From the Publisher

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.