Feature - Outdoor Toys

Getting out and about

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 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 pre-schoolers, 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 CGI-animated 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 multi-faceted 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 Fast-Fill 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…