Toy World Magazine May 2024

Achtung Panzer! puts you in command of a tank platoon and thrusts you into the heart of the action on the battlefields of World War Two. Take charge, and lead your armoured forces to glory!

Panzer! is the brand-new game of WWII tank combat that lets you fight exciting close-quarter battles in dense terrain, showcasing the mettle of iconic armoured fighting vehicles as well as their crews. With enormous customisability and a

OTHER WAYS TO START PLAYING...

For people who want to focus on a specific nation, these value-packed boxed sets give customers a selection of nation specific tanks, tank crews, stowage for added customisability, and everything to use them in games - tokens, data cards, game play trackers... all customers need to do is add the 108-page full colour rulebook and they’re ready to start playing!

Achtung Panzer! Rulebook RRP £25

If you are interested in stocking these superb games, get in touch today!

John Baulch - @Baulchtweet

from thepublisher

EEaster is one of the more unpredictable annual holidays. It moves around the calendar, to the extent that no-one is ever really sure when it falls from one year to the next. This year’s Easter was an early one, which is not generally the preferred option for many toy retailers. While Easter is traditionally seen as a good opportunity for suppliers to launch new ranges and for retailers to boost sales, that arguably tends to work better when it falls later in April, by which time the weather may be markedly different. An early Easter also plays havoc with like-for-like sales comparisons over March and April. Nevertheless, right now, anything that can help to provide some impetus and stimulate retail sales is most welcome – and thankfully I gather that the Easter break did just that for many toy retailers.

It was widely reported that High Street footfall was significantly up over the Easter weekend. Of course, it was also payday for most people just before Easter, which undoubtedly helped; I think we may see that ‘payday bounce’ - and perhaps a subsequent tailing off as the month progresses - become a more regular trading pattern this year. Financial pressures are arguably easing (albeit slowly and slightly), but I suspect the average family still has to juggle expenditure from one payday to the next.

However, Easter undoubtedly showed that if you have the right proposition – a good mix of product, reasonably priced, supported by targeted marketing activity and in-store support - there is business there to be done. And with 2024 now very much up and running, attention will very soon be turning to the pivotal autumn winter period. While the majors have made their initial Q4 selections, this month it’s the turn of the specialist independent channel to focus on its orders for the back end – and the Toymaster May Show provides the perfect opportunity for retailers and suppliers to get together to deliberate and discuss those crucial decisions.

This year, we decided to mix it up and do something a little different –hence alongside the main May issue you hold in your hand, you’ll also find a separate standalone supplement, previewing the Toymaster May Show. This dedicated publication has allowed us to really focus on the event – we’ve pulled together a wealth of information about the key new launches that exhibitors will be showcasing in Harrogate, plus comments from suppliers about what the show means to them and how they are looking to support the indies this year, along with valuable insight from the Toymaster central office team and some of its leading members.

The passion and enthusiasm that the indies have for selling toys is undeniable, as is the depth of knowledge they can offer consumers. It is also great to see an increasing number of toy suppliers recognising the valuable role the indies can play in launching brand new concepts and giving them the support they need to continue to thrive in this highly competitive retail environment. So, once you have waded through all the great content in this edition, the Toymaster supplement will give you all the information you need to help prepare for your visit to Harrogate. And if you need a refresher at the show, we’ll have additional copies of the Toymaster Supplement for you to pick up at the Majestic Hotel.

Before you turn your attention to the Toymaster supplement, there is the small matter of the main issue, in which there is plenty to keep you occupied. There’s an interview with Morrisons senior toy buyer David Catton, as the grocer shakes up its toy aisles and looks set to establish itself as a strong contender in the toy arena. In addition, we’re delighted to shine a spotlight on the BTHA, as it celebrates its 80th anniversary. In the first part of this twopart special (part two comes next month), current BTHA representatives discuss their roles and what it’s like to work for such a beloved organisation. There’s also an exclusive article in partnership with one of India’s leading law firms, ELP, which takes a look at the opportunities provided by the Indian market – in terms of both retail sales in the region, and also its potential as a manufacturing hub for companies looking to de-risk their supply chains, especially those companies which have hitherto put all their eggs in the basket marked ‘China’.

And if that wasn’t enough, if you flip this issue over, you will find our latest comprehensive Licensing World section, featuring an in-depth preview of this month’s Licensing Expo in Las Vegas, a round-up of some of the key licensed properties of interest to suppliers and retailers in the kids’ and family space, and an exhaustive trawl through some of the latest licensed ranges that will be hitting shelves in the coming months. All lovingly curated to give you the key information you need about what’s happening in the licensing world, without having to wade through a lot of content that isn’t relevant to your business.

Because – and I can’t stress this enough – you can never have too much great content. More is more (and less is less). That’s why more people read Toy World. Enjoy the issue and the Toymaster supplement, and the Toy World team looks forward to seeing you in Harrogate, Las Vegas or London (for Distoy) over the next few weeks.

News

Toy Fair exhibitor registration opens for 2025 show

Organised by the BTHA, Toy Fair will return to Olympia London between the 21st- 23rd January 2025, occupying the Grand, National and Upper West Halls.

Exhibitor applications for Toy Fair 2025 are now open via the Toy Fair website: www. toyfair.co.uk.

Toy Fair offers the first opportunity of the year in the UK for manufacturers to showcase their products and ranges in person to a vast range of buyers, licensors, media and the wider industry, all under one roof. From small and start-up companies to large, renowned brands, the vibrant atmosphere of Toy Fair is a great platform for manufacturers and distributors of all sizes to make new connections and build on existing relationships.

Exhibitors can choose from three stand packages: space-only; shell scheme and Gold Zone economy packages within a hub of stands dedicated to smaller, up-and-coming companies, formerly known as The Greenhouse

Toy Fair celebrated a sold-out show for its 70th anniversary in January 2024, and looks forward to creating another buoyant show for the industry in 2025.

Majen Immink, head of Toy Fair, said: “Toy Fair 2024 was a great celebration of not just 70 years of the show, but also of our exhibitors and visitors who continue to support the show and make it a vibrant and enjoyable experience for all involved. We can’t wait to welcome everyone back through the doors of Olympia for 2025, to kickstart the business year. We have already been inundated with exhibitor enquiries for 2025 so I’d encourage anyone wanting to exhibit to get their applications in early to avoid disappointment.”

For more information on exhibiting and sponsorship, contact Rebecca@btha.co.uk or call the team on 020 7701 7127. Visitor registration will open in September on the Toy Fair website.

Bandai UK takes over reins of Breyer equestrian brand

Bandai UK has announced that it has been appointed as UK and ROI distributor for the equestrian toy brand, Breyer.

Bandai will be relaunching some of the world’s finest collections of realistic equestrian models, toys and accessories back into the UK, with a primary focus on re-introducing ranges within the Traditional, Freedom Series, Stablemates and Mini Whinnies categories to appeal to kids, adults and horse lovers of all ages.

“Our business model blend of high-profile toy ranges and a robust collector and specialist hobby portfolio makes us ideally placed to re-establish Breyer within the UK market and breathe life back into a much-loved heritage toy,” said Nic Aldridge, managing director, Bandai UK. “It has been sorely missed by the toy and equestrian communities and provides us with an exciting opportunity to work with trusted partners and new retail channels, as well as grow our toy, collector and distribution divisions, further cementing our position as a multi-category business.”

Stephanie Macejko, VP of Marketing for Breyer, added: “Breyer has a massive following among horse enthusiasts. We also have a range of affordable toys including horses, riders, stables, horse boxes, blankets, saddles and more to inspire the love of horses in children who just want to play. We are pleased to partner with Bandai and look forward to working together to grow the Breyer brand in the UK.”

Small Foot announces new distribution partner for UK and Ireland

In its ongoing commitment to enhance and tailor its services, Small Foot (previously known as Handelshaus Legler OHG Small Foot) has announced the appointment of Toys2market as its distributor for the United Kingdom and Ireland.

Toys2market now serves as the sole direct partner. Going forward, customers should direct all orders to the Toys2market team. Any pending orders submitted to Small Foot will automatically be redirected to Toys2market for processing.

With this new collaboration, both companies aim to provide customers with comprehensive customer service in their native language, expedited delivery and enhanced product availability, and streamlined processing and more.

James Triptree, CEO of Toys2market, has over 25 years of expertise in the toy industry. Alongside his proficient sales team in Ireland and the United Kingdom, he is committed to offering improved support in marketing the Small Foot product range. Working closely with Small Foot’s headquarters in Germany, Toys2market will manage the entire process, from on-site consultation to order placement and product delivery.

Readers can get in touch with James at j.triptree@toys2market.com.

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

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

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

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

Xplore Brands becomes official Toymaster supplier

Xplore Brands is proud to announce that from this year, it is an official Toymaster supplier. Xplore offers a wide range of brands across multiple product categories that offer Toymaster members access to some of the hottest licences of 2024, in addition to evergreen properties.

“It’s an absolute privilege to be part of the Toymaster family,” Pritesh Dave, sales director, told Toy World. “Each and every single Toymaster member really epitomises the toy industry’s passion for bringing innovation to the market season after season. We cannot wait to get started.”

Ravi Mashru, CEO, added: “We are confident that our range has something for every Toymaster member. We have such a vast offering that we can cater to both core toy retailers in addition to more specialist members with a greater focus on pop culture or gaming, for example.”

Xplore Brands benefits from a warehouse in the Midlands that holds inventory for its entire range, allowing the company to react quickly and keep lead times short, not just for those in the UK, but also members in the Republic of Ireland, Isle of Wight, Isle of Man, Jersey, Guernsey and the Shetland Islands too.

As a new supplier, Xplore Brands is offering all Toymaster members a special introductory deal: a 5% discount on any opening order. This exclusive offer will be available until 30th June 2024, though Xplore says it is looking forward to working with Toymaster for many years to come.

“Having just come on board as a supplier, we sadly missed out on exhibiting at the Toymaster May Show,” added Pritesh. “However, we’re really looking forward to being at The Majestic in 2025 and to meeting all our new customers then.”

Reydon Sports’ new product catalogue is biggest yet

Reydon Sport’s latest product catalogue for 2024/25 is now available. At just under 500 pages, the new trade catalogue is the company’s biggest edition yet and showcases the full A-Z of Sports, Leisure, Toy & Outdoor goods available.

Over the last 12 months, Reydon’s brand offering has continued to grow, as the company has developed its relationship with new retail sectors, expanding rapidly into toy retailers. Reydon has been a Toymaster supplier since 2022 and has described becoming accredited as ‘a move that makes total sense’.

“Reydon gives retailers, whatever sector, the opportunity to buy at discounted trade pricing through our B2B portal,” explained Marketing director, Andy Griffin. “We are experts in sourcing and stockholding and have the infrastructure to fulfil the significantly bigger quantities all thriving retailers need.”

As Reydon’s customer base continues to expand, the team says physically sending a key marketing tool (AKA the catalogue) is still something it is very keen to continue exercising going forward. “We continue to realise the importance of hard copy catalogues acting as a ‘bible’ for our retailers who shop day in day out,” Andy added.

Logging in to Reydon’s easy-to-use B2B web portal allows customers to see prices, stock quantities and the latest ranges, at the click of a button. With brands such as Puma, Nike, Mitre, Speedo, Nerf, Adidas, Waboba, Trespass and hundreds more available, Reydon also has own brands in high demand such as Precision Training, Urban Fitness, Swimtech, Midwest American Sports, Six Peaks Outdoor and many others. The company has pledged to keep all of its 140+ brands, 15+ exclusives and 9,000+ individual SKUs available and in stock.

Toy Association takes Los Angeles

After a whirlwind year, the Toy Associations’ Kimberly Carcone and Andy Keimach speak to Toy World about its upcoming LA presentation week in September, giving a breakdown of what to expect and how the event will be beneficial to the industry.

How is everything going for the Toy Association on the event front?

Andy Keimach: We feel very blessed to be getting great feedback to the two shows that we’re planning: Toy Fair in New York in March 2025 and fall preview week in LA this coming September. I think it’s safe to say that the global show calendar has nearly been restored to its pre-Covid status. We felt like it was very important that we put our stake in the ground and start making things happen.

Talk to us about Los Angeles – are you nearly sold out in your building for the event?

Kimberly Carcone: We currently have 48 confirmed tenants in our building and are ready to get people into their space and make plans for the fall. We’re still in the process of speaking to other companies about participating.

Who are your tenants coming to see in the week that the Toy Association has selected for its preview?

KC: When it comes to the fall preview markets, we strive to provide an efficient opportunity for companies to host meetings with their buyers. We encourage each of those companies to make appointments in advance with their retail customers and other companies that they do business with. We provide the opportunity for people to come to one central location and be efficient with their time. Our outreach to the retail community is ongoing – there’s a lot of positivity about coming to this location.

From a UK/European perspective, it will be hard for retailers and manufacturers to be there for a long period of time – will different teams come at different times of the month?

AK: That’s exactly what we believe will happen on the retailer side and the manufacturer side. It is possible, and even likely, that some showrooms are going to be dark during certain weeks, because they won’t have any appointments, so they’ll send their team home. In other weeks, when there’s a concentration of appointments, it’s going to be a full-on show. The Association picked a week that we thought was early enough to kick things off, but not too early that we would leave people out. We understood it wasn’t going to be a perfect week for every exhibitor and visitor, which is why the space contracts are for the entire month of September.

Do you have any sense on whether some retailers will be prepared to make multiple trips to LA?

AK: The major manufacturers and the major retailers have become accustomed to making trips around the country to visit their partners. With LA, there are potential efficiencies by consolidating how many individual trips you need to make. In addition to the 48 companies which have taken temporary space with us, there is probably an equal number of companies that have permanent showrooms or have taken temporary space in another location close by. All in all, over 100 companies are going to be within a one-mile radius of each other, so there will be a wonderful efficiency to having that many meetings in a tight geography.

Will there be any long-term impact on New York Toy Fair?

KC: The Association tries to serve many audiences within the toy industry. New York, and now this new LA gathering, serve different audiences. We’re going to continue to serve, to listen and to provide opportunities. I don’t see LA as cannibalising New York. Los Angeles, whether it’s the complete sevenweek duration in the fall or a dedicated market week in September, serves a different need. We opened up renewal sales for next year’s New York event in January, and we already have around 500 companies committed to coming.

Will there be any events that you’ll be hosting during the LA preview?

AK: There are three evening events during the week that will be a lot of fun. On Monday night, the Toy Foundation is throwing an event at Tao, a famous LA restaurant. Tuesday night will be an industry networking event at Otis College, and on Friday night, the Women in Toys group is throwing its Wonder Women Gala, which is traditionally held in New York. Is there anything else that you’d like our readers to know?

KC: If we have space, we are welcoming anybody who is looking for a slot in our LA preview location. You don’t have to be a member of the Toy Association, and it’s open to all international companies, not just US businesses.

DKB Toys launches B2B website

DKB Toys & Distribution has launched its enhanced transactional website, revolutionising the procurement process for B2B clients.

With this innovative platform, customers can now conveniently place orders directly online, ensuring rapid access to stock and ease in purchasing.

In response to evolving market demands and a steadfast commitment to customercentric solutions, DKB Toys has embarked on this transformative journey to optimise the purchasing experience for its B2B clientele. By integrating cutting-edge technology and user-friendly interfaces, the new transactional website offers a seamless and efficient channel for procurement, empowering businesses to acquire essential stock with convenience.

B2B customers are now able to place orders directly through the website, eliminating traditional procurement barriers and expediting the purchasing process. They can also gain instant access to real-time inventory updates, enabling informed decision-making and ensuring stock availability when needed most.

The simplified checkout procedures streamline transactions, minimising complexities and enhancing operational efficiency for businesses of all sizes. Additionally, tailored account management functionalities enable personalised experiences, allowing customers to manage orders, track shipments and easily access purchase history.

"We are thrilled to unveil our new transactional website, marking a significant milestone in our journey to redefine the B2B procurement landscape," said Chris Lohmeyer, managing director of DKB Toys. "By providing our customers with a seamless, user-friendly platform for direct ordering, we are empowering businesses to streamline their stock procurement processes and unlock new levels of operational efficiency."

To explore the enhanced features of DKB Toys & Distributions transactional website, visit www.dkbtoys.com where the company's ranges can also be viewed. To get in touch with the team, contact 07813 725 480 or edel.siddle@dkbtoys.com.

Slime Party expands to bigger premises

Novelty sensory putty manufacturer Slime Party UK has taken 14,291 sq ft of industrial and warehousing space at Unit 19 Redbrook Business Park in Barnsley and will expand its staff with 10 new roles this summer.

The expanding business had outgrown its existing unit on Industry Road in Carlton, Barnsley, and is now using its new base to manufacture and distribute its range of 16 collectible sensory putty products.

Slime Party UK was started in the town in 2018 by Ruby Sheldon and has since manufactured more than 800,000 pots of putty to customers worldwide.

Ruby said: “I set up Slime Party UK after the slime craze hit the UK in 2017 and my kids were trying to make it themselves. I devised a special compound for our products which means there’s all the fun of slime, without the mess. Since then, our business has grown. In 2022 there were just three staff, now its 16, and the move will bring 10 new jobs later this summer. Our former unit had become too small, and this new base offers racking space, the offices we need, accommodates further recruitment plans and allows easy access for distribution.”

Slime Party UK supplies toy shops and stores across the world with the most distant clients being 13 toy megastores in Lebanon.

The mayor of Barnsley officially opened the new Slime Party UK base in April.

Hippychick takes on distribution for BS Toys

BS Toys is a fast growing, educational and sustainable brand which believes that active play is key to a child’s development.

Julia Minchin, Hippychick’s founder and joint managing director, said: “Hippychick’s toy portfolio now accounts for 60% of our sales volume, representing a significant proportion of our business. To further build on this area, we have been looking for another European designed toy brand that fits with our brand.

“This stylish, quality collection from BS Toys will not only work flawlessly alongside our best-selling toy lines, Vilac, Classic World and Crocodile Creek, but also closely mirror Hippychick’s own objectives, to provide beautifully manufactured, educational toys that encourage healthy development in young children.”

BS Toys closely aligns with Hippychick’s sustainability objectives, with its commitment to reducing environmental impact by using FSC certified wood in all its manufacturing, as well as other sustainable materials like recycled cardboard, cork, metal and wheat straw. BS Toys also uses recycled paper for its catalogues and packaging, prints with soy ink and its instruction manuals are digital.

Hippychick plans to take on an initial offering of outdoor best-sellers in its brand-new eco packaging, with more indoor toys to follow as the brand builds in the UK towards Christmas. “Our focus will be on the pre-school market where Hippychick’s core audience lies – ages three to five,” added Julia.

Commenting on what attracted her to the range, Julia continued: “We were particularly drawn to the nostalgic element of BS Toys’ range. Parents and grandparents alike will be able to relate to these toys, as so many are designed to mirror the core designs of classic favourites that kept us entertained in our own childhoods. The best-selling Wobbly Lily Path provides three wooden lily pads that a child has to step across to reach the frog prince and encourages children to develop their gross motor skills and hone their coordination, as well as master the art of balance. It is a personal favourite of mine and sure to be a best-seller here in the UK too.”

To find out more about the new Hippychick toy range, visit www. hippychick.com or email Alan or Mike from the Hippychick sales team on sales@hippychick.com.

Obituary: Pamela Osborne

Pamela Osborne worked for 60 years at the family run Osborne’s Sports and Toys, which she owned, in Rushden. She died peacefully on March 25th at the age of 91, with her family noting that ‘her smile and witty personality has always lit up our little corner of the High Street’.

Will Osborne, Pamela’s son, who currently runs the toy store with his partner, Libby, said: “She had a good life, she had 91 good years. The family has been overwhelmed by the positive response of love, stories and best wishes that we’ve had. A response like that is a great comfort for the family. We knew her and loved her, but it’s nice to know the customers did too, and the response has just re-enforced what we knew about her, and that so many people felt the same.”

Pamela came to the area initially to take a job as a PE teacher in 1954. She married Will’s father, Jim in 1960, and became a partner at the toy shop sometime later, holding this position right through until 2024.

Her family report that she was a mainstay in the shop well into later life. They recount that, while Jim was seen as the face of the business, Pamela was the brains behind it, taking a more behind the scenes role, although she could often be found making herself available to chat to customers.

Osborne’s Sports and Toys, a proud Toymaster member, celebrated its 65th anniversary in 2020, when special 65th anniversary jigsaws were commissioned. Other notable moments in the business’s history include when Lego thanked the Osbornes for their brand loyalty by cladding the entire shop front with 277,500 Lego bricks for a weekend, and Playmobil selecting Osborne’s as the launch pad for Playmobil: Star Trek’s USS Enterprise playset, supplying a 5ft Mr Spock and a model of the USS Enterprise.

Osbornes has become a staple of Rushden town centre, and Will reiterates that the running of the shop will continue uninterrupted, per Pamela’s instructions.

Industry Moves

University Games and Lagoon swell Sales and Marketing teams

Toby Hall, who joined University Games in 2021 as a Sales administrator, has now been promoted to Area Sales manager for the South-East region, joining the business’s nationwidestrong Sales team of the games, puzzles and gift specialists. Toby, who has progressed from Sales administrator to purchasing assistant, and now to Area Sales manager, says he is excited to be getting on the road, utilising his extensive product knowledge, meeting customers and growing the retailer base in his area.

The Marketing team at University Games has also welcomed Chloe Reed in the role of Marketing executive as the business continues to strategically develop further in this department. Chloe brings with her a wealth of diverse marketing knowledge, following previous positions as a category executive in the FMCG sector.

Gemma Lewington, Marketing director, and Mark Jones, Sales director, for University Games and Lagoon, are both delighted to have Chloe and Toby join their departments, bringing even greater strength and depth to the successful University Games team.

“With the acquisition of The Learning Journey International this year, this is a great time to be joining University Games, and we are sure that Toby and Chloe will both play an integral part in the success and growth of the business,” said Gemma.

Target Darts welcomes Jamie Tank and Paul Dearlove to spearhead new toy team

Target Darts, sponsor of teenage darts sensation Luke ‘The Nuke’ Littler, plan to capitalise on Luke’s rise to fame by creating a new Sales and Marketing team dedicated to launching the skyrocketing darts opportunity into the toy channel.

Jamie Tank, formerly of VTech and Schleich, heads up the team as Toy Sales manager, and is joined by Paul Dearlove, as Trade Marketing manager, who began his career in the toy industry at MY Sports & Games, former sponsors of darts royalty, Phil ‘The Power’ Taylor.

Jordan Baker, Sales director at Target, said: “We’ve been experiencing significant growth in the traditional darts category for the past few years, and this has gone through the roof with Luke Littler’s debut at the World Championships at the end of last year. We recognise the significant potential to expand our offer with product suitable for the toy space, and we’re using Jamie and Paul’s toy industry experience to help us achieve this.”

Jamie added: “I’m really excited to be joining Target and working with toy customers to take advantage of the amazing increase in the popularity of darts, led by Luke Littler.”

This sentiment was echoed by Paul who said: “The toy market has long been crying out for something new and innovative to excite retailers and consumers alike, and we hope that Luke Littler’s widespread appeal to such a broad audience will help to do that.”

Luke Littler first came to the public’s attention at the 2024 PDC World Darts Championship, eventually finishing as runner-up in the final, watched by more than 4.8m viewers, and since then, both his darts success and media profile have continued to soar. The Target Luke Littler range includes a Magnetic Dartboard Set, Dartboard Set, Cabinet Set, darts and wallets, with further toy product already in development.

Jamie can be contacted by e-mail at jamie.tank@target-sport.co.uk and Paul can be contacted at paul.dearlove@target-sport.co.uk

Peers Hardy takes on new sales agent

Peers Hardy, one of the UK’s largest distributors of character licensed watches and jewellery, as well as distributors of character licensed stationery, Wow Generation and Sweet Dreams, has added to its growing team of sales agents with the appointments of Robert McQuillan. He joins the existing team of three and will further help to support Peers Hardy’s growing independent retailer business.

“We are delighted to welcome Rob to our fantastic team of sales agents,” said James Barrett, Sales manager at Peers Hardy. “We now have full coverage of the UK and Ireland, so we can offer retailers direct support with all our products.

“Rob came highly recommended from many of our independent retailers and with such positive feedback, we had to get him on the team,” James continued. “He has tremendous experience and has worked with some great brands. Rob has already started to grow our business in his respective area of Scotland, opening up new accounts for us in his very first week.”

Robert can be reached at robmcquillan@icloud.com.

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Marketing World

Topps unveils giant Andy Robertson trading card mosaic

Topps has unveiled a staggering mosaic depicting Scotland captain Andy Robertson, created from over 5,000 fullsize official Topps UEFA Euro 2024 Match Attax trading cards and representing more than 300 top footballers.

Revealed by Andy Robertson himself inside the iconic Hampden Park stadium, the mosaic has been donated by Topps to the Scottish Football Museum where it is now on display for visitors to see in the run-up to this summer’s tournament and beyond.

Topps, the stickers provider for UEFA Euro 2024, commissioned renowned artist Helen Marshall of the People’s Picture to create the mosaic solely using Euro 2024 Match Attax cards. The piece features cards of 316 top footballers from the tournament’s competing nations strategically placed to depict the legendary Scotland skipper.

Young people from Andy Robertson’s charity, AR26, were invited to attend the unveiling and kick-started their very own UEFA Euro 2024 Match Attax collections by removing individual physical cards from the mosaic. Also in attendance were content creators and avid Match Attax collectors, Billy Wingrove of the F2 Freestylers and his son, Roman Wingrove.

Andy Robertson said: “The prospect of captaining Scotland at UEFA Euro 2024 is an immense source of pride for me, so being able to mark that with Topps and this mosaic is really special.”

Patrick Rausch, chief Marketing officer EMEA of Fanatics Collectibles and Topps, added: “It’s a privilege to unveil this incredible mosaic that unites the biggest tournament in European football, one of the world’s best players and our most exciting Match Attax collection to date. Anticipation for UEFA Euro 2024 is rocketing, and we’re delighted not only to reveal the mosaic, but also to help the young attendees kick-start their Match Attax collections.”

Neal Ross, operations manager, Scottish Football Museum, said: “Everyone knows that Andy is a true legend of Scottish football, so it’s a real honour to display this beautiful mosaic at the Scottish Football Museum. Trading cards are also a big part of football fandom, so the mosaic is a natural addition to our collection.”

Playmobil partners with Birds Eye for promotion

Playmobil has netted a new partnership with Birds Eye which will see a mini Captain figure given away with every two packs of Mini Fish Fingers bought. Until June, customers can make the most of the company’s new offer by purchasing two promotional packs of the recently launched Mini Fish Fingers.

This exclusive promotion will be supported by eye-catching in-store POS displays in major supermarkets across the country. The collaboration between Playmobil and Birds Eye aims to bring joy and fun to families across the UK, combining the magic of imaginative play with delicious and convenient meal options.

Adam Moore, Marketing Communications manager for Playmobil, said: “Birds Eye Fish Fingers have been a classic dinner table staple for generations, particularly during kids’ mealtimes. This collaboration is happening at the perfect time, as Playmobil is celebrating its 50th anniversary of bringing play to generations of children.”

Readers can visit www.birdseyeminicaptainoffer.co.uk to find out more about the new promotional partnership.

BargainMax.co.uk hosts first ever pre-school influencer event

BargainMax.co.uk is celebrating the success of its inaugural pre-school influencer event. The special invite-only event, held centrally at registered charity Home in Manchester from 10-12am, was attended by 34 families with children of pre-school age from across the Northwest region. The youngest attendee was aged just two months, while the oldest was four-and-a-half.

Upon arrival, the attendees were bestowed with a pair of Peppa Pig ears before being welcomed into the main event space, where sponsors Paramount, Moonbug and Hasbro had laid on a raft of toys to play with. Chase from Paw Patrol made a special guest appearance, and toys and games were also supplied by 8th Wonder, VTech, Trends UK, Spin Master, Jumbo Toys and Jazwares.

A face painter was on hand, while a soft play area complete with a ball pit and bouncy castle gave the kids somewhere to unleash their excitement. The room was also decorated with impressive balloon displays in BargainMax.co.uk's blue, pink and orange brand colours. All attendees went home with a goodie bag filled with over £100 worth of toys, including a Peppa Pig flip phone, Paw Patrol play sets and a CoComelon doll.

Speaking exclusively to Toy World, BargainMax.co.uk's head of Marketing, Claire West, explained: "When we started planning this event, we knew it was important to host our first one in Manchester, as this is where we are based, with attendees from all over the north-west region. As a business, we want to build relationships with influencers in the northwest, and the nice thing is that those we invited all know each other from the likes of Manchester's 'Mum Club'. It was great to see them together in a safe environment in which their children could explore, learn and play."

It's hoped the event will be the first of many aimed at turning BargainMax into an online shopping platform of choice among parents of young children. The retailer offers all the big-name brands kids and families look for, drives engagement and brand awareness via strong social media campaigns and is fast building a reputation as a trusted marketplace for affordable toys and games.

Influencer Carlajmellor said the event was a "super wonderful space, a place that we both had fun in together. Watching my little one engage and thrive through play is my favourite thing, so thank you BargainMax.co.uk for the memories - and the best time."

Rainbow High celebrates successful Find A Rainbow campaign

MGA Entertainment's Rainbow High celebrated Find a Rainbow Day on 3rd April with an engaging influencer and PR campaign to mark the launch of the fifth season of its hit animated series and brand-new Rainbow World, whilst introducing the new Classic Rainbow Fashion Dolls.

The new collection, which stars in the latest series on YouTube, brings back original and fan-favourite characters from series one and introduces a new sparkly slime play pattern for the brand, designed to appeal to the brand’s younger fan base and add more play value to the box. The dolls also come with new pets in colour-tinted moulds which children can use to house their sparkling slime creations.

The Find a Rainbow Day campaign saw Rainbow High team up with fans across Instagram and TikTok to produce content which spotlighted the brand-new animated series and highlighted key features of the new dolls. Influencers were given everything they needed to create a cosy viewing area for the screening of the new series, whilst showcasing the collection’s new play pattern: sparkly slime.

To enhance the content, Rainbow High gifted bespoke themed mailers to a selection of micro influencers and brand fans. The mailers featured a doll from the new collection, as well as movie-themed accessories such as popcorn and branded blankets.

The social activity was supported by a partnership with leading parenting title My Baba to spotlight the range to the brand’s parenting audience, generate excitement amongst consumers and drive additional hype around the key launch moment for the brand.

Pamela Justice, head of Marketing UK and Ireland for MGA Entertainment, said: “We’re so pleased with the success of our Find a Rainbow Day campaign – to generate a reach of over 1m and achieve 70,000 video views reflects how popular the brand is. The response the brand has received on the launch of the new Classic Rainbow Fashion dolls and the debut of Rainbow World in our animated series has been phenomenal."

First ever Tech Deck Games competition to arrive in London

Tech Deck is inviting competitors to show off their flips and tricks at the Tech Deck Games, taking place this May. During the last hour of the drop-in, those who are up for a challenge and feel their skills are medal-worthy will take to the Tech Deck ramps and compete in the UK’s first Tech Deck Games.

Competitors will use the provided Tech Deck boards at Hop King skatepark, in the heart of London. On hand will be Team GB skateboarder, Alex DeCunha, who will adjudicate the competition before deciding which of the competitors will win Gold, Silver or Bronze.

Alex will also perform a live demo on the day, whilst Team Rubicon, the UK’s biggest provider of skateboard lessons, will be at Hop King to host drop-in skate sessions throughout the day too.

The event is taking place ahead of the launch of Tech Deck’s Olympic product range which will hit shelves from May 2024. The new range will include updated boards and three new ramp play sets, which have all been endorsed by Olympic athletes including, teenage sensation and Olympic medallist, Sky Brown, member of the SLS 9 Club, Shane O’Neil and World Champion, Aurélien Giraud.

Richard Dickson, general manager UK & ROI at Spin Master, said: “Tech Deck is a pioneer when it comes to championing skateboarding, and we are very excited to be bringing the first ever Tech Deck Games to the masses. The Tech Deck Games will also help celebrate the launch of our new Olympic range which has the backing of some of the biggest names in the sport.

“The Tech Deck Games is a fantastic opportunity for everyone to get involved and try their hand at fingerboarding, and we’re delighted to have Alex DeCunha and Team Rubicon onboard to help judge the competition and offer live demonstrations to the attendees.”

Fingerboard afficionados will be able to battle it out to become the first UK’s first Tech Deck Gold medallist at Hop King on Saturday 11th May. Readers interested in booking a place in the Tech Deck Games should email techdeck@spinmaster.com.

Tech Deck’s Olympic product range will be available from May.

Cobi sponsors We Have Ways Fest 2024

Cobi UK has announced that it is the Quartermaster’s Stores Sponsor for We Have Ways Fest 2024, which is taking place at Blackpit Brewery, Silverstone from 19th – 21st July.

Based on the No. 1 military history podcast, starring historian James Holland and comedian Al Murray, We Have Ways Fest brings together top historians and authors alongside a vast array of military vehicles and hardware, plus wargaming, traders, food and drink, music and more. From talks and discussions to demonstrations of iconic machinery and weaponry, We Have Ways Fest is designed for anyone interested in the Second World War.

For more than 25 years, Cobi has been producing construction bricks predominantly focused on military vehicles, including tanks, planes, ships and other vehicles from WWI & WWII to modern day military in its Armed Forces range.

Lee Crocker, UK country manager, said: “Cooperation with festivals like We Have Ways Fest is very important to us, as it helps military history survive in present times. We are very pleased to be associated with We Have Ways Fest and are excited that Cobi is sponsoring the Quartermaster’s Stores. With its range of Second World War brick models, Cobi is a perfect partner for the festival, offering an interactive way of delving into the history of the Second World War.”

For further information, contact l.crocker@cobitoys.co.uk or laura@goalhanger.com.

Elevating integration:brandRoblox and Fortnite's impact on kids' gaming innovation

Glenn examines how brands looking to reach kids in the ever growing gaming space can take advantage of opportunities while maintaining brand safety and compliancy.

It’s no secret that the popularity of gaming has skyrocketed amongst kids in recent years, and 2023 was no exception to this trend. In 2023, 80% of kids aged 7-9 played games on a weekly basis with over 45% playing at least 10 hours a week. This was even more apparent in boys, where over half registered above 10 hours play time per week.

Despite the popularity in gaming amongst kids, the question for brands has always been, how do we most effectively reach this audience? When looking at the most popular games in 2023, there are definite opportunities in this space. Unlike previous generations, Gen Alpha’s play time is not dominated by traditional console titles. In fact, of the top 10 games of 2023, five are commercially available to advertisers, including the top 2: Roblox and Minecraft.

Roblox, in particular, has emerged as an attractive proposition for brands looking to get into the kids gaming space, offering a platform for creativity and social interaction. One notable aspect of Roblox's appeal lies in its vast array of branded experiences, which bring beloved characters and worlds to life in immersive gaming environments. These branded experiences not only offer children the opportunity to explore familiar settings, but also encourage creativity and collaboration within the Roblox community. With the platform's ever-expanding roster of partnerships, Roblox continues to set the standard for innovative and inclusive gaming experiences for kids.

A number of brands have already immersed themselves in the Roblox miniverse through branded experiences. One of the most famous examples is Nike who created ‘Nikeland’ in Roblox, where players can customise avatars with Nike gear and participate in special events with athletes and influencers, bridging gaming and sport in a dynamic virtual world.

In the Roblox branded experience, though, it’s kids’ brands which, perhaps unsurprisingly, are the market leaders. Of the top 10 Roblox Branded Games published by Metaverse Marcom, eight of the ten were kids brands with the highest, Barbie, driving over 26m monthly visits. Roblox has strengthened its brand partnership offering by enlisting the expertise of a former Disney Interactive Experiences VP. Leveraging their experience and insights, Roblox aims to forge deeper collaborations with brands, enhancing the platform's appeal and diversifying its content offerings to cater to a broader audience.

Another area where brands are connecting with Roblox players is through avatar shops. Introduced at the at the end of last year, avatar shops are similar to branded experiences, although they have more of a focus on the sale of virtual clothing, accessories and outfits. Gym wear brand Alo Yoga, as well as celebrities Nicki Minaj and Olivia Rodrigo, have all launched avatar shops with the two musicians’ experiences surpassing 2m visits in January.

Avatar shops are appealing to brands, as they allow players to express their individuality and creativity whilst engaging with the brand. The shops come at a lower cost and have shorter lead times than custom-built experiences. Whilst the first brands to use avatar shops in Roblox have been in the clothing industry, we can expect other sectors to follow suit. The format and audience lends itself nicely to toy brands looking to place products in avatar shops for players to engage with.

It’s not just Roblox which is creating opportunities for brands to collaborate with the game. Fortnite and Disney have partnered to bring beloved characters and iconic settings from the Disney universe into the immersive world of Fortnite. With a $1.5b equity stake in the game’s operator, Epic Games, this deal is expected to last for years, aiming to create an engaging experience for players.

Glenn Waller Digital manager, Generation Media

Disney is by no means the first brand to collaborate with Fortnite to create a branded experience. In April 2022, Epic announced a partnership with Lego. A huge project in its own right, the experience took 20 months from the initial announcement to be rolled out in the game. However reports are that the Disney project is set to eclipse Lego and will, according to Disney MD, Bob Iger, take ‘a few years’ to be released to players.

These moves from two of the most popular games played by children serve as encouragement for advertisers, as they demonstrate a willingness to allow brands to deeply engage themselves in the gaming space. Roblox and Fortnite are embracing innovative ways of connecting brands to players outside of typical pre-roll ads through interactive branded experiences and partnerships. This is likely to pave the way for other large gaming titles to follow suit.

Not all innovative activations have to be at the scale of Disney and Lego. There are plenty of opportunities for brands to immerse themselves within these games at a lower cost. Billboards within Roblox and Minecraft can be accessed starting with budgets of £10k, and £50k is enough to create a custom branded character on Roblox.

Brands looking to reach kids in the ever-growing gaming space should rightly be excited by these prospects. However, the key challenge for these types of brands has always revolved around brand safety and compliancy. At Generation Media, we are committed to ensuring that brands can do this in a safe way by working with carefully selected partners who can offer a route into the gaming space that is secure for brands. To discover how to

Shopping smarter

The way shoppers purchase toys has changed significantly in the last few years, impacted by the pandemic and ongoing economic challenges, with increased utilities and food pricing affecting disposable income. Emilie looks at how changing consumer purchasing habits are reflected in channel shift.

One of the biggest changes in the toy market over the past five years has been the rise of online shopping. In 2019, 38% of UK toy market sales were generated online (including click and collect). This peaked above 55% in 2020 at the height of the Covid restrictions, when many physical stores were unable to open. Online share has now stabilised at around 47% for the last two years, and remains an impressive +23% higher than four years ago, now accounting for nearly £1 in every £2 spent on toys. In the last quarter of the year, online share jumped even higher – it hit 53% in Q4 2023, with sales growing slightly while total toy market sales were down -7% for the same quarter.

Channel split 2023 vs. 2022

specialists were already the largest channels, accounting for half of toy market sales combined. They have also been the key winners, reaching a combined share of 58% in 2023: both channels have grown double digits since 2019. In the specialist channel, expertise and large toy selection are the main factors that drove consumer purchases. However, in Q4, despite a sales increase, they lost share to online pure players, as price and convenience became an important factor of choice for Christmas purchases. 35% of shoppers said in January that they compared in-store/ online prices before making their purchases, and 30% waited for a promotion before buying the item they wanted. Toys specialists regained share in February 2024, and both online pure players and specialists returned to growth for the month.

Circana asked UK shoppers in January about the main reasons they bought toys in the online pure players channel for Christmas. 39% of shoppers cited convenience as the main reason, but pricing was also a key factor, accounting for 30% of buyers’ decisions. With the cost of living crisis impacting consumers’ budgets, price was on everyone’s mind and shoppers have been cautious about spending on non-essentials. 34% of those surveyed said that they cut back their spending on toys last Christmas versus the year before, and used different strategies to save money: 31% said they looked for cheaper alternatives and 41% purchased across different stores or websites to benefit from the best promotions. It is easier for shoppers to compare prices online, and to stick to only buying the item they need; this has reduced impulse purchases.

Channel split 2023 vs. 2022

The grocery channel has experienced the strongest decline in 2023 versus 2022, down -9% in value, while the total toy market was -5%. Some shoppers impacted by the

Channel split 2023 vs. 2022

Reviewing all channels, in 2019 online pure players and toys

cost of living crisis in 2023 shifted to discounters for their grocery shopping, and a reduction in non-essential or impulse purchases impacted the grocers' toys performance. Grocers' performance has improved slightly since the beginning of 2024: YTD March 2024, the channel was declining less quickly than specialist and mixed retailers in value sales. Building Sets was the largest supercategory in both channels in Q1 and was in growth. Grocers performed better than the market in Plush, Explorative & Other Toys, Vehicles and Youth Electronics in Q1. The grocers top three supercategories in Q1 were Building Sets, Plush and Explorative & Other toys, accounting for 45% of overall value sales, whilst Building Sets, Infant/Toddler/Pre-school toys and Games/Puzzles are the top three supercategories in Specialist & Mixed for this time period.

As inflation is gradually slowing this year, energy bills are reducing and interest rates are holding, consumers may start to feel more confident about their finances. In Circana’s post-Christmas survey, 33% of consumers said they expect their personal financial situation to improve in the next six months versus only 28% for Europe, bringing a touch of hope.

After a tough start to the year, March toys value sales were up +1%. This is partly due to the shift of Easter from April 2023 to March 2024, but it is promising to see both grocery’s and specialist & mixed channels’ performance improving in March. While consumers are less retailer loyal and more value-driven than pre-Covid, there are still opportunities across all channels to attract consumers this year, which will give a more than welcome boost to toy sales.

Emilie Erktan

Senior account manager, Toys UK, Circana

Item Progression:

The TonieBox Starter Assortment is the fastest progressing item in March 2024, as the Pre-school Talking and Sound subclass, where the item is categorised, becomes the fastest growing category in Pre-school Toys and the fifth fastest growing category across total toys. The Toniebox Starter Assortment is the number two item in Total Pre-school Toys, while Toniebox is the number one property in the subclass with an impressive 79% share. Licences which are growing in the category include Disney Princess, Peppa Pig and Roald Dahl.

Fastest Growing Subclasses

Standard Building Sets is the fastest growing subclass YTD March 2024, with growth of +15% in value, representing an additional £7.9m of sales compared to the same period a year ago. Lego Icons has been a big driver of this, with the botanicals range performing strongly over Valentines Day and Mother’s Day. There are now four botanical items in the top ten best sellers so far this year, with the Bouquet of Roses the number three best-seller across the total toy market. Licences are also performing will within the category, with Star Wars, Harry Potter and vehicle licences such as Maclaren and Mercedes-Benz all growing.

Traditional Plush continues to grow in 2024, with Zuru’s Snackles performing particularly strongly, as well as Jazwares’ Adopt Me! There has also been growth from Rainbocorns and Sonic the Hedgehog this year. Non-Strategic Trading Cards and Collectibles Stickers has grown thanks to Euro 2024 ranges released ahead of the tournament in the summer. Skates/ Skateboards/Scooters has grown +17% YTD March, with HTI’s Evo brand growing double digits so far this year.

Miscellaneous Toys also continues to grow, with MGA’s Miniverse continuing to help drive growth of this category, as well a strong performance from LankyBox. The Robotic and Interactive Playmates subclass has grown +22% YTD with new launches from 2023 continuing to add value to the category, including Bitzee, Fingerlings and L.O.L. Surprise! Robo Alive remains the top property and is still growing. Pets Alive and Furby are both helping to drive the continued growth of the Special Feature/Interactive Plush subclass in 2024. Family Board/ Action Games has had a strong start to the year, growing +10% with Monopoly the top property and growing double-digits, along with growth from Jenga, the Traitors Board Game from Vivid Goliath and The Sock Game from Asmodee.

Fastest Growing Subclasses - UK Toys

Top 10 Fastest Growing Subclasses - UK Toys

Ranked by value gained Top 10 Fastest Growing Subclasses - UK Toys

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Letter from America Opinion Q1 trouble or just a new baseline?

After 20 years working at A.C. Nielsen/D&B Research Company, Rick opened the first Learning Express Toys franchise in the Chicago area in 1996, and then became a sub-franchiser, opening nine more stores. Although leaving the corporate environment behind, he has combined his expertise in data and numbers with a passion for the toy retail space. This month, Rick looks at toy sales trends and how indies should respond.

This year, January and February sales performed according to plan, but unfortunately March did not. Does this signify troubled waters ahead for the toy market, or is it just a return to baseline normalcy? In the toy industry, it is usually best to take a long-term view to keep sales in perspective. However, we are a forward-looking business, with newness at the heart of generating excitement, and the lack of that single element can hurt the entire industry.

March started out strongly, but for the next three weeks leading up to the Easter holiday, sales were down. Was it too early for Easter spending? Did credit card spend and high inflation on two core segments of our economy - Retail Food & Beverage and Non-edible CPG - impact General Merchandise sales, which the toy category falls under. I don’t think so in our case – instead, I blame travel and our demographics. With Covid and lockdowns well and truly behind us, the ‘travel revenge’ era is still strong around here: our customers are absorbing the pain of travel and the high costs of flights, lodging and food for their spring break trip, which many consider their right (and a treat as a status symbol). With an early Easter in 2024, this effect was felt much more. In store traffic was down, but the average purchase value for those that stayed behind was up 2.1%. Encouragingly, during the first week of April, sales were back to normal.

So, rather than complain, or over-analyse a slightly weak Easter season, let’s take a longer look at where we stand since 2019 (the pre-pandemic benchmark). Since that time, our sales have grown 5.7% (CAGR). This is slightly better than the total US toy market at 4.43%. So, what do I see as the challenges for 2024? My forecast is for another negative year, down in the range of 5%. Let’s examine some of the potential factors.

• According to Circana, there were 10% fewer new toys launched in 2023, and sales for these toys declined 13%. Wow, just think about this - the No.1 driver in our industry, newness, was down double digits. While we had some winners, like Bitzee, many new toy ranges underperformed in the US.

• Inflation - Again citing Circana, price points exceeding $30 lost nearly a share point, while the pocket money range $5-$9.99 segment gained share. That’s a lot more pick-up items needed to make up for a single $30+ toy.

• Debt, depleted savings – student loans are having a big impact on that key group of families with children.

• Fewer movies - many have been pushed back to 2025 due to the writers’ strike.

• The young adult market has been pushing up sales of Lego and other more expensive items (e.g.: drones, magnetic toys) but this may slow down as spending gets tighter.

• Will Squishmallows from Jazwares, Top Toy of the Year again in the US in 2023, be able to keep sales at such a high level?

On the flip side—the US economy remains strong and resilient, with employment levels still pleasantly surprising economists. Consumer confidence, as referred to earlier with revenge travel spending, remains high.

But the elephant in the room is that online purchasing continues to outpace physical stores by 5 percentage points. Last year, online spending for toys went up 1%, while physical stores declined 6%. The split as of today is approximately 45% online (and growing) versus 55% in physical stores (which is declining). The other, smaller elephant (but still a big deal) is that Amazon, Walmart and Target now make-up approximately 74% of toy sales in the US. This reinforces my vision of what indie physical stores must become over time:

Certified Play Experts that will keep a core of business based on service, knowledge, recommendations and a hands-on approach. We must be like a good Pharmacy - the fabric of a community. More on this in future articles, as we are pleased to hear that the United Nations has announced June 11th as International Day of Play. This gives indies a great opportunity to keep touting the benefits of play and being advocates for more play. More on this in future letters.

Morrisons

Retail Profile Raising the profile of Toys at Morrisons

According to David, 2023 was a good year for Morrisons’ Toy category. The supermarket chain hit its internal metrics despite the challenges most retailers experienced - poor summer weather and consumer spending concerns chief among them. Looking at the retailer’s seasonal highs and lows, Morrisons was able to offset the dip it experienced during the summer months with promotions across other parts of the business, while its October toy sale was the biggest and best to date: by keeping stock tight, the retailer came out of the event very clean. And interestingly, the market share decrease it sees at Christmas, due to the ‘overperformance’ of its competitors, meant the business was shielded from the worst impacts of the poor festive trading felt across the entire industry.

2024 is a new year, however, and Morrisons is under new management. Rami Baitiéh, a French businessman of Lebanese ancestry and the former CEO of Carrefour, took up the reins at Morrisons in November 2023. Under Rami’s leadership, the retailer has benefitted from a reinvigorated overall offering. The impact of this is starting to be seen in the supermarket’s sales figures, with footfall also up versus the same period 2023.

“Rami has an unbelievable track record and has brought a real energy to the business,” enthuses David, who’s served under four different CEOs during his time at Morrisons. “Don’t get me wrong, our previous CEO David Potts did an amazing job: Rami just has a different management style. Things are moving at pace right now and it’s extremely hard work to keep up, but everyone is feeling very excited about the shifts we’re seeing. Someone like Rami is what Morrisons has needed.”

Having previously held buying roles at Tesco and Sainsburys, David has been Morrisons’ Toy buying manager for two and a half years out of the decade he’s worked for the retailer. When he moved to Toys just after

Morrisons is under new management in the shape of former Carrefour executive Rami Baitiéh, whose leadership style and outlook on the retailer’s future are trickling down into all departments, including Toys & Games. Here, senior buyer David Catton tells Toy World how Morrisons is shaking up its toy aisles and taking a fresh look at the opportunities the category offers.

the pandemic, the team was small: it was just him and one merchandiser. The category was facing turbulence in the logistics industry, which encouraged David’s team to focus its buying efforts on domestic lines instead those shipped from the Far East, but now things are returning to normal, the mix is being rebalanced. Last year the team expanded its headcount to five and pleasingly, senior management at Morrisons has recently identified Toys as a growth category - and therefore one worthy of more time and investment.

“I think management can see that there’s a tangible, untapped opportunity within Toys, and that we should be encouraging younger families with kids to come into Morrisons in search of them,” David notes. “It’s no secret that we arguably over-index on older consumers, and we can see that those shoppers visit the Toy aisle frequently to buy toys and games for their grandchildren, but we want to capture slightly younger purchasers too. Moving forward, we’re hopeful that Toys will have its profile raised much more within the business, and we’re committed to working with suppliers capable of growing with us.”

When David took over the Toy category, he says Morrisons was trying to be all things to all people, weighting the range far more in favour of boys than girls (neglecting plush, a strong category, in favour of classic ‘boys’ toys, for example), and dedicating a high percentage of shelf space to own-label. David felt a tighter selection of big-name brands and licensed toys available at attractive price points, with an equal split between boys, girls and gender-neutral products, was a far better way to go.

He also came to realise that the level of range-change throughout the year – around 20% in spring/summer and 25% in autumn/winter – simply wasn’t sufficient to keep consumers engaged. Focusing on bringing newness to its aisles, David’s team has upped the twice-yearly range changes to 50% of the department’s offering, explaining: “We know kids and parents want the latest thing and that the YouTube and TikTok generation is way more switched on and savvy to trends in the space than its predecessor. There needs to be a reason for customers to come down the toy aisle once a month, not once every three months. Keeping ranges fresh is the way to do that.”

Morrisons currently works with around 60 suppliers, 10 of which could be considered primary suppliers, the next five secondary, the following five after that tertiary and the remainder more transactional. The space dedicated to toys in most Morrisons stores is modest, anywhere

between a quarter to a half of what you would see in larger competitors, making category delineation tricky. Despite this, the depth and breadth of toys on offer is impressive, with all the top brands represented, and David believes that metre for metre, Morrisons toy sales are very competitive.

“I find the toy industry fascinating as it’s so fast moving; you get the impression that it’s going through a period of change at the moment,” David says. “We’re in a good position to gain the advantage by getting new products in quicker and taking a few more risks on smaller, untested toy brands, such as things we see on TikTok. And if they don’t work, we’ll simply get out of them and move on. We don’t mind trying and failing as long as we learn from it. But I do want to be around when the next big craze emerges. We missed out on Fidget Spinners - a lot of supermarkets didbut that won’t happen again.”

Travelling to toy fairs is integral to David’s plan for finding up-and-coming companies and toy ranges to work with. Having already visited the essential London Toy Fair (“Great for catching up with a lot of suppliers in a small space of time”, he says), Spielwarenmesse (“Fascinating, but so big I felt like I’d only just scratched the surface after four full days”) and Spring Fair, he’s heading back to LA for a second year – though he feels the overall visitor experience could be improved with better organisation. He adds: “It’s very expensive to be out in LA for that long and as all my travel comes out of my own budget, I’m very cost-conscious. We need more communication regarding where suppliers will be located – and when - to help buyers map out their time efficiently.”

David also likes to spend time in other retailers, from single-store indies to competitor supermarkets, a practice that many a canny buyer engages in. This boots-on-theground approach means they can see which retailers have exclusives or first-to-market launches, how they’re ranging their product lines and what consumers are shopping for. He also spends plenty of time observing what shoppers are browsing for in Morrison’s own toy aisles. For example, he sees many consumers in their 30s and 40s rummaging around in the shelving looking for a very specific Hot Wheels car, or a certain anime or manga character-licensed toy. He’s also seeing increased interest in film and TV properties with darker, edgier, gothic themes, such as Wednesday and Stranger Things. As a result, Kidult is one of the categories David is focusing on this year, joining another he’s become passionate about due to his own personal experiences: toys and games for adults wanting mental stimulation or those living with Alzheimer's and dementia.

David’s father-in-law, Bob, has dementia. Every night, according to David, Bob and his wife Nancy play

Retail Profile Morrisons

Bananagrams. This shared time together is precious for the couple and stimulating for Bob, and their love for the game has got David – himself a board and card game fan - thinking about creating a selection of titles either specifically designed for adults living with these conditions or products accessible enough that they can be used by them (such as Bananagrams, a simple yet strategic and competitive word game). As the retailer continues to carve out more space for toys and games, this is an area that David hopes will grow, even if assortments were seasonal.

David also hopes the modestly sized toy sections within Morrisons supermarkets will be afforded the room to expand at peak season. Although the decision doesn’t ultimately lie with him, the supermarket’s newfound appreciation of its young family shoppers, and the continued yearly growth of Morrisons’ market share in Toys, should see the toy aisles grow in line with sales. Over the next 18 months or so, David feels he’s got a huge opportunity to speak more directly to customers through in-store marketing. One of the challenges his team is embracing is improving the overall look and feel of Morrisons’ toy aisles, which should see even more parents and families filling them up as they shop for the biggest and best toy brands. He’s also keen that Morrisons’ store colleagues, which he calls some of the ‘best in the business’, develop the same passion he has for toys and can convey that to shoppers in-store.

Overall, David is optimistic about the years ahead – and is also grateful for the support and accommodation offered by the supermarket’s suppliers while he continues to get to grips with the category. “It’s a great category to buy in: really, what’s not to love about toys? The millions of pounds my team spends on toys helps bring joy to millions of kids across the country, and we’re really looking forward to what the future holds for Morrisons’ Toy business.”

where would we be without it? The BTHA

The British Toy & Hobby Association, the voice of reputable UK toy makers, is celebrating its 80th anniversary this year. Against the backdrop of ever-evolving standards, retail platforms, consumer concerns and industry challenges, the association champions the UK toy industry and advocates for play as a crucial part of kids’ lives. In the first part of this two-part special, current BTHA representatives discuss their roles and what it’s like to work for such a beloved organisation.

Roland Earl

Director general at the BTHA

What is your favourite part about being director general of the BTHA?

It’s an honour and a privilege for me to work with the team at the BTHA, both at the HQ and in the wider context of this marvellous and friendly industry in the wonderful world of toys. Toys, games and hobbies bring learning and joy to children, families and adults every day of every year. I’m lucky to be part of an organisation which supports that. A friend and former colleague once said to me she had a post-it note on her desk, reminding her that thousands of others would love her job and how lucky she was. I feel the same.

What can members expect from the BTHA in future years?

As someone joked once: "I don’t like to make predictions … especially about the future".

The association is all about its members, in every aspect of our work. The challenges we tackle, with members’ support and through our team, ultimately change and evolve: the association is known not only for trying to prepare for future challenges, but for successfully adapting to them in a measured and effective way. Elsewhere, the BTHA helps members with business development through our well-organised Toy Fair and is a staunch advocate of the value of play.

The loyal support of members, the diligence of the team working with the association at HQ, and the huge contribution of our valued advisers has been key to the BTHA’s work to date and will continue to be so. We love thinking about the future in the same way this incredible industry loves thinking of new toys and games for kids of all ages, and we look forward to both the opportunities and challenges that lie ahead.

Fundamentally, the association is here to move forward with its members and to do its utmost to help them steer a course to success - in whatever seas we find ourselves. Thank you to our members, the team, and all our advisers and partners for making my role so easy and so enjoyable.

Simon Pilkington

Current BTHA chairman and managing director, John Adams Leisure

How does the BTHA support its members?

The BTHA offers a vast array of support for its members by providing guidance in the form of webinars, seminars and documents spanning a range of topics including toy safety, responsible marketing, sustainability, data protection, connected toys and many more.

The association also runs some great events, including the annual Toy Industry Day, which is perfect for networking with industry colleagues and hearing from inspirational keynote speakers, as well as organising many events through the Toy Trust, raising money to support disadvantaged children. Of course, the BTHA also organises Toy Fair, which kickstarts the business year.

What do you enjoy the most about being BTHA chairman?

Since being chairman, I’ve thoroughly enjoyed getting to work more closely with BTHA staff and council representatives and exploring in greater detail varying trade issues, in support of the toy industry and BTHA member companies. There’s a real sense of community amongst the BTHA and its membership, which has been incredibly rewarding to experience.

Look out for part two of this special BTHA 80th anniversary feature, in which we’ll be sharing stories from current members and former chairs of the association about their involvement with the British Toy & Hobby Association and what makes it so special.

Majen Immink

Director

of Fairs & Special Events at the BTHA

How important is Toy Fair for the industry and what do you enjoy the most about organising the show?

Toy Fair is the first opportunity of the year in the UK for visitors to get hands-on with thousands of new products from more than 250 exhibiting companies across 23,000 square metres of exhibition space. We welcome exhibitors of all sizes. As well as the large brands, we’ve seen many start-ups thrive and expand their space over the years. Our objective is to create a platform upon which the industry can network productively and achieve a successful three days of business. BTHA full members benefit from a 24% discount on exhibiting space.

I’m fortunate enough to have been organising Toy Fair for 10 years now, with just one fallow year due to Covid. To be able to bring the whole toy industry together under one roof is a really satisfying and rewarding job. I’m very grateful to work with such a fantastic team at the BTHA as well as a very experienced, hardworking team of wider suppliers. It’s thanks to the continuous support of our loyal exhibitors and visitors that Toy Fair is such a successful key event in the industry’s calendar.

Jerry Burnie OBE

Head of Toy Safety at the BTHA

Can you provide an overview of the work you do for the BTHA?

I am a member of the BTHA Council and chair the Technical Committee and Sustainability Committee, as well as run the BTHA Toy Safety Advisory Service for all members. I also assess new member applications.

Much of my work is related to the safety and sustainability of toys: I work on new legislation analysing what members need to know and when. Working with the Toy Safety Advisory Service team, we provide concise and usable member guidance, wherever relevant. As part of my communication with stakeholders, I also chair the Regulatory Forum, which interacts with Enforcement authorities, and the Retailer Safety Forum, which interacts with non-member retail contacts. Training is provided to Trading Standards and members for free through the advisory service. In addition to the above I run the BS Online service and collaborate with the BTHA Primary Authority to get guidance assured under the scheme. Much of the work involves interacting with and lobbying UK government bodies and with Toy Industries of Europe (TIE). I‘ve also worked for more than five years on a BTHA project to change the law regarding online marketplaces, to see them held responsible for the dangerous products sold by third party sellers. I also sit on standard development committees at BSI for the toy industry.

How would you describe the work of the BTHA committees?

BTHA committee work is relatively unique, in that it sees competitors working together to benefit all BTHA members. Our committee members give their resources and time for free, to produce work that helps many other members as well as themselves. We work as a complete committee, but members also give their time to smaller subgroups working on particular issues. Many committee members also sit on standards development committees and report back on their progress.

How important are the BTHA's relationships with other organisations whose work impacts toys?

The BTHA has always enjoyed a close working relationship with Trading Standards and enforcement bodies. We sponsor events and support Trading Standards with free training, and we also work closely with UK government bodies involved with legislation and product safety, primarily the Office for Product Safety and Standards.

The BTHA is seen as a reputable and capable association that is a key stakeholder beyond toys and into general legislative issues. The BTHA runs the Toy Retailer Safety Forum, which has been a useful place to raise issues that we would otherwise not be able to communicate directly. We have close contact with the British Retail Consortium (BRC) as well. In the course of our work with online marketplaces, we’ve forged relationships with other key associations across the UK that have the same issue with dangerous products in their industry.

Kerri Atherton

Head of Public Affairs at the BTHA

How has the BTHA’s work with governments changed?

An integral part of the association’s activities since the very beginning, the issues the BTHA has had to lobby on in the last 80 years have increased in number and are now much more complex. There has been a vast number of different government decision-makers which the association has engaged with during this time. However, a lot of things remain the same. Governments have always favoured engaging with trade associations which can represent common interests, enabling them to act with confidence on information and evidence given by the whole sector. This is the same today as it was eight decades ago. The BTHA, as an active association, has upheld a good reputation spanning many decades, which has helped the toy industry’s voice be heard. This is down to the trust governments put in the BTHA and its members – these reputable toy companies continually show that they’re committed to making good quality toys in a responsible way.

How has the BTHA promoted the value of play?

The importance of play as part of child development has been discussed by the BTHA from as early as the 1970s. The BTHA has always felt that the benefits of play should be evidenced and recognised, and this has been done through research, events, and even the setting up of the National Toy Council in 1989. More recently, the BTHA launched the Make Time 2 Play campaign in 2010 so it could proactively campaign to raise consumer awareness of the benefits of play and the role of toys in play. This campaigning has also helped promote our members and their products to governments. This is particularly important when legislative proposals threaten the toy business.

Phil Ratcliffe

BTHA president and managing director at MV

Sports & Leisure

What are your experiences with the BTHA?

When I first joined the BTHA, I must confess to being a little daunted by all the leading lights of the industry, who had so much more insight and knowledge than myself and from whom I have learned such a lot over the years. It’s been an honour and a privilege to have worked with individuals capable of imparting their views and opinions in such an erudite and passionate way.

I was (and remain) really impressed by how much work goes on behind the scenes to protect, promote, educate and advance the toy industry as a whole, to members, government, media and the wider public. There are a lot of very committed and talented people involved in the various activities of the association and its committees (Toy Fair, Charity, Safety, Sustainability, Public Relations and Finance), from the secretariat - which never ceases to garner my admiration - to the volunteers who give their time freely for the good of the industry.

The BTHA is respected worldwide by similar associations, as I have witnessed first-hand during my many international conferences. To have been involved with association initiatives such as Make Time 2 Play, The Toy Industry Awards and the ICTI programme makes me immensely proud. Thanks to Roland and the team for doing such a fantastic job for the toy industry.

How has the BTHA changed over the years?

It’s changed massively, keeping pace with constant changes in industry practices, legislation, testing, ethical sourcing, consumer trends, digital working, social media and wider changes in society. Today’s association is more adaptable, forward thinking and progressive than ever.

Gateway to the toy market in India

The Indian toy market is valued at USD 1.7b and is forecast to grow at a CAGR of 4.97% to reach USD 4.4b by 2032. Here, experts from Economic Laws Practice (ELP) share advice on entering this burgeoning market.

Trends in India

Being one of the fastest-growing economies, the Indian middle class represents a rapidly expanding segment of the population, with Indian families investing heavily in education. This is evident from the projected growth of the educational toys market in India, estimated to expand at a CAGR of 14.0% from 2024 to 2030 (India Educational Toys Market Size, Share & Trends Analysis Report 2024-2030, Grand View Research). This holds a promising opportunity for both domestic and foreign toy manufacturers.

Over the past decade, India has transformed into a prominent sourcing base for international toy brands. Leading global toy brands have sought alternate manufacturing hubs away from China, citing concerns over toy quality and the supply chain risks - and India offers a desirable alternative.

Entry of foreign toy brands to India

The entry of foreign toy brands into India can progress through various stages, each representing a different level of commitment and investment in the Indian market:

• Stage 1: Appointment for licensee/distributors (nonexclusive/exclusive)

• Stage 2: Entering into a Joint Venture with an existing Indian Toy brand/manufacturer

• Stage 3: Setting up an Indian Limited Liability Partnership

• Stage 4: Setting up a subsidiary in the form of a Private Limited Company

• Stage 5: Setting up own manufacturing unit in India

One approach for foreign toy brands entering the Indian market would be to test the market potential through:

• A distribution agreement with an Indian entity wherein the distributor earns a profit, or

• A franchise agreement with an Indian entity wherein the franchisee earns a fixed fee.

In both of these arrangements, toys are imported into India from a manufacturing facility abroad, and the Indian entity takes on the responsibility of selling and marketing these toys locally. However, such distribution arrangements should incorporate robust terms to prevent tarnishing the brand's reputation. This approach allows foreign brands to gauge consumer interest and market demand without making significant investments in local infrastructure or operations.

Given this, foreign toy brands must familiarize themselves with the essential regulatory and compliance requirements before entering the Indian market. A snapshot:

Bureau of Indian Standards (BIS) certification

• BIS certification is a mandatory quality certification required for toys supplied to the Indian market. This requirement became effective in January 2021 with the issuance of a Toys (Quality Control) Order, 2020 by the Indian Government. Under this regulation, foreign manufacturers intending to supply toys to the Indian market must obtain the BIS licence in advance and mark products with Indian Standard Mark (ISI mark) before supplying them to India. To obtain this licence, foreign manufacturers are required to file a statutory application and undergo audits conducted by BIS officers at their overseas manufacturing facilities. These audits are conducted to ensure and verify compliance with Indian quality and safety standards i.e. IS 9873 which is akin to EN 71 and ISO 8124.

Import-export regulations

• Customs duty: The applicable duty varies depending upon nature of the product. For example, the standard rate of Basic Customs Duty (BCD) on toys covered under Tariff Heading 9503 is 70% for both electric and non-electric toys, whereas the standard rate of BCD for modelling clay is 10%. Additionally, an Integrated Goods and Services Tax (IGST) (VAT equivalent in India) is also applicable at the rate of 12%.

• Import Export Code (IEC): Obtaining an IEC from the Director General of Foreign Trade office is essential for operating as an importer and exporter in India.

• Customs Clearance and documentation: For efficient customs clearance and eligible duty benefits under applicable Free Trade Agreements (FTAs), compliance with customs procedures and documentation is essential. This includes submitting accurate declaration forms and tariff classifications. India is at present negotiating FTAs with the UK as well as with EU.

Legal Metrology and Consumer Protection Laws:

• Legal Metrology Laws: In India, these laws govern the packaging, labelling for mandatory declarations on a retail package and standardization of packaged commodities, including toys sold in the Indian market.

• Consumer Protection Laws: these laws protect consumer rights and guard against unfair trade practices, deficiency of goods and provides for product liability.

Goods and Services Tax (GST):

• Sale of goods or supply of services in India are subject to GST. Currently, toys are chargeable to 12% or 18% GST depending upon the nature of toys.

Upon successful validation of market potential, foreign brands often transition into a phase of increased investment and expanded operations in India, such as:

• Engaging third-party manufacturer to produce toys under the foreign brands’ name

• Setting up its own local manufacturing facilities

Initiatives of the Indian government for local manufacturing

The GoI has introduced strategic initiatives to support India’s toy industry with a special focus on facilitating domestic manufacturing. These include:

• Production Linked Incentive (PLI)

• National action plan for toys

• Scheme of Funds for Regeneration of Traditional Industries

To sum up, this is an opportune time for global toy manufacturers to gain the initial mover's advantage and leverage opportunities in the Indian toy market. However, navigating the Indian regulatory landscape can at times be demanding. To successfully enter and expand in this market, companies should aim to develop a comprehensive strategy that ensures adherence to local regulations while encashing on the growing domestic demand.

Given the interest showcased by the global toy manufacturers in India, ELP is looking to organize a webinar which deals with the above issues in detail with practical insights into the experience of foreign brands operating in the country. Should you be interested in attending this webinar please visit https://bit.ly/3JmGytl.

Or Scan here:

This article was written by Nishant Shah, partner (nishantshah@elp-in.com); Stella Joseph, partner (stellajoseph@elp-in.com); Prakhil Mishra, senior associate (prakhilmishra@elp-in.com) with inputs from Shubham Bhandari, associate. It provides general information and should not be construed as legal advice. To find out more about ELP, visit www.elplaw.in.

FRESH THIS MONTH:

Each month Fresh sets out to find the latest products that will have toy retailers reaching for the phone. Here are new releases from: Eco Wood Art, Eolo, Explosm, Konami, PMS, Target & Warlord Games.

LittleBiggies

Eolo Toys • www.eolo.com • sales@eolohk.com

In less than a year since its launch to the market, the Biggies brand has experienced massive acceptance within the toy industry and with customers worldwide. The innovative unboxing experience patented by Eolo Toys has captured the imagination of kids, establishing the brand as a pioneer in the field of plush toys.

One of the significant milestones on the horizon for the brand is the launch of Little Biggies, the latest offering from the range. Set to hit shelves for spring/summer, Little Biggies promises to be a game-changer in the plush toys category.

In response to the growing trend of small and portable toys, suited for on-the-go playtime, Little Biggies was developed as a strategic innovation. With an identical unboxing experience as its larger version, Little Biggies offers the same impressive pop effect, but this time in a smaller size. Eolo Toys has created Little Biggies to blend the appeal of the unique unboxing experience of the brand with the practicality of a smaller plush that kids can carry everywhere with them. With two waves already developed, Little Biggies Fantasy and Little Biggies Foodies, this new addition is poised to take the toy market by storm.

More than 6m online views on the official brand social media accounts mean that Biggies' digital impact is undeniable. The brand's presence on social media channels continues to grow and thrive, with kids posting videos and images with their Biggies plush friends every day. The brand continues its commitment to meeting evolving market trends while delivering smiles to kids worldwide, and the Little Biggies launch is proof of this commitment. Now firmly established in many countries, Biggies is poised for even greater success. It is supported by a 360 marketing campaign that covers digital marketing, social media and TVC for all products of the brand.w

Hoddog

SoftlingsFoodies

PMS

PMS International is introducing the Softlings Foodies plush toy range. From fruit and vegetable-shaped toys to other food and drink designs, the Foodies collection has something for consumers of all ages. Each Softlings Foodies plush toy has been crafted with the utmost care and features intricate designs made from super soft, high-quality fabrics that are durable and long-lasting. Available at pocket money prices, Softlings Foodies is a high-end collectible that aims to be both appealing and affordable.

With over 50 styles to choose from, Softlings Foodies appeals to anyone looking to expand their plush toy collection, searching for a unique gift, or just wanting to add some quirkiness to their home. These collectible plushies come in various sizes and pack quantities, including a convenient 16cm size that enables users to take them anywhere. 12cm and 27cm versions are also available.

PMS International continuously introduces new additions to its Softlings Foodies collection, keeping up with the ever-evolving consumer trends and the needs of its customers. The company has recently announced the launch of its hugely anticipated Christmas Foodies range, which consists of a festive collection that has already garnered significant pre-orders from some of its larger customers.

PMS also boasts a broad portfolio of sub-collections including the Bakery, Christmas Friends, Fridge Foodies and Salad & Vegi Mates.

Explosm • www.explosm.net • logistics@explosm.net

Joking Hazard fans can get ready to spice up their next cookout with the sizzling excitement of Hoddog. This upcoming game from Joking Hazard promises to add a flavourful twist to the family gaming repertoire. Just like its wiener-themed predecessor, Sosig, Hoddog is all about racing against the clock to assemble the longest hot dog before the dreaded ketchup card splats players’ efforts and ends the game. Easy to learn and highly approachable, Hoddog is a great addition to the gaming shelf or travel bag and goes hand-in-hand in both theming and profile with Sosig. With its compact box and charming artwork, this fast-paced, push-your-luck strategy game will have players endlessly competing to become the ultimate hot dog chef. Joking Hazard games are distributed by VR Distribution in the UK, as well as Blackfire Germany, SpilBraet, Lion Rampant in Canada, and ACDD in the United States. For more entertainment, Cyanide & Happiness offers a feast of laughter beyond the gaming realm, through hilarious comic strips, a binge-worthy animated web series and merchandise.

VR Distribution can be contacted on 0330 088 0941.

RealmofLight

Konami Digital Entertainment B.V. • 01753 271737 www.yugioh-card.com/uk

Konami Digital Entertainment B.V. (Konami) is bringing back one of the most popular Structure Decks ever released for the Yu-Gi-Oh! TCG. First released nearly ten years ago, Structure Deck: Realm of Light is coming back to store shelves in the UK and across Europe.

Realm of Light focuses on the Lightsworn Deck theme, which has been a very popular deck for several years; reprints of Lightsworn cards have been the primary drivers for other products. Lightsworn monsters are blessed with incredible effects, high attack/defence or both. This Structure Deck comes with the most powerful of the Lightsworn forces.

Lightsworn has never had Extra Deck monsters before, but that all changes with the all-new Synchro Monster, Michael, the Arch-Lightsworn, capable of banishing any enemy card while refilling a player’s deck and their Life Points. The deck also includes two Lightsworn Tuner monsters. A vulnerability of Lightsworn Decks is finally redressed with Lightsworn Sanctuary, which was first introduced as a World Premiere card for this product.

Each Realm of Light includes a total of 41 cards, comprising two Ultra Rares, two Super Rares and 37 Commons. Realm of Light is scheduled for release in Europe on the 6th of June.

LukeLittlerMagneticDartboardSet

Target Darts • 07747 103 252 • www.target-darts.co.uk jamie.tank@target-sport.co.uk

Target Darts, the sponsor of Luke ‘the Nuke’ Littler, has released its hero line Luke Littler Magnetic Dartboard Set, which includes a double-sided magnetic dartboard, with four sets of magnetic darts, hanging hook and throw line, which allows young children to emulate Luke, whose own journey began when his dad bought him a magnetic dartboard.

The Luke Littler Magnetic Dartboard will be available in an eye-catching FSDU to maximise retail appeal and ease of merchandising, and there will be a further FSDU option with a wider range of products.

The Luke ‘The Nuke’ Littler range also includes a Dartboard Set and Cabinet Set, as well as a range of darts and wallets, with further toy product already in development.

Target Darts has already seen unprecedented demand for its Luke Littler darts range and is expecting great success with its brand-new range of products suitable for the toy market.

Luke ‘the Nuke’ Littler is a teenage darts sensation who first came to prominence at the end of last year when he shot to fame at the PDC World Darts Championship at Alexandra Palace. More than 4.8m viewers watched the final on Sky Sports, with darts now being the channel’s second most watched sport after football.

His appeal to a wider audience is also being driven by TV appearances on the likes of The Jonathan Ross Show, Comic Relief and Fantasy Football League, and he has also worked with YouTube mega stars, The Sidemen, starring in the ad for their Best breakfast cereal. His Instagram account @lukethenukelittler following has now increased to more than 1.2m.

Andreas Preis animal collection

Eco-Wood-Art • www.ewaecowoodart.com marketing@eco-wood-art.com

EWA Eco-Wood-Art is offering some stunning wooden puzzles, created in collaboration with renowned German artist Andreas Preis, which feature beautiful images of animals with intricate details.

Crafted from high-quality wood, these puzzles are built to last and are sustainably made. With three different sizes and boxes to choose from – small, medium and large – there's a puzzle for everyone, whether a seasoned puzzler or just getting started. They also make great gifts.

The collection of wooden puzzles features 12 different animal designs. Each puzzle is in the shape of an animal’s head such as a wolf or owl, and the puzzle pieces themselves are also animal shaped. With intricate details and patterns woven throughout the design, these puzzles are sure to provide a fun and challenging experience for puzzlers of all skill levels.

For consumers looking for an activity which is both calming and engaging, wooden puzzles are the perfect choice. With their tactile feel and satisfying click as each piece falls into place, wooden puzzles provide a soothing sensory experience that can help anyone unwind and de-stress.

Achtung Panzer!

Warlord Games • 01159 784 202

www.tradehub.warlordgames.com

karl.boucher@warlordgames.com

New for 2024, Warlord Games has announced the launch of its newest World War II wargame, Achtung Panzer!

Achtung Panzer! is a game of in-depth 28mm WW2 tank combat that allows wargamers to fight exciting, close-quarter battles in dense terrain, as well as experience the effectiveness of armoured fighting vehicles and their crews during WW2. Offering enormous customisability and a rewarding campaign system, Achtung Panzer! utilises Warlord’s extensive range of WW2 armoured vehicles. Players can recreate some of the great tank battles of the war and scenes from classic films, such as Kelly’s Heroes and Fury, with detailed and unique statistics ensuring the tanks on the tabletop feel like their real-life counterparts.

During gameplay, players control a small number of tanks and use a unique initiative order system to do battle through heavy terrain on the tabletop. Detailed spotting and destruction mechanics require players to first identify their targets, then line up the perfect shot before attempting to destroy their foes. The action and event card system ensures that no two games are the same, while the linked campaign system allows players to see their crews and tanks progress over the course of numerous battles.

Feature Dolls & Collectibles

Hello Dolly!

As dolls and collectibles suppliers work hard to keep the category fresh, Marianna Casal examines how this traditional sector has evolved and how companies make their products shine in a crowded market.

Despite the Barbie movie driving sales last year, the Fashion Dolls category still fell in value, as did the Dolls supercategory by -13% (Circana 2023). Dolls was one of two supercategories to contribute to more than 40% of overall toy buying decline before Christmas.

However, the collectibles market grew +6% in value in 2023 and accounted for 22% of all volume purchased, so some companies have elected to pivot and encourage children and parents to embrace collectability in order to supplement larger one-off purchases.

Zapf Creation introduced Baby born minis last year with 24 miniature dolls to collect, complemented by miniature playsets and accessories. This flexibility helps consumers who are looking to make smaller purchases while continuing to add to one set, in effect ending up with a substantial plaything built up over time.

At Magicbox, collectability is being driven by introducing regular themes to its Kookyloos dolls. Not only do they have a USP of three facial expressions per

doll by the swipe of a finger, but new launches are driven by consumer trends. Suzie Howes, head of Marketing at Magicbox, tells us: “Having introduced the Pet Party series this season, we’re already gearing up for the next big wave launching this summer: Kookyloos Golden Gala. This theme is inspired by styles seen on the catwalk this year, including florals, butterflies and diamonds.

“With the ongoing cost of living challenges, consumers are tending to favour the lower price points of collectibles, rather than the higher priced larger playsets. I believe it would be a missed opportunity not to assign more shelf space to these collectible, pocket-money ranges.”

The power of the dolls category is that it teaches children about nurture and care in a role-play scenario. Dolls can be a powerful tool to develop social and emotional skills in kids as they invent scenarios and have pretend conversations either to a baby doll or between fashion dolls, while allowing their imaginations to flourish.

“It isn’t just about winning girls back,” says IMC’s UK

and Germany Marketing manager, Kerry Tarrant, “it’s also about educating parents about the play benefits of dolls and encouraging spend back into that category.” IMC is doing this by creating a miniature world for its Cry Babies dolls: Cry Babies Playtime, which will be supported by online content.

“This new range is not only a natural evolution of a much-loved brand, but the Playtime content and toys –which go hand in hand – feel fresh and exciting without feeling unfamiliar to fans,” explains Kerry. “The ability to connect the toys together so that children can build their own Cry Babies Playtime world represents a real shift in the nurturing doll space and encourages more engagement and interactivity.”

Licensing has also been a growth factor for the Cry Babies Range with the success of the Disney Cry Babies Tiny Cuddles. IMC took the plunge knowing the power of Disney among all generations. “In terms of looking ahead,” Kerry adds, “we are always looking for gaps or opportunities in the category and our marketing plans in

Feature Dolls & Collectibles

order to appeal to our target audience and set ourselves apart from the competition. Opportunities to innovate are becoming more and more relevant within marketing plans.”

Epoch is best-known for Sylvanian Families within the collectible space. Sylvanian Families sets are in the mid to higher price range but even so, the range has remained a best-seller. This is a brand which has enjoyed longevity, proving popular from generation to generation through a combination of nostalgia, imagination and play value.

Phil Hooper, managing director at Epoch, explains some of the factors behind the brand’s enduring success: “Sylvanian Families stays relevant because the combination of open-ended play and its focus on a nurturing and loving environment allows children to expand their imagination to create their own role-play scenarios. Sylvanian Families’ wide array of different characters, buildings and timeless themes such as forest and nursery, gives children the freedom to explore and create their own space in the Sylvanian Village in an immersive and endearing way. In addition, not only did many of today’s parents grow up with Sylvanian Families, and so have a fondness towards the brand, but we are seeing them pass down sets which they’ve kept from their own childhood to their children, making it a tradition.”

The company is continuously introducing new themes for the sets, driven in part by playground trends, movies, and high-volume collectability. In other words, Epoch is seeking new ways to bring newness while “retaining the heritage that Sylvanian Families is known and loved for”.

To support Sylvanian Families fans on lower budgets, Epoch has embraced the impulse purchase trend. Its Baby Collectibles Series blind bags feature characters which can easily be integrated into many of the existing playsets. In addition, new seasonal releases serve to drive the demand for collectibles, particularly among hardcore fans, enabling them to build their collections through new themes and expand their own Sylvanian Families villages.

At the start of 2024, following its big movie year, Barbie unveiled yet another miniature world to appeal to fans new and old alike: Mini BarbieLand. The range, which was released last month, taps into the mini trend by introducing the brand’s most iconic dolls, vehicles and playsets in a smaller scale. Mini BarbieLand includes fan-favourite Barbie lines including Barbie Fashionistas, Barbie Colour Reveal, Barbie Cutie Reveal and Barbie Pop Reveal, integrating the unboxing surprise. The collection also includes Barbie’s iconic Dreamhouse, Dreamcamper, Dreamplane, Dreamboat, Convertible Car and Jeep – it’s Barbie’s entire system of play in small-scale form.

Kim Culmone, SVP and global head of Design Barbie & Dolls, describes why she’s so proud of this innovation: “Our design team works closely with our Global Consumer Insights team to monitor what’s going on in the industry and the world around kids today. They identified collectibles, miniature and cuteness as things kids and fans are really responding to right now, so my team set out to find a way to bring that trend to life for Barbie in a new way. They studied the most iconic dolls and playsets from Barbie’s universe and set about shrinking everything down to miniature. Playability was a key focus. It was a unique experience working in a different scale to build in features like working elevators in the Dreamhouse and the Colour Reveal surprises.”

This new Barbie world was a great way for the brand to use the momentum created by the blockbuster Barbie movie to continue to provide excitement for lovers of the brand, and even intrigue new consumers. Krista Berger, SVP Barbie and head of Dolls, says: “The world of Barbie has never been more iconic and recognisable and is the perfect time to introduce Mini BarbieLand to evolve and affirm what fans love about Barbie. We want our consumers to be able to play with Barbie anywhere and at any time, which this new mini scale allows for.

“Strategically, the scale and price point also mean we can expand our relationships with nontraditional toy store retail partners. Barbie can be in petrol stations and supermarkets like never before. This is the perfect opportunity for the Barbie brand to reach an entirely new audience, beyond doll collectors and into fans of smaller collectibles. We are so excited to see how fans respond to this new mini scale.”

When it comes to marketing, trend worthy, collectible products harmonise well with online content. At Magicbox, the marketing team is working hard to build its own channels for each brand. Kookyloos is benefiting greatly from the channel growth, but also a dedicated Meta advertising schedule, reaching new and existing Kooklyloos fans.

“Kookyloos dolls lend themselves really well to usergenerated content,” remarks Suzie. “Not only do they look great, but they encourage children to be creative, making them brilliant for inspiring imaginative play. It’s a range that lends itself brilliantly to influencer campaigns on social media, with posts that inspire parents to buy the brand and bring the magic of Kookyloos to their kids’ playtime.”

At IMC, Kerry agrees: “It’s all about creating memorable moments for kids to re-enact with the toys”. The company has a full stack approach to target each area of

especially during strong selling periods such as Easter, back-to-school and the lead-up to Christmas.

Barbie will be hopping on the TikTok mini trends bandwagon with a UK Barbie TikTok campaign. The robust strategy for Mini BarbieLand will be appearing all over the media including TV, YouTube and gaming platforms.

While doll-focused companies expand their brands by enhancing collectability and providing lower price points, MGA Entertainment has long been known for the L.O.L.

Feature

Dolls & Collectibles

Surprise! brand which was one of the top lines to boost the strong performance in the collectibles space last year. L.O.L. Surprise! offers a huge range of blind packaged collectibles priced under £9.99 which provide creative play and allow users to put together miniature models using UV light, across a wide range of themes. The new L.O.L. Surprise! Mix & Make Birthday Cake has welcomed even more creative possibilities for consumers. Each doll comes with three sachet mixes, glitter and a cup mould to craft a birthday cake dress. Children combine the mix with water to help create their own designs to style their new character.

In addition, Rainbow High, MGA’s fashion doll franchise, presents a higher but competitively priced range which complements the company’s Netflix series, now going into its fifth season. Series enthusiasts can take their love of the characters from the TV to their hands for physical play, to recreate favourite moments from the show or imagine their own stories. The new Rainbow High Classic Fashion doll range brings back original and fan-favourite characters from season one and also introduces a new play pattern – sparkle slime – designed to appeal to the brand’s younger fan base and add more play value to the box. Pamela Justice, head of Marketing UK & Ireland, explains: “MGA Entertainment recognises that it’s a tough market currently, and brands need to adapt to be accessible to all, which is why the business is on an ongoing mission to provide more affordable toys and added value amidst inflation. With the continued impact of the cost of living crisis, it is essential that we offer varying price points and giftable options.

“Customers are choosing to purchase dolls that offer an extended play pattern so it’s crucial that our retail partners are communicating this messaging to consumers both in-store and online. Brands with strong entertainment content such as L.O.L. Surprise! and Rainbow High offer added value when it comes to choosing a doll, as children tend to be invested in the brand and characters and in turn, the

Talking to John Adam’s Lynette Leet at Toy Fair, she was particularly excited about the introduction of the Decora Girlz range to the John Adams dolls and collectibles portfolio this year, joining classic brand Tiny Tears and its Dollsworld range of baby dolls. Decora Girlz are a bright, colourful and quirky group of tween friends who love to decorate themselves in the bright and expressive Decora Kei style from Japan. According to Lynette: “This new doll brand is unlike anything else on the toy shelf and it allows children to customise their dolls and make them just as unique as themselves.” The collection launches with the 5-inch Sticker ‘N Style Dolls, with a second burst coming later this year. Within the DollsWorld collection, which has been captivating children for more than three decades, 2024 sees the introduction of the all-new DollsWorld Atlantic series, featuring eye-catching boutique packaging and updated doll designs with fresh

Canadian-based doll specialist Battat Toys is celebrating the 30th anniversary of its Our Generation doll line in 2024, with a raft of marketing and in-store activity which sees the company renewing its focus on the UK market. According to owner Dany Battat, business development manager Allysyn Gordon came onboard last year to be “the face of Battat in the UK and Ireland market, and to work closely with our retail partners to develop the brand”.

In addition to a longstanding partnership with Smyths, Battat is working hard to expand its distribution network and grow its presence within other specialist toy and department stores.

Allysyn tells Toy World: “Our Generation is sold in 60 countries across the globe. It’s an enormous line, with more designs and accessories than any other doll range. To celebrate the brand’s 30th anniversary, we have organised a wealth of impactful marketing activity across social media channels such as YouTube. In addition, there will be a host of different retail collaborations: Hamleys will be relaunching a brand new Our Generation Store in Regent Street and its other stores this summer, as well as showcasing new sister doll brands. Fenwick has already kicked off Our Generation celebrations with a successful in-store event, with more planned for both Our Generation and sister brand LullaBaby in both summer and autumn winter. Harrods Our Generation pop-up Boutique launches at the beginning of May, with the new department store aesthetic and a brand-new line of products for the third quarter, while other retail partners will launch brand new dolls and accessories throughout the year, supported with a variety of marketing activations."

In addition to the Our Generation range, Battat has returned to traditional nurturing doll play, launching a new baby doll brand in the UK called LullaBaby, which Allysyn describes as “a contemporary baby doll line, designed with the highest quality standards, at a very competitive price”. LullaBaby dolls have realistic faces with soft eyelashes, huggable soft bodies, easily removable clothing and a removable pacifier. The dolls are fragrance-free and filled with recycled fibres, while the packaging is made from recycled materials, printed with soy-based inks and is 100% recyclable.

Over the following pages, readers can find detailed product information from these suppliers and plenty more which have much to offer in the Dolls and Collectibles categories.

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Spin Master

01628 535 000 | www.spinmastertoys.co.uk

Kids can enjoy pretend play with the Gabby’s Dollhouse Clip-On Playset this May. The portable playset comes with a miniature dollhouse room and a backpack clip, perfect for playtime on the go. The playsets are matched to all the favourite characters from the series, including MerCat, Kitty Fairy Cat, Cakey Cat, Baby Box Cat and DJ

Daniel James.

There are surprises in store for Gabby’s Dollhouse fans too, thanks to the Surprise Figures offering. There are 12 characters to collect, and each toy comes with a reusable mini dollhouse capsule with a top that can be lifted to reveal the mystery figure and an accessories stand. There are endless play opportunities with characters and stands such as Gabby and her Dollhouse Deliveries, Cakey Cat on a pie, MerCat in a clamshell and many more.

The slightly older doll fan can fly into action with Wizarding World’s Harry Potter Quidditch Gift Set. Harry is ready for his first Quidditch match of the season and needs help to catch the Golden Snitch. This doll comes with a red and gold Gryffindor uniform, robe and shoes. Users can add to the pretend play with Harry’s wand, the Nimbus 2000 broomstick, arm and leg guards and a ball box which stores the Quaffle and Golden Snitch.

Wizarding World fans can travel back to Hogwarts with the Micro Magical Moments Single Packs. These surprise packs are unboxed to show one of 12 beloved scenes from the Chamber of Secrets film as well as a Hogwarts portrait frame display case and a stand to display.

The Wizarding World collection also includes the Chamber of Secrets Collectible Multi-Pack. The packs each come with three characters from the film and a display case to showcase beloved moments fans know and love. With 1.5-inch figures and easy-tohold casing, these collectibles are perfect for on-the-go play.

Finally, more magical moments can be had with the Collectible Chamber of Secrets Scene Pack where Harry embarks on the climactic scene from the second film. The pack includes 4cm figures of Harry Potter, Tom Riddle, the Basilisk, Fawkes and the Sorting Hat hiding the Gryffindor sword, as well as a clear display case and four stands. This unique pack stacks and connects with other Magical Moments mini toys and is a must-have for any Wizarding World fan.

Mattel

01628 500 000 | www.mattel.com

Mattel presents an impressive range of dolls and collectible toys in 2024 from its portfolio of world class brands, including Barbie, Disney Princess & Disney Frozen, Polly Pocket and Monster High.

Barbie celebrates her 65th anniversary with the 65th Barbie Fashionistas, a collection which gives a modern twist to classic dolls. Barbie continues to expand the Color Reveal range with the new Groovy Series, with six surprises in one package. Later in the year, Barbie is to launch new mini scale world, Mini BarbieLand, which will include fan-favourite Barbie lines, including Barbie Fashionistas, Barbie Color Reveal, Barbie Cutie Reveal, Barbie Pop Reveal, Barbie Dreamhouse’s and Barbie Vehicles, including the DreamPlane and DreamCamper, integrating the unboxing surprise and delight in a mini version for the ultimate collectability. There are more family adventures with the Chelsea Plane, new to careers is the Figure Skater Doll and in fairytale is the Colour Change Mermaid.

Disney Princess includes the new Singing Rapunzel, inspired by the animated character from Disney's Tangled. Fans can join in as Rapunzel sings her signature song, When Will My Life Begin? Disney Princess also has the new Storytime Stackers Jasmine’s Palace which includes a handle for on-the-go play and can connect with other Storytime Stackers to expand the kingdom. Disney Frozen launches Magical Skirt Anna featuring water-activated colour change in her skirt. The Disney Wish range includes the Cottage Home Playset, Rosas Castle Playset, Asha of Rosas Adventure Pack Fashion Doll and Singing Asha of Rosas Doll.

Polly Pocket, the original micro doll, celebrates its 35th Anniversary this year, and adds new themed compacts to the Pocket World Assortment, including the Seaside Puppy Ride, Snow Sweet Penguin, Straw-Beary Patch and Hedgehog Coffee Shop. Each set has an outer fidget feature for extra play value and includes two dolls which have new articulation with five moveable joints for richer pose and play action.

Monster High expands its core doll range with new characters, including Venus, Toralei and Ghoulia, as well as new fashions and looks for Draculaura and Clawdeen Wolf. This year, Monster High adds newness with the new Creepover Party dolls centred around episodic content from the animated series, which features a detailed outfit and sleepover accessories themed to their unique ‘scaritage’, as well as a pet figure. Monster High continues to expand the Skulltimate Secrets range with the new Neon Frights theme, and this time, it's fluorescent. Each electric-coloured set comes with a Monster High doll and 19+ surprises, including three accessories that glow in the dark.

The UK’s No.1

Zapf Creation

0845 0533 333 | www.mgae.com

This autumn, Baby Annabell expands its product portfolio with the launch of a fully functional doll for toddlers from the age of one. Baby Annabell Hannah Let’s Play is a soft fabric bodied 36cm doll with a line-up of special features to encourage play patterns and social development. The doll comes with sleeping eyes, a onesie with a hood, and a dummy and bottle, so little ones can feed her just like grown-ups. The new doll makes lifelike baby noises to enhance playtime and encourage children to mimic parents' nurturing behaviours.

With the sweetness and charm of a real baby, Baby Annabell Active 43cm doll offers children a unique parenting experience; they can feed Baby Annabell her bottle, rock her to sleep and listen to her laugh. She can also suck her dummy with realistic mouth movements, giggle, coo and make crying sounds. The 43cm soft bodied doll comes complete with a romper, hat, bottle, dummy, bib, charm and baby album with sticker sheet.

Also new for Zapf Creation this year, girl doll Baby born Lena and boy doll Baby born Lukas feature seven interactive functions to enhance playtime and encourage imaginative roleplay. When fed real water from its bottle, Baby born realistically wets while drinking, providing toddlers with an opportunity to engage in role-play scenarios, including potty training. The doll is the perfect size for little hands and children will love caring for and helping Lena or Lukas drift off to sleep, watching their eyes magically open and close with a simple twist of its dummy. The dolls come complete with a baby starter set of accessories, including a potty, plate, spoon, nappy, dummy, bottle and birth certificate.

The Baby born Magic Doll continues to be a hit for existing and new fans of the brand and children can also head to YouTube to watch their favourite Baby born characters come to life in the animated series, the Adventures of Baby born Emma, Teddy & Friends. With season two getting ready to launch this summer, young children will love singing along to the catchy songs from the animated series, and see Baby born Emma, Teddy & Friends explore the world around them.

Designed for real-life water play, Baby born Swimming Lissi is perfectly tot-sized and suitable for children aged 1+ so small hands can splash with their friend in the water. The 30cm functional doll has real swimming motions. Kids wind her up to watch her master front crawl and butterfly – the perfect swimming companion for lots of water play fun.

The brand is also making its mark in the creativity space this autumn with the launch of the Baby born Styling Artist Head. Including one stencil, four make-up markers, a comb and headband plus 10 pins, four hair clips and two hair ties, the new styling head is ideal for budding junior hair stylists and make up artists.

All new products come in plastic-free packaging in line with Zapf Creation’s ongoing commitment to sustainability.

Jazwares

020 3598 5119 | www.jazwares.com

Squish-a-longs is a delightful new range of collectible toys from global plush sensation Squishmallows, the No. 1 plush brand and top gaining property, according to Circana. Squisha-longs provides fans with a new way to squish, with fun and unexpected ways to show off their collections and take them on the go.

Introducing the micro trend into the Squishmallows portfolio, 1-inch Squish-a-Longs will launch over 150 micro ‘mallows which can be taken on the go. Created with unique soft, squishable plastic, the 1-inch Squish-a-Longs collection will feature rare and ultra-rare characters, driving the hunt for fans to find their favourites. Taking the Squishmallows brand to a younger target audience in a fun and unique way, the delightful Squish-a-Longs come with cute ways to wear and display with adorable and stylish accessories.

With entry price points for blind packs, clip-ons and a range of larger collection packs to choose from, Squish-a-longs is the perfect pocket money toy. Carry cases that double up as imaginative playsets will enable fans to take their collection on the go or display it in their room.

Squish-a-Longs will be launched with top-tier social media partnerships, buzzworthy retail activations, VOD & digital takeovers and PR activations.

With more than 105m users and 9b play sessions on Roblox, Royale High offers players a magical environment where fashion and style reign supreme. Seamlessly translating the Royale High gaming experience into the world of toys, Jazwares is spreading the themes of creativity, self-expression and the promotion of play to the real world with an all-new master toy line. Launching autumn/winter 2024, Royale High will feature game-inspired fashion dolls, collectibles, playsets and accessories with exclusive game codes for virtual items.

In the Royale High fantasy world, players attend a magical castle high school where each student is handed a treasure trove of role-play-enhancing items, including the glittery-winged keys to their dorm, their very own personal space to decorate however they wish. Royale High is a safe space where students are free to dress in their own unique styles to express their creativity, wherever their class schedule takes them.

Transcending the metaverse experience into the real world with stunning figures, customisable fashion dolls and playsets, surprise features unlock play experiences in real life and virtually with in-game integration. Fashion accessories will enable fans to style their characters with unique personalised looks. The fabulous Royale High virtual world is brought to life with the Bus & Glam Closet and Castle Campus Playset playsets.

The Royale High toy collection will be supported with a large-scale digital marketing and influencer launch campaign.

Character Options

0161 633 9800 | www.character-online.com

sales@charactergroup.plc.uk

Character Options is keeping the dolls and collectibles aisle wellstocked with its cute and cuddly animal friends.

Smooshzees squeezable, stretchy characters are cute and highly collectible – and very soft. Smooshzees are based on trending and exotic characters, each with its own colourful personality to stimulate kids’ imagination through play. The combination of super-soft filling covered with a velvety stretchy outer skin means there’s nothing softer than a hug with a Smooshzee. There are many characters to collect, the smallest of which are 3.5-inch Cutezees. Priced for pocket money sales, there are 10 to collect, including two ‘chasezee’ characters. All pets come housed in stackable try-me packaging.

Moriah Elizabeth is the hugely influential craft and content YouTube creator, with over 9.7m subscribers. She is renowned for her vibrant colours, fun content and adorable characters. New this season is a first wave of cute and collectible Mini Mystery plush, featuring an assortment of eight 6-inch plush characters, including Georgie, the pineapple-styled duck; Cathy, the scarf-wearing cat and Derp, the baby blue dinosaur. New characters are already in the pipeline.

From hot YouTube gaming property Aphmau, there’s an under the sea theme in both the Mystery MeeMeow Plush and figure collections this season, with eight new friends to collect, including Whale Cat and Octopus Cat. There’s also a new wave of Mystery MeeMeow Unicorn plushies, as well as six food-themed Mystery MeeMeow Squishy Figures to discover, including Macaroon Cat and French Fry Cat.

01904 720 908 | www.imctoys.com | info.uk@imctoys.com

IMC has significant developments across its popular Cry Babies line. Following its ages and stages approach, autumn/winter 2024 will see new introductions to the Cry Babies core dolls collection and the evolution of the best-selling Cry Babies Magic Tears brand to the new Cry

Hero product of the autumn/winter core collection is Cry Babies Morning Routine Bella – a doll which encourages children to interact with and complete daily routines. From dressing her for day care, feeding her, cleaning her teeth, washing her hands and brushing her hair, Bella claps each time she finishes a routine and after completing all routines does a little dance. Bella features light-up hearts in her eyes, and

Following the success of 2023’s Newborn Coney interactive doll, IMC introduces the Newborn My First Bath doll, which reacts when wet and makes over 20 baby sounds. Dressed in a bath suit, the doll comes with a personalised towel, bathtub and accessories, including a rinse cup and rubber duck. The bathtub also includes suction cups on its base for children to stick to the bath. The soft-bodied Newborn Bathtime dolls also join the range, each dressed in a bath suit with personalised hoodie towel and dummy. The dolls

Bringing a fresh, innovative mini doll range to the collectible dolls category, Cry Babies Playtime focuses on connectivity and collectability, encouraging fans to build their Cry Babies world and create endless stories. In line with IMC’s ‘content first’ approach, the new toy lines reflect the new Cry Babies Playtime animated series, which rolls out in May 2024 and is based in a Day Care setting.

Also following the Day Care theme are collectible Playtime Day Care Babies dolls, available in non-blind, baby bottle-shaped packaging. There are eight to collect: four baby dolls, and four baby crawlers complete with mechanical crawling action. Each character includes personalised accessories and cries real tears which reveal a cute design on their cheek. There are also exclusive rare features to discover including surprise golden accessories and a golden tattoo on the dolls’ cheek.

The Cry Babies Playtime Dolls with Accessories mini sets are available in Millie’s Activity Gym or Dreamy’s Baby Walker options, and both include a Playtime Day Care doll with themed accessories along with connectable playmats. Extending the playability of the range further, three Mini Playsets – Maddy’s Playroom, Chloe’s Kitchen and Bella’s Bathroom – include an exclusive collectible toddler doll, real tears activations, 15 accessories and extendable and connectable features. Each of the mini playsets includes a playmat element to allow children to connect their mini sets and playsets and build

Jenna’s Playtime Day Care playset is central to the content’s storytelling and enables children to recreate the Cry Babies’ daycare adventures. Kids can complete the set with more than 18 accessories and surprises – including six playmats for connecting to other mini playsets and an exclusive Jenna collectible character doll.

John Adams

01480 414 361 | www.johnadams.co.uk | sales@johnadams.co.uk

John Adams’ Decora Girlz range is a bright new offering for the dolls and collectibles aisle that kids can sticker, style and embrace for ultimate self-expression. They can also dive into a world of play with Zhu Zhu Aquarium’s tropical plush fish.

The Decora Girlz are a bright, colourful and super-quirky group of tween friends who love to dazzle, delight and decorate themselves in the bright and expressive Decora Kei style from Japan. This dolls brand is unlike anything else on the toy shelf and allows children to customise their dolls and make them just as unique as themselves. The collection launches with the 5-inch Sticker ‘N Style Dolls, with a second burst coming later this year. The collectible BFFs inspire creativity and come with stickers and accessories to customise them, as well as a comb to brush-out their hair. Each character has her own style – Celestia has an astro feel, whilst Sweetie’s vibe is inspired by sweet treats. If children prefer, they can mix and match the dolls’ fashions to reflect their own style.

The award-winning legacy toy range Zhu Zhu Pets has returned with a school of soft, interactive battery-powered Zhu Zhu Aquarium Mini Plush Fish. Packed with nostalgia to excite fans of the original collection, and appeal that will attract a whole new fanbase, they will bring play to life, swimming and interacting on land – with no water needed. In the first series, children can collect six vibrantly coloured plush tropical fish, including an adorable clown fish, a tang, as well as a shark and whale. These fishes make for a cute display, but they also inspire imaginative play. More characters are joining the shoal this summer launch, ensuring longevity for the range.

Just Play

www.justplayproducts.com | uksales@justplayproducts.com

Just Play is a leader in pocket-money toys and collectibles, and has more fun, licensed lines to introduce this year.

More than 1m units were sold of the Disney Stitch Capsule in 2023, and the all-new Disney Stitch Feed Me Series Capsules have been designed to drive the collectability of the range. Inspired by Stitch’s love of eating, each capsule holds a kawaii-styled Stitch figure, depicted with one of his favourite foods.

Disney Doorables was one of the fastest-growing licensed collectibles last year, and introduces innovative new lines this year. Disney Doorables Technicolor Takeover is the latest theme, offered across both Mini Peek and Multi Peek Packs. Like the series that have come before, it offers a surprise behind every door, with 60 new characters to discover, from Disney icons to timeless favourites including Rapunzel and Stitch. What sets this colourful collection apart are 10 special-edition figures with ombre designs that create a rainbow display when placed in order.

Arriving later in the year is a highly anticipated line that combines delicious treats with beloved Disney characters: Disney Munchlings. Munchlings characters have already amassed millions of views on TikTok and, as a key collaborator with Disney for Munchlings, Just Play will serve up a generous helping of collectible feature plush and water-activated colour reveal mini-figures to UK-based fans.

Meanwhile, Doorables will introduce the latest collectible craze from September, when kids and collectors alike can collect this new and exciting range.

Dolls & Collectibles

Bandai

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

Bandai UK continues to invest in its Miraculous cross-category collection, with the best-selling fashion dolls and collectibles lines top growth properties for the business.

The core Miraculous Fashion Dolls offer favourite characters from the animated series in varying guises. The 26cm dolls come with accessories and a signature outfit, offer 15 points of articulation, rooted hair and include an on-pack QR code for children to scan and watch a real iconic Miraculous moment, strengthening the brand connection and experience. The latest character to join the collection, Alya Ubiquity, is based on content as seen within the most recent special feature-length episode aired on Disney+.

Direct from last year’s No. 1 hit Netflix film, Miraculous: Ladybug & Cat Noir The Movie, a range of fashion dolls is also available to reflect pivotal moments from the movie. Deluxe Doll lines include the award-winning Magic Heroez Reveal Dolls which presents a Marinette doll with a surprise character reveal including Ladybug, BunnyX, Rena Rouge, Vesperia or Carapace. Each look remains a mystery until water is added to the capsule packaging, which then uncovers the doll’s outfit. A surprise reveal bag is also included with each doll, magically dissolving once placed in water to reveal a Kwami character and superhero accessories.

Each of Bandai’s Miraculous playsets includes exclusive fashion dolls to broaden appeal and value for fans. Both the Ladybug VW E-Beetle and Ladybug Switch n Go Scooter are representative of the Miraculous universe, which is also captured in super-scale with the Miraculous Ladybug Paris Heroez Playset, a four-foot-tall, threefloor play environment and hero headquarters, launching for autumn/winter.

The new Miraculous Chibi division offers mini collectible playsets and figures in stylised surprise environments inspired by the show. The collection includes two Chibi Playsets: Boulangerie and Amusement Park.

In addition, Bandai’s Miraculous portfolio includes pocket-money purchase opportunities with its best-selling Kwami collectibles and plush lines. Currently the number one collectible Miraculous item in the market, the Kwami Surprise Series allows children to unlock the magic as seen in the animated series. With 29 characters to collect, each figure is housed in a Miraculous blind box and moulded holding its precious Miraculous jewel. Two glitter chaser figures are also included within the collection, encouraging collectability and repeat purchase. The Kwami plush and Miraculous Chibi plush offer soft-toy collectible options – the Kwami plush range comprises an assortment of eight super soft 15cm Kwami characters, while the Miraculous Chibi plush includes four stylised Miraculous characters.

MGA Entertainment

0845 0533 333 | www.mgae.com

MGA Entertainment’s core doll brands L.O.L. Surprise! and Rainbow High have continued to see huge growth due to a focus on entertainment content which has seen fans favourite characters brought to life, with the L.O.L. Surprise! House of Surprises, The Movie and Winter Fashion Show Movie all on Netflix.

The L.O.L. Surprise! House of Surprises! series aired for the first time on Pop TV at the beginning of 2023 and is also available to stream on YouTube along with a variety of series including Tots Road Trip and Family. Alongside the online episodes, L.O.L. Surprise recently launched its latest music album, Tots Road Show, on Spotify, adding to the brands extensive portfolio of five albums with 76.2k monthly listeners.

L.O.L. Surprise!, the No. 1 Property in the Playset Dolls & Accessory segment, is now in its 8th year. The 5th series of L.O.L. Surprise! is Tweens Fashion Dolls, featuring a line-up of four brand new fashionable characters to collect: rock star, Cassie Cool; life of the party, Hana Groove; fashionista, Ellie Fly and star gazer, Flora Moon – each with their own personal and distinct style.

Children can enjoy endless hours of doll play with multiple outfit surprises and a number of accessories to discover with the all new O.M.G. House of Surprise Fashion Dolls. This spring, the original fanfavourite characters, Swag, Neonlicious, Lady Diva and Royal Bee are back with new glamorous outfits. Each doll will be sporting an all-new and high-quality look with stylish party attire.

Since launching in 2020, Rainbow High has established itself as the No. 1 fashion doll in the UK for 2023. Rainbow High continues to release colourful and creative dolls, aimed at inspiring confidence and the values of friendship, supported by the brand’s very own YouTube series which has amassed millions of views worldwide.

The latest release from the brand sees Rainbow High bringing back original characters from series one with the new Rainbow High Classic Rainbow Fashion dolls. The range includes the introduction of a new play pattern – sparkle slime – designed to appeal to the brand’s younger fan base and add more play value to the box. Each doll is articulated, has her own stylish outfit and matching accessories, and comes with her very own adorable, colour-tinted pet which children can use to house their sparkling slime.

The Rainbow High Classic Rainbow Fashion dolls are introduced in the brand’s fifth season of its YouTube series, which debuts the new Rainbow World. This features a new, fantastical world full of rainbow colours and sparkles that exist beyond the halls of the Rainbow High school.

This season, the brand has also released the new Rainbow High Junior High PJ Party dolls and the popular Swim & Style dolls which sold out at many retailers in a matter of weeks, alongside a variety of Fashion Packs which can be purchased separately and in a multitude of designs such as a sleepover, pool day, pep rally, dance party, skate social or ballet recital.

Epoch Making Toys

0208 049 1377 | www.epochmakingtoys.com

sales@epochmakingtoys.com

Sylvanian Families welcomes a new forest theme for autumn/winter. Building on the brand’s key pillar of nature, the Secret Forest Falls features 16 different exciting adventures and secrets to uncover, offering plenty of play value. There’s an ivy ropeway which can be attached to the back of the iridescent waterfall; a bucket-pulley lift; tiny secret hideout; adventure boat; treehouse; waterfall steppingstone; hidden castle with indoor stairs; hide and seek tree; drawbridge and a key which can be hidden in the river to be found and used to unlock the treasure chest. The set also includes an exclusive Husky baby figure in explorer outfit and can be connected with other historical Family Adventure sets and the new Exciting Exploration set in which new characters Latte Cat Brother and Baby are off on an intrepid adventure in their cutest explorer outfits. The set also comes with a host of accessories including a backpack, lantern, treasure map and binoculars to help them find the hidden treasure.

The brand will also see the launch of the 15th series of its popular Baby Collectibles Series in July. Featuring a baking theme, there will be seven characters to collect plus one mystery figure. Each character will come in a uniquely themed costume along with an accessory.

In addition, new for Q4 will be the Seal Family. Featuring mother, father and twins, the figures have special flocking to create a seal-like fur texture. Additional accessories include a rubber ring, beach ball and beach bag.

Also new is the Style & Sparkle Dressing Room. Part of the Style & Play range, the portable carriage shaped bag opens up to reveal a dressing room. Featuring shelves and display cabinets, the included accessories can be arranged or used to dress up Snow Rabbit Girl who comes in a princess outfit.

Finally, joining the popular Amusement Park range, now in its fourth year, is the Baby Mermaid Shop and Hamburger Stand which includes everything needed to make cute catshaped hamburgers, a table dressed with melted cheese to dine in style, and even a delivery scooter to reach customers wherever they are in the park. The Baby Mermaid Shop can be connected to the Baby Mermaid Castle which launched last summer, and comes complete with a cash register and chair. The shell-shaped playset can be opened up for play and closed for portability, while the under-the-sea themed accessories can be bought and tied on to the exclusive baby character before admiring the finished look in the mirror.

Bayer Design

07771 763 818 | www.bayer-design.com | bayer.uk@bayer-design.com

The My Piccolina Interactive Doll introduces children to the world of nurturing and care. This adorable 38cm soft-bodied doll is crafted to enchant, entertain and educate children aged three and up, capturing their imaginations. Through interactive play, Piccolina helps develop empathy, fine motor skills and cognitive abilities.

Piccolina is crafted to be the ideal companion, measuring 38cm, which allows for easy handling and cuddles. She's designed to fit perfectly in the arms of a child, ensuring that she can be taken on all sorts of adventures, from picnics in the park to story time snuggles. Her interactive features include realistic drinking noises when her bottle is tipped to her mouth, plus coos and sighs, just like a real baby, creating a sense of realism in a child's play.

My Piccolina Interactive has a symphony of baby sounds that will delight children, with 26 different baby noises, making her a truly dynamic companion. After a day full of play, Piccolina knows when it's time to close her eyes for bedtime. Kids can lay her down and watch as her eyelids gently close, inviting them to tuck her in and develop a loving bedtime routine. Piccolina comes with her own baby bottle and pacifier, enhancing the play experience with accessories that encourage role-playing and care-taking skills. Whether feeding or soothing, children will learn about responsibility in the most delightful way. Dressed in a soft pink jumpsuit with animal print, Piccolina is as fashionable as she is cuddly. The outfit is removable, allowing for dress-up play and easy cleaning. The gentle colours and design are chosen with a child's visual development in mind, stimulating recognition and differentiation.

Safety is paramount for Bayer Design which is why Piccolina is made with non-toxic materials and tested to meet and exceed all safety standards. Her durable design ensures that she can withstand all the love and playtime a child has to offer. With a legacy in creating toys that last, Bayer is a name which can be trusted, and My Piccolina Interactive is backed by quality craftsmanship and a commitment to child development, making her sure to be cherished for years to come.

Eolo Toys

(34) 985 090 130 | www.eolo.com | sales@eolohk.com

Eolo Toys’ Cutie Pops is a new plush collectible line set to hit the shelves this autumn/winter. The line was created with the intention of revolutionising the collectibles market, developing a new concept that enhances uniqueness and creativity in kids.

With a range of fantasy guinea pig small plush with customisable chains, the brand offers a new collectible experience. By offering a range of pack options, including mystery features that enhance the element of surprise, Eolo Toys has ensured that Cutie Pops stands out from the competition.

Cutie Pops allows children to become designers of their accessories. With the clip-pop-connect system, kids can mix, match and create their unique chains by connecting their adorable Cutie Pops characters and the different beads, allowing them to make each plush unique. There are millions of different combinations, ensuring that each kid gets to design their very own Cutie Chain.

With 24 different characters to choose from and a great variety of regular and exclusive beads and keychain hooks, there's a wide range of items to collect. Kids can keep track of their collection by using the collector’s guide included in each of the packs, which shows the range of plushies, beads and keychains that are available, and where they can tick off the ones that they have.

There are three different pack options available, single blind box pack, 3-pcs pack, and 5-pcs pack, each offering a different range of regular and exclusive Cutie Pops characters, beads and keychain hooks.

A CutieLand mobile game extends the adventure beyond the physical world into the digital realm. In the game, kids will be able to interact with Cutie Pops characters and their friends and take care of their little guinea pigs. By downloading the videogame and redeeming the codes from the QR beads included in each pack, children will unlock exclusive rewards and surprises. It's a seamless blend of digital and physical play, enhancing the overall experience and adding extra value to the offer.

The launch of the Cutie Pops brand will be supported by a 360 marketing campaign across TV, digital marketing and social media. Consumer PR campaigns will further support the brand with product reviews and lifestyle placement, plus point-of-sale materials will be provided to customers for instore brand execution.

Basic Fun!

01189 253 270 | www.basicfun.com bfuk@basicfun.com

Basic Fun! will launch two new collectible IPs this autumn/winter: the hotly-anticipated Micro Teenies and Cotton CandyKins. Plus, there is more fun to be expected from Misfittens, Cutetitos and My Little Pony.

Cotton CandyKins are a combination of cotton candy, cute animals, hair play and surprise reveals. This collectible brand is the inspired toyetic expression of fluffy cotton candy all wrapped up in a unique surprise-reveal cotton candy machine pack.

Micro Teenies is taking giant iconic characters and shrinking them to a novelty micro-size. Micro Teenies launches this July, with the full weight of Basic Fun! UK’s biggest launch programme behind it. Best-loved characters from Care Bears, Lilo and Stitch, and other friends from the world of Disney have been given the Micro Teenie treatment, transformed into cute, novelty collectibles, in miniature boxes.

Misfittens will introduce new characterisations of the standard cats, with Mini Misfitten Kitten Fishbowls adding to the range’s collectability. The original 6-inch kittens remain a huge success and there will be fresh themes to collect this year.

The Cutetitos Unicornitos line-up has a sixth wave dropping this autumn/winter. The evergreen brand will be getting the pocket money treatment, with all-new Candyitos - a sweet theme offered at a lower price point that will drive Cutetitos into even more hands.

The original ponies from My Little Pony will also be galloping down aisles with My Little Pony Retro Collectible Mini Figures, offered at an attractive price point.

Zuru

www.zurutoys.com

sales@zuru.com

Babycorns brings newness in an exciting blind unboxing format not yet seen in this category. The brand combines the element of surprise with nurture-play and escapism and provides everything a child needs to foster learning and development whilst building on core values of friendship and adventure in one singular product.

Launching initially in two sizes, Babycorns Large (33 cm) and Babycorns Small (24.5cm), the new item is cleverly designed, with an adorable Rainbocorn Baby nestled inside the blind capsule, which doubles up as a magical crib for naptime adventures. Both the large and small sizes come complete with everything needed for children to nurture and role-play by unwrapping to reveal a whole host of baby-themed surprises.

Babycorns Large are interactive and come alive with lights and sounds such as giggling and speaking. There are more than 30 surprises to doscover including a pacifier, milk bottle and special plush boo-boocorn. There are four Large Babycorns to collect, each dressed in their favourite animal onesie –Poppy the Kitten, Bobbie the Bunny, Bowie the Puppy and Nicci the Unicorn. Each comes with a signature peel and reveal heart.

Babycorns Small are similarly nestled inside their magical transforming cribs. There are more than 15 surprises inside including a pacifier, boo-boocorn and their very own baby blanket. There are four Small Babycorns to collect, also dressed in their favourite animal onesie – Riley the Giraffe, Echo the Elephant, Skylar the Butterfly and Bailey the Ladybug.

There are eight Babycorns characters to discover over the two ranges.

The new Babycorns brand will employ a content backed strategy supported with animation from Zuru Studios. Through these stories, viewers will be able to watch, connect and engage with Babycorns on a deeper level, sparking awareness, collectability and recognition of the brand.

Babycorns was inspired by the award-winning, multi-platform Rainbocorns brand, which is best known for its signature unboxing experience, as well as webisodes, an album and a new Roblox game which launched in March.

Innov8 Creative Academy

(353) 8310 53017 | www.kreepycollectibles.com

gavin@innov8academy.com

Following on from the worldwide success of Deddy Bears, Innov8 Academy has launched Kreepy Katz, which was originally an idea for a Roblox game.

The backstory is as eerily fun as the product itself, with the Kreepy Katz hanging out in an abandoned caretaker shed in a pet cemetery on the outskirts of a town called Scratchville. The Kreepy Katz and their leaders, two headed, purple feline frights named Kitty & Katty only come out at night in the hope of avoiding the Skare Krows - half crow, half skeleton – which peck and pester Kreepy Katz if they find them. The gang comprises over 50 collectible characters with series after series of Kreepy Katz waiting to be released, but for now, Series One includes Kandy, Dorito, Oscuro, McScratcherson, Franken Kitty and Kitty & Katty.

These Katz make the perfect companion for any creepy cute-themed collector. These plush are soft, squashable and full of fun details.

Kreepy Katz are available now across Europe, Australia and will soon be available in the US.

Each Kat has its own vaccination card filled with fun information, while three size variations are available for retailers: Large Katz, in travel cages are 12 inches, medium Katz in litter trays are seven inches and finally, small Katz on keychains are four inches. There is a Kat size to suit every owner.

Innov8 Academy has plans on the horizon for a Roblox collaboration for Kreepy Katz, to boost the brand’s collectability and appeal even further. The company has also launched a new creepy collectible website to showcase all its IP under one roof.

Over the next 36 months, Innov8 plans to add another eight brands to accompany the already popular Deddy Bears and Kreepy Katz on the creepy collectible platform.

Dolls & Collectibles

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

Magicbox’s Kookyloos collection continues to inspire imaginative play, offering kids a face for every play possibility – and there’s an exciting new theme on the way.

The best-selling collectible dolls range is modelling a fresh look this year, with allnew window boxes that let people try out the fun of flipping between the dolls’ three unique faces, changing their expression with a swipe of the finger. Plus, there are creative themes to discover; with this spring’s Pet Party Series proving popular, each doll comes with a sweet pet companion. The new line-up launches in August.

Golden Gala is a new catwalk-led theme that will bring eight new dolls to collect, each with new hairstyles, facial expressions and outfits, inspired by looks from the runway. Kids can hold their own fashion shows, as the dolls model diamond, butterfly, flower styles and more.

As with all new series launches, Magicbox’s commitment to deliver means highimpact marketing across all three brands.

Simba Smoby

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

The Steffi Love doll collection is building on last year’s significant growth, by offering great play value for a great price, with a wide range of SKUs based on relatable themes and proven play patterns.

Family, animals and more can be seen across the Steffi Love range. One best-seller is the Steffi Love Welcome Baby – perfect for families expecting a new addition. Steffi wears a cute maternity outfit and has a baby in her belly that can be removed and cared for with the accessories included. Another popular choice is the Steffi Love Carry Baby Bag. This Steffi doll comes in a cute everyday outfit and accessories to take care of her baby on-the-go, including a baby carrier and baby bottle.

With the Steffi Love Baby Car, mummy Steffi can take her little one out for adventures. The set comes with a baby doll and 2-in-1 ride-along car toy which Steffi can steer with the handle. Two sets in the Steffi Love Sunshine Twins assortment each come with a mummy Steffi doll, a stroller, two babies and lots of accessories to care for them.

Meanwhile, the Steffi Love Cute Walk set will allow kids to join Steffi and her younger sister Evi on a walk with their two Dalmatian dogs. Evi can ride her scooter, which has a basket attached to the front to carry the youngest of the pups, should its legs get tired.

DOLL BRANDS

OUR GENERATION

Our Generation is more than dolls and accessoriesit's a canvas for children's dreams. Each toy we create has a story, mirroring the friendships, adventures, and limitless imaginations of the children who welcome them into their lives and who are the heart of our brand - inspiring us every step of the way. This year we proudly celebrate 30 years of Our Generation which is for every child who has grown up with us, every parent who has chosen us, and every story that has intertwined with ours. Later in the year, we shall be launching our exclusive anniversary doll!

GLITTER GIRLS

Bringing to life a world of creativity and fun, the Glitter Girls help children find the sparkle hidden in every day. Through their colourful fashion and vibrant personalities, the Glitter Girls embrace friendship and encourage self-confidence.

LULLABABY

The new sister brand to Our Generation and the Maison Battat family! LullaBaby is a new baby doll brand. Our 36cm baby dolls are designed with the highest quality standards to nurture young hearts and minds through imaginative play The design and colour palette speaks to the contemporary family environment.

Our Generation, LullaBaby and Glitter Girls are proud doll trademarks of Maison Battat Inc - a family owned company since 1897, inspired by own our families and the world around us.

If you would like to reach us please contact: Allysyn Gordon at Allysyn.Gordon@battatco.com

Dolls & Collectibles

Peterkin

www.peterkin.co.uk | sales@peterkin.co.uk

Peterkin Asia’s best-selling DollsWorld collection has been captivating children for more than three decades. Each doll in the range promotes caring and social skills, offering an immersive, lifelike role-playing experience.

2024 sees the introduction of the all-new DollsWorld Atlantic series, featuring eye-catching boutique packaging and updated doll designs with fresh patterns and prints.

Baby Grace, a premium 10-inch doll tailored for 10-month-old tots, is specially crafted for small hands for their first doll experience. With a super soft body, Baby Grace is perfect for cuddling and carrying around. Her outfit and hat are superior quality and can be easily removed for added play possibilities.

The Little Treasure Dolls are 15-inch baby dolls designed for children aged 18 months and above. These delightful dolls feature bean-filled bums, sleeping eyes that close and come complete with deluxe accessories which make them the perfect gift choice for any occasion.

For an interactive play experience, the Babby Babble doll is a 15-inch baby doll with a soft body and 16 realistic baby sounds, adding an extra layer of play value for children aged 18 months and beyond.

The Dolly Doctor doll encourages imaginative play and caring skills, as children can step into the role of a doctor using the included medical accessories to care for Dolly and ensure she remains in peak condition. This 18-inch soft-bodied doll with vinyl limbs features sleeping eyes, a deluxe outfit, a dummy and role-play accessories, making her suitable for children aged three and above.

All DollsWorld dolls encourage nurturing skills and are premium quality, with luxury accessories and outfits. The new DollsWorld Atlantic range is now available to order.

Battat

www.battatco.com | Allysyn.Gordon@battatco.com

In June, Battat’s Our Generation celebrates three decades of inspiring children across the globe with its beloved range of 46cm dolls, accessories and playsets. Our Generation remains committed to the core values of friendship, kindness, imagination and letting kids be kids. With an expansive collection of dolls, thoughtfully designed accessories and intricate playsets, children can see themselves represented and find life-long friends.

A primary driver in reaching this milestone is the constant development of new dolls and play environments each year. Battat’s selection of dolls is available at four price points, each bringing unique design qualities whilst keeping affordability in mind. Our Generation Deluxe Dolls is Battat’s most popular category, each doll coming with her own storybook and accessories.

The latest arrival in Battat’s Activity Series, created to elevate children’s playtime, is the Prima Ballerina doll. The Hair-Play Dolls have been a long-term favourite among fans, alongside the company’s ever-expanding selection of Classic Dolls.

The core themes of Battat’s dolls are ever developing, from its wellknown Equestrian, School, Fashion and Sleepover ranges. This year, Battat’s latest theme will form a vital pillar to this year of celebration. In collaboration with its partners across the UK, Ireland, Europe and internationally, Battat’s 30th anniversary will see a wide range of special activities, exclusive events, fun surprises, pop-ups, product launches and gifts.

Our Generation has won many awards from major publications including Good Housekeeping, Parents Choice Awards, Family Choice Awards and Creative Child Magazine. Our Generation, LullaBaby and Glitter Girls are proud doll trademarks of Maison Battat.

Viewpoint

Asha Bhalsod

Asha has 10 years eCommerce account management experience, including at Amazon and managing the Amazon/ eCommerce businesses at Tomy UK and Melissa & Doug. She now runs Etopia Consultancy, to help brands create their eCommerce strategy and grow their Amazon business, and can be contacted on asha@etopiaconsultancy.co.uk for guidance with trading on Amazon.

2024: the year Amazon advertising demands an agency

As we step into 2024, the dynamics of advertising on Amazon have reached a complexity and competitiveness that now, more than ever, needs the expertise of specialists. For brands looking to navigate this terrain successfully, partnering with specialised agencies has transitioned from a strategic advantage to an essential part of their advertising efforts. Leveraging an agency for your Amazon advertising needs isn't just an added value—it's a strategic imperative for staying ahead in the game.

Understanding your brand's market share on Amazon is the cornerstone of any successful advertising strategy. This isn't just about numbers; it's about comprehending your position within a diverse and dynamic marketplace. Each Amazon region brings its own challenges and opportunities, needing a bespoke approach to ensure your brand not only competes in its category but also sees incremental growth. Whether it's identifying if your brand can compete against top players in a specific region, or if a fragmented category presents an opportunity for aggressive advertising and promotional efforts to gain share and boost sales.

Our work across the UK and EU has underscored a fascinating insight: market share off Amazon does not directly translate to success on the platform, something which often surprises brands. The discrepancy between brand awareness in physical retailers or other marketplaces and on Amazon underscores the need for specialist knowledge and experience working with Amazon across the EU landscape. The discrepancy between online and offline demands strategies tailored to the unique nature of Amazon's ecosystem. Brands need to be agile, ready to pivot their approach based on regional insights, whether that means boosting brand awareness or focusing on conversion tactics for those already familiar with your brand.

So why choose an Amazon specific agency over any other media agency?

With such complexities and challenges unique to the Amazon landscape, working with an agency which has

experts who specialise in these areas and relationships to lean into will strengthen your Amazon business and enable you to gain the most from an advertising partnership.

Dayparting - Timing is Everything.

The concept of dayparting - scheduling ads to align with when your target audience is most active - epitomises the kind of strategic knowledge that can significantly amplify your advertising success. It's about being visible at the right moment, leveraging peak shopping hours for maximum impact. However, implementing this effectively requires sophisticated tools and a subtle understanding of consumer behaviour, precisely where the expertise of a specialised agency becomes indispensable. The efficiency gained through dayparting also offers a financial advantage. By ensuring that your advertising spend is distributed to times when your audience is online, you avoid wasting budget during off-peak hours. This approach not only increases the effectiveness of your ads but ultimately saves you money. The result is a more cost-effective advertising strategy that maximises returns on your investment, demonstrating yet another layer of strategic subtlety offered by dayparting.

In today’s digital-first marketplace, the right software is not just helpful, it’s crucial. From analytics to campaign management, these tools empower brands with insights and efficiency. Yet, the real magic happens when this technology is wielded by those who know how to extract every ounce of value from it. Agencies bring this expertise to the table along with the software itself, seamlessly integrating advanced software into comprehensive strategies that speak directly to your brand's needs and goals. Working with an agency can give you access to software whilst bypassing the significant expenses associated with having it entirely in house.

At Etopia, we pride ourselves on our data-driven approach, as shown by our work with a leading baby brand across the UK and EU. Our market analysis revealed an opportunity that had been overlooked; a chance to become a category leader in a key market. By refining our focus and

implementing a targeted strategy, we not only improved market share but also significantly boosted advertising sales. This is the power of informed, strategic action.

In the intricate and competitive realm of Amazon advertising, the role of specialised agencies has become not just beneficial but essential. Agencies bring a depth of expertise in navigating Amazon's complexities, leveraging advanced software for optimisation and executing strategies like dayparting effectively. Their experience across different markets and industries enables them to craft bespoke strategies that consider the unique dynamics of each region and category, turning datadriven insights into actionable plans that drive growth and profitability. Moreover, an essential aspect of these tailored strategies is their alignment with specific brand goals, whether it's driving conversions, achieving a high return on ad spend (ROAS), narrating a compelling brand story, or enhancing brand education. An Amazon agency specialises in identifying and prioritising these goals, creating a strategy that aligns Amazon's advertising opportunities with the brand's overarching objectives.

Partnering with an agency brings a collaborative advantage. We collaborate with your internal teams, not as a replacement but as an extensionan enhancement. This partnership fosters innovation, using our collective expertise to stay one step ahead of the ever-changing Amazon landscape. It is about bringing the best of both worlds together: the intimate brand knowledge of your internal team, augmented by the specialised experience and insights of an agency.

The complex and competitive nature of Amazon in 2024 demands more than just in-house efforts. It requires the strategic depth, technological proficiency, and nuanced understanding that only an agency can provide. By partnering with a specialised agency, you're not just keeping pace—you're setting the pace, staying ahead of trends and leveraging insights that could be the difference between success and stagnation.

©2020 Studio Dice/SHUEISHA, TV TOKYO, KONAMI 2020

Special Feature

KidsKnowBest

Transatlantic Toy Trends: navigating youth preferences in the UK and US markets

At KidsKnowBest, we've just launched our brand-new quarterly reports, which offer an inside look into the world of kids, tweens and teens in both the UK and the US. Each report serves as a treasure trove for brands seeking to understand and connect with today's 3-18-year-olds in their respective markets. We've combined quantitative and qualitative research methods to delve into the thoughts and experiences of today's youth across 12 key market categories. Additionally, we incorporate video clips of our community sharing their perspectives on each category, as well as real-world examples, to provide

KidsKnowBest’s Sian Rider dives into some of the company’s insights from the first quarter of 2024, looking at the differences between the UK and US market report findings, starting with what 6-9-year-olds like to spend their money on.

a nuanced understanding of the evolving youth landscape.

Here in the UK, it seems both boys and girls love to spend on toys, collectibles and board games the most, especially girls, who lead the way with 54% of them opting to spend their money this way. Snacks closely follow as a popular choice for both genders, while video games share second place in boys’ spending preferences. New clothes take the third spot for girls.

Across the pond in the US, girls are on a similar page to their UK counterparts, with toys, collectibles and board games topping their spending list at 60%. But for boys aged 6-9 in the US, video games are the number one pick, just edging out toys, collectibles and board games. This shift signals heightened competition for the toy industry for this demographic.

When we start to consider their values concerning spending behaviours, an interesting pattern emerges. In the UK, kids are more inclined to pay extra for toys or collectibles that are not harmful to the environment as they reach 6-9 years old. By contrast, in the US, spending extra on toys or collectibles that are not harmful to the environment becomes less appealing at 6-9 years old. Interestingly, climate change also appears to be a more important issue in general for kids aged 3-18 in the UK, compared to those in the US. In the UK, 36% of boys claim climate change is an important issue to them, ranking it as the joint third most important issue alongside animal cruelty and behind bullying (47%) and mental health (39%). This is closely matched by girls in the UK, where 32% of them say it is important and it comes in as the fourth most important issue. In the US, however, climate change averages as the sixth most important issue. Looking more closely at differences between genders, US boys rank it fifth at 32%. US girls rank climate change even lower, as their seventh most important issue at 21%, behind bullying (55%), animal cruelty (48%), homelessness (37%), mental health (35%), the economy (29%) and gender equality (23%).

So what about play preferences by market? In the UK, toys emerge as the clear favourite for 3-5-year-olds. As for the older group, toy play narrowly surpasses video gaming, suggesting a nearly equal split. In contrast, the US mirrors a comparable trend for 3-5-year-olds, but the preference drastically shifts for 6-9-year-olds, with only 39% of them preferring to play with toys over video games. This too implies a greater need in the US for toy brands to keep kids engaged as they grow older.

Businesses need to adapt to the evolving preferences and values of today's youth, taking into account cultural differences between markets. While toys remain popular, there's a notable shift towards video gaming among 6-9-year-olds in the US, suggesting opportunities for further engagement in this market.

The growing importance of environmental consciousness in the UK presents an opportunity for brands to integrate eco-friendly practices into their toys and products. By aligning with these trends, businesses can better connect with young consumers and drive success in the market.

The above is just a small snapshot from our latest reports, but for further information on them, or assistance tailored specifically to your brand, drop us a line at: info@ kidsknowbest.co.uk.

Allegedly

We have entered retail results season here in the UK, and some of the big names have unveiled extremely healthy annual numbers over the past few weeks – especially multiple retailers with a strong food element to their business. Tesco shares jumped after it announced that last year’s sales rose 7% to £61.48b, and the retailer struck a confident, bullish tone in its reporting notes. Elsewhere, B&M sales in the UK rose +8.5% year-on-year (up +3.7% on a like-for-like basis), as the retailer opened 47 new stores, while Home Bargains revealed that turnover increased 10.2% to £3.7b in the year to 30th June, while pre-tax profits rose 12.4% to £332m. Thanks to the increase in sales and profits, the owners – the Morris family – will share dividends totalling £36m, up from £30.5m last year. TJ Morris also stated that the number of Home Bargains retail outlets is set to increase in the year ahead. The company currently operates 594 stores but its aiming to open between 800 and 1,000 retail outlets, which it expects to lead to further growth in turnover and profitability. However, there was a slight sting in the tail: over 2,000 jobs were lost at Home Bargains over the last financial year, as overall staff levels were reduced from 28,401 to 26,845. Now, I must confess to not being overly familiar with staffing and service levels at Home Bargains, living in an area not yet penetrated by the retailer (given there were several large Wilko stores close by before the chain closed, maybe this is one of the areas in which it is looking to expand its store estate?) – but one has to hope that as retail starts to pick up again, it will strive to get the right balance between profit for the owners and staffing levels…

One thing which might help all retailers – large and small, food and non-food – is a reform of business rates system. The Labour Party announced last month that if it wins the next election, it will “fix” the business rates system, replacing it with a new, fairer system of business property taxation with the aim of “rebalancing the burden and levelling the playing field.” The aspiration is sound: the devil, of course, is in the detail. What are the mechanics of the proposal? And how quickly can the current system be overhauled or replaced? Some of us are old enough to remember the Poll Tax being described in a similar way, and we all know how that turned out (although I’m not sure we’ll see retailers rioting in quite the same way). Naturally, this is all completely dependent on Labour winning an election – not by any means a foregone conclusion, despite the current government’s continuing nightmare in the polls – but if we do somehow end up with a system that is in Labour’s words “fit for the 21st century”, it will be an important step in revitalising Hight Streets the length and breadth of the UK and Ireland. Retail is not just one of the country’s largest sources of employment, but it is at the very heart of the health of town centres, and surely we all want to see high streets becoming a pleasurable place to visit again. How we reconcile that with a modern digital economy where many of the large platforms and online sellers are based outside the UK for tax purposes, and therefore are arguably not contributing their fair share or subject to a level playing field is a conundrum for far greater economic minds than mine. But I do hope we find ourselves with a government – of whatever stripe – which is prepared to tackle this head on. Retailers are a resourceful bunch, and I still feel the “nation of shopkeepers” expression is one we should wear with pride. But if we still want to lay claim to that, we have to start by addressing the elephant in the room – the balance of the tax burden between physical and digital retail…

I love the fact that one of our most read online stories of the past few weeks was about the social gathering of a group of Scottish toy trade reps and agents which took place in Glasgow last month. It’s a lovely idea, and one that maybe

some of their UK and Ireland counterparts may decide to replicate. And it shows the warmth and camaraderie that these people built up over the years. Wouldn’t it be great to think there will be gatherings like that in ten or twenty years’ time? That will be totally dependent on what happens to retail in the coming years – I’m not sure I can see the people who punch numbers into algorithms ever deciding to get together to swap stories and reminisce about the time something funny happened in the course of their daily travails. I don’t know if it still exists in some form, but there used to be a clandestine toy trade group called “The Toy Soldiers”, which basically consisted of a the leading sales directors from major toy companies, who would get together ‘informally’ to chew the cud and discuss the hot topics of the day that affected the UK toy market, and what could be done to address some of the challenges (and yes, that is called a cartel these days, but those were simpler times). If the idea was ever to be resurrected, I guess it would need a new name – perhaps the Cyber Warriors would be more applicable in the 21st century…

Toy suppliers and their retail partners will be heartened by the gradual improvement in freight rates. There were genuine concerns at the turn of the year that the situation in the Red Sea would have a long-lasting impact, but rates continue to fall, especially if shipments aren’t urgent. Those prepared to accept slower sailing times can take advantage of better prices, which may help some companies over the coming months. We will just have to hope that everything is resolved before the more time-sensitive fourth quarter, when the delayed arrival of products can be infinitely more problematic for both suppliers and retailers…

On a visit to the Toymaster Northampton central office, it was noticeable that the space has been completely transformed since our last visit – the team now works upstairs, while the ground floor has been turned into a multifunctional space where committee and selection meetings can be hosted, vlogs can be shot by suppliers (under the watchful eye of the toy industry’s latest mega-influencer, Paul Reader), window banners and promotional material can be displayed, and in-store shelf layouts can be tinkered with. The space is not only a fantastic resource for Toymaster and its members, but it is also now going to be offered to suppliers who are looking for a centrally-located facility to host sales meetings or other company get-togethers – and it certainly beats the local Premier Inn any day…

Like many in the toy community, we picked up reports of problems at Spain’s Poly Juguetes retail chain. However, speaking to Pablo Merino, Country director at Poly Juguetes, it seems that the initial media reports weren’t entirely accurate. Contrary to quotes which suggested that Poly was ‘inviable’, Pablo assured me that is definitely not the case. Indeed, the stores all remain open at present, and as we go to press on this edition, Poly remains in conversation with potential new shareholders to replace the previous owner, the Teal Group (the parent company of The Entertainer) with the aim of taking the business forward. With the economy improving in Spain (the region has apparently enjoyed a decent start to the year), Pablo believes that “subject to the incorporation of commercial levers hitherto not allowed by the current ownership”, Poly has a future. For the sake of the 180 or so employees, I very much hope that is the case.

world licensing

...including Vegas preview starts here

Licensing World

from theeditor

WWelcome, reader, to our special Licensing World flip-cover issue, in which we’re celebrating the licensing industry in all its glory: the properties to watch, the lines to stock and the shows to attend this year.

According to Circana, licensed toys account for a whopping 32.5% of UK toy sales in the last 12 months to March 2024 (versus 28.7% in the 12 months to March 2022). Indeed, licensed toys are significantly outperforming the overall market, and in Q1 of this year, eight of the top 10 licences were in growth. The bulk of the market comprises just four supercategories. Building Sets (accounting for 32% of Q1 2024 licensed toy sales) and Action Figures & Accessories (14% of sales) are by far and away the biggest of the two, followed by Explorative & Other Toys, and Infant/ Toddler/Pre-school Toys, which account for 11% and 10% of licensed sales respectively. We’ll be looking more closely at Action Figures in the June issue of Toy World, in which we’ll be exploring the impact of licensing on the sector and how hot TV, film and gaming franchises are continuing to drive demand.

In the meantime, there’s no shortage of content to get stuck into in this issue. We’ve taken a deep dive into the Character Licensed Merchandise category, bringing you the latest ranges from leading licensees that are translating iconic, evergreen properties and new IP into collectibles, figures, plush, dress-up and much more, in ever more innovative and engaging ways. We’ve also put together a carefully curated, kids- and family-entertainment specific preview of the Las Vegas Licensing Expo, which takes place from 21st-23rd May at Mandalay Bay. Don’t miss our Q&A with Anna Knight, SVP

On the following pages...

of Licensing at organiser Informa Markets, about what makes the show the world’s biggest and best licensing trade event.

We’ve also taken a look at the varied assortment of brands and IP licensors are placing their bets on this year, from games such as Dobble and Stumble Guys to pre-school favourite Bing and Disney’s Star Wars universe, just in time for May the 4th. In addition, we’ve caught up with Amy Harbour, head of Licensing and Commercial Partnerships at Science Museum Group, to find out how the museum’s licensing programme aims to inspire the inventors, engineers and scientists of tomorrow.

With the UK Toy industry undeniably facing challenges in the months ahead, Licensing is one sector that continues to be, if not its saviour, then certainly a stalwart. Some of you may have seen a recent LinkedIn post from James Zahn at US publication The Toy Book, sharing an archival page from a 1985 issue on which a contributor had referred to licensing as a ‘trend’ which ‘won't be predominant a year from now’ (accompanied by the caption: ‘That didn't age well’ and a laughing emoji). Licensing may still face its own particular set of hurdles – the notoriously slow approvals process (just ask the Toy World team how it feels about this), continued reverberations from Covid and the Hollywood writers’ strikes, the ongoing battle between cinemas and streaming services to bag their share of movie releases – but it’s a crucial part of the overall kids and family retail landscape, and those who ignore it do so at their peril.

So, we hope you enjoy this issue of Licensing World and come away with some fresh perspectives on the sector. And if you’re headed to Vegas, safe travels – and dust off the sunscreen, because you’ll need it.

Licensing World

Zuru cooks up latest Mini Brands Create series with MasterChef

Following a deal with media and entertainment powerhouse Banijay, the new line comprises real miniature MasterChef creations including food items and accessories allowing collectors to create mini versions inspired by the TV show’s much-loved dishes. The range includes 11 iconic MasterChef-inspired mini dishes such as Japanese Ramen, Cherry Chocolate Cake, or the rare, scented Apple Pie, to help drive the excitement of collecting. Each Mini Brands MasterChef capsule includes intricately detailed accessories such as a UV LED Chef Hat, serving tongs and serving ware, plus a recipe for the real dish to recreate in full size, further enhancing the licensed collaboration and enriching the consumer experience.

Zuru continues to enjoy success in the miniature collectibles space with mini versions of some of the world’s most iconic brands. With plans for further ranges to be unveiled during the Q2 and Q3 periods, the company’s Mini Books and Mini Sneakers lines have been a sell-out since launching earlier this year. The new Mini Brands MasterChef range, meanwhile, has been designed to reflect the cooking challenges witnessed throughout the show and will appeal to collectors across all demographics and interests, including older children, kidults, foodies and fans of TV memorabilia.

“When the business launched Mini Brands back in 2019, we knew we were on to a hit and it has always been our long-term strategy to drive and support the collectibles category while creating a miniature collectibles subcategory as part of the journey,” said Aneisha Vieira, global brand director. “Mini Mania is real, and we have an incredible fan base of ‘Miniacs’ with a desire to see everything made mini.”

Aneisha added: “Our licensing team has aligned to make every category mini and continues to leverage the company’s equity by partnering with some of the world’s biggest brands. MasterChef is one of the most globally-recognised and popular shows and the Mini Brands pairing offers a replica creative experience as uncovered by the real-life food talents.”

Licensing International partners with Ethical Supply Chain Program

The Ethical Supply Chain Program facilitates communication, certification and cooperation between manufacturers, suppliers, licensors and retailers worldwide.

Through the newly formed partnership, more than 1,200 members of Licensing International will now have access to resources and programmes to support their ESG compliance journey and ensure they are adhering to the highest ethical standards.

Programmes available to members include ESCP’s Social Impact Assessment. The online assessment enables licensors to verify the maturity of a company’s social compliance systems and ensure that anyone making products using its intellectual property is doing so in a responsible way. Similarly, licensees can use this efficient and scalable tool to demonstrate to business partners that they are operating ethically.

Carmel Giblin, president and CEO of the Ethical Supply Chain Program, said: ‘‘I am delighted to formalise our partnership with Licensing International and look forward to exploring how we can support its members and help them to navigate evolving challenges related to social and environmental compliance. This is particularly important at a time when global regulations are increasing. The European Council’s Corporate Sustainability Due Diligence Directive and the new German Supply Chain Due Diligence Act are just two such initiatives. While the ambition of these initiatives should be welcomed, with any new regulation it’s important that organisations have the necessary tools and resources to ensure they are able to comply effectively.’’

Maura Regan, president of Licensing International, said: “We are thrilled to name the Ethical Supply Chain Program as Licensing International’s preferred social compliance partner. Consumer demand for ethical and sustainable practices continues to grow and, with new regulations launching around the world, we are working to provide our members with the resources they need to continue to grow while meeting these demands. We look forward to working with ESCP to launch new content and programming in support of the global brand licensing industry.”

The Ethical Supply Chain Program will be attending Licensing Expo, taking place in Las Vegas, between 21st - 23rd May, and is inviting members of the global licensing community to meet with the team to learn more.

PMI Kids World secures collectibles deal for Fuggler

PMI Kids World has signed an exclusive worldwide licensing agreement with Fuggler. The funny-ugly monsters that have become a huge hit with their playful antics and quirky looks are coming to shelves in a completely new way this winter.

With over 8m units sold worldwide to date and Fuggler plush recently selling out across 3,000 Walmart US stores, Fuggler is ready to take the collectible category by storm. The team from PMI has created a new range that captures the quirky nature of the Fuggler brand, including realistic, human-like teeth and integrating the signature Butt-on hole to drive collectability, rarity and fuel the collectors’ secondary trading market.

The new line from PMI will give Fuggler fans a whole new way to interact with the mischievous monsters, including unique collectible figures, keychains, stampers, pencil toppers, advent calendars and interactive toys.

“Fugglers are impossible not to love and recent sell-out success in retailers around the world, including Walmart, Kmart and Tesco, is a testament to that,” said Omer Dekel, CEO of PMI Kids World. “We’re thrilled to be partnering with the hugely talented team at Libertas Brands on building out the Fuggiverse.”

Mark Kingston, CEO & co-founder of Libertas Brands, said: “PMI is known for its expertise in introducing innovative and accessible collectibles and toy products to consumers on a global scale, and its passion for quality, innovation and pricing is second to none. We’re excited to be partnering with the team and getting Fugglers in all shapes and forms into consumer hands.”

PMI is set to unleash Fugglers hot off the tails of its recent successful launches in the licenceto-collectible pipeline, including Stumble Guys and Pudgy Penguins, which sold out on Amazon within 24 hours.

For more information on PMI Kids’ World, visit www.pmitoys.com.

www.bingbunny.com

Licensing World

Hasbro announces Transformers 40th anniversary event

Hasbro has announced a special cinema experience to celebrate four decades of the Transformers franchise with Till All Are One: Transformers 40th Anniversary Event. Honouring the brand’s legacy in bringing continuous action and adventure to fans of all ages, the theatrical event will provide limited screenings of episodes from the classic 1984 animated series The Transformers.

Screenings will be available in select cinemas across the US, UK and Mexico, along with select territories in Europe, Latin America and Asia starting on Wednesday 15th May. Tickets for the Transformers 40th Anniversary Event went on sale in April.

This special cinema experience will take fans back to the very beginning, as some of the Transformers original voice-over talent, including Peter Cullen, the original voice of Optimus Prime, and Frank Welker, the original voice of Megatron, team up for the first time in decades to revisit their characters from the 1984 animated series. An exclusive behind-the-scenes table read appears on a split screen for the pilot episode, More Than Meets the Eye, Part 1, followed by a traditional screening of the next three episodes of the series. Fans can experience the original Saturday morning cartoon on the big screen and get a glimpse of its evolution with a sneak peek of the new season of the original animated kids’ series Transformers: Earthspark.

“For decades, the battle between the Autobots and Decepticons has come to life in movies, comic books, innovative toys, live experiences and digital media, elevating the Transformers brand to a global powerhouse franchise with millions of fans around the world,” said Alyse D’Antuono, vice president, Global Franchise Strategy & Management, Action Brands at Hasbro. “To celebrate 40 years, we’re bringing fans back to where it all started. With exclusive content featuring the series’ original voice actors, this theatrical event is truly for our fans and invites audiences to experience the fun that started it all.”

Distributed by Trafalgar Releasing, this is the second time the company has partnered with Hasbro, following Peppa’s Cinema Party that screened in cinemas worldwide in February.

Sambro inks multi-year contract with Moose Toys

Sambro has announced a new contract which will see it deliver a range of new products to support the growing licensee portfolio of Magic Mixies, from Moose Toys.

Under the three-year contract, Sambro will support the expansion of the Magic Mixies universe with the creation of a compact range of new novelty products, to build on the real magic experience associated with the franchise.

The range will cut across arts & crafts, back-to-school and stationery categories, as well as Sambro’s own IP range Puzzle Palz, creating collectible and swappable character toppers, with UV light-activated features and water-dissolving magic reveal elements incorporated into the designs.

The range includes tactile character secret diaries with invisible ink, wand pens, dissolve and reveal jewellery creation kits containing UV light-reveal beads, and a doodle plush with colour change pens. Each featurepacked product, uniquely inspired by the Magic Mixies characters, taps into the unique play patterns of the brand, with more developments in the pipeline.

Available from autumn/winter, the Magic Mixies product range will roll out in numerous territories across Europe and the UK at a variety of retailers.

Clare Rix, brand and licensing director, Sambro said: “Magic Mixies has been one of the most exciting new launches in the last several years, tapping into an untouched space, surprising and delighting children through its magical appeal. We cannot wait to launch our own ranges this year. Over the last few months, we’ve worked to develop the range, leaning on our expertise in the licensing and arts & craft space to do so. This is an exciting new partnership and we’re looking forward to expanding the range even further over the next 12 months.”

Lucy Wynn-Jones, licensing director, Moose Toys, added: “The support of a partner like Sambro expands Magic Mixies in imaginative new ways and further endears the brand to fans globally. We are looking forward to the new ranges that will be introduced and seeing Magic Mixies everywhere.”

The Magic Mixies range will launch in 2024 with RRPs from £2.99 – £12.99 and is suitable for ages five to eight years old.

Panini launches England 2024 Tournament Sticker Collection

Panini has announced the launch of the eagerly anticipated Official England Sticker Collection Tournament Edition 2024.

Featuring 100% official kits and packed full of past, present and future Three Lions stars, plus elite players from four of Europe’s greatest national teams, Panini says the collection is the ultimate companion to the summer of football.

The collection boasts 387 stickers, including 130 special stickers. Collectors can kick start their collection with a starter pack that includes an album plus five sticker packets.

Commenting on the collection, Katie Gritt, head of Marketing for Sport at Panini, said: “The Official England Sticker Collection Tournament Edition 2024 has landed, ready for football fans to collect their favourite England players ahead of what promises to be a memorable summer of football. As well as the current England squad – and the favourite players from France, Germany, Italy and Spain, all in 100% official kit – this must-have collection features England Legends, Next Gen players and amazing facts and stats on Europe’s biggest superstars. It’s the sticker collection to have this summer.”

Panini’s new collection features a Legends series with the likes of David Beckham, Paul Scholes and Wayne Rooney, all available to collect.

Former Liverpool and England star, Steve McManaman, who also features as a Legend in the series, said: “It’s a really proud moment being included as a Legend and those specific stickers standing out with a unique design. My 12-year-old boy will be talking to his mate about the stickers in the new collection, and now his dad is on one of them. For football lovers, sticker collections and the quest to try and fill up your book, is one of the great memories of growing up.”

The Official England Sticker Collection Tournament Edition 2024 is available now.

Reaching more than 5M fans a month across digital and social A Beano comic sold every 7 seconds* moreEntertaining than 7.5M UK homes via Samsung TV Year-long marketing support

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Licensing World

PMI signs global licensing deal with Minecraft

PMI Kids’ World, renowned for its popular gaming and licensed collectibles, has signed a worldwide licensing agreement with the iconic gaming phenomenon, Minecraft. This strategic partnership aims to bring a new dimension to the collectibles industry, offering fans an immersive experience through a range of Minecraft themed impulse, plush, collectibles and stationery products launching this summer.

Minecraft, crafted by the talented team at Mojang Studios, began its journey as a video game, quickly evolving into a cultural sensation. This immersive sandbox experience transcended its gaming roots to become a timeless media franchise, giving rise to a myriad of books, merchandise, events and even an eagerly anticipated film. Captivating a diverse and enthusiastic fan base, the Minecraft community has cultivated a fervour that extends beyond the digital realm, turning a pixelated adventure into a multi-dimensional phenomenon.

In the past year, PMI Kids’ World has emerged as one of the world’s leaders in the gaming space and licensed collectibles, consistently delivering must-have items from major IPs. Notable successes include turning Sonic Prime fans into collectors and bringing the popular multiplayer online games Stumble Guys and Among Us beyond the screen, two viral games with over 160m monthly players collectively.

PMI’s achievements also extend to the company’s launch of the Web3-born brand Pudgy Penguins, an instant Amazon hotlist topper, which sold over half a million units within days at the Pudgy Penguins storefront.

“Minecraft has evolved into an unparalleled evergreen media franchise, and we are excited to see the boundless possibilities this partnership holds,” said Omer Dekel, COO of PMI Kids’ World. “Our track record of providing communities with fresh and inventive ways to engage with their fandoms aligns seamlessly with Minecraft’s imaginative play options.”

This summer, fans can immerse themselves in the enchanting world of Minecraft with PMI’s latest collection of premium stationery and irresistible collectibles. Designed to captivate fans across the globe, this innovative line invites enthusiasts to elevate their collections and proudly display their fandom in a new way.

Rubies reveals new Young Jedi Adventures costume collection

Building on its strong Star Wars portfolio growth, Rubies has unveiled its latest pre-school range for its successful collaboration with global powerhouse Star Wars: Young Jedi Adventures.

This collection is designed to ignite the imagination of pre-school children, bringing the enchanting world of Star Wars to a younger generation. Young Jedi fans can now dress up as popular characters including Kai Brightstar, Nubs and Yoda.

The Kai Brightstar-inspired costume showcases his daring spirit and Jedi robes, complete with a jumpsuit. The Nubs-inspired costume captures the lovable fuzzy creature’s charm with its iconic design and printed details and the Yoda-inspired costume transforms toddlers into the wise and revered Jedi Master, complete with Yoda's distinctive robe and hood with ears.

"Following on from the phenomenal success of Spidey and His Amazing Friends, we are very excited to introduce the latest pre-school hit with our Star Wars Young Jedi Adventure-inspired costume collection. With this epic series, we are anticipating a brand-new wave of new Star Wars fans," said Fran Hales, head of Portfolio at Rubies. "These colourful and creative costumes mean children can step into the shoes of their favourite characters, fostering imaginative play."

The Star Wars Young Jedi Adventures-inspired dress-up costumes are available in a range of sizes, catering to toddlers of different ages. To find out more, visit the Rubies website or contact customerservices@rubiesuk.com for more details.

StudioCanal announces new executive line-up

The Copyrights Group has appointed Sissel Henno to the new position of head of Global Sales – Licensing and Retail. In a pivotal role between the brand, the creative team and partners, Sissel will manage the licensing and retail teams, leveraging Copyrights’ extensive experience in kids and family properties. She will lead the commercial strategy for the division in crafting licensing and merchandising programmes spanning the UK and EMEA through to a global scale, and will also oversee retail operations, including the Paddington store at Paddington Station in London.

Paris-based Benoit Jaubert has been appointed VP Sales at The Copyrights Group/StudioCanal. Reporting to Sissel Henno, Benoit sells licensing and merchandising rights in France and oversees Copyrights’ agents in Europe, the Middle East, Australia and New Zealand. Benoit will ensure the development of the Paddington franchise in France.

The Copyrights Group has now created a team of four senior executives to operate its merchandising and licensing business for major StudioCanal IPs.

Francoise Guyonnet, CEO Copyrights Group and EVP Kids’ Brands StudioCanal, said: “As StudioCanal continues to accelerate its growth in children’s IP through The Copyrights Group, we are delighted to have Sissel join us to lead our stellar line-up of licensing and merchandising experts. This new team will help us implement our plans to further consolidate the incredible strength of the Paddington brand, as well as securing new IPs and build our business, both globally and locally.”

Sissel Henno said: “I am thrilled to be joining the highly experienced Copyrights Group team and our network of 14 specialist agents around the world at this particularly significant and exciting time. The imminent opening of the Paddington London Experience and launch of the highly anticipated third movie, Paddington in Peru, later this year are two exceptional opportunities for our company.”

DOBBLE, A PERFECT MATCH

To find out more about licensed product and licensing opportunities for Dobble, reach out to licensing@asmodee.com

Properties

Hot Bringing science to life

The Science Museum, one of London’s biggest tourist attractions and the home of human ingenuity, has taken its mission on the road, with its Science Museum: The Live Stage Show enthralling audiences across the country. Resident science geek Rachael Simpson-Jones sat down with Amy Harbour, head of Licensing and Commercial Partnerships at Science Museum Group, to find out what the show means for the museum’s licensing efforts and why experimentation is key to its partnerships.

The moment our Teams call starts, it’s apparent that Amy loves science. An enthusiastic, engaging speaker who gesticulates nearly as much as she smiles while talking about the Science Museum and its work, it’s become something of a running joke among her peers that she should be on stage along with the rest of the presenters in Science Museum: The Live Stage Show. Currently touring the UK and marking the museum’s first licensed stage show, the family-friendly experience is exciting, action-packed and high-energywe’re talking explosions, fire, loud noises and more – and covers a range of physics, chemistry and engineering topics designed to inspire the inventors, engineers and scientists of tomorrow.

The London-based Science Museum is part of the Science Museum Group, which also counts the National Railway Museum (York), National Science and Media Museum (Bradford), Science and Industry Museum (Manchester) and Locomotion (AKA: National Railway Museum) in Shildon among its sites. Being spread across the UK is an important part of the group’s DNA: after all, orders of magnitude more people live outside of London than in it, and the group firmly believes everyone should be able to access the learning opportunities it offers regardless of where they live. It was for the same reason that the Live Stage Show was created, which is visiting

theatres everywhere from Southampton and Cardiff to the Isle of Man and Aberdeen throughout 2024.

“The Live Stage Show is an extension of our Wonderlab gallery,” Amy tells me. “Currently accessible at three of our museums, Wonderlab is an incredibly exciting and interactive learning experience that spans seven zones, such as Matter, Light, Mass, Sound and Space. It’s incredibly popular with children visiting the galleries in London, Bradford and York with their school or family. We’re unbelievably proud to offer Wonderlab in multiple locations across the UK, so the Live Stage Show felt like a natural evolution for us in terms of deepening our connection with families across the country.”

The Science Museum has partnered with professional theatre promoter Mark Thompson Productions on the show, which Amy says is almost as passionate as getting kids into science as the museum itself is. The three-year deal gives the group a way of reaching more families than ever before as well as a way to expand its brand far beyond the Science Museum, which itself welcomes an average of 2.5m visitors every year. It’s also a chance for existing and potential licensees, retailers and manufacturers to experience first-hand the impact the museum has on kids and families and gain a deeper understanding of how those in the audience end up becoming consumers of Science Museum products.

The show has been a resounding hit with families and theatres alike since it launched in February 2024. The fact there’s been more than 60 dates (and counting) announced for the show throughout 2024 is testament to the ongoing demand for tickets: over 10,000 have been sold to date. Happily, the Science Museum is set on continuing the stage show far beyond its current threeyear deal with Mark Thompson: indeed, Amy describes

her hopes for a ‘marathon’ run of shows beyond the 2026 timeline.

“In my past life, I worked in children’s television and for BBC Science,” explains Amy, when asked why she cares so much about getting kids into science. (Suddenly, her colleagues’ joking insistence she become a part-time theatre performer makes much more sense). “As a kid, growing up in Halifax, West Yorkshire, having access to the National Science and Media Museum was so important to me. Being shown the world of science and its possibilities, and the message that I could be part of it – that anyone can – was incredibly formative for me. Now, alongside my colleagues, I work hard to represent diversity within STEM and celebrate the stories that matter most. We’ve got Amy Johnson’s aeroplane on display, and Helen Sharman OBE’s spacesuit – she was the first British astronaut. Our curators, and their collections, make what might otherwise be invisible, visible, and in doing so, we hope to encourage everyone who wants to pursue a career in science to do just that.”

Here, Amy goes on to share the loveliest anecdote, which neatly reflects Science Museum’s purpose. It’s the story of an overheard conversation between a parent and a member of museum staff, after the family in question had spent a happy day at the Science Museum. The child, the story goes, had arrived at the museum that morning wanting to be a princess – but when they left, they wanted to be an astronaut.

“By the time kids leave the museum, an incredible new world should have been revealed to them,” enthuses Amy. “And they will know that they can be part of this exciting new world and the future that comes with it.” Somewhat paradoxically, the museum is both world-

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leading when it comes to its collections of historical scientific artefacts yet positioned at the cutting edge of science and technological progress. The recently opened Energy Revolution: The Adani Green Energy Gallery, for example, looks to the future of the renewable, clean and sustainable energy solutions vital to mitigating the impacts of anthropogenic climate change, while the ‘AI: Friend or Foe to the Design Industry?’ event taking place this month asks whether artificial intelligence poses an existential threat to designers, or opens up a new world of creative opportunities. Placing this knowledge at the fingertips of the people who will be leading from the front on these globally relevant issues is crucial.

Much like the field of scientific study itself, the Science Museum’s approach to brand licensing is experimental, open-minded and collaborative. The museum’s licensing programme to date has been very successful: in Toys, Clementoni’s Science Museum range of STEM kits is a particular highlight. Hornby, meanwhile, is a top licensee for the group’s railway museums, having helped celebrate the centenary year of the iconic Flying Scotman in 2023. Since joining the museum five years ago, and the licensing team in 2023, Amy and her colleagues have been focused on bringing a fresh approach to the programme, working with new licensees such as Funtime to apply the museum’s educational experience to the company’s range of slime and fibre optic lamps. She is keen for Science Museum licensed product to really mean something – if a child has come away from playing with a science kit without learning anything about the ‘why’ behind how it works, what’s the point?

Anyone interested in working with the Science Museum on branded products, be they consumer products or something else, is invited to get in contact with Amy and her team to sound out how their ideas might work in practice. That goes for those completely new to licensing as well as licensees who’ve been doing it for years: help navigating the licensing sector is on hand for anyone who requires it.

“The brand licensing team is very open to having conversations that may or may not go somewhere, but if you don’t investigate each and every opportunity on offer then you’ll never find out where they could lead,” Amy notes. “Partnerships have to work for both parties of course, which is where our added value comes in. You might have a lovely product; now let us bring the science to life on-pack and in-play. By way of an example,

Funtime has used our new 2024 style guide to explain how fibre optic lights work, which has taken its lamps to the next level and offered consumers even better value for money.”

As an educational establishment, the Science Museum’s brand licensing team is supported by a raft of curators and expert conservators, as well as gallery developers and the exhibition team, ready and able to lend their knowledge to product development conversations. Within the national museum landscape, the Science Museum is an undisputed leader in children's education. In fact, I’m told, of the 16 museums funded by the Department for Culture, Media & Sport, the Science Museum has historically led in visits by visitors under the age of 18 and in formal education. School and college groups know the museum is a unique place to visit, one that immerses young learners in surroundings you simply don’t often get to enjoy. The museum’s learning teams have, for decades, applied themselves single-mindedly to providing fun, handson learning experiences for tomorrow’s inventors, engineers and scientists, and this runs like a seam of precious metal throughout everything the museum does – licensing included.

“In a great licensing partnership, everyone brings their best to the table, and combining the different areas of expertise and thinking creates something truly magical,” Amy adds. “And we’re always looking at ways of enhancing partnerships, offering what no other licensor can. Licensees are welcome to do on-site product photography at the museum, for example, using elements of our collections or galleries that will help their product really stand out. There’s so much we can do for our partners.”

Throughout our conversation, Amy comes back time and again to one crucial point: that the Science Museum, and its Live Stage Show, is all about making science fun. She highlights the museum’s Technicians gallery, opened at the end of 2022, in which kids can weld parts of a rollercoaster, work behind the scenes of a Marvel superhero movie and try their hand at creating pharmaceuticals (safe ones, of course) – things kids might not necessarily even see as science. By shining a light on the opportunities presented by the sector in a novel, exciting way, kids can leave the museum armed with the knowledge they need to carve their own path in a field of their choosing. At its heart, the licensing programme aims to do the same thing, by inviting kids

into the world of science and wonder, along whichever avenue they may follow.

“It’s an unusual way of thinking, perhaps, but I don’t feel that the Science Museum should be the one leading the licensing programme,” Amy finishes. “If we set ourselves defined targets for our programme, then those are all we’ll ever achieve. What I want to create is a really successful, wide-ranging and deep licensing programme based upon numerous beneficial partnerships with licensees from all sectors. Where that journey takes us is unknown, but the whole team is open to anything. This means we’ll be able to achieve things with our partners that we’d never be able to alone. The Science Museum is here to bring out the best in its partners and vice versa. I’d urge all interested parties to join us on this journey of discovery, think big, and get ready to have their mind blown as we take science to kids and families in entirely new, unexpected ways.”

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Stumble Guys Scopely

Stumble Guys is expanding across the entertainment landscape, from the digital to the real world, with a new line of toys and more ways to play the global game sensation. Building upon a community of tens of millions of players, the franchise is ready to line up additional partners and enter new categories to complement the video game and the new master toy line. Scopely, the developer and publisher of Stumble Guys, offers brands access to a dedicated audience through in-game experiences and physical merchandise. The community-driven and highly social online battle royale game attracts a large global audience of Gen-Z and digitally native players, while continuing to extend into new demographics and markets.

A fast-paced multiplayer experience, the Stumble Guys video game captivates players of all ages with imaginative, frenetic gameplay. More than 50m players worldwide compete to be the last Stumbler standing. After launching on Xbox earlier this year, Stumble Guys remains solidly as one of the top five free games on the console. With announced plans to expand to PlayStation and Nintendo Switch later this year, gamers can play Stumble Guys their own way, whether it’s on the go or in the living room.

This year, Scopely is partnering with PMI Kids World to launch the first Stumble Guys toy line, which has attracted major retail partners, including Walmart in the US. This new line of fan-favourite stumblers includes collectible figures, action figures and a variety of plush toys. Additional products are set to hit stores in May and June.

Scopely has consistently expanded the game's appeal across diverse fandoms, bringing beloved brands into the Stumble Guys universe. Stumble Guys hosts a steady stream of iconic in-game partnerships with consumer product companies, including household names like Barbie, Nerf, Hot Wheels, Tetris, MrBeast, Pac-Man and more. Fans can expect even more new IP collaborations visiting the Stumbleverse this year and beyond.

Dobble Asmodee Entertainment

Dobble, also known as Spot It! in some territories, has fast become one of the best-selling card games worldwide. Originally created in 2010 and published by Asmodee’s Zygomatic studio, there are now over 100 different editions available to buy, including numbers and animals, sports teams and TV and film. From the classic game and co-branded editions, to puzzle books and graphic novels, there is a Dobble game for everyone.

There have been various promotions for the card game. Last summer, UK families were able to collect six exclusive Dobble mini packs through McDonald’s Happy Meals, keeping families entertained over the school holidays. Dobble now comes in different sizes: Dobble XXL sees players racing to find pairs on cards the size of stepping stones, whilst this spring will see the launch of The World’s Smallest: Dobble, at a 3cm diameter.

Asmodee Entertainment, the licensing division of Asmodee, has kept the games mechanics at the core of its strategy for Dobble. In the Dobble Puzzle Book, published by Welbeck, players solve puzzles using symbols from the classic decks, as well as going head-to-head in a race to find the symbols in cards around the page. The purple mascot, known as Dobbly, was brought to life in Ablaze’s Double Trouble graphic novel, with a story about the importance of matching pairs, with find and search pages scattered throughout. There are also bespoke Dobbles, such as Scouts Dobble in the UK and The Louvre Museum in Paris, bringing play to a wider audience. In December 2023, Asmodee Entertainment’s partner, Amuzo Games, announced the launch of Dobble Go! and Spot It! Go! across Android and iOS. With over one million users already, the app is available in seven languages and provides players with multiple play options. Players can test their ability against AI in story mode, challenge other players online across the globe or battle it out in two player mode.

Elves Behavin’ Badly PMS

Since its debut in 2017, Elves Behavin’ Badly has become synonymous with Christmas in countless households. Within PMS’s playful range of characters, charismatic ringleader Elfie and his dynamic sidekick Elvie bring their quick thinking, clever minds and mischievous energy to the forefront. The confectionary-pilfering caribou, Rudie, adds a comical twist to their misadventures, and each character brings forth unique traits and a mischievous spirit, creating heartwarming moments of laughter and joy for the entire family.

PMS’s range not only celebrates playfulness but also encourages the spirit of teamwork, friendship and imagination. Elves Behavin' Badly has become one of the UK's top-selling elf dolls. Innovative marketing strategies, leveraging social media and collaborations with influencers have served as the foundation of the company’s success. The mischievous elves have taken social media by storm, with captivating campaigns and the hashtag ‘Pranksmas’ creating an interactive and immersive experience that expands the brand's visibility and fosters a sense of community among users. Collaborations with influencers, bloggers and creators have amplified the reach of Elves Behavin' Badly, attracting new audiences worldwide. Additionally, strategic licensing partnerships have led to meaningful product extensions, solidifying its position in the market.

Elves Behavin' Badly has earned its place as one of the UK's favourite Christmas traditions. As the festive season approaches, the brand is poised to bring even more pranking and cheer through its new products, branding and licensing partnerships.

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The Pals Universe Didya Media

The Pals Universe is a new multimedia children’s IP aimed at teaching young children about wellbeing in a fun and positive manner through the adventures of its colourful and excitable characters, the Pals and the Foes. Its creation was inspired by the universal necessity of understanding emotions and improving personal well-being. Pals personify positive emotions like love, joy and happiness, while Foes represent challenging emotions like fear and self-doubt, yet present opportunities for growth and self-awareness.

The Pals Universe focusses on WIP - wellbeing, imagination and positivity. It has been created for children ages three to five, however there is no age limit on who will be able to enjoy this IP.

The Pals Universe will feature a diverse cast of characters, each with their own unique personalities and adventures. Zappy the joyful Pal loves to moonwalk through puddles, while Grunk the grumpy Foe once wrote a strongly worded letter to the clouds for raining. For every Pal, there is a Foe. Also living in this universe are the Pal Pets, who follow the Pals everywhere they go. The Pals and Foes come from an outer space realm, a swirling vortex of energy and emotion where the Pals and Foes began taking shape. They embodied emotions like creativity, joy and fear, existing in a state of potential, waiting for their roles to be fulfilled. Sensing a disturbance in the universe, the Pals and Foes were drawn towards Earth, a planet pulsing with life and emotions. They built castles in the sky, PalPalace and FoeFortress, and now live amongst humanity.

The Pals Universe sits under DidyaMedia, a new creative studio aiming to revolutionise content creation. At just 21 years old, DidyaMedia founder Sean Webster has announced the successful acquisition of a six-figure investment to develop The Pals Universe. DidyaMedia co-founder Dave Collins, with over 34 years of experience in the industry, brings a wealth of expertise in entertainment, brand extension, strategy, branding, retail and experiential marketing.

To begin its launch, DidyaMedia will be rolling out a number of animated shorts created in-house across social media, introducing The Pals Universe and its characters to the world.

With strong interest from potential partners already, DidyaMedia is actively looking to speak with licensees in all areas, to continue to build The Pals Universe.

To get in contact with Didya Media, email Sean or Dave at hello@didyamedia.com

Bing Acamar Films

Bing is a child-centric pre-school brand that provides the mental, emotional and social developmental tools to help young children grow. Through its stories, and by reflecting the values, needs and aspirations important to parents, Bing connects grown-ups and young children. It portrays authentic and often first-time experiences, delivering a wealth of core learnings to equip young children in getting ready for life.

Bing’s licensing programme, spearheaded by Golden Bear, continues to expand into new categories, including Sambro’s arts & crafts range, new apparel from Blues, a new pan-EMEA dress-up partnership with Rubies and additional audio from Tonies and Yoto. Golden Bear’s Storytime Bing and Bing’s Sort and Stack Train will launch in the UK this autumn.

The opportunity for new licensees is significant and global. Acamar is focused on extending the toy category into construction, ELA, sensory and MESH toys for 2025 and beyond. The global licensing roll-out is building considerable momentum with consumer products launched in France in March, and an additional ten new market content and licensing launches planned throughout 2025 and 2026, including USA, Germany, Spain, Japan, Brazil and Mexico.

On YouTube alone, there are over 7b lifetime views across 34 global Bing Bunny YouTube channels, and over 1m hours of Bing watched every day. In the UK, Bing has consistently been in the top three most downloaded shows on BBC iPlayer for 10 consecutive years, with over 1b iPlayer requests. Also in the UK, Bing's MESH positioning continues to be strengthened by aligning with key calendar moments and partners, including Children's Mental Health Week, and the NSPCC with whom Bing is partnering for the third consecutive year on its flagship fundraising event, Childhood Day. In Italy, Bing is in its second year for a campaign with the society of paediatrics and the nursery trade association, Assonidi, to support the healthy development of young children.

Bing is also creating memories through engaging events and experiences. As well as a permanent presence in the UK at Alton Towers and Gullivers Theme Parks and Resorts, new experiences have launched in 2024 including Bing activities at Wildfowl and Wetlands Trust, and at zoos in Paignton, Newquay and Rotterdam, all heavily supported with 360-degree marketing.

With plans in place to extend into brand new content areas, and a commitment from Acamar Films to investment in new content, marketing and PR, creative assets, digital, social and key market development, Bing is set to remain a favourite among young children for the next ten years and beyond.

Properties

Star Wars:

Hot an iconic franchise

Star Wars has brought epic adventures and relatable human storytelling to audiences

Nigel Cook, VP Brand Commercialisation and Retail at Disney Consumer Products EMEA, tells Toy World readers why retailers should be making space for more Star Wars products on their shelves this year, as major licensee anniversaries, franchise celebrations and new film and TV content continue to propel the property to evergreater heights.

One of the greatest recent successes has been The Mandalorian, and the titular character’s relationship with his foundling companion, Grogu. In part thanks to the rise of the ‘cute’ aesthetic, Grogu has been embraced by a wide range of audiences outside of the existing Star Wars fan base and become established in a variety of categories including plush and animatronics from licensees including Mattel, Simba Dickie and Hasbro.

In 2024 we also mark the 25th anniversary of Lego Star Wars with a series of new building sets that will capture the imaginations of fans both young and old, inspired by iconic Star Wars ships and characters. We’re very proud of what’s been achieved with Lego and the creativity and dedication fans continue to express through their builds. It’s a true testament to the gamechanging product that can be created when we combine such rich IP with our industry-leading licensees.

Lego Star Wars featured heavily as we kicked off our ‘March to May the 4th’ campaign recently with a dynamic light show on the Empire State Building, honouring the iconic villains featured throughout the

Star Wars saga. The launch event included museumquality life-sized Star Wars villains built from Lego bricks, and an immersive retail experience featuring the latest Hasbro Black Series helmets and FX Elite or Kyber Core Lightsaber adult and kid collectibles.

Looking ahead, we’re excited about what’s next for Star Wars in the Toy space; even more evergreen Classic Star Wars development is being combined with newness for fans such as The Acolyte series (coming to Disney+ in June 2024). The Mandalorian & Grogu feature film, scheduled for 2026, also presents ample opportunity to fuel the fandom, reach new audiences and continue bringing Star Wars to life through product for generations to come.

What’s new in Nevada? Feature Vegas Preview

How the Vegas Licensing Expo shaping up for this year versus previous years – are you happy with exhibitor registrations at this stage?

We’re really happy - we’ve got over 300 exhibitors confirmed, the most we’ve had since Covid, and an amazing roster of brands lined up to appear on the show floor. All the big names are back, which is great to see, with really strong representation across Toys & Games as well as Gaming.

We’re also seeing some awesome visitor registrations coming through. Of course, the power retail triadAmazon, Target and Walmart - are on the list, and this year it looks like we’ll be welcoming some big groups of buyers too. This reflects all the work we’ve done as a group on attracting more retailers. We’re pleased to see it’s paying off.

How will the Brands at Play theme be brought to life across the show and why should visitors be keen to get involved in events and activities relating to it?

With the Las Vegas Licensing Expo just around the corner, returning to the Mandalay Bay hotel from Tuesday 21st to Thursday 23rd May, Toy World caught up with Anna Knight, SVP of Licensing, Informa Markets, about how the show is shaping up, how this year’s Brands at Play theme will be brought to life, and how exhibitors and visitors alike should be preparing for what looks set to be another incredibly busy three days.

Visitors are going to see Brands at Play right across the whole campus, from the Day 1 keynote - Video Games: Driving Billions to Play - to the content on offer in the seminar theatre.

Activations will be taking place right across the campus, organised either directly by the exhibitors themselvesHasbro will be hosting a gaming activation, for example – or in partnership with us in the form of more functional experience spaces. Think bars, cafes, our new food court: they’ll all be pepped up with Brands at Play elements. We’ve also got a Gaming Lounge this year, which is awesome. The theme will be embedded throughout our networking and social events too. Guests at our opening night party at Daylight Beach Club will see this year’s theme in the sky at some point… but I won’t spoil the surprise.

This year more than any other, it’s important to us that anyone new to the licensing industry truly feels a part of it by the time they leave Expo. We’ll have people across the whole campus, including at our official pavilion, ready and willing to help attendees with any question or query they may have – just look out for anyone wearing an Informa or Global Licensing Group badge. We’re also laying on 1-on-1 sessions and show floor tours with the aim of improving accessibility.

Happy Hours will be taking place between 3-4pm in all the cafes and bars during the show. Open to all, these are a great opportunity for people to mingle and network in a more informal, relaxed manner, especially if you don’t know anyone. Everyone is friendly, so just introduce yourself to people and go from there.

What opportunities has this year’s theme presented for those in the Toys & Games category?

We’re seeing some of the strongest Toy, Game and Gaming representation in years. Lego is exhibiting for the first time, which we’re obviously delighted about, and we’re seeing increased presence from the likes of Minecraft, Pokémon and Spin Master. Jazwares, Zuru, Hasbro and Mattel will of course be representing all their world-leading brands too. If you’re a Toy & Game licensee looking for opportunities in this burgeoning market – we know Licensed Toys is a very healthy category at the moment – then expect to see a huge range of brands. Those 300 exhibitors I mentioned earlier translate to around 5,000 IPs.

It's key to understand that Licensing Expo is the point in the year when everyone launches their new brands, content and IP for the 24-36 months ahead. With no New York Toy Fair or E3 (gaming) Expo in 2024, these categories are likely

Which talks, presentations and activations should the readers of Toy World consider unmissable?

The opening day of Licensing Expo kicks off with a presentation by Maura Reagan: Exclusive Insights into the 2024 Global Licensing Industry Study. It’s important to know both where the licensing sector has been over the past year as well as where it’s headed.

Each of the three keynotes bring something unique to proceedings. The Day 1 keynote explores the ‘why’ behind gaming’s massive growth in popularity, while Day 2 examines whether podcasts are about to become the next

Feature Vegas Preview

big thing in terms of brand licensing. It’s a really interesting topic and one we’ve not really explored before. People are starting to see consumer product opportunities within the myriad podcasts launching each week so I’m sure this will be a popular talk with those looking to get ahead on emerging trends. Wondery‘s chief brand officer, Nicole Blake, will discuss franchise development opportunities from podcast IPs, while How I Built This and Wow in the World co-creator and host, Guy Raz, will discuss why podcasts signal the next hotbed for brand extensions.

On Day 3, we’re really excited to welcome Zack Kass, the former head of Open AI, as our keynote speaker. Zack will be giving a presentation all about the world of AI and its impact on the licensing industry. In fact, the whole of Day 3 is about the future of licensing. Zack’s keynote is followed by a diversity, equity, and inclusion (DE&I) panel and we’re also working on a CMO panel looking at placing consumers right at the heart of decision making and CP development.

This year, we’re also working with Women in Toys, Licensing & Entertainment (WiT) to bring the organisation’s brilliant Empowerment Day to the show for the first time. This is an unmissable chance for female toy and game inventors, entrepreneurs and creators to pitch their ideas to manufacturers and buyers, tour the show floor, receive mentorship and ideas for the future of their business.

I’ve already mentioned the Happy Hours, and our opening night party, but this year we’re also throwing a closing night party, headlined by Loud Luxury. Entry is free as long as you bring your badge (which I know is the one thing everyone loves packing for a big night out at a club).

I walk the show floor every single day and still find surprising and exciting things I wasn’t expecting, so I’d really urge our visitors to explore the campus thoroughly and be willing to get involved in anything they see going on that’s of interest, even if it’s not on their agenda. You can’t plan for everything.

What sets Licensing Expo apart from other licensing events?

Licensing Expo is quite simply the largest showcase of licensed brands in the world. That is a fact. It’s also truly global, both in terms of the exhibiting brands and the visitors, and it’s therefore the place to discuss global deals. I think there’s a misconception that conversations are USdomestic only, but they’re really not.

And I reiterate, it’s the point in the year at which everyone can talk about newness: content, brands, IPs. You do get this at other licensing events, but really, Expo is the first to take a global view of the landscape. It’s the place to find out what’s coming down the pipeline.

How has the team drawn upon previous iterations to make this year’s show the best yet?

We hear a lot from people that they want the best possible return on their investment and time. We’ve done a good job at providing this for years, but arguably, we haven’t always got across to attendees the resources and tools available that will bolster this even more. We’re trying much harder this year to highlight our matchmaking and badge scanning tools, and to really drive home the message that visitors ought to be booking meetings well in advance of the show opening its doors. It’s unlikely you’ll get meetings on the day: most companies turn up with their schedules already full.

We’re also encouraging visitors to brush up on their brand knowledge before arriving at Licensing Expo, so they can enjoy better informed, more educated conversations with exhibitors. We can also facilitate information sharing with those not quite ready to have conversations face to face.

By laying on a food court this year, we’re catering (quite literally) to exhibitors who don’t want to leave the show floor to get refreshments (or spend ages queuing for Starbucks). We’re all about making life on the show floor easier.

Our improvements to Day 3 are a big thing for us. As discussed earlier, we’ve focused it on the future of licensing but also beefed up the programming so more visitors will want to stick around and enjoy the show until the very end. I was talking to our event director recently about our hope that visitors notice everything is a little more elevated this year. We’ve put so much more work into the look

and feel of the show, the flow of it, the experience and atmosphere. Simple things, but things that will make all the difference.

How integral would you say the show is to the ongoing success of the licensed consumer product sector?

Licensing Expo sees the whole licensing ecosystem assemble in one place. It’s a chance to get eyes on all facets on the industry, to compare notes and benchmarks, to see what’s out there, to network. I also think Licensing Expo highlights the strength of the category, which is outperforming the Toys & Games market as a whole. It’s important to plan ahead, so being able to explore the opportunities on offer two or three years down the line allows people to place their bets wisely. Licensing Expo is so future-focused and does an amazing job at bringing everyone together for a very special three days.

How should attendees be preparing for the show?

First off, decide on what you want to get from the show, then go through the exhibitor list and brand directory and start booking meetings. This is a meetings show: again, don’t turn up hoping for a meeting on the day. If you’re not ready for meetings, then look at the agenda for all the talks and networking events and plan to visit the various associations at the show, such as Licensing International and WiT, and gain an overview of the industry.

Licensing Expo doesn’t take place in a single hall or two; it’s spread across a campus. I’d therefore recommend visitors study the maps so they know where they should be and when, saving time (and stress) on the day. And it sounds obvious, but Vegas is very hot and very dry. If you plan on going outside then check the forecast, wear sunscreen and stay hydrated: we take the health and welfare of attendees very seriously. All indoor areas are airconditioned though.

And finally, how is Brand Licensing Europe 2024 looking at this stage?

Really good! Just a little reminder – Brand Licensing Europe takes place from the 24th-26th September. It’s shaping up well, with loads of exhibitors from across Europe including a healthy contingent from eastern Europe, which is great to see. Some nice new brands will be showcased, and we’re also focusing on the Brands & Lifestyle area a lot more this year. There’s loads of growth in museums and heritage attractions, sport and fashion, and we want to make more noise about these areas. I’m looking forward to sharing more information on this over the coming months.

UNLEASH THE POWER OF

HEAD TO THE HASBRO STAND G170 FOR LICENSING OPPORTUNITIES

Feature Vegas Preview

Check out the different elements you can take part in across the Licensing Expo Campus during the week of the event.

Feature Vegas Preview

What’s on and when at Las Vegas Licensing Expo 2024

Tuesday 21st May

• 10-10.30am, License Global Theater - Orientation Session & Licensing 101

• A can’t-miss for new attendees flying solo or previous attendees eager to see what’s new this year.

• Three experts will discuss tips on how to navigate the show floor:

- Lily Drennan, event co-ordinator, Global Licensing Group

- Anna Lommatzsch, event manager, Global Licensing Group

- Steve Manners, head of Global Marketing and UK managing director, Licensing International

• 10.30-11am, License Global Theater - Exclusive Insights into the 2024 Global Licensing Industry Study

• A first look at the results of Licensing International’s 2024 Global Licensing Industry Study.

• This session will provide insights into the trends that drove the licensing landscape over the past year and spotlight the opportunities that will inform it moving forward.

• Maura Regan, president, Licensing International

• 11-11.15am, License Global Theater – Show Floor Tour

• Join members of the Licensing Expo team to tour the show floor, discover the must-attend activations and know where to go or who to ask for help or advice.

• The tour is open to anyone visiting the show for the first time or those who need a refresher.

• 11.30am-12pm, show floor – Character Parade

• KEYNOTE – 12.30-1.30pm, License Global Theater - Video Games: Driving Billions to Play

• With mobile gaming capturing more players than ever before, the video game segment is building a community of billions.

• This panel explores the ‘why’ behind gaming’s massive growth in popularity, what gamers look for in a brand and how the next franchise model will lead with video games, either from new IP or the revival of heritage titles.

- Nick McWhorter, director of Global Licensing, CD Projekt Red

- Doug Rosen, SVP, Games and Emerging Media, Paramount

- Ivo Gerscovich, chief business and brand officer, Sonic the Hedgehog, Sega of America

- Maya Rogers, CEO, Tetris

- Moderator: Ben Roberts, content director, License Global

• 3-4pm, Barcade – Sponsored Happy Hour

• A great opportunity to unwind, make new connections and enjoy a beverage.

• All attendees are welcome to attend.

• 6-10pm, Daylight Beach Club – Licensing Expo Opening Night Party

• Attend the can’t-miss networking event, just a few steps away from the show floor.

• Enjoy complimentary food and drinks at the beginning of the event, followed by a cash bar, with entertainment and surprises throughout the night.

• Tickets can be purchased by logging into the registration portal or Meetings Platform.

Wednesday 22nd May

• 10-10.30am, License Global Theater - Cracking the Licensing Code: Essential Basics for Strategic Partnerships

• Learn the licensing basics and strategies needed to make first second deal or 50th deals.

• This fact filled, educational seminar will include all the basics and strategies for Licensees, Licensors, and everyone in between.

• Stu Seltzer, CEO, Seltzer Licensing Group

• 10.30-10.45am, License Global Theater – Show Floor Tour

• 11.15am-12pm, show floor – Magic Wheelchair reveal

• 11.30am-12pm, show floor – Character Parade

• KEYNOTE – 12.30-1.30pm, License Global Theater - Keynote: Is Podcasting Where the Next Hit Franchise Will Come From? Sounds Like it.

• This keynote brings together one of the licensing industry’s leading franchise builders with podcasting’s favourite host, to discuss how they are innovating first-of-its-kind podcast IP development.

- Guy Raz, host, Wow in the World, How I Built This, and The Great Creators

- Nicole Blake, chief brand officer, Wondery

• 3-4pm, Barcade – Sponsored Happy Hour

• 3-5pm, Game Lounge – UVS Happy Hour

Feature Vegas Preview

Thursday 23rd May

• All day, show floor - Women in Toys, Licensing & Entertainment (WiT) Empowerment Day

• Got a great toy, game or product idea, even if it's just a scribble on a sticky note? Empowerment Day is an exclusive ticket to unparalleled opportunities.

• WiT can help open doors, connect visitors with key industry contacts, and equip them with the essential tools, knowledge and resources needed to take ideas to new heights.

• KEYNOTE – 10-10.45am, License Global Theater - AI Strategy Simplified: Charting AI’s Journey from Humble Beginnings to Technological Transformation

• This keynote arms leaders with an understanding of AI’s past to leverage its present and shape the future, positioning organisations at the forefront of this technological revolution.

- Zack Kass, AI futurist, keynote speaker, consultant, and former head of Go To Market for OpenAI

• 11-11.45am, License Global Theater - Building the Team of the Future: How D&I Needs to Start at Recruitment

• This panel will bring together diverse perspectives to not only hold boards and the C-suite accountable for what their teams look like today, but also offer practical solutions for fostering and attracting the new talent needed to survive and thrive in the years to come.

• 12-12.45pm, License Global Theater - CMO Talk: Consumer and Marketing Trend Predictions for 2024-2025

• For this panel, Licensing Expo brings together the people who truly have their finger on the pulse – the chief marketing officers - for an insightful discussion on consumer trend predictions and buying behaviour patterns for 2024, 2025 and beyond.

• 10.30pm-1am, Hakkasan Nightclub - Licensing Expo Closing Night Party

• Attendees can enjoy complimentary admission until 1am and a live DJ performance by Loud Luxury.

• Don't miss this fantastic opportunity to bid farewell to the Expo in style and create lasting memories.

• Visitors must show badge or digital flyer.

• Dress code: upscale casual - no flip flops, jerseys, shorts etc.

For more information about what’s on at Las Vegas Licensing Expo 2024, visit www.licensingexpo.com/en/whats-on/agenda. To book a ticket to the show, visit www.licensingexpo.com/en/attendees/purchase-pass/purchase-pass.

Penguin Ventures

penguin.ventures@penguinrandomhouse.co.uk

Stand A149

Penguin Ventures, the Consumer Products & Experiences team at Penguin Random House Children’s UK, will be showcasing its portfolio of iconic literary brands at the Las Vegas Licensing Expo 2024.

Global celebrations featuring Peter Rabbit and partners during the Year of the Rabbit in 2023 and spring 2024 have positioned Peter as a central figure in family celebrations, cementing the character’s position as the ultimate Easter Bunny. As a result, Peter Rabbit is seeing exponential growth across all markets.

Ventures welcomed The World of Eric Carle into its UK portfolio last year. Beloved by generations of families, there are endless opportunities for licensees to take Eric Carle’s iconic artwork off the page.

The World of the Snowman offers magical experiences to children and families every year, from afternoon teas to live shows, ensuring that this timeless property remains central to annual festive family traditions.

A centenary celebration for Flower Fairies in 2023 brought these illustrations to new audiences, firmly elevating the property within the fashion and homewares space. Meanwhile, the beloved puppy Spot is starring in a touring theatrical show for pre-schoolers this year, reaching family audiences across the UK.

The Pokémon Company

020 7381 7000 | www.pokémon.com | j.kellman@pokemon.com

Stand N180

Pokémon is setting the scene for another sensational year, with a dynamic programme of activity set to keep the world’s largest single property riding high at the forefront of popular culture. Innovation and creativity are at the heart of Pokémon’s continued success, and 2024 is set for even more new releases, collaborations and events to keep the evergreen brand fresh, relevant and increasingly appealing to a wide range of fans both old and new.

Toy sales remained strong in 2023 in the UK. Pokémon achieved the highest-ever annual Circana position at No. 2 (up from No. 4), which it has held to date, and had the second-highest growth in the top 15 properties at 14%.

Jazwares’ new toy range includes new characters across its growing collections of plush and articulated figures. The 8” Plush line adds Oddish, Darumaka and Emolga along with more characters from the Paldea region, while Slowpoke, Snorlax, Psyduck and more join the 18” Sleeping Plush range. New Squishmallows characters now available at mass include Clefairy and Teddiursa, and Entei, Garchomp, Flygon and more have been added to the Articulated figures range.

Funko is also adding new characters to its Pop! Vinyl range, with Psyduck, Growlith, Scorbunny and more now available.

Mattel’s extensive Mega Pokémon range continues to expand. Fans can build the world of Pokémon in stunning detail with the Adventure builder lines, give animated movement to characters including Gyarados and Charizard with the mechanised Motion lines and construct retro-inspired pixel art builds of iconic favourites.

The Wand Company’s popular range of die-cast Poké Ball Replicas is expanding. The first of five Mini Poké Ball Replicas launched in February, with the Mini Great Ball, Mini Ultra Ball, Mini Cherish Ball and Mini Premier Ball following throughout 2024, plus a new full-size offering, the Beast Ball Replica, in October.

March’s expansion of the hugely popular Pokémon Trading Card Game, Scarlet & Violet – Temporal Forces, marked the return of Ace Spec cards. Later in the year, a new way to enjoy Pokémon TCG – the free-to-start Pokémon TCG Pocket app for iOS and Android devices – will enable fans to collect digital cards, compete in quick battles with streamlined rules and leap into the world of card illustrations like never before.

Introducing the first new mainline Pokémon animated series in over 25 years, Pokémon Horizons: The Series launched in the UK on the BBC last December, supported by a large-scale advertising campaign in January. It follows Liko, Roy and their partner Pokémon Sprigatito and Fuecoco as they uncover the mysteries of the Pokémon world. In early March, a special Pokémon Horizons: The Series collaboration arrived in Pokémon Go, introducing Pokémon and characters from the animation to the mobile game sensation.

Following this packed 2024, there is more on the horizon with a new entry to the Pokémon video game series, Pokémon Legends: Z-A, exclusive to the Nintendo Switch family of systems, due for worldwide release in 2025.

Sega plans to expand its programme of licensed consumer products and will be showcasing its award-winning roster of Gaming and Entertainment franchises at this year’s Licensing Expo.

Sega’s beloved brands such as Sonic the Hedgehog, Persona and other fan-favourites like Jet Set Radio, Shinobi, Golden Axe, Streets of Rage, Crazy Taxi and more will be displayed at the Expo, with the intention to grow these titles into a variety of cross-category licensing opportunities worldwide. Sega will be sharing with partners its plans to bring even more iconic franchises and content to next three to five years, with robust consumer products programmes to support.

For the Sonic the Hedgehog brand, Sega has many projects in store this year from games, films, television and more, and will continue to bring the Blue Blur and his universe to fans in innovative new ways. Building off the momentum of the Sonic franchise, the highly anticipated film Sonic the Hedgehog 3 and the upcoming game Sonic X Shadow Generations, Sonic and friends are diving deeper into licensed categories such as toys, publishing, apparel, accessories, stationery, home goods and more. Merchandise promoting Paramount’s Sonic the Hedgehog 3 will span more categories for a Sonic film than ever before.

Sega and the Sonic Team have a great history of collaboration with licensors, maximising the popularity of the Sonic IP to create a fun and expansive portfolio of consumer products to engage with fans. As Sonic continues to gain popularity, the team will continue to look for partners to create new programmes from merchandise to promotions that are natural extensions of the brand.

In 2025, Sega will celebrate its 65th anniversary and will continue to publish innovative interactive entertainment experiences, growing its franchises beyond games into leading entertainment brands.

To explore collaboration opportunities with Sega, partners can schedule a meeting with the senior director of Sonic Licensing, Alex Gomez, or visit Sega’s booth at this year’s Licensing Expo.

BBC Studios

www.bbcstudios.com

andrew.carley@bbc.com

Stand N204

Bluey was the most streamed kids show last year in the US, doubling its viewing time to 43.9b viewing minutes from 2022. Last month, the 28-minute special The Sign, premiered globally on ABC Australia and Disney platforms, marking the first time both partners have aired new episodes simultaneously.

The official Bluey YouTube channel portfolio, run by BBC Studios Social, has a total of 5.7b lifetime views. Plus, its new Bluey Book Reads series has garnered over 20m views and further new digital commissions are forthcoming. Bluey’s popularity enables its licensing programme to grow at pace with products launched in over 49 countries and over 20m books sold worldwide in more than 20 languages. The Family Trip theme is heavily supported by BBC’s master toy partner Moose, with a very strong autumn 2024 lineup. Of particular note is the highly anticipated Bluey aeroplane which converts into a hotel.

Bluey is Camp’s fastest-selling experience ever and is expanding into Chicago and Boston. The brand-new immersive attraction, Bluey’s World, will open in Brisbane in October 2024, and the UK’s only CBeebies Land Hotel is home to the world’s first Bluey bedrooms.

Bluey is also growing in the Middle East after launching on the free-to-air platform Spacetoon Kids. The live show, Bluey’s Big Play, which has been seen by over 1m fans worldwide, is now coming to Abu Dhabi, Paris, Spain and Luxembourg.

Ncuti Gatwa recently debuted as the Fifteenth Doctor in the first-ever full Doctor Who series to launch globally on Disney+. Doctor Who’s licensing portfolio is vast, with global licensees and partnerships spanning comics and collectibles, audiobooks, podcasts and magazines. The new Doctor, coupled with the might of global broadcast partner Disney, means a host of new brand partnerships, premieres and campaign launches lie ahead.

plush toys into Tesco stores across the UK as part of The Entertainer and Tesco partnership, and this will continue throughout 2024. Libertas is currently in the process of signing on multiple licensees across apparel, accessories, nightwear, collectible toys, backpacks, stationery and more in the UK, Australia, Japan, China and the US. The Fuggler plush toys are now available in over 37 countries worldwide and this is set to increase substantially throughout 2024 and 2025.

As the company continues to license Fuggler into other product categories, it aims to stay faithful to its branding by delivering the distinctive features that make Fuggler unique, such as the realistic teeth and eyes, and the Butt-on-holes.

Libertas has also signed a selection of licensing gents to represent the brand globally, including Retail Monster for the US and Canada, Haven Global for Australia and New Zealand, Creative Minds for Japan, Future of Play for China, Hong Kong and Taiwan and, for the rest of the world, WildBrain-CPLG has been appointed as master agent, with Libertas Brands overseeing the UK and Ireland.

ADK Emotions

l.sales@adkemotions.com

Stand U245

ADK Emotions and T-Licensing have revealed the global launch of Beyblade X. After a successful premiere in Asian territories in 2023, Beyblade X will showcase new animation and exclusive experiences for Beyblade fans, and Hasbro, a long-standing partner, will release Generation 4 products worldwide later this year.

ADK Emotions is set to celebrate with generations of Beyblade fans as it kicks off its 25th anniversary. With the highly anticipated US launch of the Beyblade X animation series this summer, which will introduce new characters to the world-class animation that Beyblade pioneered 25 years ago, there is plenty for Bladers to look forward to.

As well as the global launch of the Beyblade X animation series, which will premiere in summer 2024, the new Beyblade X toy line from Hasbro will introduce the X-Celerator Rail gear innovation, allowing Tops to speed into high gear for explosive battles. In addition, fans can look forward to the expanded availability of Beyblade Park on Roblox, a digital community for Bladers to unite, and exclusive content across the brand’s social media channels.

This summer, consumers can experience the next generation of Beyblade toys, Beyblade X from Hasbro. Beyblade X offers Tops identical in weight, feel and performance across Hasbro and Takara Tomy, along with additional Hasbro Tops that meet the same high standard. The new line features the Beyblade X Xtreme Battle Set, which is the perfect starter, packed with all users need to begin their quest for Beymastery. The set includes the Xtreme Beystadium arena, two right-spinning Tops and two launchers with ripcords.

The Xtreme Beystadium features the new X-Celerator Rail Gear System. When the gears of the Top engage the stadium rail, the Top can super-accelerate into an Xtreme Dash, rocketing around the Battle Zone for bursts and crashes.

The three interchangeable blades, ratchets and bit layers of Beyblades X Tops are easy to assemble and reassemble with a quick twist and two clicks. Players can use the two launchers to unleash Tops or mix and match the interchangeable pieces of other Beyblade X Tops to create a custom Bey. Other Beyblade tops are sold separately, subject to availability.

Fans can also take Beyblade skills to the next level and compete in digital battles by scanning the code on Beyblade X Tops to battle in the Beyblade X app and unleash their Top in a virtual battle with other Bladers worldwide. Beyblade X toys are designed for users aged 8+ and will be available this summer.

Retail Monster

www.retailmonster.com

l.dornan@retailmonster.com

Stand R192

Launched by an executive team that brings over 70 years of retail, buying, sales, marketing, finance and licensing experience to its clients, Retail Monster utilises its relationships with best-in-class manufacturers and retailers to deliver strategic licensed programmes to shelf. Established in March 2016, Retail Monster operates office locations out of Los Angeles, New York, Orlando, Bentonville, Ark., Minneapolis, Minnesota and London, United Kingdom.

Retail Monster handles Retail Development for Activision, Crayola, Hasbro, Mattel, Minecraft, Moonbug, Paddington, Sega, Sony, Uplift Games and Zag. The company performs Licensing for 5 Minute Crafts, Afro Unicorn, Electronic Arts, Emoji, Fall Guys Fuggler, Hidden Pigeon Company, Paddington, Pudgy Penguins, Piñata Smashlings, Shelby, Slumberkins and Wondery. Retail Monster also represents world-class manufacturers including Monkey World, Surprise Drinks, Themz and Youtooz, and successfully advises Intellectual Property Creators with multiple shows in production.

Mattel

01628 500 000 | www.mattel.com

Stand R180

With a rich history spanning nearly 80 years, Mattel has consistently captivated audiences across generations through its iconic brands. Mattel's journey has been one of continuous evolution and adaptation, driven by a commitment to storytelling excellence. From Barbie to Fireman Sam and Thomas & Friends, each brand within Mattel's extensive portfolio has its own unique origin story, but, what sets Mattel apart is its ability to weave these narratives into the development of compelling franchises.

Mattel's properties have evolved far beyond their initial origins, transforming into full franchise systems that transcend traditional boundaries. Whether a brand was born from toys, content, or publishing, Mattel is committed to developing a comprehensive ecosystem of content that amplifies the brand's presence in multiple categories. Through strategic partnerships and innovative storytelling, Mattel ensures that each brand fosters deep connections with fans around the globe.

Mattel has an extensive lineup of projects and collaborations. From the recent announcement of the J-Lo-produced Bob the Builder film to innovative ventures like Mattel Press – an in-house publishing imprint – the company is constantly pushing the boundaries of storytelling.

With 14 films, over 30 television shows, live events and consumer products in development, these projects showcase Mattel's creative vision and highlight its commitment to delivering compelling content that resonates with audiences worldwide. For Mattel, the intersection of the toy business and storytelling is where magic truly happens. By leveraging its extensive portfolio of brands and dynamic storytelling capabilities, Mattel creates immersive experiences that transcend traditional boundaries, captivating audiences of all ages.

From the re-launch of Barney to the opportunity on Fisher-Price, the plans on Thomas & Friends and other brands getting significant investment including Polly Pocket, Masters of The Universe, Uno, Magic Ball and Matchbox, there is plenty to discuss with licensees and retailers at this year’s Licensing Expo.

Innov8 Academy (Deddy Bears)

(353) 8310 53017 | www.deddybears.com

Stand A124

Following the worldwide success of Deddy Bears, Innov8 Academy will be showcasing for the first time at Licensing Expo. Where imagination meets innovation, booth A 124 will be inhabited by Deddy Bears. Renowned for their creepy-cute personas, Deddy Bears is gearing up for an exhilarating showcase at the upcoming Expo. This unique and collectible brand has already seen plush toys being sold worldwide, with distribution in all major markets.

The brand has received millions of views online on TikTok: Deddybearsofficial and from an engaged audience on Instagram: deddy.bears

This year’s booth with be adorned with plush creatures, each exuding its own unique story and charm, with attendees having the opportunity to meet the creator, Gavin Lawler. Deddy Bears will be announcing its latest licensing partnerships with the extension of the brand into key categories including apparel, bags, bedding, candy and hosiery. The team will be sharing updates on new and exclusive artwork, retail programmes and co-branding the team is working on.

Following the explosion of creepy cuteness from Deddy Bears last year, 2024 is set to feed the darkness with the introduction of Series 2 in Q3. The fresh batch of spooky characters later this year will continue to push demand for the adorable and edgy trend.

Over the next few months, the new line will be welcomed in several new territories including Greece and South America, while Smyths Toys will soon be bringing the bears to France and Germany, widening the opportunities for fans to get their hands on the brand.

For North American licensing queries, contact Stacey Reiner at Remarkable Brands on stacey@remarkablebrandsinc.com. For international licensing, email Mark Freedman at Surge Licensing on mark@surging.com or Caroline Mickler of Caroline Mickler Licensing at Caroline@carolinemicklerltd.co.uk.

Rovio

07514 071 860 | www.rovio.com

adam.steel@img.com

Stand G144

To mark Angry Birds’ 15th anniversary, Rovio is unleashing a comprehensive marketing campaign ranging from eye-catching billboard ads in the heart of Times Square to engaging social media initiatives. The company is also announcing partnerships that aim to take the Angry Birds experience to new heights. Collaborations like the recent Sonic and Angry Birds crossover, which played out across five mobile games, are just the beginning, offering fans unique opportunities to experience their favourite characters in fresh and unexpected ways.

Rovio is also teaming up with industry leaders like Posh Paws International and Character Group to bring consumers a whole new flock of Angry Birds merchandise. From plush toys to action-packed play sets, there's something for fans of all ages to enjoy. Additionally, Rovio is working on more partnerships spanning fashion, collectibles and beyond.

The company is unveiling the Angry Birds Mystery Island, which will introduce viewers to a never-before-seen part of the Angry Birds universe and include an all-new cast of characters as they try to make it on their own in a strange land. The series is voiced by a star-studded cast featuring Harvey Guillén, Kate Micucci, Dominic Monaghan and Nasim Pedrad. More information about the series is coming soon. Angry Birds Mystery Island is set to captivate audiences of all ages and will be available on Amazon Prime and Kids+ in the near future

Minecraft

minecraftcp@microsoft.com

Stand J110 & J112

Minecraft, the best-selling video game of all time, has sold over 300m copies worldwide across multiple platforms since debuting in 2009. The brand now has over 180 licensing partners globally in the consumer products arena and is celebrating 15 years of gripping adventures, impressive creations and a community that has left its mark. New initiatives include content, merchandise, promotions and opportunities to interact with the franchise.

Throughout the last couple of years, Minecraft has rapidly ramped up its consumer products business by focusing its efforts on category expansion, retailer relationships and international growth through its agent partnerships with Retail Monster, its US retail agent, CAA (Europe, LATM, Japan) and Merchantwise (Australia and New Zealand).

As part of the licensing expansion efforts for the brand, Minecraft will launch products for the first time through multiple collaborations within the Beauty and Consumer Electronics categories, as well as a partnership with Colgate in the oral care category. In addition, Mojang Studios has signed new partners and products, including Pez (collectible candy), Igloo (coolers), Felt Right (home décor), Give and Go (cookie and structure kits), Krusteaz (Buck Wild Savory Snack Mix), Bright Matter books (workbooks), Minecraft Go Gurt (yoghurt), Minecraft bikes by Dynacraft, Minecraft Ideas Book by DK and Minecraft Pop Up Book by Matthew Rinehardt. Additionally, Secretlab is launching a new Enderman gaming chair skin and Wolf lumbar pillow which will debut this month.

To kick off its 15th-anniversary celebration, Minecraft has partnered with Walmart on a nationwide retail launch kicking off in Q2 2024 with various licensing partners creating branded merchandise, including Justice for an exclusive line of apparel.

International retail highlights include activations at Parco (Japan), Big W and The Warehouse (Australia & NZ), Smyths (EU) and C&A (LATAM) among others.

Mojang Studios, in collaboration with Legendary Pictures, Warner Bros. and Vertigo Entertainment, will release its first-ever live-action adaptation of Minecraft on 4th April 2025, featuring dynamic performances from the ensemble cast including Jason Momoa, Jack Black, Danielle Brooks, Emma Myers and Sebastian Eugene Hansen.

Through compelling storytelling and world-building, the film will deepen the lore of Minecraft and explore aspects of the universe that may not be fully realised in the game alone. The Minecraft community can expect stunning visuals that capture the iconic blocky aesthetic of Minecraft while also expanding upon it to create a visually rich and immersive world.  Mojang is working in conjunction with Warner Bros. to deliver this vision into a multi-category Licensing and Promotional programme.

The film serves as a significant expansion of the Minecraft franchise into film and entertainment media and will introduce the Minecraft universe to new audiences who may not be familiar with the game, further increasing the franchise's reach and cultural impact.

© Frederick Warne & Co., 2024 © Snowman Ent., 2024

© ™ & © 2024 Penguin Random House LLC.

© The Estate of CMB., 2024

© Salspot, 2024

© Tom Fletcher

Moonbug

www.moonbug.com

licensing@moonbug.com

Stand R212

CoComelon supports kids in their foundational years through positivity, with a song for every big-little moment. The show is available in more than 20 languages, including ASL, and has more than 4b monthly views across platforms including Netflix and YouTube.

The CoComelon licence has become increasingly popular amongst licensees, with numerous products from leading brands having been announced over the past year.

The brand is right alongside parents every step of the way, making daily routines enjoyable. Whether getting dressed, helping with tooth-brushing routines, or providing nutritious snacks, the CoComelon characters give a helping hand in role-modelling these daily activities.

As product licensing dives headfirst into immersive storytelling, the boundary between entertainment and play is blurring. Experiences and location-based entertainment efforts will continue to be a focus for Moonbug and the CoComelon brand.

Blippi is celebrating his 10th anniversary with lots of collaborations, new products and live experiences in the pipeline. The world's most popular live-action pre-school brand encourages a lifelong love of learning which helps to instil confidence and curiosity from a young age. Blippi has become a worldwide sensation with more than 1b monthly views across platforms including Netflix and YouTube and boasts millions of fans around the world.

This year, Blippi has partnered with some beloved brands to bring more fun to fans around the world. Back in early February, Sesame Workshop‘s Sesame Street and Blippi got together for a series of videos in which Elmo and his friends interact with Blippi and his friends. That same month, Blippi partnered with Build-A-Bear to launch a plush costume featuring Blippi’s signature blue and orange outfit and Tonies has announced a new Blippi Tonie. There will be more toy and apparel collaborations coming out later this year to continue the celebrations.

The animated series Morphle and the Magic Pets launched on 20th March. The Moonbug Entertainment and Disney Branded Television-created show debuted in the US on Disney Morphle and the Magic Pets follows Mila and her stepbrother Jordie as they leap into a world of adventure with the help of Mila’s magical and loyal pet Morphle, who has the power to morph into whatever she imagines. The series is a CG comedy/adventure and comprises 52 seven-minute episodes. Later this year will see the launch of the toy collection with licensee

Following the success of Squishmallows over the past few years, Jazwares is continuing to drive brand expansion through consumer products.

like Puma, H&M, Panini and McDonalds with a global Happy Meal Promotion. In 2024 and beyond, the team is looking to bigger and better collaborations, partnering with best-in-class licensees to continue to deliver innovative products across a multitude of categories, including apparel, home, gifting and FMCG. Jazwares aims to continue cementing the Squishmallows brand as a true lifestyle licence that reaches far beyond the toy aisle and appeals to the global multigenerational fan base.

Hasbro

(1) 631 707 6839 | kimberly.kugler@hasbro.com

Stand G170

Hasbro’s mission to entertain and connect generations of fans through storytelling and play is on full display this year at the Licensing Expo 2024. Hasbro returns to Las Vegas with an impressive lineup of announcements and displays for its powerhouse portfolio.

Pre-schoolers can dress for Peppa Pig’s 20th anniversary with fashions and footwear from Jojo Maman Bebe, Trotters and Melissa Footwear. Children aged 2+ can play out their own stories with Lego Duplo Peppa Pig sets and there are new publishing releases from Ladybird, Milan Presse and Westermann. Plus, the new Learn with Peppa educational Tonie for the Toniebox supports early learning with an accessible audio format for young children to independently play and learn with Peppa Pig by their side. Families can also get in the celebratory spirit by listening along to Peppa’s first-ever cover song, Roar, or visiting the Peppa Pig Theme Park in Germany when doors open on 19th May.

The Transformers franchise is releasing products, experiences and entertainment to honour its origins. Hasbro is hosting a special cinema experience on 15th May that will debut content from the 1984 original animated TV show, The Transformers, in movie theatres. Til All Are One: Transformers 40th Anniversary Event will feature an exclusive behind-the-scenes table read of the pilot episode with the original voice actors, followed by a traditional screening of the next three episodes in the first series. Fans can listen to a special anniversary vinyl album featuring music from the animated series this summer. Onscreen action continues with Transformers: Earthspark Season 2 streaming on Paramount+ and Nickelodeon later this year and the franchise’s first-ever fully CG-animated movie, Transformers One, coming to theatres in autumn. New comics from Skybound Entertainment and collaborations with Lego, Mattel, Robosen are also in the pipeline.

D&D is celebrating five decades of fantasy role-playing with new games, entertainment and products informed by the history of D&D to inspire generations to come. Available now is the Lego Ideas Red Dragon’s Tale set, which includes a free, downloadable adventure on D&D Beyond. Consumers can also show off their fandom with footwear and apparel from Converse and BlackMilk, plus gaming accessories and collectibles from WizKids, Sirius Dice, Beadle & Grimm’s and others. Fans can also attend the live stage show Dungeons & Dragons: The Twenty-Sided Tavern in NYC from 5th May.

For over 40 years, My Little Pony has enchanted families with timeless tales of friendship, captivating audiences of all ages and genders. The brand lives on with new ventures including kids’ footwear with Reebok, an immersive open-world video game My Little Pony: A Zephyr Heights Mystery and a collaboration with Beauty Creations Cosmetics. Interested parties can stop by the Hasbro booth for a demo of the makeup line.

Loved and trusted by kids and families for over 65 years, the Play-Doh brand empowers kids to express themselves creatively while bringing families together for an engaging activity. Hasbro is expanding upon the Play-Doh brand’s vast product portfolio through a strategic licensing agreement with Horizon Group USA to develop complementary play experiences, including hands-on craft kits and alternative compound products.

Reimagined for a new generation of kids, the cute and wacky Furby toy captured the hearts of consumers from the get-go. With new life for the franchise, Hasbro has expanded existing agreements with several licensees to include Furby and is seeing huge demand from partners to develop standalone collections, like the fashion and accessories range with Cakeworthy.

Smart Zone

(203) 522 0146 | www.smartzone-hk.com

Stand R247

At the 2023 Licensing Expo in Las Vegas, for the very first time, Smart Zone offered and exhibited Mighty Wheels and Mighty Man, its two principal brands in terms of toy products and licensed properties.

Smart Zone has earned a reputation, both within the US and international toy markets, as an industry leader in developing, manufacturing and marketing well-designed and durable toy vehicles of all types, but with particular emphasis on real steel/metal and plastic toy construction vehicles, all of which have been sold under the Mighty Wheels brand for more than 25 years.

In recent and difficult economic times, Smart Zone has had to aggressively build its core toy business to remain competitive in the extremely crowded and everexpanding international toy vehicle business. Accordingly, in 2022 the company made the strategic decision to focus on turning Mighty Wheels into a meaningful brand that would be well-recognised in all major markets.

Taking notice of the long-term success of numerous toy brands that were highly supported by popular animated series, Smart Zone decided to develop, produce and promote an animated series to support the principal Mighty Wheels brand.

As a result, in 2022 the company introduced Season 1 of the Mighty Man animated series, featuring the heroic construction and hammer-wielding Mighty Man and his Mighty Wheels team of animated construction vehicles. Together with their human leader Mighty Man, the loyal and dedicated Mighty Wheels team, made up of Crank (Crane Truck), Throttle (Dump Truck), Gauge (Front Loader), and Tater (Cement Mixer) all work to help save Motor City and its citizens from constant attacks and destruction at the hands of several bad guys and their evil cohorts.

The great success and growing awareness of the Mighty Man animated series on numerous children’s streaming platforms quickly led to the development and production of Season 2, which features more action and suspense, all enhanced by new characters, adventures and a crew of energy-stealing evildoers. Series 2 of Mighty Man will be available on an expanding number of streaming sites beginning in autumn 2024.

At the 2024 Licensing Expo, Smart Zone will be seeking to license both its Mighty Wheels and Mighty Man brands and related intellectual properties. Equally as important to Smart Zone is to find and partner with well-established automotive-related brands to further build and generate even greater awareness of the Mighty Wheels and Mighty Man brands.

Brand Profile Barbie

Barbie turns 65 and looks to the future

Ruth Henriquez, senior director of Consumer Products EMEA at Mattel tells Toy World how Barbie has evolved throughout the decades and why the brand continues to offer unrivalled licensing opportunities.

How is it that Barbie remains so relevant and aspirational 65 years after she was invented?

In the past 65 years, Barbie has continuously evolved to reflect the changing cultural landscape. Barbie has represented over 250 different careers and now has over 175 different looks, embracing diversity and inclusivity across skin colour, hair texture, body shapes, height and more.

Barbie isn’t just a part of culture – she creates culture. We saw it with the Barbie Movie and beyond: the extensive range of products, partnerships and multimedia initiatives ensure that she remains visible and engaging across various platforms. Furthermore, Barbie’s timeless message of empowerment, encapsulated in the ethos ‘You Can Be Anything’, continues to inspire generations of children worldwide, fostering a deep emotional connection with the brand. From the very beginning, Barbie has been the original girl empowerment brand.

To date, what would you say Barbie’s most unusual/unique licensing partnership has been?

We like to give all of our brands multiple touchpoints across the day, so in that regard, we are in a lot of spaces that may be considered unique to other brands. We recently announced the Barbie flip phone with our partner’s HMD at Mobile World Congress in Barcelona, and it’s safe to say all the tech journalists at the event weren’t expecting that.

We also like to change with the times and are now in the world of NFTs. Collaborating with Boss Beauties, Barbie ventured into the digital realm to offer exclusive NFT collectibles, blending iconic recognition with cutting-edge technology. This unexpected partnership showcases the ability of the Barbie brand to adapt to emerging trends and embrace innovation, while staying true to its brand identity. With such a vast range of collaborations under her belt, are there still opportunities

out there for prospective licensees to grab a slice of the Barbie action?

There are still ample openings for prospective licensees to join the Barbie ecosystem. Part of the beauty of having such an iconic brand is we are regularly approached with the most innovating and inspiring opportunities.

As Barbie continues to expand her presence in various industries, including fashion, beauty, entertainment and technology, there is always room for innovative partnerships that align with Barbie’s core values and resonate with diverse audiences worldwide.

How important is it to Mattel that Barbie’s licensing partners align with the brand on its core ethos: You Can Be Anything?

We have four pillars to our brand playbook at Mattel, and at the top of that list is brand purpose. It’s important that everything we do amplifies the distinct reason for being in each of our brands with intent and authenticity.

By ensuring that partners share Barbie’s commitment to empowerment, inclusivity and diversity, Mattel maintains the integrity of the Barbie brand and reinforces its message of inspiring limitless potential in everyone. Collaborating with partners who embrace these values strengthens Barbie’s brand identity and enhances the overall consumer experience.

How do you see the Barbie CP/licensing programme evolving over the coming years?

In 2022, we set out to double the franchise side of the Mattel business by 2025, something that is very much on track, and we are on a journey of evolution to become a truly franchise-first business. This evolution will involve further expansion into platforms such as location-based entertainment, allowing us to create everlasting fan connections, and emerging gaps in consumer products that we will tackle head on in 2025 with best-in-class partners.

The future, much like Barbie, is limitless and that’s what makes it all so exciting.

In your opinion, why does Barbie still deserve to be a go-to property for licensees looking to gain a foothold in the market?

Barbie has long held a special place in the heart of millions of people and is a nostalgic piece of childhoods around the world. By incorporating Barbie into their products or displays, retailers and brands leverage this emotional connection and the global appeal across multiple areas of consumer products.

Barbie’s ongoing evolution and commitment to diversity ensures that she remains relevant in an ever-changing market landscape. The brand has worked hard to be reflective of the community in which our fans live, work and play. In recent years, this has been more evident than ever, creating some of the highest brand engagement we have ever seen. By continuously refreshing the product offerings and embracing inclusivity in all its forms, Barbie stays at the forefront of cultural trends and consumer preferences, providing licensees with a dynamic and forward-thinking brand platform.

With Barbie as their partner, licensees have the opportunity to tap into a global phenomenon and leverage its iconic status to drive success and growth.

So, what’s next for Barbie?

As you have just mentioned, many people ask us how we will keep Barbie going for generations to come. Last year, we saw one of our biggest brand moments with the movie, but Barbie was a brand long before that and will be long after. This year, we pause to celebrate 65 years, but also look ahead to the next 65, and 2025 is already looking extremely exciting. We are bringing the world of Barbie to life though our location-based entertainment offering and amazing partnerships in an ever-expanding range of categories that will immerse consumers back in Barbieland. There are always innovative ways to collaborate.

BLE Character Licensed Merchandise The Lego Group

01753 495 000 | www.lego.com

In time for Star Wars Day: May the 4th, The Lego Group released new products as part of its Lego Star Wars 25th anniversary collection.

The TIE Interceptor building set which was part of the first launch of the Ultimate Collector Series in 2000 is back in a new and redesigned version. Fans of Star Wars: Return of the Jedi can relive the action of the movie, as they recreate the distinctive wings, detailed cockpit and laser cannons of the magnificent Lego Star Wars TIE Interceptor building set.

The 1,931-piece set is an impressive 16 inches long and comes complete with an exclusive TIE Pilot minifigure and Mouse Droid figure, currently limited to this set. The model is mounted on a stand with a printed plaque and includes a 1.3-inch-wide printed brick with the Lego Star Wars anniversary logo.

Meanwhile, fans of Star Wars: The Phantom Menace can dive into building a dynamic snapshot of Tatooine with the Mos Espa Podrace Diorama building set. The 718-piece display set includes Anakin Skywalker, the Arch Canyon and a plaque with Qui-Gon Jinn’s advice: “Remember. Concentrate on the moment. Feel. Don’t think. Use your instincts.”

With the 640-piece Darth Maul’s Sith Infiltrator building set, fans can fold out the wings and retract the landing gear for flight, fire the two spring-loaded shooters and press the trigger to drop three DRK-1 probe droids from the front compartment.Alternatively, the Droideka set has 583 pieces.

There are six collectible Lego BrickHeadz figures featuring Jar Jar Binks, Anakin Skywalker, Queen Amidala, Captain Panaka, Qui-Gon Jinn and Darth Maul, and for Star Wars: Revenge of the Sith fans, there is also a BrickHeadz Clone Commander Cody set. Grogu fans can now immerse themselves into the building experience of the 221-piece BARC Speeder Escape alongside Kelleran Beq.

©Disney

©Disney

BLE Character Licensed Merchandise

Xplore Brands

www.xplore-brands.com | pritesh@xplore-brands.com

having recently rebranded as Xplore Brands, the company is now working on either a distribution or agent basis with both its manufacturing and retail partners. This will allow Xplore Brands to broaden its horizons in the retail market. As it gears up for what will be another very busy Q3 and Q4, the team has been working with its brand partners to bring exciting, innovative and beautiful products to market throughout 2024, online and in-store throughout the UK, Ireland and Europe.

This year, Comansi introduces beautifully designed licensed figurines which join Xplore’s portfolio. Hello Kitty celebrates its 50th anniversary and the range is bursting with newness in celebration. Naruto and My Hero Academia figurines are also available alongside Sonic, Peppa Pig, Paw Patrol and Teenage Mutant Ninja Turtles, plus more. Retailers can choose from individual 5cm-16cm tall characters or multipacks of three or four characters per box.

Teaming up with Reig, Xplore is bringing to market a selection of carefully crafted instruments including drum kits, electric guitars, microphones, keyboards, xylophones and more. The existing range spans Hello Kitty, Barbie, Paw Patrol, Fisher Price, Peppa Pig and Sonic instruments. Other licences are also represented, especially within the Tubbz range, offering mini through to XL sizes in licences such as Jaws and The Grinch.

Xplore also carries an A-Z of Stationery, from everyday essentials to giftable packs based on Bluey, Gabby’s Dollhouse and Lilo & Stitch. The company can offer tailored 360-degree solutions for this vast category.

Black + Decker, Good Year, Tasty Jr., Wolf Garten, Charbroil and Oklahoma Joe have joined Xplore’s role-play line-up, which offers miniature versions of DIY or mechanic’s workbenches, garden BBQ sets, gardening tools or kitchen appliances.

Xplore offers an extensive range of youth electronics and moulded speakers including wired and wireless headphones for kids. New to market are true-wireless options and karaoke microphones featuring the likes of Mario and Pokémon by OTL. Bitty Boomers, meanwhile, brings kids their favourite characters, moulded into a speaker that fits in the palm of their hand. These tiny devices deliver huge sound.

The company also specialise in Gaming & Retro products, with the likes of My Arcade bringing classic titles such as Pac-Man and Atari to the handheld gaming category. EXG Pro’s Cable Guys range comprises functional accessories expertly crafted, whether consumers are looking for a holder for their console controllers, headphones or wireless Airpods. Further gaming essentials come in the form of Numskull’s gaming lockers and storage boxes. Other key core gamer titles within the assortment include PlayStation, Xbox, Pac-Man, Street Fighter, Call of Duty, Atari and Tetris. However, the diversity of this category means licences from core toy brands are also in demand, alongside hot pop culture properties such as Stranger Things and Ghostbusters.

BLE Character Licensed Merchandise

Winning Moves

020 7298 9515 | sales@winningmoves.co.uk

Two stand-out character licensed launches for Winning Moves this year will be its Stranger Things and Lilo and Stitch ranges of games.

Top Trumps Quiz, Top Trumps Limited Editions, Top Trumps Collectors Tin and Risk are all set to feature Stranger Things, which counts as one of the hottest TV shows on the planet. Eleven and the rest of the gang come together ahead of the final season with Risk. The game contains an exclusive Vecna token and players must battle through Hawkins, trying to claim as much land from the upside down as possible. Players can also test their friends' and family’s knowledge of Stranger Things with 500 questions from the first four series in the Top Trumps Quiz. Stranger Things Top Trumps comes in a limited-edition cassette-style case, making it perfect for fans of the show. The Top Trumps Collectors Tin will contain an exclusive pack of Top Trumps, separate from the Limited Editions version. The Collectors Tin pack focuses on the top 30 moments from all four series, while the Limited Editions contains the top 30 characters.

Another Winning Moves’ character licensed launch is the release of the Stitch Top Trumps Match. With Lilo and Stitch being one of the hottest licences out there, this is a perfect fit for the gameplay that sees players match five cubes in a row – horizontally, vertically and diagonally. This addition to one of Winning Moves’ best-selling ranges joins the existing Lilo and Stitch Top Trumps and a Lilo and Stitch Monopoly.

HTI

01253 778 888 | www.htigroup.co.uk

HTI’s range of Peppa Pig toys continues to expand year on year to accommodate the immeasurable variety of play patterns vital to a child’s progress. Peppa Pig’s Driver Dashboard is a standout product for 2024. This interactive dashboard is designed to develop fine motor skills while igniting the imagination of children through sensory exploration. The dashboard is packed with various noises that mimic real-life driving experiences, enhancing hand-eye coordination abilities as kids navigate through imaginative adventures with features like a realistic key start, flashing indicator lights and a mechanical clicking gear stick. Continuing partnerships with hit animation characters

Hey Duggee and Bluey, HTI has added Bluey-themed bubbles products to its Bubblz brand, complementing its existing popular licensed ranges. This includes the Bluey Bubble Machine.

Bluey's Camera is also a hit with retailers. Users can lift the camera lens to hear the catchy theme tune and capture their best moments with ease, using the lens mirror for flawless selfies. Kids can also experience the fun of sliding the cloud slider, pressing the shutter button to snap a photo and listening to Bluey's playful sounds as the picture emerges. Designed with soft, easy-grip handles and rattling beads, Bluey's Camera ensures hours of comfortable playtime exploration.

HTI is adding the hit licence Gabby’s Dollhouse to its range of role-play items, with products such as Gabby’s Telephone - shaped like Gabby herself - joining the range. When the

©2024ViacomOverseasHoldingsC.V.AllRightsReserved.TeenageMutantNinjaTurtlesandallrelatedtitles,logosandcharactersaretrademarksofViacomOverseasHoldingsC.V. Nickelodeonandallrelatedtitles,logosandcharactersaretrademarksofViacomInternationalInc. ©SEGA

BLE Character Licensed Merchandise

Wyncor

www.wyncor.com

hperheentupa@wyncor.com

Wyncor holds global rights from powerhouse companies Paramount, Hasbro, Zag and Emoji to manufacture and distribute selected products from the Wyncor line.

Available from summer 2024, Wyncor’s Miraball brand is introducing licences including Teenage Mutant Ninja Turtles, SpongeBob SquarePants, Paw Patrol, My Little Pony, Peppa Pig, Transformers, Monopoly and Emoji. Miraball is a trending collectible featuring patented technology. The colourful blind pack ball can be peeled away and popped open to reveal a hidden plushy charm that expands to over 4” in diameter, all thanks to the magic of ultra-shrinkable memory foam plush. Contents also include one of eight stickers and a collector’s leaflet.

Wyncor is also set to introduce licences including Miraculous, Paw Patrol, Teenage Mutant Ninja Turtles and SpongeBob Squarepants to its new Magic ReClay line. Magic ReClay is an innovative toy that transforms from solid to fluid and back again, all at a temperature that's safe for playtime. Magic ReClay turns smooth and soft in warm water, ready to be moulded into whatever children desire. Users can mix it with their favourite colours and watch creations come to life in just minutes, curing into sturdy and durable items that can be displayed, worn, or shared with friends. Children can easily reuse their artwork by dipping it in warm water, making it an eco-friendly activity. The product is launching with four packs of Magic ReClay, each with two vibrant colours, figurine moulds featuring favourite licensed characters and a starter kit to kickstart creativity.

Wyncor will donate a percentage of global toy sales to Gustave Roussy, the leading comprehensive cancer centre in Europe for research against cancer.

Moose Toys

01637 882 200 | www.moosetoys.com

Moose Toys is bringing one of the biggest global animated franchises, Illumination’s Despicable Me, to shelves ahead of the summer release of Despicable Me 4. The extensive line will include action figures, playsets, roleplay and collectibles.

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

For the first time ever, a Minion has been reimagined in a mega form. With the Transformation Chamber playset, kids first load an Anti-Villian League (AVL) agent version of Jerry and his accessory rock into the chamber’s hatch, then turn the levers to see the chamber door open and reveal a five-and-a-half-inch mega Jerry figure.

Minions will come in four-inch versions of fan favourites Dave, Tim, Gus and Mel. The Mega Minions are ready for action as each includes an accessory that allows each charcter to exercise its power, just like in the movie.

Minions Dave and Tim have joined the licensed line of Heroes of Goo Jit Zu figures. While they’re already in their Mega Minion form, they can stretch up to three times in size, always coming back to their original shape.

Mini Mayhem Figures is a cast of 20 two-inch collectible characters from the upcoming Despicable Me 4 movie that arrive in a single- or a themed four-packs. Core fan favourite characters and new figures strike movie moment poses for kids to create scenes from the movie or imagine new mayhem.

AVL Deluxe Minions Mel and Dave are sporting their AVL suits with unique detailing. Each Minion comes with two recognisable accessories. Mel has a grappling hook and goggles, while Dave has a blaster and AVL coffee mug.

The Despicable Me 4 line is available now.

Gotta Catch ‘Em All!

Collect every Amscan Pokémon costume, to fill your dress up wardrobe! All styles

available online now.

Charizard Cape

Charmander

Bulbasaur Cape

Charizard

Eevee

Squirtle Pikachu Cape Pikachu Ash

Snorlax Poké Ball

BLE Character Licensed Merchandise

Hasbro

0208 569 1234 | www.hasbro.co.uk

With Peppa Pig’s 20th anniversary year in full swing, Hasbro is set to introduce Peppa’s Muddy Puddles interactive doll. This interactive electronic toy will talk, play, sing and dance to spark the imagination of young children and get them moving. The 12-inch tall Peppa comes with more than 55 sounds, phrases and reactions to offer multiple ways for kids to play. Kids can switch between two play modes by placing Peppa’s yellow boots on to activate the Muddy Puddles game mode or removing them to activate Party-themed sounds and phrases.

With the new Peppa Pig’s 2-in-1 Party Bus play set, children can join Peppa and her friends on the iconic London double-decker bus that transforms into a multilevel party-themed play set. The interactive three story bus features 13 party accessories and three figures. Users can park the bus to reveal the party-filled activities for Peppa Pig, Danny Dog and Candy Cat who can dance on the twirling platforms, spin on the roundabout toy and ride down the bus’s slide.

Transformers fans can celebrate the last 40 years of Transformers history with Transformers Legacy action figures. Transformers Legacy opens the portal to a whole new universe of More Than Meets the Eye, bringing together every Transformers generation like never seen before. Fans can collect and combine different characters to create their ideal Legacy lineup. The G2 Universe Laser Optimus Prime figure is inspired by the character from the animated series, Transformers: Generation 2, and features an articulated head, arms and legs for diverse action poses. The 7.5” G2 Universe Laser Optimus Prime action figure converts between robot and truck modes in 29 steps. Fans can gear up for battle with the included Energon axe, sword, blaster and Matrix of Leadership accessories that attach in both modes.

Also available to collect is the 5.5” Animated Universe Bumblebee action figure, which converts between robot and mini-car modes in 22 steps and comes with Stinger and turbo booster accessories. The Animated Universe Bumblebee figure is inspired by the character from the Transformers animated series and features an articulated head, arms and legs for various action poses.

BLE Character Licensed Merchandise

Orchard Toys

01953 859 539 | www.orchardtoys.com

New for 2024 is Orchard Toys’ The World of Peter Rabbit collection. Peter Rabbit is Orchard Toys’ first ever character licence and has been launched under licence from Penguin Ventures on behalf of Frederick Warne & Co. (Beatrix Potter’s publisher and owner of The World of Peter Rabbit). The range celebrates the very best of Orchard Toys and Peter Rabbit and their shared values of quality, learning and fun.

Blending the fun, educational and engaging gameplay of Orchard Toys with Beatrix Potter’s iconic characters to bring Peter Rabbit to life, the range includes Peter Rabbit Fish and Count, a charming number and counting game; Peter Rabbit Don’t Wake Mr. McGregor, a board game in which players race to collect vegetables; Peter Rabbit 4-in-a-box puzzles, a set of charming progressive puzzles to help learn about the seasons; Peter Rabbit Rabbit Race, a fun matching and memory game in which Peter Rabbit and friends race through their burrow; Peter Rabbit Veg Patch Lotto, a fun lotto game in which players race to fill their board before Mr. McGregor builds his scarecrow; and Peter Rabbit Heads and Tails, a matching activity and game in one featuring Peter Rabbit and his friends.

Simple gameplay featuring charming illustrations add up to delight children and help them develop skills such as matching and memory, as well as social skills. gain confidence, they can turn the activity into a simple game of pairs. These six games and puzzles offer a strong sales opportunity for retailers. The World of Peter Rabbit is expected to become a best-selling collection.

Orchard Toys partnered with Chantry Place, Norwich to bring families a new trail inspired by The World of Peter Rabbit this spring. The Peter Rabbit World Trail event ran from Saturday 23rd March to Sunday 14th April, when families could pick up a trail booklet, and try to win an Orchard Toys bundle of games and a £50 H&M voucher courtesy of Chantry Place. In addition, the first 3,000 children to complete the trail received a free Peter Rabbit Word Trail badge, and families could also enjoy a giant Orchard Toys Peter Rabbit floor garden maze. The World of Peter Rabbit collection was also available to purchase at Langleys at Chantry Place.

Wow! Stuff

01902 390 428 | www.wowstuff.com | sunny.walia@wowstuff.com (North America) | tony.white@wowstuff.com (Rest of the World)

Wow! Stuff has announced the launch of one of the most hotly anticipated toys of 2024. Real FX, the Disney Stitch First Edition will be in the hands of fans for the first time on June 26th. Designed and developed in-house, over several years, by the engineers and scientists at Wow! Stuff, Real FX new Disney Stitch was first teased at international toy fairs and received a phenomenal reception. Now, the company reports that many major retailers around the world are already calling it their 2024 toy of the year.

A high-tech, animatronic puppet, Real FX Stitch will be launched in limited numbers as a First Edition on 26th June 2024, to commemorate International Stitch day. The First Edition will include a Stitch certificate that verifies it as an official first model off the production line.

Real FX Stitch is truly distinctive. Fans can commandeer the authentic animatronic Stitch toy using the hand-insert controls to generate over 100 incredible action and sound combinations. Real FX Stitch has been designed to captivate onlookers with his cute blinking eyes, mechanically controlled rising and drooping ears, mischievous smile and wonderful dialect spoken in his alien native tongue of Tantalog – a combination of Hawaiian, Chinese and Chezcreekian.

Real FX Stitch even features touch-sensitive sound activations: stroking his blue fur will elicit infamous phrases in Stitch’s native tongue of Tantalog. His owner can hear him excitedly respond when they stroke his head, purr softly as he warms to their cuddles, or play-bite those who dare touch his tongue. Ultimately, Real FX Stitch always retains his soft and cuddly side, proving to be a best friend ready to sniff or snooze on request. The pre-order list is expected to open on 1st June in the UK and Europe at leading retailers, where fans pre-ordering will secure their First Edition model for delivery on 26th June or soonest thereafter. Pre-orders will take precedence and be on a first come first served basis, and more stock is expected later in 2024.

BLE Character Licensed Merchandise

Imagination Gaming

07737 229

089 | will@imaginationgames.com

The Disney Game Night Board Game is designed to unite families by combining storytelling and play. This comprehensive game set, perfect for Disney enthusiasts of all ages, offers ten captivating games, blending classic board game fun with the timeless charm of Disney characters.

Featuring games suitable for ages four and up, the Disney Game Night Board Game ensures that every family member can join in the fun, creating an inclusive atmosphere. The set contains five physical games such as the internationally acclaimed Ruckus card game, inviting players to dive into gameplay while enjoying the company of beloved Disney characters. Other games like Spin a Villain, Headband Game, Dominoes and Picture Match add variety and challenge, offering new adventures with every play.

Disney Game Night also introduces five PowerPoint party games, including Family Fortunes, Toy Story Trivia, Bingo, Silhouettes and Out Doo. These digital games bring a modern twist to game night, allowing families to engage in Disney-themed challenges and trivia through an innovative platform. It’s a perfect blend of the digital and the tangible, offering something for everyone.

Carrera Revell

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

New for 2024, Carrera First teams with Spidey and his Amazing Friends to bring consumers aged 3+ top-quality slot racing action. Young Peter Parker (Spidey) joins his friend Miles Morales (Spin) for races around racecourses with many Spidey-themed action elements. The cars are colour-matched to each character’s costume colours. The It’s Spidey Time set is 2.4 metres in length, in a classic figure-of-eight with flyover section, comprising Spidey-themed car-actuated spinners.

With Go Spidey Go, the track length increases to 2.9 metres including the flyover section, adding a narrowing chicane section that can bounce one or more cars off the track. Spinners are replaced by Spidey-themed car-actuated flippers. For maximum convenience, Carrera First features a battery-operated racetrack system, allowing it to be set up almost anywhere indoors and outdoors. Also included are ergonomically styled hand controllers, perfect for smaller hands to regulate the speed of the cars. The signature blue track is modular and supplied in sections so that it can be assembled and disassembled with ease. This format also allows the possibility of creating different track layouts, plus a separately available track expansion set.

Also new for 2024, similar set formats will be offered for DC Batwheels, the pre-school adaptation of Batman that sees the hero vehicles of Gotham realised as characters in their own right. Vehicle pairing is Bam, the sentient Batmobile, and sidekick Robin’s Redbird racer. Carrera First offers even more licensed sets with Mario Kart (Mario and Luigi), Paw Patrol (Chase and Rubble) and Disney Junior (Mickey and Donald) also available.

BLE Character Licensed Merchandise

YuMe Toys

www.yumetoys.com | emeasales@yumetoys.com

YuMe Toys’ latest toys and collectibles include the increasingly popular Hero Box range, which made its debut at the end of last year. In line with the other products in the Hero Box range, the 5cm pull-back Zoom Heroes feature a range of iconic characters. Adding to the Hero Box series is a range of new collectibles - the Zoom Hero pull-back car series. This collection brings a new era to the beloved classic pull-back cars.

The six IPs featured in the Zoom Hero-themed pull-back cars range include seven Stitch characters from Lilo & Stitch, six Minions characters and a further five from the Batman movie and animation series. For Disney fans, there are four classic Mickey Mouse and Minnie Mouse designs to collect and race, as well as six princesses from the Disney Princess franchise. There are also four cars from Disney’s Nightmare Before Christmas and a further six Horror-themed cars.

In September, YuMe Toys is launching the Netflix Countdown Gift Box, a celebration of seven of the streaming giant’s fan-favourite titles. Inside the super-sized deluxe gift box, there are 24 premium items to discover that are synonymous with seven of Netflix’s most beloved titles, among them Stranger Things, Bridgerton, One-Piece, Rebel Moon and The Witcher.

Hunter Price

0161 653 1306 | www.hunterprice.co.uk

Hunter Price International has kicked off 2024 by announcing a collaboration with Paramount Consumer Products and leading mental health brand, Calm. Top-rated pre-school brand Paw Patrol and Calm have teamed up for the first time to create an exclusive collection of Sleep Stories and meditations to aid a relaxing bedtime routine.

To fully complement the partnership and new bespoke content now available on Calm, Hunter Price has been appointed to design, develop and deliver an impactful range of homeware, accessories and weighted plush.

The Paw Patrol pups are featured throughout the range of products, from bedding, blankets and fleeces, to cushions, plush and mindfulness activities, including colouring and activity books, to encourage a calming evening wind down and restful night’s sleep. The debut collection was unveiled publicly for the first time at the London Toy Fair in January and the first retail range will arrive in retailers nationwide this summer.

This upcoming range aims to connect with its target audience through the empowering content created on Calm for Paw Patrol. The collaboration is set to provide young children the valuable tools to navigate their worries and empower them to embrace daily adventures with joy and ease.

BLE Character Licensed Merchandise

Amscan

01908 288 500 | www.amscan.co.uk

Amscan’s new Pokémon party range includes key character icons such as Pikachu, Squirtle, Bulbasaur and Charizard. Featuring an all-over Pikachu print design with a vibrant colour palette, this tableware range is made from sustainably sourced paper and includes home compostable napkins. Its coordinating décor features further characters and items comprising honeycomb hanging decorations, Pikachu and Pokéball bunting, coordinating Pokéball invitations with a Pokémon inside and space for all important information, a Pokémon matching memory game and much more.

Amscan’s balloon assortment comprises a large Airwalker Pikachu standing at 1.4-metre high, Pikachu character-shaped balloons and printed standard designs, an inflatable Pikachu standee balloon and a spherical Pokéball Orbz style ideal for hanging on monofilament to recreate the floating aspect of the Pokéball itself.

The company has also just launched a brand-new range of coordinating Pokémon jumpsuits and costumes offering something for everyone. Jumpsuits feature Bulbasaur, Snorlax, Charmander, Charizard, Squirtle, Eevee and Pikachu designs, and include a zip and a character hood. The range also includes capelet-style costumes with printed character features and a character hood, as well as the ultimate Pokéball tabard and the Ash costume comprising a top, trucker hat and fingerless gloves.

Diamant Toys

(972) 507 390 260 | ww.diamanttoys.com | sales@diamanttoys.com

diamant Toys has a stunning collection of Gabby's Dollhouse lines. As one of the first licensees of the brand, the company’s launch in Nuremberg in 2023 created waves throughout the industry, and the Diamant Toys booth was flooded with international distributors who wanted to be first on board with the innovative products all with Diamant's own IP.

Diamant Toys has become known for its growing strength in licensed ranges, and all products are uniquely designed with the essence and vision of the brand it represents. Today Diamant Toys holds licences for Paw Patrol, Barbie and Gabby's Dollhouse, with a number of new brands to be launched in 2025. Diamant's licences today cover not only EMEA, but also South America, Asia and even the USA.

The success of its ranges is due not only to Diamant's huge investment in product development but also to its 60 years' experience in innovative tooling and state of the art factory. Today, Diamant Toys is considered to be one of the top licensees in the Art & Craft, Glow Pads & Easels and Collectibles categories worldwide.

To view the full 2024 catalogue, visit www.amav.com/cat24/mobile/index.html

Bitty Pop! was the top new brand in Action Figures & Acc supercategory in 2023.*

Funko outperformed the Spanish Toy Market with +14% YTD growth.*

BLE Character Licensed Merchandise

Funko

020 3376 3223 | www.funko.com

As the release date for the third Marvel Deadpool blockbuster approaches, Funko has released a new collection of Pop! characters that aim to enhance any Marvel fan's collection. The range consists of the iconic Deadpool character in different costumes, including a park ranger, a professional bowler, a heavy metal guitarist and even a lederhosen clad Deadpool for Oktoberfest. Standing at approximately 11.1cm, the new range is the perfect gift for fans of the Marvel franchise celebrating the 26th July UK release date of the hotly anticipated Deadpool & Wolverine movie.

Star Wars Day, ‘May the fourth’, encourages fans to celebrate their passion for the franchise and, as their enthusiasm is rekindled, Funko has the ultimate collection of Star Wars ranges. They can restore the balance in their collection with the help of two new exclusive 2-packs of Funko Pop! including Obi-Wan Kenobi and Darth Vader, and R2-D2 and R5-D4. Fan favourite Star Wars characters have also been shrunk into Bitty Pops! giving fans the perfect opportunity to expand their collection with their most beloved characters in the galaxy across both Star Wars a New Hope and The Mandalorian. With characters including Mandalorian, Luke Skywalker and Princess Leia to name just a few, there’s something for everyone in the collection. Bitty Pops! stand at approximately 2.3cm tall and come packaged in hard acrylic cases with detachable bottom lids which double as acrylic bases to which the Bitty Pop! collectibles can be attached for display.

Hornby Hobbies

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

In the dynamic landscape of character licensed merchandise, Corgi is a leading provider of premium products that capture the essence of beloved characters and franchises. With a keen focus on quality craftsmanship and attention to detail, Corgi’s latest offerings cater to a diverse audience of collectors, enthusiasts and fans, presenting opportunities for businesses across the toy industry. Whether reliving cherished memories with Wallace and Gromit or embarking on thrilling adventures with Star Trek, Corgi invites fans to rediscover the magic of beloved characters and franchises through its creations.

Corgi's Wrong Trousers Train Set Chase Bundle aims to transport enthusiasts into the whimsical world of Wallace and Gromit, featuring beloved characters whose adventures continue to resonate with audiences of all ages. This meticulously crafted set captures the charm and humour of the original animated series, offering a nostalgic journey. Its appeal spans generations, making it a cherished addition to any collection and a timeless gift for enthusiasts.

Corgi's Star Trek collection offers an array of meticulously crafted starship models. From the iconic USS Enterprise NCC-1701-D of The Next Generation to the legendary NCC-1701 of the original series, each model exudes authenticity and attention to detail. These finely crafted collectibles appeal to both seasoned Trekkies and newcomers to the franchise, making them prized possessions for enthusiasts and collectors alike.

BLE Character Licensed Merchandise

Brainstorm

01200 445 113 | www.brainstormltd.co.uk

Brainstorm Toys has expanded its successful Paw Patrol licensed range for 2024 with the addition of the Paw Patrol Room Projector & Nightlight. This item projects 24 colourful images of Paw Patrol pups up to one metre wide on walls and ceilings and becomes a comforting Paw Patrol Night Light at the touch of a button.

The Patrol Glow Shapes & Chase glow-in-dark stickers can be used to decorate bedrooms in Paw Patrol style. Users can expose the stickers to a light source for a few minutes and turn off the lights to watch them glow. The set includes 30 plastic Paw Patrol shapes as well as eight colourful Chase and friends glow cards.

The Paw Patrol Chase Head Torch will be joined by the Paw Patrol Skye Head Torch this autumn/winter. The popular pup’s head lights up, and users can press once for light and again for a helicopter sound. The head torches feature an adjustable head strap and have two angles – straight, for outdoor adventures such as walking or camping, and tilted, ideal for reading books and comics.

The Paw Patrol Torch & Projector includes three discs that are used to project 24 character-themed images up to one metre wide. It also doubles as a handy torch which is designed for little hands. The Paw Patrol Drawing Projector, which allows pre-schoolers to trace and project drawings of their favourite characters, also continues in the range.

Basic Fun!

0118 925 3270 | bfuk@basicfun.com

basic Fun! UK has an ever-popular portfolio of licensed ranges, including Care Bears, My Little Pony and Tonka.

Micro Teenies taps into the huge trend of macro to micro. The range launches this July, supported by a massive launch programme. The eagerly awaited Micro Teenies takes giant iconic characters and shrinks them to a novelty micro-size of 7.5cm, letting fans collect their favourite characters from Care Bears, Lilo & Stitch and other Disney franchises as novelty collectibles. Each tiny character is presented in a miniature-sized branded box.

Hot on the trail of the launch of the Barbie Lite-Brite Super Brite HD, some of the highest-grossing media franchises of all time are coming to the classic Lite-Brite brand for AW24, including Pokémon and other popular licences. Consumers can discover both Super Brite HD and Mini versions which come with templates to create shining masterpieces displaying their favourite characters.

Care Bears remains a priority with new formats and characters keeping the range fresh for the autumn/ winter season. The uniquely designed True Friend Bear, which celebrates friendship, with colourful accents and script wording around its middle, is joined by Good Wish Bear, whose fur is a combination of blue, green and purple, the fuchsia Be Me Bear, plus a new collab with Universal’s Monsters that features Bedtime Bear as The Mummy, Cheer Bear as Bride of Frankenstein and more.

Having celebrated 40 years of My Little Pony last year, Basic Fun!’s retro-inspired collection will see new lines added for autumn/winter. There will be new characters in the Unicorn and Pegasus Plush assortment, and collectible mini figures, Celestial Ponies and 1983 Original figures are also set to arrive later this year.

BLE Character Licensed Merchandise

Cartamundi

01268 511 522

www.cartamundi.com

Expanding its licensed product portfolio, Cartamundi has added three all-new Gabby’s Dollhouse games to its collection with 4 in 1 Cards, Games Compendium and Pawtastic Dollhouse Game. Launching in autumn/winter 2024, the Paw-tastic Dollhouse Game allows children to build their very own Gabby's Dollhouse before making their way through the house filled with ups, downs and plenty of surprises. This product benefits the environment by being plastic-free and fully recyclable, plus the box packaging doubles up as parts for the house, to ensure that nothing goes to waste and to add to the overall gameplay experience.

Cartamundi is introducing easy-to-play games to its expanding Disney licensed range including Portrait Challenge and Match and Tell, both of which incorporate wellknown Disney characters. In addition, a whole host of classic games have been reinvented for 2024 including Spidey and his Amazing Friends, Marvel Avengers and Disney Princess, attracting new Disney fans to these much-loved games and adding extra elements of fun.

April sees Cartamundi further expanding its Bicycle cards range with a collection of new Disney-licensed packs. Mickey Mouse, Frozen and Donald Duck will be joining the Villains, Disney Princess and classic Mickey Mouse lineup with visually appealing character illustrations on each of the cards, adding to the desirability of the collection for Disney fans old and new.

Funrise

01908 555 640 | www.funrise.com

salesuk@funrise.com

Funrise is expanding its range of Teenage Mutant Ninja Turtles vehicles with new additions and a further marketing push. The hero item from the collection is the Sewer Shredders assortment, which consists of pull-back skateboards with a nondetachable, weapon-wielding TMNT action figure attached. This year, the company is incorporating villain skate battles into play with the addition of Suplerfly and Geko. Sewer Shredders have been lowered in price from £9.99 to £7.99 to be more competitive and a real volume driver for retailers carrying TMNT. Funrise has also delivered a TV commercial to help drive sales.

The Half Pipe RCs is an innovative new line featuring powered skateboards with a TMNT figure attached. TMNT fans can perform spins, pop wheelies and zip past obstacles with their favourite Ninja Turtle Half Pipe skater. Available as solids, the assortment features all four turtles, and the retail price has also been lowered to £19.99.

Moving into Q4, Funrise has big box Christmas items covered with the Cowabunga RC skateboard, featuring Raphael and a ramp with which kids can perform tricks, wheelies and spins. This item is a much larger version of the half pipe, measuring approximately 30cm tall, and Raph’s icon Sai weapon is re-imagined as the controller.

Funrise’s TMNT range will be supported with a robust marketing campaign on both TV and YouTube.

BLE Character Licensed Merchandise

Imagine8

www.imagine8.com | sales@imagine8.com

Imagine8 creates accessories for world-leading children’s brands. A globally recognised leader in brand licensing and promotional solutions, Imagine8’s partnership with industry giants such as the BBC, Hasbro and Paramount has refined its ability to deliver quality products, exceeding retail expectations. From plush toys that spark imagination, to innovative wearables, Imagine8’s ranges are meticulously designed to cater to the evolving tastes of children and parents alike.

Imagine8 is revealing its latest character-licensed accessory ranges, spotlighting two beloved characters in the pre-school sectors: Bluey and Peppa Pig.

The Bluey Accessory range is set to be released this 2024 and reflects the imaginative play and adventurous themes that are prevalent in the show. The range features numerous practical yet stylish accessories, including hats, scarves, gloves, bags and hair and jewellery items adorned with Bluey’s endearing charm. Imagine8 is also launching a sister range dedicated entirely to Bluey’s lovable sibling, further enhancing fans’ connection to the world’s favourite Heeler family.

Imagine8’s Peppa Pig’s 20th Anniversary collection will see the Peppa Pig range expand with new offerings featuring three distinct designs. These include hair and jewellery pieces, novelty items and cold and warm weather accessories. Imagine8’s accessories are designed to be both practical and enjoyable for children. Moving forward, the company remains committed to bringing new character-inspired products and exceeding the expectations of its partners and the families who are at the forefront of its consumer base.

www.disguise.com | info@disguise.com

Disguise introduces Disney Princess Tutu Accessory sets. These multilayered tutu skirts feature layers of organza and satin, with patterned and sparkled peplums and a character cameo at the waist. The waist is elasticated for additional comfort and each set includes an iconic character accessory to complete the look, ideal for any little Disney

Disguise is also launching Minecraft Swords and Pickaxes weapons in colours including Slick, Iridescent and Gold Metallic to celebrate the property’s 15th anniversary. The pixel detailing makes these items look just like the game and they feature a lightweight plastic material for a travel-friendly option that users can take with them wherever they go. The Pickaxes measure 15.75” long, and 11.5” wide, whilst the Swords measure 20.25” long and 10” wide. Disguise has also developed a full range of Ghostbusters: Frozen Empire-style ghostbusting jumpsuits for infants, children and adults, offering a diverse selection across various price points, including both classic and deluxe styles. Additionally, Disguise will introduce the Ghostbusters Engineering jumpsuit, along with signature red parkas. Slimer, the infamous beloved character, will be available in toddler, child and adult sizes, with an inflatable version for children along with an adult costume for the Garraka villain.

BLE Character Licensed Merchandise

EXG Pro

www.exgpro.com

Info@exgpro.com

EXG Pro is gearing up for its most dynamic year yet, unveiling its largest SKU count to date that features new product ranges, new licences and an extended distribution and retail network.

This summer marks the debut of Holdems, the original Earbud Holder and Phone Stand inspired by the successful Cable Guys product range. Holdems provides a unique solution for holding earbuds, phones, watches, keys, pens and more, offering users a convenient and visually appealing way to keep their belongings in check whilst paying homage to their favourite characters. With four to collect in each range, they're not just functional but also highly sought-after collectibles for fans.

Launching in two waves, the first wave will include this year's most popular character, Stitch, in four different iterations, followed by fan favourites Sonic the Hedgehog and friends (Tails, Knuckles and Super Sonic), Fall Guys and the company’s first-ever Teenage Mutant Ninja Turtles line. The second wave will introduce more newness from beloved franchises like SpongeBob SquarePants, Squid Game and Nightmare Before Christmas, all set to hit shelves this summer.

Another new range launching this summer is Digiplates, the world's first functional metal cards and EXG Pro’s first physical meets digital collectible.

Just Play

www.justplayproducts.com

uksales@justplayproducts.com

Just Play’s portfolio offers toys inspired by renowned brands including Sesame Street, Disney Junior’s SuperKitties, Disney Pixar’s Inside Out 2, Disney’s The Nightmare Before Christmas and more.

The highly anticipated return of the Sesame Street Tickle Me Elmo plush toy aims to bring joy and laughter when it launches this summer. Users can press Elmo's belly or squeeze either foot to hear Elmo giggle and laugh, while he wiggles with excitement at being tickled. Made with super-soft plush fabrics and recycled fill, Tickle Me Elmo is a timeless toy that is perfect for snuggling and playtime.

The Junior’s SuperKitties toy collection is also set to launch this month, with plush toys and figures that aim to delight fans of the superhero-themed TV series. The Disney Junior SuperKitties Small Plush Assortment is joined by the Disney Junior SuperKitties Hero Squad Figure Set, which consists of a five-piece collection of articulated figures featuring the heroes and a villain.

In celebration of the 30th anniversary of the gothic masterpiece last year, Just Play will be extending its offering of toys inspired by Disney Tim Burton’s The Nightmare Before Christmas. This year’s range will include not just Disney Doorables figures, but also collectible figures. The Nightmare Before Christmas Five Pack of Figures features all the favourite characters from the beloved Christmas film, including Jack Skellington, Sally, Oogie Boogie, Zero and Jack Skellington Santa.

Disney and Pixar’s Inside Out returns this June with a second instalment, and Just Play will be a first stop for toys inspired by the upcoming film.

BLE Character Licensed Merchandise

Bladez Toyz

02392 658 255 | www.bladeztoyz.co.uk

sales@bladeztoyz.co.uk

The brand new Batwheels My First R/C BAM from Bladez Toyz brings radio control to pre-schoolers at a great competitive price point. With an easy-to-use controller, fans of the new animated show can drive Batman’s trusty Batmobile, otherwise known as BAM, and recreate their favourite scenes. Also new from Gotham City in the Bladez Toyz R/C range is the Batman R/C Monster Truck, which features LED lights, jumbo rubber Monster Truck wheels and an easy-to-use controller. At 1:18 scale, this toy is perfect for both indoor and outdoor play.

The Bladez team has also added two new characters from the Wizarding World to its plasticfree Make Your Own Magical Creatures range. The mischievous Niffler from the Fantastic Beasts franchise is easy to make from flat, sustainable, high-quality board and comes complete with coins that he can hold. Joining Buckbeak and Hedwig from the Harry Potter film series is the ever-popular and iconic Dobby. With more characters launching later in the year, this fun eco-friendly range offers easy and mess-free craft that makes an ideal collectible gift.

Bladez Toyz has launched its Monster High range with the Bumper Activity Set as well as science-inspired creative sets and more. Following the successful Barbie Bumper Activity Set with novelty packaging based on the Dream Camper, the Monster High version takes inspiration from Monster High’s spooky school bus. Inside, card dolls of characters like Draculaura, Frankie Stein and Clawdeen can be dressed in cool colour-in outfits using stickers and displayed against the colour-in locker scene backdrop. With over 250 pieces including pens, stampers, washi tape, stickers and more, the set is a great resource for open-ended creativity for fans of Monster High’s supernatural students. The range also features pocket money items with the Monster High Make Your Own Crystal Prom Gown and Make Your Own Bath Fizzers Sets, offering science-inspired craft sets that are easy, fun and educational.

Vivid Goliath

The Traitors Board Game is inspired by elements of the hit TV show, and Faithfuls and Traitors alike must go on missions to earn gold for the prize pot. The Traitor will play to earn the right to murder at night and the Faithfuls must try and banish at the Round Table. The two players with the most gold will compete for the prize pot.

Murdle, created by G.T Karber, has fast become a best-selling murdermystery puzzle game. With more than half a million books sold last Christmas and more books set to launch in both 2024 and 2025, Goliath is set to become the Global Board Game partner. With the books set to be published in 25+ languages, players around the world study clues and use logic to discover whodunit, where and how. Filled with unique characters, memorable locations and ridiculous situations, Murdle gives players the thrill of solving a mystery while remaining family-friendly. Like the puzzles, the Board Game centres around catching the culprit, opening the play experience to a wider group to solve together.

Pop-culture icon Garfield is now available in plush form and makes for an ideal cuddling companion. Consumers can choose from Baby Garfield, Classic Garfield or Garfield's sidekick and best friend Odie all available in 8”.  Also available is the Baby Garfield Eat. Sleep. Repeat. Interactive Plush, inspired by the all-new character from The Garfield Movie. Users can press the lasagna to Baby Garfield’s mouth to hear him eat and burp, then place the mask over his eyes for nap time and lift the mask to wake him up before feeding him again.

BLE Character Licensed Merchandise

Simba Smoby

01620 674 778 | sales@simbasmoby.com

Simba’s Plush, Smoby and Jada ranges include a host of licensed lines, based on the most popular characters from film, TV and the gaming world.

Simba’s licensed Plush collection includes some of the most popular characters from across Disney’s many franchises. With the new Stitch movie coming in 2025, lovable new lines have been added to the Disney Stitch Plush range. The iconic 25cm Stitch Plush is super-soft and features squishy feet and a cuddly body. Disney's Lilo and Stitch characters Angel and Leroy are also available as 25cm soft toys, with Scrump – Lilo’s rag doll – joining the collection this autumn/winter.

2024 marks 30 years since the release of The Lion King, and with the release of Mufasa: The Lion King this summer, Simba is ensuring fans can celebrate with its nostalgic 30th-anniversary line. There are four new 25cm Lion King characters to collect – Simba, Mufasa, Timon and Pumba, which will make great collectors’ items, all including distinctive anniversary hangtags.

Fans of Gabby’s Dollhouse, one of the fastest-growing licences on Circana, will enjoy this season’s Smoby portfolio. The Gabby’s Dollhouse Ice Cream Factory is a role-play set that lets kids cook alongside Gabby and her kitty friends, pretend playing at creating ice cream and waffles. Meanwhile, Gabby’s Picnic Basket comes in pastel blue, pink and purple colours that fans will associate with the show, and is designed with a handle and a two-part lid for pretend play picnics.

The Jada Toys portfolio is a treasure trove of licensed character brands, spanning some of the biggest franchises, including Fast & Furious, Batman, Transformers, Marvel, TMNT and many more.

PMI

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

In partnership with Scopely and its successful Stumble Guys mobile and PC game, PMI Kids’ World has launched the first Stumble Guys toy licensed toy range. Based on the multiplayer game enjoyed by millions around the world, the new Stumble Guys range includes a variety of collectible figures, multi-point articulation action figures, plush toys and more.

From fan-favourite characters such as Mr Stumble and Sprinkles to legendary characters like Candie Bear and Golden Banana, items are available in the form of beautifully crafted figures and plush. With a proven track record of reimagining popular and licensed characters into highly detailed collectible toys, PMI Kids World has once again captured the essence of Stumble Guys’ digital counterpart.

The Stumble Guys Collectible Figures in Blind Bag contains one of 24 mystery collectible figures, with the potential to unbox exclusive rare figures. If multi-point articulation is important for play and display needs, the 4.5-inch Stumble Guys Action Figures are also available with five different characters to collect. For fans looking for soft character merchandise, Stumble Guys 8-inch Plush Buddies are a soft and huggable option. Figurines and figures in this toy range are made of 100% recyclable ABS plastic, encased in environmentally conscious, wood-based packaging approved by The Forest Stewardship Council (FSC). PMI’s new range of Stumble Guys toys is designed for consumers aged 8+.

Character Licensed Merchandise

Posh Paws

01268 567 317 | www.poshpawsinternational.co.uk

sales@poshpawsinternational.co.uk

Batwheels is the latest hit pre-school licence to join Posh Paws’ plush catalogue, with new toys set to launch this July. The show’s key characters, Bam the Batmobile, Robin’s Redbird and Batman himself will be available in an assortment of 7” plush in an eye-catching CDU and at great value price-points, as well as larger 10” characters that will be sold separately.

Posh Paws is also introducing a brand-new Harry Potter plush this autumn/ winter with trending anime and ragdoll-inspired designs that will offer something new and fresh for the franchise. The new plush will feature Harry, Ron, Hermione and Hedwig the Owl, in a new range of highly detailed plush toys that fans will undoubtedly want to pick up and take home with them.

In the award-winning Gabby’s Dollhouse plush range, Posh Paws will be adding new feline characters in time for Christmas gifting, with the introduction of Hamster Kitty and Marty the Party Cat in 10” sizes. Adding to its trending Squashy Podgies offering, new 8” plush cats will be released and sit alongside the extra-large 14” Cakey Cat plush that is available now.

This May, Jurassic World Chaos Theory arrives on Netflix as the new chapter of the chart-topping animated Camp Cretaceous series and Posh Paws has a range of dinosaur plush including the popular 7” T-Rex and Blue Raptor assortment, 7” collectable plush Dino Eggs, a variety of 10” dinosaurs and the super-soft and cuddly, extra-large 18” T-Rex and Raptor. The company also offers an assortment of Squashy Podgies featuring plush glow-in-the-dark dinosaurs that are made with a squishy material.

Wednesday dolls and Thing hand have been a hit amongst fans of the Netflix show, and Posh Paws is now adding the colourful Enid doll to its range. One Piece, Dragonball Z and Demon Slayer remain popular licences for avid anime collectors, and new licences available now include Assassination Classroom and Fairy Tail.

The Minions are set to return to cinema screens this July with the brand new Despicable Me 4 movie and Posh Paws has a plush offering with banana-scented Squashy Podgies plush and 7” and 12” Minions.

Bandai

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

Bandai’s Plush range of Talking Plush, Plush Friends and Clip-On Plush brings the colourful world of Pip and Posy to life. The Pip and Posy Talking Plush are 32cm versions of the favourite characters, complete with sounds, phrases and a clip of the theme from the smash hit TV series, made from super soft, high-quality velboa. A range of character figures will follow from this summer.

Tapping into the collectible expanding plush trend, the new licensed Miraballs feature collectible character surprise capsules with each revealing squishy plushies once opened. Bandai launches its initial range with Miraculous, Paw Patrol, Peppa Pig, My Little Pony, SpongeBob, Emoji and Teenage Mutant Ninja Turtles, with other licences to follow.

Featuring well-known characters from Japanese popular culture, Bandai UK’s ranges include collectible kawaii lines that have never been available outside of Japan. Alongside colourful character keychains and collectible figures, the new Sanrio Moonlights features five of the most identifiable Sanrio characters (Hello Kitty, Cinnamoroll, Kuromi, My Melody and Pompompurin). In celebration of one of the world’s most-loved characters’ 50th Anniversary, Bandai’s new Hello Kitty Tamagotchi Nano combines the nurturing and gaming elements of a Tamagotchi with a Hello Kitty virtual pet, exclusive themed games and animated clips.

Following the successful release of the Netflix live-action One Piece movie, demand remains high for Bandai’s Anime Heroes, Banpresto and Minix One-Piece-themed collectible characters which span from action figures and pop-culture-inspired miniatures to flagship quality collector display characters.

Another range set to benefit from a recent movie release as well as the show now available on Netflix, is the Japanese Manga series, Spy X Family. Bandai’s collection includes RelaCot figures and Mascot keychains, comprising 10 blind-purchase collectible keyring charms featuring main character Anya. Also available is the Spy X Family Tamagotchi Nano, which features two shell designs. Users can feed and play mini-games with Anya to determine which costumes she wears and which special characters will appear.

Bandai UK’s current licensed portfolio also includes cross-category collections for Miraculous, Dragon Ball, Sonic Prime, Pudgy Penguins, National Geographic hands-on experimental kits and Chibi Masters, Minix, McFarlane, and DZMR collector ranges.

BLE Character Licensed Merchandise

John Leisure

0161 652 6661

johna@john-toys.com

john Leisure is a leading European specialist in the world of balls and outdoor items. John places particular focus on popular licences, with Paw Patrol, Peppa Pig, Spidey, Frozen, Mickey & Minnie, Avengers, Cars, Minions, Jurassic World, Barbie, Hot Wheels, Young Jedi, Grogu and Hello Kitty only some of the many licensed themes featured across the company’s range of products.

Disney’s Stitch and Universal’s Gabby’s Dollhouse are two of the most popular licences in John Leisure’s portfolio, with plenty of outdoor products featuring designs from these two properties. Stitch and Gabby play balls are available in 9" and 5" sizes and feature a durable design with a valve that can be re-inflated. Stitch and Gabby’s Dollhouse-themed Hopper balls are also available in a 50cm size and are specifically designed to train balance and coordination and encourage children to stay active. John Leisure also offers PU balls in sizes 2.5" and 6", as well as 3.5" softballs and 4” light-up balls.

The company also offers Stitch and Gabby’s Dollhouse-themed play pop-up tents, teepees and tunnels, perfect for children to play or relax.

Consumers can get ready for summer with John Leisure’s 44cm swimming boards and 82cm bodyboards, both featuring Stitch and Gabby’s Dollhouse designs. Splash Fun Tec Pumpers are also available in a Stitch theme and can be used to shoot water up to 10m. Meanwhile, Gabby’s Dollhouse-themed Water Splash balls can soak up water and be thrown, making them ideal for outdoor summer fun.

John Leisure also offers a unique range of bubbles for Stitch and Gabby’s Dollhouse, both available in 55 ml and 120 ml bottles. These bubble products include a wand, and the Stitchthemed bubble product also features a 3D figure of Stitch that users can remove and play with.

MV Sports

01217 488 000 | www.mvsports.co.uk

| customer.services@mvsports.com

MV is a top supplier of licensed kids’ wheeled toys. Whether it’s a ride-on for a toddler, a balance bike for a pre-schooler or scooters, skateboards and bikes for older kids, the company offers a comprehensive range spanning over 150 products. Innovation comes in the form of lights and Squishle pouches with many of MV’s products now having LED wheels and ontrend squishy plush handlebar storage.

Evergreen licences such as Peppa, Pig Paw Patrol, Barbie, Disney Princess, Spider-Man and Batman, offer consistent year-round sales in an increasingly seasonal toy category. Hot and trending licences Stitch and Monster High are joined by growing favourites such as Bluey, Sonic, Turtles and Gabby’s Dollhouse.

Disney's beloved Stitch is experiencing an unprecedented resurgence in demand, and MV is set to introduce a new range of scooters, ride-ons and outdoor play items that cater to the growing popularity of this endearing character.

Designed with young children in mind, the Stitch Deluxe Bobble rideon features a moulded seat, soft handlebar grips, a sturdy steel frame and double rear wheel design, which provides extra stability and strengthens the anti-tip. This ride-on comes in an appealing pastel colour and includes a bespoke-shaped plaque featuring graphics of Stitch. The Deluxe Bobble ride-on develops coordination and balance due to its easy grip handlebars with responsive movement making it ideal for beginner riders.

MV Sports has a newly refreshed Barbie range of wheeled toys which feature bright, vibrant colours, charming character graphics and inspirational slogans over a variety of scooters, bikes, tents, skates and much more. The best-selling 14” Bike features motifs of Barbie and her friends, exemplified by a bespoke heart-shaped plaque. At the rear, users will also find an integrated doll carrier, complete with character graphics. Suitable for kids aged 3+, this bike is ideal for children who are close to mastering riding on two wheels with its easy-to-remove stabilisers. The bike’s spoked wheels and pneumatic deep tread tyres offer a strong yet comfortable ride with excellent grip.

The glittering Barbie Mermaid Fixed Inline Scooter comes complete with a detachable mermaid tail doll carrier. Inspired by the shimmering underwater world, this scooter brings the allure of mermaids to the streets, with its vibrant colours, reversible sequin stem wrap and dazzling mermaid graphics. Kids will enjoy developing their core coordination and balance, as the scooter comes ready with glitter moulded grips and wheels, and the reactive rear footbrake and fully printed anti-slip footplate provide additional safety.

The Barbie Play House Tent, based on the best-selling Barbie Dreamhouse play set, is designed for indoor and outdoor use with an integrated floor, water-resistant coating, closed top and tie-back doors, this makes the perfect open play space or hideaway for young children aged 3+.

BLE Character Licensed Merchandise

Jazwares

020 3598

5119 | www.jazwares.com

Squishmallows continues to capture the imagination of fans across generations. 2024 will see over 500 new Squishmallows styles launch in the UK, with licensed collaborations from Pokémon, Harry Potter, Adopt Me!, Sonic, Stitch, Disney and Stranger Things, plus more to be announced. Following the success of CoComelon HugMees by Squishmallows, Jazwares is bolstering its pre-school portfolio with Bluey and Peppa Pig for autumn/winter 2024.

Jazwares’ Pokémon range includes figures, play sets, plush and other collectibles designed to engage kids, teens, adults and collectors alike. Among the highlights are the brand-new plush and Sleeping Plush assortments, and the Pokémon Battle Spinner Figures and Battle Spinner Arena Set which offer a unique and interactive way to experience Pokémon battles. Users can build up power in the Poké Ball, send out the Pokémon Battle Spinner Figure and watch a battle unfold.

Boasting over 35b gameplays, Adopt Me! continues to be a leading game on the Roblox platform. The Adopt Me! line features game-inspired figures and play sets with various pets, accessories and more. Each set comes with a virtual item code to redeem in the Metaverse. Expanding the popular range for 2024, new launches include a Pet Spa Deluxe play set, feature plush, an Ice Cream Truck, new collectibles and a new seasonal range including an advent calendar plus Halloween and Christmas-themed Adopt Me! products.

After the successful launch of the Amazing Metals segment in autumn/winter 2023, backed by a TV and paid digital campaign, the Spidey and his Amazing Friends range will expand with more innovative products this autumn. New Spidey launches include die cast vehicles, plush and action-packed Super Loop and Mega Jump HQ track sets in the Amazing Metals segment. The new Spidey Rex-Racer transforms from a car into a web-dart firing T-Rex, and the Team Split Racer 3 in 1 features the core trio: Spidey, Spin and Ghost Spider in two web cycles and a web jet.

With more than 105m users and 9b play sessions on Roblox, Royale High offers players a space where fashion and style reign supreme. Seamlessly translating the Royale High gaming experience into the world of toys, Jazwares is spreading the themes of creativity, self-expression and the promotion of play to the real world with an all-new master toy line. Launching in autumn/winter 2024, Royale High will feature game-inspired fashion dolls, collectibles, play sets and accessories with exclusive game codes for virtual items. The Royale High virtual world is brought to life with the Bus & Glam Closet and Castle Campus Playset play sets. Jazwares’ CoComelon toys brings JJ and his friends and family from digital to physical. The new Discover and Play JJ with lights and sounds aims to teach children the alphabet, numbers, shapes and colours through music. A further highlight of the range is the new Transforming School Time Bus, which comes with two figures, lights and sounds and features three fanfavourite songs. These new key drivers to the CoComelon range will be available this autumn

Epoch Making Toys

0208 049 1377 | sales@epochmakingtoys.com

Following the huge success of its licensed Super Mario range, Epoch Games is adding Minions and Jurassic World to its licensed portfolio in 2024.

Launched in February, Minions U-Turn Bowling offers bowling with a twist. Users pull back the lever for the Minion to bowl, strategising the best way to shoot the ball around the tricky bend and knock down as many pins as possible to become the U-Turn Bowling champion. Plus, in Minions Hammer POP, players face off against each other, pressing a button to control their Minion’s hammer and shield in a battle to see who can hit the head of their opponent’s Minion first. Suitable for 1-2 players aged 4+, both games require no batteries.

Three additional games are also available now to tie in with the new Despicable Me 4 film hitting cinemas in July - AVL Maze Mission, AVL Blast Training and Hover Strike Battle.

Also new for spring are three new entry price point Junior Super Mario Games. Featuring a compact, travel-friendly size, the games include Super Mario Mushroom Mania Balancing Game, Super Mario Lucky Coin Jr. and Super Mario Adventure Game Jr., all suitable for players aged 4+.

Autumn/winter sees the release of five action-packed Jurassic World games. Bringing the iconic films to life, each game comes with either a selection of dinosaur cards or detailed collectible dinosaur figures. Players must stop the volcano from erupting in Jurassic World Shaky Volcano, free the much-loved Blue in Jurassic World Cage Breaker, escape the jaws of the T-Rex in Jurassic World T-Rex Panic and balance their dinosaurs on the wobbly platform in two balancing games, Jurassic World Volcano Quake and Island Quake, both available at entry price points. All games are suitable for users aged 5+ and require no batteries.

Epoch also continues to see success with its wide range of licensed Aquabeads sets. The original stick-with-water arts and crafts brand offers a huge array of brands including Disney Princess, Super Mario, Minions and DreamWorks’ Trolls. Joining the lineup for autumn/winter 2024 will be a new Disney Princess Nail Designer Kit, enabling fans to create mess-free manicures featuring their favourite Disney Princesses by using just water. The set will include decorations and stickers of Cinderella, Ariel, Jasmine, Aurora, Belle and Tiana as well as a bowshaped case to store the nails in and use as a worktable. An applicator and nail ‘polish’ bottle to paint on the water are also included.

Aquabeads will also welcome its first-ever Harry Potter licensed sets in autumn with a Harry Potter Keychain Craft Kit and a Harry Potter Creations Kit.

In addition, Epoch’s new arts and crafts range, Pati-school will also include a Disney Princess set available from July.

Spin Master

01628 535 000

www.spinmastertoys.co.uk

Spin Master is introducing new transforming Paw Patrol Jungle Pups Themed Vehicles. Pre-schoolers can patrol the jungle with the pups in their brand-new Jungle uniforms and six new vehicles before transforming the vehicles into an animal-inspired rescue mode, as they change into their favourite jungle creatures. Each vehicle includes one pup figure in an exclusive jungle uniform.

Paw Patrol is on a roll with its Basic Vehicle sustainable refresh, now each made with at least 80% recycled plastic. Each vehicle includes a pup figure in its core uniform that can be clipped into the front seat.

Paw Patrol fans can also race into smaller-scale rescues with the Pup Squad range. Pup Squad racers feature Paw Patrol design and styling taken straight from the show, making them the perfect-sized pocket collectible for missions on the go.

The Paw Patrol Pup Squad Surprise figures have six pups to collect, each dressed in their core uniform with fur detailing, just like pre-schoolers see on screen. Each figure also comes with three Paw Patrol stickers for decorative fun. Designed for older kids, the Monster Jam Minis is compact at a 1:87 scale. These mini monster trucks are packed with a working suspension system and a variety of details and graphics. Children can tear into the mystery packaging to reveal which truck is hidden inside, build a jam-packed collection and crash through a Monster Jam course with an assortment of mini trucks.

The DC Universe Multiverse Assortment enables DC fans to create adventures and reimagine their favourite stories with Superman, Batman, The Flash, Aquaman and many more.

Character Options

0161 633 9800 | sales@charactergroup.plc.uk

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

Following the success of TMNT Mutant Mayhem Pizza Fire Van, which secured a 2023 Top Toys spot on ITV’s This Morning, Character Options is set to release the highly anticipated TMNT Mutant Maker Playset. This new creative play set line allows kids to create, customise and mutate their own micro figures. Users simply load the chamber with individual legs, bodies and heads, twist to create their own combination then press down to combine and release their own unique figure. The set is shaped like a van and can be packed up and wheeled into action once mutants are complete. There will also be other vehicles, including the Twist N Mutate vehicles that flip from vehicle to Ninja Turtle as well as the Purple Dragon Cycle with exclusive Raphael figure.

Characters’ Heroes of Goo Jit Zu brand features squishy, gooey and stretchy character reimaginings to celebrate all the biggest TV and movie releases. With Minions: Despicable Me 4 dropping this summer, consumers will be able to add DM4 Dave and Tim to their Goo Jit Zu collections. In celebration of Angry Birds’ 15th anniversary, Goo Jit Zu will also be releasing Angry Birds characters, while Ghostbusters: Frozen Empire has inspired a fun Goo Jit Zu character that feels like a marshmallow: Ghostbusters Squish Stay Puft.

Marvel and Sonic enthusiasts will enjoy the new Goo Jit Zu Glow Surge line-up featuring characters with a new glow-in-the-dark finish and a brand-new packaging style to give even more shelf standout this autumn/winter season.

For gaming fans, Heroes of Goo Jit Zu Rainbow Friends see the colourful monsters from the Top 10 Roblox Game take on super-squishy, stretchy bodies. Roblox’s character Blue features a water-bead-filled body and Monkey D. Luffy, the pirate captain from the anime series One Piece, also launches as the first-ever Ultra Goo Collectors line, available at a larger scale and in premium-style packaging.