Toy World Magazine March 2025

PREPARE YOURSELF FOR NEW DIMENSIONS

FLEXIBLE CONSTRUCTION

THRILLING ACTION

ENDLESS POSSIBILITIES

The Team...

Contributors

Toy Fair 2026 will take place from the 20th-22nd January 2026 at Olympia London. Exhibitor applications will open in March on the Toy Fair website www.toyfair.co.uk.

John Baulch - @Baulchtweet

Alot has happened since I wrote my previous Leader column, just before the start of Toy Fair Season. We all know that 2024 was anything but an easy year - but up, down or flat, wherever you ended up, it’s all in the past. Toy Fair Season gives us a chance to draw a line under last year and look forward to (hopefully) brighter things on the horizon. Just as a rock band being interviewed about their latest album always says it is their best yet, so toy companies inevitably start the year revved up about their new launches and their “best range ever”. No surprise then that everyone arrives at the show energized and full of enthusiasm.

I also think that the very act of the UK toy family coming together brings its own sense of communal well-being. We may have been a little battered and bruised in 2024 (October & November especially), but we survived it and we’re here to fight another day.

Most importantly, we saw a lot of great new products across Toy Fair and Nuremberg. Sometimes a tough year can lead to less innovation and risk taking, but I think most toy companies have worked out that an abundantly cautious approach becomes a self-fulfilling prophecy, so thankfully there was plenty on show to be enthusiastic about. I also get the sense that retailers are becoming more open to new ideas that diverge from the traditional definition of ‘toy’. We know we’re losing girls from the market at an increasingly younger age to fashion and beauty, so it’s good to see toy companies taking steps to address that. Unsurprisingly, ‘kidult’ products also continue to proliferate – and toy retailers are embracing them more enthusiastically than ever. There was undoubtedly a point in the past when many toy retailers were unsure if these kind of products would fit into a traditional toy store – but in 2025, what exactly constitutes a traditional toy store? Retailing is about giving the people what they want, and toy customers have never been a more diverse bunch of people – which is surely a good thing (especially given the declining birth rates across the developed world).

As I made my way around the shows, I felt a genuine sense of optimism and resilience. We all know it’s not going to be an easy year at retail, but the best way to tackle the challenges is to do it together. And with the news from Circana that sales in the first two weeks of the year were up +7% - the first January increase since 2019 – we have a solid base to build from.

As for Nuremberg, was it the mildest weather we’ve ever encountered at the show? It was certainly the warmest I can

remember – the gloves and scarf never even made it out of the suitcase. After an excellent London Toy Fair, there was a discernible feeling of confidence in the air. As one of my Italian friends put it, “there’s less sadness this year.” Naturally, promises were up, but several people pointed out that after meetings in London, orders followed almost immediately the following week, which hasn’t always been the case in recent years. Let’s hope that positivity continues.

Attending shows like London and Nuremberg feels essential to me – it allows us to keep abreast of everything that’s happening in the ever-changing world of toys, and to get a head start on evaluating which ranges and companies are going to be driving the market this year. Every stand tour. Every aisle conversation. Every chat in a bar…. they all count. Whether it’s discussing what is going on within the retail channel, swapping stories about the new launches we are most excited about or just keeping up with the job merry-go-round, every interaction helps to offer perspective and understanding of the toy landscape in the 21st century – a complex, ever-changing world, but one we are all lucky to work in.

As the major accounts are deep in autumn winter selection mode, and independent retailers are looking closely at what new lines to order to freshen up their shelves for the first half of the year, this issue arrives when many key buying decisions are being taken – some for the short term, others for the back end of the year. Our product category features reflect this mix of short and long term buying opportunities: the Outdoor Toys feature highlights some of the key new arrivals that will be hitting shelves in time for Easter and the summer season, while we also focus on the Action Vehicles and Science & Nature categories, both of which have strong year-round sales potential.

If you didn’t manage to make it along to the shows this year (or even if you did), you can catch up on our extensive reviews of the London and Nuremberg Toy Fairs in this edition, as well as a round-up of all the latest news from around the toy community. In addition, we’re delighted to bring you exclusive interviews with pop culture retailer Forbidden Planet and Blues Clothing, as the company evolves from being an apparel supplier into the dress-up category. There’s also a deep dive into the highly anticipated new Minecraft movie, highlighting some of the exciting new ranges that will be released to coincide with the movie’s UK release early next month.

There’s certainly plenty to get your teeth into in this packed March issue – enjoy.

The BTHA and Circana present annual industry insights at Toy Fair

The British Toy & Hobby Association (BTHA) and Circana have unveiled a host of positive trends gleaned from the previous 12 months’ sector-wide performance.

While the UK economy may have continued to present a challenging picture during 2024, figures released by Circana show that the UK toy market remained resilient, generating £3.4b in overall sales, which was bolstered by a surge of Christmas sales (up 51%) in the week leading up to Christmas. While sales in 2024 may have been down by 3.7%, several toy categories achieved growth in 2024, adding to the positive trajectory.

The Building Sets Super Category was up by 6%, which resulted in it achieving the highest category share of the toy market last year, driven by The Lego Group performance, while Vehicles and Soft Toys also outperformed the market. Vehicles have been on the rise in the last 12 months, including the popular Monster Jam from Spin Master Toys, which has outperformed total Vehicle growth.

Boosted by blockbuster movies, sports and video games, Licensed Toys continued to play a key role in shaping market dynamics during 2024. Licensed Toys occupy 35% of overall total market share, up by 3%, thanks to the likes of Lilo & Stitch, UEFA, Despicable Me/Minions, Bluey and Sonic. Star Wars topped the list, followed by Pokémon and Marvel. Meanwhile, Lilo & Stitch led the Top Gaining Properties list followed by Lego Botanicals and Lego Icons. Retailing at £8.57, the Squishmallows Plush 8” Assortment retained its position as the top-selling item in 2024 for the second year running. This highlights the enduring appeal of Soft Toys for UK consumers and emphasises the importance of accessible pricing within the toy market.

The latest figures also show that MrBeast Lab, the Wicked Movie, Unicorn Academy and Squisha-longs were among the top new launches within the total market. The Wicked Movie was highlighted as gaining new property traction, thanks to its recent widespread appeal and success.

Commenting on the key report findings and insights, Kerri Atherton, head of Public Affairs at the BTHA, said: “These latest figures have undoubtedly been shaped by the current unsettled economic landscape which is impacting people’s spending across a wide range of consumer goods, including toys. However, it is promising to see there are pockets of increased spend across the UK toy sector.”

Melissa Symonds, executive director, UK Toys, Circana, said: “The toy market continues to thrive on innovation, with 30% of its value last year coming from new products. This dynamic growth is fuelled by the excitement of emerging brands, the nostalgic appeal of relaunches and the ongoing reinvention of beloved, established lines.”

Character Options to distribute Power Rangers in UK & Ireland

Playmates Toys has confirmed the appointment of Character Options as its exclusive distribution partner for the new Power Rangers collection in the region. Appointed as Power Rangers’ global master toy licensee in April 2024, Playmates Toys and brand owner Hasbro have set into motion a strategy designed to reignite the brand and engage a new generation of kids.

Karl Aaronian, Playmates’ SVP Marketing, commented: “We’ve designed and developed a wide range of new action figures, accessories, role-play toys and collectibles. This significant launch year commitment reflects our confidence in the perennial appeal of the Mighty Morphin Power Rangers’ storytelling and the imaginative toy play possibilities that it inspires.”

John Sinclair, Playmates’ SVP International, added: “The launch of the 2025 Mighty Morphin Power Rangers collection is a special moment in Playmates history. The selection of our international distribution partners is a critical component of our marketing strategy, and in Character Options, we have found a perfect fit. We are proud and excited to once again partner with Character’s team of experienced toy professionals who share our passion and immediately understood the potential of a New Mighty Morphin Power Rangers play experience.”

Jon Diver, joint managing director of Character Group, commented: “We are thrilled to have been appointed by Playmates as UK and Ireland distributors for its Mighty Morphin Power Rangers product line. Playmates Toys is a powerhouse when it comes to action figures and boys’ collectibles and with the strength of the collection we have seen, coupled with planned activity for the launch and year ahead, we look forward to supporting the relaunch for this exciting and much-loved entertainment property.”

Character Options will begin its distribution of the toys from summer 2025.

The team can be reached on 0161 633 9800 or sales@charactergroup.plc.uk.

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Playmobil unveils new brand positioning and play concept

With a new brand positioning and communication strategy for the future, Playmobil is becoming an umbrella brand with a fresh brand image, creative campaigns and renowned cooperation. A new product portfolio and strong innovations support the reorientation, with the aim to strengthen brand relevance, reach new target groups and drive forward the globalisation of the Playmobil brand.

“Playmobil’s philosophy always remains in focus; to inspire children, fuel their imagination and curiosity and boost their self-confidence is a fundamental promise that Playmobil fulfils worldwide,” said Playmobil CEO, Bahri Kurter. “Our brand stands for offering endless worlds of play and encouraging imagination. With Playmobil, children become directors and actors of their own stories.”

Sky Trails is a new, haptic action play experience that combines three worlds of play: construction, action and creative play. With the worldwide novelty Sky Trails, Playmobil is breaking completely new ground and presenting a unique play system with endless possibilities. Children and adults alike can design and build courses right across their own room, send figures through the air and invent their own stories. “While the fun ends after construction in the case of other toy worlds, with Sky Trails, that’s when play really takes off,” added Bahri Kurter.

At the same time, Playmobil remains true to its roots by offering new, innovative play sets in its core area of expertise: role-play. The portfolio has been reorganised with a new consumer focus, contemporary-themed worlds and modern implementation. The new Vacation on the Beach range has been designed to put children in the holiday mood: from a kite surfer fighting with a fire jellyfish to a banana boat ride and a cool ice cream van.

The new Animals & Friends theme means children can be together with their favourite animals around the clock in a colourful human-and-animal world – and experience adventures with a jeep, villa or hot-air balloon.

Popular classics such as the Action Heroes offer plenty of action with a new police station, swashbuckling adventures with the pirate harbour, and much more.

For sales enquiries, contact Playmobil on 01268 548 111.

Ty bounces to the top of the charts with Beanie Bouncers range

Toy World caught up with Ty Inc founder Ty Warner at the Spielwarenmesse in Nuremberg, where the charismatic toy icon was keen to share his excitement at the initial success of Ty’s new Beanie Bouncers range.

Combining plush, collectability and the physical fun of bouncing, Ty believes that this innovative new range is set to reinvent the plush collectible market. He explained: “Beanie Bouncers are Beanie Babies on steroids. The product captures the magic and collectability that made Beanie Babies such a huge hit 30 years ago. We believe we’ve got something equally special here, a range which could easily be around for the next decade or more.”

The range got off to a flying start in the run-up to Christmas, joining the ranks of the best-sellers in the US and selling out initial stock here in the UK.

Ty believes the range benefits from long overdue innovation. “It’s such a creative product. Plush that bounces – simple but incredibly powerful and great fun. The look of amazement on a child’s face when they see it bounce is just the best feeling. It gives kids a chance to put down their devices and just get out there and play, both indoors and outdoors.”

The range features a mixture of generic and licensed designs, with over 60+ licences already signed and several more high-profile properties on the way. Ty first showed the product to licensors in Las Vegas last May, and the response from the licensing community was immediate.

“I have never known a product to be accepted so quickly by licensors,” he added. “Essentially, we’ve created a brand-new category. We’ve already signed a wide range of the hottest licences, including Stitch and Bluey. We’re excited to partner with the biggest and best licensors, and we’ll continue to expand the line with exciting new additions in future.”

Echoing the successful Beanie Baby playbook, several styles have already been retired, and resale values on these lines have soared up to $50 and beyond. The range is completely patent protected, and Ty’s legal team was hard at work in Nuremberg dealing with counterfeits which are already springing up – the sure sign of a successful range.

In the UK, visitors to Hamleys in Regent Street and Westfield can see Beanie Bouncers in all their glory in eye-catching window displays. Ty Warner visited both Spring Fair and New York Toy Fair to continue building momentum for the brand he believes will be a major hit in specialist retailers across the globe.

In the UK, sales enquiries should be made at 02393 876 600 or sales@tyuk.co.uk.

Brainstorm celebrates 30th anniversary and announces relocation

Julie Greenwood, MD at Brainstorm, commented: “It feels remarkable that we have arrived at such a significant milestone. We have barely had time to think about how to celebrate our anniversary as 2025 is shaping up to be the biggest in our history. When retailers see our offering this year, we think they’ll be as excited as we are about the next chapter for Brainstorm. The new head office will also enable us to welcome retailers all year round and we look forward to seeing them soon.”

The new head office complex affords Brainstorm more than three times the space of its previous home in Gisburn and will incorporate offices, a new showroom and warehouse. Despite the move, the company will maintain its relationship with a local Burnley-based third-party warehouse which will continue to unload containers, store bulk stock and pick larger orders. With its satellite Product Development office based in Hertfordshire, the company now feels well-resourced for its ambition to pursue continued growth.

Following the retirement in 2023 of Rosanne Kenealy, former Product director and one of the company’s founding employees, Brainstorm has also recently restructured its ownership, welcoming new shareholders to the business from its own talent pool.

Julie added: “Of course, innovative brands like Aqua Dragons, StikBot and Eugy are essential to longevity, but I firmly put our success down to the brilliant and dedicated team here. Now that eight of us share in the ownership of Brainstorm, I feel huge confidence that we can continue to deliver success for our suppliers and the team as a whole. Coming to work every day is a real pleasure for me, and I feel extremely lucky.” Brainstorm’s new head office is at: Up-Brooks, Lincoln Way, Clitheroe, Lancs, BB7 1QG.

University Games celebrates 40 years of Games and Puzzles

Founded in 1985 by Bob Moog and Cris Lehman, University Games’ philosophy has always been to offer games that encourage social interaction and imagination through gameplay, with learning sprinkled in to season the game.

Bob Moog, co-founder and president of University Games, said: “Over the last four decades, we have created a brand and business true to our roots with the word ‘University’ paying homage to our beginnings, creating products steeped in learning, and ‘Games’ representing the fun that we inject into every product we release.

“The first product we released in 1985 was Murder Mystery Party, which generated $385,000 in sales in its first year. In 1987, we co-invented 20 Questions which, like the Murder Mystery Party series, has been a mainstay of the University Games range for the last four decades. Over the past 40 years, University Games has published over 200m games, which is quite a feat for an independent business.”

2025 is a milestone year for the business globally, with divisions worldwide now including the United States, Australia and United Kingdom, and there are yearlong celebrations planned around the world. For retailers in the UK alone, University Games is introducing more than 60 new lines to its 600-strong product range, including the TV classic Bullseye Board game, new educational build and play STEAM 3D science toys in partnership with National Geographic and a range of games starring Roald Dahl’s Matilda. There will also be Buying Time, Easy Cheesy and Bob’s Moog’s Dad Jokes Card Game joining the line up, as well as many more.

“Very few CEOs in this sector are actually board game inventors at heart, but this is where I started and over the years I have been involved in the creation of hundreds of our games,” added Bob. “However, the Bob Moog’s Dad Jokes Card Game is the first game I have chosen to put my name to, partly as a tribute to my family in this anniversary year.”

For sales inquiries, email sales@ugames.uk.com or phone 0207 254 0100.

Rubies, Parentkind and World Book Day team up to donate 100,000 costumes

World Book Day, Rubies and Parentkind are teaming up to give even more children the chance to experience the joy of dressing up this World Book Day, taking place on 6th March 2025. Rubies has pledged to donate 100,000 costumes, worth £1m, to disadvantaged children who might otherwise miss out on the chance to dress up as part of the All Dressed Up donation scheme.

Parentkind, one of the largest federated charities in the UK representing parents, and supporting more than 23,500 Parent Teacher Associations (PTA), is calling on PTAs and schools with over 25% of pupils receiving free school meals to register to receive a dressing up box. These boxes will arrive at eligible schools ready to use on World Book Day, and remain at the schools to support children’s exploration of reading enjoyment. PTAs are also encouraged to donate £1 per costume to the charity, World Book Day, to support its mission to get more children involved in the fun of reading.

Dress-up, or imaginative play, has long been associated with reading enjoyment. Research from the charity, World Book Day, found that two thirds (72%) of children at early years foundation stage and primary school said that dressing up helps reading be more fun, making costumes a vital resource to help children discover the joy of books.

Commenting on the All Dressed Up donation scheme, Fran Hales, head of Portfolio and Marketing at Rubies, said: “At Rubies, we believe in the profound impact that storytelling and imagination can have on a child’s life, and we are proud to align our efforts with World Book Day’s mission of promoting reading for fun.”

Cassie Chadderton, CEO of World Book Day, added: “Dressing up can be a great way for children to express what they love about reading. We’re proud to be working with Rubies and Parentkind to give more children the opportunity to get into a costume that helps them find the fun in reading.”

Tubbz makes a quacking addition to A.B.Gee’s range

A.B.Gee is delighted to be joining the world of Tubbz Cosplaying Collectibles. Tubbz takes iconic pop culture characters and, with skilful design, gives them a rubber duck twist, turning them into charming, quirky cosplaying ducks. The range includes favourites from many films, video games, comic books, TV shows and the world of music. Each duck captures the unique traits of the character with a touch of playful humour. Tubbz works with leading global entertainment brands including Universal, Warner Bros, Paramount, Sony Pictures, Microsoft and Sega to name a few.

“These will be a fantastic addition to our extensive portfolio,” commented A.B Gee Sales manager, Aaron King. “Our sales team is already ‘quackers’ for Tubbz – and wondering ‘waddle’ be our best sellers.”

A.B.Gee says this debut is more than a product launch; it’s a statement. It signals the company’s commitment to curating innovative and engaging toys that resonate with modern audiences. In a time when consumers crave both connection and entertainment, Tubbz offers a perfect blend of both, encapsulating the spirit of play and the joy of fandom.

Jack Fox, global head of Sales for Tubbz added: “We are unbelievably excited to be partnering with A.B.Gee as we continue to strengthen our UK retail presence. In 2024 we saw the addition of Minecraft, Wicked, Five Nights at Freddy’s, Naruto & Godzilla, to name a few, to our already strong product portfolio. We look forward to many more exciting launches in 2025, with A.B.Gee at the forefront.”

Basic Fun! UK named distributor for Hunter Products’ Madballs

Basic Fun! UK has announced its new partnership with Hunter Products as the UK distributor for Madballs, known for its wacky, grotesque and highly collectible designs.

As a company renowned for revitalising nostalgic and retro toy brands for today’s generation, Intertoy encouraged the partnership between the two companies. Originally a hit in the 1980s, Madballs was instantly recognisable for its unique, quirky designs and offbeat humour. The brand quickly became a cultural phenomenon, spawning an extensive product range including action figures, comic books, animated series and a devoted collector fanbase. Over the years, Madballs has maintained its cult status, with multiple collaborations reinforcing its place in pop culture.

Holly Lackey, director of Marketing & Licensing UK & Europe at Basic Fun, commented: “We are delighted to add Madballs to our growing portfolio of iconic brands. The nostalgia trend continues to grow, and Madballs is a fantastic fit as a brand with iconic heritage, but also freshness for kids of today with new exciting content. We can’t wait to bring this much-loved brand back to UK retailers this autumn and into the hands of kids and collectors alike.”

Retailers can get in touch with Basic Fun! UK to find out more about Madballs by emailing bfuk@basicfun.com or calling 0118 925 3270.

Obituary: John Hales

Obituary: Brian Griffin

Former Hamleys managing director Brian Griffin sadly passed away on 29th January at the age of 93. Heading up Hamleys in a golden era for the retailer during the 1960s and 70s, Brian was responsible for launching iconic toy ranges such as Paddington Bear and supporting growing British companies like Hestair Kiddicraft.

His former press officer Dawn Allan contacted Toy World to pass on the sad news and was fulsome in her praise for her former boss, telling us: “He was my mentor, my guide. My entire career in press and PR was down to him. He was a great boss; he treated everyone in the Hamleys family equally. He was such an inspiring figurehead and hugely well-liked and respected by his employees and toy companies.”

His family said: “ He was a beloved father and grandfather and will be sorely missed as he was always full of laughter and generosity.”

Brian’s funeral will be Tuesday 4th March, 2pm at North East Surrey Crematorium. Anyone from the toy community who would like to attend the funeral can contact Stoneman Funerals, Tadworth for more information.

Brian's family has asked for donations to Guide Dogs for Blind in honour of Brian's love for Labradors. Our thoughts are with Brian’s family and all those in the toy community who knew or worked with him.

It is with great sadness that Golden Bear Toys has announced that chairman and co-founder, John Hales, has passed away at the age of 85, surrounded by his family.

John started Golden Bear on 12th February 1979, along with his business partner, Christine Nicholls. Headquartered in Telford, John’s energy, drive and love of the toy industry has infused the business for over 45 years, creating iconic toys loved by children of all ages.

Christine Nicholls, co-founder and Creative director at Golden Bear Toys, said: “John was the most amazing business partner and friend for over 45 years. Our vision for the business back in 1979 set us off on an adventure in the toy industry that has been second to none. On a personal level, I will miss him greatly and all his pearls of wisdom, as will everyone at Golden Bear.”

John accomplished much over his long career, including the incredibly successful launch of the Teletubbies toy range, which won Toy of the Year in 1997. He was also extremely proud to receive a lifetime achievement award from the British Toy & Hobby Association in recognition of his work in the industry.

John was also a passionate member of the racing world, known as one of the leading British-based jumps owners of the last 40 years. He has owned many champions over the years such as his first winner in 1993, One Man, and 2012 Grand National winner, Neptune Collonges.

John was very closely associated with Alder Hey Children’s Hospital and has a long history of supporting the trust. He would make regular visits to the hospital with his horse, Neptune Collonges, to visit children and families on the wards, an act that brought great happiness to those who were able to meet the gentle grey horse.

The whole Golden Bear team is devastated by the loss of its founder and chairman, and said: “John was a very wellrespected figure who will be greatly missed within the close family business. He embodied Golden Bear and leaves behind an extraordinary legacy that the whole Golden Bear family endeavours to maintain in his honour. Our thoughts are with his wife, Pat, and the rest of his family during this sad time.”

Licensing stalwart, Richard Hollis, worked closely with John Hales over the years, and shared these touching words: “What an amazing icon of the toy industry – this feels like an era defining moment. John was great fun to work with, shrewd, commercial but really humorous and supportive and with a great understanding of the spirit of partnership needed to make licensed toys work. From Edd the Duck in 1990 to Noddy, Teletubbies, In the Night Garden, Pingu, Waffle the Wonder Dog and so many others, he always put his heart into every deal. It was lovely to see the recent footage of him enjoying yet another big winner on the racetrack, but although horses were his passion, he was a champion in our industry too. This is a really sad moment for anyone who knew and worked with John over the years.” Toy World would like to add its condolences to John’s family and all who knew him.

Wigston Paper to distribute Crayola Magnetic Tiles in UK market

Wigston Paper has announced a new distribution agreement for the UK market, strengthening its position as a key partner in the toy industry. These agreements cover the distribution of Crayola Magnetic Tiles, an engaging product range designed to inspire creativity and learning in children.

This strategic move expands Wigston Paper’s footprint in the toy and creative play sectors, aligning with its commitment to delivering high-quality, innovative products to retailers and consumers across the United Kingdom.

Crayola Magnetic Tiles combine the timeless appeal of magnetic construction play with the vibrant colours and creativity of the Crayola brand. These tiles encourage open-ended exploration, problem-solving and artistic expression for young learners and budding builders.

Benjamin Cornwell, Sales director at Wigston Paper, said: "We are incredibly excited to bring these fantastic Crayolabranded products to the UK market. Crayola Magnetic Tiles offer unique play experiences that inspire creativity and learning, and we believe they will be warmly received by retailers and families alike. Our team is committed to ensuring these ranges are supported with strong distribution, marketing and retail partnerships to maximise their potential across the region.”

For more information on how to stock these new ranges, retailers can contact Wigston Paper at ben.cornwell@ wigstonglobal.com.

Toymaster welcomes new members

Toymaster has announced that several new members have joined its ranks. Three branches of British Garden Centres from across the UK are now a part of the group. The new locations can be found in Gosforth, Gloucester and Reading. A new branch of Gates Garden Centre has also joined. The new location, Woodlands Garden Centre, is a family owned and run plant nursery located at Ashby Road, Stapleton, Leicestershire, LE9 8JE.

With over 60 locations across the UK, British Garden Centres not only offer customers an array of gardening products, but also a large selection of toys and games for people of all ages, including Ravensburger puzzles and Paddington plush.

Gates Garden Centres carry a wide range of toys and games, including outdoor toys, plush, board games, card games, jigsaw puzzles, plush, action vehicles and more.

In addition, Woodley News, located at 51 High Street, Stapleton, Surrey, GU7 1AW, has become a member.

Like all members, these new locations will be able to enjoy the support of Toymaster suppliers with offers and exclusive lines.

To get in touch with these new members, contact Kate Hately, group toy buyer for British Garden Centres, at khateley@britishgardencentres.com, and for Woodlands Garden Centre, contact Nigel Gates at nigel@gatesgardencentre.co.uk. The contact for Woodley News is Mihir Patel at woodleynews118@gmail.com.

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

Simba Dickie Group and Tactic Games OY announce new partnership

Due to challenging economic conditions and the resulting consumer restraint in Germany, the Simba Dickie Group has been unable to fully utilise Heros’ wood production in the Bavarian Forest in recent years.

“We have been actively looking for a solution for some time, which also takes into account the jobs of our employees, and we are delighted to have found the ideal partner in Tactic Games OY,” announced Florian Sieber, CEO of the Simba Dickie Group. “The purchase price alone was not the main consideration when we signed the contract. As a family business, we see it as our responsibility to act in the best possible way to safeguard our employees’ jobs.”

Tactic Games OY will absorb all employees into a newly founded company, now operating under the name Heros Wooden Toys GmbH. All facets of Heros GmbH & Co. KG including the real estate will be taken over by the newly established subsidiary of Tactic Games OY in Germany.

The Simba Dickie Group will co-operate with this new company through its member Simba Toys GmbH & Co KG. “We highly value the strong brand and the exceptional expertise of the team at Heros. Its dedication to quality and craftsmanship aligns perfectly with our vision and we are excited to build on this legacy,” said Lauri Nieminen, CEO of the Tactic Group. “Expanding this respected wooden toy assortment is both an honour and a moment of great excitement for us. We look forward to also developing new products and ensuring that the factory’s long history continues to new heights.”

“This acquisition represents a significant step for Tactic in entering the German market,” Lauri added. “As we establish our sales organisation in Germany, we invite all interested partners to connect with us for further discussion. We sincerely thank Simba Dickie Group for the excellent cooperation throughout this process and we look forward building on the strong foundation that has been established.”

Collaborations demonstrate Toy industry's commitment to sustainability and transparency Company Profile Ethical Supply Chain Program

Carmel Giblin, president & CEO of the Ethical Supply Chain Program (ESCP), shares with Toy World how the ESCP is driving collaborations within the Toy industry to find solutions to shared problems.

RRecent years have seen a raft of legislation affect toy businesses across Europe and beyond. From enhanced due diligence requirements to material restrictions in consumer products, businesses must now build-in requirements to ensure long term success.

The revised EU Toy Safety Directive and Ecodesign for Sustainable Products Regulation (ESPR) bring new requirements for improved sustainability and transparency within the Toy industry, such as a Digital Product Passport (DPP), which will require a revision of the entire value chain data collection and reporting processes.

As an organisation that works with buyers, factories and a broad spectrum of stakeholders, the Ethical Supply Chain Program (ESCP) understands that businesses operating in the Toy industry, both directly and indirectly, need support when it comes to complying with new regulation and implementing long term, sustainable changes.

Last year, the ESCP facilitated a working group including industry leaders Mattel, the Lego Group, Crayola and Target, all of which are now collaboratively developing solutions to shared challenges within the industry and helping to create a level playing field for companies of all sizes. Besides acting as a database for this information, the Recycled Materials Chemical Safety Assessments (RCSA) also facilitates the assessment and approval of suppliers and their materials, ensuring compliance with the revised EU Toy Safety Directive and ESPR.

Solutions for shared problems

The development of the RCSA aims to establish clear procedures, standards and methodologies for assessing recycled materials' chemical safety. By creating a standardised approach, the programme also aims to support suppliers by providing them with clarity on processes and requirements. This will facilitate compliance and increase the number of qualified suppliers in the market.

“This new programme prioritises the removal of duplication and enables more companies to access

suppliers and their materials,” Carmel Giblin, president & CEO of the Ethical Supply Chain Program explains. “By doing that, we hope to see the volume of recycled products increasing within the Toy category.”

The RCSA promotes knowledge sharing and best practices, driving innovation, quality and efficiency within the industry. Ultimately, this initiative will demonstrate the industry's commitment to regulatory standards and sustainable practices.

Carmel says: “The RSCA is expected to go live in 2025, creating more opportunities for broader participation. Initially, it began with toy buyers utilising recycled materials but now includes suppliers of recycled materials and testing laboratories in the working group. However, this group can always be expanded, and additional participation is welcome.”

As it moves forward, the RCSA will continue to be overseen by this multi stakeholder group, which enables

Support for businesses of any size in 2025

The Recycled Materials Chemical Safety Assessments (RCSA) is developed with collaboration at its core. As a notfor-profit, ESCP is committed to providing services and solutions which are affordable for businesses of any size.

all voices to be heard, shares the burden of keeping the technology and methodology up to date, and keeps cost low.

The RCSA is scheduled for launch in Q3 of 2025 – contact ESCP to learn more: info@ethicalsupplychain.org

Marketing World

MrBeast and Moose launch toy-inspired MrBeast Lab shorts

Moose Toys, in partnership with MrBeast (Jimmy Donaldson) – the world’s most-subscribed YouTuber – has announced the launch of animated shorts inspired by its blockbuster MrBeast Lab toy line. Created in collaboration with Stoopid Buddy Stoodios, the shorts underscore Moose Toys’ commitment to growing the MrBeast Lab brand’s footprint.

The animated shorts will debut in autumn 2025 and will focus on a group of characters inspired by MrBeast Lab in their battle against the Shroud, a shadowy, sinister force from another dimension. Using cutting-edge technology from the lab MrBeast secretly housed underneath his content studio, all sorts of Hybrid Beasts are created and modified for the ultimate battle for the fate of their world.

“This is the perfect moment to take the MrBeast Lab world to the next level with animation,” said Jeffrey Housenbold, CEO of MrBeast Industries. “It’s an exciting new way for fans to dive deeper into the adventure and experience the world like never before.”

The animated shorts will be executive produced by Matthew Senreich, with Sam Levine serving as showrunner. Sam directed the critically acclaimed animated feature DC League of Super-Pets for Warner Bros., developed and wrote on Disney Animation Studios’ Wreck-It Ralph, and also co-created and served as showrunner for Disney’s animated series Penn-Zero Part-Time Hero. Stoopid Buddy Stoodios, founded by Seth Green, Matthew Senreich, John Harvatine IV and Eric Towner, is best known for creating Robot Chicken, the longest running stop-motion show on television and a multi-Emmy Award winner. The studio’s other projects include Crossing Swords (Hulu), Marvel’s M.O.D.O.K. (Hulu), Ultra City Smiths (AMC) and many others.

“We’re doubling down on our investment in MrBeast Lab, which has already been our most successful new launch ever,” said Paul Solomon, CEO, Moose Toys. “The dynamic, action-packed shorts will bring a whole new dimension to MrBeast Lab, extending the brand out of the toy aisle and creating a fresh way for kids to engage with the characters. With the experience, genius and irreverent storytelling that Stoopid Buddy Stoodios brings to the party, we have found the ideal partner to bring this to life.”

For more information about Moose Toys, visit www.moosetoys.com

Asmodee brings BrainBox to schools across the UK

Asmodee has introduced a new initiative, BrainBox in Schools. The initiative sees over 6,000 BrainBox demo packs being played across 31 UK schools from Leeds to Essex.

BrainBox is a fun memory and observation card game, with over 8m sold worldwide. The game tests players’ eye for detail, with all the answers given on the card - but just 10 seconds to study it. First launched in 2007, BrainBox has become an international best-seller played by kids, young and old, across the globe. The games are devised in the UK with support from teachers and educational experts to ensure BrainBox is always fun and informative, so this new initiative fits perfectly. The games are also produced in a way that’s sustainable; there’s at least 70% recycled materials in the production and the games themselves can be recycled.

Phil Crawford, Asmodee’s Brand manager, said: “BrainBox is hugely popular for combining the fun of board games with learning about dinosaurs, the world or even football. This exciting initiative with Imagination Gaming gave us an incredible opportunity to work with schools to allow pupils to learn, without really realising they’re learning. Ultimately, in their eyes, they are just playing an amazing game.”

31 schools across Leeds, Sheffield, Nottingham, Derby, Essex and Surrey are taking part in this initial run. Springvale Primary commented: “I just wanted to say thank you very much for the BrainBox packs. They arrived around a week ago and we sent them home with all the children in Y1-Y6 – they went down really well. We had around 15 packs left over which we have added to our Star of the Week prize table. Thank you again for sending us these, much appreciated.”

Asmodee can be contacted on 01420 593 593 or info@asmodee.co.uk

Hasbro announces Magic: The Gathering film and TV series

Hasbro Entertainment is partnering with Legendary Entertainment to create a live-action feature film and television universe based on the fantasy series Magic: The Gathering, with the first priority being to adapt the game into a movie. Hasbro has estimated that the strategy tournament represents a $1b piece of intellectual property, thanks to over 50m players engaging with its worlds.

“We pride ourselves on being thoughtful caretakers of singular, beloved IP, and no property better fits that description than Magic: The Gathering,” said Mary Parent, Legendary’s chairman of Worldwide Production. “Alongside the fantastic Hasbro team, we look forward to creating a multimedia universe that thrills longstanding fans and creates a broad wave of new ones.”

Zev Foreman, Hasbro’s head of Film, said that the planned content slate was an “exciting and complementary partnership, uniting one of the world’s most iconic brands with a powerful and proven steward.”

Legendary Entertainment has translated a variety of popular brands into franchises, including Godzilla vs. Kong and Dune, both of which span film and TV. The company is also behind Netflix’s Enola Holmes movies. Upcoming projects include a Minecraft movie starring Jason Momoa, produced in collaboration with Warner Bros. Meanwhile, Hasbro has an existing Magic: The Gathering TV show set up with Netflix.

Zev added. “Magic: The Gathering has inspired decades of epic world-building and creative storytelling. It is a perfect match for Legendary’s diversified approach to marquee IP, and we are excited to work together to build a whole new Magic: The Gathering universe.”

Opinion

Unlocking kids' attention: the science behind playable ads

Generation Media and Hoopla Digital Kids examine the latest research on how kids engage with ads; Alex Taylor-Smith and John Macbeth report…

In today’s world, getting a child’s attention is no easy task. Kids are natural multitaskers, bouncing between games, videos and apps at lightning speed. So how can brands capture and hold their focus? That’s exactly what a groundbreaking study by Generation Media, Hoopla and Lumen set out to uncover.

Unlike previous research, which focused on adult audiences, this study was the first of its kind to dive deep into how children engage with interactive advertising. Conducted under strict GDPR-K and COPPA guidelines, the research combined cuttingedge eye-tracking technology with in-depth interviews to reveal what truly makes kids pay attention to ads—and why it matters for brands.

The UK study followed two key phases to get a full picture of kids’ attention and engagement:

• Phase One: A group of 750 children, aged 8–12, played mobile games featuring playable reward ads. Their attention was tracked in real-time using eye-tracking technology, allowing researchers to measure precisely how long they engaged with each ad.

• Phase Two: Researchers conducted interviews to understand the why behind the numbers; what drew kids in, what they enjoyed and what kept them engaged.

This multi-layered approach provided an unmatched level of insight into how kids interact with ads, making it the most comprehensive study of its kind. The study revealed some eye-opening insights about how children engage with different types of advertising. Here’s what brands need to know:

• 100% Viewability: Every child in the study saw the playable ads in full. Kids also engaged with the ads for an average of 72.6 seconds, significantly longer than standard mobile ads.

• Interactive ads hold attention longer: On average, children spent 46 seconds actively engaging with ads—far surpassing the engagement levels seen in passive video ads designed for adults.

• 3D beats 2D: The study found that 3D ads were 53% more effective at keeping kids engaged than 2D ads. The added depth and realism made the ads feel more like games, keeping kids interested for longer.

• The power of play: Unlike traditional video ads that kids often skip, playable ads encouraged children to interact for at least 20 seconds before they could move on. This resulted in stronger engagement, better recall and a higher likelihood of choosing the brand.

Grabbing attention is one thing, but does it actually make a difference for brands? The study says yes. When kids engage deeply with ads, they’re more likely to remember, prefer and choose those brands later. 73% of children remembered the brand featured in the playable ad -much higher than the 58% recall rate for adults in similar ad formats. After exposure, 56% of kids chose the test brand over competitors, showing that engaging ad experiences influence their decisions. The longer a child interacted with an ad, the more positive they felt about the brand. This means interactive ads don’t just grab attention—they also help brands build longterm connections with young audiences.

So, what’s the secret to creating ads that kids

actually want to engage with? The study pinpointed five key factors that make all the difference:

Interactivity: kids love to play, not just watch. Ads that allow them to interact, whether by tapping, swiping, or making choices, keep them engaged longer.

Relatability: the more an ad connects to a child’s interests, the more likely they are to engage. Whether it’s a favourite character, a fun storyline, or a theme that mirrors their hobbies, relevance is key.

Bright, Fun Visuals: colourful, animated and dynamic designs catch kids’ eyes and make the ad feel like part of their entertainment rather than an interruption.

Rewarding Experience: kids respond well to positive reinforcement, whether it’s in-game rewards, virtual stickers, or celebratory sounds that make them feel like they’ve accomplished something.

Novelty: playable ads stand out because they offer something different. The novelty of being able to play an ad instead of just watching it made kids far more likely to remember and engage with the content.

What this means for brands is that kids want to experience ads, not passively watch them. Playable ad formats aren’t just more fun for kids; they’re also more effective. By leveraging interactive, engaging and visually rich content, toy and kids' brands can ensure their messages don’t just reach their audience, but actually stick. The future of kids’ advertising is here, and it’s all about play.

To receive the full report and discover how brands can harness the power of playable ads to capture kids’ attention and drive real results, get in touch.

Alex Taylor-Smith

John Macbeth

Licensing World

Orchard Toys signs Bluey as its second character licence

Orchard Toys has signed Bluey as its second character licence, joining Peter Rabbit. Written and created by Joe Brumm and produced by Ludo Studio, Bluey is the number one show for kids on Disney+ and across the BBC.

The new range, which launched at this year’s Toy Fair, features three Bluey games: Grannies Game, Shopping List Game and Fancy Restaurant Game. The easy-to-play games take players on fun adventures with the loveable and inexhaustible Bluey and her family, and offer all the educational value and fun gameplay of Orchard Toys. All are perfect for ages three years and over.

The eye-catching range is presented in a new box size and format for Orchard Toys, differentiating the collection from the brand portfolio and giving it great stand-out on shelf.

Simon Prest, Sales director at Orchard Toys, commented: “This collection is a must-have for Bluey fans and retailers. With Bluey currently ranking as the No. 2 property in pre-school toys, our new games are the perfect addition to any toy range. Combining the beloved Bluey brand with Orchard Toys educational and fun interactive play that children and parents love is sure to be a winner.”

Readers wishing to find out more can contact the UK sales team on sales@orchardtoys. com or 01953 859 539. Independent sales enquiries can be directed to orders@kayes.co.uk

Funko unveils latest major properties to join Bitty Pop!

Hot Wheels reveals new licensing partnerships for 2025

At the Nuremberg International Toy Fair, Mattel announced a new Hot Wheels partnership with Ferrari to develop a full range of Hot Wheels products.

This is the first time in more than 10 years that Hot Wheels products will be adorned with the iconic Prancing Horse. The collection will deliver a wide range of Ferrari classics and the newest and most technologically advanced models. The first product will be available this summer, with additional announcements and product drops to follow throughout 2025 and beyond.

Funko has announced further expansion of its Bitty Pop! line-up with the all-new Bitty Pop Bitty Box: Stranger Things – Byers House and Bitty Pop! Bitty Box: Disney Lilo & Stitch.

The newly launched Stranger Things Bitty Box is a realistic miniature interactive display unit of the Byers House from Netflix’s smash-hit show. Bitty Pop! Bitty Box: Stranger Things – Byers also includes exclusive miniature Will and Eleven Bitty Pop! figures. The new launch allows fans of Stranger Things to interact with the iconic set on a miniature scale. Each Bitty Box can be folded and taken on the go, making the product ideal for display and collectors.

The all-new Bitty Pop! Bitty Box: Disney Lilo & Stitch, meanwhile, is based on Lilo’s iconic home from Disney’s Lilo & Stitch. The Pelekai residence comes complete with Disney Lilo & Stitch Bitty Pop! figures. Bitty Pop! Bitty Box: Disney Lilo & Stitch allows fans of the film to explore the iconic Hawaiian home with their own Bitty Pop! Disney Lilo and Stitch figures, adding further collectability to the Bittyverse.

Fans can follow @FunkoEurope for future Bittyverse updates and stay up to date on all things Funko as more news is revealed.

The new Funko Bitty Pop! Bitty Boxes will launch in the UK in Q3. For business enquiries contact newtradeenquiries.EMEA@funko.com

Since Hot Wheels was founded in 1968, the two iconic brands have collaborated many times, with 26 previous models and several of the Ferrari castings becoming highly sought after by collectors. The new product line will expand on the previous die-cast collection and will include limited edition models available through Mattel Creations, RC models and 1:64 scale die-casts available wherever Hot Wheels are sold globally.

“It was a passion project for the Hot Wheels team to deliver authentic visions of these iconic Ferrari models for the next generation of car lovers to enjoy while, at the same time, creating something extra-special for collectors to appreciate,” said Roberto Stanichi, executive vice president of Hot Wheels and head of Vehicles & Building Sets at Mattel.

Following the successful launch of the first limited edition Hot Wheels Formula 1 car in 2024 and the announcement of a multi-year licensing partnership with Formula 1, Mattel has also revealed additional products from the Hot Wheels Formula 1 collection due to hit shelves in 2025.

The range brings to life eight F1 teams across Hot Wheels Singles, 5-pack and Premium products. Each 1:64 die cast car is built to race on the iconic Hot Wheels orange track, while the premium cars feature intricate details to replicate an actual F1 car, including a metal body and chassis, authentic team liveries and Pirelli branded tyres to further bring the car to life.

Fans can go head-to-head against their friends and family with the Hot Wheels Formula 1 Sprint & Grand Prix Race Circuit track sets, which are equipped with gas pedal booster and a manual DRS diverter to give the car an extra edge.

Roberto Stanichi, executive VP of Hot Wheels and global head of Vehicles and Building Sets, said: “The next phase of the partnership is all about giving fans the products and experiences that bring the worlds of Hot Wheels and F1 together in a way that has never been done before, and we’re just getting started.”

When the Formula 1 2025 season officially starts, fans will also be able to see Hot Wheels experiences pop-up at select races around the world. For more information, visit uk.creations.mattel.com and www.hotwheels.com.

Licensing World

Master Replicas and Paramount announce new deal for Star Trek

Heathside Trading has signed a wide-ranging deal with Paramount Consumer Products to produce Star Trek toys and collectibles including action figures and play sets, replica phasers, communicators and tricorders, and other items inspired by the franchise, all of which will be released through its Master Replicas brand.

“A new range of 4.5” action figures is going to be at the centre of what we’re doing,” said Master Replicas’ creative director, Ben Robinson. “Our mission is to bring the fans items they have never had before. Our rights cover the new shows including Star Trek: Strange New Worlds, Star Trek: Picard, Star Trek: Section 31 and the forthcoming Star Trek: Starfleet Academy. I’m delighted to say that we’re also going to be bringing fans the first ever 4.5” Star Trek: Lower Decks action figures and the cast of Star Trek: Prodigy starting with Rok-Tahk.”

“The figures will all be available from MasterReplicas.com,” added Ben. “By concentrating on direct-to-consumer sales, we can provide the fans with the kind of deep-dive figures and collectibles that would be challenging for a traditional business. Unlike other manufacturers, we’ll be releasing new figures every month, starting with Spock and Admiral Picard.”

“As fans ourselves, attention to detail is incredibly important to us and we’ve been pouring over the reference material to make these some of the best figures anyone has ever seen. Every figure will come with accessories and we’re even planning some exclusive online variants that come with original fabric swatches from the Star Trek costume department. Our goal is to make products that fans thought they would never be able to buy, with all the love and attention that they have dreamed of.”

In 2025, the range will expand to include play sets, toy ships and landing party equipment. Heathside can be contacted at sales@heathside.biz

Moose Toys and Netflix join forces for One Piece toy range

Jazwares to launch Stranger Things product line

Marking the first global master licensing agreement for Netflix and the iconic Stranger Things franchise, Jazwares will launch a robust product line inspired by the show’s beloved characters and themes from the highly anticipated Stranger Things 5 season and its animated series spinoff currently in the works.

“After our Squishmallows x Stranger Things collection launched with massive fanfare, we knew we wanted to continue working with Netflix and raise our collaboration to the next level,” said Judd Karofsky, executive vice president at Jazwares. “Knowing how influential and passionate the Stranger Things fandom is, we’re ready to team up with Netflix to bring fans a full line of products that will allow them to engage with the franchise like never before, with authentically detailed figures, playsets, costumes and more. As we all eagerly await the show’s final season and the brand-new animated series, we know fans are going to love our exceptional lineup.”

“Stranger Things has made an indelible mark as a cultural phenomenon, transcending the screen and shaping global trends through 80s nostalgia, music, food, fashion and so much more,” said Josh Simon, vice president of Consumer Products, Netflix. “Coming together with an innovative partner like Jazwares to create the franchise’s first expansive toy line was a natural next step in giving fans around the world new ways to immerse themselves in the universe with the authenticity and storytelling elements they love.”

Designed to delight all ages, the new Jazwares product collection includes Figures, Playsets and Environmental Sets, Toy Vehicles, Plush, Costumes and Accessories, Costumes and Dress-Up and Pet Toys and Accessories.

In 2024, Jazwares announced Squishmallows x Stranger Things, its first collaboration with the Netflix show in celebration of the final season. Ranging from 3.5 to 10 inches in size, beloved characters from the show like Eleven, The Demogorgon and more are currently available as ultra-soft Squishmallows. Additional characters will be added to the line soon.

For more information on the Stranger Things lineup and other products, visit Jazwares’ social media platforms and www.jazwares.com.

In the UK, Jazwares can be contacted on 020 3598 5119.

Moose Toys and Netflix are joining forces on a global licensed toy line to bring fans of the live-action show, One Piece, new ways to immerse themselves into the world of Luffy and his band of Straw Hat Pirates. Fans can dive into the adventure with an extensive new line of toys including action figures, playsets, plush, roleplay and collectibles of Captain Monkey D. Luffy and his pirate crew.

"This One Piece collection with Netflix and Tomorrow Studios represents our first licensing deal with the entertainment giant and a significant next step in the expansion of our portfolio,” said Joe Smith, vice president of global and US marketing, licensed brands, Moose Toys. "In One Piece, you have a captain who’s all in on a quest for new adventures with a trusted crew, which makes for a great analogy to the way that Moose Toys does business with its partners. We cannot wait to embark on this adventure with Netflix and deliver a treasure trove of awesome new toys full of Moose innovation to delight fans of the popular series.”

Based on Eiichiro Oda’s legendary and beloved manga series, One Piece is a live action pirate adventure created in partnership with Shueisha and produced by Tomorrow Studios. The first season of One Piece sailed into Netflix’s Global Top 10 Shows where it spent eight weeks; it debuted in the Top 10 in 93 countries and at No.1 in 46 and gathered 71.6m views in the first four months on Netflix. For more information about Moose Toys, visit www.moosetoys.com.

Insight

Value

judgement

One thing that is always interesting coming out of the toy fairs in the early part of the year is the key trends under discussion following what we’ve seen and heard at numerous meetings and stand tours. Circana presents on the key trends of the year at both London and Nuremberg toy fairs, which gives us a great opportunity to see how our clients respond to these insights. At this year’s presentations, the big themes of 2024 including pricing, collectibles, kidults and how to drive growth in 2025.

Of all the subjects that we highlighted, the one that promoted the most discussion and debate was pricing. One particular point highlighted a drop in consumers looking for promotions, and an increase in looking for ‘everyday value’, that really seemed to resonate with the audience. We can talk about what value means to consumers, but the data of the last year and in 2025 seems to suggest that toy buyers are becoming more driven by price than ever before, but this doesn’t necessarily mean they are looking for big promotions. Looking at the data from last year - and what’s happened in 2025 so far - can shine a light on some of the trends in pricing in the UK toy market.

Price

Q4 went up by six percentage points: 38% of all purchases were bought on promotion, the highest in Europe. However, this rise in the level of promotions did not drive growth –indeed, it accounted for 71% of the volume loss in Q4. This poses the question, is there too much promotion in the UK? One comment we heard repeatedly from suppliers at London Toy Fair was that manufacturers want to be competitive on price and aim to ensure consumers feel like they are getting real value. In 2024, the average price for the year was flat at £10.74, the first time it hasn’t risen since 2021.

point Split Across total Toys

Our Sentiment Study asked consumers how the economic climate has changed their shopping behaviour over the last few months. In 2023 around a fifth of consumers said they were looking for promotions; in 2024 that had dropped to only 9%, whilst consumers saying they were looking for cheaper products had jumped from 31% to 40%. The level of promotions that happened in UK toys in

There was a drop in 2021 after a big rise in 2020, driven by the pandemic and lockdowns driving parents to trade up with toy purchases.

Looking at the price point split for 2024, we can see those items priced £15 and under held up relatively well, with a trend of -1% versus 2023. At the other end of the scale, items over £70 were the top performing bracket, with growth of +4% versus the year before. The UK enjoyed a good December, with a monthly trend of +5% in value compared to the overall year being -4%. In December, the best performing price band is the £10-15 area which added

nearly £10m compared to December 2023, a growth trend of +13%. The £0-10 area performed well too, adding nearly £3m to the toy market in December. In the £10-15 price point the top performing properties are Squishmallows, Funko Pop and Pokémon, highlighting a key trend that is helping the market here – collectibles.

Collectibles had a high share in 2024; the growth we are seeing in this area shows that consumers are keen to purchase items which are on trend and also at the value price point they are looking for.

Moving into 2025, are we still seeing the same trends? The market has got off to a strong start this year with +7% growth versus last year and some of the key trends we saw at the toy fairs have continued to drive sales. Collectibles has made up a large share of this promising start with a +30% trend. Looking at the top performing categories in 2025, collectibles has affected eight of the top 10 categories for value gain. The price point splits indicate that the trend of 2024 seems to be continuing, with £0-15 one of the top performers, adding around £4m in the first month of the year alone. In the top 10 items for value, there are five items with an average price of less than £10, and three of those have an average price of less than £5.

The early signs for 2025 are that consumers are continuing to look for value and it is this trend, coupled with strong products and real innovation, that is growing the market. Promotions are an important tool in helping growth, but maybe this year we can look at a drop in the level of promotions and see that as a positive sign?

Property Progression:

The Fortnite property moved up from a ranking outside the top 200 to No. 40 in January 2025. This was due to the launch of the Lego Fortnite range, which is new for 2025. The Lego Group makes up just over 90% of all Fortnite value in January 2025, with four key items making up that value. The Fortnite Battle Bus is the top selling item and was actually the No. 8 item in the total toy market for January at an average price of £89. Across these four items, average prices range from just over £12 for the Fortnite Durrr Burger and up to £89 for the Battle Bus.

Fastest Growing Subclasses

The month of January grew +7% in value and has given 2025 a very welcome positive start to the year. Among strong performances across a range of subclasses, one subclass stands out ahead of all the others: Strategic Trading Cards. This subclass grew by +110% in January with the top property, Pokémon, growing by +70% and being worth around half of the overall subclass. Pokémon has two items in the top 10 for the total market with the highest, the Pokémon Scarlet & Violet Prismatic Evolutions Elite Trainer Box, at No. 2. There was also growth in this subclass from Disney Lorcana and Match Attax, which both saw double digit growth for the month too.

The second-best performing subclass in January was Action Figure Collectibles, with growth of +23% versus the same month in 2024. Funko Pop! is the top property with Sonic the Hedgehog at No. 2, showing strong growth after the third movie was released in cinemas at the end of December. Mr Beast Lab was a top performer in Action Figures in Q4 2024 and continues that performance, now at No. 5 in Action Figure Collectibles and the top new property in the subclass.

Top 10 Fastest Growing Subclasses - UK Toys

The third best performer is Miscellaneous Toys, and the top three performing subclasses all have a high share of Collectibles, with Zuru’s 5 Surprise and MGA’s Miniverse the top two properties in this subclass. The overall subclass grew by +7%, but Collectibles within the subclass grew by +30% to be a key part of the overall growth. The 5 Surprise Mini Brands Master Chef Create Mystery Asst from Zuru is the top item, followed by the Miniverse Hello Kitty And Friends Make It Mini Food Asst from MGA at No. 2.

©2020 Studio Dice/SHUEISHA, TV TOKYO, KONAMI

Talking Shop Spring is in the air

There’s a sense of revival in the air, as indie retailers refresh their offerings after the post-Christmas period, with a little help from a trip to Toy Fair of course. We also hear what they have planned for their customers over the coming months.

Jean and Heather Hodgins - Hopkins Toymaster, Wicklow Town, Co Wicklow

TToy Fair is a very busy and important opportunity for us, catching up with our contacts and meeting with potential new suppliers. It gives us a good foundation for the year ahead and for what is to come. We take great care in selecting the products and ranges we choose to stock, so seeing all the products and being able to handle and appreciate the quality of them is invaluable. We attended the show on Tuesday, Wednesday and Thursday and planned our days down to the minute to maximise our time and increase efficiency to ensure we didn't miss anything.

We saw a great range of pocket money toys at One For Fun and placed orders for the Pick & Pop bracelets. We were very excited to see the online trend of Picky Pads making their way into the market; the added twist of using the beads to make a bracelet is a lovely idea. We met the team at Connetix and are looking forward to welcoming the products in-store this month. We love the open-ended play from magnetic tiles, and we think the roads and ball run sets are a great line to invest in as they are suitable for all. We also caught up with

LeMieux, whose products we have been stocking since last January when we discovered them at Toy Fair. They have now added dolls to go along with their range of ponies, and more accessories for the horses and hobby horses too.

There are always plenty of new products to see at Toy Fair, however, these days, it is very hard to be 'wowed'. Often, we’ve already seen similar products from the US market on TikTok, which are now coming to the European market. There were a few new 'hero' products on show, but having signed NDAs, we can't divulge.

Our goal for Toy Fair was to identify new ranges and suppliers and continue to ensure we have a unique product selection that caters to all our customers. We have engaged with a number of new accounts and look forward to introducing different lines to our customers, expanding our offering of collectibles and products that cater to our adult/ kidult customers. Among the new ranges we have brough in, Cobi construction sets have been a standout new account, complementing our range of Lego with a variety of army sets.

We like to be the first to stock new products and ranges,

so Toy Fair is a great opportunity to familiarise ourselves with the new offerings, changes in ranges and any mergers of suppliers. The show is certainly worthwhile as it does give you a head start on what is to come, especially when customers are so knowledgeable nowadays. We are still hopeful that a craze will come along; without that, we expect business to be challenging.

We have analysed our offering and made decisions on lines we are dropping and are now working to refresh our shelves, re-merchandising and making space for the new products arriving. While it is quieter, we have taken the time to re-organise our stock rooms and carry out general maintenance. We are cautiously optimistic for 2025 and think the key is being prepared to adapt to current market demands.

At Hopkins Toymaster, we hold events and demonstrations in store throughout the year and we are planning these now. We are also starting to plan for our 200th year in business which is coming up in 2027 and we hope with the support of our suppliers and customers, we can make it a year to remember.

Talking Shop

Usman Ahmed - Toys4You, Sutton Coldfield

AAttending Toy Fair provided a valuable opportunity to network with fellow industry professionals, discover new products and gain insight into emerging trends. We spoke to many suppliers, which was useful in finding out more about the current market and consumer trends. Toy Fair once again proved to be an essential trip; it’s always inspiring and we will use what we learnt there to help our business growth.

Collectible items continue to be popular, and companies are now designing them to appeal to both children and adults. Micro collectibles, in particular, were everywhere, and their affordability and space-saving appeal is just what customers are looking for right now. It was good to see the new Funko Bitty Pops and Squishmallows. There were also lots of blind box collectibles; it seems the thrill of surprise and the influence of social media unboxing are still widespread trends, and we’ll be extending this area even more in store.

Nostalgia played a significant role in this year’s fair, with many companies reintroducing beloved toys from the past that are still just as relevant and loved today. Classics from the 1980s and 1990s, such as Care Bears, Stretch Armstrong, Tamagotchi and Sylvanian Families, have made a strong comeback, and will appeal to both nostalgic parents and a new generation of children.

With the trends from Toy Fair 2025 in mind, I’ll be focusing on collectibles, retro toy revivals and seasonal exclusives to keep things fresh and exciting.

In board games, we were impressed by Ravensburger’s new additions to its Disney Villainous series, which includes Disney Villainous Unstoppable! – with villains like Hades, Ursula, Scar and Maleficent, we’re sure this will be in demand. Products based on the Skibidi Toilet series captured

Alan Marquis - The Wharf Toy Shop and Post Office, St Ives, Cornwall

AAttending the London Toy Fair proved to be highly beneficial. Although we were a bit out of it on the first day after arriving early Tuesday morning from Singapore, the visit proved productive, and we saw some excellent product lines that we believe will be hugely successful.

Our highlights include visiting Wind Designs to see all the new products from Hasbro, as we can no longer deal with them directly. Another range that caught our attention on the stand was the Dreameez Dolls collection (from Funville) which offers high-quality dolls at competitive prices that we believe will appeal to our clientele. Since we are located by the seaside and attract plenty of tourists looking for affordable

toys to entertain their children during their holiday, adding these dolls to our portfolio will help us offer a wider variety of price points to satisfy all types of budget.

As we walked around the fair, we noticed that many companies are increasingly incorporating Japanese-inspired and Kawaii toy ranges, particularly collectibles, into their ranges. This trend seems to be very hot at the moment and is something we noticed while we were in Singapore. We believe that it will continue to take over the Western world and we are looking to increase this type of products at our shop.

We visited Blokees’ stand and loved the licensed Transformers collectibles that should do very well this year, especially during the release of Transformers 8: Rise of Unicron, which is highly anticipated by fans of the franchise. We think this brand offers consumers something truly unique and fresh, as they can build their own action figurines that can then be displayed. The prices are also attractive and, as Transformers is an evergreen licence which performs well all year round anyway, we’re looking forward to adding this range to our portfolio.

First-time exhibitor, Small World Toys, also had some craft kits that caught our attention, and we thought would fit really well on our shelves. We think this range, especially the Toys for Holiday Traveling, would be ideal for parents looking for activities to keep their children amused during a trip, or when the weather is bad. We’re aware that Small World Toys’ products are incredibly popular in Europe and I’m hoping to place an order once the brand launches in the UK. Additionally, John Adams’ Puffy Pouches range looked like a nice pick-up line.

Our store doesn’t need a craze to succeed. We prefer to stock products which sell at a consistent level, and we achieve better profit margins that way. With crazes, everyone stocks

our attention. It’s something different and funny, and kids will love it.

Lego, as usual, has new sets that will sell well. Some of the new designs were fantastic – we have already placed our orders for the year ahead and are looking forward to getting them in stock. Some exciting new ranges from Spin Master and DKB (which are under embargo) caught our eye, which we have also ordered for later in the year.

The spring/Easter period is always a busy time for us, and preparation is key to making the most of it. We have planned for Easter by bringing in pastel-coloured plush toys, Easter-themed crafts, outdoor play sets and egg hunt kits to create an engaging seasonal section. We’ll offer gift bundles and promotions in store; our pre-made Easter baskets filled with small toys, books and treats make gift-giving easier for parents and grandparents and always go down well. We plan on hosting a small egg-painting station, treasure hunts and a Sylvanian Families Meet Freya the Rabbit event to attract families and create a fun shopping experience.

We use social media to offer exclusive online promotions and use email marketing to remind customers about Easter gift ideas. Easter is a fantastic opportunity for toy sales, as families are often looking for alternatives to chocolate.

With all the negativity resulting from the rising cost of living and business rates increases, there are still positive things that retailers can focus on. It will be a tough year ahead but there are some key events and opportunities coming up for Toys4you. In the fourth quarter, we will be launching our own range of innovative products. This launch will demonstrate how retailers can embrace innovation by connecting with the end users. We feel very optimistic, and Toy Fair has made us excited for the year ahead.

them which results a price war as each retailer tries to clear their stock, creating a race to the bottom. While you might sell a large quantity of these items, the profit margins can be minimal.

Nevertheless, Pocket Money and Collectibles is a huge category in our store. As we mainly cater to tourists, we try to keep price points as sensible as possible, and pocket-money toys always sell well. Trading Card Games is another of our strong areas, and Pokémon Prismatic has got the year off to a great start, with fans from London and other parts of the country making a special trip to purchase over £500 worth of packs. This is a line that we will definitely continue to stock. We also see great sales from surprise capsules such as MGA’s Miniverse Make It Mini Collectibles; especially the Harry Potter licensed line.

Looking ahead to the rest of 2025, one of the things we’re looking forward to is the launch of Lego F1 which we are sure will be extremely successful; we’ve got our orders in and are looking forward to seeing how that’s going to perform. We’re also getting ready for Easter and summer and are placing particular focus on finding the right products for this season, as the next six to seven months are crucial for us. Reydon Sports is one of our top suppliers for outdoor toys, and we’ll be bringing in a wide selection of its products for the summer season.

We’re currently working on developing our own website and will continue to make good use of our social media platforms, as we believe this is an incredibly effective way to encourage customers to shop with us and keep them up to date with any new launches and stock. We’re also looking forward to attending the Toymaster May Show, as that gives us a good opportunity to see even more newness coming out this year in the flesh - and place more orders.

indie viewpoint

Dan Lovett - Toys4You, Sutton Coldfield

TThis year’s London Toy Fair felt a lot more positive than it has in recent years. The vibe was great, with happy and smiling people, and I came away feeling positive and energised for the year ahead. I saw lots of cool stuff and made plenty of notes while I was at the show, but I did also get far too excited about getting onto the Lego stand (not before being patted down and having my phone confiscated, of course) and seeing its second-half launches. I’m still a big kid at heart.

Walking the halls, I saw a lot of brands being relaunched or returning to the market after drifting away for a few years, while beloved household names such as Sylvanian Families and Pokémon are celebrating major anniversaries, being 40 and 30 this year respectively. We’ve not had a decent craze since before covid; we need another fidget-spinner type frenzy, but I haven’t seen anything yet that offers much promise on that front.

Back here at the shop, my customers are also pretty positive. Takings are up year-on-year and Pokémon, Lego and Hot Wheels continue to sell well; all evergreen brands that always perform well for us. I was really impressed with what I saw from Lego in January, so I’m looking forward to getting some of those new launches into the shop and onto the shelves.

At the moment I’m planning a special in-store event for the Easter holidays, probably one of our popular Pokémon swap days, and I’m also in conversation with Lego about a Build & Take day. We used to run these before the pandemic and they were always well attended, which meant plenty of additional footfall for the store and a chance for our customers to see everything else we have on offer. It’s looking likely that we can bring these back, which would be great; running events for the local community is so important to us.

It's early days yet, but I’m actually feeling really optimistic about 2025. I’m holding on to that Toy Fair feeling as long as possible (and trying not to watch the news too much) so all being well, it should be a good year. I’ve got lots of ideas up my sleeve.

Mark Buschhaus and Stephen Barnes

Toy Barnhaus

Tasty treats

AAs we write this, entering the February half term, our feet haven’t touched the ground after London Toy Fair and Spring Fair at the NEC. Together with our year end, it has been a manic start to the year. Trade began really well; for the first half of January, sales were very strong, helped by the quality of this year’s new Lego releases. Takings were boosted by a lot of kids getting vouchers and cash for Christmas, due to there being no standout toy and their relatives not being sure what to buy. Despite slowing down in the second half of the month, overall, January has been an excellent start to the year.

As well as Lego, sales were helped by Pokémon Prismatic Evolutions, which has been staggering - and led to us selling everything we have in terms of Pokémon TCG. We have also seen fantastic sales of the Transformers Blokees from Leftfield, which is a great collectible. Pocket money lines continue to be popular, especially anything tactile, squishy or fidgety. We have carried out our year end stocktake and were pleased to find we have come out very clean with little stock hangover.

It was great to be back at London Toy Fair, although we do look forward to them finally finishing the redevelopment of Olympia. We can’t wait to book the top floor at the new hotel there, and be even closer to the show, whilst still being able to pop out to some of the new eateries; we find the current catering options rather limited – and, as readers will know by now, we do like our food!

There was a great buzz at the show, and everyone we spoke to seemed positive, despite the challenges that the year may bring. We had a mix of appointments but also gave ourselves plenty of time to look around and view other stands. Our favourite stand had to be Character Options, nothing to do with the lunch, honestly, (or the honey glazed sausages in particular!) We have already booked our lunchtime appointment for next year.

Another stand out was Spin Master. There was a really good range for all ages, and the licences for new films, How to Train your Dragon and Superman, are both looking very strong. Spin Master’s Ms Rachel toys have already started to sell well. We were also pleased to find John Leisure, a new supplier for us, which has a brilliant range of licensed outdoor lines at very appealing prices.

Not long after, we headed up to Spring Fair at the NEC. Now the show has been rationalized, and all the toy companies are in the same hall, we find it a lot easier to navigate. We were there for the Sunday, and the mood was upbeat. We see this show as a chance to pick up suppliers who are not at Olympia, along with other toy/gift companies. It was good to see HTI Toys back there, and we were impressed with its ranges across pocket money and general everyday toys. Kandy Toys had some great new lines at attractive prices, including some trends for later this year, and we also liked what Padgett Bros had to offer. As we are focusing on margin this year, these companies offer ranges that really help with that. It was a productive show for us, and well worth the trip; all topped off with a great meal at Miller and Carter.

One of the things we enjoy most about the trade shows is catching up with everyone and just having a good old chat. As well as swapping tips on what we’ve seen, it’s just nice to meet like-minded people and socialise a bit. However, at both events, we received comments that we had not mentioned food much lately in our column, so we wanted to make up for that this month.

Toy World looks back on London Toy Fair

The UK’s biggest and best trade fair dedicated to the colourful, exciting and fast-paced world of Toys & Games, returned to Olympia London from 21st-23rd January 2025. The show once again brought together suppliers, distributors, buyers and service providers for three days of networking, product presentations, and, of course, getting hands on with the biggest and best toy and game launches of the year. Toy World looks back on another successful show.

The end of January saw Olympia London once again host Toy Fair, the British Toy & Hobby Association’s annual Toy & Games trade fair. The show certainly didn’t disappoint. As is now traditional, Press Day kicked off with a briefing given by Kerri Atherton, head of Public Affairs at the BTHA, Circana’s Mel Symonds and Retail PR’s Courtney Rogers, before Anna Williamson of Toy Fair TV hosted the official Toy Fair Hero Toys ceremony in front of a crowd of media representatives and journalists. Congratulations to all those who picked up one of the awards, which were proudly displayed on the winners’ stands for the rest of the show. A full list of this year’s Hero Toys can be found overleaf.

Simone Inskip, Marketing manager at Casdon, was one of those keen to celebrate a win, commenting: “We’re thrilled with the news that the new Build-A-Bear Stuffing Station has been named as one of the Hero Toys at this year’s Toy Fair, it’s such amazing news and a testament to the pairing of this household name and Casdon. We’ve got so much to look forward to this year with an incredibly strong portfolio of new licences joining the Casdon family.”

Those gathered for the press briefing and ribbon-cutting included the BBC and the Guardian’s Zoe Wood, who told Toy World she was keen to discover what was new and trending in toys this year. Hot talking points at the briefing included capybaras, Formula 1, blockbuster movies, micro collectibles, football and more, which gave attending journalists plenty of food for thought.

“The standout moment this year was how engaged the media were in relation to the industry data and insights into toys under £15. It was a record year for questions from the media during the VIP press morning briefing, hosted by the BTHA and Circana, leading to some great coverage coming out of the show in The Times, The Guardian, The Mirror, The Sun, Daily Star, The Observer and many more. The team also secured broadcast interviews with multiple BBC Regions radio stations, Radio X and ITV News regional.”

Out on the show floor, there was a palpable feeling of excitement and optimism for 2025 as the show got underway. It’s no secret that 2024 was a challenging year for many, but by all accounts, this year has got off to a strong start – sales in the first two weeks of the year were up +7%, according to Circana – and there was certainly no shortage of new products to see across the three days. Many suppliers are still playing it safe by launching extensions to existing best-sellers rather than taking a gamble on untried and untested new lines. That’s not to say Toy Fair was entirely bereft of such things: a special mention must go to Nick Harman, whose Randimals plush and book range got tongues wagging.

Another newcomer to the show was My Creative Box, which joined specialist magnetic construction toy specialist Connetix on the stand this year. The company makes thoughtfully curated arts & crafts/activity boxes with an educational twist, thanks to founder and MD Leanne Papadopoulos’ background in child development

and the input of child speech and language experts. Leanne told Toy World: “Toy Fair is the first time we’ve had any brand presence in the UK, and we’ve been lucky enough to meet lots of prospective retailers. I can’t wait to follow up on all the lead’s we’ve generated at the show and, hopefully, see My Creative Box at retail over here soon. It’s been so worthwhile attending the show; it’s always worthwhile giving your brand a presence in new markets and I’m thrilled to be here.”

Exhibiting just next door to Connetix and My Creative Box was KAP Toys. MD Nat Southworth was joined this year by a very special colleague – his son, Zachary, who seemed to be thoroughly enjoying his immersion into the Toys & Games industry alongside his dad. Nat told us: “Toy Fair is always a critical part of our selling calendar and 2025 didn’t disappoint with a very strong reaction to KAP Toys’ ranges. We pour our heart and soul into finding fantastic products and this year’s unveiling of the Creativity For Kids line was a highlight. Demonstrating these sensory products and watching even the most experienced buyer go “wow!”, was a very special moment.”

The Best Stand Awards were handed out in the middle of press day. Toy World’s Gabriela Jimenez-Garcia was lucky enough to accompany the British Toy & Hobby Association‘s director of Fairs and Events, Majen Immink, as she personally delivered the awards to each winning stand: Little Pledgers, Little Dutch and Tokidoki. Many thanks to the BTHA for inviting Toy World along for the ride once again; although Press Day is usually our busiest,

Special Feature Toy Fair Review

we’ll always make the time to celebrate the achievements of others and would like to offer our congratulations to the three winners.

The 60th Toy Industry Awards, meanwhile, took place on the evening of the opening day. In addition to all the usual accolades, which saw Wow! Stuff, Smyths and Spin Master Toys UK take home Toy of the Year, Toy Retailer of the Year and Supplier of the Year, respectively, the BTHA and Toy Retailers Association (TRA) also handed out special awards on the night. In his congratulatory speech, Geoff Sheffield, chairman of the TRA, revealed something of a spoiler regarding the recipient, announcing that he required a prop before donning a scarf in an affectionate nod to Alan Simpson’s trademark accessory. It was a lovely (and very funny) moment which highlighted the genuine friendship and respect at the heart of the industry.

It was also fantastic to see the Wow! Stuff team take to the stage to collect the award for the RealFX Puppetronic Stitch, marking the first year in many that Toy of the Year hasn’t gone to one of the bigger industry players. We actually ended up having dinner in the same restaurant as Richard North and his team that night, and you could tell how much the win meant to them. (Also, thanks for the bottle of ice-cold champagne that mysteriously found its way to our table… that’s what you call sharing the joy.)

While the second day of the fair, which kicked off with the hugely informative Circana Breakfast Briefing, may

have seemed quieter in terms of numbers, almost all clients we spoke to reported punctual and productive meetings with buyers and distributors from all corners of the industry. If there was a lull in proceedings between 2-4pm, pin the blame on Target Darts, whose appearance from teenage darts sensation and 2025 PDC World Champion Luke Littler drew an enormous crowd. Target’s Trade Marketing manager, Paul Dearlove, told Toy World’s Rachael Simpson-Jones that he’d been absolutely blown away by the turnout to see Luke, as well as by the reception to the company’s product range.

“What’s been particularly rewarding is that while our Target Darts range isn’t ‘core’ toy, big retailers and nationals are telling us they see and understand its value to the industry, and how it complements the Sports and Games categories, and will be working to find space for it in their stores,” he explained. “When Jamie [Tank, Toy Sales manager] and I joined Target in 2024, we were keen to simply give darts a fair shot within the Toy industry and see how it went. Never could we have predicted the level of interest we’ve received. Having Luke here has been unbelievable. It’s been an incredible Toy Fair.”

Other celeb appearances included Dragon’s Den star Touker Suleyman, who spent some time hanging out with the Mood Bears costume characters at Hunter Price’s stand; Stephen Mulhern, who returned to show off the latest slew of games based on his hit TV shows; radio DJ

turned games designer Matt Edmondson, who invited visitors to enjoy some of Format Games’ best-sellers on the Asmodee stand; and Armani and Lisa from hit gameshow The Traitors, who reunited on Vivid Goliath’s stand to promote the company’s licensed boardgame.

Chloe Burrowes, Marketing controller at Goliath Games, commented: “We’re delighted by the incredible response to The Traitors Official Board Game. Having Armani and Lisa join us at the Toy Fair was a fantastic way to celebrate its success. The TV show’s devoted fanbase has embraced the board game, allowing people to replicate the experience at home, which captures all the strategy and suspense of the series.”

Other special events and activities included a 20th anniversary celebration for Asmodee’s Barry John, and Rainbow Designs’ and Funko’s popular drinks receptions, which were both very well attended. A successful evening was also hosted by The Fence Club on the Wednesday night, with guests taking part in a raffle to add to the organisation’s sterling fundraising efforts.

And on Lego’s stand, pre-school favourite Bluey enjoyed a special moment with the construction specialist’s costume character Benny (whom many will know from The Lego Movie). Kuran Sharma, head of Marketing for the Lego Group, told us: "It was fantastic to see all of our partners at Toy Fair London. A standout moment was definitely when Benny met Bluey for a memorable photo opportunity at our stand. Additionally, the showcase of our brand-new line up of Formula 1 Lego sets received an overwhelmingly positive reaction from all our visitors."

Bluey was also well-represented by Moose Toys this year, with the company’s superb range of licensed toys and games taking up a significant part of the Moose Stand. (The character also took pride of place on its delicious cupcakes.)

“London Toy Fair 2025 was a fantastic showcase for our team, providing an incredible opportunity to connect with retail partners, licensors and industry friends while unveiling our exciting lineup for the year ahead,” said Logan Stone, vice president Marketing and Brand Strategy (UK & EU) at Moose Toys. “One of the standout moments for us was bringing the 2025 world of Bluey to life for visitors with an immersive food element on the stand - seeing the joy and engagement with the brand firsthand is always special, especially when Bluey makes an appearance herself!”

Logan added: “Our upcoming range of innovative products generated huge buzz, but the response to MrBeast Lab was particularly electric. Winning the Best New Property accolade was a proud moment, validating the excitement we’ve seen around this brand. It was amazing to witness the reactions to what we have in store across our portfolio, and we’re thrilled about what’s to come in 2025.”

Elsewhere, some suppliers ran special challenges that engaged visitors in unique ways. “Toy Fair is more than just a trade show; it’s part of our heritage,” said Phil Cassidy, managing director of Casdon. “It’s where we’ve showcased our growth and innovation for decades and celebrated the legacy my grandad started back in 1946. We had lots of fun with the Toxic Waste range on our stand this year and almost ran out of the sweets by the end of the show. Turns out our visitors were very brave - many stepped up to the challenge of keeping a straight face. Even Toy Fair’s own TV presenter, Gavin Inskip, took part in the Casdon Toxic Waste challenge.”

The Toymaster Member’s Lounge was busy throughout the show, according to the buying group’s team, which provided its usual support and advice to members. Brian McLaughlin, Development manager, told Toy World:

“It was a great three days at Toy Fair for Toymaster. Attendance from our members was up, and we were able to catch up with many of them and hear their thoughts on the opportunities and challenges that lie ahead for 2025. There were plenty of new products and ranges for them to get excited about and drive footfall. Toy Fair always gets us focused on the year ahead, and the team at the BTHA does a fantastic job pulling it all together.”

Of course, we can’t overlook the efforts of Toy Fair’s PR agency, Retail PR, which plays a huge part in organising the event, running the press office, keeping us all up to date on the latest news (and, for us press, well-fed). Courtney Rogers, managing director, Retail PR, told us: “We’re honoured to have completed our third successful show as Toy Fair’s PR agency. There was a vibrant energy in the press office, with everyone excited to connect and learn about key trends and products for 2025. Each year, we come back with renewed enthusiasm and the drive to deliver the best PR support for the show. We received positive feedback from exhibitors, that they felt that the calibre of media in attendance this year was improved, which is something we always strive to deliver.”

We can’t disagree; it was another wonderful show and we’re already looking forward to doing it all again in 2026. As always, huge thanks to the BTHA and to Retail PR for making Toy World feel so welcome and valued, and to all

those clients who found time in their busy schedules to meet with one of the team. Also busy were the volunteers from Kids in Mind, Toy Fair’s new official charity partner, who collected a record-breaking number of products via the annual Trolley Dash which took place at the end of the show. An organisation dedicated to helping children who have been victims of abuse and forced to flee their homes in search of refuge, Kids in Mind received over 6,000 diverse toys and games from this year’s exhibitors, all of which will go directly to children experiencing a traumatic period in their young lives. The Trolley Dash is always a fitting way to bring the fair to a close, reflecting the generosity and joy-making at the heart of the industry, and it was lovely to see Kids in Mind so warmly received in its debut year at the show.

The BTHA also reported a fantastic response to the 2025 Toy Trust Media Auction, which raised £76,700 for children’s charities across the UK as toy companies bid on airtime, print and digital media slots donated by leading children’s and trade media channels.

Majen Immink, the director of Toy Fair, told Toy World she is hugely appreciative of the amount of feedback the BTHA has received off the back of the 2025 event, the vast majority of which has been extremely positive. “Visitor feedback is vital to ensuring we continue to stay on track and make improvements to the event,” she explains. “The

The Top 30 Toy Fair Hero Toys for 2025 (in alphabetical order)

Supplier name

A.B.Gee of Ripley

Basic Fun!

Basic Fun!

Brainstorm

Buddy and Barney

Canal Toys

Casdon

Character Options

Clementoni UK

Epoch Making Toys

Galt Unlock Science

Olympia redevelopments posed a real challenge this year when it came to putting together the 2025 floor plan, but by working closely with exhibitors we were pleased to accommodate a high number of returnees as well as many first timers.”

She adds: “The overall visitor footfall this year was on par with 2024, and we welcomed a cross section of retailers with UK buyer numbers up versus 2024. Many exhibitors have reported back that they saw the right people and that many successful meetings took place. Media and influencer presence was strong on days one and three respectively, and we also hosted a busy lunch for the inventor community on the final day.”

“With all the hard work going into planning pre-show, we always hope for a smooth few days on site and therefore it’s so rewarding to experience and watch a busy three days of business taking place, which is ultimately what we want to achieve. We will continue to strive to create the best platform for the industry to meet, connect and achieve success, and this can only be done by continuing to listen to all participants’ experiences throughout the process.”

Majen finishes: “All that’s left to say is that we very much look forward to welcoming the industry back to Olympia next year from 20th-22nd January 2026.”

Product name Category

XShot Insanity Motorized Clip Mania (Zuru)

Action Figures

Care Bears Sweet Serenity Bear Plush

Stretch Armstrong Next Generation Figure Action Figures

Bath Time Grand Prix

Style 4 Ever Stationery Maker

Build-A-Bear Workshop Stuffing Station

Stuntman Stu Race Ace Stunt Car Action Figures

Science & Play Smart-Tech Greenhouse

Sylvanian Families Skytop Fairy Castle

Water Worry

Golden Bear Foodibles

Golden Bear No Brainer

Jazwares

Amazing Flip Spidey

John Adams Of Dragons, Fairies and Wizards – Interactive Fairy Wand

Just Play

Marvin’s Magic

Orange Tree Toys

Plus-Plus UK & Ireland

Simba Smoby UK

Simba Smoby UK

Smart Toys & Games

Spin Master Toys

The Lego Group

The Lego Group

The Lego Group

Trends UK

University Games

Vivid Goliath

VTech

& Puzzles

& Feature Plush

Sesame Street Nom Nom Cookie Monster

ZipString Luma

Animal Balancing Games

Plus-Plus Puzzle by Number Activity Pad

Disney Surfer Stitch RC Vehicles

Smoby Life Mud Kitchen

SmartGames Counting Sheep Games & Puzzles

Paw Patrol Air Rescue Pup Squad Adventure Bay Airport

Lego Botanicals Pretty Pink Flower Bouquet

Lego City Helicopter, Fire Truck and Submarine Remix

Lego Mario Kart – Baby Mario vs. Baby Luigi

2-in-1 Plasma Globe & Energy Stick

Bullseye Board Game

Suite Spaces Bedroom All-in-One Set

3-in-1 Mow and Grow Tractor

Retail Profile Forbidden Planet Everyone is welcome at Forbidden Planet

With demand for pop-culture toys and licensed consumer products continuing to soar, retailers such as Forbidden Planet are making a name for themselves by offering unrivalled product assortments alongside experiential shopping and in-store events suitable for a variety of ages and interests. Rachael Simpson-Jones sat down with MD Andrew Staff to find out how the retailer is staying ahead in a challenging marketplace.

Andrew Staff is a man with a passion for pop-culture products, so London Toy Fair 2025 (which offered no shortage of such items) provided the perfect backdrop for Toy World’s first-ever interview with specialist retailer Forbidden Planet. Despite his limited experience in front of the press, he’s an open, warm and engaging interviewee and only too happy to fill me in on his background. Andrew has been involved in the world of retail for nearly two decades, including a successful stint as CEO of Notcutts Garden Centres and as COO of EMEA for Funko. 18 months ago, Forbidden Planet made contact with Andrew to see if he might be interested in taking up the reins as MD. He was happy to accept the role, and hasn’t looked back since.

“The world of retail is completely different to every other sector, and I’m absolutely loving my role as managing director at Forbidden Planet,” he enthuses over coffee in the Toy Fair press office, where we’ve been joined by his colleagues Dan King, head of Retail Operations, and Jon

Nadler, Fractional CMO. “We put smiles on people’s faces by leaning into experiences that give consumers what they’re looking for across multiple cultural touchpoints; there aren’t many businesses that can have such a positive impact on the end consumer. The products we sell are enjoying increasing demand; life is tough, and consumers want things that make them feel happy and that they can escape into. We play into that in a big way.”

Billing itself as ‘far from a typical retailer’, Forbidden Planet’s portfolio is currently 17-stores strong and counting. The retailer’s Sheffield branch recently relocated, and an 18th is due to open in the coming months in an as-yet unrevealed location. Moving forward, the long-term sustainable expansion plan is to open just one or two new stores a year in carefully vetted locations; Forbidden Planet is privately owned, so growth must be approached both cautiously and sensibly. Like all those that came before, each newly opened store will offer a vast selection of comics, graphic novels, toys, collectibles and merchandise from the worlds of science fiction, fantasy

and more - though Andrew says filling the shelves with product is but a small part of what makes Forbidden Planet so beloved. That’s because experiences and firstclass customer service are what lie at the heart of the proposition, thanks to a year-round calendar of exciting events and enthusiastic in-store colleagues who are themselves avid pop-culture fans.

“We also run an online Loungefly Collectors Club, which you can check out on www.forbiddenplanet.co.uk, and to bolster this we hold Loungefly evenings where the most committed collectors can enjoy a drink, check out our latest Forbidden Planet Loungefly exclusives, and meet like-minded fans of the brand,” adds Andrew. “What we’re attempting to do is build a community across all walks of pop-culture life. We’ve had George R. R. Martin, the author of the A Song of Ice and Fire series [AKA: Game of Thrones], host a private signing, and we’ve held meet & greet events in Glasgow and Manchester with the stars of WWE. For those with a passion for trading card games, we’ll not only help players immerse themselves in them even more, but we host in-person gaming events for players of Magic: The Gathering, Pokémon and more.”

Reading all this, you’d be forgiven for thinking that Forbidden Planet’s consumers were purely older teens and adults, but Andrew says the retailer is actually a much broader church. While comics, the mainstay of the business, have always appealed to older shoppers, a move into anime and manga has helped attract younger kids and spawned surprising yet positive offshoots: women and girls now account for a much bigger share of store visits and sales, families visit with their kids, and adults unfamiliar with the world of pop-culture choose to buy gifts there on behalf of someone else, thanks to the high level of support they receive from in-store colleagues.

Dan King has worked in retail for 28 years, 20 of which were at Hamleys, followed by Toys R Us. He’s a toy man through and through – Andrew jokes that if you cut him open, you’d find a jack-in-the-box-style spring - hence why he’s more than happy to accompany the team to Toy Fair. Leveraging his years of experience, Dan’s remit is to improve and optimise the customer experience with digital merchandising and directional in-store signage. Forbidden Planet also benefits from having its own events planner, who develops the retailer’s comprehensive year-round events calendar. At all times, it also pays very close attention to consumer feedback. Pop-culture fans tend to be vocal regarding their likes and dislikes, wants and needs, which Forbidden Planet is more than happy to listen to and act upon, all to keep itself at the forefront of pop-culture retail.

Andrew tells me that Forbidden Planet’s consumers are hugely loyal. At that morning’s Circana Breakfast Briefing, attendees had heard that supermarkets were gaining the most customers versus specialist retailers and online/eCommerce stores – but this is not something Forbidden Planet is concerned about. If a consumer wants the latest Marvel comic book or anime collectible, they’re not heading to Asda or Sainsburys. On top of this, they appreciate Forbidden Planet’s well-earned reputation for being among the very first retailers to offer new launches; a weekly newsletter keeps consumers aware of what’s in the pipeline and ramps up excitement for new product drops long before they arrive on-shelf, as well as upcoming signings and other events. Dan interjects here, saying that in his opinion, “part of the customer loyalty Forbidden Planet enjoys boils down to its approach to pre-orders and standing orders.” In turn, the team is looking at how to reward that loyalty yet further with even more exclusives and other coveted products and perks.

“There’s still a place for bricks & mortar if you invest in ‘retailtainment’,” says Andrew, as we get onto the thorny

topic of the wider state of the retail landscape. “If you don’t, you’ll find life more difficult. Of course, a lot depends on what it is you’re selling… we’re blessed to be part of an industry that is enormous fun and perfectly suited to a bit of theatre.”

On the supply side, Forbidden Planet enjoys strong, long-term partnerships with the likes of Funko, Heathside, Bandai UK and Diamond UK (though is keeping a close eye on the latter, after parent company Diamond Comic Distributors declared itself bankrupt in mid-January). Andrew says all its suppliers understand Forbidden Planet’s consumer base and the need for strong sellthrough. High performing ranges and themes include Gundam construction kits and anything anime or mangafrom comics and graphic novels to collectibles and statues - while the craze for kawaii shows no signs of letting up, as anyone who took a stroll round Toy Fair would have seen for themselves. For Andrew, one of the biggest pluses when it comes to ranges is if they’re not available in the mainstream; this is what helps Forbidden Planet maintain its position as a specialist, niche retailer.

The retailer has also acquired a reputation for trying out new bets early on, often being first to market. Such ranges are afforded dedicated space in which to stand out, and stats on sell-through (and consumer feedback) are provided quickly, allowing suppliers to pivot and adjust early on if required. Forbidden Planet will place its own investment and personnel-power behind marketing efforts, pushing out ads and engaging content across a selection of its 17 social media channels (one for each store), which have a combined reach of over 250,000 consumers. The retailer is incredibly fortunate to count among its in-store colleagues a vast number of highly creative content producers with a deep understanding of the pop-culture scenes. As a result, social media posts arise organically off the back of their excitement, because when you genuinely love a product, creating content isn’t just part of the job – it’s also a hobby. This passion and enthusiasm also shine through in the real-world feedback suppliers receive about their new ranges. These people aren’t just employees; they’re pop-culture fans and consumers too.

“We send our buyers to trade shows, including international ones, to obtain the authentic reach and immersion we consider so important,” adds Andrew. “If we’re going to talk about Japanese culture, which is so popular among our consumers right now, we need to ensure we understand it and have experienced it by

putting boots on the ground. Being here at London Toy Fair has been hugely helpful; we’ve seen a lot of very strong opportunities within licensing and Japanese lifestyle brands – I can clearly see where Dan’s 2026 sales budget is coming from!”

Looking ahead to this year, Forbidden Planet is expecting another strong period of growth. Andrew is optimistic about the months ahead. By all accounts, 2024 was a good year for the retailer despite the economic headwinds and other challenges that affected many retailers across the UK, and while you can never predict how long growth will continue before the bubble bursts, the retailer had been tracking up for 48 consecutive weeks at the time we spoke to Andrew. That’s not to be sniffed at. The key now is to maintain that growth by sourcing the very best product, carefully expanding the store footprint, and continuing to provide exciting events that drive consumers into their local Forbidden Planet and convert them into fans of the brand. At the end of this month, the retailer’s Hanley store, in Staffordshire, is celebrating its 40th anniversary with special offers, giveaways, competitions and much more. If you’re local, and free on 29th March, why not stop by and take a look?

According to Andrew, Forbidden Planet has only just scratched the surface of what’s possible, particularly on blind-box collectibles. Seasonal themes and holidays offer strong opportunities for growth, though everything must, of course, have a Forbidden Planet spin; Valentine’s Day was horror themed, naturally, while Christmas 2024 saw Innov8 Academy’s festive special edition Deddy Bears – a brand Forbidden Planet got behind very early on - become a sell-out success.

“Forbidden Planet isn’t just a retailer; it’s a community,” reiterates Andrew, as our interview draws to a close and he and his team ready themselves to get back out on the show floor. “This ethos extends to the way we work with suppliers; we’re all about forging partnerships, not dictating what we expect or demanding that people have to work with us a certain way, as some other retailers might. We’re always on the lookout for new ranges that would be perfect for our stores and consumers, operating under the principle that when both parties win, both wins are bigger. There are still suppliers out there that we’d love to open accounts with; we’re very good at what we do and well-placed to support your products as the industry navigates another tricky year. If anyone reading this thinks they’ve got something of interest, then we’d love to hear from them.”

What’s hot in Nuremberg?

Following hot on the heels of London Toy Fair, Spielwarenmesse drew the global Toy industry together in Nuremberg for five days of networking, inspiration, Bratwurst and Weissbier at the end of January. Toy World was there to soak it all up and reports back on the show, with insight and feedback from a selection of leading exhibitors.

Marking the 74th iteration of the world’s biggest trade fair for the Toy & Games industry, 28th January to 1st February saw NürnbergMesse welcome nearly 2,400 exhibitors from 71 countries and 57,500 visitors from across the globe (126 nations, to be exact) for Spielwarenmesse, an unmissable part of the annual global trade fair calendar. There was one major absence, which became the talk of the halls throughout the show this year (we’re talking about the cold, of course; it was unseasonably warm and made lugging our big coats/hats/scarves everywhere rather pointless), but other than that, all the usual elements of the show were present and correct: toys, games and kids products from almost every sector imaginable, pretzels, confusedlooking visitors poring over maps of the showground and excitement galore.

I was lucky enough to attend the press tour which took place on the opening day of the show. Commencing just after the inaugural ToyPitch (which gave 12 speakers from companies including Spin Master, Ty, Bruder and more an opportunity to showcase their newest launches to an engaged international crowd), the tour included a presentation from Toynamics Europe on board a bus, cake and macarons with Mattel in celebration of its milestone 80th anniversary, and pictures with a life-size Hot Wheels F1 car as well as an assortment of costume characters that gathered to officially open the show.

After that, it was time to get down to business. And by that, I mean walking. Lots and lots of walking. Anyone who’s ever attended Spielwarenmesse will know that the NürnbergMesse is huge and this year it was even bigger, with the award-winning Hall 3C added to the layout for the first time as the home of Baby & Infant Articles and Lifestyle Products. It’s certainly a beautiful hall, being light, airy and somewhat Scandinavian in design. Kudos to organiser Spielwarenmesse eG for delivering on its promise to ensure good footfall by laying on additional signage; it certainly seemed like 3C was attracting its fair share of visitors.

Judging by the conversations team Toy World had throughout the show, a number of exhibitors felt the aisles were on the quiet side. As we tend to roam all the halls, versus manning a stand all day long, we often get asked for our take on things. It’s always a difficult one to call, truth be told; yes, some halls seemed quiet, but in others, you’d certainly have struggled to rush to your next meeting, owing to the throngs of people obstructing your path –there are so many variables to take into account that one person’s perception is often polar opposite to another’s. Hall 12.2, for example, was always heaving. Michael Hick, vice president UK & Ireland, Benelux & Nordics at Mattel, told us he’d never seen the show so busy: “On the Wednesday afternoon, you could barely move on our stand. Our galleries were packed and there was almost no room to sit down. You could really feel the excitement in the air.”

Like Mattel, Zuru is one of only a handful of manufacturers with a permanent showroom on the top floor of NürnbergMesse, which Lucy Figg, Marketing manager, UK & Ireland, says reflects how far the company has come in the past 23 years. “It’s incredible to think that not long ago, Nick and the team were working from a 5x5m booth,” she enthused. “Nowadays we have three permanent spaces, complete with a state-of-the-art showroom, which this year welcomed over 3,000 visitors. After kicking things off with our International Team Summit, we unveiled our exciting 2025 line-up and even gave a sneak peek into what’s coming in 2026. Standout highlights included the sheer level of innovation coming through for 2025 across our key brands XShot, Mini Brands, Pets Alive, Robo Alive, Hug-A-Lumps and Max. Plus, we were thrilled to introduce exciting new licences across our portfolio, within core categories such as plush (Snackles and Fuggler) and collectibles (Mini Brands and 5 Surprise).”

Tomy, meanwhile, attracted visitors to its stand by promising them the chance to temporarily gain control of a friend or colleague by playing new launch The Human Controller, an opportunity Toy World couldn’t pass up –even if we weren’t very in control. Mary Wood, managing director (UK & Germany), enthused: “We had a blast at Spielwarenmesse. The highlight had to be the unilaterally enthusiastic reaction to our new game The Human Controller, which we featured at the front of our stand. Lots of positive comments came in via Linked In as well, as

we demoed the game throughout the show. We came to Spielwarenmesse thinking that 100,000 units might be bold for the UK market, but the feedback from all key retailers supported that view. We now need to fight over production - but that’s a good problem to have.”

As is traditional, the opening day of the show ended with the magnificent ToyNight party, an excuse for visitors to let their hair down, enjoy German fine dining,and dance the night away. The theme this year was the wet and wonderful Waterworld, a truly blue affair that even included water-jetpack performers.

Day 2 of Spielwarenmesse kicked off with the unveiling of the highly coveted ToyAwards on-stage at the Toy Business forum in Hall 3A, the first in a raft of activities scheduled throughout the day. In honour of its 20th anniversary, the Toy Business Forum offered new ways for exhibitors and visitors to make the most of their time at the show, laying on informative and educational presentations, live podcast recordings and fireside chats with some of the industry’s most knowledgeable and engaging speakers. Topics included the ongoing focus on toy sustainability from Sharon Keilthy, associate director of SustainabilityWorks Ireland, the impact of Gen Alpha on the toy market, with Denis Crushell, chief commercial officer at Precise TV and Lisa Morgan, MD of Generation Media, and Spin Master CEO Max Rangel in conversation about how he became the head of the Canadian company (and whether he has time for hobbies). In between talks, live music acts entertained the audience while the numerous food trucks provided additional dining options for those who wanted to linger and perhaps do a spot of networking. This new format seemed a huge hit with everyone who’d dropped by, offering an additional space for rest and relaxation as well as the opportunity to learn something new from industry experts.

Back out in the thick of it, exhibitors continued to enjoy the show. Andrea John, managing director of the nearly 100-year-old German exhibitor John Toys, called Spielwarenmesse 2025 a spectacular event, telling us: “It was great seeing the domestic and international commercial teams come together to show our customers from all around the world our fantastic line-up for 2025

and beyond. Although we are well known as one of Europe’s leading ball manufacturers, the company is evolving. We are now becoming known for so much more than balls: our range of licensed bubbles gained so much attention at the show, especially our Disney licensed character bubble solution. The reaction from buyers blew us away, so we have high expectations for the range as we move forward.”

Bruder, another German company, also felt the show was a positive one. Area Sales manager Florian Loh noted that while macroeconomic conditions will no doubt present continued challenges throughout 2025, the overall mood amongst Bruder’s trading partners was more optimistic than it was a year ago, a sentiment many would share. Bruder certainly had plenty to celebrate at the show, with 2025 marking the company’s landmark 50th Spielwarenmesse, and was showcasing a raft of exciting new model vehicles which seemed a hit with buyers.

“Bruder’s new introductions for the new year more than adequately represent each and every key section from our assortment (agriculture, construction, emergency, leisure time, Roadmax etc.) and they garnered a very positive reaction on the part of our customers – the Super Heavy Tow Truck, available in either Scania or Mack licences, really stood out,” said Florian. “On top of that, we highlighted the 50th Bruder brand anniversary with an exclusively designed timeline wall, in combination with a pair of cabinets displaying historic toys and real-life developments from the past 50 years. On top of our booth design, the official party on Thursday’s RedNight was proudly dedicated to this significant Bruder milestone.”

Wow! Stuff, which headed to Nuremberg with a Toy of the Year award added to its trophy cabinet, was inundated throughout the show with visitors keen to check out the latest additions to the emerging Puppetronics category. Head of Marketing and Brands, Kerry Tarrant, described the energy on the company’s stand as ‘incredible’, with non-stop conversations taking place and an overwhelming response to Wow Stuff!’s latest ranges.

“The enthusiasm from our global partners for our Puppetronics portfolio was nothing short of phenomenal,” she added. “If anything, the show reaffirmed the strength

of the brand and the impact we’re making in the industry. It was a truly inspiring experience and an amazing opportunity to reinforce our commitment to innovation and developing category-defining products. As for standout moments, I'd say the reactions to the products in our secret room were pretty memorable… but they are all, of course, secret!”

As always, special thanks must also go to Stuart Whitehill, who organises the British Pavilion at Spielwarenmesse in Hall 11. He and his team work tirelessly on the pavilion floorplan and to keep everyone who visits the lounge fed and watered with endless tea, coffee and biscuits, which are always hugely appreciated, as well as something a little stronger at the end of each day for those who wish to partake as the on-stand parties got underway. Due to a few companies pulling out of the British Pavilion for a variety of reasons beyond its control, the Overseas Fairs team faced some last-minute changes to the layout, but pivoted quickly to ensure exhibitors who had been seeking additional space could have it; the British lounge was also slightly bigger this year, meaning there was more space for keeping meetings within the hall, rather than having to try and find a quiet table elsewhere. It’s a huge plus for the likes of Toy World, giving us the perfect base from which to operate and distribute the magazines – which flew off the shelves this year in record time - and somewhere to refuel on much-needed caffeine before once more hitting the aisles.

If our 10.30pm flight back to Stansted on Thursday night was anything to go by, we all felt the same once our time at the show was over: exhausted but inspired, optimistic for the year ahead and keen to get cracking on the follow-up. We’re already looking forward to doing it all again from 27th-31st January 2026, when Spielwarenmesse celebrates its 75th anniversary. It’s sure to be another unmissable event – see you there.

Company Profile

Blues Group

Dressing up for success

Spearheaded by dress-up veteran, Tony Lewis, and a team of industry specialists, Blues Dress-Up is a newly formed division of the Blues Group, one of the UK’s market-leading apparel businesses. Tony sat down with Toy World’s Caroline Tonks to chat about all things dress-up and how the new team is ready to fill a gap in this competitive category.

After 25 years in the dress-up arena, Tony Lewis has started a new chapter as director of DressUp with Blues Group, creating a new division within the established fashion and apparel company. Tony was initially approached by Blues’ Group Managing director, Mike Coles, who he has known for over 30 years, to set up the dress-up division of the business.

Tony tells us: “I’m incredibly impressed with the Blues operation; it’s a major player within the UK. It has a great selection of licences, is well respected at retail and has already established a strong business with the major supermarkets. When you put all that together, there’s a very big opportunity for dress-up.”

Tony has been working on setting up this new division of Blues with Ruth Golightly, Sales & Design director, for the last seven months, making great progress. During this time, there has been a big shift in the market. “Recent developments have created a new opportunity in the dress-up world,” says Tony, “which we’ve been able to take advantage of. We’re only in our first year, but we’re ready to supply a wide variety of licenced and generic costumes. We’ve opened numerous accounts and employed eight people from within the industry.”

Blues Dress-Up is poised to sit nicely within the wider Blues Group companies – Dennicci, Blues Clothing, Blues Nightwear, Cohen & Wilks and Brecrest Sports – which cover licensed babywear, toddler daywear, licensed and non-licensed nightwear, outerwear and licensed baby sportswear, respectively. There will be all-new packaging, logos and branding for Blues Dress-Up to mark the launch of the brand in 2025.

While Blues Dress-Up might be a new name in the

industry, the team behind it certainly isn’t. With many years of experience combined, every member of the team is integral and highly skilled at what they do. Key members include Maureen Coen and Christina Cockill as Senior Account managers and Tim Holness as Wholesale and Online Account manager. Tony handpicked these individuals for their knowledge of the category and dedication in the dress-up world. “I employed many of the key players both in my time at Christy’s and Amscan, over 15 years ago,” he adds.

With this level of experience comes a deep understanding of the market and a knowledge of what products and licences will perform well, especially in the long-term. Over the years, Tony has learned that a successful product must be high-quality, excellent value for money and have a point of difference.

“In the grocers and the nationals, sales are predominantly baby, toddler and kids. Retailers in the independent channel, which includes specialist shops, the online market and wholesalers, have a greater flexibility to stock both kids and adult costumes. The adult market is definitely something we believe can grow.”

Tony believes it’s important to tailor this approach to the kinds of retailers Blues is working with, whether that be a major supermarket or a small independent. “We work closely with the supermarkets on each new collection. They come up with ideas; we design the product and then we work together to match the price point required. Each major supermarket wants something unique and different from its competitors; by working collaboratively, we can build the specific product they need.”

For the independents, Tony and the team carry out expansive comparison shops of what products and ranges are currently in the market and then build a range based on what they’ve seen. “For the independents, we build our designs on historical sales data and our creative knowledge of the industry.”

Blues is already a major player in the licensing arena, so it has been a natural progression, not to mention a relatively straightforward process, for Tony, Ruth and the team to add dress-up on to a number of the licences the company already works with. “Adding dress-up to an established portfolio has

given us a head start,” explains Tony. “The licensors have been backing us, and we’ve also set up a supply route and partnership in China.” Blues Dress-Up’s key licences include the Magic Light Pictures portfolio, including the Gruffalo, as well as Peppa Pig, Peter Rabbit, Elmer, Beano, Mr Men, Wallace and Gromit and many other characters. “We’ve also just signed Bullseye,” adds Tony. “Darts has taken off incredibly in the UK, so I’m sure this licence will do very well.”

When looking for licences for Blues Dress-Up, Tony and the team look carefully at the property’s longevity as well as its consumer product history and how it’s performed in other categories. “We’ll look at all the data and check out the licensor and how they’re backing it. Experience and industry knowledge count for a lot, but data shows the real longevity of a brand. We know which ones will be evergreens, but the new ones coming through need careful scrutiny.”

Although licences are a core component, according to Tony, 50% of the business will come from generic costumes, especially for Halloween. The team is currently pre-selling both its own-brand and licensed ranges, with a catalogue due to launch imminently, while work has already begun on spring/summer 2026. “We’ve got key retailers buying Halloween from us in our first season, and then we’re looking to launch the independent range,” says Tony. “The independent dress-up market is headed up by Tim, who recently joined the business after 19 years within the industry.”

Blues Group is predominately focusing on the UK market, as that is where it has its strongest presence. “I think the industry is ready for freshness and change,” Tony states. “We’ve come in as new players, but at the right time. There will always be a need for the traditional, but we’re also looking at bringing something new to the market.”

“I’m genuinely excited for the future. What I love more than anything is setting up a business like this, working with the creative team and retailers, building something that is incremental for the group and offering a quality product at the right price. And that’s what we do. We are skilled at designing to a spec to meet market demand. We are extremely competitive, offering fantastic quality and great value.”

Have you initiated your modifications, Indies?

Letter from America

After 20 years working at A.C. Nielsen/D&B Research Company, Rick opened the first Learning Express Toys franchise in the Chicago area in 1996, and then became a sub-franchiser, opening 10 more stores. Although leaving the corporate environment behind, he has combined his expertise in data and numbers with a passion for the toy retail space. This month, Rick shares the steps he is taking to boost trade in 2025

WWell, what are you waiting for? The year is 12.2% completed using my forecast model and by the end of April, we pretty much know how the year is going to trend. Learning Express has used correlation models and one of the most accurate has been sales correlated to the first four months of a year—especially as the Easter season continues to gain in popularity and importance here in the states.

It’s interesting to hear from other indie stores what they have changed, invested in, trained or modified in-store to start the year. Here’s what action I have taken:

• We have implemented a ‘$15 and under’ Value section to capitalize on a weak spot we have identified online. In many cases, selling a $20 and under item online is a losing (or at best breakeven) situation. Say an item has an RRP of $16.99, by the time you have paid Amazon a fee ($10-$12), then your Cost of Goods say $3-$4 and freight costs, there is little or no margin in these items. Selling such lines in-store is much more profitable, which is why we’ve introduced a ‘see it, buy it, take it home today’ strategy within our surprise section. Lines that fall into this category in terms of value include our Candy Shop and trending tween themes – both strong categories that encourage instore purchases and repeat visits.

• Customization projects are underway to create products and services that can’t be purchased online. Last month, we mentioned examples such as the Dope Slime Sundae Station, where kids can make their own slime. To expand in this area, several more projects are in discussion with current vendor partners as well as with a national brand. Plans are still in development, but the research is done, and implementation will start to roll out in May 2025.

• We are launching smaller, more intimate events. The first of these will be ‘The Rain Forest’, teaching children the importance of the rainforests as “the lungs of the earth”, all while engaging them. We will be streaming these smaller events live on our social channels, and they can be played back for those who cannot make it live in-store.

• Our primary capital investment this year is to begin constructing the infrastructure to stream and sell live on any social channel. We selected a marketer that some of you might know, Lee Parkhurst of Parkhurst Marketing, as our lead strategist to research, plan and implement this project by the end of 2025. Lee is best known for his work on pioneering the first toy line to be marketed and blown up on the TikTok shop - Kanoodle. We have selected a platform and are now planning, developing and testing it with carefully curated and specific products. We aim not only to sell, but to drive and increase traffic to our store, as we inform, entertain and reinforce our position as the “pharmacy of toys in Lake Zurich”. This should make us more efficient on our slower days during the week (e.g. Tuesday) by streaming directly to our audiences. I look forward to sharing our progress and updating you on this strategy to fight online sellers; it’s a major investment and one that we expect to pay off.

Besides these four key initiatives, our team has been out and about, visiting regional toy and gift shows selecting new vendors (mostly small startups) and restocking with newer products from our traditional vendor partners. Next on the schedule is the New York Toy Fair; by the time you read this we expect to be winding up a successful trip to NYC - celebrating the industry, meeting up with old and new friends, as well as learning about toy safety, tariffs and the TOTY (Toy of the Year) winners.

Here is a snapshot of actual sales and product vendor rankings up to mid-February: dollar sales YTD are up +5%, and the average sale per transaction is $42.20 versus $41.40 in 2024. Our top five suppliers in value terms are: Jellycat, Lego, Pokémon/ Mattel (through ACD Distribution), Schylling and Dope Slimes.

Finally, a call out to the amazing team at Learning Resources, which understands and supports our company’s mission to grow in this challenging retail environment amongst the giants of Amazon, Walmart and Target. One of our key team members posted this saying on our employee wall: “Change is inevitable. Growth is optional. Let’s all purposefully choose growth” - a sentiment shared by us all.

Fuelling passions

and collectability

After an extremely successful year in 2024, the Action Vehicles category is set up to have an even stronger 2025. Toy World’s Caroline Tonks spoke to a range of leading suppliers on how they’re continuing to drive momentum and what’s new within the space.

The Action Vehicles category is starting 2025 on a high note, with suppliers from across the industry feeling positive for the year to come. With the new Formula 1 movie arriving in theatres in June, starring Brad Pitt and F1 legend, Lewis Hamilton, and the return of Drive to Survive, Season Seven on Netflix, the year is ripe with opportunities to bring Action Vehicles to the forefront.

“The Action Vehicles category is in an exciting place right now,” says Ben Hogg, head of Marketing, Simba Smoby UK. “There’s a strong appetite for die-cast models, especially those tied to big entertainment brands. Collectors and fans alike are looking for authenticity, detail and nostalgia, and that’s exactly what this category delivers.”

According to Simon Owen, head of Brand for Scalextric, the category is performing well, with the traction of Drive to Survive sparking a renewed interest in Formula 1, which has had a positive knock-on effect across all motorsports. “This has attracted older consumers to brands specialising in racing cars,” explains Simon. “Meanwhile, younger generations are also showing growing enthusiasm, with football-style fandom—where a parent’s passion for a team is passed down—being mirrored in motorsport.”

At this year’s London Toy Fair, the BTHA and Circana presented their annual industry insights, unveiling the

leading trends and categories in the toy market in 2024. It was revealed that Action Vehicles was one of the strongest performing categories, outperforming the market and showing double-digit value growth. Circana’s Melissa Symonds, director UK Toys, has also highlighted it as a solid performing supercategory all year round, with three of its subclasses in the top growth YTD November 2024 – Mini Vehicles, Friction/Pump/Pull-Back and Finger/Extreme Vehicles & Accessories. Across all three subclasses, Hot Wheels continues to grow and remains the top property in Mini Vehicles.

It was also revealed that Licensed Toys played a key role in shaping market dynamics in 2024, occupying 35% of overall total market share. Across the Action Vehicles category, licensing holds a prominent role. From major franchises like Fast & Furious to the ever-rising popularity of F1 and the fandom of prestige motoring brands, many suppliers have fully embraced this side of the market.

Fans of the Fast & Furious films can now recreate the infamous street racing scenes with Scalextric’s collection of iconic cars and its immersive new racing set. The new range features detailed models of some of the most famous cars from the Fast & Furious films, including Brian O’Conner’s Toyota Supra and Dom Toretto’s Mazda RX-7, while the Scalextric Fast & Furious Hot Laps set is designed to combine the best elements of slot racing and

retro arcade gaming.

Simon tells us: “Fast and Furious is an amazing franchise with such a wide variety of vehicles, which allows us to connect with different demographics. For millennials, the first film now carries nostalgic appeal, while newer films attract younger audiences. The range includes everything from modern hypercars to 1990s JDM icons, meaning we can appeal not only to fans of the movies, but also to other enthusiasts who may be passionate about certain vehicles, but have yet to associate them with Scalextric.”

Simba Smoby’s Jada brand has a full array of motorised, die-cast and RC vehicles for movie buffs and car fanatics. Jada’s Hollywood Rides Fast & Furious collection remains popular among fans, with fresh additions including Shaw’s Lamborghini Aventador 1:24, the 1967 Chevrolet Camaro 1:24 and the 2007 Porsche 911 GT3 1:24. Another major movie franchise, Marvel’s Spider-Man, has inspired Jada lines this season. The Spider-Man Standing Drift 5 Wheels Stunt RC features light-up wheels, front wheel flip, 360-degree rotation and Turbo Boost functions.

Following the successful launch of the first limited edition Hot Wheels Formula 1 car in 2024 and the announcement of a multi-year licensing partnership with Formula 1, Mattel has revealed additional products from the Hot Wheels Formula 1 collection, hitting shelves

Key Features:

1:50 scale hybrid gaming system for unlimited racing

Race in person or online

Control cars via smartphone/tablet* using free iOS/Android app

Officially licensed vehicles with working lights & authentic sound

Suitable for all, Rookie through to Hero

Individually set speed, tyre grip, braking effect and much more

Quick assembly/disassembly AIintegrated track sections

No slots, overtake anywhere and anytime you want

* Smartphones/tablets not included

Feature Action Vehicles

in 2025. The range will bring to life eight Formula 1 teams across Hot Wheels Singles, 5-pack and Premium products.

One For Fun is the exclusive distributor for Maisto and Bburago, enabling the company to meet all the die cast and RC needs of its customers, featuring exclusive access to Formula 1 and other prestige marques. Retailers of Maisto and Bburago are given exclusive access to F1 vehicles as they become available for licence, with all the top F1 teams and liveries exclusively approved by each individual team, making them incredibly accurate models.

Action Vehicles is a strong category for One For Fun and 2025 is already set to be the company’s best year yet, especially with the focus on F1 in all categories. David Mordecai, CEO, states: “We have always licensed our vehicles directly with the teams in Formula 1, rather than with the manufacturers as we do in other categories. This means that our products are as near to the originals in detail as a model can be. It sometimes means we have to push hard for approval to fit with manufacturing times, but the results are worth it. We have benefitted immensely from the broadening appeal of Formula 1.”

Another passion point within the Action Vehicles category is nostalgia. “Availability is crucial, but equally important is creating products that are both desirable and accessible. The subject matter must resonate with audiences, whether through nostalgia, pop culture or their passion for specific vehicles,” explains Simon.

Hornby Corgi’s latest die-cast range celebrates the 60th anniversary the legendary television series, Thunderbirds. Already available for pre-order are enhanced premium editions of classic models, including the renowned duo Thunderbirds 1 & 3, the iconic pairing of Thunderbirds 2 & 4 and the unforgettable pink Rolls Royce, Fab 1. Later in 2025, two brand-new, never-beforeseen die-cast models will join the range – a standalone die-cast Thunderbird 4 and the debut of Thunderbird 5. In 2025, Sonic the Hedgehog is taking it to the next level with Carrera Revell, both on wheels and in the air. The wheels are attached to his RC 1:32 scale skateboard with integrated Sonic figure, while Flying Sonic combines a detailed Sonic figure coupled to a contra-rotating rotor system for great stability in the air and ease of use. Both

products operate on interference-free 2.4GHz radio control.

There are also two new Sonic inspired vehicles joining Jada’s die-cast range: the Sonic Lamborghini Veneno 1:24, which includes a die-cast Sonic figure, and the Sonic 1997 Honda Civic Type-R 1:32 with die-cast Nano Sonic figure. Autumn/winter 2025 will see a further release: the Classic Knuckles inspired Lamborghini Aventador SV with die-cast character figure.

An old favourite within Action Vehicles is classic farming machinery and construction equipment, which can be found from suppliers like Bruder. Its agriculture collection will be expanded in 2025 with three new products and a new product set. In May, a new, small tractor from New Holland’s T5 series rolls out into the market, and in the early summer, Bruder will also launch a new excavator from Swedish licensor, Volvo. Developed with impressive attention to detail, the ECR40 compact excavator offers many play options, with a fully functional excavator arm, a height-adjustable plough blade, a 360° rotating cab and rubber tracks.

The category is saturated with collectible products, often leaning into that sense of nostalgia and the desire to own a piece of media memorabilia. “This category allows fans to own a tangible piece of their favourite movies, shows and games,” explains Ben. “Whether it is the Time Machine from Back to the Future or the Jeep Wrangler from Jurassic Park, we ensure high-detail designs that make every model a true collector’s item.”

David adds: “From the smallest pocket money car to the biggest RC off-roader, there has always been a

Over the coming pages, Toy World highlights the products and ranges from a broad selection of suppliers that will be arriving on shelves in 2025 in the Action Vehicles category.

Action Vehicles

Hornby (Corgi)

01843 233 500 | www.uk.corgi.co.uk

sales@hornby.com

One of the most iconic action vehicle properties is making a return to the Corgi range in 2025, as Thunderbirds celebrates its 60th anniversary. The legendary television series, created by Gerry and Sylvia Anderson, has remained a fan favourite for generations, and Corgi is marking the milestone with a wave of new and updated die-cast releases.

Already available for pre-order are enhanced premium editions of classic models, including the renowned duo Thunderbirds 1 & 3, the iconic pairing of Thunderbirds 2 & 4 and the unforgettable pink Rolls Royce, Fab 1. These updated releases feature enhanced decoration, including, for the first time in this scale, screen-accurate paint finishes.

Notably, Thunderbird 2, traditionally depicted in a dark gloss green since the Matchbox versions of the 1990s, now features a matte Apple Green finish to more closely match its appearance in the series.

Each model is presented in new, premium collector’s packaging, designed to complement the colour scheme of the vehicle inside. The packaging also features a foil treatment of the instantly recognisable Thunderbirds logo, adding an extra touch of collectability for fans and enthusiasts alike.

Later in 2025, two brand-new, never-before-seen die-cast models will join the range, further expanding the Thunderbirds collection. For the first time, Thunderbird 4—the iconic yellow submersible—will be released as a standalone die-cast model. Traditionally a smaller model included with Thunderbird 2, this larger version will come with firing torpedoes, bringing an added layer of playability and detail.

Completing the lineup is the long-awaited debut of Thunderbird 5 in the Corgi range. As the largest model in the collection, Thunderbird 5 will boast an exciting feature—allowing Thunderbird 3 to dock with it, just as it does in the series.

Both of these brand-new tooled models will be available for pre-order later this year.

Simba Smoby UK

01620 674 778 | www.smobytoys.co.uk | sales@simbasmoby.com

Simba Smoby’s action-packed line-up of motorised, die-cast and RC vehicles from Jada is ideal for movie buffs and car fanatics, with new Marvel vehicles and Fast & Furious cars to collect.

From one season to the next, Jada’s Hollywood Rides Fast & Furious collection remains a smash hit in the space, and spring/summer 2025 will be no exception. Fresh additions include Shaw’s Lamborghini Aventador 1:24, the 1967 Chevrolet Camaro 1:24, the 2007 Porsche 911 GT3 1:24, McLaren Senna 1:24 and Mercedes Benz AMG 1:24. Each freewheeling new line features impressive attention to detail, including opening doors, bonnet and boot, high quality sculpt and paint execution and more.

With the new live action Disney Lilo & Stitch movie hitting the big screen this May, a new action vehicle is coming to the Jada RC portfolio. Featuring distinctive Lilo & Stitch styling that little fans will love, the Lilo & Stitch 1:24 Scale RC Buggy comes with radio remote control, so kids can steer the Buggy forwards, backwards, left and right.

Marvel Spider-Man has inspired many lines this season. The Spider-Man Standing Drift 5 Wheels Stunt RC features light-up wheels, front wheel flip, 360-degree rotation and Turbo Boost functions. Other exciting additions include two new Marvel Spider-Man inspired die-cast vehicles. There’s the Spider-Man McLaren 720S 1:24 and the Spider-Man Porsche 911 GT3 RS 1:32 to discover; the larger scale car comes with a die-cast Spider-Man figure.

These are joined by two new Sonic inspired vehicles: the Sonic Lamborghini Veneno 1:24, which includes a die-cast Sonic figure, and the Sonic 1997 Honda Civic Type-R 1:32 with die-cast Nano Sonic figure. In autumn/winter 2025, there will be a further release, inspired by everyone’s favourite echidna warrior, Knuckles. The Classic Knuckles inspired Lamborghini Aventador SV with die-cast character figure is expected to be high on the list for all Sonic fans.

In keeping with the superhero theme, fans of the DC Universe can add to their collections with the 1:32 assortment offered for Batman, which features the caped crusader in various forms and with different vehicles from different movies and TV shows across the franchise.

Action Vehicles

Mattel

01628 500 000 | www.mattel.com

Following the successful launch of the first limited edition Hot Wheels Formula 1 car in 2024 and the announcement of a multi-year licensing partnership with Formula 1, Mattel has revealed additional products from the Hot Wheels Formula 1 collection, hitting shelves in 2025.

The range brings to life eight Formula 1 teams across Hot Wheels Singles, 5-pack and Premium products.

Each 1:64 die-cast car is built to race on the iconic Hot Wheels orange track, while the premium cars feature intricate details to replicate an actual F1 car, including a metal body and chassis, authentic team liveries and Pirelli branded tyres to further bring the car to life.

The all-new Hot Wheels Let’s Race 5-Pack is available in 1:64 scale. Each die-cast car or truck features authentic details and eye-catching decos that kids and collectors love.

In the exclusive Hot Wheels Die-Cast Vintage Racing Club Car Assortment, each 1:64 scale die-cast vehicle celebrates the pre-1974 racing world with vintage decos and exclusive wheels. Kids can use epic racing skills to protect Hot Wheels City from Hot Wheels T-Rex Blaze Battle, a dynamic T-Rex that wants to eat all the cars. They can launch the 1:64 scale die-cast vehicle and watch it zoom around the dino with three possible outcomes: get eaten and pooped out, hit a detour to refuel or conquer the beast and save friends.

(49) 911 752 090 | www.bruder.de | info@bruder.de

Fresh from Nuremberg, where Bruder had thirteen new products on display, each of the Bruder themed worlds has exciting vehicles and accessories to discover. The Roadmax line for children aged two and up, which was relaunched last year, is also expanding.

Many Bruder fans requested the product highlight of this year’s toy fair: a Heavy tow truck. The vehicle, which boasts power and technology, is available as a Scania and a Mack version. The tow truck can handle Bruder’s big vehicles and is designed to take all trucks and large tractors on its wheel lift. Available from March and featuring a cable winch, telescopic main arm and many storage compartments, the model will offer lots of play fun.

From March, a new modern Light + Sound module will be added to the range. Four different sounds and interchangeable light signal colours enhance the authentic play experience. The new module is already integrated into both models of the Heavy tow truck.

The new Ram Power Wagon has a trailer and mini excavator. With three products in one, it is a perfect playset for indoors and outdoors.

In the early summer, Bruder will launch a new excavator from Swedish licensor, Volvo. Developed with great attention to detail, the ECR40 compact excavator offers many play options. A fully functional excavator arm, a height-adjustable plough blade, a 360° rotating cab and rubber tracks will delight children from four years and up.

The agriculture themed world will be expanded in 2025 with three new products and a new product set. In May, a new, small tractor from New Holland’s T5 series rolls out into the market. In addition, a new tractor transport box with forks and one round bale is available as a set or individually.

The Maestro 8CX Precision seeder from Schwandorf-based manufacturer, Horsch, was originally designed for sowing corn, sunflowers, rapeseed and numerous other crops. The impressive 1:16-scale seeder expands the Bruder fleet from June. The seeder attachment is simply folded in during transport and unfolded again for field operation. The integrated tank, which can be filled with imitation seeds the size of couscous, also offers an authentic playing experience. The trailer is emptied through a sliding outlet valve at the base of the tank.

The agricultural collection will be complemented by a new tractor combination of the Claas Axion 950 with snow chains and plough blade ready for the winter season.

For little adventurers aged four and over, Bruder’s MB Sprinter Camper comes with driver and accessories in a new cobalt blue design. Sliding doors, double bed, stove, awning, camping set with chairs, table and tableware all bring the camping experience into children’s rooms.

Up to now, the theme of forestry has been absent from the Roadmax range, but Bruder is bringing out a new tractor in a red and white colour scheme with a forestry trailer and three tree trunks. The model has a detailed cab and large tread tires. In addition to the supplied logs, the forestry trailer’s loading area can also transport other cargo and can even be tipped.

A three-axle tipper truck will also be added to the Roadmax range of construction vehicles in the autumn.

The extra-large tipping trough is the perfect companion for all construction projects in the sandbox. All Roadmax products are particularly robust and feature toddler-friendly functionality.

Action Vehicles

Carrera Revell

01296 660 291 | www.carrera-toys.com office.uk@carrera-revell.com

Carrera Revell is going into 2025 with licence-led vehicles of all kinds spread over multiple ranges for various age groups.

Carrera Hybrid combines gaming and racing fun; with realistic driving with AI support, it brings together the physical and digital world. Hotly anticipated and set to release in Q3 2025, Hybrid marks a new evolution in race action for ages 12 and up. Multiple 1:50 scale race cars, with working lights and authentic sound, drive on a physical racetrack using a free AI-integrated app via iOS/Android smart devices. Users can race in-person with friends or online. They can individually set acceleration, tyre grip, braking effect and much more as they progress from Rookie to Hero. There are no slots, so overtaking is possible at any point, allowing users to take the racing line for the fastest lap time and the chequered flag. The track is modular, can be re-configured for different layouts and assembles in minutes using a clever clip system, disassembling just as quickly for compact storage. The range launch includes officially licensed replicas of the Porsche GT3 RS, quickly followed by multiple liveried versions of the Ferrari 296 GT3 and Ford Mustang GT3, along with new track sections, adding further versatility and excitement to this new race category.

Bluey joins the ever-popular First slot race assortment for ages three and up with race vehicles depicting Bluey and her sister, Bingo. A thrilling 2.9-meter-long Bluey-themed racetrack combines flyover, flippers and narrowing chicane section, is battery-operated for convenience and is easy to transport.

Mario Kart and Carrera RC have lots to offer in 2025. Highlights include the 1:50 scale Mario Kart Mini RC Tabletop Race Set and 1:18 scale Mario Kart Pipe Kart, Bowser. The former includes perfectly formed replicas of Mario and Luigi in their colour-matched race karts and three-speed controllers, along with a miniature self-contained racetrack made from brightly coloured modular sections with trackside banners that can be set up most anywhere in minutes. Going up in scale and size, fan-favourite Bowser will join the ever-growing Mario Kart Pipe Kart assortment alongside Mario, Luigi, Yoshi and Peach, so users can recreate the digital gaming experience in the real world with friends. Both are supplied with all batteries included and suitable for ages six and up.

Meanwhile, Sonic the Hedgehog is taking it to the next level both on wheels and in the air. The wheels are attached to his 1:32 scale skateboard with integrated Sonic figure, for ages six and up. Going airborne for ages eight and up, Flying Sonic combines a detailed Sonic figure coupled to a contra-rotating rotor system for great stability in the air and ease of use. Both operate on interference-free 2.4GHz radio control with all batteries included.

Character Options

01616 339 800 | www.character-online.com | sales@charactergroup.plc.uk

Launching this summer, Character Option’s new Stuntman Stu range will comprise collectible, breakable action figures and stunt vehicles, which place action, adventure, fun, stunts and epic fails at their core. Developed in collaboration with Playmates Toys, Stuntman Stu will be brought to life through animation, humour and high-tech wizardry. The entertainment has been designed to not just drive kids to retail; it will also inspire them to make their own Stuntman Stu content with the toys.

A fun action vehicle line in the range is the Stuntman Stu Race Ace Stunt Car, which consists of a multipiece plastic car with ejectable parts, including a fully poseable figure of Stu, the lower car doors, hood, roof and trunk. It also has a cantilever ejection seat for the pilot/Stu. The trigger for these ejectable parts is the front bumpers set on a hair trigger. Once the seat is reset, all the other parts can be clipped or placed on to the rolling chassis. The car can then be rolled, pushed, jumped, tipped or crashed into anything, including five plastic crates specially included in the set.

For more information about the Stuntman Stu collection, get in contact with the Character Options team via the details above.

Action Vehicles Plum Play

www.plumplay.co.uk

lgrint@plumplay.com

Featuring waterproof and allterrain specifications, the latest lines from Nikko RC have been designed to excite its followers and fans around the globe. Whether they’re a seasoned hobbyist or a newcomer to the world of remote-control vehicles, Nikko RC offers something for everyone, ensuring endless fun and adventure.

The Nikko Pro Truck’s splash and dust-proof chassis make it an ideal companion for outdoor enthusiasts. Mud, sand, dirt and even snow is no challenge for this high-speed racer. With its sealed water-tight chassis, real working suspension, high-power motor and quick-charge USB battery, users can tear through any terrain in no time flat. The Pro Trucks are engineered for durability, pushing the limits and exploring new challenges.

By land or by sea, no matter the weather, the all-new Nikko VaporizR 4 is a true all-terrain vehicle that takes versatility to the next level. Gasket-

sealed, water-tight electronic compartments and streamlined wheel and chassis designs enable this racer to truly go off-road and on water. Amphibious landings and launches take the RC experience to all-new territories, leaving the competition in the rearview mirror.

The Nikko Aquasplit is a fully functional boat that boasts a unique twin counter-rotating propeller design that provides users with the ultimate in control. Controlled turns in place give the precision needed to outmanoeuvre everyone on the water. With the power level indicator in the remote, the Aquasplit’s aquatic adventures can continue without interruption, and its sleek design and impressive speed make it a standout choice for water enthusiasts.

All Nikko RC vehicles utilise a higher-spec 2.4GHz remote transmitter, which provides more precise control and longer range compared to standard models. This advanced technology means users can navigate complex terrains and waterways with ease.

Nikko RC is exclusively available through Plum Play.

PMI Kids World

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

Launching for autumn, PMI Kids’ World is introducing a new range of play sets based on the specialised vehicles seen on fan-favourite missions from The Creature Cases. Inspired by the popular Netflix series, The Creature Cases Multi-Terrain Vehicles bring the show’s action and adventure to life.

With over 170m hours viewed between January 2023 and June 2024, The Creature Cases has captured the imaginations of kids worldwide. The show’s blend of action, mystery and problem-solving has landed well among families and fans worldwide, and now young agents can bring the excitement home with these dynamic new play sets.

With three specialised vehicles built for land, snow and water, every case is within reach. Each set includes either a Sam Snow or Kit Casey figure, complete with their signature helmets, ready to roll into action: the Land Vehicle (white) is built to conquer rugged trails and rocky landscapes; the Snow Vehicle is designed for gliding through frosty environments and snow-covered terrain; and the Water Vehicle is perfect for splashy, water-based missions and explorations.

Durable and thoughtfully designed, these vehicles are ready for imaginative, hands-on play. Each toy is crafted with PMI’s trademark attention to detail, capturing the excitement of the show while offering endless ways for kids to engage with the world of The Creature Cases. Adding to the fun, each vehicle features pull-and-go action, so young agents can send their rides zooming to the next case.

Action Vehicles

Hornby (Scalextric)

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

The adrenaline-fuelled excitement of the Fast & Furious franchise is coming into homes with the latest range from Scalextric. Fans of the legendary film series can now recreate the street racing scenes with a collection of iconic cars and an immersive new racing set.

The new range features detailed models of some of the most famous cars from the Fast & Furious films, including Brian O’Conner’s Toyota Supra and Dom Toretto’s Mazda RX-7. These models are built for both display and performance on the track.

The Scalextric Fast & Furious Hot Laps set is designed to combine the best elements of slot racing and retro arcade gaming. This innovative set features an interactive lap counter and checkpoint racing app, creating an experience reminiscent of classic arcade racing games. Players can engage in exciting races based on iconic locations from the franchise, complete with voice clips that enhance the cinematic atmosphere.

With a blend of nostalgia, action and technology, the Fast & Furious collection has been designed to ignite the passion of fans and racers alike. Whether fans are looking to expand their collections or relive the adrenaline-fuelled moments of the films, this range delivers an electrifying racing experience for all ages. Magicbox

01293 222 500 | www.magicboxint.com sales@magicbox-toys.co.uk

In 2025, Magicbox will see new offerings from both T-Racers and Superthings.

T-Racers, the only collectible vehicle brand with Mix ‘N Race function, continues to drive demand with new cars to collect, mix and race. Set for an autumn/winter 2025 launch, the T-Racers Heroes team will offer 36 new cars to find, featuring iconic designs inspired by kids’ favourite heroes. Discover Ice Dragon, Thunder Wheel, Black Bat and more. Like all T-Racers vehicles, their construction is underpinned by the brand’s unique system that allows for the front, rear and wheels of the cars to be mixed and matched to create completely new vehicle combinations. Unique parts for customisation, new colours and full-chrome cockpits will also be a part of the mix. This new lineup will be available via an eye-catching POS stand, designed for independents, with single and triple car blister packs.

There are two new T-Racers Squad Launchers to collect: Dragon and Shark. Each Squad Launcher comes with two exclusive T-Racers cars – beast design and GT-Racer. The Launcher can be used to store two vehicles; there’s one space atop the Launcher and a second within the jaws of the launcher. Fans can position their T-Racers squad cars in the launch zone, then launch them at maximum speed by simply pressing the button.

There are exciting things coming to Kaboom City, with the Superthings Kazoom Power 3D animation, which will air this month, followed by the launch of a brand-new toy line, inspired by the show. The Mr King’s Truck action vehicle can be put it into ‘attack mode’ by pressing the truck’s front; the projectile launcher will blast anyone who stands in the way of the Kazoom Power. Fans can even launch the Robotoxics with the catapult, inflicting even more mayhem, or use the Truck’s mechanical arm to hold them within the built-in prison. The Superthings Kazoom Power Combat Vehicles offer action-packed fun on a pocket money budget. For more information about these ranges from Magicbox, which benefit from significant marketing support across the year, please get in touch via the details above.

One For Fun

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

01483 449 944 | www.vividtoysandgames.co.uk

Hyper Burst introduces a high-intensity, last racer standing race where it’s not just about crossing the finish line first; it's about being the only one left on the track.

Children need to navigate treacherous turns, dodge the obstacles from opponents and push their car to the limits whilst avoiding elimination. The last player standing takes the victory, but only those with lightning-fast reflexes will make it to the finish line.

The ultra-fast charging system ensures players spend less time waiting and more time racing their micro cars round the track.

From entry price points at RRP £10 through to the Hyper Burst Cyber Circuit at RRP £30, there is something for all racing enthusiasts.

One for Fun is the exclusive distributor for Maisto and Bburago. This relationship enables the company to meet all die-cast and R/C needs, featuring exclusive access to Formula One and other prestige marques. This is a unique appeal for retailers of Maisto and Bburago, giving exclusive access to all the F1 vehicles as they become available for licence. All eyes are on F1 this year, with Drive to Survive Series Seven streaming on Netflix and the new F1 movie starring Brad Pitt. All the top F1 teams and liveries are exclusively approved by each individual team, making them incredibly accurate vehicles.

Last year, it was 30 years since racing legend Ayrton Senna passed away, and to commemorate him, McLaren produced a special liveried McLaren car for the 2024 Monaco Grand Prix, taking inspiration from his iconic helmet. One for Fun has the Senna McLaren car this year, the only place fans can get it, in both 1/43 Norris-Senna Livery and in the R/C version 1:24 McLaren 2024 Piastri 2.4GHZ in Senna Livery.

Other R/C stars include the Red Bull RB19 2023 Verstappen 2.4GHZ and the brand-new 1:41 scale Mini Metal Die-Cast RC F1 Racing Track Ferrari 2024 Leclerc model. The 2.4GHz remote control offers impressive racing capabilities and scale detail. This compact R/C model captures the Ferrari F1 2024 Leclerc car in miniature form, with precise detailing and vibrant livery. The 2.4GHz remote control ensures smooth and responsive handling, making this model perfect for competitive racing and display.

Another new star in the range is the Mini Metal Die-Cast R/C F1 Racing Track Red Bull 2024 Verstappen. New in 1:43 is the 2024 McLaren MCL38 driven by Lando Norris; this die-cast model features the bold design and performance of one of Formula 1's most exciting teams. Perfect for collectors, this model celebrates Lando’s talent and McLaren's continued commitment to excellence in F1. The F1 Car assortment featuring 24 different cars is a perfect display to showcase the 1:43 vehicles in a CDU.

Thw brand-new The Lewis Hamilton British GP Selection Pack contains four vehicles in 1:43 die-cast scale made up of intricately crafted replicas of the official F1 Team vehicles driven by Lewis Hamilton. Other celebrated champion sets include the Max Verstappen Champion GP Selection pack which contains four detailed replicas of the official F1 Red Bull Racing vehicles driven by Max.

The 1:43 F1 Deluxe gift sets with display stand are perfect for collectors of any age. Each contains seven highly detailed cars and a display stand – available for McLaren, Mercedes, Red Bull or Ferrari. Another gift item ideal for F1 fans is the 1:43 Pit Pass Diorama collection; these showcase a high-octane pit stop scene from the 2024 season. With intricate details of the car and team mechanics, each model captures the fast-paced energy of F1 racing, from Mercedes, Red Bull, Ferrari or McLaren.

Action Vehicles

Bladez Toyz

www.bladeztoyz.co.uk

charlotte@bladeztoyz.co.uk

Bladez RPM is a radio control brand with a fresh new look. Bladez RPM stands for Real Performance Machines and this brand delivers quality, highperformance vehicles with eye-catching designs. From rugged off-road XL monster trucks to stealth racing drones and sleek, street-racing cars, the Bladez RPM range delivers high-speed action play and real working motorised vehicles. Designed with precision handling, easy-to-use controls and shock-resistant builds, thanks to the cool Exo-Guard Armour, these RC vehicles promise entertainment for enthusiasts of all ages. Whether users are looking to conquer challenging terrains in the 1:10 Mega Monster Truck, complete with rechargeable battery, run time of 25 minutes and added turbo mode, or race around the streets in the 1:20 Armoured Racer with its sleek design and cool undercar glow, the Bladez RPM range is the perfect combination of style and real performance.

Bladez Toyz also has its first-to-market toy range for Mojo Swoptops, the hit new pre-school animation from Blue Zoo Animation which debuted on CBeebies in October 2024. The innovative new range includes radio control vehicles alongside arts & crafts and a pocket money vehicle range that will continue the ongoing initiative of Bladez Toyz to develop more sustainable toys. With vibrant designs, endless combinations and a focus on problem-solving and friendship, the new range will capture the essence of this pre-school licence. Stock will be available for autumn/winter 2025.

01869 363 830 www.ravensburger.com

The popular Labyrinth game line from Ravensburger grows this spring with new editions: Minecraft Labyrinth and Bluey Labyrinth Junior. With the live-action movie set for the big screen in April, the videogame phenomenon that is Minecraft is firmly in the spotlight. In Minecraft Labyrinth, which is suitable from ages 7+, players will hunt for animals and objects on the sliding pathway board – trying to avoid Monsters and Zombies along the way. The introduction of a special Pickaxe card allows players to break down one closed wall during the game.

Younger games fans will enjoy family games time with Bluey Labyrinth Junior. This time, the hit game format is designed for players from ages 4+. Bluey turns everyday family life into extraordinary adventures, and in this game, players must help Bluey, her mum and dad and Bingo to overcome obstacles in the moving pathways to meet their friends. On each turn, players slide a card into the maze creating new pathways and closing off others.

PlaytrainsMegaTrainSet

233 500

Hornby has expanded its Playtrains range with the new Playtrains Mega Train Set, an all-inone package designed to deliver endless hours of railway fun.

With a large array of components, including two locomotives - a high speed passenger train and a diesel freight train - alongside a tippler wagon, car transporter with a loading ramp, a passenger coach and a dummy car, the Mega Train Set is built for maximum playability. The set also includes a platform, a station building, a tunnel and a Land Rover Defender with trailer and RIB, creating an immersive world of play.

The track layout offers multiple configuration possibilities, featuring straight and curved track pieces, right-hand and left-hand points and a railing ramp, allowing young enthusiasts to build and rebuild their ideal railway setup. Whether playing solo or with a friend, the set’s two controllers ensure an interactive and dynamic experience.

One of the standout features of the Playtrains Mega Train Set is its USB-C rechargeable functionality, reducing the need for constant battery replacements; batteries are only required for the remote controllers. This approach ensures longer, uninterrupted play sessions while also making it a more sustainable choice for families.

The Playtrains Mega Train Set encourages STEM learning by fostering problem-solving, creativity, coordination and improving fine motor skills through track building and interactive play.

Each month Fresh sets out to find the latest products that will have toy retailers reaching for the phone. Here are new releases from: Asmodee, Hornby, Konami, Lego, Mattel, MGA, Panini, Playmobil, Ravensburger, The Puppet Company & Winning Moves.

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MyPuppetComforters ThePuppet Company

info@thepuppetcompany.com

The Puppet Company has launched the brand-new My Puppet Comforters. These comforters feature soft materials and are suitable from birth, making them the perfect first companion for any newborn.

Made from a beautifully soft high-end snuggly plush, the comforters have the added interactive benefit of being a charming finger puppet. Perfect for increasing engagement between adult and baby, these can be used by both young and old for added play value, to encourage fine motor development as the child gets older, and to offer a truly comforting moment, anytime.

The My Puppet Comforter range has been designed in a muted colour palette across seven gorgeous designs, including a bear, duck, lamb, dog, elephant and two bouncing bunnies. Making the most ideal puppet from day one, these make the ultimate companion for when playtime is over and bedtime snuggles begin.

The Puppet Comforters have been tested to the highest possible safety standards and aim to inspire creativity and imagination.

MazeoftheMaster Konami

01753 271 737

www.yugioh-card.com/uk

Featuring the ancient Egyptian Temple of the Kings and the greatest treasures of the Kings of Egypt, Maze of the Master lets players explore the Deck ideas of their favourite Duelists, with dozens of new cards in Konami’s latest annual anime-themed booster set.

The booster set includes 10 new Egyptian and Trap Monster-themed cards inspired by Odion’s Battle City Deck; seven new cards inspired by Mizar’s Galaxy/Tachyon Deck from YuGiOh! Zexal; seven new cards inspired by Kaiba’s X-Y-Z monsters from Battle City, and used again by Chazz in YuGiOh! GX; seven new Trickstar cards inspired by Blue Angel’s Deck from YuGiOh! Vrains!; seven new Performage monsters from YuGiOh! ARC-V, plus many more. There are 60 new cards in all that fans can add to their decks.

The complete Maze of the Master set contains 112 cards – the largest of the Maze boosters includes six Secret Rares, 13 Ultra Rares, 21 Super Rares, 70 Rares and two Quarter Century Secret Rares. (16 of these cards are also available as Collector’s Rares). Each booster pack contains seven cards including one Foil card per pack and six Rare cards per pack.

DobbleGiant andJumpto Lightspeed Asmodee

01420 593 593

www.asmodee.co.uk

Scheduled for release in April 2025 Dobble Giant is the latest addition to the Dobble collection. This supersized version of the iconic game features oversized cards and is ideal for parties, outdoor events, or simply everyday fun at home with family and friends.

Like the original, Dobble Giant challenges players to spot the single matching symbol between two oversized cards. It’s a tense game of speed and observation with the now oversized cards making for an even more enthralling experience. The durable waterproof cards are also easy to handle and perfect for playing on any surface. The game is suitable for 2-12 players aged 6+ and can be played in 15 minutes.

Dobble Giant joins the Dobble Family which includes Dobble Connect, Dobble Super Mario, Dobble Harry Potter and so many more.

Also new from Asmodee is Jump to Lightspeed: The Next Chapter in Star Wars: Unlimited. Fantasy Flight Games is set to launch Jump to Lightspeed, the fourth set in the Star Wars: Unlimited Trading Card Game this month. Packed with iconic moments, legendary characters and fresh gameplay twists, this expansion will engage players looking to take their battles to the next level.

At the core of Jump to Lightspeed are two brand-new Spotlight decks, each featuring 50 unique cards plus five exclusive Special-rarity cards including one leader card. These decks integrate seamlessly with previous releases like Twilight of the Republic, Shadows of the Galaxy and Spark of Rebellion, expanding the strategic depth of the game.

With its dynamic action and immersive storytelling, what makes this set stand out is the introduction of the Piloting keyword, which lets players command starfighters, execute daring manoeuvres and engage in high-stakes dogfights. Additionally, new mechanics like hyperspace, which alters movement and strategy, and showcase variants of characters and ships, add fresh layers to gameplay.

Han and Boba take centre stage in this set, each leading their own unique deck. Boba Fett’s build delivers devastating strikes against enemy forces, while Han Solo’s deck thrives on quick, unpredictable plays. The stakes are high, and every move could mean victory or defeat in these intense space duels.

In the months leading up to summer, Winning Moves will be launching a host of new products, including but not limited to: Peppa Pig Guess Who, Squid Game Top Trumps Limited Editions ahead of the final season, and Stranger Things Top Trumps Collectors’ Tin, also ahead of the final season this winter. The latter completes a range of Stranger Things products. In addition, Winning Moves is looking forward to the launch of Peppa Pig Guess Who in April/May.

In May, the company will be adding to its bestselling World Football Stars range, which contains its bestselling game, World Football Stars Guess Who. The latest addition will be a World Football Stars Whot. Whot was first created in the 1930s and is the classic matching game that requires players to get rid of all their cards by matching the icon or number in the middle of the pile.

During London Toy Fair, Winning Moves unveiled a brand-new development: Top Trumps Goddit. The fast-paced, crazy card game is a kids’ activity book in a game and contains five distinct games in one. Players must race to find the answer on the card in front of them, and the player with the most cards wins the game. The game was announced with great excitement during the show, and the first shipments are due to land in June. It comes in a handy carry tin which contains 55 cards in total and is perfect for travel and for keeping kids off the screens.

SkyTrails Playmobil

01268 548 111

www.playmobil.co.uk

Playmobil aims to revolutionise the world of action and construction play with the launch of Sky Trails, a new play system that offers limitless creativity and adventure. This innovative concept marks a significant expansion for Playmobil, introducing an entirely new way to play that combines action, construction and imagination in a unique and engaging way.

Sky Trails transforms the play experience by allowing children and adults alike to design and construct aerial courses throughout their play space. The adventure truly begins once the courses are built. Figures are sent soaring through the air, creating dynamic and immersive storytelling opportunities that keep the excitement alive long after construction is complete. The development of Sky Trails was driven by a comprehensive, customer-focused strategy. Playmobil conducted extensive qualitative and quantitative market research, engaging with thousands of children and parents to refine the product concept. The results were overwhelmingly positive. Extensive product testing in key markets, including Germany, France and the USA, revealed that Sky Trails is one of the most successful pre-test products Playmobil has ever introduced. 85% of children and parents also expressed enthusiasm for the play system, with many children eager to keep it right away.

With such strong pre-launch excitement, the anticipation for Sky Trails continues to build. Playmobil has announced that Sky Trails will officially hit the market in autumn 2025.

This bold new venture by Playmobil represents a significant leap forward in the toy industry, offering an innovative play experience that fosters creativity, action and engagement. As Sky Trails prepares for its highly anticipated debut, Playmobil is once again demonstrating its commitment to pioneering play experiences that captivate and inspire generations of children worldwide.

NewTradingCardand Stickercollections

For the first time ever, Panini Top Class and the Premier League have teamed up to launch Premier League Top Class Trading Cards, bringing fans 270 cards of pure football quality which feature superstar players, stunning designs and spectacular stats. Categories to chase down include Max Power, Master Class, Pure Football and Impact Heroes. There are eight Unbeatable cards which include inspirational players, and fans can also max out their collection with Limited Edition Holo Giant cards. Collectors can kick off their collection with a starter pack which includes a binder, three packets and two Holo Giant cards.

Together We Slay! is the brand new official 2025 L.O.L. trading card collection from Panini, featuring the iconic L.O.L. dolls from MGA. These dolls celebrate being their truest self and want all their fans to be themselves too. The Together We Slay! trading card collection is a fun and colourful way to celebrate the uniqueness of all the L.O.L. dolls and their individual characters. Featuring dolls from across the various L.O.L. franchises, this new collection from Panini celebrates the very best of the L.O.L. world. A starter pack includes a collector’s binder, three trading card packets + one limited edition card.

The brand new official 2024/25 Adopt Me! sticker collection, Dream Pets!, expands the popular game where fans can adopt, raise and trade adorable pets. Adopt Me! is enjoyed by millions of fans and this is the first time they will be able to collect their favourite pets in sticker format. Fans can journey through Adoption Island collecting Safari, Fossil, Ocean, Danger, Southeast Asia, Woodland, Sea, Desert, Dragon, Winter, Halloween, Lunar New Year and Golden pets – finding the Scratch Off egg stickers to start their collection. There are 176 stickers to collect, with 48 special stickers and five limited edition cards. Collectors can get their sticker collection off to a flying start with a starter pack, which includes a sticker album, five packets and one limited edition card.

PastelPartyTotAssortment

MGAEntertainment

0845 0533 333 • www.mgae.com

MGA Entertainment‘s L.O.L. Surprise! continues to expand and inspire children across the world through its creative, innovative and on-trend launches to elevate playtime.

This season, L.O.L. Surprise! is launching the L.O.L. Surprise! Pastel Party Tot Assortment. This seasonal limited-edition Easter-themed Hops Bunny Pet and Hops Tot dolls are available for a limited time only and priced at an accessible pocket money price of £9.99. For families looking for an alternative to chocolate, these lines make the perfect gift to treat kids to or hide as part of an Easter hunt. Perfectly pastel and full of seasonal charm, this collection brings unboxing to life, enabling kids to hop into an unboxing adventure and unwrap adorable surprises and fabulous spring-themed accessories.

BarbieFairyDoll Mattel

01628 500 000 • www.mattel.com

Expanding the Barbie fantasy doll offering, a new fairy doll has been added to Mattel’s portfolio. Kids dip Barbie Fairy Doll’s starry wand sponge in cold water, then swipe her wings to change the hearts from pretty pink to dazzling red. They can also wave the wand over Barbie’s bodice for an enchanting ombre reveal, then change her wing colour back with warm water for repeat colour magic fun. This Barbie Fairy doll shimmers in her dress, vine-wrap heels, butterfly headband and waterdrop necklace, leaving a little sparkle wherever imaginations go.

The brand-new Barbie Fairy Doll will be supported by a digital marketing campaign this month.

This year, The Lego Group is taking its vehicles offering to the next level. First introduced at last year's Las Vegas Grand Prix, the F1 collection introducing new sets launching on the 1st of this month. Leading the pack are the stunning replicas of the Ferrari SF-24 F1 Car and the Oracle Red Bull Racing RB20 F1 Car. These highly detailed models are perfect for users wanting to unleash their inner F1 fan. This set is packed with realistic features like working suspension, steering, a 2-speed gearbox and an adjustable spoiler. Users can pop open the engine cover to reveal the V6 engine and get ready to race.

The Oracle Red Bull Racing RB20 F1 Car set challenges users to assemble its front and rear suspension, working steering, adjustable spoiler and a V6 engine with moving pistons. Users can tinker with the

respectively, both sets offer an

This new release also offers smaller sets that pack just as

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A Minecraft Movie crafting a blockbuster adventure Special Feature

The entertainment industry has long seen the crossover between gaming and film as a promising endeavour. Mojang Studios, in partnership with Legendary Pictures, Warner Bros. and Vertigo Entertainment, is set to redefine what it means to bring a video game to life on the silver screen as A Minecraft Movie prepares to make its grand debut in cinemas and Imax across North America on 4th April 2025, with international releases rolling out from 2nd April 2025.

Celebrating over 15 years of creativity, adventure and an ever-growing, passionate fan community, Minecraft remains a cultural juggernaut. The game has inspired millions, from casual players to expert builders, fostering an expansive universe of user-generated content and shared experiences. Now, with this highly anticipated live-action adaptation, the franchise is poised to expand even further, bridging the gap between gaming and entertainment in an unprecedented new way.

Directed by Jared Hess (Napoleon Dynamite, NinetyFive Senses, Nacho Libre), A Minecraft Movie boasts a

Hot on the heels of the blockbuster gaming franchise’s 15th anniversary in 2024, this year sees the release of the highly anticipated live-action film, A Minecraft Movie, which arrives in cinemas globally from early April. In this special feature, Mojang Studios shares with Toy World readers everything they need to know about this major motionpicture release and how its licensing partners are building on the excitement.

star-studded cast featuring Jason Momoa, Jack Black, Emma Myers, Danielle Brooks, Sebastian Eugene Hansen and Jennifer Coolidge. With its blend of humor and adventure, combined with the limitless creativity that defines Minecraft, the film is expected to resonate with both dedicated fans and Minecraft newcomers alike.

A Journey into the Overworld

Welcome to the world of Minecraft, where creativity doesn’t just help you craft - it’s essential to survival.

A Minecraft Movie follows four misfits - Garrett “The Garbage Man” Garrison (Jason Momoa), Henry (Sebastian Eugene Hansen), Natalie (Emma Myers) and Dawn (Danielle Brooks) - who find themselves struggling with ordinary problems when they are suddenly pulled through a mysterious portal into the Overworld: a bizarre, cubic wonderland that thrives on imagination. To return home, they must master this world and defend it from formidable enemies, including Piglins and Zombies. Their journey leads them to an unexpected, expert crafter - Steve (Jack Black) - who helps guide them on their adventure.

Together, these five characters must harness their creativity, solve complex challenges, and uncover the power of teamwork in a quest that will test their ingenuity. Their adventure in the Minecraft universe ultimately helps them rediscover their own unique strengths: skills that prove just as valuable in the real world.

The film’s premise stays true to the spirit of the game, emphasising core Minecraft themes of exploration,

creativity and survival. Fans can expect to see familiar landscapes, creatures and mechanics faithfully recreated, promising a cinematic experience that is both authentic and thrilling.

“Minecraft embodies the spirit of creativity, adventure and community,” enthuses Hanna Willis, head of Consumer Products at Minecraft. “With this film, we're bringing that essence to life in a groundbreaking way. Fans will see the familiar world they've crafted over the years, while also embarking on a completely new and thrilling journey. It's the perfect blend of nostalgia and new storytelling.”

Hanna Willis, head of Consumer Products at Minecraft

Special Feature Aphenomenon retail and licensing

The impact of A Minecraft Movie extends far beyond cinemas, with Mojang Studios launching a robust global licensing and retail strategy to capitalise on the film’s release. Over 50 licensing partners worldwide are onboard and ready to introduce a range of merchandise across multiple consumer product categories, including Toys, Collectibles, Apparel, Beauty, Publishing, Home Décor and Food & Beverage.

Major retailers, including Walmart, Target, Amazon, Macy’s/Toys R Us, Primark, Five Below and Smyths, will feature exclusive product lines, driving engagement across diverse markets. The retail rollout is designed to immerse fans in the Minecraft universe beyond the screen, with innovative activations and in-store experiences enhancing the consumer journey.

In the US, Walmart’s 3-Star Entertainment Council programme will prominently feature Minecraft products with multiple placements throughout the store,

Ghast Balloon Village Attack and Woodland Mansion Fighting Ring, which will debut in March. Mattel has developed a diverse range of action figures and plush, including a Dennis Feature Plush, a Click and Switch Sword and Pickaxe and The Blast Attack Ghast.

In the publishing realm, Insight Editions will release a Making Of deluxe coffee table art book that reveals the filmmaking secrets of A Minecraft Movie. Random House Children’s Group and Farshore will publish a junior novel, an activity book and the first-ever Minecraft Little Golden Book, a Minecraft Step Into Reading Collection for Level 3 readers. Random House Worlds will publish an adult colouring book.

Additional key partners supporting A Minecraft Movie’s launch include Bio World International (Apparel/ Accessories), Mad Engine (Apparel), Isaac Morris (Apparel), Jay Franco and Sons (Bedding & Home Décor), Character World (Bedding), Jada Toys, Inc. (Metal Figures), Fashion UK (Apparel), Golden Link (In-Theatre Concessions), Zak! (Drinkware), Snow Commerce (Apparel/Accessories) and a limited-edition Minecraft Pez.

Internationally, Minecraft will showcase 25+ partners across various product categories. With 15 softline partners, including Fashion UK, J Brands, Caprice, MacEwen, Wego and Reedition, plus key collaborations in Home with Hox and Stor, the studio is bringing an exciting line-up of movie-themed products to fans worldwide. In Toys, Bladez Toys, Nerf, Mattel, Grupo Ruz, Headstart and Ensky are helping expand the film’s reach, while Shogakukan is driving Publishing efforts in Japan. With strong international retail support from Primark, C&A, Walmart Mexico, EB Games and Smyths, Minecraft is excited to bring these products to Europe, Latin America, Japan and Australia/New Zealand.

Hanna Willis commented: “We are incredibly proud of the expansive reach and love for the Minecraft brand, which has allowed us to create a dynamic and versatile

licensing programme. Our goal has always been to ensure fans can engage with the film in meaningful ways, whether through toys, fashion, or home décor. The support of our licensing and retail partners has been invaluable in bringing this vision to life, and we are thrilled with the overwhelming response we’ve seen so far.”

A global promotional powerhouse

In partnership with Warner Bros., the promotional push behind A Minecraft Movie includes a number of high-profile brand partnerships including Doritos (EMEA) and Oreo (EMEA, APAC, select Central and South American territories). Stay tuned for more global and regional partnerships, each bringing unique and creative activations to the table in the lead up to the theatrical release.

Expanding the Minecraft universe

Beyond the film, Mojang Studios is developing new entertainment extensions to further immerse audiences in the Minecraft universe. One of the most notable expansions is Minecraft Experience: Villager Rescue, an immersive location-based attraction that first debuted in Dallas, Texas, last October. This interactive adventure, featuring large-scale projections, physical sets and cutting-edge special effects, will make its UK and European debut on 4th April 2025 at London’s Corner Corner venue. Plans for additional international expansions are already in the works.

Meanwhile, Mojang has partnered with Netflix to produce a CG-animated Minecraft series, developed by WildBrain (Sonic Prime, Ninjago: Dragons Rising, Carmen Sandiego). The series will introduce an original

story with new characters, reflecting the game’s dynamic world in a fresh narrative format.

“From the theatrical release to location-based experiences and a brand-new animated series, we’re committed to building a true multimedia franchise,” explains Hanna Willis. “Our goal is to continue evolving in ways that honour Minecraft’s rich legacy while also reaching new audiences. The next few years will be an incredibly exciting time for the brand, and we can’t wait to share what’s next with our fans.”

Conclusion: a blockbuster in the making

With a highly anticipated film, a sweeping retail initiative and ambitious entertainment expansions, A Minecraft Movie is set to leave a lasting impact on both the gaming and film industries. By staying true to the core principles of Minecraft while embracing innovative storytelling, Mojang Studios and its partners are crafting not just a movie, but a global cultural phenomenon. As April 2025 approaches, all signs point to a blockbuster adventure that will inspire audiences to create, explore, and embark on their own epic quests - both in Minecraft and beyond.

Red Robin Design

www.redrobindesign.be

elian.bernon@redrobindesign.be

Red Robin Design has introduced Kito Art, a brand dedicated to bringing DIY creativity, craftsmanship and imagination together in a unique way. Kito Art is a new product line designed for those who love to build, create and customise their own worlds - right from the comfort of home. Combining the charm of laser-cut wooden designs with the endless possibilities of Minecraft-inspired scenes, Kito Art offers a hands-on experience that blends gaming, crafting and storytelling like never before.

The Minecraft Wooden Theatre is a laser-cut wooden set that allows builders to bring their favourite Minecraft-inspired scenes to life. This interactive diorama-style theatre serves as both a display piece and a storytelling stage, making it an exciting addition for crafters and gamers alike.

Each kit comes with pre-cut wooden pieces, carefully designed to be easily assembled. Whether used to recreate iconic Minecraft landscapes, stage mini adventures or serve as a one-of-a-kind display piece, the Wooden Theatre is ideal for anyone who enjoys creativity, hands-on play and DIY craftsmanship.

Kito Art is set to release a range of DIY products, including a Minecraft Wooden House. Like the theatre, this house will offer a fully interactive building experience, where each piece fits seamlessly together, allowing for a smooth and enjoyable assembly process.

Beyond Minecraft-inspired designs, Kito Art will continue to expand its range with additional DIY kits that spark creativity and engage builders of all ages. From miniature wooden playsets to customisable craft pieces, Kito Art is dedicated to offering a diverse collection of imaginative DIY projects that encourage problem-solving, artistic expression and hands-on fun.

These products are designed to be accessible, engaging and rewarding for Minecraft enthusiasts who want to bring their game into the real world and for DIY lovers who enjoy assembling unique projects. Whether crafting a Minecraft-inspired theatre or constructing a wooden house, these DIY kits allow builders to bring their imagination to life, one carefully cut wooden piece at a time.

Character World Brands

Character World Brands, a leading gaming licensing partner in Home and Lifestyle textiles across the UK and Europe, has had a longstanding partnership with Microsoft/Mojang since 2016 to provide Minecraft Home and Lifestyle textiles for gamers.

Minecraft has become a leading brand in retailers’ Home categories across the UK and Europe thanks to the best-selling Minecraft game available on all key platforms. In 2025, the brand is set to see its biggest year yet with the Minecraft Movie coming to cinema screens in April, and Character World Brands is set to launch a limited-edition range of products, only available this year.

Blending functionality with style, the company has created a broad range of fresh products that have been designed to delight fans across all demographics. Demand for core Minecraft products is at an all-time high with bedding, blankets and cushions for gamers’ bedrooms, as well as new practical accessories for other rooms in the home such as storage, towels, gamer beanbags and more.

Seasonal items are hugely popular with a range of summer holiday beach towels, hooded towels and a new range of towel and drink clips for use on fans’ holiday sun loungers. For later in the year, there are winter-warmer solutions such as blankets and Hugzees, a collection of comfortable and cosy, sherpa-lined hooded wearable fleece blankets.

For more information on the Minecraft product ranges or to speak to a sales representative, contact Character World Brands via the email above.

Bioworld

www.bioworldmerch.com

For 25 years, Bioworld has empowered its partners to forge stronger connections with their global audiences through elevated product design, merchandising and distribution.

Bioworld has been developing cross category collections for Minecraft for almost 10 years. Minecraft is an incredibly supportive partner for the company; with excellent communication to its vendors and retailers, it has set a standard in terms of what a licensed partnership should look like.

The company places a strong focus on product innovation. Bioworld has created a wide collection of fashion apparel for Minecraft. Rather than just basic T-shirts for younger fans, Bioworld has elevated the fashion angle and the lifestyle approach in its apparel, resulting in many cross-category ranges for retailers across the UK and Europe.

Even though the primary gaming target is a younger consumer, the original players are young adults now, and Bioworld sees a real opportunity to design product specifically targeted to those that grew up playing Minecraft. Fans look for things that meet their tastes, so the designs Bioworld brings to these consumers will be specifically aged up.

Bioworld sees rounding out the gender balance in the youth market as another big opportunity. Currently very heavily catered towards the male demographic, there is an under-tapped female consumer market, so Bioworld ensures that its products cater to all audiences.

The European market is also a growth opportunity for Bioworld. Every year, the company has grown the business significantly by consistently delivering trend-right product to retailers that the fans love.

Bioworld has been developing its adaptive backpack programme, which Minecraft is a part of. The company will be putting marketing energy behind the launch of the adaptive backpacks in different variations. The design can support a wide age range of graphics and consumer age groups, and diverse functionality with loops and zipper pulls make the backpacks easier to open. With straps on the back for easy accessibility for consumers with a disability or for wheelchair users, consumers can expect to see these backpacks on shelves this summer.

Jay Franco

www.jfranco.com

As the highly anticipated Minecraft movie gears up for release, Jay Franco has released a new assortment of Minecraft movie products. From comfy duvets and cushions to summer-ready beach towels, there’s something for every fan to celebrate their love of Minecraft.

As a long-term Minecraft partner, Jay Franco is proud to bring the ultimate Minecraft experience to fans’ homes. With a well-earned reputation for high quality bedding, bath, beach and home décor, Jay Franco specialises in bringing favourite franchises to life. Whether they’re a long-time fan or just getting into the game, customers can trust that they’ll find something within this Minecraft assortment.

The collection can be found at Asda UK in March, just in time for the movie. The Minecraft duvet sets are designed with vibrant, movie-inspired patterns featuring fan-favourite elements such as Creepers, Skeletons and Zombies. These ultra-soft and durable duvet sets are perfect for fans who want to immerse themselves in the world of Minecraft.

Fans can also cosy up with the iconic Creeper character. The collection’s Creeper throw is created for ultimate comfort, featuring soft fabric and a fan-focused design. Perfect for movie nights, gaming sessions or just relaxing at home, this throw keeps fans warm while adding a fun touch of Minecraft to their space. It can be paired with the fuzzy shaped cushion for the ultimate Minecraft lounging experience. This cushion is not only a statement piece, but also offers soft, huggable comfort. Shaped just like the in-game Creeper’s face, it adds personality to beds, couches and gaming chairs.

The Minecraft beach towel lets fans showcase their love for the game whether they're poolside, at the beach or just lounging in the sun. It features bold, high-quality prints of movie characters and beloved Creepers. Made for durability and comfort, the beach towels ensure that fans can stay dry and stylish during all their outdoor escapades.

Fashion UK

0116 276 2929

www.fashions-uk.com

info@fashions-uk.com

Fashion UK is set to celebrate the launch of the highly anticipated Minecraft Movie, which commemorates Minecraft’s 25th anniversary, while also celebrating seven years of its partnership with the iconic game.

The Minecraft Movie has generated excitement not only within the gaming community but also among families worldwide. In honour of this, Fashion UK has unveiled exclusive fashion lines for children and adults, capturing the essence of Minecraft through distinctive designs that appeal to fans of all ages. These collections feature daywear, headwear, loungewear, nightwear and underwear, allowing fans to immerse themselves in the Minecraft universe from head to toe. This collection marks the fusion of gaming and fashion, where the iconic world of Minecraft blends with contemporary style trends.

The Fashion UK team has worked hard to create pieces that reflect the game’s iconic elements while staying fresh, stylish and on trend. Whether they’re an avid gamer or just a fan of Minecraft, these designs have something for everyone.

Fashion UK also has a new campaign with C&A. Launched on 27th February, the campaign features nine exclusive Minecraft Movie designs, offering fans a collection that captures the film’s spirit. In addition, major retailers including Primark, Asda, Tesco and Sainsbury’s are on board, ensuring that these new collections will reach fans across the UK and beyond. Fashion UK is very pleased to have a wide selection of retail partners supporting this launch.

For retailers still considering the collection, now is the time to place orders to ensure they can be part of this release. The Minecraft Movie collection offers a unique opportunity to bring together gaming, fashion and nostalgia in a way that resonates with fans of all ages.

Fashion UK’s Minecraft Movie collection isn’t just about fashion—it’s about bringing the Minecraft universe to life in a way that allows fans to wear their love for the game. Whether they’re exploring the Minecraft world or enjoying a cozy night at home, these ranges for children and adults ensure fans of all ages can be stylish, comfortable and fully immersed in the Minecraft experience.

The Lego Group’s Minecraft collection keeps growing this year, bringing fans even more sets for builders of all ages. Whether they're looking to splurge on the £80 Crafting Table or grab Steve’s Desert Expedition for just £8.99, there's something to fit every budget. New sets like the Baby Pig House, Mooshroom House and Trial Chamber are packed with figures and are perfect for both newcomers and seasoned builders. Fans can enjoy them as standalone builds or combine them with other Minecraft sets for endless fun.

The massive Crafting Table set is designed for fans who love a complex and intricate challenge. This set recreates the iconic crafting table and includes five mini build modules that showcase 12 different Minecraft biomes, such as Taiga, Plains, Ice Spikes, Cherry Grove and Deep Dark. With eight microfigures—Steve, Alex, skeleton, witch, Creeper, villager, cow and pig—and detachable builds for various display options, this set is packed with surprises. Builders can discover hidden Easter eggs, in-game phrase stickers and enjoy building with the digital instructions available on the Lego Builder app. With 1,195 pieces, it's a rewarding challenge for adult enthusiasts.

For younger builders, the Mooshroom House is a fun new addition for Minecraft fans aged eight and up. This set features a mooshroom-shaped house on a mushroom island, complete with a farm, fishing area and accessories like a boat, crafting table and furnace. It includes characters such as Steve, a red mooshroom, baby mooshroom, brown mooshroom, a calico cat and a flying phantom.

The Baby Pig House is ideal for Minecraft fans who love building homes and caring for animals. This set is designed for kids aged seven and up and makes a great gift for any occasion. Set in the Minecraft forest biome, it includes a hero in a wolf skin, a baby pig, adult pig, bee and a zombified piglin. Kids can saddle up the adult pig and ride around the pig-shaped house, while also growing potatoes and beets on the farm. The house comes with a bed, bookcase and crafting table to spark imaginative play.

Mad Engine

www.madengine.com

The Mad Engine exclusive Minecraft Boys Movie Collection, available only at Target, brings the beloved world of Minecraft to life through a stylish and comfortable range of apparel. Designed for young fans of the iconic game and its exciting movie adaptations, this collection offers 12 unique SKUs that capture the essence of Minecraft while providing modern, wearable pieces for everyday adventures.

The Mad Engine collection includes a variety of items, from t-shirts and tank tops to joggers and hoodies, offering a balance of fun, function and fashion. Whether little ones are gearing up for a Minecraft-themed party, heading out for an afternoon of play or simply enjoying some downtime, this collection has something for every occasion.

The collection features t-shirts in different styles and colours. The front and back tan tee is an essential piece, with a clean, minimalistic design incorporating Minecraft-themed graphics. Made from soft, breathable fabric, it’s perfect for everyday wear. The grey mineral wash tee offers a slightly worn, vintage look with a hint of blue, while the lime green tank top adds a vibrant pop of colour, ideal for warmer days or layering under a hoodie. For a more subtle option, the black short sleeve tee pairs well with almost anything, featuring fan favourite Minecraft character graphics.

For cooler weather, the collection has cosy options to keep young Minecraft enthusiasts warm without sacrificing style. The green fleece hoody is perfect for layering over any of the tees or tank tops, offering warmth and comfort with its soft fleece interior. For added style, the tan all-over print hooded fleece features fun Minecraft elements and a bold, eye-catching design, making it perfect for any fan looking to stay cosy while still repping their favourite game.

The collection also includes joggers and jogger shorts, designed for all-day comfort and play. The black jogger and tan jogger offer a soft, stretchy fit that allows for freedom of movement, whether running, jumping or simply relaxing. For warmer days, the black jogger shorts and tan jogger pants provide breathable options that are both comfortable and functional.

Finally, the collection includes a grey mineral wash tank top, offering a unique take on the classic Minecraft look. This tank is perfect for layering or wearing on its own, providing a breathable, stylish option.

Altogether, the Minecraft Boys Movie Collection at Target offers a full wardrobe for young fans of the game. Each piece is designed with the iconic Minecraft world in mind, using colours and graphics that reflect the adventurous spirit of the game.

Simba Smoby UK’s Jada Toys portfolio includes a host of Minecraft lines that are ideal for kids celebrating their fandom ahead of the upcoming Minecraft Movie.

Jada’s Minecraft Nano Metal Figure Blind Bags remain a top seller for the firm, with the range kept fresh with regular updates. This licensed collection of affordable figures is made up of blind bags, which each contain one die-cast nano collectible figure that measures just over 4cm. They offer the perfect way to collect, play and display numerous characters from the world of Minecraft. There’s also a brand-new Minecraft Nano Metal Figures Multipack, which comes with 18 characters.

Jada’s signature 2.5 Inch Metal Figs range includes core Minecraft branded figures; this lineup benefits from regular updates of popular characters. Plus, fans eagerly awaiting the movie will be excited to hear of the all-new Minecraft Movie Figures launching this April. Affordable and highly collectible, they will offer great playability and displayability – and will look great among any Minecraft fan’s existing collection of Metal Figs. Both Metal Figs Minecraft offerings are available as mixed CDU assortments and as four-packs. For more information about the full brand portfolio, please get in contact with Simba Smoby UK via the details above.

Discovery channel Feature Science & Nature

As the toy industry continues to adapt to emerging technologies and new consumer demands, the Science & Nature category likewise finds itself embracing innovative new play patterns and products that cater to those with an interest in the subject, whatever their age. Toy World speaks to a selection of leaders in the space to find out how suppliers are branching out into new areas.

At the end of January, twitchers across the UK took part in the RSPB’s annual Big Garden Birdwatch, which invites the nature-loving public to monitor the birds they see visiting their garden or local park and report back the results, painting a picture of current species numbers and population health, region by region. Now in its 46th year, the Big Garden Birdwatch is the largest garden wildlife survey in the world and in 2024, over 600,000 people took part – that’s a lot of bird fans.

Mojo Fun feels there’s a gap in the market for collectible figures that appeal to these more niche (and perhaps more mature) nature fans and is addressing this with two of its new ranges for 2025: Garden Birds and Koi Carp. The former features eight of Europe’s most beloved birds, including the Robin and European Goldfinch, all scaled down to a charming size, with all of the detail and accuracy you’d expect from the company.

“Whether you live in the countryside or in a town or city, you’re more than likely to see or hear a bird on a daily basis, and for most of us, we genuinely have a soft spot for them too,” explains MD James Connolly, when asked why he decided to develop the Garden Birds and Koi Carp ranges. “Birds are great for putting a smile on people’s

faces, whether it’s the sight of a robin in the garden or the sound of a sparrow chirping in the park. It’s no surprise that birdwatching is incredibly popular in the UK, with an estimated 6m people regularly engaging in this hobby. And there are also millions of households that own fish, so again, it’s a very interesting and relatable topic for so many of us.”

Both Mojo’s new ranges were exceptionally well received at London Toy Fair and Spielwarenmesse, according to James, who says that while he was ‘quietly optimistic’ going into show season, his expectations were surpassed by the reactions from new and existing customers alike.

“Buyers have been very complimentary about the colourful look and feel of all the products, and whilst the Robin was the undoubted star of the show in London, the Kingfisher proved particularly popular in Germany,” he notes, highlighting how the Garden Birds range lends itself to different regional marketplaces. “We’re delighted to have opened several new accounts based on the uniqueness and wider consumer appeal that these ranges offer, and they have also opened customer’s eyes to the wider Mojo range and a greater appreciation of its product quality, authenticity and attention to detail.”

Of the back of this early success, Garden Birds Series 2, introducing a further eight birds, will launch in the second half of 2025, followed by Series 3 in early 2026. The Koi Carp and wider fish offering is also likely to expand.

James adds: “At Mojo Fun, we pride ourselves on making all our figurines to the highest possible quality and level of authenticity, whether it’s a lion that ends up in a young child’s hands or one of our new garden birds that appeals to an adult enthusiast. We are passionate about ensuring that all our figurines are as lifelike as possible, so that they help to educate and inform children, and at the same time appeal to the most discerning of adult collectors.”

Collectible figures also continue to perform well for Brainstorm, with its Eugy range – a standout best-seller from recent years – now joined by the rather unique Halftoys brand for pre-schoolers. Available in a variety of themes, including Animal, Ocean and Dinosaur, each toy comes with a fact file and make-it-yourself diorama based upon the creature’s real-life habitat. The dioramas can also be joined to create truly impressive backdrops against which kids can role-play nature-based scenarios. But it’s where the name Halftoys comes from that’s most innovative: each figure is magnetised and splits in half

Feature Science & Nature

down its centre, revealing a 3D skeleton puzzle within, making these toys an ideal introduction to basic anatomy and physiology for even the very youngest kids.

I asked Debra Tiffany, Brainstorm’s marketing manager, if she feels that ranges like this, which provide education by ‘stealth’, are the best way to inspire curious young minds early on. “Oh absolutely – especially in products designed for pre-schoolers just beginning to explore the world around them,” she replies. “Toddlers play with toys in a different way, and there are so many ways to learn from Halftoys, from learning about different species and anatomy to role-play and collectability. Eugy, one of our most popular ranges, is a well-known example of this play pattern in action and we are hoping to replicate its success with Halftoys.”

Galt’s new Unlock Science range also leans heavily into stealth education, by putting kids in charge of an environmental investigation. We all know how popular the true crime and amateur sleuthing category has become as an entertainment genre; what makes Unlock Science so clever is that it brings the most popular elements of such products, including cracking clues, solving puzzles and eliminating suspects, together for kids as young as eight via the medium of science. As the investigation progresses and kids seek to unravel the answer to their mystery, they’ll learn scientific principles involving chemical reactions as well as how to handle scientific equipment safely.

A leader in the science and STEM category, Clementoni adopts a more head-on approach to science learning through the clever use of technology. Paul Fogarty, country manager, UK and Ireland, tells us that as the core science category has grown, the company has witnessed

a shift from analogue toys towards toys driven by tech, in alignment with how the world itself is changing around us. He explains: “Tech allows the core principles of play and education to be maintained and for children to learn in an enriching and safe way. Parents are looking for products which benefit their children developmentally and educationally, and children are seeking tech earlier and earlier; Clementoni caters to both parties, while keeping safety front of mind and screen time balanced. The screen debate is something we can’t ignore, so we ensure our connected toys also offer an offline play pattern too.”

Clementoni is certainly making the most of new and emerging technologies with its new AIRO - Artificial Intelligence Robot, which enables kids to train and teach their robot to respond to gesture-based interactions and take part in fun role-play experiences. The company says the inclusion of this technology means the experience kids enjoy is hugely immersive and goes beyond simple coding, adding to the problem solving/educational logic experience while maintaining a strong level of fun.

“Technology has become an essential element in day-to-day life and so we need to absolutely embrace advancements in technology, but also ensure we adopt the right approach that creates a good balance,” says Paul. “As STEM is a core category for us, the research we undertake must be comprehensive to ensure we can create products that elevate both the design and user experience. We always look to include innovative features that enhance learning, engagement and fun, whether that be through coding to teach kids programming, dedicated apps that enhance play, or AI that offers personal interactions. All toys that feature AI or supporting

apps will carry our Smart Safe logo to reinforce our key message: that technology is smart when it is educational, maximises learning, can involve friends and family, and helps children discover new interactions, all while being backed by over 60 years’ experience.”

Like Clementoni, Brainstorm’s products often involve an element of constructive screen time. For example, its latest range of STEM kits – Dazzling Dig, Cool Chemistry, Create Crazy Bubbles and Fun with Slime – are supported by online tutorials that enhance learning outcomes and add value for money. Debra Tiffany notes that while the company has long included secret codes on its packaging, which invite children to unlock fun facts about different scientific subjects online (something which has always proved highly popular), the new online tutorials complement the fun facts by acting as a guide for both children and parents on making the most of each kit.

Debra adds. “Our packaging is always designed to show how exciting the contents are with stylised lifestyle photography and callouts showing the key elements and learnings. New, fresh fonts have been used for the product range, and the imagery within creates an exciting educational feel to the kits.”

Elsewhere, kids are being invited to engage with the worlds of science and nature by flexing their green fingers. KAP Toys is distributing the popular Creativity for Kids premium craft kit range, which includes a range of terrarium kits kids can use to grow their own sprouting seeds, and Clementoni is launching its award-winning Science & Play Smart-Tech Greenhouse, which takes a traditionally simple play pattern to new heights by letting young growers control the lights, humidity and growing mediums used to find out what works best. Toys2market is also encouraging kids to get hands on with plants and flowers, albeit in the great outdoors, in a way that’s firmly rooted in tradition. The charming new Small Foot Explore & Discover range equips kids with everything they need for a learning journey in their own back garden or local park, including shovels, magnifying glasses, bug boxes and a compass so they can navigate safely through the wilderness. For kids looking to go a little bit bigger than bugs, Character’s new Ollyball Planet Earth lets them hold the whole world in their hands (literally) as they colour in and learn about earth’s major rivers, lakes and land masses.

At retail, lines will be supported by engaging POS and packaging, as well as marketing campaigns that appeal to kids while also keeping parents informed. Clementoni has upweighted its marketing investment for 2025; digital campaigns, along with social media marketing, content creation and PR, all form part of the strategy for this year, according to Paul. Brainstorm, meanwhile, has redeveloped its FSDUs. The new version allows retailers to display 69 different Eugy models while a sturdy diorama, featuring four of the most popular kits, lets consumers view the finished models in all their glory, without risking the wear and tear caused by repeated handling.

Debra enthuses: “We work with and listen to feedback from all our customers when designing our POS. This enables us to develop impactful point of sale that highlights the benefits of each range which is robust enough to last in store. Our Eugy FSDUs, for example, are hugely successful; our retailers always report that they can't restock them fast enough.”

Over the following pages, Toy World takes a look at some of the new Science & Nature toys hitting the shelves this year.

Science & Nature

Mojo Fun

01422 413 674 | www.mojofun.co.uk

Toys2market

07826 844 824 | www.toys2market.com sabrina@toys2market.com

Small Foot’s beautiful wooden toy range, distributed in the UK by Toys2market, includes an Explore & Discover theme perfect for nature fans fascinated by what they can find on outdoor adventures.

The highlight of this eye-catching and practical collection is the Explorer’s Backpack, which contains everything a child needs to go on a walk in the garden, park or woods. The durable backpack comes with an insect jar with screw-on lid and integrated magnifying glass, wooden binoculars, an insect net with telescopic pole, a compass with a carrying cord, a magnifying glass with an enlarging function, tweezers, a shovel and a spring hook. The bag has an extra-large compartment with a wide opening, full-length zip so all the contents fit easily inside, and has adjustable shoulder straps for comfort during fun nature hikes.

Small Foot also offers a selection of sophisticated research equipment to aid young explorers on their outdoor adventures. The child-friendly Explorer’s Starter Set comes with tweezers made of robust wood, a clipboard with a chalkboard, a butterfly net with a telescopic pole and an insect jar with screw-on lid and integrated magnifying glass. The Explorer’s Tool Belt is ideal for inquisitive children who want to go hands-free while on the hunt for bugs. The adjustable belt comes with a signal whistle, magnifying glass, tweezers, compass, rope and collecting bag.

The Small Foot Insect Box is the perfect tool for bug collectors and offers a great view of captured critters thanks to its two plexiglass sides and the magnifying glass on top. The robust XXL Magnifying Glass enables children to see their bugs up close and is easy for small hands to grip. It comes with a handy elastic band which can be attached to a waistband or around the wrist, so the magnifying glass doesn’t get put down and lost.

Rounding out the nature series is a Woodcarving Set and a Flower Press kids can use to dry and flatten collected flowers, petals and leaves.

Mojo Fun will launch its new Garden Birds and Koi Carp ranges this month. Both were well received at the recent London and Nuremberg Toy Fairs. The company believes they will help invigorate the figurine category by appealing to a wider consumer audience, both in terms of age and interest, and to a new genre of committed collectors and enthusiasts.

Birdwatching is incredibly popular in the UK, with an estimated 6m people regularly engaging in the hobby. In addition, more than 650,000 people actively take part in the BBC’s Big Garden Birdwatch every year, counting almost 10m birds.

Mojo’s eye-catching Garden Birds range features eight popular birds: The Robin, Blue Tit, Kingfisher, Sparrow, Red Cardinal and Eurasian Bullfinch, as well as the American and European Goldfinches. This colourful assortment will stand out on any display and has been designed to bring a smile to the face of everyone that sees it. The initial reaction has been so positive that Mojo Fun has already started work on Series 2; a further eight birds will join the collection later in 2025. With its sub-£10 retail pricing, this beautiful, eye-catching range has widespread retail appeal across garden centres, visitor attractions, bird sanctuaries and pet stores, as well as Mojo’s core market.

Similarly, fish, garden ponds, aquariums and angling are very popular with millions of enthusiasts around the world, but this theme has never previously been represented in the figurine category. Mojo is changing this with the launch of its iconic Koi Carp range, featuring six classical Japanese patterns including the Tancho-Koi and Asagai-Koi. Fish enthusiasts, especially those who appreciate the beauty and symbolism of koi carp, represent a vibrant and growing audience. Koi are admired not only for their striking colours and patterns but also for their association with peace and prosperity, making them a popular symbol for home décor and gifts.

Alongside these brand-new ranges, Mojo is also welcoming standout additions to its existing portfolio, including the Axolotl and Cryptoclidus dinosaur. As with all Mojo figurines, these new products bear testimony to the brand’s unwavering commitment to product quality, authenticity, and attention to detail.

The company’s popular Mini Worlds tube sets will now be available in a new 6-piece version, offering a lower SRP as Mojo continues to work closely with its customers to help maximise retail sales in a difficult market.

Mojo’s customers remain at the heart of everything the company does. The close-knit team is passionate about the brand and prides itself on its excellent customer service. Stock is delivered directly from the UK warehouse, meaning orders are turned around within 48 hours and fulfilment levels are at least 85%, keeping retail shelves full, maximising sales, and enabling Mojo Fun to react quickly to retailer needs.

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Coding Challenges

Test your skills as you code Cooper through STEM-filled coding challenges that are great for both the classroom and home!

Communicate & Collaborate

Meet another Cooper? Switch your bots to Communication Mode and watch them tell jokes, dance together, and more!

Advanced Sensor Technology

Sophisticated sensors allow Cooper to follow black lines, detect and avoid objects, see in the dark, and more!

Learning Resources

www.learningresources.co.uk | salessupportUK@learningresources.com

Learning Resources enters its fourth decade of transforming educational play with new toys that inspire learning through hands-on exploration. The company’s 2025 line-up once again showcases its ongoing commitment to creating toys that are not only fun to play, with but also help children build skills including creativity, critical thinking, problemsolving and more.

A highlight of the 2025 collection is Cooper the STEM Robot, a finalist in the 2025 Spielwarenmesse Toy Awards. Designed for children aged five and up, Cooper offers screen-free coding challenges and uses advanced sensor technology to interact with its environment. The robot's ability to sense light and objects, along with its collaborative coding features, provides an engaging and innovative learning experience. When kids switch to Communication Mode, they will discover Cooper’s playful side; these clever bots communicate, dance together and more, which makes the educational journey both interactive and engaging for young children.

The company is also expanding its range of sustainable toys made from recycled materials. The Hide & Seek Vegetable Garden, a 10-piece play set, helps kids develop counting, colour recognition and memory skills with the help of an adorable bunny. Seymour the Counting Shapes Sea Turtle offers an updated take on the classic shape sorter, allowing children to match baby turtles to shapes on Seymour's shell while learning about marine life. These appealing toys, along with others like the Shape & Colour Garden, demonstrate Learning Resources’ ongoing commitment to creating educational products that are both fun and purposeful.

Learning Resources continues to launch innovative social and emotional toys that help children develop essential life skills. 2025 welcomes even more new options inspired by the calming and nurturing elements of nature. The Wooden Mindful Maze Set helps children self-regulate and manage their emotions, while the Sounds of Rain Sensory Tubes help children calm down and focus through sensory play thanks to their captivating sounds. The new Exploring Ocean Forces Sensory Tubes, meanwhile, demonstrate the principles of density and buoyancy while also helping kids to calm down and regain focus.

Throughout the year, Learning Resources will collaborate with its trade customers to create tailored marketing campaigns that support their online and in-store promotions and activations.

KAP Toys

01423 368 888 | www.kaptoys.com | orders@kaptoys.com

KAP Toys launched its new, award-winning range, Creativity for Kids, at London Toy Fair in January. The range consists of hero lines from the USA, never-before available in the UK. Owned by Faber Castell, Creativity for Kids is a highly rated product range, providing premium craft products with a purpose. Each product builds creative confidence in children and lasting memories for them to treasure.

The Creativity for Kids Grow category is unique and perfect for all-year-round gifting, at great price points and available in popular themes. The Mini Garden range is the ideal alternative Easter Egg gift, being egg-shaped and at a low, goodvalue price point. These products keep children entertained and engaged, coming back to see the growth and development of their creations.

The Creativity for Kids Mini Garden range sells over a million units annually in the USA and includes three whimsical-themed kits: Dinosaur, Mermaid and Unicorn, offering kids the opportunity to design and personalise their own magical miniature gardens. Each kit contains everything required, such as a small container, soil, decorative elements and themed figurines to create a unique, vibrant scene. Children can cultivate their creativity while learning about plants and nature, with options to customise their gardens with colourful accents. These hands-on kits encourage imaginative play, fine motor skills and an appreciation for nature, making them perfect for young gardeners and dreamers who love fantasy themes.

With over 20,000 4* reviews on Amazon, the Creativity for Kids Terrarium Kit is a hands-on craft activity that allows children to create their own miniature garden in a jar container. The kit includes all the materials needed to build and decorate a terrarium, such as soil, decorative stones, figurines and plants and is designed to inspire creativity and teach kids about the basics of gardening and ecosystems. The activity promotes learning through exploration, as children customise their terrariums and care for their plants. The kit is perfect for fostering imagination, patience and an appreciation for nature.

Later in the year, the category will be extended to include the pocket money price point range Plant a Pet, available in popular themes Unicorn, Kitty, Puppy & Bunny.

For more information on this new range, contact KAP Toys at 01423 368 888 or orders@kaptoys.com.

• Discover the science of botany

• Monitor temperature and humidity

Data for Portugal only; Coverage 100%

• Digital and analogue functions

• Smart & Safe app brings discoveries to life

Science & Nature

Jumbo Galt

01614 289 111 | www.galttoys.com | salesuk@jumboplay.com

Unlock Science, from Galt, invites curious kids to experience the thrill of discovery as they sharpen their problem-solving skills and learn valuable STEM concepts, all while solving mysteries in the role of investigator. The launch range features two STEM learning kits – Unlock Science Water Worry and Unlock Science Fire Fire - with Water Worry recognised as a BTHA Hero Toy at the London Toy Fair 2025.

The Water Worry Kit transports young detectives into an action-packed crime investigation, in which they’ll uncover hidden clues, eliminate suspects and solve a thrilling water crime mystery with the help of science investigators Casey, Isabel and Toni. Along the way, kids will analyse evidence, decode suspect cards and conduct four exciting experiments to expose the culprit. The kit is packed with everything young investigators need: inside they’ll find suspect cards to track clues, light filter glasses and puzzles that reveal hidden details, a shadow caster with a sturdy base for secret projections and key scientific ingredients such as sodium hydrogen carbonate and sodium chloride to experiment with. By getting hands-on and applying science, they’ll be able to uncover the thrilling truth behind the mystery.

The Fire Fire kit, meanwhile, ignites a thrilling STEM adventure, challenging young detectives to solve an environmental fire crime. Just like the Water Worry Kit, this hands-on experience encourages kids to conduct experiments, find evidence and uncover crucial clues. Packed with everything needed to crack the case, this kit puts budding investigators at the heart of an action-packed mystery only the sharpest minds can solve.

Clementoni

020 3206 1397 | www.clementoni.com | paul.fogarty@clementoni.comcom

Clementoni is working to rekindle the connection between kids and nature in a world that often keeps them indoors. The 2025 STEM collection focuses on nature, botany and exploration, while also incorporating elements of technology.

Winner of a Toy Fair Hero Toys 2025 Award at January’s London Toy Fair, the Science & Play Smart-Tech Greenhouse is a cool way to grow plants and experiment with nature. This high-tech greenhouse has everything needed to watch plants grow and thrive.

With LED lights and an electronic module to monitor and control the temperature and humidity, making sure the plants are always in the perfect environment is easy. The greenhouse allows experimentation with different ways to grow plants – in pots with soil, in test tubes with cotton, or even in special gels such as agar-agar – while the large, clear window and big door make it easy for green-fingered kids to see inside and watch their plants grow in real-time. Perfect for young scientists, gardeners or anyone who loves nature, this greenhouse makes growing plants feel like a real adventure.

Launching in July, the Smart-Tech Greenhouse will be supported by a strong marketing campaign across social media platforms, PR and partnerships, plus in-store support.

Smart Scope 2-in-1 is a dual function microscope that allows the user to observe specimens in both analogue and digital mode, creating a perfect balance of educational screen-time and manual discovery. The microscope comes with six slides. Each has a QR code which, when scanned on the free interactive app, allows access to video content, games/quizzes and scientific insights. The app also has an AI function which encourages children to further explore and investigate the subjects they are most interested in. Empty slides are also included so children can add their own samples for observation and analysis. Using the microscope in digital mode allows kids to see the magnified image up close on a smart phone and explore the slide through movement and zoom.

All Clementoni AI-enhanced apps are certified Smart & Safe. Details can be found in the product manuals and a logo on the packaging provides reassurance to parents.

Science & Nature

Brainstorm

01200 445 113 | www.brainstormltd.co.uk sales@brainstormltd.co.uk

Brainstorm is introducing a new collection of science kits for autumn/winter 2025. The range places an emphasis on STEM learning and bringing science to life, with online tutorials available with each kit. There are four kits available at launch. Each offers great value for money and plenty of play opportunities.

The Dazzling Dig Kit is a 17+ piece set that includes 12 real stones wannabe geologists will love to discover. Kids use the chisel to dig down, and the brush to clean their precious treasure. A handy storage bag is also included so children can store their uncovered stones.

The Cool Chemistry kit features eight mind-blowing experiments that involve chemical reactions and the magic of acids and alkalis. Complete with over 42 pieces, this bumper set has lots for science-mad kids to discover and learn. Experiments include colour changing magma, fizzing solutions and swimming jellyfish. The fun chemistry activities have been designed to wow family and friends and foster a love of scientific learning.

Create Crazy Bubbles combines the fun of bubbles with science skills and tricks. As they play, kids can discover if bubbles have colours and make awesome bouncing bubbles too. There are nine bubble activities to enjoy.

Slime is as popular as ever. Fun with Slime is a make-your-own slime kit that also teaches children all about slime science. There are six slime activities to try out including slime behaviour and glow-in-the-dark slime.

Half Toys is a new pre-school toy collection that will spark curiosity with a minimalist design that belies its play value. This open-ended range provides a multi-sensory experience and features themes such as Dinosaurs, Forest, Savana and Ocean Creatures. Each Half Toys figure has a tactile, soft-hued skin, seamlessly embedded with safe magnets in each half so they can be opened to reveal the removable skeleton within, and closed easily afterwards. As well as being highly collectible, kids can play, fidget and role-play with their Half Toys and can even display them too. Diorama and picture book sets extend a child’s knowledge and understanding of different animals in a fun and engaging way.

Dinosaur fans will enjoy for the Natural History Museum Dinosaur Projector Watch. Not only is it a working digital timepiece, it also projects 24 dinosaur images onto walls and ceilings. Kids can also remove the strap and watch face to use it in hand-held mode or as a bedside clock.

The new creative Sketch & Glow range comprises no-mess arts & craft sets. The Space set includes nine space themed images to trace and colour, simply by inserting a tracing card and colouring with the three coloured pens included. A multi-coloured light effect will bring the images to life. When the picture is finished, the pad can be wiped clean so artists can start another space-themed creation. The handy lanyard makes this set perfect for on-the-go fun.

Character Options

01616 339 800 | www.character-online.com sales@charactergroup.plc.uk

Kids can ‘have a ball’ whilst learning about science and geography with Character Options’ Toy of the Year Award winning line, Ollyball.

Ollyball Planet Earth is a 22” mega-sized Ollyball that depicts over 150 countries, islands, rivers and territories to colour and learn. It's the perfect teaching aid and promotes plenty of STEAM-based fun, as children colour-in and personalise Ollyball’s Planet Earth design. The shell of Ollyball is made from an upcycled and sustainable material that can be coloured in with any coloured pen, marker or crayon. There’s even a downloadable peer-reviewed lesson plan that was written by licensed educators, which will extend the science and geography learning with Ollyball Planet Earth.

Ollyball Planet Earth can be easily inflated and deflated. Its patented KrunchCor construction means it absorbs the impact from full-speed hits and kicks, so kids can play in the house without breaking windows or marking up walls. It will even float “gravity neutral” indoors and outdoors when filled with helium – offering another science-based teaching opportunity.

For more information about Ollyball Planet Earth, get in touch with the Character Options team via the details above.

Getting out and about Feature Outdoor Toys

As spring approaches, outdoor toy suppliers are excited to launch new ranges boasting innovative features that are expected to make a significant impact in the market – as long as the weather is kind to us this year.

Toy World’s Gabriela Jiménez García explores the latest developments in this category for 2025.

Despite the summer of 2024 in the UK once again falling short of expectations in terms of sunshine and warmth, the Outdoor Toys category experienced some successes, with numerous sub-sectors including Water Toys and Non-Pedal Ride-Ons reporting growth. Despite the weather-related challenges, according to Circana figures from November, Outdoor Toys still represented the fourth largest supercategory in 2024, accounting for around 10% of all toy spend across the year. Toy World spoke with several suppliers who agreed that, although the poor weather conditions inevitably had an impact on the demand for outdoor play items, the category is continuously growing and bursting with new innovations, making them feel optimistic about the spring and summer ahead.

Dave Poulter, chief Commercial officer at MV Sports notes that, while the broader outdoor market ended the year down by 6%, which is slightly behind the overall market at -4%, retailers reported a late seasonal uplift in the final two weeks of December. Meanwhile, Pamela Justice, head of Marketing for the UK & Ireland, MGA Entertainment, tells us that, although the overall market faced challenges throughout the year – including supply chain disruptions

and shifting consumer spending habits – the outdoor toy category demonstrated resilience and growth, driven by competition among retailers and product innovation.

John Leisure’s head of Sales, Andy Kay, also told us that 2024 was a good year for the outdoor toy specialist, with most retailers selling through their stock, despite the delayed good weather. “We ended up very clean last year and managed to completely clear our warehouse by September,” he says. “This was partly due to the extended season—historically, the season would end by mid-August, but retailer demand remained strong, and we could have even benefited from several more containers of stock. Overall, nearly all of the retailers we supply successfully sold through their inventory, despite the particularly wet season.”

The Ride-On sub-category, which includes scooters, trikes and bikes, is seeing plenty of newness this year. Numerous suppliers, including Hy-Pro, are preparing to launch new ranges featuring appealing and adaptable designs set to encourage children to spend more time outdoors, while also providing parents with durable options that are both fun and practical.

Hy-Pro’s Chief Operating officer, Chirag Shah, points out that the growing trend of active lifestyles, especially among new mums, presents a significant opportunity within the market. “Products like multi-stage trikes and scooters, which adapt to a child’s growth and support a range of developmental stages, have gained popularity,” he says. “These items allow for longer-term use and provide the versatility parents need, while also encouraging outdoor exploration and physical activity.”

The company is expanding its portfolio with the addition of the Zinc Multi-Function Trike, which was showcased at Nuremberg and will be released this spring/summer. Hy Pro’s Zinc Multi-Function Trike offers a highly versatile design with multiple modes and is suitable for children aged six months to six years. While the product includes a Parent Mode for extra safety, it also features the Mini Explorer mode, the Ready to Ride mode, the Pretend Play handlebar and the Balance Bike mode to encourage children to stay active and explore their surroundings, while helping them develop core motor skills for a smooth transition to pedal bikes at a later stage.

Commotion is also committed to providing consumers

Feature Outdoor Toys

with the ideal first ride and is capitalising on the growing demand for multi-stage ride-ons that will adapt to a child’s growth. Launched at this year’s Spielwarenmesse, the company’s brand-new multi-stage Tickit Wizz Balance Bike, which is aimed at children aged 2-5, is already proving to be a successful addition after receiving a positive response from stand visitors and product reviewers. Featuring an adjustable seat height that caters to both toddlers and preschoolers, as well as a sturdy rustproof frame built to stand the test of time, children who tested the product said that they found it sturdy and easy to manoeuvre. Additionally, United Wheels is also refreshing its bike portfolio with the addition of a new collection of vintage-style bikes for young riders which is now available across the UK and EMEA. Combining aesthetics with modern reliability, Huffy’s new range features gorgeous pastel colourways, wicker baskets and four-size options to suit every stage of a child's cycling journey.

With several highly anticipated movie releases on the horizon, including the second part of Wicked and the CGIanimated Lilo & Stitch movie, both coming out later this year, as well as the recently announced Bluey movie, which is scheduled for release in 2027, various Outdoor Toy suppliers are increasingly focusing on licensed product ranges.

Little Tikes has recently announced a comprehensive collection of Bluey outdoor products, which include a Bluey Cozy Coupe ride-on that recreates the Bluey Grannie car, as well as new Bluey Sand and Water items with multifaceted play functions and collaborative play elements. Speaking on this new release, MGA Entertainment’s Pamela Justice notes that licensing has become a proven way to captivate new audiences with fresh releases that stay true to a brand’s roots. “Our brand-new Bluey range combines Little Tikes' signature quality and usability with the exciting twist of a Bluey partnership, which will help create those first 'handshake' moments with new audiences,” she says.

John Leisure’s Andy Kay also emphasises the rising demand for licensed toys, which has become a primary focus for the company. “We’re seeing a huge demand for licensed products, and the drive to get kids back outside is helping a lot. We will be launching a new line of stitched Disney licensed footballs in 2026, which we showcased at Nuremberg, and the feedback has been extremely positive.” The company’s new Lilo & Stitch collection has received considerable interest, and Andy expects the trending powerhouse brand to help the company achieve record sales this season.

Several Outdoor Toy companies are adding illuminating features to their product lines. MV Sports, for example, reports that it has seen an increase in the popularity of light-up features across various categories and has seamlessly integrated these into its latest designs. Forming part of its brand-new licensed Wicked collection, the Wicked Folding Inline Scooter features motion-activated light-up wheels that add a touch of sparkle to delight consumers and motivate them to get outdoors. One For Fun is also incorporating light-up features into its ranges, including the Flashing Space Hopper, which packs LED balls that light up and flash with motion, creating a display of lights as it hops along.

Reydon Sports’ Marketing manager, Andy Griffin, is confident that sporting toys and garden games will rise in popularity, following parents’ wish to get children to lead more active lifestyles. He tells Toy World: “We believe there is significant potential for sporting toys and games designed to encourage physical activity amongst children. Although the emphasis of our business is on sports, we are committed to creating fun outdoor activities for kids that incorporate sporting elements.” Following a successful collaboration with Nerf, Reydon has announced the continuation of this partnership as it prepares to release a new range that explores the hybrid of Sports & Toys. The standout product in the upcoming range is the Nerf Vortex Aero Howler, a classic foam football designed with an innovative aerodynamic shape and built-in tail fins that allow it to soar over long distances.

Water Blasters, sales of which were up by 9% in 2024 according to Circana, counted as one of the top-performing sub-sectors in 2024, and multiple suppliers are upping their game by developing water toys to provide users with better value for money, improved performance and no-mess features. Zuru's general manager, Will Collinson, believes that water toys will continue to be a leading area within Outdoor Toys in 2025, following these increasingly improved design features. Zuru’s Bunch O Balloons range has also been improved to provide an enhanced play experience, and he adds: “There has been particular demand for self-sealing, reusable water balloons, which we are launching under our Bunch O Balloons brand. We have noticed that the popularity for this type of item has exploded across the continent over the last 18 months.”

Zuru is also as a leading supplier of innovative water soakers and gel blasters. Among the company’s latest offerings is the new XShot Water Hydra Motor Soaker, which is popular thanks to its unique compact design, affordable price tag of £20 and advanced features including a rechargeable battery, a 650ml tank capacity and FastFill technology that enables longer uninterrupted play sessions. Additionally, the XShot Insanity Motorized Clip Mania Blaster, which was named one of the Hero Toys for 2025 at the London Toy Fair, is expected to be a top choice among retailers this year due to its new and distinctive features.

Hasbro, another top supplier of water soakers and blasters, has also announced new additions to its N-Series and Super Soaker ranges for this season. Among these new products is the Nerf N Series Duo Pack, which features compact blasters ideal for quick battles and is set to launch in spring. Another noteworthy addition is the Nerf Super Soaker Mega Dunk Fill, which comes with an instant fill tank that holds up to 33.9 fluid ounces (1005 ml) for continuous gameplay.

Over the next few pages of editorial, Toy World looks at a wide range of products from suppliers in the outdoor toys category which will be hitting shelves over the coming months. All we need now is the weather to be kind to us this time round…

Outdoor Toys

Hasbro

0208 569 1234 | www.hasbro.co.uk

This year, Nerf will continue to deliver the most innovative product lines across both its N-Series and Super Soaker ranges. New for spring from Nerf N Series is the Nerf N Series Duo Pack. The Compact blasters are perfect for when users are moving quickly and need to act fast in Nerf battles. They have a 2-dart capacity, pull-back priming and a tactical rail. The Nerf N Series Duo Pack includes 12 Nerf N1 foam darts, giving players additional darts for reloads.

Other key items in the N-Series range include the Nerf N Series Agility and Pinpoint, both of which are built for games in which the action never stops. Lightweight, compact and simple to use, they’re both great blaster essentials for any fan’s Nerf stockpile. Nerf N Series Agility blaster has a rotating drum with a 6-dart capacity, includes 12 Nerf N1 foam darts and has pull-back priming. To play, users load darts into the drum, pull back the priming slide and pull the trigger to fire a dart.

The Nerf N Series Pinpoint blaster has a rotating drum with a 6-dart capacity, includes 12 Nerf N1 foam darts and has pull-back priming. Nerf N Series blasters are compatible only with Nerf N1 darts.

For the warm summer months, Nerf has fans covered with the new Nerf Super Soaker Mega Dunk Fill. This water blaster features an easy instant fill tank, so players are ready for water-drenching fun in no time. The innovative tank design fills super-fast, requiring users to just dunk and go - they just submerge the tank in water and watch as it instantly refills. The translucent tank has a capacity of up to 33.9 fluid ounces (1005 ml). Players simply pump the handle back and forth to unleash a soaking blast, and the blaster also features a scope for targeting.

Also available from the Nerf Super Soaker range are the Nerf Super Soaker Mini Dunk Fill and Nerf Super Soaker Dunk Fill 2 Pack.

quick stops, this product is as stylish as it is safe.

| sales@mvsports.com

With the highly anticipated Wicked movie enchanting audiences, MV Sports has launched a Wicked collection designed to dazzle, delight and deliver outdoor fun. This range is perfect for kids eager to channel their inner adventurers, all while offering retailers an opportunity to boost sales.

The Wicked Folding Inline Scooter features Light Up Wheels. Officially licensed and bursting with bold graphics, this scooter is the ultimate ride for kids who love to stand out. Its motion-activated light-up wheels add that extra sparkle, while the durable steel frame and punctureproof tyres ensure a smooth, safe journey. With a quick fold mechanism for easy storage and a three-stage adjustable handlebar to grow with the rider, it’s the perfect mix of practicality and pizzazz, all in one box, ready to roll straight off the shelves.

The Wicked 14-inch

The Wicked Safety Helmet is crafted with a robust EPS inner for maximum protection, a quick-release buckle for ease and an adjustable dial for the perfect fit. As well as a ventilated design that keeps little heads cool, the helmet is decorated with bold Wicked decals.

Outdoor Toys Zuru

www.zuru.com | sales@zuru.com

Zuru is introducing unrivalled innovation and valuedriven pricing to its seasonal outdoor toys portfolio encouraging affordable and active outdoor fun.

The XShot Water ranges offer a diverse selection of durable performance-driven soakers and accessories for all ages from pre-school to teen and kidult. The brand’s patented Fast-Fill technology offers an effortless refill solution, taking just one second to refill the device once dunked in water. The innovative rapid-sealing mechanism prevents water from leaking from the tanks, ensuring no mess and keeping the action going without interruption.

The new XShot Water Hydra Motor Soaker is gaining popularity at retail thanks to its unique, compact design, affordability and convenience capabilities. This fully motorised super soaker delivers quality performance and, with a price tag of £20, remains accessible to the mass market. Including a rechargeable battery and featuring a 650ml tank capacity, its Fast-Fill technology allows players to refill in one second and blast water up to 29 feet.

Zuru’s new performance and modular foam dart blasters include additions to the Pro and Insanity ranges. Having already generated the most organic social content for any of its XShot launches, and achieving glowing reviews across all platforms, the XShot Skins Pro Fury-X Blaster has been designed to achieve accuracy and distance in every blast and comes with an RRP of under £15. Outperforming sales targets, this latest blaster features a quick-release clip with a 20-half-dart capacity and includes 40 XShot Air Pocket Technology half darts, ensuring players stay in the battle longer with enhanced speed, stability and performance. Also featuring slam fire action to blast through the 20-dart clip in seconds, this latest model can blast up to 43m/140 feet away.

Each XShot Insanity foam dart blaster model is compatible with all Insanity blasters for players to collect, combine and build their own ultimate blaster. Recently named as one of London Toy Fair’s Hero toys for 2025, the new XShot Insanity Motorized Clip Mania Blaster comes with three clips and clip extenders to make reloading quick and seamless. Fully motorised for increased blasting power, this latest model can fire up to 27m/90 feet and includes 72 XShot Air Pocket Technology half darts.

Zuru’s award-winning Bunch O Balloons range includes the Bunch O Balloons Reusable Water Balloons which can be used multiple times. With up to 1,500 reusable splashes per balloon, each is made with soft rubber material and innovative safe-seal magnetic technology. Users simply, dunk, close and splash the lightweight balloons.

Packs include 100+ brightly coloured self-tying water balloons, complete with innovative O-Ring technology and Rapid Fill capabilities. Users simply connect to a tap or a hose and fill to make hundreds of water balloons in 60 seconds with no hand-tying required. The Bunch-O-Balloons stems and caps are made from 100% certified and traceable, recycled plastic, while the balloons are made from plant-based natural rubber. Promotional product bundles are also available for retailers to enhance range appeal and further drive sales while delivering added value to consumers.

Commotion

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

Commotion’s launch of the Tickit Whizz Balance Bike at Nuremberg 2025 sparked keen interest and positivity from its stand visitors, including customers current and new.

The Tickit Whizz Balance Bike features a thoughtful and stylish design, offering a unique combination of fun colour options, a super lightweight frame, punctureproof tyres, adjustable seat height and easy assembly.

The bike is aimed at children aged 2-5 and is intended to be the ideal ride-on that will grow with the user. Its sturdy, durable rustproof frame is built to last through every adventure and is incredibly lightweight, meaning young riders can handle it confidently, and parents can easily carry it when little legs get tired. The tough tyres are ready and safe for any surface, and the 3-year warranty guarantees peace of mind for consumers.

After testing the Whizz Balance Bike in a large childcare centre, the Tickit product team received positive feedback on its quality and robustness, with children expressing how they found it sturdy and easy to manoeuvre. Users also expressed how the bike showed no signs of wear from outdoor play, while the solid rubber wheels eliminated puncture concerns. Those reviewing the product added that its adjustable seat height caters perfectly to both toddlers and pre-schoolers, making it highly versatile.

Commotion has been a global wholesale distributor of educational toys for over 40 years, providing a diverse range of innovative quality product all around the world, with a strategic approach to distribution, unparalleled support for resellers and a thorough knowledge of product and markets. Its own Tickit brand now includes over 350 product lines - all designed, developed or sourced by its in-house product team in close consultation with specialist advisors across the education spectrum. The objective of every single product is to inspire children’s natural curiosity, broaden their knowledge and aid their development as they learn through play.

Outdoor Toys

Toys

www.eolo.com | sales@eolohk.com

Outdoor play has always been at the heart of Eolo Toys’ mission. With decades of experience as a global leader in outdoor toy manufacturing, Eolo inspires children to step outside and engage in active play. The company’s relentless dedication to quality, innovation and creativity has made it a trusted name in outdoor entertainment worldwide.

Eolo’s flagship brand, Kites Ready 2 Fly, embodies the essence of outdoor adventure. Designed with both beginners and enthusiasts in mind, these kites are easy to assemble in seconds, making them ready to fly out of the pack. With superior durability, easy handling and on-trend designs, these kites deliver an unparalleled flying experience.

Looking ahead to spring 2026, Eolo is announcing innovations in its kite range. These new developments, which will be showcased for the first time in LA in April, will include improved materials for enhanced performance, new designs and new kite styles that aim to revolutionise the kite market. Eolo’s commitment to continuous improvement ensures that it remains at the forefront of the kite industry, delivering products that evolve with the needs and interests of consumers.

Eolo’s recent acquisition of Wicked Vision marks a significant milestone in the company’s journey. Known for its innovative outdoor toys, Wicked Vision’s portfolio complements Eolo’s expertise, enhancing its ability to offer an even wider range of outdoor toys and strengthening its position in the category. This strategic move expands Eolo’s range to include even more flying toys, jump ropes, yo-yos, jumping balls and an impressive selection of bouncing balls. By combining the strengths of both companies, Eolo is uniquely positioned to deliver a broader spectrum of outdoor play experiences that cater to different age groups and preferences. This newly expanded lineup encourages kids to stay active and explore the joys of outdoor play.

To make outdoor play even more accessible and engaging for younger audiences, Eolo offers a range of licensed items featuring Disney and Marvel characters. This outdoor licensed range includes plastic and nylon kites, and a wide range of inflatables including armbands, water rings, pool noodles and water mattresses. These designs, showcasing icons like Stitch, Spidey, Moana and more, spark children's imaginations, making outdoor play even more appealing for them.

One For Fun

0141 613 252 | www.oneforfun.com | sales@oneforfun.com

Under the Tobar Classics range, buyers can choose from a range of hoppers in time for summer, including the Giant Space Hopper. This larger version of the iconic design inflates to 80cm and includes a foot pump. The Retro Space Hopper is the original orange hopper that everyone knows and loves – this 70’s icon is a 60cm hopper with a foot pump included suitable for ages 6+, while the Flashing Space Hopper is a 60cm junior-size translucent Space Hopper featuring light-up LED balls inside. As it bounces, the motion triggers the balls to light up and flash, creating a dazzling display of lights as it hops along. Also forming part of the collection is the awardwinning Rainbow Space Hopper, 60 cm tall with a sky-blue design, white clouds and a big, bright rainbow.

Another favourite in the Tobar Classics range, which is making its way back into playgrounds and keep-fit classes, the Flashing Hula Hoop is a slot-together hoop which lights up as users move. The set includes eight segments which can be adjusted according to the size of the child. Four segments are light-up ones. The product can be adjusted to fit the user and, once the light-up segments are switched on, the flashing lights will be activated.

Highlights from HGL for 2025 include the Inflated Rainbow Ball. These 12cm neon inflated rainbow soft play sports balls are available in a football and a basketball design; made from a soft but durable material, they provide hours of active fun. With bright and attractive rainbow colours, they have a lightweight feel and an easy to grip surface, perfect for use outdoors or indoors.

The HGL large foam glider is available in two bright colours and is perfect for the park or the beach, easy to assemble and comes at a perfect pocket money price. This lightweight and durable glider will provide hours of entertainment for kids, adults and dogs.

The Light Up Hula Skipper is a one-person skipping game with a light-up ball. Kids attach the hoop to one ankle and spin it round, hopping over the flashing globe with the other foot. Also forming part of One For Fun’s portfolio is the Playground Chalk. Designed to unleash outdoor creativity, these 12 vibrant and colourful chalks are ideal for budding artists.

Outdoor Toys

Brainstorm

01200 445 113 | www.brainstormltd.co.uk

sales@brainstormltd.co.uk

The Brainstorm Toys Outdoor Adventure range is designed for kids to enjoy on-the-go exploration, field and camping trips and any outdoor adventure. The collection has grown to include 10 SKUs with competitively priced products that are popular all year round.

New for 2025 is the Outdoor Adventure Explorer Kit. The handy 5-in-1 set features everything a child needs for an adventure in nature including tweezers, trowel, brush, angling mirror and whistle that are ideal for little hands. The Explorer Kit easily clips onto belts or backpacks and each tool can be clipped off to be used separately.

The Outdoor Adventure Metal Detector is popular with budding detectorists and a great entry level metal detector for kids. The handheld product, which is lightweight and easy to use, extends to 795mm. It features lights and sounds when a treasure is discovered and is suitable for ages 6+.

Brainstorm continues its collaboration with Zing with the launch of Zingring. Easy to throw and easy to catch, Zingring is designed with state-of-the-art precision rand can reach distances of over 65 feet. Users can throw it in any shape, and it will expand into a ring which can be folded down to pocket size after use for fun on the go.

Pop Rocketz offer great entertainment, and children will love to see them soar as high as 15 metres. The harder the base of these airpowered foam rockets is squeezed, the higher they will blast off.

This spring and summer, Gazillion Bubbles from Funrise is releasing new bubble machines, handhelds and its signature bubble solution. Designed for families, kids and adults, the brand turns ordinary days and celebrations into joyful experiences.

Inspired by the notion of sparking joy every day, everywhere, Funrise will be amplifying this spirit through social media, influencer partnerships and retail media to drive visibility among millennial parents and gift-givers.

The company’s Gazillion Bubble Solution is expertly crafted to deliver an exceptional bubble experience, producing high-quality, long-lasting bubbles that are bigger, brighter and more vibrant. As a trusted brand, Funrise ensures hours of colourful play without any mess. Safe, eco-friendly and compatible with all Gazillion Bubbles products, the solution comes in different sizes and ensures hours of bubble-filled fun.

The Giant Gazillion Bubble Solution is scientifically designed to produce massive, long-lasting bubbles. With its unique formula, it creates larger, more elastic bubbles than any other solution, allowing users to experience truly giant bubbles.

The Ultimate Bubble Mania is a rechargeable bubble machine featuring 12 LED lights that cycle through vibrant colours, creating a dazzling bubble experience. Users simply pour in the solution, press the button and watch bubbles fill the air. This product includes two 1L solutions and a USB charging cord and is perfect for ages 3+.

The Bubble Flare Machine creates thousands of tiny bubbles, mimicking a firework sparkler with dazzling LED lights and built-in firework sounds. It features a handy storage compartment for the solution— users just insert the tubes and place it on the ground. This product includes a 4 oz bottle of solution and is suitable for ages 3+.

solution for

Kids can also unleash a stream of bubbles with the Gazillion Bubbles VorTech Wand. Featuring bladeless fan technology, this handheld wand creates big, beautiful bubbles at the press of a button. This product works with regular and Giant Gazillion solutions, includes 4 oz of bubble solution and is perfect for ages 3+.

The Gazillion Bubbles Tiny Typhoon is a compact powerhouse that creates a whirlwind of bubbles. Just 5” tall, it holds 4 oz of solution and produces a bubble storm at the push of a button. Designed for easy cleanup, it features removable wands, a tray and an integrated drip catcher. The product includes a 4 oz bottle of bubble

instant fun and is perfect for kids aged 3+.

Outdoor Toys

Hy-Pro

01582 670 100 | www.zincsports.com

Hy-Pro’s Zinc brand creates innovative products that make life easier and more enjoyable for both parents and children. The Zinc Multi-function Trike is the result of years of engineering research, thoughtful design and real-world testing to ensure it delivers safety, convenience and long-lasting value. Zinc aimed to develop a product that grows with the user, supporting them through every milestone. From the first ride at 10 months to independent adventures at six years old, the Zinc Trike provides the ultimate combination of adaptability and safety.

The company’s dedication to quality and innovation is reflected in every aspect of the trike — from the tool-free transformation to its compact, travel-friendly design. The Multi-function Trike includes features including a parent handle, while also being equipped with a UPF 50+ canopy designed to shield the child from the sun, wind and rain for all-weather adventures.

A Mini Explorer Mode is also available and consists of a forward-facing ride without a canopy, providing young riders the freedom to explore independently. The Help Me Mode consists of a ride-on with a parent handle for older kids who still need occasional guidance. The Ready to Ride Mode transforms into a low-back trike, promoting independence for confident young riders. The R&R Mode is a parentfacing ride-on that converts into a highchair for quick breaks, picnics, or simply relaxing, and the Balance Bike Mode helps kids develop core motor skills for a smooth transition to pedal bikes.

The Zinc Trike is designed to grow with the child, transforming from a trike to a balance bike and supporting every milestone from toddlerhood to early childhood. It is compact and easy to store, and folds in seconds, allowing users to carry, pull, or roll it effortlessly. The trike also includes a convertible safety belt with an adjustable five-point harness for children from six months to six years or a low-back lap belt for evolving needs, as well as an adjustable parent handlebar that is both extendable and removable, giving users full control.

The Pretend Play Handlebar allows kids to steer without changing direction. Also included are Smart Pedals. The Swappable footrest or pedal can be locked for active riders or disengaged for a smooth ride. A Safety Brake allows users to lock the trike securely by putting their foot in place until they’re ready to move and the Puncture-Free Wheels make the product both durable and lightweight for smooth rides on pavement, pathways, or grass. The trike is also easy to clean and features a robust, rust-proof frame with a modern matte black finish.

01620 674 778 | www.smobytoys.co.uk sales@simbasmoby.com

Smoby Life is the brand-new and modern face of the firm’s outdoor products that offers the same great quality, durability and aesthetic for which Smoby is renowned, whilst also giving families a greener choice, with each item made in large part from high-quality recycled materials.

Expected to be a hit this spring is the Smoby Life Mud Kitchen. This item is made from 90% recycled plastic and is visually appealing in a new trend-led colour palette, as well as easy to clean and resistant to outdoor conditions. The mud kitchen work area includes two large mixing trays, a lid to extend the work surface or store pretend food, a cooking zone and a low shelf for organising. The slatted backing conveniently holds the water tank, removable containers, hanging pots, utensils and more.

Another key line in the range is the new Smoby Life version of the best-selling Nature House + Kitchen. Made from 57% recycled plastic, this product also offers a new trend-led colour palette and is easy to clean and resistant to outdoor conditions. It features a bright, fun design and shuttered windows. The small barn door can be opened, with a sliding panel to let in nature.

Also included in the Smoby Life collection are other proven family favourites, including the Chef House, Garden House, House on Stilts, a series of popular slides, the Super Megagliss and other items like the Activity Wall.

Simba Smoby

Outdoor Toys

Character Options

0161 633 9800 | sales@charactergroup.plc.uk

Character Options’ hugely popular Stay Active category offers activities and toys that can be enjoyed by all the family.

KickerBall remains top of the league for football fanatics. This football has special panels that channel air in ways standard footballs can’t. Made with revolutionary aerodynamic materials, football freestylers can learn to swerve, bend and curve this ball with ease. Kids can learn three epic trick shots with KickerBall – they can kick the side of the ball from the left to swerve right, kick the side of the ball from the right to curve it to the left and strike the centre using the right kicking power to bend it.

Moon Shoes, the original and iconic mini trampolines for feet, mean kids can have fun as they jump with anti-gravity effects while developing their balance and coordination skills. Made of quality, high-density plastic, with adjustable Velcro nylon closure straps, Moon Shoes feature a self-centring shoe platform and a non-skid grip surface for sure-footed, high-bouncing thrills.

The all-new Ollyball is the ultimate 12-inch play ball that can be used both outdoors and indoors. This product won a Toy of the Year in the US, thanks to its patented KrunchCOR construction, which means it absorbs the impact from full-speed play, so kids can hit it and kick it hard without the risk of broken windows, marked walls, or nasty bruises. The outside cover of this inflatable ball can also be coloured in to personalise it, with any coloured pen, marker or crayon.

Vivid Goliath

01483 449 944 | www.vividtoysandgames.co.uk

As soon as the weather warms up, Vivid Goliath bounces into a full suite of marketing campaigns to support two best-selling innovations that continue to redefine outdoor play.

Phlat Ball delivers a twist on the classic catch, transforming from a flat disc into a ball mid-air, adding an element of surprise and skill to every throw. Wubble aims to mesmerise with its one-of-a-kind soft and squishy bubblefeel design. Despite its soft feel, this product is impressively durable and bouncy like a ball.

Both top-selling ranges are designed to encourage active, open-ended play, ideal for outdoor adventures.

Winning Moves

Winning Moves has the perfect offering for summer. Giant Pass the Pigs, Pugs and Pandas is an inflatable animal range that mimics the classic gameplay of the original version, but brings more life and size to it. Each pack contains two inflatable animals, a bag, a scoresheet and a pencil, and is perfect for the park, garden, the pool, or any outdoor gathering.

Players toss their inflatable animals, whether it's pugs, pigs, or pandas, and score points based on their hilarious landing positions, with the first to 100 being the winner. There’s much fun to be had with the positions players can score – they can find themselves in a Bear Hug, a Snouter or could be utterly Pooped Out.

These oversized animal shaped dice bring tons of laughter to any occasion, making them a fantastic gift for kids, families, and anyone looking to add some playful competition to their day.

Outdoor Toys United Wheels

01525 664 041 | www.huffy.co.uk sales@unitedwheels.eu

Huffy, a brand renowned for quality and innovation in cycling, introduces a new collection of vintage-style bikes for young riders which is now available across the UK and EMEA. Combining classic aesthetics with modern reliability, the Vintage Bike range features charming pastel colourways, elegant wicker baskets and four-size options, making it ideal for every stage of a child's cycling journey.

The Huffy Vintage Bike range seamlessly blends traditional design with contemporary performance. Each bike boasts a lightweight yet sturdy steel frame, ensuring a smooth and stable ride while maintaining an elegant, timeless appeal. The inclusion of a wicker basket on every model adds both practicality and style, perfect for carrying toys or little treasures.

Available in four sizes—10-inch balance bike, 12-inch, 14-inch and 16-inch—the collection supports young riders as they develop their confidence and cycling skills. The 10-inch balance bike helps toddlers master coordination, while the larger models include removable stabilisers, making progression effortless. With a carefully selected palette of soft pastels, these bikes are as fashionable as they are functional. Delicate pinks, mint greens, soothing blues and warm creams create an effortlessly charming aesthetic, making them a standout choice for retailers looking to offer stylish yet practical outdoor products.

Huffy is committed to creating high-quality bicycles that prioritise safety and comfort. Each model is equipped with responsive calliper brakes, pneumatic tyres for a smooth ride and a well-padded saddle for maximum comfort. Parents can trust that these bikes meet the highest safety standards, providing a secure and enjoyable experience for their children.

With cycling remaining a beloved activity among families, this collection encourages outdoor play, exploration and skill-building. The combination of vintage-inspired design and modern features makes these bikes a standout addition to any retailer’s range.

The Huffy Vintage Bike range will be showcased at the National Cycling Show in March and at Eurobike in Frankfurt, Germany, in June. These events provide the perfect opportunity for retailers and cycling enthusiasts to experience the collection firsthand.

Reydon Sports

0115 938 6444 | www.reydonsports.com | sales@reydonsports.com

Reydon Sports is working alongside Nerf once again for 2025, exploring the hybrid of Sport & Toy through an innovative set of products manufactured by Franklin Sports and distributed via Reydon. The company’s B2B model allows it to supply and service the world of retail across many sectors, making a huge splash in Europe for the Nerf range.

The hero piece for the range and a highlight of the company’s Outdoor toy selection is the Nerf Vortex Aero Howler. Designed for maximum flight, the classic foam football features an aerodynamic shape and built-in tail fins that let it soar incredible distances with ease. Every throw is accompanied by its signature howling whistle sound, so users can hear the power as it cuts through the air. Whether users are practising their spiral skills, playing with friends or challenging peers to see who can throw the farthest, the Nerf Howler delivers fun for all ages. Its soft foam construction makes it easy to grip, catch and throw—perfect for backyards, parks and beaches.

Outdoor Toys

MGA Entertainment

0161 302 0206 | www.littletikes.co.uk

Little Tikes has firmly established itself as a leader in the sector, creating new and innovative ranges of outdoor toys that have gone on to become firm family favourites.

In 2025, Little Tikes is launching a comprehensive Bluey range. Bringing the world of Bluey to life through imaginative play, Little Tikes will launch four new products including the Bluey Grannies Car Coupe. A fun spin on the Cozy Coupe, this Bluey-themed rideon incorporates details from the most-loved episodes. Other new licensed products include the Bluey Bushland Adventure Water Table, Bluey Beach Water Table and Bluey Beach Day Sandbox complete with Seagull.

The iconic Cozy Coupe is marking nearly five decades of creating cherished memories for generations of little drivers. This beloved ride-on has become a symbol of adventure and endless imaginative play. The Cozy Coupe range offers a selection of durable ride-ons, including the classic Cozy Coupe and the Princess Cozy Coupe, now featuring refreshed designs with new wheels and expressive eyes, keeping this timeless favourite fresh.

The Little Tikes Cozy Coupe Dino adds a Jurassic twist to playtime, while the Cozy Coupe Fairy brings a sprinkle of magic to every ride. These playful updates ensure that the Cozy Coupe continues to be a favourite for generations to come. Each Cozy Coupe is designed with a removable floor, working horn, realistic clicking ignition switch and spinning front wheels, promoting active play, imagination and the development of gross motor skills.

Among other classic toys in its outdoor range, Little Tikes’ instantly recognisable Turtle Sandbox offers a simple, rugged design with two seats moulded perfectly for collaborative play and a capacity for up to 68kg of sand. The Little Tikes First Slides, which come in both Pink & Purple and Blue & Green, serve as a playtime milestone for children aged 18 months and older. Meanwhile, the Little Tikes Gas 'n’ Go Mower includes a realistic throttle and a role-play fuel can. Designed to look just like the real thing, the mower comes with a key that clicks and colourful beads that pop as it moves, making engine sounds.

John Leisure

John Leisure has been a leading European specialist in the world of balls and outdoor toys for over 72 years. Building on its wealth of experience, John continues to produce toys that are both innovative and of exceptional quality.

Leading the company’s collection are the ever popular 5" and 9” licensed play balls. These brightly coloured, durable balls are perfect for outdoor play and are available in different licences, including Spidey & Friends, Stitch, Gabby’s Dollhouse, Paw Patrol, Peppa Pig, Hot Wheels and Barbie, among others. These continue to be one of John Leisure’s biggest volume drivers.

Another major part of the company’s range is its Stitched footballs, manufactured to the highest quality. Stitched footballs are available in all sizes and weights, and provide highly competitive SRPs, giving consumers marketing-leading quality at affordable prices. John Leisure has also seen a huge increase in demand for its Competition 2 League balls, ideal for retailers looking to encourage higher basket spending and get customers to trade up. The company also manufactures basketballs, rugby balls, volleyballs and American footballs.

John Leisure has updated its packaging; this has received strong feedback and helps stockists take full advantage of the space available in store. The new packaging has been designed to work flexibly across any type of shelving and allows a wider variety of products to be displayed. John reports record levels of support with both old and new customers keen to take the new packaging.

John Leisure is also seeing huge growth and interest in its range of Licensed Bubbles. The company is looking forward to developing this collection, and all indications are that this will become one of its top five lines going forward as momentum continues to build.

Allegedly

Perhaps the biggest crowd of the week at London Toy Fair surrounded the Target Darts stand, where darts superstar Luke Littler made an appearance the day after his 18th birthday. For those who thought he might be a little worse for wear, he was anything but: not a drinker, Luke had spent his birthday evening at home with his family, having a Fish n Chip takeaway and playing FIFA. Who would have guessed five or ten years ago that the biggest celebrity appearance we’ve had at Toy Fair in years would be a teenage darts sensation…

Given the close-knit nature of the toy community, it was disappointing to hear of examples of theft from Nuremberg stands overnight, with some of the worst instances taking place before the show had even opened. The most dramatic example saw Heathside Trading have 50 handmade samples stolen on the Saturday night. News spread throughout the toy community, and Darren and his team received a huge number of sympathetic messages and offers of support. Judging by the comments under Darren’s LinkedIn post, this unfortunately wasn’t a completely isolated incident – and Darren estimates that he lost up to £1/2m of orders as a result. I appreciate it’s a tricky subject, but I do hope the organisers look at measures to improve security in future, The number of exhibitors who have chosen to install security cameras on their stands overnight tells its own tale. I am surprised that the owners of the showground (completely different to the organisers of the show, incidentally) veto CCTV across the Messe on the grounds of data protection regulations and to avoid ‘unnecessary surveillance of employees’ – that just seems a bit naive…

On the back of his triumph at the Toy of the Year awards during London Toy Fair, Wow Stuff’s Richard North is also extremely excited about his new launches, which we got a sneak peek at in Nuremberg. In fact, so excited is Richard that he has made a rather bold and brave promise on LinkedIn to get better (ahem – ‘intimately’) acquainted with one of his retail customers if one of his new additions doesn’t become Toy of the Year in at least six countries. No pressure on his team there then…

While the UK and European toy community focuses on the follow up from London and Nuremberg, the US toy community must be waking up every morning wondering what fresh horrors they’ll be facing today. One thing now looks certain: chaos is going to be the order of the day for the foreseeable future. For example, the tariff situation appears to be changing on a daily basis. Mexico and Canada have both been subjected to the tariff Hokey-Cokey, while China saw a 10% tariff imposed on imports - lower than had been threatened, but still less than ideal. The major questions now concern whether the tariff will stick or be withdrawn if concessions are made, and if it isn’t cancelled, what impact it will have. Opinion seems divided. In the aftermath of the announcement, I read one article which adopted a ‘glass half full’ perspective. Essentially, the piece suggested that many of the larger US toy companies have been preparing for this eventuality, moving production to other countries so that they aren’t wholly dependent on Chinese factories. The article also put forward the theory that as such a large percentage of toys are new to market each year, the consumer actually doesn’t know what they should cost, so whether it’s $35 or $40 makes no difference. An ‘expert’ was also quoted as saying: “kids don’t decide what toys they

want based on price.” True to an extent, but parents do make that call – and they’re the ones who will have to grapple with balancing household budgets in the face of increasing prices across the board if the US tariff lottery continues. And while a few of the major toy companies have de-risked their supply chain by moving production to other countries, who’s to say that Trump won’t wake up tomorrow and decide to slap a tariff on them. “Watched The Deer Hunter and didn’t like what those guys did” and pow, Vietnam is the next in line to be tariffed. Joking apart, it’s the unpredictability that is the key issue here: businesses crave certainty and consistency, to allow for long-term planning. I suspect the US economy is going to be anything but certain and consistent for a while. And when all is said and done, around 80% of toys sold in the US are still made in China. Mattel and Hasbro may have made significant strides to halve that number, but for many other suppliers, it’s just not that easy…

At the time of going to press, we’re waiting to see what happens with the potential sale of WH Smith, and what knock-on effect that will have on Toys R Us’ presence in the UK market. According to retail reports, offers are expected in the next few weeks, with a deal being anticipated by early May. There have been suggestions that any new owner may cut back the store estate (some even believe it could be halved), although presumably that would impact the smaller stores rather than the larger ones with Toys R Us concessions. But will a new owner see TRU as part of its vision for the stores moving forward? Definitely one to keep an eye on…

Another retailer making headlines recently is Game, which has been accused by collectors of scalping its new Pokemon card allocation. Intriguingly, the mini tins were being offered online as an ‘oversized delivery’ with an extra £19.99 delivery cost. In-store stock is thin on the ground, forcing collectors to choose between paying the extra delivery charge or looking elsewhere. Clever ‘supply and demand’ surge pricing? Or a bit naughty? I’ll leave that for others to decide, although the indie retailer who brought the story to my attention was adamant that keeping his regular customers happy was far more important than making a few extra quid on the sale…

I was very sad to hear that Distoy 2025 won’t be going ahead, and that last year’s event was effectively the show’s swansong. David Potter and his family built on the foundations of Distoy and developed a hugely successful and productive show at its peak - they should always be proud of that. The many warm comments from former exhibitors and visitors under my LinkedIn post announcing the cancellation shows what a positive impact the show has had on many toy businesses over the years. However, the global toy show landscape is undoubtedly changing, and the momentum appears be behind LA for the foreseeable future. Whether – as has been suggested in some quarters – many small and medium European toy distributors want to go to LA for several weeks is certainly a matter of debate, and even diehard LA supporters have admitted to me that the September event is really where it’s at – with April being a far more selective trip. Does that leave an opportunity for a European based show in the spring or summer? If so, where might it be based? No doubt all will become clear in the coming years…