there anything else you’d like our readers to know?

Funko is always looking for innovative ways to connect with its audience. From our Pop! Yourself platform to experiential and franchise retail stores, we’re continuously expanding our reach. We're also exploring new form factors like Bitty Pop! and creating fast-track moments such as the Jason Kelce shirtless Pop! figure. Marketing stunts such as the Darth Vader Pop! Empire State Building event add even more excitement to our brand. These diverse strategies are just a few examples of how Funko keeps driving the business forward and stays ahead in the industry.

Action Figures & Collectibles

Mattel

01628 500 000 | www.mattel.com

Mattel’s Jurassic World toy range is based on the new Netflix animated series Chaos Theory. The range includes the Jurassic World Battle Roarin' Becklespinax. This large-scale articulated Becklespinax figure has an eye-catching, bright deco as well as sound and action features activated by a spin wheel. It also has an ‘evolved for battle’ extending feature.

The range also includes the Jurassic World All-Out Attack Tyrannosaurus Rex, which brings rampage attack and ‘evolved for battle’ features to the most iconic species of them all. This action figure's rampage attack comes in the form of a dramatic up and down neck thrash, along with a chomp action and roaring sounds. Also new to the Mattel Jurassic World range is the Jurassic World Super Colossal Allosaurus. This extra-large dinosaur figure doesn't just look fierce, with its spiked spine, menacing teeth and gnarled claws: it can also ‘swallow’ up to 20 mini dinosaur figures.

New to the Mattel Minecraft range is a whole new Mini segment, which includes the Mini Mode Spawn Egg Assortment and Mini Mode Mini Mining Pack Assortment, both of which offer plenty of figures to collect. The range also includes the Mini Mode Rise of the Warden Playset, which is over 9” long and 7” wide and comes with two Mini Mode figures: Steve and the Warden. Also in the range is the 3.25" Feature Figure Sniffer, the 2022 Mob Vote winner. This 3.25” scale Sniffer figure has game-accurate sounds that add to the fun.

The Minecraft Exploding RC Creeper is the ultimate remote-control figure with game-authentic movement. Kids can load the 10 explosion particles into the Exploding RC Creeper and press the button on the controller for lights and sounds, then press and hold to explode the Creeper and launch the particles into the air. The surprise exploding action is sure to be a hit with Minecraft fans, who can press the joystick on the controller to move the Creeper and recreate exciting in-game moments again and again.

The Mattel WWE Main Event figures continue to bring WWE fan favourites to market with improved leg and hip mobility for dynamic posing and play action. Fans can continue to build out their collection with the new Elite Figures, which include 25 points of articulation. Each character comes complete with relevant accessories that are unique to them as well as swappable hands. The Ultimate Edition Figures, meanwhile, have 35 points of articulation, fully poseable entrance gear and swappable heads and hands.

To celebrate the premium WWE live events, Summer Slam and Survivor series, Mattel is launching four figures within each event. Finally, kids can recreate iconic entrances with the Lucha Low Rider with hydraulics action, which includes a WWE Main Event Rey Mysterio action figure with advanced articulation.

A.B.Gee

01773 570 444 | www.abgee.co.uk

A.B.Gee continues to grow its range of Bullyland collectible figures with the introduction of characters from the Marvel franchise.

Very few other Disney universes have established themselves as successfully in the cinema landscape as Marvel has, with countless films, as well as standalone and spin-off TV series, made about the heroes and villains. Perfect for Marvel fans of all ages, six of the most popular characters are being released in August as collectible figures.

Each authentically modelled figure is mounted on a base that reflects their world and the movies they star in. Spider-Man strikes a pose atop one of the many New York rooftops he uses for vantage points, his tear-proof spider web ready to snare the bad guy. Iron Man is clad in his iconic, high-tech battle suit, which gives him superhuman powers and abilities. One of the most popular Marvel heroes, super soldier Captain America creates a breathtaking scene with his trademark red, white and blue Vibranium shield, while The Incredible Hulk - known for his size, extreme strength and green skin - is depicted in his classic ‘Hulk smash’ pose. Thor, Asgard’s god of thunder, is holding his famous hammer Mjolnir, and the sixth and final figure in the range is the tree-like creature Groot, whose arms and legs can grow back after they are chopped off. Groot has made his way into the hearts of fans across the globe with his loyalty and trademark phrase, “I am Groot".

These new additions form part of the 400+ Bullyland figure collection based upon the animal world, prehistoric times and mythical creatures, plus many Walt Disney characters. Each is PVC-free, hand painted and highly detailed.

Celebrating over one hundred years of manned flight, the Aviation Archive range features detailed die-cast aircraft models in both 1:72 and 1:48 scales. From fighters to bombers, bi-planes to jets, the collection is designed to appeal to collectors of all aviation interests.

SERVING DIE - CAST COLLECTORS

A new range of scaled warships, this collection has launched with the largest vessels ever built for and operated by the Royal Navy; the Queen Elizabeth-class aircraft carriers. Featuring incredible detail, the models include a display stand featuring the ship’s name.

A collection of 1:50 scale military vehicles from the Second World War, this premium range replicates tanks and trucks of historical note. The larger scale allows moving features including turrets, tracks and wheels as well as etched parts for even greater detail.

A premium collection of 1:43 scale die-cast motor cars dating back to the 1950s, the Vanguards range celebrates the rich history of the vehicles that have shaped post-war Britain. Each model reproduces a unique vehicle that has been registered on the country’s roads.

Action Figures & Collectibles

Hasbro

0208 569 1234 | www.hasbro.co.uk

New for 2024, the Epic Hero Series action figure collections are expected to become must haves for Star Wars, Marvel and Spider-Man fans this summer.

The Star Wars Epic Hero Series action figures come with accessories and feature multiple points of articulation for poseable play. Designed at a 4” (10 cm) scale, these action figures are based upon fan-favourite characters and boast entertainment-inspired design perfect for role-playing intergalactic adventures.

The Marvel Spider-Man Epic Hero Series features a classic Spider-Man action figure, a Miles Morales action figure, an Iron Spider action figure, and Venom action figure. Each character has poseable limbs and a coordinating accessory for pretend hero versus villain battles. The Avengers Epic Hero Series, meanwhile, allows fans to assemble their own teams of favourite Marvel characters. Each figure features multiple points of articulation and a classic design and deco, so the figures can be posed for both play and display.

Hasbro is celebrating 40 years of Transformers this year with an array of new products sure to please fans worldwide. With the highly anticipated Transformers One movie dropping in autumn, Hasbro has developed a range of products suitable for both kid and adult Transformers collectors. Young fans can experience the epic origins of legendary Transformers robots with the Transformers One Power Flip Optimus Prime action figure, inspired by the iconic character in the Transformers One movie. This Optimus Prime toy converts between four different modes: Orion Pax, Cybertronian Truck, Optimus Prime, and Ultimate Optimus Prime. Kids can help power up the Optimus Prime robot toy by initiating the Power Flip feature: simply flip the figure to gear up with battle armour that attaches automatically. Users can also attach the included movie-inspired accessories, activate special effects such as lights, sounds and phrases at the push of a button and easily convert between modes.

The Transformers Studio Series Deluxe Transformers: One 112 Optimus Prime brings the epic action of the Transformers movies from the big screen into adult fan collections. Transformers Studio Series toys are collectible action figures that feature movie-inspired details and accessories. Fans can convert the Studio Series Transformers action figure from robot to Cybertronian truck mode in 25 steps and pose the Optimus Prime toy in the included Metropolis of Iacon removable backdrop scene.

Marvel is set for a big year, with Deadpool and Wolverine action figure ranges slated for success. The new Marvel Legends Series Deadpool and Marvel Legends Series Wolverine are collectible 6”-scale Marvel figures, detailed to look just like Deadpool and Wolverine from Deadpool 2. The figures feature premium design, movie inspired accessories, display-worthy articulation and premium packaging design.

Hornby Hobbies

01843 233 500 | www.uk.corgi.co.uk | sales@hornby.com

In the world of action figures and collectibles, Corgi offers enthusiasts and collectors alike a diverse array of accurately crafted treasures, from iconic movie moments to legendary aircraft, immersing fans in a world of imagination and nostalgia.

One of the standout new offerings from Corgi is the Train Chase Collection inspired by the beloved duo, Wallace and Gromit. Recreating one of the most memorable scenes from The Wrong Trousers, this collection features figures of Feathers McGraw, Wallace and Gromit, each accompanied by a piece of track. Fans can relive the adrenaline-fueled pursuit aboard a miniature train, creating an immersive display that captures the charm and humour of the iconic animation.

Corgi's Star Trek USS Enterprise NCC-1701 model captures the elegance and grandeur of the legendary starship. This meticulously detailed replica comes complete with a Starfleet delta display base, allowing fans to showcase the pride of Starfleet in all its glory. Whether displayed as a centrepiece or added to a growing collection of Star Trek memorabilia, the USS Enterprise NCC-1701 has been designed to ignite the imagination of fans young and old.

Continuing the legacy of cinematic excellence, Corgi pays homage to the iconic James Bond franchise with the re-release of the James Bond Aston Martin DB5 in a stunning Silver Birch finish. Commemorating the 60th anniversary of the classic film Goldfinger, this meticulously crafted model features all the legendary action elements of the original, including a working ejector seat and pop-up rear bullet shield. As the biggest selling die cast car of all time, the Aston Martin DB5 holds a special place in the hearts of collectors and film enthusiasts alike, making it a prized addition to any collection.

Corgi's offerings extend beyond the realm of fiction, encompassing real-world marvels such as the Eurofighter Typhoon FGR4 and the Ford Focus Mk3 RS Police Demonstrator. These finely crafted models celebrate the ingenuity and craftsmanship of human innovation, inviting collectors to embark on a journey through history and technology.

Action Figures & Collectibles

PMI Kids’ World

www.pmi.co.il | omer@pmi.co.il

This year, PMI Kids’ World continues to expand its roster of renowned video game and toy licensing partnerships with the launch of the company’s newest Minecraft and Fuggler product lines, in addition to the continued growth of its hit Stumble Guys toy line. Bolstered by Minecraft's immense popularity among gamers of all ages and Fuggler’s global success, PMI’s partnerships with both brands mark significant milestones for the licensee as a trusted global toy partner, delivering high-quality products inspired by the properties

Coming to shelves in autumn 2024, the highly anticipated Minecraft product line introduces a brandnew range of plush and stationery that will allow fans to bring their favourite characters and elements from the game into the real world. The core products in the Minecraft lineup include 2.5” collectible figures in foil bags and blind boxes, window boxes, and sets featuring 24 iconic characters, pets and monsters from the game. With sales of over 8m units worldwide (and counting), Fuggler - and its portfolio of delightfully disturbing and awkwardly weird creatures - has partnered with PMI for the upcoming launch of unique collectible figures. The range includes rare and unique ‘Catch Me’ collector's items, interactive collectible toys and more. Fuggler collectible toys will be available across retailers globally from winter 2024.

Coming off its spring 2024 launch, Stumble Guys toys have enjoyed retail and commercial success thanks to the support of digital and influencer marketing programmes that have garnered the attention of Stumble Guys fans, gamers, families, and toy collectors across social media. Building on the brand’s forward momentum, PMI will also introduce Mr. Stumble Caps, newly designed 2-figure blind boxes based on the iconic green hat worn by the central character Mr. Stumble in the Stumble Guys universe. Exclusive Mr. Stumble Caps will hit the shelves at Target (USA) and Tesco (UK) this year.

Character Options

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

Fans can celebrate all things TMNT with toys inspired by Classic Turtles, last year’s Mutant Mayhem movie, and this summer’s upcoming TV series. Seth Rogen’s movie vision was such a hit that Paramount Plus is launching a sequel show set in the same universe: Tales of the Teenage Mutant Ninja Turtles. Fans can expect a licensed toy offering that will continue the fun off-screen, with a core range of action figures at the heart of the line-up. Following the mutation theme, this year’s figures come with interchangeable heads and limbs so kids can create and customise their very own figures. With all four Turtles and a new line-up of Mutants to collect, the combinations are endless.

Characters’ Heroes of Goo Jit Zu brand provides even more fun with each new season, and autumn/winter 2024 will be no different. The range will welcome an all-new Stretch Strikers product line-up, plus an extraspecial launch: the Heroes of Goo Jit Zu Hero Creator Set. Based on the TikTok trend (which has generated over 100m+ views to date), which sees people challenge themselves to see how far they can inflate their Goo Jit Zu toys, these kits are packed with play value and come with all fans need to create their very own Goo Jit Zu Hero. Included is a dispenser unit, a Blazagon or Thrash skin, removable head and three different compound-fillings kids can use to create their unique hero. They can get creative with their fillings too, adding their own liquids, compounds and slime. Once created, the characters can be emptied and re-filled, allowing kids to customise their heroes again and again.

Flair is introducing a collection of 6” Godzilla x Kong figures. These meticulously crafted collectibles bring the aweinspiring battles of the Monsterverse right into kids’ hands, letting them recreate the thrilling showdowns between these legendary monsters, as seen in the blockbuster movie.

Suko is the newest addition to the line-up. With intricate detailing and dynamic poses, this character is ready to take on any challenger. Shimo, an icy behemoth from the frigid depths of Hollow Earth, brings a chilling presence to the battlefield, with frosty details that have been designed to send shivers down kids’ spines. Skar King emerges as a true force to be reckoned with, boasting an imposing stature and rugged, battle-worn features.

No Godzilla x Kong collection would be complete without figures of the iconic, titular characters themselves. Godzilla comes to life with atomic fury, his spines crackling with energy as he prepares to unleash his atomic breath. Meanwhile, Kong stands tall and defiant, his fists clenched in determination as he faces off against his ancient rival.

With new figures set to arrive this autumn/winter, fans can look forward to even more thrilling additions to their collection. Whether they’re on Team Godzilla, Team Kong, or just a fan of epic monster battles, these 6” figures offer endless possibilities for epic showdowns and imaginative play.

Fans can also witness a clash of colossal proportions with the highly anticipated 11” Godzilla x Kong figures. These titans bring the epic battles of the Monsterverse to life like never before, commanding attention with their imposing size and remarkable detail. At the forefront of the lineup is Kong, the mighty ape. Standing an impressive 11” tall, Kong's muscular physique and fierce expression capture the essence of his indomitable spirit. Alongside Kong stands Skar King, a towering embodiment of primal power and ancient fury. With rugged, battle-worn features and an imposing stature, Skar King exudes an aura of dominance as he prepares to unleash devastation upon his foes, asserting his claim as the true king of the monsters.

Shimo joins the range in autumn. 11” tall, the Shimo figure’s frosty details have been designed to make him a thrilling addition to any collection. With their larger-than-life presence and impeccable craftsmanship, the Godzilla x Kong 11” figures are sure to captivate fans of all ages.

Action Figures & Collectibles

Bandai UK

020 8324 6160 | www.bandai.co.uk | sales@bandai.co.uk

As a distributor of McFarlane Toys, Bandai offers an eclectic range of classic and current properties for collectors featuring high-quality action figures and toys with mass market appeal. A long-standing member of the action figure community, McFarlane Toys continues to release high-quality sculpts based on some of the most iconic licences of modern popular culture, including DC Superheroes, Spawn and Amazon’s hit new series, Fallout. The McFarlane Toys range spans 5”, 6” and 7” action figures, plus the large-scale MegaFigs, offering exceptional detail, craftmanship, high-quality paint finishes and articulation.

Providing a diverse range of premium statues and static figures, the Banpresto range features some of the most popular anime franchises of all time including One Piece, Dragon Ball and Naruto. Boasting an authentic and detailed finish, each product comes in a thematically designed box. Bandai releases product drops each month, including new lines, special versions and repeat offerings to further drive the chase and help kickstart any new collection.

Bandai UK’s Hobby division includes the Gunpla model kits, based on the mecha machinery and characters from the Gundam multiverse. With different grades of complexity to suit everyone, from beginners to experts, the snap-fix model kits include SD Gundam - Non-Scale Chibi versions; High Grade - 1/144 scale with more articulation and detail; and Master Grade - highly detailed 1/100 scale versions of Gundam, some of which even accommodate LED lights and hydraulics.

Encompassing manga, anime and pop culture, Bandai’s extensive range of Dragon Ball action figures appeals to both the toy and collector markets. The core collectible action figure range, Dragon Stars, includes over 50 different styles to collect while an always-on strategy ensures the most popular characters are readily available. All highly detailed and poseable, these 6” figures come with 17 or more points of articulation and can be posed in over 9,000 ways for both play and display. Each figure also comes with a second set of hands and/or accessories for extended play value and display options.

Celebrating the heroes of anime, Bandai’s 6” Anime Heroes action figure collection features a broad range of fully articulated licensed characters for Naruto, One Piece, My Hero Academia, Jujutsu Kaisen, Chainsaw Man and more. As with all the company’s 6” action figure ranges, each figure includes two sets of swappable hands and character-specific accessories, and features at least 17 points of articulation.

Providing a great entry to collecting, the Chibi Masters range of unique and highly collectible 3” figures brings together characters from across the largest anime, manga and film licences. IPs include Demon Slayer, Dragon Ball, Naruto, My Hero Academia, Jujutsu Kaisen, Harry Potter and SpyxFamily.

The Shokugan range comprises a range of mini collectibles based on popular characters from the world of gaming, movies and anime, including Kirby, SpyxFamily, One Piece, Mario Bros. and more, all at a pocket-money price point.

Funrise

www.funrise.com | salesuk@funrise.com

Fart Ninjas continues to enjoy impressive retail sell-through. Benefitting from even wider retail distribution this year, Fart Ninjas welcomes the all-new Series 9 in July. To further the momentum, the brand is extending with Burp Zombies, which launches in July. Like their farting counterparts, Burp Zombies have a motion activated sound chip that makes the figurine burp when unsuspecting people (or pets) walk by.

Both Fart Ninjas and Burp Zombies have a suggested pocket money level RRP and offer shoppers a great impulse purchase option. With the added element of humour, they win over consumers and generate volume sales for retailers.

Funrise will support the new launch with a disruptive out-of-home campaign later this year, following the success of 2023’s activity. Available as a retail solution, the company’s motion sensor FSDU creates retail theatre with blasting fart and burp noises to entertain consumers and drive sell-through. Also available is a clip strip solution, with a sound box to amplify the clip strip offering. Readers are advised to reach out to their Funrise rep to find out more.

Action Figures & Collectibles

Heathside Trading

01282 775 778 | www.heathside.biz | sales@heathside.biz

Khadou's continued growth is driven by its commitment to providing endless innovation across new formats and licences.

Following the recent release of the highly acclaimed Prime TV Series, Fallout is one of the hottest properties in the world at the moment. Fans of the franchise can now look forward to a range of collectible figures from the Fallout universe. Available in 1-packs and 2-packs, with build-a-figures included, the figures offer fans a new way to immerse themselves in the extraordinary postapocalyptic world seen in the games and the new live-action show.

2024 is another big year for Sonic and the company’s upcoming Sonic licensed range will feature a wide assortment of toys and collectibles including pull-backs and die cast models.

As the industry enters the spring/summer 2025 preview season, Heathside will also be introducing an array of exciting brand-new ranges featuring Minecraft, Five Nights at Freddy's, Only Fools and Horses, South Park, Teenage Mutant Ninja Turtles, Hatsune Miku, Molang and many more.

Elsewhere in the portfolio, the new Care Bears licensed range comprises mini figures, bobblehead figures, die-cast figures and more, catering to fans of all ages. Sesame Street has also been welcomed to the portfolio, resulting in a range of mini figures, HeadOnz figures, die cast cars and other engaging new products.

Mighty Jaxx

www.mightyjaxx.com | sales.europe@mightyjaxx.com

Fans can now dive into the world of 8-bit games with the first line from the brand-new Mighty Jaxx Arcade series: Teenage Mutant Ninja Turtle Series 01. The range comprises figures of everyone’s favourite ‘heroes in a half shell’ in pixel form, adorned with a game title character lenticular card as well as a console base.

The range has been released to coincide with TMNT’s 40th anniversary and comes off the back of a strong year for the brand. The figures will appeal to kids and adults alike, especially those who remember the characters from their own childhoods. The brandnew stylisation, which offers stand-out on-shelf, celebrates TMNT’s glory days from the yesteryears. The arcade concept and retro 8-bit pixels look has been inspired by nostalgia for 80s/90s gaming technology, from arcade style cabinets to consoles.

In developing Arcade, Mighty Jaxx set out to take classic technology from years gone by and use it to create strong 3D character likenesses that offer a true point of difference within the Action Figures & Collectibles category. As with all Mighty Jaxx releases, merchandising kits are available upon request, while low MOQs allow retailers wanting to trial the range to do so affordably, making the company’s portfolio ideal for independents. Each launch is also backed by an integrated marketing campaign to create maximum awareness.

Experience imaginative adventures with over 400 detailed figures from the world of

times or magical mythical creatures.

Disney, Marvel, animals, prehistoric

Action Figures & Collectibles

Spin Master

01628 535 000 | www.spinmastertoys.co.uk

Spin Master’s Paw Patrol Pup Squad Surprise figures range has six pups for kids to collect, each dressed in their core uniform, with fur detailing just like pre-schoolers see on screen. Each figure comes with three Paw Patrol stickers for added decorative fun. Kids can also delve into the world of DC with the 12” Giants assortment. Available in the form of either Batman or King Shark, these figures are ideal for young fans with big imaginations. The figures possess a larger, chunkier build than the normal 12" figures, allowing kids to pose them in impressive dynamic stances as they play out the ultimate Batman adventure.

Just Play

www.justplayproducts.com | uksales@justplayproducts.com

Just Play is carving out a space in the kidult collectibles arena with its all-new Star Wars Doorables. This captivating new line launched in March, offering fans of the beloved franchise a new way to celebrate the 25th anniversary of Star Wars: A Phantom Menace.

The range comprises both Galaxy Peek packs and Galactic Cruisers. The former features 25 figures based on iconic moments from the saga, each packed in a Death Star-inspired capsule, whilst the latter takes collectors on a ride through the galaxy, with characters piloting a cruiser, speeder bike or starfighter.

Vivid Goliath

01483 449 944 | www.vividtoysandgames.co.uk

Having conquered the small screen, Ryan’s World is going big with the launch of a feature length movie, Ryan's World the Movie: Titan Universe Adventure, arriving this autumn/winter. The film follows the adventures of Ryan after his sisters are tricked into a mysterious comic book by the evil Big Bad. Ryan jumps in to save them by transforming into superhero alter ego Red Titan - but can he save the twins, rescue their relationship, and save the world?

To support this exciting development in the Ryan’s World franchise, Vivid Goliath is launching an all-new movie inspired range this July. The toy line will include Ryan’s World fan-favourites including Mystery Micro Figures, Squishy Figures, Mystery Mini and Micro Eggs, all starting from low pocket money price points.

Action Figures & Collectibles

Simba Smoby Toys UK

01620 674 778 | www.simba-dickie-group.de/en sales@simbasmoby.com

Jada’s 6” Street Fighter Deluxe Collector Action Figures have been a hit with kidult fans since they launched in autumn/winter 2023. Spring 2024 saw the line extended, with Ken Masters, M. Bison and Dhalsim joining existing characters from the video game franchise - Ryu, Chun-Li and Fei Long – and there’s more on the way for autumn. The figures come in arcade-game-style boxes and have 25+ points of articulation. Each comes with alternate head, hands and power pose accessories.

Kidult collectors are spoilt for choice with Jada’s ever-growing Hollywood Rides portfolio. These die cast cars are inspired by popular movie franchises and the line-up includes both real and imagined vehicles such as the best-selling DeLorean from Back to the Future and Ghostbusters’ Ecto-1. There are also vehicles based on iconic Marvel characters, including the new Hulk Big Rig 1:24. Straight from the world of Warner Bros. comes Looney Tunes’ Chevy El Camino with Taz Figure 1:24, whilst the Wednesday Volkswagen Beetle 1:24 is a detailed replica of the car from the show. There’s also more from the world of anime, with new One Punch Man, Naruto and Tokyo Revengers lines on the way.

Jazwares

020 3598 5119 | www.jazwares.com

This autumn, Jazwares is launching Total Anime in the UK. Total Anime is home to more than 20 of the most in-demand and well-known anime properties, giving fans the best show-toshelf experience with new toys to collect.

At launch, the range will include figures inspired by viral and globally beloved series including Jujutsu Kaisen, Chainsaw Man, SpyXFamily, My Hero Academia and Attack on Titan. Launching with an audience-first digital marketing campaign, fans will be able to pre-order their collection this summer from a range of collector specialists and online.

Total Anime will announce upcoming expansions hitting retail in 2025, introducing new figure scales and exciting fan-focused items from the world’s hottest anime properties. Tomy

01392 281 927 | www.tomy.com

Tomy is launching a dynamic programme of stylised collectible figures directly imported from Japan, with the Takaratomy-Arts team – Twinchees – arriving in June 2024. Having enjoyed success in Japan, the US and ANZ, this range promises to capture the UK’s attention in 2024 with trending anime properties including Demon Slayer, Spy X Family, Chainsaw Man and more. Supplied in a retail-ready CDU containing 12 blind bags, each packet unveils one figure from the anime property in question in a different pose, such as Lil’ Sleepers, Hoppin’ and Chubby Chubby. Additional poses will follow.

Tomy will also be working with retailers to provide specialist display units that allows them to showcase the Twinchees range effectively to consumers and highlight the details of this collectible range.

Funko Bitty Pop is the top NEW brand launch in Action Figures Supercategory in UK*

Funko Bitty Pop is the top NEW brand launch in Action Figures Supercategory in Europe*

for yearbig

Special Feature A Hasbro Hasbro

With Hasbro facing an exciting year of anniversaries, content releases and major new toy launches, Toy World caught up with Tim Kilpin, president of Toys, Licensing & Entertainment, to find out how the company is putting its franchise-first approach into action by bringing its hero brands to life in innovative new ways.

How is 2024 shaping up for Hasbro so far?

This is a big year for us and very much one of celebration: we’re celebrating Peppa Pig’s 20th anniversary, Transformers’ 40th, Dungeons & Dragons’ 50th and Clue’s [Cluedo’s] 75th. These multi-generational franchises continue to hold huge resonance beyond toys, even today, meeting the needs of fans all over the world.

Key to maintaining that resonance is always seeking new ways to bring our franchises to life either via content or product. There’s a lot going on this year for Peppa Pig in this respect, including birthday parties at global trade shows and a 3-part wedding special, part of Nickelodeon’s Peppa Pig Wedding Week, which starred Katy Perry and Orlando Bloom and aired back in March.

Transformers, meanwhile, is being supported by the new Transformers One feature film, which debuts at cinemas this September. Transformers One is the first time we’ve ever told the origin story of Transformers. We’re placing huge support behind Dungeons & Dragons too, in the form of new content for hardcore players, as well as development within the licensing programme, for fans who want to show their love for D&D via consumer products.

All in all, we’re leaning into the celebratory nature of 2024 by finding fresh ways to make even bigger franchise statements.

Have the over-stock issues which impacted Hasbro in the first half of 2023 been better this year?

Broadly speaking, I’d say we’re in a better position than a year ago. Back then, we saw retailers behaving cautiously because they had that inventory, because of economic uncertainty and because of the post-Covid realignment

everyone was experiencing.

What’s pleasing to see is that towards the end of 2023, we started to gain a sense that consumers were really beginning to engage again at retail. Of course, you have to give them a reason to engage. Exciting new toys are a fundamental part of this picture – April saw the launch of Peppa Pig Peppa’s Muddy Puddles Party and the Play-Doh Pizza Delivery Scooter Playset – but we’ve also got plenty happening beyond toys. This year more than any other, we’re setting out to tell the stories behind our brands and bring consumers new merchandise that expands each individual franchise ecosystem.

This is one of Hasbro’s biggest competitive advantages: the breadth, depth, reach and resonance of our brands are unrivalled - and there’s growing demand for products that celebrate them in unique ways.

What do you see as the internal biggest challenges that need addressing in the short term?

For me, one of the biggest areas of importance is continuing to develop Hasbro’s franchise-first mentality and embedding it within our teams, and I think you can definitely see this paying off.

We’ve also done a lot to accelerate both the way we gather insights and the way we use them: we talk to parents, kids and adult fans of our brands about how they want to engage with them. Something like Transformers, for example, is truly multi-generational. We sit down with the people who grew up with Transformers, who loved the brand as kids and still love it as adults. The information we glean from our fans is, in turn, driving forward our product innovation. Coming into 2025, you’ll start seeing some real surprises

Special Feature Hasbro

that reflect the product development we’re bringing to bear on our toy ranges. I feel really good about what we’re launching this year, of course, but I feel even better about what’s in the pipeline for next year.

The other thing I was keen to address, and that we’re definitely getting better at, is how we tell the stories behind our brands, both at retail and via our marketing. The best example I can offer is the relaunch of Furby, which has been an incredible success. It’s a 25-year-old brand, so we completely redesigned and reimagined Furby using data from our insights. Underpinning all our work was the knowledge that kids wanted a friend in whose company they could let out their inner weirdo. Granted, this sounds a little odd, but it was a very powerful piece of understanding to be armed with when we set out to relaunch this brand. Our team duly researched which kinds of features and interactivity would allow that ‘inner weirdo’ play to take place, and I’m sure everyone has seen the amazing toy we’ve created. But when it came to marketing Furby we didn’t just do the basics: we rolled out a multifaceted campaign spanning everything from consumer retail events to TikTok influencers and digital coverage, which generated a huge amount of engagement.

Given the current toy landscape, what do you think Hasbro can do this year to stand out?

When you find something multigenerational, that kids and adults alike love, such as Peppa or Transformers, its essential you keep introducing new and engaging ways to play and show your love of the brand. Our job in 2024, considering where the industry has been the past few years, is to market our franchises: to tell our story and give families a reason to buy into merchandising programmes based on the brands they love.

In 2024, there’s not a lot of new entertainment content out there, but we’ve got the feature-length Transformers One movie. Viewers will never have seen the Autobots and Decepticons like they will in this film, and the digital animation is just fantastic. I’m confident that we’ve done our job on producing the movie, so now we have to make sure we market it to fans, meeting them wherever they are, and begin to really ramp up the excitement for it.

We’ve gone through a few challenging post-Covid years, but the business is now coming back around. I find myself reminding everyone that play isn’t going away.

Having

been through that a tricky period, do you think Hasbro has got the right products and people to turn the ship around?

When we focus on the right things and get those things right - when we can marry a great brand holding lots of promise with the connectivity families and kids are

seeking, and when we can bring that to life with compelling products and a unique style of storytelling - we’re going to win. This year, I feel we’re in a much better position with the brands we have, and the portfolio we have, to be able to do all that.

The retail partnerships we have here in the US with Target, Walmart and Amazon are playing a big role in our success, as are those with Smyths, The Entertainer and Tesco in the UK. Those retailers see what we see, and they’re as excited to get behind this year’s big events and tentpole moments as we are.

Comebacks never happen with the snap of a finger, but we’re at a point where everyone understands and appreciates the power of our portfolio and the myriad ways we can turn the dials on it to produce something truly special.

What new launches are you most excited about for autumn/winter?

I mentioned the Play-Doh Pizza Delivery Scooter earlier (it really is great), but we’re also looking at targeting slightly older audiences with Play-Doh by partnering with a key licensor on an awesome new range we’ll be revealing later in the year. One of the key insights we have on Play-Doh is that fans aren’t moving away from the brand as early as we thought they were: we just weren’t giving older kids age-appropriate sets to enjoy. The research we’ve done made it obvious that strategically ageing up the brand was a no-brainer, and in testing, we can see it’s going to pay off.

On Peppa Pig, we always talk about who she is and what she stands for, and, of course, jumping in muddy puddles is key to her personality. However, we’d never done a toy that actually jumps in muddy puddles. We’ve fixed that this year with Peppa Pig Peppa’s Muddy Puddles Party.

We’ve also been working with closely with Disney and Marvel on Spidey and his Amazing Friends, which is performing phenomenally well across the board. The animated show is yet another expression of this iconic character, suitable for younger kids, and so far, our licensing programme has focused on traditional toys and play patterns: plush, vehicles and so on. But we’re committed to finding new ways to bring brands to life. It’s not rocket science - it just requires drilling down into all the different facets of a brand and tying it all together.

There’s so much I wish I could tell you about 2025, and I’m very excited for everyone to see what happens when Hasbro really starts to activate its franchises. Transformers is going to be the perfect example of our strategy. We had a great 2023 with Transformers – the success of Rise of the Beasts gave us a lot of momentum - but with the 40th anniversary this year, and the ability to tell a whole new story about the origin of the franchise, we’ve got an incredible opportunity to bring Transformers to life in even more new ways: apparel, toys, publishing and comic books. We’re expanding our LBE programme globally, as we have done already on Peppa Pig, and when consumers start seeing all of it come together, they’ll begin to understand the kind of company Hasbro is and the scope it possesses. We’ve got the portfolio, as well as the ideas and talent, to bring this vision to life.

Big Potato at 10

Company Profile bringing back the fun Big Potato

As Big Potato Games celebrates its 10th anniversary this year, Marianna Casal spoke to the team to find out how the company is building a legacy in its own unique way.

Big Potato Games started out when Dean Tempest, Tris Williams and Ben Drummond, who met in the advertising industry, decided to try to sell a game called Linkee. Their initial goal was to finance 1,000 games, which the team managed to get listed in John Lewis. When showcasing the game at a Christmas trade fair, it was spotted by Dragons Den scouts and the trio was invited to take the game onto the show in 2013. Despite turning down the Dragons’ offer, Linkee saw a surge in demand following the show. After being previously rejected by most of the big games companies, the team was delighted to team up with John Adams to license the game for distribution.

The following year, Dean, Tris and Ben decided to take the plunge and start their own games company, and Big Potato Games was born. Back in 2014, there was a gap in the market for fast-to-learn and fast-to-play party games. Ben explains: “The whole industry back then was very different. There was a lot of seriousness and a lack of fun, and we wanted to cut through that and make easy, quick and fun games. There were either serious game players who were into Dungeons & Dragons or those who liked lighter games… like Monopoly.”

Thanks to their advertising backgrounds, Dean, Tris and Ben were able to use their expertise and experience to build the Big Potato brand while designing fun-looking

games. Tris comments: “Back then, it didn’t really seem like other brands were putting much effort into making the games look exciting, and that was where we could really stand out. What we didn’t know about was being games creators. We had to learn a lot and wear many hats.”

One of the company’s first milestones was breaking into the US market in 2016 with a three-year exclusive deal with Target. It was a pivotal moment for Big Potato, as only a few British games brands had made it into the US at that time, but the popularity of indie title Cards Against Humanity created an opportunity for more indie brands to enter this market. Today, the US has become Big Potato’s biggest market.

Five years ago, the company decided to make a switch to a four-day working week. Dean considers this another benchmark year, as this has become a big part of the team’s culture. Ben adds: “The four-day week made such a difference to everyone’s lives and happiness. We’re busy on our working days, but still go home on time and have a much better work-life balance.”

Starting its Amazon and eCommerce offering was the next huge investment for Big Potato. There was no eCommerce expertise within the company at that stage, which meant that a lot of time and effort had to be put into preparations for launch. However, these efforts paid off as it meant that Big Potato could show proof of a game’s

popularity to retailers, rather than asking them to take a leap of faith.

At the start of 2024, Big Potato Games became B Corp certified, reinforcing its ongoing commitment to operating in a socially and environmentally responsible manner. “Achieving B Corp certification was a big challenge,” remarks Dean. “But we were already doing lots of environmentally and socially conscious things as a business. As leaders, we take what we do seriously - both for our team and for our effect on the world. Getting B Corp was tough as we had to be a lot more organised – but it made us much more purposeful and deliberate. It was obvious that the environmental impact of a brand was becoming more and more important for retailers and consumers, as well as for companies, so becoming B Corp means we can tick that box.” This was achieved through a whole host of company initiatives such as launching ocean waste playing cards in 2022.

Despite celebrating its 10th anniversary, the leadership team at Big Potato feels like the company’s successes have only just begun. “Even though we’ve been going 10 years, I feel like we haven’t totally hit our stride yet. Each year, we find new opportunities – there’s always more,” comments Ben.

Dean adds: “We still look at ourselves as small and scrappy, but we’ve been here 10 years and we’re the sixth largest games company in the UK. Whenever you mention

our games, people tend to know about them. Usually with games companies, it is the games themselves which are recognised but through our constant investment into our brand, the Big Potato name itself is recognisable, which has only really happened over the last two years. It doesn’t feel real to reach 10 years, but we’re able to grow because we never get complacent - and we continue to look for the next thing to take the business even further.”

Since 2020 the company has gone from strength to strength. With everyone stuck at home during Covid lockdowns, the demand for games grew significantly. In 2020 alone, revenue grew by 60%, which was partly down to the Covid restrictions but also due to growth in the UK

of their careers here. We’re only just getting going – we’re ready for the next phase.”

The 45-strong team has also outgrown its office and is looking to move to a larger premises, which will be the company’s third office expansion, having first moved in 2017.

Ben also explains how the company is paying stronger attention to its markets and target audiences: “A game which works here may not work at all in the US and vice versa. We want to make games that work everywhere, and we want to grow internationally.”

and internationally. The team says there has never been a plateau for Big Potato in its 10 years of business. In the seven years since Justin Elvey was brought in as finance director to the end of 2023, turnover is seven times what it was. And although Covid is over, numbers are still on the up thanks to new hit games: Big Potato currently has two games in Circana’s UK Top 10 while IP such as The Chameleon, Herd Mentality, Chicken vs Hotdog, Sounds Fishy and P for Pizza continue to grow year after year.

A big highlight for Justin, although challenging to put in place, was shifting Big Potato to an employee majority owned company. Employees own almost 60% of the company, meaning that if Big Potato is one day sold, they will benefit. Another achievement for him, which he describes as unexpected yet special, was having his own game idea, What Came First, published, reflecting Big Potato’s open-door policy in welcoming any member of staff’s ideas.

Big Potato distributes to 40 countries and has so far registered offices in the US (in 2019) and then in Germany (in 2021). Adam Wright joined Big Potato three years ago as its managing director, to help plan for the company’s next growth period. He says: “It’s a brilliant brand with amazing products. In the games market, we have to genuinely be challenging and bring something new that people haven’t seen before. Now we have a wealth of experts in different specialisms such as eCommerce, commercial, operations and so on. In the last three years, we’ve doubled in size as a result of our focus and the having the right people in place. People are taking us more seriously now and it’s nice to be spoken about in the same breath as bigger competitors.”

“We want it to be good fun and rewarding to work here,” he adds. “We’re bothered about all our Tatos and want to ensure people feel empowered to do the best work

Tris adds: “We’re getting much better at product testing and carrying out more in-depth market research before launching new games; things like focus groups and making sure the name is solid. We’ve realised that one negative word in a name can make all the difference to consumers’ first impressions. We now spend between 10 months to a year developing a game before we launch it.”

Beks Barnett joined the company in 2017 and is now

the graphic designer for games. Also recognising the importance of first impressions, they look to provide bright, eye-catching and tactile packaging, such as using a velvety feel on Herd Mentality’s cow patches or a metallic finish for Sounds Fishy. “The message has to be put across quickly through the packaging,” they explained. “We love using colour while providing a snapshot of what the game is about. We want the box to look as fun as the game inside.”

Since 2017, Big Potato has put more emphasis on social media, bringing in its first Social Media manager, Nat Aves. Since then, this team has grown, with Nat becoming head of Social and Content, and Lily Coleman taking over as Social Media manager. Since launching a TikTok account in 2019, the brand has reached 100m views in 2023 and has amassed 418k followers. Last year, Big Potato opened its first TikTok shop for Big Potato’s games in the UK, which has been a useful indicator of which types of content and which games are leading the most people to shop.

Head of Global Marketing, Becky McKinlay, who joined the company as an intern in 2016, tells us the goals in the Marketing department include finding the right balance between brand marketing and performance marketing, particularly as marketing becomes more and more digital. “We have to keep in mind how we can make ourselves stand out while also making sure the Big Potato brand maintains its personality,” she explains.

Big Potato will be celebrating its 10-year milestone during the company’s annual summer party – an event highly spoken of by all employees, both new and long-term, which this year will be even bigger. Maybe glamping, a secret activity, and definitely karaoke.

Tris speaks for all three founders when he says: “I’d like to thank everyone who’s helped us get here of which are so many, but a special mention goes to Gavin Waxkirsh, who was the very first person to take us under his wing and told us Linkee was a good game.”

The BTHA celebrates 80 years of serving the toy community

Last month, with the British Toy & Hobby Association celebrating it’s 80th anniversary this year, Toy World highlighted to readers the vital work of those directly involved with the BTHA in championing the UK toy industry and raising awareness of the importance of play. This month, in part two of our exclusive feature, we bring readers stories from current members and former chairs. From their proudest moments to why the BTHA is so important to both the UK toy industry and the UK’s most vulnerable children, this selection of ‘talking heads’ reflects what makes the association special, why it’s work must continue, and why, after eight decades, it remains the voice of the UK Toy industry.

Foye Pascoe Former BTHA chairman

How would you describe the BTHA?

The BTHA feels like a family: a family that shares a passion for play, for toys, for games, and for the success of our industry. A family that supports each other with expertise, knowledge and camaraderie, expertly led by the fantastic BTHA team. From wonderful Toy Fairs and incredible Toy Trust fundraising efforts to world-leading technical and toy safety support, the BTHA is always steadfast and professional but with a welcome dose of fun and friendship.

Jacqueline Taylor-Foo

General manager UK & Ireland,

Jumbo Group

What do you get out of your BTHA membership?

The information and communication from the BTHA is fantastic, covering relevant and topical subjects. Of course, there’s also access to free seminars and training sessions as well as priority tickets to the annual Toy Industry Day, featuring superb guest speakers.

What's the one thing people should know about the BTHA?

The BTHA team covers topics relevant to product design, toy safety, ethical manufacturing, environmental issues, and responsible marketing, to support and protect over 140 members. They also do a great deal to support children’s charities via the Toy Trust, with events that allow the whole industry to get involved in fundraising efforts.

As a member, what is your involvement with the BTHA?

Nick Austin

Co-founder of Vivid Toy Group and former BTHA chairman

What is the importance of the BTHA to the industry?

Firstly, the BTHA gives members a powerful voice with which to speak to both governmentand non-governmental organisations, and as such is an invaluable lobbying asset. Secondly, it also can offer free, prompt advice to members, helping them avoid the costs associated with challenging trading and legal issues. Thirdly, it offers an array of key services (including London Toy Fair) that help toy companies to connect with customers both domestically and internationally.

What was a highlight for you whilst you were on the BTHA board?

The BTHA’s support for us in our first year of trading enabled Vivid to navigate a way through a China/EU quota trade dispute that otherwise could have left us with no access to sourcing from China factories – it was a real life-or-death situation for our fledgling business. Thankfully a solution was found, and eight years later we became the UK’s No. 1 toy company. We owe our existence to the BTHA and its successful lobbying with the UK and Chinese government.

John Herriman Chief executive, Chartered Trading Standards Institute

CTSI is immensely proud of its long-standing and important relationship with the British Toy & Hobby Association, and we are delighted to wish the organisation well as it celebrates its 80th anniversary.

The BTHA plays a vital role in the consumer protection jigsaw: protecting consumers, especially children, and maintaining high standards across the toy and hobby sector. It’s also a staunch supporter of the Trading Standards profession. We collaborate closely in a number of key areas, including providing ongoing training and development for Trading Standards professionals at the CTSI Annual Conference, supporting CTSI’s prestigious Hero Awards - which celebrates those working in consumer protection - and collaborating with the BTHA on key policy priorities and campaigns. The BTHA consistently goes above and beyond to create a fair playing field for legitimate toy manufacturers and ensures that product safety is at the forefront of the toy sector.

BTHA Special Feature

Alan Munn Former BTHA chairman

In what relation have you worked/been involved with the BTHA over the years?

In 1982, whilst managing director of Milton Bradley Limited, I was invited to join the board of the British Toy and Hobby Manufacturers’ Association, as it was then named. Up until that time, the association board comprised only British toy companies, many of whom still had manufacturing units in the UK. Milton Bradley Limited, being an American company, was the first non-British company to be represented.

I was appointed chairman in 1991 -1992, during which period we undertook a number of key changes and developments. Reflecting the changes in the industry, given that there were more toys being made overseas, the name of the association was changed by dropping ‘Manufacturers’ from the title, and a new logo and branding were created. Toy Manufacturers of Europe (TME) was formed, later changed to TIE, to enable a closer interaction with the European Commission. Work started on the Lion Mark to provide consumer recognition for quality and safe toys, and the Toy Trust Committee was formed to raise and distribute funds to charities supporting children.

I served as president from 2001 -2004 and retired in June 2005, but I am pleased to still be involved with the Toy Trust committee.

What is the importance of the Toy Trust to the Industry?

It is estimated that there are 1.6m children in the UK living in vulnerable situations but receiving no support or help from the system. The toy industry exists because of children, but up until 1991 it made very small, insignificant contributions to children’s charities - often just a few thousand pounds raised by a simple auction at its annual dinner.

We know that through toys and through play, we bring many benefits and much happiness to children, but we asked how we could help the ‘forgotten’ children. In 1991, whilst I was chairman, we established the Toy Trust Charity Committee, with the sole purpose of raising funds and distributing grants to charities specifically supporting disadvantaged children. By involving the whole industry, including retailers and toy suppliers, we’ve shown the compassionate and caring side of the toy trade. To those taking part, the charity offers a feeling of pride: the Toy Trust has raised and distributed over £7m to children’s charities both in the UK and overseas during the past 30 years.

Roger Dyson

Former BTHA chairman

In what relation have you worked/been involved with the BTHA over the years?

I was invited to join the BTHA Council in about 1995. I later joined the Toy Fair Committee under the chairmanship of Jimmy Hunter: when Jimmy became chairman of the Council, I became chairman of the Committee. I was later elected chairman of the BTHA and served between 2008 and 2010. I remained on the Council for the following two years as past chairman before standing down when my elected term expired. Being invited to serve on the BTHA Council was a great honour, and becoming chairman was an even greater one. The opportunity to serve with a peer group that included Alan Munn, Peter Brown, Nick Austin, Kevin Jones, Clive Jones and Jerry Burnie OBE, to name just a few, was a real privilege..

How has the BTHA changed over the years?

The BTHA of 2024 is an entirely different entity to that of 1995. Nowadays, the BTHA is far more inclusive - in 1995 there were no female Council members, but Christine Nicholls and Rosie Bales were later elected, and I was pleased to choose Christine as my vice chairman. It’s also significantly more proactive, efficient and effective. The BTHA of 2024 is reflective of the needs and requirements of the 21st century and Roland Earl and his team should be congratulated on the excellent work that they do on behalf of the UK toy industry.

In what relation have you worked/been involved with the BTHA over the years?

Nicolas Dimier

Senior manager, Quality Assurance, Hasbro

As a member, what is your involvement with the BTHA?

I’ve been part of the BTHA Technical and Sustainability committees for about 10 years. These committees provide consistent, pragmatic technical advice and are a great forum in which to discuss upcoming regulations with industry experts. BTHA meetings are always the ones I prioritise in my diary.

Christine Nicholls

Vice chairman and creative director, Golden Bear Products, and acting chairman of The Toy Trust

I was really delighted to be invited to join the BTHA council some 20 years ago, having been a member of the association since Golden Bear was launched in 1979. I had the honour of being the BTHA’s first ever female chairman and president, roles I am very proud to have held.

I am now acting chairman of the BTHA’s charity, the Toy Trust. I’m extremely passionate about the work undertaken by this committee in supporting disadvantaged children from many different backgrounds. This is all made possible by the amazing fundraising efforts from everyone within our industry. It’s been a privilege to work so closely with the team at the BTHA and to be involved with the many issues that are handled on behalf of all its members.

What are the main benefits you've experienced from BTHA membership?

The BTHA provides huge support to its members. From toy safety and sustainability to trade and ethical manufacturing, the vast range of guidance available to members is both extremely comprehensive and invaluable. The regular news updates are always of interest and help to keep up with the latest developments and activities. The annual Toy Fair at London Olympia is always an important and exciting event: the BTHA member discount for exhibitors is a great benefit too.

What did you enjoy the most about being BTHA chairman?

The role of chairman gave me a wonderful opportunity to get more deeply involved with industry topics, both in the UK and abroad. It was always interesting to meet up with like-minded toy people and it remains an absolute pleasure to work closely with the BTHA team, which looks after all our interests so well. I’ve thoroughly enjoyed working together towards the common goal of supporting and promoting the wonderful toy industry that we’re all very lucky to work in.

No one knows your audience better than we do.

impressions

As the demand for developmental toys continues, companies are refreshing their infant ranges with innovative new lines that support essential skills. Toy World’s Gabriela Jimenez explores upcoming products and how retailers can best appeal to parents and gift givers as primary buyers.

In the first 12 months of life, babies go through a crucial period of self-discovery and learning about the world around them. As a result, interactive and educational toys are popular within the Infant category, with parents interested in purchasing toys that will aid the development of essential cognitive and physical skills while incorporating play aspects. Mike Lynch, senior brand manager for leading Infant brand VTech, tells us that the increase in demand for toys that promote early development fuels the company to create products that will aid different developmental stages in infants.

“We are seeing a growing trend towards interactive and educational infant toys that promote early learning and development,” says Mike. “By offering a mix of toys that stimulate sensory development, motor skills and cognitive abilities, retailers can provide comprehensive options to meet the needs of parents and caregivers.”

The company boasts a wide portfolio of baby products including baby gyms that feature various activities to help build muscles, mind and senses, as well as electronic products that introduce children to fundamental concepts such as colours, shapes, sounds and melodies. One of its standout products is the interactive Cutie Puppy Carrier, featuring a plush puppy, six removable accessories and a discovery station with nurturing songs and 15 lively melodies.

Julia Minchin, founder and joint managing director of Hippychick, agrees that more and more consumers in this category are seeking toys that will provide babies with educational benefits above all else: “Developmental toys are the way forward within the Infant category,” she says. “Everyone wants to raise the smartest and most creative children, so introducing toys that provide educational benefits whilst simultaneously offering hours of fun is the way to go.”

Of course, while educational and developmental toys are increasing in popularity within the Infant category, let’s also not forget the importance of toys that are simply fun and make a young child smile or laugh, or the toys that they form an emotional attachment to. While every parent or gift giver understands developmental benefits are important, nothing can beat watching the pure joy of a baby having fun with a toy they have just discovered or seeing them return again and again to a favourite item. There are just so many choices for retailers in this category, it’s good to aim for a balanced portfolio. While electronic toys integrating light, sound and movements are highly popular for early cognitive development, many parents still opt for traditional toys such as wooden blocks, pull-along toys and puzzles.

Julia tells us that the team at Hippychick has seen plenty of interest in products such as Busy Boards and First Development Puzzles specifically designed to improve

Feature Infant Toys

babies’ hand-eye coordination and fine motor skills. Speaking on the different types of developmental infant toys, Julia explains that retailers should opt for diversity and offer a blend of electronic toys that provide interactive learning and traditional toys that encourage screen-free playtime and can withstand the test of time.

Neil Montgomery, UK commercial director at Jura Toys, has also noticed rising demand for wooden toys that offer developmental benefits and can be passed down through generations. “We are seeing great interest in classic traditional wooden toys, but with a modern twist,” he says. This year, the Janod brand is expanding its Sweet Cocoon Collection with 12 new nature-inspired, FSCcertified wooden toys designed to encourage infants to learn and discover through play.

Likewise, Mattel is set to expand its infant toy range with new wooden products that aim to meet the growing demand for traditional toys. The upcoming Fisher Price branded collection will feature modern designs and ontrend themes and offer a wide range of play patterns for children aged six months and beyond, including puzzles and blocks, role-play items, music-making toys and more. Commotion offers a wide variety of classic wooden toys designed to encourage the learning and development of primary skills. The company’s wide product portfolio includes the Tickit Natural & Rainbow Wooden Loose Parts – a range inviting infants aged six months and beyond to engage with an array of open-ended resources. By incorporating different shapes and seven colours of the rainbow, this diverse line helps with colour and shape recognition while encouraging babies to explore, build, discover and learn at their own pace.

Many Infant toy suppliers have stepped up their game and now offer multi-functional toys that, besides providing educational benefits, will assist with other aspects of infancy. Teething, for instance, can be a difficult process for both babies and parents, and multiple toy companies are now incorporating teethers into their products to ensure that babies can soothe their

gums during play and learning time. Ravensburger is one of the companies set to release an innovative book series collection with integrated teethers under its new Play+ brand, which launched on the opening day of this year’s London Toy Fair. The collection will feature six book series, each combining toyetic touches, a unique teething bar and pop-it elements to offer functionality and development opportunities for babies.

Melissa & Doug has also recently refreshed its infant toy portfolio with the multi-featured Peek-a-Boo Berry Take Along Toy. Featuring a strawberry-themed design, this product is equipped with textured slices that reveal a peek-a-boo mirror to help develop visual senses and a silicone teething ring that babies can use to relieve sore gums.

To help parents with day-to-day routines, a host of bathtime and bedtime products have been designed to soothe and comfort infants, promoting healthier habits and providing parents with some much-needed respite. Joining One for Fun’s BB Junior range is the Splash and Play Light up Sailboat and Splash and Play Musical Tugboat, both designed to attract the attention of, and distract, young infants. Meanwhile, Simba Smoby is expanding its Little Smoby Baby Bath Time range.

The recent introduction of Zuru Studios earlier this year marked a meaningful expansion into the Infant market for the company, with the debut series, Eggy Wawa, now coming alive in toy form. Forming part of the collection is the Eggy Wawa Learn in the Bath – a toy designed to help children learn and develop during bathtime routines. This range features a fishing net to help with fine motor skills, an electronic musical egg that encourages dance movements, ocean creature bath squirters, bath stickers that teach young children about some of the most popular marine animals and Bubble Bath that helps bridge daily routines with fun and enriching learning experiences.

Zapf Creation is expanding its Baby born portfolio with the Baby born Sleepy for Babies – a soft doll with an integrated rattle and snuggly body, ideal for babies

to cuddle when put to bed. VTech’s upcoming release of the cuddly Calming Purrs Kitten - a toy featuring lifelike movements, head sways and rhythmic breathing motions – has also been designed to comfort babies whenever feelings of irritability or uneasiness strike.

As the Infant category is mostly driven by parent and gift giver purchases, many suppliers are leveraging nostalgia as a way to appeal to consumers. This autumn, Rainbow Designs is launching a Wizarding World collection of nursery toys set to captivate Harry Potter fans, as well as the Peter Rabbit Once Upon A Time Activity Toy and the Disney Attachables series, featuring beloved Winnie the Pooh characters. By blending classic licences with practical nursery toys, the company is confident that these new lines will be popular amongst parents and gift givers alike.

“Retailers really can’t go wrong with classic characters, many of which have been around for generations, and which have played an important role in the childhood of many of today’s parents and grandparents,” says Alys Dawson, director of Product, Creative and Marketing Services for Rainbow Designs. “The longevity, popularity and values of much-loved characters such as Peter Rabbit, Paddington and Winnie the Pooh will continue to outshine many of the modern-day brands."

MGA’s Little Tikes brand is certain that nostalgia will prompt parents to remember old-time classic toys from their own childhoods and bring them back for their children to enjoy. “We’re positive that we will continue to see growth in the sector as more millennial parents revert to feelings of nostalgia and re-experience play with their children,” said Little Tikes’ Alaina Cornish. “Products like the Blue Rocking Horse are still fondly remembered by parents and gift givers.”

Over the following few pages of this feature, readers can explore some of the ranges mentioned in this article and other new products that will be hitting shelves in 2024.

Melissa & Doug

0800 731 0578 | service@melissaanddoug.com

Melissa & Doug’s latest array of infant toys is thoughtfully crafted to engage and educate young minds through novel, sensory experiences. These toys seamlessly combine exploration with playful learning.

The new Ocean Tummy Time Triangle is an imaginative toy that transforms routine tummy time into an engaging adventure with its three multi-sensory, double-sided cloth panels. The panels can either lie flat or form a pyramid, providing visual and tactile stimulation. The high-contrast black and white graphics are perfect for newborns' visual development while the other side offers colourful ocean scenes with playful features like a crab with a peeka-boo mirror and a sensory ribbon-adorned jellyfish. Compact and easy to transport, this toy is suitable for newborns to 12 months.

Another fresh addition to the line is the Peek-a-Boo Berry Take Along Toy, suitable for newborns to 12 months+. The strawberry-themed toy is equipped with textured slices that reveal a peek-a-boo mirror and include a silicone teething ring. Its easy clip-on feature allows it to accompany babies wherever they go, as it can be attached to strollers, car seats or changing bags.

Rounding out the collection is the existing Pineapple Soft Stacker. Designed for babies from six months, this ensemble of textures and sounds is designed to amuse and educate. Babies are encouraged to sort, squeeze and stack the soft, fabric-covered rings along with a durable plastic textured ring, all atop a rattling base. The stacker is crowned with a soft topper featuring crinkle leaves and silky ribbons, providing a multitude of sensory experiences that promote fine motor skills and problem-solving abilities.

Paddington

Bear with Boots

Cuddly Classic

Infant Toys

01628 500 000 | www.mattel.com

In autumn/winter 2024, Fisher-Price will launch the new Fisher-Price Link Squad range. The range fosters early learning skills by helping young children make important connections through educational interactive play using phrases, songs and sounds. The range includes the Bop & Learn Tiger, which teaches parts of the body, the alphabet and colours; the A to Z Yak teaches alphabet, first words and more; the Jam & Count Panda helps kids with counting; the Crawl 'n Colours Chameleon teaches kids about colours whilst encouraging them to crawl and, finally, the Opposites Fox teaches kids all about opposites. When the Link Squad meet up, they light-up to sing and play together.

Fisher-Price is also introducing a new range of wooden toys for children aged six months to five years. Featuring contemporary designs and on-trend themes, the new wooden toys offer a wide range of play patterns—from puzzles and blocks to role-play, music-making and more.

The Fisher-Price Laugh & Learn range helps develop fine motor skills and encourages role-play for infants and toddlers. New to the range is the Laugh & Learn Sit & Steer Driver, which is an electric car-themed play centre packed with activities all around, plus lights, music and sounds, to encourage babies to crawl and explore. Also in the range is the interactive toy bag Laugh & Learn Going Places Learning Purse, which features multi-colour lights, songs and phrases that introduce colours, shapes, counting and more. The Laugh & Learn Learn & Serve Coffee Cafe play set is styled like a real espresso machine; this interactive barista station comes with 10 role-play accessories and features 100+ songs, sounds and phrases that introduce the alphabet, colours, shapes and more.

Fisher-Price continues to expand its Little People range with the Little People Friendly Horses Stable. The barn features three stalls for kids to explore with the horse and pony figures, plus a spinning carousel that activates sounds, a drop-through feeding chute and a wagon to hitch. New to the Little People Disney Princess range is the Disney Princess Float Assortment. Each themed, push-along vehicle comes with a Little People figure featuring a Disney Princess character that kids can use to create their own stories.

The new Barbie Little Dreamcamper, a combination push-along camper and toddler play set, includes two Little People figures and three camping-themed play pieces to enhance storytelling play. It features 35+ songs, sounds and phrases.

Zuru

www.zurutoys.com | sales@zuru.com

Zuru’s recent launch of Zuru Studios marks a significant expansion into the Infant market. Its debut pre-school series, Eggy Wawa, aims to educate, entertain and delight youngsters. The series follows the adventures of four children and Sheldon the elephant, their knowledgeable teacher, as they explore and learn with Eggy Wawa, magical eggs that reveal surprises and solutions to all the questions that pop up on their roving quests.

Bringing the on-screen narrative and learnings into real-life play, the themed, interactive Eggy Wawa eggs provide a quality toy range and enriching play patterns to build upon the animated storytelling. With three eggs featuring characters, music and elements from the show, each egg lends itself to varying development stages for infants, toddlers and pre-schoolers to recreate the adventures seen on screen and many ways to learn and play.

Eggy Wawa Learn in the Bath has instant on-shelf appeal, thanks in part to the eyecatching packaging design. Small children can crack open the Bath Egg to discover 19 layers, and the set includes a fishing net for helping to develop fine motor skills, an electronic musical egg to encourage dance and movement, ocean creature bath squirters and bath stickers for learning about some of the most common marine animals. Bubble Bath helps to bridge daily routines with the fun learning experience.

Eggy Wawa Learn on the Farm brings entertainment to learning complete with 34 surprises. Inside each egg, infants can discover an array of farm animal figurines and flashcards to help them explore the world around them and get hands-on with pressing, rolling and moulding farm-themed shapes with coloured dough. The Eggy Wawa Learn at School Egg helps to teach letter, word, number and colour recognition with the flashcards and poster charts found inside. With 60 surprises to discover, there are also ABC, number and dough cutouts for hands-on learning and to boost children’s fine motor skills.

Zapf Creation

0845 0533 333 | www.mgae.com

Zapf Creation is expanding its product portfolio this year and introducing new dolls into the infant category across the much-loved Baby Annabell and Baby born brands.

The new Baby Annabell Hannah Let’s Play is a functional doll for toddlers as young as one year old. This doll comes with a line-up of special features: Baby Annabell Hannah can make drinking noises when users hold the bottle to her mouth and babbles ‘aya’ when pressing her tummy. She laughs or hiccups when tilted left or right and when laid down, will close her eyes, breathe softly and quietly fall asleep. With a soft 36cm body, she is easy for babies and toddlers to hold, cuddle and nurture.

The Baby Annabell Sweetie for Babies range, suitable for age 0+, is perfect for exploring new textures and stimulating feelings of comfort. The little ears on the doll’s hat are also ideal for babies to test their grab reflexes. An integrated rattle promotes auditory exploration and aids the development of hearing senses.

The 36cm dolls Baby born Lena and Baby born Lukas are suitable for toddlers aged 1+ and have been crafted to be the perfect size for children to grip with their small hands. They both feature seven functions to enhance playtime and encourage creative play. When fed water from its bottle, they realistically wet while drinking, providing an opportunity for role-play scenarios, including potty training. Both dolls come with a starter set of accessories, and a diverse range of clothing and accessories is available. They are suitable for water play.

Baby born Sleepy for babies is available in pink and purple, with an integrated rattle to help keep babies entertained. The doll’s soft, snuggly body is perfect for children to cuddle, especially at bedtime. Baby born Swimming Lizzie is designed for water play and is perfectly tot-sized and suitable for children aged 1+. With no batteries required, the 30cm functional doll has real swimming motions.

Rainbow Designs

01329 227 300 | www.rainbowdesigns.co.uk

Rainbow Designs offers an array of inspiring infant toys coupled with much-loved classic characters including Peter Rabbit, Paddington, Disney’s Winnie the Pooh and Guess How Much I Love You. Additionally, new Disney Baby Lion King and Harry Potter Wizarding World collections have been specifically created for newborns and young babies and are brimming with developmental features.

In celebration of the 30th Anniversary of Disney’s The Lion King, the new Disney Baby Lion King range is now available to retailers. This collection includes the cuddly My First Simba Soft Toy, Comfort Blanket and Ring Rattle, as well as the stimulating Simba Sensory Play Mat, with a peek-a-boo flap and a baby-safe mirror.

This autumn, Rainbow Designs will be launching the Wizarding World collection of nursery toys. This collection will feature Harry Potter, Hedwig and Dobby in plush formats that include My First Soft Toys, Rattles, Comforters and Activity Toys. Further range additions are planned for 2025.

The best-selling Peter Rabbit, Disney’s Winnie the Pooh and Guess How Much I Love You collections include My First Soft Toys, Comforters, Ring Rattles, Play and Go Squares and Unfold and Discover Activity Toys, ideal for encouraging sensory play and aiding development. Joining the ranges this autumn will be the feature-packed Peter Rabbit Once Upon A Time Activity Toy and Disney Attachables series featuring Winnie the Pooh, Piglet, Tigger and Eeyore.

Rainbow Designs’ ever-popular Paddington for Baby collection features super soft fabrics and fun patterns. The range includes My First Paddington soft toy, comforter and ring rattle, as well as the developmental Paddington Activity Toy, Activity Spiral, Play & Go Squares and Paddington Unfold and Discover toy.

The Animal Adventure range includes the Safe and Soft collection, crafted with care to create the perfect first cuddly friends for babies. The Elephant, Puppy and Bunny characters have been created with patented, soft antibacterial and hypoallergenic fabrics. The Safe and Soft toys resist both odours and stains and are tested against common bacteria strains, to ensure they are as safe as possible against a baby’s skin.

One for Fun

01416 132 525 | www.oneforfun.com | sales@oneforfun.com

Tobar’s Animigos range of animated plush animals continues to grow. The Okapi, Arctic Fox, Malayan Tapir, Snow Leopard, Capybara and the latest Axolotl make some of the more unusual additions, whilst the Pointer puppy, grey fluffy cat, seal pup, dolphin, hamster and bat are more well-known.

One for Fun also distributes Dream Beams. These characters are super soft and squishy and have a unique glow-in-the-dark feature for night-long cuddly comfort. There are plenty of characters to choose from each with their own story, and new waves will continue to be launched regularly. These plush characters are perfect for all children from birth and offer great value for money.

BB Junior combines cutting-edge design with great engineering to create desirable products. The bathtime section sees the addition of the Splash and Play Light up Sailboat and the Splash and Play Musical Tugboat, both designed to attract and distract the attention of very young children.

Best-sellers and award winners amongst the existing BB Junior Bathtime range include the BB Junior Splash n Play Submarine Projector. This Submarine bath toy has a projector in its base. When popped in the bath, it projects images on the bottom of the tub as it floats on the surface. The BB Junior Splash n Play Spraying Tugboat automatically activates a water-squirting squirter in its chimney when placed in water.

The BB Junior Splash n Play Twist and Sail is a wind-up bath toy built specifically for small children to enjoy. It sails across the water, powered by its own little clockwork engine. Users can see how the mechanism works when the boat is in the pack, thanks to the Try Me style packaging. The full BB Junior range of vehicles, bath toys and gift sets is available to view online.

Toynamics

Toynamics UK & Ireland has a variety of best-selling and new Infant toys from its brands Hape, Baby Einstein, Skip Hop and new brand Käthe Kruse.

Founded in 1911, Käthe Kruse seamlessly blends classic doll-making artistry with modern innovations. Guided by the vision of its founder Käthe Kruse, the brand continues to shape trends and upholds its legacy of quality. Käthe Kruse products are all handcrafted from 100% natural materials and are available in a range of cuddly characters, sizes and price points, with products suitable for infants aged 0 months+.

New for 2024 from Hape is the Multi-Stage Sensory Gift Set designed to help young children develop every step of the way. The gift set includes rattles, teething beads, stay put rattles and push toys, aimed at encouraging children to develop essential skills. In a cute colourway, the gift set has a mix of different products to develop fine motor skills, coordination and even help when teething.

Also new for 2024 is the set of 3 Happy Hatchings Wobble Rattles. Made from BPA-free silicone and eco-friendly fasal, they rattle and wobble engaging multiple senses, as well as enhancing motor skills and hand-eye coordination.

From Baby Einstein, the Mini Magic Touch Piano is an on-the-go version of the awardwinning Baby Einstein Magic Touch Piano. With two play modes, the piano lets babies create their own music or plays melodies with just a simple tap. This portable toy is great for on-the-go, has teething beads and an easy to grab handle, is suitable from 3 months+ and available at a low price point.

Worldwide nursery brand Skip Hop has a variety of high-quality infant toys. Inspired by Montessori learning, the new Discoverosity Play Gym is suitable for newborns and beyond and is packed with features. Six parent guide cards suggest stage-based activities to encourage sensory development. Crafted with sustainably sourced wooden arches, a plush sensory playmat and five developmental toys with sensory features, all the key skills will be encouraged. With three ways to play and a tummy time cloud included, this product aims to encourage young children to explore, learn and grow.

Play+ Brand Profile On the plus side

How has the range been received since it debuted at Toy Fair?

Toy Fair was hugely exciting for our team. Seeing the whole Play+ range presented after years of planning, research and development was a major landmark. We had a fantastic response at the show, and we’ve continued to enjoy a really positive response from retailers in the months since.

When it comes to themes, play patterns etc., what have you drawn on for inspiration for Play+?

We started the research and development of this range with no preconceptions. We consulted a variety of experts in child development and education, as well as parents themselves, to really get inside what makes the ideal product for this age group – and which products work together to create an offering that families are looking for. We added our own expertise as a trusted brand among families to the mix, and our experience in creating quality products that endure, entertain and educate. The result was Play+, a collection of toys and books that not only offer fun and engaging developmental play but also add longevity, added functionality and practical features that parents are looking for.

We aimed to create a holistic collection looking at all aspects of development and play in this age group, and we were open to creating the line with a variety of materials, opting for those that best met the needs of the children and introduced a wealth of multisensory features. This, too, was the start of our introduction of books to Play+. We’re already the No. 1 board book publisher in Germany, and our research indicated that parents felt books and toys fit together as a rounded play offering. However, these are not

Ravensburger is preparing for the launch of its new infant toy range Play+, which comprises a carefully curated assortment of toys and books suitable from birth. Toy World spoke to Alexander Loehr, international category director Infant/Toddler, Ravensburger, to find out what the collection offers infants and their parents, and what’s gone into the development of the Play+ line-up.

often seen merchandised together in a single range. Play+ has provided the perfect opportunity for our first launch of books in the UK, a step we’re all very excited about.

The animal theme you’ll see in the launch range was a popular choice in our research, but this is just the start of our journey. Watch this space for more themes and play patterns to come.

What are the standout SKUs within the launch range?

They all have so many plus points – hence the brand name! Our 3-in-1 Stacking Cups Bird’s Nest is such a clear demonstration of the benefits of Play+, so that’s one that springs to mind. This product takes the classic infant staple – the stacking cups – and introduces the ‘plusses’ of Play+. The textured cups are crafted in silicone, offering lots for babies to explore, they’re easily stacked and squished, and are great for both indoor and outdoor play. The top cup has a suction cup, reducing the frustration factor as babies learn to place the cute bird inside. The bird features a rattle for added discovery and storytelling opportunities and there’s a handy play mat as well, which doubles as a storage bag.

I must mention our books too; there are six different book series in the collection at launch. In keeping with our Play+ philosophy, we’ve integrated toyetic touches that add play value - and some practical touches too, of course. Our Flip & Pop book series, for example, features untearable, waterproof pages that are ideal for the robust and varied play enjoyed by this age group. They’re even suitable for the bath. The Play+ story doesn’t end there: we’ve also added a silicone teething bar and fun pop-its to the books, adding to their functionality, play and development opportunities.

What sets the Play+ range apart from other Infant toy ranges currently available?

The depth of consideration that went into creating Play+ means it really offers something special to parents and children. Each item demonstrates our dedication to detail throughout the development process: they’re full of fun, engaging developmental and multisensory opportunities; they reflect current trends, but also always keep in mind established pedagogy; they will endure in the toy box thanks to their quality and the integrated grow-with-me features; and they address practical features that recognise

the reality of life with small children.

We know from our research that the combination of books and toys as one complete play proposition is something that parents were keen to see. We’re offering that in a collection that celebrates the joy of early childhood through inviting characters and colours that will really stand out in-store. We recognise that Play+ could well be consumers’ first handshake with our brand, and in providing toys and books with so many plus points we aim to create relationships with families that will endure throughout the years.

How will Ravensburger be supporting the Play+ range in terms of marketing and retail activations?

In the UK, there is an extensive marketing programme planned that will introduce the brand to parents through a variety of touchpoints. Digital will of course play a big part, but we’re also looking forward to providing opportunities for parents and children to get hands-on through a variety of other marketing initiatives too. Our PR campaign will include brand ambassadors, events and third-party activity.

We’re looking forward to supporting our retailers with a library of digital assets to bring the range to life online, while for in-store, we’ve created a range of bright, inviting merchandising materials including an impactful FSDU that will make the range truly pop.

How

will the range develop post-launch?

Our launch collection will be available from September this year, and we have many plans for the development of the line. For example, in our next launches you can expect to see a focus on further milestones such as language development and social/emotional skills. And, while our first collection is celebrating the animal kingdom, you may well see new themes coming through. We’ll continue to take an open-minded approach that doesn’t put limitations on where Play+ could go.

Home of educational play

Open-ended educational toys with superior play value & longevity. Thoughtfully designed to:

inspire curiosity engage creativity

educate through play encourage joyful learning

For information about becoming a tickit ® reseller visit: www.commotion.co.uk (Owned & distributed by Commotion Ltd.)

Infant Toys

Hippychick

01278 434 440 | www.hippychick.com | sales@hippychick.com

Hippychick has been supporting families through their journey of parenthood for 25 years. From newborn through to 6+ years, Hippychick has developed and hand-selected toys, gifts and parenting essentials designed to be handed down through the generations.

The Nattou brand is well known for its soft and snuggly baby comforters and toys. One of the cuddly toys in the range is the Piu Piu – an Octopus with tentacles designed to remind babies of their mother’s umbilical cord and make them feel safe and secure. This soft toy is available in a range of calming colours. Nattou also has a selection of beautiful playmats, with a variety of activities incorporated into them to stimulate babies. Featuring a padded design for added comfort, these playmats offer lots of interesting noises and textures.

Commotion

01732 225 821 | www.commotion.co.uk info@commotion.co.uk

At the heart of every product from Commotion’s flagship Tickit brand is the objective of encouraging learning through play. Babies thrive through interaction with safe and stimulating resources, allowing them to start exploring the new textures, sights, sounds and movements that will help them learn about the world around them. Parents are also increasingly looking for toys that deliver developmentally, aesthetically and economically.

Tickit’s Sensory Reflective range features captivating and highly durable products that are suitable from birth. Made from robust, lightweight and hygienic stainless steel, they are light and easy for young babies to hold and examine, and the smooth polished finish gives a mesmerising distorted reflection. Metal can be cooled to provide a soothing toy for teething babies or warmed for a comforting sensory experience.

Sensory Reflective Colour Mystery Balls have individual sound and movement characteristics. Award-winning Sensory Reflective Sound Buttons contain different sounds, and the stunning Sensory Reflective Colour Burst Balls are designed to look as inviting on a coffee table as they do in the playroom. Wooden toys continue to engage the youngest children, and Tickit’s range of Natural & Rainbow Wooden Loose Parts is perfect for growing an infant’s toy collection. Suitable for 10 months+, the smooth wooden objects are designed to promote the curiosity approach and inspire open-ended play. The Rainbow sets are visually enticing, while the Natural versions lend themselves to heuristic play and inquiry-led learning. Both ranges include simple shapes such as rings, bowls, stars, cubes, spinning tops and giant buttons. Rainbow Wooden Keys are an ideal first gift, with 11 tactile numbered keys and a threading lace.

Classic World is another of Hippychick’s best-selling brands offering long-lasting and entertaining wooden toys with a host of educational benefits. Brand new to the Classic World range, the Hello Boxes are available in two age groups of 6-12 months and 12-18 months, and include various wooden toys that are ideal for infants’ developmental stage and designed to harness their unstoppable curiosity about the world. The 6-12 months box contains a hammering game, twist carrot and shape matching puzzle, all crafted from high-quality, durable wood. This toy is also FSC-certified.

The Classic World Stacking Rings Flower Garden is a traditional stacking game designed to spark children’s interest in the world around them whilst encouraging the development of hand-eye coordination and fine motor skills. Classic World has also combined two solutions into one toy with its UFO Baby Rattle. Parents can shake the rattle to keep babies entertained, whilst the soft feature allows infants to safely chew and soothe their teeth during the tricky teething period.

Infant Toys

Jura Toys

020 8878 2133 | sales@juratoys.co.uk

French brand Janod is expanding its Sweet Cocoon Collection with nature-inspired FSC-certified wooden toys, bursting with stunning pastel tones. Ideal for keeping the youngest minds active and senses engaged, whilst encouraging learning and discovery through play, the new products aim to delight both children and adults alike.

The stylish collection promises a contemporary twist alongside the charm that traditional wooden toys offer, featuring 12 brand-new toys in a soft pastel colour palette. Suitable for children aged 12 months up to two years, the range has the bonus of looking beautiful on the nursery shelf until tiny tots are ready to play.

Janod’s duck family makes the ideal first pull-along toy. Young children will enjoy seeing how the cute ducklings waddle behind their mum as they pull the toy along, with its calming soft colours and friendly faces.

Suitable from 12 months, the Caterpillar Music Stand is a resourceful way to make the most of sound activities that all fit neatly within the caterpillar when playtime is over. The sticks are stored in the head of the caterpillar, whilst the body is made up of maracas, a xylophone, a bell, a rain stick and a textured scratchboard.

Basic Fun!

0118 925 3270 | www.basicfun.com | bfuk@basicfun.com

Basic Fun! UK’s Fisher-Price Classics offers infants an introduction to the role-play category.

The Two Tune TV is a classic Fisher-Price item that has become a childhood institution since its introduction in 1966. Entertaining children for over 40 years, two classic melodies play as vibrant pictures scroll across the screen. Just as the original, the Fisher-Price Two Tune TV plays Row, Row, Row Your Boat and London Bridge is Falling Down. Existing favourite, the Chatter Telephone, features eyes that move up and down and a rotary dial that rings to make children smile.

Lil Snoopy features a wobbling body and swinging ears, and aims to encourage interactive play. Fisher-Price’s product portfolio also features plenty of other classics that will support early development as children immerse themselves in pretend play; the iconic Record Player remains the number one selling line. Other popular infant toys include the Fisher-Price Xylophone, See ‘N Say The Farmer Says and more.

Simba Smoby

01620 674 778 | sales@simbasmoby.com

Simba Smoby’s Little Smoby collection, designed to introduce children as young as 12 months to the trusted Smoby brand, has an extended offering for autumn winter. Each item in the range has been thoughtfully designed to support early development, whilst also encouraging curiosity and exploration. All are styled in the same soft, genderneutral pastel tones, which look beautiful both in use and on display.

Two new additions for the second half of the year join the Little Smoby Activity Table and Little Smoby Baby Bath Time. The Little Smoby Little Garage is a vehicle-themed play set that comes with a chunky car. The play set is packed with activities, including an elevator with a magic handle, a washing station, a repair bridge, a helipad, a ramp and a fuel pump. On a grander scale, the Little Smoby Big Garage comes with two vehicles and track pieces to assemble. Also included are a mega ramp and a secret trap door.

VTech

01235 555 545 |

www.vtech.co.uk

VTech Baby maintains its position as the No.1 Infant/Toddler Brand (Circana, YTD March 2024). This season, the company is introducing 14 new toys to its extensive range, which includes the soft and cuddly Calming Purrs Kitten designed to soothe and comfort babies. With lifelike movements, including gentle head sways and rhythmic breathing motions, this kitten is designed to create a calming atmosphere. Users can activate the moon button to enjoy soft, tranquil lights in three relaxing modes, accompanied by 15 melodies and white noise options including purring and nature sounds. In addition, customisable timer settings ensure a tailored experience for the infant’s relaxation needs.

The Cutie Puppy Carrier is a travel carrier including a plush puppy and six removable role-play accessories designed to foster imaginative play and nurturing skills. Featuring interactive elements like moving zips, crinkly poo bags and a squeaky hand sanitiser, this product also includes a discovery station that introduces pet care scenarios and teaches fundamental concepts like numbers, colours and shapes. The Cutie Puppy Carrier also includes two nurturing songs and 15 lively melodies.

With the Ocean Buddies Animal Band, children can explore the whale piano, starfish maraca and peek-a-boo sea turtle tambourine. This toy includes seven sing-along songs and twelve melodies and features three play modes introducing animals, colours and piano notes. The whale piano also features an easyto-grasp handle for a travel-friendly option. Interacting with these instruments supports physical development and hand-eye coordination.

The VTech Baby range is supported by an extensive media campaign spanning various platforms, including brand advertisements on YouTube, TikTok, Instagram and Facebook, as well as a strategic partnership with a leading parenting website to broaden audience reach.

Feature Wheeled Toys

One for the road

As families wipe the cobwebs off their scooters and bicycles ready for the summer holidays and others are upgrading their wheeled toys with more advanced designs or accessories, Toy World looks at the key opportunities in the category.

WWheeled Toys are the perfect products to take out of the shed for the few weeks of the year it actually feels like summer, to make the most of outdoor play and exercise. However, it’s a common misconception that wheeled toys are for the summer. Not only are wheeled products and ride-ons becoming more and more popular as a form of transportation on the school run or days out, but many parents actually look towards Christmas and birthdays to make these big item purchases.

Phil Ratcliffe, managing director at MV Sports, comments: “Wheeled toys do sell in summer of course, but also tend to be main Christmas presents for many kids. For example, a bike or battery-operated ride on is still the ubiquitous ‘big box under the tree’ yuletide present.”

Brian Colgan at MCC Stock Solutions has also found in recent years that wheeled toy purchasing has been moving at a higher rate towards Christmas due to the added expenses families face in summer – from summer camps, day trips and holidays. Faced with ongoing economic challenges, Brian believes that many families are looking to spread out their spending across the year and focus on key gift-giving opportunities.

Birthdays and school age milestones are also occasions for purchasing wheeled toys. Danielle Barclay at Micro Scooters explains: “First birthdays are a crucial age opportunity for Micro's wheeled products. It is a milestone occasion where memorable gifts are given. Products like the Micro Hopper and Micro 4in1 ride-ons are popular because they provide ‘that moment’, i.e. the child's first ride. Wheeled products cover that customer need perfectly. Aside from the first birthday, other occasions such as starting pre-school around the age of two and ‘big school’ at the age of five, are pivotal moments when kids upgrade their wheels. Then we see kids moving from three-wheeled scooters to two-wheeled scooters at seven. Christmas and birthdays are also critical purchase times for wheeled toys.”

In addition, many wheeled toy companies are producing accessories for their ride ons. Danielle adds: “The accessories associated with a scooter or wheeled product, like safety helmets, bells and lights, allow grandparents, aunties and uncles to get involved in buying for the recipient, providing new audiences for wheeled product retailers.”

A main focus for suppliers is to create eye-catching toys for key age groups. Kids can use ride ons even before they

turn one, being pushed around as they grow reluctant to use a pram. Then as their motor skills, balance and handeye coordination develop, they can progress from balance bikes to four wheels to two, and the most adventurous can even try out more action-fuelled products.

At HTI, Evo caters to a wide range of ages, starting from as young as 12 months. In the company’s junior range, the best-selling line for children aged two years and over is the three-wheeled Mini Cruiser. As kids grow older, typically around five years and above, they tend to transition to the Inline two-wheeled scooter. Younger scooter enthusiasts are drawn to HTI’s light-up scooter options, while more confident riders, around seven years and above favour stunt scooters.

With MCC Stock Solution’s JCB Ride-On, a broad age range is catered for so that it’s less spend for the parent over time. The remote-control feature means parents can help with driving, whilst safety is provided by the three-point harness. As the child gets older, they can take control themselves by going to the next speed level and having added features to play with.

Brian Colgan of MCC remarks: “The advantage of a branded line is that parents are more inclined to buy a vehicle similar to what they own – and children like to

Feature Wheeled Toys

drive what mummy and daddy have, or what they see on the road.”

At MV Sports, licences are enjoying a “big uplift at the moment” particularly with Bluey, Stitch, Sonic and Spidey/Spider-Man. Up to the age of seven tends to be the main target demographic for licensed wheeled toys. Phil

adds: “After the age of seven, brands and specification take over. For example, a tri or in-line scooter or a ride on is perfectly suited to pre-schoolers/infants whereas a stunt scooter or urban scooter is better for eight years and over.”

Nancy Fielden, Marketing manager at HTI, tells us that the company has shifted focus in recent years, prioritising exceptional design, quality and affordability over licensing. “This approach ensures flexibility and independence from the performance of licensed properties, which benefits our retailers,” she explains. “While we offer licences in our Battery-Operated range, they currently constitute a relatively modest percentage of our overall offering.”

Wheeled toys are not always the easiest products for a retailer to display in their store, particularly if space is limited, but suppliers are ready and willing to provide support to their stockists. HTI is just one supplier that carefully considers box size, dimensions, design and shape of its packaging. “By ensuring that our products can be stacked efficiently, we help retailers make the most of their available space, and the outer packaging design will certainly enhance their display options,” explains Nancy.

Danielle at Micro Scooters says: “We provide demonstration models so retailers can gauge the space required. But nearly all our products come boxed and are easy to stack. We ensure the artwork on our boxes acts as a buyer's guide, so retailers do not have to disclose any other product information. In some cases, we also work with retailers to create bespoke POS.”

Another way some companies are helping with marketing support is by producing videos of their

products for stores to run on their social media.

HTI provides high-quality digital assets, including imagery tailored to showcase its products in the appropriate environments, to evoke the desired emotions. The company’s aim is to provide comprehensive visual details to make the products enticing both online and in-store, offering in-store graphics and on-shelf 3D visuals to enhance the retail experience.

Brian at MCC says: “We try and encourage stores, if possible, to place one item on display in their window. We can supply videos of the item for stores to run on their social media pages, giving customers a glimpse of what it’s like in action and guiding the consumer to whether it’s suitable for their child.”

Phil at MV also appreciates that content is becoming ever more important as the world moves more on-line, however “good packaging, good product and great value will remain key for bricks and mortar retail”.

Micro Scooters also offers a comprehensive suite of marketing support, including photography, videography, copy, collaborative social posts and influencer outreach. “However, our commitment doesn't end there,” Danielle adds. “We're proud to be renowned for our after-sales service and support.” Good quality wheeled products can last decades, or even generations, so after sales care is essential to the reputation of a brand. “Whether it's providing direct assistance to our retailers' customers, expedited deliveries, drop shipping or more, we go above and beyond to support our retailers which stock Micro and help them drive sales.”

Over the following pages, Toy World takes a look at all the latest wheeled toy launches rolling out for this year.

Wheeled Toys

MCC Stock Solutions

sales@mccstocksolutions.ie

New for 2024 is the official licensed 12V JCB 3CX Compact Ride-On Excavator with Backhoe. Designed for children in the 3-8 age bracket, the JCB 3CX has a fully functional front loader enabling children to easily operate the handles to scoop up rubble and sand. For added adventure, the direction of the seat can be changed so children can use the backhoe to dig freely.

The JCB 3CX Compact Ride On has a three-point safety belt and is also equipped with stabilising feet. With dual driving modes that feature high/ low speed functions which can be manually operated by the child, parents can also join in on the fun with the 2.4G wireless remote-control function that can guide the JCB, making it an interactive experience for both. Additionally, the JCB comes with a horn and real engine sounds which makes for a more realistic driving experience.

The JCB 3CX Compact Ride On is equipped with four non-slip, shock-absorbing and wear-resistant wheels made of premium EVA, making for a smooth and comfortable ride on various terrains. It is powered by two powerful 25W motors and 12V 4.5AH rechargeable batteries. The JCB 3CX Compact Ride On has a detachable cab that is not only realistic but provides additional fun for changing from a bulldozer to an excavator or a tractor. With an MP3 music board the JCB 3CX combines playtime with a rich audio experience.

MCC Stock Solutions is the official distributor in the UK & Ireland, and stock is available now.

Toynamics

01164 785 230 | www.toynamics.com sales@toynamics.co.uk

The Hape Off Road Balance Bike is a sporty balance bike for off road riding, packed with features that make it easy for children to learn to ride. It’s ergonomically designed, with a premium wood and steel frame for safe riding and comes with front and rear wheel mudguards. The cork wrist holder handle grips relieve stress on a child’s wrist when riding, whilst the steering limiter makes it easy to learn to balance and control the bike. The seat is soft and slim for added comfort, and the rubber suspension shock absorber under the saddle protects children’s spines from bumps and jolts. This racing Balance Bike comes with puncture proof 12-inch rubber tyres – so no more inflating tyres. The bikes are supported by a range of accessories including a sporty helmet, cool off-roading clothing, knee and elbow pads and gloves.

The best-selling My First Balance Bike is a cute, threewheel design, with its lightweight frame weighing just 1.6kg, perfect for toddlers 18 months and over to develop a sense of balance. With slide-proof and anti-scratch tyres, this balance bike can be used indoors on a rainy day or outside in the sunshine. Functional and stylish, this bike prevents steering over 60 degrees, grows with children thanks to an adjustable saddle and is easy to assemble in just three parts, with no tools required. This bike is available in green, blue and pink.

AmbossToys offers timeless ride-on toys which combine classic Italian design with the finest craftsmanship. The vintage looking Primo is an authentic ride-on in the design of a classic Italian scooter. Suitable for toddlers up until five years old, the collection is created using the highest quality materials for longevity and is available in three colours, mint, blue and pink. All brands are supported with full marketing support including Shop-in-Shop solutions.

Wheeled Toys

HTI

01253 778 888 | www.htigroup.co.uk

HTI's Evo brand continues to redefine outdoor play with innovative products that captivate imaginations. From dynamic balance bikes to sleek scooters, skateboards and a diverse range of wheeled wonders, the brand has an unwavering commitment to quality, value and exceptional design, setting a gold standard in wheeled products across all age groups.

Evo has introduced new items to the Stunt Scooter ranges, Ride-Ons, Battery-Operated Ride-Ons and is rejuvenating the Junior Balance Bike range. The new compact Foot to Floor ride-on boasts under-seat storage and a push-button horn, and is available in popular themes like Fire Engine, Dino and Unicorn. Competitively priced and easy to store, this ride-on promises endless fun.

Embracing the timeless fascination with dinosaurs, Evo’s Dino Quad Bike, is a new addition to the line-up designed for intrepid explorers aged three and up. This T-rex-themed quad bike comes complete with sound effects and a jaw that chomps.

Evo offers the Electric 4x4 Jurassic for budding explorers aged two and above. Whether they're traversing rugged terrain or embarking on backyard expeditions, this electrifying ride-on promises endless thrills. A version with a detachable trailer is perfect for transporting treasures and toys.

Evo's upcoming season brings a range of new additions to the balance bike line-up, including the Glider Balance Bike with trendy shades and a versatile basket. The Explorer Bike offers a portable solution with multiple colours and a fold-away system. Revamped stunt scooter models like the Viper and Kraken boast eye-catching designs and high-performance specs, and the Neo Chrome Stunt Scooter dazzles with its stunning finish, catering to serious enthusiasts.

Micro Scooters

01206 381 334 | www.micro-scooters.co.uk tradeorders@micro-scooters.co.uk

The multi-award-winning pre-school scooter for ages 2-5 years is celebrating its 20th birthday. It has been two decades since the Mini Micro first hit the UK's streets, and since then, millions of children and their families have had their A-B journeys transformed. The Mini Micro has made it easier for young children to get out and about safely, making learning to scoot a breeze, because of the intuitive build, while leaving a gentle impact on the planet.

Micro Scooters has introduced the Mini Micro Glow. Boasting one-of-a-kind engineering, this scooter glows with every ride. Powered by natural or UV light to light the deck, handlebars, brake and handlebar logo all emit a soft glow, day or night. For extra glimmer, the Mini Glow is topped off with ingenious light-up LED wheels which use induction energy to turn the power kids create as they scoot into bright white light. No batteries are needed.

The Mini Micro Glow is designed with safety in mind. With an adjustable handlebar and an increased 50kg weight limit, it's perfect for mini explorers of all sizes. The footplate is made from flexible PAGF (reinforced fibreglass) and features a doubleinjected anti-slip silicone logo, ensuring children's feet stay firmly planted, even in wet weather. Micro Scooters’ innovative braking system responds to the slightest touch, and the thermoplastic, toxin-free rubber handle grips provide a soft, yet firm, hold. With puncture-free polyurethane wheels, the Mini Micro Glow is ready for endless adventures.

This scooter is supported by marketing assets including outstanding photography and videography to show off the glow features, plus widespread brand marketing including national press, influencers and more.

The product will be available for autumn/winter 2024 in two SKUs of pink and aqua.

Dolu

07850 779 797 | www.dolu.com

One for Fun

01416 132 525 | www.oneforfun.com | sales@oneforfun.com

The best-selling Ozbozz range from One for Fun includes the Unicorn, Dino, Rainbow and Tie Dye Flashing wheeled scooters. These are available alongside a selection of Trail Twist Junior scooters, three wheelers designed for fun and stability.

My First Scooter is now a classic range; this stalwart has undergone many redesigns and has won a host of consumer awards over the years. The scooter helps to save costs as it builds from a sturdy four-wheeler to a three-wheeler and then to a two-wheeler. At a great price and perfect for younger children, this little scooter has outlived many of its rivals. The Unicorn and Dinosaur My First Scooters continue in the range, along with other colourways.

For older children, more advanced scooters include Vyper, with larger 145mm wheels which make for a smoother ride, and Chaotic, which has 100mm wheels and is made from tough aluminium for durability and strength.

The popularity of skateboarding in the mainstream sports arena has promoted new generic boards, all offered in different sizes; from the smaller ‘satchel’ board to full size, they are available in a variety of materials. Ozbozz neon skateboards continue to be popular, especially the Mirror skateboards which are highly glazed top-quality boards, available in four sizes and a variety of eye-catching designs. New for this summer are four new designs in the 17-inch size aimed at younger children: Princesses, Dragons, Dinosaurs and Space. These boards are available in packs of six for a single design, and flashing wheels add even more value and make a perfectly priced gift at any time.

Pat Avenue

New for 2024, Dolu has introduced the innovative Evolution Car, which has been a planned work in progress for the last couple of years. Young children can be pushed along in the car after being safely strapped into the three-point safety harness. There’s a three-position reclining backrest complete with a comfortable seat cushion liner, and the easy to manoeuvre handle makes it straightforward for parents to push the child in the car. The handle comes complete with a bag hook and bottle holder compartment for added convenience, and the ride-on also features a parental control foot brake to ‘park the car’. At the back of the car is a convenient storage compartment for shopping bags or the child’s favourite toys.

The handle can also be removed to offer children a foot-controlled car; the removable footplate in the car can be easily taken out to evolve into a foot to floor car as the child grows and learns new motor skills. An easy to move sun visor protects the child from the sun.

The design of the car is focused on offering an alternative to a pram when out at a shopping centre or walking in the park, as a young toddler can be comfortably pushed around, offering convenience to the parents and fun for the child.

The Evolution Car comes with soft wheels and 360-degree movement to the front. An electronic horn and toys are also included to further entertain young drivers.

Dolu will be launching the Evolution Car this year alongside further new introductions to its outdoor portfolio as part of its commitment to grow the company’s position within both the toy and baby sectors.

01604 678 780 | www.patavenue.co.uk enquiries@patavenue.co.uk

Children aged three years and over can explore the world on wheels with Pat Avenue’s super-fun Keyriders range of scooters and helmets.

New to the range for autumn/ winter is the Tri Water Blaster Scooter, a three-wheeled scooter with dual water tank and four powerful water jets which launch water up to five meters. Kids can enjoy zooming along on this sturdy set of wheels. The scooter comes with soft moulded easy grip handles, anti-slip footplate and rear footbrake. Like all Keyriders scooters, it’s extendible and foldable, so it will grow with the child. Available alongside this exciting new addition are the Draky and Perry scooter designs, which feature a plush character, as well as lights in the wheels which look great and support visibility. These fun scooters are foldable, meaning they can be stored neatly under a bed or in a cramped cupboard.

Style and safety travel hand-inhand with Keyriders. This creative collection offers kids a host of characterful helmets to pick from, which can be stylishly paired with either of the scooters in the range. The 2-in-1 Plush 3D Helmets give kids two different looks. They can choose between the printed graphic or add the plush cover for a 3D effect.

Wheeled Toys

Wilton Bradley

01626 835 400 | www.wiltonbradley.com

Wilton Bradley is expanding its licensed product line-up this year with the iconic Land Rover Defender and the exhilarating Aprilia Motorbike.

Exclusive to the UK and catering to young explorers eager to embark on their own adventures, the brand-new Land Rover Defender Ride-on combines style with functionality. It has an authentic design mimicking the iconic vehicle and includes cutting-edge features which ensure a safe yet thrilling ride.

The Aprilia Motorbike Ride-on captures the essence of the legendary Aprilia racing heritage; designed to deliver not just the looks but the exhilaration of a real motorcycle adventure. With its realistic suspension, precision engineering and attention to detail, the Aprilia Motorbike Ride-on will thrill and inspire the next generation of motorcycle enthusiasts.

Also new for 2024 is the Xootz Magical Unicorn Ride-on which is designed with the utmost care to combine safety and fun. The Unicorn boasts a host of magical features such as a light-up horn, creating an enchanting light plus a hairbrush and carrot accessories, encouraging interactive play for young riders.

The fun appeal of Wilton Bradley’s Bumper Car range continues to resonate with consumers. The Big Bumper Car remains an evergreen favourite, as evidenced by engaging consumer videos on platforms like TikTok showcasing the sheer enjoyment they provide.

Wilton Bradley’s commitment to independent retailers extends beyond just providing products – the company also offers valuable support and resources. Whether through marketing assistance, product training or logistical support, the company aims to ensure indie retailers have the tools and knowledge they need to succeed.

MV Sports

01217 488 000 | www.mvsports.co.uk

MV’s latest offering is an array of MoVe Mini Go! Tilt Scooters with Squishles. This groundbreaking concept merges the trend for squishy plush with practical onboard scooter storage. Every stylish plush character is seamlessly integrated with a scooter, while also doubling as a detachable wrist purse. This innovative feature is available across both licensed and non-licensed lines.

Crafted with meticulous attention to detail, the detachable wrist purse adds an element of convenience, allowing children to carry their essentials wherever they go. With Squishles, little ones are not only having fun but also staying organised on the go.

The MoVe Mini Go! Tilt Scooter with Squishles boasts a durable construction and intuitive design. Decorated with eye-catching graphics and crafted with care, the scooter features a wide footplate with smooth sides, promising stability and durability with every stride. Responsive tilt 'n' turn steering offers effortless manoeuvring and endless adventures. For added comfort, there are soft moulded grips and a fully printed anti-slip footplate. With PVC wheels providing a smooth ride and a reactive rear footbrake for secure stops, this scooter offers both excitement and safety in one dynamic package. Parents will appreciate the quick and easy 'push and click' assembly and removable aluminium handlebars, which make for compact storage.

Riders can choose from an array of Squishle characters, each offering its own unique personality and charm. From licensed favourites such as Peppa from Peppa Pig, Chase from Paw Patrol and Disney’s Stitch to original MoVe designs spanning everything from a funky Dino to a cute Owl and a charming Caticorn, there's a Squishle to capture the imagination of every young adventurer. With its seamless integration of plush and practicality, Squishles offer children a delightful way to transport their treasures while enjoying a smooth and stable ride.

Viewpoint Navigating troubled waters

Stephen Garrity

Stephen Garrity is head of Sales at Warrant Group, a freight forwarder with an EDI connected global network that delivers import and export solutions. Here he looks at the current global shipping crisis and its impact on the toy industry.

The shipping industry is once again navigating through turbulent times, and the effects are rippling out far and wide, impacting various sectors including the toy industry. The recent issues in the Suez Canal have underscored the vulnerability of key maritime routes, compelling shipping companies to make critical decisions that affect their operational risks and costs.

The crisis at the Suez Canal

A series of incidents has rendered the Suez Canal, a critical artery for global trade, a high-risk zone for maritime traffic. Recent data indicates a significant uptick in maritime threats in the region, with attacks in the Red Sea growing in both frequency and severity over the past six months. This development has forced shipping companies to weigh their options carefully: risk the dangers of the Red Sea or opt for the alternative route around the Cape of Good Hope in Africa.

The perilous alternatives

The decision is far from straightforward. The Red Sea route, while more direct, now carries an increased likelihood of piracy and other maritime dangers. On the other hand, navigating around the Cape of Good Hope is a longer journey and particularly perilous during the winter months of June to September, when the seas are rougher. This route extends transit times by approximately 8-15 days each way, adding up to a total of 16-30 extra days on a typical round trip. Such delays are a departure from the norm and have a cascading effect on scheduling and costs.

The impact on fleet operations and costs

As more shipping lines opt for the safer, albeit longer, route via the Cape of Good Hope, there are significant logistical repercussions. The extended journey times lead to an over-stretched fleet, as vessels take longer to return for subsequent voyages. This results in equipment shortages, as containers and ships are tied up for extended periods. Consequently, these factors contribute to escalating freight rates, which are anticipated to reach around $8-10,000

USD in the spot market by June - prices reminiscent of the peak of the Red Sea crisis.

Strategic implications for the toy industry

For stakeholders in the toy industry, this shipping crisis is not just a logistical challenge, it's a critical business issue. Longer transit times and higher shipping costs directly affect the bottom line and require strategic adjustments. Industry players should plan further ahead to mitigate these challenges, maintaining close relationships with their forwarding partners to stay ahead of the curve.

Planning and partnerships: a closer look

In these turbulent times, businesses in the toy industry need to adopt a highly proactive approach to shipping logistics. An essential aspect of this strategy involves a thorough understanding of the potential variations in transit times across different shipping lines. Each carrier may respond differently to the current crisis, adjusting their routes and schedules in unique ways. This variability means that transit times can fluctuate more than usual, necessitating a flexible approach to logistics planning.

Additionally, securing slots on ships has become increasingly challenging. With a stretched fleet and longer turnaround times, space on ships is at a premium. Companies not only need to plan further in advance, but also be prepared for the competitive pressure of securing these slots. Engaging in longer-term agreements with shipping partners can mitigate some of these issues, offering more predictability and potentially safeguarding against sudden rate increases and capacity shortages.

Proactive strategies at Warrant Group

We are acutely aware of these challenges and are taking proactive steps to mitigate their impact. We are securing longer-term deals with shipping lines to provide more stability in pricing and capacity for our clients. By prioritising transparency in our operations, we ensure that all parties are fully informed about the status and expected delivery

times of their shipments. Furthermore, we are implementing strategies to minimise delays at ports, ensuring that even on very long transits, the arrival of cargo is expedited so that stock reaches distribution centres as swiftly as possible. Our approach not only helps manage costs but also improves the reliability of supply chains, crucial for companies in the toy industry looking to maintain a steady flow of products to market.

Managing risks in a volatile market

As companies navigate the complexities of longer and more expensive shipping routes, another significant risk looms on the horizon - the potential for a sudden drop in shipping rates once the Suez Canal is fully operational again. This anticipated increase in capacity could lead to a sharp decrease in shipping costs, which poses a financial risk for businesses that have invested heavily in stock at high shipping rates.

It's crucial for businesses to stay attuned to the warning signs of such market shifts. The reduction in rates might not be immediate, likely trailing a few weeks or months after the Suez Canal is declared safe. Companies should strategies for this eventuality, planning their inventory and shipping schedules to avoid being caught with high-cost stock when prices fall.

Staying nimble in a shifting landscape

The landscape of global shipping is as dynamic as the seas themselves. By the time this article reaches print, some details of the shipping crisis may have shifted yet again. This underscores the need for businesses to remain flexible and well-informed, ready to adapt to new challenges as they arise.

While the seas of global trade may be rough, staying vigilant and connected with reliable partners can help navigate through these tumultuous waters. And remember, while the situation is fluid, my door is always open for a chat about the latest developments.

Stephen can be contacted on stephen. garrity@warrant-group.com.

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: Bayer Design, Bruder, Hornby, IMC, John Adams, Mattel, MGA, Spin Master & Zuru.

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Hug-A-Lumps

Zuru • www.zurutoys.com • sales@zuru.com

HarryPotterLittlePeopleCollector

Mattel • 01628 500 000

• www.mattel.com

Leading infant and pre-school brand Fisher-Price, in collaboration with Warner Bros. Discovery Global Consumer Products, is heading to Hogwarts with the unveil of the latest (and most magical) addition to the Little People Collector line — The Sorcerer’s Stone and Chamber of Secrets sets.

The first two collector sets, of four to be released this year, will delight Harry Potter fans of all ages. Featuring creative packaging and design, the sets capture some of the most beloved adventures of the Harry Potter films and see a host of favourite characters from the blockbuster franchise shrunk down into classic 2.5” Little People form.

Fisher-Price Little People Collector: Harry Potter and the Sorcerer’s Stone is the perfect introduction to the Wizarding World. This set features fan favourite characters Harry Potter, Hermione Granger, Ron Weasley and Professor Albus Dumbledore. The packaging includes a tour around the Great Hall and a special look inside Hogwarts.

The Fisher-Price Little People Collector: Harry Potter and the Chamber of Secrets set features Harry Potter, Tom Riddle, Ginny Weasley and a Basilisk.

Available now, the two launch sets will be joined later in the year by the next two Harry Potter Little People Collector sets – Prisoner of Azkaban and Goblet of Fire.

Driving a new plush sub-category, Zuru has launched Hug-A-Lumps. Combining the comfort of a weighted blanket with the emotional connection forged by a soft toy, Hug-A-Lumps plushies are designed to ease anxieties, help calm and focus kids, and promote relaxation.

Launching with a range of eight characters - Dino, Duck, Pug, Kitten, Crocodile, Sloth, Goose and Bunny – each of which has a sub-£20 recommended price point, Hug-A-Lumps plush weigh 1.5kg and are made from super-soft velour, complete with tactile features for added sensory benefits. The toys are ideal for kids aged three and over, especially those with childhood anxiety and neurodiverse conditions, as well as teen and kidults, especially during study or periods of exam stress. Hug-A-Lumps can even help with concentration during the working day, giving life to the

With stellar plush brands already part of Zuru’s portfolio, including the awardwinning Rainbocorns and Snackles, Zuru is expecting big things from HugA-Lumps and has developed a long-term strategy that should see it become an established, evergreen IP.

John Adams • 01480 414 361 www.johnadams.co.uk • sales@johnadams.co.uk

John Adams Leisure released a line of Star Wars collectible puzzles ahead of Star Wars Day, on May the 4th, which is available to order now.

Transforming ordinary visuals into 3D lenticular imagery, Prime 3D puzzles bring iconic moments and characters from the world’s most popular franchises to life. The Prime 3D Star Wars range includes 100-, 200- and 300-piece premium puzzles, allowing fans to recreate their favourite scenes. Star Wars fans can piece together scenes featuring Stormtroopers, Darth Vader, the X-wing Starfighter and images from The Mandalorian. Collectible shaped puzzle tins featuring The Mandalorian and Darth Vader make perfect gifts for Star Wars fans, collectors and puzzle enthusiasts.

fresh TechDeckOlympicsrange

The original fingerboarding brand, Tech Deck, is launching an Olympic range endorsed by athletes including teenage sensation and Olympic medallist Sky Brown, member of the SLS ‘9 Club’ Shane O’Neil, and world champion Aurélien Giraud. The Olympic range includes 96mm Boards and a Deluxe 4-Pack, all featuring updated boards, and three new ramp play sets.

Tech Deck’s boards are perfect for youngsters who want to learn the hottest new tricks and stunts and recreate them with their fingers, and makes the top moves pulled off by legendary skaters possible on miniature ramps, rails and bowls.

CryBabiesPlaytimerange

IMC Toys • 01904 720 908 • www.imctoys.com info.uk@imctoys.com

IMC continues to build on its strong foundations in the dolls market with significant developments across the Cry Babies line, which sees the evolution of the best-selling Cry Babies Magic Tears brand transitioning to Cry Babies Playtime. Bringing a fresh, innovative mini doll range to the collectible dolls category, the Cry Babies Playtime brand combines collectability with increased playability via dollhouse play, connecting playsets and endless stories. With content forever at the centre of the business, a new Cry Babies Playtime animated series rolled out in May across all broadcast partners, including Nick Jr., Kitoons YouTube and OTT, Kidoodle TV and Amazon Prime Video. In line with its content first approach, the toys reflect the episode narratives, so the first line of collectible Playtime Day Care Babies dolls will be themed around the all-new daycare series, which takes the Cry Babies into a realistic, day-to-day setting familiar to younger children.

Encased in cute non-blind, baby bottle-shaped packaging, the Cry Babies Playtime collection comprises eight dolls in total – four baby dolls and four baby crawlers complete with mechanical crawling action. Each character includes personalised accessories and cries real tears which reveal a cute design on their cheek. The Cry Babies Playtime Dolls with Accessories mini sets are also available at a pocket money price point and include Millie’s Activity Gym and Dreamy’s Baby Walker. Extending the collectability and playability of the range, three mini playsets –Maddy’s Playroom, Chloe’s Kitchen and Bella’s Bathroom – include an exclusive collectible toddler doll, real tears activations, 15 accessories and extendable and connectable features. The inclusion of playmats across the collection allows children to connect their mini sets and playsets via multiple configurations so they can create and build their own worlds. Hero product, Jenna’s Playtime Day Care playset is the beating heart of the Cry Babies Playtime world and is central to the content’s narrative. Children can recreate the many daycare adventures with more than 18 accessories and surprises to discover, including real tear activations, six playmats for connecting to other mini playsets in the range and an exclusive Jenna collectible character doll.

Roadmaxrange

Bruder • (353) 67 63800 • www.bruder.de

Bruder Spielwaren recently launched its new Roadmax line. The products previously known as 2Plus now have a new home in this category. This July, Bruder is launching a tractor with front loader and tipper trailer, which joins three construction vehicles: an excavator, a wheel loader and a dumper, already available. The Roadmax series, with its characteristic Bruder design, has been specially developed for children from the age of two and up. Its robustness and easy handling characterise the series. True to Bruder’s motto ‘Play and Learn’, a variety of functions promote hand-eye coordination and train the fine motor skills of the youngest Bruder fans.

In time for the festive season, Bruder will launch the Roadmax tractor with front loader and additional tipping trailer. In addition to the tractor's realistic design and striking colour scheme, the large tread wheels are particularly eye-catching. The wheels provide grip on any surface, whether indoors or outdoors. The tractor with trailer and tiltable loading area can transport sand from the sandbox or toys in the house. The detachable front loader, equipped with a large shovel which can pick up a wide variety of materials, provides even more playtime fun. In addition to its functions, the vehicle is particularly age appropriate thanks to its toddler-friendly design and typical Bruder stability.

The Roadmax dumper features extra-large tread tyres and articulated steering for easy handling and manoeuvrability. The extra-wide loading area also has space for transporting moulds and rakes to the construction site. The Roadmax articulated wheel loader and the Roadmax excavator have a wide range of lifting functions that are easy to operate even by the youngest sandbox builders using the loading arm and excavator shovel. The excavator attachment can be rotated through 360 degrees and the large blade is height adjustable.

Bruder vehicles are manufactured in the EU and made from high quality, recyclable plastics.

A wide range of spare parts ensures a

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BayerRebornBabyCollection

Bayer Design • 07771 763 818 • www.bayer-design.com bayer.uk@bayer-design.com

Bayer Design has introduced a world where imagination meets tenderness with its Bayer Reborn Baby Collection.

Kids can delight in the delicate artistry and lifelike charm of these dolls from Bayer Design. Each Reborn Baby doll has a host of authentic details, reflecting the sweetness of a newborn.

From the depth of their eyes to the subtle blush of their cheeks, each doll is wrapped in soft, huggable outfits that range from sleepwear adorned with playful animal motifs to cosy winter attire with luxurious faux fur trim. These babies are dressed for every occasion, ready to be adored. It‘s not just their outfits that are tailored with care; each doll comes complete with its own baby essentials—a bottle for feeding times, a pacifier for moments of comfort and a soft blanket to wrap them in warmth. The accessories encourage a nurturing play experience, allowing young ones to step into the shoes of caring guardians.

The tactile experience is just as thoughtfully designed, with materials that invite touch and evoke the comforting feeling of holding a real baby. The weight and softness of the dolls contribute to a sense of realism, fostering a genuine bond between child and doll.

Bayer's Reborn Babies are more than just toys; they are designed to be timeless keepsakes which celebrate nurture and care.

FlyingScotsman

Hornby Railway has introduced the BR, A3 Class, Flying Scotsman with Steam Generator, which encapsulates the spirit of a bygone era. From its rich history to its innovative features, this model promises experiences for railway enthusiasts of all ages.

The Flying Scotsman holds a special place in railway history, undergoing several transformations over the years. Originally built in 1923, it was rebuilt to A3 Class specification in 1946, emerging as No. 103 under LNER. Following the nationalisation of British railways in 1948, it was renumbered once again as No. 60103 by BR. In 1954, the locomotive underwent another change, being converted to left-hand drive and adorned in the iconic BR Green, also known as Brunswick Green.

The BR, A3 Class, Flying Scotsman with Steam Generator captures every nuance of its iconic design. Installed with a steam generator, this locomotive produces clouds of steam that evoke the golden age of rail travel. The addition of a flickering firebox further enhances the realism.

Users will be transported as the locomotive brings layouts to life with its DCC sound decoder. From the chug of the engine to the whistle, the sounds are accurately reproduced, immersing railway enthusiasts with its ambiance. With its blend of authenticity and innovation, the BR, A3 Class, Flying Scotsman is ideal for both seasoned enthusiasts and newcomers to the world of model railways.

Fashion Dolls

L.O.L. Surprise! continues to be a driving force in the collectible and fashion doll market. It has recently announced the launch of the L.O.L. Surprise! O.M.G. House of Surprise Fashion Dolls. The new fashion dolls ensure that every child, no matter who they are or what they’re interested in, can find a character that represents them, helping them to discover their inner confidence. Children can enjoy playing with multiple outfits and a number of accessories to discover. This spring, the original fan-favourite characters are back, but with new outfits. For an enhanced and elevated play experience, each doll will be sporting an all-new and high-quality look, with party outfits that transform into new looks.

The collection celebrates being unique and embracing oneself. Priced at £19.99, Swag, Neonlicious, Lady Diva and Royal Bee are back as the big sisters to the tot favourites with their own stylish personalities. Lady Diva has styled hair, her own pop diva outfit and comes articulated for posing opportunities; Swag has a chic style and cool personality; Royal Bee is the fashionable tastemaker of her crew and Neonlicious is a stylist that is all about fashion and makeovers, who loves bright colours, bright lights and energy.

Feature Arts & Crafts

Canvassing for inspiration

Arts & Crafts is a classic category, ranging from staple products like paints and coloured pencils to the latest trend-driven products such as friendship bracelets, nail art and 3D printing. Toy World’s Caroline Tonks spoke with a selection of suppliers and retailers to gauge how the category is currently faring.

In the late 19th century, an Arts & Crafts movement swept across Britain. This development marked the beginning of a change in society’s outlook and values placed on the decorative arts and how things were made. The movement went on to reform the design and manufacturing of jewellery, paintings, ceramics, textiles and more. It placed an importance on the arts and self-expression and highlighted how a movement such as this could actively change people’s lives. Although this specific crusade has now passed, these ideals still stand within the Arts & Crafts category. Its products and ranges promote learning, artistry and development, and push children to explore while making and designing what intrigues them.

Throughout the category, educational, STEM and developmental ranges are pivotal in helping children grow and learn, with many brands having developed Arts & Crafts toys and products to reflect this. 3Doodler offers a range of 3D printing pens for creators to design anything they want with the push of a button. The 3Doodler Start+ combines art and design with technology, and enables kids to learn key concepts about engineering, design, mathematics and more. Meanwhile, Zimpli Kids’ Gelli and Slime products are the first toys to receive accreditation from the British Skin Foundation (BSF) and the company has also recently earned accreditation for

Gelli Play from the National Autistic Society for its sensory benefits. Gelli Play aids in cognitive, social, emotional and physical development, and is ideal for multi-sensory play. At Hornby, the Airfix 1:72 RNLI Shannon Class Lifeboat is the brand’s most pre-ordered kit since the range’s announcement in January. The Lifeboat joins a wide range of Starter Sets, all designed with beginners in mind. The sets serve as an introduction to scale modelling and regardless of skill level, Airfix kits have proven to help children develop essential cognitive skills such as concentration, fine motor control and dexterity.

Julia Wingate, from The Trading Post in Kingsbridge, Devon, tells us: “Arts & Crafts is a category that remains popular at our shop. Airfix and Revell model kits had a resurgence during lockdown and there are still many people enjoying them as a hobby.” Julia also stresses the importance of staying up to date with current trends and crazes, referencing a popular addition to the category this year: bracelet bead kits.

With friendship bracelets being traded between fans at Taylor Swift’s concerts during the Eras tour, bead kits have taken off this summer. One For Fun’s Concert Bracelets are flexible, create-your-own kits, and each comes with beads, charms and letters that can be combined to make personalised bracelets. According to John Bentley, Howleys Toymaster in Weymouth has seen high turnover

in Arts & Crafts. “We’ve done good numbers on several ranges,” says John, who goes on to list One For Fun’s Loom Bands as a top seller and adds that he’s looking to add Concert Bracelets to his store because they “look fun and new”.

In other new developments, Sambro’s Love & Hugs range has been extended to include Arts & Crafts themed products, including the Love & Hugs Creative Gel Jewellery Station. Other new additions for 2024 include the Design Your Own Headband Kit, Phone Charms, Jewellery Kits and Tear & Share Friendship Bracelets. Nano Tape Magic from Curious Universe can be inflated or filled with slime, beads, charms and sequins, then drawn on and decorated to create fun crafts. Children can peel and seal to create keychains, window charms and more.

Inspired by craft trends that are popular on TikTok and YouTube, Nano Tape Magic has since gone viral on social media, with children recognising its artistic potential. Social media plays a key role in amplifying Arts & Crafts trends, enabling suppliers to showcase product versatility and inspire creativity through visually appealing content. “Nano Tape Magic is a direct response to a viral social media trend,” explains John Styring, CEO of Curious Universe. “Social media serves as a platform for inspiration, community engagement and

Feature Arts & Crafts

product discovery. Collaborations with influencers also drive brand visibility and credibility within the crafting community.”

Across social media, beauty is an always-flourishing topic of conversation, whether that be through influencer promotional content or new makeup trends. The beauty industry is not only popular with older teens, but also captures the interest of a younger audience. Spin Master is capitalising on this with its Go Glam Nail Studio, which comes with a Go Glam nail stamper, manicure mask, nail polish applicators, a topcoat and four design cartridges for children to paint and decorate their nails. After the successful launch of its Nail Studio sub-line last year, Epoch Making Toys will also be adding four new sets to its Aquabeads range this summer. With just a coat of water, the Nail Studio collection allows children to create messfree manicures. Launching in July, the Nail Studio Design ‘n’ Display Set comes with shiny nails and rhinestones, as well as a pink and purple bow shaped case.

Within the Arts & Crafts category, classic painting and colouring products remain popular, with parents and children often coming back for repeat purchases. Paint Pop, the award-winning Trends UK brand, will be expanding its range this year. This expansion includes 24 Chunky Chalk Sticks, the Paint Pop Marbling Set, Paint Pop Face Paint Sticks, which will complement the Paint Pop Paint Sticks, and Paint Pop Paint Pens. From Vivid Goliath, a new Crayola Pops Activity set will be available in Dinosaur and Mystical themes and comes with the supplies to colour and assemble 3D posters. Evergreen brand Crayola is also launching several new kits this season, with Paint and Sculpt Unicorn, 12ct Pastel Pencils and

Pastel Art Case and the Crayola Swirl Twistable Crayons and Pencils.

“When there is a brand as big and well established as Crayola, accessible products like colouring pencils, paints and crayons will always be the backbone of the Arts & Crafts market,” says Mary Wood, managing director (UK & Germany), Tomy.

Reflecting on a potential shift towards higher quality makes that can be kept and displayed, rather than quick, accessible products, Mary adds: “We are enjoying success in both the UK and Germany, with Hey Clay, which allows for the creation of products that can be kept and displayed. We have been distributing the brand for 18 months now, and it has taken time to build, but 2024 looks like it’s going to be a very strong year with the assortment widening and distribution deepening.”

John Briggs, commercial director at Canal Toys, mirrors this sentiment. “Post 2019, there has been, across all categories, a shift towards a better value product,” he tells us. “We saw through the Covid era that collectibles and perceived impulse purchase lines fall backwards very quickly. Parents were, and still are, prepared to pay a little bit more for something that doesn’t need replacing within hours or days.”

“However,” he continues, “the current economic landscape is now dictating that value for money is a primary factor for the consumer to consider a purchase. Impulse lines in Arts & Crafts make up a big sector and one which is very much increasing again.”

The category generates steady, year-round sales, although there are times of the year when sales really pick up. “Arts & Crafts exhibits seasonal fluctuations but maintains a steady demand year-round,” comments John

Styring. “Sales typically surge during key periods like holidays, school breaks and special occasions, driven by increased crafting activities for gifts, decorations and projects.” Festive seasons like Christmas, Easter and Halloween also see a peak in demand for Arts & Crafts products.

Mary states that the lower price points that can be achieved in the category help it endure as a year-round seller. Returning to Tomy’s Hey Clay range, she highlights the three can, six can and 15 can pricing options. “Having under £10 price points does encourage more impulse sales,” says Mary. “We even have a single can option launching later this year, where one character can be created.”

“Arts & Crafts is one of those fortunate categories that does enjoy a year-round sales pattern,” confirms retailer John Bentley. “It encompasses impulse purchases whilst shopping, as well as the latest playground trends and the activities for staycations in summer, or simply for rainy days, as families buy products to occupy the kids.” The category also enjoys the peak uplift that Q4 brings, with bigger sets providing a more considered purchase option and gift orientated lines.

To help the Arts & Crafts category thrive, suppliers and retailers benefit from having a symbiotic relationship. “We have found that in-store merchandising units are really effective,” Mary shares. “We just had a meeting with our field sales agents, and their No.1 request was for us to provide more FSDUs with video screens, so consumers can see how easy the product is to use and view the creations that can be achieved.”

Packaging is also critical. “Product has to stand out on the shelf from the myriad of other lines available,” adds Mary. “It has to demand to be picked up - and be clear on what the product does.”

“Within specialists, most will segment areas for category representation, allowing the consumer to navigate easily,” adds Canal’s John Briggs. “This dictates a dedicated section to allow multiple lines to sit within the category, offering maximum visual impact. Like any product or brand, the object is to ensure that the right audience is seeing it at the right time via the relevant channels,” he continues.

Curious Universe believes retailers can effectively range Arts & Crafts products by adopting a hybrid approach that combines dedicated sections with strategic product placement among complementary lines. “A dedicated section provides a focal point for craft enthusiasts, offering a curated selection for easy browsing,” says John Styring. “However, integrating Arts & Crafts products among related items, such as licensed sets with matching toys, maximises cross-selling opportunities and improves product visibility.”

This approach caters to diverse customer preferences, capturing the attention of both dedicated crafters and impulse buyers.

Continue through the following pages to see the latest products and ranges within the Arts & Crafts category that are filling the shelves and driving the marketplace this year.

Arts & Crafts

Spin Master

01628 535 000 | www.spinmastertoys.co.uk

Cool Maker’s newest launch, the Go Glam Nail Studio, allows children to paint and decorate nails for themselves and their friends. With a Go Glam nail stamper, manicure mask, nail polish applicators, a topcoat and four design cartridges, aspiring nail artists can elevate their craft to the next level and create the latest nail trends.

Kinetic Sand is the original moving sand with endless opportunities to shape, slice, scoop, squish and flow. The Soft Serve Station comes with three different coloured sand options and many cones and tools to scoop and decorate ice-cream creations, bringing an imaginary ice cream parlour to life.

Little ones can dig for treasure and surprises with Kinetic Sand Doggie Dig. Children use their collectible beagle, pug, husky or corgi’s paws to dig through the play sand, revealing dog-themed hidden treasures. Kinetic Sand’s Castle Case is a castle-moulded storage unit for children to store their sand. The container comes with 453g of teal sand included inside for on-the-go play and easy cleanup.

PlayMonster UK

01628 488 944 | www.playmonster.co.uk | trade@playmonster.co.uk

PlayMonster UK is boosting its arts & crafts line-up this year; the company is unveiling new FabLab sets and expanding the Spirograph portfolio with new ways to play. There is new innovation in the FabLab portfolio with unique sets. FabLab Airbrush Styler for autumn/winter 2024 enables fans to add cosmetic colour, patterns and freestyle shapes to their hair and body with an electronic, professional spray machine. FabLab continues to grow with the introduction of the new FabLab Jelly Glow Jewellery, created through resin-based light-up jewellery and hair accessories. Extending the glow range will be new introductions of FabLab Glow-in-the-dark Glitter Tattoos, Hairlights and an all-in-one FabLab Glitter & Glow. Fully compliant, PlayMonster continues to use cosmetic bio-glitter in the FabLab range, tests to cosmetic standards and is PETA approved.

The Spirograph portfolio continues to grow with Spirograph Doodle Pals, featuring fun animal designs to create Spirograph patterns, character art and

The WWF Wild Scenes Grow & Play range helps transform the future for the world’s wildlife through play. Made entirely with recycled and recyclable materials, the sets enable children to grow and preserve green habitats with four sets to collect featuring orangutangs, tigers,

Known for its fun and creativity, along with an appreciation for nature, the Craft-tastic range includes Make a Bug Hotel, Scavenger Hunt Potions, Make A Butterfly House and Scavenger Hunt Journal.

My Living World offers nature study kits, allowing children to discover the natural world in a fun, safe and stimulating way. Made with recycled plastics, the award-winning range is designed by nature experts. The sets enable kids to get up close to bugs, insects and birds, supporting STEM learning and exploration of the natural world. The popular My Living World nature play sets have a huge appeal to families looking for affordable, educational play ideas to entertain kids at home, in the garden or exploring outdoor spaces. Sets available include the Ant World and Worm World, plus Bug Safari Kit, Bug Photography Kit, Ladybird World, Snail World, Pocket Microscope, Flower Press and

The popular Fuzzikins My Little Pony enables fans to colour, rinse and recolour Sunny, Izzy and Pipp. The sets come with cutie marks

Arts & Crafts

Bandai UK

020 8324 6160 | www.bandai.co.uk | sales@bandai.co.uk

Extending its hold within the Arts & Crafts category, Bandai UK is expanding its portfolio of ranges.

Expanding the adult hobby craze of diamond painting into the kids' market, Bandai UK’s new Dotzies range of activity kits provide everything needed for children to enjoy fun and creative play. Each set comes complete with a stylus to pick up individual dots for placing onto the corresponding square, enabling children to create stickers, bracelets and keepsake pictures. The range currently consists of Bracelet, Stickers, Dotting, Art, Activity and Frame Kit assortments.

FidlBitz brings a new way to play using its toy foam cubes found within the Starter Sets, Bag of Bitz and Deluxe Sets. Combining open-ended sensory and interactive play with creative and STEM benefits, children can stack, link, shape and build.

Zap Chef launches with hero SKU, the Rolled Lab, which includes all the equipment needed for children to make edible ice-cream rolls. Housed in eye-catching ice cream van packaging, the set includes a magic tray, utensils, a crusher, jug and recipe booklet, and enables the creation of up to 500ml of ice cream.

The Original Rainbow Loom has enjoyed a resurgence following the company’s relaunch of the brand last year and continues the loom-band appeal with its range of Loomi Pals collectible charm sets and kits. Bandai’s Original Rainbow Loom is a crafting kit consisting of 600 latex-free rubber bands, 25 clips, gift bags and a metal hook for children to create bracelets, charms and loom characters. Its Rainbow Loom Loomi Pals Combo Set includes a collection of character charms alongside 2,300 bands, G-Clips, beads, a Happy Loom and gift bags. The Loomi Pals Mini Combo Set and Mega Combo Set increase choice, while two sub-£5 lines, the Rainbow Loom Loomi-Pals Collectible Packs and Loomi-Pals Fun Packs, are available as pick-up and impulse purchases.

Bandai UK’s best-selling National Geographic range of experimental science kits has introduced a new crafts division with the Ornament Air Dry Clay Kit. Including air dry clay, sculpting and stenciling tools, parchment paper, hanging cord, acrylic paints and paintbrush, children can make woodland-themed ornaments while learning about the science of clay and the importance of forests.

Bandai’s model kits offer opportunities for those with a passion for model-building. The new Plannosaurus plastic model kit series allows users to learn all about dinosaurs by assembling them with their own hands, starting from the skeleton through to the skin. The kits are suitable for all model-making skill levels and are mess-free with no tools or glue required.

The Gunpla model kits, based on the Japanese sci-fi anime franchise Gundam, cover varying levels of complexity and grading. From the SD kits which offer non-scale Chibi versions of Gundam, to the High Grade 1:144 scale models and the Master Grade 1:100 scale figurines, the range caters to all skill levels, with both play and display appeal.

Epoch Making Toys

After the successful launch of its Nail Studio sub-line last year, Epoch Making Toys will add four new sets to its Aquabeads range this summer. Requiring just a simple coat of water, the Nail Studio collection allows children to create mess-free manicures with no gluey fingers or smudged nail polish to ruin the look. Launching in July, the Nail Studio Design ‘n’ Display Set comes complete with shiny nails and rhinestones to make 60 different designs, plus a pink and purple bow shaped case which can be used as a worktable, a display stand and for handy storage.

Also new will be the Disney Princess Nail Designer Kit. Featuring shiny nails and favourite princesses Ariel, Belle, Cinderella, Jasmine, Rapunzel and Tiana, there’s a total of 40 different designs to make. Both sets come with a water nail polish bottle with brush, tweezers for picking up the decorations and stickers. There will be two refill kits, Hearts & Ribbons and Stars & Unicorns, each including 40 different designs. The nails are fullyreusable, meaning they can be worn several times.

Joining the Aquabeads line-up for the first time will be two Harry Potter sets. Fans can bring the Wizarding World to life with the Harry Potter Keychain Craft Kit, which includes beads and accessories. The Harry Potter Creations Kit comes with everything needed to make character creations and keychains inspired by favourite characters and the world of Harry Potter.

Epoch has also expanded its arts & crafts offering with the recent UK launch of its award-winning Pati-school brand. Offering frosting fun for everyone, Pati-school originally launched in Japan over 15 years ago. The evergreen brand allows children to create, decorate and collect treat inspired crafts that all have a function. Final creations can be used as memo holders, keychains and even a container to store favourite keepsakes in. The creation process encourages concentration and helps develop motor skills too. All crafters need to do is pipe the included pastel-coloured craft crème and follow the squeezing guide, add the decorations provided and wait for the creations to air dry. From macarons to cupcakes and ice creams to tarts, the finished Pati-school patisseries look just like the real thing. The initial range includes the Party Creation Starter Set, selected as a Hero Toy at Toy Fair in January; Lavender and Pastel Creations Kit; Pretty in Pink Creations Kit and a Pastel Keychain Creations Kit.

•Everything needed in one box: the kit, paint, glue and brush

•Designed with the beginner in mind from the outset

•Wide array of choice, modern supercars, classic cars, military vehicles and aircraft

•Tough enough to be a toy, or smart enough to display!

•Complete with stands, stickers and rolling wheels

Arts & Crafts

Hornby Airfix

01843 233 500 | www.uk.airfix.com | sales@hornby.com

Airfix continues to chart new territories in 2024 with an array of products and popular licences. Within the dynamic world of arts and crafts, Airfix allows modellers to assemble, paint and recreate icons in miniature.

Designed with the beginner in mind, Airfix Starter Sets have become increasingly popular, and the 1:72 RNLI Shannon Class Lifeboat is the most pre-ordered kit since the range announcement in January. The appeal lies is in its lifelike design, allowing children aged eight and above to recreate the vessel in miniature, and also learn about the important mission of the RNLI, providing playful education and arts & crafts all in one.

Airfix Starter Sets present an opportunity for retail partners to capitalise on. The Lifeboat joins a wide range of Starter Sets, all designed with beginners in mind, with paints, glue and a brush included. The sets serve as an introduction to scale modelling, leading children and families through each step of the model assembly process.

Embracing a spectrum of subjects, from armoured tanks to ships, and supercars to trucks, retailers can ensure a well-rounded inventory that caters to the varied tastes of family audiences and hobbyists of all skill levels. Newcomers for 2024 include aviation legends in 1:72 scale, the North American P-51D Mustang, Eurofighter Typhoon FGR.4 and Messerschmitt Bf109F-4 Starter Sets.

The award-winning Quickbuild range now features its first to scale tanks with moving tracks, including the Tiger I and Sherman Firefly. Quickbuild offers a brick-based, glue-free alternative to traditional scale modelling, specifically designed for children aged six and above, with easy-to-follow instructions and parts that easily fit together.

Regardless of skill level, Airfix kits provide hours of entertainment and have proven to help children develop essential cognitive skills such as concentration, fine motor control and dexterity. Engaging in this hobby encourages screen-free time and fosters bonding between parents, guardians and siblings.

Airfix continues to amplify its marketing efforts, orchestrating targeted campaigns aimed at driving awareness and sales for its trade partners. Leveraging a blend of digital platforms, events and strategic partnerships, Airfix ensures that its products remain at the forefront of consumers' minds, fostering a promising ecosystem for retailers to thrive in.

Acknowledging the pivotal role of its trade partners, Airfix remains committed to providing support through its dedicated sales team and timely communication channels, as well as giving retailers real-time insights into product availability and shipping options to meet the demands of consumers.

DKB Toys and Distribution

07813 725 480 | www.dkbtoys.com

Since 1998, Crazy Aaron’s products have been creatively designed, carefully tested and expertly crafted to be of the highest quality. They are made from Crazy Aaron’s secret formulas that transform natural phenomena into designed products.

Thinking Putty is a tactile experience, which children can stretch, pop and mould for a sensory journey. The putty is relaxing and satisfying, snapping and stretching for stress relief and self-regulation for neurodiverse children. It contributes to repeat play value for children, promotes mindfulness and builds hand and finger strength.

Playful Pets, with Curious Kitten and Playful Puppy, are loveable characters full of putty. Magic Dragon changes colour, brought on by heat, going from green to yellow with magical bronze sparkles. These new lines have sold quickly, and more are set to

Crazy Forts encourages kids to explore their creativity and construct their own play spaces. New lines have joined the original, glow in the dark, camouflage and multicoloured kits, and the addition of the Master Builder and Mega Kit sets will encourage even greater

A single Crazy Fort Kit contains 25 geometrically precise balls and 44 sticks that connect to create a multitude of possible play structures. The new Master Builder comes with 118 child safe toggles and rods that join to build anything from children’s imaginations. The new version offers more pieces and longer rods to allow for even more designs. The Mega Kit contains 48 geometrically precise balls and 80 sticks and a free Fort Light so kids can create structures for bedtime adventures. The simple nature of these building sets makes the possibilities endless, and they can also be used as part of storytelling in imaginative role play. Crazy Forts helps to develop important STEM skills through visual planning, logical thinking and creative problem solving to work out the floor plan and shape of the structure. The range helps children to play collaboratively, developing important social skills.

Arts & Crafts

Sambro International

0845 873 9380 | www.sambro.com

sales@sambro.com

Sambro International offers an extensive range of arts & crafts toys for kids, helping them to enjoy creative and imaginative play and support development.

Arts & crafts is one of Sambro’s primary categories, working with some of the world’s biggest licensors such as Disney, Paramount, Mattel and Hasbro, with properties like Paw Patrol, Peppa Pig, Disney Princess, Disney Stitch, Marvel, Monster High, Barbie and more.

Products that remain bestsellers with retailers, parents and children alike include the Paint Your Own mould and paint sets, particularly in the Disney Stitch, Disney Princess and Spidey and His Amazing Friends options, amongst others.

These sets encourage creative and imaginative play, giving kids the tools they need to bring their favourite characters to life. They make for great pocket money purchases and, with lots of characters to choose from, are also highly collectable.

Sambro’s own IP products include the award-winning Love & Hugs range, which is one of its best-selling categories. The range was extended to include arts & crafts themed products, such as the Love & Hugs Creative Gel Jewellery Station, and new additions for 2024 include the Design Your Own Headband Kit, Phone Charms, Jewellery Kits and Tear & Share Friendship Bracelets.

As well as extensive arts & crafts ranges in Paw Patrol and

Peppa Pig, Sambro’s new three-year partnership with Acamar films introduces a new range of exclusive Bing themed arts & crafts toys. Sambro has launched a new offering of My First Work of Art sets under the franchise, and the sets provide everything needed for hand printing, finger painting and brush painting, helping kids aged two and over create their very first work of art.

The Monster High range features inspired craft lines such as the Monster High Craft Coffin. New for autumn/winter 2024 is the Monster High Surprise Activity Journal, which features a hidden key to unlock secrets and unveil art activities, plus hidden pens, a whiteboard, stampers and more.

Brand-new for autumn/winter 2024, Sambro will launch the Surprise Activity Craft Set across multiple Disney franchises including Frozen, Minnie, Stitch and Disney Princess. By finding the hidden key and unlocking secret doors and compartments, kids will discover playsets full of goodies and activity sheets.

Other new products for autumn/winter 2024 also include colouring books and pencil toppers, water colour pads, magic water pen colouring books, on-the-go colouring sets and more.

Hasbro

New from the Play-Doh brand is the Play-Doh Pizza Delivery Scooter. Not only is it a kid-powered ride-on scooter, but it is also a Play-Doh pizza playset toy that lets kids make and deliver their own creations on wheels. The stamp and spin action in the toy oven at the back of the scooter lets kids make pretend pizza creations again and again. They can use the mobile phone to take an order, box it up and put it in the slot on the side of the scooter and can even honk a horn when it is ready for delivery. The Delivery Scooter comes with 10 modelling compound colours in two-ounce cans and 16 pretend accessories to create and share Play-Doh pizzas, pretend ice cream treats and more. The playset is suitable for girls and boys ages three-five.

Also new from the Play-Doh Kitchen Creations range is the Play-Doh Rainbow Swirl Ice Cream Playset. Children can load the machine with two or more Play-Doh colours and press the handle to fill the spinning cup or cone with rainbow-edged pretend soft-serve ice cream. The product creates make-believe sprinkles and other Play-Doh food like pretend pretzels, fruits and candy cups to decorate creations. This ice cream set comes with a spoon, multicolour swirls and decorations.

With the Play-Doh Swirlin' Smoothies Blender Playset, children can create Play-Doh fruits and vegetables, pop them into the blender and press them through to swirl them into colourful pretend smoothie creations. The smoothies can then be decorated with Play-Doh whipped cream, strawberries or even make-believe blue broccoli.

Kids can express their unique style with the Play-Doh Hair Stylin' Salon playset. After loading in some Play-Doh compound, they can start growing and styling Play-Doh hair. This Play-Doh kit includes Play-Doh accessories like a curl-creating hair dryer, mohawk mold, crimper and two different plates to make different hair textures. And with 12 ounces of Play-Doh compound, including three dual-colour cans, kids can make both long or short styles.

Arts & Crafts

Toynamics

01164 785 230 | www.toynamics.co.uk

sales@toynamics.co.uk

Toynamics’ brand Hape has expanded its bestselling arts & crafts range this year, following its success in 2023. A hit at Toy Fair in January was the Portable Bamboo Easel; suitable from four years and less than 2kg in weight, the adjustable easel can be used on a table or free standing and can conveniently be folded away to fit in a backpack for on-the-go. The lightweight easel set is easy to assemble and is sustainably made from bamboo and FSC wood. Designed to develop creative skills and imagination, the eco-friendly, portable easel is ready for creativity on the go.

Building on the success of the core arts & crafts range, two new sets have been added. The Finger Painting Set comes complete with an 11-page activity album, including nine Montessoriinspired activities and four pots of paint. As well as encouraging the development of creativity and

inspiring imagination, finger painting helps to develop fine motor skills, colour and shape recognition and more; suitable from three years, this is a great way for children to explore and learn through sensory play. The Crayon Colouring Set is designed to develop fine motor skills, colour recognition and cognitive skills and includes a seven-page Montessori-inspired activity album, six ergonomically designed crayons and two pages of stickers. The specially designed ring-style crayons are chunky and made for little hands to grasp to draw with.

Best-sellers such as the Colour Mix Painting and Storytelling Magnets continue to be a hit with retailers and consumers alike. The Colour Mix Painting Set comes with three tubes of primary colour paints, an activity album, a palette, a colour wheel and three paintbrushes. Suitable from three years, it encourages creative thinking and language skills, amongst others, and is designed to teach colour theory at an early age. The unique Storytelling Magnets come in three different themed sets, with the Magic Friends Set and the Mars Space Set. Each set comes with 10 plywood magnets, six glitter markers and a background poster. Children can colour in their own storytelling magnets and then play with them to encourage their creative thinking, language and communication skills and imagination. All Hape arts & crafts sets can be used alongside the All-in-1 Art Easel by pinning up the activity album pages.

All brands are supported with full marketing support including shop-in shop solutions. For sales enquiries and to find out more, get in contact via the details above.

Brainstorm

01200 445 113

www.brainstormltd.co.uk

The eco-friendly Eugy line continues to be a strong product range with retailers. Brainstorm has distributed the craft collectible exclusively for Dodoland since 2019 and has introduced new additions to the range in phases throughout the year. There are now over 80 different Eugy to collect, and recent characters added include Frilled Lizard, Raccoon, Tuatara, Emu and more. Children can create Eugy models by following a simple number sequence to piece together the highquality, environmentally friendly, recyclable card pieces using non-toxic glue. The resulting 3D models are sturdy enough to make a fun display. Brainstorm has also developed a selection of sustainable POS, including FSDU and CDUs.

The new Water Art range from Toy Monster continues its distribution partnership with Brainstorm and adds to its increasing selection of craft ranges. Combining creativity and sensory elements, the unique Water Art packs come in sets of three, six and twelve. Kids simply squiggle and dip the spoon into water and then watch the pictures magically float away. Each set comes with a ceramic spoon that can be squiggled on with water markers.

A selection of themed Water Art six packs also launched at this year’s Toy Fair, including Safari, Fairy Garden and Galaxy. Each comes with magical water markers, ceramic spoon and two themed stencil sheets. As well as fuelling imagination and creativity, Water Art also promotes hand/eye co-ordination.

Create N Colour is another new launch for Brainstorm, with which children can construct 3D models from sustainable materials, then paint them with the refillable water brush and watch the colourful design appear. Once dry, the colours fade and disappear, and they can decorate their model all over again with no mess. An ideal pocket money or travel purchase, the safe, nontoxic range can even be used on car journeys and comes in three initial themed packs: Fun Farm Friends, Sea’Sational and It’s My Nature.

Arts & Crafts

John Adams Leisure

01480 414 361 | www.johnadams.co.uk | sales@johnadams.co.uk

John Adams Leisure continues to build on its successful heritage within the arts & crafts and creative play category. Joining best-selling brands such as Doctor Squish and Aqua Gelz, innovative new products will launch this year for children to express their imagination, with easy to achieve results.

The Sequins Collection includes everything needed to bring children’s pictures to life. They can decorate the provided illustration by adding sequins to the base with the included pins and let their artistic talents shine. They can choose from a variety of themed sets, including kitty, puppy, butterfly and unicorn designs that each come with a 3D frame to hang or display. The Sequins Collection is available to order now.

The ever-popular Blopens range has been extended further with sets at all key price points. Joining the extensive range is a Monster High Activity Set, so fans can create colourful airbrush effect artwork of their favourite characters.

The new Natural Face and Finger Paint sets are ideal for children from 12 months and up to explore their creativity. All the face and finger paints are 95% natural, dermatologically tested and fully washable. They come in a range of different colours for kids to express themselves with. Two new jewellery making kits will also be available this August, supported by a major marketing drive.

All key new launches will benefit from a mix of TV, VOD and digital advertising, as well as full PR, influencer and social media campaigns.

Character Options

01616 339 800 | www.character-online.com

sales@charactergroup.plc.uk

An arts & crafts IP from Sky Castle, Sticki Rolls offers children a creative outlet in a collectible format.

Sticki Rolls is a line of wearable, shareable sticker bracelets that allows kids to collect, share and display their favourite stickers. It combines a love of craft and sticker collecting with the latest trends in fashion accessories. Unlike traditional sticker sheets, Sticki Rolls are designed as fashionable bracelets that contain rolls of kawaii-themed stickers. Each Sticki Roll charm houses 10 easy-to-peel holographic, re-stickable stickers, with a total of 50 stickers per bracelet.

The line comprises three SKUs to appeal to all budgets and will be available from summer to ensure it captures demand for creative play throughout the school holidays. There’s also an awareness drive planned for the back-to-school season to drive the craze into the playground.

For more information about Sticki Rolls, which will be supported with substantial PR and marketing campaigns, contact Character Options through the details above.

Clementoni

Following the success of the Pen Creator Studio in 2023, Clementoni’s Idea! range is expanding for 2024.

Pen Creator Studio is a craft lab for children to make colourful pens with choices of ink colour, plastic nib and housing, and then personalise them with embellishments and charms. Simple, yet fun, Pen Lab offers a high level of personalisation, making this a fun kit for children to enjoy solo or with friends.

Having launched at Toy Fair, Pen Mini Studio collector packs are now available in a CDU, offering three themes - Fantasy, Monster and Tropical - and nine pens to collect.

For Q4, Highlighter Studio is being added to the range. This is a unique kit to make personalised, customised highlighters, an ideal addition for consumers who have the Pen Creator Studio or are looking for stationery ideas.

The Fragrant Flower Maker also launches in 2024 and is a set to make and decorate an original scented arrangement. The product includes everything needed to create different and colourful flowers - and by spraying a few drops of personalised perfume on the petals, the flower will give off the desired fragrance.

For further information on the Clementoni range, get in contact via the details above.

Arts & Crafts

Skillmatics

01384 286 860 | www.mapedhelix.co.uk | scott.goodman@mapedhelix.co.uk

Maped Helix, a manufacturer of school and stationery supplies, also has ranges in arts & crafts and creative play, and with this season’s launches, children of any age will have plenty to choose from.

For kids aged seven and above, the Maped Creativ Aqua’Art allows children to develop their creativity, concentration and imagination, all while having fun. With the aqua colouring pencils and the water application with the water-tank brush, children can create paintings with a unique watercolour effect. By combining colours, children are introduced to the art of watercolour. Available in three different themes, including dance and unicorns, there are three to five metallic illustrated sheets, ten aqua pencils offering a palette of soft colours and one water-tank brush included in each set.

For the younger artists in the making, the Maped Creativ Blow Pen Art Set is for children aged five and above. Taking a modern spin on the classic blow art activity, the kit contains a flexible tube that allows for freedom of movement, helping to make creations with an airbrush effect. It is removable, meaning parents can take it off and clean it after every use to ensure safe use. The set contains one airbrush accessory and six Maped Jungle felt tips, four printed cards and ten rubber bands to encourage independent play. It is also available in a larger set, including 24 Maped felt pens.

For toddlers as young as two, the Maped Creativ My First Fingerpaints Kit has been designed to get creativity flowing from the early days. The kit includes four animal templates and three bright, ultra-safe finger paints, so little ones can design their own finger paint animals, as the set introduces them to different textures and helps develop fine motor skills.

01244 940 200 | 07764 369 245 | www.skillmaticsworld.com | david.kelly@skillmaticsworld.com

After a successful launch into the UK and Irish markets, Grasper Global, the owner of the Skillmatics range, will be heavily investing in a new portfolio of children’s arts & crafts products. Skillmatics enables children to build core skills through play. It has a wide range of arts & crafts products, card and board games, pre-school learning aids, puzzles and STEM toys. Its team of global educators are actively scaling the brand with fresh products and is keen to expand further within the arts & crafts sector. The comprehensive range of evergreen arts & crafts products will offer low SSPs and high yielding margins for retailers.

Skillmatics is building on its arts & crafts range after the success of its award-winning Foil Fun range, for mess-free foil stickering. Other products to look out for include Fun with Foam, with over 800 themed foam stickers, and Snip Snip, a screen free way to help kids create and decorate themed landscapes while developing hand/ eye coordination, complete with two pairs of safety scissors and a glue stick. Inflatable art gives kids a chance to colour up to six different characters, then use the straws to inflate and create a 3D model. Dot It has over 500 varied stickers and eight themed canvasses for kids to decorate. My Art Storybook comes with everything children need to write and create their own storybooks, complete with 50+ stickers, two DIY story books, 13 vocabulary lists, five writing prompt cards and eight colourful markers.

The company is fully committed to supporting all its retail partners. It has dedicated marketing and PR teams that are busy creating a varied programme of initiatives to help drive volume sales, as well as developing an evergrowing fanbase for Skillmatics.

To find out more about Skillmatics’ arts & crafts ranges, contact David Kelly, VP Sales & Marketing UK, through the details above.

Wilbur now in a JUMBO size!

Give your pets the ultimate makeover with the NEW Washimals Spray Boutique.

Arts & Crafts

Vivid Goliath

01483 449 944 | www.vividtoysandgames.co.uk

The new Crayola Pops Activity set, available in Dinosaur and Mystical themes, comes with the supplies to colour and assemble Pop-Outs that become 3D posters. Each pack contains three Pop-Out posters, seven markers, stickers and tape to secure the 3D parts to the poster. Supported by a 360-marketing plan, it is also Meta supported and has TV advertisements. Washimals, an established brand featuring animals with velvety fur that children can decorate and then wash for hours of creative fun, will be introducing a poseable jumbo pet dog and cat this autumn/winter, along with a Spray Boutique where children can experience decorating their pets with a spray and stencils that can be washed off and repeated.

Crayola is launching several new kits this season to inspire budding artists creativity. Paint and Sculpt Unicorn uses air dry clay for users to create their own unicorn and includes backdrops, wings and paint for customisation. Vivid Goliath’s pastel range is bolstered by new 12ct Pastel Pencils, as well as a Pastel Art Case which includes pastel markers, pencils, crayons and line art to complement its popular 12ct and 24ct Pastel Supertips. These have been a sell-out success since launching last year. Colours of Kindness has a new 70-piece art kit that has all the essentials inside and includes stickers and line art. With the new Crayola Swirl Twistable Crayons and Pencils, four colours in each nib give a wonderful rainbow swirl effect to artistic creations.

Curious Universe

01225 614 310 | www.curiousuniverse.co.uk | sales@curiousuniverse.co.uk

Inspired by the viral craft trend that is popular on TikTok and YouTube, Nano Tape Magic is a collection of kits that come with everything needed to make fun creations with scissors. Traditionally used for hanging pictures and securing decorations, Nano Tape has gone viral on social media, with kids recognising the artistic potential of this transparent, double-sided, heavy-duty sticky tape. Nano Tape can be inflated or filled with slime, beads, charms and sequins, then drawn on and decorated to create fun crafts. Children can simply peel and seal to create keychains, window charms and more.

Scheduled for a July release, Nano Tape Magic will receive comprehensive marketing backing, encompassing influencer engagement, PR initiatives and a digital marketing drive. There will be several themed packs for children to enjoy. With Pocket Pets, kids can make characterful keyrings and bubble animals, as well as window charms and slime raindrops with the Cute Cloud kit. Kids can also use the Cute Animals set to make an aquarium and a whole host of magical pets or create bubble tea and burger art with Foodie Fun kit. For creative play on a larger scale, there’s the Nano Tape Magic Ultimate Creations set, where kids can make window suckers, keychains and slime squishies.

Also within the Curious Universe portfolio is the Crystalverse. This toy range fuses current play and craft trends, encouraging kids to paint with crystals as they customise their own Crystalcorn characters. Once children have made their toy sparkle, they can immerse themselves in interactive play. There will be upcoming range extensions and new character drops this autumn/winter.

For more information on Nano Tape Magic and Crystalverse, contact Curious Universe via the details above.

Arts & Crafts

Basic Fun!

01189 253 270 | www.basicfun.com

bfuk@basicfun.com

This autumn/winter, Basic Fun!’s Lite-Brite brand has new additions to the Lite-Brite licensed offering.

Some of the highest grossing media franchises of all time are coming to the light-up peg art brand for autumn/winter 2024. Pokémon fans will be able to get their hands on a Pokémon themed Lite-Brite Super Brite HD, and there will be a mini version available too. These latest introductions to the portfolio follow the Barbie Lite-Brite Super Brite HD, which has been increasingly popular since its spring debut. Each of the new additions will come with templates to create and display favourite characters.

Lite-Brite Touch appeals to the latest generation of kids and teens as it allows them to create light designs, animate their art and save their digital artwork, all at the touch of a button. They can also play three addictive games to extend the fun: Break, Match and Snake.

For more information about Basic Fun! UK’s Lite-Brite collection, contact UK Sales on the details above.

Trends UK

01295 768 078 | www.trendsuk.co.uk | salesadmin@trendsuk.co.uk

Paint Pop, the award-winning Trends UK brand that offers families a way to enjoy creative play with little to no mess, will be expanding its range this year.

Paint Pop is introducing an all-new tub of 24 Chunky Chalk Sticks. Available from August, families can place the chunky chalk sticks in the plastic holders provided, allowing young children to create chalk masterpieces in a variety of soft pastel and funky colours.

Also new this summer will be the Paint Pop Marbling Set, which contains all that’s required to create swirls and patterns on paper and fabric. Children simply mix the water and powder, then add any of the 12 vibrant paint colours included and mix. All that’s left to do is swirl and create.

Paint Pop Face Paint Sticks makes face painting easy. Each pack of 12 colours will include a shimmer Face Paint Stick.

These lines complement the core collection of Paint Pop Paint Sticks. Available in storage tubs and assorted pack sizes, these colourful, chunky paint sticks offer an ideal introduction to painting and doodling. Kids simply twist the stick to paint mess free; the smooth, glide-on paint works without needing water or brushes.

There are also Paint Pop Paint Pens, with all the benefits of the chunkier sticks, but narrower pens and smaller tips that let children paint in more detail. Paint Pens will soon come in a new cardboard tube for storage between use.

Families can extend and enjoy their Paint Pop collection with the Paint Pop Paint Sticks Creation Station. This double-sided, table-top easel lets mini artists enjoy creative times alone or with friends.

The 2-in-1 Wooden Easel by Casdon doubles up as a chalkboard and whiteboard, giving little ones multiple ways to express their creativity. Both sides wipe away in an instant, creating a fresh canvas for budding artists to start all over again.

Children can experiment with coloured chalks or drawing doodles on the whiteboard, as well as paint masterpieces on paper with the attached clips on both sides. Suitable for children aged three and above, the 2-in-1 Wooden Easel comes with a built-in blackboard and whiteboard, coloured chalks, white chalks, wiper, pen and two paint/water pots.

The 2-in-1 Wooden Easel encourages children to express themselves through the power of drawing, supporting early learning and development through coordination, fine motor skills and imagination, whether that is in the classroom or at home.

Create and personalise pens from

Pen Creator Studio

Fragrant Flowers

Perfume Creator

Highlighter Studio

Arts & Crafts

Melissa and Doug

Canal Toys

01904 379 123 | www.canaltoys.co.uk | sales@canaltoys.uk

Following a strong second year for the Photo Creator brand, Canal Toys has announced an expansion to the product lineup. The Photo Creator brand has launched the Photo Creator Instant Pocket Printer and the Kids Instant Camera.

The Photo Creator Instant Pocket Printer combines convenience and functionality, syncing with smartphones and tablets via Bluetooth. With no messy ink cartridges to deal with, this pocket-sized printer uses thermal technology to produce vibrant prints of photos, labels and lists with ease, with the ability to print over 250 photos.

The Photo Creator Instant Pocket Printer includes a companion app, enabling users to enjoy AI-generated prints with ease. Users can print photos from their phones and apply special effects prior to printing. Additionally, they can add personal touches post-printing with stickers and marker pens. This printer’s versatility extends beyond photos — users can create custom stickers, mood boards or print web pages for offline use. Furthermore, it doubles as a convenient labelling device for books and folders.

The Photo Creator Kids Instant Camera is tailored for young minds aged four and up, enabling little hands to snap photos and record videos to their hearts content, and add fun effects before printing instant memories. Additionally, they can customise their shots with markers and stickers. Ensuring a safe and delightful experience for budding photographers, the Photo Creator Kids Instant Camera also has the ability to print over 250 photos.

The Photo Creator Instant Pocket Printer and Photo Creator Kids Instant Camera are available now and are being supported by a fully integrated media campaign including PR, YouTube, TikTok, Meta and influencer campaigns.

0800 731 0578 | www.melissaanddoug.com | service@melissaanddoug.com

Melissa & Doug’s latest offering, Sticker Wow!, is a range of sticker activities combining creativity, collectability, surprise and fun.

Sticker Wow! has become a favourite amongst children ages three years and above for its themed sticker dispensers. The new Cat and Sea Turtle Sticker Wows! offer more than just stickering; the included 24-page activity book provides a trove of activities that focus on numbers, matching and promote fine motor skills enhancement. Tuna the Cat stamps her way through pet-themed activities, while Kelp the Sea Turtle guides kids through ocean-themed adventures.

The Wooden Bead Bouquet is a crafted collection that includes over 220 beads in a variety of shapes and colours for making necklaces, bracelets and more. The set fosters creativity and enhances fine motor skills, pattern recognition and hand-eye coordination. Constructed from high-quality, durable wood, the beads and the accompanying wooden tray are designed to withstand the test of time, making a set that can be cherished and passed down through generations. Adding a prehistoric twist to crafting, the Dinosaur Stamp Set allows children to create lifelike scenes that can be coloured and customised with the included pencils. Neatly contained in a sturdy wooden box, the set sparks creativity and storytelling while introducing elements of palaeontology, engaging dino-obsessed children in educational play.

Arts & Crafts

3Doodler

www.the3doodler.com | b2bsales@the3doodler.com

3Doodler offers a range of 3D printing pens for creators of all ages to take creativity to new heights by designing anything they can imagine with the push of a button. The 3Doodler Start+ combines art and design with technology. The set includes a wireless 3D pen, all new colours and more strands of safe and environmentally friendly filament, plus an activity guide with 10 new hands-on projects. Kids can get started with projects including a bookmark, glasses and a butterfly, as well as a picture frame or a rocket.

With the press of a button, colourful filament extrudes and hardens rapidly, allowing kids to create anything. It’s easy to use, with uncomplicated technology that provides hours of inventive, educational play. Kids can find inspiration from hundreds of stencils and projects, available online to open their minds to creative problem-solving.

The 3Doodler Start+ enables kids to learn key concepts about engineering, science, art, design, mathematics and spatial awareness. At home or in the classroom, kids can use the 3Doodler Start+ to build working models of real-world mechanisms, master tough concepts or test ideas and create 3D prototypes. The 3Doodler Start+ is completely safe and easy to use with no external hot parts. Everything needed is provided in one convenient set for hours of hands-on, screen-free fun.

Tomy’s key launch for autumn/winter 2024 in the arts & crafts space is a brand-new, mess-free drawing toy: Lights Alive.

Part of the quality range of Megasketcher drawing boards, Lights Alive features a grid of 632 dots, which will light up with a satisfying pop when pressed, revealing different coloured lights hidden underneath. A drawing tool has a nib at one end to colour in dot by dot and a pizza cutter style roller at the other end which lets children draw lines or cover entire areas by sweeping back and forth. Children can draw freehand or use one of the two templates supplied.

One design has a friendly chameleon, while the other includes a host of different patterns children can place anywhere over the grid. Kids can create butterflies, faces, hearts, houses, trees and more. There are eight different colours hidden around the board which light up brightly in the dark, as well as on sunny days. By pressing a button, children can animate their designs as the colours change in a lively sequence. There are four animated effects and eight colours to select – white and every colour of the rainbow. Once they’ve finished drawing, kids can display their masterpiece thanks to the upstand at the back, and when they’re ready, they can erase their design and start over.

There’s no waste, no mess, no paper to run out of, no pencils to sharpen, no pegs to lose and no glue required. With no small parts to worry about, children as young as three can play safely, while boys and girls aged four to six and above will enjoy exploring and expanding their skills and creativity. The new launch will be supported with a media campaign during the back-to-school timeframe.

Tomy will be expanding its range of Hey Clay following two years of brand growth. The Hey Clay Minions Set launches in June; creators can build a set of six minions, including Sweet Bob, Kevin and Stuart. This will be followed closely by Hey Clay Unicorns in July, which allows creators to sculpt a range of colourful unicorns.

Arts & Crafts

MGA Entertainment

0845 0533 333 | www.mgae.com

MGA Entertainment is celebrating the 8th year of L.O.L. Surprise!, which continues to offer highly engaging products to create the ultimate play experience for children. L.O.L. Surprise! is encouraging fans of the brand to unleash their creativity through its unique unboxing methods and elevated play patterns.

New to the market this year is the L.O.L Surprise! Mix and Make Birthday Cake, which has surpassed all expectations due to its unique creative and crafting play. This new collectible gives fans the opportunity to make their own dress. Each doll comes with its own mould and fans can use three mixes - water, decorative glitter and three colourful ingredients - to create endless designs. With nine characters to collect, children will enjoy creating mix-and-match dress styles.

Also inspiring the inner artist is the L.O.L. Surprise! O.M.G. Sweet Nails range. Children will have the opportunity to get creative and customise their own nails. There are three dolls to collect, and each character comes with her own nail station containing real nail polish, press-on nails, sticker sheets, glitter and more.

Pat Avenue

01604 678 780 | www.patavenue.co.uk | enquiries@patavenue.co.uk

Pat Avenue’s arts & crafts portfolio has the evergreen Hama range, as well as a new licensed offering for the all-in-one craft activity, Cutie Stix.

Pat Avenue is now the exclusive distributor of craft range Cutie Stix. This collection is based on a classic play pattern that allows kids to make bracelets, necklaces, keyrings and more from patterned rubber shapes. To create with Cutie Stix, children use the coring unit to safely cut their Stix into beads, ready to design creations. The new Monster High Cutie Stix kits line has an entry-level Compact set, a larger Creation Set and more.

As the exclusive UK and IE distributor of Hama, Pat Avenue will continue to offer fresh licensed and unlicensed lines for all budgets, including the Gabby's Dollhouse Large Hama Set. This 4,000-bead set lets children create Gabby designs with pegboards. They can also string beads to make a kitty headband. For value and practicality, the Hama 10,000 Beads and Five Pegboards Bucket Set comes with everything needed to create flowers, animals, car designs and more, plus a handy storage bucket. For the littlest crafters, My First Hama offers an introduction into Maxi Beads. Kids can place the transparent pegboard over their design and create directly over it, making it easier to replicate.

For more information about Pat Avenue’s brand portfolio, which benefits from full marketing support, get in contact via the details above.

Arts & Crafts

One for Fun

01416 132 525 | www.oneforfun.com

sales@oneforfun.com

One for Fun’s Concert Bracelets are proving to be popular, as these flexible, create-your-own kits have created a new era for friendship bracelets. Specially chosen vibrant beads, charms and letters combine to allow users to curate and personalise their bracelets. Concert Bracelets are available in three sizes of kits: bumper, medium and small. The bumper set includes twelve premium charms and a vast selection of specially selected beads, all supplied in a reusable storage case, available in packs of 12 with shelf ready CDU packaging. The medium pack has six single styles with six premium charms and a mass of selected beads. The small pack is an assortment of four, each with two premium charms and an array of beads. One for Fun offers a specially created FSDU for display.

Also new for 2024 is the Dinosaur LCD Doodle Tablet, available in green or pink. This doodle tablet features an 8.5-inch LCD screen, complete with a stylus, erase button and screen lock function for drawing fun. With a battery included, this character tablet is set for artistic adventures on the go.

For more information on One for Fun’s product ranges, get in touch via the details above.

Zimpli Kids sales@zimplikids.com

Zimpli Kids has a wide range of bath time, sensory play and educational toys that explore textures, vivid colours, scents and different effects. Its products are designed to ignite the imagination, encourage sensory exploration or make bath time exciting.

Zimpli Kids’ Gelli and Slime products are the first toys to receive accreditation from the British Skin Foundation (BSF), which is the UK’s leading skin disease research charity. Zimpli Kids has also recently earned accreditation for Gelli Play from the National Autistic Society for the product’s sensory benefits.

Zimpli Kids’ brand-new arts and crafts category sees Doodle N Dip, which allows kids to create their favourite drawings on a bespoke paddle, dip in water to bring them to life and then create a temporary tattoo. Each set comes with eight magic markers and one doodling paddle.

Baff Bombz Magic Brush is a viral TikTok product that makes bath time fun. With four colour-changing bath bombs and a sensory glittery handle, Baff Bombz Magic Brush lets kids express their creativity by painting colourful patterns in their bath water.

Each Baff Bombz Surprise pack contains a large colourful bath bomb with a hidden surprise collectible Dino or Unicorn figure inside. There are also rare finds with the golden dino and glittery mermicorn, a hybrid between a mermaid and a unicorn.

Gelli Play, one of Zimpli’s Intertek certified biodegradable formulations, offers exciting, multi-sensory experiences for children. Gelli Play aids creative, cognitive, social, emotional and physical development. Due to Gelli Play’s unique textures, colours and scents, it is ideal for messy and multi-sensory play. The brand’s partnership with the National Autistic Society is a testament to Zimpli Kids’ dedication to creating sensory play experiences that engage and delight children of all abilities.

Arts & Crafts

020 3417 6565 | www.craftbuddyltd.co.uk |

trade@craftbuddyltd.co.uk

Craft Buddy has witnessed growth as a brand, expanding its footprint across 35 countries and working in partnership with a roster of major licences including Disney, Marvel, Warner Bros, Paddington, Peter Rabbit and more. Craft Buddy has consistently delivered products that inspire creativity and delight art and crafting enthusiasts worldwide.

New product development includes the launch of the Crystal Art Mega Activity Set, suitable for children aged eight and above, available from early summer and offering an interactive bundle of multiple projects, such as stickers, bookmarks, phone stands, magnets, pictures with easel and mini friends sets. This activity set is great for holiday entertainment or as a gift, coming in three popular character SKUs featuring Stitch & Angel, Spider-Man and Harry Potter.

The new range of Paint by Numb3rs Buddies continues to inspire, with the opportunity to create cut-out character standees using the evergreen painting by numbers technique. The collection features six fan favourite movie characters: Harry Potter, Groot, Spider-Man, Winnie the Pooh, Genie from Aladdin and Stitch. These kits are designed for on-the-go painting and hours of fun.

Following the successful launch of ten licensed Crystal Art Bag Charms, autumn/ winter 2024 will see the release of 11 new licensed characters from Disney, Star Wars,

Arts & Crafts

Jumbo Galt UK

01614 289 111 | www.galttoys.com

Jumbo Galt UK has announced new ranges within its arts & crafts portfolio for 2024. New for spring/summer, the Natural History Museum Let’s Learn collection features dinosaurs, tiny creatures and NHM animals. Every set encourages early STEAM learning, with six projects to complete. From building a model of Tyrannosaurus Rex to learning about the world’s animals, there is so much to learn and discover.

From the Create and Discover range, Explorer Craft includes eight explorer-themed activities to allow children to explore a world of knowledge as they craft. This bumper kit will allow young creative thinkers to create a working compass, make a pair of binoculars, build the Antarctic with animal models and cast Egyptian statues with Plaster of Paris within a desert scene.

Jumbo Galt’s Charm Bracelets, Monster Magnets, Paint-a-Tea Set, First Sewing and Water Magic kits also offer further variety in the arts & crafts portfolio.

To learn more about Jumbo Galt UK’s arts & crafts lines, call or email the company through the details above. Make It Real

01613 024 100 | www.makeitrealplay.com

With double digit growth year by year, 2024 has been another strong year for Make It Real. Its Friendship Bracelet Maker, Party Nails - Glitter Nail Studio and Mini Pottery Studio continue to outperform in their respective retail and distribution channels.

In new introductions, Make It Real’s design team has gone bigger than ever before, and the team has now created a pioneering approach to merging fashion and construction in the form of LinXo. The components of LinXo are flexible, connectable and wearable. Kids can construct a variety of creations by connecting the links and easily taking them apart to build and rebuild again. From 3D characters to jewellery and even light-up decor, the creative possibilities are endless with this complete construction system. With shipments having begun in May, Make It Real has a range of consumer options from impulse single packs to deluxe sets that come with hard storage cases.

Simba Smoby UK

01620 674 778 | www.simba-dickie-group.de/en | sales@simbasmoby.com

Budding florists and crafty kids can make flowers with the extended Smoby Flower Market collection. The brand-new Flower Creations Kit offers greater affordability, letting kids design and construct flowers using the manual flower press and included flower parts. Once created, children can use the blooms to create their floral decorations and giftable creations. Petals can later be taken apart to create new flowers, or top-ups can be purchased with Flower Deco Refill packs.

For more information about the full brand portfolio, which benefits from full marketing support, get in touch via the details above.

Group

495 000 | www.lego.com

The Lego Group has revealed two new products to help bring the magic of Paris closer to home. Fans can start building their very own art collection with the Lego Art Mona Lisa or have a go at the Lego Architecture Notre-Dame de Paris set.

These two global icons of Paris have been unveiled to celebrate the rich heritage and history of the French capital, which has a packed year ahead. The sets are available for pre-order now.

Inspired by the world’s most recognisable painting, the Lego Art Mona Lisa invites art and Lego lovers to recreate Leonardo da Vinci’s masterpiece in 3D. This bold interpretation comprises 1,503 Lego elements and new colour hues to accurately reflect the colours used by da Vinci over 500 years ago before the paint changed with age.

Additionally, the new Lego masterpiece has been designed with a drum-lacquered gold, detachable frame so it can be hung on the wall and displayed.

Art and Lego fans can build along to The Lego Art Podcast, which will accompany the set at launch on 1st October. Packed with content on the Mona Lisa’s

Available from the 1st of June, the Lego Architecture Notre-Dame de Paris is an ideal addition to the home of fans of travel, history and classic architecture. The building experience and instruction booklet take the builder on a journey through the architectural evolution of this iconic Parisian landmark; created to not only capture the cathedral’s outward appearance, but also the way and the stages in which the original was built. The designers wanted Lego fans to retrace the architectural journey and evolution of this landmark during its construction, to encourage a deeper appreciation for its real-life counterpart.

The ability to remove the roof allows a peek inside the building to admire details such as the rose windows, interior columns, gothic arches, the two towers and more.

Slime Party UK

www.puttypals.co.uk

paul@slimepartyuk.com

Slime Party UK has a range of products within the Arts & Crafts category. Following a very busy Q1 at the company, with a move into a new factory in Barnsley, growing the team significantly and launching the new range, now Slime Party UK is set to introduce its latest collection, the Putty Pals.

The Putty Pals features 16 new sensory putties, each with its own on-trend character, from axolotls and peaches to hamsters and cacti. The putties are gently scented and with each sensory putty, there is a Putty Pal charm to collect. The concept has been designed to not only provide endless hours of entertainment, but also offer a sensory experience that engages and stimulates the mind. The team at Slime Party UK believes that playtime should not only be entertaining, but also provide a valuable learning experience. The sensory putty engages multiple senses, promoting creativity, focus and relaxation. It is a toy that transcends age and appeals to both children and adults alike.

To enhance the collection, Slime Party UK is introducing a new FSDU that comes with collector sheets. This display unit will showcase the entire range, making it easy for customers to browse and select their favourite Putty Pals. Slime Party UK is also launching a comprehensive marketing pack for retailers. This pack includes videos and photos that can be used on social media platforms and websites, so retailers can easily promote the Putty Pals collection and attract customers with engaging content.

Slime Party is committed to making a positive impact on the environment. It understands the importance of reducing waste and minimizing its carbon footprint, and so all tubs and packaging are reusable and recyclable. Slime Party has also taken a step further by ensuring that its containers are made with a minimum of 30% recycled plastic.

timeless appeal, this episode is hosted by Jack Gardner Vaa, who invited three special guests: Dr. Francesca Borgo (professor of Art History at the University of St Andrews), Jennifer Dasal (host of the ArtCurious Podcast) and Milan Madge (designer of the Lego Art Mona Lisa).

Allegedly

One supplier told me that he had recently been offered the princely sum of £1.35 for a line that retails at £9.99 – a line that is licensed and being offered by a UK distributor on behalf of the licensee. Presumably the buyer in question isn’t fully aware of the way pricing is calculated – for example, the fact the licensee has to pay a royalty to the licensor on the full trade price, regardless of what price the buyer pays. In this instance, that would be more than the sum being offered by the retailer – and that’s before the licensee or the distributor make a penny. Now I’m all for a bit of negotiation – I genuinely enjoy the cut and thrust of a good haggle, there is a real art to it. But for that to work, both sides have to come from a realistic starting point and finish where they can both walk away feeling the deal is acceptable – offering someone way below cost on an item that isn’t a clearance line is not a sensible approach, and only likely to offend the seller. And for those retailers throwing out ridiculous lowball offers, I just wonder how you think people on the receiving end feel about you. Because when this tricky spell ends – and it will – you don’t want to have burnt any bridges or have left people with a bad taste. And anyway, if anyone is actually daft enough to accept these crazy deals, shouldn’t you be worried they said yes? It’s clearly a mark of desperation, and desperation doesn’t tend to come from solid companies with good products that you should want to buy…

It is now common knowledge that the Toys R Us UK buying operation is being wound down, with the WH Smith buying team now wholly responsible for selections for the in-store Toys R Us concessions which it operates. However, there continues to be speculation around the future of Toys R Us’ online presence in the UK. All of the initial press releases and comments referred to an impending switch to a ‘non-transactional website’, which seems pretty clear cut – however, I subsequently received a phone call which muddied the waters somewhat. Because I understand that talks are ongoing, I don’t want to say anything which might impact negotiations – all I can say is that it appears to be true that WHSmith isn’t interested in continuing with a transactional Toys R Us branded website. But that doesn’t necessarily mean that someone else isn’t interested, nor that there is a possibility that the website and store concessions will be run separately by different organisations - watch this space…

Last month also saw the announcement that specialist eCommerce toy retailer Booghe is looking to open its first physical flagship store in Birmingham later this year. Booghe has been trading for eight years and has built a strong foundation in terms of its turnover and relationships with toy companies – and a move into brick and mortar may open the door to extending its partnerships with toy suppliers even further. The plans I’ve seen certainly look impressive, and I’m looking forward to seeing how the store looks when it opens. You certainly have to admire any business with the confidence to expand into physical retail right now. It will also be interesting to see how the physical store builds on Booghe’s online offering and where it diverges – because I suspect there are significant differences between what works in the respective channels. One of the critiques I have heard of the TRU UK online operation was that the buyers who were working on it came predominantly from a physical retail background, rather than having specialist

eCommerce knowledge. Whether that was a contributory factor in the website’s performance is not for me to say, but there are definitely those who believe it was inhibited from the start, and that buying for an eCommerce audience and establishing a strong online presence is a specific skillset in itself…

Another e-tailer which recently dipped its toe into the physical retail channel was Shein – although in that instance, it was only a pop-up store in Liverpool. Nevertheless, there were pictures on social media of long queues stretching right down the street…and that’s certainly not something many retailers are experiencing right now. I don’t know which stock was being showcased, but I suspect it may have been more clothing and fashion than anything else. Shein – and several other sites like Temu – are certainly building a reputation online. But while some consumers may see their dirt-cheap products as bargains that can’t be passed up, many others will be concerned about how those prices are being achieved, and what corners may have been cut in the process. If something is too cheap, there is usually a reason for it – and not necessarily a good one. Numerous official toy community bodies responsible for safety and legality of toy products remain extremely concerned that many of the toy products offered on these sites fall short of the stringent legal standards that legitimate toy suppliers and retailers abide by. You don’t have to search too hard to find items that appear to be counterfeit, and the products that arrive often don’t have the correct safety information or appropriate markings. They might look like the real thing, and the consumer may think they are getting a genuine item at a bargain basement price, but the reality is very different. Safety aside, there is also a conversation around the ethics / morality of what these platforms are doing which surely needs to be aired (and don’t start me on the impact on the wider UK economy of companies like this selling huge volumes of goods here without paying tax). Basically, we’re potentially in old-school, murky ‘car boot sale’ territory, but on an industrial scale…

With container prices rising rapidly once more – I am reliably informed that they’ve hit $8000 in recent weeks and some insiders are suggesting that figure could even rise as high as $10,000 this month – and shipping space in short supply, there is a possibility that suppliers could be forced to look again at their pricing in the coming weeks. The other knock-on effect of rising container prices is that it will once again place inflationary pressure on the economy – everyone (including my shipping contacts) hopes this situation doesn’t escalate any further. However, if container prices do continue to go up and that drives inflation, it reduces the chance of the Bank of England reducing interest rates in the next few months. And that in turn takes away the opportunity to put a little more money back in consumer’s pockets, and to make them feel that little bit better off…

Finally, I was also intrigued to see that the new chair of the Very Group is none other than (some might say disgraced) former politician Nadim Zahawi – you know, the one who ‘forgot’ to pay £3.7m tax… when he was Chancellor! If I was the Very accounts team, I would be keeping a very close eye on his expenses, just in case he tries to claim the heating bills for his horse stable on expenses as he did when he was in government.